Barclays Center

OVERVIEW
o Barclays Center is undergoing extensive renovation projects as part of a more than $100 million, five-year plan to enhance the guest experience.
o To ensure the project was driven by data and insights, we conducted extensive research, including a survey to ~600,000 Barclays Center guests prior to initiating the renovations. The feedback helped us create the five-year plan and build products that truly reflect what our guests want.
o These renovation projects are the largest in Barclays Center’s 12-year history.
o The first phase of the renovation projects, which launched in October 2024 ahead of the 2024-25 NBA season, included the debut of two new premium membership clubs at Barclays Center – The Toki Row and JetBlue at The Key.
o The Toki Row was designed with Brooklyn’s history and unique architecture in mind. The high-end club captures the ambience of a grand residence with design details and lush décor inspired by the brownstone row homes found throughout Brooklyn.
o JetBlue at The Key was developed to reflect Brooklyn’s vibrant park and streetball culture. The club mirrors center court and features interactive games and communal tables repurposed from previous Brooklyn Nets City Edition courts.
o Both open area clubs provide guests with communal spaces and exclusive dining and event viewing experiences, enhancing the experience at award-winning Barclays Center.

INNOVATION/IMPACT
o The addition of The Toki Row and JetBlue at The Key on the arena’s Club Level broadens its premium offerings and increases club capacity.
o These new premium clubs reflect feedback from fans who asked for fewer suites and more club access. To maximize the space, we completely gutted 15 suites for each club (30 in total), transforming the Club Level.
o The Toki Row was developed with Brooklyn’s history and architecture in mind. Inspired by Brooklyn brownstones, The Toki Row has the ambience of a grand residence and features design details that include lush décor, herringbone floors, velvet furnishings and wainscot paneling. Four commissioned pieces of artwork from Brooklyn-based artist, Adam Pendleton, are also on display in the club. The luxurious upholstered theater-style seating provides guests with the ultimate comfort.
o The Toki Row offers a full-service private bar with a range of specialty cocktails featuring Suntory Toki whisky and other House of Suntory spirits. Additionally, the club features an all-inclusive dining experience including a dessert station with fresh gelato and grab-and-go treats, and premium wine offerings curated by a team of sommeliers.
o JetBlue at The Key was developed to reflect Brooklyn’s vibrant park and streetball culture. The club mirrors center court and features interactive games and communal tables repurposed from previous Brooklyn Nets City Edition courts.
o JetBlue at The Key is the only place in Barclays Center with beer on tap and includes a 44’ wide media wall that can show up to five views at once or be used as one full video takeover.
o Projects are being completed on a rolling basis over the next five years to ensure there is minimal disruption to the Brooklyn Nets, New York Liberty and entertainment programming.

RESULTS
o Reception to The Toki Row and JetBlue at The Key has been overwhelmingly positive. Since opening, both spaces have sold out for several events at Barclays Center, and we expect memberships to sell out ahead of the 2025-26 NBA season.
o With the launch of The Toki Row and JetBlue at The Key, we are projecting to double revenue over the first 12 months of operation.
o The Toki Row and JetBlue at The Key have driven significant uptick in F&B activity at the Club Level. With the new premium clubs, we saw more than 350 lease customers engaging with our top-tier F&B offerings. Bar sales are up 270% in the clubs versus last year.
o 75% of Row and Key members hold all-entity leases, enabling deeper year-round engagement across Brooklyn Nets, New York Liberty, and other arena programming.

INFLUENCE
o The launches of The Toki Row and JetBlue at The Key have showcased a successful turnaround for underperforming premium products.
o The shift from large-capacity suites (16–27 guests) to smaller, more flexible premium spaces with built-in F&B has proven far more aligned with market demand.
o As part of the overall guest experience, advancements to our apps have also been enhanced to complement the in-arena experience for fans.
o We’re always looking for ways we can innovate and optimize the fan experience, and this is the latest example of that business philosophy in action.

News:
https://www.coliseum-online.com/premium-clubs-opened-at-barclays-center/