Capstone Students Pitch Exciting Fan Experiences to Pacers

Throughout Spring 2025, our Tourism, Event, and Sport Management capstone class (TESM-S 432) partnered with Pacers Sports & Entertainment to enhance the fan experience at Gainbridge Fieldhouse. Our specific focus was analyzing entry times and pre-game experiences, from two hours before tipoff through the start of Indiana Pacers games in an effort to get fans into the venue earlier than tip-off.

The semester followed the Double Diamond framework, a proven design thinking methodology that guided our approach. We began in the DISCOVER phase with firsthand observations at a February game against Atlanta, where students were strategically positioned throughout the arena to gather comprehensive data. We complemented this with 44 in-depth fan interviews conducted via Zoom, preserving verbal and non-verbal responses.

During the DEFINE phase, we utilized Notably.ai to transcribe and analyze interviews with custom AI prompts that revealed deeper insights into fan mindsets and pain points. Design thinking techniques like empathy mapping, journey mapping, and problem framing helped contextualize our findings. These exercises culminated in focused problem statements and “How Might We…” questions that directed our solutions.

The DEVELOP phase employed ideation techniques including brainstorming, concept mapping, and impact/difficulty matrix analysis to generate innovative solutions. Students collaborated in groups focused on specific problem spaces identified through data analysis.

In the final DELIVER phase, groups refined their concepts and created presentation decks emphasizing visual storytelling over text. The process involved multiple iterations and mock presentations to ensure compelling delivery of solutions.

This project exemplifies experiential learning through real-world application, equipping students with valuable skills in research, analysis, collaboration, and design thinking methodology that will serve them throughout their careers in sport management.

Check out a synopsis of their presentations in their own words and the video of the presentation, which took place on Friday, May 2 at Gainbridge Fieldhouse.

Pacers Perks

Jaden Crouch, Nick McAdams, Isaiah Rust, William Weng

Introducing Pacers Perks — an innovative rewards program built to enhance the game-day experience, increase early attendance, and unlock new revenue for Pacers Sports &Entertainment. Currently, the majority of fans arrive just before tip-off, missing valuable pre-game engagement opportunities. Our research and interviews revealed why: fans don’t feel there’s a reason to come early — no incentives and limited visibility into pre-game offerings. Pacers Perks is our solution.

Fully integrated into the Pacers App, the program rewards early arrival and interaction. Fans can earn points through various touchpoints: attending pre-game activations, completing trivia, making purchases, scanning personalized QR codes on seats, and more — all before the game begins. Rewards are meaningful and flexible, ranging from food and merchandise discounts to exclusive behind-the-scenes experiences like locker room tours or courtside warm-up access.

Through targeted pre-game communication, in-arena signage, and real-time app updates, we ensure fans know how and where to engage. We’ll also direct foot traffic to corporate partner booths, adding sponsor value while solving fans’ navigation pain points.The impact? A projected 15% shift in early arrivals could generate over $1.2 million in additional seasonal revenue. Powered by proven technologies like LAVA.ai — already used by franchises like the Kings and Browns — Pacers Perks is ready for rollout.

This is more than a rewards program. It’s a movement to transform how fans experience game day — from passive arrival to active participation. One where the team, fans, and partners all win.Let’s lead the league in fan engagement.

Pacers Perks: Earn points. Win big. Arrive early. Stay loyal. Let’s make it happen.

The Sixth Man March

Duprese Howard, Matthew Linville, Benjamin Upcroft-Padilla, Lily Warren

On Pacers game day, fans show up — but they’re scattered. The bars are packed, the sidewalks are quiet, and the arena fills late. It’s not a lack of passion — it’s a lack of tradition.
Our proposal introduces the Sixth Man March, a bold, fan-driven ritual that transforms the journey to Gainbridge Fieldhouse into a unifying, high-energy experience. Inspired by college game days and European football culture, this pre-game march taps into what fans crave: connection, meaning, and tradition.

Rooted in personal story and reinforced by research, our presentation showed how shared rituals increase fan identity, deepen emotional bonds, and drive attendance. From UMass dissertations to Journal of Marketing studies, the data is clear — when fans gather, loyalty grows.

Here’s how it works:

• A buzzer and countdown clock triggers the gathering 45 minutes before tipoff.
• Fans leave from a central march point on Georgia Street, led by a Pacers Hype Crew.
• The energy builds: flags, drums, chants, and a wave of blue and gold marching toward
  the arena.
• It all leads into a pre-tipoff countdown, syncing the city’s energy with the team’s.

The rollout is scalable: starting small, growing organically, amplified through social media, and will, eventually, be backed by Boomer, the Indiana Pacemates, and sponsors.

Let’s give Pacers fans a reason to show up early — and a ritual to call their own.

Let’s start the Sixth Man March.

Reimaging the Morris Bicentennial Plaza

Nick Ackermann, Nicholas Blundall, Ra Thorns, Davison Wagner

Since 1967, the Indiana Pacers have been a unifying force in Indianapolis, impacting the local community both on and off of the court. From supporting education to aiding community health organizations, the Pacer’s impact runs deep.

However, the current game day experience does not unify fans in the ways that the Pacers unify the Indianapolis community. With that being said, there is massive potential for an impactful and unifying gameday experience just outside of Gainbridge Fieldhouse.

This is Where the Morris Bicentennial Plaza comes into play.

Created with the values of civic leader Jim Morris in mind, the Morris Bicentennial Plaza offers the opportunity to hold uniquely unifying community events before tipoff. How might we play into the values of Jim Morris on the plaza? By using it as a dynamic event center, holding different events before every game day. These events are meant to create anticipation, while giving all Pacers fans a unique experience to look forward to before game day.

From themed events, to live concerts, even things like art displays and farmers markets will be held on the plaza to pack it with the spirit of the Indianapolis community before tipoff. We will create awareness of these pregame events using strategic marketing strategies, such as providing event information on gameday tickets, as well as utilizing social media marketing. All of this will be done with the goal of incentivizing fans to come to the arena and soak in the atmosphere of the Indianapolis community, creating a deeper connection with the Pacer’s organization.

With help from community businesses such as Newfields, The International Center, and the Indianapolis Motor Speedway, we will do more than enhance the pregame experience. By building valuable partnerships, we will create a legacy of community pride and belonging through the Morris Bicentennial Plaza.

Let’s make the MBP the MVP of community centered events in Indianapolis.

Reimagining the Entry Experience at Gainbridge Fieldhouse

Alazar Kiflay, Gui Oehninger, Nolan West, Trevon Woodley

What do a courtroom and a Pacers game have in common? Sadly, the answer is the entry process — robotic, impersonal, and uninspired. Our class project challenges this norm by reimagining the security experience at Gainbridge Fieldhouse, turning it from a routine checkpoint into an electric, fan-first celebration.

Our concept, “Electric Entry,” transforms the moment fans step into the arena into the spark that sets game day energy ablaze. We propose a themed, interactive journey starting in the Virginia Avenue Garage and extending through the skybridge and entry pavilion. Fans could press a CERprize button for surprise discounts, receive themed giveaways, and walk through immersive environments like Star Wars Night, Haunted Trail Halloween, or Retro Pacers nights — all before reaching their seats.

To execute this, we’ll create a Fan Experience Activation Team made up of security-trained hype staff who greet fans in Pacers gear, not robotic uniforms. Music, digital boards, and sponsorship activations turn security into a space of joy, not dread. Best of all, the plan leverages existing infrastructure, keeping costs low while maximizing creativity and impact.This project tackles a real pain point with a simple but powerful shift in mindset: first impressions matter. And by making them fun, engaging, and interactive, we not only make fans feel special — we make them want to arrive earlier, stay longer, and come back more often.