Panasonic USA Powers SunTrust Park, Battery Immersive Entertainment Solutions

Panasonic USA and the Atlanta Braves are using proprietary technology and cutting-edge immersive entertainment solutions to super charge SunTrust Park and the Battery district’s new legacy destination entirely focused on the connected fan experience. In just 36-months’ time, the Braves designed and constructed the premier MLB ballpark to be ready for the 2017 season as well as be available for music concerts by Billy Joel, Metallica and other live shows like Friday night fireworks.  The Sports Techie online community blog, my son and I were invited to attend the Braves and New York Mets baseball game by Kayde Spilde, Marketing Director, Panasonic Enterprise Solutions Company, where we discussed this game changing “sports venue of the future” installation, ongoing support and emerging technologies, in addition to chatting about other installs around the country for teams in the NFL, NBA, MLS, college sports, the USOC Training Center, and theme parks such as Disney World. Panasonic Moves Us into the future.

SunTrust Park and The Battery

The 41,500 seat stadium and 60 acre mixed use community together is a showcase for the capabilities of a fully integrated network of Panasonic LED Video Displays installed throughout the venue and entertainment district activated to enhance experiences for both fans and sponsors. The projects centerpiece in the 1.4 million square foot venue located in Georgia’s Cobb County is the 7,774 square foot main LED video board known as BravesVision.

Before I accepted this opportunity to be part of the Panasonic social influencer program, I had written two previous Sports Techie blogs about the giant Kentucky Derby videoboard and the Seattle Mariners’ MarinersVision giving me insight into the impact their immersive entertainment products have on franchises, fandom and sponsorship interactiveness.  I was attended my third game of the Braves inaugural season and made sure to arrive early to enjoy the sports tech driven ambiance the Battery provides for fans and families.

Panasonic assisted with transforming Turner Field from an Olympic venue to a major league baseball ballpark giving them history with the Braves on such as future looking project as SunTrust Park.

The “City-Now” stadium development known as the Battery Atlanta offers in excess of 400,000 square feet of retail and office space, entertainment, one-of-a-kind shopping, trendy restaurants, top rated hotels, and quaint living quarters, for year-round activities.

Upon arriving at the Orange parking lot, it is easy to notice LED signage throughout the Battery, in particular the dazzling screens at the Roxy Theatre and Comcast Lounge Display along with 13 dual-sided, interactive digital touch-screen Kiosks strategically positioned around the entertainment/retail plaza area for guests to find out game day information and promotions, retail, food and sponsor engagement, and wayfinder services. In total, there are over 19,000 square feet of LED Video that includes the rotating Braves “A” display, over 1,000 feet of ribbon fascia displays and a dozen other displays stadiumwide.

Four-year old Kellan and I next checked out the Georgia Power Pavilion where Braves minor league players were signing autographs underneath one of the big Panasonic LED video screens.

Once you get inside the impressive facility, BravesVision towers over the center field fence and offers direct sightlines from wherever your seat is located. This 120 by 64 foot beauty is a 16mm pixel pitch SMD LED scoreboard custom-built by Panasonic.  Away games are displayed on BravesVison for Battery visitors to enjoy from a number of sight lines and the plaza grass.

Next to BravesVision in left field is the out-of-town scoreboard sponsored by Delta. Together, these screens offer more than 10,000 square feet of display.

The unique stadium has a connected display network of 1,113 flat-panel display monitors and projectors placed throughout the stadium including at the three-level Coors Light Chop House deck and restaurant. Video enabled concessions are an immersive treat allowing fans to order food and beverages of their choice in-between innings.

The integrated and scalable security management system boasts 444 security cameras enabling stadium and entertainment district guest safety all over the 3-mile grounds. Smart analytics provide fan data, traffic flow and other key metrics to help operations run efficiently.

SunTrust Park features one of Panasonic’s professional broadcast systems consisting of video processing and broadcast cameras optimized to satisfy a wide range of deliverables.

The state-of-the-art SunTrust Park sound system was designed, installed and integrated by the Panasonic Sensory Solutions Group. The decision to acquire the Pro Media company and team by Panasonic is part of a new business unit strategy that aims to upgrade the fan experience using prevalent immersive technology. In this case, ensuring a top shelf, uniform and consistent Audio-Video (AV) System capable of communicating with other systems in a seamless and scalable fashion.

The live sports gameday experience at SunTrust Park and the Battery district does what it was designed to do, provide an interactive destination for fans while capturing fan data in real-time. The Braves will then be able use the metrics to modify fan engagement strategies based on smart analytical concepts such as dwell time or traffic flow. The organization delivers tech-driven alternatives to watching games at home using the immersive BravesVision, LED screens throughout the venue and AV solutions working together from one central control room delivered by Panasonic Enterprise Solutions.

Down the developmental road look for emerging face recognition technology implemented to “personalize messages based on age, gender, and potential interests,” says Mike Plant, President of Development, Atlanta Braves.

Sports Techie, Kellan and I enjoyed our self’s immensely as you can see in the above selfie behind home plate.

The SunTrust Park and the Battery LED Video Boards and second screen capabilities, revenue generation opportunities, and social fan engagement campaigns are unlike any other in MLB. Pro teams and colleges are eagerly contacting Panasonic USA in order to find out more.

Panasonic, a better life, a better world, with a best-in-class energy solutions eye towards sustainability and another on immersive entertainment, chop on Braves!

See ya later sports techie in Seattle, Atlanta and around the world!

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