The McGettigan's Coca-Cola Fan Zone Arena, hosted at The Agenda in Dubai Media City from June 14th to July 14th, 2024, promised an unforgettable football experience during Euro Cup 2024. Building on the success of the 2022 Qatar World Cup Fanzone, this year's event brought even greater innovations and excitement. The Agenda was transformed into a fully air-conditioned indoor arena, featuring a massive 200sqm 4K LED screen, state-of-the-art audio equipment, and luxurious VIP areas, cashless payment systems, ensuring every match was enjoyed in ultimate comfort. Alongside the thrilling football action, fans experienced live entertainment, fun activations, and a wide array of food options, making it the premier destination for celebrating the beautiful game.
Event Overview: Managed by Dreamcast, the McGettigan's Coca-Cola Fan Zone Arena redefined fan engagement through innovative solutions that revolutionized event management practices.
Solutions Implemented:
Enhanced Fan Experience Through Cashless Payments:
Cashless Cards and Wristbands: Dreamcast introduced cashless payment cards and wristbands, a pioneering tech solution that converted the fan experience at Euro Cup 2024. These devices enabled seamless transactions everywhere from food stands to bars inside McGettigan's Coca-Cola Fan Zone Arena, serving great numbers to watch The Euros throughout the event. By eliminating the need for cash, this innovation significantly reduced wait times and enhanced convenience. Fans could swiftly make purchases without worrying about carrying cash or waiting in long queues, thereby allowing them to focus more on enjoying the event's festivities and football matches.
Mobile Top-Up Stations: Strategically placed throughout the venue, mobile top-up stations were essential in ensuring uninterrupted fan engagement. These stations enabled fans to recharge their cashless cards and wristbands quickly and conveniently. By proactively addressing potential issues of low balances, Dreamcast ensured that attendees could continue to make purchases without interruption, thereby prolonging their enjoyment and participation in the event activities.
Operational Efficiency and Sales Increase:
Increased Sales: The implementation of Dreamcast's cashless payment machines resulted in an extremely good 20% boom in sales compared to the previous edition. By streamlining transactions and decreasing waiting times at food stands and bars, the cashless system encouraged frequent purchases from attendees. About two-third outlets were using the 120 POS including bars. This rise in transaction performance not only boosted common sales but also contributed to a greater dynamic and financially successful event experience.
Real-Time Dashboard: Dreamcast provided event organizers with a sophisticated real-time dashboard that offered immediate insights into crucial metrics such as sales data and inventory levels. This dashboard empowered organizers to make informed decisions on the fly, ensuring optimal stock management and operational efficiency throughout Euro Cup 2024. By monitoring these metrics in real-time, organizers could proactively address any emerging issues and capitalize on opportunities to enhance the fan experience further.
Customer Convenience and Service Innovation:
Handheld Order Taking: To cater to the needs of fans who preferred to remain seated during matches, Dreamcast deployed handheld order-taking devices. These devices allowed attendees to place food and beverage orders directly from their seats, ensuring they didn't miss any action on the field while still enjoying refreshments. This innovative approach significantly enhanced convenience and customer satisfaction by providing seamless service directly to the fans' seats, thereby elevating the overall event experience.
The ease of using cashless cards and the availability of quick mobile top-up stations, combined with efficient service through handheld devices, encouraged attendees to spend more comfortably throughout the event. This increased average spend not only reflects the success of Dreamcast's innovations in enhancing the fan experience but also demonstrates the event's positive impact on attendee satisfaction and participation.
Financial Management and Post-Event Closure:
Daily Financial Closing: Dreamcast implemented a rigorous daily financial closing process to streamline post-event operations. This practice ensured accurate reconciliation of finances on a daily basis, thereby avoiding delays in financial reporting and final settlement processes. By promptly closing financial records each day, organizers enhanced transparency and accountability in financial operations, benefiting both themselves and stakeholders involved in the event. This meticulous approach to financial management contributed to the efficient closure of Euro Cup 2024 and laid the groundwork for future successful events managed by Dreamcast.
Key Takeaways:
Dreamcast's solutions not only enhanced fan experiences, but also optimized operations and financial management, setting a new standard for event excellence. The McGettigan's Coca-Cola Fan Zone Arena at Euro Cup 2024 showcased impressive achievements:
- Activated 150,000 fans with seamless cashless payments via cards and wristbands.
- Achieved a 20% increase in sales compared to previous editions.
- Implemented 120 POS systems and 25 mobile top-up stations for efficient and convenient transactions.
Summing Up
This study highlights Dreamcast's commitment to innovation in event management, promising continued advancements and unforgettable experiences for future events. The McGettigan's Coca-Cola Fan Zone Arena stands as a testament to the convergence of sports excitement and technological prowess in creating impactful event experiences.
