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RFID INTRODUCTION

Summary

During the 2023 Henley Royal Regatta, I took the lead in executing an advanced RFID trial expanding on the 2022 proof-of-concept trial that I had run the previous year. This was a significant step in our journey to enhance event management and offer a more tailored experience for attendees.

Objectives

(1) Allocation Usage: To understand how members are making use of their guest badge allocation

(2) Guest Behaviour: To analyse behaviour patterns of guests, including arrival/departure time and movement

Execution

  • Conducted thorough research into the technology, produced a cost-benefit analysis & sourced a reliable supplier

  • Produced and managed a strict budget to ensure no scope creep or overspend

  • Worked with existing ticket manufacturer to embed RFID chips into ~80,000 guest badges

  • Worked with lawyers to ensure trial was GDPR compliant and craft careful communications to members/customers

  • Worked with Operations to install RFID readers across event site at all entrances and exits

  • Ran a simultaneous proof-of-concept trial to stress test a new RFID solution for compatability with metal badges

  • Analysed post-event data and compiled a comprehensive report

  • Presented to the committee on conclusions and recommendations

Outcomes

  • Identification of inbound/outbound surges provided insight into guest movement patterns

  • Analysis of badge allocation usage was used to evaluate value proposition and assist in future pricing strategies

  • Insights on day-wise popularity informed future marketing strategies for sales priorities

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