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Sports Facilities Technology

'Digital Signage, Mobility & Security' Kiosks to Debut at NASCAR's Bristol Motor Speedway Event

August 22, 2013


The first NASCAR event at the Bristol Motor Speedway (BMS) was held on July 30, 1961 with 18,000 fans in the stands watching the race on the half-mile oval. Today, the track Carl Moore, Larry Carrier, and R. G. Pope built has been upgraded to hold 131,000 fans in the grandstand with an additional 100 skyboxes. With so many people in one venue, event organizers are looking for new ways to engage their fans using the latest technology. The owner of BMS, Speedway Motorsports, Inc. (SMI) will be testing “Digital Signage, Mobility & Security” kiosks operated by Heads and Tails Company, a digital engagement company, during the IRWIN Tools Night Race NASCAR Weekend.

The fan kiosk was developed with Cisco (News - Alert) Systems, Head and Tails, Meraki, VieDrive, Industry Weapon, and Babelpay. The units are digitally automated and unmanned, designed to provide a fan and venue centric mobile technologies that are part of a localized wireless network interconnected onsite.

The kiosks are meant to stand out amongst the tens of thousands of fans with an impressive eight-foot tall dimension fitted with HD video screens and graphics. The interactive features provide news of the event, content, schedules, track maps, NASCAR standings, current track results and a mobile phone gateway, which provides full interoperability to give users mobile GPS and in-venue Wayfinding.

With so many teams, sponsors and fan memorabilia available at BMS, the Wayfinding app guides users to these locations around the venue with a facility location map using sensors. Connecting smartphones and tablets fans can use the app with GPS to find restrooms, concession stands, souvenirs, friends and more. Since getting lost is one of the most frustrating aspects of any event, organizers at BMS will have happier fans because of just this one feature.

"This first-of-a-kind traveling DSMS system enhances the fan experience to entertain and inform our guests in remote and convenient locations around our tracks as if wireless broadband access and speeds are as plentiful as air," said Jerry Caldwell, executive vice president and general manager of Bristol Motor Speedway, in a statement.

Wireless technology and interactive displays is making digital signage an effective solution to provide information for consumers in malls, sports and entertainment venues, airports, medical facilities and special events. A well-designed digital signage kiosk can provide information as well as collecting valuable data that can be used to improve product and services.

Edited by Rachel Ramsey