Signs of the Times - August 2012 - (Page 51)

The Value of Signs MGM Resorts moves toward all dynamic signage By Wade Swormstedt Randy (EDS) for two decades. Aselectronic-digital Dearborn has embraced signage the VP of multimedia and guest technology (the last two words were only recently added) for MGM Resorts Intl., he believes he’s tried virtually every type of electronic sign available. He rattled off brand name after brand name he’s utilized as this technology has progressed. You’ll see the results of his investments when you go to the ISA Sign Expo next April, because MGM owns virtually that entire corner: MGM Grand, Mandalay Bay, Luxor, Excalibur and New York New York, plus The Mirage and Bellagio. The current project for all of these properties began in April 2005 and now, perhaps 85% completed, it’s grown to include more than 1,600 screens, all manufactured by NEC Display Solutions (Itasca, IL). But Randy doesn’t believe he’ll really be done incorporating EDS until “I run out of ideas.” One ultimate goal is to “eliminate static wayfinding signs.” Why? “Because then I can constantly send people where I’d like them to go. I can push people to a show. A static sign that points people toward the pool during the day can be replaced by an LED sign that can point the way to the pool by day but tell about a show that evening.” Additionally, the cost of the displays keeps dropping. Displays that once cost $5,000 are now around $800. Here’s another example of savings. In 2010, the MGM Grand Casino spent approximately $148,000 on static, digitally printed signs. Randy replaced all of that with 20 screens, at a cost of approximately $75,000. He figures the screens will be used for at least five years, so his costs for displaying roughly the same messages will be approximately 10% of what would have been spent on digitally printed images over the next few years. Whenever a show isn’t attracting enough ticket buyers, Randy will splash notices throughout the system. On a Friday or Saturday night, when ticket availability has been around 50%, he’s subsequently noted 10-30% “lifts” in sales for specific events. In the lobby of the MGM Grand, he’s installed a 4 x 12-ft. video wall (48, 55-in. ultra-narrow NEC displays) on which he displays a Twitter feed for guests that includes interactive content. The Twitter visualizations usually run a week before each event, and the numbers only reflect the tweets that made it through the profanity filter. Here are some of the results: For a Chinese New Year promotion, 259,710 tweets; a NASCAR race generated 243,200, and a UFC fight knocked out 115,000. The age distinction is starting to diminish, he states. “In our original pilot tests [approximately seven years ago] with digital wayfinding, kids loved it and seniors were less engaged,” Randy recalls. “But in recent years, we’ve noticed that the comfort level has increased dramatically, and more people of all ages are using the touchcreens and enjoying the convenience of our wayfinding systems.” At the Monte Carlo, the walkway from the garage to the casino welcomes visitors with 82-in., life-size, NEC displays. Three work in sequence by showing a full beer, a half beer and an empty glass. The phrase “Going, going, gone!” entices visitors into the Monte Carlo Brew Pub. At the Mandalay Bay Shark Reef, four interactive touchscreens and three 40-in. displays offer educational information about the reef, but also provide additional information about other property attractions. And finally, the dynamic signage also offers substantial administrative support because Randy has implemented a system specifically for hotel staff. Provided information includes health benefits, 401K program details, employee discounts and such upcoming events as blood drives and book fairs. Called ME-TV (short for MGM Resorts Intl. Employee Television), it also offers live data streams to show traffic reports for employees’ commutes home, along with other useful information. Future plans are for dynamic signage that will provide diagrams and pictures to help employees set up rooms for specific meetings. Also, plans are in the works for guests to be able to make their own reservations through interactive signage. ■ SIGNS OF THE TIMES / AUGUST 2012 / www.signweb.com 51 http://www.signweb.com

Table of Contents for the Digital Edition of Signs of the Times - August 2012

Signs of the Times - August 2012
ST Update
Technology Update
Vinyl Apps
Strictly Electric
LED Update
Software Update
Technology Review
Technology Review
New Products
The Value of Signs
Casino and Gaming Signage
A Commercial-Sign Company Snapshot
Business is Blowing Up
Built to Last
Industry News
Advertising Index
Editorially Speaking

Signs of the Times - August 2012