When Djorn Buchholz was appointed the National Soccer Hall of Fame’s Executive Director in 2017, he wanted to make the venue a destination not only for fans, but also for visitors whose enthusiasm for the beautiful game does not necessarily reach extreme levels.
To do so, however, Buchholz realized that the exhibits housed inside of the Frisco, Texas, venue, which will open to the public on Oct. 24 and is part of a $55 million renovation of Toyota Stadium, had to come alive in order to create an experience fans would not soon forget.
Little did Buchholz realize that NEC’s NeoFace Facial Recognition Technology would go such a long way in helping deliver game-changing results.
NEC’s NeoFace software creates a facial map of anyone who opts in and creates a user profile, which is then associated with their image.
For fans, this biometric registration begins a frictionless, customized Hall of Fame experience unlike any other in the world of sports.
“There’s nobody doing what we’re going to be doing,” Buchholz said.
Registration takes place in the Hall of Fame’s lobby. As part of the registration process, visitors will be asked to disclose where they are from, select their three favorite U.S. soccer teams, select their favorite soccer position, and finally, their level of “fandom.”
From there, visitors pass through 13 digital, interactive, custom-developed exhibits that recognize individuals as they begin to pass in front of the Hall of Fame exhibits.
Some exhibits present suggested content based on the answers given by visitors at registration. Others use facial recognition to identify visitors as they play interactive games that keep score throughout the day. One exhibit identifies registered visitors and allows them to build a soccer “dream team,” just as a professional team owner might do.
“No two people who come to the National Soccer Hall of Fame are going to have the same experience because everything is going to be completely customized to them and their preference,” Buchholz said.
The one-of-a-kind fan experience, along with the frictionless, no-touch nature of the facial recognition software, is what sets NEC apart from competitors in the fan experience arena. NEC’s NeoFace technology is already being used in airports, amusement parks and other sporting venues that rely on facial recognition for improved security and personalized customer experience.
For phase two of their use of NEC’s facial recognition technology, Toyota Stadium and the National Soccer Hall of Fame are exploring ways to use the technology to help secure areas where only players and staff are permitted.
By providing both safety and a personalized experience, NEC is providing venues like the National Soccer Hall of Fame and Toyota Stadium with the best of both worlds.
“It’s about the experience. When you see people’s reactions to being recognized with just a glance at the camera, and how that facilitates different fan experiences, you know you have touched on something big. This is what we set out to do,” said Allen Ganz, Director Customer Experience, NEC’s Advanced Recognition Systems Division. “It’s about improving convenience and security for a better fan experience.”
In addition to individualizing a fan’s visit to the Hall of Fame, the journey may continue when visitors enter Toyota Stadium, which is home to MLS team FC Dallas. Stadium officials are considering a new use of facial recognition whereby fans may someday experience a new way of finding their seats, pre-ordering concession items and even purchasing merchandise catered to their own preferences.
The technology allows fans to enjoy frictionless access into the stadium without using traditional paper tickets or even those stored on their mobile devices. By using NEC’s facial recognition, fans safely gain entry into the venue and the feeling of comfort and convenience remains for the duration they are on-site.
“You can walk in like you own the stadium just by using your face,” Ganz said.
For Buchholz, providing visitors with the comfort of a seamless experience will only enhance what the Hall of Fame has to offer, which makes the partnership with NEC a win-win.
Read NEC’s blog to learn more about how facial recognition can create a more effortless and exciting fan experience in your stadium or venue.
And download NEC’s How To Guide “Three Pillars to Enhance the Guest Experience” to learn more about facial recognition can personalize the fan experience and streamline venue operations.