The Cleveland Browns, in collaboration with Wicket, a facial authentication platform provider, have achieved a significant improvement in the fan entry process at the stadium. Through the “Express Access” ticketing system, first launched in partnership with Wicket in 2020, registered fans can link their game passes to their facial biometrics, allowing for faster and frictionless entry. The success of this system has led to the expansion of Express Access lanes, with over half of the season ticket holders now having opted into the program.
According to data analysis from the 2022 season, the biometric gates at the stadium enable fans to enter in less than two seconds per person, clearing queues 10 minutes faster than average. This efficiency has not only increased fan satisfaction but has also reduced the number of ticket scanning lanes needed by an impressive ratio of 4:1. Consequently, the stadium requires 75 percent less space for ticketing operations, resulting in significant cost savings of approximately $8,000 per Wicket ticketing lane throughout the season.
Wicket’s facial authentication platform employs computer vision technology to facilitate the seamless entry of fans into the stadium. The enrollment process takes less than a minute, and participation in the system is entirely optional.
Over the course of three seasons, the Cleveland Browns have expanded the Express Access program to include 20 dedicated ticketing lanes, showcasing the success and popularity of the initiative among fans. In 2022, the partnership with Wicket expanded further to offer facial Age Verification and Mobile Order Pickup at designated locations within the ballpark. Additionally, the technology has been utilized for club level access and credentialed entry to restricted areas in an effort to enhance the fan experience.
“The implementation of Express Access has provided fans with a best-in-class experience,” said Cleveland Browns Technology VP Brandon Covert. “Our fans who used Express Access had entry satisfaction ratings of 9.7 versus traditional mobile ticketing methods where scores averaged 8.5 on the season.”
The data analysis comes as Wicket looks to expand beyond its core focus of providing face-based access to sports venues and to potentially move into adjacent applications such as concert and conference venues, according to a recent Sports Business Journal report. The company is also reportedly preparing for an expansion into Europe, which is anticipated to commence in the latter half of this year. The company recently underwent significant leadership changes, with Alastair Partington, the founder and former CEO of Tascent, assuming the role of Wicket’s new president at the end of the previous month. Shortly thereafter, Jeff Boehm was appointed as Wicket’s new CMO, adding to the company’s revamped executive team.
July 21, 2023 – by the FindBiometrics Editorial Team