Barclays Center to dazzle with new premium offerings

BSE Global has unveiled a future transformation of Barclays Center’s Suite Level B and its existing suites, which includes two new and distinct open concept, premium membership clubs, The Row and The Key.

As part of the largest renovation in the history of the arena in Brooklyn, New York, this project will diversify Barclays Center’s premium offerings and increase overall club capacity.

Membership to both The Row and The Key will include access to all Brooklyn Nets and New York Libertygames, as well as Barclays Center concerts and events.

The Row

The North Side of Barclays Center’s Suite Level B will be reimagined as The Row, a 12,060ft2 space capturing the ambience of a grand residence.

Accessible exclusively to 184 guests, the high-end club will incorporate design details and lush décor inspired by the brownstone row homes found throughout Brooklyn – from herringbone floors to velvet furnishings and wainscot paneling.

Members of the space will have access to a private VIP entrance, luxuriously upholstered theatre-style reserved seating, a full-service private bar with premium wine offerings and a team of sommeliers, as well as a dessert station serving fresh gelato and filled with complimentary sweets.

The Key

Barclays Center’s Suite Level B South will become The Key, a vibrant club space featuring communal tables repurposed from previous Brooklyn Nets courts, a full-service private bar serving beer on tap (the only space in the arena where tap beer will be served), interactive games and a 44ft wide media wall that can show up to five views at once or be used as one full video takeover. The 11,185ft2 space will also include luxurious suite reserved seating for 252 guests, making The Key a perfect destination for sports fans and concertgoers of all ages.

Both clubs will feature an all-inclusive private dining experience equipped with elevated food stations. Each space will serve items from a rotating menu curated by the arena’s food and beverage team.

The Row will offer upscale items such as ceviche, lettuce wraps, pasta, as well as a carving station, while members of The Key will enjoy refined takes on comfort classics like sliders and mini brats, as well as a BBQ table and mac and cheese bar.

Shanon Ferguson, Chief Hospitality Officer at BSE Global, said:

“Barclays Center is one of the most notable arenas in the world. As we just celebrated our tenth anniversary, we thought it was the perfect time to reflect on our customer experience and the ways in which we can continue to stay ahead of the curve to create lasting memories for our guests.

“Our guests have expressed a desire for greater club access with elevated food and beverage offerings and we believe these enhancements represent an actionable step to continue to deliver a world-class experience for them. We are excited about the opportunity to create timeless, non-traditional experiences that build generational fandom, while also drawing new guests to Barclays Center in unique ways.”

The renovation work will be led by architects at Populous, while Shawmut Design & Construction is the General Construction Group for the project (their previous work at Barclays Center includes Crown Club, NY Liberty locker room and weight room, Brooklyn Fanatics and Bero).

Adam Stover, Senior Principal at Populous, said:

“Together, Populous and BSE Global set out to tell a story authentic to Brooklyn, creating two unique club concepts that would resonate with the diverse fan base in the borough, while still appealing to guests from outside Kings County.

“We spent many months visiting different neighbourhoods throughout Brooklyn to observe and learn about the distinct cultural, art, and culinary scenes, and also toured other venues across the country, truly making these projects a collaborative effort. From materials used in The Key and The Row’s designs, to culinary offerings found in each space, we were intentional that every detail incorporated throughout these new clubs tells the story of ‘The Brooklyn Way.’”

Construction is scheduled to begin at the end of the 2023-2024 Brooklyn Nets season and will be completed prior to the start of the 2024-25 NBA season. Construction will not impact the New York Liberty’s home schedule nor any summer concerts at Barclays Center.

The Row and The Key have rich stories and are ripe for partnership integrations, with the team at BSE creating forward-thinking moments for partners to be incorporated in unique ways in each space. Traditional naming rights and sponsorship opportunities will also be available, BSE said.

Membership deposits are currently being accepted for both The Row and The Key, which provide priority access to the new clubs. More information can be found online at barclayscenter.com/premium.

Make sure to check out all the latest sports and entertainment venue development news in the newly launched, subscription-only, SVB Global Report here.

Sports Venue Business (SVB) has unveiled a raft of new offerings for 2024 under the SVB LIVE banner, including Global Networking Events and a Webinar Series, culminating in an Annual Conference & Exhibition – to be held at Croke Park in Dublin, Ireland, on October 9th and 10th – with an Expert Group helping to shape the conversation. We have also launched the exclusive, subscription-only ‘SVB Global Report’, outlining New Builds, Renovations & Major Refurbishments.

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