The Wells Fargo Center today announced the New City Terrace, the latest installment of Comcast Spectacor's $265 million, multi-year initiative, "Transformation 2020." The New City Terrace is a complete overhaul of the arena's top level and features an unprecedented mix of amenities and ticket options that redefine traditional in-arena rituals for fans old and new. In addition to the recently announced PlaySugarHouse.com Sports Lounge, the central feature of the New City Terrace will be the "Assembly Room"- a truly unique club inspired by the Spirit of '76.
The New City Terrace can be accessed via the Flyers' first-ever standing room admission, which, at $25, stands as one of the lowest-priced tickets in the NHL. Over 750 standing room tickets will be made available in the Assembly Room for each Flyers game. The Assembly Room will also be open for Sixers games and other select events at the Wells Fargo Center at price points to be announced at a later date.
"We viewed the New City Terrace as a place where we could be our most creative during the Transformation of the building," said Valerie Camillo, President of Business Operations for the Philadelphia Flyers and Wells Fargo Center. "We sought to create a space that would be a destination unto itself- something that inspired people to buy a ticket because they just had to experience it."
The New City Terrace encompasses the following attractions and design elements:
The marquee attraction of the New City Terrace is the Assembly Room, a club unlike any other in sports and entertainment that spans the entire length of the arena. With a footprint of 23,000 square feet, the Assembly Room accounts for roughly half of the level that was previously devoted to suites for private groups.
Named for the Assembly Room found inside Independence Hall in Historic Philadelphia, the upscale, open-concept bar and lounge environment boasts a decidedly historic Philadelphia-meets-modern ambiance and aesthetic. The fully-immersive experience includes two eateries, two bars, four functioning fireplaces, game action screens, and communal dining and seating areas that can adapt to any type of outing.
Fans can access the Assembly Room through a standing room ticket that starts at $25 for Flyers games- the team's most affordable price point. There are also select season plans and suites on the New City Terrace with access to the club.
"We've all seen the data suggesting that many fans, especially younger fans, are being priced out of the live sporting event experience," said Camillo. "So the first thing we wanted to do was create a ticket that was affordable."
Ticket holders to the Assembly Room will have access to a one-of-a-kind environment unlike anything seen before in a pro-sports arena. Inspired by Philadelphia's passion for freedom and innovation, the Assembly Room brings to life a themed environment that couples the Spirit of '76 with modern stylings. The club design evokes a historic sensibility through carefully selected furnishing, architectural features and finishes.
Additionally, the space features a commissioned art program presenting original works by Nathan Loda that depict great figures in Philadelphia history- modernly-reimagined with surprising twists. The club will also include two interactive, "step-in murals," perfect for Instagrammable moments with friends.
Eateries and bars in the Assembly Room will offer specialized bites with historic flair exclusive to the New City Terrace- including Old Philly Loop Pretzels, Tavern Cheesy Tots, and Berry Chocolate Mini Trifles as a dessert offering. The Assembly Room will also feature a full craft cocktail program, with trained mixologists shaking up a curated selection of themed-beverages including "The Sexy Franklin," "The Smoke Signal Old Fashioned," and more.
"Anyone can offer a 'cheap ticket,' but we have higher ambitions," said Camillo. "We want to create a first-class experience at an accessible price point."
The concept for the Assembly Room originated from a unique and collaborative design process. The Wells Fargo Center married SCI Architects, the award-winning architectural firm behind Transformation 2020, with some of the organization's most creative under-30 employees. The team was charged with creating a must-see destination that was also quintessentially Philadelphia.
"Once we locked down the look and feel of the space, we knew we had to put a major focus on food and drink as our younger patrons see that as fundamental to a fantastic night out," said Mandy Bauer, Director of Hospitality for the Wells Fargo Center, one of the key leads on the design team.
"We contemplated every detail, from the interactive artwork to the inspired cocktail menu to the uniforms that staff will be wearing. Guests will be surprised and delighted at every turn," said Camillo.
The Wells Fargo Center is now offering two brand new premium seating concepts exclusive to the New City Terrace- Revolutionary Row and Liberty Lofts. Both seating options come with full access to the Assembly Room.
The only "fixed" seats offered within New City Terrace are "Revolutionary Row"- a season ticket option that boasts a front-row view to all Flyers and Sixers games. Guests will enjoy top-shelf amenities including generously-cushioned seats with built-in charging stations.
These open plan "suite" spaces located along the South end of the arena allow guests to indulge in exclusive catering options and a range of high-end features as they enjoy some of the best views of the concert stage and game action from the comfort of lounge-style seating.
PlaySugarHouse.com Sports Lounge
As previously announced, a high-tech sports lounge is also coming to the New City Terrace as part of the Wells Fargo Center's multi-year partnership with SugarHouse Casino and SugarHouse.com. The nearly 6,500-square-foot-lounge will bring new energy and excitement to the arena, providing fans with an expansive view of all the action the arena has to offer as well as the opportunity to place bets on their mobile devices and enjoy Philly-inspired food and drink. The all-new space features club seats, bar and table seating and a custom 22-feet long by eight feet tall video wall that will anchor the viewing area as well as dozens of other live action screens, measuring 86," 65," and 50," respectively. The PlaySugarHouse.com lounge will be open to anyone with a ticket in the arena.
Other announcements for Transformation 2020 earlier this year include: the world's first Kinetic 4K center-hung scoreboard, a redesigned Concourse, and the all-new Center City Club. Last summer the arena saw a total makeover to the arena's Mezzanine Level, which accommodates approximately 40 percent of the arena's total capacity. The start of the entire initiative dates back to 2016 when the venue upgraded its Suite Level for the Democratic National Convention.