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Hotel Video Walls Keep Guests
Informed and EngagedMarch 17, 2014
Video walls throughout MGM Resorts properties have addedelegance, informed guests, promoted events and allowed forsocial media interaction.
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The MGM Resorts International digital signage initiative consists of a series of 4x4 video-walls
located at various MGM Resorts International hotel locations in Las Vegas. The video walls
serve as a source of entertainment, information and as antidotes to perceived wait times at
lobby front desks. A social media component to engage hotel guests is also a major part of the
implementation.
Nominee : MGM Resorts International (http://mgmresorts.com), Las Vegas
Nominating Company: NEC Display Solutions (http://NECDisplay.com), Itasca, Ill.
Project: A series of 4x4 video-walls located in MGM Resorts International hotel locations in Las
Vegas.
Category: Hospitality
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Since 2009, MGM has installed roughly 700 NEC large-screen displays throughout its Las Vegas hotels. Its
three 4x4 video walls in the MGM Grand's lobby highlight its latest phase of deployed screens.
BACKGROUND
MGM Resorts International has deployed a X551UN 4x4 video wall at each location in the
initiative. The initial video wall was launched during New Year's Eve weekend 2012 in the lobby
of the MGM Grand. Since that installation, it has spread to other Las Vegas venues, such as the
Mirage, Mandalay Bay, Luxor and a Starbucks outlet at the Aria. The original video walls, behind
the front desk of the lobby in the MGM Grand, informed hotel guests of events and promotions
at the location — on a real-time basis. They also encouraged interaction between the hotel
properties and guests on social media channels such as Twitter.
"We'll look at the calendar and see what we can put up on the video walls to help drive
feedback," said Randy Dearborn, VP of multimedia & guest technology for MGM Resorts
International."
For example, during the UFC 162 fight at the MGM Grand, the video walls not only displayed the
date and time of the fight but also promoted "real-time voting so that people could pick the
winners," said Dearborn. Also, there were bars, nightclubs and restaurants on the property
driving their own promotions on the video walls, like a "2-for-1 drink special at Taboo in the next
hour," he said. With a captive audience in the lobbies, the video walls are great ways to keep
people informed and engaged at the same time.
(/sites/default/files/article_images/8%20Luxor%20video%20wall%20web.jpg)
MGM Resorts International has found the 4X4 video wall format, like this one at the Luxor in Las Vegas, to
be so effective that the hotel company has installed them throughout its properties.
CHALLENGES
MGM Resorts International was one of the first to install these X551UNs, so it was a pioneer in
figuring out the best way to do so. The weight of the three 4x4 MGM lobby video walls was
substantial, as each weighs 80 pounds, and each accompanying bracket weighs 39 pounds.
This comes out to a total of 5,712 pounds. In addition, the top screens on the video walls were
pinching the bottom ones, causing some pixels to be lost. Another problem was that the initial
installation used DVI pass-thru on the displays, but this connection was passive and was losing
sync. Also, there was some occasional flickering on the video walls, rare blips in communication
and every so often, a screen going dark for a second.
SOLUTIONS
The installers used lock-washers and made sure the frames were held permanently to the walls,
and that the walls were checked for stability. In addition, cabling was rerouted for each of the
4x4 video walls to address the sync issue. To deal with the flickering and communications
issues, they further inspected the video walls and found that the Mac minis were enabling HDCP
encryption. They found that HDCP could be disabled through the Crestron DM switcher, which
allows a single source to run to different walls.
The video walls also proved to be an employee motivator. On the video wall behind one of the
lobby's front desks, guests openly complained about the attitude of a working employee in
various tweets. The problem turned into a great PR opportunity for MGM by what it did next. The
hotel leader not only discussed the matter with the employee to address the problem but also
conveyed to customers that their opinions counted. One employee expressed his own
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excitement with the social media engagement saying, "It's unbelievable the number of hits we get
on this. Everyone wants to be heard, and people love that stuff."
RESULTS
The video walls showed great results for MGM Resorts International. They added elegance to
hotel lobbies. They informed hotel guests of events and promotions, and also allowed for them
to interact through social channels. In fact, MGM Resorts International has received hundreds of
thousands of social hits every year from the video walls. MGM Resorts International also noticed
that when the marketing department got on board and helped promote the video walls, then
officials got better results through hits and interactions with guests. They were able to create
more interactive ways of communicating, too. Tim Kelly, president of Hotel Operations, said that
wait time complaints fell more than 25 percent once the video walls were up and running.
MGM Resorts International won the DSE 2014 Silver Apex Award
(http://www.digitalsignageconnection.com/2014-apex-awards-announced-dse-213#category6) in
the Hospitality category.
Read more articles about Hotel Digital Signage
(http://www.digitalsignageconnection.com/industries/hotels-motels-resorts)
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