Creating smart venues with IoT technology

Table of contents

What is a smart venue?

How smart technology improve management

Empowering accessibility and immersion

How can Focus Group help?

The Internet of Things (IoT) is fast becoming a game changer in the way we experience leisure and entertainment. As venues of all sizes, from the smaller theatres that put on local shows, to amusement parks with thousands of daily visitors, adopt smart technologies, they are transforming into highly connected and immersive environments.

But why does this matter? What really sets apart smart venues from their smaller IQ siblings? Essentially, integrating IoT technology into these spaces allows for better venue management, with technology that adapts to the ever-changing needs of their attendees.

What is a smart venue?

If we go by name alone, a smart venue sounds almost like science fiction or similar to a smart house that prepares your coffee in the morning. In reality, it's not too different. A smart venue is a space that uses IoT technologies to optimise operations for the staff and enhance the overall experience for customers. This can also include automation similar to that steaming mug in the morning.

Venues are embedded with sensors, devices, and systems that communicate with one another, like a shadow team working in the background to create a seamless and efficient environment. Whether it's a music festival, restaurant, or hotel, smart venues leverage cutting-edge tech to offer a more interactive experience for attendees while streamlining back-end processes for venue managers.

How does smart technology improve venue management?

Now that we understand what a smart venue is, the question shifts to how smart technology makes life easier for the management team. In short, it significantly enhances venue management by providing innovative ways to optimise operations, enabling managers to run events more efficiently. Now, let’s dive into the details.

Centrally controlled devices

With smart technologies, venue managers can feel like ‘the man in the chair’ operating multiple systems and devices from a central control system. They can control everything from heating, ventilation, and air conditioning (HVAC), to lighting and security systems, all in real time. Staff can make quick adjustments based on current conditions, leading to reduced energy consumption and improved customer satisfaction.

Let’s look at an example of how this tech could be useful in the day-to-day. Smart thermostats can adjust temperature settings depending on the number of people in the venue while smart lighting can be dimmed or brightened based on occupancy or even event-specific requirements. Overall, centralised control ensures everything works in harmony, reducing downtime and streamlining operations.

Better communication

Communication is probably the most critical aspect of any large venue, especially when it comes to safety, service, and event coordination. IoT-enabled communication devices, including IoT SIM cards, allow your team to stay connected across various areas of the site, ensuring they can quickly respond to issues or provide services.

Another real-world example would be that large venues often deploy walkie-talkies and mobile devices connected via IoT networks to enable instant communication. With IoT SIM cards, these devices can operate independently of traditional mobile networks, allowing for uninterrupted, high-quality communication even in crowded areas where network traffic may be heavy.

Dedicated connectivity

Connectivity and communication go hand in hand at large events and unfortunately, when crowds gather, mobile signal tends to slow to a crawl. This is why many venues are turning to mobile private networks (MPNs) to ensure reliable connectivity, even in dense environments where public networks might struggle.

MPNs are crucial for maintaining smooth operations, ensuring that critical systems like point-of-sale (POS) terminals, lighting controls, and security cameras function without interruption. These private networks create a secure and controlled environment for both guests and staff. Dedicated connectivity ensures that key systems remain operational, even when the public network is overwhelmed by users.

Data collection

Gathering data is difficult. Standing around with a clipboard and taking notes on how attendees engage with the venue sounds like a drew-the-short-straw job. Luckily for your team, IoT technology plays a vital role in data collection and analysis, enabling venues to tailor their offerings to meet the specific needs and preferences of their visitors. With the integration of IoT sensors, venues can gather data on how visitors move through the space, what attractions or areas are most popular, and even their purchasing habits.

Additionally, IoT enable WiFi devices can be used to provide publicly accessibile connectivity, all while allowing venues to collect data about thier customers. This data allows businesses to better understand their customers, analyse trends and created targetted marketing material to increase the revelance of customer communications.

This data can be processed through machine learning algorithms to offer targeted marketing campaigns, improve customer experience, and make data-driven decisions. For example, if data shows that a particular concession stand sees a spike in traffic after certain performances, venue operators can adjust staffing or promotions accordingly. The ability to analyse real-time data allows venues to be more responsive to consumer demands, creating more personalised and engaging experiences.

Automation through AI

What really puts the ‘smart’ in smart venues is AI. IoT technology, when combined with artificial intelligence, enables venue operators to automate several tasks. This can range from simple automation, like adjusting lighting based on the time of day, to more complex systems, like AI-driven chatbots for customer service. Automated ticketing, for instance, can reduce the burden on staff and streamline the entry process for guests. Additionally, AI-powered analytics can help with scheduling, security monitoring, and even predicting crowd flows, allowing for proactive measures to enhance guest safety and experience.

Enhance venue security

Security is a major concern for venues, especially those that host large events. IoT technology has made significant advances in venue security by integrating IoT cameras, smart sensors, and surveillance systems that provide real-time monitoring and alerts.

These systems can detect unusual activity, unauthorised access, or safety hazards and automatically alert security personnel. AI-driven surveillance systems can also help identify threats early, ensuring prompt action. Smart sensors placed at entrances and exits can even count the number of people in the venue, providing important crowd control data and ensuring compliance with capacity regulations.

Smart lighting

We’ve already taken a sneak peek at how smart lighting might work in your venue, so let’s go a little more in-depth. Smart lighting systems equipped with motion sensors can detect when rooms or areas are unoccupied and automatically dim or turn off the lights, improving the venue’s energy efficiency. Additionally, these systems can be programmed to adjust lighting according to the time of day or type of event, ensuring that lighting is both functional and aesthetically pleasing.

Smart lighting not only helps venues reduce their carbon footprint but also leads to significant cost savings. Automated lighting systems can be customised to meet specific energy-saving goals, whether that’s reducing energy use during downtime or increasing brightness during peak periods.

Crowd control

One thing most venue managers can agree on is that crowds can be an absolute nightmare. The only managers that disagree are the ones who already have smart technology. IoT-powered crowd control systems can make crowd control more manageable by tracking visitor movements and density in real time. IoT sensors and cameras can monitor crowd flow, enabling venue operators to anticipate potential bottlenecks or safety hazards.

In addition, some venues use wearables, like wristbands, to track where visitors are at any given moment, allowing operators to divert crowds if necessary or provide personalised services like directions to specific attractions.

Building accessible and immersive experiences using IoT in entertainment

IoT technology doesn't just enhance venue management; it also creates exciting, immersive experiences for visitors. By integrating smart devices, augmented reality (AR), and more, venues can offer entertainment that is both interactive and more accessible than ever before.

Visual experiences

Smart IT devices and cloud technology such as connected screens, TVs, and projectors allow for dynamic visual experiences that can change in real time based on audience interaction or specific event needs.

Venues can synchronise their displays across multiple screens, creating a unified and immersive visual environment. This is especially useful in live performances, where lighting and visual effects play a key role in enhancing the overall atmosphere. Audio systems can also be integrated with IoT, adjusting sound levels based on crowd size or even synchronising with visual elements for a more cohesive experience.

Immersive technology

One of the most exciting applications of IoT in entertainment is immersive technology. Whether it’s through augmented reality (AR), virtual reality (VR), or other digital experiences, IoT is bringing a new level of interactivity to venues.

Augmented reality/VR

AR and VR devices offer audiences the chance to experience something completely unique, whether it’s a virtual concert, an interactive museum tour, or a game. These experiences are often enhanced through wearable IoT devices, such as VR headsets or AR-enabled glasses, which allow users to step into a different world.

Wearable devices

Wearable IoT devices are also being used to create more interactive and personalised experiences. For example, Coldplay's LED wristbands allow concertgoers to become part of the show, with the wristbands lighting up in sync with the music. Similarly, RFID-enabled wristbands at theme parks can track user preferences and tailor experiences accordingly.

Customer connectivity

A vital component of modern venues is the ability to keep visitors connected. WiFi networks allow guests to access services, share their experiences on social media, and engage with digital content at the venue. IoT technology enables the seamless operation of these networks, providing high-speed internet even when thousands of people are online simultaneously.

Digital signage

Digital signage powered by IoT is another tool for enhancing the customer experience. These signs can display real-time updates, event schedules, and advertisements tailored to the audience. IoT sensors can even adjust the content shown based on who is nearby, providing a personalised experience that is more engaging and relevant.

Improved accessibility

Smart venues also improve accessibility for all guests, particularly those with certain physical requirements. IoT-enabled lifts and escalators ensure smooth movement around the venue, while smart parking systems make it easier for visitors to find accessible parking spots. Voice-activated systems and touchless controls further contribute to making venues more user-friendly and inclusive.

Creating smart venues with Focus Group

The leisure and entertainment industry continues to evolve and delve even deeper into what would have been called science fiction only a couple of years ago. Adopting IoT technology is crucial for creating smarter, more efficient venues. Whether you’re looking to enhance security, streamline operations, or offer unforgettable experiences to your guests, IoT can provide the tools and infrastructure you need.

By partnering with Focus Group, you’ll gain access to cutting-edge solutions tailored to your unique needs. Let us help you navigate the digital transformation of your venue and create smart, immersive, and inclusive experiences for your customers.