Nearly a decade of TD Small Business Takeovers has helped a dozen New England businesses gain consumer attention and boost employee morale.
Small businesses are more than storefronts, service providers or family farms.
They are gathering places, employers and innovators. They sponsor local youth teams, hire neighbors, support nonprofits, and help communities grow and thrive.
That visible impact is only part of the story. Behind every thriving small business are years of early mornings, late nights, family sacrifices, financial risks and unwavering determination. Success rarely happens overnight; it is built through perseverance, resilience and faith in the future.
TD works alongside small businesses every day, seeing the persistence and heart it takes to grow through change, especially in today’s economic environment. We are honored to support them on that journey.
How can small businesses get the visibility they need to shine?
A great product, service or skill can launch a small business, but visibility helps it grow. For many owners, getting in front of new customers is one of the biggest challenges. In fact, the recent TD Small Business Financial Preparedness Survey showed that 62% of business owners ranked marketing as one of their top two operational concerns.
TD understands this challenge, and in 2017 we created a unique opportunity to help our clients gain visibility in New England: the TD Small Business Takeover at TD Garden in Boston.
Nearly a decade ago, TD and the Boston Bruins set out to turn one of New England’s most iconic venues into a platform for local small businesses.
On select game nights, TD gives a small business client access to many of its advertising and promotional assets inside and outside TD Garden. The goal is to spotlight the entrepreneurs and companies that help move our communities forward.
During a Small Business Takeover, a small business is featured across TD Garden, from the arena signage and dasher boards along the rink to moments that reach fans watching the game on local TV channel New England Sports Network. For many of these business owners, it’s not just exposure; it’s recognition on a scale they’ve worked years to earn.
How the TD Small Business Takeovers help New England small businesses
TD and the Bruins have featured 12 businesses with this special program to date, typically two or three per season (there was a pause during COVID-19). For many business owners, the experience is far more emotional than they expect when they see their company name and logo on the jumbotron or arena signage. Others have spoken about the pride their employees and families felt seeing years of hard work recognized in such a visible way.
For Al Rose, owner of Red Apple Farm, a fourth-generation family farm, the experience became a celebration not only of the business itself, but of generations of family dedication behind it.
Al said that his 92-year-old father watched footage from the takeover and became emotional reflecting on the family members who helped build the farm over decades.
“It quickly became a shared experience that created a positive and exciting impact in the communities we are part of,” Al said. "When TD highlights a small business, it elevates the company's brand on so many levels."
Justin Sandler, partner of Black Earth Compost, agreed. He described the visibility of their Small Business Takeover as both energizing and validating for his team and mission-driven business.
“The exposure at TD Garden gave us a level of professional visibility that is difficult for a small business to secure on its own,” he said. "The takeover boosted staff morale and provided high brand exposure. It helped introduce Black Earth Compost to a much broader audience than our typical marketing reaches."
And for family-owned transportation provider Alternative Transportation Systems, the recognition represented something even larger: acknowledgment of work that often happens quietly behind the scenes.
“You spend years doing work that’s essential but often invisible,” said general manager Christopher Farrell. “It’s meaningful work, and it’s worth doing.”
Showcasing New England's diverse industries
The 2026 season featured three businesses: Clover, Munson's Chocolates and AJ Rose Carpets & Flooring. Previous Small Business Takeovers featured New England businesses Pan D'Avignon, Energy Shield of New Hampshire, Day's Jewelers, The Barkery, Bay State Cruise Company and Sunbug Solar.
These businesses represent several industries, but what they have in common is that they create jobs, strengthen neighborhoods and build connections across our communities.
TD Small Business Takeover was designed to generate visibility and open doors that small businesses may not otherwise have access to on their own. It is also about ensuring our clients feel seen, valued and supported along the way. This is at the heart of how TD works with its clients, by not only providing small businesses with access to capital and strategic guidance to help them grow, but making connections to resources and community members so they can thrive.
And while the company's signage comes down after the game ends, the impact often lasts much longer, in employee morale, customer engagement, community recognition and the confidence that comes from being celebrated on a larger stage.
We hope you found this helpful. This article is for informational purposes only and is based on information available as of July 2026 and is subject to change. This content is not intended to be used or acted upon with respect to any client's specific circumstances. For specific advice about your unique circumstances, consider talking with your qualified professionals.
Clients were aware that their testimonial may be featured by TD Bank, N.A. Testimonials shared reflect individual experiences and results. Application and approval for individual products is required.
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