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Case Study: How the Tennessee Titans Are Transforming Sales and Venue Management
February 5, 2025Bringing the Buffalo Bills' Vision to Life:
How 3D Digital Venue Transformed Their Storytelling Experience
3D Digital Venue has collaborated with the Buffalo Bills and Legends in the creation of the Bills Stadium Experience, official preview center for the New Highmark Stadium.
3D Digital Venue successfully created a virtual representation (Digital Twin) of the New Highmark Stadium for the Buffalo Bills and Legends. This 3D visualization is being utilized as a key element in the Bills Stadium Experience, the appointment-only official preview center which provides fans with an immersive and interactive journey through the future stadium. This case study highlights the significance of having a virtual 3D representation of the venue before its construction and demonstrates how 3D Digital Venue contributed to telling the Buffalo Bills' story through their experiential center.
Building a Legacy: The New Highmark Stadium
The Buffalo Bills are rewriting their legacy with the New Highmark Stadium, a future-forward venue primed to open its gates for the 2026 NFL season. This architectural marvel will become a Western New York landmark, boasting a capacity of at least 60,000 and featuring innovative amenities and premium spaces designed to elevate the fan experience for generations to come. However, with the stadium still under construction, conveying the raw energy and potential of the new venue proved difficult. Fans have limited information and few ways to envision and experience what game days will be like in their new home.
Challenges
- Sales Complexity: Selling reserved seats, premium seats, and suites in a yet-to-be-completed stadium presented challenges that traditional sales methods couldn't address.
- Communicating the Future Stadium Experience: With the New Highmark Stadium still under construction, the Buffalo Bills needed a way to effectively convey the energy, atmosphere, and potential of the new venue to fans.
Solution
- Creation of a Digital Twin: 3D Digital Venue developed a high-fid elity, 3D digital replica of the New Highmark Stadium, providing a detailed and immersive visual representation. This 3D model became the core of the Bills Stadium Experience.
Results
- Accelerated Sales: The innovative digital solution directly contributed to surpassing sales projections, with club seating on track to sell out ahead of the original timeline.
- Increased Confidence: Fans felt more confident in their purchasing decisions, resulting in a smoother and more successful sales process for the Buffalo Bills and Legends.
3D Digital Venue: Stepping into the Future of Sales
To effectively sell reserved seats, premium seats and suites in a stadium still under construction, the Buffalo Bills partnered with Legends, a leading global premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues. Recognizing that a traditional sales approach wouldn't suffice, they turned to 3D Digital Venue for an innovative solution. Our high-fidelity, 3D digital replica of the New Highmark Stadium is a cornerstone of the Bills Stadium Experience, transforming the way fans engage with the project.
Technology is playing a fundamental role in bridging the gap between the present and the future. The 3D model is more than just a visual aid; it is a portal into the heart of the New Highmark Stadium experience. The Bills and Legends need a comprehensive way to answer every possible question fans might have about the new stadium, from views of the field from every seat to stadium amenities and overall game-day experiences. Traditional methods of conveying this information are insufficient and often leave fans at a disadvantage.
Ensuring that fans can make well-informed decisions regarding their seat selections and overall stadium experience is crucial. Without a tangible representation of the stadium, it is challenging for fans to fully grasp what their game days will be like. The 3D digital replica provided by 3D Digital Venue addresses those challenges, offering a detailed and immersive preview that allows fans to explore every aspect of the new stadium and make confident, informed decisions about their future experiences.“
"3D Digital Venue is a crucial asset for our Account Executives to utilize as they introduce Bills Season Ticket Members to the New Highmark Stadium. The detailed and immersive previews showcased on monitors throughout the Stadium Experience allow fans to virtually walk through suites, premium clubs, and every individual seat in the building, enabling them to make confident and informed decisions about their future gameday experience”, said Legends and New Highmark Stadium Vice President, Sales & Marketing Colin Cook.
"3D Digital Venue is a crucial asset for our Account Executives to utilize as they introduce Bills Season Ticket Members to the New Highmark Stadium. The detailed and immersive previews showcased on monitors throughout the Stadium Experience allow fans to virtually walk through suites, premium clubs, and every individual seat in the building, enabling them to make confident and informed decisions about their future gameday experience”,
said Legends and New Highmark Stadium Vice President, Sales & Marketing Colin Cook.
Conclusion
3D Digital Venue is playing an essential role in bringing the New Highmark Stadium to life, even before its completion. By telling the Buffalo Bills' story through a virtual 3D representation and providing immersive visual assets used in the Stadium Experience, 3D Digital Venue is enhancing the overall fan experience. This innovative digital solution directly impacted sales projections and revenue, with the Bills and Legends reporting that club seating is on track to sell out ahead of the original timeline projection.
This project exemplifies how cutting-edge digital solutions can bridge the gap between concept and reality, offering fans a tangible and exciting glimpse into their future gameday experiences. The success of the Bills Stadium Experience demonstrates the value of integrating advanced technology into the fan engagement and sales process, ultimately enhancing the overall experience and contributing significantly to the club's financial success
