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article imageMajor events venue undergoes digital transformation

By Tim Sandle     Jun 9, 2018 in Entertainment
Birmingham - The NEC arena in Birmingham, U.K., is undergoing a major revamp. Included in the multi-million pounds project are digital transformation initiatives, designed to improve client management and customer experience.
The NEC in Birmingham is undertaking an investment of over £4 million ($5 million) in its site. The venue, which hosts a range of concerts and themed events, is equipping its interior and exterior with new displays.
The National Exhibition Centre (NEC) is an exhibition centre located in Birmingham, England. The NEC is nearing completion of a five-year, £40 million ($50 million) venue improvement program has seen improvements made to a range of aspects, stretching from the car parking to signage, and to seating and catering. The final sums are being invested in digitalization.
The displays will have a flexible text and graphics feature, designed to improve the way that information is communicated to event goers. The owners of the venue see this as part of a "digital revolution", which is, according to Insider Media, intended to "transform the look and feel of the venue and wider campus".
The first wave of the digital signage transformation will be the construction of a 185 high-specification LED and Large Format Display (technology screens. These will be positioned at prime locations throughout the site. The signs have been put together by the audio-visual company Anna Valley.
The new displays will be used for several purposes, such as wayfinding, advertising and venue information. The objective is to develop an ‘end-to-end experience’ for venue users.
Travel information will also be on display, particularly in relation to the major transportation link which is rail. Here the bridge link entrance from Birmingham International train station will contain digital content, connecting concert start-times one-way and transport information in the other direction.
Events management groups and major venues are also seeking to use digital transformation to their advantage in other ways. This rests on the growing value of data, especially the ‘goldmine’ of customer data that exists, where information stretching from customer food preferences to overall attendee preferences, interests and their interactions, can be mined.
Other ways being explored, according to industry website C-MW are based on gamification. This means the incorporation of game design elements into conferences and trade shows, as ways to draw more attendees to exhibitor stands, encourage greater engagement, build brand awareness, and facilitate lead generation.
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