Atlanta Falcons


Helping the Atlanta Falcons Gain a Homefield Advantage in Customer Experience

When Mercedes-Benz Stadium (the Atlanta Falcons’ new state-of-the art home) opened in 2017, the team knew its fans would be delighted with the improved food and beverage options, streamlined amenities and the contemporary art featured in the stadium’s interior and exterior design. But the team aimed to go further and truly maximize fan satisfaction on game days. The Falcons partnered with Material to take a deep dive into its current customer journey and identify opportunities for improvement, such as eliminating empty seats in the lower bowl to create a more festive atmosphere.
  • Used journey mapping to align the organization around the current fan experience and identify any gaps to be addressed

  • Designed, conducted and facilitated experience design innovation workshops to reimagine an enhanced fan experience

  • To fuel best-in-class thinking, invited leaders from a wide range of industries to participate

  • Conducted a partner analysis with 11 teams to understand the broader fan experience and capture best practices across the NFL

Material leveraged findings from the journey map and innovation sessions to create a Homefield Advantage Guide that features inspiring thought starters and reminders to empower employees – from food and beverage staff to stadium managers – to elevate the game day experience for fans. We conceptualized the Dirty Birds Nest, a section of prime seats offered at general admission prices that allow fans to join scripted chants and enjoy the game up close. When the Falcons put their new ‘run of show’ to the test during the 2019 home opener, they received their highest fan experience satisfaction results to date. The 2019 season became the highest grossing season in the Falcons’ history in terms of ticket sales. The Falcons kept up the momentum during the 2021 season, leading the league in Voice of the Fan surveys for both food & beverage and security. Talk about scoring a great experience for your fans!

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