rodeo ready

Houston rodeo prepares for 2020 season with new technology on the grounds

From digital carnival tickets to gamification on a revamped app, the Houston Livestock Show and Rodeo is prepared for its 2020 season with new technologies. Photo courtesy of Rodeo Houston

When the 2018 Houston Livestock Show and Rodeo opened the gates to its first show of the season with headliner Garth Brooks, the nearly 90-year-old organization had just switched to digital ticketing. Around the time to enter the stadium, the BHP Billiton entrance, which welcomes in 51 percent of rodeo goers each night, was backed up with impatient rodeo fans.

For whatever reason, the roll out of the technology didn't go as planned, says Joel Cowley, CEO of the rodeo. But, after some damage control, the rodeo made some adjustments to the gate and ensured that those inefficient lines never happened again.

It was a lesson to learn for the rodeo, which isn't shying away from any other technology upgrades that will benefit rodeo goers and the organizations staff and volunteers.

"Anytime you do something new, you have to be on guard," Cowley tells InnovationMap. "You have to make sure you are stacked up on capacity — whether that be personnel, scanners, server capacity — because if you're not, it could create a situation from that."

A few months ago, the rodeo announced a slew of c-suite changes to its team following a reorganization led by McKinsey & Co. Among the changes was changing Andy Sloan's responsibilities from chief information officer to chief technology officer.

"As part of that reorganization, there was some focus on improving the technology that we utilize — and that's everything from our customer management system to what the consumer sees," Cowley says. "Andy is a great resource when we're trying to integrate those things."

The study prompted big ideas for new tech-driven initiatives for the rodeo, like a wristband that acts as your ticket but is also synced to your credit card for all purchases on rodeo grounds. But while that's an initiative for the future, 2020 rodeo attendees can expect to see new technologies this season.

Digital carnival packs

This year, the rodeo's carnival has began selling digital carnival ticket packs in an effort to transform the carnival experience to 100 percent digital. To prepare for this transition, the carnival volunteers have received extensive training — especially on how to communicate the process during the sales encounter.

Cowley says he expects to receive some negativity from longtime carnival ticket buyers, but also knows many people will appreciate the upgrade.

"The convenience for the users once they get used to it is going to be really great," Cowley says.

Gamification

Around two years ago, the rodeo conducted a study to understand its market. The study found that there are seven types of consumers for the rodeo. Cowley says they learned that there was a particular consumer type that they realized the rodeo could improve on attracting.

One of the ideas to attract this segment within the market was gamification. Cowley explains that according to the rodeo's survey data, rodeo goers' primary reason for attending is the show is the musical performer. The data also shows that when they get here, they enjoy their overall experience — not just the concert, Cowley says.

"Gamification is something that we are adding this year to engage the younger tech-savvy segment to give them something to do on the grounds," Cowley says.

The new tool, which is available on the rodeo's app, prompts users to check in around the grounds and complete tasks to earn buckles that can be redeemed for prizes.

"We think the more they see of the grounds, the better chance we have of making them lifelong fans," Cowley says.

There's also a new lounge called the Social Spur just north of the stadium where visitors can charge their devices and learn more about the app and the game.

Updated app

When it came to exploring gamification, Cowley says the rodeo looked into its app developer's capacity, as well as other app development companies. This process resulted in a new app provider and an overhaul of the rodeo's mobile app. The app, which syncs to the user's Facebook, is run by Canada-based Greencopper.

"It has been completely rebuilt from the ground up," Coweley says. "I think appearance-wise and functionality-wise — even though there was nothing wrong with the last one — this one is better."

Over the years, the rodeo's app has become more and more key in the rodeo experience. Users can find maps, buy tickets, view schedule information, and even receive up-to-date parking information.

Cowley says connectivity hasn't been a huge issue for the rodeo, but this year they've extended their WiFi service within NRG Stadium to cover just outside the gates so that users with digital tickets on the app can have that access.

In-seat food ordering

Also new for rodeo attendees is sEATz, a Houston-based startup that has developed an app that allows sporting event or concert attendees to order food to their seats. The app — through its partnership with the rodeo's food and beverage provider, Aramark —will be servicing the 100-level seats.

"It's really great to be able to be a part of the rodeo as far as a provider to help enhance that experience in the stadium," says Aaron Knape, CEO and co-founder of sEATz. "It goes back to our model of we want to serve a venue and the fans in that venue — not necessarily a specific sport or concert."

Trending News

Building Houston

 
 

Panelists from the University of Houston and Houston Methodist discussed tech transfer challenges and opportunities for academic innovators. Photo courtesy

Groundbreaking and disruptive innovations across industries are coming out of research institutions, and their commercialization process is very different from other startups.

An expert panel within Technology transfer discussed some of the unique obstacles innovators face as they go from academia into the market — like patenting, funding, the valley of death, and more.

Missed the conversation? Here are eight key moments from the panel that took place at the University of Houston's Technology Bridge on Wednesday, May 19.

This event was hosted by InnovationMap and University of Houston.

“If your technology can immediately impact some industry, I think you should license out your technology. But if you think that the reward is much higher and does not yet match something in the industry, you should go the high risk, high reward path of doing it yourself. That’s a much more challenging. It takes years of work.”

— Hadi Ghasemi, co-founder of Elemental Coatings and Cullen associate professor in the department of mechanical engineering at the University of Houston, says on how tech transfer usually happens via those two pathways. Ghasemi explains that it also depends on the academic's passion for the product and interest in becoming an entrepreneur.

“There’s a mismatch in that you can have a really clinically impactful technology but still not have money to develop it into a product.” 

— Rashim Singh, co-founder of Sanarentero and a research assistant professor of pharmaceutics at the University of Houston College of Pharmacy, says on the different priorities from within academia and within the market.

“What I’ve seen is if you know you want to patent something, tell the right people early. Make sure you have the right players involved. Our tech office already has venture, Pharma, etc. partners that can help with the patent process.”

— Ginny Torno, administrative director of innovation and IT clinical systems at Houston Methodist

“You don’t need to be fully transparent about your technology. As a company, you need to have some secret sauce."

— Ghasemi says on the patent and paper publishing process. Academics are used to publishing their research, but when it comes to business, you need to hold some things close to the chest.

“One of the most important piece the UH Tech Bridge has provided is the wet lab space to develop these technologies a little further toward commercialization. … Wet lab is very precious space in Houston specifically because there isn’t much here.”

— Singh says on how important access to lab space is to the entrepreneur.

"“You’re starting to see more and more organizations that have innovation arms. ... There are a lot of focus on trying to make Houston another innovation hub, and I think there is more support now than even a few years ago.”

— Torno says on what's changed over the past few years, mentioning TMC3 and the Ion.

“Try to serve private capital as soon as possible. The grant money comes, and those are good and will help you prove out your technology. But once you have private money, it shows people care about your product.”

— Ghasemi says as a piece of advice for potential tech transfer entrepreneurs.

“The biggest gap is to arrange for funding — federal, private, etc. — to support during the valley of death.”

— Singh says on the struggle research-based startups, especially in drug discovery, faces as they fight to prove out their product and try to stay afloat financially.

Trending News