Skip to content

Simulation As A Tool For Venue Design and Layout Planning

Today’s sports and entertainment venues are more complex than ever before. Patrons of every price point want a VIP-caliber experience. As a result, incorporating event-level seating, luxury suites, clubs, and social areas into venue design is becoming more complicated with each passing year. With the price tag of large projects regularly surpassing $1 billion for arenas and over $2 billion for football stadiums, stakeholders require confidence that their venue will produce immediate returns. At the same time, safety and security must be a deliberate part of the design process to ensure that these major investments are protected.

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 ‚Äúdigital twin‚ÄĚ 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.

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.

Another significant benefit of simulation is its role in assessing the value of signage and wayfinding. Newly constructed venues provide a blank canvas for commercialization. When public tax money is used to fund a venue, it often requires opportunities for local businesses to be included in the new facility. Simulation is a great tool for estimating flow counts in various parts of the venue and adjacent areas. This can help identify which areas will generate appropriate foot traffic for a certain type of activation. Studies show patrons will likely spend more money on popular local brand names at sporting events. However, they will quickly turn their attention to a cheaper option if they cannot see the local product quickly. Proving value potential to prospective partners is another benefit of simulation with TruVenue, empowering stakeholders with strategic insights.

Arenas and stadiums are not the only areas where modeling and simulation with TruVenue can add value for stakeholders. In a world that is increasingly connected with wireless technology, it is still important for people to connect face to face. Convention facilities are having to work harder than ever to draw conventioneers. Flow count, line of sight, and wayfinding are all important factors in convention floor design. The ability to model spaces and test pedestrian traffic patterns with TruVenue allows event planners to price exhibit tiers appropriately, ensuring measured value for all involved parties.

During every stage of development, right up through day-to-day operation, TruVenue provides tools to mitigate risk and measure value potential for venues large and small. TruVenue‚Äôs ‚Äúdigital twin‚ÄĚ approach to modeling and simulation means decision-makers can trust that what they see in simulation is backed up by data-driven science and logic. TruVenue eliminates guesswork and maximizes safety and security without sacrificing revenue generation. TruVenue prioritizes all aspects of the customer experience, from when the ticket is purchased to when the patron leaves the venue.

Experience TruVenue today!

Discover the potential of our application for your sports or entertainment event. Contact us to learn more about how the application can revolutionize your event management process and elevate fan experiences. Unlock the power of digital twin technology with InControl.

Learn more about TruVenue

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

Minutes matter when emergencies arise. Rehearsing scenarios and aid placement through simulation can help save lives.

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.