Sensory Interactive worked with the owners of Major League Baseball’s Washington Nationals to design and implement a digital display network for Nationals Park in Washington, D.C. The system includes five large LED displays spread across the exterior of the ballpark and the attached parking garage.
The displays range in size from 37’ by 24’ to 14’ by 24’ and have a total surface area of more than 3,800 square feet. With a 10mm pixel pitch, the full-motion displays offer outstanding visibility throughout the area surrounding the stadium, as well as from heavily trafficked nearby roadways.
Sensory Interactive began the project by working with the owner to create design development documentation that clearly defined a family of digital displays that could work within the very specific parameters previously approved by the DC City Council.
As part of this design development effort, Sensory Interactive staff worked closely with the owner’s architects, engineers, contractors, and other consultants to clarify the division of responsibilities between the owner’s existing team and the signage fabricator, as well as helping to establish and document the displays’ structural, electrical, and network infrastructure needs.
Sensory Interactive also defined the content program for the displays in order to create detailed requirements for the network’s content management system. In addition, the team helped the owner determine locations for a control equipment room and spare parts room.
Sensory Interactive then directed the procurement of the display hardware and software. This included managing a comprehensive RFP process that led to the selection of Daktronics for the fabrication and installation of the displays. Sensory Interactive also provided project management services during the fabrication, installation, launch, and commissioning process, and the company is now providing ongoing services for the displays’ operation and maintenance.
Simultaneous to the development and launch of the displays, Sensory Interactive’s Revenue Strategy Group worked with the Nationals corporate sponsorship team to develop a monetization strategy. Through this work, Sensory Interactive and the Nationals were able to determine the percentage of time on the displays that would be available for a media sales firm to sell transactionally. Once this was defined, Sensory Interactive issued an RFP to secure a long-term media sales agreement between the team’s ownership and Capital Outdoor for the representation of the display network.
The media sales services RFP directed by the Revenue Strategy Group helped the Nationals to select the most qualified media sales partner and maximize the long-term value of the displays. As part of this process, the group helped the organization handle a variety of complex challenges, including sorting out how the media sales agreement would address the National’s existing sponsor relationships.
This is the second major DC-area sports facility that Sensory Interactive has worked on in recent years. The company has previously handled a variety of projects at the city’s Capital One Arena, including the launch of an exterior display program and a comprehensive upgrade of the venue’s interior displays. These interior assets ranged from courtside displays to digital elements in the arena concourse and lounge areas.