Maple Leafs Sports and Entertainment
— Redefining the premium live sports and entertainment (NBA, NHL, and live events) experience.
Project Overview
I partnered with the Maple Leafs Sports and Entertainment (MLSE), SportsX and the Premium Suites team to redefine the premium live sports (Toronto Maple Leafs, Toronto Raptors) and event (concerts, comedy) experience.
My Contributions
I conducted extensive user research, engaged with diverse stakeholders, and harnessed design thinking methodologies to uncover valuable insights to inform the development of the reimagined suite experience.
Evaluative Research
In order to get a better understanding of the current fan experience in the premium suites, I conducted evaluative research in 3 phases.
1. Technology and Competitive Analysis
A comprehensive technology and competitive analysis was conducted to gain a deeper understanding of the current landscape in the live sports industry.
Key Insights: As a whole, the industry/ stadiums are struggling to figure out the future of premium suites. There is a growing need for innovative premium experiences.
2. Stakeholder Interviews
To gather essential perspectives and insights, 10 stakeholder interviews were conducted with suiteholders, account managers, and MLSE staff who work directly in premium suites sales.
Key Insights: Most customers are looking for change - new experiences, new product offerings. MLSE staff believe change will increase sales and improve customer experience.
3. Customer and Business Insights
To gain further insights into the expectations and desires of both customers and the business stakeholders, I facilitated a workshop with various MLSE staff.
Key Insights: Customer and business pain points include venue related problems, product and service flexibility and experiences, lack of technology and personalization.
The evaluative research allowed me to group the customers in 4 segments. Customer segments are broken down along product lines.
1
comprehensive technology and competitive analysis
10
stakeholder interviews
2
workshops
Customer Segments
1. Fractional Leases
SMBs, Tech co’s and startups (Fintech etc) 400/ 500/ 600 level.
2. Nightly Rentals
SMB friends and families, Gen Z, Y, startup etc.
3. Full Leases
Corporate and traditional SMBs: 200/ 400/ 600 level.
4. Families - Nightly Rentals
Families celebrating milestones, reunions, anniversary's. 400/600 level.
Solutioning Workshop
After gaining a better understanding of the customers and business stakeholders, I designed and facilitated a workshop to foster creativity, collaboration, and generate innovative ideas. The workshop brought together a diverse group of stakeholders, including designers, developers, business representatives, account managers, and building maintenance and development staff to collectively brainstorm and explore potential solutions.
The workshop was structured to encourage active participation, foster open communication, and stimulate out-of-the-box thinking.. It focused on re-imagining technology enabled, new premium fan experiences, products and services.
Opportunities
6 core opportunity areas/solutions were uncovered:
Technology Stack - The Suites venue re-imagination initiative offers an opportunity to collaborate with SportsX to define new, exclusive, technology enabled suite-holder experiences.
Product Leadership - Flexible product and service models allow us to appeal to new customer segments and maintain growth with shifting and evolving fans needs and sentiments.
Operational Excellence - To achieve peak operational performance and efficiencies requires a broader strategy and rethink of current approaches and tools.
Member Services and Benefits - In the constantly evolving space of fan engagements, best in class premium suite-holder in and out of arena services and benefits are a key differentiator.
Client Service and Membership - Self-service platforms and connected systems such as block chain, allow for seamless and personalized suite-holder experiences.
Customer Life Cycle - Moving fans from prospect to long term multi year lease suite-holders, requires integrated marketing collateral, relationship management and work-flow tools.
Ultimately, many initiatives were brought forward and presented to stakeholders and leadership. These initiatives are currently being worked on further and some should be introduced in the next basketball and hockey season (2023-2024).
One of these initiatives I worked on was the NHL Extended Reality Stats Overlay glasses, which involves an augmented reality headset worn during a hockey game. When worn you are able to follow players, see stats overlays, and play games.