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Just When You Thought Madison Square Garden Couldn’t Get Any Cooler… It Found a Way

Dubbed as “The Mecca of Entertainment“, or “The Garden”, the Madison Square Garden (MSG) has earned its stripes when it comes to entertainment.


With notable events including:

  • Joe Frazier vs. Muhammad Ali
  • Marilyn Monroe’s “Happy Birthday, Mr. President” rendition for JFK’s 45th
  • Michael Jackson’s 30th Anniversary “Beat It” Celebration
  • Spike Lee taunting Reggie Miller in the classic Knicks vs. Pacers playoff battles
  • Rangers hoisting the Stanley Cup

The memories are simply endless. MSG hosts approximately 350 events (often sold out) each year, nearly one per day, making it one of the busiest arenas in the world… Just imagine the amount of organizational discipline required.

Efficiency in online ticketing, seating arrangements, and customer relationships are some of the key areas where major venues like MSG, can’t afford to compromise. Today, every individual in the connected world expects a more personalized experience and that’s exactly why the Madison Square Garden Co. and SAP have teamed up.

After a recently completed one billion dollar renovation including more comfortable seating, new exhibits to pay tribute to the Garden’s rich history, and sky bridges, SAP will assist MSG to boost customer relationships and enhance the organization’s overall position in the entertainment world. They’ll do this by utilizing the power of social media analytics with Netbase software and employing the SAP HANA platform (with BusinessObjects BI on top for the visualization component) to assist employees managing vast amount of fan data. Sifting through information about ticket purchases, and fluid trends in individual preferences will enable faster, proactive interaction and by sourcing out via SAP HANA Enterprise Cloud, the pain of managing hardware/software is eliminated.

In the future, capturing information such as attendance and buying behaviors will provide increased insight toward what works and what doesn’t. Attendees can be hopeful for a greater personalized interaction with MSG, starting from suggestions based on past buying behaviors to predicting what products/services customers would be most interested in. This allows the fans to actively interact with MSG on their mobile devices and will include activities like receiving notifications for the upcoming Jay-Z concert, or providing fan feedback and personal preferences.

Hank Ratner, CEO of the Madison Square Garden Company stated, “The world’s most famous arena will become the world’s most technologically advanced arena, and SAP is helping to do that.”

Imagine more random acts of kindness in the arena, like a surprise “Happy Birthday” or the occasional seat upgrade reward for loyalty. And so, “The Garden”, which The Rolling Stone magazine ranked as “The Coolest Arena”, just increased its “cool factor.”

Special thanks to Shobhit Jain for his contributions! Join me online: @airsomers | Linkedln

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