As the 2023-24 hockey season begins, New Jersey Devils fans can expect to see numerous upgrades at Prudential Center.
In an Oct. 2 press release, the Newark-based venue touted a “new and imPRUved experience” for food and beverage service, hospitality spaces and technology, saying the changes will further cement its reputation as a “marquee destination for sports and entertainment.”
Prudential Center also noted that the latest enhancements are part of a multiyear roll-out, with more to come.
Levy, a market leader in providing food and beverage to major sports and entertainment venues, is taking over as the official hospitality partner of Prudential Center and New Jersey Devils.
In kicking off the new partnership, Levy created a New Jersey-inspired menu, featuring food and beverages from a roster of restaurateurs, products and purveyors with roots in the Garden State, as well as an elevated premium hospitality experience in clubs and suites, according to Prudential Center.
Food and beverage highlights include Hand-Breaded and Tossed Chicken Tenders (Sections 16 and 130), Disco Fries (Section 1), the Honey Hen Hot Chicken Sandwich (Section 16 and 130) and the Jersey Ripper Hot Dog, a footlong deep-fried all-beef hot dog topped with secret slaw, grilled peppers and onions, and Jersey Jerk relish (Section 126).
New restaurant partners and purveyors in concessions – including a burger concept exclusive to Prudential Center created with Pat LaFrieda, Popcorn For The People, and Broritos Food Truck – will join returning favorites Toms River Brewing, Goya and Calandra’s Bakery.
Additional Jersey Signature specials and local restaurant partners will be introduced in concessions throughout the season, according to Prudential Center.
Also, the venue added new automated self-checkout technology on the main concourse, giving attendees more control and increasing speed of service.
Jake Reynolds, president of the Devils and Prudential Center, said, “We’re beyond thrilled to welcome our new hospitality partner, Levy, and provide a reimagined food and beverage experience for our fans as we get ready to open a highly anticipated 2023-24 NHL regular season.”
“As a top-five rated venue in the world, we are committed to elevating and easing our fan experience with Levy through first-class service, local food sourcing and enhanced technology at concession stands around the arena,” Reynolds added.
“We couldn’t be more excited to partner with Prudential Center to create a new era of food and beverage experiences that prioritize what fans have shared is most important – the restaurants, products, and flavors that are authentically New Jersey,” said Andy Lansing, CEO of Levy.
There’s also upgrades to multiple hospitality spaces throughout the area, including a new Prudential Lounge.
Located adjacent to Mulberry Street, the Prudential Financial-sponsored event level and flexible hospitality space is available to assigned premium ticket holders. It features design elements inspired by the Red Oak tree, the official tree of the state of New Jersey, and red, the brand color of the New Jersey Devils.
Prudential Lounge guests will also be able to use the area as a ticket entrance, which will be accessible for Devils home games and other select events throughout the year.
Brand-new to The Rock will be the Foundry Bar, a one-of-a-kind mix of biergarten and traditional pub located in the East Concourse. Made from metal and steel framework, the bar aims to reflect Newark’s strong industrial past.
According to a spokesperson for the Devils, the lounge and bar are expected to open Oct. 12, when the team hosts its season opener; however, it may be delayed “a bit” depending on construction timing.
In addition to the new hospitality spaces coming to Prudential Center, M Lounge by BMW has undergone renovations that include added soft and hard goods as well as an extension of the current space.
The Fanatics Team Store on the East Concourse will have an expanded footprint and will be relocated to the top of the M&M’s Tower staircase.
“With the introduction of these new hospitality spaces and arena enhancements, we hope that this brings even more of a sense of anticipation and exhilaration each time our guests step through Prudential Center’s doors,” said Stephen Rosebrook, executive vice president, general manager, Prudential Center.
“The Rock will continue to be a desired marquee destination for Newark and all of New Jersey for many years to come and we know that these new improvements are just the start. Prudential Center will continually serve as a fresh canvas for unforgettable fan experiences, waiting for unique memories to be crafted,” he said.
The arena will also upgrade its technological infrastructure, supported by new 5G internet, in partnership with Verizon, and the installation of Lightpath’s all-fiber products and services.
Besides network and Wi-Fi improvements, Verizon, with Levy, will implement cashless and touchless purchasing processes for ease of sale at concession stands, according to Prudential Center.