One of the stadium technology product segments experiencing rapid deployment over the past couple years is the “walk-through” model of security scanners, which allow fans to pass through security screening without having to stop or divest items from pockets or bags.
According to our recent Stadium Connectivity Outlook survey, 70 percent of responding venues said they are already using walk-through security scanning systems, with another 19 percent evaluating the systems. One of the leading providers of such systems for stadiums is a startup called Xtract One, which has had systems deployed at a number of high-profile venues, including Madison Square Garden, the Las Vegas Sphere and Moody Center at the University of Texas. Listen in as we talk to Xtract One CEO Peter Evans about why venues are choosing this technology over traditional metal detectors and how Xtract One will try to attract more customers — only on the Stadium Tech Report podcast.
Subscribe to the Stadium Tech Report podcast on iTunes!
Since he is on the front edge of deployments of new security technologies, Evans is not surprised by the fact that venues are rapidly moving to the new systems. With the return of fans to events following the Covid pandemic, Evans said that after paying hundreds or even thousands of dollars for tickets, fans now expect “an absoultely fantastic experience” when they go to a game or concert.
“The last thing you want after spending a thousand dollars for a ticket is to find yourself waiting to get in the venue, maybe standing around in the hot Las Vegas sun,” Evans said.
While he noted that in the past a venue’s desire for having better security could sometimes “butt heads” with a desire to get fans through security lines in a faster fashion, Evans said that the promise of being able to leverage AI and machine learning have now enabled vendors to produce systems that not only offer faster throughput, but also better security.
Ability to improve over time makes new systems even more valuable
In our market report on security systems last year, our analysis found that providers of the new walk-through systems, a group that includes Evolv Technology, CEIA USA and Xtract One were the leading providers of the new walk-through systems.
Though Evolv and CEIA currently have more announced stadium customers than Xtract One, Evans said that Xtract One is getting more attention these days as potential customers learn about what works and what doesn’t with the first systems in the market.
“We’re not the first company out there, so we’ve had the opportunity to go to customers and ask them what do you like, and what do you not like?,” Evans said. By having a platform that allows for innovation — Xtract One has already released several newer versions of its original stadium product — the company can address more options going forward, Evans said.
“We see ourselves more like the iPhone, which is constantly adding new features,” Evans said. “Apple kept on innovating, and we see ourselves the same way.”
More integration in the future?
Though he said that at times selling security systems can kind of be like selling insurance, Evans was confident that the ability to produce systems that can further increase the ability to add more security features while also improving the fan experience means a brighter future ahead for providers of the equipment.
“I think the [walk-through] systems will get even better at detection, while also possibly adding features like ticket verification,” Evans said. In one scenario he envisioned a security system that could not only detect if a person was on a list of known bad actors, but could also signify if that person was eligible for an upgrade, perhaps to a premium section.
“We could see when you walk in, we could see, hey, this is Paul, and then ask you if you would you like to come over to a VIP entrance,” Evans said. “I don’t think we’ve seen the end of the game yet.”
MORE STR PODCASTS
STR Podcast: Karl Pierburg discusses how technology fuels the fan experience at Mercedes-Benz Stadium
STR Podcast: Aramark’s Alicia Woznicki talks about the tech revolution in concessions
STR Podcast: Amazon’s Jon Jenkins discusses stadium strategies, successes for ‘Just Walk Out’ stores
STR Podcast: Zippin CEO Krishna Motukuri touts the power of checkout-free technology
