Utah Jazz CIO B.J. Vander Linden On How AR Will Shape Fan Experience

(Courtesy of Utah Jazz)

The following interview is part of our ongoing Expert Series that asks C-level professionals, team presidents, league executives, athletic directors and other sports influencers about their latest thoughts and insights on new technologies impacting the sports industry.

Name: B.J. Vander Linden

Company: Larry H. Miller Sports & Entertainment (Utah Jazz, Vivint Smart Home Arena, Salt Lake City Bees (AAA) and NBA D-League Salt Lake City Stars)

Position: Chief Information Officer 

B.J. Vander Linden became Chief Information Officer of Larry H. Miller Sports & Entertainment (LHMSE) in March 2016. In his newly created role, Vander Linden oversees information technology for the multiple sports and entertainment properties within Larry H. Miller Sports & Entertainment, including the Utah Jazz, Vivint Smart Home Arena, Minor League Baseball Salt Lake City Bees and NBA D-League Salt Lake City Stars.

Prior to joining LHMSE, Vander Linden served as vice president of business systems for OC Tanner (2014-16), an organization that helps external companies create employee reward programs to recognize outstanding work. His key responsibility was to manage the IT infrastructure, including databases, servers, business systems, CRM solutions and other pertinent technology. Vander Linden has extensive knowledge in the information technology field, focusing on innovative business solutions, business intelligence, analytics and CRM systems.

He graduated from the University of Utah with a Bachelor of Science degree in economics and an MBA degree from Utah State University.

1) What utilization of technology in professional or college sports has recently blown you away and why? 

The continued use of augmented and virtual reality for training of athletes. I can’t speak to specific technology, however STRIVR Labs at Stanford to train quarterbacks, the ability to use sensors to track movement and then recreate in AR/VR the movements and patterns that coaches are trying to train. That is very impressive.

2) This past season, how did the Utah Jazz leverage specific forms of technology at Vivint Smart Home Arena?

As we prepared for our upcoming renovation, we implemented and tested technology solutions that were candidates for the buildout. We deployed new wireless internet access in the bowl of the arena with HP Aruba access points. We’ve continued to improve the security of the environment by engineering and deploying Aruba ClearPass.

3) If money were no object, what technology would you build or buy to help you do your job better?

We are on the journey to simplify our technological focus and work on those things that differentiate us from our competitors. We’re trying to migrate off of traditional servers in our own data centers, as well as to migrate to an agile/lean approach to IT with DevOps as a governing set of principles. I would move our entire platforms to “as a service” models with the ability of the end consumer to spin up what they need, in the right configuration, with the correct security, and with the associated cost. This would free up my staff to focus on the engineering work necessary to innovate and differentiate. 

4) As a sports fan, what sports-related service, app, product, etc., could you not live without and why?

I’m a big MLB guy. I love my At Bat app with the out-of-market game streaming and gamecast solution.

5) If you had to project 20 years into the future, how will most NBA fans experience or want to experience games in-person? What will be potentially different about their experience then versus now?

Augmented reality within a connected platform will be the norm. People will watch the game from their seat in the arena with multiple screen overlays on the game and off to the side showing everything from body movement measurements to statistical details to projected movement patterns. Fans will be able to see different camera angels from their single seat, and will have things activate as they look at them.

6) Give us your bold prediction about a form of technology that will be integral to the NHL in general over the next 12 months and why?

Augmented reality. Twelve months might be a bit early, but those out front will begin to deploy it in sales, marketing, and potentially arena operations roles. Teams will begin looking at ways to bring new experiences to the fans, and AR is the best way to provide those capabilities without significant facility investments.