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Food, Beverage & Hospitality
Published: 24 Nov 2014

High-Tech Stadium Service

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Levi Stadium's new app

Recently opened in San Francisco, the Levi's Stadium is the most technologically advanced football arena in the US, heralding a new standard for mass entertainment venues.

Home of the National Football League's San Francisco 49ers, the venue offers 1,200 wi-fi access points, 200 charging stations and 1,700 Bluetooth beacons for location-based services.

Meanwhile, a dedicated mobile app, powered by beacon technology, directs users to restrooms and concession stands with the shortest queues, enables food to be ordered directly to seats, digitally manages tickets and parking passes, and offers instant match replays from multiple angles.

According to the venue, on the first night of the new football season in September, nearly 30% of attendees downloaded the app, watching 7,800 replays and making 2,100 food orders to their seats.

Developer VenueNext, a venture incubated by the 49ers franchise, plans to work with more than 15 football teams and venues to create similar digital solutions.

Beyond technology, fans are also treated to locally sourced dining options. Around 80% of ingredients at the arena are from California, while all seafood is sustainably sourced, and packaging is recyclable, biodegradable or compostable.

For more on developments in events-based sports marketing, see The Sports Marketing Playbook. For more on ways in which near-field communication and beacon technology is being used in retail, see Sales-Boosting Beacons, Anywhere Retailing: Future Innovations and Virtual Immersive Commerce.

For more on ways in which beacon technology is being used to improve hospitality-based service, see Future Service: Transport Hubs, Destination Dining and High-Tech Hospitality.

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