Unleashing techno-spectacles: smart stadiums as urban pulse Part 2
Climate Pledge Arena- Exemplar of Sustainability
In Seattle, Climate Pledge Arena also resonated with me, and it was mainly through its aspiration in genuinely committing to sustainability. It is the first carbon neutral arena in the United States and is an exemplar in technologically driven positive outcomes in close partnership with community and sponsors. While it is beneficial to have local businesses like Amazon, Starbucks and Alaska Airlines as sponsors, there were many initiatives that could be replicated by forward-thinking stadiums with smaller budgets. Examples include battery- powered electricity, meaningfully engaging businesses and sponsors through the Climate Pledge mission, walls of live fauna inside the stadium, smart digital displays showcasing local nature and educating engagingly around the climate mission, locally sourced, premium food and beverage in stadium, use of recycled and sustainable materials, an eco-friendly “green” ice rink and dashboards to capture and track sustainable practices.
Everything is Bigger in Texas- Frisco, The Star and AT & T Stadium
What a contrast the AT & T Arena was following Seattle. But equally as impressive- just BIG! No surprise, given its location as the home of the Dallas Cowboys in Dallas, Texas. Like all the stadiums we visited, “Cowboys Nation” showcased the local region’s heart. Everything is bigger in Texas, and this includes the football experience in a stadium rigged up with 3,500 monitors that are seamlessly integrated and the biggest centre digital display in the US- a display so big and distracting that I watched it more than the game and I wasn’t the only one.
Ram’s House SoFi – A well designed Colosseum
Then on to LA to witness technology as the driver of engagement, frictionless experience, and monetisation, as with many of the other stadiums visited. It was an incredible experience at SoFi, the “Ram’s House.” This beautifully designed stadium is built in a precinct that ensures pride for fans, maximum engagement, and optimal experience. Due to flight path restrictions, SoFi is carved out below ground level, giving the effect of a true Colosseum. The roof filters light throughout with open air at either end to maximise light, and an LA open air, relaxed vibe, with the widest concourses of any stadium throughout. The “Oculus” centre interactive digital display is massive, but subtly designed to not compete with the live game.
Engagement here was maximised by smart tech including interactive AI filters and competitions, content resonating with next Gens through collaborations with Mario Cart, movie studios and Instagram, and Oscar-worthy film productions featuring tributes and storytelling about the team, players, coaches, community, and fans. Uber Eats were in house as conduits between seat-based orders and collection and tap and go stations were also scattered throughout the stadium in addition to many concession options and suite experiences. As with most US stadiums, monetisation was everywhere, with lounges, clubs and bars being sponsored as well as all content, competitions, suites and displays. Concrete pylons were even sponsored. The activation of the Nike-NFL partnership, “My cause, my cleats,” was brilliantly executed through powerful Oculus-based storytelling and calls to action. The “Rams House” was alive with the win, but would have been alive without it, thanks to the tech-enhanced sheer entertainment of this magnificent stadium.
The Lakers v Clippers home arenas- Crypto.com and The Intuit Dome
It was interesting to compare the older and smaller Crypto.com Arena in the LA Live precinct at which we saw a winning Lakers’ game. The precinct is the result of stadium-induced gentrification of downtown LA. The high use, multipurpose arena housed a rock concert, 2 ice hockey games and 2 basketball games in 48 hours, a tribute to the Arena’s flexibility. The Intuit Dome, under construction across town, will be the new home of the LA Clippers from 2024 and is eagerly anticipated as one of the most technologically enhanced stadiums in the world. Owner Steve Ballmer has a strong mission to eliminate all queues through effective deployment of smart tech. For example, he is aiming to ensure that 5,000 cars can exit the carpark frictionlessly within twenty minutes.
The tour highlights the unique role that stadiums play beyond sport and entertainment. They are the heart of any city and often are the centre of a vibrant precinct around them and a showcase of human-envisaged and tech-enabled frictionless experiences, exciting interactive engagement, and destination branding. The features of stadiums and arenas in Las Vegas, with all the bells and whistles, were distinct from the sophisticated, understated and aesthetically beautifully Climate Pledge Arena. Many of the best stadiums are also imprinted with the character of their owners, like the technologically brilliant Intuit Dome led by Steve Ballmer, or the Frisco community and economic powerhouse led by Jerry Jones.
At one point, I didn’t know whether it was my beating heart or the stadiums we visited, – all alive with the electric atmosphere and close games. One human and one tech-enhanced-but both alive.
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.auhttps://www.drsarahkelly.com.au