Prudential Center is undergoing a multimillion-dollar upgrade of its facilities, dining options and concessions as "part of the Devils’ efforts to revolutionize the game-day experience in the 7-year-old arena," according to Jeff Roberts of the Bergen RECORD. The renovations and tech enhancements "will be unveiled" Saturday night at the club's home opener. Devils President of Business Operations Hugh Weber said, “There’s never been an identity here. The Garden’s the Garden. The Barclays (Center) has its own identity. We’re building one here.” Roberts notes the Devils partnered with Legends Hospitality in June to "overhaul the arena’s concession stands." However, a $1M-plus, 3-D projection system "may be the show-stopper." The Devils will be the first U.S.-based NHL team to "permanently install" a 3-D projection system, which was "first used in the NHL" by the Canadiens during last season's playoffs. It is "all part of what the Devils expect will be a new fan experience." Weber said of the fan experience, “We just needed to do it better” (Bergen RECORD, 10/16). SPORTSBUSINESS JOURNAL's Don Muret noted the Devils "signed a long-term deal with Fanatics to run the merchandise operation at Prudential Center." But the deal comes as "no surprise," as Devils investor Michael Rubin is Fanatics' Founder & CEO. Weber "acknowledged Rubin played a key role for Fanatics in landing the contract." Weber also noted the Devils "have not been among the league leaders in merchandise" and looked to Fanatics "to use their ingenuity on the digital side." Weber: "We love the way they approach the business with a variety of points of sale.” Muret notes the Devils "expect Fanatics to boost revenue at Prudential Center in part through a new 1,400-square-foot store on the main concourse specializing in customized jerseys through Silver Crystal Sports, whose professional letter and number stitching service is used by several NHL teams." Fanatics VP/In-Venue Commerce Brendan McQuillan also noted that "stands in the upper deck have been converted to boutique-style, walk-in locations" (SPORTSBUSINESS JOURNAL, 10/13 issue).
