Phoenix Suns’ IT group fosters community and innovation to optimize the fan experience

Analytics-driven IT leader takes his team and his industry to the next level

More than 50 years after launching as an NBA expansion team, Arizona’s Phoenix Suns scored the best record in the NBA last year. Whether rejoicing in their wins or commiserating over their losses, this community of dedicated fans is what drives the Suns organization to deliver the best experience in sports and entertainment.

Phoenix Suns CIO Steve Reese, a long-time IT leader in professional sports, acknowledged the unique bond that sports fans share: “When you’re at a game, it’s a unifier of the community. We are all cheering for one cause, one team – it’s way bigger than simply entertainment.”

In Reese’s early days with an NFL franchise, IT’s main job was simply keeping the lights on. As opportunities emerged to expand IT’s role, Reese became a pioneer in data analytics, using data analysis to enhance athlete performance and on-field strategies.

With stints at MLB teams before moving to the Suns, Reese has witnessed an ever-expanding need for IT to help move the business forward in ways beyond their traditional ‘back of the house’ operations: “Today, our IT mandate involves aligning with the business mission in improving the fan experience, helping to make the business more efficient, and impacting the bottom line. Data analytics is a huge part of that process because now our mission is to reduce friction and personalize the fan experience by gathering the right information and executing an actionable plan that is spot on.”

“Today, our IT mandate involves aligning with the business mission in improving the fan experience, helping to make the business more efficient, and impacting the bottom line."
- Steve Reese, CIO, Phoenix Suns

Building on the IT community to drive innovation

Blazing the trail in sports IT meant finding answers to questions that hadn’t been asked before. Initially, Reese turned to the IT community to compare notes and collaborate but soon discovered that finding answers remained a challenge. Although the community enjoyed great camaraderie, Reese realized they lacked in-depth research and insight. Seeing a pivotal opportunity, Reese helped facilitate a collaboration between the sports community and Info-Tech to bring together Info-Tech’s in-depth research and advisory delivery experience with the existing trusted community of his sports peers. The result was Info-Tech’s sports industry research center.

The Suns’ partnership with Info-Tech began with vendor research to aid in software selection but has expanded over the years, as the IT organization has evolved to keep pace with technology and transition from a back-office role to taking the lead in innovation. “This is where Info-Tech has been so key in our transformation. It has been their deep research and insight that has helped us to learn how to innovate and become an integral part of the business. It’s been a wonderful journey, and will continue to be, as we continue to evolve with technology,” explained Reese.

Accelerating decision-making yields major savings

IT evolution aside, Reese realized the benefits of practical research, frameworks, blueprints, and benchmarks that leadership can immediately act on. He explained that walking into a meeting armed with Info-Tech research helps accelerate agreement internally and moves the ball forward much faster because there’s no question about the research or the findings: “From a decision-making standpoint, we have saved months. If I had to do this data and research gathering myself, it would’ve probably taken me years. So, it’s been a huge amount of savings.” Noting the recent use of Info-Tech’s research to support major arena renovations during the pandemic, Reese estimated, “Our savings were easily in the hundreds of thousands of dollars, just through the renovation alone.”

“From a decision-making standpoint, we have saved months. If I had to do this data and research gathering myself, it would’ve probably taken me years. So, it’s been a huge amount of savings.”
- Steve Reese, CIO, Phoenix Suns

A trusted partner for the assist

As Reese continues to grow IT’s role at the Suns, he noted Info-Tech’s contribution to his own evolution and self-assurance as a leader, knowing that his answers are backed by strong research: “From a personal growth standpoint, Info-Tech has given me so much more confidence. Being able to walk into a meeting with an answer that has been well-researched is incredibly empowering. I’m not sure how you measure that, but honestly, people can see that confidence on your face when you walk into a room with solid research. From that standpoint, I’ll be forever grateful.”

Reese added that Info-Tech has also been instrumental in helping him evolve to meet today’s need for different ways of thinking, a challenge that many IT leaders face: “Though I was one of the first technologists in professional sports, I cannot rely simply on doing things the same way. I must continue to evolve with the ever-changing technological landscape. Info-Tech has not only given me the confidence to have the right answer, but it has also given me the mechanism to evolve as an IT leader.”

Celebrating the power of communities

Reflecting on his priorities as a CIO in professional sports today, Reese highlights the need to reduce ‘friction’ in the fan experience at a game, “The entire industry is grappling with reducing the friction that comes with attending a live event. We are looking at ways of reducing the obstacles through frictionless ticket purchasing, venue entry, and concession purchases among other things. Info-Tech has been very helpful in showing us how we can successfully do that.”

Data analytics is also at the top of Reese’s list of priorities, as he determines the best way of collecting and interpreting event data: “For example, how do we leverage our point-of-sale, mobile ticketing, Wi-Fi, or crowd analytics data? The key for us is to put the right structure in place to collect, interpret, and utilize that actionable information to better serve our fans and enrich their experience. In the end, that’s a win-win for everyone.”

Looking to the future, Reese is passionate about the power of the sports IT community to give fans the ultimate sports and entertainment experience. He commented on the value of Info-Tech’s sports industry research community to give him and his industry colleagues an opportunity to get together and share real information to drive innovation within their organizations and the broader league: “Info-Tech provides a mechanism for this vertical to grow. As other teams begin to notice what those in the Info-Tech Sports collective are doing, I wouldn’t be surprised if our contemporaries throughout the various leagues begin to wonder, ‘What the heck are these folks doing differently? Why are they doing so well in their organizations?’ To me, the answer is obvious – Info-Tech’s solid research is the differentiator.”

“Though I was one of the first technologists in professional sports, I cannot rely simply on doing things the same way. I must continue to evolve with the ever-changing technological landscape. Info-Tech has not only given me the confidence to have the right answer, but it has also given me the mechanism to evolve as an IT leader.”
- Steve Reese, CIO, Phoenix Suns