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Ottawa Senators new premium seating area set to be a big ‘hit’

The Ottawa Senators say the planned new premium seating area at Canadian Tire Centre (CTC) is shaping up to be a big winner with fans in the business community.

The NHL club is preparing to launch three upgraded seating formats for the 2015-16 season – Victory Suites, Loges and Luxe seats – as part of its new 20,000sqft Club Bell at the west end of the arena on the 100 level.

All three options include full access to Club Bell’s bar, lounge and a private kitchen offering menu items such as fresh pasta and wood-fired pizzas, as well as VIP valet parking and a private entrance to the club.

Geoff Publow, Vice-President of Strategic Development for the Senators, said today’s fans are demanding more bang for their buck, especially when they are treating business clients or employees to a night out. He added:

It’s more than just coming to the game. You’re taking part in a real experience.

He said the new seating areas fill a niche for small and medium-sized businesses that find traditional luxury boxes too large or expensive for entertaining smaller groups of clients or employees, but still want more than a standard club seat.

The new seats make it easier to mingle with other fans than traditional boxes. Publow added:

You’ve got your own private area where you can host your guests; you’re also part of a larger networking opportunity with the rest of the members of Club Bell.

The Victory Suites are what are often dubbed theatre or opera boxes – essentially a scaled-down version of the CTC’s private luxury boxes, seating six to 10 customers rather than 16 to 20.

The 14 new suites, which range in price from $80,000 to $125,000 per year and require a five- or seven-year commitment, went on the market in mid-November and sold out in three weeks.

Loges, meanwhile, feature four seats grouped together around a table. The 27 Loges at CTC went on sale early last month at a cost of $45,000 per year over a three- or five-year term, and reportedly more than half have already been snapped up.

Finally, 300 Luxe seats – basically, upgraded versions of the current club seats with higher backs and slightly wider cushions – hit the market a couple of weeks ago at an annual cost of $10,000 apiece in packages of two or four.

The changes, designed by the Detroit-based Rossetti firm of architects that drew up the original plans for the CTC, are part of a broader project to improve the experience for fans as the club approaches its 25th year of play in 2017. 

Source: Ottawa Business Journal