#SBS24 this month in Manchester! Welcome Co-op Live/OVG, RCD Mallorca, Verizon, DWF Law, Hearts, Sunderland AFC, Wembley Stadium, Oxford United, Juventus FC, Croke Park, Stadio Algarve, Everbank Stadium, Kulture City, PAM, Duracell/Procell, Trusts Arena, Suncorp Stadium... Join them
Driving your revenues, sustainability and fan experience: #SBS24 – 15th annual TheStadiumBusiness Summit in Manchester on 17-18-19 June


3D Digital Venue unveils service to facilitate distancing at stadia

3D Digital Venue has launched a new service allowing clients to maximise ticketing revenues while maintaining distancing rules when stadiums reopen following COVID-19.

The Barcelona-based firm’s new Venue Business Intelligence (VBI) has been unveiled as a tool to help stadium and arena management teams achieve “maximum efficiency” when seating their clients while maintaining the safety distances recommended by health institutions.

Through the new service, managers can access interactive virtual reconstructions and perform different types of simulations to help venue owners decide on new business models to achieve the most profitable scenario to reactivate the sports and entertainment industries.

Lluis Pascual, chief marketing officer at 3D Digital Venue, told TheStadiumBusiness that adapting to new measures imposed by governments will be key for the industry to survive the COVID-19 outbreak, which has forced the cancellation of major events across all industries globally.


He added: “Some of the experts say, and talking about the ticketing industry in particular, consumers want to understand what is happening to their shows, how to minimise their risk of attending mass events and how they can still see their favourite play, artist or team if they miss them this time.

“Venues and event organisers are considering how to minimise the impact of any downturn and how to keep attendance high. And the industry as a whole is looking at how we can best weather this type of situation.”

3D Digital Venue, whose clients include LaLiga giants Barcelona’s Camp Nou and Wembley Stadium, said VBI allows clients to enable several configurations and to easily adapt to different events via automatic algorithms on the fly. The new service also has an event calendar planner, which allows venues to register events throughout the season, move them to other dates and associate them with a certain configuration.

Pascual said the company is evolving and is looking to providing other new solutions, such as interactive digital catalogues for premium inventory management and membership packages management sold via online services.

He added: “We think that now is time to innovate and offer solutions to get past this crisis. Generating new revenue using digital channels is more important than ever and providing tools to plan, implement, and convert the traditional processes into an online environment is now key for our clients and partners.”

As live events begin to make resurgence after COVID-19, Pascual predicts that experiences could become more intimate and personal as venues operate at limited capacities.

He told TheStadiumBusiness: “The next year may force changes in our behaviour to maximise our ability to respond to these challenges.

“The most important thing will be the capacity to adapt to the new measures that the governments will impose. At least until a vaccine is found, it will be crucial to respect health indications, even in mass events. Companies will have to be able to change at any time the way they operate to keep going.”

3D Digital Venue, which has continued to maintain production rates and offer services to customers while working from home, said “now is the time” to start thinking about recovery strategies for when the institutions allow the events to resume.

Pascual continued: “With the COVID-19 crisis, the sports sector will suffer a very hard blow that requires all the support and concrete help of public administrations to facilitate its comeback. The intrinsic values of sport and of all those who practice it, work in the sector and, ultimately, feel it and love it, will make those grants come to value much more effectively than expected.”

UPDATED 18 May 2020 with new video.