The Sydney Cricket and Sports Ground Trust has been nominated in two categories at this year’s TheStadiumBusiness Awards.

The Trust has been shortlisted in the Fan Experience and Venue Technology categories for this year’s Awards, which will be held at Emirates Old Trafford in Manchester on June 12.

The Trust has been recognised in the Fan Experience category for the work it did to accommodate fans during the recent Ashes Test against England.

The Trust partnered with former Australian cricket captain Steve Waugh and Avanade during the Ashes to create an augmented reality experience celebrating 15 years since Waugh’s last-ball century at the SCG.

The experience features commentary from Waugh himself, as well as animated simulation of his shots recreated in the Avanade studio. The coverage is blended with footage of Waugh’s innings. The HoloLens experience was made available to sample during the Test and the initiative proved popular among fans.

Other fan experience initiatives included a gourmet food village and beer garden, members’ functions, SCG merchandise, promotions via the Trust’s app and a variety of ‘Instamoments,’ which allowed fans to share photos of their experience on social media.

The Trust also introduced mist cooling fans in key patron areas and distributed free ice blocks as temperatures surpassed 45 degrees during the Test.

In the Fan Experience category, the SCG will face competition from:

  • The Junior Tigers Club and the JTC Takeover Day, Leicester Tigers, UK
  • ‘Fans First’ design at Optus Stadium, Australia
  • The Children’s Healthcare of Atlanta’s kids park at SunTrust Park/Atlanta Braves, USA
  • Daily’s Place at EverBank Field, Jacksonville Jaguars, USA

In the Venue Technology category, the SCG Trust’s Venue Operations Centre will be up against:

  • Fan Experience Test Lab at SAP Arena, Germany
  • Digital Ticketing & Fan CRM, Orlando City Soccer/Orlando Stadium, USA
  • Aston Villa FC’s One Card, UK
  • Jewel Skin Projection Mapping at Little Caesars Arena, USA
  • The Inside Outside Multi-Use Design at U Arena, France
  • Halo-Wrap Video Boards at Mercedes-Benz Stadium, USA

The Venue Operations Centre forms part of a wider A$3.5m investment in security across the SCG and Allianz Stadium. The facility receives 24-hour monitoring and includes video analytics and facial recognition connected to 800 HD and UHD cameras. It is occupied during events by decision-makers from security, catering, ticketing, cleaning and social media teams, as well as the likes of NSW Police, Traffic Management Centre and State Transit Authority.

SCG Trust chief executive Jamie Barkley said: “The SCG Trust is delighted to be a finalist for the Fan Experience and Venue Technology awards. It is the sixth year that the Trust has been recognised as a finalist in the highly-respected venue industry awards, thereby strengthening the Trust’s reputation as a world leader in venue management.”

The Trust has won TheStadiumBusiness Awards on five previous occasions:

  • 2016 Venue Technology Award – Allianz Stadium interconnected solution (Superscreens, IPTV and app)
  • 2015 Sports Event of the Year – Major League Baseball Opening Series between the Arizona Diamondbacks and the LA Dodgers (2014)
  • 2015 Project of the Year – MA Noble, Don Bradman and Dally Messenger stand redevelopment
  • 2013 Sport Event of the Year – 100th Test match at the SCG in 2012
  • 2012 Team Player of the Year – Caron Lefever (staff)

A full list of this year’s nominees can be found here.

Image: Johnlp