Branded guest WiFi grew the Penguins' CRM database by 75%. Over one-third of the arena used the guest WiFi during events.
The challenge
A full arena does not mean a full database, because tickets only identify the buyer.
The first gap was only the purchaser gets captured. Data was collected on the ticket buyer, no matter how many tickets were bought. Accompanying guests stayed unknown.
A second challenge was one channel, one data source. Buyer data came mainly through Ticketmaster, not other sales channels.
The remaining issue was no view inside the building. The team could not see how fans moved through the arena or which areas they used.
The solution
Guest WiFi: capturing every fan who connects. Adentro deployed a branded captive portal for guest WiFi across PPG Paints Arena. Fans registered with a simple sign-up to get online. That captured first-party data from attendees whether or not they bought the tickets.
Customer Data: building profiles beyond Ticketmaster. Each WiFi registration became a fan profile with contact information and basic demographic data. That filled the gap left by purchaser-only ticket data.
Foot Traffic Analytics: mapping ten zones of the arena. Adentro launched a ten-zone footprint across the arena. The Penguins now see which fans enter which areas, such as the BetMGM betting area versus the Casamigos Lounge. Dwell time is measured in each zone.
Audience Segmentation: offers by zone. Zone and dwell data let the Penguins build audiences by where fans actually spend time. The team can now target offers to relevant zones: gambling, concessions and season ticket holders.
Why the combination mattered
Guest WiFi provided a fan touchpoint independent of ticket purchase; Customer Data retained fan profiles; Foot Traffic Analytics added ten-zone movement and dwell patterns; and Audience Segmentation made zone-specific outreach possible. The results measure CRM growth and visibility, not demonstrated offer revenue.
The results
- 75% growth in CRM database size from the branded captive portal
- 1/3+ of the arena used the guest WiFi during events like hockey games and March Madness
- 10 arena zones tracked for access and dwell time