CHICAGO (WBBM Newsradio) -- The United Center unveiled a major renovation to its Banner Level, turning what was once a row of traditional suites into a mix of new seating options designed to give fans more flexibility and affordability.
The offseason project introduced 128 oversized “banner seats” on the north and south sides of the arena. Starting at $65, the seats include tables between chairs, prime views of the court or ice and QR codes that allow food and drinks to be delivered directly to fans’ seats.
The remodel also features Icon Suites, which can host groups of up to 30 and are about one and a half times the size of a traditional suite. The spaces include food and beverages and can be rented for single events or long-term use.
Matt Coby, the United Center’s executive vice president of revenue and strategy, said the goal was to create new ways for fans to gather.
“What we saw over the last few years is consumer behaviors changing, feedback from our fans are changing,” Coby said. “We knew the right answer wasn’t just to redo all the suites, but to add more products and flexibility to the fan experience.”
The biggest change is the addition of 18 Banner Lofts -- semi-private spaces for groups of six to 10 people. Starting at around $100 per person, lofts come stocked with beer, soda and snacks, with the option to order additional food.
Coby added the changes were designed to capture a more social side of fandom.
“We do feel like there is a big social element out in the market that we were missing with what we offered,” Coby said. “And so the Lofts are designed to achieve that.”
The United Center says the upgrades also include wider hallways and access to the Banner Lounge, all part of what officials are calling an “affordable premium” experience for sports and concert fans.