Executive Summary
In June 2024, TD Garden hosted three home games for the Boston Celtics during the NBA Finals. To elevate the experience even further for the arena’s premium clients, Boston Garden Society members, the sales, service and marketing activation teams came together to activate areas inside the arena. Each game at TD Garden provided a series of enriching experiences for members throughout the premium levels, ranging from live music, complimentary drinks tastings, customized gifting and more. Every detail was meticulously designed to create a one-of-a-kind celebration befitting the grandeur of the NBA Finals.
Submitting Organization: TD Garden
Photo Credits: Brent Goldman and Brian Babineau
Detailed Nomination
When the Celtics clinched their spot in the NBA Finals last June, it was clear that Boston Garden Society, the premium membership club at TD Garden, had to pull out all the stops to create best-in-class, memorable experiences for all its members throughout the run. To ensure said experiences, the marketing and sales team at TD Garden and Boston Garden Society worked together to curate activations to highlight the very best in all premium facets: food, beverage, high end service and exclusive client experiences. For example, in the food and beverage space, Sportservice, our in-house culinary team, created a 24 Carat Lobster Roll “Lucky’s 24-Carat Lobster Roll” and the “Road to Banner 18” Cocktail Flight featuring 4 different drinks based off each round’s opponent. To add to the culinary experience, we tapped into various partnerships to ensure complimentary drink tastings at all home games.
Beyond food and beverage, decor and fan activations added layers of excitement. Members enjoyed live music at 1928 Club, interactive selfie stations, photo booths with custom backdrops and even a pop-up Espresso & Cocktail Lounge dubbed Society Sips. This particular the lounge became a member favorite, complete with a cigar rolling station paying tribute to the late Celtics coach Red Auerbach, a relaxing lounge area, and a cash bar featuring Celtics-themed cocktails. This space was so beloved, it has become a permanent part of Boston Garden Society on level 5 at the start of this past season.
No premium event is complete without thoughtful client gifts, and Boston Garden Society delivered. Suite clients received personalized Yeti tumblers, engraved by a local artisan, as well as “Celtics spirit bags” packed with Celtics t-shirts, rally towels, fan chains, and foam fingers—helping them cheer on the team in true Celtics style.
All of these components contributed to an unparalleled, world-class client experience throughout the entirety of the NBA Finals. The Celtics winning certainly was the icing on top but hearing client testimonials of how much they enjoyed their experience made it all the more worthwhile. In addition to positive client feedback, client renewals speak for themselves, providing Boston Garden Society with a sold-out status for the 24/25 season, a first on record for the club.
