Unleashing Techno-Spectacles: Smart Stadiums as Urban Pulse Part 1
Some of our cherished memories stem from experiencing live events. Mine was my first live Springsteen concert in 1984, followed by numerous sporting events from AFL to cricket, State of Origin and the FIFA Women’s World Cup. While the live act or game is the “why”, the role of the environment and stadium is the “how”, and the evolution of stadiums since Roman Gladiator times is a fascinating history culminating in the technologically driven smart stadia of today. The capacity that stadiums have to enhance our experience at any live event is extraordinary, and so it has been a privilege to join the recent sports tech stadium tour of the US with Cisco.
We have visited state of the art stadiums as well as stadiums that have innovated incrementally over many years but remained relevant and impactful for the communities they serve. Interestingly, today’s stadiums and the Colosseum originals have a lot in common- they are the lifeblood of the community, they represent the unique DNA of their community, and they are multi-purpose. Technological innovation is the key differentiator, and the velocity by which this is now occurring to deliver engaging, interactive experiences is extraordinary and exciting.
One key learning has been that technology is an enabler that is context dependent. With stadiums being the heartbeat of a city and community, the type of experiences that need to be delivered will differ according to the audiences and cities being served. Humans are always at the forefront of technology, and so are the businesses that technology supports. The bells, lights and whistles of the Las Vegas Knights Stadium, T-Mobile would be out of place in Seattle, and likewise, the modest 18,000 seat Seattle Climate Pledge Arena may be incongruous in Texas. Technology can therefore augment the values of a city, business and sport.
The role of the Chief Technology Officer (CTO) in successful smart stadiums and innovative sports technology is critical. They are the real rock stars behind the scenes, constantly planning, problem solving, integrating, designing, collaborating, advising, and upgrading. The tour illuminated the importance of connecting technology partners with construction partners and stadium commercialisation from the outset to avoid costly mistakes after the build and future proof the stadium. The CTO is there to embed reliable Wi-Fi that is insatiably demanded. Take for example the 17 terabytes of data downloaded in just 10 mins at the K-Pop sensation, BTS concert in the US recently, with consumers wanting to stream, share and communicate throughout shows.
The CTOs and their teams were also there to problem solve and bring us live events during the pandemic and are heroes for this. They are there to protect our security and streamline our experience by reducing wait times and recognising our loyalty. Many stadiums have successfully introduced a version of tap and go for all purchases, ending queuing and boosting experience. Similarly, security and ticketing systems have been advanced to ensure no wait times. In some forward-thinking stadiums like Climate Pledge Arena in Seattle, palm technology is all that is needed for entry and purchasing within the stadium.
The visionary leadership of the owners of the world’s most engaging stadiums is also a critical predictor of the adoption of stadium technology. Ownership might be government, a combination of private and government or entirely private. Many of the most cutting-edge stadiums in the US are owned privately by individuals or families who imprint a legacy that permeates the entire stadium, its staff and experience. In Texas, it was Jerry Jones. In LA, the under-construction Inuit Dome, home of the LA Clippers, is driven by technology designed to ensure a frictionless experience for fans and systems designed to ensure people don’t miss the game due to queuing. We learned that the carpark promises to exit all cars within 20 minutes, following its owner, Steve Ballmer’s mission of frictionless experience enhanced by technology. Stadium ownership models warrant considered examination as key drivers of vision, technology and innovation.
At SAP stadium in San Jose, the president of the resident Sharks ice hockey team, Jonathan Becher, is a Chief Technology Officer by background. His mission of creating small wins in tech innovation through regular experimentation is impressive and distinctive in the sports sector. Examples include reverse ATM dispensing units in stadium and a Sharks debit card to ensure inclusion of fans in a cashless stadium who may not own a credit card. Issuing NFTs (digital minted tokens through blockchain) to fans present in stadium for historic moments for the club is also part of this innovative approach.
If we acknowledge the very real social and economic impacts of stadiums, then commensurate investment is needed in the technology to ensure the community and tourist audiences remember and enjoy the shared experience. Live entertainment needs to compete with home television, other stadiums, other entertainment such as gaming and cinema, be convenient and accessible, safe, social and fun.
The state-of-the-art stadiums are alive with palpable pride and emotion, making a night out worth it and keeping everyone returning. They also must leverage technology to compete with the biggest rival in the attention economy- home television and the comfort of our lounge. The stakes in this respect are getting higher with economic and time barriers being disincentives to making the trek to the live experience. But the stadiums we have witnessed have managed to crack this code and offered good value, incredible entertainment that resonates across all segments judging from the diverse audiences present. Part of this strategy of engagement and entertainment is the stadium arms race for the digital centre billboard- whether it was the impressive, oval, double sided SoFi Oculus, the on-brand Dallas Cowboys bigger than Ben Hur centre digital board or the soon-to-be-unveiled Intuit Dome’s double-sided Halo display featuring approximately 38, 375 square feet of digital canvas and 233 million LEDs for the LA Clippers’ new home. This one will be truly state of the art when it opens in mid-2024, with multiple, mega digital billboards on display in the outdoor concourse areas.
We attended behind-the-scenes stadium technology tours followed by live experiences at The Sphere, T-Mobile and Allegiant stadiums in Las Vegas, Climate Pledge Arena in Seattle, AT & T in Dallas, Levis Stadium in San Jose, SAP Arena in San Jose, Crypto.com Arena, the Intuit Dome and SoFi Stadium in LA. It has been an incredible education for us to compare these very different stadiums and understand the technology and businesses underpinning their success. It has prompted us to reflect upon Australian infrastructure and how we can elevate our entertainment and sporting experiences through more innovation and aspiration, albeit on a smaller scale and aligned with local community personas.
Stadiums do have personality and to summarise each of the ones visited in a word or phrase:
- The Sphere- State of the Art immersive experience
- Allegiant- modern, multipurpose stadium in a destination city.
- T-Mobile- Very Las Vegas- glitter, bells and whistles
- Crypto.com Arena
- Levis- Old School with character
- SAP Arena- Incremental innovation and experimentation
- AT &T – Big and bold – Texas
- Climate Pledge Arena- sustainability exemplar
- com Arena- edgy LA, precinct-driven.
- SoFi –perfectly designed- light and relaxed LA vibe
- The Intuit Dome (under construction)- state of the art tech for frictionless experience.
I don’t often write a three-part blog, but there have been so many insights and learnings from the tour and wanted to communicate them with the detail they deserve to hopefully benefit those reading. Part two next Tuesday morning 
We have certainly come a long way since the Colosseum!
About the Author
Professor Sarah Kelly, renowned for her global academic, leadership and governance expertise across education and sports management, drives forward-thinking initiatives to the world stage. A distinguished ‘prac-academic’, commercial lawyer and champion for inclusivity, Sarah leads with innovation and insight. For exclusive updates on the latest in sport, management, leadership, education, innovation, and research, subscribe at DrSarahKelly.com.au