Atlanta Falcons Ring in New Era of Digital Content With Ticketmaster Studios Main goals for the dedicated space are live productions, access to players By Kristian Hern ndez, Senior Editor
Wednesday, January 25, 2023 - 10:30 am
Print This Story | Subscribe
Story Highlights
After years without a permanent facility for producing digital and creative content, the Atlanta Falcons have opened the doors to the state-of-the-art Ticketmaster Studios. A separate addition to the team's training facility in Flowery Branch, GA, the new studio will be used to create and develop engaging digital content for daily consumption and tentpole events alike.
In a sport where players wear helmets, it's a little bit difficult to get to know them as a person, says Scott Kegley, VP, digital strategy, AMB Sports + Entertainment (AMBSE), which owns the Falcons. We want to be able to bring [our fans] closer to the players and tell their stories in a manner that is unique to us and our brand.
The Atlanta Falcons' new Ticketmaster Studios was built adjacent to the team's training facility in Flowery Branch, GA.
Two Priorities for Video Production: A Permanent Home, Expanded Content In previous seasons, the Atlanta Falcons' video-production team adopted an ad hoc approach to capturing and delivering content. Without a brick-and-mortar home, projects were restricted to postproduction, and staffers had to work in a more mobile setting. Finding the crew its own space and expanding content strategy to include live, real-time production were two major priorities when the project was begun four years ago.
My group became known for pushing around carts everywhere because we had no dedicated space, says Austin Hittel, director, video production and broadcast, Atlanta Falcons. If we were doing an NFL Draft show, we were pulling a TriCaster into the indoor facility and creating makeshift. From an operations standpoint, my team spent a lot more time building and breaking down, which for us wasn't good because we were creating less content.
Cutting the ribbon on Ticketmaster Studios: (from left) AMBSE Chief Revenue Officer Tim Zulawski; AMBSE/Atlanta Falcons CEO Rich McKay; AMBSE Vice Chairman Steve Cannon; Falcons Owner Arthur Blank; Ticketmaster EVP/Co-Head, Sports, Clay Luter; and Atlanta Falcons President Greg Beadles
Along with establishing a facility for the production team, the main goal for the project was to have an area that was easily accessible to the players, who don't generally have much time between practice and other meetings. To make the most of their time, the organization knew exactly where to place its new production center: attached to the training facility's main building and right next to the locker room and players' cafeteria.
We wanted to make it convenient because our players' time is valuable, adds Hittel.
Planning Work: Alpha Video Handles Systems-Integration Needs Unfortunately, the COVID-19 pandemic put the plans on hold throughout 2020, but the Falcons revitalized the project in early 2021. The first order of business was to lock in the necessary partners, who would help them complete the job with the highest quality.
The main production-control room at Ticketmaster Studios
For systems integration in the brand-new control room, Hittel and company tapped Alpha Video, which has played a vital role in other impressive builds over the past five years, including the Las Vegas Raiders' studio. The Falcons discussed expanding their 50-acre training facility to accommodate the studio, and, once that idea was put in motion, Alpha Video deployed an onsite team to Georgia to evaluate the situation.
This was a collaborative effort between the Falcons, Alpha Video, their architect, and their general contractor, says Jeff Volk, VP, sports and entertainment, Alpha Video. There were no designs, so we spent a good three to four months at the end of 2021 to refine that. When the project was green-lit, construction started, and we finalized the list of equipment and materials to support the architectural spaces.
Volk notes a few obstacles that had to be navigated in completing the job. During the conceptualization stage, for example, the Alpha Video team needed to mesh the ideas of both veteran employees and new staffers on the Falcons.
Creative Dimensions supplied the anchor desk and scenic elements in the main studio set.
Whenever you start on a brand-new construction project, there will be people that were part of the project from the beginning and new people that come in, he says. The biggest challenge is translating various visions into one cohesive set of ideas and having that come out on the other end as the finished product.
In addition, Alpha Video needed to meet the overall goal of the Falcons' new studio while leaving enough flexibility in case production priorities changed.
The nuance is [knowing] what teams are doing from a content perspective and how we can build something that supports that content strategy, Volk explains. The trick is developing a space that's flexible should their vision go in a different direction or their content isn't adaptable to what's popular with their fans and they need to pivot.
The Falcons' photography team has its own dedicated studio.
Also, given the uniqueness of the build, the Alpha Video crew was tasked with fitting all the desired hardware into the space's specific dimensions.
We had limited options to build a building big enough to accommodate a facility of this size, says Volk. We had to be pretty creative with our spacing. As a result, a lot of the back-of-house areas have unique shapes and dimensions. Given the site plan that we had to stay within, we landed on the most ideal building possible.
Tech Infrastructure: Studio, Mercedes-Benz Stadium S
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
02/12/2025
Case Study: How Mid-Atlantic Sports Network Moved to All-IP Distribution in 60 D...
02/12/2025
2025 Sports Broadcasting Hall of Fame: Lee Corso, Coach, Commentator, FirebrandBy Ken Kerschbaumer
Tuesday, December 2, 2025 - 7:00 am
Print This Story | S...
02/12/2025
SVG All-Stars: Dan Nabors, Senior Director, Remote Engineering, TNT SportsThe veteran tech leader is helping guide Warner Bros. Discovery's at-home' re...
02/12/2025
National Lacrosse League Opens Season With New Cloud-Based Official Replay-Revie...
02/12/2025
Platinum White Paper: The Cinematic Look in Live Production - Bridging Aesthetic...
02/12/2025
SVG India Announces Advisory Board; JioStar's Prashant Khanna Named ChairmanBy Ken Kerschbaumer
Tuesday, December 2, 2025 - 11:15 am
Print This Story |...
02/12/2025
SVG Summit 2025 Preview: New AI Production Tools Workshop' Features ESPN, F...
02/12/2025
Written and directed by Hailey Gates, Atropia won the U.S. Grand Jury Prize: Dramatic at the 2025 Sundance Film Festival....
02/12/2025
The lightweight and highly portable CORVUS-RAVEN, recently demonstrated at the V...
02/12/2025
The lightweight, rugged Panther 2 tri-band VSAT delivers high-speed data communications for Internet, VPN connectivity and video transmission over commercial an...
02/12/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
02/12/2025
NGID volunteers in the United States
NGID volunteers in Mexico
NGID volunteers in India
NGID volunteers in Spain
NGID volunteers in Australia
NGID voluntee...
02/12/2025
WASHINGTON The Federal Communications Commission's Media Bureau has issued a reminder that stations in DMAs 111 through 120 must implement its audio descrip...
02/12/2025
SAN DIEGO Sony Electronics today introduced the Alpha 7 V (ILCE-7M5), the fifth generation of its Alpha 7 full-frame mirrorless lineup, powered by the newly dev...
02/12/2025
WASHINGTON The Federal Communications Commission has opened a docket for comments on Nexstar Media Group's proposed $6.2 billion acquisition of Tegna and se...
02/12/2025
WASHINGTON The National Association of Broadcasters has added a trio of media executives, Veronica Rodriguez, Matt Schnaars and Jeff Warshaw, to its board of di...
02/12/2025
MILAN, Italy Brightcove has released seven new features designed to expand global reach, improve audience engagement, enhance live-streaming quality and streaml...
02/12/2025
BCNEXXT, the developers of the advanced playout platform Vipe, today announced a new Service Provider Partner agreement with NPC Media, the Australian managed p...
02/12/2025
DPA Microphones today announces the immediate availability of its new N-Series Digital Wireless Microphone System for customers throughout the U.S. In addition ...
02/12/2025
Hiltron Communications reports a well attended and successful Space Tech Expo exhibition, held at the Messe Bremen from Tuesday November 18 through Thursday Nov...
02/12/2025
The beginning of September saw Riverfire by Australian Retirement Trust, in association with Channel 9 and Triple M, kick off the 2025 Brisbane Festival in spec...
02/12/2025
SGM Lighting is pleased to announce an exciting new partnership with ACT Entertainment, under which ACT will serve as the exclusive distributor for SGM's ne...
02/12/2025
Harmonic (NASDAQ: HLIT) today announced that Telia, the second largest telecom operator in Norway, is modernizing its broadband network with the company's i...
02/12/2025
European cloud data protection specialist Keepit is expanding its sales network in the DACH region and has gained TIM AG, one of the leading value-added distrib...
02/12/2025
Featured products at ISE 2026
This year s ISE 2026 theme "Push Beyond" reflects Calrec s direction of travel. The company is dedicated to supporting the AV an...
02/12/2025
Czech Television, the national public broadcaster, has deployed one of the largest LiveU live production projects in the region for live sports and news coverag...
02/12/2025
Test & measurement innovator, Leader Electronics, has announced the release of v8.2 software for its ZEN and ZEN-W Series, bringing advanced cinematic camera se...
02/12/2025
Global provider of video streaming software and services, Accedo, and OTT platform provider, Magine Pro, have signed a binding agreement to carve out and merge ...
02/12/2025
With proven success in broadcast, OTT, and content supply chains, K.S Avinash set to scale Skandha's service-first approach across APAC
Skandha Media Servi...
02/12/2025
AJA Video Systems has joined the RAVENNA community, a network of partners devoted to advancing the RAVENNA standard for distributing real-time audio over intern...
02/12/2025
HUNT VALLEY, Md. Sinclair and its wholly-owned subsidiary One Media Technologies have released a new report focused on how ATSC 3.0, the IP-based NextGen TV sta...
02/12/2025
WASHINGTON The Federal Communications Commission's Media Bureau has issued a reminder that stations in DMAs 111 through 120 must implement its audio descrip...
02/12/2025
WASHINGTON Members of the Advanced Television Systems Committee have elected four industry veterans to three-year terms on the organization's board of direc...
02/12/2025
A new survey from S&P Global Market Intelligence Kagan highlights how important social media is for younger consumers, with Gen Z spending 5.1 hours a day on so...
02/12/2025
Faculty Notes: Fall/Winter 2025 Recent accomplishments, releases, and events by Berklee faculty.
December 1, 2025
By
Editorial Staff
The cast of Kind of M...
02/12/2025
Ring In The Holidays With Our Biggest Sale Ever On Ivory II Pianos!From now until December 31st, you can save 50% or more on every Ivory II piano and collection...
02/12/2025
Back to All News
Made in America: How Stranger Things' Electrified the US Economy
Entertainment
02 December 2025
GlobalUnited States
Link copied to cl...
02/12/2025
Back to All News
Culinary Class Wars' Season 2 Trailer Teases New Rules, R...
02/12/2025
--
The International Electrotechnical Commission (IEC), the International Organization for Standardization (ISO), and the International Telecommunication Unio...
02/12/2025
Harmonic's cOS Platform Will Redefine Subscribers' Quality of Experience, Lowering Churn SAN JOSE, Calif. - Dec. 2, 2025 - Harmonic (NASDAQ: HLIT) today...
02/12/2025
At AWS re:Invent, NVIDIA and Amazon Web Services expanded their strategic collab...
02/12/2025
S an Nollaig
Hollywood blockbusters The Banshees of Inisherin, Barbie and Oppenheimer make their Irish TV debut
Tune into the classics such as Love Actual...
02/12/2025
Showcasing fresh Irish storytelling and emerging talent Storyland 2025 signals a fantastic time for Irish drama
RT and F s ireann/Screen Ireland are proud to...
01/12/2025
L3Harris and PentenAmio formalise their teaming agreement at MilCIS 2025, streng...
01/12/2025
Artemis II is NASA's first crewed flight test of the Space Launch System rocket and Orion spacecraft. The crew, from left: Commander Reid Wiseman, Pilot Vic...
01/12/2025
IRVINE, Calif. Wooden Camera has introduced its new Accessory Collection for the Canon EOS C50. The new lineup includes a low-profile, gimbal-ready cage, expand...
01/12/2025
WASHINGTON The Federal Communications Commission has released a tentative agenda for its Dec. 18 Open Commission Meeting that will include a vote on a report an...
01/12/2025
In most years, a graph of annual local TV ad spending is about as predictable as an electrocardiogram of a reasonably healthy patient in a doctor's office. ...
Atlanta Falcons Ring in New Era of Digital Content With Ticketmaster Studios Main goals for the dedicated space are live productions, access to players By Kristian Hern ndez, Senior Editor 
