How Roderick Smothers is Leading Alabama A&M’s Ticketing Evolution with Hometown
A Leader Behind the Experience
At Alabama A&M University, Roderick Smothers, Assistant Athletic Director for Ticketing, is making a significant impact. In just his second year, Smothers has combined technical expertise with a relationship-first mindset to improve ticketing operations for fans, athletes, and staff.
A Unique Path to Athletics Administration
Smothers’ journey began in student housing, where he honed vital skills in communication and leadership as a Resident Assistant. His early work experiences now shape his approach to supporting student-athletes beyond the game.
“It’s about building relationships with students and helping them grow. The core of what I do now is really about giving back to the next generation of student-athletes.”
— Roderick Smothers
A Digital Leap: Embracing Hometown Ticketing
One of Smothers’ key achievements is leading the transition from a paper-based ticketing system to a modern, digital platform with Hometown.
“The old-school paper-based system was tedious and cumbersome. Now, with HomeTown, we’ve moved to a more modern, streamlined approach. Fans can purchase tickets with just a few clicks.”
— Roderick Smothers
Empowering Fans Through Self-Service
Hometown makes ticket access easier and more convenient—not just for sports, but also for student shows, concerts, and campus events.
“The beauty of using HomeTown is that fans can purchase tickets for all events—athletic and non-athletic—online. Everything is digital, so we don’t have to deal with paper tickets or worry about reconciliation.”
— Roderick Smothers
Even during large events, fans can screenshot their tickets and use them offline, ensuring seamless access.
Faster Entry and Efficient Game Days
By eliminating paper tickets, Hometown has reduced gate congestion and improved entry speeds at major events.
“Real-time scanning means we don’t have people waiting in line for hours. Now, everything is automated, and it just makes our job easier.”
— Roderick Smothers
Homecoming and Milestone Success
Homecoming is the university’s largest annual event, and a key benchmark for ticketing success.
“We increased our ticket sales by about 20% over last year. It’s a huge achievement for our team.”
— Roderick Smothers
This year, Alabama A&M surpassed $300,000 in Homecoming ticket sales, a powerful testament to the Hometown platform’s impact.
Driving Awareness Through Social Media
Smothers collaborates closely with the communications team to ensure fans know where and how to purchase tickets.
“Today’s fans are engaged on social media, so we use platforms like Instagram, Twitter, and TikTok to reach them. We make it clear which website to use, so they avoid third-party scams.”
— Roderick Smothers
The Power of Real-Time Data
With Hometown’s real-time dashboards, Smothers can monitor purchases and attendance data live—adjusting staffing, entry flow, and more.
“I can literally see how ticket sales are doing in real time… it allows us to make adjustments on the fly and stay fully prepared.”
— Roderick Smothers
This approach helps compare pre-sales to walk-ups, giving critical insights into fan behavior.
A Trusted Partner in Hometown
For Smothers, HomeTown is more than a tool—it’s a solutions partner.
“In one word, I would say: solutions. HomeTown provides us with simple and effective solutions to both everyday challenges and complex problems.”
— Roderick Smothers
He emphasizes how responsive support and intuitive technology help them stay ahead in a fast-paced digital environment.
Looking Ahead: Innovation and Fan Experience
With a forward-looking mindset, Smothers is committed to improving technology, communication, and service.
“We’re always looking for ways to improve… Ultimately, it’s about making the fan experience as easy and enjoyable as possible—and that’s what drives everything we do.”
— Roderick Smothers
Through his leadership, Alabama A&M is entering a new era of digitally enhanced, fan-focused athletics.
