MCG gains awards recognition for shortening fan wait times

The technology that gives patrons ‘real time’ directions to the shortest queues at the MCG’s food and beverage outlets has been recognised at the 2019 Australian and New Zealand Sports Technology Awards (ANZSTA).

The Melbourne Cricket Club’s (MCC) Queue Management project was named winner of the Stadium and Venue category at the gala presentation dinner held at AAMI Park last Thursday evening.

In 2015, the MCC partnered with US technology company WaitTime to enhance the event day experience of patrons at the MCG by providing them with visibility as to which food and beverage outlet to visit.

Artificial intelligence (AI) delivers fans real time feedback of expected waiting times on TV’s around the stadium and also via the MCG App, enabling fans to make decisions about which queues to join and help them get back to their seats as soon as possible.

MCC Chief Executive Stuart Fox said the award is great recognition for the project team and partners, including WaitTime, EPICURE, Netco Sports, Desa, Nilsen and RAVS.

Fox advised “our research shows the system is working with really positive results.

“Fans are utilising the system and our data is showing a more even spread across the food and beverage outlets.

“Our MCG App takes this to the next level with the ability for patrons to make a decision from their seat well before they hit the concourse.

“WaitTime have developed an important fix for large venues such as the MCG. It’s always a challenge when you have thousands of people inside the venue trying to place an order at peak times.

“However, this solution always gives fans the best possible food and beverage options so, whatever the crowd size, peak times aren’t an issue.”

The MCG was the first stadium in the Southern Hemisphere to work with WaitTime, who work with well-known venues and major sports teams around the world to help them master crowd science and management.

Thrilled to see the MCC’s project be recognised by industry peers, WaitTime founder and Chief Executive Zach Klima added "the MCC and MCG is known for being forward-thinking when it comes to creating the best fan experiences and it’s great to see them getting such a prominent, well-deserved industry recognition for the queuing technology we've worked so closely together to deploy.”

The MCC has successfully rolled out the final stage of the project into the Members Reserve, giving members more choices where to head for a bite to eat or something to drink.

ANZSTA recognises and celebrates excellence in data, digital and technology across the sports, media, entertainment, health and technology landscapes.

Images: The MCG's Australian and New Zealand Sports Technology Award (top), tracking of fans' movements via WaitTime (middle) and satisfied fans (below).