Husky Stadium is the Greatest Setting in College Football and since it’s renovation in 2013, it might also be the Greatest Stadium Technology in College Football. But this technology isn’t just the huge 108 foot wide video board in front of Lake Washington on the west side of the stadium. Stadium technology goes beyond the traditional video experience to an overlooked area of the experience: the concourse.
We consulted with the University of Washington on how to use these new stadium technologies leading into the first season at Husky Stadium. We helped their staff decide how to best use the new stadium to build traditions and generate revenue. In a recent article by Taylor Soper of Geekwire.com, he highlights the technical side of the renovations. While some of the article is too technical for us sports folks, he does highlight how detailed the concourse TV set up is and how it impacts the fan experience.
One area that had a huge impact on the fan experience is the 674 TV’s that can be found throughout the stadium. The University built a custom look for these TV’s, creating space on the left and bottom of the screen to ad messaging. This space has been used to generate revenue to sell to sponsors, sell tickets, integrate social media and promote merchandise.
The other unique feature is the ability to customize what is on each TV. This allows them to display different messaging in the suites than to the students. For example, the suites might show advertisements for Lexus while the students might have a discount to buy a new hat in the team shop. This feature generates incremental revenue for the athletic department. Instead of selling this time to one sponsor, the University is able to sell to multiple sponsors and key in on the demographics they desire.
College sports is big business. Everyone is adding technology to their stadiums, but maximizing the potential of the technology is more important than the technology itself.
Follow Taylor Soper on Twitter: @taylor_soper