Nov 9 2023
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A Deloitte survey singled out poor in-stadium navigation as one of the major factors contributing to poor fan experience.
Therefore, when it comes to hosting successful sports events, providing a fun time and experience is paramount. One crucial aspect that significantly impacts both customer satisfaction and revenue potential is sports stadium wayfinding.
Modern-day digital wayfinding signage solutions are dynamic and flexible, creating a highly unique and seamless navigation experience. From digital directional signs to self-catered interactive premise maps, visitors at football stadiums and other gaming arenas can be introduced to new-gen wayfinding.
In this article, we’ll explore 16 actionable ways you can leverage sports stadium wayfinding to optimize customer experience and boost your revenue potential.
With crowds entering in thousands, stadiums need to deploy an efficient wayfinding solution. Here are some of the best ideas to make the most of these solutions.
Digital signage solutions have emerged as powerful tools for sports stadium wayfinding, offering numerous benefits to both fans and venue operators.
The software powering these screens can adapt to changing conditions within the stadium, offering alternative routes or redirecting traffic to avoid congestion.
For instance, if a particular entrance or pathway becomes crowded, digital displays can instantly update directions to suggest less crowded alternatives, optimizing fan flow and reducing bottlenecks.
Digital signage displays can also feature interactive maps of the stadium, allowing fans to explore and find their desired locations. Users can interact with the display to zoom in/out, swipe across different sections, and even search for specific amenities or seating areas. This intuitive interface simplifies the navigation process and helps fans easily locate restrooms, concessions, exits, or their seats.
Digital sports stadium wayfinding screens can further assist fans to find parking areas by showing real-time parking spot availability updates. By integrating parking management systems, these displays can indicate the number of available parking spots in different lots or direct fans to alternative parking options when certain areas are full.
Ensure your stadium wayfinding accommodates individuals with disabilities. You can incorporate braille signage, wheelchair-friendly routes, and audio direction guides to create an inclusive environment.
The Mercedes-Benz Stadium in Atlanta achieved ADA compliance by installing inclusive wayfinding systems like ADA shuttle service at parking lots and LED sign boards that offer closed captions on announcements, resulting in improved accessibility ratings.
Develop a stadium app with interactive maps and personalized wayfinding features. Besides wayfinding, mobile apps also allow fans to access amenities, purchase products and explore exclusive content.
The San Francisco 49ers’ Levi’s Stadium app garnered over 1 million downloads and significantly boosted in-app purchases. Visitors can use the app for turn-by-turn directions within the stadium premises, game replays with multiple angles, express services at the stadium concession stands and more.
Directional signs that lead fans towards merchandise stores and concession stands act as visual cues, guiding fans along a specific pathway. The strategic placement of these signs can direct fans’ attention towards these areas, increasing the likelihood of them following the designated path and exploring the offerings along the way.
Fans attending sporting events like football & basketball often experience a heightened sense of excitement. You can utilize your stadium wayfinding touchpoints to increase the stadium turnovers.
Strategically positioning your wayfinding signage near merchandise stores and concession stands can drive impulse purchases. For example, displaying images of fans enjoying snacks while wearing team merchandise can create a desire to replicate that experience.
Digital wayfinding signage can also tap into the fans’ FOMO (fear of missing out) on exclusive or limited-time offers. By showcasing limited edition merchandise, time-limited discounts with a countdown timer ticking on digital screens, sports arenas can create a sense of urgency and exclusivity, thus driving sales.
The Fenway Park in Boston increased merchandise sales by 15% by installing directional signs near team stores.
Also read: Top benefits of digital wayfinding
Integrate Augmented Reality features into your stadium app to provide interactive wayfinding experiences. AR overlays can guide fans in real-time, offering virtual paths and highlighting points of interest.
The Melbourne Cricket Ground implemented AR wayfinding during the 2019 ICC Cricket World Cup, enhancing the fan experience.
Your sports stadium wayfinding signage and digital displays are valuable advertising real estate. Digital signage software like Pickcel lets you optimally utilize your screen space through custom screen layouts. This means stadiums can divide their digital signboard screens into multiple zones and play a variety of content simultaneously.
Stadiums can rent their digital wayfinding screen’s real estate to sponsors and merch sellers, boosting brand exposure and generating additional revenue streams.
One of the biggest benefits of turning your sports stadium wayfinding signs digital is that you get the capability to collect and analyze crowd data.
You can leverage data from ticketing systems or loyalty programs to offer personalized wayfinding experiences. Provide custom directions, preferred routes, and tailored recommendations based on individual fan preferences.
The Golden 1 Center in Sacramento personalized wayfinding based on fan data, resulting in increased fan engagement and satisfaction. The stadium helped visitors enjoy seamlessly through an app. In the backend, the app uses the data from Wi-Fi access points and Bluetooth Beacons to analyze queue lengths and estimated wait times.
Integrating emergency wayfinding protocols is crucial for ensuring fan safety during critical situations in stadiums.
The digital signage software can be integrated with stadium-wide emergency management systems, such as fire alarms or public address systems. When triggered, these systems can automatically override the regular content and display emergency alerts and notifications in real-time.
The emergency wayfinding displays can mark the nearest exits, evacuation routes, and first aid stations, etc.
The sport stadium wayfinding systems can also help to assess crowd reactions and the efficiency of the crowd management staff through simulations. By utilizing the displays to simulate emergency scenarios, stadiums can conduct training exercises for staff and educate attendees on the appropriate responses during emergencies.
Integrate emergency wayfinding protocols to ensure fan safety during critical situations. Clearly mark emergency exits, evacuation routes, and first aid stations.
Many stadiums have adopted tailored wayfinding experiences for premium seating areas, such as luxury suites or VIP lounges.
Digital wayfinding signage screens can serve as a platform for personalized concierge services. For example, the displays can showcase personalized welcome messages (using facial recognition), highlight exclusive amenities, or provide information about premium services available to VIP ticket holders.
The Emirates Stadium in London offers dedicated wayfinding for VIP ticket holders, elevating their experience
You can also leverage digital wayfinding signs at VIP guest areas to boost the stadium revenues.
How?
By featuring targeted advertisements (such as ads for luxury products & services) and showcasing upcoming VIP events.
For international events or diverse fan bases, provide multilingual stadium wayfinding options to accommodate different languages. Translate your signage and app content to ensure all fans can easily navigate the premises.
Assess your needs: Understand the current pain points in fan navigation and identify key areas for improvement.
Choose the right solution: Decide between traditional signage, digital signage solutions, mobile apps, or a combination. Consider the benefits of dynamic updates and interactivity offered by Pickcel’s stadium digital signage software.
Plan your placement: Strategically locate stadium wayfinding signage at key decision points, entrances, exits, and near amenities.
Design clear signage: Use simple language, universal symbols, and high contrast for easy readability. For digital signage design templates, ensure they are visually appealing and informative.
Integrate technology: If using digital signage solutions or mobile apps, ensure seamless digital signage integration with other stadium systems like ticketing and parking.
Test and iterate: Observe how fans use the sports stadium wayfindings and gather feedback for continuous improvement.
Check out: A complete guide to creating wayfinding maps for complex architecture
AT&T Stadium, home of the Dallas Cowboys, recognized the need for a superior fan experience. By implementing a comprehensive stadium wayfinding system that included large, strategically placed digital signage immersive displays powered by a robust platform, they achieved significant improvements.
The digital signage solution provided:
Reduced congestion: Real-time content updates and dynamic routing helped fans navigate crowded areas more efficiently.
Increased concession sales: Clearly visible and interactive maps made it easier for fans to locate food and beverage vendors.
Improved fan satisfaction: Surveys indicated a significant rise in fan satisfaction with the ease of navigation within the stadium.
Enhanced emergency preparedness: During simulated scenarios, the digital signage system effectively guided attendees to safety exits.
AT&T Stadium’s investment in modern sports stadium wayfinding not only improved the immediate fan experience but also enhanced the stadium’s reputation as a world-class venue.
Check out: Best ways to use digital signage for stadiums and game arenas
Sports stadium wayfinding is a powerful strategy that can significantly impact customer experience and revenue potential. By implementing the above ideas, including clear signage, digital displays, personalized experiences, and data-driven improvements, you can optimize navigation, engage fans, and unlock additional revenue streams.
Looking for a powerful digital signage solution for your sports stadium wayfinding management? Pickcel can be the right fit for you. Schedule a free demo session with our experts and learn about the umpteen possibilities.
Digital signage solutions offer dynamic updates, real-time information, interactive maps, advertising opportunities through digital out-of-home advertising, and the ability to personalize information, unlike static traditional signs.
Yes. Digital signage software can integrate with ticketing systems to display seat locations, parking management to show availability, and emergency systems to broadcast alerts and evacuation routes on stadium wayfinding signage.
Creative displays include interactive 3D maps, wayfinding integrated with social media feeds, gamified navigation challenges, and dynamic content that changes based on event phases or crowd density, all managed through the digital signage platform.
Digital out of home advertising can be integrated by using designated zones on the digital signage displays, ensuring wayfinding information remains prominent and easily distinguishable from advertisements. Timed ad displays and location-based advertising can also be effective.
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