This year’s controversial new policy allowing spectators to move within arenas between each game,and the installation of a public bar overlooking outside courts,are just the start of the fan- and revenue-centred changes envisaged in coming years.
Tiley told the Blenheim Partners’ leadership podcastNo Limitations,published last week,that he wants to create a “completely seamless experience based on the personalisation of every offer that we can bring into the entertainment ecosystem”.
Security checks at the gates will not be necessary because customers will have their backgrounds checked when they buy their tickets,he said. Instead,fans will be greeted by “very effective push notifications and way-finding” to help them locate their seats or preferred entertainment venue.
“Within a few minutes,someone sends you another notification[saying]:‘Great to have you back at a sporting event,we notice you haven’t been here in six months,we know what you like’,” Tiley said.
“‘We know you love a cheeseburger loaded with some extra cheese and some extra vegetables,tomatoes and lettuce on it. If you want to order it,we can get it to you now. Here’s a list of other options you can have’.
“Then an hour later,another push notification:‘If you go to retail in the next 20 mins,there’s 30 per cent off’.” Further notifications would direct spectators to transport home,after which they would receive suggestions for future events and a reminder that their bill for the day was due.