FEA TURE —F UTURE I.T .A TS TA DIA &A RENAS
output—will become moreofarealityinthe future, as small,handheld Wi-Fi-enabled tablet devices become more affordable, and as venues continue to expand Wi-Fi access throughout their
buildings.Mass-customisation will become a reality as each user is able to customise his or her own portals of information. Internal venue com- munication will improvewith interactiveonline forums and blogs. External communication with clients will leap forwardasonline eventcoordination increases the level of customer service.” USI’s Krister Ungerboeck responded: “In the future,
back-end solutions will need to be focused not just on increasing productivity, but on enhancing the overall experiencewith the application,and empowering employees to add morevalue to the organisation. In many ways, back-end technologies need to treat the employee in the same way that the venue employee treats the guest, delivering memorable experiences that make the employees want to work in the application and drive that next piece of business into their building.” For Dean Evans & Associates, TomSchek commented:
“EMS has astrong tradition of working with customers and soliciting software enhancement requests based on their growing needs. In the next decade, we plan to con- tinue to foster these relationships with our arena and stadium customers.” Ballena Technologies’Jeff Sherratt said:“The next step
is taking the SRMS into mobile and tablet platforms,as their popularity and demand amongst consumers con- tinues to rise. Additionally, social networking will be fur- ther integrated to add visibility of the processes through these viral tools. As we look further into the future, we believe customers will be able to virtually sit in each seat in the venue with the look and feel of attending the event. Sales representative avatars will automatically guide customers to upgrade options and speak to amenities.”
Scott Meyers of ISS noted: “Weenvision dramatic
advances technologically during the next decade for venue management, with development of future devic- es thatfurther close the communication gap between fans andstadium
staff.Interactivefan experiencewith technology, such as augmented reality, will revolution- ise and invigorate the whole activity, and we plan to expand our ISS platformtomeet anyfutureneed of venue management.” Versatile’s Jamie Cohen stated: “Overthe coming
years,weenvision developing adaptors to supporta multitude of handheld devices,creating awide net of employees who are able to add to safety and security on game day. In addition, viewsfromamobile command centre release supervisors fromthe crow’s nest and allow them to carry livedatathroughout the facility. Theflexi- bility offered by SyncSeer’s core workflow engine means that further applicationscan be builtand integrated, providing further value from the system.” Looking to the next decade and developments, Tim
Miller of Branded Concessions advised: “Event facilities must stayinsync with the ever evolving demands of their fans and attendees. They must be more nimble to adapt their customer-facing products, such as conces- sions stands, and to act as effective hosts, able to cater as well to one-time events such as concerts,high-school tournaments or uniqueconferences, as they do to their primarysports team tenant. Mobile,‘networked’carts allowthe facilitytotarget customer traffic points that change based on the type of event, and maximise the effectiveness of IT services without creating a headache for a limited IT staff.” Cisco's Tracy Hughes commented: “In the future, net-
worked venues are best positioned to respond faster and adapt to industry trends, increasing sponsor require- ments and the adoption of consumer-driven technolo- gies. Looking ahead, worldwide proliferation of mobile devices and applications requireall venues to deliver gameday coverage and capacity to meet ever-increasing fan expectations fortheir personal devices to comple- ment the live action.” This two-partfeatureemphasises the vital natureof
Main picture: Kazahkstan’s Almaty Stadium is aglow with digital signage applications driven by C-nario's C-sport
software solution. IMAGE: C-NARIO
SPR IN G 20 11 PA NS TA DI A 25
the role that Information Technology will continue to playinproviding creativeand responsivefront-end and back-end venue solutions. In turn, these solutions will ensureasuccessful ROIfor arenas,stadiums,and teams,aswell as an enhanced guestexperiencefor their fans and patrons, which will ultimately all add to the bottom line. ✪
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