Across North America, 21 arenas and stadiums with projected capacities of 15,000+ are in various stages of development, with more on the way. Each of these venues will undergo a constant process of design refinement. TruVenue from InControl is an effective tool in the process of bringing a complex venue design from the computer screen to the consumer. Importing CAD/BIM drawings makes building a “digital twin” quick and accurate. TruVenue utilizes data-driven modeling and simulation technology to aid users in seeing the future before it is built. Testing alterations to a design and visualizing the space in 360-degree virtual reality is a valuable tool for decision-makers from the earliest design all the way through to the day-to-day operation.

Not only are new venues being built, but existing facilities are being modernized. Division 1 college athletics generates more than $20 billion in revenue annually, which will only grow as their popularity increases. Football funds large amounts of major university athletic department budgets. With the increasing value of football comes the increased importance of facility upgrades. Hundred year old stadiums are being retrofitted with modern amenities. Any space has the potential to be upgraded, but assessing the value of proposed upgrades is possible with TruVenue. Simulation can assist in assessing value by producing density maps and other visual reference tools to evaluate safety and customer satisfaction in renovated spaces. This ability to see the future before it happens guarantees that the stadium’s next hundred years will be as impactful as its first hundred years.

The value of simulation before construction also has proactive safety benefits. TruVenue can model the location of fire and life safety systems and CCTV networks. By modeling the venue and running simulations (capacities, evacuation, sheltering) for a wide variety of scenarios, planners can collaborate with fire marshals and law enforcement agencies to resolve any design issues in advance of construction, avoiding costly modifications. Additionally, TruVenue provides those same agencies with visual reference points for special events when construction is complete and these buildings are in operation.

It is critical that all employees understand emergency protocols and procedures. Through modeling and simulation, TruVenue provides a visual aid for leaders to rehearse scenarios with their staff. This visual tool is especially helpful for contracted security partners who may not be as familiar with the venue. TruVenue contains a drag-and-drop feature to place staff directly into the model to help visualize precisely where staff should be positioned.

For law enforcement and first responders, TruVenue is more than just a training tool. It’s a potential lifesaver. In emergency situations, every minute counts. TruVenue’s ability to identify the closest stairwell, aid station, fire extinguisher, or AED from any point within the model can be the difference between life and death. Its customizable variables and scenarios also enhance multi-agency training, improving interoperability and response effectiveness. It can add reality to table top exercises, putting the teams into the scenario.

TruVenue’s practicality extends beyond security. It also serves as a valuable training tool for housekeeping, catering, and merchandising employees. In larger venues, supplies are often stored in centralized spaces dispersed throughout the building. TruVenue’s ability to map out the venue and provide real-time information on the closest repository of supplies significantly improves operational efficiency, saving time and effort for these roles.

By harnessing historical ticket sales and entry scan data, event planners can accurately predict future arrival patterns. This includes cataloging variables such as time, age/gender demographic profiles, and event type, all of which are invaluable for security planners. TruVenue’s use of this data to simulate the customer experience provides a tangible and reliable tool for planners to evaluate their staffing plan at entry points and adjust other screening resources accordingly.

Historical point-of-sale data can give insight into potential congestion points. Permanent stands and temporary kiosks both have the potential to cause chaos and confusion on a concourse. TruVenue uses modeling and simulation to measure their impact on congestion. Changing the placement of a portable ice cream stand by as little as 10 feet could have a major impact on the flow of a concourse. Simply changing the design of the queue for concert merchandise could improve safety while generating more revenue. Regarding food and beverage sales, according to a study by Oracle (2022), 45% of patrons said they have given up making a purchase due to long lines. Incorporating point-of-sale data into simulation is a great way to deconflict activation and circulation.

CCTV is a critical component of every venue’s safety and security program. As camera technology advances, the catalog of data they provide continues to expand. TruVenue can map CCTV systems to help validate coverage and provide point-of-view potential before costly installation of new devices.

As data continues to change the way businesses operate, TruVenue allows event planners to leverage that information as a tool to advance safety and security. TruVenue can take real-time data feeds and present through our digital twin visualization of the event to see the positions and movement of attendees and staff.

According to Oracle research (2022), event attendees could spend 42% more on food and beverage if lines were cut in half. TruVenue from InControl can help close this lost revenue gap and increase returns through streamlined operations.

One of TruVenue‘s biggest assets is optimizing flow on both sides of the concession counter. By modeling a kitchen that optimizes efficiency for the staff working inside the space, it is possible to increase the speed at which food makes its way from creation to consumption. When equipment needs to be replaced or moved, testing the layout in TruVenue prior to installation can save time and money by testing production efficiency.

On the other side of the counter, a queue design that effectively moves patrons to a concession stand while minimizing congestion on the concourse improves the customer experience. 65% of sporting event attendees say food and beverage is an “impulse” purchase. Seeing a line that moves efficiently encourages patrons to join the line and spend more money.

From the merchandise standpoint, the concept is the same. TruVenue is an important tool in merchandise stand placement, considering flow count and functionality while minimizing the negative impact on pedestrian circulation. By testing different placements in simulation, event planners can improve customer satisfaction and safety within the concourse or around the adjacent area during busy concerts and children’s events.

TruVenue provides an opportunity to model queuing lanes utilizing various barrier systems, from bike racks to stanchions. This aids in preparing well-organized queuing inside and outside venues for permanent and temporary vendors.

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.

All operators strategically place AEDs and other lifesaving first-aid resources around their venues. But when minutes matter, does every staff member know where these resources are located? Do they know the most direct route to an aid station or designated shelter location? TruVenue’s digital twin application can help save lives in these critical moments.

TruVenue’s 2D and 3D mapping tools allow the placement of objects in the model to identify where first-aid kits, aid stations, ambulances, and fire water connections are located. Simulations can be run to distinguish which resources are closest to a particular staffing position or seating area. This practical approach to training ensures that staff are well-prepared and confident when emergencies arise.

TruVenue’s digital twin application is not just for training venue staff. In the case of a mass casualty event, contracted emergency service agencies can also benefit. They will have an accurate stock of available resources throughout the venue, enabling them to respond more effectively and potentially save more lives.

In the case of a bombing, active shooter, or violent demonstration, the combination of available medical services, and evacuation routes may come into play simultaneously. To ensure planners are prepared for any possible scenario, it is possible to digitally rehearse the method of evacuating patrons and bringing medical and law enforcement services into the venue.