Published on the 12/10/2010 | Written by Newsdesk

ICT will play a major role in creating the ability for the RWC venue to add value to the spectator experience as well as generating new revenue streams…

Eden Park is going hi-tech ahead of the Rugby World Cup using some key technological partners to provide a world class experience during the Rugby World Cup.

Eden Park and Gen-i have signed a new agreement for the provision of an IT network for Eden Park that will future-proof the stadium’s infrastructure as the park undergoes its biggest transformation in 100 years.

Work at Auckland’s home of rugby will also see the installation of new technology that allows key public-facing areas of the stadium to be ‘re-skinned’ in an instant. The ‘clean stadia’ requirement was a major issue in the loss of the co-hosting rights to Australia in the 2003 tournament.

Eden Park Trust Chief Executive David Kennedy says the park is working with partners Panasonic, Gen-I and Cisco to transform the spectator experience. “Together, we are aiming for seamless connectivity from ticketing, entry and security systems to super screens and tailored advertising displays with automated texts,” says Mr Kennedy.

Gen-i currently provides Eden Park with all its fixed voice, data, internet and mobile voice and data needs. As part of the redevelopment of Eden Park, it is now building an IP-based network, with partner Cisco, which will introduce technologies such as StadiumVision digital signage, WiFi, automated ticketing processes, security and building management. The park’s infrastructure is also being upgraded to include a wireless system which will boost mobile capacity and coverage within the venue.

Personalised fan experience
The stadium venue hire business is moving at a rapid pace with customers expecting an enhanced entertainment experience with venues competing for the same business.

Mr Kennedy says ICT is playing an increasingly strategic role in creating the ability for venues to add value to the spectator experience as well as generating new revenue streams. “We are equipping the new stadium with an ICT infrastructure that will measure up to that used in international venues, as well as help us operate Eden Park in the most cost effective and sustainable way.

“The creative and innovative use of technology is vital for us to be competitive and adapt to the demands of the tech- savvy spectator who expects a media enriched experience that gets them up close to the action. This infrastructure will enable us to deliver powerful, personalised fan experiences through digital signage,” he said.

Eden Park will feature around 300 Panasonic display screens to keep spectators engaged anywhere in the stadium with customised high definition coverage of games and events.

In addition to the action on the field, the screens can readily display real-time information – individually or by group – such as maps to the nearest exit and real-time traffic flows and is easily managed from anywhere. The StadiumVision technology means the screens can also deliver unique, targeted promotions and branding opportunities for sponsors that can display different content depending on where screens are located.

The park’s enhanced user experience will include simplified ticketing which will speed up access into Eden Park even though the number of entry gates is being reduced from 27 separate entries down to four key entrances.

“Through automated processes, we will deliver faster, smoother access into Eden Park for spectators,” he said.

Kennedy says that the Rugby World Cup 2011 is bringing New Zealand to the global stage and it is vital the Trust provides telecommunications services for international media to engage with the world and spectators to easily use mobile communications. “We are building a media centre with WiFi and network capabilities that will enable the media to seamlessly communicate its stories to the public.

“Our wireless mobile infrastructure will also allow visitors to the park to engage with big screen interactive promotions via text,” he said. “Matching future technology needs with legacy computers and other old technologies was one of the major challenges we faced. Gen-i delivered a solution that will have an effective economic life and drive greater agility and innovation across Eden Park,” he said.

Geoff Lawrie, Cisco NZ Country Manager, sees the deployment of Cisco StadiumVision at Eden Park as an important first for New Zealand. “Today’s fans expect much more immersive and interactive video experiences at large scale events. Eden Park is deploying of one of Cisco’s leading, global technologies which has transformed visitor experiences in stadiums around the world.

Part of Panasonic’s brief is to install around 300 plasma displays which will be located throughout the stadium and centrally managed via a video control room which is being built in the new South Stand.

The infrastructure will include data, voice, video, security, wireless, building management and physical security, converging all the technology needs of the stadium through an IP- based backbone. The platform allows Eden Park to stream media from any source, targeting it to specific areas of the stadium and changing the content at a moment’s notice.