Smart Venue, the creation of frictionless experiences

Smart Venue invests in digital infrastructures that unite people, processes and technology together. It aims to deliver the attendee memorable experience and safety.

Executive Summary

Smart Venue is presently beyond the free Wi-Fi and phone charging points. The venues worldwide are transforming themselves to become Smart Venue. Smart venue refers to venue that unites smart facility that brings together people, processes and technologies. Smart venue helps exhibitors and event organizers to deliver memorable and impressive experiences to the attendees by using technologies including modern audio-visual equipment, identifying the shortest queue via Artificial Intelligence and setting the event tone by using automated Dynamic Intelligent lighting. Moreover, smart venue is also equipped with security technologies that prevent attendees from harmful environment such as facial recognition and surveillance systems.

Key Takeaways for MICE:

  • According to the Rise of the Smart Venue Report, 72% of event professionals stated that selecting venue that is equipped with digital elements can positively affect event outcome and create audience experience. 
  • Convention & Exhibition Center had deployed facial recognition system, helping venues to fasten the queueing traffic and also enhancing security by screening the attendees in order to avoid troublemakers to access into the event. 
  • Suntec Singapore launched its Holographic Projection Technology that allows the event organizers to customize their own panoramic scenes, backdrop and motion graphics effect. 
  • Sydney Cricket Ground installed WaitTime technology, the artificial intelligence and advanced algorithm technology that allows the fan to access to the estimated queuing times of every venue’s outlets which helps the fans to get back to the match on time. 

The growing of Smart Venue

Presently, the smart venue is ways more than just free Wi-Fi and phone charging points available to all visitors. Smart venues refer to the venue that deploys smart facilities that bring together people, processes and technologies. The aims of the smart venue are to provide a great financial return to the venue operator, create frictionless experiences as well as making sure that the audiences are surrounded by secured environment. As the event business today concern about deliver better experience and services, the venue selection becomes one of the crucial concerns. According to the Rise of the Smart Venue Report, 72% of event professionals stated that selecting venue that is equipped with digital elements can positively affect the event outcome, enhance audience experience and create word of mouth that might attract future attendees. Therefore, venues worldwide deploy many smart facilities and technologies to transform their venues to become smart venue in order to attract more event professionals. 

Smart venue and the security improvement 
Today, the safety and security become the top of concern among the event venues around the world. The threats can come from anywhere and anything such as terrorist attack, random gun and knife or other sort of violence. Therefore, the smart venue should be the venue that equipped with technologies that significantly enhance the attendee safety and security from any harmful environments. The solutions include the use of automated facial recognition and advanced video surveillance systems.

The use of automated facial recognition 

Automated Facial Recognition is gaining popularity in modern event security management. The facial recognition is the use of Artificial Intelligence technology that create faster check-in process as well as enhancing security. The system compares the attendees’ facial geometries with the recorded photo collected from ID card or passport and make sure that they are matched. The facial recognition system will help the venue reducing risk of allowing unauthorized visitors to access to the venue event.

Shanghai Convention & Exhibition Center had deployed facial recognition system in order to improve its security management. During the venue’s large trade fair, China International Import Expo, the event aimed to have more than 3,600 exhibitors with more than ten thousand goods from 172 countries worldwide displayed in the event. And the number of visitors were expected to reach 800,000 visitors from 3,000 companies. Therefore, security and safety become the top of priority in the venue. To enhance the event security, the venue deployed 3,000 sets of intelligent equipment from Dahua Technology including facial recognition. The venue’s AI facial recognition technology will help identify all visitors entering the event and prevent unauthorized entry or the previous offenders and criminals to enter the venue. The facial recognitions and high-definition smart cameras were installed at the main entrance and the exist in order to recognize and identify all visitors in real-time by capturing their faces and comparing to the pictures of their corded ID card information. Moreover, the smart cameras were also equipped within around the venue and the outdoor areas to track and inspect high risk vehicles entering the venue and also help the authority to efficiently manage the traffic.

Advanced video surveillance systems 
The video surveillance systems are popular choice among smart venues to enhance their security management. The video surveillance systems are far more than just a fixed security camera, the system functions as small computers with motion sensors that will provide automatic notifications or sometime can automatically contact the law enforcement officers. There are thousands of audiences attend the event or convention, this technology allows the venue to have ability to control the crowd and count the number of audiences in all venue areas. With its high definition video comparing to the traditional CCTV camera, enabling the venue’s security personnel to be able to inspect and identify suspicious acts or behaviors just in time.

Technologies and Practices Create Visitor Experience 

There are 4 main technologies and practices of Smart Venue Including queuing time technology, Holographic and Panoramic Projection Technology, intelligent lighting systems and enhancing venue’ accessibility.

Analyzing queuing times 
n the big event, the queuing become a main problem especially when the queue is longer than what the participants anticipated. The long wait might make the venue lose potential audiences and sometime the audiences might be waiting in the queue until they have missed the important   incidence which lead to negative feeling. Therefore, having good queuing management system will improve audience satisfaction levels and enhance their positive experience. One of queuing management tips is to let the audience know how long they have to wait which can reduce the waiting anxiety.

Sydney Cricket Ground (SCG), the Australian sport stadium enhanced the fan experiences and improved venue efficiency by coming up with WaitTime technology that allows the fans to access to the estimated queuing times of all venue outlets. The WaitTime technology tracks the queues of all food and beverage shops located around the venue via the uses of artificial intelligence, cameras and advanced algorithm technology. The technology was installed in all venue area, the audience can check shortest lines and the estimated waiting times via the screens display around the venue and the mobile application. The length of queuing times is expressed in different spectrums, green for short wait, yellow for medium wait and red for long wait. This provides options for the audiences to have better planning and get back to watch the match on time. Moreover, the WaitTime technology is not only benefit to the audience but also helping the organizers and stadium operators to efficiently manage the crowd movement and be able to respond to the needs of the audiences in time. For example, the venue can monitor which outlets are in high demand in order to locate more staffs accordingly.

Holographic and Panoramic Projection Technology
One of the global leading in MICE industry, Suntec Singapore Convention and Exhibition Center transforms its audience’ experience by introducing ImmersiveAV Suite that equipped with panoramic and holographic or Float3D technologies. The panoramic technology is a wide projection screen powered by 20,000 lumen projectors with 5-meter height and spanning up to 105 meters. And the Float3D is the use of holographic projection technology that creates illusion of a 3D object hovering, locating 4.5 meter above the floor which help illuminating centerpiece in an event. These two technologies offer wide range of capabilities including VDO call, motion graphic, live streaming, lively images and video presentation through multiple windows. With the use of Panorama and Hologram, the event organizers can replace physical backdrops and branding structures that can be used only one time. This helps the organizers reduce costs as well as customize their own panoramic scenes, backdrop and motion graphic effect.  These visualization technologies help the event organizer delivery transformative experiences, creating virtual environment and freely setting up their event tone.

Intelligent lighting 
Lighting is considered as one of the key components of the event industry. Setting right lighting will create responsive atmosphere that match with the event’s mood and tone, ensuring the best experience. Intelligent lighting is a pre-programmed lighting system allows the event organizers to easily customize their lighting effects from moment to moment and also highlighting key sections throughout the event.  Moreover, the system allows the organizers to change the lighting states, select colors to match the branding and controlling lighting intensity to match to the given moment. The intelligent lighting can be installed into the ceiling, enabling to turn dark area to a vivid lighting display that move according to the music beat, creating energetic atmosphere and dynamic environment.

Accessibility for All 
Everyone attends the venue should be welcomed to join the events. The smart venues will not only concern about the environment friendly, but they will make sure that all of their spaces are available and accessible for all people including people with disabilities. According to The Rise of the Smart Venue report, many venues around the world are concerned about their venue accessibility by improving their facilities, infrastructure and adding extra accessibility services. Approximately 10% of conference centers offer wheelchairs loan service for people who are in need with free of charge. The best practice of disabilities friendly venue is London’s ExCel convention center that offers free wheelchair loan services and provide shortest and easiest travel route suggestions for people with mobility issues. The ATM, elevator buttons and phone charging points are kept at accessible heights allow people with wheelchairs to easily access. And the staff are trained to have special disability-awareness. In addition, some smart venues come up with hearing loop systems, an assistive listening device that will transfer information directly to their hearing devices, in order to make sure that these audiences remain part of the events.

The implementation of smart venue in Thailand 

In Thailand, there are several venues that start implementing smart venue practices such as True ICONSIAM Hall and PEA Smart Meeting Room. These two venues have applied smart facilities, technologies and innovation in order to improve security management, enhance audience experiences and better operation efficiency.

True ICONSIAM Hall, an advanced, world-class international conference and exhibition center with the collaboration between True Group and ICONSIAM. The THB2,000 million investment worth venue located near the Chao Phraya River aims to strengthen Thailand to become one of the world’s best MICE destination. The venue equips with smart, innovative and modern technologies that help enhancing the audiences experience. These technologies include Retractable Seating System that automatically folded away the seats and allow the organizers to arrange and manage the seats according to the type of events and purposes. Every seat is deployed with all smart communication tools including WIFI system, microphone and advanced translation system that allows the audience to listen to the real-time translations. The panels of light pixels were installed into the ceiling, allowing the organizers to adjust the surrounded lighting, changing to different colors and running animators according to the event’s mood and tone in order to create stunning and excitement experience. Moreover, the venue can fasten registration queue and improving security via installing facial recognition in the registration area. With all of these technologies and advanced facilities, the venue aims to attract more event organizers to select Thailand for their up-coming events, bring more funds to the country’s economy and enhancing Thailand to become one of the outstanding MICE destination.

The Provincial Electricity Authority (PEA) joint with Huawei to launch the smart meeting room at PEA’s LED Building on Ngamwongwan Road in Bangkok. The smart meeting room was equipped with smart technologies from Huawei including VPT300 Intelligent Tracking Camera that can capture panoramic image, track speakers and audio. The smart system connects the users from up to 200 locations to join the same meeting and allow them to wirelessly share the data or information via AirPresence Key. With the smart technologies from Huawei, the PEA aims to reduce the cost of face-to-face meeting and make the meeting operation easier.