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The San Francisco 49ers’ Executive Huddle, a collaboration with SAP to enhance the gameday experience at Levi’s Stadium in real time, is now leaning on upwards of 100 HappyOrNot terminals inside the Santa Clara venue to improve its innovative in-game problem-solving.

Speaking at the Horizon Summit on Tuesday, the 49ers director of business intelligence & CRM Noele Crooks—who likens her gameday job to “data detective”—said the instant fan feedback from the HappyOrNot terminals has allowed her staff to respond as swiftly as possible to gameday issues such as overcrowded gate entrances, understaffed concession stands or restroom malfunctions.

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“We want to be able to improve that fan experience in real time versus having to wait until the next game [to fix a problem],” Crooks said in a session hosted by SportTechie CEO Taylor Bloom.

The Executive Huddle is a first-of-its-kind platform that, through SAP’s technology, is able to instantly access ticketing data, parking data, retail data and more to turn a 49ers game into a smoother experience, day game or night game. Crooks sets up shop in a “digital boardroom’’ suite and text-messages her staff in and around the venue if action is needed.

SAP—which was represented at the Horizon Summit by Dominic Manuta, its senior director planning and analysis, global center of excellence—also provides analytics for leagues such as the NBA, WNBA, NHL, G-League and French Basketball League.

“We love what the 49ers have done with the technology, just the fact it’s real time impact to their business where they can really touch their fans in new meaningful ways,” Manuta said Tuesday.

According to Crooks, the newest Executive Huddle trend will be to monitor Twitter, Instagram and other social media outlets to quantify venue feedback. But, most of all, Crooks said the HappyOrNot terminals continue to be a popular staple with the fanbase, even following the early days of the pandemic.

“Pre-COVID, we had all our HappyOrNot stands out [on the concourses],” Crooks said. “And when we were coming back, we were like, it’s a high-touch terminal…We were literally asking fans to touch buttons. And weren’t sure if fans were going to use them or not. Turns out, it was fine. They have no problem letting us know they were happy or not.”

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