Episode 2: Using data to prepare Seattle for the Kraken with Kendall Tyson

Kendall Tyson is the Vice President of Strategy and Business Intelligence for the NHL’s newest franchise and 32nd club, the Seattle Kraken. In this episode, Kendall gives us an inside perspective from her vantage point as she and her team prepare Climate Pledge Arena and the people of Seattle for personalized, data-driven experiences in professional hockey.

There’s a way for everyone to contribute.

Kendall started off in consulting. It wasn’t until she chose to go back to business school that she decided sports best fit her skill sets and passion. Her brother, Kyle, who also works for the Seattle Kraken, started out as a teacher. An open skate at a rink in Seattle turned into a three-way coffee date with the Kraken’s CEO, Tod Leiweke, which then turned into new careers for both Kendall and her brother. Her story alone proves that despite what your degree is in or what your current job is, you can still bring something valuable to the sports industry. 

Data needs to allow for collaboration across all departments.

Kendall’s cutting edge work with the Kraken is about creating a joint infrastructure for each department to analyze data collectively. For example, an internal integration between the Point of Sale (POS) system and the ticketing system would allow food, beverage, and merchandise purchases to be tracked to each individual fan. Kendall believes this is the future of fan experience because teams would have insight on a fan’s favorite player (based on which jersey they bought) or if a fan preferred a certain game time snack (based on their food and beverage purchases). 

Understanding your fans is crucial. 

Traditionally, the only data teams kept pertain solely to ticket sales and attendance. With the rise of digital content and e-commerce, teams can now learn about each fan. Kendall says her passion is bringing other industries’ practices to sports. The retail industry collects data and can show us clothing we might like based on previous searches. Streaming services curate lists of shows and movies we might like based on previous content watched. Kendall wants to do the same thing with the Kraken.

“There's significant value in knowing information about your fans who buy your product, the people coming in your door, not only so that you can sell them more in the future, but also so you can know them and provide unique experiences.”

Flexibility in your approach is everything.

Technology is constantly changing, so it is necessary to have tools built to withstand the shifts. Kendall shares that having control of open source data helps keep up with the progression of technology. For teams to accurately understand their fans, public data needs to be collected and analyzed in a timely manner. This gives each department the information needed to better cater to the fans on an individual level. 

Representation matters. 

This echoed the loudest in our conversation; it is hard to be something you have never seen. Kendall encourages women to bring their authentic self to every position. As women, we have special characteristics that bring value to our role; we are friends, entrepreneurs, innovators, creators, and so much more. We should embrace all that makes us unique and bring that to our careers. It is important for the next generation to see us in this industry so they know that it is possible for them. 

Thank you Kendall for sharing your story and for all you do to lead and inspire women in sports and entertainment!

This interview is powered by WINS, our media membership for women in sports and entertainment. Click here to learn more about WINS.

Deja Wiggins is the Sales Coordinator for Ticket Operations at Madison Square Garden Sports.