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3 Ways Arena Concessions are Getting Faster and More Convenient

KEY TAKEAWAYS
  • Portable concessions are more efficient than static concession stands.
  • Facial authentication technology allows fans to quickly purchase food without missing game day action.
  • These innovations benefit fans and staff alike. 

There’s nothing more iconic and nostalgic than grabbing a beer at the ballpark, but when it’s a hassle that detracts from the game, it can form memories fans would rather forget. They flock to their home stadium or arena because of the incredible energy it generates, and a fantastic food and beverage selection is a big part of the draw. But no one can deny that standing in long lines is also a traditional—and regrettable—part of a trip downtown.

And that might keep them home on the couch. 

Anything that makes concessions more convenient will make the game that much better for fans and teams alike. Here, we’ll explore three developments that are making concessions faster, easier, and more fun for fans in sports and arenas at large. These innovations help ensure that fans spend less time waiting in line and more time enjoying the game.

1. Self-Serve Kiosks

Anyone who’s been to their local grocery store lately has probably used a self-serve checkout, and ballparks, stadiums, and arenas are quickly adopting this technology to speed up lines and give fans a little more control over their gameday experience. Innovative companies like Tapin2 are already fielding their touchscreen self-serve kiosks at sporting events across the country, and vendors can customize the layout to feature products or offer upsells to customers.

These systems take up much less space than a traditional checkout, are much cheaper to operate, and can be paired with integrations like facial payment to offer lighting-fast age verification and payment services. The checkout kiosk developed by Mashgin can even recognize items with an innovative scanner so there’s no fumbling for barcodes on packaging. These exciting services are continually evolving to offer new integrations and greater flexibility to make checkout as quick and painless as possible. 

2. Checkout-Free Concessions

As fast as self-serve kiosks can be, some tech developers are looking even farther into the future by skipping the checkout line entirely. Using a sophisticated set of cameras and software, fans who have signed up for the service can link their payment data to a biometric token and automatically charge their preferred payment method simply by grabbing what they want and heading out. The system identifies the food, drinks, or merchandise they’ve selected when they leave and completes the transaction so there’s never a bottleneck to navigate between periods. 

Checkout-free concessions may seem like a fantasy for a bustling environment like a pro sporting event, but there are already a few early adopters who are trialing options that involve scanning a credit card in advance. This technology will definitely be evolving in upcoming years, and it’s a potential game-changer for the concessions industry for relatively narrow applications like beer sales. 

3. Facial Authentication: The New Face of Transactions

The journey to the concession stand is only part of the problem. Bottlenecks and slow transactions are also to blame for why concessions can keep fans away from the game for so long. Waiting for the people in front of you to dig out their cash or cards adds more time to your wait, in addition to time spent ordering.

That’s why one of the most groundbreaking developments in arena concessions is the implementation of facial payment technology. This innovative approach is streamlining the purchasing process in ways we wouldn’t have thought possible 20 years ago. Fans can now buy food and drinks without fumbling for cash or cards. 

If the concession stand is portable, they don’t even have to make the journey from their seat to the stand! A combination of facial authentication technology and portable concession is even more efficient than options like mobile ordering, getting food in fans’ hands as quickly as possible.

How Facial Payments Work: Credit Card Linking

Customers link their credit cards to their facial biometrics to create a token that functions like a digital wallet. This integration creates a truly frictionless purchasing experience. Fans can simply approach a concession stand, select their items, and complete the transaction in less than a third of a second with a quick smile for the system. The linked credit card is charged automatically, eliminating the need for any physical payment method. This not only speeds up transactions but also enhances security, as there’s no risk of lost or stolen payment cards. 

Also, these systems can be linked with an ID for age verification services to further reduce transaction times by eliminating manual checks by staff. Users simply upload a snapshot of their ID in advance, and the facial payment platform automatically allows (or denies) age-restricted purchases like alcohol.  

Supporting Staff, Not Replacing Them

It’s crucial to note that the introduction of these technologies isn’t aimed at eliminating jobs. Instead, they’re designed to support staff by making their work more manageable and less stressful. Operators are then freed up to redeploy personnel to understaffed areas of the stadium or upskill employees to deliver a better fan experience. In both cases, businesses can better balance their operations while creating opportunities for career development. 

Both portable concessions and facial authentication help staff with

  • Focusing on customer service: With the payment process simplified, staff can dedicate more time and attention to providing better customer service, which improves the overall fan experience.
  • Flexibility in service: Staff can be more responsive to changing demands throughout an event, setting up portable concessions where they’re most needed.
  • Enhanced security: Facial authentication technology reduces the risks associated with cash handling, creating a safer work environment for staff.
  • Efficient inventory management: Portable concessions can help staff better manage inventory by allowing them to move products to areas of higher demand.
  • Improved work environment: By reducing lines and customer frustration, these technologies can create a more positive atmosphere for staff to work in.

The Future of Sporting Event Concessions

An appetite for new technologies is creating a new standard for convenience and efficiency at live events. As stadiums and arenas continue to adopt these innovative approaches to concessions, we can expect to see even more enhancements to the fan experience. 

These advancements are not just about selling more food and drinks—they’re about creating a holistic experience that keeps fans engaged and satisfied throughout the entire event. By reducing wait times, increasing accessibility, and leveraging cutting-edge technology, arenas are ensuring that concessions enhance, rather than detract from, the overall event experience.

The future of sports concessions is bright, with technology paving the way for happier fans and improved working conditions for staff. As these innovations continue to evolve, we can look forward to a time when grabbing a snack or a drink at an event is as seamless and enjoyable as the event itself.

About Wicket

Wicket Software is a privacy-first facial authentication platform provider with patented computer vision AI technology that enables sensational event experiences for fans, guests, and employees with frictionless touchpoints that delight users and strengthen security.

Wicket has been in use since 2020 and deployed for facial ticketing, credentialing, access control, and payments in numerous sports stadiums, at major conferences, and in corporate office environments.

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