Technology

Dallas Cowboys' concessions deploy tech upgrades to improve customer experience

Legends, the concessions provider for the Dallas Cowboys stadium, has signed a three-year partnership with Relay to supply over 400 devices for staff use at the AT&T Stadium in Dallas. Provided.

November 22, 2021

Legends Hospitality, the concessions and catering operator to the Dallas Cowboys' stadium, is using Relay to upgrade from traditional walkie-talkies to voice-first handheld smart devices, according to a company press release.

The company has signed a three-year partnership with Relay, a voice-first communications platform for frontline workers, to supply over 400 devices for staff use at the AT&T Stadium in Dallas.

"It is important to us as an organization to invest in technology when we know that it will provide added value to ticket holders and customers," C.T. Nice, SVP of Legends, said in the release. "We are compelled to meet the 21st-century demands of customers by optimizing our inventory, communications, and workflow. We believe Relay will be the right partner to help us continue to enhance that 360-degree service solution."

Stewards, suite expeditors, servers, runners, barbacks, managers and supervisors will each have one of the devices that weigh less than a half-pound for cloud-based, Slack-like communications and inventory management for the 300 POS and 350 suites at the stadium, said Barbara Sharnak, VP of Business Development & Marketing Strategy at Relay.

"The partnership marks this as the first NFL stadium to be powered by Relay," she said in the release. "We're proud to work with the best-in-class hospitality operator in Legends at the iconic AT&T Stadium property to provide the most sophisticated communications technology for food and beverage operations that ultimately will enhance the complete fan experience."

While traditional two-way radios are limited by range and repeaters, a Relay operates on WiFi and 4G networks that allow users to stay in communications with their colleagues much like how a smartphone works. Users may switch between channels to communicate with different groups or teams. However, unlike traditional two-way radios, with Relay, similar to the workplace application Slack, users may create as many channels as they need to get work done and invite selected people to those channels. Similarly, Relay allows users to easily "ping" individual users directly for one-on-one communication, according to the release.

Outside of communication needs, the data, analytics and mapping capabilities of the devices and their ability to integrate into operations systems are recognized for aiding robust operations like Legends in finding operational efficiencies. Relay features include:

• GPS and 3D-mapping capabilities: Allow logistics to better distribute staff quickly via a cloud-connected dashboard feature.
• Accountability and verification: Validates employees responsible for delivery or receiving of goods and services via auto-capture.
• Panic alert: A single-button panic button solution to provide employers with the tools they need to give their employees the added protection they require.
• Language translation feature with 15 available languages for team members to use to communicate more effectively internally and externally.
• Team communications and notifications via pre-recorded messages for the start and end of shifts