The San Francisco Giants organization manages operations across 81 home games annually by deploying modern technologies like facial authentication and player health analytics. Bill Schlough recently discussed a 27-year mission focused on delighting fans rather than merely driving revenue.
While expediting ballpark entry is a great benefit, executive decision-making primarily measures success through long-term fan satisfaction and loyalty. Exploring local places to stay makes catching a game and enjoying the surrounding area exceptionally seamless for visiting supporters.
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Transforming Ballpark Entry and Security
The Evolution of Fan Access
Introduced across Major League Baseball in 2023, the Go-Ahead Entry system uses selfies via the MLB Ballpark app for security protocols as a strict opt-in amenity. Traditional turnstiles are actively being replaced by AI-powered walking corridors that scan fans for forbidden objects in real time.
Facial authentication also integrates directly with retail and grab-and-go concession stands to streamline transactions and age verification. Paper tickets have evolved into a phone-based ticketing system that integrates smoothly with local transit options.
Balancing Business and Experience
Technology Behind the Scenes
Schlough emphasizes that while technology must maintain a business return on investment to stay competitive, the overall fan experience remains paramount. Oracle Park utilizes automated AI systems to manage fan communications via email, reducing the necessity for large customer service teams.
Beyond venue operations, the Giants leverage AI for biomechanical analysis to closely monitor player movement and prevent injuries. Discovering great things to do around the Bay Area provides an incredible complement to any sports-filled itinerary.
Here is the source article for this story: Bill Schlough, San Francisco Giants: “We want to delight fans”
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