Maple Leaf Sports and Entertainment unveil latest steps in 'reimagination' aimed at enhancing arena
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If you re-build it, will they still come?
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Maple Leaf Sports and Entertainment unveil latest steps in 'reimagination' aimed at enhancing arena Back to video
As opposed to a field of dreams, Scotiabank Arena has seen too much sleepwalking by its two principal tenants. Certainly since the basketball Raptors won the NBA title five years ago, then forgot about making the playoffs, while the Maple Leafs did get there, but no further than one round seven of the past eight times .
With pain around town still evident from the Leafs losing a Game 7 to Boston 10 days ago, Maple Leaf Sports and Entertainment is nonetheless taking advantage of the building lull to begin its second phase of a $350 million ‘reimagination’, promising ‘significant enhancements’ to virtually all corners’.
But wearing a hard hat, construction boots and wielding a ceremonial sledgehammer, new company CEO Keith Pelley said he was quite aware a winning product was needed to give both season ticket holders and the smaller demographic of single-game purchasers an incentive to keep travelling to Bay Street.
“We are MLSE, and the critical component of that is ‘entertainment’,” Pelley told reporters on Tuesday at SBA’s 100 level where much of this summer’s heavy work will take place. “You think about why people are coming to sporting events now — and it’s certainly changed after COVID — galvanizing in large groups is more critical than it’s ever been, even five years ago.
“If we were just in the sports business, we probably wouldn’t be having this type of aggressive, ambitious forward way of thinking (how to bring people back).”
At last Friday’s postmortem on another quick Leaf exit, the Toronto-born Pelley said he shared — and has indeed lived — frustration with the ongoing record 57-year Stanley Cup drought.
“Fans here not only deserve, but demand a championship,” he said. “There’s no complacency. We’re not here to sell jerseys, we’re here to win.”
Within that, there is no disputing the 25-year-old SBA has been in need of modernization, after its rival hub down the block, the Rogers Centre, has undergone a couple of years of major improvements. Pelley noted that reps for all three owners of MLSE; Bell, Rogers and Larry Tanenbaum, put aside other differences to back this project and let him see all the plans before he accepted his new role a few months ago.
“I’m coming in the middle of it and it’s going to change the experience for fans,” Pelley said. “The way that we are going through the process, all facets of the building and the creativity they put into it … nothing has been done without deep analysis.”
The well-heeled customers enjoyed the first round of changes last October with floor to ceiling refurbishment of the executive suites on the 200 level and a new lounge, while AI technology was introduced at two concession lounges to speed up food and beverage lines.
This phase will continue that and open up the over-crowded 100 level at the main entrance. ‘Frictionless security screening’, LED screens and digital beacons that can switch from hockey to basketball and of course, for the varied music acts who play the building ,are being installed. MLSE hopes improved creature comforts for the stars will also draw them to Toronto or extend their residency.
For the everyday visitor, an infant feeding area, prayer room and all gendered bathrooms are being put in, with a 2,600 metre team shop that will also use AI. A dedicated autograph and memorabilia location will replace the pop-ups around the building. The sports and Canadian entertainers’ themed art gallery, unveiled last year on the walls outside the private boxes, will be expanded to the 100 level for more exposure to all fans.
Under the stands behind the benches in the Platinum seats, the 16 ‘bunker’ suites that had no prior view to the ice or court are being converted to the new MNP Pass Social Club, allowing those with the extra bucks to see the players and opponents at arm’s length when they leave dressing rooms en route to the playing surface. Yet another incarnation of the Hot Stove restaurant is coming to the 200 level.
Opened in February of 1999, and converted at the time from what was to be a basketball-first arena, MLSE has squeezed just about all it can from a very small footprint at the old Postal Building, nestled beside the Gardiner Expressway.
“Ours is about the smallest in any major market in any of the leagues we play in.” said Nick Eaves, chief venues and operations officer. “We made the most of it. We wish we could build out, add more space, have more generous circulation spaces and other amenities, but we simply can’t.
“We’re just lucky we’re in the core of downtown Toronto, right next to the busiest transit system in the country. We love our location and are making the best of it for sure.”
X: @sunhornby
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