CASE STUDY
Minnesota United FC Sells Out with DIGIDECK
MNUFC uses DIGIDECK to promote its brand-new stadium, Allianz Field, with a uniquely designed, interactive and dynamic presentation.
The Challenge
During the winter of 2018, construction on Minnesota United’s 19,600-seat venue was well underway with an estimated completion date of Spring of 2019. The team was set to begin play in the brand-new facility for the 2019 season and all that was left was to fill the stands. The project of transitioning 13,500 season ticket members from seats in a temporary venue to seats in Minnesota United’s new home was a large task.
To assist with this transition, Minnesota United created the Allianz Field Experience Center – a space dedicated to telling the story and sharing the experience of Allianz Field. Over the course of a few months, each season ticket member would have the opportunity to tour the facility and select seats for the new venue. The club needed a way to share this story, showcase the new seating options and integrate technology to allow season ticket members to select their seats in the new stadium.
“We set out to re-purpose 2,100 sq. feet of unused office space at our Golden Valley headquarters into a smartly designed gallery showcasing the creative storytelling around soccer’s growth in Minnesota. The DIGIDECK platform was a key integration in the overall experience and it allowed our fans to get an up-close and personal feel for the unique experience they were about to invest in at Allianz Field. This helped us optimize a successful transition from our temporary venue to our new home in Saint Paul.”
—Bryant Pfeiffer, Executive Vice President, Chief Revenue Officer
The Solution
By working with Sportsdigita on platform integrations, Minnesota United was able to create a dynamic presentation that showcased various renderings of the building and fan amenities. At the end of the presentation, season ticket members were then able to use a Digital Venue software embedded within DIGIDECK to see a virtual pan of the stadium from various seating locations, helping to provide confidence to season ticket members during their seat selection process. The various custom integrations of this product and the flow of the presentation was vital to keep pace with the volume of tours and number of season ticket members that needed to be relocated.
The Results
Overall, the use of DIGIDECK in our Experience Center was extremely successful. During season ticket member placement, Minnesota United revealed the following statistics:
- Host over 3,000 customers in the Experience Center
- Convert 90% of accounts to season tickets at Allianz Field
- Sell out each product within days of their release
- Increase season ticket base to 14,500 (20% growth)
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