Initial conversations with our client and analysis of a fan experience survey identified several operational inefficiencies related to heavy congestion and long wait times that negatively impact the fan experience.  

Gate Entry/Ingress 

48.7% of stadium arrivals occur within the 30 minutes before kickoff, creating significant congestion at entry gates and necessitating the usage of “Show and Go.” This emergency process bypasses ticket scanning to increase fan flow into the stadium. The team constructed queueing and simulation models to evaluate the allocation of metal detectors and ticket scanners, as well as a redesign of the entry process to reduce delays. The team recommends a resource reallocation plan in addition to implementing multi-ticket scanning, and more ticket scanners. 

Concessions 

Operations at concessions face similar congestion challenges, with wait times during peak periods reportedly exceeding 40 minutes and service wait time receiving the lowest customer satisfaction rating among concessions-related survey categories. The team evaluated the current transaction process and proposed modifications using a discrete-event simulation model. The team recommended adopting a Pre-Order and Pre-ID system, introducing more Grab-And-Go stands, and following a proactive restock strategy. 

Inbound Traffic 

Approximately 54% of fans drive to games, and many report difficulty navigating campus road closures and parking entrances. The team developed an enhanced communication plan to improve driver wayfinding before and during arrival. This plan includes a network-based signage model, GTAA-identified signage locations, construction-style signs at high-volume entry points, and a game day website that provides fans with parking information, navigation links, and day-of-game updates. 

The goal of these improvements is to enhance the gameday experience for Georgia Tech fans. A smoother arrival process, shorter entry lines, and faster concessions service improve customer satisfaction and increase the likelihood that fans return to future games. Improved fan experience directly supports long term financial success through increased customer retention and higher ticket demand. In addition, earlier entrance to the stadium and shorter lines inside the stadium encourage customers to purchase more from concessions. By implementing the recommendations developed in this project, GTAA will be better positioned to maximize stadium revenue and sustainably grow attendance in future seasons.