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The Challenge

After Icreon’s initial technology assessment with NYRR, one thing became clear: a single system that powers all events and operations is necessary for digital maturity. Our teams had gone through a deep dive discovery of the technology landscape, and a blueprint now existed that laid the groundwork for the ideation of an enterprise application.

The new enterprise application, eventually titled FRED in homage to the organization’s founder, would need to consolidate and digitize a multitude of technologies and processes within the organization, ultimately becoming their north star.

The Approach

With a clear vision of a single system and database in place, the next step was to do a deep dive and discovery of what the platform was going to be. Utilizing the initial audit, we took inventory of all the systems, processes and data that would need to flow in and out of the application.

On the platform side of the business - there were several fragmented, standalone systems that were siloed and not communicating information in real time. On the process side – components like bib assignments, marathon drawings, and payments were being processed manually. That meant that FRED would need to integrate all mission-critical systems, while simultaneously automating processes and workflows.

The Solution

For the first time in NYRR’s 50-year history, there was a unified platform for the business to run on – all thanks to FRED. From race drawings to ecommerce purchases – all operational data was now flowing into one place, giving departments across the organization complete visibility into the customer experience

Today, this platform is used across the entire business to deliver impactful experiences by analyzing customer behavior and creating new and unique products.


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