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If you spend $975 million to build a stadium, you want to fill it. Quickly. But how do you sell tickets for seats in a stadium that doesn’t yet exist?
That’s the problem the Minnesota Vikings faced in 2013 as they were just starting construction on their new multi-use stadium in the heart of downtown Minneapolis. “Time was ticking, we had two-and-a-half years before we opened, and it was important that we got the process started,” said Vikings Vice President of Sales and Marketing and Chief Marketing Officer Steve LaCroix.
HKS EXPlore’s solution was the creation of an interactive sales center, the largest ever built by an NFL team, that overlooks the stadium construction site and includes a custom-filmed experiential player tunnel and Vikings locker room experience as well as two authentic suite build-outs, a 24-seat club seating section, 37 high-definition televisions and seven interactive kiosks. The EXPlore team also developed an interactive sales app that answered a buyer’s every question. The results were unprecedented–all 150 premium suites were sold six months ahead of schedule.
Interactive Sales Tool Features:
80-inch, touch screen interactive presentation, 1080P – 360 Degree Views, 1080P – video, accompanying website, financing calculator, iPad – remote control, automated scheduling and automated contracts.
EXPlore’s interactive app was designed to sell stadium space – premium suite product or one-game ticket. With 360-degree panoramic views from 275 vantage points within the stadium, potential buyers knew exactly what they’d see from any seat, club or concourse in the house.
The primary function of the app was to act as a tool for the sales team in the Vikings Sales Preview Center to walk potential buyers through the views. EXPlore built in additional functionality to work on the web and on mobile devices to expand sales services beyond the physical boundaries of the center.
For interested buyers who cannot visit the sales center, the app answers every question they might have. How do I enter the stadium? What will the view look like from my seat? How close are concessions and restrooms? What clubs can I access? What do the different types of suites look like? Everything can quickly and easily be answered within the app. An interactive calculator is also included to determine the cost.