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 world.
Looking Ahead with HomeTown
As Smothers looks ahead to the future, he is determined to make every event at Alabama A&M a seamless, enjoyable experience for everyone involved with the help of Hometown. With his passion for technology, HomeTown ticketing experience, and a focus on relationships, Roderick Smothers is helping lead Alabama A&M athletics into a new era—one where digital solutions and fan satisfaction are at the heart of everything they do.
“We’re always looking for ways to improve, whether it’s through technology, communication, or customer service. Ultimately, it’s about making the fan experience as easy and enjoyable as possible—and that’s what drives everything we do.”
