With the restart of large-scale events across many territories, now’s the time to delve into discussing how technology can influence the future of the visitor experience.

Over the past 18 months we have already seen the use of QR codes and app ordering across almost all customer-facing sectors – and with UEFA Euro 2020 and Wimbledon adapting into the fold – it is clear the future venue experience is increasingly about utilising digital alongside (and sometimes, in place of) traditional touchpoints.

How do we utilise the best in digital and interactive ‘High Street’ brand experiences around our stadiums and arenas?

Earlier this week TheStadiumBusiness co-founder Ian Nuttall hosted a live webinar with leading industry supplier Inurface Media Group on the topic. Guest panelists included Jeremy Maxton (Head of Events, Manchester City FC), Sam Slee (Senior Sponsorship Manager, Virgin Media O2) and Dan Strang (CEO, We Are Interact).

Some key takeouts included:

  • Operations v Experiential: Understanding the difference between operational tech and experience enhancing tech is key to ensuring the two can work together effectively. Operational technology is today replacing conventional ways of doing things.
  • Digital Acceleration: Though the transition into a digitally driven world has slowly been taking place over the last few years, COVID-19 has significantly sped up the process. In the past things like crowd control, signage POS and ticketing usually require staff and physical assets, however today stadiums and venues are deploying tech solutions to cover off all of these elements. Already we are seeing venues turning 100% digital when it comes to tickets, with lots of venues also mobilising apps and online ordering services for guests and visitors to utilise whilst in attendance.
  • New Drivers of Revenue: Experience enhancing tech on the other hand is a perfect way to boost revenue through add-on experience. For stadiums and venues looking to enhance the fan experience before, during and after the visit, the implementation of interactive experience-based tech that provides take-away keepsakes and sharable content is key. Solutions that allow for experience, content creation and gamification can be monetised, and venues must implement this to stay relevant to a new generation of consumer who expect this

Further insights and the full webinar recording is available here – courtesy of Inurface Media Group.