Harnessing the Power of Location-Based Data in Sports and Entertainment Venues
In the dynamic world of sports and entertainment, the ability to understand and engage with audiences is paramount. One of the most powerful tools for achieving this is location-based data. This type of data, specifically provides insights into where individuals are and how they interact with their surroundings. Harnessing the power of Location-Based Data in sports and entertainment venues is revolutionizing the way venues operate and engage with their fans and is becoming a key new part of business in these arenas.
Location-based data can be collected through various means: mobile apps, Wi-Fi connections, and GPS tracking; and it can provide a wealth of information about audience behaviors, preferences, and patterns. For instance, it can reveal which areas of a stadium are most frequented, what time fans typically arrive, and the most popular concession stands, becoming invaluable for several reasons.
Firstly, it allows venues to optimize their operations. By understanding crowd movement patterns, crowd flow can be better managed, reducing congestion and improving the overall fan experience. This could involve adjusting entry and exit points, repositioning vendors, or even redesigning the venue layout to alleviate pain points.
Secondly, location-based data can enhance marketing and sales strategies. By understanding where fans spend their time, venues can strategically place advertisements and promotions. For example, if data shows that a particular concession stand is popular, a venue might choose to place advertisements for that stand in high-traffic areas. Similarly, data showing high foot traffic in merchandise areas could prompt venues to offer special promotions or sales in these areas or a fan who frequently visits a certain food stand might receive a mobile notification about a new menu item at that stand.
Thirdly, location-based data can help venues personalize the fan experience. By tracking individual movement patterns, venues can offer personalized recommendations or services while enhancing safety and security. By monitoring crowd movements, venues can quickly identify and respond to potential safety issues. For instance, if a large crowd is gathering in one area, security personnel can be alerted to manage the situation.
Here are some real-world examples of sports teams and venues utilizing location-based data to enhance their operations and fan experiences.
- Okinawa Arena, Japan: Okinawa Arena has partnered with Mappedin, a location-based marketing platform, to design and build a custom wayfinding experience. This system uses precise location data and a digital map to understand foot traffic and how people move through the stadium. For example, if a sports fan is visiting for the first time, they could be sent a welcome message. Additionally, the system can help locate customers who may require assistance; a message can be sent via a mobile app to staff who would receive a push notification and could quickly locate the customer at their location. With accurate location data, fans could use a mobile app to find the closest food vendor with the shortest lines, enhancing the overall fan experience and optimizing operations for the venue.
- Kardinia Park and Blundstone Arena: These stadiums have also partnered with Mappedin to create interactive stadium maps. These maps not only help fans navigate the venue but also provide stadium operators with valuable insights into fan behavior. For example, a stadium could offer a limited-time discount on their scoreboard or TV displays using a scannable QR code. Fans who are able to scan the code can be provided with turn-by-turn directions to that vendor wherever they are in the stadium. Analyzing how many customers take advantage of these promotions can provide key insights into their behavior, allowing the stadium to optimize its marketing strategies.
