Ottawa Senators hope to charm younger crowd with new 300-level fan deck

The Ottawa Senators unveiled their new fan deck during the the new season launch to media and influencers at Canadian Tire Centre. Photo by Jean Levac /Ottawa Citizen

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A new downtown arena at LeBreton Flats is the ultimate dream, but the Ottawa Senators are ensuring Canadian Tire Centre receives ample upgrades in the meantime.

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The Ottawa Citizen got the lowdown at the club’s media launch event Thursday on numerous projects, including a 300-level fan deck, intended to improve and modernize the in-game experience.

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The Sens are removing 850 seats between sections 328 and 301 — behind Ottawa’s defensive zone in the first and third periods — to make room for a massive social space. The new fan deck, sans sponsor at the moment, will feature a bar, concession booths, lounging space and a wide viewing area.

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The renovations began Aug. 30 and are expected to be completed in time for the home opener against the Philadelphia Flyers on Oct. 8.

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“The fans now want more social spaces,” Senators president and CEO Cyril Leeder said. “You see that at other buildings. Obviously, you saw that at the renovation at Lansdowne. You could put in more seats, but the fans want that social experience. They want that ability to get up, walk around, interact with other fans. I think it‘ll be our largest space in the building in terms of social spaces.”

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This is just the club’s latest such renovation. In 2016-17, the team introduced the Molson Fan Deck between sections 214 and 216, where live music is often played during intermissions. In 2022-23, Club Bell, a prestigious private hangout, opened for the Sens fan with deep pockets right below. And the following season, the Milk Zone, an affordable hot spot for teens and young adults, was established above in the 300s.

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The newest fan deck will bring capacity down to 17,010.

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Leeder, who turns 67 this month, was asked by long-time Citizen reporter Wayne Scanlan whether the Senators had a particular demographic in mind when committing to another fan deck.

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“Yes, not you and not me, Wayne,” Leeder joked. “It’s a younger demographic, so it’s my boys. My sons are mid-30s. The youngest guy will be in the Molson Fan Deck every night. He’ll buy a ticket, but just meets his friends there, watch the game, be social.

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“Do we have a target age? No, we just know it’s going to be younger.”

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One of those “other buildings” Leeder referenced that has opted for a more social environment is the Toronto Blue Jays’ Roger Centre. The ball club has had immense success with its general admission social areas. Jays fans can purchase an Outfield District ticket and receive access to five spaces with bars, food stands and views of the field: Corona Rooftop Patio, TD Park Social, The Catch Bar, The Stop and WestJet Flight Deck.

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For baseball obsessives on a budget, it’s a cheaper price at the door. For those simply interested in a night out, it’s a one-of-a-kind experience.

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However, the Senators don’t plan on offering a GA ticket this season.

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“If you have a ticket to the game, (it’s) first come, first serve in there,” said Chris Phillips, vice president of business operations. “But there will be, you know, our Torontos, our Montreals, like, the high demand games where we will be selling general admission tickets on top of what we already do.”