United Center Banner Level fan experience

Image: United Center

The United Center (Chicago, Illinois, US), home of the National Basketball Association (NBA) team Chicago Bulls and the National Hockey League (NHL) team Chicago Blackhawks, has announced plans for the newly concepted Banner Level, a reimagined premium experience for the fans set alongside the hometown teams’ 12 championship banners.

‘UNITED CENTER’ stated that the Banner Level will be available beginning this 2025-2026 seasons and will offer a refreshed take on premium hospitality with flexible group options and dynamic social spaces creating a modern community feel for the guests to enjoy the games and the concerts.

The 23,500-capacity United Center is an indoor arena on the Near West Side of Chicago, Illinois, US. It is home to the Chicago Bulls of the National Basketball Association (NBA) and the Chicago Blackhawks of the National Hockey League (NHL). It is named as such for its corporate sponsor – the United Airlines.

The Chicago Bulls are an American professional basketball team based in Chicago. The Bulls compete in the National Basketball Association (NBA) as a member of the Central Division of the Eastern Conference. The team was founded on January 16^th, 1966 and played its first game during the 1966-1967 NBA seasons.

The Chicago Blackhawks are a professional ice hockey team based in Chicago. The Blackhawks compete in the National Hockey League (NHL) as a member of the Central Division in the Western Conference. The Blackhawks have won six Stanley Cup Championships (an annual play-off that culminates the season of the NHL) since their founding in 1926.

‘UNITED CENTER’ further stated that on the heels of The 1901 Project announcement to further its investment in Chicago’s West Side the United Center Joint Venture continues to invest in the arena and its amenities. This private investment to the arena will develop new concepts and deliver on the upgraded premium products offering a variety of flexible and more affordable options for every fan or group. The Banner Level – which will feature three unique space styles and three suite types that showcase an open and social viewing atmosphere – will replace the 74 Suites previously available on the Penthouse Suites Level.

The 1901 Project is a $7 billion redevelopment plan for the area surrounding Chicago’s United Center transforming 55 acres into a mixed-use neighborhood.

Informed Joe Myhra, Chief Operating Officer (COO), United Center, “The Banner Level represents the next chapter in our commitment to prioritize and enhance the fan experience in the arena. By blending modern design with flexible, social spaces and views unlike anywhere else in the arena we’re creating a premium environment that’s as dynamic and diverse as the fans and the events that fill the United Center year-round.”
 
The new design incorporates fan feedback from a series of one-on-one interactions, surveys and focus groups to ensure it reflects the true needs and preferences of the guests and includes:

• Banner Lofts: New to the United Center these six-person, semi-private spaces open for every event with a focus on intimate social settings for the small groups;
• Banner Seats: Individual upscale and oversized leather seats at the center court and center ice offering a unique overhead view of the Bulls and the Blackhawks games in addition to the select special events complemented by in-seat food delivery for a seamless experience;
• Banner Lounge: An upscale, communal space set adjacent to the Championship banners offering the Banner Loft and the Banner Seat guests an elevated setting to socialize before, during and after the games and the events;
• Icon Suites: Oversized, modern spaces that offer a variety of lounge and stadium seating accommodating 15-30 people with a name that pays tribute to the iconic sports and music moments from the arena’s history;
• Banner Suites: Contemporary suites accommodating 12-20 guests; and
• Super Suites: Flexible spaces to accommodate 40-80 guests that include modern amenities, table and lounge seating as well as audio/video capabilities.

In addition to the new premium options the Banner Level will greet the fans with new and expansive arrival areas on the North and South ends of the arena and will include technology enhancements and improvements to flooring, lighting and furniture designs. All seating options will be available on a single-event basis in addition to full-year licenses with a variety of plan sizes based on the product type and location.

The updates on the Banner Level construction will be available throughout the Summer. The United Center Joint Venture collaborated with RIOS – an internationally recognized design collective based in Los Angeles (US) – to design the Banner Level concepts and products.

RIOS is a global design collective working to create destinations that spark wonder. For 40 years the practice has operated at the intersection of architecture, landscape architecture, urban planning, interior design, and experience design to inform projects of all types and scales – from Cups to Cities.

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