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Football Stadiums of the Future

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Football Stadiums of the Future FOOTBALL STADIUMS OF THE FUTURE THE TECH-ENHANCED EXPERIENCE IN ASSOCIATION WITH: The Next Generation .............................................................................................................2 High-Tech Refurbishment ....................................................................................................4 Luring the Stay-at-Home Fan .............................................................................................6 Sharing Stadium Knowledge ..............................................................................................7 Acknowledgments..................................................................................................................8 Imagine the next generation of football stadiums as some in the sports industry do, among them John Penhollow, director of new stadium partnerships for the Minnesota Vikings. These structures o!er every imaginable form of entertainment and convenience, supported by backup systems designed to trouble- shoot any crisis, ranging from power outages to emergency evacuations. Endless screens guarantee you’ll never lose sight of the event wherever you may be on the premises and provide coverage of the action and scores for other games (other sports, even) around the world along with constant stats and commentary. And if all 65,400 in the Vikings stadium want to be on social media simultaneously, no problem. A formidable Wi-Fi network will guarantee that nobody has to wait for a signal, whether it’s to locate a friend, transmit sel"es of yourself tailgating before the game or order food to be delivered to your seat. Given all of this, no wonder there’s a gleam in the eyes of those who are designing and building these new stadiums and refurbishing others. These enthusiasts include David Scott, president of Comcast-Spectacor, a sports and entertainment company and Comcast subsidiary. He sees a quadruple business opportunity stemming from the construction of new stadiums along with convention centers, arenas and the like, as well as in the up- dating of any number of such event spaces—a process that essentially means the installation of massive amounts of Wi-Fi-enabling "ber optics. “We operate four kinds of companies: facility management, food services, ticketing and our front-row marketing arm. We’ve been trying to bundle these products and services together. We can bring a lot more value to our clients by bundling everything we do,” says Scott. “We’re focusing now on the infrastructure side because we know we’ve got to have the best Wi-Fi, we’ve got to have the connectivity, we have to have the speed.” Comcast-Spectacor will need to test all these innovations, says Scott. “We de"nitely will have some focus groups with the fans after a trial period so we can see what they like.” But he’s sure there’ll be a lot to like. “The fact is, once you have the infrastructure in place, the apps are unlimited. Mobile has changed everything.” The ubiquitous nature of smartphones, in fact, means that among other things Comcast-Spectacor and everybody else involved in new stadiums are eyeing how to set up su#cient charging stations throughout every location, a convenience once o!ered exclusively to those in suites or more expensive seats. 2 | FOOTBALL STADIUMS OF THE FUTURE Scott acknowledges that “we’re in the real early innings” in respect to the technology that will make future-stadium visions possible. Robert Jordan, senior vice president of Van Wagner Sports and Entertainment and technology consultant to the Vikings, goes further. “The sports industry got left behind in its ability to use IT and data, certainly compared with "nance or retailing,” he says. The good news: “IT in sports is now moving on a pretty phenomenal trajectory, probably much faster than non- sports businesses. We’re getting caught up very quickly.” This adds to the thrill of coming up from behind for those in the stadium business, a rush any sports fan would recognize. For football stadiums, construction hit a peak between 1995 and 2003, when 17 opened, and then lost speed. The next eight years saw only four new buildings. Rising prices doubtless played a part in the slowdown. The MetLife Stadium, which opened in 2010 as the new home for the New York Jets and Giants, cost a reported $1.6 billion and the Cowboys Stadium in Dallas (2009), $1.2 billion. Next to kick o!: the San Francisco 49ers and the Minnesota Vikings. The former’s Levi Field in Santa Clara is scheduled to open in 2014 at an estimated cost of $1.3 billion and counting, and the Vikings’ still-unnamed new Minneapolis home in 2016, for $1 billion. For some time now new stadiums have also been hobbled by their dated design. Eric Grubman, the National Football League’s executive vice president of ventures and business operations, argues that stadiums that opened even 15 years ago already re%ected decades-old thinking about what was needed. “ THE SPORTS INDUSTRY GOT LEFT BEHIND IN ITS ABILITY TO USE IT AND DATA, CERTAINLY COMPARED WITH FINANCE OR RETAILING...” — Robert Jordan Senior Vice President, Wagner Sports and Entertainment COPYRIGHT © 2014 FORBES INSIGHTS | 3 The Wells Fargo Center, home to the Comcast-Spectacor-owned Philadelphia Flyers, a National Hockey League team, as well as the Philadelphia 76ers of the National Basketball League, is still relatively new (opened in 1996). Yet Comcast-Spectacor is deep into upgrading the facility as a way to keep it consis- tently busy with all kinds of other entertainment and events. “So it’s not just having hockey fans able to stay on top of their sports and their games. Historically, if you were a suite holder, you’d get a playlist of the band that’s going to be opening. Now we’re thinking, with the new apps we want to get content to people before, during and after a concert. I think that’s going to be the key and really keep it alive and exciting. Keeping the fan (of hockey, football or U2) engaged is a big potential payo! of social media, says Scott. “It’s what song do you think they’ll play next, and afterward you can download the show or a song, download a video. It’s keeping the engagement going, not just you bought a ticket, you went to the show, you went home, and it’s over. We’re looking at the whole thing, what you can do in an arena or stadium, plus how do you take it back to your home and then view it and listen to it.” As Scott explains it, Comcast-Spectacor’s vision for the Wells Fargo Center is to make it nothing less than the ultimate showcase for technology. Here’s what the company has done and is doing to achieve that goal: r$PNDBTU4QFDUBDPSJOTUBMMFEBOFX%BUB"OUFOOB4ZTUFN DPNQSJTJOHBMBSHFOVNCFSPGSFMBUJWFMZMPX power, short-range cellular antennas throughout the facility, thereby improving cellular network coverage. r"TQBSUPGQBSFOUDPNQBOZ$PNDBTUTPWFSBMMTUSBUFHZUPDSFBUFUIF largest and fastest Wi-Fi network in the nation (8 million hot spots), the Wells Fargo Center today has over 100 X"nity hot spots to provide a great in-game or in-concert experience and plans to triple that number by January. The objective, says Scott, is to create the best- performing arena Wi-Fi experience, one that is capable of supporting new video and amenity services to fans and visitors via their mobile devices. More fans and concert goers are using their mobile devices to do more high-bandwidth activities like sharing high-resolution photos and HD videos as well as updating their social media pages. Because smartphones and apps have put more information, such as scores and instant replays, at their users’ "ngertips, there’s more demand on the wireless network. As a result, Comcast-Spectacor is expanding its Wi-Fi footprint inside the Wells Fargo Center to create an even better fan experience. 4 | FOOTBALL STADIUMS OF THE FUTURE r$PNDBTU4QFDUBDPS JT VTJOH êCFSCBTFE &UIFSOFU QSPWJEFE CZ $PNDBTU #VTJOFTT JUT DPSQPSBUF sibling, to create a gigabyte connection to the Wells Fargo Center that will enable its Wi-Fi network to become even larger as demand grows. r5IF DPNQBOZ JT JOWFTUJOH JO OFX NPCJMF BOE MPDBUJPOCBTFE TFSWJDFT *U JT BMTP FOIBODJOH existing apps and investing in new ones with location-based services that use Bluetooth beacons to expand on the visitor experience. For example, the Philadelphia Flyers mobile app is being upgraded for this coming hockey season to give fans a variety of new experiences, among them up- to-the-minute information on the game they are attending. One example: "ve things to know about tonight’s game. Other apps will enable fans to check into various exclusive Flyers content, such as the Hat Trick Display (a collection of headwear thrown onto the ice along with a notation of the player who scored the hat trick), the Flyers Hall of Fame and Flyers Experience concourse displays of team souvenirs. The new apps will also o!er various loyalty o!ers for Flyers merchandise and connect fans with the range of products, including free samples, o!ered by the team’s partners. “Comcast-Spectacor provides services to more than 750 venues throughout North America, including arenas, convention centers, colleges and other public assembly facilities,” says Scott. “As we look to expand innovative technologies at the Wells Fargo Center, we’ll build on these initiatives and look to apply them toward new ways to enhance the fan/visitor experience at these locations.” “...WI TH THE NEW APPS WE WANT TO GET CONTENT TO PEOPLE BEFORE, DURING AND AFTER A CONCERT.” — David Scott, President, Comcast-Spectacor COPYRIGHT © 2014 FORBES INSIGHTS | 5 The technology catch-up that stadium builders and renovators have to play is exacerbated by the fact that the changing demands of fans have been better met in recent years by broadcasters and cable companies. The big hope is that the new and refurbished stadiums, designed for the future and rich with forward- looking technology, can attract the stay-at-home fan.
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