SBD/Issue 221/Facilities & Venues

Cisco To Provide StadiumVision Technology At Land Shark Stadium

The Dolphins have signed a deal with Cisco Sports & Entertainment to install StadiumVision technology at Land Shark Stadium for the '09 NFL season. The Internet Protocol TV system enables the team to communicate with patrons by sending messages and exposing sponsors’ brands on digital flatscreens throughout the facility. The Dolphins can now zone advertising by sections, providing the NFL team with greater flexibilty for using more than 100 flat-screens on the club level and 80-100 new units installed in public areas as high-tech billboards. The result is greater opportunities to generate incremental revenue, team officials said. “We looked at what the Yankees and Cowboys have done [with StadiumVision] at their new facilities and decided to take our shot,” said Dolphins CEO Mike Dee. “We’ve got a lot of new TVs and with a 22-year-old stadium, we want to make it more cutting edge.” Dee declined to say how much the Dolphins invested in the new technology. Also new for '09: concession upgrades to public concourses with two new branded bars, Margaritaville on the 100 level, and Land Shark Sand Bar on the 400 level in the upper deck. Both themed destinations reflect the business interests of entertainer and entrepreneur Jimmy Buffet, one of the Dolphins’ new investors. Outside the stadium, the team has expanded Nat Moore’s BBQ Bash, a pregame tailgate area near Gate C. Moore, the former Dolphins receiver, is the team’s Dir of Alumni. Boston Culinary Group, the Dolphins’ concessionaire, will operate the new bars and casual dining spaces.

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