The Penguins Green Arena and the Igloo Blues

The Penguins are making some news today with the joint N.H.L. and HBO
that the team will be part of what they call “an
innovative four-episode, all-access reality series,” chronicling the
run-up to the Jan. 1 Winter Classic outdoor game between the Penguins
and the Capitals at Heniz Field in Pittsburgh.

Last night, the Penguins played the first game in their new indoor
arena (a 5-1
preseason win over the Red Wings
), giving the N.H.L. its first new
building since the Devils opened the Prudential Center in October

The Penguins will benefit financially from their new digs in a few
ways. First is an increase in seating, from the 16,940 to 18,087, which
includes an increase in high-priced club seats (from 1,696 to 2000)
suites (from 52 to 62 plus four party suites) and loge boxes (from none
to 32).

Seating is just one revenue stream. Kris
B. Mamula of The Pittsburgh Business Times
reports, “David Peart,
vice president of business partnerships with the Penguins, declined to
release dollar amounts, but said sponsorship money can comprise 20
percent of the building’s revenue. That’s well above the 4 percent to 10
percent at a typical arena, according to David Synowka, director of
sport management at Robert Morris University.”

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