Little Caesars Arena in Detroit utilized TruVenue digital twin technology to test the impact of a potential paid sponsorship. When the concept of placing a kiosk connected to a real car hung on a wall was introduced, it was believed by the Fire Marshal that this display would negatively impact a nearby exit. However, when simulations were run in TruVenue, designers were able to test the best location for the kiosk to promote visibility and deconflict concourse congestion. It was determined that instead of creating an obstruction, the kiosk improved building egress/evacuation by splitting a mass of people into two columns, better aligning them to exit the venue in an organized manner. Not only did simulation facilitate the placement of this multimillion-dollar advertisement, but it also provided an opportunity to improve venue safety.

In addition to permanent placements, TruVenue can also test temporary activations. Merchandise sales are a key revenue source for concerts and children’s events. However, their placement often leads to concourse congestion when long lines block access to aisles and permanent stands. With TruVenue, planners can utilize “drag and drop” technology to place merchandise stands and other amenities within the simulated space. TruVenue can also test schemes for rope lines and queues to help organize waiting areas and limit unnecessary congestion.

Location matters when it comes to maximizing the value of commercialization. TruVenue can help measure the value of high-traffic spaces with data-driven technologies validating flow counts through corridors and doorways. Integrating cameras, Wi-Fi, and concessions data can assist in identifying which types of commercialization may work best in a certain space. This also adds to spectator satisfaction. In convention facilities, this information can aid in determining pricing tiers based on visibility.

With TruVenue’s digital twin application, data-driven analytics aid in identifying opportunities for commercialization and revenue generation.