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Championing Sports in Boston
As President of TD Garden, Amy Latimer is responsible for all day-to-day operating functions of the arena, one of the most active, highly regarded and successful sports and entertainment venues in North America. She is also a board member of the Massachusetts Convention Center Authority (MCCA). We talked to Amy about TD Garden, iconic Boston sports brands, collaborating with local tourism partners and Massachusetts’ reputation as the State of Champions.
Tell us about your association with TD Garden, and how you got into sports marketing.
I started my career in event planning and transitioned into sports. I’ve worked at TD Garden since it opened in 1995, serving in a variety of sales, marketing and ticketing positions for Delaware North, the arena’s owner. Most recently, I was promoted to president in 2012.
TD Garden is undergoing a ‘Legendary Transformation,’ thanks to a $100 million investment announced in November by Delaware North. What are some of the highlights of this transformation over the next two years?
The Jacobs family’s generous expansion investment will further our goals to redefine fan experience and cement TD Garden’s reputation as an innovator and industry leader. Our ‘Legendary Transformation’ will bring new entry experiences to fans, including a brand new front door to the arena, as well as a redefined premium club, now known as ‘Boston Garden Society.’ Nearly 20 years ago, TD Garden set the standard for the premium arena experience and this expansion gave us the opportunity to take it to the next level by creating new spaces and amenities for members. In addition, we will offer expanded concourses and gathering areas, new clubs, enhanced food and beverage options, more restrooms and new team locker rooms.
Thanks to the Boston Celtics and Boston Bruins, TD Garden is easily recognized throughout the sports world. How do you capitalize on the venue as an iconic brand when securing other prominent sporting events such as NCAA regional championships and U.S. Gymnastic and Figure Skating events?
You’re right, the Boston Bruins and Boston Celtics are both storied franchises that help make TD Garden one of the most sought out venues in the country. That, coupled with our recent renovations and commitment to a best-in-class fan experience, makes TD Garden an attractive venue for high profile national and international events alike. The arena is in the heart of a major transportation hub and is just minutes from the airport, making Boston and TD Garden a desirable and accessible destination for visitors year-round.
How does TD Garden work with local partners such as Greater Boston Convention & Visitors Bureau (GBCVB) and the MA Sports Office to cultivate visitors from outside of New England to attend sporting events and concerts?
TD Garden is the largest sports and entertainment venue in New England, and we are fortunate enough to have great relationships with the City of Boston, GBCVB and MA Sports Office that help us promote our events and expand our portfolio. As we try to bring more national and international events to this area, we look to our network to help us put together attractive bids, highlighting everything the Commonwealth, City of Boston and TD Garden have to offer. Securing high profile events, like the NCAA championships, Olympic trials or even e-sports, have a huge economic impact for the entire region, so it’s important for us to have strong partnerships with these groups to ensure we bring as many great opportunities to this region as possible.
Mayor Marty Walsh, Amy Latimer & Bruins legend Cam Neely
Locals are proud to note that Boston is the “City of Champions” and Massachusetts is the “State of Champions,” especially in the 21st century! What gives us these winning traditions?
It’s just part of Boston’s DNA. We are a city of hard working, authentic, tried and true fans. Of course, we’ve had a fair share of successes recently, but we are also extremely lucky to have dedicated owners who not only care about in-game performance, but also for what their teams do in the community. There is a great camaraderie between the teams, venues, athletes and coaches here too. That type of collaboration is powerful and such an important component to what makes this an incredible sports city. We’re the arena with the most championship banners in the country, so the moment an athlete or fan steps in, they immediately understand this city and its expectation of greatness. The Boston mystique is unparalleled and that’s something the entire city creates, not just one athlete, team or venue.
Thank you Amy.