By Chris Munz

Virtual reality is certainly one of the new kids on the technology block, and an extremely intriguing one at that. The utility and potential of VR is a relatively unexplored frontier, featured mostly by the gaming and entertainment industries. But, as VR becomes more developed and as more people have the necessary hardware to explore VR, other industries have started to experiment with it.

Convention centers are among them. Convention centers are exploring virtual reality as a way to enhance marketing and sales, and to improve the experience of guests, attendees, exhibitors and even staff. I’m sure we’ll see this at IAVM’s upcoming VenueConnect Annual Conference and Tradeshow in Nashville, August 7-10. (If you’re not already planning to go, it’s a fantastic opportunity to learn, network, and hear from some real pros).

One example of VR being used by convention centers is a project that we’re proud to have been a part of: Florida’s massive 7-million square foot Orange County Convention Center (OCCC) – the second largest convention center in the U.S. – will soon be launching concept3D’s VR-enabled interactive mapping and virtual tour platform, atlas3D, complete with a new space design tool called MapSpacer. This new tool – developed in close collaboration with OCCC – uses a SketchUp application to allow event planners and pros from OCCC to collaborate on a custom room layout, saving hours of time and back and forth, and presenting 2D and 3D layouts that draw from the convention center’s inventory of chairs, tables, stages, buffets and other needs.

As convention center pros, we’ve all seen how VR draws people into an exhibit. But how can we use VR to make our jobs easier (and potentially more fun)? Here are a few ways VR is going to change things for convention centers:

Virtual Reality and Your Bottom Line: Marketing and Sales

When it comes to convention centers, the ability to market or sell space boils down to how well visitors can grasp the potential of that space. What if they can’t visit in person? How do you convey the magnitude of the space available, from exhibit halls to breakout areas, concessions, and more? Virtual reality can serve as the ideal solution to put an event organizer right in your space, even if they are on the other side of the world. The position of saving that organizer the time and money involved in traveling to see the space in person goes a long way, and can easily change the conversation from a potential lead to the planning phase. Aside from the added utility VR provides, the technology is an intrinsically interesting experience.

Facilitating Events

So you get the thumbs up to host the next big convention. Virtual reality can now be used as a major asset in developing the strategy and plan for that event. In terms of dividing up floor space for exhibitors and dividing overall layout, using virtual reality adds a new perspective to the experience that was unharnessed by using blueprints or two dimensional floor plans. With VR, you can take a deeper look into what the event will look like while the stakes are much lower.

Concept3D’s MapSpacer tool creates 2D and 3D models of a custom event space. The 3D versions can easily be viewed through VR-capable fly-throughs. Additionally, convention centers could capture events, so organizers could experience – as if they’re right there in person, walking the floor – what a similar event would be like.

Facilities, Operations and Logistics

The capabilities of VR are in no way limited to the convention center floor. There’s so much that goes on behind the scenes. Loading bays, parking areas and security don’t receive the lion’s share of attention during events, but they all play critical roles in keeping things running smoothly and safely. With VR, pros involved on the logistical side of events could see exactly where a truck needs to be backed up for unloading; where deliveries need to be made; explore security, and more. Hard-to-reach areas could even be captured by a VR camera for plumbing, HVAC, and other needs.

Profiling Current / Future Construction

Convention centers are constantly improving – adding new amenities, space, etc. With VR, you can let someone fly through buildings and new facilities that are currently under construction as well as those that won’t be under construction for another ten years. That’s exciting, especially for major events that plan years if not decades ahead. Show them your best! This example may have particular interest for convention center pros to show municipalities the potential of the new space, and all that the addition will offer from a regional economic development standpoint.

We’re just scratching the surface of what VR will be able to bring to event planners and convention center professionals in any role. It’s an exciting time in event tech, and we’re going to see rapid advancements through VR and many other technologies in the coming years!

I hope to see you at VenueConnect!

Chris Munz is Vice President of Business Development at concept3D. Learn more at http://www.concept3D.com

There is still one more year to go, but the work is underway at Philips Arena in Atlanta that will include a courtside bar as part of a $192.5 million renovation. The bar is the first-of-its-kind-idea courtside and will be located within just a few feet of the action.

“We are beyond excited to see construction begin on the new Philips Arena,” Hawks’ CEO Steve Koonin said in a release. “Every element of the arena under the roof will be brand new and designed with Atlanta and its vibrant communities in mind. Every trip to the new arena will be a great night out and an unbelievable experience.”

The bar gives fans an opportunity to enjoy a drink while getting a full view of the action on the court. It is a contrast to most bars at arenas that are located outside of viewpoints of the game in progress.

That’s not all.

A restaurant is in the works inspired by musician Zac Brown as well as a golf simulator suite designed by Topgolf.

Need, absolutely need to get a haircut even while you are at the game? No problem. Just drop by the SWAG barbershop as imagined by rapper Killer Mike. That location, too, allows you to get that trim while not missing seeing one minute of game action.

“The ability to partner with Zac Brown and Killer Mike, who are both passionate about their love for the city of Atlanta and wanted to create these amazing destinations inside Philips Arena for the fans, is truly special,” Koonin added. “Zac has the innate understanding of how great music and a good meal can enhance any outing. Mike has made a lifestyle business with strong values and important impact locally. How Topgolf has merged the premium experience of play, music, sports and dining into a social phenomenon is remarkable and aligns well with the vision for our arena. We are fortunate to have such talented and innovative partners to help us create a dynamic fan experience that is authentic and appealing to fans of all ages and tastes.”

Some of the renovations are less exotic but will be well received as well. The six-level wall of suites that was part of the original design of the venue will be removed and replaced by suites that will allow fans to walk 360 degrees around the upper level of the arena, as stadium seating will be installed above the suite area.

The arena renovation will also feature a widespread technology upgrade that will feature high-definition screens both in the bowl and concourse, with the Hawks announcing that this will be the second-largest renovation in NBA history.

The venue and team is also investing away from the court with a 250-seat master conference room and four breakout rooms that come with the use of touch screen technology and top-level amenities for business operation. The Hawks expect this addition to generate revenue aside from in-game profit.

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AEG Presents, LLC, a global leader in concert promotion and venue management, announced that it has entered into an agreement with Chris Zitterbart to acquire the operating rights to the historic Agora Theatre and Ballroom in Cleveland, Ohio. The acquisition adds the Agora to its portfolio of over 60 theaters and clubs and underscores AEG Presents’ strategy to expand its portfolio of iconic venues and footprint in key music markets across the country.

AEG, who produces, promotes or books nearly 10,000 events worldwide, plans to invest capital in the historic theatre which first opened in 1966. In addition to restoring some of the most iconic and identifiable features of the Agora, AEG Presents will also oversee upgrades to the theatre’s acoustical design, lighting and sound systems, hospitality spaces, dressing rooms and guest amenities.

“Given its history and the litany of legendary acts that have played the room, the Agora has been the heart and soul of Cleveland’s live music scene for the past 50 years. It’s a truly unique concert venue and we look forward to bringing a wide array of artists to the live music loving city of Cleveland,” said Shawn Trell, Chief Operating Officer of AEG Presents.

Located in downtown Cleveland and with a capacity of 2,000 (theatre) and 600 (ballroom), the Agora Theatre was founded by legendary club operator Henry “Hank” LoConti Sr., who was a driving force in the early rise of rock ‘n’ roll. In the 1970s and 1980s, LoConti gave exposure to hundreds of artists including such icons as Bruce Springsteen, U2, Lou Reed, Patti Smith, The Clash, Duran Duran and ZZ Top among other, and established the Agora’s global reputation as one of the premier music venues in the world.

“The opportunity to work with AEG Presents and to have them enter the Cleveland music scene is significant. They represent the best of having not only the resources necessary to grow the business, but because they also remain independently and privately owned they can afford to be patient and do things the right way. That combination bodes well for the future of the Agora Theatre and the types of shows they will bring to this market,” said Zitterbart, operator of the Agora Theatre for the past four years.

By Pollstar/Oak View Group

Oak View Group has acquired Pollstar, the long-running publication covering the concert and ticketing industries, cofounders Tim Leiweke and Irving Azoff announced at the company’s inaugural VenuesNow conference in Los Angeles on July 12. Through the acquisition, Oak View has taken ownership and operational control of Pollstar’s weekly print publication, Pollstar.com, Pollstar Pro and the Pollstar Live conference.

Founded in November 2015, Oak View Group is global advisory, development and investment company for the sports and live entertainment industries. Based in Los Angeles, the company is helmed by Leiweke, formerly CEO of AEG, and backed by Azoff MSG Entertainment. Its acquisition of Pollstar has been rumored for several months; Oak View already owns Pollstar’s main competitor in the live-entertainment field, Venues Today.

“Pollstar has represented the voice of record for the live music and ticketing industries for over three decades and bringing them into the OVG family is a true honor for all of us,” said Leiweke. “Working hand-in-hand with Pollstar’s leadership team, we’ll look to greatly optimize the reach of the its print, digital and conference assets.”

“Pollstar has served our industry as a trusted and invaluable resource during an era where music and ticketing have evolved dramatically,” added Azoff.

Gary Bongiovanni, Pollstar’s president and editor in chief, and CEO Gary Smith will continue their positions within the company and play key roles in its day-to-day operations.

“We’re so proud of our team and everything we’ve accomplished over the years, and are looking forward to our next chapter with OVG,” said Bongiovanni. Added Smith, “joining OVG gives us an opportunity to take Pollstar to an entirely new level and realize the brand’s full potential as the benchmark for our industry.”

“Pollstar concert data is the gold standard for the live entertainment industry and the Pollstar Live! conference is the epicenter of the concert business each winter,” said Ray Waddell, president, Conferences & Publications, Oak View Group.

Founded in 1981, Pollstar joins a number of recent investments by Oak View Group in media companies, including VenuesToday, VenuesNow and SportTechie. According to a release, the company “will leverage its sponsorship division and Arena Alliance to generate advertising sales efficiencies across each publication and conference.”