News

NASCAR test drives digital signage kiosks at Bristol

August 27, 2013

NASCAR and Bristol (Tenn.) Motor Speedway tested out new fan-centric traveling technology, digital signage kiosks designed to enhance fans' enjoyment at live events and entertainment venues, during the recent Irwin Tools Night Race NASCAR Weekend.

The "Digital Signage, Mobility & Security" kiosks, devised and operated by the Heads and Tails Co. of Southern California, were set to be showcased during NASCAR's visit last week to Bristol Motor Speedway, according to an announcement from Heads and Tails. During the four-day event at the track owned by Speedway Motorsports Inc., track guests stopping by one of the digitally automated and unmanned kiosks were able to explore a multitude of value-added, venue-enhancing experience features in advance of wider deployment in 2014 at other SMI facilities.

The multiple technologies used are powered by Cisco Systems and Meraki along with eco-partners VieDrive, Industry Weapon and Babelpay, Heads and Tails founder and CEO Tony Loiacono said in the announcement. Meraki and Ovideon were utilized to create the kiosks in order to provide an access to new fan- and venue-centric mobile technologies. While each unit stands alone, they are interconnected onsite via an easily-managed localized wireless network.

Designed like a futuristic mall directory, the traveling kiosks are 8 feet tall and fitted with HD video screens and customized "Bristol Battles" graphics. The units provide an interactive display experience of event news, content and full interoperability with the mobile phone gateway allowing users to interact through mobile GPS and in-venue wayfinding.

Kiosk and mobile network-based communications allow for local-level delivery of content offers, schedules, track maps, NASCAR standings and current track results, while the wayfinding feature guides app users to locations around the venue utilizing a sensor-based facilities location map.

"This first-of-a-kind traveling DSMS system enhances the fan experience to entertain and inform our guests in remote and convenient locations around our tracks as if wireless broadband access and speeds are as plentiful as air," Jerry Caldwell, executive vice President and general manager of Bristol Motor Speedway, said in the announcement.

Beyond a static board, the SMI mobile kiosk supports connectivity to a smartphone/tablet app to serve fan interaction throughout venues. While various service needs were to be gauged during the test at Bristol, the fan kiosk is capable of providing GPS guidance to seating, food, refreshments, restrooms, souvenirs, friend locations and more, the company said.

Learn more about digital signage wayfinding.