Washington Nationals score with NTT DATA’s Smart Venue technology

Recent upgrades to point-of-sale (POS) systems and network technology at Nationals Park meant the organization had some of the necessary infrastructure in place. However, to fully gather, analyze and respond to crowd and game data, the Nationals needed computer vision and data analytics technologies. Additionally, staff members wanted those insights in their hands in real time so they could adjust operations while navigating the dynamic gameday environment.

“We are always looking for ways to make our fan experience better, whether that's coming through security, interacting with our ushers and staff and, of course, waiting in as few lines as possible,” says Lisa Marie Czop, the Washington Nationals’ Senior Vice President of Ballpark Operations and Experience.

Czop adds, “We are thrilled that we can now use real-time data to identify when there is a problem that needs solving, and NTT DATA provides that resource for us.”

A game of analytics

The NTT DATA Smart Management Platform empowers decision-makers with data collected from a wide range of sources. Having supported other sports venues, including the Indianapolis Motor Speedway, NTT DATA’s Smart Venue capabilities helped the Nationals enhance the fan experience at the team’s home venue.

The Smart Venue solution uses software analytics to process and present data gathered from connected technologies. These include computer vision cameras, POS systems and optical sensors strategically positioned throughout a venue.

The Nationals were most interested in understanding the dynamics affecting concessions queue times — the amount of time a fan spends in a concessions line before completing their transaction. Many factors, both in and out of the venue, contribute to queue times, including concession type, location, staffing, attendance, inning, opponent and weather.

Smart Venue covers all the bases

The Nationals had recently upgraded the stadium’s POS and network systems. However, to collect, process and analyze the desired queue-time-related data, the organization needed additional infrastructure. The team turned to NTT DATA to augment the ballpark’s infrastructure and deliver an end-to-end intelligent analytics solution.

NTT DATA worked with the Nationals to pilot a Smart Venue project focused on queue times at four concessions stands over 33 games and then procured the computer vision cameras and supporting technologies required for the project.

After integrating the computer vision system with the stadium’s POS and network infrastructure, NTT DATA deployed additional integrations to gather and synthesize relevant in- and out-of-the-park data. Leveraging that data, the deployment team designed a mobile-responsive application that delivers actionable intelligence in user-friendly dashboards.

In the final step of the deployment, NTT DATA provided comprehensive training to the Nationals staff. Doing so ensures that everyone — from the business strategy analytics group to the gameday concessions staff — can use the Smart Venue solution to help reduce queue times and enhance the fans’ gameday experience.

“This is information we’ve never had access to before. Now we can quickly and easily digest it in a form that alerts us to what’s most important,” says Konrad Coutinho, Senior Director of Strategic Partnerships for the Washington Nationals. “We can be more granular, more specific and more precise in how we problem-solve game to game.”

“The Smart Venue technology is a great end-to-end solution for us. Using the dashboard on my mobile device, I can quickly respond to color-coded alerts to address bottlenecks at concession stands throughout the ballpark,” says Peter Eskra, the Washington Nationals’ Executive Director of Ballpark Experience. “Whether it’s staffing, inventory, or technology delays, I work with our concessionaire to solve problems in real-time, minimizing fan inconvenience and setting the stage for smoother operations in future games.”

Data from the pilot program showed so much promise that the Nationals extended the Smart Venue technology to cover 20 concession stands the following season. The program delivered a 10% reduction in maximum wait time with an 8% improvement in satisfaction ratings at those concessions.

As the volume of data collected and analyzed grows with each game played, the Nationals anticipate continued improvement in concessions efficiency. The organization can use historical data reflecting game opponents, weather, dates, and other factors to predict when and where to adjust concessions staffing or product mix to keep lines moving and fans smiling.

The Nationals swing for the fences

After the successful pilot, the organization envisions other ways in which Smart Venue technology could revolutionize the fan experience.

“The fan experience isn’t just impacted by concessions — just their experience coming into the ballpark is really important,” says Eskra. “For the 2024 season, we piloted ingress analytics to analyze and hopefully improve the stadium entry experience for our fans. We hope to expand that in 2025.”

The Nationals are exploring other applications of the Smart Venue solution that could enhance transactions at Nationals Park retail shops, streamline how fans buy tickets, and even modernize how they watch and interact with the game at the ballpark.

“What matters most to us is our fans going home and telling their family and friends how much fun they had at Nationals Park,” says Mike Carney, the Washington Nationals’ chief revenue officer. “The Nationals have been leaders in developing innovative technology to deliver every element of a first-class fan experience. NTT DATA has provided us with the technology to help us create those experiences.”