CONNECTIVITY PRODUCTS & SERVICES
Money makers: Today’s venue projects
are investing in initiatives that will enable
them to monetize beyond the game
New builds and renovation projects
around the world, such as the
Little Caesars Arena in Detroit, the
Atlanta Braves’ SunTrust Park, New
National Stadium in Japan, and
the Motera Cricket Stadium in Ahmedabad,
see hundreds of millions of dollars invested
in top-to-bottom upgrades.
Behind each build is a list of priorities that
need to be followed in order to ensure ROI
and fan satisfaction. These include amenities,
technology, cybersecurity, infrastructure, and
fan engagement – and there are several
elements to ensure this is achieved.
Analytics
By integrating sensor technology into
network-connected devices, such as IP
cameras, lighting fixtures or temperature
controls, venues can capture valuable data
that can be used to make real-time decisions
to improve the venue experience.
By capturing information about which
foods, beverages and merchandise are selling
the fastest at a sporting event and
comparing that data to a concert, operators
can make better decisions about vendor
selection, variety, prices, quantities and even
pedestrian traffic flow.
Using consumer behavior information
can expand beyond the property, too. Using
sensors to gather data that helps operators
better understand buying patterns of season
ticket holders can help create targeted
marketing messages sent to consumers on
behalf of event sponsors.
Cybersecurity
Cyber threats are a growing concern for
sports stadia and can pose serious financial
and operational risks. These risks can come in
the form of data or financial theft, operational
disruption or even risk to physical safety.
As more devices connect wirelessly to a
network, it’s crucial to invest in cybersecurity
to prevent breaches. Cybersecurity policies
and procedures should also extend to
vendors. By ensuring that their systems are
secure and compliant with a stadium’s own
systems and networks, it will narrow the
opportunity for hackers to gain access. If
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internet access is interrupted, it could have
a major impact on guests who use mobile
tickets and pay via credit cards, as well as the
vendors that track inventory in the cloud.
Fan engagement
Stadium connectivity is critical for
fan engagement. It enables fans to
communicate, stream 4K video content,
interact with fantasy leagues in real time or
create personalized experiences. Augmented
reality is also now taking gamedays to
another level, allowing fans to select
between different camera angles and view
player stats instantaneously.
Major League Baseball is one such sport
using augmented reality that allows fans to
track players around the bases or across the
field from their seats by holding their
personal devices up toward the field. They
can see the player’s picture, real-time data
and even video of famous plays. This
technology can also give fans the
opportunity to interact with stats and data,
pinpointing optimal conditions for a stolen
base or specific type of pitch.
High-speed connections and high
bandwidth are essential for delivering this,
and also extends to the retail, entertainment
and residential areas outside the venue.
With stadia and arenas no longer
standalone venues, gameday is not only just
about the action, but also enjoying fun
experiences in and around the venue. After
a game, nearby restaurants can send fans in
their proximity access to exclusive deals via
their cell phones.
However, in order to monetize a venue
through fan engagement, cybersecurity
and analytics, future-ready cabling and
connectivity infrastructure are required.
Belden and its brands, including Grass
Valley, ThinkLogical and Tripwire, are well
positioned to help forward-thinking stadia
enable these monetization initiatives and
bring high-risk, high-cost projects to life. n
Stadium operators, fans and
vendors can all benefit from
the investment in connectivity
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