- February 19, 2025
- Posted by: SportsV
- Categories: Case Studies, Featured Articles, Features, Home News, Industry News, News, Press Releases
Explore how the Tennessee Titans are transforming their sales and venue management strategy by leveraging a 3D Digital Venue-created digital twin of the new Nissan Stadium.
The Tennessee Titans are embarking on a bold journey to create a new stadium that their most dedicated supporters can truly call home. To kick off the sales process for the under-construction new Nissan Stadium, the Titans developed Titans House, an innovative Sales and Experience Center, which transforms how fans engage with the team’s seat options, including exclusive clubs and general seating options.
By combining 3D Digital Venue visual technology with a personalised, immersive experience, the Titans are creating their own unique concept of stadium experience, allowing fans to picture themselves in their future seats and premium spaces. This case study explores how the Titans’ commitment to fan loyalty through Titans House is setting new standards in sales strategy, venue management and fan engagement in the NFL.
Bold Move on Innovation: How the Tennessee Titans Are Transforming Sales and Venue Management
Titans House: A New Standard in Sales Experiences
Titans House is serving as a physical touchpoint where fans can not only preview but also feel a part of new Nissan Stadium’s upcoming world-class experience. Featuring a combination of digital and physical assets, Titans House is offering a detailed, curated journey through the stadium’s premium spaces and general seating. This is making it easier for fans to visualise exactly what they are purchasing and bond with the stadium on a personal level.
Adam Nuse, Titans Sr. Vice President, said:
“The new Nissan Stadium promises to offer fans a best-in-class experience – that mission goes beyond the physical building and truly begins with the sales cycle and introduction. Our goal is to provide every single guest with a comprehensive and imaginative visit when entering Titans House.
“Helping our fans determine where they will enjoy the next generation of Titans football is a huge responsibility and, one we take seriously. Titans House aims to deliver a completely immersive approach guiding our fans through the decision-making process.”
At the heart of Titans House is the 3D Digital Venue model, a high-fidelity 3D digital twin that allows fans to navigate the stadium virtually from every suite to the stadium field, providing a full understanding of seating locations, views, and the overall atmosphere.
3D Digital Venue uses video gaming technology and technical information from stadium blueprints, architectural designs, and renderings, ensuring a mobile-first, virtual reality representation of a space by creating a 360° panoramic 3D view from any location within the new Nissan Stadium.
The SVB LIVE series of events focus on elevating the live experience through Architecture & Design, Commercialisation, Customer Journey, Fan & Premium Experience, Hospitality, Interiors & Fit-Out, Sustainability and Technology. 3D Digital Venue’s Francis Casado spoke about “Unlocking the Power of Generative AI in Sports Tech” at the 2024 SVB LIVE Conference.
Beyond Sales: A Virtual Transformation of Stadium Management
Thanks to these 3D views designed by 3D Digital Venue, prospective buyers are able to virtually “stand” in their desired seating area, simulating how a game day is going to feel once the stadium opens its doors.
This carefully designed Experience Center is streamlining the sales process, enabling the Titans to manage their three wave selling cycle.
Jim Rice, Titans Vice President of Ticket Sales, said:
“The sales process has moved at an exceptional pace, putting us more than six months ahead of schedule in our sales cycle.”
“We are so grateful things have moved swiftly, but even more excited about the opportunity being unlocked for our fans as they hand select their seats in the new Nissan Stadium. The enthusiasm has been incredible, and it just keeps growing.”
More than just adding a “wow” factor to the sales process, the digital twin of the new Nissan Stadium was developed with a broader purpose: to support all decision-makers and venue management teams throughout the stadium’s lifecycle. While the sales team has harnessed this 3D model most extensively, departments like marketing, advertising sales and entry gate security can also benefit from this digital tool, enhancing every aspect of venue management.
For a project of this scale, a digital twin becomes an invaluable resource, enabling clubs to make data-driven decisions that improve the experience for every attendee. Most importantly, it empowers key decision-makers to tap into revenue opportunities long before the physical stadium is complete—and well after the finishing touches are applied.
The digital twin’s ability to be quickly updated and dynamically generate 3D assets offers flexibility. This allows for the simulation of multiple outcomes, making it possible for stakeholders to explore various scenarios and make choices that are both cost-effective and efficient, reinforcing the Titans’ commitment to innovation in every facet of their new stadium.
About 3D Digital Venue
3D Digital Venue (3DDV), powered by Mobile Media Content, is a technology solutions company that creates 2D and 3D images of stadiums, arenas, theatres and other types of live event spaces. The company uses video gaming technology to deliver a mobile first, virtual reality representation of a space by creating a 360° panoramic “3D” view from any location within the space (like a seat in a stadium or theatre, or a location on the concourse).
Founded in 2012 and headquartered in Barcelona, Spain, the company’s 85 employees deliver technology currently integrated with 62 different ticketing platforms in 18 countries.
Trusted by industry leaders for our expertise in digital twin technology, we are virtualising some of the most iconic venues in the world, including Crypto.com Arena in Los Angeles, Wembley Stadium in London, Stadio Olimpico in Rome and Segerstrom Center for the Arts in California.
3D Digital Venue has been successfully building best in class 2D and 3D interactive solutions that excel in delivering greater patron satisfaction, increased season ticket holder/subscriber renewal rates and specialised viewing options for prospective VIP buyers.
3D Digital Venue is a longstanding VIP Sponsor of Sports Venue Business and of SVB LIVE. To find out more, click here.
Source & imagery, courtesy: 3D Digital Venue
The SVB LIVE series of events are organised and delivered by Sports Venue Business (SVB) – the leading platform for sector news, views and developments – and feature Global Networking Events, a webinar series and the annual SVB LIVE Conference & Exhibition.
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