
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
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
18/09/2025
NWSL Brings on Victory as Rightsholder, Expands Deals With CBS and ESPN for 202...
18/09/2025
CBS Sports Travels to Far Reaches of Europe To Tell Clubs' Stories During 20...
18/09/2025
The Great Integration: How Sports Media Leaders Are Making MAM, Storage, and Clo...
18/09/2025
Amazon launches Prime Vision for Champions League coverage By George Bevir
Tuesday, September 16, 2025 - 18:28
Print This Story
Amazon is rolling out its ...
18/09/2025
SVG Sit-Down: Canon USA's Rich Eilers, Yuji Tanaka Talk Novel' Feature,...
18/09/2025
NBC Sports Will Deploy a Pair of Dedicated Analysts On the Bench' for Peaco...
18/09/2025
Editor's Note:
The loss of our founder and friend Robert Redford, leaves us...
18/09/2025
Editor's Note:
The loss of our founder and friend Robert Redford, leaves us...
18/09/2025
Robert Redford talks with Lab fellows at the 1981 Directors Lab | 1981 Unknown for Sundance Institute
Editor's Note:
The loss of our founder and friend ...
18/09/2025
Forget just hearing a new album; last night, London lived one. Together with Spo...
18/09/2025
Spotify and Sony Music Group today announced an extension and expansion of their long-standing, successful global partnership. As part of their ongoing collabor...
18/09/2025
SBS Audio podcast helps new Australians keep their Head Above Water
17 September, 2025
Media releases
As Australia heads toward summer, comedians and good ...
18/09/2025
Football fans to watch the inaugural Australian Championship on SBS
18 September, 2025
Media releases
Images here
SBS and Football Australia are delighted...
18/09/2025
L3Harris's advanced large solid rocket motor eSR-73 is hot fire tested at the company's Camden, Arkansas site....
18/09/2025
August, the last month of the summer vacation, brought stability to the amount of time spent in front of the TV screen. The data shows that Polish viewers watch...
18/09/2025
WASHINGTON The controversy over ABC's decision to suspend Jimmy Kimmel, continues to heat up, with FCC Commissioner Anna M. Gomez blasting ABCs decision to ...
18/09/2025
FOR-A America named Jo Aun as Senior Manager of Product Management and Engineering, reporting directly to Satoshi Kanemura, President and COO. In this new posit...
18/09/2025
MASV (massive.io), the fastest and most reliable large file transfer platform for media professionals and an IDC Innovator 2025 for Media & Entertainment*, toda...
18/09/2025
ThinkAnalytics, the global leader in video content discovery and persaonalization, today announced that Dish TV India, the leading content distribution company,...
18/09/2025
DirecTV continues to expand its women's sports offerings by adding Sports Fanatics' and Whoopi Goldberg's Free Ad-Supported Television (FAST) All Wo...
18/09/2025
WASHINGTON NextGen TV viewers are beginning to see what high dynamic range (HDR) brings to their football enjoyment with the launch of the sport's fall seas...
18/09/2025
WASHINGTON After issuing audit letters seeking Equal Employment Opportunity data from a randomly selected group of TV and radio stations in August, the Federal ...
18/09/2025
NEW YORK Warner Bros. Discovery and Nielsen have signed a new, long-term, multi-year deal that covers measurement for all Warner Bros. Discovery platforms acros...
18/09/2025
NEW YORK As part of its ongoing efforts to develop better measurement solutions, the Coalition for Innovative Media Measurement (CIMM) announced the launch of t...
18/09/2025
IRVING, Texas Following threats from the Federal Communications Commission and the announcement that the nations largest station group, Nexstar Media Group, wou...
18/09/2025
18 Sep 2025
VEON Inaugurates JazzCash Experience Lounge in Islamabad Dubai and Islamabad, September 18, 2025 - VEON Ltd. (Nasdaq: VEON), a global digital opera...
18/09/2025
Created by Tom Scharpling, Matt Berry and Natasha Lyonne, the new six-part serie...
18/09/2025
The eight-part sun-drenched thriller from Luther creator Neil Cross launches on ...
18/09/2025
Rohde & Schwarz announces new frequency models up to 54 GHz for R&S ZNB3000 vect...
18/09/2025
Individual phones could be tracked back to specific residential addresses
Sm...
18/09/2025
GeForce NOW is packing a monstrous punch this week. Dying Light: The Beast, the latest adrenaline fueled chapter in Techland's parkour meets survival horror...
18/09/2025
September 18 2025, 04:20 (PDT) Dolby Atmos arrives in Maruti Suzuki Victoris, e...
17/09/2025
Tech Focus: Audio Training, Part 2 - Manufacturers Offer Extensive Online Learni...
17/09/2025
Tech Focus: Audio Training, Part 1 - A1 Shortage Remains a Major-League Challeng...
17/09/2025
It was the ultimate convergence of pop culture and literary prestige: Last night, Dua Lipa brought her Service95 Book Club podcast to the stage for a special li...
17/09/2025
During August, streaming's share of TV viewing in Mexico showed an increase of 0.4% compared to the previous month, accounting for 25% of TV viewing.
Discl...
17/09/2025
CYPRESS, Calif. FOR-A America has named Jo Aun as senior manager of product engineering, a new role responsible for guiding the planning, development and rollou...
17/09/2025
PlayBox Neo, in partnership with CIS Group, a leading provider of media and broadcast technology solutions, has successfully deployed PlayBox Neo's Dual Cha...
17/09/2025
In a relationship that mirrors societal advances in sustainability, Brightline Lighting and the Federal Energy Regulatory Commission (FERC) Headquarters have en...
17/09/2025
Clear-Com is proud to support the world-class productions of Alley Theatre, one of the oldest and largest nonprofit resident theatres in the United States. With...
17/09/2025
Arch Platform Technologies (www.archpt.io), a pioneer in automated, scalable cloud infrastructure for high-performance workflows, today announced a Strategic Co...
17/09/2025
Over 300 selected decision-makers from start-ups, corporates, and VC funds worldwide will gather for the third edition of the event, united by a single goal: to...
17/09/2025
Telestream, a global leader in media workflow technologies, is excited to announce that its flagship Vantage platform and its next-generation AI capabilities re...
17/09/2025
Mediagenix, a global leader in smart content solutions that profitably connect the right content to the right audience, proudly announces its three Best of Show...
17/09/2025
In a move to further establish a firm foothold across South East Asia, PlayBox Neo, the well-respected name in broadcast playout and channel branding, has appoi...
17/09/2025
Wisycom, a global leader in advanced wireless audio solutions, announced two major wireless solutions at IBC 2025 (Stand 8.D30). This includes the Portable RF-o...
17/09/2025
Six Berklee Alumni Win Emmy Awards The recipients were recognized for their contributions to acclaimed programs Severance, The Studio, The Penguin, SNL50: The...
17/09/2025
Applications Open for Berklee in Santo Domingo The weeklong contemporary music program will run January 5-10, 2026.
By
Colette Greenstein
September 17, 2025
...