Levi’s Stadium Research Synthesis (Datrianna, Somin, Josh and Max)

Levi’s Stadium Research Synthesis
Current State

The 49ers organization has committed to delivering a completely renovated and high-tech experience for their fans.  Throughout the game fans will have the ability to access tons of amazing live stats, video content, as well as other stadium related information.  In a partnership with Sony, the 49ers are committed to delivering all this content at the fastest, highest definition possible.  Mike Fasulo (Sony) said “for every event, every fan will be immersed in the pinnacle of entertainment and technology to enhance their experience.”  To support these efforts, the 49ers have implanted hundreds of access points to account for the incredible volume of users and bandwidth necessary to fulfill this experience.  To even further personalize and immerse the fan in this experience, they have installed 1,700 beacons using Bluetooth Low Energy to  pinpoint specific devices and promote concession specials, or offer content related to their area of the field.  Even in a stadium of 49,000 people, technology has created a personalized experience for each and every fan.

Other Considerations
Fan Engagement

  • Real time data with key performance indicators during games, By pressing the Cowboys logo on their mobile devices, the flash activates and begins to vibrate significantly; creating a stadium-wide vibration and spectacle that creates a unique stadium atmosphere that every fan plays a part in, all the fantasy football news from around the league while they enjoy watching their favorite team play live (link)
  • Large tech companies are investing more in sponsorship, in an effort to build relationships with sports franchises (link)
  • Tracking players with implanted chips in pads.  Ability to visualize real-time activity and progress or digression over time (link)
  • Here’s a bathroom at a shopping mall in Swiss. They provide screens at bathroom. The idea is not to miss the game, but would not provide the whole game. (link)

Multi-Person Interactivity

  • Miranda July creates a beautiful system around strangers engaging through am unconventional messaging platform (link)
  • Extreme example of engaging thousands of years simultaneously in a massively multiplayer online game (link)
  • An IE prank turning a minor little league game into a huge sports event, with a Jumbotron, NBC News sportscaster and, of course, a Goodyear blimp (link)

Music Psychology

  • These composers are using the same tricks classical music composers have used for centuries — combinations of pitch, tempo, rhythm, dynamics, and melody — that resonate in the human subconscious to evoke emotion.” (link)

Virtual Reality

  • OneUp Sports is aiming to maximize VR’s boundless potential and revolutionize fan engagement on mobile platforms (link)
  • Drone technology and virtual reality is becoming considered as we look at new ways for the fans to access the game and it’s playmakers (link)


  • Levi’s stadium works with NRG. Using solar panel allows Levi’s stadium to save electricity when turning on the lights. (link)
  • Recycling water allows Levi’s stadium to save water waste. It seems that Levi’s stadium really tries hard for sustainability. (link)

Research Your User and group by level of engagement across a timeline

Expert Interview(s)
Major Themes

  • Fans visit stadiums for the game-day experience
  • Tailgating outside the stadium is very important for fans, and also indirectly avoids traffic and potential for missing the beginning of the game
  • Internet connectivity is a big problem in the stadium
  • With fantasy sports being so popular, supporting that activity would be appreciated

User: Luke Marcoux

  • 5-8 NFL Game per season

Walk me through your “game-day”
My Dad puts a huge emphasis on tailgating.  Dad is usually grills up a bunch of food while my brother and I throw a football and check on our fantasy teams. Once we get into the stadium, we get right to our seats so we don’t miss any of the game.  We have a group of people we know in the area, and catch up with them and get excited for the game.
How does technology play a role in the game?
During the game, I find myself battling between screens.  I play fantasy football in several leagues and while the screens in the stadium are very impressive, I am constantly checking my phone. I’ve found some areas in the stadium where the service is better than others, but another battle I always deal with is the bandwidth.  With that many people in the stadium, it’s hard to get a good signal.  
MetLife isn’t that high-tech.  It’s state of the art, and has a lot of amenities, but other than the screens, you aren’t getting a ton of other fancy things that you see in other stadiums.  Our gigantic screen is helpful for everyone in the stadium to see the replays, and get timing right with the cheering, but other than that, i’d rather have better service/signal.
What else might you want in the stadium?
Really not much more.  The fancy things aren’t that important to me, and going to the stadium is really about going to the game and being there with all the fans.  As much as I do it, I don’t like to look at my phone and take myself out of the experience.  It’s sort of a habit at this point, and I have money riding on the leagues, so I want to make sure I’m in tune. I suppose knowing where there are lines and when is a good time to leave my seat.
There’s also this long amount of time walking to and from the car.  It’s about 20 minutes each way, and I’d love to be able to see what’s going on in other games.  Some kind of connectivity to other games around the league that might be impacting our seasons outcome, or my fantasy involvement throughout the parking lot or entering process would be awesome.
Otherwise, I’ve always thought there should be content that is only accessible to those in the stadium. Maybe a radio broadcast only for fans, or some kind of mic’d up content for just the fans in the stadium. It should be a bit more of a personalized experience for those that make the effort and pay to be there.
What are your main motivations for going to the game?
The atmosphere.  We go to be with other fans, drink, and see the spectacle of the game.  Usually, we know the people around us, or we try and go with a group of people, and are able to all celebrate and have fun drinking together.
Can you not do that with a bunch of friends in a bar?
It’s different.  We can all go to a bar, but the production and awesomeness of a ton of people in one place is lost.  Commercials are a nightmare and usually take you out of the game.  When you are at the game, and the broadcast cuts to a commercial, we just get a drink, or check our fantasy teams.  We never leave the game experience since the stadium is so engrossing form it’s size and energy.
Let’s say you are the stadium/team owner, and could (legally) collect data on all your fans, what might you want to know? (asked to a group of friends)

  • Advertising effectiveness.  I’d want to know how likely fans are to switch to Verizon after attending a game and being bombarded with Verizon propaganda
  • I would wanna know how often people check their phones and for how long. I’d want to have free wifi for fans with advertisements at sign on etc.
  • How much money fans are spending at the game, and on what

List of User Activities

  • Before the big day


      • Buying tickets
      • Buying food for tailgate party
      • Preparing clothes and memorabilia to wear/bring


  • Day of


      • Getting there
        • Directions
        • Carpooling
        • Parking
        • Tailgate party


  • Getting in


        • Keeping track of tickets
        • Finding your section
        • Finding your seat


  • Amenities


        • Ordering overpriced food
        • Locating food I’d like to eat
        • Finding charging stations
        • Getting specific beer, in specific location
        • Finding bathroom


  • Watching the game


        • Cheering the team
        • Squinting to see the team
        • Noodling around on your phone


  • Debating about chronic brain trauma
  • After the game


        • Exiting the stadium
        • Traffic jams
        • More drinking


  • After the big day


    • Checking calendar for next game
    • Planning travel for away games?

Creation Myths
Myth #1
There are 68,500 extremely enthusiastic people sitting in this stadium right now. That’s a staggering number! That’s almost exactly as many people as fill Black Rock City during Burning Man every summer. What if we could take this brimming mass of humanity and encourage them to live by Burning Man’s ten guiding principles for the next three hours and ten minutes?
– Radical inclusion

– Gifting

– Decommodification

– Radical self-reliance

– Communal effort

– Civic responsibility

– Leaving no trace

– Participation

– Immediacy
Myth #2
As we approached the exit for 35th Street, I could see the stadium lights from my dad’s passenger seat. I was so excited I could have jumped from my seat and ran the rest of the way to the stadium. We exited the expressway and got stuck at a red light. There were tons of people in the street, each selling a different “one of a kind” item. I wanted it all! After all, I had to have memorabilia from my first baseball game. The light turned green and my dad was too busy talking to the guy selling baseball caps to realize. “Dad, green light”, I yelled. He apologized and quickly hit the gas. Finally, we could park and get to the action. We paid the parking attendant and found a spot at the back of the parking lot. I got out of the car and the stadium seemed colossal. All the times we had drove by and I was finally getting to step foot inside. I ran through the parking lot, pulling my dad along. I refused to miss the singing of the national anthem. We made it to our gate and had our tickets scanned. Once inside, I was enamored. I had no idea what I’d eat or drink, but that didn’t matter, because I was so focused on getting to my seat. When we finally sat down, my eyes were as wide as they’d ever been. I was taking it all in, not missing a thing. I heard my dad faintly saying my name, and replied “huh?” I came out of my daydream and realized that after 30 years, I still loved this game as much as I did when I was 7 and I remembered my first game like it were yesterday.

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