“Technology can open up possibilities for enhancing existing architecture, rather
than replacing what makes a place distinctive.”
to make complex systems easier to operate. The most successful applications will quietly reduce friction, preserve knowledge and give venue teams access to capabilities that previously required much greater resources. Looking five to ten years ahead, what is the one technology or change in audience behaviour that venue owners should be preparing for? DT This is a really challenging question and one that is difficult to anticipate. Looking back over the last ten years, technology has changed our industry significantly, and that process has the potential to continue accelerating. Who would have thought, 30 years on from playing Knebworth, that Oasis would be back there doing six sellout shows. The desire to share in a relatively simple experience remains unchanged.
The biggest developments will always be in the behind-the-scenes technology and, as such, all our technology will become encompassed in network infrastructures. We see that now with some of our global clients, although interestingly less so in the UK’s marketplace, where there has been more reluctance. But that change is going to happen, and ensuring that our venues have the complex IT infrastructures and connectivity bandwidths to the outside world is a worthwhile investment now. JO Generally, the drive from audiences who value being able to experience more varied forms of entertainment. This means any technology that enables venues to offer this flexibility in experiences will be valuable to venue owners and operators. Venues should prepare for audiences and artists to expect spaces to be adaptable
rather than fixed. People increasingly encounter content in many forms, but the reason to attend a venue remains the quality of the shared experience. The opportunity is therefore not simply to add more screens or effects. It is to make the room capable of convincingly supporting a wider range of experiences. The key change venue owners should prepare for is the growing value audiences will place on shared, in-person experiences. Persuading people to leave their sofas for a live event is not always easy, but that experience will become increasingly valuable. Attracting visitors from infants to retirees will require targeted content that brings people together. Technology will play NB a central role, but it should enhance the experience without getting in the way of people’s enjoyment.
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