Wells Fargo Center unveils club level renovation plans

Philadelphia’s Wells Fargo Center, home of the Flyers NHL team and the 76ers NBA franchise, has detailed plans to transform its club level as part of the arena’s ongoing, multi-year $300m (£234m/€270m) transformation project.

The club level will be completely transformed over the summer, offering up-scale amenities and experiences that will look to “set a new standard” in sports and entertainment. The space will accommodate around 1,500 fans and feature three unique seating options, one of which will offer oversized leather seats.

The work will result in the transformation of the current multi-box club level, expanding more than 13,000 square feet to provide an open-concept layout.

A new VIP entrance on the west side of the arena will provide guests with a new VIP lounge with a high-end bar, communal seating and fireplaces. Three new escalators and two elevators will flank the entrance and a dedicated premium parking lot will be set up nearby.

The Club Premier section of the level will bring club seat holders closer to the action, with four rows extending from the original seating layout towards the arena floor. Guests in these seats will benefit from enhanced in-seat service.

The second new seating option includes what Wells Fargo Center claims is a first for Philadelphia. The Club Loge will offer a semi-private seating space with four Captain’s Chair Ultra Comfort seats. Each loge is located 23 rows from the arena floor and features a private drink rail, dedicated televisions that feature on-demand in-seat service touchscreen displays, and branding opportunities for owners.

It is hoped that the arena’s food and beverage offerings will serve as a central feature of the new club level, with a local celebrity chef programme to be introduced.

Valerie Camillo, president of business operations at Wells Fargo Center, said: “We have a unique opportunity to showcase the diversity of Philadelphia’s culinary greatness in one special place while providing an exclusive experience for our club level guests.

“Philadelphia has put itself on the map as a marquee destination for craft food and cocktails. Instituting a refined, local culinary programme to the club level is an exciting way for fans to enjoy the best of both the booming food culture in the city and the appeals of Wells Fargo Center sports and entertainment.”

Club ticket holders will receive exclusive benefits unique to the level. As well as priority access to concerts and playoff tickets, each in-game ticket will be pre-loaded with up to $30 per game to be used at the arena.

Wells Fargo Center’s ‘Transformation 2020’ project has already seen the arena fitted with the world’s first kinetic 4K centre-hung scoreboard, while it has also introduced the ‘New City Terrace’.

Wells Fargo Center has a capacity of 19,500 and opened in 1996.

Images: Wells Fargo Center/SCI Architects