Bruins See New Practice Facility As Opportunity For Corporate Events, New Revenue
The Bruins' new practice facility will be a "potential event space for corporate partners, such as Dunkin’ Donuts and Hallmark Health," according to Callum Borchers of the BOSTON GLOBE. TD Garden "cannot accommodate all the requests it gets for corporate events, private functions and advertising, so the Bruins hope to redirect some of that business" to the new facility, scheduled to open in '16 as part of the "massive Boston Landing development by New Balance." Bruins President Cam Neely said, “We’re wondering what we can offer our corporate partners that someone else can’t offer them -- that’s an experience they can’t buy somewhere else. ... Is there an opportunity to bring people behind the curtain, so to speak?” Borchers notes the Bruins’ plans for the practice rink "reflect how some sports teams are turning the places where players scrimmage and run drills into legitimate attractions." But not every team "can pull this off." Clubs with little history "struggle to sell game tickets, never mind function space at practice sites." The new facility will "not be owned" by Bruins Owner Jeremy Jacobs. Instead the club has "signed a letter of intent for a long-term lease" with New Balance, whose "14-acre Boston Landing project includes a new company headquarters, a hotel, and another sports complex." But the rink "will have a pro shop, where the Bruins can sell merchandise, and the team will be able to book corporate functions and sponsorships there." The money the Bruins make from events there "will be exempt" from the NHL's revenue-sharing program (BOSTON GLOBE, 8/21).