As events gradually scale back to pre-pandemic levels, venues are seeking assistance to reduce safety concerns and increase franchise sales. IoT-powered mobile ordering and crowd analytics are helping venues and attendees easily return to normalcy.
Event spectators can now access special offers and merchandise from their seats. No more long lines, missing out on exciting moments, or navigating crowds during the event. As spectators return to venues, new technologies allow them to easily enjoy the event while simultaneously purchasing merchandise.
People are preparing for the return of large-scale live sporting events, but some safety concerns remain. An Oracle Food and Beverage survey found that 48% of consumers would feel safer if food were delivered to their seats, and 51% said they would be willing to pay extra for the service.
New York City-based SeatServe is ready. The company has created a mobile ordering system that connects customers, offers, and food vendors through technology. SeatServe's system allows customers to order food directly from their mobile devices by scanning QR codes on their seats, instead of leaving their seats to queue. Unlike typical in-store ordering, customers can order from multiple vendors simultaneously and can also choose when to receive their food. The system is applicable to both food and merchandise franchises.
Orders are sent to the relevant franchisees, as well as delivery drivers and staff within the venue, who can see the audience's location and the orders. Delivery drivers receive order notifications on their mobile phones and can choose to accept or decline the order based on their location. Once a delivery driver accepts an order, they retrieve it from the franchisee and deliver it to the audience. Real-time monitoring allows audiences and the venue to track the order status.
Mobile ordering not only makes things more convenient for attendees but can also increase venue revenue. According to a survey, 67% of people would buy more if they could order in advance and avoid queuing.
SeatServe's system can send notifications and offers to attendees, such as refill reminders, to encourage them to purchase food and drinks. The software collects and analyzes data to help the venue monitor sales and provide information on which offers and merchandise sell best, as well as peak purchasing periods.
Smart security
As people flock to event spaces, crowd analytics software helps measure capacity and track movement patterns. Melbourne-based technology company PMY Group created a Smart Operations Platform (SOP) that analyzes crowd movement in real time and predicts future crowd patterns and behaviors. The NBA uses PMY Group's technology, employing a cloud-based analytics engine to analyze fan patterns. It also uses the company's technology to enhance WiFi traffic monitoring and network management at NBA arenas.
The company partnered with Intel and New York City-based engineering firm Thornton Tomasetti to develop GoGuide™, a smart platform designed to help people return to public spaces and events more safely. GoGuide uses artificial intelligence and venues' existing security infrastructure to track crowd patterns. It can identify congested areas in real time and share this information with wayfinding systems to improve crowd control and flow management. It is integrated with ticketing systems and supports contactless ordering and payment as well as ticketing. The software can also support specific access for season ticket holders, audiences with special needs, or other groups.
GoGuide's line monitoring, area occupancy, and crowd gathering technology can be used in large venues such as sporting events and amusement parks. Currently in testing, the technology also supports contact tracing, machine detection of mask usage, and social distancing monitoring. With the post-pandemic recovery, systems that prioritize spectator safety will gain increasing popularity among clients.
