Back to BlogA Mobile-Focused Fan Experience Fuels Growth for the Tampa Bay Rays
Our SkyTab Venue technology delivers an end-to-end sports and entertainment solution that has allowed dozens of professional sports teams to seamlessly transition their commerce to a mobile-focused fan experience. When the Tampa Bay Rays implemented the solution, they quickly saw significant benefits to their operations and sales – while improving the gameday experience for their fans.
If You Simplify It, They Will Come
One of the major advantages of using SkyTab Venue is the simplicity that it brings to the fan experience. As part of the implementation, the Rays converted their six main concession stands in Tropicana Field to utilize SkyTab Venue’s self-service kiosks and mobile ordering solutions. This allowed the team to introduce their fans to a game-changing new stadium experience centered around a new mobile app where they could order and receive food and drinks with express pick-up.
A mobile-first approach allows guests to quickly order from their smartphone — without standing in a line. This enabled Rays fans to quickly grab a drink or a bite to eat and get back to the action.
And the results were undeniable. In just one season after switching to SkyTab Venue, the Rays saw increased numbers across the board. More fans were willing to place orders because it was as quick and easy as possible and the team became one of the leading MLB stadiums in mobile orders.
Some of the key highlights include:
- 44% increase in F&B per cap vs. the previous full season
- 31.2% increase in orders at 6 high-traffic concession stands
- 5.6% increase in check average
- 3rd highest in MLB for mobile orders volume
- Nearly a third of fans who placed a mobile order placed more than one during the season
- 9.3% of customers who placed a mobile order were new email addresses to the Rays CRM
- 65% of season ticket members used Rays Pay wallet for mobile ordering or rich checkout
“Adopting an all-in-one solution has streamlined operations and provided a seamless ordering experience for our fans,” said Rays Chief Business Officer Bill Walsh. “We look forward to working with our partners at Shift4 and Levy to continue to enhance the fan experience.”
In addition to the increase in sales, the change improved operations as well. For example, prior to the switch to SkyTab Venue, the Rays employed several different POS systems to facilitate their in-person orders, which was the only option to fans at the time. Today, the Rays are able to get more features out of just one integrated solution than they did with several vendors – simplifying training and support for their employees.
“It’s been great to partner with the Rays as they strive to become the leader in delivering a next-gen fan experience at Tropicana Field,” said Dustin Alpert, Shift4’s Head of Sports & Entertainment.
To learn more about SkyTab Venue, Shift4’s sports & entertainment commerce offering, visit www.shift4.com/sports-entertainment.