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Atlanta Hawks Treating fans like royals with Digital Fan Experience Platform
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Real-Time Location System (RTLS)
- Chatbots
Services
- Software Design & Engineering Services
The Challenge
During a $90 million renovation to the team’s State Farm Arena in 2017-2018, the Hawks wanted enhancements that would provide a unique and inclusive customer experience. With more than 2 million guests per year, traffic and queues were unmanageable. Fans demanded more personalization and elite-level service. Also, there was plenty of competing entertainment in town to turn to, especially if fans were not getting the experience they wanted at the arena. In fact, Hawks games rank 11th in preference of local entertainment. The team wanted mobile apps to simplify ticket sales. The Hawks also wanted to better manage its data. They already had a lot of it but could not process or understand it in order to enhance the customer experience.
About The Customer
The Atlanta Hawks team competes in the Eastern Conference Southeast Division of the National Basketball Association (NBA). Based in Atlanta, its home arena is the State Farm Arena. The team has a large fan base with more than 2 million guests per year. The Hawks wanted to enhance the fan experience during games and other events at the arena. They aimed to provide a unique and inclusive customer experience, with a focus on personalization and elite-level service. The team also wanted to better manage its data to enhance the customer experience.
The Solution
The Hawks selected the Digital Fan Experience Platform to deliver a mobile app that provided world-class service, including seat upgrades, pay for parking, view and take advantage of special offers from sponsors, capability to respond to jumbotron promotions, AI chatbot concierge service, mobile wallet, transportation links—Lyft®, Uber® and real-time MARTA public transport information. For those fans watching the games on their mobiles, the Hawks wanted to offer live game stats and news. The Hawks can now connect all aspects of any event in a personalized, digital way, delivering that “something extra” fans are seeking, thanks to the partnership of Raw Engineering and webMethods.io Integration.
Operational Impact
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