How to make the most of sensor technology at your venue

The highly competitive live entertainment market is continually challenging as venue operators seek new ways to lure audiences away from their living rooms.

Whether hosting a sporting event, concert, show or esports tournament, one secret to enhancing visitor happiness and optimizing operational efficiency is creating a streamlined, zero-hassle entry-to-exit experience. This goal may have never been more achievable than it is today, thanks to the transformative role of technology and IoT sensors within venues.

Integrating sensor technology that operates using state-of-the-art lidar can shape the future of live events, making venues smarter, more connected and more intelligent than ever before.

The small, discreet IoT occupancy sensors strategically placed around a venue can monitor and report crowd flow. Integrating with existing venue management systems, including ticketing, security and operations platforms, these sensors can help establish a unified and efficient management ecosystem. Shining a light on operational blind spots, sensor technology effectively gives venue operators a level of vision and intelligence to help make decisions on how to efficiently manage the influx of thousands of visitors at any given event.

This invaluable data gives operators detailed insights into crowd behavior, enabling them to make informed decisions about increasing safety and security, enhancing the visitor experience, and identifying new ways to boost revenue.

Sensor sensibility: Helping venues improve visitor experiences

From the moment a visitor arrives at a venue, they are faced with one of the biggest pain points of a live event—queues and crowds. Using IoT sensors, venue operators can monitor entry lines in near real-time, and more specifically, identify which gates have the shortest lines and relay that information to visitors using digital wayfinding displays to disperse crowds efficiently. This can reduce bottlenecks, promote a streamlined entry process and also mitigate safety risks from overcrowding.

Sensor technology benefits

Once inside, a venue-wide ecosystem of sensor technology offers numerous benefits that transform visitor experiences and operational efficiency. With real-time data on crowd density and movement, as well as analytics that identify the most popular foot traffic routes and gathering spaces, venues can gain greater visibility and understanding of what's happening with attendees.

With these insights delivered to a dashboard on digital devices, venue operators can make data-driven decisions to adjust staffing, manage resources and optimize layouts. The result is a complete optimization of the venue to prevent congestion, making visitor movement around the venue smooth and stress-free.

For instance, having near real-time reporting on which restrooms are most frequented allows management the ability to allocate additional cleaning staff to that area at peak times. A further benefit for operators is they can more efficiently manage operational costs with optimized workforce planning and reduce energy costs through data-driven insights.

Another benefit sure to make visitors cheer is faster food and beverage concessions service. Analyzing crowd behavior and seeing live data on concession queues enables operators to react and increase staffing or direct visitors to nearby alternatives with shorter queues through digital displays. They can also be proactive by adding more concessions to that area for future events. Reducing wait times at entry points, concession stands and restrooms ensures visitors spend more time enjoying the event and less time waiting in line.

Sensor technology also plays a major role in elevating the safety of a venue. With detailed crowd flow analytics, operators can predict where congestion will likely occur and when. Whether it's a halftime rush to the bar or the mass exodus after a concert, security can be strategically placed so concourses, stairwells and other public spaces are managed more effectively for reassuring levels of safety.

How IoT sensors can help boost venue revenue

By transforming physical data into digital insights, venue operators gain unprecedented visibility into every aspect of event management. This can have a dramatic effect on ROI. For example, the impact of sensor technology not only creates an enjoyable and memorable visitor experience, but it can also reduce operational costs and expand revenue stream possibilities.

The advantage of processing visitors into the venue at greater speed means a greater throughput before the event. With more visitors inside for a longer period before the event begins, this could present concession and merchandise stores with more opportunities for revenue generation. Combined with faster service at concession stands and optimized merchandising, sensor placement is a not-so-secret recipe for success.

Understanding crowd flow and behavior gives venue operators and commercial partners the tools to maximize visibility and engagement. With IoT sensors delivering data on the highest foot traffic routes or areas of the venue where visitors congregate the most, commercial teams can identify the best locations for advertisements and activations. Venues can charge more for premium areas based on real-world data, and commercial partners are encouraged by the transparency of analytics. It's a win-win situation.

Soporte de red

Implementing IoT sensor technology requires the sensor hardware and a plan of where venue coverage is needed. In addition, the technology also requires a robust infrastructure to support it. In addition, the technology also requires a robust infrastructure to support it. 5G and edge technology can help provide the necessary low latency, reliable and high-bandwidth network for real-time data transmission and analysis.

While large-scale venue infrastructure and crowds can often present challenges with network signals, 5G Edge can help bring data closer to the end user to ensure rapid response for staff to make vital snap decisions. Meanwhile, the high bandwidth of 5G provides a massive capacity increase to support more mobile devices working in the same place at the same time without congestion.

The concept of smart, connected, and intelligent venues is becoming a reality with IoT sensor technology. From improved guest experiences to increased revenue and enhanced safety, the advantages this technology offers might land them squarely on every venue operator's wish list.

Discover how this cutting-edge innovation, supported by a robust network, is shaping the future of live events and venue management.

The author of this content is a paid contributor for Verizon.