Designing the Future of Fan Experience: Lessons From Yankee Stadium

A trip to the ballpark used to be about the game. Maybe a hot dog. Definitely the seventh-inning stretch.

But today’s fans? They want more.

In this episode of Product Builders, we sat down with Peter Gergely, Director of Content & Fan Experience at the New York Yankees, to talk about how the live event experience is evolving, and how the team is using content, tech, and real-time feedback to meet fans where they are (hint: it’s usually on their phones).

The takeaway? The stadium isn’t just a venue anymore. It’s a living product.

Today’s Fans Are Scrollers, Not Just Spectators

Today's fans are more than just spectators. They're content creators, social media scrollers and real-time critics — often all at once. Fans don't show up just to watch the game but for the whole experience surrounding it. That includes the video board intros, the walk-up music, the mid-inning games and the shareable moments that look good on their phone screens. They're scrolling during the warm-ups, taking selfies in the stands, and voting for the next song in the eighth inning. And as Peter put it, that shift means designing a multi-layered experience that hits more than one note at a time.

"They want to be entertained pretty much at every minute. We want to provide multiple touchpoints. They can watch the game, play an interactive game on their phone, and hear music they like, at the same time."

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The younger generation of fans have grown up juggling screens and platforms. What an older generation may view as a distraction, younger fans view as their main form of engagement. They're used to content that’s fast, interactive, and personal. And stadiums have to meet that expectation, or risk being background noise.

That doesn't mean tossing tradition. Anthem. Walk-up songs. The buzz of a packed crowd. Those things still matter deeply and remain emotional anchors. However, they are now part of a broader experience centered around flexibility and choice. Some fans want to stay locked into the action. Others want to play bingo on their phone between pitches (yes, that's a real thing, and yes, it works).

‍Turning Feedback Into Action‍

Designing experiences is one thing, but knowing if they work is another.

In most industries, feedback is a post-mortem. But in live entertainment, it's immediate, and every interaction inside a stadium is an opportunity to gather insight.  You can literally hear the crowd: cheering, clapping, booing, or just… silent.

"We’re one of the few industries that gets live feedback. I can look up from the field, see fans’ faces, and know what’s working."

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From post-game surveys to in-app polls pushed during lulls in the game, feedback loops are baked directly into the experience. Tools like the Ballpark app allow organizers to reach fans where they already are (on their phones) without creating friction. Participation often comes with incentives, such as discounts or early access to future games, making it feel less like a request and more like a reward.

Some of the most effective feedback tools include:

• Post-game surveys that ask fans about their overall experience, from food to seating to entertainment.
• In-app polls during the game to quickly gauge preferences and reactions in real time.
• Geo-targeted messaging that adapts based on where a fan is in the stadium.
• On-the-ground conversations with staff actively seeking direct input from attendees.
• Visual analytics, such as heat maps and engagement dashboards, help track behavior patterns and identify participation zones.
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But the goal isn’t just collecting data, it’s turning insights into action. Over time, fans have weighed in on everything from food signage and restroom wayfinding to scoreboard content and camera angles. And that feedback matters. In some cases, different seating zones now receive tailored content based on what those fans have requested. One section might want more replays. Another? More music. The data helps sort that out.

The best experiences today aren’t built on instinct alone. They’re shaped by iteration, experimentation, and listening closely to what fans actually want. And that loop—test, measure, listen, improve—is how you turn one-off ideas into fan-favorite features. It’s what takes an activation from novelty to expectation.

What Actually Works (and What Doesn’t)

Here’s the part that doesn’t get talked about enough: not everything lands.

Some experiments flop. Some are too clunky. Some just don’t hit the vibe that day. Peter shared how they’ve learned to treat the stadium like a test environment, trying new formats, watching how people react, and letting go of what doesn’t stick. And the things that do work, share a few things in common:

1. Real-time tie-ins: Fans are more likely to engage with content that is directly tied to what's happening on the field.
2. Frictionless access: Avoid app downloads or clunky instructions. The easier the entry, the better the engagement.
3. Snackable formats: Think fast — emoji votes, trivia, simple AR. If it takes more than five seconds, it’s probably too long.
4. Built for joy, not duty: Engagement should feel like a bonus, not a task.
5. Measurable and visible: When fans see others engaging (on screen or in person) it encourages participation.
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Done right, these micro-moments don’t pull attention away from the game. They amplify it. Fans smile more. They linger longer. They share moments instead of just watching them. They make everything around it feel more alive.

Looking Ahead: The Personalized Stadium

So what’s next? If the last decade was about getting digital tools into the stadium, the next one is about making those tools smarter and more personal.

Screens are everywhere now, from concourses to seatbacks. But fans don’t just want more screens. They want relevance. They want moments that feel made for them. The future of live event design hinges on personalization. Think: walking into the stadium and getting a “Welcome back” message that knows your name, your seat, and your favorite snack. Maybe it’s a discount at the team store because you’ve been to three games this month. Or a heads-up that the line at your go-to burger stand is shortest right now.

“In five or ten years, every fan is going to walk into the stadium and have a different experience from the person next to them.” 

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Technologies like real-time geolocation, dynamic content delivery, and behavior-based personalization are making this kind of fan experience not just possible but expected. A fan who consistently buys merchandise might receive store promotions. Someone who’s all about the food might get a push notification for a limited-time menu item. First-time visitors might receive a guided map or welcome badge. 

And while personalization is powered by tech, it doesn’t have to feel overly complex. It’s not about big flashy gestures but small, meaningful moments that feel tailored. What matters most is making the experience feel natural. Timely. Thoughtful. Helpful.

Final Inning: Fan-First, Always

Designing for live experiences means zooming in and out at the same time, balancing the brand's legacy with the expectations of the modern fan. It’s part product strategy, part psychology, and part trial and error.

“Don’t fall behind, but move slowly enough to make sure that you’re making the smart decisions, and you’re appeasing your core fan base.”

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And the best teams know that real innovation doesn’t always come from a dashboard. Sometimes, it comes from standing in the crowd, watching the fans, and asking one simple question: Are they having a good time? Because in the end, the most powerful fan experience isn’t about tech. It’s about connection. If you're eager to learn more or have any questions, give us a shout! We're always here to help.