Capital One Arena owner/operator Monumental Sports & Entertainment turned to Sensory Interactive to conceptualize, program, design, and implement an integrated promotional platform that would create new advertising and sponsorship opportunities, while also helping to build excitement leading up to and during the facility’s events. The building’s high-profile location in the nation’s capital and its role as the home to three professional sports franchises made it essential that the system’s design, technology, and content adhere to the highest standards.
Implementation of the program began with the facility’s exterior, where Sensory Interactive created a system of eight high-resolution, full-motion video displays with a total surface area of more than 4,300 square feet. The size of these displays, their distribution across the building facade, and their excellent visibility – even in bright light – create an “immersive” experience for viewers. This immersive quality is extremely attractive to advertisers and sponsors wanting to reach the highly mobile audience found near the arena.
During the design process for these exterior elements, the Sensory Interactive team worked closely with the owner to obtain Washington D.C. District Council approval for the system’s design and proposed content. This included participating in discussions with area business owners and residents, and assisting in testimony before the District Council.
We also selected and deployed a new content delivery system that runs both the new exterior displays and all of the display systems inside of the arena. This system, from European stadium technology specialist Colosseo, gives event production staff extremely precise control of all of the venue’s digital displays, allowing them to easily deliver the most exciting experience to fans and the greatest impact for advertisers, with much-reduced staffing requirements.
Following the successful launch of the exterior display program and content delivery system, we moved forward with a comprehensive upgrade of the venue’s interior display assets. This included courtside displays and other elements within the interior bowl, as well as digital displays in the arena concourse and lounge areas.
The game-related elements created by Sensory Interactive include the nation’s first courtside corner display for NBA and NHL events, and a uniquely tapered baseline display that expands broadcast camera angles and creates a consistent fan experience for all visitors seated behind the end line. In the arena concourse, we deployed a 21-foot-long digital wall that includes nearly seven million pixels. This LED display’s 1.25mm pixel pitch is the first of its kind at a U.S. sports venue, and gives it remarkable clarity and viewing angles.
Sensory Interactive staff continues to work with Capital One Arena in handling all day-to-day operations of the exterior displays, scheduling all content, and monitoring scheduled maintenance and service tasks. Our creative content team works closely with the arena’s marketing and production departments on the development of new dynamic content for the displays, as well as on custom marketing communications to promote opportunities to potential advertisers and sponsors.
Our full-service approach to this project yielded a digital video display program worthy of this world-class facility. By utilizing display and control technologies not previously seen in the marketplace, the system has exceeded expectations for advertising and sponsorship revenue and has also received positive responses from event attendees and area residents.