Today, BSE Global debuts two new open concept, premium membership clubs at Barclays Center - The Toki Row and JetBlue at The Key – as part of the first phase of a more than $100 million, five-year plan to enhance fan experience at the Brooklyn arena. Building upon Barclays Center’s existing luxury spaces, including the renowned Crown Club designed in partnership with Ken Fulk and Major Food Group, the addition of the arena’s Club Level helps broaden its premium offerings, increases club capacity and begins the largest renovation project in Barclays Center’s history.

Barclays Center sits at the epicenter of one of the most diverse and populous areas in the country and has become one of the most notable arenas in the world. 2024 has been a record-breaking year for the arena, and BSE Global will continue the momentum by investing in the guest experience as part of the company’s fan-first philosophy, developing multiple spaces in the arena to ensure Barclays Center remains a premier, global destination, accessible for every fan.

In addition to The Toki Row and JetBlue at The Key, Barclays Center will complete multiple renovation projects over the next five years as part of a bold arena enhancement plan to improve the experience for all guests – regardless of seat location. Barclays Center recently installed a new retractable seating system to maximize the arena’s operational efficiencies while increasing capacity, and other future projects include creating a dynamic, communal gathering space and improved food and beverage offerings on the upper concourse, upgrading and adding to existing premium spaces in the arena, upgrading arena entrances, and finishing off with a state of the art new centerhung scoreboard and sound system. Upcoming phases, as with the one just completed, will be done with no disruption to the arena’s ongoing activities.

“Our guests are crucial to the success of Barclays Center, and we are dedicated to delivering a world-class experience for them,” said Shanon Ferguson, Chief Hospitality Officer at BSE Global, parent company of Barclays Center, the Brooklyn Nets and New York Liberty. “By being proactive in our thinking and staying ahead of the curve, we will provide the sports and entertainment experience we know our guests are looking for. We are excited to begin this journey by opening The Toki Row and JetBlue at The Key, and look forward to creating timeless, non-traditional experiences that build generational fandom and bring new audiences together in unique ways.”

Developed with Brooklyn’s history and unique architecture in mind, The Toki Row captures the ambience of a grand residence and is accessible exclusively to 192 guests. The high-end club will incorporate design details and lush décor inspired by the brownstone row homes found throughout Brooklyn - from herringbone floors to velvet furnishings and wainscot paneling. BSE Global also commissioned four pieces of artwork from Brooklyn-based artist, Adam Pendelton, which will be on display in the club. Members of The Toki Row will have access to a full-service private bar with a range of specialty cocktails featuring Suntory Toki whisky and other House of Suntory spirits. The club will also feature luxuriously upholstered theater-style reserved seating and include premium wine offerings curated by a team of sommeliers, and a dessert station serving fresh gelato and filled with complimentary sweets.

"We are honored to partner with Barclays Center on this culturally significant and historic renovation,” said John Alvarado, US Chief Brands Officer, Suntory Global Spirits. “Toki celebrates the juxtaposition of an urban landscape where respect for tradition and the desire for reinvention spark powerful creative energy. Toki Row pays homage to Brooklyn’s rich architectural heritage while offering an extraordinary and engaging environment within Barclays Center. More than just a whisky experience, Toki Row is an inviting space for meaningful connections and enjoyment." 

JetBlue at The Key is a vibrant club featuring communal tables repurposed from previous Brooklyn Nets City Edition courts, a full-service private bar serving beer on tap (the only space in the arena where tap beer will be served), interactive games and a 44’ wide media wall that can show up to five views at once or be used as one full video takeover. The club will also include luxurious suite reserved seating for 252 guests, making JetBlue at The Key a perfect area for sports fans and concertgoers of all ages.

“JetBlue is proud to continue our partnership with Barclays Center through the new JetBlue at The Key membership club,” said Christopher Buckner, Vice President of Loyalty and Partnerships, JetBlue. “This new space will give us additional opportunities to offer cardmembers the value, benefits and enhanced experiences that we have built into our portfolio of JetBlue credit cards.”

Yearlong membership to The Row and The Key includes tickets to all Brooklyn Nets and New York Liberty games, as well as Barclays Center concerts and events. Both clubs feature an all-inclusive private dining experience equipped with elevated food stations. Each space will serve items from a rotating menu. The Toki Row will offer upscale items such as ceviche, lettuce wraps, pasta, as well as a carving station, while members of JetBlue at The Key will enjoy refined takes on classics like sliders and mini brats, as well as a BBQ table and mac and cheese bar.

The renovation work for The Toki Row and JetBlue at The Key was led by architects at Populous, while Shawmut Design and Construction is the construction manager for the project (their previous work at Barclays Center includes Crown Club, New York Liberty locker room and weight room, Brooklyn Fanatics and Bero store).

“The premium spaces unveiled today offer an elevated, luxurious experience for those attending any event at Barclays Center, whether that be a concert, a Nets or Liberty game,” said Adam Stover, senior principal, Populous. “Both The Row and The Key draw inspiration from Brooklyn, providing a sense of familiarity and community while offering members privacy and exclusivity within lush environments.”

Media coverage: Sports Business Journal | The Source