Behind the Scenes with Roderick Smothers: Enhancing Ticketing with HomeTown at Alabama A&M Athletics
When it comes to improving the fan experience and streamlining operations at Alabama A&M University, Roderick Smothers, the Assistant Athletic Director for Ticketing is the man behind the impact. In his second year with Alabama A&M, Smothers brings a wealth of experience and a strong commitment to both technology and relationship-building, ensuring that every aspect of ticketing runs as smoothly as possible for fans, athletes, and staff alike. A Unique Path to Athletics Administration Before making the transition to the athletic department, Smothers had a background in student housing. As an undergraduate, he worked in student housing to cover the costs of his housing and meal plan. It was there that he first developed skills in relationship-building, problem-solving, and connecting with students. Smothers’ experience as a Resident Assistant (RA) gave him a unique perspective that he now brings to his work with student-athletes, focusing on their growth and development both on and off the field. “It’s about building relationships with students and helping them grow. The core of what I do now is really about giving back to the next generation of student-athletes, helping them make the most of their time at Alabama A&M.” Embracing HomeTown: A Shift Toward Digital Ticketing One of the most significant changes Smothers has overseen during his time at Alabama A&M is the shift from a paper-based ticketing system to a modern, digital solution with HomeTown. For a university that previously relied heavily on paper for ticketing and event management, this transition has been a game-changer, making the ticketing process more convenient and less stressful for fans. “The old-school paper-based system was tedious and cumbersome. Now, with HomeTown, we’ve moved to a more modern, streamlined approach. Fans can purchase tickets with just a few clicks, and that ease of use is a huge win for us.” Simplifying the Process: Self-Sufficiency for Fans Another benefit of using HomeTown is the increased self-sufficiency it offers fans. Beyond just athletic events, Smothers and his team also use the HomeTown platform for non-athletic events like student comedy shows and concerts, allowing the university to manage all ticketing through the same digital platform. “The beauty of using HomeTown is that fans can purchase tickets for all events—athletic and non-athletic—online, and it takes away a lot of the hassle. Everything is digital, so we don’t have to deal with paper tickets or worry about reconciliation after the fact.” With a simple click, fans can access their tickets at any time, directly from their phone. Smothers points out that even if an event sees large crowds and heavy traffic, fans can simply screenshot their ticket, ensuring they can always access it—even in the event of connectivity issues. Managing Traffic Flow and Improving Efficiency on Game Day In addition to improving fan experience, Smothers emphasizes how HomeTown has transformed operations on game days. By reducing the need for physical tickets, the new system speeds up entry into events, minimizing congestion and long lines at the gate. “The real-time scanning of digital tickets means we don’t have people standing in line for hours waiting to get in. It’s a much smoother process, and it’s made a huge difference in the flow of traffic on game days. Now, instead of worrying about tracking paper tickets, everything is automated and runs itself. It just makes our job easier and allows us to focus on the overall fan experience. “ Measuring Success: Homecoming and Beyond One of the biggest events of the year at Alabama A&M is Homecoming, and ticket sales for this event are a major indicator of the athletic department’s success. Smothers and his team track ticket sales closely, comparing year-over-year performance to identify trends and areas for improvement. “We measure our success by looking at how we performed in previous years and aiming to beat that number.For Homecoming this year, we increased our ticket sales by about 20% over last year, which is a clear indication that we’re headed in the right direction. It’s a huge achievement for our team.” This year, the athletic department saw over $300,000 in ticket sales for Homecoming, a significant milestone that speaks to the effectiveness of HomeTown’s platform and the increasing demand for Alabama A&M’s athletic and entertainment offerings. Communication Is Key: Engaging Fans on Social Media Ensuring that fans know how to purchase their tickets is a key part of Smothers’ strategy. Working closely with the athletic communications team, Smothers uses various social media channels—including Instagram, Twitter, and even TikTok—to spread the word about upcoming events and how to access tickets. “Today’s fans are engaged on social media, so we make sure to use those platforms to reach them directly. We also make it clear which website they need to visit to purchase tickets, as there are many third-party sites out there that might not offer the right tickets.” Real-Time Data: Making Informed Decisions For Smothers and his team, having access to real-time data is crucial. With HomeTown, he can track ticket sales and attendance data as it happens, which helps him make quick decisions and adjust operations as needed. “I can literally see how ticket sales are doing in real time—whether people are purchasing tickets online or scanning them at the gate. It allows us to make adjustments on the fly and ensures that we’re prepared for the event, whether that’s increasing staff or adjusting the flow of traffic.” This data-driven approach has also helped Smothers compare pre-sales numbers with day-of sales, offering valuable insights into fan behavior and helping to optimize the overall experience. A Partnership Built on Solutions Smothers highlights how valuable it is to have a reliable partner in HomeTown Ticketing. “In one word, I would say: solutions. HomeTown provides us with simple and effective solutions to both everyday challenges and complex problems, and it helps us keep everything running smoothly.” Whether it’s a simple question or a complex issue, Smothers knows he can count on the HomeTown team for quick and effective support, something he values highly in today’s fast-paced, tech-driven
Elevating the Game: How HomeTown Transforms Events and Connects Communities
In our fast-paced, tech-driven world, the way we plan, execute, and experience events has changed. Digital solutions with HomeTown are at the forefront of this evolution, offering innovative tools that enhance engagement, streamline logistics, and create a more connected experience for everyone involved. The recent THSADA Fall Forum, held on October 8th and 9th in San Marcos, Texas, presented by HomeTown Ticketing, was a perfect showcase of how these technologies are transforming the landscape of school events. The Power of Digital Solutions At the forum, Kaitlin McCann, Texas Territory Sales Manager, highlighted the benefits of using HomeTown for your digital ticketing systems. Online Ticket Sales: Simplifying the purchasing process for all school events. Cashless Revenue Reporting: Providing real-time insights into sales and financial performance. Seat Maps and Passes: Offering attendees a better understanding of event layouts. Social Media Integration: Enhancing marketing efforts and community engagement. Fundraising Opportunities: Streamlining the process to boost school programs. These features not only improve the operational efficiency of events but also create a seamless experience for attendees and everyone involved. Voices from the Field We had the pleasure of speaking with three HomeTown customers who shared how HomeTown has elevated their game day experiences and transformed their events while connecting them with their communities. Lance Moffet, Athletic Director at Hays CISD With over 30 years in education, Lance Moffet has witnessed firsthand the transformation of school events through technology. Hays CISD is one of the fastest-growing districts in the nation, and its partnership with HomeTown has been pivotal during this growth. “Transitioning to HomeTown helped centralize how the district operates and it was a game changer for logistics and operations, allowing them to sell over 400% more season tickets than in previous years. The outstanding customer support provided by HomeTown has further streamlined their processes, making it easier for both me and our Athletic Secretary, Michelle Richardson.” Lonnie Jordan, Athletic Director at Plano ISD Having recently stepped into the role at Plano ISD, Lonnie Jordan brings a wealth of experience in managing athletic programs. With easy access to data and strong customer support, Jordan feels empowered to make informed decisions that benefit the entire athletic program. “HomeTown has simplified event logistics, allowing for better revenue tracking and reporting. Previously, event management was fraught with uncertainties, but the transition to HomeTown has made the process seamless.” Jay Govan, Assistant Athletic Director at Northside ISD Jay Govan has been instrumental in Northside ISD’s transition to digital ticketing, which has significantly improved their operations. With over 15 years in the district, Govan explained that HomeTown’s support was vital in ensuring a smooth transition, allowing Northside ISD to fully embrace digital solutions not only for athletics but also for concessions and other school events. “The switch helped our district recover lost revenue during critical seasons. The revenue generated has been reinvested in student programs, creating a positive impact throughout the district.” The Community Connection A recurring theme among these leaders was the importance of safety and connecting with their communities. Dealing with cash at games not only extended the time needed for counting and reporting, but it also raised significant safety concerns. HomeTown provides consistency and convenience for parents and volunteers involved in various school activities. With platforms like HomeTown, schools can foster a stronger sense of community by making events more accessible and engaging for everyone. Embracing HomeTown’s Digital Solutions for Safer, Engaging Communities In today’s digital age, embracing technology is not just an option; it’s a necessity for schools looking to make events a safer place and elevating their events and connecting with their communities. The insights shared by leaders at the THSADA Fall Forum illustrate the transformative power of digital solutions with HomeTown in enhancing engagement, streamlining operations, and fostering community spirit. As schools and districts continue to adapt and grow, HomeTown will undoubtedly play a crucial role in shaping the future of events. Embracing these innovations is essential for creating memorable experiences that resonate with students, families, and the entire community.
HomeTown Spotlight | November: Granbury ISD
HOMETOWN SPOTLIGHT | NOVEMBER 2024 School: Granbury ISD Athletic Director: Lamont Moore HomeTown is excited to announce November spotlight, Lamont Moore and Granbury ISD. ABOUT LAMONT Lamont Moore, grew up in Waxahachie, TX and never imagined he would dedicate his career to the athletic world. However, after retiring from football and trying other avenues, ultimately Lamont was led back to a place where he could make a significant impact on young lives. Over the years, he has been an assistant football coach, offensive coordinator, defensive coordinator, special teams coordinator, recruiting coordinator, head track & field coach, and even assistant principal. How does Granbury ISD use HomeTown and what is your favorite feature? Granbury ISD uses HomeTown for digital ticketing at all of their athletic events and Lamont loves how easy it is to scan and go! “We have been a cash district for a very long time and I’m so excited to Go Digital with HomeTown. This is gonna be great for our district, our fans, our parents, and our kids—just makes it so convenient for them to purchase tickets online. It’s a one stop shop.” – Lamont Moore, Athletic Director Fun Fact Lamont is currently learning how to play the piano and his favorite quote is: “If you want to have more, you have to become more. For things to change, you have to change. For things to get better, you have to get better. For things to improve, you have to improve. If you grow, everything grows for you.” Jim Rohn
