Atlanta Hawks. Philips Arena, 1 Philips Drive, Atlanta. Ticket prices start at $15 (there is a very limited supply of tickets at this price; expect to pay at least $50 for tickets). hawks.com/tickets.
One of the Atlanta Hawks’ greatest strengths this year is the depth of the team’s roster.
And, just like there’s not much drop-off when Dennis Schroder and Mike Scott come in for Jeff Teague and Paul Millsap, the same could be said when the inflatable Hawk does his thing and Harry gets a breather, or the doughy dads take the court instead of the Hawks cheerleaders.
Hawks games deliver nonstop entertainment. It begins with a new, eye-popping, pre-game visual that turns the court into the ultimate high-definition TV screen. Utilizing 3-D images, the floor appears to collapse, with Hawks flapping from the court and oversized images of players soaring to the basket.
The entertainment keeps going: flying gymnasts slam-dunking, hilarious middle-aged dancers doing their thing, parachuting Chick-fil-A cows, dazzling, enthusiastic cheerleaders taking the court.
Even the entertainment regulars are bringing their A-game this season.
Harry the Hawk, the playful mascot, recently took the court in a shimmering gold jacket and showed some smooth dance moves while “lip-syncing” to Bruno Mars’ “Uptown Funk.” The performance lit up Twitter and at least one news outlet called it the best mascot performance of the year.
“You can be the biggest Hawks fan and never leave the couch,” Hawks CEO Steve Koonin said. “Coming here has to be more than coming to a game. It’s got to be a complete experience. We want to create a sensory experience from the moment you get here till the moment you leave. Every moment of programming we think through and plan. The action on the court is the only unscripted part.”
Sporting events have evolved. Fans want a competitive game — but they also are seeking an experience. The goal is to create a game experience with various layers of entertainment, and to present something for everyone. In fact, while the people in the 100-level sections may have the best view of the game, the best seats in the house for the high-definition floor projections are farther back, in the the 300s and 400s.
“You want the entertainment to essentially heighten how people are feeling in and around the game, instead of turning it into something separate from the game,” said Peter Sorckoff, the Hawks’ chief creative officer and senior vice president of marketing.
Ultimately, nothing beats winning. And, this year, there has been lots of it. Even the kiss cam is adorable when the Hawks command the lead. Here’s a look at new entertainment elements, and long-time staples of the fan experience.
The floor: This pre-game show is a spectacle and is rolled out at that very moment you expect (and hope) fans will get hyped up.
Unveiled this season, the new 3-D projection system is something special. Working with video production company Quince Imaging, the Hawks installed cutting-edge court projection systems only a few other NBA venues have (including the Cleveland Cavaliers and Philadelphia 76ers). The Hawks have a 3-D floor projection system that uses “image mapping,” which essentially means that the video content is designed to be used on a specific canvas — in this case, the Hawks’ court. The imagery is created by first pixelating the court itself, and then using that digitally re-created hardwood as a part of the show.
Eight projectors hang from the rafters. Using sophisticated software, it’s extremely time-consuming, taking hundreds of hours to produce an opening. It cost in the seven figures, Sorckoff said, but seeing the fans’ reaction, it’s worth it. The opening video is 1 minute, 30 seconds long, which is followed by player introductions lasting another 90 seconds.
The floor also has been used for special half-time shows, and to create a stage-like backdrop for performances, including TI, who performed opening night.
The Sky Squad:
This is where gymnastics and basketball collide for a thrilling show. The Sky Squad performs acrobatic slam dunking, called “acrodunking,” at home games. Clad in red Hawks T-shirts, a rotating group of about five men, most of whom are former or current gymnasts, wow the crowd by soaring midair after springing off a trampoline.
Some of their moves have names like the “peanut butter and jelly” (a backward turn and twist on the trampoline before dunking) or the “swan dunk” (involving sailing at the rim with arms spread out). The finale typically involves tandem passing, with the last performer dunking the ball.
You can expect to see the Sky Squad, which warms up for about 30 minutes before games and meets about once a week to rehearse and practice, at quarter breaks, and they sometimes choreograph half-time shows lasting a full 5 minutes.
“It’s an exciting season,” said Eric Locklin, a Sky Squad performer and co-owner of Air Elite, which contracts with the Hawks to perform at games. “Not only are the Hawks playing well. They are doing it not by luck. They are winning with substance. They are playing with good offence and good defense.”
The dancers — the A-Team and the Hawks cheerleaders:
The A-Team, a bunch of middle-aged guys — some in shape, some pudgy — are a ragtag group of dancers that take fans by surprise when they run on. Some can dance; others can’t. But it doesn’t seem to matter when this group of guys struts on the court.
They are a parody of the real cheerleaders. They tear off their shirts — sparking thunderous applause and laughter. The men have been told they don’t have to undress every time — but they can’t resist the reaction.
They get assistance with their choreography from the Hawks cheerleaders, the real-deal group of about 30 women, many of whom are professionally trained dancers. While openings on the A-Team are often filled by word of mouth, the cheerleaders must go through a serious audition process, and are whittled down from about 250 women who try out.
Harry and Air Harry:
Harry the Hawk, the lovable, energetic prankster, has a relatively new family member: Air Harry. The towering inflatable mascot, who has been with the Hawks for about three years, can bust a move and even flop on the floor to the beat. He makes the occasional appearance at Hawks games.
Meanwhile, you can always depend on Harry the Hawk to be there at the game — running up and down the aisles, being silly and dancing — anything to keep fans engaged and entertained.
Kiss cam: It seems like it's been around forever and fans have come to expect it at home games. The camera scans the crowd, zeroes in on a couple, and shows the images on the giant screen. Couples who kiss are cheered, while those who decline may get booed.
Harry the Hawk often goes a little overboard pretending to make out with various women in the crowd. And sometimes it can be a little awkward if the camera focuses on a brother and sister watching the game together.
But, win or lose, one thing is sure: There is always a kiss-cam shot.
