The recent $100 million Ford Field renovation project included improving the fan experience with new LED video displays. The most unique part involved two super columns wrapped in LED technology, providing a full 360-degree view of digital content for branding and entertainment purposes. These video displays are much more than just brightness and pixel density. They also take into account the architecture of the space and turn a necessary support structure into a functional part of delivering entertainment and messages to fans. Daktronics worked closely with Ford Field to integrate these displays into the architecture as part of their overall entertainment.
The columns are located in two corners of the stadium on the same side of the field. They feature six-millimeter line spacing to appeal to close viewing distances and measure 36.5 feet high by 62.5 feet in circumference. They are visible from the seating bowl and from the concourse areas with maximum appeal throughout the venue. Fans can actually walk up to the columns with the displays directly above their heads, just out of reach. The venue has used the technology for gameday introductions and game prompts, social media and sharing fans’ posts, highlighting their sponsors, and much, much more.
“The Daktronics product line is a staple in the sports and entertainment venue industry, featuring the best in technology for large-scale video displays,” says Kelly Kozole, Senior Vice President of Business Development for the Detroit Lions. “Furthermore, their knowledge and ingenuity were vital in helping us identify how we could maximize the Ford Field visual experience within our stadium structure. Our new video boards will undoubtedly elevate our gameday and event presentation to another level.”