Simulation as a tool for optimizing Concessions and Merchandising
Across the major league sports landscape in the United States, concessions sales account for 7-18% of revenue. At concert events, the number of patrons purchasing merchandise has doubled over the last five years. A deeper dive into available data can reveal opportunities for significant gains in concession and merchandizing revenues through optimized operational planning.
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.
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Improving Customer Experience by improving Safety and Security Planning
With TruVenue’s digital twin application, achieving safety and security goals and improving the customer experience go hand in hand.
Simulation as a tool for Saving Lives when minutes matter
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Simulation as a tool for Commercialization
With TruVenue’s digital twin application, data-driven analytics aid in identifying opportunities for commercialization and revenue generation.
Simulation as a tool for optimizing Concessions and Merchandising
Cutting-edge modeling and simulation can help improve customer satisfaction and increase concessions and merchandise sales
Improving Parking Programming through Simulation
Help develop safe dynamic parking strategies that enhance the customer experience and maximize profit potential.
Rethinking Data as a Tool for Safety & Security
As data continues to change the way businesses operate, TruVenue allows event planners to leverage that information as a tool to advance safety, security and the fan experience.
Simulation as a Tool for Training
The ability to model and simulate scenarios in provides management with a powerful tool for training in-house staff and improves interoperability with external partners.
Simulation as a Tool for Venue Design & Layout Planning
Simulation backed up by data-driven science: Eliminate guesswork and maximize safety and security without sacrificing revenue generation.
Upcoming events
The Truvenue team attends many industry events. We always enjoy the opportunity to connect. Find us at one of the events listed below. If you will be attending one of these events please let us know. We would love to meet face-to-face to discuss opportunities for collaboration.
NCS⁴ College Forum
Date: January 28-29, 2025
Location: Durham, NC (USA)
Domains: Event Safety & Security
NCS⁴ 2025
Date: June 30 – July 2, 2025
Location: San Antonio, TX (USA)
Domains: Event Safety & Security
Book a demonstration
Contact us to book a free demonstration with an Expert. We will be happy to assist you with your simulation-related questions, and show you our software’s capabilities.
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About InControl
InControl is a premier developer of analysis and control software for the safety and sustainability of critical infrastructures.
Our software solutions enable you to cope with time, costs, resources, productivity, reliability, safety and sustainability. Worldwide, our solutions are implemented in logistics, manufacturing, transportation and crowd management.
We support you with the ability to plan, design, build and test activities during integration, implementation, and operational stages. We deliver our software and platform services based on one core engine: Enterprise Dynamics. We maintain high-quality standards of our software platform and services in close cooperation with our partners, universities, applied sciences ,and top-tier Research Institutions.

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