Executive Summary
Skyway Interactive partnered with the Arizona Cardinals to develop an interactive virtual tour platform designed to support the sale of premium seating and hospitality spaces at State Farm Stadium. The solution enables the Cardinals’ sales team to present suites, clubs, and exclusive gameday environments through a fully navigable, first-person experience that can be shared across digital channels and sales workflows.
By replacing static imagery with an immersive environment, the platform helps prospective buyers more clearly evaluate premium inventory, particularly for spaces that are uniquely configured for gameday and not accessible year-round. The tool is actively used in both live sales presentations and follow-up proposals, supporting multi-stakeholder decision-making and improving buyer confidence throughout the process.
Integrated across the Cardinals’ website and third-party sales platforms, this approach has transformed how premium inventory is presented and understood, helping the organization communicate value more effectively in a modern, digital-first sales environment.
Submitting Organization: Skyway Interactive
Detailed Nomination
Overview
The Arizona Cardinals sought a more effective way to present and sell their premium seating inventory beyond traditional photography and static marketing materials. To address this, Skyway Interactive developed an interactive experience that allows prospective buyers to explore the stadium’s premium environments in a fully navigable, first-person format.
The experience spans nearly 340 interconnected panoramic scenes, covering suites, clubs, and exclusive gameday configurations throughout State Farm Stadium. In addition to interior spaces, aerial drone imagery provides spatial context both inside and outside the venue, creating a seamless environment that mirrors an in-person walkthrough.
The platform offers both a full-property experience and targeted “mini-tour” environments. These allow sales representatives to guide prospects through specific premium offerings (such as a suite level or club space) without navigating the entire stadium. More focus. Less friction.
The virtual tour has been integrated across multiple digital channels, including the Cardinals’ website and third-party platforms such as SuitePro and Digideck, ensuring accessibility across all stages of the sales funnel.
Innovation & Impact
While many solutions focus on streamlining transactions or backend workflows, Skyway Interactive addresses an earlier stage of the sales process: helping prospective buyers confidently evaluate premium inventory before purchase.
Traditional sales materials, such as brochures, static photography, or video, limit a buyer’s ability to fully grasp the layout and experience of a space. This solution replaces those constraints with an interactive environment that mirrors an in-person walkthrough.
A key differentiator is the use of segmented “mini-tour” experiences. Instead of navigating an entire stadium, sales representatives can present curated paths focused on specific products. Only what matters. This keeps conversations efficient and aligned with buyer intent.
The platform also addresses a unique challenge within the Cardinals’ premium portfolio: many spaces only exist in their final form on gameday. By capturing these environments in their fully activated state, the tool allows sales teams to present experiences that would otherwise be difficult to access. That’s a big gap solved.
The solution is designed for flexibility across the sales lifecycle, functioning across desktop and mobile devices and integrating into workflows from live presentations to follow-up proposals and third-party platforms. It fits naturally into how teams already sell.
As digital purchasing tools evolve, solutions that improve buyer confidence and clarity will play an increasingly important role in the premium sales ecosystem.
Results & Success Metrics
The virtual tour has become an integral part of the Cardinals’ premium sales process, supporting both initial engagement and ongoing deal progression. The platform is actively used across multiple touchpoints, including live presentations, follow-up proposals, and digital sales platforms. It’s part of the daily workflow.
As noted by the Arizona Cardinals’ Senior Director of Premium Sales and Service:
“In today’s world, there are often multiple parties involved in making a decision on purchasing tickets and hospitality at games. The 360 tours help paint the picture and show clients the real estate they are purchasing, virtually on appointments and in follow-up proposals.”
By providing a shared, interactive experience, the platform ensures that all decision-makers—whether local or remote—can fully understand the product being evaluated and move more confidently toward purchase decisions.
The tool has also improved the ability to sell non-permanent premium environments by capturing gameday configurations that are not accessible year-round, expanding the sales team’s ability to communicate available offerings regardless of timing or access. No more waiting for gameday.
The platform’s integration across multiple channels has increased its utility throughout the sales funnel, from discovery to final decision-making.
Industry Influence
This project reflects a broader shift toward digital-first sales strategies and enhanced buyer experiences in premium hospitality.
Today’s buyers expect greater transparency and detail when evaluating high-value purchases. Static materials are no longer sufficient, particularly when site visits are limited. Expectations have changed.
By introducing an interactive, scalable sales tool, the Arizona Cardinals have established a new benchmark for presenting premium inventory. The approach demonstrates how immersive technology can bridge in-person and remote selling, enabling organizations to reach wider audiences while maintaining engagement and clarity.
Similar implementations across organizations such as the Boston Red Sox, Miami Dolphins, and MetLife Stadium further demonstrate the scalability and growing adoption of this approach across the industry.
