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This article shares how ARAMARK, introduces new techonolgy using the iPad. This is occurring at the home of the NBA Cleveland Cavaliers. It allows luxury suite owners to not only order food and drinks, but gives the guest the ability to buy team logo merchandise, see and buy tickets for upcoming events at the arena, while serving as an electronic concierge. Smarttouch will allow the arena operators to see first hand what their guests like and want more of. By providing this type of service to its guests, it will build a stronger bond between the fan/guest and the team/arena owner. If indeed this does increase loyalty, the increase in spending will surely follow. I believe this is a very strategic move on behalf of Aramark and the arena, because those who spend the type of money to have box/suites in the arena, will spend in other areas. Business owners would support the organization, by entertaining their clients, through advertisements and via word of mouth of the latest and greatest experience they had at the arena. Additionally, revenues generated from the other service offerings, will help justify costs needed to upgrade the facility to support the type of infrastructure needed to operate the Smarttouch.