The Madjeski Stadium

In 2003 The Madjeski Stadium was looking to upgrade its operational systems. The search for an all-encompassing stadium solution was part of this process. Reading FC, a Coca-Cola Championship Club, and London Irish RFC, a Rugby Club in the Guinness Premiership, sharers of the Madjeski Stadium, had a long wish list for the new solution. They wanted a solution that is easy to manage, able to seamlessly integrate with existing stadium systems and software, enhance security, provide efficiencies, improve customer service and be cost effective.

The Project
In 2004, after a competitive bid process, the Madjeski Stadium opted for Fortress’ Smart Stadium Solution, wishing for it to be implemented in time for kick-off of the 2004/5 football season.

The Madjeski Stadium team decided to implement the first stage of the solution - the access and membership applications. Disabled entry, VIP reception and fan information kiosk applications followed soon after. The flexible, open platform design of the Smart Stadium Solution makes it easy to add applications as and when the venue desires. All that is required is to ‘plug in’ the add-on application module from Fortress. All of Fortress’ cards come pre-loaded with the complete application set meaning that there is no need to recall or re-issue cards when a new application is introduced. These characteristics ensure that the introduction of additional applications is swift and smooth.

The Smart Stadium Solution provides further flexibility through the different types of cards and tickets it supports. The solution enables all fans, regardless of the type of ticket they use, be it RF cards, RF paper tickets or paper bar-code tickets, to enter the stadium using the same turnstiles.

In August 2004, when the Smart Stadium Solution was launched at the Madjeski Stadium, it became the first ‘dual club’ stadium in the UK to be fully RF enabled, an accolade that Neil Baldwin, Ticket Operations Manager at Madjeski is very proud of; “Fortress has provided us with a solution that suits our needs perfectly. We have been able to vastly improve our customer service and fans really appreciate our new Member Scheme allowing fast stadium access and no more long queues at the ticket office. Being the first fully RF dual club stadium in the UK is quite special and, thanks to Fortress, we are also the first stadium in Europe to be able to issue RF smart tickets using our standard Boca printers”.

The Solution
As part of the project, Fortress’ RFID card readers were fitted at each of Madjeski’s turnstiles, including the special double door disabled entry points. To enter the stadium, fans simply hold their RF card, RF ticket or Barcode ticket over the reader. Access rates to the stadium using this system are now around 1,000 fans per turnstile per hour. Fans also benefit from being able to book their tickets over the telephone or the Internet right up to kick off and even afterwards - with no need to queue up at the ticket office or to wait for tickets to be posted. Fans holding an RFID membership card simply call the stadium, purchase a ticket, and then use their RFID membership card to enter the Madjeski Stadium. This unique system, offering no cut-off time for tickets sales, has resulted in an increased number of fans attending matches and in lower stadium costs as tickets are no longer posted to fans.

Fortress’ Smart Stadium Solution was specially designed to meet sport clubs requirements. As such, Fortress' programmers have dedicated time to ensuring quick and easy integration to the stadium’s ticketing software, regardless of who the provider is. At Madjeski, Fortress has integrated the Smart Stadium Solution to Software4Sport’s Talent ticketing software.

Installing WIFI network around Madjeski stadium enabled the club to take full advantage of Fortress' Steward Handheld Customer Support System. Fans having any issues with entering the stadium are no longer required to step out of the queue, go to the ticket office and re-queue. They simply approach a steward equipped with a PDA who is positioned near the turnstile. With the touch of a few buttons, PDAs provide stewards with all card history including whether the card is valid, whether it has been used at the right entrance, whether the card has already been used for this game and so on. The Steward Handheld System not only allows stewards to make on-the-spot decisions and provide an improved customer service, but also further eases pressure at the ticket office on match days.

Three levels of fallback ensure that the Smart Stadium Solution and its turnstiles will continue to operate smoothly and that games will always kick-off on time, even in the case of network failure, wireless failure and power outage.

Fortress uses banking standard encryption algorithms to provide the highest levels of security, preventing fraud, forgery and touting. Through a unique, patented detection way the Stadium Solution makes sure that ‘pass-backs’ are impossible - regardless of network availability. Fortress’ On-line Reporting Software offers added security. This software is installed at the Stadium’s control room, and has enabled Madjeski Stadium to enhance security – allowing the stadium to know which fans have entered the stadium at what time and through which turnstile, as well as which, if any, blocked cards have attempted to be used.

The future-proof nature of the solution has meant that the Madjeski Stadium could install interactive kiosks that not only give fans useful information such as where their seat is located, but also allows smartcards to be loaded with e-money. This forward thinking functionality provides the opportunity for a cashless stadium environment with all drinks, concessions and merchandise being paid for with Fortress’ e-purse functionality. This increases transaction times so that turnover increases and half time queues will become a thing of the past.

Flexible Solution With a Huge Potential For Expansion
Since implementing Fortress’ Smart Stadium Solution, Madjeski Stadium has been able to take full advantage of the interoperable nature of the solution. For the first time, fans are able to use their RFID cards to enter away games at other stadiums. Wigan AFC fans, who’s JJB Stadium is also a Fortress client, have been able to attend the Madjeski Stadium as away fans. By simply booking their away tickets the same way that they book home game tickets, Wigan AFC fans held their JJB Stadium season tickets over the readers fitted at Madjeski Stadium to access the grounds and enjoy all the benefits of Fortress’ ultra quick and safe stadium access.

The interoperability nature of the solution also allows for integration with local projects and community initiatives. Uniquely, students attending the Thames Valley University who register with the Madjeski Stadium, are able to attend games at the Stadium using their smart campus cards. This cross-usage of the card has contributed to an increased fan attendance.

About the Smart Stadium Solution
The Smart Stadium Solution is an award-winning system designed specifically for sports and football clubs by people who understand the unique characteristics of sport clubs. The solution is focused upon increasing stadium security and providing a unique experience for fans whilst maximising Club revenues and maintaining a strong emphasis on “…simple to use, simple to operate”. The multi-application solution has proven to reduce club costs and increase bottom line club revenue.

By implementing Fortress’ concession upgrade scheme, ticket buyback (and resale) programmes, reduced mailing costs and the elimination of fraud Fortress sport club clients have seen an unprecedented Return on Investment from the Solution in just one to two seasons. Applications such as the fan Loyalty Points, Cashless Cafeteria, Retail, Steward Management and Parking can be added on to the platform to complete the modular solution.