A sweet and hard-won victory

Confetti fell over the crowd as the Golden State Warriors beat the Cleveland Cavaliers to clinch their sixth NBA title. Jubilant fans, already celebrating the fact the Warriors had become one of the few franchises in league history to reach four consecutive NBA Finals, cheered the team’s third title win in just four years.

One reason for the Warriors’ winning performance is the unyielding support of its fans. Not only are supporters passionate about the team’s on-court accomplishments, but they also feel an emotional connection to the organization through a unique, off-court experience.

“Our fans are an integral part of the Warriors family,” explains Brandon Schneider, Chief Revenue Officer, Golden State Warriors. “In recent years, we’ve invested in creating an efficient, frictionless, and personalized experience for them that fosters loyalty. Their support is vital because it gives an adrenalin boost to the team, which, in turn, fuels on-court performance.”

Evolving into an entertainment company

The upcoming opening of the new, state-of-the-art Chase Center arena in San Francisco gives the Warriors an opportunity to achieve a long-held ambition: to evolve into a world-class entertainment company. And that means putting fans first.

“In the San Francisco Bay Area, there is a lot of competition for our fans’ attention,” explains John Beaven, Vice President Ticket Sales and Services, Golden State Warriors. “Looking ahead to the Chase Center move, we decided to cut through the noise and try to establish an authentic, personal connection with every fan, and make every interaction exceptional.”

Rethinking established ticketing procedures

One aspect of the fan experience that was ripe for transformation was the usual process for obtaining season tickets. For years, Warriors fans had to print, fill out, sign, scan, and email season ticket applications back to Warriors service agents, who would have to further manually process those agreements to finalize the purchase. The experience was cumbersome and time consuming for fans and Warriors staff.

As part of the Chase Center move, the Warriors envisioned a streamlined, digital ticketing process incorporating an e-signature capability that would meet the expectations of tech-savvy fans. After reviewing available e-signature solutions, the Warriors selected Adobe Sign, an Adobe Document Cloud solution.

“Adobe Sign was the clear choice for us,” says Brian Fulmer, Director of IT, Golden State Warriors. “Adobe is a brand our customers know and trust, and it underscores our commitment to use cutting-edge technology to enhance the fan experience wherever possible.”

“Adobe Sign offered the most intuitive interface and comprehensive Help functionality,” adds Fulmer. “Adobe Sign fit into our ecosystem perfectly, integrating seamlessly with our CRM and digital security systems for maximum efficiency.”

Going digital for fast, easy ticketing

Ahead of Chase Center opening, Adobe Sign is being used to complete between 30 to 40 season ticket membership contracts per day. Using their mobile phones, tablets, or laptops, fans everywhere can quickly and conveniently select seats, choose a payment plan, accept financial terms, and sign their membership contract through a single, encrypted workflow. Signed contracts are routed automatically to the Warriors for counter-signing and completion. The contemporary, seamless experience delivered by Adobe Sign gives fans a taste of what to expect when Chase Center opens.

Adobe Sign hasn’t just transformed the contract signing experience—it’s also streamlined internal processes. Using Adobe Sign, the average ticket contract workflow has been reduced from approximately two weeks to a few hours. The result is significant time savings for membership staff, who can now spend more time supporting the needs of fans.

“Adobe Sign removed the friction of the previous ticketing process,” says Fulmer. “Our supporters consistently tell us how quick and easy it is to use, and how it allows them to get on with their busy days. It’s a win-win for both fans and staff.”

Auditing and reporting capabilities improve visibility and control

Adobe Sign also provides a clear audit trail and robust reporting capabilities, which help the Warriors’ membership team manage the more than 5,000 new Chase Center contracts that have already been completed. “Adobe Sign allows us to see the status of every active workflow in real time, and review the detail of any contract if required,” adds Fulmer.

Reflecting on the Warriors’ relationship with Adobe, Beaven says: “Adobe has been a critical partner on our service transformation journey from day one, with Adobe Sign totally transforming the season ticket purchasing experience. There’s no doubt our need and desire to use e-signatures will grow over time as we evolve our service offering.”

Validating the strategic focus on fans

Highlighting the Warriors’ unique relationship with its fans, Beaven recounted the story of a recent player recruit—a 10-year NBA veteran—who said that he felt a difference in the Warriors’ organizational culture the moment he walked through the door. The differentiator? The deep-rooted connection between the team and its fans.

“That was powerful feedback,” says Beaven. “It validated our strategy to use proven technologies such as Adobe Sign to create memorable, entertaining, and rewarding experiences for fans, which directly impacts team morale and performance.”

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