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."

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Building Houston

 
 

The new startup has acquired Birchbox and plans to relaunch the beauty subscription service with its patented health customization. Photo via birchbox.com

A Houston health tech entrepreneur who's started six businesses in his career has announced his latest endeavor.

Dr. Kimon Angelides, founder of Houston health tech startups Livongo Health and Vivante Health, launched FemTec Health, a tech-enabled women's health sciences and beauty company focused on transforming the total healthcare experience for women. The company is emerging from stealth mode this week with already 10 million members, two clinical trials in progress, and a team of over 150.

FemTec Health is building the data analytics platform to support products and services for women in every life stage. The patent-pending BiomeAI™engine uses AI and deep machine learning to translate consumer, genetic, microbiome, and biometric data into the delivery of holistic healthcare personalized for every woman, according to a news release from the company.

"Our platform can be implemented across all areas including specialty care, wellness and prevention, reproductive care, sexual wellness, mental health, chronic care, and beyond," Angelides says in the release. "It is driven by state-of-the-art genomics and digital technologies that empower women to take control of their health at every stage of their life journey, based on their individual health profiles."

Angelides serves as the new company's chairman and interim CEO. Photo via LinkedIn

FemTec has already raised more than $35 million in funding from a myriad of investors, capital, and shareholders, including Longmont Capital, Ithaca LifeSciences, Unilever Ventures, Estee Lauder, Shiseido, e.Ventures, Viking Global, and Trinity Capital.

The company, which has been in the works since May of 2020, has assembled an all-star team of experts, including Dr. Kimberly Capone, chief scientific officer (formerly with Johnson & Johnson), and Dr. Laura Clapper, COO (formerly Cigna, CVS-Aetna).

"Women's health has been under-researched and underrepresented for too long," says Capone in the release. "As a woman and a scientist, I have often been the sounding board for friends and family on their wellness journey – offering advice and feedback on skincare, vaginal care, probiotics and supplements that can help with issues in skin and vaginal health, PMS and menopause. What I hear consistently is that women do not know where to go, or what products to choose that may help."

This is exactly the need the technology will help to solve.

"This is where FemTec Health's unified and coordinated platform comes in — we provide personalized services and science-based products that are meaningful and effective for women at all stages of their lives. I believe the future is female and FemTec Health will help get us there," Capone continues.

FemTec Health's business and growth model is to expand via acquisitions — and the company has several under its belt already, including beauty subscription box Birchbox, universal beauty store Mira Beauty, and beauty industry social marketing platform Liquid Grids, which has over 1.5 million members, according to the release.

"Our first acquisitions within women's health and beauty are key to our mission to revolutionize the women's healthcare and beauty industry," says Angelides, who is the company's executive chairman and interim CEO. "Women deserve a comprehensive, all encompassing model designed specifically for them. The starting point is to really understand a woman's healthcare needs and then apply smart technology like AI and predictive analytics to translate the data into actionable outcomes."

In the near future, the company plans on re-launching Birchbox, using the BiomeAI™ platform to give subscribers curated personalized skin and healthcare products. Birchbox was sold to private equity firm, Viking Global — one of FemTec's investors, in 2018.

"I have always believed in the power of women as a community, and I believe this is a natural step in the evolution of Birchbox," says Katia Beauchamp, founder of Birchbox, in the release. "Eleven years ago, we were compelled by an ability to build deep customer relationships month after month. FemTec's vision for the future of women's healthcare was inspirational to me and I could see the opportunity for the thousands of women in the Birchbox community to extend beyond consumer beauty products to a more holistic health and wellness offering."

According to the release, more strategic partnerships with health and wellness companies will be announced soon.

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