BOSTON (May 2, 2024) – Delaware North, a global leader in hospitality and entertainment, today announced the launch of a groundbreaking Augmented Reality (AR) cocktail menu in the 1928 Club at TD Garden in Boston. This innovative initiative allows Boston Garden Society members and guests to embark on a unique and immersive journey through the venue’s cocktail menu using augmented reality technology from QReal.

Guests dining at the 1928 Club can now enhance their beverage selection experience by scanning a target with their mobile devices. This action will not only launch an online cocktail menu but also activate their phone’s camera app to present a realistic, lifelike depiction of each cocktail as if it were right in front of them on the table.

“This project represents the intersection of culinary innovation and immersive technology,” said Eric Rivers, General Manager, Delaware North Sportservice at TD Garden. “We are thrilled to bring this unique AR cocktail experience to the 1928 Club at TD Garden. Our goal is to provide our guests with not just a great drink, but with a full-on experience.”

The AR cocktail menu features a diverse selection of 17 cocktails, ranging from a collection of “Boston’s Oldest” classics like to Boston Sour, to modern mixers like the Peanut Butter Espresso Martini.

The QReal product is not currently in any other professional sports venues or within a restaurant or entertainment venue in the city of Boston. Delaware North, which manages premium hospitality and retail services throughout professional sports, is beta testing the initiative at the company-owned-and-operated TD Garden before introducing to other areas within the arena or other markets.

“It’s great to have the ability to test new ideas and innovations at TD Garden,” Rivers added. “We believe there’s a real chance that we can scale this program and bring it to other locations – both within TD Garden and other professional sports locations – once we have the data and customer insights to support it.”

The augmented reality experience will be available throughout the duration of the Celtics and Bruins seasons, including playoffs.

The 1928 Club, designed as a dedicated destination for Boston Garden Society club seat members, offers an unparalleled atmosphere for dining, lounging, and socializing. The club features an expansive bar and full-service dining options, where guests can savor curated cocktails and indulge in unique menu offerings.