Evolving into an entertainment company
The upcoming opening of the new, state-of-the-art Chase Centre 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 Centre 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 in, sign, scan and email season ticket applications back to Warriors service agents, who would have to further manually process those agreements to finalise the purchase. The experience was cumbersome and time consuming for fans and Warriors staff.
As part of the Chase Centre 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 Centre 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 Centre 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.”