Pandemic planning puts focus on venue entry, concessions

Hard Rock Stadium in Miami is using signage messages to help fans stay socially distanced. Credit: Miami Dolphins

As some venues take baby steps forward in allowing limited fan attendance at events, for most venues the ongoing effects of the Covid-19 pandemic are forcing owners and operators to take a longer look at the technologies and procedures that can help provide safer situations for large crowds inside public spaces for the foreseeable future.

And if keeping fans farther apart from each other is one of the simplest and best methods of enabling safer gatherings, it makes sense that many venues and technology and service providers are currently concentrating on venue entry and concession operations, with an eye toward using technology and procedures to cut down or eliminate the long lines that have long been a part of a game-day experience.

Before the pandemic changed events forever, many venues and fans were stuck in the systems and practices that had been the same for decades. While some forward-looking venues were experimenting with innovative digital technologies for entry and concessions operations, most were still caught somewhere in between the past and the future, with a mix of digital ticketing, paper tickets, cash transactions for parking and concessions, and bottleneck walkway traffic situations often caused by the random geography of stadiums, some built as long as 100 years ago. Fan behavior often contributed to these crowded situations, with the last-minute crush of entries from people who stayed at tailgate gatherings until just before kickoff a somewhat unwanted tradition at many stadiums across the country. But now, all that has changed.

The forced changes of Covid

In a wide series of interviews with venue owners and operators, team representatives, and technology manufacturers and service providers, we’ve seen general agreement with the idea that many of the “old ways of doing things” at events will no longer be possible as the pandemic continues, and most likely even after it subsides from its current critical state. Going forward, events in large public venues will need to adopt technologies and procedures aimed at not just keeping fans safe, but also to make them feel safe, and confident that the stadium operation is doing all it can in those regards.

The two areas of operations we are focusing on with this story are the two that easily account for the high- est potential of long lines: Stadium entry, and concessions. While historically these two operations have been fan-experience pain points in almost every venue, the good news is that mature technologies already exist to help solve for problems in both areas – and some best practices have already emerged from forward-looking venues and providers who embraced these ideas prior to the pandemic. What follows is a look at some of the technologies and services available for entry and concessions operations, with insights from early adopters and from the companies involved in the deployments.

Digital tickets and faster scanning

Editor’s note: This story is from our recent STADIUM TECH REPORT Fall 2020 issue, which you can read right now, no email or registration required! Also in this issue are profiles of the technology behind two of the most innovative venues to ever open, SoFi Stadium in Los Angeles and Allegiant Stadium in Las Vegas! START READING NOW!

Just like when airline ticketing went from printed paper to mostly mobile-device systems, so has the stadium and event entry business been changing. Prior to the pandemic, most venues of any size had at least some kind of digital ticketing system in place, with many moving to digital-only processes over the past few years. While there were still some holdouts, most of the people we interviewed agreed that the desire to make activities like parking lot and stadium entry faster and contact-free is now driving venues to adopt digital ticketing at a rapid pace.

“The tone has completely changed,” said Karri Zaremba, who until recently was chief operating officer at stadium app developer Venuetize (Zaremba is now a senior vice president with Major League Baseball, for ballpark experience and ticketing). According to Zaremba, this past summer teams and venues were showing “an eagerness and hunger” for digital ticketing systems that Venuetize hadn’t seen before.

“Everyone is scrambling to figure out a plan to reform venues and remove humans from the [interaction] equation,” Zaremba said.

George Baker, founder and CEO of parking technology provider ParkHub, agreed that the need to reduce hand-to-hand or face-to-face transactions is driving more technology in venue entry, beginning at the gate to the parking lot. ParkHub, which recently signed a deal with venue management firm Spectra to provide parking-lot technology to Spectra-managed properties, also raised an additional $15 million in venture funding this spring to help accelerate its business.

Parking attendants can scan digital tickets, a safer and faster alternative than cash. Credit: ParkHub

According to Baker, while fans may have long resisted any changes to the way things have always been done, he is confident that the safety of digital transactions, plus the expanding features available via digital platforms – such as premium lot differentiation and the ability to reserve spots ahead of time – will accelerate the use of technology in parking lot entry as well as many other game-day transactions. And as more fans use digital payment methods for parking, teams and venues can also better manage their inventory, with real-time updates.

“For venues, it’s no longer a nicety, it’s a necessity,” said Baker of digital transactions.

One venue that has made a name for itself by its use of innovative fan-facing technology is the Los Angeles Football Club’s Banc of California Stadium, which opened in 2018. Christian Lau, chief technology officer for Major League Soccer’s LAFC, said contact-free entry and transactions have always been a part of the venue’s plan.

In fact, before the pandemic started the club was working with security technology provider Patriot One to help develop a new entry-gate system that would include innovations including eliminating the need for the single-person metal detectors as well as future support for entry via facial recognition technology. LAFC is using entry gate technology from Axess, a Salzburg, Austria- based provider.

“It is all part of redefining our great fan experience, and redefining the security stack,” said Lau. “We want to let you walk into the stadium like you’re walking into a Target store.”

Other venues, including the University of Oklahoma, are already borrowing from the airline playbook, by putting in more self-scanning ticket kiosks. The NFL’s Jacksonville Jaguars, one of the first pro football teams allowing fans to attend in limited numbers, said they have installed new metal detectors that allow fans to keep things like keys and cell phones in their pockets when entering. Kim Rometo, vice president and CIO for the Miami Dolphins, said that Miami’s Hard Rock Stadium now has “walk-through, multi-zone metal detectors” that let fans keep items in their pockets to speed up entry.

Temperature scans are a costly addition

One technology that got a lot of attention this summer was thermal detection devices, usually cameras that could scan people to detect a high body temperature, one of the signs of a possible Covid-19 infection. While such cameras are already in use in some places like airports, we have yet to find a major U.S. sports venue that has committed to installing thermal cameras for fan entry. The reason why? A combination of high costs (each scanner device can cost $10,000 or more) and unclear results, especially when used in large-scale operations like fans coming in to an event.

While many sports teams are using thermal detection devices to help keep staff and players safe as they enter team buildings and the stadiums, the prospect of trying to extend those operations to thousands of fans is a problem that requires an extra level of operational procedures. Chip Swisher, director in the smart solutions practice at CenturyLink, said venues looking to install thermal detection systems need to consider placement (since the cameras do not work as well in bright sunlight) and other mitigating factors, like fans just getting hot from being in the sun at a tailgate party. Teams will also need to develop procedures on how to handle fans who do show a high temperature, either with cooling tents (where they can be re-tested after a short time period) or with further testing or ways to refuse entry.

At some venues temperature checks are being performed, by staff members with handheld devices, a process that may possibly introduce more safety issues than it solves by forcing the person-to-person proximity. For most venues, the temperature-check process is currently a “wait and see” item, as they monitor what other venues are doing and what, if any, requirements for temperature checks are made by local governent or health officials.

Spacing and timed entry and departure

If television views of some of the first games with fans allowed in the stands are any proof, the idea of keeping fans spaced far apart in the stands seems to be working, except at some college games where students apparently violated safety precautions by massing together once inside the venue, often without masks.

For most teams that are starting to allow fans into stadiums, the digital ticket and the team or stadium application is the primary vehicle for keeping fans at safe distances when they enter and stay at the venue.

“We stretched existing solutions to meeting the need [for distancing],” said the Dolphins’ Rometo. “Ticketmaster introduced the ability to define seating pods for social distance and space them six feet from one another. We [also] program the digital tickets to display the preferred gate for social distancing along with a specific entry time. All social distancing signage will be displayed on Cisco Vision throughout the concourses and we augmented eight LED boards at entrances to communicate entrance times.”

While some venues have floated the idea of having set departure times, Rometo said that at Hard Rock Stadium fans can leave at any time they choose. If they stay until the end, she said, ushers will try to dismiss rows in an order to keep social distancing – but added that the space available inside the venue should keep crowds from forming.

“Hard Rock Stadium can hold more than 65,000 so we fully expect dismissing 13,000 will still occur in a timely fashion,” said Rometo of the team’s expected early attendance allowance.

And while some teams are eliminating tailgating completely, others like the Kansas City Chiefs are implementing spacing protocols in the parking lots, with every other space blocked off so that fans can’t park side by side.

Concessions: Lessons learned from retail, fast food

If there was one place in many stadiums that needed an overhaul even before the pandemic, it was concessions. According to Moon Javaid, chief strategy officer for the San Francisco 49ers, customer experience surveys have consistently shown concessions to be “the lowest-rated aspect” across all sports.

Anothy Perez, CEO of stadium app developer VenueNext, explained why that experience has been poor at so many venues for so long.

New kiosks from Appetize will be used in the Green Bay Packers’ Lambeau Field when it allows fans back in. Credit: Appetize

“Deviating from the normal is a risk,” Perez said. “If you stick to the old wisdom and something goes wrong, it’s not your fault.”

But the advent of the Covid-19 pandemic, Perez said, “gives you cover to try something new. It’s a paradigm shift.”

With her Venuetize hat on, Zaremba said that many venues might not have moved forward faster with innovative concessions strategies in part to avoid alienating older customers.

“All that is now out the window,” Zaremba said. New methods of contact-free or lower-contact transactions, she said, are “going to be demanded” by fans who have gotten used to such interactions in the daily life of the pandemic, where most restaurant meals are now primarily consumed by to-go pickup or via delivery, with payments made electronically or via phone by credit card.

According to our interviews, many venues are quickly moving to change as much of their concessions operations as they can to more contact-free or even contactless transactions, where fans don’t have to talk face to face with concessions staff. Last year, the Denver Broncos had several new options along these lines at Empower Field at Mile High, including grab-and-go beverage stores that were basically rows of coolers where fans could take whatever canned or bottled beverages they wanted, and pay for them using an optical scanner (manufactured by Mashgin).

Other options in Denver included kiosk ordering for a chicken stand and several grab-and-go formats where prepackaged food was available to fans to take and pay for, again at a Mashgin scanner.

Fans at Empower Field at Mile High Stadium in 2019 use Appetize-powered kiosks to order and pay for food. Credit: Paul Kapustka, MSR

Kevin Anderson, chief strategy officer for stadium point-of-sale systems developer Appetize, said venues are realizing that if they didn’t have contact-free concessions systems in place, they need to rapidly do so, “because it’s the future.” Appetize, which powered the systems at the Broncos’ stadium, is currently in the process of bringing more than 50 self-service kiosks to the Green Bay Packers’ Lambeau Field, which hopes to be able to host fans sometime later this season.

Though kiosks do involve the process of touching a screen, Anderson said most people have confidence that a finger touch is a low-risk possibility of virus transmittal.

“The highest likelihood of transmittal is person to person,” Anderson said, voting for kiosks as a safer alternative. To help keep the process even safer, Anderson said Appetize’s new screens have a “hospital grade” screen protector that resists contamination. The kiosks, he said, will also have hand sanitizer bottles attached for fans to use.

The Niners’ Javaid said the team had already made a decision to bring in more kiosk stations for some of its regular concessions areas, because it not only reduces lines, but it also reduces the staffing requirements of a regular concession stand.

“Staffing is expensive, and for us [in Silicon Valley] it’s hard to get people,” said Javaid of the part-time work that maybe involves 10 events a year. For regular concession stands, Javaid said, the Niners would use four cashiers and four food expediters. But with a kiosk system, he said, one person can handle the same number of orders, allowing the team to repurpose the staff to other positions.

“And with kiosks, people can stand wherever [to wait for their orders],” Javaid noted. “You don’t have to stand in line.”

Team and stadium apps get a new life with concessions

Appetize, like other POS developers, also supports mobile ordering and payment for their concessions customers, another area where many venues are stepping up current order-by-phone operations or adding them if they didn’t previously support them. At LAFC’s Banc of California Stadium fans have been able to use several methods to order concessions digitally, including via the team’s Venuetize-built app, or by using Apple Business Chat, or by simply scanning a QR code on a sign near a stand, which brings up a web page with menus, ordering and payment instructions, making such transactions available on the fly.

When VenueNext was born as the provider of the stadium app for the Niners’ Levi’s Stadium in 2014, the company was an all-or-nothing proposition for doing everything inside the app, including the venue’s since-discontinued feature of having in-seat delivery available to every seat in the house. Perez, who took over the CEO spot in 2018, has shifted the company’s strategy to embrace other mobile-ordering options like web-based QR-code menus, and added a POS back-end system to support more mobile-ordering options. VenueNext debuted its new mobile systems last season at the University of Florida’s Ben Hill Griffin Stadium, aka “The Swamp.”

VenueNext powers a new app at the University of Florida’s Ben Hill Griffin Stadium, where it also debuted new products like a POS system and a web-based app in 2019. Credit: Paul Kapustka, MSR

Venues going all-mobile or mostly mobile for concessions may allow teams and venues to rethink their concourse real estate and possibly innovate by adding space for fan engagement or sponsor activation, Perez said.

“What really gets interesting is how you can open up spaces” in the venue by streamlining concessions operations, Perez said. “The beauty of mobile is that you can completely decouple shopping, ordering, paying and fulfillment.”

LAFC’s Lau noted that there is still an operational component to the contact-free experience, namely designing systems that have necessary nuances, like scheduling pickup times so that fans aren’t all in the same area at the same time.

“You don’t want the pickup lines to back up,” Lau said. “You need to eliminate lines, eliminate the friction of lines.”

One more concessions trend that some stadiums (like Atlanta’s Mercedes-Benz Stadium) had experimented with, having completely cashless transactions, will now likely be the norm going forward given the safety concerns associated with exchanging paper money.

“Venues were dipping their toes in the water before, on cashless, but now they’re leapfrogging ahead,” said Zaremba, whose former company Venuetize is exploring options that include biometrics that would allow fans to “order with their face.” At Seattle’s CenturyLink Field, the venue has partnered with security provider Clear for a few concession stands that let fans pay for concessions with a fingerprint reader, after first signing up to the Clear system.

If there is one other cutting-edge idea emerging, it’s the Niners’ plan to make concessions all-inclusive for season ticket holders, a plan that was developed before the pandemic as part of the team’s overall overhaul of its concessions operations.

When the Niners have fans present to roll out their all-inclusive concessions operations – where all season-ticket holders will have a menu of the most popular food and non-alcoholic beverages available as part of their ticket prices – they will use technology to assist the deployment, including using the Cisco Vision display management system to provide menu and directional information via TV screens, and to also incorporate the camera-based fan movement technology system developed by WaitTime to gather information on how fans move about in the concourse and concession areas.

WaitTime, which originally developed a mobile app to help fans find out where concession and restroom lines were shortest – and then added a version teams could broadcast on digital displays – is now pivoting to add more granular data from its camera-based systems for Covid safety and contact-free concession deployments.

Zachary Klima, WaitTime CEO, said that teams are going to need better information on where fans are moving inside venues to build reliable, safe procedures for the new normal.

“Tape on the floor can only go so far,” Klima said. “It’s better for teams to know where people are, and where they aren’t.”

The Niners’ Javaid agreed with the data-driven approach.

“How are people queueing? I need to understand that,” Javaid said. “We’ve never done this before, so I need data.”

‘Best of Breed’ wireless drives Chase Center experience

An under-seat Wi-Fi AP enclosure at Chase Center, foreground, with a DAS enclosure visible to the left. Credit all photos (except where otherwise noted): Paul Kapustka, MSR (click on any picture for a larger image)

As stunning as Chase Center is visually, what you can’t see is equally powerful in adding to the fan experience. Namely, the wireless networks, and the gear that supports the connectivity.

Inside the shiny new home of the NBA’s Golden State Warriors, which sits on the edge of the San Francisco Bay, is a cellular DAS deployment from Verizon using Corning gear that may be the new forward-thinking model for cellular infrastructure for large public venues like stadiums and arenas. The 18,000-seat arena also has a Wi-Fi network using gear from Aruba, a Hewlett Packard Enterprise company, which supports the emerging Wi-Fi 6 standard for communications inside the main seating bowl.

But if you’re attending a Warriors game, or one of the many concerts scheduled at Chase Center, you may not ever see the equipment that brings the world-class connectivity to the fans. Both the DAS and the Wi-Fi networks utilize an under-seat antenna deployment method, just part of an aesthetic plan that does its best to minimize the visual impact of antennas and other wireless gear. Even deeper into the building is all the optical fiber supporting the networks, with capacity for future needs already in place.

During a mid-October 2019 visit before all the networks were fully tuned, Mobile Sports Report still got strong test results from both Wi-Fi and DAS networks in most areas in and around the arena, clear confirmation that the Warriors’ goal of having excellent wireless connectivity at their new home was right on track. And with the Corning ONE system in behind a DAS design built from the ground up with future needs in mind, as well as the expected capacity gains coming from Wi-Fi 6, the Warriors and their partners are confident they’ve built a wireless system worthy of their world-class venue goals.

“We feel extremely proud” of the venue’s wireless systems, said Brian Fulmer, director of information technology for the Golden State Warriors. Though the inevitable construction delays led to some late nights heading up to the arena’s Sept. 6, 2019 public debut, according to Fulmer all wireless systems were fully online for the opening Metallica concert, where the arena saw 2.58 terabytes of data used on the Wi-Fi network with another 2.69 TB used at another Metallica show a couple days later.

“It was a race to the finish line but we did it, and the performance speaks for itself,” said Fulmer.

Searching for ‘Best in Breed’

Editor’s note: This profile is from our latest STADIUM TECH REPORT, which is available to read instantly online or as a free PDF download! Inside the issue are profiles of the new Wi-Fi deployment at the University of Oklahoma, as well as profiles of wireless deployments at Fiserv Forum and the University of Florida! Start reading the issue now online or download a free copy!

If there was ever a chance to build the best-ever new arena, Chase Center was probably a once-in-a-lifetime opportunity. When you combine the championship run of the team on the court with a devoted fan base centered in one of the hottest economic markets ever, you have the liberty to search for quality instead of bargains on every level.

A Wi-Fi AP hovers over a concourse gathering area.

(Case in point: The Warriors were able to sell out of their new court-level luxury suites, which have rooms just under the stands that include private wine lockers and can cost up to $2 million per year. Clearly, this is a model that may not work in places that aren’t Silicon Valley.)

For the privately financed $1.4 billion building, the Warriors turned to consulting firm Accenture to help determine the “best in breed” technology partners, especially on the wireless front. Several Warriors executives interviewed for this story did all agree on one main point: The team was not trying to install any technology to win imaginary awards for being the best or fastest building out there. Instead, it was all about how technology, especially wireless, could help bring about a world-class experience during every visit.

“Nobody shows up [at an arena] just looking for fast wireless speeds,” said Mike Kitts, the Warriors’ senior vice president for partnerships. “They want to interact. We wanted to create unforgettable experiences in an engaging environment. With the end in mind of a world-class experience, we knew great technology would absolutely play a role.”

Like a team drafting top players, the Warriors ended up choosing Verizon to lead the distributed antenna system (DAS) for cellular wireless, and Aruba for Wi-Fi. To build its neutral-host system, Verizon chose Corning and the Corning ONE platform, with an installation led by Communication Technology Services (CTS).

“We certainly leveraged the expertise of Verizon, as well as AT&T (which is also on the DAS as a client),” said Fulmer. “They’ve done this countless times, and they have the lessons learned of painful experiences.”

Building a DAS that can handle growth

Anyone in the stadium business in Northern California doesn’t have to look too far or remember too long ago to recall one such example of the pain that the nonstop growth in cellular demand can cause. After the San Francisco 49ers’ brand-new home, Levi’s Stadium, opened in 2014, the also brand-new DAS had to be upgraded the very next season to ensure it had enough capacity for the upcoming Super Bowl 50. Verizon, which basically invented under-seat DAS antennas for that deployment, said it had a goal at Chase Center to build a DAS that didn’t need upgrading for at least a few years.

A Wi-Fi AP painted to blend into the outside facade.

Terry Vance, senior manager for Verizon’s Pacific market network performance group, said “the plan from day 1 was to build a DAS with capacity for today and tomorrow. We needed to build this DAS so that for the next 3 to 4 years, we won’t have to touch it.”

Verizon also had to build the DAS in a way that complied with the Warriors’ stringent requirements for clear sight lines, especially in the main bowl seating area. According to the Warriors’ Fulmer, the team “looked at handrail [enclosure] designs,” but rejected them in favor of an under-seat approach. Though more costly in both equipment and construction, the under-seat approach was Verizon’s favored method as well to get more density in the arena.

What Verizon ended up with was a design that currently uses 71 active sectors, with 42 of those in the seating bowl. According to Vance, all the sectors in the bowl area can basically be split into two parts if needed, for a total of 84 potential bowl sectors. Currently, Vance said there are 598 under-seat DAS antennas in use.

According to Vance the Corning ONE system’s extensive use of optical fiber makes it easier to add capacity to the system as needed.

“The fiber to the edge [in the Corning system] is especially useful as you go to 5G,” Vance said. Though it’s not part of the shared DAS system, Verizon also has full 5G bowl coverage at Chase Center, one of the first arena deployments in California. Verizon also is using a couple of MatSing ball antennas, mounted in the rafters to provide cellular coverage to the floor area for concerts and other non-basketball events.

Right now AT&T is the only other carrier on the DAS, with participation from T-Mobile and/or Sprint pending depending upon the outcome of those two companies’ potential merger.

A Verizon 5G speedtest. Credit: Verizon

Jessica Koch, sports and entertainment director of business development for Corning optical communications, gave praise to integrator CTS for its deployment know-how, which she said was “critical to the success of this project.” Corning, Koch said, knows that for fans in large venues like Chase Center, “reliable connectivity without restriction – all the time, at full speed, on any device, from anywhere – has become the expectation in our connected world.”

For Warriors president and COO Rick Welts, the best wireless system is one fans don’t see or worry about, but just use without concern.

“The best thing is if the phone just works, and I don’t have to think about it,” said Welts, who led a stadium tour during MSR’s October visit.

Though Verizon said the system went through some necessary optimization during the hectic early events schedule at Chase Center, Verizon engineers in December were getting DAS speed tests in excess of 100 Mbps for both download links in most locations, according to Philip French, vice president of network engineering for Verizon. Download speeds for 5G connections, he said, are breaking the 1 Gbps mark.

“This DAS is unique since it was the first one we’ve built with 5G in mind from the ground up,” French said. “It’s a very robust design, and for us this is the design of the future.”

Leading the way with Wi-Fi 6

Like several other stadiums that were being finished this past summer, Chase Center was able to take advantage of the release of Wi-Fi equipment that supports the emerging Wi-Fi 6 standard. Though all the new capabilities won’t be fully realized until most end-user devices also support the new version of Wi-Fi, having support for the technology inside the arena was key for the Warriors’ plans.

“You can never really be ‘future proofed’ but we were extremely fortunate with the timing [of Wi-Fi 6 gear arriving],” said the Warriors’ Fulmer. “We were right in the sweet spot for an initial deployment.”

Wi-Fi and DAS gear on the catwalk.

According to Aruba, Chase Center has approximately 250 Aruba 500 Series APs (which support Wi-Fi 6) deployed in the main seating bowl, mostly in under-seat enclosures. Overall, there are approximately 852 total APs used in the full Chase Center network, which includes coverage inside the building as well as in the connected outdoor plaza areas.

During our October visit, MSR got Wi-Fi speedtests of 27.3 Mbps on the download side and 18.2 Mbps on the upload side while standing outside the east entry doors near the big mirror balls that are selfie central for fans visiting the new arena. Inside the doors, our speedtest in the lobby got a mark of 55.8 Mbps / 68.6 Mbps.

On one upper concourse area, near several concession stands outside portal 57, we got a speedtest of 10.5 Mbps / 11.2 Mbps. In the seats in upper section 220 just before tipoff we got a mark of 46.0 Mbps / 28.0 Mbps, and in a lower-bowl concourse area outside portal 9 we got a test mark of 53.7 Mbps / 71.5 Mbps.

According to Aruba, several events other than the Metallica concerts have passed the 2 TB Wi-Fi data mark so far, with several events seeing more than 8,000 unique clients connected and marks of 6,000+ concurrent connected devices and 2.6 Gbps of throughput.

The Warriors’ Fulmer praised not just the Wi-Fi gear but the full “end to end network solutions” available from Aruba as well as from parent Hewlett Packard Enterprise, which is a founding partner at Chase Center.

“We’re still only three months in, and there’s a lot more that we want to do,” Fulmer said. “It was not a small undertaking. But I think we can let the technology speak for itself.”

Warriors go ‘biggest’ with Chase Center digital displays

The exterior of Chase Center, with its humongous video board. Credit: Brian Nitenson, MSR (click on any picture for a larger image)

With a once-in-a-lifetime chance to build the best basketball arena around, the Golden State Warriors went all in on digital displays at Chase Center, installing the NBA’s largest video board while putting in more pixels overall than any other arena in the league.

The the star of the show is the centerhung video board, a mammoth 9,699-square-foot display from Samsung’s Prismview with 15 separate boards, including ones underneath so the courtside fans don’t have to crane their necks too far upward. While the so-called “chandelier” dominates the view inside the Warriors’ new home, one hint that the Warriors are getting display restraint right is the fact that the board can be completely hidden if so desired, sucked up into a hiding hole in the ceiling. The hide-the-scoreboard trick seems to be proof that the Warriors care enough about the venue experience if it means they have to stow away their favorite toy every now and then.

In a mid-October 2019 visit to Chase Center, Mobile Sports Report can tell you that there is no missing the video displays inside the new $1.4 billion arena, which opened in September 2019 in San Francisco, just south of the San Francisco Giants’ Oracle Park alongside the San Francisco Bay. With 64 different video boards in total, which according to Samsung includes 53.6 million individual pixels – as well as another 1,100 Samsung LCD TV screens – Chase Center is as digitally visual as can be, with (according to the Warriors) 40 percent more display screen area than any other comparable-size venue.

The most pixels inside

Editor’s note: This profile is from our recent Venue Display Report, which you can view in its entirety online, with embedded videos and much better photography! You can also read about Chase Center’s wireless networking in our recent Stadium Tech Report, also available for instant online reading! When it comes to technology at Chase Center, there is no better in-depth resource than Mobile Sports Report!

The impressive Chase Center centerhung video board from Samsung’s Prismview. Credit all following photos: Paul Kapustka, MSR

The display deployment actually starts outside Chase Center, where at the western entry there sits a 74-foot by 42-foot screen that welcomes fans to the arena. The outdoor video board, according to the Warriors the only live video screen in the city, faces an interesting bit of architecture, a stand of steps that will serve as a de facto outdoor gathering space, a feature many stadiums are incorporating lately. Just inside that entryway sits another visual treat, a wide high-definition (1.5mm pitch) video board that provides instant connection to whatever event is taking place, whether it be a Warriors game or a concert.

Inside the main bowl, the centerhung video board dominates all views, with its incredibly crisp (6.7mm pixel pitch) main screens. While all the numbers can be staggering, according to Warriors president and COO Rick Welts, the team didn’t install the biggest and brightest displays simply to win some kind of imaginary tech title.

Instead, he claims, it’s all about creating the best possible fan experience for a following that represents a unique confluence of events, namely the economic success of Silicon Valley and the recent run of NBA championships by the Warriors.

Keeping the focus on the game, or the event

“There’s no doubt we are in an arms race (in regards to stadium technology) but we didn’t want to let that drive us,” said Welts, who was our guide for a media tour of Chase Center in October. But it’s also worthwhile to note that there are probably less than a handful of other professional or college teams who could currently match the Warriors’ unique combination of a rabid fan base with immense amounts of disposable income.

In a day and age when most new venues are built with at least some kind of public tax money, the Warriors’ new $1.4 billion home was entirely privately financed, helped along by things like the new courtside premium suites, which come with their own wine locker and wine butler, and cost around $2 million per year, according to Welts.

Upper-deck seating has an extra LED board to provide more stats

“It’s just what you can do when you combine the hottest economic model in the world [in Silicon Valley] with an amazing team,” said Welts, who noted that the courtside suites all sold out. “I would not recommend this format for most teams.”

But even with more blinking lights than any other facility, the Warriors seem very conscious about not making the venue seem like the Las Vegas strip, or New York’s Times Square. Instead, the team wants to make sure that all its digital-board messaging contributes to the moment, whether that moment is a Warriors’ game or a concert or some other type of show.

“The trick is to strike a balance, between commercial content and Warriors content,” said Mike Kitts, the Warriors’ senior vice president for partnerships. According to Kitts, the Warriors are working with sponsor partners to create digital messages that are at least what he calls “Warrior-esque” – such as combining some kind of basketball theme to advertising messages.

“You want something that feels authentic to the moment,” Kitts said.

Feeding the content beast with things fans want

When the San Francisco Giants installed a new huge video board at Oracle Park this past season, the Giants’ team had an interesting problem in deciding what kind of information to include on all the new space.

Similarly, the Warriors’ expansive digital canvas gives the team the ability to indulge the geekiest of hoops junkies with incredibly specific information – while also trying not to overwhelm the average fan.

“What we want to do is provide all the things that fans say, ‘I want.’ “ Kitts said. At a preseason game against the Los Angeles Lakers the Chase Center screens not only provided the regular kind of statistical information (shots made and missed) for players on the court, they also had some changing screens that could do tricks like show exactly where on the court a player just made a shot from – and what that player’s “heat check” stats were for all shots taken so far that game.

Can you see me? The centerhung video board can disappear into the rafters as needed

“We are continually programming [the displays],” said Paul Hawkins, the executive producer of the Warriors’ in-house content team, called Warriors Studio. “It’s a huge challenge for us as content creators to make this come to life.”

To that end, the Warriors have assembled what is probably also the largest team of content creators and programmers. With 23 full-time employees and another 15 part-time contributors (“and that doesn’t count the freelancers”), the Warriors think they may have the NBA’s biggest in-house content creation team, though they say the Miami Heat may have just as many.

If that seems like an excessive number, remember the stats from the start of the story – with 64 different LED boards, the math to make a single sponsor’s message fit all the different screen dimensions for an arena-wide “moment of exclusivity” is a much different challenge at Chase Center than at other arenas.

And even while back in October the content team admitted it was still “not perfect yet” at dialing in its on-screen workflows, from attending both a Phil Collins concert and the Warriors game on back-to-back nights, MSR can attest that the ability to change looks and feels based on what’s on (or not on) the digital displays can significantly improve the attendee experience – including not seeing the huge centerhung display at all when we sat and listened to Phil Collins and his band playing all the hits from the musician’s vast historical library.

From our limited exposure, we still think the Golden State Warriors did what they wanted to at Chase Center when it comes to digital displays: They used the biggest and best technology, but did it in a way where the technology isn’t the star – but the experience it allows is.

Displays in the luxury suites can be programmed to a point-of-view camera from the owners’ seats


All the display stats, courtesy of Samsung’s own screen

The high-definition lobby display

Concessions menus offer live action, advertisements and menu prices

Sometimes, a non-digital display works just as well

New Report: Oklahoma leads the way with Wi-Fi 6

MOBILE SPORTS REPORT is pleased to announce the Winter 2019-20 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 Gaylord Family-Oklahoma Memorial Stadium, and another in-person visit to see and test the new Wi-Fi network at Florida’s Ben Hill Griffin Stadium, aka “The Swamp.” This issue also has an in-person look at the wireless networks at Milwaukee’s Fiserv Forum and at Chase Center, the new San Francisco home of the Golden State Warriors.

You can READ THE REPORT LIVE right now in our new flip-page format, with no registration required! (Great for tablets and big phone reads!) You can also DOWNLOAD THE REPORT in PDF format as well!

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, Oberon, and ExteNet Systems. 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.

Biggest NBA video board at Chase Center profiled in our latest VENUE DISPLAY REPORT!

Mobile Sports Report is pleased to announce the third issue of our new VENUE DISPLAY REPORT, with in-depth profiles of display technology at Chase Center, the new home of the NBA’s Golden State Warriors, and Fiserv Forum, new home of the NBA’s Milwaukee Bucks. 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.

Our third VDR issue takes an in-depth look at the display deployment at Chase Center, where the NBA’s largest main video board (from Samsung’s Prismview) leads the largest-ever deployment of LED pixels in and around any single venue. And at Milwaukee’s Fiserv Forum, learn how the striking Daktronics displays combine with the management power of Cisco’s Cisco Vision Dynamic Signage solution to give the Bucks a powerful platform for audience engagement and sponsor activation. Start reading the issue now! No registration needed!

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.

Video board the standout ‘chandelier’ for Warriors’ new home, Chase Center

The main video board at Chase Center in action during a recent preseason game. Credit all photos: Paul Kapustka, MSR (click on any picture for a larger image)

Even though there have been numerous events there so far, Chase Center gets its official NBA opening tonight when the Golden State Warriors host the Los Angeles Clippers in their home opener.

We’ve got some deep dive profiles coming soon on the stadium technology, including wireless networking as well as a comprehensive look at all the digital displays, which according to the Warriors and display partner Samsung provides more pixels than any other arena, ever. Here’s a few looks at the center-hung video board, a 15-panel conglomerate from Samsung’s Prismview department that currently qualifies as the biggest in the NBA (and which one Warriors exec called “our chandelier”), as well as some other views from the shiny new place by the Bay.

In our tour of the stadium and during a preseason game last week at Chase Center, what was most impressive about the displays was the fact that the Warriors seem to be exercising discretion on what types of content they show, to ensure that the place doesn’t seem like Las Vegas or Times Square (hat tip to Dave Haynes at 16:9 for the Times Square comparison question).

Stay tuned for more from our recent visit to Chase Center!

The center board as well as a rafter-level LED ribbon board for the high seats that may have sight-line issues with the main screen

According to the Warriors the screens underneath the main board are larger than the main screen at their former home, Oracle Arena

The main board also has a projection system to shoot displays onto the court

You like stats? The main board’s got lots of them.

The outdoor display on the West plaza is also pretty darn big.

This ultra-sharp screen is just inside the main west entry to the arena.

A little blurry but this is the amazing thing the main board does during a concert — it disappears into the ceiling

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