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Home , Audi Field, Major League Soccer

opening I home of D.C. United

D.C. United Welcomes a New Era of Soccer with the Opening of Audi Field For 22 years, D.C. United, one of the original 10 teams in , has played its home games at the 57-year-old, 45,000-seat RFK . Although packed with history, the cavernous building did not give the Black-and-Red much of a home field advantage. For more than 10 years, D.C. United tried to secure a new home pitch. The team’s dream of a new home will become a reality on July 14 when they move into the 20,000-seat, soccer-specific Audi Field. From its innovative technology to its location in southwest in the redeveloped , Audi Field will capture the nation’s interest when it opens to a sold-out crowd.

D.C. United Opens a New Era at Audi Field When the calendar page turns to closer to their fan base. The owners wanted to be in south- “We’re in a dynamic neighborhood July 14, the dream of D.C. United “We’re particularly attractive to the west Washington, where the heart and in Buzzard Point, which is a fast-grow- owners Erick Thohir and millennial and Generation Z crowd soul of the city is moving. They found ing, exciting area in downtown Wash- will become a reality. On that long- because of the fast-paced nature of that spot at Buzzard Point, between ington,” said Levien. awaited day, D.C. United will face the soccer, and the fact that the Navy Yard and the District Wharf, With the limited geographic foot- Whitecaps in the grand have grown up with MLS in their blood two dynamic areas that attract the print available at Buzzard Point, Audi opening of their new stadium – Audi since they were young,” said Levien, millennial crowd. Audi Field sits on the Field, with its 20,000 seats, including Field. the team’s managing general partner peninsula between the Anacostia 1,500 club seats, 31 suites and 550 In 2012, Thohir and Levien pur- and CEO. “We have an urban stadium River and the Washington Channel, field-level seats, is on one of the most chased the team and began the where a lot of millennials live and across the street from compact sites in MLS. To overcome painstaking process of trying to secure work. It’s a very social, engaged com- and 1.3 miles south of the U.S. Capitol that hurdle, the team built up, with a a new venue. Since its inception in munity atmosphere.” building. very steep incline, putting fans right 1996, the Black and Red have played on top of the action. in historic 57-year-old RFK Stadium. “It’s going to be a very intense Previous ownership groups environment to watch soccer,” said attempted to provide a new stadium Thohir, the team’s general partner. for the team. But the District of Colum- bia offers unique challenges. In addi- Building for More tion to the difficult task of finding a good location, D.C. provides addi- Championships tional hurdles of having to work with Although D.C. United is one of the both the local and federal govern- most decorated clubs in MLS, having ment. Some locations the team con- won four early championships and sidered were on federal property. It lit- nine other major trophies, the team erally would have taken an act of hasn’t won the Major League Soccer Congress to build on those sites. title since 2004. “We want to completely overhaul All Signs Lead to the club and hit a refresh button on everything we’ve been doing,” said Buzzard Point Levien. “Audi Field gives us the oppor- Although the team could have tunity to completely change our posi- built a stadium faster and less expen- tioning in the market.” sively at a suburban location, Thohir and Levien wanted an urban locale, The pitch at Audi Field. See dc united, page 40

july 9-15, 2018 special advertising section I street & smith’s sportsbusiness journal 39 Audi Field opening I home of D.C. United dc united, from page 39 Year-Round Huge Advantage for Entertainment United Players D.C. United also controls the land around Audi Field and programs are After years of competing at RFK being developed for experiences Stadium, the players were excited to connected to events at the stadium. get their first look at Audi Field, from In addition to D.C. United’s the locker room to the pitch to seeing matches in MLS, the team plans to how close their fans would be to organize international friendlies and cheer them on. The team’s supporters’ potentially a Capital Cup Tournament, section is right behind one of the in which they’ll bring in clubs from goals. capital cities around the world to “We think Audi Field is going to give compete in an annual tournament. us a big home-field advantage for our “Our focus for Audi Field is our MLS players and an advantage when we matches,” said Levien, “then we’re recruit new players,” said Levien. “With going to program the stadium heavily Audi Field, it’s going to be very inviting around other soccer events and other for young, talented players to want to sporting events like football and rugby, be a part of D.C. United.” and also concerts.” “Being in an urban setting, where In addition to the game, fans at Audi Field are treated to a view of the U.S. Capitol. it’s compact and intimate creates a tremendous amount of energy,” Thohir claiming naming rights early on. Two We’ve already signed a lot of key A Bright Future said. “It sends the message to players other early partners were Eagle Bank, sponsors and we’re in heavy discus- for D.C. United that D.C. United is going to be at the local to the D.C. area, and Heineken. sions with more.” “This is year one of the new sta- forefront of what’s happening in MLS Eagle Bank was not only involved in “Audi Field gives us a huge oppor- dium,” said Levien. “We’ve obviously once again and that we’re investing some of the stadium financing, but tunity to revolutionize our brand,” had tremendous growth in corporate because we want to compete to win also became a founding partner. continued Levien. “We’ve seen an sponsorships and dramatic growth in championships and have success on Heineken has branded the stadium’s exponential increase in corporate ticket numbers. We’ve sold out the pitch.” northeast deck, which includes a bar partners and tickets sales, from sea- all our suites. We’re going to continue and party deck. son tickets to general admission tick- to build off that. We think there’s a lot Corporate Partners and “We’re jumping to the top of the ets to groups to our premium experi- of growth potential. Even though league in terms of the amount of ences. We’ve got a fan base that is we’ve seen this dramatic growth Fans Flock to the Point corporate interest we’re attracting,” young and we’re looking to grow that entering the new stadium, we see a Audi Field has resonated with the said Levien. “We feel great about fan base tremendously by this oppor- path towards much greater growth corporate community, with Audi where we’re positioned in the market. tunity.” moving forward.”

VenueNext Breaks into MLS with its Audi Field Mobile App The goal of chase food and bev- VenueNext, a con- erage and VIP experi- nected venue mobile ences at the stadium. platform, is to enhance They can even transfer the fan experience and tickets and FAM dollars increase engagement to friends or family. with the team and This flexibility will venue. With the open- make a huge differ- ing of Audi Field, Venu- ence in season ticket- eNext, which serves holder satisfaction and multiple teams in the season ticket renewal NBA and NFL, is making rates. its first foray in MLS. The team benefits VenueNext built the by being able to resell new D.C. United the returned tickets, mobile app for Audi helping them fill the Field, available for iOS 20,000-seat Audi Field Fans can purchase or transfer tickets for every game. and Android, which on the D.C. United and Audi Field allows D.C. United to app powered by VenueNext. They’re also better able integrate all the ven- to understand their ue’s systems, including ticketing, fans and their preferences. access, point-of-sale, security and Through the use of the VenueNext more, and make these available to Wisdom Marketing platform, D.C. United fans through their smartphones. can segment their audience, customiz- One of the system’s prime features is ing their fan experience offerings the use of virtual currency – Fan Alloca- based on what they’ve learned about tion Money (FAM). Rather than using their fans’ preferences. Those offerings loyalty points, fans can spend their FAM can be individualized based on each money as currency at Audi Field until fan’s purchase history. the end of the season. “D.C. United is very forward thinking Through collaborations with Experi- and they’re embracing all of the com- ence and Ticketmaster, VenueNext pro- ponents of our platform,” said John vides fans with the ability to return tick- Paul, VenueNext’s founder and CEO. ets to games they can’t attend and “Our goal is to help D.C. United get a receive FAM dollars for the value of person in every seat for every game, those tickets, which can be used to and then for that person to have the upgrade their seats. Coming soon, fans best time they’ve had at any sporting will be able to use FAM dollars to pur- event.”

40 special advertising section I street & smith’s sportsbusiness journal july 9-15, 2018 Audi Field opening I home of D.C. United

SOCCER IN D.C. HAS A NEW HOME

july 9-15, 2018 special advertising section I street & smith’s sportsbusiness journal 41 Audi Field opening I home of D.C. United Safeway anticipates a capital soccer experience at Audi Field When D.C. United takes to the pitch and more than 265,000 employees. planned, including its support of the child to win a spot at the skills camp. at Audi Field for the first time on July 14 The company was founded on the Safeway Youth Team of the Month and “We hope the team will be ener- for a match against the Vancouver principle of providing customers with its celebrations of players’ birthdays. gized and attract even more fans and Whitecaps, it will be an exciting time value, offering them the products they Prior to select games at Audi Field, more people to its games,” said Gold- for the team, the fans and the spon- want and need at a fair price. fans can visit the Safeway tent, where berg. “We’re looking forward to the sors. The executives at Safeway, which they’ll be treated to product give- brand exposure we’ll receive in this is in its third year as the team’s official “The new stadium aways. They’ll also have the opportu- beautiful new venue.” grocery partner, are excited about the nity to win a variety of prizes, including Nestled in the tight confines of Buz- opportunities the team’s new venue will is going to be a great Safeway gift cards. zard Point, Audi Field is located on one bring. asset for the community, Tying activation to their customers’ of the most compact sites in MLS. But “We’re excited to be a part of the the team and their shopping experiences, Safeway is run- with its location near the nation’s capi- project,” said Beth Goldberg, senior partners.” ning a Hidden Talon sweepstakes tal, fans will have a view of the U.S. manager of community and public through . Images of D.C. Unit- Capitol building, both from their seats affairs for Safeway’s Eastern Division. Beth Goldberg ed’s mascot will be displayed at local and the stadium’s rooftop bar. And, “The new stadium is going to be a Senior Manager of Community Safeway stores. Once fans find Talon’s unlike most soccer , fans will great asset for the community, the and Public Affairs I Safeway’s image, they can take his picture and be able to see the pitch from the out- team and their partners. D.C. United is Eastern Division post it to their social media accounts side. already a very popular team – espe- for a shot at prizes. Fans could win a “The new stadium is a beautiful cially as soccer is the fastest growing That philosophy has carried over to range of rewards, from game tickets to architectural addition to D.C.,” said sport in the U.S. – and the beautiful sta- the company’s sponsorship of D.C. a private Audi Field tour to a VIP game Goldberg. “We’re excited by the higher dium will give soccer an even higher United. “We expect fans and members experience. profile the new stadium will bring to the profile in D.C.” of the community to truly enjoy the Safeway is also bringing United’s team, the sport and their partners.” The merger of Safeway with Albert- new stadium, elevating their game fans to its stores through its co-sponsor- As the countdown to a new era in sons in 2015 created one of the larg- experience to new heights,” said Gold- ship of the P&G Pro Camps. For their in- D.C. United history continues, anticipa- est food and drug retailers in the coun- berg. store giveaway, featuring D.C. United tion runs high. “We can’t wait for the try, with more than 2,200 stores in 33 To tap into that fan excitement, defender Kofi Opare, Safeway is invit- players and fans to experience the states and the District of Columbia, Safeway has a series of activations ing customers to submit entries for their new stadium!” said Goldberg.

NEW HOME

SAME GREAT TEAM

Of cial Grocery Partner of the Black-and-Red.

SWYDEST IV00114270 SBJ DCUnited Ad 9.125x6.25.indd 1 6/27/18 1:48 PM

42 special advertising section I street & smith’s sportsbusiness journal july 9-15, 2018 Audi Field opening I home of D.C. United Levy Taps Into Technology at Audi Field With its continuous gameplay, soc- can order from the D.C. United and cer presents unique challenges for Audi Field app, go to express lanes, concessionaires. There are only two show their QR code and pick up their natural service windows – before the purchase. game and during intermission. “We’ve actually added a point-of- When Levy was chosen as Audi sale to everybody’s phone,” said Satish. Field’s hospitality partner, E15, Levy’s To build a culinary approach as analytics subsidiary, engaged its con- ambitious as its investment in technol- sumer insights group to conduct ogy, Levy partnered with local celebrity research into fans’ pain points and the chef José Andrés and his Think- types of food concepts. E15 learned FoodGroup. Of the 11 concessions that, for more than any other sport, the stands, four will feature Andrés’ menus. top concern of soccer fans is of Audi Field will offer a range of food service. choices, from stadium classics to The menu for one of the 31 suites at Audi Field (left); To improve speed of service at the Since Levy and E15 were brought on concession stands, Levy has separate kiosks for fans who want beer (right). chicken, barbecue and dishes with a early in the process, they were able to Latin flair, as well as a Marketplace, work with Audi Field’s architects and beverage experience while dramati- unique local beers, but now we’ve split where fans can walk around and select designers to plan the building. E15 cally decreasing their time away from it so they can get packaged beer at their food. used a data-driven approach to fully their seats” said Al Lanza, Levy’s north- stands and their draft at portables,” At the Heineken Club and the Eagle address the speed-of-service chal- east regional chef. said Satish. Bank Club, which will serve 550 and lenge. Levy devised a back-of-house plan, Audi Field represents the sports 1,500 guests respectively, fans will be “When we worked on the design of addressing food prep, cooking, pay- world’s largest investment in a creating treated to eight serving stations. “These this building, we focused on menu opti- ment processing and food delivery, to a cash-free environment in a new menus will change for every game mization and creating a world-class streamline the process. One of the building, where there is no traditional based on the season,” said Lanza. hospitality program with a speed-of-ser- most time-consuming processes is point-of-sale. At three of the venue’s 11 “Our goal is to make Audi Field a vice mindset,” said Sandeep Satish, pouring soda and beer. Levy solved this stands, guests will order and pay for destination both before and after a director of partner strategy for E15. by removing that process from stands their food on self-service kiosks. Line game,” said Satish. “We want to match While Audi Field has a central and only making it available in self-ser- ambassadors will be present to assist the excitement and passion of the fan kitchen, most stands have their own vice taps and fountains on the con- guests as they adopt the system. base with a highly curated food and cooking capabilities. “With the excep- course. In addition to its 11 stands, several beverage experience and program- tion of barbecue, all of the food will be “We were thinking about what’s fast portables and 90 point-of-sales, Audi ming that addresses speed of service. made right in the stand, ensuring we and efficient based on the data, so Field, which seats 20,000 people, is And we want to deliver quality food can give our fans a great food and we’re still giving fans great soda and offering fulfillment on demand. Fans during peak periods quickly.”

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