S M A R T S E A
T T E C H N O L O G Y
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The seating revolution is here... we take a look at 'Smart Seat Technology' and how it will change the event experience at stadia. |
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'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.' |
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The term 'Fourth Generation' stadia refers to a venue that has the following elements: |
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.
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Degrees of Excellence |
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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: Relevance of external form and ergonomic considerations: Aesthetics: Safety: Design problems encountered and solved: Important and innovative features: What environmental considerations if any, were taken into account? Engineering considerations (if applicable): 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: Do you have a patent or design registration for the product? Is the product currently being exported? Proof of success / market potential: Why is it a good design and why does it deserve a design award? |
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