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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
10/06/2026
Globecast, a leading provider of broadcast, media, and entertainment managed services, today announced the launch of its Content Exchange platform powered by Or...
10/06/2026
Klvr will showcase how venues, integrators and production teams are rethinking disposable battery usage at InfoComm 2026 (Las Vegas, June 17-19, booth #N6311). ...
10/06/2026
The Video Services Forum (VSF) has further enhanced the Reliable Internet Streaming Transport (RIST) protocol by incorporating a new feature, RIST Satellite-Hyb...
10/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Kiswe announces an expanded long-term partnership with ONE Championship (ONE), t...
09/06/2026
SiriusXM will broadcast FOX Sports' English-language commentary for all 104 FIFA World Cup 2026 matches from June 11 through July 19, available to subscribe...
09/06/2026
EVS has announced it is changing its corporate name from EVS Broadcast Equipment to EVS, reflecting the company's expanded portfolio beyond broadcast equipm...
09/06/2026
Fox Corporation and the NFL have announced a multi-year agreement to bring NFL c...
09/06/2026
FOX Sports and ReachTV, an airport media network, have announced an agreement to...
09/06/2026
Cosm Atlanta, a 70,000-square-foot, three-level immersive entertainment venue located within Centennial Yards adjacent to State Farm Arena and Mercedes-Benz Sta...
09/06/2026
NESN captured five awards at the 2026 Boston/New England Emmy Awards, including four program honors and one individual award.
These awards reflect the passion...
09/06/2026
Ateme has announced that its support for Apple Immersive Video workflows was referenced by Apple during its 2026 Worldwide Developers Conference (WWDC26).
Atem...
09/06/2026
Bitmovin has announced that Axel Springer SE has deployed Player Web X, Bitmovin's web video player, to power audio readouts of news articles and an audio-o...
09/06/2026
Grass Valley and Lawo have announced a technology collaboration to validate orch...
09/06/2026
LiveU has announced a deployment with the Oceania Football Confederation (OFC) t...
09/06/2026
Globecast has announced the launch of its Content Exchange platform, powered by ...
09/06/2026
NBC Sports will present live coverage of Overtime's OT7 football league Championship Weekend from Sullivan Field at Loyola Marymount University in Los Angel...
09/06/2026
We're in three different locations, three different production teams. Coveri...
09/06/2026
The intro video for Men's Basketball won Outstanding In-Venue Video in the C...
09/06/2026
Today is match day minus two for FIFA and HBS. On Thursday, there will be two ma...
09/06/2026
Since their debut, the clock-and-score graphic has drawn the affinity and ire of...
09/06/2026
Last month, Spotify hosted PURE FLOWERS LIVE, a special event celebrating the re...
09/06/2026
Last month, RADAR U.K. artist Skye Newman took the stage in East London for a sp...
09/06/2026
Company to cease operating on 30 June 2026
Australian loudspeaker and amplifier manufacturer Wayne Jones Audio have announced that after much consideration,...
09/06/2026
Increases low-end weight and character
The latest plug-in release from Sheffield-based fedDSP aims to offer an all-in-one solution for users in search of mo...
09/06/2026
Introduces AI Studio Assistant, Moises Studio integration & more
Fender Studio have just announced the launch a significant update that brings an array of n...
09/06/2026
The National Film and Video Foundation (NFVF) is a statutory body mandated to spearhead the equitable growth and development of the South African film and video...
09/06/2026
The BBC has found its Hercule Poirot.
After Deadline revealed last month that t...
09/06/2026
Media buyers and sellers can now compare YouTube reach from computer, mobile, an...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
A project aimed at modernizing scheduling operations across Mediaset's channel portfolio
Mediagenix, a global leader in smart content solutions to profitab...
09/06/2026
tvONE, an ACT Entertainment brand, debuts its most powerful video processor ever built: the 4RU CALICO PRO (C7-PRO-4200), at InfoComm 2026 (Booth N6813). Engine...
09/06/2026
Composer and Conductor Eric Whitacre to Receive Honorary Doctorate at Berklee Va...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Technology collaboration to validate AMPP and Lawo HOME orchestration integration, showcasing Dynamic Media Facility principles in practice.
Grass Valley and ...
09/06/2026
Bitmovin, a leading provider of video streaming solutions, today announced that Axel Springer SE, international media and technology company, has deployed Playe...
09/06/2026
LiveU, the global leader in live IP-video solutions, today announced a landmark deployment with the Oceania Football Confederation (OFC) that has brought Video ...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
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 
