Entertainment venues have a lot to communicate to patrons, from providing clear wayfinding, to communicating key event info, to promoting future events, and enhancing the overall entertainment experience. In this article, we discuss how to effectively use digital signage in entertainment venues, the benefits of using digital displays, and why digital signage usage is growing in the entertainment industry.

Digital Displays are Revolutionary

Digital signage is evolving and revolutionizing the entertainment industry. Access to cloud-based information from anywhere there’s a Wi-Fi connection and many other advances in technology are helping brands better engage customers, enhance brand presence, boost revenues, and extend the reach of venues and events in the entertainment industry. An integrated digital signage network in entertainment venues makes a powerful customer engagement and sales tool. Digital signage is so effective in entertainment venues, for a multitude of reasons, including:

Increasing Sales and Boosting ROI

Interactive signage integrated with point of sale (POS) and ecommerce platforms functions as a direct sales channel that encourages eventgoers to purchase tickets for upcoming events, in addition to buying team and event merchandise, as well as purchasing products or services from sponsored brands directly from digital displays, resulting in more impulse sales and a higher (ROI) or return on investment. Sports, live music, and theater venues, plus parks and other outdoor event sites can see a better bottom line by employing interactive digital signage displays during events.

Promoting Products and Sponsored Advertising

Sponsors can use digital signage displays as an impactful platform to promote their brands during breaks in the action at sporting events. Short videos can highlight sponsors’ products and sales promotions, grabbing the attention of fans and driving sales, as,

• According to research, digital signage can increase the average purchase amount by 29.5%.

Event attendees can also purchase branded products, such as jerseys and caps, with their mobile devices, then pick them up in the venue’s gift shop on their way out of the venue or choose to send their mementos to their home addresses. Prior to entering your venue, interactive wayfinding maps and event information will make for a more engaging experience at the entrance of your entertainment venue, park, or arena. 

Customizing Wayfinding and Event Information

For massive stadiums and arenas, that once proved overwhelming and confusing for eventgoers, interactive digital displays can customize event times, guide attendees to their seat sections, provide directions to concession stands, rest rooms, gift shops, and emergency exits, and provide other facility information to make events safer and more enjoyable. Digital displays can also inform event attendees of procedures to follow in case of an emergency. Digital displays in some entertainment venues, such as museums and parks can enrich attendees' experiences, as well. 

Creating More Immersive Engagement

According to a recent AIscreen study, 95% of visitors said digital technology enhanced their museum experience. With a network of screens, museums, theaters, parks, and other entertainment venues can create impactful content, using images, videos, text, and AR applications, such as these:

• Parks can overlay information highlighting park features and attractions with AR applications.
• Mapping your entertainment venue with interactive applications personalizes visitors’ experience.
• Museums can enrich experiences by including interviews with artists, videos reenacting battles and other historical events, or by showing live action footage of a culture’s lifestyle.
• Digital casino signage has been shown to attract more visitors and increase engagement time in casinos.
• Zoos can offer videos of animals in the wild, inform and educate attendees about various animals and points of interest around the zoo, and promote special events.
• Live music venues can feature the English translations of foreign language performances on digital screens using closed captioning, such as with opera librettos.

In entertainment venues, digital displays can also use social media feeds to enhance attendee experiences. 

Integrating Social Media

By allowing fans to interact with live social media feeds on digital displays, using smartphones during events helps intensify their event experiences and extends the event’s reach. Fans can post photos and comments, as well as suggesting specific event hashtags that provide event visibility and further social interaction. For example, a sports venue can host a college basketball team’s live X feed showcasing fan tweets and encouraging attendees to spread the word with event specific hashtags.

Contests and Opinion Polls

For even more engagement, digital signage can host fan and audience contests and take polls on everything from who will be the MVP to who gave the best performance of the night at music events. These activities not only engage audiences and fans on a deeper level, but they also provide an excellent way to collect data for future marketing strategies. 

Promoting Concessions to Enhance Sales

For many people, snacks and drinks a vital component of any entertainment experience. From popcorn and soda at a movie theater, to hotdogs and beer at baseball games, to special promotions, digital displays can entice audiences with rotating hi-res visuals of the food and beverages offered at concession stands and bars, in addition to images of specialty food carts and kiosks, that invite more customers to seek your business out during intermissions and halftime breaks. 

Promoting VIP Experiences and Upgrades

Using digital messaging on screens throughout your venue to showcase your upgraded seating options encourages ticket holders to upgrade their seating or optimize their event experiences! By indulging in VIP packages that might include premium luxury suite access, invitations to exclusive events, and other premium experiences, such as meet and greets, and invitation only receptions, fans can get access to the ultimate entertainment experience.

Streaming Live Events

Keep your audience members from missing any of the action, wherever they may be in your venue. Digital displays showing live game streams and instant replays on digital screens throughout the venue, provide a more immersive and engaging experience and keep them engaged, while in line for refreshments, checking out the merch table, or any other time they're away from their seats. Live feeds of a concert or game can be displayed on digital screens at various locations, ensuring fans don't miss a moment of the action.

Digital Displays are enhancing consumers' experiences in sports arenas and stadiums, in live music and theater venues, as well as in parks and other entertainment venues. At Signarama, our experts can help you with any aspect of your digital display network, as your one-stop-shop for all of your digital signage needs!