Sports venues have evolved from architectural landmarks into high-tech hubs where fans expect seamless digital engagement and staff rely on robust connectivity to run complex operations. When thoughtfully designed and integrated, a sports venue’s technology infrastructure can drive profits. How effective the technology is at driving profitability, however, rests heavily on the skill and thought put into it prior to construction. This coordination step is where facilities often fall short and miss out on opportunities.
“We can’t control the gameday weather, but we can control the WiFi, AV, digital ticketing, any system within a venue – all of which contribute to experience, operations, and ultimately profitability,” said Sean Graham, Operations Director for Aptitude. “For instance, when concessions and merchandise lines move quickly and digital payment is simple, sales will be high. But any slowdown can cause fans to walk away before purchasing. And when fans don’t have ideal experiences at a sports venue overall, they’re tempted to watch the next game from home.”
New Revenue-Driving Functions Require Complex Integration
Many legacy sports venues are undergoing renovations not only to update architecture but also to bring technology infrastructure up to current standards. Opportunities to add new technology features that can enhance experience and drive profits abound. Also, venues are competing with even the most loyal fans’ home theater systems, hoping they’ll make the trip to the stadium and cheer their team on in person.
Innovations such as dynamic pricing, digital ticketing, and in-seat ordering can drive profitability. And by leveraging fan data and new technologies, venues can enhance the fan experience, increase sales, and open new revenue streams through targeted marketing and digital advertising. This all sounds like a win for sports venues, but these upgrades are rarely straightforward. New technology without proper integration is like replacing your car’s tires but never getting an oil change.
Piecemeal system upgrades often create problems because each provider focuses on their own solution instead of designing for the bigger picture. Successful technology enablement requires connectivity specifications and designs that account for how each system will connect to the backbone infrastructure and how each system will ‘talk’ to other systems in the building.
Your Sports Construction Project Needs a Master Systems Integrator
The solution to maximizing tech upgrades without losing infrastructure cohesion: A Master Systems Integrator (MSI). For facilities, such as sports venues, where user experience is paramount and technology systems are numerous, an experienced MSI on the project team is a game-changer. The level of technology planning required has grown exponentially with the addition of new systems and added bandwidth. While an AV and a security contractor might have sufficed a few years ago, that’s not enough today.
“We like to call the technology infrastructure in a building its digital rebar; just like the steel rebar it supports the overall structure. You would never throw up rebar haphazardly without a structural engineer’s design recommendations. The digital rebar is similar; technology systems need a support system, and they need to be coordinated so they all work together,” said Mike Kettleson, National Operations Director for Aptitude.
Final Thoughts on Using Technology to Maximize ROI
Whether building a brand-new venue or upgrading a historic stadium, the key to ROI is more about the planning than it is about the bells and whistles. By approaching technology holistically and partnering with an expert integrator, high-end experiences and profitability will materialize.
“Our goal on any project is to put ourselves in the shoes of the end users and focus on how the technology ecosystem will serve them,” said Graham. “It’s vital that the systems that are meant to elevate their experience do exactly that. When technology is clunky or systems don’t talk to each other, it’s useless. Getting to the desired outcome requires a holistic approach and a lot of planning.”
Much like the adage ‘do what you love and the money will follow,’ when a sports environment is truly enjoyable, it will also be profitable. Because fans aren’t just showing up for a game – they’re showing up for the gameday experience.
Technology to Serve People and Profits:
The following, in Aptitude’s opinion, are non-negotiables for maximizing user experience and return on investment in a sports venue.
- Ample bandwidth to support WiFi, mobile applications, interactive displays, wireless point of sale interactions, digital tickets, and more
- Editable digital wayfinding
- Audiovisual to support an immersive fan experience, including stats, replays, and interactive posting
- A central, on-premise Building Management System multiple staff members are adept at operating
- Sophisticated security operations such as biometric scanning and camera monitoring throughout the campus