Thursday December 7, 2023

How Digital Technology Is Being Leveraged to Create Great In-Venue Experiences in 2021

  • Being able to reduce points of contact between fans and venue staff is key.
  • Reps from NASCAR and the NFL discuss how they have engaged fans from a distance this fall.
image via Pexels
Copy Link
Link Copied
Link Copied

Reopening is constantly on everyone’s mind. Leagues have opened with and without fans, bubbled, and not. Ultimately the goal is to get back to a full-fan experience. Different sports teams and leagues have prepared for the short and long-term in-venue experience with fans, as well as the blending of the digital at-home experience.

Christi Bedan of the Tampa Bay Buccaneers, Tim Clark of NASCAR, and Don White of Satisfi Labs recently joined Front Office Sports to discuss a reopening strategy & planning (as well as the communication of those plans), fan-experience best practices, new industry trends, and the lasting impact COVID will have on the in-person experience for sports.

On Satisfi Labs’ place in the market (0:51)

White: “We produce an interactive answer engine. It’s a product that answers questions and, and provides a real asset for the fan to get all digital media by the initial search. So that brands like NASCAR and Tampa can have a one-to-one relationship with a fan about anything from scheduled scores, ticketing, food, and beverage, when appropriate and really own that relationship.”

On questions NFL fans ask of the Buccaneers (4:00)

Bedan: “We were open at a limited capacity and I think in bringing fans back, the role of digital in particular is very much two-fold. One, how are you communicating to fans at scale what the new policies are and what the reopening looks like? And then two, once you’re at the stadium, how do you make people feel more comfortable and use technology to minimize interactions for fans, especially in a COVID world? So everything from mobile ticketing to communication, to mobile ordering, what is all that technology that you can implement in a reopening strategy?”

Creating efficiencies in the fan experience process (20:01)

Bedan: “I’ll start with the, the AI piece that we’ve been talking about. So we originally had sort of that in-app hub to ask questions with a general answer base. And what we’ve done this year is expanded both into our digital ticketing guide and then Apple business chat…I think the digital ticketing guide in particular was important because not only this year, did we have new new policies in general, but we went to 100% mobile ticketing…So there was a big learning curve for a lot of people who had never used mobile to enter the stadium for the first time. So investing in that digital ticketing guide has been super helpful as we can see from the numbers, the usage of that is significant.”

On opportunities for virtual hospitality for fans (42:37)

Clark: “It’s hard to multitask in the virtual world, right? If you think of your traditional hospitality environment, there’s a very social element to it. Whether it’s within a suite or whether it’s tailgating or whatever the case may be, there are different experiences that you can offer in a relatively small footprint. I think it’s really hard to replicate that in a virtual environment because you want to engage your most valuable partners, but you also want to add value to the sponsors whether that’s data acquisition or information capture, whatever the case may be. I just think it’s really hard to replicate that in a virtual environment, which seems counterintuitive because I think everyone kind of seamlessly jumped from having meetings in person to you know, doing them virtually over Zoom. The reflex is to think that that’s how you could, maybe reinvent the hospitality experience. But I don’t think it’s that easy. I think it’s more nuanced.”

Copy Link
Link Copied
Link Copied

What to Read

NBA Viewers Like the In-Season Tourney. What About Broadcasters?

The NBA In-Season Tournament could attract new media partners.
Eagles Niners

Eagles-49ers Achieves Fox's Highest Sunday Viewership of Season

Fox's broadcast of 49ers vs. Eagles pulls in 27.7M viewers.
Dallas Cowboys quarterback Dak Prescott throws a pass during the first half against the Seattle Seahawks at AT&T Stadium.

Amazon Bounces Back With Record Viewership

The Dallas Cowboys’ win over the Seattle Seahawks averaged 15.26 million viewers.

Commanders Spend Big On Current Home While Planning New Stadium

The Washington Commanders will keep upgrading FedEx Field.
podcast thumbnail mobile
Front Office Sports Today

Why the NBA May Have Made Billions With Midseason Tournament


Featured Today

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? "AG’s Office Has Not Expressed Interest In Pursuing"

The DOJ interviewed Brett Favre in early 2020.
The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference's future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin's interaction with the player behind lawsuit.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Multiple Locations
Multiple Locations
Creative Artists Agency
Multiple Locations

Women in Sports are Leveling Up

Three graduates of Ohio University’s Professional Master of Sports Administration shared their sports business success stories on FOS Fundamentals.

Executive Roundtable: Putting Employees First

Best Employers in Sports, Charlotte Hornets, Miami Dolphins, remote work, diversity, inclusion, COVID-19, leadership, career development

Webinar: How The PGA TOUR Drives Digital Engagement

The PGA TOUR has always been at the forefront of digital engagement and innovation. In collaboration with its longtime partner,, the TOUR continues to create news ways to engage with its global fan base.

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.

Webinar: The In-Venue Technology That Can Welcome Fans Back

Representatives from Samsung discuss in-stadium tech solutions to keep fans safe and entertained with Front Office Sports.

How Today’s Brands Are Maximizing Sponsorship ROI With Their Own Analytics

Representatives from Dell Technologies, Stanley Black & Decker, GumGum Sports and FOS CEO Adam White discuss sponsorship analysis today.

OneTeam Partners: Athlete and Brand Amplification for the Cutting Edge Sports Marketer

Reps from OneTeam Partners join this Front Office Sports Webinar to discuss esports, NIL marketing rights, working with NFL players, and more.

Content Marketing: Real-Time Storytelling in the COVID Era

A panel of experts discuss how the PGA TOUR has executed their storytelling strategy during the COVID-19 era.