Conference Preview: Miami Dolphins deliver driveway-to-driveway mobile experience

Partnering with Venuetize, the Dolphins engage fans throughout their gameday journey with an all-in-one app solution that customizes that journey and drives revenue all along the way.

  • Attendees of the 2017 ALSD Conference and Tradeshow will enjoy a tour and reception at Hard Rock Stadium, home of the Miami Dolphins.
  • More Than Just Content: Karri Zaremba, Founder and COO at Venuetize, explains the next iteration of the Miami Dolphins app: “The next phase is really what the platform is designed to do in terms of being intelligent and contextually aware.”
  • All in One, One for All: Karri Zaremba, Founder and COO at Venuetize, explains the personal touch capabilities of the Miami Dolphins app: “[The app] dynamically knows who you are, and therefore, serves up a customized member experience.”
  • Revenue Increases: Karri Zaremba, Founder and COO at Venuetize, explains the increasing acceptance of digital transactions on the Miami Dolphins app: “We’re seeing adoption rates around [ticketing and mobile wallet] rising significantly year-on-year, month-on-month, game-on-game.”

With more than 220 million people in the United States now connected to smartphones, the need for brands and venues to leverage this opportunity is no longer a nice-to-have option. It’s essential. Why wouldn’t a brand want to have a place in the pocket or purse of its customers?

Nowadays, sports and entertainment venues that are not maximizing their mobile presence are missing out on perhaps the greatest opportunity in this generation to drive revenue while enhancing the guest experience.

To achieve success in this realm, the Miami Dolphins partnered with Venuetize on an all-in-one app to meet the ever-growing mobile lifestyle of fans at the renovated Hard Rock Stadium, as well as outside the venue walls.

The resulting official Miami Dolphins app, which launched prior to the 2014 NFL season, has since been downloaded more than 400,000 times across iOS and Android.

Content and Much More

Of major interest for users is content, which includes audio, video, and league-wide stats such as player and coach details, team rankings, cheerleader profiles, etc. Of all the content types, Karri Zaremba, Founder and COO of Venuetize, says video and audio content (including live feeds) is the most popular material.

Of course, the app is more than just a content feed. It also offers personalized ticketing and mobile wallet solutions, an interactive stadium map, directions to the venue, beacon-activated bonuses and functionality, and much more.

“[The app] combines with a membership portal that gives different types of member discounts based upon what type of member you are,” says Zaremba. “It dynamically knows who you are, and therefore, serves up a customized member experience.”

The digital ticketing and mobile wallet features, tied inextricably with the customized member experience introduced over the last two seasons, are seeing the greatest growth as consumers become increasingly comfortable with the evolution of mobile, digital transactions, and the app itself.

“We’re seeing adoption rates around [ticketing and mobile wallet] rising significantly year-on-year, month-on-month, game-on-game,” Zaremba says.

Although Zaremba is not at liberty to disclose actual figures, she shares that the app has led to measurable revenue increases.

“We have detailed data in terms of incremental spend, average spend, and the rate at which it’s increasing in terms of user adoption across the platform,” she says. “It’s definitely increasing, specifically around mobile wallet. The Dolphins have done much marketing of that feature, so its [usage is] increasing organically.”

What’s Next in Miami?

An upcoming iteration of the app with expanded features is scheduled to go live prior to the Miami Dolphins 2017 season.

“The next phase is really what the platform is designed to do in terms of being intelligent and contextually aware,” Zaremba says. “We’re finally at the point where it’s going to leverage the real power and capabilities of the platform.”

“The next phase is really what the platform is designed to do in terms of being intelligent and contextually aware. We’re finally at the point where it’s going to leverage the real power and capabilities of the platform.”

– Karri Zaremba, Venuetize

This incremental development is based less on technological limitation and more on how to successfully bring the fan base into the digital and mobile future.

“You can’t overwhelm [the fans] day one,” Zaremba says. “It’s a process of migrating from the analog world to the digital world.”

The contextual awareness Zaremba speaks about – dishing up customized experiences based on who and where users are as well as when and why they’re engaging – is the ambitious goal to be delivered later this year.

“The entire app is going to be redesigned, and it’s going to be combined with a venue app,” she says. “It’ll have a unique home screen, which will be content driven. If it’s gameday or event day, we can tell if you’re at home or in the venue. If it is an event day and you’re physically at the stadium, [the screen] has its own [presentation]. So it does all of the heavy lifting for the users. They don’t have to do anything manually. We know who you are, where you are, what time it is, and what events are going on, so we can dynamically serve up a contextually relevant experience.”

Additional App Integrations

Venuetize has also partnered with Pegula Sports and Entertainment on its My One Buffalo app, which covers Pegula’s entire portfolio that includes the Buffalo Bills, Buffalo Sabres, and HarborCenter – the hockey-themed mixed-use development in Buffalo.

My One Buffalo serves its users throughout the entirety of their driveway-to-driveway experience. Through integrations with NITTEC (the region’s mass transit service), Google Maps, and Apple Maps, fans are given the best transportation options to their venue of choice, considering real-time traffic and the myriad parking options. Customers can then pin their parking location to ease postgame headaches.

Back in Miami, the Dolphins are working with Venuetize to integrate SunPass, the electronic toll system in use throughout the Sunshine State – just one additional bit of functionality to further ease the driveway-to-driveway experience for fans heading to and from Hard Rock Stadium.

“We want to do what Disney does,” says Chris Dill, Vice President of Business Development at Venuetize. “They look at every step you’re going to take. The thing about Disney is they didn’t have a problem filling their parks. They had traffic jams when people got in there, and people were having negative experiences standing in lines. So they started to figure out who you are, where you are, and then they could start to control and move traffic around. Think about the similarity to ingress and egress situations at big [sports and entertainment] events.”

From The Happiest Place on Earth to the hometown team’s venue, a single smartphone app can offer everything necessary to ensure guests are primed, happy, safely in their seats, and ready to enjoy a world-class entertainment experience like never before, while making it easy for them to engage with merchandise, tickets, and concessions throughout their journey.

Click for more information on ALSD Conference registration and the full schedule of events.

 

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