The post-pandemic mandate for entertainment venues: Digitally transform security guards

As the COVID-19 pandemic wanes and sporting venues open-up to full capacity, a new disturbing trend has hit the headlines - poor fan behaviour. Five NBA teams have issued indefinite bans on fans, who crossed the line of unacceptable behaviour, during the NBA playoffs.

Major League Baseball stadiums have a recurring problem with divisive political banners being strewn over walls, as part of an organised campaign, requiring fan ejections. There was a brawl between Clippers and Suns fans after Game 1 of their playoff series. And, the U.S. vs. Mexico Nations League soccer game over the Fourth of July weekend had to be halted, due to fans throwing objects at players and screaming offensive chants.

Cracking down on poor fan behaviour

Security directors are consistently reporting a disturbing uptick in poor fan attitude and behaviour

With players across all major sports leagues commanding more power than ever before, they are demanding that sports venues crack down on poor fan behaviour, particularly when they are the targets of that behaviour.

Whether it’s an extension of the social-media divisiveness that’s gripped society, or people unleashing pent up negative energy, following 15 months of social isolation, during the COVID-19 global pandemic, security directors are consistently reporting a disturbing uptick in poor fan attitude and behaviour. They’re also reporting a chronic security guard shortage, like many businesses that rely on relatively low-cost labour, finding candidates to fill open positions has been incredibly difficult.

Low police morale

To add the third component to this perfect storm, many police departments are struggling with morale issues and officers are less likely to put themselves into positions, where they could wind up in a viral video. According to the Police Executive Research Forum, police officer retirements in the U.S. were up 45% in the April 2020 - April 2021 period, when compared to the previous year. Resignations were up 18%. In this environment, officers may be less likely to undertake fan intervention unless it’s absolutely necessary.

This can seem like the worst of times for venue security directors, as they need more staff to handle increasingly unruly patrons, but that staff simply isn’t available. And, because the security guard staffing industry is a commoditised business, companies compete almost solely on price, which requires that they keep salaries as low as possible, which perpetuates the lack of interest in people participating in the profession.

Digital Transformation

There is only one way out of this conundrum and that is to make security personnel more efficient and effective. Other industries have solved similar staffing and cost challenges through digital transformation.

For example, only a small percentage of the total population of restaurants in the U.S. used to offer home delivery, due to cost and staffing challenges of hiring dedicated delivery personnel.

Advent of digital efficiency tools

But with the advent of digital efficiency tools, now virtually all restaurants can offer delivery

But with the advent of digital efficiency tools, such as UberEATS and DoorDash, now virtually all restaurants can offer delivery. Likewise, field-service personnel are digitally connected, so when new jobs arise, they can be notified and routed to the location.

Compare this to the old paper-based days, when they wouldn’t know about any new jobs until they picked up their work schedule at the office, the next day and you can see how digital transformation makes each worker significantly more efficient.

Security guards and manned guarding

The security guard business has never undergone this kind of digital transformation. The state-of-the-art ‘technology’ has never changed - human eyes and ears. Yes, there are video cameras all over stadiums and other venues, but behind the scenes is a guard staring at a bunch of monitors, hoping to identify incidents that need attention.

Meanwhile, there are other guards stationed around the stadium, spending most of their time watching people who are doing nothing wrong. Think about all the wasted time involved with these activities – not to mention the relentless boredom and ‘alert fatigue’ from false-positive incident reporting and you understand the fundamental inefficiencies of this labour-based approach to security.

Now think about a world where there’s ubiquitous video surveillance and guards are automatically and pre-emptively notified and briefed, when situations arise. The fundamental nature of the security guards profession changes. Instead of being low paid ‘watchers’, they instead become digitally-empowered preventers.

AI-based screening and monitoring technology

This world is happening today, through Artificial Intelligence-based screening and monitoring technology. AI-powered weapons-detection gateways inform guards, when a patron entering the venue is carrying a gun, knife or other forbidden item.

Instead of patting down every patron with metal in their pockets, which has been the standard practice since walk-through metal detectors were mandated by sports leagues following 9/11, guards can now target only those who are carrying these specific items.

Video surveillance and AI-based analytics integration

Combining surveillance video with AI-based advanced analytics can automatically identify fan disturbances

Combining surveillance video with AI-based advanced analytics can automatically identify fan disturbances or other operational issues, and notify guards in real time, eliminating the need to have large numbers of guards monitoring video feeds and patrons.

The business benefits of digitally transformed guards are compelling. A National Hockey League security director says he used to have 300 guards manning 100 walk-through metal detectors. By moving to AI solutions, he can significantly reduce the number of scanning portals and guards, and most importantly redeploy and gain further operational efficiencies with his overall operational strategy.

Changing staffing strategy

This changes the staffing strategy significantly and elevates the roles of guards. Suddenly, a US$ 20-per-hour ‘job’ becomes a US$ 40-per-hour profession, with guards transformed into digital knowledge workers delivering better outcomes with digitally enabled staffs.

Beyond that, these digitally transformed guards can spend a much higher percentage of their time focused on tasks that impact the fan experience – whether it’s keeping weapons out of the building, pro-actively dealing with unruly fans before a broader disruption occurs, or managing business operations that positively impact fan patron experience.

Digitally transforming security guards

Perhaps most important, digitally transforming security guards elevates the profession to a more strategic level, which means better pay for the guards, better service for clients of guard services, and an overall better experience for fans. That’s a perfect storm of goodness for everyone.