(StellarAlgo is a proud partner of Front Office Sports)
The Vegas Golden Knights have been one of hockey’s most intriguing storylines over the last few years. From reaching the Stanley Cup Final in their first year to blazing a trail for the big four professional leagues in Las Vegas, fans are paying attention to what’s happening at T-Mobile Arena.
Now in their third season in the league, the team is doing more than ever to build and serve their fan base in Nevada and beyond. A tool playing a large part in this process is StellarAlgo’s Customer Data Platform (CDP).“Vegas has done an amazing job of building a fan-centric culture from inception,” says Vincent Ircandia, Founder and CEO at StellarAlgo. “The team in Vegas really understands their market and have created an authentic, unique brand voice that has resulted in one of the best experiences in all of sports. With a new franchise historical data is non-existent. What has really impressed me about the team is their agility and desire to use data as it becomes available and leverage it to inform strategy and execution.”
Kris Knief, Director of Business Intelligence with the Golden Knights along with several other departments within the organization appreciate each of the unique ways that fans interact with the team and how they consume the overall product. Understanding these specifics goes a long way in improving the Golden Knights overall ability to get the right message to the right fan at the right moment.
“Granularity is key for us to understand the different segments of our consumer base, Knief says. There are different strategies in how we want to interact with our different segments, ranging from full season ticket holders, partials/groups and single-game buyers as well as the individual fans who ultimately are not a ticket buyer and engages with the team on a daily basis. Our goal is to personalize messaging, content and ticket offers that will ultimately drive brand equity with each fan. While certain fans may never attend a game at T-Mobile Arena, our team strives to make them feel like they are a part of the Golden Knights family on a day-to-day basis.”
The organization’s ticketing strategy is tailored towards consumers in the Las Vegas designated market area (DMA) and consumers that live in their RSN territory however their overall fan base reaches across multiple countries and continents. When it comes to growing and developing their fan base, the ability to nurture all segments of this diverse and growing global audience is vital.
When it comes to this season, Knief and company believe that they have built a solid strategy to continue their growth in a more streamlined fashion compared to the previous two seasons.“StellarAlgo has allowed us to pull our data sets into an aggregated data source. By achieving this, StellarAlgo has provided governance, visualization, product trends and a streamlined understanding of where our consumers are located along with a deeper understanding from demographic, psychographic and behavioral standpoints. The automated analytics and predictive segmentation has provided our team with the ability to make timely strategic decisions across all verticals of our enterprise. This has allowed us to maximize value and drive the bottom line in a positive manner while continuously growing our fan base.”
Ircandia believes this is potentially one of the biggest benefits that growing organizations get from using his company’s product as it allows them to focus more time and energy on fan interactions.
“Today’s fans interact with sports organizations through multiple channels and it can be really hard to interpret and action that data. No two fans are exactly alike and understanding what motivates them through a multitude of data points and timeframes, can really mean the difference in how best to foster and build those relationships. The Golden Knights are looking to take their new/young fan base and nurture them into lifelong supporters and we are the secret sauce powering those personalized interactions.”
That personal touch and informed approach to fan segmentation is why the Vegas Golden Knights are quickly growing into one of American sports’ major brands.
“The segmentation is such a vital piece to every type of business because it all comes down to personalization,” Knief states. “If you’re trying to connect with 300,000 plus customers with the same message, you’re going to fail. Sports is not just a seasonal business anymore. It’s a 365-day business. And if you’re not engaging with the different consumer bases on a daily basis, ultimately they’re going to wonder why this is not occurring.”For more information on how StellarAlgo provides actionable data insights for professional sports teams, visit stellaralgo.com