The Irving Convention Center at Las Colinas, Texas, is using Ruckus hardware and Purple to deliver guest WiFi whilst collecting visitor data, monitoring movement and tracking footfall. SMG manages over 200 arenas, stadiums and conference centers worldwide, many of which have played host to renowned events, including the Super Bowl, Winter Olympics and the Commonwealth Games.
From the outset, the company specified that they required a simple, yet well-presented WiFi login process, which simultaneously collects visitor details. They also wanted a solution that allows teams to identify what type of people visit, who they are, where they go, how long they stay and what amenities they use whilst at the center. With Purple’s solution, all of these needs could be met.
Jeremy Pierce, Assistant General Manager at Irving Convention Center, said: “Purple allows us to determine the demographics of our visitors and enables clients to better understand their audience. It is also helping us to recognize what type of events are needed at the center based on the interests of our visitors. Setting up Purple with our existing infrastructure was a breeze and very easy to get started, overnight we had a portal and custom splash page which is exactly what we wanted.”
SMG contacted Purple directly to declare their interest in implementing the WiFi and analytics solution across the 100,000 square feet of meeting and exhibit space. The firm already had guest WiFi in place across the four-story premises but found it very difficult to manage and had no straightforward way of distributing marketing messages to visitors.
Jeremy adds: “Before installing Purple we had an open network that had no branding and we were unsure of how to use it or if it was meeting the needs of our clients. We are now able to see graphs and information presented in an easy to comprehend way that helps us to make long term business decisions.”
Purple’s Certified Partner, Insource Technology, was introduced to SMG in December 2016 to overlay Purple’s cloud-based product onto 50 Ruckus access points already installed at the venue. The primary deployment of guest WiFi took just one week, then location analytics were subsequently purchased and installed in the New Year.
Tom Craig, Account Executive at Insource Technology, said: “Purple is the perfect fit for the Irving Convention Center. The sheer size of the venue made Purple a small investment and the customer didn’t think twice about installing it as they really understood its value. SMG knew exactly what they wanted and moved quickly with their decisions, making them a pleasure to work with. Because we are also based in Texas it means we will always be on hand to handle any queries or issues.”
The Irving Convention Center is just the first phase of a mixed-use entertainment district, that will eventually include a 350-room Westin Convention Center Hotel and the 8,000-seat Music Factory entertainment venue with dozens of unique dining, shopping and entertainment options.
Gavin Wheeldon, CEO of Purple, said: “It is great to have another prestigious customer like SMG on board, they are an international brand with a great reputation, so it’s fantastic that they reached out to Purple about installing our WiFi and analytics. I’m confident that through the use of Purple’s analytics and marketing tools, the Irving Convention Center will deliver an improved customer experience and ultimately increase their overall return on investment.”