Projects / Bank of America Stadium

As part of a significant renovation program at Bank of America Stadium in Charlotte, North Carolina, Sensory Interactive created a new digital media program for the stadium’s club-level restaurants, bars, and concourses.

The design challenge was to enable fans to leave their seats without leaving the action. This meant maintaining the high level of excitement and engagement throughout the club level while offering some of the comfort and flexibility of at-home viewing.

The Sensory Interactive team brought the experience from the stadium bowl into the club spaces by deploying large-scale, well-positioned digital media. In addition, the design team used digital media to increase the speed and flexibility of concessions and to support live events. The resulting experience is more energetic and up-to-date and competes more effectively with the comfortable, high-definition experience that fans now have at home.

Sensory Interactive planned and implemented a program of more than 200 LED and LCD display installations, ranging in size from 40-inch LCDs to 6-foot by 22-foot LED video displays. This integrated display network delivers everything from live game feeds and news from around the league to concession menus.

A key element of the strategy was using displays to bring a video feed from the stadium bowl into the concourse, keeping fans connected to the energy and excitement that is occurring inside the stadium when they leave their seat to grab a hamburger or have a conversation. To strengthen the connection fans feel to the field while they’re in the concourse or clubs, Sensory Interactive’s plan emphasizes large screens with aspect ratios that match the LED scoreboards in the bowl. By incorporating a custom “stadium feed,” these displays also give fans at the game a view of the action they wouldn’t get from the televised broadcast at home.

The digital media assets and content in each club lounge support that lounge’s distinctive character. Some clubs emphasize a team-branded environment, for example, while others allow fans to catch up with games around the league, and some have a programming component, with stages for game-day entertainment or use during the week as an event space.

The project also upgraded the digital menu boards at concession areas on the club levels, clarifying menu options and helping to speed service and decrease wait times.

After establishing the goals of the project and working with the stadium’s owners to create a detailed program for addressing these goals, Sensory Interactive created detailed documentation for the design and installation of the displays, including integrating with the work of the renovation’s architect, Wagner Murray Architects.

Sensory Interactive then led a comprehensive procurement process that evaluated several potential display manufacturers for their ability to address the needs of the project, ultimately recommending the selection of Sansi North America for the engagement. The Sensory Interactive team then represented the owners during the implementation process to oversee the quality of the work and ensure that the manufacturer and installers adhered to the demanding schedule laid out in the contract documents.

Sensory Interactive also specified a comprehensive content management system that links all of the displays and allows each to be remotely controlled and updated. This content management system is fully integrated with the stadium’s video replay/control room and broadcast trucks, offering the stadium’s content team total control over the game-day experience.

Fans love the new digital components because when they leave their seat they’re not leaving the game. The action on the field comes with them, and the excitement and energy follow them to the concourse and into the line while they’re waiting to order food and drinks. The owners love it as well because it’s giving them the ability to deliver an enhanced fan experience to their customers and compete effectively in an increasingly crowded market for entertainment experiences.

Our work on this project earned a Silver award in the 2019 DSE APEX Awards.