At the NHL’s 2025 Club Business Meetings, the Prudential Center and the New Jersey Devils were awarded the Stanley Award for Best Venue Business Initiative.
The Stanley Award recognizes the club and arena that have most significantly enhanced the fan experience through innovations in premium offerings, food and beverage, guest services, or mixed-use developments. This marks the third time the Devils and their home arena have earned this honor.
This year, the Devils were recognized for two standout initiatives: Eastback Kitchen and the Pier Club, both of which elevated the game-day experience in unique and meaningful ways.
Eastback Kitchen
First, the Eastback Kitchen is a culinary and white label hospitality brand. It offers fans 20 signature offerings that range from a Bacon, Egg, and Cheese Sandwich to Funnel Cake Fries.
Not only does the Eastback Kitchen offer good food, they also strive to do good in the community.
They partner with companies like Greens Do Good and Popcorn for the People. Greens Do Good works with the neurodivergent community while Popcorn for the People works with those on the autism spectrum.
“Like me, so many chefs on our culinary team grew up cooking across Jersey, and we’re incredibly passionate about making sure the arena reflects the dishes fans know and love,” said Aron Zaks, Executive Chef of Eastback Kitchen, told the Prudential Center. “We spent the offseason out in the community, eating and taking notes to create our own recipes made fresh at the arena. From diner classics to favorite local restaurants and purveyors, we’re showcasing Jersey in every area fans experience hospitality at Prudential Center.”
The Pier Club
The second initiative that helped them win the honor was the Pier Club. The club is a space in the Prudential for fans to hang out. They have the option to watch whatever game is going on in the arena, a private bar, access to the Eastback Kitchen, and more. This initiative pushed the Prudential Center above others when the NHL met to determine who would be awarded this season.
“As a Top 5 venue worldwide, Prudential Center prides itself on the continuous rollout of renovations to ensure that guests are offered the best experience possible,” said Stephen Rosebrook, Executive Vice President and General Manager of Prudential Center told the Prudential Center.
Other NHL Business Award Winners
While the Devils and the Prudential Center stood out for venue innovation, several other teams were honored across a range of categories during Tuesday night’s ceremony in Boston:
- Anaheim Ducks – Best Marketing Campaign
- Washington Capitals – Best Social Impact & Growth Initiatives
- Boston Bruins – Best Sponsorship Activation
- Philadelphia Flyers – Social Media Club of the Year
- Calgary Flames – Best Ticketing Initiative (First-time winner)
- Vegas Golden Knights – Game Presentation of the Year (Third win)
- New York Islanders – Venue Business Initiative for The Park at UBS Arena (First Stanley Award)
- Dallas Stars – Best in Strategy, Analytics & Innovation
The recognition for the Prudential Center highlights the Devils’ continued commitment to enhancing the fan experience both on and off the ice.
Photo Credit: © Kevin R. Wexler/NorthJersey.com-Imagn Images