Tech following
New stadia are competing to outdo each other with
spectacular technology offers, which is a win-win
situation for fans. When SoFi Stadium opens in Los
Angeles in July 2020, it will boast a gigantic 70,000ft2
(6,500m2) oculus display board with 4K, double-sided
video. “It’s so huge it will take two weeks just to hang it.
The installation crews have to lift it incrementally,
then take the tension out of the cables, then lift a bit
more. They are building platforms, like catwalks, to
enable maintenance as once it’s up you can’t easily
bring it down for cleaning” Williamson says.
Meanwhile, on a smaller scale, there is a
proliferation of investment in technology such as
stadium apps that turn on phone flashlights to create
patterns, or floor mapping that creates stylish graphics,
such as making team emblems come-to-life. But
Williamson argues it’s important to realize that the
quality of the live experience is not solely about
technology. Fans will no longer tolerate paying US$30
for a beer and burger. They expect high-quality food
at prices that compete with the high street. The entire
stadium concept is being rethought as clubs figure out
how to encourage longer dwell times by creating
entertainment districts. “On non-match days, the areas
around stadia can become like ghost towns, which is
why it’s essential to have high-quality restaurants, bars,
shops and hotels around the stadium and encourage
a communal experience,” she says.
The San Francisco 49ers are also developing
membership packages that encourage fans to sign up
for live games. In 2020, season ticket holders will get
exclusive access to 70% of the food and beverage
menu. The offer includes in-seat ordering and push
notifications that reduce waiting times and queues
at concessions areas. The offer has been compared
to the theme park ‘Fast Pass’. “With the TV experience
better than ever, as well as shrinking attention spans
and a multitude of options for disposable income,
we feel it’s essential to improve every aspect of the invenue
experience,” says Schoeb. n
BROADCASTING
Fast and interactive connected
mobile experiences offer fans
more incentive to attend live
events than ever before
SOFI, SO GOOD
When the US$5bn 70,000-seat SoFi Stadium opens in July, 2020,
it will instantly be one of the most spectacular venues in the US.
Technology will be state-of-the-art with a 70,000ft² oculus
display board, but also a 5G communications network, Wi-Fi 6,
and digital ticketing called SafeTix.
The technology is designed to enhance the live experience,
but SoFi Stadium also embodies the desire to maximize revenue
from numerous sources and increase dwell times. It will have a
transparent dome spanning more than three-million ft², a 6,000-
seat performance center, and a 298-acre complex of office
buildings, shops, restaurants, residential units, hotels, movie
theatre and parks. The entire complex will be three-and-a-halftimes
the size of Disneyland Park in California.
42 www.stadia-magazine.com Showcase 2020
HKS Architects
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