STAPLES Center, Microsoft Theater and L.A. LIVE Partner With LAVA to Reimagine the Guest Experience
LOS ANGELES, Oct. 15, 2019 (GLOBE NEWSWIRE) -- LAVA, the marketing platform that activates real time data to create engaging experiences during live events, today announced its partnership with STAPLES Center, Microsoft Theater and L.A. LIVE, the iconic arena and surrounding entertainment district in downtown Los Angeles, to reinvent the guest experience during live entertainment events for the first time. The partnership comes ahead of STAPLES Center’s 20th anniversary this October, and coincides with the public debut of LAVA, which launched out of stealth mode today.
STAPLES Center, Microsoft Theater and L.A. LIVE will use LAVA’s groundbreaking real time fan experience and analytics technology to improve the overall experience for the millions of guests attending professional sports games and high profile music and entertainment events each year.
The STAPLES Center, Microsoft Theater and L.A. LIVE teams will start by integrating LAVA as an onsite operational tool. The LAVA platform will instantly analyze customer experience data generated by connected devices — such as ticketing scans, concessions and merchandise — and consolidate it into an intuitive, easy to use dashboard. Event staff can monitor operations and improve the guest experience during an event, such as managing special offers and promotions, crowd control or adjusting internal staffing. In the near future, STAPLES Center, Microsoft Theater and L.A. LIVE will expand the LAVA technology platform into its retail, sponsorship, and concessions operations, enabling the arena to further monitor real time business performance as well as surprise guests with in the moment digital offers, such as exclusive discounts, VIP lounge access and more.
LAVA’s platform activates using digital experience passes on smartphone devices to seamlessly enable real time notification and redemption for guests, as well as accurate and instant analytic insights for venues. This type of real time visibility and activation for event operations has never been done before, and STAPLES Center is the first arena in Los Angeles to adopt LAVA.
“Over the last 20 years, STAPLES Center has proudly embraced state of the art technology to further our mission of creating the finest entertainment experience imaginable. In turn, we have set new standards for the arena industry, and continue to do so with our preeminent partnership with LAVA,” said Lee Zeidman, President of STAPLES Center, Microsoft Theater and L.A. LIVE, “LAVA fills a much needed gap in the live event market: that we have never before had visibility into our guests’ experience in the moment, nor an ability to act on those insights while an event is taking place. With LAVA’s platform we are well-equipped to continue honing and perfecting our guests’ experiences in ways that were previously impossible.”
The technology stood out to the STAPLES Center, Microsoft Theater and L.A. LIVE team for many reasons, but its preference for delivering a frictionless experience, using digital experience passes on smartphones rather than native apps, was a critical factor given the multiple tenants and fan bases that visit the arena annually./p>
Founded by Vivek Ranadivé, the founder and former CEO of TIBCO, and Wen Miao, a former SVP and GM at TIBCO, LAVA is the first marketing platform to successfully activate real time data to create meaningful customer experiences during an event, engaging with guests in the moment and broaden existing revenue streams through personalized, memorable experiences.
About STAPLES Center
About Microsoft Theater
About L.A. LIVE
Developed by Los Angeles-based AEG, L.A. LIVE, considered to be the nation’s most active ‘live content and event campus,’ has become the region’s most in-demand and busiest hospitality location throughout the past 10 years, featuring 260,480 sf of conference center and ballroom facilities, world-class restaurants including WP24, Fleming’s Prime Steakhouse & Wine Bar, Katsuya, Shaquille’s, Rock ‘N Fish, Rosa Mexicano, Starbucks, Glance Restaurant, Smashburger, Tom’s Urban 24, Yard House, Wolfgang Puck Bar & Grill and BOCA at the Conga Room and others; 100,000 sf special events deck, the famous Lucky Strike Lanes and Lounge, the celebrity owned Conga Room, a one-of-a-kind GRAMMY Museum, saluting the history of music and the genre’s best known awards show all centered around Xbox Plaza, a 40,000 sf outdoor event space.
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