By John George – Senior Reporter, Philadelphia Business Journal
Sep 11, 2019, 3:43pm EDT
The top level of the Wells Fargo Center is being transformed into the New City Terrace, a space that will provide low-cost access to Philadelphia Flyers games in the form of a $25 standing-room ticket.
More than 750 standing room tickets will be made available in the Assembly Room, a 23,000-square-foot club that is the main feature of the New City Terrace, for hockey games. The Assembly Room will also be open for Philadelphia 76ers games and other select events at the South Philadelphia arena. Tickets prices for the Sixers games and other events will be announced at a later date.
The New City Terrace is part of the ongoing five-year, $265 million renovation and refurbishing project at the Wells Fargo that is scheduled to be completed next year.
“We viewed the New City Terrace as a place where we could be our most creative during the transformation of the building,” said Valerie Camillo, president of business operations for the Philadelphia Flyers and Wells Fargo Center. “We sought to create a space that would be a destination unto itself — something that inspired people to buy a ticket because they just had to experience it.”
Camillo said with study data suggesting that many fans, especially younger fans, are being priced out of attending live sporting events, the Flyers wanted to create a ticket that was affordable while offering fans something unique. The $25 price for a stand-room ticket compares favorably to individual game seats that start at $42.
The Assembly Room occupies about half of the arena’s top level, space that was previously used for private suites. It is named for the Assembly Room found inside Independence Hall in Historic Philadelphia. Wells Fargo Center said its the Assembly Room will feature “an upscale, open-concept bar and lounge environment that boasts a decidedly historic Philadelphia-meets-modern ambiance and aesthetic. The fully-immersive experience includes two eateries, two bars, four functioning fireplaces, game action screens, and communal dining and seating areas that can adapt to any type of outing.”
The space, designed by SCI architects of New York, features a commissioned art program presenting original works by Nathan Loda that depict great figures in Philadelphia history who are “modernly-reimagined with surprising twists.” The club will also include two interactive, “step-in murals.” Eateries in the Assembly Room will include Old Philly Loop Pretzels, Tavern Cheesy Tots and Berry Chocolate Mini Trifles. The club will also feature a full craft cocktail program with themed-beverages including “The Sexy Franklin.”
Select season plans for select fixed seats and suites on the New City Terrace level, marketed as Revolutionary Row and Liberty Lofts, will also provide access to the club.
The Wells Fargo Center is owned by Comcast Spectacor, a subsidiary of Comcast Corp. (NASAQ: CMCSA).