Slides de suporte à apresentação do estudo de caso Mercedes Benz Arena durante o MBA de Gestão de Marketing Esportivo da TREVISAN Escola de Negócios

1. Gestão de arenas multiuso
Estudo de Caso Mercedes-Benz Stadium
Washington Cabral
wcabral@pobox.com
http://medium.com/é-tudo-mídia

2. 30
18
5

3. https://skyrisecities.com/news/2017/09/video-showcases-pinwheel-roof-atlantas-new-mercedes-benz-stadium

14. $1.5bi
$700mi
$800mi

17. Leva aproximadamente
12 minutos para
abrir ou fechar
Cada painel pesa
em torno de
500 toneladas

18. O maior vídeo board dos
Estados Unidos com
5.927m2
5,3 metros de altura
por 102,19 metros de
circunferência

19. Emprega 4.000
pessoas
O processo de seleção
consiste em um questionário online
e o envio de um vídeo respondendo questões
elaboradas por Arthur Blank,
proprietário do Atlanta Falcons

20. 190
camarotes

21. 21.000 vagas
de estacionamento
Coordenação com a cidade
para reprogramar os sinais de trânsito
da principal via de saída da região.

22. http://mercedesbenzstadium.com/stadium-fast-facts/

27. https://public.dhe.ibm.com/common/ssi/ecm/gt/en/gtw03074usen/ibm-global-technology-services-global-technology-services-gt-white-paper-external-gtw03074usen-20171204.pdf

28. Engage Sports Consumers to
convert them from fans to
Extremely Loyal customers

30. 1.1#
1.2#
1.3#
1.4#
2.1#
2.2#
2.3#
2.5#
2.8#
2.9#
3.1#
3.2#
2.6#
2.7#
2.4#
2.10#
2.11#

31. Dad
Son
Start of the day Before the game During the game After the game
Routed to avoid
traffic directly to
parking spot
Help fans
find friends &
family
Suggests fan’s
next move with
seat upgrade
Deliver
concessions
to the seat
Avoid the
rush to key
amenities
Display user
generated content
on scoreboard
Suggests hall of fame
tour after the game
Real-time player
statistics distribution
Builds and
reinforces loyalty
with rewards

36. Optimize Venue Infrastructure
and Operations to create
connectivity and efficiency

37. Experience
Data Management
Infrastructure
Real-time
Actionable Insights Security Integration
• Predictive Analytics
• Cognitive Analytics
• Identity Management
• Access Control
• Data Exchange
• APIs
Personalized Content As-a-Service Delivery Data Management
• Predictive Analytics
• Cognitive Analytics
• Identity Management
• Access Control
• Data Exchange
• APIs
• Network • Systems &
Support
• Cabling • Building Management
Services
• Physical Space
• Personas
• Journey Maps
• UX Capabilities Maps
• High-Light Architecture
& Application Roadmap
• Infrastructure Blueprint
Business Case •
The Fan Experience Framework

39. Technology
Prime

41. Accelerate Team Performance
On and Off the Playing Surface
to increase success

43. ‹#›
43
1
“We gave them all this information and all these things that we
thought were impossible to do,” Ujiri said of the requests made
to IBM -- and to his surprise, the futuristic, hard to believe ideas
came to fruition.

44. Simulação de
Cenários

46. IBM
Interactive
Experience46
IBM eSports / Competitive Gaming Recruiting and Player
Development
“Amateur to Pro”
AFTER
IBM’s Sports Insights Central
Data-driven, collaborative decision-making
and player evaluation tool
VISION
Transformation
BEFORE
“Refrigerator Magnet
Talent Management”