Consol Energy Center: Charged up, ready to go
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The Consol Energy Center, new home of the Penguins, from Fifth Avenue and Washington Place.
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When the Consol Energy Center opens its doors this week, there will be no shortage of entertainment options for visitors -- even if action slows on the ice or during the show.
Fans can create their own bobblehead photo at the Highmark Kids Zone or relive milestones in Penguins history during the UPMC Walk Through Time. Penguins management no doubt created the high-tech candy lands to enhance the overall experience for fans, but there was another motive at work as well: money.
From the box office to the entrances to the wall of jerseys honoring high school and amateur hockey teams, nearly everything that fans see in the new arena will bear the name of a sponsor -- all in an effort to maximize revenue for the Penguins and to raise the exposure of those paying for the rights.
"From the outset, we developed a building better suited to accommodate these sponsorships and sponsorship elements," said David Peart, the team's vice president of business partnerships.
With a new venue at its disposal, the hockey team created the category of "founding partner" and eight of them have invested in their own slice of the $321 million building.
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The results can be seen at gates bearing such names as Verizon and American Eagle Outfitters, the Dick's Sporting Goods box office and the PNC Legends Level that holds the arena's 66 suites. Consol Energy, which purchased the naming rights to the arena, is also a founding partner.
While Mr. Peart would not reveal details of the new sponsorship agreements, he said all were long-term, multiyear deals and had put the team on the cutting edge of sports marketing.
First Published August 15, 2010 12:00 am
