The team also relied on Tableau Heat Maps for other data-driven insights to improve the fan experience. Another identified issue was slow exiting out of the northeast side of the stadium. The data showed that the pinch point was a railroad east of the stadium, restricting the ability to get out of that side of the stadium quickly. “With this data, it gave us more power to make a change, invest capital and resources, because we had hard data to back that decision,” Dunn said.
This attention to fan feedback has also resulted in subtle improvements that matter to fans—like moving a craft beer kiosk from one location to another based on preferences shown at different stadium locations.
Fans also love the Seahawks back no matter what. Even without fans in attendance at games during the COVID-19 pandemic, the Seahawks continued a connection with their fans, maintaining their ranking as one of the top-rated teams for the fan experience.
The Seahawks also fully exploit the visual aspects of Tableau. For instance, their ticketing sales dashboard is visualized as Lumen Field’s seat map, which, as Jaberi pointed out, makes the data much more engaging for stakeholders, especially those in a non-traditional data role, like an executive, stadium worker, or sales.
Tableau’s impact is also seen in how the data analytics team assesses new business tools and systems. As Jaberi put it, “After being exposed to how robust and how great the Tableau community is, it’s the gold standard when we’re evaluating products and platforms.” He said asking question about how active the online community is, how comprehensive the resources are to learn the product or troubleshoot, and other markers are key in gauging a new product’s worthiness.
In addition to the fan experience, the Seahawks integrate Tableau into other areas of the business—from gathering insights for closing new corporate partner contracts to retooling its revenue models. The Seahawks also conduct data-driven work for their Diversity, Equity, and Inclusion programs and developed a community relations dashboard. “It's become important and powerful that we proudly show ownership to highlight our impact,” Sprangers said.