Impact Of Simulation on Potential for Commercialization

During the rise of baseball and football in the early 20^th century, targeted advertising in and around venues became commonplace. In the 21^st century, people are surrounded by advertising 24/7. With the prevalence of LED video boards, the ability to tailor messaging to specific audiences is now more applicable than ever before. However, this also creates a reverse effect. LED boards are so prevalent that people do not pay as much attention to them as they once did. It is more important now than ever before that advertisers take advantage of creative opportunities to promote their brand, and the venues that host these advertisements find unique opportunities to engage with their patrons. The TruVenue platform has tools to evaluate the impact of commercialization opportunities through digital twin modeling.

Little Caesars Arena in Detroit utilized TruVenue digital twin technology to test the impact of a potential paid sponsorship. When the concept of placing a kiosk connected to a real car hung on a wall was introduced, it was believed by the Fire Marshal that this display would negatively impact a nearby exit. However, when simulations were run in TruVenue, designers were able to test the best location for the kiosk to promote visibility and deconflict concourse congestion. It was determined that instead of creating an obstruction, the kiosk improved building egress/evacuation by splitting a mass of people into two columns, better aligning them to exit the venue in an organized manner. Not only did simulation facilitate the placement of this multimillion-dollar advertisement, but it also provided an opportunity to improve venue safety.

In addition to permanent placements, TruVenue can also test temporary activations. Merchandise sales are a key revenue source for concerts and children’s events. However, their placement often leads to concourse congestion when long lines block access to aisles and permanent stands. With TruVenue, planners can utilize “drag and drop” technology to place merchandise stands and other amenities within the simulated space. TruVenue can also test schemes for rope lines and queues to help organize waiting areas and limit unnecessary congestion.

Location matters when it comes to maximizing the value of commercialization. TruVenue can help measure the value of high-traffic spaces with data-driven technologies validating flow counts through corridors and doorways. Integrating cameras, Wi-Fi, and concessions data can assist in identifying which types of commercialization may work best in a certain space. This also adds to spectator satisfaction. In convention facilities, this information can aid in determining pricing tiers based on visibility.

With TruVenue’s digital twin application, data-driven analytics aid in identifying opportunities for commercialization and revenue generation.

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