Converged fiber network the hidden gem at Dickies Arena

Dickies Arena, now open in Fort Worth, Texas, has a single converged fiber backbone to bring order and efficiency to its networking needs. Credit all photos: Paul Kapustka, MSR (click on any picture for a larger image)

With its soaring roof and its high-end cosmetic finishes, Fort Worth’s new Dickies Arena will be a wonder to look at for fans of all events that will take place there.

But what may be even more impressive, certainly from an IT perspective, is something you can’t see: The single, converged fiber network that supports all network operations, including the cellular DAS, the arena Wi-Fi and the IPTV operations, in an orderly, future-proofed way.

Built by AmpThink for the arena, the network is a departure from what has long been the norm in venue IT deployments, where multiple service providers typically build their own networks, with multiple cabling systems competing for conduit space. At Dickies Arena, AmpThink was able to control the fiber systems to follow a single, specific path, allowing the company to save costs and space for the client while building out a system with enough extra capacity to handle future needs for bandwidth, according to AmpThink.

“This is really our master class [on stadium network design],” said AmpThink president Bill Anderson, during a September MSR visit and tour of the almost-ready arena. If you’re not familiar with the Dickies Arena story, the 14,000-seat arena is part of a public-private venture between the city of Fort Worth and a consortium of investors and donors led by local Fort Worth philanthropist Ed Bass. Though it doesn’t have a professional basketball or hockey tenant, the NBA-sized venue will fill an arena-sized need for events in the growing Fort Worth area, while also serving as the new home for the Fort Worth Stock Show and Rodeo.

Following the lead of AT&T Stadium, where high-end finishes were a hallmark of Dallas Cowboys owner Jerry Jones’ influence, Dickies Arena appears to take cosmetic matters a full step further, with intricate tile flooring and art-quality finishes on areas like stairway handrails and bar facades. In an early September walkaround while workers were still completing finishing touches like polishing concrete floors to make the surfaces shine, MSR also got to see the results of owners’ requests of “not having a single cellular or Wi-Fi antenna visible,” according to AmpThink’s Anderson.

No fiber allowed outside of the single path

Editor’s note: This report is from our latest STADIUM TECH REPORT, an in-depth look at successful deployments of stadium technology. Included with this report is a profile of the new Wi-Fi 6 network at Ohio Stadium, and an in-person research report on the new Wi-Fi network at Las Vegas Ballpark. You can either VIEW THE REPORT LIVE (no registration needed) or DOWNLOAD YOUR FREE COPY now!

In the suite and concourse areas, for example, Wi-Fi APs and DAS antennas are hidden behind ceiling panels, with no electronics in sight. But what’s even more impressive from an engineering and construction standpoint is what’s happening further down the network path from the endpoints, where all cable and fiber follows a structured pathway, first to an IDF and then back to the head end rooms in the arena’s basement.

Fiber cables head to the head end room in orderly fashion.

“No fiber is allowed to follow a path that doesn’t tie to an IDF, or directly to the head end,” said Anderson. “And we didn’t allow DAS vendors to be outside the closet. It’s the venue’s fiber network. Nobody else could come in and build their own.”

Looking from the end of the project back, it’s clear why you might want to pursue such a path: With a single, converged network, design and planning and eventually operations are streamlined, since there aren’t multiple infrastructures to deploy and maintain. The conditions also allowed AmpThink to fully pre-design and perform many construction techniques like splicing and cable measurement and cutting beforehand – according to Anderson, there was not a single fiber termination done in the field.

“For venues it used to be, use the ‘brute force’ method and just go figure it out in the field,” Anderson said.

At Dickies Arena, that method simply wasn’t the case. In addition to fiber cabling and splicing work, AmpThink also built many custom enclosures (the company has a large machine shop at its Dallas-area headquarters where it can design and manufacture parts like metal wiring boxes and the plastic enclosures it uses for stadium Wi-Fi and DAS deployments) to simplify installation while complying with the strict aesthetic requirements.

“AmpThink helped us think proactively so we are prepared to build on this solid foundation for the future,” said Matt Homan, president and general manager of Trail Drive Management Corp (TDMC), the not-for-profit operating entity for Dickies Arena. “This has allowed us to have a much more cost-effective approach, which is important for us as a 501c3 organization operating Dickies Arena. The AmpThink team has done a phenomenal job of assisting with the architectural integrity of the building to ensure that no Wi-Fi or DAS antennas were seen.”

High-end finishes are everywhere in Dickies Arena, even in the stairwells.

Jeff Alexander, senior vice president at ExteNet Systems, said Dickies Arena was the first time ExteNet ever participated in a converged network design for a large public venue. But Alexander also said ExteNet, which is responsible for the DAS design and 5G cellular installations at Dickies Arena, had years of experience in situations where service providers had to work together.

“Most [other] DAS deployments give no consideration for Wi-Fi, or anything else,” said Alexander in a phone interview. “Given ExteNet’s experience and our track record, these are things we were forced to think about 10 years ago.”

According to Alexander, the directive to work with a single converged fiber network wasn’t “harder” than a regular installation.

“It was unique,” Alexander said of the Dickies Arena installation experience. “It made us think of things we hadn’t thought about, and challenged us to consider other things than the typical DAS installation, which isn’t a bad thing. I consider it a success.”

At Dickies Arena, the DAS uses the Corning ONE DAS hardware system with approximately 500 active antennas in 12 zones for the DAS.

As future-proofed as possible

As part of the overall fiber network design, AmpThink’s Anderson said the company maximized capacity throughout the building, with hundreds of extra fiber strands available to support future capacity needs. By using optical fiber with hundreds of strands wound together – including some stretches with 864 different fiber strands inside a single cable – AmpThink actually saved time, money and space by preventing the need for additional infrastructure or future cable pulls.

The center-hung video board in testing mode

“The bulk of the cost [of fiber deployments] is the labor to pull the fiber,” Anderson said. By using large-bundle fiber, Anderson said AmpThink was able to drive the cost per strand to “a very low number,” while also clearing conduit space since a large-bundle fiber strand saves a huge amount of space when compared to multiple smaller-bundle strands which must each have their own insulation.

While ExteNet’s Alexander contends that no network design can ever be truly “future-proofed” – if you ask him he will tell you a story about a large sports venue where ExteNet is currently replacing 864-strand fiber put in 5 years ago with 1,728-strand fiber – he does agree that putting in as much fiber as the design and cost allows buys a venue time to support the always-growing demand for bandwidth.

“The industry is full of venues that didn’t do that, and 12 months later they’re expanding their fiber plant,” Alexander said. AmpThink’s Anderson noted that even during the arena’s construction, there were demands for additional fiber – such as for a densification in the LED ribbon boards – that were easily addressed.

“People came back to us, and said they needed more fiber, and we had it to give to them, no problem,” Anderson said. “It didn’t cost us a lot to do it [add in more fiber strands]. It’s a model everyone should look at.”

Want to read more in-depth reports from our latest issue? VIEW THE REPORT LIVE (no registration needed).

The rodeo will be the main event at Dickies Arena every year

The soaring, open rooftop is meant to mimic the wide open skies of Texas

The AmpThink-designed and manufactured cabling cabinets helped complete the ‘master class’ installation

New Report: Wi-Fi arrives at Ohio Stadium

MOBILE SPORTS REPORT is pleased to announce the Fall 2019 issue of our STADIUM TECH REPORT series, the ONLY in-depth publication created specifically for the stadium technology professional and the stadium technology marketplace.

Our latest issue contains an in-person report on the new Wi-Fi 6 network installed at Ohio Stadium, which is already the top collegiate Wi-Fi network in the country, producing record results. This issue also has an in-person profile of the Wi-Fi network at the new Las Vegas Ballpark, as well as a “first look” at Chase Center, the new home of the Golden State Warriors! Download your FREE copy today!

Inside the report our editorial coverage includes:
— An in-depth look at the new Wi-Fi 6 network installed at Ohio State University’s Ohio Stadium;
— An in-person report on the Wi-Fi network at the ‘hottest’ stadium in minor league baseball, the Las Vegas Ballpark;
— A look at the single, converged fiber network infrastructure at the soon-to-open Dickies Arena in Fort Worth;
— A “First Look” at the Chase Center, the new home of the Golden State Warriors.

Download your free copy today!

We’d like to take a quick moment to thank our sponsors, which for this issue include Mobilitie, JMA Wireless, Corning, Boingo, MatSing, Cox Business/Hospitality Network, Connectivity Wireless, and American Tower. Their generous sponsorship makes it possible for us to offer this content free of charge to our readers. We’d also like to welcome readers from the Inside Towers community, who may have found their way here via our ongoing partnership with the excellent publication Inside Towers. We’d also like to thank the SEAT community for your continued interest and support.

As always, we are here to hear what you have to say: Send me an email to kaps@mobilesportsreport.com and let us know what you think of our STADIUM TECH REPORT series.

Bigger is better for San Francisco Giants with new video board at Oracle Park

The new video board at Oracle Park, which stretches from light tower to light tower. Credit: San Francisco Giants (click on any picture for a larger image)

When it comes time for a stadium to replace its main video board, the rule of thumb almost always is that bigger is better.

The San Francisco Giants certainly think so, as the team replaced its main outfield display this season with a new screen that is three and a half times bigger, and a lot sharper than the previous technology.

Though he said it wasn’t a slam-dunk decision internally, Giants senior vice president and chief information officer Bill Schlough said the team eventually went with as big a screen as the park’s existing infrastructure allowed, with improving the fan experience as the main driver.

What fans at the newly renamed Oracle Park are looking at this season is a 71-foot high, 153-foot wide LED board from Mitsubishi, with a 10-mm pixel pitch and resolution of 2,160 x 4,672, dense enough to support 4K content when it becomes available. The new board stretches to fill the space between two light towers in centerfield, replacing a previous arrangement of a smaller board surrounded by a batch of static display signs, an arrangement that was part of the internal controversy, according to Schlough.

Is digital always better?

Editor’s note: This profile is from our most recent issue of our VENUE DISPLAY REPORT series, where we focus on telling the stories of successful venue display technology deployments and the business opportunities these deployments enable. This issue also contains profiles of the innovative directory displays at the Mall of America, and an in-depth look at display technology at U.S. Bank Stadium during the Final Four! START READING the issue today!

“It was an incredibly controversial topic inside the organization,” said Schlough of the debate about how big the Giants’ new screen should be. Though conventional wisdom says that digital signage can produce greater revenue than fixed signage due to its ability to change on demand, Schlough said that some salespeople and sponsors still like the permanence of a fixed display.

Crab sandwich and an Anchor Steam is an only-in-SF treat. Credit: Paul Kapustka, MSR

“When you are selling sponsorships there are pros and cons for each method,” Schlough said. “With digital you can have moments of exclusivity, where one sponsor can take over all the signage, and you can animate to capture the attention of fans.”

But the cons of digital signs include the fact that they can be turned off, a fact that may make a signage sponsor less willing to commit if it knows its message may be blanked out — as opposed to a static sign, which can’t be changed. According to Schlough the debate about the size of the new board was one of the most contentious technology decisions he’s seen during his 20-year career at the Giants, with only the team’s then-controversial decision to put Wi-Fi APs under seats (in 2013) coming close.

In the end the bigger-is-better side won out, in what Schlough said is part a nod to everyday experience with TVs as well as a hedge against the fact that stadium video screens often stay in place for many years.

“When’s the last time you came home with a TV from Best Buy and said, ‘it’s too big’ ?” Schlough joked.

On the more serious side, he did note that the Giants’ previous screen had lasted for 12 years — going from being just the third high-definition screen in all of Major League Baseball when it was installed to being the fifth-smallest and second-oldest in MLB by last season.

“You don’t get that many bites at the apple, and if you’re only making this kind of an investment every 10 years, there’s no way you can go too big,” Schlough said. The new board is now the third-largest in MLB, behind only Cleveland and Seattle. The team did seem to compromise for the fixed-sign contingent, adding more static display spots mounted to the light tower structures for this season. The new board also forced the Giants to replace an analog clock, installing a digital version a bit higher above the new board.

More stats, and 4K to come

In researching technology for its new $10 million investment, Schlough said the Giants went around to a host of other stadiums that had recently replaced their video boards, including the University of Nebraska’s Memorial Stadium, the Baltimore Ravens’ M&T Bank Stadium, and the Colorado Rockies’ Coors Field, among others. After looking at display technology from all the leading vendors, Schlough said the Giants stuck with longtime “great partner” Mitsubishi, who had provided the screen the Giants installed in 2007, which replaced an older board that was present when the venue opened in 2000.

The 4K-ready clarity of the screen is apparent in daylight or night. Credit: Paul Kapustka, MSR

With all the new space to play with, the Giants are already finding new things to show on the board, including a much longer list of statistics.

“It’s not just batting averages anymore, fans today want all the new things like launch velocity,” Schlough said. “Our baseball analytics team said ‘let’s give fans everything we’re looking at ourselves,’ so we’re putting up as much as we can.”

On a recent visit to Oracle Park, Mobile Sports Report witnessed the board in action, and came away incredibly impressed by the clarity and stunning scenes made possible by the large screen. Schlough wasn’t kidding about the wealth of new stats available for each batter, and the size and resolution made the between-innings video entertainment jump right out at you. Our favorites were a live shot of the San Francisco skyline from Treasure Island (see video below) and a between-inning t-shirt giveaway that inadvertently had MSR editor Paul Kapustka visible on the screen for a few almost-famous moments.

In the future, Schlough forsees the Giants showing 4K resolution content, which has not yet arrived for stadiums on the production side — but knowing that it someday will, he’s happy that the team has “future proofed” its main display for when 4K content arrives.

So far, Schlough said, fan response has been “awesome” in support of the new screen, making it clear that people in the seats agree that a bigger screen was a great choice.

“In the end the fans won,” Schlough said.

(More photos and a video from our recent visit below)

If this video looks blurry, blame the cameraman’s iPhone, not the Giants’ video board.

Can you spot MSR editor Paul Kapustka in this picture?

New static signs were pushed into the light towers to free up more room for the video screen.

Venue Display Report: Small directories do big job at Mall of America

The Mall of America turned to small digital directories to solve a big wayfinding problem. Credit all photos: Paul Kapustka, VDR (click on any picture for a larger image)

With hundreds of stores, shops and restaurants – and an embedded amusement park – being big only starts to describe the breadth of the Mall of America. Yet to help guests find what they are looking for and to find their way around the 5.6 million square-foot property, the Mall went small with its digital-display directories, a winning move that has produced more than 10 million interactions since going fully live just more than a year ago.

Once upon a time, the Bloomington, Minn.-based Mall of America was no different from any other shopping mall when it came to directories. In what was somewhat of a shopping center tradition, the Mall of America had four-sided standalone structures with four-foot wide printed displays, crammed with maps and lists of locations. While big, printed directories may have been the way malls always did things, they didn’t fit in with the Mall of America’s recent moves to embrace digital technology to improve the guest experience.

“Those old directories were monstrosities, and they were obsolete the moment you printed them,” said Janette Smrcka, information technology director for the Mall of America. During a visit this spring by Venue Display Report to the Mall, Smrcka said attempts to put granular information on the printed maps – like stacked graphics showing the multiple oor levels close together – produced a mostly frustrating experience for guests.

“You had to walk around these things, and it was really difficult to find anything, because there are so many stores,” Smrcka said. “And the maps were kind of information overload. We found guests didn’t react well tothem.”

Going digital for directories

Editor’s note: This profile is from our most recent issue of our VENUE DISPLAY REPORT series, where we focus on telling the stories of successful venue display technology deployments and the business opportunities these deployments enable. This issue also contains profiles of the new big video board at Oracle Park in San Francisco, and an in-depth look at display technology at U.S. Bank Stadium during the Final Four! START READING the issue today!

Thin lighted poles show where directories are located, without blocking the view

For the technology-forward Mall of America – which installed a high-definition Wi-Fi network throughout the property a few years ago – digital touch-screen directories seemed a logical next step ahead. According to Smrcka, the generational shift to embrace more touchscreen devices like phones and tablets, and the emergence of similar devices in many public places like airports and restaurants has produced a public that is far more comfortable with touching a display.

“Five or 10 years ago a touchscreen directory might have been too soon, but now very few people are hesitant [to use touchscreens],” Smrcka said. “Everything is a touchscreen, and people expect it. Everyone feels comfortable [using them].”

An important caveat for Mall of America, Smrcka said, was finding a way to make the mall directory experience more personal and private, like using an ATM.

“We always knew we wanted the screens to be smaller,” Smrcka said. Some other shopping centers that the Mall of America team had scouted had larger interactive displays, which Smrcka said could produce a “creepy” feeling since personal searches could potentially be viewed by people walking by.

“We felt like we wanted the screens to be a size where your body could be a shield,” Smrcka said. “Nobody needs to know what I’m looking for.”

As part of its deployment strategy, the Mall of America followed its agile development ethos and rolled out a small number of test units live in the Mall in late 2016. The displays, about the size of an iMac desktop screen tilted vertically, are from Aopen, and use a Chromebox commercial base for the operating system. A local Minneapolis-area wayfinding solutions firm, Express Image, provided the programming, and without much fanfare, the Mall flipped the switch and let its guests interact with the devices to see what happened.

Reducing search times to under a minute

“We didn’t exactly stalk people, but we did watch them [using the directories],” Smrcka said. Though some of the features enabled by the devices – like a search field – were obvious adds, exposing other services like maps and wayfinding weren’t as straightforward.

“There is a real problem of how do you logistically show 5 million square feet,” Smrcka said.

The start screen exposes some of the most-used directory services.

After watching users interact, the Mall of America has currently settled on a 2D mapping feature that can, if users choose it, show an animated path from where they are to where their desired destination is.

“The focus is how quickly can we help guests find what they are looking for,” Smrcka said.

After pulling the trigger to roll out 100 of the directories in mid-2017, the Mall’s IT team was rewarded with extensive usage analytics, which they put into an immediate feedback loop to improve the directories’ feature list and what was shown to users first.

“By far, the number one search was for restrooms,” Smrcka said. The Mall took that information and now has a prominent button on the main screen that will quickly show users the closest restrooms to that spot.

“There’s nothing like that immediate need,” Smrcka sAaid. “That was a quick win.”

Analyzing more of the data helps the Mall’s IT team do a better job of predicting what users are looking for when they misspell store names, or if users are having difficulty with directions. According to Smrcka some data analysis showed that one physical location of a set of directories was causing confusion since “people told to take a left turn ended up inside a Cinnabon.” Moving the directories around the nearby corner helped improve the directions feature, she said.

The directories got a good workout during Final Four weekend.

The problem of how to show directions to places on different levels of the mall was solved by having a different screen for each level; the animated directions will even advance the pathways up and down escalators or stairways. Srmcka is also proud of the Mall’s desire to make information as real-time as possible; that effort includes a kind of “mall hack” where cheap power meters feed information into the directory system to let guests know if, say, an escalator is temporarily out of service.

“Little things like that make a big difference,” said Smrcka.

In a casual mall walkaround, VDR observed many guests taking turns at the numerous directory locations, seeming to find what they need quickly without any obvious confusion. According to Smrcka, the directories have now logged more than 10 million interactions, with the average interaction time at 38.98 seconds.

Some features in the directories, like the ability for users to enter their phone number to get information via text message, may take longer to take off, Smrcka said. “There are always going to be some people who don’t have the comfort level to put their number into a public device,” Smrcka said. But overall, the small digital directories have added up to a huge success.

Final Four displays, new Giants scoreboard, all in the new VENUE DISPLAY REPORT!

Mobile Sports Report is pleased to announce the second issue of our new VENUE DISPLAY REPORT, with in-depth profiles of display technology at the Final Four, a huge new video board for the San Francisco Giants at Oracle Park, and the innovative directory displays at the Mall of America. No need to sign up or register — just click on the image below and start reading the issue today!

A new vertical-specific offering of MSR’s existing STADIUM TECH REPORT series, the VENUE DISPLAY REPORT series will focus on telling the stories of successful venue display technology deployments and the business opportunities these deployments enable. Like its sibling Stadium Tech Report series, the Venue Display Report series will offer valuable information about cutting-edge deployments that venue owners and operators can use to inform their own plans for advanced digital-display strategies.

Our reporting and analysis will be similar to that found in our popular STR series, with stadium and venue visits to see the display technology in action, and interviews and analysis with thought leaders to help readers better inform their upcoming technology purchasing decisions. And in case you are new to the MSR world, rest assured that all our VDR reports will be editorially objective, done in the old-school way of real reporting. We do not accept paid content and do not pick profiles based on any sponsorship or advertising arrangements.

This second issue is packed with real-world information, including how U.S. Bank Stadium uses the Cisco Vision IPTV display management system to help run the 2,000-plus digital displays inside and around the venue. We also take a good look at the huge new video board installed for this season at Oracle Park in San Francisco, and also bring you an in-person profile of the innovative directory display system at the Mall of America.

Start reading the second issue now! No download or registration necessary. You can also go back and view our inaugural VDR issue for more great information!

As venues seek to improve fan engagement and increase sponsor activation, display technology offers powerful new ways to improve the in-stadium fan experience. While these topics are of prime interest to many of our long-term audience of stadium tech professionals, we suggest that you share the link with colleagues on the marketing and advertising sales side of the house, as they will likely find great interest in the ROI enabled by strategic display system deployments.

Sponsorship spots are currently available for future VDR series reports; please contact Paul at kaps at mobilesportsreport.com for media kit information.

Venue Display Report: Sharks bring ‘excitement’ to SAP Center concourses with new digital display technology from Daktronics and Cisco

A long LED board lights up the main concourse at the San Jose Sharks’ home, SAP Center. Credit all photos: Paul Kapustka, MSR (click on any picture for a larger image)

If you’re an ice hockey fan, you are no doubt somewhat addicted to the excitement of seeing games live, in person. Yet one historical drawback to going to games has always been fearing those moments when you need or want to leave your seat, when missing out on the unpredictable action makes waiting in lines excruciating.

While many teams in all kinds of sports have been busy installing television screens in concourses and concession areas to help keep fans connected to the live action, at SAP Center in San Jose the NHL’s Sharks have taken concourse display technology to a new level: With cutting-edge LED displays from Daktronics and the Cisco Vision IPTV display management system from Cisco, the Sharks have turned what used to be basically a dark concrete tunnel into a well-lit, display-laden walkway that can bring live game action and exciting, engaging marketing messages to fans while they are outside the bowl, keeping the excitement level high no matter where in the building a fan might be.

The most visible part of the new display deployment, one installed in phases over the last two seasons, are the concourse LED boards from Daktronics, displays that were custom designed for the stadium’s walkways. Robin Hall, a regional manager for the Brookings, S.D.-based Daktronics, said there were a total of 17 displays added to the main concourse at SAP Center, all 3 1/2-feet tall but in many different widths, with one measuring almost 66 feet wide.

Narrow Pixel Pitch LEDs make a difference

Editor’s note: This profile is from our new VENUE DISPLAY REPORT series, a vertical-specific offering of MSR’s existing STADIUM TECH REPORT series. The VENUE DISPLAY REPORT series will focus on telling the stories of successful venue display technology deployments and the business opportunities these deployments enable. No registration or email address required — just click on this link and start reading!

John Castro, vice president of corporate partnerships for the Sharks, said the concourse displays are just the latest step in an ongoing process to “keep the venue updated and modernized.” Now celebrating its 25th year in existence, SAP Center recently hosted the NHL’s All-Star Game and is a regular stop for such big-ticket events as NCAA basketball regionals and U.S. Figure Skating championships.

In 2010, Castro said the arena added a new Daktronics center-hung video board, which has distinctive circular ribbon boards above and below that synchronize with the ribbon board that circles the arena in the middle of the seating areas. A few years ago, the arena put out an RFP to bring Wi-Fi to the stadium, and when it picked Cisco for the gear supplier, it also decided to use Cisco Vision to synchronize a new display strategy for the building’s main concourse.

“The idea was, let’s emulate what people see in the seats and bring it to the concourse,” Castro said.

A new LED screen above an entryway

What was eventually installed over the past two seasons were the new wall-mounted displays, which joined the 240 TV screens and the 16 hanging pendant displays (with six screens each) that were already in the concourses. According to Castro the Sharks took down eight static signs to make room for the new, interactive displays.

All the new displays make use of Daktronic’s new Narrow Pixel Pitch (NPP) technology, which feature 2.5-millimeter line spacing. The close alignment of the LED lights in the displays makes them sharp even from close distances, with a look and feel more like a traditional TV screen than an LED ribbon board.

By using LED technology, not only are the boards more flexible in what kind of content they can carry, but they are also cheaper and more resilient than TV screens, something Hall said matters a lot to venues like SAP Center that may see up to 300 live events a year.

“If you have TVs, you have to replace them often, and over a lot of hours [the expense] is hard to justify,” said Hall. With its LED technology, Daktronics was able to create custom size boards to fit different areas in the concourse (like above the entry and exit doorways, or above the main entry openings to the seating bowl), giving the Sharks lots of flexibility to build their new concourse viewing experience.

Bringing Cisco Vision to control displays

To make fans take notice of the new displays, the Sharks turned to Cisco and its Cisco Vision IPTV display management system, which allows teams and venues to program and run multiple displays from a single management system. Cisco also brings to the table years of experience in designing, deploying and selling display systems and system content, which can help teams like the Sharks not only keep fans more engaged but also help the team improve its digital ad sales.

Cisco, which supplied the Wi-Fi gear when SAP Center got its new wireless networks a couple years ago, teamed up with network deployment partner AmpThink to deploy a new display system at the same time, often doubling up on infrastructure. At many points inside the arena, a display screen is mounted in the same space as a Wi-Fi access point, an efficient design that combines aesthetics (the APs are hidden behind the screens) with cost savings.

Menu screens and live action are side-by-side to keep fans engaged

According to Ken Martin, executive director of digital transformation for the consumer industries in the Americas and for the sports and entertainment industry globally at Cisco, the Sharks’ previous display system was limited in its capabilities, especially in the ability to change things like menu boards easily between events. Martin also said the Sharks had four different signage solutions for the various boards and displays throughout the stadium, making it hard to coordinate programming across screens.

Now with Cisco Vision in place, the Sharks can build “shows” of content and advertising that flow from screen to screen, or arrive simultaneously on multiple screens to increase the visual effect. Inside the SAP Center concourses, the new Daktronics panels combine with an previously existing infrastructure of screen displays hanging over the walkways to create a visual “wall” that draws the eye.

“The way [the screens] are positioned, you cannot stand in the SAP Center concourses without being hit by something,” Cisco’s Martin said.

The Sharks’ Castro said there “was a lot of discussion and research” about the placement of the signs.

“Whether you turn left or right, you’re always going to see an LED,” Castro said.

How to use digital displays to entertain and inform

Through its professional services that are part of the Cisco Vision deal, Cisco also helps the Sharks brainstorm with potential sponsors to create digital display advertising ideas, and then also helps create, produce and run the “show” of ads that streams across all the stadium’s displays. A current campaign with BMW is an example of using all concourse screens simultaneously to create an immersive feel to the advertising.

A look at the hanging pendant screens in sync with the LED wall boards

“Part of what we do is show customers the art of the possible,” said Martin, who said many demonstrations of digital-display potential can happen in his team’s extensive demo room at Cisco, where they have 27 different types of screens to model just about any possible stadium deployment. Though much of the digital advertising industry in venues is still in an adolescent stage, Martin said that sponsors are “way more educated than they have ever been,” and know now that they can ask for particulars like having ads shown at certain times, or to have advertising content “wrapped” around live action on partial screen real estate, like an “L-wrap.”

With Cisco Vision, the Sharks are able to not just coordinate a “show” of ads and other content during the game, but they can also break in and trigger special screen content when something happens live, like a goal being scored. Such “takeover” moments are just another new asset that can be added to the ROI for a smart digital display solution, something not possible with static display systems. Such timely messages can really catch the fans’ eye, especially so at hockey games where people pay attention when they aren’t in their seats.

“If you’re a true hockey fan, you have your concourse timing down to a science,” said Daktronic’s Hall. “You never want to go to the game and feel like you’re missing something.”

To help those fans, one of the live action content pieces run across most of the concourse boards at SAP Center is a live clock that counts down the time until live action starts again.

“It can really be a showstopper, to use the screens and video walls, especially when they are all synchronized to the same message,” Cisco’s Martin said. “You’re going to get people to stop and pay attention.”

For the Sharks, the new system is already returning dividends; according to Castro, some 80 percent of all new digital display sponsorship business includes Cisco Vision integration as part of the opportunity.

“It helps [ads] rise above the clutter,” Castro said of the new display system. “You can see the impact on the brands as well as on the fans.”

“It’s like putting on a show in the concourse,” Daktronic’s Hall said of the new system. “It really extends the in-bowl experience through the whole venue.”

Editor’s note: This profile is from our new VENUE DISPLAY REPORT series, a vertical-specific offering of MSR’s existing STADIUM TECH REPORT series. The VENUE DISPLAY REPORT series will focus on telling the stories of successful venue display technology deployments and the business opportunities these deployments enable. No registration or email address required — just click on this link and start reading!