Starting in 2018, Phoenix International Raceway will receive a fresh new name; ISM Raceway. The name change is part of a multi-year partnership between the venue and ISM Connect, a pioneer in smart venue technology.
The truth is, a name change is the tip of the iceberg here. With ISM, the venue will receive a complete face lift in terms of connectivity and providing a 360-degree interactive fan experience.
ISM, who works with nearly every track on the NASCAR circuit, provides a comprehensive digital marketing strategy. What they offer venues are robust technological solutions that will aim to increase fan attendance.
“I think what the venues are missing out on is engaging that casual fan and making them a repeat person,” explained ISM Connect’s VP of Operations, Jeff Hutchins. “If you show up and you have an app that tells you where to go and a schedule of events that’s in your hand and convenient and all the information you need to kind of guide you through what would be sort of an insider experience, you’re going to be more interested in coming back.”
Of changes that needed to be made, President of Phoenix Raceway, Bryan Sperber, pointed out areas that were lacking in terms of fan engagement. “One is just being able to provide what I think race fans, or even sports fans, are becoming accustomed to do and expect. Really great wifi, some level of connectivity to the venue and I think we really struggled as an old venue in those areas.”
ISM has gone well beyond integrating wifi. Hundreds of screens will be placed around the track, and they’ll all serve a unique purpose. Some display advertisements, some display content and some broadcast the event. “You know, I go into a sports venue and I see a hundred screens running the same content,” said Hutchins. “That is a massively unadvertised, unmonetized asset. The screens in terms of verticalization says if you’re in the family fun zone, or an area where there’s those type of things targeted towards children and families, then that content should be appropriate.”
Screens, and other complex activations, will be part of ‘neighborhoods,’ as Sperber described them. A ‘fan zone’ will be part of the infield while a tunnel is being built that will connect to the grandstands. Don’t think they can’t innovate inside a tunnel.
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“So, the tunnel, as you walk through from the outside to the inside, isn’t just going to be a cement tube,” explained Hutchins. “It’s going to have screens, it’s going to have signage, it’s going to have information, and knock on wood, an integrated audio tour.”
ISM isn’t just making things easier on the fans. They’re providing vital information about track attendees. They collect basic demographics such as age and gender, but are also delving deeper. “We’re working with them [ISM] to create heat mapping so we know kind of at any given hour as the day is unfolding, where are our guests going,” said Sperber. “We think we know what attractions on site they like but we’ll be able to now really zero in on that.”
This lends itself to better promoted events. Not only that, they can make sure they’re providing the greatest possible experience for fans.
One thing ISM assures they do not do is ask for personally identifiable information. If a guest voluntarily provides it, they will take it. However, they prefer to autonomously collect information.
Amidst endless changes, Sperber reiterated that they will do everything they can to honor the history and legacy of Phoenix. “This is not just a renaming. We’re bringing a lot of value. We’re honoring the legacy of it and that’s important.”