Texas A&M’s mobile browser end-around: How the Aggies and AmpThink changed the game-day fan engagement process

A look at the 12thmanlive.com site at a Texas A&M home game this past season. Credit: Texas A&M (click on any photo for a larger image)

In the short history of in-stadium mobile fan engagement, a team or stadium app has been the go-to strategy for many venue owners and operators. But what if that strategy is wrong?

You can always count on team and stadium apps to be introduced with a long list of bells and whistles, from in-seat food ordering and delivery to digital ticketing, instant replay options and venue wayfinding services. Yet after those apps are bought and released, very few teams or stadium-app vendors are willing to provide statistics on how those features are — or are not — being used. As such, the business benefits of almost every stadium app ever launched remain a mystery.

In fact, the only statistic that emerges with any regularity in regards to stadium apps in their still-young lifetime is that their game-day usage usually trails general-purpose mobile-phone applications by a large margin, far behind social media applications like Facebook, Snapchat, Twitter and Instagram, as well as email and text messaging. So why is the conventional wisdom of having a game-day app still so conventional?

To seek an answer to that question and in part to “question every underlying assumption” involving fan digital engagement, Texas A&M University partnered with AmpThink this fall on a wide-ranging experiment centered around using mobile web, as well as a captive Wi-Fi portal, to see if it was possible to find a better way to digitally engage fans, for far less than the cost of a custom app. And so far, it looks like they did.

Via its “12thmanlive.com” digital game-day program website and a gated entry to access the Wi-Fi network at Kyle Field, Texas A&M was able to gather more than 150,000 fan emails this football season as well as another 60,000-plus additional opt-ins for phone numbers, addresses and permissions for more messages from the school. In addition to the marketing lead generation, a “Black Friday” ticket sale promotion, sent to fans who had opted in for more emails, produced 2,285 tickets sold for a late-season game against LSU, an additional $137,100 revenue that Texas A&M might not have otherwise realized.

And unlike app-based programs, the simple WordPress headless CMS behind 12thmanlive.com allowed for fast updates for content and graphics, letting AmpThink and Texas A&M customize the site’s look repeatedly, to test — and measure — the success or failure of different offers and promotions during the seven-game 2018 home season. The 12thmanlive.com program is already slated for more experiments during the basketball season, with an eye to covering as many of the school’s sports as possible.

‘Don’t treat it like plumbing’

Editor’s note: This profile 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 Wi-Fi network at Mercedes-Benz Stadium in Atlanta, as well as the renovated State Farm Arena, also in Atlanta! DOWNLOAD YOUR FREE COPY now!

It’s worthwhile to note here that such a forward-thinking experiment is not a huge surprise for the partnership of Texas A&M and AmpThink. While AmpThink may be best known for its expertise in large-venue Wi-Fi design (including at Texas A&M’s Kyle Field), the firm over the past few years has expanded into many other segments of the overall stadium connectivity market, including taking on full-stadium technology integration, optical fiber network design and deployment, enclosure design and manufacture, as well as digital-signage programming and related marketing activities. And Texas A&M was one of the first big stadiums to go all-in on fiber backbone connectivity for its Wi-Fi and DAS networks, which are still at the top level of performance three years after their debuts.

Initially, Texas A&M followed one of the emerging paths of market strategies when it came to engaging fans via its wireless networks: It didn’t require fans to give any identifying information (like email, or name and address) to connect. Some venues, like the Atlanta Falcons’ Mercedes-Benz Stadium, consider it a point of pride to make network connections as easy as possible, with no kind of login information needed. In Atlanta, a sponsorship from AT&T for the Wi-Fi service makes it easier for the Falcons to offer it with no strings attached.

The team at Texas A&M concluded that teams should put a higher value on connectivity, since there aren’t any measurable business metrics to be found that prove that fans are happier or more engaged simply because they have “frictionless” access to Wi-Fi. And by allowing fans to use Wi-Fi anonymously, teams give away opportunities to generate a return on their technology investment.

“Some people say the network’s just plumbing, but they don’t say why,” AmpThink president Bill Anderson said in a recent interview. “Two or three years ago, having Wi-Fi with no hurdles and getting big usage numbers gave you something to brag about. But now, we’re seeing more teams ask, ‘are we getting any return on investment for our technology?’ ”

The first step in exploring that direction was taken by the school for the 2018 football season, when Texas A&M introduced a portal for Wi-Fi login which required a name and a valid email address to connect. Acknowledging that it might lower overall Wi-Fi usage, the portal did serve Texas A&M’s goal of increasing its ability to identify attendees by only allowing access to those who were willing to share some information.

For Texas A&M, using a Wi-Fi portal was an opportunistic business decision. With robust Wi-Fi and cellular networks at Kyle Field, fans who didn’t want to share their information for Wi-Fi had the choice of using the cellular DAS, which has superb coverage from multiple carriers, including Verizon, AT&T and T-Mobile.

Mobile web instead of an app

For the 2018 football season, Texas A&M added another twist in a new direction: The debut of a new digital game-day program, called 12thmanlive.com, which uses HTML5 to create an app-looking web page with a simple menu of activity buttons located beneath a live scoreboard feed.

According to Pat Coyle, Texas A&M’s new senior associate athletic director and chief revenue officer, the mobile-web game day program was another important cog in the school’s broader data collection and monetization strategy, which he paints as a “digital flywheel” where Texas A&M can use a multitude of data points to “adjust and improve service to our key customers.” But key to that strategy was getting live attendees to engage with the network in greater numbers than previously seen. Enter, 12thmanlive.com.

What made 12thmanlive.com interesting from one perspective was not what it had, but what it didn’t have. With no app to download, the site was quickly available to anyone attending a game simply by entering the URL into a mobile-device browser. Its simple design (no photos or videos, for example) made it fast to load and easy to understand.

On the plus side, what the site did offer was activity much different from most team or stadium apps, which generally focus on content or on interactive services, like ticketing or loyalty programs. Among the 10 buttons on the site’s main interface were features including game-day rosters, a stats tracker and a way to send chat messages to stadium personnel; the site also included a number of sponsored promotions, including a giveaway contest for a helmet signed by new head coach Jimbo Fisher, future ticket giveaways, coupons for food and beverages, and a link to join the Wi-Fi network for fans who might have been on a cellular connection to begin with.

While team apps might have been looked at to fill game-day interactions, Coyle said that previous game-day statistics from Kyle Field’s Wi-Fi network showed fewer than 1 percent of fans would use the school’s old, downloadable app while attending a game.

With a web platform, the idea was that Texas A&M would have the ability to quickly add or change more game-day centric features and to integrate them with third-party services. But in the face of historic non-participation via the app, could Texas A&M and AmpThink get fans to click on a mobile website instead? And would it be worth the cost of trying?

A much cheaper experiment than an app

One obvious factor in the idea’s favor from the beginning was the low cost of development for a web-based project, especially when compared to that of a custom app. AmpThink estimates that most custom apps cost teams somewhere in the range of $1 million. Total costs for the 12thmanlive.com project were “in the mid-five figures,” according to the school, including not just the site and tools design but some “shoulder to shoulder” help from AmpThink during the season, according to Anderson.

A Kyle Field ribbon board advertises the stadium’s Wi-Fi network. Credit: Texas A&M

Launched at the start of the 2018 football season, the site was promoted in several ways, including messages on the big video board at Kyle Field as well as on smaller TV screens and ribbon boards throughout the stadium. The big screens also promoted individual contests, allowing fans to text a code word to a short numerical code, an action that would take them directly to the 12thmanlive.com site.

The Wi-Fi portal also helped, as a “welcome” email sent after a valid login to the network contained a prominent link to the 12thmanlive.com site.

Starting with the first game, the 12thmanlive.com site showed consistent user numbers, with an average visit total of approximately 8,500 fans per game over the 7-game season — close to 10 percent participation of all attendees, a 10x improvement over historic app interaction.

According to the school, Texas A&M started the season with the assumption that they did not know exactly what fans wanted. The 12thmanlive.com site featured some interesting content, like a stadium clock that was close to real time and game-day rosters. But analysis of site visits found that this game-related content had about zero dwell time and high abandonment rates. For contests and giveaways, however, there was very high engagement.

According to statistics provided by Coyle, a repeated contest to win a signed helmet was the most popular with 31,379 registrations over the seven games. That was followed in popularity by a milkshake coupon (14,261 registrations) and a free ticket contest (9,233 registrations).

Measurable and repeatable results

With the site only turned on during game days — and only promoted inside the stadium — the 12thmanlive.com efforts did not affect traffic to the team’s regular website, Coyle said.

Overall, the Wi-Fi portal and the 12thmanlive.com site garnered 156,543 total emails for Texas A&M, with 61,607 of those emails being new to the school’s database, according to figures from Coyle. Of that number, 44,894 came from the Wi-Fi portal, and another 16,713 unique emails came from registrations on 12thmanlive.com activities.

“While it’s natural to focus on 61,607 new records, the 156,543 number is also important,” said Coyle. “These are all fans who were anonymous but are now identified as ‘in attendance’ at particular games. Now we know more of the identities of folks who bought and attended games. So we can figure out which games the season ticket holders sold on secondary, for example.”

Coyle noted that Texas A&M’s overall strategy goes far beyond just the mobile web site, with power from the Wi-Fi network analytics also helping to spin the “flywheel.” For example, the school tested proximity marketing to educate fans about a new food stand on the 600 level of the stadium by using Wi-Fi location information to detect devices on that level, sending them an email promoting the food stand if they were registered in the system.

“We essentially used the Wi-Fi APs like beacons, and the difference is we didn’t need Bluetooth or a downloaded app to do this,” Coyle said.

When users who had previously logged in to the Wi-Fi network at a earlier game arrived for a new one, Coyle said the school was able to automatically trigger an email welcoming those users back; other network data collected included arrival and departure times, and DNS information to see what other apps fans are using, Coyle said.

“All of these data are more valuable when we can connect them to real people,” Coyle said. “When we know who these people are, we can use the data to adjust and improve service to our key customers. This will enhance loyalty, and eventually, profits.”

For Anderson, some additional proof in the pudding was the opt-in information fans were willing to share in the contests, giveaways and food coupon offers. On top of the email addresses another 60,055 fans gave permission to the school to send them follow-up marketing messages, a key indicator that people are willing to engage if they perceive value.

“Compared with other venues we work in, we saw better than expected opt-in rates,” AmpThink’s Anderson said. “I think it’s because Texas A&M gave fans a better value proposition.”

With actionable data already in hand, Texas A&M is iterating the 12thmanlive.com program for basketball season, with an eye toward next year’s football season and all the new ideas they can try. The WordPress content management system strategy allows teams and the schools to do a lot of the work themselves, since experience with WordPress is fairly widespread. In fact, Anderson said teams don’t even need to pick up the phone to call AmpThink, since what Texas A&M and AmpThink did is easily replicable from a DIY perspective.

“Anybody can just go out and get a good web person and build their own successes [with this model],” Anderson said.

Levi’s Stadium sees 5.1 TB of Wi-Fi data used at college football championship

Fans and media members at Monday night’s College Football Playoff championship game used a total of 5.1 terabytes of data on the Wi-Fi network at Levi’s Stadium, according to figures provided by the San Francisco 49ers, who own and run the venue.

With 74,814 in attendance for Clemson’s 44-16 victory over Alabama, 17,440 of those in the stands found their way onto the stadium’s Wi-Fi network. According to the Niners the peak concurrent connection number of 11,674 users was seen at 7:05 p.m. local time, which was probably right around the halftime break. The peak bandwidth rate of 3.81 Gbps, the Niners said, was seen at 5:15 p.m. local time, just after kickoff.

In a nice granular breakout, the Niners said about 4.24 TB of the Wi-Fi data was used by fans, while a bit more than 675 GB was used by the more than 925 media members in attendance. The Wi-Fi data totals were recorded during an 8-1/2 hour period on Monday, from 1 p.m. to 9:30 p.m. local time.

Added to the 3.7 TB of DAS traffic AT&T reported inside Levi’s Stadium Monday night, we’re up to 8.8 TB total wireless traffic so far, with reports from Verizon, Sprint and T-Mobile still not in. The top Wi-Fi number at Levi’s Stadium, for now, remains Super Bowl 50, which saw 10.1 TB of Wi-Fi traffic.

AT&T: Lots of DAS traffic for college football championship

DAS on a cart: DAS Group Professionals deployed mobile DAS stations to help cover the parking lots at Levi’s Stadium for the college football playoff championship. Credit: DGP

This may not be a news flash to any stadium network operations team but the amount of mobile data consumed by fans at college football games continues to hit high levels, according to some new figures released by AT&T.

In a press release blog post where AT&T said it saw 9 terabytes of cellular data used over the college football playoff championship-game weekend in the Bay area, AT&T also crowned a cellular “data champion,” reporting that Texas A&M saw 36.6 TB of data used on the AT&T networks in and around Kyle Field in College Station, Texas.

(Actually, AT&T pointedly does NOT declare Texas A&M the champs — most likely because of some contractural issue, AT&T does not identify actual stadiums or teams in its data reports. Instead, it reports the cities where the data use occurred, but we can figure out the rest for our readers.)

For the College Football Playoff championship, AT&T was able to break down some specific numbers for us, reporting 3.7 TB of that overall total was used inside Levi’s Stadium on game day. Cell traffic from the parking lots and tailgating areas (see photo of DAS cart to left) added another 2.97 TB of traffic on AT&T’s networks, resulting in a game-day area total of 6.67 TB. That total is in Super Bowl range of traffic, so we are excited to see what the Wi-Fi traffic total is from the game (waiting now for the college playoff folks to get the statistics finalized, so stay tuned).

DAS antennas visible at Levi’s Stadium during a Niners game this past season. Credit: Paul Kapustka, MSR

For the additional 2+ TB of traffic, a footnote explains it somewhat more: “Data includes the in-venue DAS, COWs, and surrounding macro network for AT&T customers throughout the weekend.”

Any other carriers who want to add their stats to the total, you know where to find us.

Back to Texas A&M for a moment — in its blog post AT&T also noted that the stadium in College Station (which we will identify as Kyle Field) had the most single-game mobile usage in the U.S. this football season, with nearly 7 TB used on Nov. 24. Aggie fans will remember that as the wild seven-overtime 74-72 win over LSU, an incredible game that not surprisingly resulted in lots of stadium cellular traffic.

New Report: Texas A&M scores with new digital fan-engagement strategy

In the short history of in-stadium mobile fan engagement, a team or stadium app has been the go-to strategy for many venue owners and operators. But what if that strategy is wrong?

That question gets an interesting answer with the lead profile in our most recent STADIUM TECH REPORT, the Winter 2018-19 issue! These quarterly long-form reports are designed to give stadium and large public venue owners and operators, and digital sports business executives a way to dig deep into the topic of stadium technology, via exclusive research and profiles of successful stadium technology deployments, as well as news and analysis of topics important to this growing market.

Leading off for this issue is an in-depth report on a new browser-based digital game day program effort launched this football season at Texas A&M, where some longtime assumptions about mobile apps and fan engagement were blown apart by the performance of the Aggies’ new project. A must read for all venue operations professionals! We also have in-person visits to Atlanta’s Mercedes-Benz Stadium and the renovated State Farm Arena, the venue formerly known as Philips Arena. A Q&A with NFL CIO Michelle McKenna-Doyle and a report on a CBRS network test by the PGA round out this informative issue! DOWNLOAD YOUR REPORT today!

We’d like to take a quick moment to thank our sponsors, which for this issue include Mobilitie, JMA Wireless, Corning, Huber+Suhner, Boingo, Oberon, MatSing, Neutral Connect Networks, Everest Networks, 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.

BYU scores with new Wi-Fi, app for LaVell Edwards Stadium

BYU’s LaVell Edwards Stadium. Credit all photos: photo@byu.edu (click on any picture for a larger image)

At Brigham Young University, the wait for Wi-Fi was worth it.

After a selection and deployment process that took almost three years, the first full season of Wi-Fi at BYU’s LaVell Edwards Stadium was a roaring success, with high fan adoption rates and a couple 6-plus terabyte single-game data totals seen during the 2018 football season. Using 1,241 APs from gear supplier Extreme Networks, the Wi-Fi deployment also saw high usage of the new game-day app, built for BYU by local software supplier Pesci Sports.

Duff Tittle, associate athletic director for communications at Brigham Young University, said the school spent nearly 2 1/2 years “studying the concept” of bringing Wi-Fi to the 63,470-seat stadium in Provo, Utah. After looking at “five different options,” BYU chose to go with Extreme, based mainly on Extreme’s long track record of football stadium deployments.

“We visited their stadiums, and also liked what they offered for analytics,” said Tittle of Extreme. “They had what we were looking for.”

According to Tittle, the deployment was actually mostly finished in 2017, allowing the school to do a test run at the last game of that season. Heading into 2018, Tittle said the school was “really excited” to see what its new network could do — and the fans went even beyond those expectations.

Opener a big success

For BYU’s Sept. 8 home opener against California, Tittle said the Wi-Fi network saw 27,563 unique connections out of 52,602 in attendance — a 52 percent take rate. BYU’s new network also saw a peak of 26,797 concurrent connections (midway through the fourth quarter) en route to a first-day data total of 6.23 TB. The network also saw a peak bandwidth rate of 4.55 Gbps, according to statistics provided by the school.

Sideline AP deployment

“It blew us away, the number of connections [at the Cal game],” Tittle said. “It exceeded what we thought we’d get, right out of the gate.”

With almost no overhangs in the stadium — there is only one sideline structure for media and suites — BYU and Extreme went with mostly under-seat AP deployments, Tittle said, with approximately 1,000 of the 1,241 APs located inside the seating bowl. Extreme has used under-seat deployments in many of its NFL stadium networks, including at Super Bowl LI in Houston.

Another success story was the new BYU app, which Tittle said had been in development for almost as long as the Wi-Fi plan. While many stadium and team apps struggle for traction, the BYU app saw good usage right out of the gate, finishing just behind the ESPN app for total number of users (2,306 for the BYU app vs. 2,470 for ESPN) during the same Cal game. The BYU app just barely trailed Instagram (2,327) in number of users seen that day, and outpaced SnapChat (1,603) and Twitter (1,580), according to statistics provided by Tittle. The app also supports instant replay video, as well as a service that lets fans order food to be picked up at a couple express-pickup windows.

What also might have helped fuel app adoption is the presence of a “social media” ribbon board along the top of one side of the stadium, where fan messages get seen in wide-screen glory. Tittle said the tech-savvy locals in the Provo area (which has long been the home to many technology companies, including LAN pioneer Novell) are also probably part of the app crowd, “since our fan base loves that kind of stuff.”

Tittle also said that Verizon Wireless helped pay for part of the Wi-Fi network’s construction, and like at other NFL stadiums where Verizon has done so, it gets a separate SSID for its users at LaVell Edwards Stadium. Verizon also built the stadium’s DAS (back in 2017), which also supports communications from AT&T and T-Mobile. (More photos below)

Under-seat AP enclosure

A peek inside

The social media ribbon board above the stands

LaVell Edwards Stadium at night, with a view of the press/suites structure

Big Wi-Fi numbers for Big Red fans at Nebraska’s Memorial Stadium

A view of the west stands at Nebraska’s Memorial Stadium. Credit all photos: Paul Kapustka, MSR (click on any picture for a larger image)

When you visit Memorial Stadium in Lincoln Neb. you can’t avoid a history of devotion to football and fans. The stadium itself still contains much of its old bones dating back to its inception in 1923, and when the red-clad faithful assemble for their football ceremonies, you can see generations of fans loyal to the Cornhuskers streaming in to fill the nearly 90,000 available seats.

Aside from the five national championships and many years of top-level success, the university takes care of the people responsible for sellouts dating back to the 1960s by keeping the stadium up to date with high-definition connectivity, inlcuding both cellular and Wi-Fi networks, and a wide range of digital displays for visual information and entertainment. In a recent visit to Memorial Stadium for a Saturday day game, Mobile Sports Report found excellent connectivity, especially on the Wi-Fi network, even in some areas where construction materials and stadium design presented unique challenges to wireless communications.

Nebraska fans have found the Wi-Fi as well, as according to statistics not released previously by the school Nebraska saw one game last season with 7.0 terabytes of Wi-Fi data used. Nebraska also saw a 6.3 TB game last season and started off 2018 with Wi-Fi totals of 6.3 TB and 6.2 TB, the first coming at a game that wasn’t even played due to massive rain and thunderstorm activity that canceled the event just after kickoff.

The connectivity reach even stretches out to some of the football parking lots, where external Wi-Fi AP placements keep fans connected while they are tailgating. What follows here is an on-the-scene description of what connectivity and the fan experience looks and feels like on yet another sellout day, this one from the Sept. 8 game versus old rival Colorado.

Getting ready for the red

Editor’s note: This profile 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 DAS deployment at StubHub Center, a sneak peek at Milwaukee’s new Fiserv Forum, and a profile of the new Wi-Fi network being added to Wrigley Field! DOWNLOAD YOUR FREE COPY now!

A Ventev railing enclosure in the north stands

Even the day before the game, there was noticable excitement in Lincoln for Nebraska football, with groups of fans roaming around outside the stadium while VIP tours were taking place inside. On game day itself, the connectivity experience starts in the parking lots, where MSR saw Wi-Fi gear on light poles and sides of buildings that was clearly there to cover the tailgating activities. Stopping to check it out we found and quickly connected to the FanXP SSID, with no splash screen or email login required, just a quick connection to fast bandwidth. Throughout the day, the FanXP network connected and reconnected no matter where we roamed, or if we turned Wi-Fi off and on (as we do to test cellular signals).

With perhaps one of the most devoted fan bases in any sport — the team and the stadium have a record sellout streak dating back to 1962 — the Husker sports operation is well funded, meaning they don’t have to bother with concerns about whether or not Wi-Fi or other technologies produce any direct returns on investment. In turn, the school rewards its fans by staying at the forefront of stadium technology deployments, including being the first college stadium to install video boards, back in 1994. Wi-Fi using Cisco gear was first brought to Memorial Stadium for the 2014 season, and has since then gone through various upgrades and tunings, and now has 855 total Wi-Fi APs in the venue and the surrounding parking lots.

The current video board over the north end zone (which was the largest in the country when it was first installed) now is even sharper to look at, having gone through an upgrade last year from 20 millimeter pixel density to 10mm. Last year also saw the introduction of two two-sided “wrap-around” video screens on north sides of the east and west sections, providing video viewing for fans in the north stands who previously had to turn all the way around to see a screen. The north tower screens, as well as two other similar flat screens on the south sides of the east and west stands all also have 10mm pixel sharpness.

Also before last fall, ribbon boards on the east- and west-side balconies were replaced with 16mm displays that run the full length of the structures. An additional ribbon board was also added to the middle east balcony, providing even more inventory for messages, advertisements and game information. Overall, the venue has approximately 1,400 screens of various sizes and shapes to bring game day action, concessions menu and other communications to fans there for game day. Nebraska uses Cisco’s Cisco Vision (formerly known as Stadium Vision) to manage and operate all its digital signage from one central control.

North and South stands the biggest connectivity challenge

With the gates open and the stadium starting to fill up, MSR went directly to the north stands, which Nebraska IT operations manager Chad Chisea and director of information technology Dan Floyd had previously told us was the most challenging area to cover with wireless connectivity. With extremely wide rows of bench seating and no overhangs for antenna placements, Nebraska brought in small Wi-Fi antenna enclosures from Ventev and mounted them onto small “p-railings” that dot the aisles. The area is also covered by Wi-Fi antenna placements on top of the scoreboard structure pointing down.

A Wi-Fi enclosure points back up from field level

Though the section wasn’t completely full when we tested it, we still got a strong Wi-Fi mark of 28.5 Mbps download and 19.8 Mbps upload about halfway up the west corner side of the north stands. In another spot on the east side we got a test mark of 28.0 Mbps / 12.2 Mbps; and in possibly the hardest place to cover, as far as we could get from an aisle or the scoreboard, we still got a Wi-Fi test of 11.0 Mbps / 13.1 Mbps. DAS coverage for Verizon 4G LTE at the same spot was 16.9 Mbps download, but just 1.40 Mbps upload.

With more and more fans finding their way inside, we tested several spots on the concourses and found them with extremely strong coverage, including one mark of 63.8 Mbps / 61.1 Mbps just inside Gate 7. The concourse areas in several parts of the stadium are very architecturally interesting since there are some places where newer construction was simply placed outside the older structures, producing a kind of stadium-inside-a-stadium effect. Originally, the IT staff thought that Wi-Fi APs on the newer outside walls would be able to bleed through the old structures, which had glass windows along the old outside walls; but because those windows contain leaded glass (which shut out the Wi-Fi signals), Nebraska was forced to install APs on either side of the old walls.

Such attention to detail and a clear desire to keep fans connected no matter where they roam was evident in other places as well, such as finding strong Wi-Fi connectivity (30.6 Mbps / 15.2 Mbps) even while taking escalators up to the top levels of the east stands. In the top 600-level concourse we got Wi-Fi readings of 25.5 Mbps / 11.6 Mbps, and in row 5 of section 607 — about as high as you can go at Memorial Stadium — we got a Wi-Fi reading of 18.2 Mbps / 10.6 Mbps, most likely from the antennas mounted on the top railing of the stadium or on the LED light fixtures that also poke up from the east side.

Just before kickoff, we were in the middle of the lower-bowl seats on the west side of the stadium, where most fans were standing, phones ready to record the Cornhuskers as they came out of the locker room and took the field. With APs mounted on field-level railings pointing up probably providing coverage, we got a mark of 7.73 Mbps / 1.74 Mbps in the fifth row of seats.

Wi-Fi usage among the top of all venues

According to Floyd, only Verizon Wireless and T-Mobile use the stadium’s DAS network, which was built by Verizon. Since Verizon dominates the customer base of the Lincoln, Neb. area (Floyd estimates it has about 70 percent of the market), the other major carriers haven’t seen the need to participate in the DAS; instead, U.S. Cellular built a platform for macro antennas inside the north scoreboard area, and AT&T and Sprint use that area for similar deployments. For backhaul bandwidth for the Wi-Fi, Chisea said Nebraska has one circuit that transmits between 1.5 and 2 Gbps, along with a backup circuit that can carry 500 Mbps of traffic.

Children of the corn get ready for game day

And all those circuits and antennas got a free stress test during Nebraska’s first scheduled game of the season, a Sept. 1 contest against Akron that was cancelled almost immediately after kickoff when severe thunderstorms moved into the area. While the fans didn’t get to see any football, according to Floyd many stuck around for a considerable amount of time, using a full regular-game amount of wireless data — 6.3 TB of Wi-Fi — doing things like taking live Facebook Live video streams of the storm.

“If you looked at the network stream that day it was absolutely full,” Floyd said. For the Colorado game (a 33-28 Colorado victory), Nebraska reported 6.2 TB of Wi-Fi data used, with 34,728 peak concurrent connections on a day with 89,853 announced attendance. The top Wi-Fi game so far for Memorial Stadium, a 7.0 TB mark recorded on Sept. 2, 2017, saw 36,892 peak concurrent connections for a game with 90,171 in attendance. Nebraska saw an average of 5.93 TB and 31,115 peak concurrent connections per game in 2017, according to statistics provided to us by the school. An Oct. 7, 2017 game against Wisconsin also saw 6.3 TB of Wi-Fi data used.

With a constant attention to detail and a devotion to good network performance (during the Colorado game, MSR saw the Nebraska IT staff identify and fix a Wi-Fi network configuration issue that briefly impacted upload speeds) the Nebraska IT staff treats its stadium networks like a coach treats a team, always looking for ways to improve. So no matter what happens on the field, the faithful fans who fill the venue every game day can rest assured that if and when they want to use their mobile devices to connect, the Memorial Stadium networks will take them wherever they want to go.

More pictures from our visit below. Please download your free copy of our most recent Stadium Tech Report for all our photos from our Nebraska visit!

Lots of connectivity atop east stands makes for an easy upload of selfies

A look at one of the wrap-around video boards serving the north stands

Cisco Vision at work on concession stand menu displays

Artsy panoramic view from the north seats