Display Technology
Convention centers and entertainment venues present unique digital signage challenges due to sheer size, scale and dynamic nature. Experts share insight on crafting successful deployments.
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June 9, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
When it comes to deploying digital signage, every project, big or small, presents some sort of challenge and typically it’s more than just one challenge.
This is especially true when the project involves an event venue, an entertainment space, stadium or arena.
«Convention centers and entertainment venues present a unique set of digital signage challenges due to their sheer size, scale and dynamic nature,» said Dami Adeola, director of sales for Omnivex Corp., in an email interview.
The challenges range from installation hurdles to the complex tasks in managing screens (think cabling, ensuring network access) to maintaining both physical and cybersecurity.
«These venues are frequently changing events with minimal time between them, which requires quick content updates,» said Adeola.
Misconceptions in play
One of those challenges, no matter the location, are the misconceptions venue owners and operators may have about digital signage technology and visual displays.
A top misconception, according to an Omnivex blog, is that digital signage is purely an advertising channel. While it does provide that capability, digital signage can play a role in everything from crowd control to emergency notifications to employee and staff communications to reducing que lines and more. It also engages audiences and provides information for any potential setting.
Another is a misconception regarding interoperability and integration hurdles. Most digital signage solutions offer integration capabilities that simplify connecting with existing systems. The availability of APIs has become relatively straightforward. Integrating digital signage, with various feeds and back-end systems, enables seamless content management.
The big venue deployment
A primary challenge in deploying digital signage across an expansive venue is ensuring a standardized infrastructure.
«This infrastructure is the foundation upon which a cohesive and consistent digital signage ecosystem can be built, ensuring seamless operation and maximum impact across all locations,» said Adeola. «With it, organizations can avoid encountering many issues, including compatibility issues, inconsistent performance, and increased maintenance overhead.»
Another challenge is content and managing the content as convention centers and entertainment venues are typically running multiple events or changing events on the fly.
That requires a robust digital signage software platform capable of providing the necessary management capabilities that let operators schedule and manage content across multiple locations with ease.
«This allows for quick updates and adjustments based on changing needs and preferences,» said Adeola.
Given expansive locations and often multiple locations, entertainment and venue operations also need strong remote management and maintenance capabilities so centralized control and monitoring, remote diagnostics, automated alerting and scheduled maintenance as must-haves.
«In a multi-location environment, remote management and maintenance of digital signage are crucial for ensuring consistent performance, minimizing downtime, and maximizing the impact of this communication tool,» said Adeola.
Managing security issues
In a multi-location environment, ensuring security of digital signage systems is paramount to not only protecting information and maintaining brand integrity, but mitigating potential risks.
Adeola recommends operators implement strict access controls to limit administrative privileges and ensure only authorized personnel can access and modify digital signage content and settings.
«It is also essential to secure digital signage networks with firewalls, intrusion detection systems, and encryption protocols to protect against unauthorized access, data breaches, and malware attacks,» said Adeola.
A case study: Calgary Stampede
When Calgary Stampede, a year-round gathering place in downtown Calgary, Alberta, set out to transform its digital strategy, it undertook a comprehensive discovery process to identify the platform best suited to a dynamic and evolving campus with diverse operational needs.
The not-for-profit community organization, which is focused on preserving and celebrating western heritage and culture, hosts 1200 business, tourism, sporting, hospitality and community events and welcomes more than four million guests.
Calgary Stampede has six LED kiosks that are 6-feet-high and 5-x 32-inch kiosks. It has just installed a 3-x-14 -by 3.5-foot LED in the Percheron ball room. It has over 100 permanent screens in the park and adds approximately 15 to 20 more on the system for the Calgary Stampede each year.
Calgary Stampede wanted to deploy real-time digital displays in their rental space for meeting and event locations and a system to help improve wayfinding across the facility, enhance brand awareness and provide ticketing and flight information as a value add to customers.
«At the time, Omnivex emerged as the most versatile software available, enabling us to implement advanced strategies such as real-time data integration and seamless on-site video control,» Mark Muench, manager, parking and event serv, BMO Centre at Stampede Park, said in an email interview.
Calgary Stampede uses Omnivex Moxie for event based advertising, wayfinding, portable kiosk rental, live data displays and specialty programming such as integrated video with event information and ticket sales for Stampede 50/50 draw.
With Omnivex Moxie, the Calgary Stampede has a system that allows flexibility in programming either from a single location or from any location based on the staff’s needs. The Omnivex solution was flexible, offered a feature-rich design and a clear commitment to evolving alongside the organization’s need.
«It made it the ideal choice for supporting a complex and multifaceted environment,» said Muench.
The digital signage is providing a versatile approach for enhancing client services and event spaces.
«Its ability to be programmed by time and date, along with integration capabilities from various data sources, allows for dynamic and timely content delivery. Environmentally, it offers a sustainable alternative to traditional static signage by reducing waste,» Muench said, adding digital signage supports interactive features such as wayfinding and immersive visual experiences, further elevating user engagement and satisfaction.
Digital signage has also enhanced experiences by providing flight information during conferences. The Calgary Stampede has seen an improvement in wayfinding, which is important given the size of the facility, and continues to work with wayfinding on an ongoing basis to ensure coverage for events for large scale events such as the 10-day Stampede and other events year round.
Calgary Stampede recently launched digital advertising to event promoters and display groups and is now experimenting with interactive displays and a large wayfinding kiosk that will change based on the event.
«The most important factors to consider are clearly understanding the outcome you want to achieve and ensuring the solution can adapt to your future needs,» said Muench. «While some software may offer an attractive price, it’s crucial to evaluate whether it can fully meet your performance requirements. If it falls short, it won’t deliver the impact your space needs to effectively serve clients and attendees.»
Case study: How Fulcra supports digital signage needs
At Fulcra, the strategy to incorporate digital signage and video services to clients came to the forefront in 2008. The company provides tech and services for clients participating in trade shows and conventions.
While digital signage provides big opportunities, there are challenges to overcome, according to Seth Claussen, CEO and co-founder, and Danny Maldonado, co-founder and vice president of business development.
«We rarely work on permanent solutions. Instead, we build, tear down, and rebuild every week. When Danny and I started working in the industry, slide projectors were still the rule and digital services as a whole were just starting to find traction,» Claussen said in an email interview.
Once digital signs captured the founders’ attention «now we just had to find a digital signage software platform that could match our imaginations,» said Claussen.
«When we were first introduced to Omnivex, we were intrigued; Omnivex was the first platform that truly allowed us to leverage data and develop rich, impactful, and transformative solutions that went well beyond just a slide deck on a screen,» Maldonado said in an email interview.
Omnivex remains Fulcra’s partner 17 years and roughly a thousand shows later.
«This is mainly due to their robust and comprehensive data integration solution, setting a high standard in the industry that no other competitor has been able to best,» said Claussen. «We feel compelled to explore alternative options and ensure that we remain at the forefront of innovation; to that end, Omnivex remains unparalleled in its flexibility and power, and its ability to meet our clients’ needs and facilitate the development of any of our own experiments.»
Fulcra leverages Omnivex Moxie in many ways, from sophisticated, multi-layered social media and informational walls to fully data-driven meeting room displays and agenda updates.
«We love Omnivex for its ability to ingest data and use that data to help us deliver powerful experiences. It would be easy to mistake Omnivex Moxie as just another signage platform that can display pictures and videos and maybe some session data. What sets Omnivex and Fulcra apart is our ability to use that data in process and deliver instantaneous results,» said Maldonado.
When Fulcra began offering clients an ‘overflow’ solution — a way to redirect traffic in real-time in congestion situations — Omnivex made it doable.
«Omnivex made it easy to redirect traffic in real-time to empty rooms and dedicated overflow areas, allowing clients to reach an even larger audience with the original session. Better still, we didn’t just use Omnivex Moxie to direct attendees to overflow rooms; we actually delivered the live overflow through Moxie Player on screen big and small throughout the event,» said Claussen.
The Fulcra founders, given 17 years of digital signage expertise, shared tips and advice on what to consider when deploying digital signage.
Key considerations:
- Define clear objectives: Establish the primary purpose of your digital signage, whether it’s for branding, real-time information display, audience engagement or wayfinding.
- Scalability and flexibility: Choose a solution that can adapt to your evolving needs, from interactive displays to multi-layered content management.
- Content strategy and management: Plan for engaging, high-quality content that is easy to update and aligned with your audience’s needs.
- User-friendly management: Ensure your digital signage software is intuitive, reducing the learning curve for staff and minimizing operational disruptions.
- Technical support and reliability: Opt for a provider with strong customer support and reliable uptime to prevent issues during crucial moments.
- Compliance and accessibility: Ensure your signage meets legal and accessibility requirements, such as ADA compliance and appropriate content regulations.
Deployment tips:
Prioritize data integration for seamless updates: One of the biggest advantages of digital signage is dynamic, real-time content updates. Choose a platform that allows seamless data integration with your existing software, such as event management systems, CRM platforms or APIs. Automating content synchronization ensures accuracy, minimizes manual work, and reduces the risk of miscommunication.
Leverage automation for efficiency: Digital signage should streamline operations, not add complexity. Implement solutions that allow automated content updates based on predefined triggers or client input, eliminating the need for constant manual adjustments. This will enhance workflow efficiency and ensure information is always up to date.
Design for versatility and scalability: Your digital signage needs will evolve, so selecting a flexible solution that can scale with your business is essential. Look for platforms that support a wide range of content types — social media walls, agenda boards, interactive maps, and more — so you can adapt them to various use cases.
Optimize content for clarity and engagement: Content should be visually compelling, easy to read, and highly relevant to your audience. Consider factors such as font size, color contrast, and placement to maximize readability. If deploying at events, ensure that agenda information, directional signage, and announcements are clear and strategically placed.
Ensure reliability and technical support: Invest in a dependable platform with strong technical support and proactive maintenance. Events, trade shows, and corporate environments require flawless execution, so having a responsive support team is critical to addressing any technical hiccups quickly.
Continuously evaluate and improve: The digital signage landscape is always evolving. Regularly assess the effectiveness of your deployment and explore emerging technologies to enhance performance. Consider gathering user feedback to identify new features or integrations that could improve your setup. By following these tips, organizations can ensure their digital signage technology is efficient, adaptable, and delivers maximum impact.
About Judy Mottl
Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.
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