At the NHL’s 2025 Club Business Meeting, the Prudential Center and the New Jersey Devils received the Stanley Awards Best Venue Business Initiative, marking the third time they have earned this prestigious recognition.
The Stanley Award honors clubs and arenas that significantly elevate the fan experience through premium offerings, food and beverages, guest services, or innovative mixed-use development. This year, the Devils were celebrated for two standout projects: Eastback Kitchen and the Pier Club, both of which uniquely enhanced the game-day atmosphere.
Eastback Kitchen is a culinary and hospitality brand featured at the arena, offering fans 20 specialty food items ranging from bacon, egg, and cheese sandwiches to cake fries. Beyond tasty food, Eastback Kitchen is committed to giving back, partnering with companies like Greens Popcorn, which supports the neurodivergent community, and Popcorn for the People, which works with individuals on the autism spectrum. Executive chef Aronzaks shared that many of the culinary team grew up loving cooking in jerseys and focused on creating recipes inspired by local classics and community favorites to reflect the fan experience authentically throughout the arena.
The Pier Club, Prudential Center’s exclusive fan lounge, was the other key initiative that set the venue apart. It offers fans a comfortable space with views of the game, private bars, and access to Eastback Kitchen’s menu, contributing to an elevated fan experience. Stephen Rosebrook, the venue’s executive vice president and general manager, emphasized the ongoing commitment to renovations aimed at providing guests with the best experience possible.
In addition to the Devils and Prudential Center, several other NHL teams were recognized for their achievements, including the Anaheim Ducks for Best Marketing Campaign, Washington Capitals for Best Social Impact and Growth Initiatives, Boston Bruins for Best Sponsorship Activities, Philadelphia Flyers as Social Media Club of the Year, Calgary Flames for Best Ticket Initiative, Vegas Golden Knights for Game Presentation of the Year, New York Islanders for UBS Arena Park Venue Business Initiative, and Dallas Stars for Best Strategy, Analysis, and Innovation.
The acknowledgment of the Prudential Center and Devils highlights their dedication to continually enhancing fan engagement both inside and outside the rink.
Photo credit: ©Kevin R. Wexler/northjersey.com-image
Fan Take: This award-winning recognition shows the NHL’s commitment to not just the game itself but the overall fan experience, which is crucial for growing hockey’s fanbase. These innovative initiatives set a high standard for arenas everywhere, promising fans more immersive and enjoyable experiences at every game.
