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Engaging Fans at one of the Largest Stadiums in the USA

Engaging and delighting fans has become the number one priority. However, the identity and behavior of fans within the stadium have been impossible to detect until Sirqul. Furthermore, standalone mobile apps historically have only seen a 5-30% penetration rate, thus leaving venues with poor data, insights and little interaction with the fan itself.

This large stadium was looking for a set of recommendations to improve the fan experience, increase revenue and optimize operational efficiency based on this never seen before data.  

  • Sirqul, Inc
    Sirqul provides an IoT EaaS (Engagement as a Service) Platform with 75 Services, 400 APIs, 3 distinct IoT hardware product offerings, over 30 customizable native application templates. Headquartered in Seattle, WA, Sirqul is led by Robert Frederick, one of the original technical founders of Amazon's first forays into Secure Mobile Commerce (Amazon Anywhere) and Amazon Web Services (AWS). Sirqul enables the rapid conceptualization, development, deployment, and monetization of branded, connected IoT applications. Built upon decades of thought to create a connected world, Sirqul removes the complexity associated with scalable, enterprise quality software and enables the rapid deployment of interoperable IoT ecosystems based upon plug-and-play APIs, tool kits, and starter projects. Edysen, Sirqul's hardware Smart Mesh solution is capable of identifying the exact location of wifi, Bluetooth, BLE, and other RF enabled devices within a minimum 80 foot diameter with an accuracy of 2 feet. Please also have a look at our profile on LinkedIn:
  • Analytics & Modeling - Real Time Analytics
    Application Infrastructure & Middleware - Data Visualization
    Networks & Connectivity - Bluetooth
    Networks & Connectivity - Cellular
    Networks & Connectivity - WiFi
    Sensors - Biometric Sensor
    Sensors - Camera / Video Systems
  • Business Operation
  • Behavior & Emotion Tracking
  • One of the largest stadiums in the US
  • Undisclosed
  • Bluetooth
  • Smart devices were deployed in less than a day and connected to the Sirqul dashboard for real-time analysis, reporting, triggers, and visualization. The Sirqul Smart Stadium solution successfully tracked the customer journey from the time the ticket was torn for over 72,000 fans.

    Use Cases identified:

    1. Mapping of fans to the ticket torn
    2. Dwell time at gates with entrance/exits used
    3. Micro discovery on most active areas within the VIP sections, kids experience, and 3rd party sponsorship activation areas 
    4. Customer journey of season ticket holders
    5. Tour optimization of timing and flow
    6. Staff and security placement
    7. New vs. Repeat fans
    8. Team store traffic by product interest vs. conversion
    9. Food, beverage and restroom wait times
    10. Biometric identity, payment processing for purchases, and age verification for alcohol
  • Facility Management, Payment, Security and access, Tracking Of People
  • Impact #1
    [Financial Growth - Revenue]
    The Smart Stadium Solution analysis that Sirqul completed revealed that there are minor changes that can be made to signage, changes to the placement of staff at key locations at specific times, and other simple things that could be accomplished, measured, and tuned to significantly increase fan delight and drive more revenue at each event. Sirqul believes that by reducing the length of lines, more commerce and purchases will be made. If lines are long, there is abandonment and a reluctance to leave one’s seat for fear of missing time watching the game and socializing with other fans. We saw clear ways to reduce line capacity.
    Impact #2
    [Data Management - Data Analysis]
    Stadiums can start to identify Season ticket holders and VIPs within their venue. Knowing a ticket holder's behavior and identity helps to further the fan experience and create a connected loyalty program. The Smart Stadium Solution allows Sirqul to provide venues with information related to any mobile device that has appeared in the past to see if there are any changes in behavior per visit. The effectiveness of a marketing promotion, staff placement, food sales, and the concept of variable pricing for advertisements and sponsorships can all be associated with the results from our analysis. The key to increasing revenue generated per event is understanding identity, location, and intent.
    Impact #3
    [Efficiency Improvement - Operation]
    Food & beverage concessions and retail merchants are now connected and can deliver value to where the fan is located by offering in-seat delivery or for pick-up at a designated location.
  • Benefit #1

    Improved navigation and traffic flow by instructing digital signage to convey different information based upon nearby population densities, allowing for a better fan experience at ingress/egress and throughout the venue

    Benefit #2

    Create new revenue streams and effectively measure the value of high-profile sports sponsorships with VIP experiences and advertising

    Benefit #3

    Increase F&B and merchandise sales with location data to offer in-seat delivery and in-store pick-up alternatives. Additionally, pinpoint locations and timing for additional kiosk locations.

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