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Qudos Bank Arena putting patron engagement at the forefront. By Vinette Espiritu INTERNATIONAL:


underbelly of the Cluster, two additional displays measuring 1.90 me- ters high by 3.49 meters wide, and featuring 6-millimetre line spacing,  visual reference of statistical information for players on court. Procurement of the Super Cluster has resulted in increased interac- tivity during events and organically enabled brand growth and aware- ness. This was a key outcome with a new naming rights partner in Qudos Bank, as well as a new home team and anchor tenant in the Sydney Kings. For Sydney Kings, Giants Netball, and NSW Swifts  has assisted in improving the overall attendee game day experience. It has also allowed the Arena to collect rich attendee data through social media engagement, with digital conversations and messaging encour- aged frequently on the Super Cluster. The Super Cluster was in operation for all 14 home games of the

Photo provided by Vinette Espiritu

Qudos Bank Arena, Australia’s largest premier entertainment venue located in Sydney’s Olympic Park precinct, plays host to over 100 events annually and attracts an average of 700,000 visitors a year.   factor between all events is the importance of patron engagement. The Arena constantly focuses on enhancing the patron experience by investing in engagement mediums, including various patron interac- tive activations, social media contributions, a fully mobile optimized website and, more recently, the attainment of a Super Cluster, the largest video display of its kind in the Southern Hemisphere. Qudos Bank Arena partnered with audio-visual heavyweight Dak-

tronics to install the 12-display centre hung LED Super Cluster video display system. A total of 180 portable LED panels make up the eight    The four large main displays each measure 4.76 meters high by 8.88

meters wide. There are also four displays at each corner of the con-  high by 2.54 meters wide. Each of the displays feature 6-millimetre line spacing to provide outstanding image clarity and contrast to en- sure an exceptional viewing experience from every seat within the Are- na, so fans don’t miss a minute of the action. The displays are capable of variable content zoning which allow it to show either one large image or multiple images for a variety of live video content such as instant replays, event statistics, graphics, partner messaging and other engaging event content. The Super Cluster also contains an upper ring display, measuring .63 meters high by 55.79 meters around, and a lower ring display, measuring .63 meters high by 38.04 meters around. Both ring dis- plays feature 10 millimeter line spacing and can show complementary information to what is being shown on the main displays, or can be used separately for the promotion of commercial relationships. On the

Sydney Kings 16/17 NBL Season, and also in use for the Giants Net- ball and NSW Swifts Super Netball Double Headers played at the Arena. These events showcased its enormous capability - the live game feed, game statistics, advertising and was also the main engagement tool for fans through things like social media, player introductions, tip- - tainment, kiss, dance, and bongo cam to name a few. The Super Clus- ter assists in allowing fans to fully immerse into the game atmosphere, generating excitement, and consequently bringing value to both the fans, the venue, and sporting franchises. It also allows the Arena to   the game such as Arena lounge locations, food promotions, arena part-  Steve Hevern, general manager of Qudos Bank Arena, said, “The new Super Cluster acquisition not only brings the Arena up to date with what patrons expect in today’s competitive environment, but is     Super Cluster is integrated into the live entertainment. Containing 12   screen surface, it will be a game changer for how sport and entertain- ment can be viewed in this country. We are genuinely excited about the array of opportunities it represents.” The Super Cluster has not only been a success for the Sydney Kings and Super Netball Double Headers, it has also been integrated into Aus X Open, the biggest Supercross and Motocross Action Sports event in the Southern Hemisphere event in November 2016. The use of the Super Cluster is not just restricted to sporting events either. School Spectacular, the world’s largest amateur variety act consisting of over 5,000 students from NSW public schools, incorporated the use of the cluster into their performance in 2016 and will do the same in 2017. The Arena continues to work closely with its valued clients to ex-

plore further opportunities for the Super Cluster to be integrated into events such as concerts, eSports, boxing, professional bull riding (PBR), UFC, WWE, as well as conferences, seminars, and other community events. FM

Vinette Espiritu is marketing manager of Qudos Bank Arena. IAVM 61

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