Philadelphia’s Wells Fargo Center, home of the city’s Flyers NHL ice hockey franchise and 76ers NBA basketball team, has announced details of its New City Terrace space, which forms part of the facility’s multi-year, $265m (£215m/€240m) renovation plan.
The New City Terrace will see the top level of the arena completely overhauled. The space will feature a range of amenities and ticket options, which Wells Fargo Center said will “redefine” traditional in-arena rituals.
The New City Terrace will feature the recently-announced PlaySugarHouse.com Sports Lounge and a new Assembly Room club that will be inspired by the Spirit of ’76. The space will be accessible via the Flyers’ standing-room admission, which costs $25.
Over 750 standing-room tickets will be made available in the Assembly Room for each Flyers game, while it will also be open for Sixers games and other selected events at the arena. The Assembly Room will span the entire length of the arena with a footprint of 23,000 square feet.
The Assembly Room will account for around half of the level that was previously devoted to suites for private groups. The space will include two eateries, two bars, four functioning fireplaces, game action screens, and communal dining and seating areas that can adapt to any type of outing.
Other features of the Assembly Room include a commissioned art programme depicting great figures in Philadelphia history, and interactive ‘step-in murals’.
Valerie Camillo, president of business operations for the Flyers and Wells Fargo Center, said: “We viewed the New City Terrace as a place where we could be our most creative during the transformation of the building. We sought to create a space that would be a destination unto itself – something that inspired people to buy a ticket because they just had to experience it.
“We’ve all seen the data suggesting that many fans, especially younger fans, are being priced out of the live sporting event experience. So the first thing we wanted to do was create a ticket that was affordable. Anyone can offer a ‘cheap ticket,’ but we have higher ambitions. We want to create a first-class experience at an accessible price point.”
The only fixed seats within New City Terrace will be on ‘Revolutionary Row’ – a season ticket option that provides a front-row view for all games. Liberty Loft ‘suite’ spaces will also be available, allowing guests to indulge in exclusive catering options and various high-end features.
Last week, Wells Fargo Center became the latest US sports arena to receive sportsbook-style lounges after the Flyers signed a multi-year deal with SugarHouse Casino and PlaySugarHouse.com. The branded sports lounges will open in time for the Flyers’ season opener on October 9, with fans able to bet on the action via their mobile devices.
Images: Wells Fargo Center