Niners: All (tech) systems go at Levi’s Stadium for Super Bowl 50

Levi's Stadium, ready for the Super Bowl. All stadium photos: Levi's Stadium (click on any photo for a larger image)

Levi’s Stadium, ready for the Super Bowl. All stadium photos: Levi’s Stadium (click on any photo for a larger image)

As far as the technology at Levi’s Stadium is concerned, it’s all systems go for Sunday’s Super Bowl 50, according to San Francisco 49ers chief operating officer Al Guido.

In a phone interview with Mobile Sports Report, Guido said the 2-year-old stadium’s vaunted technology underpinnings — especially the wireless connectivity for fans — is ready to go for the NFL’s biggest yearly event, after a second season spent mainly fine-tuning the different components.

“We couldn’t feel more confident, hosting the game,” said Guido, speaking specifically about the technology infrastructure at Levi’s Stadium. As he stated before the regular season began, the Niners didn’t do anything radical to the stadium’s Wi-Fi network, which uses gear from Aruba, an HP Enterprise company, to bring the main wireless bandwidth to fans.

And while the stadium’s distributed antenna system (DAS) got a complete replacement over the summer, the new capabilities including under-seat DAS antennas for Verizon Wireless should only lead to better reception than the year before. According to Guido, representatives from Aruba as well as from “all the carriers” will be on hand Super Sunday just in case anything needs close attention.

“Everybody’s going to be at a high tech [support] level” on game day, Guido said.

Drink delivery order page on Super Bowl stadium app, including the $13 Bud Light.

Drink delivery order page on Super Bowl stadium app, including the $13 Bud Light.

No food, but in-seat beverage delivery as part of stadium app

The Super Bowl 50 stadium app, designed for the NFL by the Niners’ in-house app development company VenueNext, will have some but not all of the features Niners fans have available during the regular season. The most obvious omission is the lack of food delivery to all seats, something that makes Levi’s Stadium stand apart from any other large public sporting venue. Instead, the stadium app will only allow fans to order beverages for in-seat delivery, with the option to order food, beverage and merchandise that can be claimed at “express pickup” concession windows.

According to Guido, the decision to only have beverage deliveries at Super Bowl 50 was one reached jointly by the NFL, the Niners and VenueNext, and the catering company for the stadium, Centerplate. Guido said that the potential “amount of education” for all the fans new to the stadium and new to the app led the league, the Niners and the caterers toward a path of greater simplicity, namely just having beverages available for in-seat delivery.

“It was a risk-reward decision about the amount of fan education needed,” Guido said. “There’s so much going on at a Super Bowl and so many people new to the stadium that it didn’t seem worth it to us to risk someone not getting an order delivered because of their error, or our error.” Guido added that with all the extra breaks in action for a Super Bowl, and additional concessions stands, “there’s enough time to get around” to get food.

View of the temporary media towers on the Dignity Health concourse

View of the temporary media towers on the Dignity Health concourse

Michelle McKenna-Doyle, senior vice president and chief information officer for the NFL, told Sports Business Journal that the league was also concerned about game-day delivery traffic patterns being disrupted by the new media towers that have been built for the game in the corner plaza areas of the stadium. “We were worried about having to keep up with demand … and we need to keep the aisles clear, which is important to the security team,” McKenna-Doyle said in a story by SBJ’s Don Muret.

The app will, however, include its normal live wayfinding capabilities, which should prove useful to new visitors to Levi’s Stadium since they can watch themselves walk through a map of the facility as a familiar moving blue dot. Like it does for Niners games, the app will also have instant replays from multiple camera angles available, as well as Super Bowl extras like a “celebrity cam” and the ability to watch Super Bowl commercials right after they are broadcast on TV.

Guido said the Levi’s Stadium app performed well all season, with an average of about “2,000 to 2,500” in-seat delivery orders per game. What was especially pleasing to the team was the number of fans who used the app’s ability to support digital ticketing, a feature that makes life somewhat simpler for fans but exponentially better for the team, which can gain valuable marketing insight from digital ticket-use statistics. According to Guido almost 35 percent of fans used digital ticketing during the past season.

Media towers save seats for fans

Niners fans watching Sunday’s game on TV might be surprised by the media towers, which Guido said were built in the Intel and Dignity Health concourse areas, which during regular-season games are simply open spaces. Guido said the decision to build temporary facilities for media means that the regular stadium seats will be saved for fans. At many other pro championship or playoff events, the overflow media are often housed in regular seating areas.

“The NFL made a great decision there” to put the media in the pavilions, Guido said.

If there is one thing that can’t really be controlled, it’s the traffic and transportation issues of bringing fans to the game. On Sunday fans coming to the game will confront Levi’s Stadium’s unique location in the middle of many Silicon Valley corporate headquarters buildings, which presents challenges that stadiums like AT&T Stadium in Dallas or the University of Phoenix Stadium in Glendale, Ariz. — which are surrounded by acres of stadium-controlled parking lots — simply don’t have. To help with Super Bowl traffic the planners are using multiple methods, including using Google employee buses as shuttles as well as signing Uber as a sponsor with its own dedicated pickup and dropoff lot. There is also light rail service which stops right outside the stadium, which intially in the past experienced lengthy delays especially after games, but has improved over time.

“Traffic and transportation is our largest concern,” Guido said.

Bring on the players and fans!

Bring on the players and fans!

Last-minute audible to optical made Texas A&M’s stadium network a winner

Texas A&M student at recent Aggies football game. Photo: Paul Kapustka, MSR (click on any photo for a larger image)

Texas A&M student at recent Aggies football game. Photo: Paul Kapustka, MSR (click on any photo for a larger image)

The original game plan for the new wireless networks at Texas A&M’s Kyle Field called for copper, not optical fiber, at the network core. Then came a last-minute audible that changed the game not just for the Aggies but maybe for stadium networks overall.

After initially designing the network with a traditional copper wiring system, a late spring 2014 decision by Texas A&M chancellor John Sharp reversed field, switching instead to an all-optical network for DAS, Wi-Fi and IPTV combined. The new network, now in full operational mode, is already being hailed as the future-proof path of the future of stadium network technology, with other schools and pro teams beating a path to College Station to see what they might learn.

With screaming speeds on both the Wi-Fi and DAS networks and plenty of capacity for now and the future, Sharp’s line-of-scrimmage call to go with an IBM and Corning optical-based network seems to be a huge score, according to a school official who brought the idea to Sharp’s attention.

Editor’s note: This story is part of our most recent STADIUM TECH REPORT, the COLLEGE FOOTBALL ISSUE for 2015. The 40+ page report, which includes profiles of stadium deployments at Texas A&M, Kansas State, Ole Miss and Oklahoma, is available for FREE DOWNLOAD from our site. Get your copy today!

A sample of the Wi-Fi and DAS speed tests we took at Kyle Field.

A sample of the Wi-Fi and DAS speed tests we took at Kyle Field.

Last-minute switch from copper to optical

“We had got pretty far down the road with an older, but tried and true [network] architecture,” said Phillip Ray, Vice Chancellor for Business Affairs at The Texas A&M University System. But after hearing and reading about the possible potential of an optical fiber-based network system, Ray brought in Corning and IBM representatives over school spring break in 2014 to discuss the possibility of switching to an optical fiber-based network for Kyle Field – even though the network would have to be ready for the 2014 football season.

“We had some face to face meetings with chancellor Sharp and discussed all the pros and cons,” said Ray, who had been charged by Sharp with overseeing the network deployment part of the $485 million Kyle Field renovation. Though Ray said he was under a “lot of pressure” to stick with the older-type design, he quickly got a green light from Sharp to take the optical choice and run with it.

“If we had gone copper, we knew that we would have had a network in the stadium for game 1,” said Ray. “But the pros of optical far outweighed the cons. Chancellor Sharp instead took a big risk, and took a leap of faith for all the right reasons. He said, ‘this is the chance of a lifetime, to really move the ball and shoot for the top!’ “

According to Ray, the total cost of the combined Wi-Fi, DAS and IPTV network ended up being “just north of $20 million,” but that cost was softened when the two largest cellular carriers, AT&T and Verizon Wireless, ponied up $10 million, almost half the cost.

“The carriers embraced it, funded it, and want to be with us down the road,” said Ray. “It was a paradigm shift for them, but they wanted to be involved.” While AT&T and Verizon are live on the DAS now, Ray said that Texas A&M already has a commitment from T-Mobile to join the DAS soon, and hopes to also add Sprint before long.

Aside from the leap of faith to go optical was the on-the-ground necessity to build the network quickly, since Sharp didn’t want to start the 2014 season without it. Ray said that Todd Chrisner – a former IBM employee who moved to Corning during the past year – “helped lead a Herculean effort” of gear suppliers, service providers and construction workers who finished Phase 1 of the network in time for the first game of last season. Phase 2 of the network also required quick moving, since it didn’t get started until Texas A&M blew up and then rebuilt the entire west side of the stadium between December 2014 and the 2015 season.

On the road to College Station, Aggie pride is everywhere. Whoop!

On the road to College Station, Aggie pride is everywhere. Whoop!

Again, the network (and the building) were finished on time.

“We had a lot of Aggies involved [in the construction],” Ray said. “They knew they were going to be sitting in those seats for the next 35 years, so they worked hard.”

Now that it’s finished and working incredibly well, Ray said the Kyle Field network has already been visited by representatives from other colleges, as well as professional football and hockey stadium-networking types.

“We get calls every week, and we have people down to share what we learned – we’re an open book,” said Ray. And they’re able to tell a success story mainly because Ray, Sharp and others trusted themselves to switch from an OK play to one that could score a touchdown.

“If we had gone with copper we’d be so regretting it now,” Ray said. Having an optical-based network, he said, “sets us up for many years, and eventually will save us money. It was a lot of hard work and risk, and if it had fallen on its head, chancellor Sharp would have taken the heat. Instead, it’s one of the best decisions, ever.”

AmpThink, Aruba win Wi-Fi deal for Carolina Panthers’ Bank of America Stadium

Screen Shot 2015-12-10 at 9.29.18 PMDetails are still yet to emerge, but AmpThink and Aruba have officially won the deal to put a new 1,200-AP Wi-Fi network in the Carolina Panthers’ Bank of America Stadium for next football season.

Of course, the undefeated Panthers still have a lot left going on this season, and fans at home games will still be able to use the AT&T Wi-Fi network that has been in the stadium for several years. But as we noted in our NFL Stadium Tech roundup this season, there had been some Panther-fan grumbling about the performance of the network and stadium IT execs had been busy vetting a new provider during this past year.

Earlier today James Hammond, director of information technology for the Carolina Panthers, sent us this brief note that confirmed the selection of AmpThink and Aruba. It also confirms another primarily under-seat AP design for AmpThink, following its help in deploying the new network at Kyle Field at Texas A&M (see report out very very very soon!); it’s also another big NFL deal for Aruba (a Hewlett Packard Enterprise company), whose gear is also used at the San Francisco 49ers’ Levi’s Stadium. According to Hammond:

The Carolina Panthers have issued a letter of intent to award the high density Wi-Fi project to AmpThink. The deployment will utilize approximately 1,200 Aruba access points in an under-seat configuration.

More on this deal as details become available.

IBM formally launches sports consulting practice to bring tech to stadiums

Texas A&M student at recent Aggies football game. Photo: Paul Kapustka, MSR (click on any photo for a larger image)

Texas A&M student at recent Aggies football game. Photo: Paul Kapustka, MSR (click on any photo for a larger image)

IBM formally cemented its entrance to the sports-stadium tech deployment market with the announcement of a sports and fan experience consulting practice, and a “global consortium” of tech and service suppliers who may help IBM in its future stadium and entertainment venue deployments.

For industry watchers, the Nov. 19 debut of the IBM “Sports, Entertainment and Fan Experience” consulting practice was not a surprise, since its leader, Jim Rushton, had already appeared at tech conferences this past summer, talking about IBM’s plans to deploy a fiber-based Wi-Fi and DAS network at the new Mercedes-Benz Stadium being built for the Atlanta Falcons. IBM was also publicly behind a similar network build over the last two years at Texas A&M’s Kyle Field. For both networks, IBM is using Corning optical gear.

Still, the formal creation of the IBM practice (you can read all about it at the new IBM sports website) means that the 800-pound gorilla is now firmly inside the competitive ring of the stadium-tech marketplace, a landscape that currently has multiple players, many of which have multiple stadium deployments under their belts. However, IBM’s vast experience in big-time sports technology deployments — Big Blue is behind such endeavors as the truly wonderful online experience of The Masters, as well as technical underpinnings of three of tennis’ Grand Slam events (Wimbledon, the U.S. Open and the Australian Open) — as well as its considerable tech and monetary resources probably makes it a No. 1 contender for all of the biggest projects as well as possibly smaller ones as well.

Artist's rendering of planned overhead view of new Atlanta NFL stadium

Artist’s rendering of planned overhead view of new Atlanta NFL stadium

Rushton, who spoke with Mobile Sports Report earlier this year in one of his first public appearances as an IBMer, said in a phone interview this week that IBM’s fiber-to-the-fan network model isn’t just for large-scale deployments like the one at 105,000-seat Kyle Field or the Falcons’ new $1.4 billion nest, which will seat 71,000 for football and up to 83,000 for other events after it opens in 2017.

“That type of system [the optical network] is scalable,” Rushton said, and even in smaller venues he said it could potentially save customers 30 percent or more compared to the cost of a traditional copper-based cabled network. The flip side to that equation is that purchasers have fewer gear suppliers to choose from on the fiber-based side of things, and according to several industry sources it’s still sometimes a problem to find enough technical staffers with optical-equipment expertise.

How much of the market is left?

The other question facing IBM’s new consulting practice is the size of the market left for stadium tech deployments, an answer we try to parse each year in our State of the Stadium survey. While this year’s survey and our subsequent quarterly reports found a high number of U.S. professional stadiums with Wi-Fi and DAS networks already deployed, there are still large numbers of college venues as well as international stadiums and other large public venues like concert halls, race tracks and other areas that are still without basic connectivity.

Full house at Kyle Field. Photo: Paul Kapustka, MSR

Full house at Kyle Field. Photo: Paul Kapustka, MSR

With its new “global consortium” of companies that supply different parts and services of the connected-stadium experience, IBM could be an attractive choice to a customer that doesn’t have its own technical expertise, providing a soup-to-nuts package that could conceivably handle tasks like in-stadium IPTV, DAS and Wi-Fi, construction and stadium design, and backbone bandwidth solutions.

However, IBM will be going up against vendors who have led deployments on their own, and league-led “consortium” type arrangements like MLBAM’s project that brought Wi-Fi to almost all the Major League Baseball stadiums, and the NFL’s list of preferred suppliers like Extreme Networks for Wi-Fi and YinzCam for apps. Also in the mix are third-party integrators like CDW, Mobilitie, 5 Bars, Boingo Wireless and others who are already active in the stadium-technology deployment space. And don’t forget HP, which bought Wi-Fi gear supplier Aruba Networks earlier this year.

Certainly, we expect to hear more from IBM soon, and perhaps right now it’s best to close by repeating what we heard from Jared Miller, chief technology officer for Falcons owner Arthur Blank’s namesake AMB Sports and Entertainment (AMBSE) group, when we asked earlier this year why the Falcons picked IBM to build the technology in the new Atlanta stadium:

Remote optical cabinet and Wi-Fi AP at Kyle Field. Photo: Paul Kapustka, MSR

Remote optical cabinet and Wi-Fi AP at Kyle Field. Photo: Paul Kapustka, MSR

“IBM is unique with its span of technology footprint,” Miller said. He also cited IBM’s ability to not just deploy technology but to also help determine what the technology could be used for, with analytics and application design.

“They’ve looked at the [stadium] opportunity in a different manner, thinking about what we could do with the network once it’s built,” Miller said.

From the IBM press release, here is the IBM list of companies in its new “global consortium,” which IBM said is not binding, meaning that none of the companies listed is guaranteed any business yet, and others not on the list may end up in IBM deployments, like Kyle Field, which uses Aruba gear for the Wi-Fi:

Founding members of the consortium, include:

· Construction and Design: AECOM, HOK, Whiting Turner

· Infrastructure Technology/Carriers: Alcatel/Lucent, Anixter, Commscope, Corning, Juniper Networks, Ruckus Wireless, Schneider Electric, Smarter Risk, Tellabs, Ucopia, Zebra Technologies, YinzCam (IPTV), Zayo, Zhone

· Communications Solutions Providers: Level 3, Verizon Enterprise Solutions, AT&T

· Fan Experience Consulting & Data Management Integration: IBM

Twitter, Live Nation and Aruba are investors in $9 million Series A round for Levi’s Stadium app developer VenueNext

Screen shot from VenueNext's Levi's Stadium app

Screen shot from VenueNext’s Levi’s Stadium app

Almost as interesting as today’s news of a $9 million Series A venture round for Levi’s Stadium app developer VenueNext is the list of participants in this round of funding, which includes Twitter Ventures, Live Nation Entertainment and Aruba Networks, among others.

While there’s also an interesting story to be mined about lead investor Causeway Media Partners, whose managing partner Mark Wan is one of the San Francisco 49ers’ “one percent” minority owners, the other listed investors offer an interesting take on VenueNext’s potential future beyond its current single client, Levi’s Stadium.

In a press release announcing the funding, VenueNext CEO John Paul said the funds would be used mainly to expand the VenueNext team to support deployments of venue apps for 30 different new clients before the end of the calendar year. Though VenueNext has yet to name a client other than Levi’s Stadium, its upcoming list is expected to include not just sports stadiums but entertainment venues as well, a facet which partially explains the potential investment interest for Live Nation.

Aruba Networks, now owned by HP, is the gear used in the Wi-Fi and beacon networks at Levi’s, which are integrated tightly with the app, so perhaps the Aruba investment is a small way to gain influence at venues still considering Wi-Fi infrastructure purchases. And while we caution that all this is guesswork at this point, Twitter Ventures’ interest in VenueNext is most likely related to the app’s ability to integrate live video, which at some point could conceivably come from the phones of Twitter users via Vine or Periscope. Like we said, interesting partners to have!

Midseason version of Levi's Stadium app, with clearer icons on main screen

Midseason version of Levi’s Stadium app, with clearer icons on main screen

Much different approach

While VenueNext is still a newcomer in the stadium-application marketplace — trailing far behind established players like YinzCam and MLBAM in numbers of deployed apps — its approach to embracing a small number of fan-focused and revenue-generating features like concessions, ticketing, replays and loyalty programs is much different than most stadium apps, which have historically tried to cram as many features in as possible. VenueNext’s top calling card right now may be the in-seat food and merchandise delivery feature it implemented at Levi’s Stadium last year, impressive mainly because of its advertised ability to reach every seat in the 68,500-seat stadium (which worked pretty well for football games but not so much when hockey crowds showed up).

But what may prove more interesting and useful to other potential clients are VenueNext’s integrated ticketing and marketing-analysis features, which not only make it easier for fans to purchase and redirect tickets, but also allows teams to build databases with rich information about fan purchasing preferences.

On both fronts, VenueNext was successful at Levi’s Stadium last season, with the app accounting for more than $800,000 in food and beverage purchases (according to VenueNext) while also registering more than 200,000 unique users, who are all now a part of the Niners’ marketing database. And while the instant replay feature didn’t get as much fan traction as was originally thought, its backbone systems were impressive in action, and were witnessed last season by a weekly parade of IT guests from interested teams.

Originally conceived and funded by Aurum Partners LLC, an investment entity controlled by the Niners’ owners, VenueNext is part of a sports/technology group of investments by Causeway (including SeatGeek), a boutique-ish firm whose partners have a long history in investment and finance, including being owners of the Boston Celtics. Wan will also join VenueNext’s board as part of the investment round, according to VenueNext.

UPDATE: Wan wrote a post on Medium about the investment.

(VenueNext image parade follows. Credit all Levi’s Stadium photos and app screenshots: Paul Kapustka, MSR. Credit John Paul photo: VenueNext. Enjoy!)

First replay tablet app, which adds info about the play

First replay tablet app, which adds info about the play

Second replay tablet app, which adds a thumbnail to the replay

Second replay tablet app, which adds a thumbnail to the replay

Photo of directions function in Levi's Stadium app.

Photo of directions function in Levi’s Stadium app.

Probably the first time many fans heard the term "NiNerds" (Nov. 23, 2014)

Probably the first time many fans heard the term “NiNerds” (Nov. 23, 2014)

NiNerd sporting the new neon vest.

NiNerd sporting the new neon vest.

John Paul, CEO and founder, VenueNext

John Paul, CEO and founder, VenueNext

Season opener issues: Picture of app late in the first half.

Season opener issues: Picture of app late in the first half.

HP buys Wi-Fi gear maker Aruba Networks for $3 billion

An Aruba AP inside the Moda Center

An Aruba AP inside the Moda Center

The rumors from last week were confirmed Monday, as computing giant Hewlett-Packard (aka “HP”) announced it was acquiring Wi-Fi gear vendor Aruba Networks for $3 billion. After cash and debt are accounted for, the actual value of the transaction is $2.7 billion, but what’s $300 million between friends?

Though the headline of the HP release pegs the reason behind the deal as the desire to “create an industry leader in enterprise mobility,” the acquisition will likely cause a lot of business activity in our corner of the world, namely wireless network deployments for large public venues, like stadiums. Over the past year, Aruba has been making a name for itself with high-profile Wi-Fi deployments in venues like the San Francisco 49ers’ new Levi’s Stadium, Texas A&M University’s Kyle Field, and the Dallas Mavericks’ American Airlines Center, among others. Perhaps the most interesting question from a business perspective is whether being part of HP will help or hurt Aruba when it comes to making stadium deals, and whether or not using HP core networking gear will become a required (or preferred) part of prospective stadium Wi-Fi deals.

On a business-wide view, the second $3 billion acquisition this year in the DAS/Wi-Fi space (following CommScope’s $3 billion purchase of DAS and networking supplier TE Connectivity) is perhaps a signal that consolidation is upon us in the greater Wi-Fi and local networking marketplace. Though we didn’t know exactly how and when such deals would shake out, on one hand it’s not that much of a surprise to us since we have always believed that the stadium networking market is really just a precursor to what will eventually happen in other large public venues as well as in large public places like cities and towns: Wi-Fi, which already carries more wireless data than cellular, will continue to expand and appear in more places, generating new business ideas like Wi-Fi phones and Wi-Fi first wireless plans.

The appearance of IBM as a strong entrant in the stadium wireless space can also be looked at as another signal that bigger players are entering the market, which usually means that smaller players — like the Arubas of the world — get snapped up, like a star player being traded mid-year to a team seeking a championship. Cisco, which is no stranger to acquisitions, has been quiet of late, and we are noticing that telecom gear giant Ericsson is making more moves toward Wi-Fi, especially in the arena of small cells and the idea of bringing LTE to Wi-Fi frequencies. Sounds like the Wi-Fi market is moving up from the $10 tables into the green- and black-chip territory.

Who’s next in the Wi-Fi world as an acquisition target? The easy picks are players like Ruckus Wireless and Aerohive Networks, given their ability to conduct their own IPOs. But we’re also guessing there may be some digesting of other smaller concerns in the Wi-Fi DAS food chain as the bigger players seek to add skills, customers and technology via purchases. Stay tuned for what should be an exciting year in the enterprise and stadium Wi-Fi business arena.