CONTACT SALES
TECHNICAL SUPPORT

The Guest Experience: How Immersive AV Technology Captivates Audiences

In every venue, museum, attraction, and spectacle, the guest experience is where everything starts. The expectations of those guests have changed dramatically for many reasons—the pandemic, the ability to consume and experience content anywhere and belief that brands should deliver positive interactions. The feelings of consumers around customer experience (CX) now represent less tolerance for it being poor. In fact, 52% of them will walk away after a bad experience, and 56% said the quality of service has a higher impact on their positive feelings about a brand than any other criteria.

Those who visit location-themed venues and attractions are no longer moved or captivated by experiences that aren’t immersive and multi-sensory. They seek something they can’t feel anywhere else or through their personal devices. 

To turn up the guest experience, those designing and creating the spaces turn to the next generation of audiovisual (AV) technology. Collaboration between planners, builders, and creatives is critical in achieving stimulation and captivation through immersive technology.

So, how exactly has the guest experience evolved, and what AV systems will meet these new demands?

 

 

Learn how to create award-winning technology experiences

 

The Evolving Guest Experience

At the dawn of technology's leading role in out-of-home experiences, visitors had little expectations because it was all new. It was easier to draw someone in with lighting, audio, and video. As with anything, the experiences had to grow bigger. Much of this is due to the technological innovation now accessible to anyone. Everyone walks around with this computer in their pocket. Video games have 3D effects, and flat-screen TVs air in HD. Attention is more fragmented than ever, forcing attractions to enhance the experience in every way.

If most people can have these engaging experiences at home or on the go, it changed their expectations around physically visiting venues. They want bigger and better as well as personalization. These are broad assumptions, but there’s data to back up the shift. 

For example, 80% of customers agree that the experience is just as important as the product or service. In response to their feelings about immersive experiences specifically, 61% of survey respondents said they’d be more likely to make purchases for spaces using this technology. Another 47% agreed that immersive technology makes them feel more connected to a brand. They long for something that evokes emotion and brings them into the story. No longer do they want to be spectators. When spaces achieve this, they will become unforgettable moments. 

Venues still have the potential to wow guests, and there’s pent-up demand for traveling and visiting attractions. As the world of entertainment and travel rebound, you have an opportunity to create a truly unique experience. 

So, what technology will support these installations?

 

 

Key AV Technologies That Deliver Impactful Guest Experiences

AV technologies drive the next generation of guest experiences. Here are the pieces that come together to build them. 

LED Display Innovations

LEDs continue to evolve with Transparent LEDs and MicroLEDs leading the way. Transparent LEDs are ideal for location-based or themed entertainment as well as purpose-built experiential design applications. They invite viewers to become part of a bright, enchanting world with vivid graphics they can see through. Placement of these is typically behind glass and are viewable at a great distance.

MicroLEDs are the latest iteration of fixed-display technology. They use millions of tiny, individually addressable diodes to create the image.

Summit One Vanderbilt uses a 50-foot-long 1.2mm MicroLED in its Unity exhibit, where guests scan wristbands to bring up the previous 3D scanned image of their face to watch it dance among the clouds.

Interactive Technology and Displays

Immersive spaces should have interaction elements, including digital signage, wayfinding and video walls. This technology enables engagement and amplifies the experience. Visitors become part of it. Some unique ways to drive interactivity involve infrared (IR) for gesturing, Projected Capacitive Touchscreens (PCAP) to improve touch sensitivity and Total Internal Reflection (FTIR), which captures user pressure against acrylics screens to deliver content. 

One of the most inspiring uses of touchscreens is in the Social Lab at the Museum of Tolerance. “The Forum” presents a 100-point capability touchscreen for group interactions in debating today’s social issues. 

 

 

[Get more ideas on using projection solutions to amaze and captivate]

 

Projection Mapping

Any object can be a display surface with projection mapping. It’s crucial to making a space immersive and has many applications, from buildings to stages to small objects. 

At the Farm Wisconsin Discover Center, projection mapping on a cow is probably one of the most unique applications. It fits with the theme and gives visitors a more authentic experience of farm life.

Triggering Technology

The guest experience is not complete without sensing technology that tracks their motion and provides another opportunity for interactivity. When LIDAR feels the person is in the space, it cues content to respond to their movements.

Illuminarium Atlanta leverages LIDAR to track visitor movements and add interactivity as they make their way through the 30,000-square-foot sensory space. 

Directional Audio: Beam-Foaming and Haptic Speakers

The world of audio has new technologies, as well. Beam-forming is one example. It allows for specific shaping and steering of beams in two dimensions. As a result, sound fields can optimally cover audience areas of any size or shape. This sound localization creates a realistic soundscape.

Haptic speakers are another type of directional audio. It’s like “reaching and touching” sound and provides a more inclusive experience for visually impaired people. 

Beam-forming is also part of Illuminarium Atlanta. The technology creates a 3D soundscape personalized to each visitor. Low-frequency haptic speakers, built into the floor, deliver rumbling effects for a unique guest experience. 

 

 

Control Systems

Control systems are the core of AV system management. With so many advanced AV technologies involved in most installations, it’s become a challenge. However, virtualization offers a way to integrate disparate systems, monitor availability and reduce the hardware required on-site. While it’s in the background, it dramatically impacts experiences. 

You’ll see this in real life at the Snorri Touren Dark Ride, which takes visitors on a 360-degree immersive experience in a small space. A virtualized control system ensures there’s nothing left to the imagination—riders see it all.

Personalized AV

Can guests really have a one-to-one experience? Yes, it’s possible to get more personalized, and that’s what visitors experience at Summit One Vanderbilt, an immersive, multi-sensory observation deck.

Before heading to the top of the New York City skyline, visitors use custom facial scanners and QR-enabled wristbands to capture their faces. Later, when they are in the “Unity” installation, they scan their wristbands, which position their face visualized in the clouds on a 50-foot-long 1.2mm Samsung MicroLED. 

Reimagining Your Guest Experiences in Seven Steps

As you begin to work on the guest experience in your spaces, you can navigate this by using seven key steps:

  1. Storytelling: What are the narratives of the experience?
  2. Guest journey: What journey do guests take, beginning before they enter your venue?
  3. Polysensory technologies: What pieces are necessary to engage all senses?
  4. Infrastructure: How will you build, integrate and deploy technology?
  5. Technology platforms: What applications will be part of the installation? 
  6. Investment strategy: Where should you spend your budget dollars?
  7. Support and maintenance: What’s the plan for long-term sustainability? 

To begin this process, we invite you to schedule a complimentary charrette session to collaborate and brainstorm with technology design consultants. Find out what’s possible and get inspired to evolve the guest experience. 

 

New call-to-action

What's your perspective?

Tell us the topic you would like to hear more about

More Perspective
4 MINS

The Metaverse: A world of opportunity

When Gartner cites the metaverse as one of its top strategic technology trends for 2023, the technology has to be taken seriously. Indeed, according to forecasters, it looks like big business for...

|
2 MINS

Dark Rides, The Next Generation (Part 2)

In an earlier blog, Dark Rides – The Next Generation – Part 1, we explained the importance of upgrading dark rides to meet increasing visitor expectations and explored the three key trends –...

|
3 MINS

Dark Rides, The Next Generation (Part 1)

Dark rides have been an important and popular attraction in theme parks for generations, but now experiential technology is taking them in exciting new directions — and the new generation of rides...

|
2 MINS

The Evolution of the Video Wall

Video walls as art - How far can LED technology take the video wall? Video walls have reached an exciting tipping point. The latest developments in LED video walls are helping designers create custom...

|
3 MINS

How to Use AI to Augment Your Creative Potential

Artificial intelligence (AI) isn’t the stuff of science fiction anymore. In fact, it’s powering billions of processes and workflows for companies worldwide. It’s become a key component in almost...

|
3 MINS

The Future of Onsite AV Support

The world of audiovisual technology is changing, and effective design, planning, engineering and installation of a holistic AV solution is now a prerequisite to doing business in an increasingly...

|
6 MINS office-shakehands

Planning to Hire an AV Company?

Exceptional projects demand an exceptional team. When engaging an audio visual (AV) solutions provider with so many companies out there… how do you choose? From design, to procurement, commissioning...

|
3 MINS

Are You Ready for ISE?

Taking place in Amsterdam February 11-14, the Integrated Systems Europe (ISE) exhibition is a premier event focused entirely on audiovisual (AV) and systems integration. If you have a project on the...

|
2 MINS

Is Your AV Deployment Secure?

The need for security impacts everyone. And, unfortunately, unmonitored access points can quickly lead to a costly data breach. The massive Target breach from a few years ago was the result of an...

|
1 MINS

Does 5G Matter for Your AV Deployments?

If you pay even the slightest amount of attention to technology trends, you already know that the hype around 5G is rapidly gaining steam. The question is what does the eventual movement from current...

|
4 MINS

Looking Back at a Decade of Opportunity

Each time we hit a new decade, it is always fun and often rewarding to take a look in the rearview mirror to see how the company has progressed. The past 10 years represent a decade of significant...

|
2 MINS iStock-1152574617

What's on Your Wishlist?

Do you have a project on the horizon? Is your goal to captivate your audience? In the spirit of the holidays, we have created a wish list of the qualities a company should consider when selecting an...

|
2 MINS james-pond-XO9uCZZaipE-unsplash

Dark Rides Expand Branding Opportunities

Brands are more important today than ever before. Why? Today’s consumer likes to relate to a brand – it is part of the experience they desire. This is true whether they are buying a product or...

|
2 MINS iStock-165683086

Dark Rides Protect Your Park's Future

Nostalgia has its place even with the Millennial crowd. There is something comforting about a known experience. It helps the guest even temporarily relive cherished childhood memories. That is the...

|
3 MINS dtorlando-01_(1)

7 Things You Need to Do During IAAPA

There is a lot of excitement at IAAPA, and without a plan the entire experience can quickly become overwhelming. Sensory overload is always a real possibility! Having participated in these events for...

|
5 MINS blog-image-01_(1)

Are You Ready for IAAPA?

As the attraction industry’s biggest expo, IAAPA is always a great opportunity to shine a spotlight on what we have done over the past year, as well as a time to meet with existing and prospective...

|
2 MINS iStock-863497498

Do You Really Need an AV Consultant?

As the experience economy continues to mature and evolve, it is has become increasingly more important to embrace creative and meaningful ways to visually interact with team members and customers....

|
2 MINS iStock-1093674926

Are You Ready for AV-As-A-Service?

The cloud-based as-a-service market has been one of the fastest growing sectors over the past 5 years. So much so that it’s estimated that organizations will spend $94.8 billion on these cloud-based...

|
1 MINS iStock-658188828

How Interactives Can Become Viral

We have talked in detail about the significant role that interactive audiovisual deployments can have as guests engage and ultimately embrace the immersive experience. What we haven’t discussed is...

|
1 MINS iStock-911030486-1

Addressing Learning Disabilities

Today’s educators are far more in-tune with the need to adjust lessons to meet individualized student needs. Addressing learning disabilities is a prime example.

|
2 MINS iStock-1065240764

Future of the Digital Workplace

The digital economy is here and with it comes a new way of conducting business. Technology is at the core of almost every job. Smart offices have become the norm with an influx of highly interactive...

|
2 MINS shutterstock_576827212

Collaboration and Communication

When properly leveraged, audiovisual (AV) technology is at the core of most highly effective collaboration and communications efforts in today’s digital world. After all, AV technology has the...

|
2 MINS podcast imageNEW-01

Unpacking the XR Revolution (New Podcast)

We are in the beginning stages of a true revolution – the extended reality revolution. Although some components have been around for a handful of years, the current level of maturity, understanding...

|
3 MINS iStock-169938237-1

Why Businesses Favor a Huddle Room

The global market is rapidly evolving, and if organizations hope to compete – or better yet thrive – they need to rethink their physical environments. Gone are the work weeks where workers file into...

|
1 MINS iStock-1043605040

Reinventing Spaces: Retailtainment

Modern retail venues are constantly evolving – merging entertainment with shopping to create lifestyle destinations for people to shop, eat, drink, socialize and work. They are ultimately redefining...

|
2 MINS monitor-1054708_1280

Why Audiovisual Solutions Matter

In today’s digital economy, how businesses leverage technology is often a key differentiator. While various technologies play a role in fueling this evolving environment properly deploy audiovisual...

|
2 MINS elc400_N5_medium_(1)

What is a Huddle Room?

As Millennials started replacing Boomers, they brought with them the idea of open office environments. And, while these open spaces created an aesthetic the new professionals desired, it also shined...

|
2 MINS victor-garcia-qm9pHqVt7KA-unsplash-2-2

Optimizing Design with AV in Mind

When creating a distinctive structure for a client, it is easy to get caught up in the aesthetics of delivering a truly unique design capable of setting a facility apart from the pack. However, doing...

|
2 MINS jeshoots-com-722888-unsplash-1

Putting an End to Terminal Boredom

Airport terminals can be busy and heavily congested environments, especially during peak travel times. However, even though terminals are often filled with people rapidly moving from point A to point...

|
Scroll to Top