Digital signage and LED walls are now an integral part of stadia and venues around the UK. They are used for advertising, capacity management, and many other purposes besides. Here is a look at just how versatile and useful digital signage is to ensure that fans and staff alike have a positive experience at sports and live entertainment venues.

Capacity management and enhanced security 

The digital signage can be used to display real-time capacity data for the venue to ensure that security staff and attendees are aware at all times of the crowd status. This helps to maintain rigorous safety standards and avoid incidents and accidents related to overcrowding. 

It can also be used to help maintain good customer relations by demonstrating that active health and safety measures are in place and deterring illicit entry to the venue. Furthermore, the signage can be used to display essential information in an emergency situation, such as evacuation instructions and warnings or directions.

Advertising revenue generation

Static billboard advertising displays have long been used in sports grounds to advertise brands, and digital billboards offer enhanced visibility and flexibility of content. This means that viewers will also be shown the most relevant information that can be updated in real time if necessary.    

The content can be rotated on a regular basis to reflect the event sponsors or interests and geographical region of origin of the audience, fostering a sense of inclusion and engagement with fans and also maximising potential revenue streams for the advertisers. 

Enhanced sustainability

Traditional billboards require a constant cycle of replacement, which is both costly and time consuming. It also generates waste and takes up energy and resources. Digital signage brings greater return on investment over time, because they can easily be updated with fresh content. This not only saves costs but is more environmentally friendly. 

LED screens are designed to be energy efficient and can help venues to achieve net zero targets. 

General communication and audience engagement

The signs can be used to display content such as social media feeds or local traffic and weather updates. This keeps the audience well informed and helps them make safe decisions about their journey from the venue. It can also keep the audience informed about start and finish times of performances and any intervals or breaks. 

The screens can also be used to show interactive content, such as live polls, social media posts, fan photos, or fun facts or stats about the performers or players on the day. This helps to create an inclusive and engaging environment for the audience and for everyone else involved in running and performing at the event.

Wayfinding

Large venues can be challenging to navigate, especially in a disorientating crowd. Digital signs can be used to provide enhanced wayfinding, making it easier for visitors to find facilities such as toilets, shops, food outlets, customer contact points, and of course the way to their allocated seats.