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On Oct. 28, 2008, one of the greatest collections<br />
of championship banners in an arena gained a<br />
17th as the 2008 banner was ceremoniously<br />
hoisted to the Garden’s hallowed rafters in a<br />
dramatic celebration that included many Celtics<br />
legends from years past.<br />
Despite an injury-riddled 2008-09 season, the<br />
Celtics reloaded with the additions of stars Rasheed<br />
Wallace and Marquis Daniels. Their veteran-laden<br />
roster helped take the team to the 2010 NBA<br />
Finals and has the Celtics once again poised as<br />
title contenders for the next few years.<br />
Garden party<br />
The Garden was nominated as a finalist for<br />
SportsBusiness Journal’s coveted Arena of the Year<br />
award, and not just because of the improved<br />
play of its two primary tenants.<br />
For starters, the Garden added a third sports<br />
tenant with the launch of the Boston Blazers<br />
franchise. The newest entry to the National<br />
Lacrosse League has been no stranger to New<br />
England lacrosse fans. The Blazers previously<br />
served as the moniker of the Major Indoor<br />
Lacrosse League team that played in Worcester<br />
in the early 1990s and the old Garden and<br />
FleetCenter until 1997.<br />
But it was <strong>Delaware</strong> <strong>North</strong>’s ability to attract the<br />
highest-quality entertainment and its commitment<br />
to the fan experience that have garnered the lion’s<br />
share of the praise in the venue industry. Despite<br />
the sluggish national economy, the Garden posted<br />
double-digit increases in both concerts and family<br />
show bookings, generating more than 20-percent<br />
revenue growth. Night after night, the arena has<br />
been cast in the spotlight as it hosted nationally<br />
televised events, including the NCAA Men’s<br />
Basketball Eastern Regional Finals, in addition<br />
to Bruins and Celtics sporting events.<br />
The arena’s concert schedule was buoyed by<br />
visits from some of the music industry’s top acts.<br />
Featured artists included veteran performers<br />
such as Madonna, The Who, Metallica, AC/DC,<br />
Tina Turner, Bruce Springsteen and the Eagles.<br />
Premium fan experience<br />
Based on feedback from focus groups and in-depth<br />
client surveys, the <strong>Delaware</strong> <strong>North</strong> team has<br />
succeeded in continually launching new products<br />
based on clients’ hospitality and entertainment<br />
needs. In response to the evolving needs of<br />
business clientele, the Garden’s Premium Club was<br />
the first to integrate a model with amenities beyond<br />
the four walls of the arena into its premiumseating<br />
membership. In addition, TD Garden is<br />
now leading the way in the types of products made<br />
available to premium clientele, including capturing<br />
trends such as all-inclusive food, smaller ticketing<br />
packages and flexible seating. The final phase of<br />
the venue’s three-year strategic plan for recreating<br />
the Premium Club portfolio included a $4 million<br />
renovation project.<br />
Among the new Premium Club additions<br />
generated this past year was The Lofts. As the<br />
name suggests, the concept includes a loft-inspired<br />
design that features a trendy lounge décor in a twotier<br />
space overlooking the arena. This all-inclusive<br />
experience comes complete with a small, plated<br />
five-course menu, game tickets and parking. Other<br />
new premium spaces include a lounge and raw<br />
bar (Insight Club Lounge), corporate event suite<br />
(The Executive View), reinvented and relocated<br />
Banners restaurant (Banners Harbor View) and an<br />
enhanced function room (The Partners Room).<br />
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