August 17, 2005—From a sea of people, you emerge to glance up at the bronzed immortalization of the greatest basketball player the world has ever seen. A smile comes across your face as you enter the building that carries on a winning tradition that spans 39 years, and you make your way through the very walkways that legends trod.
Overhead banners breeze gently in the rafters in reverence toward previous world championships and in anticipation of victories to come. Energy flows through the hallways and through the veins of players and fans alike who have gathered in the Windy City’s greatest indoor arena, the United Center.
There is no question—this is one very special place.
Look around and you’ll see. Every age group, every ethnicity, every Chicago neighborhood and every rung of the social ladder is represented. In everything from $2,000 Armani custom suits to tattered jeans and T-shirts, people from every walk of life come together for the sole purpose of having a good time.
For the thousands who flock to the city’s West Side for each Bulls home game, it isn’t just about watching basketball—it’s about experiencing the joys of life. And regardless of the season’s record or the night’s final score, fans can rest assured that they will leave with a smile on their face thanks in great deal to the Bulls’ dedicated game entertainment staff.
Fan satisfaction has been Executive Vice-President of Business Operations Steve Schanwald's specialty for the past 18 years.
“The basketball game lasts 48 minutes, but people are in their seats for 2 and a half hours,” says Schanwald. “That means there is more than an hour and a half when no basketball is being played. And not every game is a classic. It’s our job to keep the fans entertained from the moment they enter the United Center until the moment they leave—to give them as much value for their entertainment dollar as possible. To give them their money's worth.”
