Grateful Dead fans use 4.5 TB of Wi-Fi during Levi’s Stadium shows

The magical "rainbow" at June 27 Grateful Dead concert at Levi's Stadium. Credit all photos: Levi's Stadium

The magical “rainbow” at June 27 Grateful Dead concert at Levi’s Stadium. Credit all photos: Levi’s Stadium

Fans at the two Grateful Dead concerts at Levi’s Stadium last weekend used a total of 4.5 terabytes of data on the stadium’s Wi-Fi network, not near a record total but about the same each night as a regular NFL crowd Wi-Fi total from the past season, Niners officials said.

Roger Hacker, the 49ers’ senior manager for corporate communications, said the fans attending the “Fare thee Well” concerts last weekend used 2.37 TB of Wi-Fi data on Saturday June 27 and another 2.13 on Sunday June 29, both marks well below the 4.5 TB record set by the WrestleMania 31 event in March. The separate Dead concert totals were also below the 3.3 TB mark set during the Niners’ home football opener last Sept. 14 against the Chicago Bears.

Grateful Dead stage view

Grateful Dead stage view

According to Hacker the Levi’s Stadium Wi-Fi network saw 17,824 unique users on Saturday and 23,152 on Sunday, roughly around 20 percent of attendance each night (according to Hacker the concert attendance was 75,496 on Saturday and 74,947 on Sunday; the Levi’s Stadium attendance record so far is the WrestleMania 31 event, at 77,496.). The concert also saw the second use of the new Levi’s Stadium on-field temporary Wi-Fi network, which serves the temporary seats set on the stadium’s field. The 41 extra Wi-Fi APs, Hacker said, supported another 989 users Saturday and 1,050 users on Sunday. The field network used a mix of APs installed on the sideline walls as well as APs mounted on railings and underneath the floor surface.

Though there were more users on the network Sunday, there was more data used Saturday, most likely because of a somewhat magical rainbow that appeared over the stadium during the show, an atmospheric event that triggered the highest peak rate of usage, 2.29 Gbps. While the Levi’s Stadium app also was supporting in-seat food delivery for the concerts, Hacker did not have any food ordering stats to share.

Deadheads found the Wi-Fi at Levi's Stadium

Deadheads found the Wi-Fi at Levi’s Stadium

Deadheads will have in-seat food delivery option at Levi’s Stadium Grateful Dead concerts

Screen Shot 2015-06-23 at 10.28.51 PMWhen the Grateful Dead’s farewell tour hits Levi’s Stadium this weekend, concertgoers will be able to order food delivery to their seats, according to Levi’s Stadium app developer VenueNext.

The in-seat food delivery option, which debuted during San Francisco 49er home games last season, is one of the more unique attributes of Levi’s Stadium and its accompanying smartphone app. For events like concerts or wrestling matches, the service is available depending upon the promoter’s desires, Levi’s Stadium officials have said.

For the Grateful Dead concerts this Saturday and Sunday, fans in the stadium seats will have the option to order food for in-seat delivery as well as for express pickup, where they can place an order and then pick it up at the closest concession window when it’s ready. Fans in seats on the field will only be able to use the express pickup option, VenueNext reps said. With full houses expected for both shows, this may be the biggest test yet for the food delivery system, which had some issues when hockey fans filled the house back in February. It will also be the first test of the app since developer VenueNext scored $9 million in venture funding to help expand its business.

VenueNext screen shot of food ordering feature on app.

VenueNext screen shot of food ordering feature on app.

What’s still unclear is if the Levi’s Stadium crew will once again roll out the on-field Wi-Fi network, which was used at the March Wrestlemania 31 event to help produce the biggest-ever data day at the still-new stadium. The temporary network, which uses railing and other ad hoc Wi-Fi access points, is used to bring Wi-Fi service to the area below the regular seating bowl. For what it’s worth, the WrestleMania promoters did not want food delivery at their event, mainly to keep it from being a distraction. It will be interesting also to see how food delivery works in the dark, since I am guessing the concerts won’t be as well lit as a football game (or a hockey game).

While we still haven’t gotten any network stats from the recent San Jose Earthquakes game at Levi’s, we are hoping the stadium network crew will get back to us after the Deadheads visit, because we are guessing the amount of selfies and other social media sharing will be off the charts. If you are planning to take public transportation don’t forget to buy your VTA passes beforehand so you don’t have to wait in two lines.

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.

Niners: Mobile app produced $800K in food orders at Levi’s Stadium

Screen shot from Levi's Stadium app showing active in-seat delivery option.

Screen shot from Levi’s Stadium app showing active in-seat delivery option.

Having a mobile app that allowed for in-seat food and beverage delivery helped produce $802,791 in revenue at Levi’s Stadium last season, according to San Francisco 49ers execs Wednesday.

In a panel presentation at the Veritix Sports Facilities & Franchises/Ticketing Symposium presented by SportsBusiness Journal/Daily in Santa Clara, Niners chief operating officer Al Guido and VenueNext CEO John Paul presented some statistics about Levi’s inaugural season, including the $800 grand number for both in-seat orders and express window pickup orders, which are both facilitiated by the VenueNext-produced Levi’s Stadium app.

According to Guido, the split between the two options was a surprise, with in-seat accounting for 54 percent of the total, against 46 percent for express window pickup. However, he isn’t mad about the outcome, since he said stats showed that fans increased their average spend for delivery orders by two to three dollars per seat by the end of the season.

Though Guido and Paul didn’t mention any concrete new options planned for the upcoming football season, Guido wondered out loud about ideas like dynamic pricing of concessions, such as having half-price hot dogs advertised through the app.

As the data from the inaugural season reveals, in-seat ordering has proven to be a popular choice among fans, leading to increased spending and a more convenient experience. Looking ahead, enhancing the app’s functionality could further boost fan engagement and revenue. One key aspect of this is the push notifications role, which can significantly influence purchasing decisions by delivering timely and relevant offers directly to users’ devices. This approach not only personalizes the service but also encourages higher spending by keeping fans informed about available deals and promotions.

Overall, Paul and Guido said that the Niners had 203,925 unique users of the Levi’s Stadium app last season, including 65 percent of the team’s season ticket holders, who now manage their seats through the app.

Guido also said that if there was one area where the Niners could have done better it was to improve the experience outside the stadium, namely the parking and public transportation services, which experienced numerous problems during the Levi’s Stadium opening season.

“We probably didn’t focus on it enough,” Guido said.

Stadium Tech Professionals: Time to take our 2015 stadium tech survey!

SOS14_thumbIf you are a stadium technology professional working for a school, team or stadium ownership group, it’s that time of year again — we need your participation to make our 2015 State of the Stadium Technology Survey our best yet! Now in its third year of existence, the “State of the Stadium” survey is the only independent, large-public-venue research that charts deployments of stadium technology like Wi-Fi, DAS, Digital Signage and Beaconing, and the use of digital sports marketing tools like CRM and social media. If you are part of a stadium operations group and know the answers, take the 2015 survey right now!

Before I get to a deeper explanation of the survey, a quick story: During last year’s survey season, I called a team IT exec that I knew well and asked why nobody from his organization had taken the survey. “Well, we don’t have Wi-Fi installed yet,” the exec said. “We’ll take the survey next year after it’s deployed.” I didn’t have the heart to say it at the time but — his take was completely the WRONG ANSWER. Why? Because this is an ANONYMOUS, AGGREGATED INFORMATION ONLY survey, which means that answers aren’t tied to any school, team or individual. Just look at last year’s survey to see how the answers are reported. That also means that all answers are completely confidential, and will not be sold, marketed or otherwise communicated in any way, shape or form outside of the ANONYMOUS TOTALS used in the survey report.

So since we’re trying to find out aggregate numbers — not individual details — it’s just as important for all of us to know who doesn’t have Wi-Fi as well as who does. So even if your school or team or stadium doesn’t have Wi-Fi — and may never have Wi-Fi — you should still TAKE THE SURVEY and add your organization’s information to the total. The more answers we get, the better the data are for everyone.

Survey time is time well spent

And that “everyone” thing leads me to my next point: If you’re a regular reader here you can and should consider the few minutes it takes to complete the survey as a small way of “paying back” to the rest of the members of this fine industry, many of whom make time for the interviews, visits and emails that form the core of all the excellent free content available here on the MSR site and through our long-form reports. We know you are busy, and that spending time answering a list of technology questions may not seem like the highest priority on your to-do list. But a little bit of your time can really help us all.

That’s because we also know, from our website statistics and from our report download numbers and just from conversations with many of you, that our audience of stadium technology professionals appreciates the honest, objective stories and analysis we provide. (We humbly thank you for making us a regular reading choice.) And now, by taking the survey, you can help make the site and our work even better, just by adding your team, school or stadium’s technology deployment information into the 2015 State of the Stadium Technology Survey. The more results we get, the better and more informative the survey becomes — and that’s something that’s truly a win-win situation for all involved.

Once again the State of the Stadium Technology Survey will be exclusively delivered first to the attendees of the SEAT Conference, being held this year in our home town of San Francisco, July 19-22. Production of this year’s survey is made possible by the sponsorship of Mobilitie, and through our partnership with the SEAT Consortium, owners and operators of the excellent SEAT event. All those who participate in the survey will receive a full digital copy of the final report, whether you attend the SEAT Conference or not.

Final reminder: This survey is meant to be taken ONLY by stadium technology professionals, executives, and team or school representatives who can accurately describe the deployments in place at their organization. It is NOT a survey to be taken by everyone, only by those who have a deployment to describe. If you have any questions about whether you should take the survey or not, send an email to me at kaps at mobilesportsreport.com. Thanks in advance for your time and participation!

Thinking out loud: Stadiums need better game-day online response teams

Avaya Stadium offers an online welcome

Avaya Stadium offers an online welcome

Maybe I just haven’t been to enough stadiums, but in the ones I visited over the last year I was struck by the fact that none of them seemed to have any kind of a place for live, updated game-day information where fans could find the kind of answers that might really improve their attendance experience.

In visiting various professional and top-level collegiate venues and interviewing representatives of other stadiums I continue to be impressed by the depth and breadth of technology deployments and of some apps that deliver advanced services, like Levi’s Stadium’s food delivery or the various live-replay systems in place at schools like Baylor and Nebraska, as well as at numerous pro venues. But I’ve yet to find a stadium, team or school with what seems like a simple thing to do — either to have a constantly updated “daily news” stream about game-day issues, or better yet, a rapid-response team on either social media or email to answer simple questions like, where should I park, and which gate should I go to?

Sometimes it seems like the simplest things are being overlooked when it comes to stadium technology, and I’m wondering why no such services seem to exist. Are they too costly? Or just not thought of as necessary? Or are stadium owners and operators not really paying attention to what happens on game day?

Why can’t all fans get the ‘suite’ treatment?

I don’t think the last question is true, since I did have the privilege of attending one Niners game at Levi’s Stadium this past season as the guest of app developer VenueNext, an experience that included a pass to the company’s corporate suite. As you can probably guess, having a suite-level pass is indeed a “suite” way to see a game. Almost all of your concerns and needs are taken care of, from the already paid-for drinks and food to the comfortable seating, and there is no shortage of stadium staff around to answer any questions you might have about where to go or how to find things.

One for the road at the BNY Club, Levi's Stadium

One for the road at the BNY Club, Levi’s Stadium

Fans with “regular” passes, however, simply don’t have many similar options for assistance, especially outside the stadium gates, where perhaps help is most needed. I know teams and stadiums (like Levi’s) do a good job of making maps and guides available online, especially for season ticket holders, but those resources typically aren’t designed for viewing on mobile devices, especially in a low-connectivity or bright-sunlight outdoor situation. Others that are designed for mobile apps, like Avaya Stadium’s “Ava” character, only offer canned information, and not a question-and-answer service.

Wouldn’t it be great to have a rapid-response Twitter handle or a regularly updated Twitter feed to answer questions like “where is the best place to park for seating in Section X,” or “which lots are less full,” or “which lots offer the fastest exit after the game?” Such a service could be incredibly helpful for the huge numbers of fans who only attend a small number of games, who might be making such decisions at the last minute and may have never been to the stadium before.

Feed me, keep me warm and dry

I really could have used such an informative service at the College Football Playoff championship game, which I was able to attend via a last-minute media invite from AT&T. Though my pass included access to the game (and more suite-level pampering) I didn’t have any special treatment getting to the event, so my game-day travel experience was probably very similar to many of the thousands of Ohio State and Oregon fans who had likely never been to AT&T Stadium before. Like many others, I decided to get to the stadium early, both to avoid any kind of parking crush and to bathe in whatever pre-game atmosphere might emerge. Three things I wasn’t prepared for came back to chomp me in the behind: Freezing cold weather, the lack of anywhere outside the stadium to get out of said cold weather, and the lack of any kind of online information to assist in the situation.

Fans freezing outside waiting for the CFP game to start

Fans freezing outside waiting for the CFP game to start

Though we were smart enough to grab lunch beforehand at a nearby bar and grill, my friend and media buddy Phil Harvey and I were only vaguely aware of the fact that the doors to the stadium weren’t going to open until 5:30 p.m., two hours before the scheduled game start, something we hadn’t really counted on when we drove over to park at 2 p.m. Our thoughts of being able to wander around and check out tailgate parties — or the underpublicized outdoor “festival” being put on by the NCAA and its sponsors — were negated by the chilling, biting wind, which whipped mercilessly throughout the acres of parking lots surrounding the stadium.

Like many others that day, we wound up spending some unplanned shopping time in the nearby Walmart, mainly to get out of the chill. We also ended up being frustrated with thousands of our newest closest friends, when the ticket gates apparently opened at 4:30 — only to find ourselves “in” the event (having gone through security and ticket checking) but still outside the doors, jammed onto the outdoor patios where we had to wait for another hour. The only good part of being crushed cheek to jowl is that being packed together did help keep all of us somewhat warmer.

Bargains available at the AT&T Stadium Walmart.

Bargains available at the AT&T Stadium Walmart.

Sure, we should have been smarter and maybe asked more questions beforehand but during the hours of unpleasantness all I could think of was why someone from the game or venue wasn’t outside watching what was going on, or doing anything to help rectify the situation. Even a simple official message of “we aren’t opening the doors for two more hours — here are a list of nearby restaurants you can walk to” would have been extremely helpful advice.

Maybe the CFP game was an outlier situation — lots of people who had never been to the venue before — but I’m guessing the situation isn’t that unique, especially for “big” events like playoffs or championships. And especially when it comes to extreme weather conditions, it just seems to make sense to have some kind of continually updated “at the game” news service that is well advertised and easily found, so that when a crisis situation emerges, fans know where to turn for trusted information.

Do any such services exist? Are there teams out there already doing this in a fashion that works? Let me know here, or we can have a discussion over on Twitter, where you can find me under the @PaulKaps handle.