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ICON Venue Group
Company Overview
ICON Venue Group is the leading Owner's Representative firm in the sports and entertainment industry providing the full spectrum of venue development services including project feasibility, financing, site selection and acquisition, facility programming, design development, construction phase management, venue commissioning, sponsorship sales and servicing, and start up operations. ICON has worked with both public sector and private sector clients and has managed several of the most successful arena and stadium projects in the world. ICON Venue Group has demonstrated expertise in designing, constructing, commissioning, and operating projects for NFL, NBA, NHL, MLB, and MLS franchises totaling over $3 billion.
Business Challenge/Challenges Faced
ICON Venue Group has experienced tremendous growth in the past 5 years due to the success of their arena and stadium projects. Their web site architecture (5 years old) and was limiting their ability to update it to reflect their current business. They were experiencing technology limitations using Dreamweaver SHTML to create and publish the site.
Due to the nature and the scale of their projects (arena and stadium) they also needed better graphics and easier navigation within the site. They wanted the ability to show multiple aspects of information and expertise for each project and project team. The site was not scalable to appropriately demonstrate the growth of their business or accurately portray the strength of their brand – "there was no wow factor," according to Melissa Heiter, Director of Marketing & Communications.
As ICON Venue Group's business has both evolved and grown, so has their brand. They now have a brand that was established and recognized that they needed to build on it as they prepare for future growth. As is what happens with many growing companies, they outgrew their web site.
Project Highlights
- Industry: Construction Project Management, Owner’s Representation
- Key Business Challenge: Current web site was not user friendly or scalable to appropriately demonstrate the growth of their business or accurately portray the strength of their brand.
- Key Business Solution: New Web Site Architecture, CMS and Design.
- Benefits: Rediscovery of brand, refinement and enhancement of brand as reflected in the new web site.
- Results: More thorough overview of firm’s capabilities and past successes resulting in greater awareness, thus leading to more new business opportunities.
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"The team at Elevated Third took the time to learn about the sports venue industry, how we deliver projects, and what differentiates us from the competition. Then, they took that knowledge and translated it into a functional site that not only looks great, but enhances our business objectives. They helped us rediscover our brand throughout the creativity process and the end result couldn't be better."
Melissa Heiter - Director, Marketing & Communications
Success Strategy
The website was a key aspect of ICON Venue Group's marketing and sales strategy to better reflect what they have helped clients achieve. They needed a place to showcase those successes in a way that is relevant and accessible to their target audience.
Melissa Heiter of ICON Venue Group engaged Elevated Third in discussions about a website redesign due to previous experience she had with them on philanthropic project. It came down to two companies, including Elevated Third. After careful research and consideration ICON Venue Group chose Elevated Third for many reasons. According to Ms. Heiter, "The firm's overall capabilities, the breadth and depth of talent, and the strategic approach they applied the whole project."
A key aspect of the approach E3 took was a focus on getting to know ICON Venue Group and their business before the site was designed and built. They focused on important business goals and communications first, resulting in the site being driven by content and their target audience's needs. It was an integrated process based on striking a balance between content, navigation and design.
Benefits/Results
Leveraging the content and user-friendly navigation has resulted in a creative, well-rounded site enabling ICON Venue Group to show multiple aspects of information and expertise for each project and project team. Intrasite links are key to enabling a web site visitor to see multiple aspects of a single project and common elements of several projects. This reinforces the breadth and depth of ICON's capabilities thus reinforcing their position at the top of their field. When you go to the site it is very clear that they are the best at what they do.
They have received very positive feedback from current clients and prospects on the site as well. It now displays a level of confidence and further enhances their brand recognition. The look and feel supports the content and capabilities which better positions them to be considered for future projects.
The ease of the site architecture and content management system (built using Drupal) enables Melissa to update the site quickly and easily which helps ensure the accuracy of project portfolios being displayed. Now the site will keep pace with the growth of the business and continue to be a key element in supporting and communicating the strength of ICON's brand.