RAISING THE STANDARDS

Current digital media trends are skewing toward a steady increase in people utilizing social media and live streaming apps to experience sporting events, which can be attributed to a number of factors. Ticket prices are at an all-time high, particularly with the rise of third-party resellers. The time commitment required to attend an event must also be considered, with many live events exceeding three hours excluding the travel time. Because of these factors, competition to create and deliver the best fan experience is at an all-time high. Many sports fans today find their time and attention is vied for through these digital mediums to watch on-the-go or at home in the comfort of “man caves” surrounded by their large screen 4K Ultra HD TVs and the convenience of food and beverage on-hand.

As a result, pressure is being applied to those who build and manage stadiums to further distinguish themselves and increase fan engagement. As more of these experiences require digital transformation, the costs can rise, and generating profits can become a much greater challenge.

So how does this affect suppliers who support stadiums in this industry? For Iowa Rotocast Plastics, Inc. (IRP), a manufacturer of fabricated carts and kiosks for food, beverage, and package sales for stadiums, venues and arenas, it means finding ways to offer the best quality product at the best price. The team at IRP is keenly aware that time is also money. Custom fabrication has always been a strength of the Decorah, IA-based company, which prides itself on the root belief that “if you can dream it, we can build it.” Creating unique vending experiences for stadiums is a great way to connect fans to venues, increase engagement, and enhance the overall fan experience. IRP carts and kiosks can do much more than facilitate the impulse sale of food and beverage sku’s; many stadiums and venues have opted to install novelty carts and kiosks that visually link patrons to thematic architectural elements within the venue or pay homage to historical landmarks of that city.

But what about standard offerings? The bulk of the food and beverage carts and kiosks needed to support the maximum capacity of patrons at a stadium fall into this category, which presents the greatest opportunity to realize cost-savings and provide avenues to increased revenue for stadiums.

IRP’s in-house design and engineering teams first took a look at the build process for their food, beverage and package carts. Evaluations were made around materials and time studies were conducted, competitive research completed and ultimately prototypes constructed for proof of concept. The new cart line, dubbed the “Precision Series”, achieved all key objectives originally set by the IRP team; to create a durable, attractive line of carts that require less construction time, present significant cost savings, and enable customers to select from a standard set of options, expediting the design process.  The carts are constructed from ACM (aluminum composite material), which is manufactured by bonding thin aluminum skins to both sides of a lightweight thermoplastic core. ACM is much lighter than steel or sheet metal with no loss in rigidity and is easily bent and formed to shape. It can also withstand changing weather conditions, remaining flat and stable, season after season, even in the harshest climates.

The next standardized line of product offered by IRP is their Grab n’ Go series. With a keen focus on the future of retailing, the IRP Grab n’ Go modular kiosk helps streamline the self-serve vending process. When paired with artificial intelligence to enable express self-checkout, the Grab n’ Go significantly increases the speed of beverage sales. Implemented in the 2019 MLB season, the new system is currently available at Fenway Park, Coors Field, Minute Maid Park, Kauffman Stadium, Citi Field, Oakland Coliseum, Citizens Bank Park, and PNC Park. The units paired with A.I. made beer sales up to 40 percent faster, and increased sales up to 25 percent. All with prominent branding, the Grab n’ Go kiosks offer several customizable configurations to fit the needs of any stadium or venue. Features include refrigeration for beverages and open air units for prepackaged food items, hanging baskets for snacks and merchandise, crowd corrals to direct traffic flow, snap frame graphic panels on crowd corrals and header, and supplemental P.O.S. cart. Grab n’ Go units can include roll-up lockable doors to lock down product at the end of event and are portable with industrial strength casters.

The final offering recently standardized by IRP is their beverage POD kiosk. Supporting the outdoor vending needs of stadiums and venues, this modern-looking draft unit is completely self-contained and comes with a roll up door for easy and safe storage at the end of an event. Constructed from ACM, it features prominent branding opportunities on all sides and can be ordered with optional sun awning.

Everyone is familiar with the concept of the Iron Triangle when it comes to product development. The idea has been recognized over time for the thinking that you can develop something quickly and of high quality, but it will be very costly to do.  Or you can develop something quickly and cheaply, but it will not be of high quality, or lastly, you can develop something of high quality and low cost, but it will take a long time.  IRP has made it part of their standard offerings to raise the standards. Providing long-lasting products that can be constructed quickly and offered to stadiums at a price that supports their goals and objectives to generate profits along with the best fan experience.