Concerts and live events are special occasions that bring people together around their favorite artists, performers, festivals, and sports teams. However, the camaraderie and excitement are quickly extinguished when unruly fan behavior turns a good time into a grim experience.
Since crowds returned in full force after the pandemic, disruptive instances have occurred with frightening frequency.
As Billboard reported, “In the world of modern music, you have your fans. You have your Stans. And then, beyond even that, you have people who are pretty much just one misstep away from a restraining order.”
Unruly fan behavior, like throwing things from phones to bracelets at performers, is one (admittedly very problematic) thing. People bringing weapons to events is another, and it’s a growing concern for venue operators and event organizers.
Fans and attendees are taking a decidedly hard stance against this risk. One-third of Americans say they avoid crowded venues to mitigate the risk of mass shootings. Eighty-four percent of respondents say they took at least one precaution to prevent exposure to gun violence, making it imperative that venue operators and event organizers do the same.
The lesson for venue operators and event organizers is clear: people are ready to return to live events, but they demand a safe experience if they are going to keep coming back.
It’s time to improve the attendee experience, innovating to enhance safety, security, and convenience. Here are three steps that can make a meaningful impact going forward.
#1 Ensure Safety at Scale
Safety is our most basic need, and it’s a priority that’s continually undermined at live events.
From minor disruptions caused by unruly fans to serious threats posed by violent outbursts, people are increasingly on edge at live events.
Their fears manifested following the Kansas City Chiefs Super Bowl victory when a city celebration turned into a shooting that left one person dead and dozens injured.
Implementing next-generation weapon detection technology and bag checks at every entrance can prevent individuals from bringing harmful objects into the stadium.
Equipped with AI-enhanced sensors, these solutions discreetly scan individuals for weapons and unauthorized items upon entry, ensuring safety without compromising guests’ comfort and privacy. They’re perfectly suited for stadiums and other ticketed venues that aim to efficiently admit large crowds while adhering to rigorous event security standards.
Since crowd safety is inherently an issue of scale, security solutions must be just as scalable and flexible.
#2 Transform the Role of Security to Brand Ambassador at the Entrance
First impressions matter.
For most fans, stadium security personnel are their first encounter with a team’s brand.
Empowering security personnel to act as brand ambassadors is a transformative approach to crowd safety and consumer experience that recognizes these individuals’ significant role in shaping fans’ initial impressions of a team or event.
To empower security personnel as brand ambassadors, stadiums will:
- Foster a culture of hospitality and empathy among security teams
- Train security staff in customer engagement techniques
- Equip security staff with tools to provide assistance and information
Notably, when stadiums leverage technology to ensure safety at scale, security personnel have more freedom and flexibility to influence the fan experience.
In this way, technological innovation can elevate security outcomes, enable security teams to maintain a safe presence, and enhance the fan experience in other ways.
#3 Automate & Streamline the Opt-In Fan Experience Starting At the Gate
Venue operators are working hard to reduce fan friction, the obstacles interrupting the ideal experience, starting at the front door.
Using AI-powered automation technologies, venues are streamlining the security and venue access processes.
For example, Major League Baseball (MLB) is leveraging opt-in ticketing admission, which allows for faster entrance into the stadium. This year, four MLB teams – Phillies, Giants, Astros, and Nationals – are introducing “Go Ahead Entry,” which allows patrons to use their face, rather than paper or virtual tickets, to access the stadium.
The process is simple.
Fans pre-enroll by taking a selfie through MLB’s Ballpark app. Once at the game, they can walk past the gate pedestals, look at the camera, and have their tickets validated without showing a physical or virtual ticket.
Concert and live event venues can take a similar approach, leveraging the latest technology to get people in the door safely while reducing long lines and wait times that erode the fan experience and cost venue operators revenue opportunities.
With the capacity to handle 2.5 times the throughput of a regular ticketing gate, this technology can elevate the fan experience while improving revenue-generating potential.
After all, when people enter the stadium faster, they have more opportunities to buy food, drinks, and souvenirs. It’s a win-win for fans and venue operators.
Safe, Convenience Patron Experiences Benefit Everyone
People want to return to live events. However, venue operators and organizers must provide safe, convenient fan experiences that minimize disruptions while elevating a sense of safety and event security to capitalize on this soaring demand.
To achieve this, prioritize safety at scale, empower security personnel, and embrace innovative technologies like facial recognition for entry.
Live events are awesome, and people want to attend them. Let’s take the steps needed to make this experience as safe and fun as possible. When this happens, we all win.
