Arena Remains Half Full

Helping to solve New Jersey’s problems since 1966.

New Jersey Star-Ledger’s ace reporter, Maura McDermott, relies on a single source to rally support for the 10-week old white elephantPrudential Center, never mind the looming recession or New Jersey’s mammoth budget shortfall. Arena manager Dale Adams ticked off thrilling events like the circus, Spice Girls, and Celine Dion that will inflame the passions of the residents from New Jersey’s northern suburbs.

The money statistic:

The Devils are attracting 23 percent bigger crowds to their home games than they did at the Meadowlands last year and Seton Hall Pirates basketball home attendance is up by 21 percent.

The readers correctly take McDermott to task for using percentages to paint a rosy picture. The use of Seton Hall’s percentage, though, represents misleading and dodgy reporting.

Last year, Seton Hall reported an average of 6,636 customers for a given night of men’s basketball at the old arena. This year, Seton Hall must average 8,030 customers for a given night of men’s basketball at the new arena to achieve the 21 percent surge as reported by McDermott. According to the Seton Hall web site, men’s basketball now shows an average of 6,221 customers, less than last year’s average.

However, the Prudential Center seats 18,500 customers for a basketball game. Regardless of the attendance figure, the arena remains less than half full for a night of thrilling Seton Hall men’s basketball action.

Jeff Vanderbeek, chairman of Devils Renaissance Development (the builder’s of the Prudential Center), hopes for 200 events in 2008 and 225 events in 2009. The New Jersey Devils ice hockey team and Seton Hall’s men’s basketball team can account for roughly 55 nights.

Are that many concerts, circi, and tractor pulls to fill 145 to 170 dates at the Prudential Center? How will the Prudential Center compete against other venues such as Nassau Coliseum and Madison Square Garden as well as the soon to be opened Giants Stadium II and Atlantic Yards? If Vanderbeek knows the answers to this 8-ball mystery he either does not know or does not tell McDermott.

Given the current and future market conditions, all signs point to doubtful.