Historic Lambeau Field Is Brought to the Forefront of Technology With

Case Study: Green Bay Packers

Executive Summary

Industry • Sports and Entertainment

Environment • NFL Stadium • 81,411 Capacity • 1,695,00 Sq. Feet

Technology Needs • Mobile Point-of-Sale • Mobile Ticketing • Game Day App • Security Systems • Wired and Wireless Historic Lambeau Field is Brought Extreme Solutions Utilized • ExtremeWireless™ to the Forefront of Technology • ExtremeSwitching™ • ExtremeControl™ with High-Density Wi-Fi • ExtremeAnalytics™

• ExtremeManagement™ Competing in the National Football League, the Green Bay Packers are a professional American football team based in Green Bay, Wisconsin. PCM Solutions Utilized Established in 1919, Green Bay is the second-oldest franchise in professional • Network Design and Installation football and is the only community-owned major league professional sports • Managed Services team based in the United States. • PCM Analytics Home games are played at one of the most revered stadiums in the country, Results historic Lambeau Field. As the longest continuously occupied stadium in the league, Lambeau Field hosted its 61st season of football this past year. • Customized network solution to meet expectations of fans, goals of the A year-round destination venue enjoyed by Packers fans in a variety of ways, business, and unique characteristics the capacity of Lambeau Field stands at 81,441, second only in capacity to of the stadium New York’s MetLife Stadium (82,500).

• High-density Wi-Fi network delivering ubiquitous and reliable mobile connectivity in-stadium

• Complete support and enablement of critical business functions, event management assets, and fan-facing services in and around the stadium

• Wi-Fi Coach Program providing in-person service and support

WWW.EXTREMENETWORKS.COM 1 Improved Mobile Connectivity: As it specifically relates to in-venue connectivity, following an upgrade of their DAS system (distributed antenna Now and in the Future system), the Packers began evaluating Wi-Fi solutions with For Mark Murphy, President and CEO of the Green Bay the goal of delivering seamless connectivity to support Packers, improving the mobile connectivity was always a the increasing number of guest devices expecting Wi-Fi priority to further enhance the in-stadium fan experience in-stadium, as well as supporting the Packers’ key business and support the organization’s key business initiatives. So, functions relying on the wired and wireless network. Faced when the NFL mandated each stadium meet a standard with installing high-density Wi-Fi in an open-air stadium level of Wi-Fi connectivity and coverage, the club jumped at that encompasses 1,695,000 square feet and holds 81,441 the opportunity to finally update the network infrastructure people, it was crucial for the Packers to find a vendor with at Lambeau Field. past experience and demonstrated success installing Wi-Fi solutions in the most demanding stadium environments. From 2000-03, the historic stadium underwent a dramatic transformation, which included the addition of the Lambeau Field Atrium, while keeping in mind Lambeau Field’s The Network at the Heart historic legacy. What was once just a football stadium that of the Business fans could use only 10 days during the season became a In their search for a networking partner, the Packers community center that can be enjoyed 365 days of the year. evaluated all major wireless LAN vendors in the space. Over the past several years, the stadium also has undergone Staffed with just a two-person network management additional updates and expansions, including the addition team, it was important to work with one vendor who of the South End and renovations to the Lambeau Field could provide a total end-to-end solution to simplify Atrium, while being mindful to retain the classic integrity installation and maintenance. that defines the look and feel of Lambeau Field. With that In addition, the following components were key to the said, some decisions are easier than others; as an example, Packers’ evaluation criteria: the majority of seating within Lambeau Field’s 80,000 capacity stadium is comprised of metal bleachers – virtually • The overall cost of implementing the solution, and the unheard of in modern sports venues. When considering a timeframe for implementation replacement of the metal bleachers with individual seats, • The expertise and prior experience of the installation Murphy didn’t see it as an option. Not only would it roughly and support team drop the stadium capacity by 10,000 people, it would radically impact a fan’s experience. • The sheer technological capabilities of the solution and past successes in similar markets

Lambeau Field is the only NFL stadium with metal bleachers. Removing them would lower the capacity of the stadium by 10,000 people. Photo Credit: Green Back Packers

WWW.EXTREMENETWORKS.COM 2 Golden closures (left) and green wireless access points (right) were specifically built for Lambeau Field.

The Green Bay Packers selected Extreme Networks and business functions inside of the venue, but it also includes PCM for their previous experience deploying solutions entertainment areas like the Packers Hall of Fame, the that address the unique challenges posed by stadium and Packers Pro Shop, and individual restaurants part of event venues. Extreme and PCM utilized resources and Lambeau Field’s campus. expertise from both organizations, as well as the support With the ability to appropriate bandwidth and network from strategic technology partners, to ensure success at privileges, the new high-density network is able to Lambeau Field. simultaneously meet the business needs of the stadium Being a historic stadium Lambeau Field has an older and fan demand for seamless connectivity during major venue design, meaning it does not have a multi-level events. Coupled with the ability to view and control the structure inherent in many newly-constructed stadiums. network from a single management platform, the Packers’ Instead, the lower seating sections are comprised of a relatively small IT team is equipped with all the necessary large and sweeping open-bowl design, offering little to tools to support internal and external entities that rely on no overhead mounting options for wireless access points. the network. Through creative mounting techniques, the deployment team leveraged innovative methods when building Fan Connectivity Scores an out the in-venue infrastructure for the Wi-Fi network. All-Time High “Packers Gold” enclosures and “Packers Green” wireless access points were specifically built to complement the Since installing their high-density Wi-Fi network, in-venue existing aesthetics of the stadium while positioned to connectivity has improved significantly: guest usage fulfill the network requirements in terms of coverage and mobile data consumption at Lambeau Field is at an and capacity, preserving the nostalgic look and feel that all-time high, with 45-50% of fans accessing the wireless distinguishes and defines the Packers and Lambeau Field. network at each game and event. The Packers are now able to provide an enhanced, differentiated in-venue According to Wayne Wichlacz, Director of Information game day experience to their fans with better support Technology with the Green Bay Packers, “The wired of the Packers app, delivery of NFL-related content and and wireless network is the heart of Lambeau Field’s integration of Packers’ social platforms. business operations – supporting both direct business functions and football operations.” All areas supporting The primary business objective of the network was to critical business functions and event management – ITPV roll out a solid connectivity platform, and according to for displays, digital signage and messaging, security Wichlacz, the initial goal of improved connectivity has systems, ticketing, concessions, POS devices, and staff already been met and even surpassed. The implementation iPhones rely on the network to function and operate of the Wi-Fi Coach Program, and having Extreme Wi- during games and events. This includes all critical Fi Coaches at each event during the first year helped

WWW.EXTREMENETWORKS.COM 3 tremendously with troubleshooting and user adoption of In 2017, the Packers seamlessly scaled the Extreme’s Wi-Fi the new Wi-Fi service. “The deployment has received very footprint to include the Johnsonville Tailgate Village, an positive feedback from both Packers management and indoor tailgating space for all fans, whether or not they fans. Our experience working with Extreme and PCM has have tickets to the game, in the parking lot adjacent to been very positive from pre-sales to post-installation,” said the stadium. This Wi-Fi expansion included the inside Wichlacz. and outside plaza for connected customers. In addition, the Packers launched Titletown in 2017, a development immediately to the west of the stadium which includes an outdoor plaza, ice rink, tubing hill, playground and “We began working with ExtremeWireless, full-sized football field. “We looked to Extreme Networks our initial goal was to improve connectivity to scale our base Wi-Fi and networking for new business at Lambeau Field. Connectivity is at an all- expansions around Lambeau Field that we deemed as critical to our fan experience for gameday and non- time high with 45-50% of fans accessing the gameday. Extreme successfully delivered on these wireless network at each game and event." expectations,” said Wichlacz. Wayne Wichlacz, Director of IT Green Bay Packers

As the Packers look ahead with their network, they plan to truly explore what the Wi-Fi solution is capable of. Now that a strong and secure infrastructure has been built, and with fan experience as the highest priority, the Packers plan to stay at the forefront of the game day experience by leveraging key technologies to add fan engagement services and content to the game day experience at Lambeau Field, including location-based services, beacon technology, and geo-fencing. With the number of connected users on the rise, the marketing, sales and Game Day teams are excited to dig into the Extreme / PCM Analytics engine(s) to help with digital campaigns, validate decisions and to explore how to further leverage the power of their Wi-Fi network.

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