Industry News

Braves app hosts array of features to facilitate new stadium opening

Major League Baseball franchise the Atlanta Braves is set to reintroduce the league’s Ballpark mobile application in time for the opening of its new SunTrust Park home stadium.

The franchise said ticketing will be at the core of the app, while Major League Baseball Advanced Media is to allow the Braves to incorporate non-baseball specific content for the first time.

The app will also feature information provided by Waze, a leader in community-based traffic news. Alongside a partnership with Cobb Country, if the Department of Transportation closes a road, re-routes traffic or impacts anything on the ground, fans will be notified in real-time through the ballpark app without having to wait for a smartphone alert.

In addition, the baseball app has connected with The Battery Atlanta, a development area that includes restaurants, retail, housing and other features, which is located close to the stadium.

“It’s exciting for us because we’re pioneering that experience between a ballpark and a non-baseball venue,” said Greg Mize, the Braves director of digital marketing, of The Battery content being embedded in Ballpark.

“We’re placing an importance on the ticketing elements, whether it’s purchasing tickets or accessing your bar codes for the game and parking.

“We’re partnering with Waze and Uber on efficiently getting to the ballpark. There’s a huge need for having the Ballpark app for coming to the venue… We view the app as a core component to a fan’s game day experience.”

Remedy, a new built-in artificial intelligence feature, will assist in enhancing the fan experience and providing better overall customer service. The technology allows a fan to send any issue they may have via Remedy, which will then alert the Braves and its guest services department to the problem so that they can find a way to help the fan at the venue.

“If someone didn’t have an experience at SunTrust Park that met his or her standards or our standards, it’s an opportunity for them to raise their hand and for us, an opportunity to ‘Remedy’ the situation,” Mize explained.

Atlanta-based Kenzie Lane Innovation, which designed Remedy, was also the founder of the Experience mobile ticketing app.

Additionally, premium ticket holders will have access to new addition Bypass, which allows them to order concessions and have them delivered to their seat. Another artificial intelligence feature called Satisfi will also help Braves fans navigate the new venue, by asking a question about the nearest bathroom or hotdog stand, and the app will send them to the nearest location.