MLB Go-Ahead Entry
The 6th Annual Awards
- Best Use of Technology
ABOUT THIS ENTRY
MLB’s Go-Ahead Entry is a first-of-its-kind, free-flowing ingress solution for live sports and entertainment venues. It includes a combination of free-flow security screening technology and facial authentication-based ticket validation, which results in quicker, hands-free entry into the ballpark. MLB’s Go-Ahead Entry uses a camera that identifies any opted-in fan as a registered member as they walk in - alone or with their group - automatically validating tickets once identified. Fans don’t need to stop, present a ticket, or get out their phone - they just keep walking without breaking stride. As a voluntary opt-in program, fans can complete a one-time enrollment in the MLB Ballpark app, where fans simply take a selfie. Any tickets tied to their MLB Ballpark app account will be automatically enrolled for Go-Ahead Entry at any participating ballpark.
How does this represent “Excellence in Engagement”?
With the 2023 MLB season’s rule changes, the product on the field has changed. The faster pace and more exciting play led to game attendance being up 9.6%. Shorter games are more family-friendly, so group attendance is on the rise. However, we know from fan surveys that one of the highlights of their experience is the moment they look up and are in awe of our beautiful ballparks. That said, MLB was not capitalizing on this moment to create an emotional connection with our fans, because their gate entry experience is currently a heads-down moment, with both fans and gate attendants wrestling with phones and ticket scanners. MLB Go-Ahead Entry aims to match the evolution on the field with innovations to the fan’s first impression as they enter the ballpark, creating an eyes-up, free-flow, entry experience that deepens human connections with our fans and creates a magical ingress moment, where groups and families can walk in together without breaking stride.
Objective
MLB Go-Ahead Entry was designed for fans and staff to raise their eyes and experience the wonders of the ballpark as they enter the gate. MLB Go-Ahead Entry allows a family to walk into the ballpark together without having to fumble around for their tickets or even having to get their phones out of their pockets. Fans entering through Go-Ahead Entry lanes are treated like VIP members of the baseball family. Through our partnerships with leading technology providers and the power of the MLB Ballpark app, a fan’s arrival experience will be transformed into a magical moment, allowing them to enjoy what they came to see - the game and their favorite players.
Strategy & Execution
The first part of going to a baseball game is a fan’s first impression as they enter the ballpark. MLB Go-Ahead Entry offers fans a future arrival experience today. Fans don’t have to stop to scan their tickets or even pull out their phones to show proof for entry. Instead, MLB Go-Ahead Entry allows fans to enjoy the unique atmosphere of the ballpark from the moment they approach the stadium, whether it be alone, with friends, or with family. As the first league to install this new, first-of-its-kind free-flow ballpark entry experience, MLB is providing yet another blueprint for the sports world to adopt and emulate.
Organizations
- Major League Baseball
Links
Credits
Karri Zaremba
Senior Vice President, Product – Ballpark Experience & Ticketing
MLB
Jen Kim
Senior Director, Product - Ticket Distribution
MLB
Lindsay Clouser
Senior Director, Product Communications & Operations
MLB
Sara Hoblik
Director, Product - Ticket Management & Phygital Experiences
MLB
Mike Fee
Product Manager, Access CTRL & Phygital Experience
MLB
Chris DuBois
Product Manager, Venue Experience
MLB
Patrick Callan
Senior Product Manager, MLB Ballpark App
MLB
Eric Brown
Vice President, Product Design
MLB
John Sinsabaugh
Principal Product Designer
MLB
Paul Martino
Senior Product Designer
MLB
Michael Harper
Senior Product Designer
MLB
Demian Neidetcher
Vice President, Software Engineering
MLB
Juan Garduno
Software Engineer
MLB
Sean Cain
Principal Engineer, Ballpark
MLB
Justin Ramos
Senior Software Engineer
MLB
Eunice Martin del Campo
Consultant
MLB
Byron Becker
Software Engineer
MLB
Karli Niemann
Software Engineer
MLB
Jason Jamieson
Senior Software Engineer
MLB
Doug Monsalud
Associate Software Engineer, Ballpark (Android)
MLB
Mike O’Connell
Test Engineer
MLB
Stephen Ortiz
Senior Software Test Engineer
MLB
Sanket Patel
Software Test Engineer
MLB
David Potter
Technical Project Manager
MLB
Jamie Dungey
Technical Project Manager
MLB
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
