From Couch To Stadium: Venue Technology

Jeanne Grunert writes on the importance of in-stadium technologies, as venues look for new ways to build fan attendance…

New venue technologies are making a day spent at the stadium as comfortable as watching the game from the couch. Whether it’s finding a restroom with the shortest waiting time or ordering a beer from your seat, mobile apps are increasing the appeal of a day at the stadium for many millennial and mobile-hungry fans.

The Connected Generation

Millennials consider connectivity to be essential for modern life. According to the U.S. Chamber of Commerce Foundation, “this generation is technically savvy, almost as if it has a digital sixth sense. A wired, connected world is all that millennials have ever known.” They expect connectivity and easy access to information and resources via their smartphones, tablets and other electronic devices — no matter where they go.

Emerging New Venue Technologies

Smart stadium owners have embraced the expectations of this generation and are launching mobile apps to keep them engaged. These apps allow users to place food service orders, watch video replays, check waiting times for restrooms and monitor parking availability. Here are some prime examples of hot new venue technology.

The Dallas Cowboys launched a new app at AT&T Stadium that enhances fans’ enjoyment of live games. When the team scores a touchdown, the app flashes lights on the screen in time with the stadium lights, turning each fan’s phone into a virtual cheerleader. Fans can also post the photos they’ve taken at the game, which are shared on a large electronic billboard live during the game.

Levi’s Stadium, home to the San Francisco 49ers, launched a new ticketing app that provides greeters at the gate with each fan’s name so they can welcome them by name. Additional apps help fans locate the nearest restroom with the shortest line and find their cars after the game in crowded parking lots. Yet another app provides video replays on demand for fans, allowing them to watch game highlights from their seats.

The Barclay’s Center is also testing in-seat food delivery apps that let fans order refreshments right from their mobile devices. The stadium believes this new method is less expensive in the long run, since fewer concessionaires walk the stands, and will be more appealing to fans.

The Challenges of Adding Stadium Apps

Developing and deploying stadium apps comes with a number of challenges. Apps require multiple Wi-Fi connection points to run properly throughout a stadium. Some stadiums are so large that running the Wi-Fi network within its walls is equivalent to setting up a network for an entire small city. Forbes reports that Levi Stadium built its own infrastructure and acts as a third-party cell tower operator. The network at AT&T Stadium requires 17 cell sites and 1,500 wireless access points — a network similar in size to one that powers McKinney, Texas. All of this costs millions to install; many stadium owners are watching the results of Levi’s Stadium’s investments to assess the viability of installing similar systems in their venues.

Increasing Ticket Sales and Wooing Fans Back to the Stadium

People are busier than ever, with more entertainment options vying for their dollars. It’s vital for venues to adopt the latest technologies to entice fans from their couches and HD screens to events. Stadium owners can expect to attract new fans and welcome old ones with a wide range of mobile apps and new venue technologies that create fan engagement, enhance team loyalty and increase ticket and refreshment sales.

This article originally appeared here