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As part of their major arena renovation, Atlanta Hawks wanted to engage sponsors, supporters and the community. A great preview center would enable them to tell the Hawks’ story and build strong relationships with visitors.
The endgame — buy into the team’s success as sponsors or season ticket holders. This strong commercial focus meant the preview center had to work hard to support the sales team by building interest, anticipation and commitment. The team recognized that technology would play a key role.
To realize the vision, Electrosonic partnered with Hornall Anderson to create an innovative journey for prospective guests at the center.
The center is full of interactive features and engaging, self guided activities, offering a deep dive into how the new arena transcends the role of host for basketball games, concerts and events.
Visitors follow a sensory interactive journey through the center. Immersive experiences build anticipation, reinforce the brand and create opportunities for positive sales connections. This is no static sales pitch. Guests experience how they could become part of the team.
When VIPs arrive they are greeted by a guide, who conducts their personal tour through the center. The Anthem Theatre features a large projection wall with video that immerses guests in the evolution and rebirth of Atlanta’s NBA basketball program.
Next, guests overlook a recessed Projection Pit with a projection wall backdrop showing a mix of live TV or branded videos. Detailed video projections overlay an architectural 3D gray-scale model in the pit below the guests to show the arena’s configuration for basketball.
Finally, the guests move on to three suites, themed with different fits and finishes, which act as closing rooms for the sales agents. Interactive touch screens enable guests to choose and visualize the options of their choice. It’s a personal and highly effective experience.
Engaging guests’ hearts and minds was crucial to closing the deal. However, VIPS, supporters and sponsors are a diverse group. They have their own agendas and interests so custom content and presentation was essential.
That diversity meant the solution had to encourage guests to share their interests and expectations. Interaction was the driving force. As well as meeting creative challenges, the project had to be completed in a rapid four-and-a-half month timeframe with customisations.
The solution guides prospects throughout the sales process, creating a memorable experience. Electrosonic provided audio, video and show control design, engineering and installation of the audiovisual and interactive portions of the center’s sales experience.
Electrosonic provided the laser projector for the curved projection screen, projection mapping for the scale model, projection and audio support for the video walls and 55-inch touchscreens, as well as the interactive portals for the three suites.
When guests feel part of your team you’ve got a great relationship. Technology can engage people and make them feel part of the deal. They’re buying into something special — a vision that excites them.
The Preview Center achieves that with an unprecedented experience that gives guests a personal preview of the all-new Arena which opened in October of 2018. Guests feel they’re insiders and they’re part of the future of Atlanta Hawks.