Projects / MassMutual Center

At MassMutual Center in Springfield, Massachusetts, Sensory Interactive worked with the Massachusetts Convention Center Authority (MCCA) to create a master plan for revitalizing and energizing the event experience using digital displays. The arena is home to the American Hockey League’s Springfield Falcons, and the site of a wide range of other high-profile events throughout the year.

Our comprehensive master plan integrates several components that will work together to create a compelling fan experience. These include a new center-hung arena display, smaller digital displays throughout the arena, large-format digital marquees on the building exterior, and a content management system that centralizes and streamlines control of all of the facility’s digital assets.

As part of the master-planning process, we worked with MCCA to develop a multi-phase implementation approach, with an initial implementation phase focused on a new center-hung arena display. This important element serves as the primary source of game-related information for fans, helps generate enthusiasm during key moments, and also serves as a significant revenue generator.


Because of MassMutual Center’s relatively low-ceilinged design, its diverse mix of athletic and entertainment events, and the desired size of the center-hung display, the installation faced a unique challenge. In addition to delivering highly flexible, cutting-edge display capabilities, it also needed to be fully removable in order to accommodate events with special stage configurations, rigging, or height requirements.

To address this challenge, our design process included a detailed analysis of arena sightlines, and a thorough review of assembly and disassembly logistics. Our comprehensive implementation scope also included developing a detailed documentation package, and then leading the RFP process to assist the client in selecting the most qualified bidder. We also coordinated the fabrication, installation, and final acceptance of the display.

The initial implementation of the master plan also included upgrades to the facility’s broadcast and media control room. Our emphasis here was on tightly integrating the center-hung display with all of the available sources of video and data content, and on simplifying the control mechanisms so that operators can react quickly to unfolding events in the arena and capitalize quickly on new content opportunities.

To help MCCA staff “hit the ground running” with the center-hung display, our content creation team developed a set of event-specific templates covering a wide range of game-night situations. These templates have enabled the arena’s production team to immediately begin delivering highly polished content that fully capitalizes on the system’s stunning visuals and responsive controls.

By establishing a clear plan for the deployment and integration of all digital video elements at the facility, MassMutual Center’s new master plan will ensure that each new component increases opportunities for visitor engagement, while also providing the most flexible platform for revenue generation.