The Tampa Bay Lightning has turned to an NBA executive to lead an overhaul of the technology infrastructure at Amalie Arena.
Sean Walker last week was named the Lightning’s vice president of innovation and technology services, a new position for the team. He comes to the team having been associate vice president of team, arena and event technology for the NBA. He was with the PGA of America before that.
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In Tampa, his work is expected to touch everything from fan experience — ordering food via mobile app, for example — to game-day security to the $2 billion mixed-use district Strategic Property Partners aims to develop between the arena and downtown Tampa. Lightning owner Jeff Vinik controls Strategic Property Partners with Cascade Investment.
Walker plans to hire a team to collect and analyze data on consumer behavior in the arena and fan reactions to the game presentation. That’s data the team will be able to tap for sales purposes down the line — to sell everything from food and beverage to merchandise to sponsorship opportunities.
“The business analytics of sports are just on a dramatic uptick right now,” Walker said, “from the time you buy your ticket to the time you leave the building.”
Walker’s hire represents a new era for the Lightning and its 20-year-old venue, said Darryl Benge, executive vice president and arena general manager. While the team has made strides recently — debuting FanCap and ApplePay at the arena last season — Benge said the team plans to invest heavily in its technology in the coming years. He declined to put a dollar figure on the efforts.
In 2015, the Lightning became the first U.S. pro sports team to use FanCap, an app from Seattle-based startup Enthrall, which is backed by team owner Vinik. FanCap uses facial recognition software to gauge fan reaction during games. It also provides a way for fans to send photos and videos to the team that can be posted on arena video boards.
“[Technology] requires a whole backbone and support system,” Benge said. “We need a better overarching strategic plan.”
Walker’s team plans to work with Strategic Property Partners to integrate technology platforms between the arena and the mixed-use district, Benge said.
Ashley Gurbal Kritzer writes for the Tampa Bay Business Journal, an affiliated publication.
