Bristol Sport & Ashton Gate extend PTI partnership

PTI Digital have been reappointed by Bristol Sport and Ashton Gate for another four years, to build upon the foundations now set in the digital transformation project it began in 2018.

The next phase of work focuses on digital consumer experience and prepares Ashton Gate for the next phase of its development – the delivery of a world-class Sporting Quarter for the city of Bristol.

The Sporting Quarter will see a new 4,000-seat Sports and Convention Centre built adjacent to the stadium. It will be a new home for the Bristol Flyers and mean that the sporting group’s basketball, rugby and football teams will all call Ashton Gate home. The proposed development will also include a 232-room hotel and residential and commercial units.

Ashton Gate is the largest conference and events venue in the South West and plays host to a number of major entertainment events, including music concerts and national sporting finals. Its visitor base is diverse and every individual’s needs and expectations are different, so it follows that the focus of this next phase of development will be on delivering a truly unique experience based on a holistic view of the customer.

Building on the foundations 

This approach will integrate the entire data and digital estate covering ticketing; catering; mobile app; website; streaming and digital marketing to understand how each individual interacts across the entire Bristol Sport & Ashton Gate portfolio and to enable that personalised experience.

The centrepiece of the new Sporting Quarter at Ashton Gate is a 4,000-seater Sports and Convention Centre (SCC), which will see Bristol Flyers Basketball team join Bristol City and the Bristol Bears at BS3

This news follows hot on the heels of PTI being appointed by the London Stadium to develop a Connected Stadium strategy, by Wasps and Coventry Building Society Arena to deliver its digital transformation strategy and by NEC Group to deliver their mobile strategy.

PTI’s new clients join Oak View Group (OVG), Norwich City, City Football Group and Edgbaston, amongst others. PTI have also recently launched a managed IT service offering to support its rapid expansion.

Next level

Mark Kelly, Managing Director at Bristol Sport and Ashton Gate said:

The work we have done with PTI over the past three years has taken us forward hugely in terms of creating a better technology operation that improves the customer experience. This next phase of work is a natural extension which builds on those foundations to take that experience to the next level and allow us to realise our own ambitions as we look to scale our business.

Ben Wells, CCO, PTI, and Lisa Knights, Chief of Communications, Bristol Sport & Ashton Gate, were both speakers at the 2021 edition of ALSD International hosted by Liverpool FC, as were Becci Thomson, Head of Premium Sales, Co-op Live, and Guy Dunstan, Managing Director – Ticketing & Arenas, NEC Group.

Mike Bohndiek, Chief Executive Officer at PTI, said:

Bristol Sport is one of the jewels in our crown and we are delighted to have been appointed to help them on their exciting journey. The roadmap for this next phase of work will not only improve the customer experience still further but drive retention and hopefully advocacy, identify where there are crossovers in interaction across its diverse portfolio of teams and events and through that personalised experience, improve the lifetime value of its customer base.

Digital Transformation

PTI’s digital transformation pyramid – which unifies its three core pillars of Venue Technology, Data & Digital and Commercial Strategy – lays the foundation for the holistic digital transformation of sports and entertainment organisations and venues. It is this integrated, efficient approach which begins with strategic intent and is informed by insight and powered by the right technology infrastructure which creates significant commercial advantage over the long-term.

Source & imagery, courtesy: PTI

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Sports Venue Business organises and delivers ALSD International, the industry’s leading conference & exhibition, and now 365 community, with a focus on increasing revenue through New Builds, Renovations & Service Expansions, via Premium Seating, Hospitality, Architecture, Design, Fan Experience, Technology, Rebuilding & Recovery, on behalf of the Association of Luxury Suite Directors.

The 2021 hybrid edition was hosted by Liverpool Football Club and featured a high-level conference, an exhibition showcasing industry-leading products & services, as well as networking events at Everton’s Goodison Park and M&S Bank Arena. The 2022 event will be announced in the coming weeks!

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