Madison Square Garden Presentation Center

Posted 10/1/2010

Sports franchise owners know that building and selling more luxury suites is one way to finance the building of a new stadium, or the renovation of an old arena. But, how do you sell suites for a renovated arena when the renovation work hasn’t started?

When Madison Square Garden (MSG) announced plans for a $500M, top-to-bottom renovation of the World’s Most Famous Arena, the plans involved adding 58 expanded mid-level suites and 20 new event-level suites.

The MSG Presentation Center includes a lobby and mock-ups of the mid-level and event-level lounge suites, each with a virtual theater. McCann Systems, a leading audio and video design, build firm in Edison, New Jersey installed all of the audio and video systems throughout the Presentation Center including the state-of-the-art immersive technology in the theaters.


After potential clients see the mock-ups for the event-level suite, the MSG sales team escorts them to a tiered-seating theater where an interactive video developed by Hornall Anderson is shown on a 35-ft wide curved wall. The wall is located extremely close to the seats so clients experience a life-size panoramic view of the future arena. In this environment, the client sees the true sight lines from different seating options within the arena so they can select the suite that fits their business requirements. The MSG sales team also points out sponsorship opportunities by rotating the view. They can even drop in the client’s logo so they can see how it will look in the new arena.

Read the complete Madison Square Garden customer story.