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By NICK SMITH
Cronkite News

Imagine sitting in the stands at a Suns game and being able to see on a smartphone exactly what Eric Bledsoe sees on the court. Some may call that a pipe dream, but the Phoenix Suns are constantly thinking about the future when it comes to sports technology.

“A big thing for us is dreaming about what has not been invented yet,” said Dan Costello, vice president, sales and activation, for the Phoenix Suns. “Augmented reality, virtual reality. It’s a race and we want to embrace the technology of the future.”

Virtual reality may still be a ways off but the Suns are placing an emphasis on being known as a technology-savvy organization. As a step in that direction, the team has partnered with Verizon to integrate iBeacon and mobile payment technology at US Airways Center, in order to give fans a seamless experience with technology at Suns games.

“Today’s fan experience is more technology-driven than ever before,” said Jason Rowley, Phoenix Suns President, in a statement by the team. “While many new venues have been quick to adopt the latest technology, we are extremely proud to have identified a model that has kept US Airways Center – at 22 years old – on the cutting edge.”

iBeacon is a type of indoor-positioning system from Apple Inc. which allows mobile devices to interact with the area around it. Via the Suns mobile app, those attending the game will be able to find the quickest routes to their seats, look for the shortest lines at concession stands and find places to park. Fans who use the app and have their Bluetooth turned on will be put into drawings for prizes, such as attending a press conference, winning an autograph jersey or going on a locker room tour.

“We realize that people are becoming sacred of their phone’s home screen space,” said Costello. “Our app has to enhance the experience for our fans by having relevant content. We want to take advantage of the opportunity to bring value to fans.”

The Suns want to be a team that is not afraid of the changes in technology, but instead one that embraces it. Costello noted the team wants to capitalize on the reality that almost every fan who comes to the arena today will be using their smartphone during the game.

“Phones are our companion pieces,” said Costello. “People bring themselves but they also bring their Facebook friends, their Instagram followers and social networks to the game. We want US Airways to be a place with no dropped calls and with quick Internet access.”

The push to make US Airways Center an arena that’s ahead of the curve may be in its initial roll-out phase, but the forward-thinking moves being made by the organization ensure that exciting times are ahead for fans attending Suns games.

“This is the tip of the iceberg,” said Costello. “When it comes to technology, we’re all focused on making this an amazing experience for fans.”

The Suns are continuing to make US Airways Center a technology-savy arena.
(Cronkite News Photo by Zachary Holland)