Smart lobby puts fans at center court

Published 27-02-2020

Boston’s TD Garden is a sports and entertainment arena where premium seat ticket holders receive a first-class venue experience following a massive renovation. Showcasing a suite of innovative and integrated people flow solutions, the stadium’s smart lobby offers guests a streamlined transition from street to seat.

Home of the world-famous Boston Bruins ice hockey and the Boston Celtics basketball teams, TD Garden is one of the top arenas in the United States. A recent 50,000-square-foot (4,600 square meters) addition delivers exciting new amenities, complete with wider concourses, increased food and beverage options, and cushioned seats throughout the entire arena.

But owner/operator Delaware North didn’t stop there. Focusing on differentiated customer experience for premium seat ticket holders, Delaware North unveiled a fully integrated members only smart lobby. Boston Garden Society members now bypass the main turnstile entrance for an efficient, safe and smooth entry and exit.

Redefining customer experience

Responding to survey findings, Delaware North needed a way to improve venue access. Premium-level guests were unimpressed by logistics that required them to negotiate a crowded parking garage, climb two flights of stairs, submit to security screening and wait for elevators.

“It was not an elegant way to get to premium seats,” says KONE District Sales Manager Peter Belden.

Reimagining the 25-year-old facility, the renovation project’s scope took TD Garden into a new era. KONE conceived a smart lobby with integrated building access, ticket reading and elevator solutions. Together these would provide carefully managed people flow and eliminate the hassle often associated with arena events.

Tailored to premium-level expectations

Following the renovation, premium-level guests access the arena complex via exclusive garage entrances. After parking in reserved spots on designated floors, they enter an elegantly designed lobby where tickets and smartphones are scanned in a seamless process.

Wayfinding systems are so seamless that visitors focus on the event, not their route. Illuminating arrows direct them to sleek, modern turnstiles that provide clear directional guidance and visual notification of elevator assignment. Turnstile design features match elevator signalization and access solutions for a harmonized look and feel.

There’s no confusion, no scrambling for tickets. The KONE Destination control system calls the elevator that delivers visitors directly to the floor where their seats are located, minimizing waiting and delays. From street to suite, it is a bespoke experience, one tailored to meet the needs of premium-level guests. Instead of being jostled by crowds, guests enter and depart the arena in a calm, relaxed atmosphere and navigate the arena with confidence.

Uniquely personalized customer journey

In addition to new elevators, a complete suite of access solutions, including turnstiles, information screens and elevator destination control systems has been fully integrated with electronic ticket and door systems to create a uniquely personalized customer journey.

KONE partnered with Ticketmaster® (a registered trademark of Live Nation Entertainment) to ensure a seamless interface. Advanced technology blended the functionality of something as simple as a ticket with sophisticated guidance and wayfinding systems. The result? An effortless, hassle-free progression for customers.

“As we bring on new levels of premium areas, this technology will be particularly advantageous,” says Andrew McFadyen, Vice President of Facilities for TD Garden. “There’s lots of security and convenience. We can easily lock off access to floors with a simple touch of the kiosk in the lobby. The smart lobby also gives us the flexibility to serve individual needs.”

Amenities drive premium customer access

One year in, TD Garden’s smart lobby is an unquestionable success. “It’s been very well received by our customers,” McFadyen says. “There’s just much less waiting to get vertical in the building.”

Throughout the multifaceted project, premium customer access was a constant focal point for Delaware North. “Providing this level of amenities was the driver in creating a seamless process,” McFadyen adds. “KONE has been extremely responsive in terms of onsite availability and collaboration on technology with Ticketmaster.”

Live Nation Entertainment (NYSE: LYV) is the world's leading live entertainment company comprising global market leaders: Ticketmaster, Live Nation & House of Blues Concerts, LN Media and Artist Nation Management. For additional information, visit www.livenationentertainment.com.