Construction Today - Volume 16, Issue 1 - 79

Construction Coordination

physical construction is the technological
and network infrastructure ISM Connect
is bringing to the project. Through better
wireless service and new informational displays, Hutchins hopes fans will see how ISM
Connect is bringing value to the racetrack
and understand the name is more than a
corporate sponsorship
ISM Connect was initially lukewarm
when the raceway approached it about acquiring the naming rights to the venue. ISM
Connect's customers are typically venues in
need of a robust wireless network that can
enhance guest experiences. It doesn't really
have a B2C business the way most stadium
sponsors do, limiting the marketing value
of a traditional naming rights agreement.
But when the conversation evolved to include the wider scope of what ISM Connect
can offer, the company realized it could turn
the raceway into a showcase for its technologies and capabilities.
"When they learned about what we had
planned here, our desire to make this a
tech-focused motorsports environment,
that sparked a conversation about a deeper
relationship we could have," ISM Raceway
President Bryan Sperber says.
"ISM Raceway in Phoenix is going to be
the first full implementation for everything
in the technology seat for ISM Connect,"
Hutchins says. With the help of ISM Connect, the racetrack will become a premier
motorsports destination for racing fans of
all ages. The upgraded facility will feature

complete Wi-Fi coverage within the bowl,
infield and stands, allowing fans to connect
to a complete race day experience through
their mobile devices. "It's not just the name,
it really is ISM Raceway at that point,"
Hutchins says.
As part of its involvement with the
racetrack, ISM Connect is even building a
second corporate headquarters at the venue, making the raceway and the company
neighbors as well as partners. "That's going
to make it better and stronger for not only
both companies, but for fans," Sperber says.

Enhancing Experience
When guests sign in to the track's Wi-Fi,
their phones will be redirected to a landing
page for ISM Raceway that acts as a gateway
to race day information. From the page,
fans can browse a map of shops and food
offerings, review the schedule of events
and learn about opportunities to meet their
favorite drivers and get an up-close look at
the racecars. "If you give them that information you can tailor the experience so they
are just not wandering around and will be
able to enjoy it," Hutchins says.
The better integration offered by ISM
Connect's technologies also create opportunities for new kinds of events. "Giving
people a chance to touch the field helps
connect them to the sport," Hutchins says.
"As we try to find cool and interesting things
for people to do we have to let them know
about it."

ISM Connect's technology offering will
work in tandem with the upgraded
fan experience made possible by the
construction project. In addition to the
mobile connections for phone users, the
company will install hundreds of digital
display screens around the venue to keep
guests informed of upcoming events and
activities. Connecting those screens to the
network requires ample infrastructure improvements. To ensure those systems are
properly put in place, ISM Connect became
involved in the construction process, sitting in on meetings and placing a person
on-site to oversee all the network-related
work and influence the placement of
cabling and technology centers.
In addition to Okland Construction, ISM
Connect is working closely with DC Solar, the
sponsor of the construction project, to set up
mobile units that can power mobile lighting
and digital screens during race weekends.
The cooperation and support of so many
entities have helped the project stay on
schedule and within its budget. A portion
of the project, including some wireless
features and the ISM Connect Canyon, an
interactive entrance, will soft launch this
spring at the TicketGuardian 500 and the
Phoenix Grand Prix.
Everything should be in place by November, in time for the Can-Am 500 race, part of
the Monster Energy NASCAR Cup Series and
the biggest race at ISM Raceway each year.
"Our goal at the beginning was to create this
fully enabled Wi-Fi venue so we're going to
be able to check that box," Sperber says.
Without ISM Connect's support, the
racetrack could not have created the active
and strong Wi-Fi network to provide a
cutting-edge guest experience. "It's been
exciting to have those handcuffs taken off
and that the technology can support the
creativeness we have on the tech side,"
Sperber says.

79

VOLUME 16, ISSUE 1 CONSTRUCTION-TODAY.COM

Institutional | ISM RACEWAY

Sperber says it's been fun working with
ISM Connect to discover new ways of engaging visitors through technology. "They've
brought some interesting thinking on how
to delight and entertain our guests and
benefit our sponsors," he explains.


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Table of Contents for the Digital Edition of Construction Today - Volume 16, Issue 1

Contents
Construction Today - Volume 16, Issue 1 - Cover1
Construction Today - Volume 16, Issue 1 - Cover2
Construction Today - Volume 16, Issue 1 - 1
Construction Today - Volume 16, Issue 1 - Contents
Construction Today - Volume 16, Issue 1 - 3
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