The following interview is part of our ongoing Expert Series that asks C-level professionals, team presidents, league executives, athletic directors and other sports influencers about their latest thoughts and insights on new technologies impacting the sports industry.
Name: Jeremy Walls
Company: Miami Dolphins/Hard Rock Stadium
Position: Senior Vice President/Chief Marketing Officer
Jeremy Walls is the Senior Vice President and Chief Marketing Officer for the Miami Dolphins and Hard Rock Stadium. Walls joined the organization in late 2013 after working at the San Diego Padres for almost two years as the Vice President of Ticket Sales and Service. The Mount Vernon Nazarene University graduate oversaw the Padres ticket sales department which included season tickets, groups, suites, services, operations and CRM/strategy. Under his direction, the Padres increased overall ticket sales revenue and tickets sold, including the largest group sales revenue year in Petco Park history. Walls also has worked at the NBA, Arizona Diamondbacks, Phoenix Suns and Columbus Blue Jackets over the course of his career.
1) What utilization of technology in professional or college sports has recently blown you away and why?
Many will tell you that Facebook is dying. We have experienced the opposite. In the last year, we worked closely with Facebook as a part of our overall content strategy, specifically its lead generation product. Overnight, it has become our largest lead generation source, with the highest closing percentage, generating more than 35 percent of our new season ticket business.
2) As a sports fan, what sports-related service, app, product, etc., could you not live without and why?
For me it remains Twitter because of the real-time news/stats updates.
3) If money were no object, what technology would you build or buy to help you do your job better?
Our own ticketing system.
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4) If you had to project 20 years into the future, how will most NFL fans watch their favorite sports teams?
Outside of the live venue, which I believe will remain strong, I expect all teams/leagues will have thousands of VR/AR “season ticket holders” worldwide. With Twitter’s Thursday Night Football package being such a great experience, I am interested which other platforms will begin broadcasting games.
5) How are the Miami Dolphins incorporating technology into Hard Rock Stadium to enhance the fan experience?
We have incorporated technology into the entire fan journey. This year we created partnerships with SunPass and Uber, which has created a cashless and convenient parking experience, improving ingress. Our in-stadium experience is centered around our app starting with our tickets (season ticket members had to opt out of mobile tickets), mobile wallet and stadium wayfinding. Up next we are looking at ways to use technology to enhance the tailgate experience.
6) Give us your bold prediction about a form of technology that will be integral to the NFL over the next 12 months and why?
Not limited to the NFL, and not really bold, but interesting: As we continue to see large growth in Snapchat and Instagram Stories we are excited that they are now both providing opportunities for lead generation which is new.