Embracing Digital Twins as a Strategic Imperative

As I browse through my LinkedIn feed these days, I'm struck by the wave of announcements heralding stadium renovation projects worldwide. The sports and events industry is clearly on the path to recovery post-pandemic, with renovation, refurbishment and new stadium and arena development projects becoming the norm. Just to mention a few in the US, the EverBank Stadium's renovation for the Jacksonville Jaguars, the Desert Diamond Arena's revamp in Glendale, and the introduction of the New York City FC's new supporters' section at the Willets Point Stadium underscore this trend.

But amidst the excitement of these announcements, I started wondering if venue owners, clubs, and property owners are overlooking a crucial aspect of the venue renovation decision making. After reading some of the news articles, I realized that the words blueprints and renderings are the most mentioned; however, concepts like “Digital Twins”, virtualization or digitalization were not mentioned.

The digital twin is an essential component in the modernization of sports venues. This virtual counterpart mirrors every aspect of the venue in digital form, offering venue owners the ability to explore different design options, simulate fan experiences, and identify potential challenges—all without the need for costly physical prototypes. Moreover, the benefits extend far beyond the planning phase. A digital twin becomes a valuable asset throughout the venue's lifecycle, empowering venue owners to make informed decisions and enhance the overall experience for attendees. But perhaps most importantly, it enables venue owners to capitalize on revenue opportunities well before the physical renovations are complete.

Imagine being able to walk through your venue, not in its physical form, but within a digital space, long before construction even begins. This is the power of a digital twin. By offering virtual tours, selling premium experiences, and engaging sponsors in a digital environment, venue operators can generate income and build anticipation long before the first brick is laid.

In addition to these capabilities, digital twins offer the capacity to quickly update and dynamically generate 3D assets, allowing for the simulation of multiple outcomes. This capacity is crucial in decision-making processes, as it enables stakeholders to visualize various scenarios and choose the most cost-effective and efficient solutions. By simulating different design choices and operational strategies, venue owners can avoid unnecessary construction and consequently save money. This proactive approach reduces the risk of costly modifications during or after the renovation process, ensuring that the outcome aligns with the project’s goals and budget.

In my view, the era of digital transformation is upon us, and the sports industry must embrace it wholeheartedly. The days of viewing a digital twin as an optional add-on or a “nice to have” are behind us; instead, the creation of a digital twin should be recognized as a strategic business decision and an essential component of any renovation plan. Management should be up to date with the latest innovations regarding this kind of digital asset and acquiring them should be included in the checklist when the renovation or new construction project is beginning to be discussed.

In conclusion, as the sports industry embarks on this journey of renovation and innovation, let us not overlook the power of digital twins to revolutionize the way we approach venue development.?

By integrating these digital assets into our planning frameworks from the outset, we not only enhance the efficiency and profitability of our projects but also elevate the overall fan experience to new heights. Embracing digital twins is not just a technological advancement but a strategic imperative that will shape the future of sports venue renovations.