“It all begins and ends with the customers,” said Todd Merry, Chief Marketing Officer for Delaware North. “If we can understand what they want and need we can deliver a superior experience for that fan.”

Capturing every point of contact with the fans — from in-venue to online — is an approach that Sportservice is spending a lot of time and money on these days. That means knowing everything from the ticket purchase process to how they buy their food an...

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