S M A R T   S E A T   T E C H N O L  O G Y

 

The seating revolution is here... we take a look at 'Smart Seat Technology' and how it will change the event experience at stadia.

nternationally acclaimed architect, Rod Sheard of HOK + LOBB Sports Architecture first championed the onset of 'Fourth Generation' stadia some eighteen months ago, in his article 'Green Thoughts' which appeared in the March 1998 edition of PanStadia International. In the article he heralded the onslaught of a Digital Revolution in the stadia sector, which would change the way we think. As Rod Sheard forecasted in 1998:

'It will not be very long before every fourth generation stadium will have a small video screen attached to every seat. This will allow every spectator to have a unique seat and a whole series of communication and other services in that seat to draw upon. When a goal or try is scored, every person will be able to see an instant replay from one of several different angles, from their screen. Everyone will be able to listen in to several different radio broadcasts of the same match from headphones also attached to the seat. You, the spectator, will be able to choose the man or woman of the match - all these options are possible.'

 

The term 'Fourth Generation' stadia refers to a venue that has the following elements:

  • An urban facility that links into other facilities such as shops, restaurants and hotels.
     
  • Technological infrastructure to provide for future digital television requirements - the driving force of fourth generation stadia.
     
  • Flexible design with movable tiers to cater for a variety of sports from rugby to hockey as well as cultural events. All spectators can sit closer to the action.
     
  • Retractable, acoustically treated roof.
     
  • A 'green' stadium, through environmental accountable design and materials and an acceptable quality building within the city's structure.
  • Perhaps the first venue befitting the title of a 'fourth generation stadia' for the 21st Century is the Colonial Stadium in Melbourne, Australia, which is to be one of the venues for the Sydney Olympic Games. This is most apt in light of the fact that these Olympic Games will be the first of the new Millennium!

    In this article we look specifically at one aspect of this, that being the new generation of seating which will enhance the patrons overall experience and more importantly, increase revenues into the stadia.

    Camatic's 'Quantum Seat' 
    (57k) at Colonial Stadium.

    Australian-based Camatic won the tender to provide the 1,000 'Smart Seats' for the Medallion Club seating section within the Colonial Stadium. In the original brief, it was planned that these seats would be totally interactive, with capabilities such as Gambling, Merchandising, and Ticket Sales etc, however it was decided instead to offer a six-channel, touch screen replay system (a first generation Smart Seat, if you like), with the infrastructure in place to move with any developments.

    For more detail about the Quantum Seat see 'Degrees of Excellence' box, right.

    Camatic subsequently became involved with Stadia Technology Concepts (STC), which is in the final R&D stages for a wholly interactive 'Smart Seat'.

    The robust state of the venue market today is best reflected in the extraordinary number of new stadiums and arenas being constructed or renovated. To support the capital investment in these venues owners demand the identification of new ways of generating revenue. With the speed that interactive services and devices are entering daily life, there is a desire to bring these types of interactive services to the event attendee. All of the new venues are being designed with some form of interactive communication provided to the individual seat.

    To meet the increasing demand for services, many existing stadiums and arenas are looking for ways to retrofit solutions to their facilities. Some have adopted a kiosk style device for the luxury suites. This does not address the club level seating or court/field level fan who whilst desiring the same level of service, is willing to compromise service for proximity. Recognising this as an opportunity, Stadia Technology Concepts, Inc. (STC) was formed to create an interactive seat based technology to enhance the experience of the fan at an event and provide added revenue streams to the venue operator.

    The interactive seating system will be an adjunct to the event and bring a set of transaction based services to the event goer's seat. There is an extraordinary amount of sports oriented information available via the Internet. As broadband matures the content providers will expand their services to offer a wide range of new sports services. This can be sports scheduling services, statistical information, player tracking, even contests and wagering.

    The sports organisations and franchises recognise this and are actively developing e-commerce services and their content offerings. The vehicles to access the content and information become a key focus. For the general population these services will made available via the Internet, interactive set top technologies and soon wireless broadband. It is anticipated that content will be available on a wireless handheld device capable of receiving a wide variety of user specified information.

    As the proliferation of this type of content increases, the event attendee will continue to desire access to their personal preference information and participate in the event in a more interactive way, STC is an enabling system to bring these services to the fan without taking their focus away from the main event. The purpose of going to an event rather than watching it in a bar or on television is to enjoy the dynamic and excitement of being an active participant. Participation is not viewing the game on your own personal monitor and selecting which view you prefer. While that is desirable for a home viewer, someone making the effort to go to the game wants to watch the game live and enrich the experience. The enrichment may come in the form of not needing to go to the concessions for food and merchandise or having the opportunity to buy tickets to an upcoming event. As a pre-game and halftime experience, spending time online or finish last minute emails. During the event itself there are a number of sports oriented products that let a viewer track the speed of a player running, a ball moving down a court, or statistics for the team.

    STC strives to enhance the event experience as a companion to the venue event; the STC offering is services that do not conflict with maintaining the attention of the attendee to the event.

     Ease of use is an essential element to introducing new technology. The PersonalSuite is an easy to install easy to maintain system. The user has a friendly touch screen that is easy to navigate. As a customised portal, all of the content services are offered unobtrusively to the user, yet provide a richer experience of the event.

    The STC product is unique in its configuration. The mounting system is designed to support both a new facility and retrofit into the existing facilities without extensive construction. The STC PersonalSuite fits in the same footprint as a standard seat with the added benefit of interactivity. This will enable facilities to easily add the PersonalSuite and provide a higher level of service to their premium ticket holders but also to the general population.

    STC is solely in the service and technology business and is not competing with existing seat manufacturers. The system will offer goods and services available within the venue i.e. food and merchandise, and in addition offer tickets to upcoming events, allow controlled access to the Internet through the STC portal. The STC system provides a card swipe interface for credit card payment for services.

    Above and below:
     Interactive screens (78k) 
    from the STC Smart Seat.

    The interactive screen will interface to the venue concessions for purchasing food and merchandise. This will add to the concessionaires' revenue opportunities. As most stadiums and arenas have instituted service to the seat, this will remove the need for order takers to roam the facility. This will augment the purchasing through traditional concessions. The STC portal will offer advertising and E-commerce opportunities that will generate revenue, which will be shared with the venue operator.

    The STC system uses the latest in streaming media technology and broadband content delivery. Each venue will operate unattended by any operations personnel. The STC product offers the event attendee an enhanced experience while providing additional revenue sources for the venue.

    As broadband continues to grow and broadband wireless becomes the standard, STC is positioned to embrace these new delivery systems. Wireless broadband will allow venues to add this type of enriched service without the cumbersome installation associated with seating and seating technology.

    Since real estate is a premium in facilities, any service that has a minimum requirement of support spaces is a benefit. STC is positioned to embrace wireless broadband as well as other new technologies, STC believes it is in the interest of the venue to maintain the appearance of openness while having the ability to guide the attendee to the programming or available services that benefit the venue.

    STC has exciting plans for third and fourth quarter of 2000 with some interesting announcements in the coming months. There can be no doubt in any sport professionals mind that 'Smart Seats', albeit of varying capabilities, will emerge as key for the premium seat market, in all the major international stadia, as club seat patrons demand greater value for their entertainment dollar.

    With thanks to Richard Davern of Camatic Seating, Rod Sheard of HOK+LOBB Sport, Mike Beane of STC and Colonial Stadium, Australia.

     

    Degrees of Excellence

     

    Product name: Quantum Stadium Seating

    Description: Modular, reconfigurable seating system with in-seat information services.

    Principal function(s): Quantum provides comfortable, ergonomically designed seating in stadium and arena environments. Beyond this basic need, the system meets the evolving seating requirements of contemporary venues with versatility and an ease of installation and reconfiguration exceeding that of its competition.

    Brief as given by client to designer: The Quantum system was required to exceed the functionality of its market competitors and introduce a new approach to the stadium seating aesthetic, within a fixed price structure.

    To achieve this, the following aims were established and met:

  • A mounting system with supports able to be configured on site to suit the building substructure, while allowing infinite adjustment of chair positions during installation, or later reconfiguration, without disturbance of the supports and anchor bolts.
     

  • Installation to be simplified, with chairs simply being hung on rail, secured by integral fasteners, avoiding bulky clamps and loose nuts and bolts.
     

  • Attention to ergonomic requirements, particularly relating to long-term comfort and a high level of safety, with all working parts fully enclosed.
     

  • Accessories and upgrades to be truly modular, allowing backrest extensions, armrests or upholstery to be fitted or removed from a chair in the field without demounting or additional disassembly.
     

  • A genuine ability to accept in-seat information services, such as in house video, Internet, electronic catering options.

  • Relevance of external form and ergonomic considerations:

  • Particular emphasis is placed on external form, with nearly all surfaces contributing to the occupant's environs. The relationship to the human body is embraced, captured in proportion and reflected in its function.
     

  • Quantum presents a welcoming profile, inviting the spectator to fold down the seat. Once seated, the carefully considered ergonomic surfaces ensure long term comfort. Originating from proven industry standards, the seat and backrest surfaces were adjusted to suit the requirements of compact stadium seating and proven with full surface prototypes. The final result maintains the effective lumbar support generally lacking in stadium seating and exhibits exceptional comfort.

  • Aesthetics:

  • Quantum embodies a fresh approach to the stadium seating aesthetic. In a market where the traditional form is a sedate, monolithic 'bucket', Quantum presents a more appropriately dynamic appearance.
     

  • The chair expresses a fusion of sport and technology by emphasising the use of various materials for body contact areas and mechanical structure. The overall presence is akin to a sophisticated item of sporting equipment, with potential to heighten the spectator's sense of participation.
     

  • Full advantage of the gas assist injection moulding process is taken to impart a unique form to both seat and backrest. An accentuated edge detail contributes to the interpretation of these components as tailored surfaces, reinforcing the perception of comfort. This is enhanced by a more rounded overall form that broadens toward the front of the seat and the top of the backrest, implying a generous personal space. This is in sharp contrast to the expected, narrowing profile with heavy return edges typical in this market.

  • Safety:

  • Tilt seating for the price-driven stadium market often compromises safety by exposing stops or tracks in the tilt mechanism to accidental contact and interference. Quantum fully encloses all working parts, providing absolute safety and reliability.
     

  • While a concealed counterweight is used to raise the seat, a spring ensures that it stops at a forward position, reducing the chance of a user inadvertently 'missing' the seat, while allowing extra travel rearward to assist egress.

  • Design problems encountered and solved:

  • A number of challenges were encountered and overcome during the design of the Quantum.
     

  • One of the first problems was achieving a high level of accommodation within a compact space envelope - conceptual explorations and ergonomic research ultimately led to an effective form that defines and enhances the personal space of the user.
     

  • The goal of a truly reconfigurable system required a custom profile extrusion to be developed, providing infinite adjustment for the chairs as well as utilities management for the in-seat information systems.
     

  • Another challenge was achieving the desired sculptural aesthetic while meeting structural performance requirements. A cross-functional approach involving industrial designers, structural engineers, and even moulding equipment suppliers has resulted in a product that is both strong and elegant.
     

  • Development of specific materials was critical to the success of several concepts and required custom formulation and trial to deliver the required physical properties together with appropriate levels of UV stability and fire retardancy.
     

  • An overriding consideration was the need to deliver the product in a compressed timeframe. In addition to compiling a strong team of people, leading design tools such as virtual modelling, computer analysis and rapid prototyping were used to their utmost to ensure the project progressed efficiently. Development work was completed ahead of schedule, allowing the high level of interest in the design to be addressed.

  • Important and innovative features:

  • Central to the Quantum concept is the innovative extruded aluminium-mounting rail. This specially designed profile provides separate mounting zones for seats and supports, allowing seats to be infinitely repositioned without disturbing supports and anchor bolts. This feature, together with a captive toggle on the preassembled seat simplifies installation and reconfiguration to the point this could be undertaken by the venue operator, without the need for field service.
     

  • The pivot mechanism is designed for zero maintenance and provides a smooth, controlled lift action, maintaining proper alignment of the seat throughout its travel. It incorporates a higher level of refinement than found in competitively priced seating, achieved largely through the use of innovative materials developed specifically for this application.
     

  • The development of a compact, folding screen for provision of in-seat interactive services is a key element of the future market appeal for this product. This has been resolved to a production level and has generated global interest from service suppliers and venue operators.

  • What environmental considerations if any, were taken into account?

  • Quantum utilises readily recyclable materials, and its modular nature facilitates disassembly for reprocessing.
     

  • The system was specifically designed to reduce waste on site with batches of chairs delivered pre-assembled under a just-in-time program. This eliminates the excessive packaging and manufacturing overruns associated with building up chairs from components on site and allows packaging to be returned to the factory for reuse.
     

  • On a more fundamental level the system offers venue operators the ability to upgrade rather than replace seating, reducing the overall environmental impact of the venue.

  • Engineering considerations (if applicable):

  • Full engineering development was undertaken concurrently with industrial design. Finite Element Analysis of structure, materials & process was carried out continuously through the refinement phase of design. The chair exceeds the most stringent international standards for commercial seating.

  • Product life cycle: Quantum is designed to support an extended life cycle with minimum environmental overhead. No maintenance or painting is required during the product life; an expected life cycle is outlined below:

  • stage 1: Initial installation.
     

  • stage 2: Initial installation.
     

  • stage 3: Reconfigure to suit venue - reuse existing components, some new supply.
     

  • stage 4: Refurbishment of upholstery - reuse existing components.
     

  • stage 5: Major venue upgrade - reuse existing components, supply upgrade items.
     

  • stage 6: Refurbishment of upholstery - reuse existing components.
     

  • stage 7: Major venue upgrade - fit new model chairs to existing beam, return components to factory, materials recycled.

  • Do you have a patent or design registration for the product?
    Patent applied for.

    Is the product currently being exported?
    Some 200,000 seats are currently under consideration for upcoming stadium projects in Europe and the USA.

    Proof of success / market potential:
    17,000 Quantum seats have been installed in Australia's most prestigious multi-use arena, the Sydney Superdome, and 52,000 seats are being fitted to the state-of-art Colonial Stadium at Docklands in Melbourne. This project includes more than 1,000 in-seat video screens

    Why is it a good design and why does it deserve a design award?

  • The Quantum system is a well thought out response to the emergence of enhanced functional requirements in stadium seating. It surpasses the performance of its competitors in this regard.
     

  • The possibilities of advanced injection moulding techniques and composite materials are imaginatively exploited in the product with a unique structural concept. Quantum embraces the idea of a renewable product, with a simple yet comprehensive system of reconfiguration and enhancement, and its ultimate ease of recyclability.
     

  • Quantum stadium seating has successfully introduced a fresh design approach to a traditionally generic product. It deserves a design award because it exemplifies the benefits of good design, from its simple logistical approach to manufacturing and installation, through the long term versatility it offers to the stadium operator, to the exceptional comfort and visual appeal experienced by the spectator.

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