Enhancing the Fan Experience for the Pawtucket Red Sox

Cover Letter Dear Jim Koch,

My name is Lauren Anastasiades, I am the Northeast regional account manager for Cisco Systems. The Pawtucket Red Sox organization faces many of the same business challenges as a large retailer or hospitality business. You need to excel at customer service, drive sales to on-site retail venues and restaurants, build a loyal fan base for repeat business, and control overhead expenses. All these challenges need to be managed efficiently and within the confines of the arena. Cisco systems would like to help the PawSox create a unique and inviting suite environment that will increase revenue, inasmuch Cisco would like to investigate the potential for establishing a promotional pilot for the 2010 season using it’s IPcelerate’s IPsmartSuite – a suite of solutions to address all the PawSox’s business challenges directly through their IP phones. The attached slide deck will provide more information on the product and it’s capabilities. A demonstration of our products and sample case studies can be provided, I will be in Rhode Island next week and will follow up with a phone call and a personal visit.

Regards, Lauren M. Anastasiades

The Challenge

To deliver a superior entertainment experience that keeps fans coming back, the PawSox need to offer their guests the highest level of hospitality. The team should make it easy for fans to order food, beverages, and other services. Management can also improve communication among a highly mobile staff, so that employees could be responsive to customers and colleagues even when they were roaming around the ballpark. The franchise can also seek ways to streamline its operations to keep costs under control.

The Need

Like most businesses, the PawSox depend on communications to keep day-to-day operations running smoothly. To meet its business challenges, the team needs a network solution that can handle all of its phone, messaging, and data communications from day one. The solution would have to be easy to manage and use, yet flexible to grow and change as needs changed over time.

Initial Pilot Capabilities In the ballpark’s luxury suites, visitors receive

better, faster service by ordering food directly from Cisco Unified IP Phones. A quick push of a button on the phone’s color display brings up a complete menu of food and beverages.

Initial Pilot Capabilities

Fans simply touch the screen and their order is delivered directly to the kitchen, saving time and increasing accuracy because the customer is actually placing their order right over the phone.

“I never thought a phone would matter,but really it makes a job easier,it makes a job simpler,it saves time.”- Tim Savona, Assistant General Manager, Grand Prairie AirHogs

Initial Pilot Capabilities

Using the IP Phone Users can also:• Request a waitress• View a team roster• Listen to the game broadcast

Exit Polling data from the Grand Prarrie AirHogs indicateThat over 80% of the fans leaving the game don’t even knowThe final score of the game, it’s all about the experience at

The game that keeps fans coming back.

The Hardware Solution

“It’s contributing in increasing our revenue, it’s contributing in cutting our expenses, it’s contributing in making us operate more efficiently.” Roger Christoph, Managing Partner

Pilot Program-Terms & Conditions

• Period of performance 5/01/10-9/09/10• Pawtucket Red Sox responsible for any network upgrades

(cable) needed to arena (<10$ projected)• Cisco to provide all phones and equipment through period of

performance• Cisco signage to be displayed on all monitors for a minimum of

2 minutes during the game on all monitors• Cisco will be given use of 30 person suite for 10 home games• Cisco will be given access to arena to produce promotion

videos throughout the season

Expected Return on Investment

• Reduce current suite wait staff from 35 to 15 people

• Increase amount of food and beverage orders by 50%

• Reduce the amount of incorrect food and beverage orders by 25%

• Increase suite bookings by 25% at a

higher price in 2011

Why Would Cisco do this?

• To create demand- once the system is installed, the PawSox will realize it’s value and ultimately buy it for the next season. (at a premium) They will also want to expand it’s capabilities which will spur more sales of equipment and services.

Why Would Cisco do this?

• For marketing- Cisco will put the business case up on their website and create videos of the solution and place it on youtube