The Lightning are hosting the NHL All-Star Game this weekend at Amalie Arena, which ties in nicely with the recent launch of a new app for the facility. While team content runs through the Lightning’s app, the Amalie Arena app focuses on delivering a better fan experience. It allows Lightning season-ticket holders to transition to paperless tickets and also make in-arena purchases with their phones. Lightning Manager of Digital Media Andrew DeWitt said, “The ticket industry is going from a hard-stock ticket to most people doing the print-at-home PDFs right now. We are looking to go into full mobile ticketing.” It took a year from when discussions began on app design to its debut. DeWitt said that the Lightning spent six months examining storyboards to envision what the app would look like, then another six in development mode. In order to get a sense of what other teams were doing with their apps, the Lightning spoke with BAMTech, which provides much of the technology used on NHL team apps, and visited the Braves, who last year opened SunTrust Park and their entertainment district, The Battery Atlanta. The Lightning also reached out to the Warriors, Magic, Sabres and Red Wings. “We spent a lot of time talking to other teams and looking at what they were doing, and we really honed down on what we want to provide our fans and our season-ticket holders," DeWitt said. "Ever since Jeff Vinik took ownership of the team, he has really been focused on that fan experience.”
ONE-STOP SHOPPING: Season-ticket holders the past six seasons have had a card that holds both their tickets and discounts, but the app now can perform the same functions. DeWitt said, “There’s a couple of unique features on it that are pretty unique to the team app space and the arena app space. We give all of our season-ticket members a 25% discount on food and a 35% discount on merchandise, so they can log into the app and show their digital code and QR code at the point of sale similar to what you would do at a Dunkin' Donuts or Starbucks. We are slowly rolling that out throughout the season.” An additional perk is ticket holders who link a credit card from team sponsor Chase will receive a $25 gift card to be used in the arena on anything from merchandise to food and beverage. Lightning season-ticket holders who attend the All-Star Game will be able to use the app to access their tickets. They will not be able to use their discounts because it is not a team event, but they will have special offers presented to them and be able to pay at the point of purchase via the app. Meanwhile, the Amalie Arena app links to the Lightning’s social media accounts. DeWitt and his team during the offseason will be looking at improving integration of not only the team’s social media presence but that of the arena.
