On Thursday morning, Bruins Principal Charlie Jacobs was on hand for the ceremonial ribbon cutting, along with Bruins President Cam Neely, Boston Celtics Team President Rich Gotham and Reebok General Manager of the Sports Licensed Division John Warren.
"I am so happy to have this done, and I expect our fans will really enjoy this new experience," Jacobs said. "This ProShop is roughly twice the size of our old footprint down in North Station, and it should be a great experience for our event-goers, whether it's Celtics, Bruins or a concert."
The construction of the new ProShop was a $4.5 million project that created a new 6,000 square foot sales floor with windows overlooking North Station and an additional 2,000 square feet of storage space. The new ProShop is designed by Cambridge 7 and TMS Architechs and was built by Turner Construction. The old ProShop in North Station was 2,800 square feet.
"It's a better experience coming. We've heard load and clear that it's very difficult in the current space, especially pre and post game, it gets pretty packed in there," said Neely. "So we heard the fans loud and clear and we were able to find space and create this."
"Also, it's a better experience when you're inside the building. You can come here during an event and you can still get to the ProShop, where currently you can't."
The new ProShop is located on level 2 of TD Garden, as fans proceed up to the concourse. Fans will be able to access the area during the store's hours of operation, from 10:00 a.m. until 6:00 p.m. on non-game days and from 10:00 a.m. until 30 minutes following the conclusion of events on game/event days. Fans do not need a ticket to enter the ProShop during a game or event. The old ProShop in North Station will also remain open through the holiday season.
The state-of-the-art look and feel to the ProShop is immediately felt when you walk into the store, with a large Bruins' bear adorning the ceiling.
A 3x4 foot video wall is featured behind the "cash wrap," or wall of cash registers. There's a video "blade" that spans the length of the store that features LED lighting which transitions from goal to green on respective Bruins/Celtics gamedays. The "blade" also features two areas onto which HD projectors will show imaging.
Additional TVs throughout the store ensure fans catch all of the action while they are making their purchases.
All TVs are linked through Stadium Vision, driven by TD Garden's IP based content distribution system which includes up to 1,100 other screens in the arena.
The hat wall is one of the most visually appealing features, in addition to the walls lined with both Bruins' and Celtics' jerseys.
Jerseys of both current and former Bruins (Neely and Orr jerseys were spotted) are available for purchase.
There's also a digital touch screen to easily customize your jersey and have it ready by the time you walk out of the store, and Apple Pay will soon be available at each point of purchase.
"This is meant to be an interactive experience," said Jacobs. "We have screens in here so fans won't miss an action of what's on the ice or on the parquet."
"There are some interactive features - you can create your own jersey, whether it be Celtics or Bruins, and have it ready before you walk out. There's a lot of new features, of course, both Reebok, and Cambridge 7 and our consultants, really incorporated all of this to make what we feel is best in class in terms of customer experience."
Reebok has entered into a three-year partnership to be the presenting partner of the ProShop.
"Obviously we have a significant partnership with the NHL and we love partnering with the teams on a local basis and Reebok's a local brand, so this is a great opportunity to work with the team in terms of retail experience," said Warren. "So we're excited to partner with them on such an innovative store. There's not many stores like this one in terms of digital content, retail content of the team, so it's great."
The partnership with the Celtics has also been key to the store's opening.
"We're really excited about this new ProShop and the partnership that led to it, it's a great collaboration between the Bruins and Celtics, and Delaware North Company, to create just a much better fan experience," Gotham said.
Another unique feature is that anyone inside the main hub of North Station can now look up and see the inside of the ProShop and its offerings.
"For fans coming in on game nights, for people just coming in from North Station, there's so much more selection," added Gotham.
"When you do a project like this, you have two professional sports teams, and you want to get the other team's input on what they 'd like to see and how they'd like to be represented," said Neely. "The Celtics are a great partner, and the TD Garden and Reebok - great to have them involved and get their input as well."
The completion of the ProShop marks the midpoint of the current renovations at TD Garden. Phase 1 (level 4 concourse, Legends & Courtside Club) of the renovations was completed on October 8, 2014 and Phase 2 (level 7 concourse) is scheduled to begin in the Spring of 2015.
While the store officially opens on November 22 at 10:00 a.m., the new ProShop powered by Reebok will be opening its doors early - at 7:00 a.m. - on Black Friday, November 28, prior to the Celtics and Bruins double-header. There will be special offers for fans all day.