San Jose Sharks add more features to SAP Center stadium app

The San Jose Sharks announced today a raft of upgrades to their stadium app, including a feature that will allow fans to toggle through four separate modes of functionality, for Sharks games, SAP Center events, minor-league hockey info and information about the Sharks-associated public skating rinks in the area.

Now called the San Jose Sharks + SAP Center app, the mobile-device program developed by VenueNext and Adept Mobile will bring to life some previously mentioned services for Sharks fans, including the ability to order Sharks merchandise and in-stadium “experiences” — like purchasing a message on the big video board — directly from the app.

Screen shot of new ‘marketplace’ options in Sharks app

Other new features include live audio broadcasts of Sharks games and games for the AHL’s Barracuda; augmented reality experiences; and a message preference and inbox feature that will allow fans to self-regulate the frequency of in-app communications with the team.

The ability to toggle between different versions of the app — say, for Sharks hockey games or for a concert at SAP Center — is a feature finding its way into most stadium apps these days, including VenueNext’s app for the San Francisco 49ers and Levi’s Stadium. The Sacramento Kings have a similar two-apps-in-one strategy for the team and for Golden 1 Center, in an app developed by Built.io.

For fans, it’s a way to have all the arena-going information in one place, while for the teams and venues it’s a way to keep current customers informed of all the associated businesses. (On its face the feature sounds like a smart idea, but so far we haven’t seen any metrics from any teams showing proof that it is really working for either fans or teams/venues.)

Putting the ability to order experiences like big-screen messages (just $75!) or visits from the Shark’s toothy mascot into the app seems like a good idea, since those actions can now be acted on in the moment instead of having to plan far ahead. And for fans who like to hear play by play either at the rink or at home, having team audio is a great feature and alternative to radio.

‘Super’ Wi-Fi and DAS at U.S. Bank Stadium ready for Super Bowl 52

A look at downtown Minneapolis from inside U.S. Bank Stadium. Credit all photos: Paul Kapustka, MSR (click on any photo for a larger image)

After Sunday’s stunning last-second victory, the Minnesota Vikings are one step closer to becoming the first team to play a Super Bowl in its own home stadium. Should the Vikings beat the Eagles in Philadelphia this weekend, Super Bowl 52 visitors should prepare for a true Norse experience inside U.S. Bank Stadium, with repeated blasts from the oversize “Gjallarhorn” and a fire-breathing dragon ship that will launch the home team onto the field. Skol!

But even if the hometown team falls short of making the big game this season, on Feb. 4, 2018 the stadium itself should do Minneapolis proud, especially when it comes to wireless connectivity. With two full regular seasons of football and numerous other events to test the networks’ capacity, both the Wi-Fi and DAS networks inside the 66,655-seat U.S. Bank Stadium appear more than ready to handle what is usually the highest single-day bandwidth stress test, namely the NFL’s yearly championship game. (Though the selfies and uploads following Sunday’s walk-off touchdown toss may have provided an early indicator of massive network use!)

In a mid-November visit to U.S. Bank Stadium for a Vikings home game against the Los Angeles Rams, Mobile Sports Report found robust coverage on both the Wi-Fi and cellular networks all around the inside of the stadium, with solid performance even amidst thick crowds of fans and even in the highest reaches of the seating bowl. Speedtests on the Wi-Fi network, built by AmpThink using Cisco gear, regularly hit marks of 40 to 50-plus Mbps in most areas, with one reading reaching 85 Mbps for download speeds.

And on the DAS side of things, Verizon Wireless, which built the neutral-host network inside U.S. Bank Stadium, said in December that it has already seen more cellular traffic on its network for a Vikings home game this season than it saw at NRG Stadium for Super Bowl LI last February. With 1,200 total antennas — approximately 300 of which were installed this past offseason — Verizon said it is ready to handle even double the traffic it saw at last year’s game, when it reported carrying 11 terabytes of data on stadium and surrounding macro networks.

Good connectivity right inside the doors

Editor’s note: This profile is from our most recent STADIUM TECH REPORT for Winter 2017-18, which is available for FREE DOWNLOAD from our site. This issue has an in-depth look at the wireless networks at U.S. Bank Stadium in Minneapolis, as well as profiles of network deployments at the brand-new Little Caesars Arena, the Las Vegas Convention Center, and Orlando City Stadium! DOWNLOAD YOUR FREE COPY today!

A new Verizon DAS antenna handrail enclosure (right) at U.S. Bank Stadium in Minneapolis. (The enclosure lower left is for Wi-Fi).

James Farstad, chief technology advisor for the Minnesota Sports Facilities Authority (MSFA), the entity that owns U.S. Bank Stadium, said he and his group are “very pleased” with the state of the wireless networks inside the venue heading toward its Super Bowl date.

“You’re never really satisfied, because you want it to be the best it can be,” said Farstad in an interview during our November visit to Minneapolis. “But generally speaking, we’re very pleased with the state of the networks.”

Those networks are tested the very moment the Vikings open the doors for home games, especially in warmer weather when the signature big glass doors — five of them, all 55 feet wide and ranging in height from 75 to 95 feet — swing out to welcome fans. As the entry that points toward downtown, the west gate can account for as much as 70 percent of the fans arriving, according to the Vikings, putting a big crush on the wireless networks in the doorway area.

To help keep people connected in crowded situations, Verizon deployed extra DAS antennas on short poles in front of both the west and east end zone concourse areas, part of a 48 percent increase in overall DAS antenna numbers added during the football offseason. Even with thick crowds streaming into the stadium, we still got a DAS speedtest of 77.35 Mbps download and 32.40 Mbps upload on the concourse just inside the west doors, and just below the Gjallarhorn.

Walking around the main level concourse, connectivity hardware is easy to see if you know what you’re looking for; part of the extensive DAS coverage includes dual antennas hanging off a single pole above wide walkway segments. And in one instance, we saw a good example of aesthetic integration, with a Wi-Fi AP attached just behind two IPTV screens, with a beacon attached to the side and a DAS antenna mounted just above everything else.

First big test of railing-mounted Wi-Fi?

Moving into the seating bowl, visitors may not know that many of the Wi-Fi network’s 1,300 APs are hiding there in plain sight — inside silver handrail enclosures, many of which now sport bright, bold section numbers to help fans find their seats. Believed to be the first big football-sized stadium that relied mainly on railing-mounted APs, the proximate network design from AmpThink is proving to be a winner in performance, producing regular-season game data totals of around 3 terabytes per event and maybe more importantly, keeping an optimal number of fans attached to the AP closest to them for the speediest connection.

Top-down antennas provide coverage for suite seating

Sitting next to AmpThink president Bill Anderson in the stadium’s press box you get a great view of the field, but it’s doubtful Anderson watches much football action given that he spends most of a game day glued to a screen that shows live detailed performance for every Wi-Fi AP in the building. While the analytics program produces a wealth of interesting data, the one metric that keeps Anderson’s attention is the one showing how many fans are connected to each AP, a number that will be no more than 50 and ideally somewhere around 25 connections if the network is performing as it should be.

On the day we visited, on Anderson’s screen there was one AP showing more than 200 devices trying to connect to it, an issue Anderson noted for immediate problem-solving. But with only a handful of others showing more than 50 connections, Anderson was confident that AmpThink has been able to figure out how to solve for the main dilemma for Wi-Fi in large enclosed structures, namely keeping APs from interfering with each
other. The large clear-plastic roof and wall areas at U.S. Bank Stadium don’t help, since they reflect RF signals to add to the network design degree of difficulty.

But the multiple railing-mount network design – which AmpThink duplicated at Notre Dame University, whose new network is seeing the highest-ever data totals seen at collegiate events – seems to be fulfilling AmpThink’s goal to produce networks with steady AP loads and consistent, high-density throughput in extremely challenging environments. The railing-mounted APs provide connectivity that couldn’t be delivered by overhead antennas, like in Notre Dame’s open concrete bowl and in U.S. Bank Stadium’s similar wide-open seating area, where no overhead structure is within 300 feet of a seat.

Two DAS antennas hang from a pole above the main concourse

“I think we have a network strategy that produces good uniform performance” in venues like U.S. Bank Stadium, Anderson said. “It’s pretty darn exciting to have a formula that works.”

More antennas get DAS ready for big game

And even though Verizon knew the Super Bowl was coming to U.S. Bank Stadium when it built the neutral host DAS for the 2016 opening, it came right back this past offseason and added approximately another 300 new antennas (mainly for its own use and not for the shared DAS), all in the name of unstoppable demand for mobile bandwidth from fans attending events.

Diana Scudder, executive director for network assurance at Verizon, said in a phone interview that “the consumer appetite [for wireless data] is insatiable,” especially at the NFL’s biggest game, where DAS use has grown at a fast clip the past few years. Scudder said these days Verizon pretty much plans to see double whatever the last Super Bowl saw for each following big game, and adds network capacity accordingly. Verizon’s numbers from the past three Super Bowls are a good guide, with the carrier reporting 4.1 TB used at Super Bowl 49, 7 TB at Super Bowl 50, and 11 TB at Super Bowl 51.

AmpThink’s handrail-mounted AP enclosures seem to have played a hand in part of Verizon’s DAS upgrade, as some of the new DAS enclosures seem to mimic the Wi-Fi ones with their smaller silver enclosures. Scudder did say that Verizon used contractors to assist with the new antenna deployment enclosures and mounts, but did not cite AmpThink by name. Verizon also deployed some under-seat antenna enclosures for its upgrade, a tactic the company also used for Super Bowl 50 at Levi’s Stadium in Santa Clara, Calif.

Even up in the most nosebleed of seats — in U.S. Bank Stadium’s case, section 345, which has seats almost touching the roof in the southwest corner, we got a DAS speedtest on the Verizon network of 60.87 Mbps / 44.22 Mbps, most likely from some antennas we could see mounted just above the seats on ventilation pipes a bit toward the field. And hanging from the middle of U.S. Bank Stadium’s roof are a pair of Matsing Ball antennas, which point down to provide cellular service for media and photographers on the sidelines, as well as for floor seating for concerts and other events.

Ready to add more bandwidth on the fly

Even less unseen and probably not appreciated until it’s needed is the stadium’s backbone bandwidth, provided by sponsoring partner CenturyLink.

A Wi-Fi enclosure in section 345, near the stadium’s roof

Though some stadiums are touting 100 Gbps pipes coming in, the U.S. Bank Stadium setup makes the venue its own ISP, according to Farstad.

With six 10-Gbps pipes that are always active — and on two separate network infrastructures for redundancy — the stadium can turn up its bandwidth on the fly, a test the venue got on its first public event.

According to Farstad, when U.S. Bank Stadium opened for the first time with a soccer game on Aug. 3, 2016, the stadium operators expected about 25,000 fans might show up for a clash between Chelsea and AC Milan. But a favorable newspaper article about the stadium led to more than 64,000 fans in the house, a surge that backed up the light-rail trains and saw the concession stands run out of food.

“We were watching the Wi-Fi system during the first break [in the soccer game] and it was coming down fast,” Farstad said. But the ability to increase capacity quickly — Farstad said that within 45 seconds, the stadium was able to provision new bandwidth, a task that in other situations could take weeks — the Wi-Fi survived the unexpected demands, proof that it should be able to handle whatever happens on Super Bowl Sunday.

“I think we can handle the Super Bowl traffic,” Farstad said.

Stadium- and team-app builder Hopscotch adds $5 M in Series B funding

Screen shot of new Notre Dame app built by Hopscotch.

Hopscotch, one of the newer entrants in the team- and stadium-app development space, announced a $5 million Series B round of funding earlier this month, which the company said would be used to help support the rapid growth Hopscotch has seen over the past year.

Founded in 2014 after a project with Madison Square Garden led CEO Laurence Sotsky to build a business around team and stadium apps, Hopscotch had previously raised $12.5 million in Series A funding, according to the company. According to Sotsky, a beta customer relationship with the University of Mississippi in 2016 gave Hopscotch an entree to the large-college market, and since then the company has signed app deals with a who’s-who list of top universities with prominent athletic programs, including Notre Dame, Oregon, Ohio State, Auburn, UCLA, Washington, Baylor, Penn State, Michigan State and Arizona, among others. Hopscotch also signed a deal with T-Mobile Arena in Las Vegas.

While the list of customers is impressive, there is a bit of a caveat to Hopscotch’s sudden rise. According to Sotsky, Hopscotch gained many of its new customers this summer by taking over app development deals previously held by CBS Interactive and IMG College. As the rights holder for many universities, CBS Interactive’s apps have historically been centered around media, including streaming video and other team content. According to Sotsky, Hopscotch is replacing code in those previous apps from the inside out, bringing the company’s “Fan Engagement Platform” to add services like ticket purchasing and advertising services. However, in many cases the apps are still identified by previous developers in places like the Apple App Store, a tactic Sotsky said was done deliberately so that previous users of the apps could just update to get the new app instead of having to install a new app.

Hopscotch CEO and founder Laurence Sotsky

Duplicate deals at schools?

But what Hopscotch doesn’t tell you is that some of these deals may not be exclusive, as in the case of Baylor University, which is listed under “customers” on both the Hopscotch website as well as the YinzCam website. YinzCam, which developed a game-day app for Baylor when the school built its new football stadium in 2014, remains the “official” app, according to Becky King, associate vice president for information technology services and interim CIO at the Waco, Texas, school.

However complete or incomplete they may be, Hopscotch’s college deals will at least give the company another fighting place to take on other providers in the team/stadium app marketplace like YinzCam, VenueNext, Venuetize and Built.io. With $17.5 million in total funding now, the El Segundo, Calif.-based Hopscotch may add to its current total of 40 employees, while building out its product roadmap to include more services for game days, like wait-time apps or traffic and parking services.

In a phone interview Sotsky said Hopscotch is already trying beta tests of interactive advertisements, like one last basketball season at Auburn where fans using the app would get a message good for a free breakfast sandwich at a nearby Hardee’s if the opposing team missed two consecutive free throws late in a game. Though most stadium and team apps have been challenged so far just to get fans to download and use the apps — never mind generating revenue — Sotsky is betting that Hopscotch will find a way to help venues, teams and advertisers work together to build something that benefits fans while also delivering some ROI.

“If you deliver the right kind of ads you can get great revenue traction,” said Sotsky.

Vikings testing in-seat beverage delivery via app at U.S. Bank Stadium

A runner delivers drinks to fans at U.S. Bank Stadium. Credit: Minnesota Vikings (click on any photo for a larger image)

The Minnesota Vikings are currently offering in-seat delivery of beverages ordered through the stadium mobile app, a beta test of sorts that may lead to expanded app-delivery options at U.S. Bank Stadium in the near future.

While it’s just a small pilot operation now, available to approximately 8,000 seats in the venue’s east end zone area, any such service takes on greater importance due to the fact that U.S. Bank Stadium is set to host Super Bowl 52 on Feb. 4, 2018. And whether or not the delivery service is available during the Super Bowl, Vikings representatives see it as an important opportunity to see if such services are helpful, profitable and scalable for different areas of the 66,200-seat facility.

“We want to ensure that the user experience [with the deliveries] is good,” said Scott Kegley, the Vikings’ executive director of digital media and innovation, about the go-slow approach. “We want to know all the data pieces, to see if the [current] test can be replicated.”

The Vikings’ small sample size is almost completely opposite of the path taken by the San Francisco 49ers when they opened Levi’s Stadium in 2014. The Niners and their app partner, VenueNext, offered full food and beverage delivery to any seat in the stadium, a service that was recently discontinued. Kegley, who had worked with the Niners during the Levi’s opening, said the Vikings (who also use VenueNext for the stadium app) learned a lot from the Niners’ delivery experiences, such as why just beverages may be a better delivery option than a full menu.

A runner gets ready to deliver drinks. Credit: Minnesota Vikings

Just drinks a lot easier to deliver

Rich Wang, director of analytics and fan engagement for the Vikings, said the Niners’ data showed that approximately 70 percent of all their delivery orders were beverage-only. With space at a premium inside U.S. Bank Stadium, the ability to have runner areas or delivery operations inside the current concession stands was not an option, Wang said. However, by moving some beverage coolers behind a temporary screen, the Vikings were able to create a mini-beverage delivery operations area that could serve a targeted seating area — in this case the 100- and 200-level seats surrounding the east end zone.

After some spot tests of the system last season, this year the Vikings rolled out the east end zone service as an ongoing feature, with delivery of a limited menu of beer, soda and water options. The promotion of the service has been purposely low-key, since as Wang said, the Vikings really don’t want everyone else in the stadium to know the service is available but not to them. Mainly, fans find out about the service through hard-copy promotional material placed in the cupholders, as well as via the app, which makes the delivery service available when fans log in with seat numbers in the service area.

An overhead look at the coolers and runner pickup area in U.S. Bank Stadium. Credit: Paul Kapustka, MSR

Mobile Sports Report was able to view the delivery operation live at the Nov. 19 home game against the Los Angeles Rams, and early in the first quarter it was a busy place, with runners filling orders every time they came back to the small space (a cordoned-off area next to a concession stand and a building entrance). Runners each had insulated bags to carry drinks, and each drink came with a Vikings “Skol” koozie to help keep beverages cold.

According to Wang, the Vikings saw 185 deliveries through the service on Sunday, with half of those orders being for Coors Light, another 25 percent for other alcoholic beverages (Blue Moon and Redd’s ales) and the rest for sodas and water. Unlike Levi’s Stadium, which charged a flat $5 fee for all deliveries, the Vikings instead just add a 15 percent surcharge per product over what fans would pay at a concession stand.

Express pickup and more spaces for delivery

The Vikings also have two concession-stand areas for express pickup orders, one on the main concourse and one on the upper deck. Like the in-seat delivery service, the express pickup areas are another test, to gain data on how fans use the service before attempting expanded offerings. The Niners, which had offered full-stadium express pickup when Levi’s Stadium opened, no longer support the service.

A look at part of the promotional material placed in cupholders in the service area

Should the east end zone test show promise, Kegley and Wang have their eyes on the opposite end zone, where a small unused space exists directly under the lower-level west stands. Backing up to a large concession stand, it looks like a prime area to set up another delivery operation, with the added bonus of having runners walking up to fans instead of from behind, which Wang said would make for easier identification by fans of incoming deliveries. Wang said one of the stats the Vikings are paying attention to is delivery time and steps taken by runners, using a step-tracking app “to make sure the runners aren’t doing half-marathons” during a game, Wang said.

Right now, nobody at the Vikings is saying anything about Super Bowl operations, which are primarily decided upon by the NFL itself. For Super Bowl 50 at Levi’s Stadium, the NFL nixed full-menu deliveries, only allowing beverages to be delivered inside the stadium. Fans did respond positively, however, with a record number of deliveries, so the NFL may look on such a service at U.S. Bank with favorable eyes.

On the Vikings’ end, the service is already producing interesting data, including the fact that 60 percent of people using the service had never before used the team app; and the other 40 percent are now using the app more, according to Wang.

“We’re driving people to download the app, or use it more,” said Wang of the delivery service. Whether or not it will catch on depends on whether or not fans see it as a worthy alternative to just going to a concession stand. But, as Wang said, “nobody wants to wait in lines!”

A runner delivers drinks to fans in the east end zone. Credit: Minnesota Vikings

A look at the lower-level concourse express pickup area. Credit: Paul Kapustka, MSR

Wi-Fi, new app features a welcome addition at historic Saratoga Race Course

Horses round the turn at Saratoga Race Course. Credit all photos: Saratoga Race Course.

Just because a sporting venue is old and historic doesn’t mean it has to stay behind the times. The welcome arrival this year at the famed Saratoga Race Course of a high-density Wi-Fi network and a new mobile app with services including live video, express food ordering and mobile betting was a winner for all fans, according to racetrack executives.

“I’m pretty proud of Saratoga — we’ve got history, tradition, and now the 21st Century,” said Bob Hughes, vice president and chief information officer for the New York Racing Association, which runs thoroughbred racing at the Saratoga Springs, N.Y.-based Saratoga as well as at Aqueduct Racetrack and Belmont Park. The new Wi-Fi network, which was fully installed for Saratoga’s 2017 season, “was a wild success for us,” Hughes said. “The fans were engaged, and the media noticed.”

Saratoga’s summer schedule — a tradition in upstate New York since racing first happened there in 1863 — is one of the more revered happenings on the horse-racing schedule, and the Race Course grounds are widely admired as one of the best experiences in sports. But up until a few years ago, that experience didn’t have much in the way of wireless connectivity, an issue Hughes said the NYRA started working on to correct after the 2015 season.

More mobility for race fans

With an executive direction to bring more mobility, access and convenience to fans, Saratoga started down the path that ended with a network using 220 Ruckus access points, Kezar scanners and a new app designed by VenueNext, and 1,000 bluetooth beacons from Aruba, a Hewlett Packard Enterprise company, to support wayfinding and other services. With more than 48,000 client user sessions on one of the summer’s busiest days — the Aug. 26 Travers Day — and an average of more than 1 terabyte of traffic each day, the new network at Saratoga was an instant hit, and something likely to keep the old venue even more relevant to a new generation of racing fans.

“The New York Racing Association was pleased this year to introduce cutting edge technology to Saratoga Race Course, the oldest active sporting venue in America,” said NYRA CEO and president Chris Kay in a prepared statement. “Given our ever growing reliance on mobile devices, these improvements are critical to the long-term success and sustainability of Saratoga.”

The unique schedule of Saratoga — 40 days of racing in the summer — also means some long days of races, with fans at the track from before noon until 7 p.m. some days, Hughes said. With the new network and app in place, those fans can not only stay connected to their outside lives, but they can also watch live and archived racing videos, pre-order concessions for express pickup, and even place bets from their mobile device.

“With 25 or 30 minutes between races, you now see a lot of people watching replays of former races” to gain betting insights, Hughes said. And that connectivity even extends from the racetrack seating areas out to the track’s famed picnic grounds, where Hughes said Saratoga deployed “mushroom” looking AP enclosures that put antennas at waist level, to bring connectivity close to the seating areas.

From the more than 1 million fans who attended races this season, Hughes said the Wi-Fi network saw pretty consistent take rates of 25 percent of fans present on the network at any given time. Having that wireless connectivity to outside lives as well as to tap into venue amenities, Hughes said, “takes any stress away.”

Commentary: Time to rethink in-seat delivery?

A beer vendor at Wrigley Field this summer. Credit all photos: Paul Kapustka,, MSR (click on any photo for a larger image)

I have a major scoop: Even though Wrigley Field doesn’t have its new Wi-Fi network installed yet, I can confirm that the Friendly Confines has food and drink delivery to fans in all seats.

And you don’t need an app to order a frosty malt beverage. You simply say, “Hey! Beer man! One over here!” And he walks over and pours you a cold one. Apparently this is not new, but has worked for many, many years.

Though I do jest a bit I hope my point is clear: Sometimes there is a bit too much fascination with technology, especially on the stadium app front, which has not yet been warranted. The main question of this essay is whether or not it’s time to rethink the in-seat ordering and delivery phenomenon, to find what really matters to fans and where technology can deliver better options.

Who really wants in-seat delivery?

Editor’s note: This profile is an excerpt from our latest STADIUM TECH REPORT, our Fall 2017 issue that has in-depth profiles of network deployments at Notre Dame Stadium, Sports Authority Field at Mile High, Colorado State’s new stadium, and the Atlanta Falcons’ new Mercedes-Benz Stadium. DOWNLOAD YOUR FREE COPY of the report today!

I will be the first to admit to being guilty as charged in being over-excited about stadium apps and the idea of things like instant replays on your phone and being able to have food and drink delivered to any seat in the stadium. When the San Francisco 49ers opened Levi’s Stadium four years ago, those two services were fairly unique in the sporting world, and it was cool to see how both worked.

The Niners did a lot of human-engineering study on the food delivery problem, knowing that it was more an issue of getting enough runners to deliver the goods than it was to get the app working right. Even a big glitch at the first-year outdoor ice hockey game at Levi’s Stadium was sort of a confirmation of the idea: That so many people tried to order food deliveries it screwed up the system wasn’t good, but it did mean that it was something people wanted, right?

Turns out, no so much. Recently the Niners officially announced that they are taking a step back on in-seat concessions ordering and deliveries at Levi’s Stadium, limiting it to club areas only. Whatever reasons the Niners give for scaling down the idea, my guess is that it mainly had to do with the fact that it turns out that the majority of people at a football game (or basketball too) may not want to just sit in their seats the whole game, but in fact get up and move around a bit.

The end zone view from the beer garden at Colorado State Stadium.

That may be why most of the new stadiums that have opened in the past couple years have purposely built more “porch” areas or other public sections where fans can just hang out, usually with somewhat of a view of the field. The Sacramento Kings’ nice beer garden on the top level of Golden 1 Center and the Atlanta Falcons’ AT&T Perch come to mind here. For the one or two times these fans need to get something to eat, they are OK with getting up and getting it themselves.

Plus, there’s the fact that at the three or four or more hours you’re going to be at a football game, if you’re drinking beer you’re going to eventually need to get up anyway due to human plumbing. We’ve been fairly out front in saying stadiums should spend more time bringing concession-stand technology into the 21st century, instead of worrying too much about in-seat delivery. It’s good to see there are some strides in this direction, with better customer-facing interfaces for payment systems and things like vending machines and express-ordering lines for simple orders.

While there may be disagreement about whether or not in-seat delivery is a good idea, there is certainly universal disgust for concession lines that are long for no good reason. It’s beyond time for stadiums to mimic systems already in place at fast-food restaurants or coffee shops and bring some of that technology spending to bear in the place that everyone agrees still needs work. Even at the uber-techno Levi’s, regular concession stand lines have been abysmal in their slowness. Maybe the Niners and others guilty of the same crimes will pay more attention to less flashy fixes in this department.

Is drink-only delivery the right move?

The Niners’ revolutionary attempt to bring mobile ordering and in-seat delivery to all fans in a big stadium was part of the app suite from VenueNext, the company the Niners helped start as part of their Levi’s Stadium plans. While VenueNext is regularly adding new pro teams to its stable of customers (in September at Mobile World Congress Americas, the Utah Jazz announced they would switch to VenueNext for the upcoming season), not a single one has tried to copy the Niners’ ambitious deliver-anywhere feature.

The end-zone AT&T Perch at Mercedes-Benz Stadium in Atlanta.

And for Super Bowl 50, the signature event that Levi’s Stadium was in part built for, remember it was the NFL shutting down the idea of in-seat delivery of food and drink, limiting the service instead to just beverage ordering and delivery. It probably makes sense for Mobile Sports Report to put together a list sometime soon about the various attempts at in-seat ordering and delivery around the pro leagues, to see what’s working and what hasn’t. To be clear we are talking here about widespread delivery to all seating areas, and not the wait-staff type delivery systems that have been widely deployed in premium seating areas for years.

Our guess, just from tracking this phenomenon the past several years, is that while such services make sense in premium and club areas, simple logistics and stadium real estate (like narrow aisles or packed, sellout crowds) make in-seat ordering and delivery a human-factor nightmare in most venues.

One experiment worth watching is the system being deployed by the Atlanta Falcons at Mercedes-Benz Stadium as part of the team/stadium app developed by IBM. Instead of working online, the app will let fans pick food items and enter payment information, and then take their phone to the appropriate stand to scan and fulfill the order. Nobody knows yet if this will speed up lines or make the concession process faster, but it is at the very least an attempt to try something new, using technology doing what it does best to eliminate a pain point of going to a game — waiting in line.

And while I will be excited to see the new networks being planned for Wrigley (Wi-Fi and a new DAS are supposed to be online for next season), I’m just as sure that whenever I visit there again, I won’t need an app to have a beer and hot dog brought to my seat. Maybe having more choice in items or having that instant gratification of delivery when you want it is where the world is going today, but on a brilliant summer afternoon at Wrigley Field somebody walking down the aisle every now and then works just fine. With the Cubs winning, the organ playing and the manual scoreboard doing its magic in center field, it’s a welcome reminder that sometimes, technology isn’t always the best or neccessary answer.

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