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INDUSTRY POV

Game On! Scoring winning digital-signage integrations for stadiums and arenas. By Nick Belcore Peerless-AV

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ans in arenas and stadiums expect total immersion in the product they are consuming—or, in essence, never to miss a moment of the action. Similarly, fans these days want to engage and interact with the product or experience at a higher level than ever before. Whether fans are in the apparel shop or grabbing a snack at the concession stand, stadiums and arenas around the world are incorporating digital deployments to enhance the customer experience while, simultaneously, capturing data that can be used to improve overall stadium operations. With the cost of most new stadiums averaging more than $1 billion, these venues are constantly evolving to incorporate a variety of mediums. Doing so helps ensure that a diversity of cultures and generations are interacting with their product in a way that facilitates a more personalized experience and that keeps customers engaged and returning for the next game. But how is this done? Now more than ever, the answer lies in technology upgrades for stadiums and arenas. Relevantly, InfoTrends has found that 30 Sound & Communications November 2019

digital displays can increase brand awareness by almost 48 percent! The evolution of technology and analytics is finally catching up with our desire to have an agnostic platform from which to tailor user experiences, thus making the possibilities truly limitless and allowing venues to be as creative as they wish to be.

Continuous Fan Experience To establish an easily updated platform for wayfinding, advertising and interactive experiences, outdoor TVs, displays and mounts can be seamlessly installed. This platform then creates a continuous fan experience throughout the entire stadium—in essence, it makes some (or all) aspects of the stadium product-portable. Integrated kiosks offering entertainment and information are another smart option for arenas; they encourage fan engagement, and they can create a design element by using customizable branding, cameras, logos and more. Similarly, digital menu boards in concession areas can be customized with content that communicates estimated wait time, shares menu items’ availability or even tries to upsell key items. Of course, it would be impossible to discuss stadiums without paying tribute to the largest form of digital signage in an arena: the scoreboard. Direct-view LED (dvLED) is the technology that powers scoreboards, and, as a technology, it’s the only choice when going for a large-format wow factor. dvLED scoreboards allow for visibility at all times of the day—even in the brightest conditions—and they can be seen by fans seated anywhere in the stadium. The large size of the screen also allows scoreboards to provide advertising and entertainment opportunities that can be viewed far and wide, extending well beyond gameday, if desired and appropriately situated. With the ease of updating and segmenting content, it’s now simpler than ever for a stadium to update fantasy scores while, simultaneously, showing a replay from the game and displaying a featured athlete’s statistics. dvLED technology has advanced to the point that it can be deployed, in a cost-effective manner, anywhere in the stadium. That

Profile for Sound & Communications

Sound & Communications November 2019, Vol 65 No 11  

This month, we focus on systems for stadiums and arenas. Features include the brand new Chase Center, home of the NBA's Golden State Warrior...

Sound & Communications November 2019, Vol 65 No 11  

This month, we focus on systems for stadiums and arenas. Features include the brand new Chase Center, home of the NBA's Golden State Warrior...

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