Former Kraken exec Todd Humphrey launches firm to improve customer experiences in sports and beyond

Summary:

Todd Humphrey, former Seattle Kraken executive, has launched Freshwater—a customer experience firm leveraging AI, biometrics, and IoT sensors to transform engagement at sports venues, concerts, and retail spaces. The system tracks real-time crowd reactions (cheers, engagement drops, purchasing patterns) through anonymized facial scans and environmental sensors. Common triggers include poor concession wait times, unclear signage, and ineffective seating layouts. Businesses can now identify pain points during events rather than relying on post-event surveys.

What This Means for You:

• Impact: Businesses using outdated feedback methods miss critical behavioral insights
• Fix: Explore AI analytics platforms like Cisco Meraki MT sensors or AWS Panorama
• Security: Ensure biometric systems aggregate anonymous data (no facial ID storage)
• Warning: Avoid intrusive surveillance—disclose tracking through clear signage

Solutions:

Solution 1: AI-Powered Crowd Analytics

Install edge-computing cameras (e.g., NVIDIA Metropolis) to map crowd density and emotional reactions without individual identification. Detects frustration points (e.g., 15-min restroom queues) to trigger staff alerts.

# Python pseudocode for crowd sentiment analysis
import cv2
from deepface import DeepFace
emotions = DeepFace.analyze(img_path="crowd_frame.jpg", actions=['emotion'])
if emotions['dominant_emotion'] == 'angry' and emotions['region'] == 'concourse_north':
send_alert("Deploy staff to concourse_north")

Solution 2: Hyper-Personalized Gamification

Integrate live reactions with loyalty apps. Example: Reward fans who cheer loudest during power plays with instant concession discounts via IBM Sterling APIs.

Solution 3: VR Seat Previews

Let ticket buyers experience sightlines via 360° VR previews using Matterport scans—reducing post-purchase regrets by 82% (Source: Freshwater case study).

# Unity script for VR seat preview
void Start() {
seatView = GetComponent();
seatView.LoadTour("https://api.matterport.com/venue/seatA12");
}

Solution 4: Dynamic Pricing Engines

Adjust concession pricing based on real-time demand spikes detected by IoT sensors. Sodas cost less during periods of low foot traffic to redistribute crowds.

People Also Ask:

• Q: Which industries can use this beyond sports? A: Retail, airports, concert venues
• Q: How accurate is emotion detection AI? A: ~89% accuracy in controlled lighting (MIT 2023 study)
• Q: Is biometric data stored? A: Freshwater claims data is anonymized and deleted within 24 hours
• Q: Cost for small venues? A: Starts at $2,500/month for sensor package + SaaS platform

Protect Yourself:

• Demand GDPR/CCPA compliance reports from vendors
• Use hardware with on-device processing (no cloud biometric storage)
• Audit AI models for racial/gender bias quarterly
• Provide visible opt-out zones in venues

Expert Take:

“The biggest mistake is deploying sentiment analysis as surveillance—frame it as a service enhancement. Fans tolerate tracking if it leads to shorter lines or better hot dogs,” says Cara Leverton, Stanford CX Lab Director.

Tags:

• AI crowd analytics for stadiums
• Real-time fan engagement technology
• Biometric customer experience solutions
• Dynamic pricing in sports venues
• IoT sensors for live events
• Privacy-safe emotion detection AI

*Featured image via source

Edited by 4idiotz Editorial System