Back in 2016, there was a big pile of dirt and a bigger idea. Real estate developer and Los Angeles Rams Owner/Chairman E. Stanley Kroenke was realizing his vision for developing historic land in the heart of Los Angeles. The expansive project would include mixed-use commercial, retail, residential, and entertainment facilities and was designed to connect to and transform the once iconic Hollywood Park racetrack. Creating this singular world-class destination would require incredible planning, award-winning architecture, and a next-generation digital guest experience.

Hollywood Park’s chief technology officer understood that the guest experience begins long before arrival at a venue like this one and is managed increasingly by guests through their mobile devices in non-linear ways. He envisioned a digital journey that starts on the couch, kicks into high gear at the curbside of SoFi Stadium—the centerpiece of Hollywood Park—and concludes back where it began—hours, days, or months after the glow of a game, a concert, or a gathering with friends subsides. Enabling this experience would require embedding the necessary capabilities into the stadium’s infrastructure while it was being built in intentional and strategic ways.

Each football game would draw tens of thousands of fans to SoFi Stadium from around the world, but Hollywood Park was conceived as a destination for every day of the year. The enhanced digital experience would be designed to meet the needs of families who might visit on any given Tuesday, workers onsite for jobs throughout the week, residents who’d call the site their home, and everyone in between. A delightful and meaningful digital experience would therefore deliver seamless, intuitive, and contextual interactions so each guest might feel as if the experience had been created just for them.

This was a highly complex technology challenge. And it couldn’t be tackled with technology alone.