The Tennessee Titans are embarking on a bold journey to create a new stadium that their most dedicated supporters can truly call home. To kick off the sales process for the under-construction new Nissan Stadium, the Titans developed Titans House, an innovative sales and experience center. This center transforms how fans engage with the team’s seat options, including exclusive clubs and general seating options.
By combining 3D Digital Venue visual technology with a personalized, immersive experience, the Titans are creating their own unique concept of stadium experience, allowing fans to picture themselves in their future seats and premium spaces. This case study explores how the Titans’ commitment to fan loyalty through Titans House is setting new standards in sales strategy, venue management and fan engagement in the NFL.
Challenges
- Selling premium and reserved inventory in an innovative way: The Tennessee Titans needed to find a way to offer added value to fans who were in the process of purchasing or renewing memberships. The challenge was how to turn a long sales cycle into an engaging and unforgettable journey for future buyers.
- Managing High Demand and Stadium Previews: With overwhelming interest in the new Nissan Stadium, another challenge was ensuring that fans have the chance to experience a preview of the stadium before its completion, satisfying curiosity and building excitement.
Solution
- To address these challenges, the Titans partnered with 3D Digital Venue to create a highly detailed, immersive 3D digital twin of the new stadium.
- Using technical documents like blueprints, renderings, videos, and city plans, a virtual model was built with stunning accuracy.
- Fans can explore the stadium’s suites, clubs, boxes, and general seating, and even view key details such as the brand new closed ceiling of the stadium, offering them a realistic glimpse of the venue, with a view of the field from every seat, long before construction is complete.
Results
- The 3D replica became a core feature of Titans House, the team’s innovative sales experience center.
- In the first sales wave, every club seat in the new Nissan Stadium was sold.
- The second sales wave, launched in October, began six months ahead of schedule.
Titans House: A New Standard in Sales Experiences.
Titans House is serving as a physical touchpoint where fans can not only preview but also feel a part of new Nissan Stadium’s upcoming world-class experience. Featuring a combination of digital and physical assets, Titans House is offering a detailed, curated journey through the stadium’s premium spaces and general seating. This is making it easier for fans to visualize exactly what they are purchasing and bond with the stadium on a personal level.
“The new Nissan Stadium promises to offer fans a best-in-class experience – that mission goes beyond the physical building and truly begins with the sales cycle and introduction. Our goal is to provide every single guest with a comprehensive and imaginative visit when entering Titans House,” said Adam Nuse, Titans Sr. Vice President.
“Helping our fans determine where they will enjoy the next generation of Titans football is a huge responsibility and, one we take seriously. Titans House aims to deliver a completely immersive approach guiding our fans through the decision-making process.”
At the heart of Titans House is the 3D Digital Venue model, a high-fidelity 3D digital twin that allows fans to navigate the stadium virtually from every suite to the stadium field, providing a full understanding of seating locations, views, and the overall atmosphere. 3D Digital Venue uses video gaming technology and technical information from stadium blueprints, architectural designs, and renderings, ensuring a mobile-first, virtual reality representation of a space by creating a 360° panoramic 3D view from any location within the new Nissan Stadium.
Thanks to these 3D views designed by 3D Digital Venue, prospective buyers are able to virtually “stand” in their desired seating area, simulating how a game day is going to feel once the stadium opens its doors.
This carefully designed experience center is streamlining the sales process, enabling the Titans to manage their three wave selling cycle.The sales process has moved at an exceptional pace, putting us more than six months ahead of schedule in our sales cycle,” said Jim Rice, Titans Vice President of Ticket Sales. “We are so grateful things have moved swiftly, but even more excited about the opportunity being unlocked for our fans as they hand select their seats in the new Nissan Stadium. The enthusiasm has been incredible, and it just keeps growing.”
Beyond Sales: A Virtual Transformation of Stadium Management.
More than just adding a “wow” factor to the sales process, the digital twin of the new Nissan Stadium was developed with a broader purpose: to support all decision-makers and venue management teams throughout the stadium’s lifecycle. While the sales team has harnessed this 3D model most extensively, departments like marketing, advertising sales and entry gate security can also benefit from this digital tool, enhancing every aspect of venue management.
For a project of this scale, a digital twin becomes an invaluable resource, enabling clubs to make data-driven decisions that improve the experience for every attendee. Most importantly, it empowers key decision-makers to tap into revenue opportunities long before the physical stadium is complete—and well after the finishing touches are applied.
The digital twin’s ability to be quickly updated and dynamically generate 3D assets offers flexibility. This allows for the simulation of multiple outcomes, making it possible for stakeholders to explore various scenarios and make choices that are both cost-effective and efficient, reinforcing the Titans’ commitment to innovation in every facet of their new stadium.
Conclusion
The Tennessee Titans’ adoption of the 3D Digital Venue twin for the new Nissan Stadium exemplifies how innovative technology can transform sales and overall venue management strategies.
The high-fidelity digital twin developed by 3D Digital Venue holds potential beyond fan engagement, with the capacity to empower departments with real-time, actionable insights. This technology could allow the Titans to simulate various outcomes and visualize every aspect of the stadium, laying a strong foundation for optimized operations and sustained revenue growth well into the future. With this holistic approach, the Titans are setting a new standard in venue management and fan engagement, demonstrating how innovation can drive success as the new Nissan Stadium opens its doors to the public.
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