BMO Stadium magical guest experience tech


BMO Stadium enhances guest experience Image: LAFC

The Major League Soccer (MLS) team Los Angeles Football Club (LAFC) and their home ground – the BMO Stadium in Los Angeles, California (US) – announced recently the integration of the innovative location technology what3words to the club’s digital platforms, enhancing guest experiences and making gamedays and concert experiences more convenient.

‘’ stated that the what3words provides a simple way to communicate precise locations. It has divided the world into a grid of 10ft x 10ft squares and assigned each square a unique three-word identifier: A what3words address. Now, the BMO Stadium has added the what3words addresses of key locations to the club’s digital platforms. For example, ///spice.dunes.cowboy takes you to the precise location of LAFC’s official team store, the LAFC HQ.

The Los Angeles Football Club, commonly referred to as the Los Angeles FC or LAFC, is an American professional men’s soccer team based in Los Angeles, California (US). The club competes in Major League Soccer (MLS) as a member club of the league’s Western Conference.

The 22,000-capacity BMO Stadium, formerly the Banc of California Stadium, is a soccer-specific stadium in the Exposition Park neighborhood of Los Angeles, California (US). It is the home of Major League Soccer’s (MLS’s) Los Angeles FC.

Co-founded in London (UK) in 2013 by Chris Sheldrick, the what3words is a simple way to talk about precise locations. A what3words address is a human-friendly way to share very precise locations with the other people, or to input them into platforms and machines such as ride-hailing apps or e-commerce checkouts and car navigation systems. It is optimized for voice input and contains built-in error prevention to immediately identify and correct input mistakes.

The free what3words app, available for iOS and Android, and the online map enables people to find, share and navigate to what3words addresses in 60 languages to date. Millions of what3words addresses are in use around the world, with thousands of businesses using them to save money, be more efficient and provide a better customer experience. The what3words is easily integrated into the apps, platforms and websites. The products are available for free or for a nominal fee for the qualifying Non-Governmental Organizations (NGOs).

Commented Christian Lau, LAFC Chief Technology Officer (CTO), “We are proud that the LAFC is now the first major league professional sports team in the United States to integrate what3words into our digital ecosystem. This partnership reinforces the club’s commitment to delivering a cutting-edge, best-in-class guest experience for all the guests – including those with accessibility challenges.”

‘’ further stated that the guests can use what3words to easily find their way to their favorite locations in and around the BMO Stadium including the food vendors in the Fields LA (a food hall in Los Angeles, California that opened on August 23rd, 2023, next to the BMO Stadium), entry gates, the official merchandise store LAFC HQ, Fan Fest activations, and concession stands. Guests can also use the what3words app to remember where they parked, to locate their vehicle, or to identify their own immediate location anytime, making it easier to organize meetups with friends, family and other guests at the stadium.

Added Chris Sheldrick, Co-Founder-cum-head honcho of what3words, “Using what3words has proven to be an absolute game changer for venues across the globe. The guests can find the correct entrances with ease, arrange meet-ups in busy crowds, share their precise locations, and even save their parking spots. It’s brilliant to be working with the LAFC and we wish the team the best of luck for the rest of the season!”

The what3words addresses can also provide assistance for those with specific accessibility requirements, especially guests experiencing low-vision ensuring they can find and share precise locations around the stadium. The what3words is a valuable tool for reporting the precise location of incidents and any accidents and can also be used to improve the internal operations by providing specific addresses for deliveries.

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