Team Marketing Report
The source for sports marketing ideas
November 2001
Before fans of the Memphis Grizzlies saw their new team in action, they saw where the action would be in relation to their seats.
The Grizzlies employed Alameda, Calif. - based Ballena Technologies (TMR, June 2001) to develop a three-dimensional rendering for every section for its new home, The Pyramid. And the fans are flocking to it.
According to Steve Stonehouse, Vice President of Sales for Ballena Technologies, the Grizzlies "are getting three times the hits" on its 3-D seat locator page compared to conventional, flat photographs of seating sections.
"Business has not slowed down at all," Stonehouse said. "More and more teams are beginning to see the revenue-generating potential of this technology."
Grizzlies' executives are so thrilled with the success of the program that they are pushing the NBA to grant Ballena "approved product vendor" status. Discussions are still in progress at the time of press.
Since its inception in 2000, Ballena has constructed the virtual architecture tours for California Speedway, Daytona International Speedway, the New England Patriots' future home, CMGI Field, and arenas and stadiums for San Jose State University, The University of California - Berkeley and the University of Washington. Ballena has begun developing 3-D models for the Houston Texans' Reliant Stadium set to open in 2002.
Ballena also unveiled its Japanese marketing page in late October in order to attract international business.
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