2. Cut costs and complexity by unifying fragmented, siloed systems. Stadiums and large venues often rely on a patchwork of disconnected technologies, covering everything from transportation coordination and staff accreditation to timing systems and performance monitoring. This fragmentation creates duplicate systems, redundant infrastructure, and isolated data silos that make it difficult to act with agility or gain a complete operational picture. By integrating these technologies into a single, Intelligent Operations Command Center, venues can streamline operations, eliminate redundancies, and retire outdated tools—ultimately lowering overhead costs and simplifying day-to-day management. 3. Reduce infrastructure complexity and minimize churn across teams and tools. Complex, disjointed technology stacks not only drive up costs, but they also lead to operational friction. When systems don’t speak the same language, teams are forced to toggle between platforms, duplicate efforts, or rely on manual workarounds. This creates inefficiencies, frustration, and ultimately employee churn, especially among IT and operations staff tasked with managing the chaos. By consolidating technologies into a unified digital infrastructure—anchored by a central command platform—organizations can simplify workflows, reduce training overhead, and empower teams with consistent, real-time access to the tools and data they need. The result: a more stable environment, higher productivity, and better talent retention. 4. Optimize end-to-end operations with real-time orchestration—from overnight turnovers to on-the-fly decisions. Modern venue operations require fast, coordinated execution across dozens of moving parts. The Intelligent Operations Command Center helps streamline complex workflows such as flipping a stadium from a concert to a sports event overnight—assigning crews, sequencing vendor tasks, and monitoring progress in real time. When a food vendor runs low on inventory mid-event, the system can trigger automatic restocking or This command center then uses AI to: • Compare current and historical data to understand patterns in food and beverage consumption, crowd flows, wait times, etc. • Overlay current data and compare camera-collected imagery to databases for security and safety, while directly interfacing with local authorities. • Analyze incoming sensor alert data to initiate workflows that assign workers to fix issues, manage delays, and provide support based on their skillset, availability, and location. • Mine data to predict and proactively mitigate bottlenecks, maintenance needs, and delays. The Intelligent Operations Command Center, especially when powered by AI, can use the data collected to allow the organizers, operators, and managers to control what is happening at all times for a successful event delivery. The command center spans all operations: from transportation to security and safety, from seamless entry to smart wayfinding, from a personalized locker room experience to digitally enhanced signage, from workforce management to vendor accreditation and access management. By encompassing all operations and harnessing the power of AI, the command center helps deliver frictionless and modern events, ultimately providing the experience consumers (aka fans) expect and the incredible speed of delivery that operations and event managers demand. because they can access information in real time, giving them operational oversight and predictive analytics that help forecast crowd flow and resource needs. Enhanced connectivity, including 5G and edge computing, enables seamless mobile experiences and supports innovations such as augmented reality, dynamic ticketing, and personalized in-venue services. Even back-of-house functions like security, maintenance, and vendor coordination are being streamlined through automation and integrated digital platforms. These advancements aren’t just experimental—they’re becoming essential infrastructure for the next era of live events. New technological developments are enabling capabilities today that were previously unimaginable, but they are just starting to penetrate the live events industry, often in a piecemeal fashion. Sticking with the status quo comes at a cost. Venues that fail to modernize risk falling behind. Operational inefficiencies, outdated fan experiences, and limited flexibility can quickly erode profitability and reputation. As fans grow to expect real-time personalization and seamless digital interactions, and as investors demand smarter use of capital, legacy systems and siloed operations will become liabilities. In a competitive, high-stakes environment, standing still isn’t neutral—it’s moving backward. Stadiums that lead in using AI and platform technology will excel in tomorrow's competition by providing superior experiences both on and off the field. The opportunity to transform is now. How today’s sports and venues operate behind the scenes Event management is an incredibly complex juggling act. Imagine transforming an ice rink into a concert venue within 24 hours. Picture managing thousands of contract employees through vendors who need to be onboarded and supported while maintaining robust security and background checks. Consider the difficulties in managing the traffic flow of thousands of fans to avoid bottlenecks and Imagining tomorrow’s Intelligent Operations Command Center When it comes to live events, venue operators are dealing with an unrivaled level of complexity combined with high expectations. For every major event: • Athletes and performers at the peak of their performance need to be free of frustrations and distractions so they can focus on delivery. • Hundreds of vendors and their staffers need access, instructions, and space allocations. • Thousands of workers must be trained, security-checked, scheduled, and assigned based on their skills. • Tens of thousands of fans (aka customers), many of whom have travelled long distances and spent a lot of money to be there, expect an amazing event. Today’s legacy technology can hinder the ability to successfully manage the complexity and high expectations of live events. Another challenge is that technology is often viewed as a cost-center, not a value or growth driver for fan and customer experiences. The responsibility sits with the venue operations teams, the event coordinators, and the technologists to anticipate frustrations and mitigate challenges and delays before they occur. This presents a unique opportunity for customer/fan experience executives to partner with cross-functional teams on operational and service innovation to enhance overall experiences. The Intelligent Operations Command Center is set to revolutionize sports, entertainment, and overall venue operations. Think of it as the nervous system of event delivery: controlling, monitoring, managing, and operating the technological systems that support the most advanced event delivery. Data from the systems that manage ticketing, crowd control, inventory, vendor management, logistics, accreditation, security, transportation, cameras (both surveillance and broadcast), workforce scheduling, event project management, maintenance, and facility management all flow into the command center, providing visibility of every aspect of an event. I N N O V AT I O N B R I E F Reimagining venue operations with an AI-powered command center Julia Martensen AMS Innovation Officer trillion in 2028.² The majority of consumers report attending at least one live event in the last six months, and the average attendee went to seven.³ The next 2.5 years alone see major tournaments such as the 2026 Milano Cortina Olympic Games; the 2026 FIFA World Cup in Mexico, Canada, and the U.S.; the 2027 FIFA Women’s World Cup in Brazil; and the 2028 Los Angeles Olympic & Paralympic Games. They all promise record-breaking live attendance and viewership, as well as significant budget allocations for technology. Second, big-money investments are surging across the sports world.⁴ U.S. college athletes now have more power to earn money and build their personal brands, thanks to new rules that let them profit from their name, image, and likeness (NIL) through social media, sponsorships, or merchandise. At the same time, major investors, including entire countries through their national investment funds, are putting money into high-profile sports leagues, franchises, and tournaments to grow and diversify their wealth. Third, technological advancements present an unprecedented opportunity to reimagine sports and venue operations. Breakthroughs in AI, computer vision, and IoT (Internet of Things) have the potential to transform how venues operate, how fans engage, and how decisions are made. These technologies are helping venues become smarter and more responsive Critically, you don’t have to do everything at once. This journey can be built in phases. Pilot one use case, show value, and expand from there. To support this transformation, foundational technology infrastructure is essential. That includes: • High-density connectivity and edge computing to power live experiences • Smart, sensor-ready equipment, including digital signage, gates, escalators, and HVAC • IoT sensors to track everything from seat occupancy to restroom usage • Digital twin environments to test operational scenarios before they happen • And an orchestration platform to turn real-time insight into immediate action This isn’t just about catching up—it’s about creating the future of live events now, while building the agility to evolve with whatever comes next. Upping the live events game The time to act is now, and it’s not about adding additional tools. It’s about utilizing technology to create higher business value and deliver enhanced and innovative experiences. The convergence of market reassign deliveries from elsewhere in the venue. If a last-minute artist soundcheck runs long, the command center can immediately adjust staff scheduling, gate opening plans, and traffic routing.