Digital Transformation Can Enhance the Fan Journey

Digital Transformation Can Enhance the Fan Journey COPYRIGHT 2022 BY IIFX – ALL RIGHTS RESERVED

DISCLAIMER As part of its overall mission, the Innovation Institute for Fan Experiences (IIFX) provides information to those in the sports & entertainment industry and other interested parties to assist in operating events and providing the safety, security, and services throughout the fan journey. However, this publication is not intended and is not designed to serve as an industry best practice and should not in any manner be considered a best practice for the sports &/or entertainment industries. While IIFX makes every effort to present accurate and reliable information, information provided in the publication is “as is” without any warranty of accuracy, reliability, or otherwise, either express or implied, including but not limited to the implied warranties of merchantability, fitness for a particular purpose or compliance with government regulations, or freedom from infringement. Neither IIFX nor its officers, directors, members, employees, volunteers, or agents will be liable for any loss, damage, or claim with respect to any liabilities, including direct, special, indirect, or consequential damages, incurred in connection with the publication or reliance on the information presented. Users of this publication should not in any manner rely upon or construe the information or resource materials in this publication as legal, or other professional advice and should not act or fail to act based upon the information in this publication without seeking the services of a competent legal or other professional. The document is the sole and exclusive property of IIFX. Reproduction or redistribution of the document is prohibited without the prior written permission of IIFX. COPYRIGHT INFORMATION Digital Transformation Can Enhance the Fan Journey The Innovation Institute for Fan Experience (IIFX) 4780 I-55 N Suite 100 Jackson, MS 39211 United States of America Copyright 2022 by The Innovation Institute for Fan Experience LLC (IIFX) All Rights Reserved. First Edition 2022 PUBLICATION DATE: 9 November 2022 Printed in the United States of America Website: www.iifx.org i i i iif i ii f i COPYRIGHT 2022 BY IIFX – ALL RIGHTS RESERVED

Xperience Consortium Members 11.6.2022 COMPANY REPRESENTATIVES EMAIL TRUSTEES Axis Communications Robert Muehlbauer [email protected] Dell Technologies Randy Lack [email protected] Genetec Carrie Oster [email protected] Rick Taylor [email protected] Intel Corporation [email protected] Johnson Controls Kasia Hanson [email protected] NTT Data David Raske [email protected] TBD TBD Bill Baver [email protected] Ajay Prakash [email protected] GOLD LEVEL MEMBERS Babel Street Jen Snell [email protected] Hanwha Techwin Mandi King [email protected] OnePlan PartriotOne Paul Foster [email protected] Technologies Caitlin Embury [email protected] Peter Evans [email protected] SILVER LEVEL MEMBERS Databuoy Kathleen Griggs [email protected] Guardian Zone Security Brief Alex Chermak [email protected] Meridian Barrier Sheryl Pinckney-Maas [email protected] Todd Kuta [email protected] Mitchell Lawrie [email protected] Eric Alms [email protected] Peter Whitford [email protected] The NFT Brewery Aman Johar ADVISORS [email protected] Tekconnx Kevin Williams [email protected] 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience





Town Hall Agenda 9 November 2022 The Town Hall will be moderated by Dr. Lou and will feature invited speakers and Short Sprint presentations by Xperience Consortium members. The Question & Answer feature is enabled in ZOOM. Please submit all questions using this feature. Our speakers will answer as many questions as time will allow. They may also provide written responses in the Question & Answer feature. Time Lead Discussion 1.00 PM Dr. Lou Marciani 1.05 PM Dr. Lou Marciani Welcome to all participants, explain the Xperience 1.10 PM Karl Radke Consortium, and review agenda 1.20 PM 1.22 PM Dr. Lou Marciani Introduce speakers and introduce Karl Radke 1.45 PM Harry Hynekamp AEC Discussion Karl Radke – Director, Midwest Business Area for 1.48 PM Dr. Lou Marciani Axis Communications 1.52 PM Rick Taylor Introduce Harry Hynekamp, VP of Fan Experience 1.56 PM at AMB Sports and Entertainment 2.00 PM Randy Lack 2.04 PM Paul Foster Presentation and Q&A Sheryl Pinckney- Harry Hynekamp - Vice President, Guest Maas Experiences at AMB Sports + Entertainment Aman Johar Introduce the Xperience Consortium Short Sprints and the IIFX eBook “Enhancing the Fan Experience” Genetec Rick Taylor – National Director, Public Sector at Genetec Dell Technologies Randy Lack – General Manager Global Industries - Public Edge | Computer Vision Dell Technologies Paul Foster – OnePlan Founder Guardian Zone Sheryl Pinckney-Maas, CEO & Founder of Guardian Zone, LLC The NFT Brewery Aman Johar – Co-Founder, The NFT Brewery 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience-consortium/

Time Lead Discussion 2.08 PM Dr. Lou Marciani 2.10 PM Todd Harple, PhD Introduce Todd Harple, PhD – Director of 2.45 PM Dr. Lou Marciani Innovation for Intel Corp. 2.47 PM Kasia Hanson Innovation Director, Intel Olympic and Paralympic 2.51 PM Mandi King Program Office 2.55 PM Jen Snell Xperience Consortium Short Sprints and the IIFX 2.59 PM eBook “Enhancing the Fan Experience” Eric Alms 3.05 PM Intel Corp Bill Baver Kasia Hanson – Global Sales Director, Video, Safety 3.40 PM Ajay Prakash & Security, Venues at Intel Corp 3.42 PM Dr. Lou Marciani 3.46 PM Rob Muehlbauer Hanwha Techwin 3.50 PM Peter Evans Mandi King – Business Development Manager for Alex Chermak Arenas/Stadiums | North America at Hanwha Techwin America Babel Street Jen Snell – AI & Analytics Marketing and Communications Leader Meridian Barrier Eric Alms - President at MERIDIAN® Rapid Defense Group Case Study: Ilitch Sports & Entertainment Smart Venue Pilot (NTT SMART World) Presented by: - Bill Baver – VP of NTT SMART World - Ajay Prakash – Senior Director, NTT SMART World Xperience Consortium Short Sprints and the IIFX eBook “Enhancing the Fan Experience” Axis Communications Robert Muehlbauer – Senior Manager, Business Development at Axis Communications PatriotOne Technologies Peter Evans – Chief Executive Officer and Director Databuoy Alex Chermak – Vice President at Databuoy Corporation 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience-consortium/

Time Lead Discussion 3.54 PM Todd Kuta 4.00 PM Karl Pierburg Security Brief Todd Kuta – President and CEO at Security Brief 4.25 PM Karl Pierburg – Vice President of Technology, Data 4.30 PM & Analytics at AMB Sports + Entertainment Summary of the XC Town Hall and how Digital Transformation Can Enhance the Fan Journey. KEY TAKEAWAYS Bill Baver, Ajay • How technology can make operations Prakash, and the more efficient and sustainable XC members • Technological realm of the possible to Dr. Lou Marciani enhance the fan journey Rob Muehlbauer • Using existing digital and data capabilities to the fullest • How to model your organization’s technology maturity • Understanding process to purpose – building a framework for digital transformation and sustainability • Using digital technologies to create a safe and engaging, sustainable, and immersive environment to simulate real-world scenarios to train your workers Close Out Town Hall XC Members – Final Comments 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience-consortium/

Innovation Institute for Fan Experience Xperience Consortium Membership Benefits 2023 • Founded in 2020 • Vision: Be the leading and most trusted global authority on providing exceptional fan experience for sports and entertainment. • Focus: Create the ideal fan experience for our members and partners IIFX Mission Create the ideal fan experience for our members and partners resulting in • Increased revenue • Sustained Growth • Operational Efficiency • Diversified Fanbase • Frictionless Journey • Memory-making Experience 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience

Today’s fans want a memorable and immersive live event experience from start to finish. What is the Xperience Consortium? A worldwide industry tech ecosystem and think tank focused on innovation. Mission To deploy innovative technology to help organizations • Drive revenue • Provide professional development • Maximize security, public health, and safety • Increase physical and digital fan engagement 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience

Xperience Consortium Benefits BENEFIT TRUSTEE GOLD SILVER Annual Membership (January – $10,000 $6,500 $2,500 December) Invitation Only Bi-weekly Member of Executive Board X Input Participate in Executive Board Weekly Bi-weekly X Meetings X X Develop and Guide XC Strategic Plan X Input X One-hour consultation to assess XX X company/organizational needs X X Receive feedback from Trustees X Xperience Consortium member point X X of contact information Networking and Engagement Network with industry leaders at IIFX X X Distinguished Fellows International X X Board Room meetings twice a year X X X X Present Organization Solutions to XC Trustees Opportunity to attend a (virtual) briefing twice a year with the sports and entertainment industry Access to Axis Communications Experience Centers 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience

BENEFIT TRUSTEE GOLD SILVER Discounts, Advertising, Marketing, and Branding Advance registration opportunities with 20% 15% 10% a sponsorship discount for conferences, summits, and speaker series Complimentary tickets for up to 2 X X X corporate members to attend Conferences, TechX, and other paid forums Complimentary tickets for up to 2 X X X corporate members to attend X X X Conferences, summits, and town halls X X X X X X Year-round logo listing on IIFX X X X Xperience Consortium website X X X Permission to use the IIFX and Xperience Consortium logo for displaying affiliation One-time annual use of IIFX data base list Inclusion of your company, product categories, and sales contact information in our online resource directory and eBook Ability to contribute branded products to a repository of cut sheets, case studies, white papers, and other knowledge products 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience

BENEFIT TRUSTEE GOLD SILVER Projects X X X X Priority placement in FANCENTRIC Tech X X X Exchange (TechX) Village X X X Opportunities to collaborate with sports & entertainment venues and incubators At the invitation of the XC Trustees, provide insight into a specific project to help solve a sports and entertainment industry problem Opportunity to lead or participate in X XC projects 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 iifx.org/xperience

11/6/2022 Invitation for Chief Executives and C-Suite Leaders From: Lou Marciani, Director, Innovation Institute for Fan Experience (IIFX) Re: FANCENTRICTM Fan Journey Best Practices Summit The Innovation Institute is debuting its inaugural IIFX Best Practices Summit for the Sports & Entertainment Fan Journey from February 27th through March 1st, 2023, at Mercedes-Benz Stadium in Atlanta, GA. This FANCENTRICTM event draws on the knowledge and experience of chief executives and C-Suite leaders who deliver memory-making fan experiences. The purpose of the Fan Journey Best Practices Summit is to document a collection of vetted Best Practices to assist those responsible for the design and planning of the sports & entertainment fan journey. A best practice is a technique or methodology that, through experience and research, has reliably shown itself to lead to the desired result. Our methodology is an annual process using facilitators for 1.5-hour sessions with “topic groups” of 10-15 representatives who are responsible for:  Design and planning of the  Food and Beverage  Premium Space sports & entertainment fan  Ticketing  IT journey  Public Safety  Fan Experience and  Communications  Fans with extensive Engagement  Guest Services experience  Security  Technology Solutions  Health  Parking and Transportation Each group will use their collective knowledge and experience to identify significant issues related to six topics, identify lessons learned and solutions for each issue, and then translate these into recommended best practices. Today’s sports & entertainment industry uses a Connected Venue, the ecosystem of people, processes, and technologies that engage fans before, during, and after events throughout the fan journey. Chief executives and C- Suite leaders create conditions to be FANCENTRIC and figure prominently in 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG

almost every step of the fan journey. You have a frontline place in creating actionable best practices that will help the sports & entertainment industry grow. We are inviting sports and entertainment professionals, solution providers, thought leaders, and industry experts from professional sport stadiums and arenas, collegiate venues, Esports venues, amateur sports venues, high school athletic facilities, and endurance events. Join your peers and help build a FANCENTRIC future. The first step is to register to attend the summit. We have a room block reserved at the Omni Atlanta Hotel at CNN Center, which is within walking distance of Mercedes-Benz stadium. Discounted room rates are available to you for booking now through February 6, 2023. Once you register, you will receive a short survey about the six topical areas for the summit, including:  Strategy & Establishing A  Tech & Facility Culture of Excellence Infrastructure/Wi-Fi and  Game Day Fan Experience Cellular Service, Data  Communications  Safety and Security Analytics and IT Cyber  Crowd Dynamics/Management You will also receive supplemental information materials to help you prepare. Quality offerings are intertwined with every touchpoint along the fan journey. This Summit is focused on exploring these touchpoints and enhancing the expertise of those responsible for the design and planning of the sports & entertainment fan journey. Today’s fan demands a memorable and immersive live event experience from start to finish. Your contributions will help sports & entertainment industry professions better understand the challenges and issues facing the industry and provide them actionable practices they may employ to deliver memory-making fan experiences at every step of the fan journey. Please contact me at [email protected] or call me at 601-466-9647. Let us connect you to the sports & entertainment industry and the fan journey. LOUIS M. MARCIANI, Ed.D. Director and Co-Founder 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG

Fan Journey Best Practices Summit Register Today https://fanjourneysummit.iifx.org/ Iifx.o 11/7/2022

Publish Best Identify Significant Practices Issues and Challenges Refine the Issues and Identify Lessons Learned Aggregate Input Best Practices Identify Solutions and Refine Best Annual and Best Practices Practices Methodology Participants Vet Review, Finalize, Draft Best Practices and Supplement with Additional Guide Evidence org 4

FAN JOURNEY BEST PRACTICES SPONSORSHIP AND EXHIBITING Inaugural Best Practices Summit for the Sports & Entertainment Fan Journey February 27 – March 1, 2023 Mercedes Benz Stadium Atlanta, GA It’s About the Fans! The Innovation Institute for Fan Experience (IIFX) is hosting the inaugural Best Practices Summit for the Sports & Entertainment Fan Journey on February 27- March 1, 2023, at the Mercedes Benz Stadium in Atlanta, Georgia. Everything is connected to the fan experience in and around the venue. A connected venue includes:  Communications  Retail  Crowd Management  Safety  Design  Security  Food & Beverage  Ticketing  Hospitality  Transportation  Guest Services  Technology/IT Cyber  Parking  Wayfinding  Premium space 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

FAN JOURNEY BEST PRACTICES Quality offerings are intertwined with every touchpoint along the fan journey. This Summit is focused on exploring these touchpoints and enhancing the expertise of those responsible for the design and planning of the sports & entertainment fan journey, Today’s fan demands a memorable and immersive live event experience from start to finish. The investment in these fan touchpoints and eliciting meaningful feedback from the fans about their experience is monumental. A Connected Venue is the ecosystem of people, processes, and technologies that engage fans before they make a purchasing decision pre-event, facilitates their journey from their home to the venue, connects with them throughout the event, and concludes with fan feedback about their experience. Creating an ideal fan experience results in measurable revenue growth, operational efficiency, new and repeat attendance, workforce professional growth and development, and maximized health, safety, and security through best practices and high-quality services. Who attends the Best Practices Summit for the Fan Journey? Sports & Entertainment Professionals from  Colleges and Universities  Major League Soccer  Endurance Venues  Minor League  Entertainment Organizations  National Basketball and venues Association  Esports Venues  National Football League  High School Athletic Programs  National Hockey League  International Soccer Clubs  Racing Venue  Major League Baseball Executives Responsible for  Event Operations  Architecture & Facilities 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

FAN JOURNEY BEST PRACTICES  Revenue Generation  Safety  Food & Beverage  Security  Guest Services  ticketing  Information Technology  Transportation  Marketing & Sponsorships  Sponsorship and Partnerships  Membership Services  Parking Technology and Service Solution Providers  Access Control  Safety  Communications  Security  Compliance  Signage and Wayfinding  Crowd Monitoring and  Sports Book and Gaming  Staffing Management  Suites and Clubs  Data Analytics  Tech and Facility Infrastructure  Food & Beverage  Ticketing  Healthy Environment  Transportation  Parking  Wi-Fi and Cellular Service  Retail How does the Summit Benefit Attendees? • Serve alongside thought leaders and practitioners who study critical industry issues and understand the challenges in implementing Best Practices along the Fan Journey • Examine the journey pain points, risk, threats, and potential key issues • Gain insight into unique perspectives about innovative, current, and future-oriented solutions to sports & entertainment industry challenges • Identify strategies for organizational growth and development • Network with thought-leaders from the sports & entertainment industry 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

FAN JOURNEY BEST PRACTICES SPONSORSHIP AND EXHIBITING What are the Benefits of Sponsoring and Exhibiting at the Best Practices Summit? • Make history by joining top sports & entertainment industry influencers, thought leaders, and executives at the inaugural Best Practices Summit for the Fan Journey. • Enjoy visibility and multiple opportunities during the best practices summit to promote your corporate brand, products, and services directly to those responsible for the fan journey. • Position your corporation to reach the sports and entertainment market, gaining the competitive edge. • Align your company early with this historic high-profile event and boost your market profile while generating high quality sales leads. • Maximize your marketing investment by networking with highly qualified prospects at the inaugural Best Practices Summit for the Fan Journey. • Generate new leads in a novel FANCENTRIC ecosystem with hundreds of touchpoints throughout the fan journey. SPONSORSHIP OPPORTUNITIES Title Sponsorship  Sponsor logo on the cover of the  Welcome remarks at the opening best practice summit eBook of the summit (10-minute stand-  Sponsor logo on summit website alone presentation) that links to your company  One complementary 6-foot table website exhibit booth  Investment: $7,000  Two complementary registrations  One of attendees should participate in working groups 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

FAN JOURNEY BEST PRACTICES  One of attendees should Reception Sponsorship participate in working groups  Presenting Sponsor for the summit  Sponsor logo on the cover of the reception best practice summit eBook  Welcome remarks at the  Sponsor logo on summit website reception that links to your company website  One complementary 6-foot table  Investment: $6,000 exhibit booth  One of attendees should  Two complementary registrations participate in working groups Luncheon Sponsorship  Corporate logo on the cover of  Presenting Sponsor for the summit the best practice summit eBook luncheon  Corporate logo on summit  Welcome remarks at the website that links to your luncheon company website  One complementary 6-foot table  Investment: $6,000 exhibit booth  One of attendees should  Two complementary registrations participate in working groups Lanyard Sponsorship  Corporate logo on summit  Provide branded lanyards for website that links to your company website attendees  Investment: $4,000  One complementary 6-foot table exhibit booth  Two complementary registrations 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

FAN JOURNEY BEST PRACTICES EXHIBITING OPPORTUNITIES Exhibiting  Corporate logo on the cover of  One 6-foot table exhibit booth the best practice summit eBook  Two complementary registrations  One of attendees should  Corporate logo on summit participate in working groups website that links to your company website  Investment: $3,000 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

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Digital Transformation Can Enhance the Fan Journey COPYRIGHT 2022 BY IIFX – ALL RIGHTS RESERVED