With the announcement of the record-setting $800 million deal for naming rights of Scotiabank Arena (previously Air Canada Centre), a great opportunity came to renovate a premium club space serving over 2,000 valued clients since inception of the arena 20 years ago. MLSE partnered with London design agency 20.20 to reimagine the marquee space now called ScotiaLoge. The objective was three-fold – address changing market demands, transform and elevate a tired space, and drive incremental revenue. And all construction had to be completed within the short four-month offseason.
ScotiaLoge responds to a new way to host clients and prospects in an intimate environment. Located at the perfect vantage point to watch the play or live performance unfold, ScotiaLoge is comprised of 16 four- to six-person private half-moon tables that look directly into the arena. A dedicated event-day attendant ensures that not a second of the action is missed. It’s a six-star space within a five-star restaurant. Food is sold à la carte in order to provide a personalized menu where all requests can be customized. Wine and liquor is available based on individual demands, and bottle storage is available. This entertainment space did not previously exist in the Toronto marketplace.
Premium material is used for the décor throughout, highlighted by a red theme, reflecting the Scotiabank partnership, and versatile neutral tones to fit Toronto Maple Leafs games, Toronto Raptors games, or concert events. For the first time, clients can select to purchase the membership for just music, instead of combining a Leafs, Raptors, and music package. This option provides a great opportunity for clients to personalize an ideal entertainment setting that fits their needs.
The market response to this project was exceptional, selling out prior to the Toronto Maple Leafs home opener, driven by a condo-style sales approach allowing for market-responsive pricing. ScotiaLoge achieved 110% of the sales plan and was sold on multi-year contracts, reflecting the excitement in the market and fit to demand.