Sports/Entertainment Venues
Uses
Digital menu boards, in-suite displays, large banner ads.
Presentation Tips
“At concession stands, it gives teams the ability to change their prices much more dynamically,” says Chris Mascatello, executive vice president of technology sales at New York-based integrator ANC Sports Enterprises, which has found upgrades to be its sweet spot lately. Arena officials can also monitor sales volume essentially in real time, he says.
In the suites, it allows for a “much more dynamic control of the display,” with a ticker on the bottom and advertising content on the left and right sides in some places, with the center reserved for what the customer wants to watch.
Costs
“Ownership groups have known how to apply the technology, but have sometimes found it to be cost-prohibitive,” says Mascatello. ANC typically charges on a per-screen basis, with those costs ranging from $1,000 to $5,000 per screen. “Some of the sticker shock has worn off when you’re talking about being part of a much larger project. And these players will typically last about 10 years before they need to be replaced.”
Unforeseen Obstacles
“A lot of these projects are run by the IT department, then the marketing and sales departments will have a different set of needs,” says Mascatello. ANC tries to present the maximum cost, he says, “because it’s a lot easier to remove items than add them in later.” He says it generally takes three to six weeks and a few presentations following the initial one until an agreement is signed.
