Colin Farquhar, Exterity, a VITEC company

COLIN FARQUHAR SENIOR VICE PRESIDENT OF SALES VITEC

How outdoor AV could be a turning point for in-person events in 2021 and beyond.

Images: Exterity, a VITEC company

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ith the vaccination program rolling out worldwide, live outdoor event restrictions are starting to ease. As crowds begin to flurry back to stands and venues, event organisers must be prepared to accommodate updated rules and regulations needed to provide a safe experience. According to Indy Star, the outdoor venue for the Indianapolis Motor Speedway held capacity at 50% for the Indy 500, that took place May 30th 2021. Whereas, across the pond, for the English Premier League, stadium capacity is limited to 25% of its usual pre-COVID total, according to The Athletic. Meanwhile, Sky Stadium in New Zealand has announced that there are no restrictions on mass gatherings at all. These examples demonstrate the wide-ranging rules from country to country, yet worldwide it is clear that visitors want to return to live events, and to do so they require event spaces that are equipped to create safe and COVID-friendly environments. For many sporting events, large-scale screens and displays are crucial to the fans’ experience by showing up close play and replays of all the live action around the venue or site. But, prior to last year, no one could have predicted that the screens would turn into a crucial player in enabling the return to normality for live events in 2021. As of March this year, the latest advice from the Centers for Disease Control and Prevention (CDC) recommends prioritising attending outdoor events only to lower the risk of spreading COVID-19. As some outdoor sports events often occur across a large space, it can be challenging for fans to watch the live physical action happening without the aid of screens and displays. To avoid mass crowds swarming on top of each other to see their favourite sports player take the field, broadcast coverage of the event distributed through IP video systems can be a huge advantage. Golf is an excellent example of a live event taking place over a large site and utilises screens to the benefit of coverage and safety measure updates. The Open Championship, held in different venues across Scotland each year, boasts a ‘pop-up’ IP video system so fans can see live video action shown on the screens erected across all the multiple courses from which the tournament is played. Over 172,000 spectators make the trip for the one-week event, and over 600 screens across the site deliver high-quality gameplay content. Although in today’s climate, 172,000 spectators would be advised against, this year’s event at Royal St. George’s is still expecting a significant number of fans in July 2021, according to The Independent. With a professional IP video system and high-quality signage across the course, The Open spectators will feel assured that screens and signage throughout the venue provide the latest information on COVID safety measures. Not only is the use of digital signage extremely beneficial to spectators, but it can also be an essential tool to display branding across the venue. For example, Goodwood’s 12,000acre estate deploys audio and visual elements supporting many of the events held on-site each year. These include video feeds displayed onto 11 large LED screens and hospitality areas for the Festival of Speed, one of the world’s greatest motorsport and car culture

celebrations. The IP video network deployed at Goodwood provides easy-to-use software that enables screens to be dynamically changed to fit the needs of the event, including information on hand-washing stations, oneway travel inside the venue and wayfinding. Whether event organisers want to market different brands across the site or, as during the pandemic, leverage screens to serve as a reminder of the latest hygiene measures, such as regularly sanitising hands, wearing a mask and keeping a safe distance from one another, the use of screens is significant. Many sports stadiums and venues had already deployed end-to-end IP video and digital signage technologies pre-pandemic, like Lord’s Cricket Ground in London. Venue staff can quickly and efficiently evolve digital signage to display the latest scores, event highlights and replays, while reminding guests of the COVID-19 safety regulations. The ability to easily add more screens anywhere on the network, presenting a consistent message across outdoor campuses, is key. It allows staff to schedule or update signage screens remotely and provide a long-term benefit to any venue. For outdoor events currently taking place at a reduced scale, with the provision of signage and screens located inside the venues, visitors can watch the event while sitting at the venue’s bar, catering areas or lobby, creating a 360º match-day experience anywhere across the grounds. The power of digital signage and IP video allows stadiums and venues to open quicker while still assuring fans that all necessary safety measures are being implemented to provide a more comforting experience. Some live events have already made a return - such as sports, albeit without fans in the stands - and IPTV and digital signage systems play a critical role in keeping players, staff, media, and the limited number of other visitors allowed on-site, safe and informed about procedures. Expanding and updating these capabilities will be even more critical as we head further into the summer to protect everyone and ensure smooth match day operations. By implementing a broader digital signage and IP video technology strategy now, venues will be equipped to welcome fans to safe spaces – giving them full confidence in their well-being so they can relax and enjoy the live event.

www.exterity.com