NHL SEATTLE PREVIEW CENTER

Technology brings the vision and reality of a new era in Seattle’s hockey tradition to life.

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INTRODUCTION

As part of their planned return to top-level ice hockey in the 2021/22 season, NHL Seattle is building a new arena. The arena’s Preview Center aims to build engagement with fans and sponsors during the transition by building awareness and anticipation as construction on the arena moves towards completion in fall 2021.

The owners wanted to develop the most engaging fan experience within the NHL (National Hockey League). Their strategy was a customer journey that would tell the story of the city’s rich hockey heritage and its new relationship with the NHL.

Commercial considerations were key with sponsor and fan commitment as the endgame. Balancing past and future was no mean task, with an arena that was an evolving construction site. Technology combined with models and live presentations would play a key role in communicating vision — and reality.

OVERVIEW

The main show piece of the Preview Center is the Future Room. Guests walk along a rising corridor around the outside of the room, unable to see what’s inside. Along the third wall they are now elevated a few feet looking back across the room. A large projection screen displays the anthem video content with audio driven through a high-power surround sound system. Three ceiling-mounted projectors illuminate a 3D scale model of the arena with projected content mapped to the ceiling of the model and the area around the stand.

Guests then view the model projection up close and the guide can project custom logos onto the ceiling to entice their guests as ‘would be sponsors.’ The guide can pull up pricing information on the large projection screen.

The ceiling of the arena model rises to reveal a first look of the newly renovated arena. Clever projection maps the content to appear as the ice of the hockey rink — a small feature that has created a big impact on the guest experience.

Finally, guides lead guests into one of several closing rooms where displays recall any of the content the group saw along the way. A scale version of an actual arena suite allows guests to try out the chairs, enjoy refreshments or view renderings from their perspective within the arena.

CHALLENGE

Hornall Anderson needed help with the specification and integration of equipment to support their Preview Center narrative. The goal was to create an immersive customer journey through the space to tell the story of the NHL, Seattle, and their new relationship.

The Preview Center had five main areas, four of which had technology requirements. The central control system had to be designed and delivered in a way to drive timing throughout the center, including lighting, content and mechanical triggers.

SOLUTION

By collaborating with Hornall Anderson, Electrosonic was able to identify the crucial story points and how we could make them more impactful through the use of technology. Powerful audio and inspirational videos engage visitors with an immersive experience that builds excitement and anticipation.

Projectors and a 3D scale model of the arena bring the future to life. And, for potential big spenders, technology simulates sponsorship and luxury seating opportunities for the upcoming hockey season.

KEY TAKEAWAYS

NHL Seattle, now the ‘Seattle Kraken’ has a powerful, engaging Preview Center to showcase their new arena and make progress on their commercial targets. By identifying crucial story elements and integrating technology with storytelling, the solution has realized the client’s vision with real impact on the guest experience.

As arena construction progresses, the solution is flexible enough to adapt to changing realities on the ground. One step closer to face-off!

Project Details

Client
NHL Seattle / Oak View Group
Location
Seattle, Washington
Size
2,500 sq.ft
Services
Audiovisual & Engineering Design
Projection Mapping
Immersive Technologies
Content Distribution
Facility Integration
Fabrication & Installation
System Commissioning
Control Systems
I’m excited for the chance to combine two of my passions in life, hockey and connecting people through technology. We have an enormous opportunity to shape a new technology experience for our fans and our hockey operations. NHL Seattle is committed to building a world-class organization with our fans being at the center of it all.
Todd Humphrey
Senior Vice President of Digital and Fan Experience, Seattle Hockey Partners

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