Motorsport
VAILO Adelaide 500
In 2023, the South Australian Motorsport (SAMSB) on behalf of the VAILO Adelaide 500 (the Grand Finale for the Australian Supercar series) partnered with Meshh to understand the behavior of their grandstand ticket holders. With over 250,000 people attending the event over 4 days, analyzing the behavioral patterns of grandstand ticket holders was seen as an important step in improving the experience of this premium ticket holder. With a long term vision and investment into Meshh, SAMSB has committed itself over the period of 2023 – 2026 to implement Meshh technology across the venue and measure the events commercial and operational activities.
The Challenge
In year 1, understanding grandstand ticket holder behavior was the priority, where key objectives included arrivals + departures, visitor engagement behavior around the venue, and insight into fan interest around the various race categories (Motocross, Speedway, Trans Am etc.).
Unlocking the specific data from 2023 allowed SAMSB to not only understand their ticket holders but also get a deeper understanding for the different ways in which Meshh can be deployed. Year 2 saw a massive overhaul of the venue’s layout and activities where for the very first time, National Rounds of the Australian Supercross and NAPA Speedway were added to the schedule. With such a large investment into building temporary Motocross and Speedway circuits, measurement objectives evolved to include on-site dwell time patterns at key touchpoint, a profile on how fans engaged with the new priority areas, and an analysis of the crossover between traditional racing fans and the other forms of motorsport featured throughout the event.
Implementation
Each year, Meshh reviews and studies the circuit plan with SAMSB. With 28x Sensors at our disposal we look at gates, activities and other key assets/precincts of which we would like to know that fans visit throughout the 4 days.
Insights + Actions
- Arrival Analysis: Each day presented a different picture of on-site arrival and departure. Trend analysis from year 1 to year 2 shows that fans spend more time traversing the venue in earlier parts of the event. Whereas later days show less movement and just over an hour less on site for the day.
- Cohort Analysis: Taking around 80,000 unique devices each year, we were able to not only analyze the fans behavior as a whole, but isolate specific cohorts based on where they spend the majority of their time. This has given us Grandstand cohorts or even Speedway/Supercross cohorts each year.
- Gate Performance: Gate activity allowed us to look at not just gate operations but journey paths for the afore-mentioned different cohorts. In year 1 we could isolate a grandstand cohort but then drill further into each specific grandstand as a more granular analysis. For year 2 we were able to isolate Speedway/Supercross cohorts go on site each day from start to finish.
- Dwell Time & Fan Engagement: Average attendee dwell time across the week was 5 hours 12 minutes increasing to 5 hours and 48 minutes in year 2. Looking to invest heavily again in 2025 with the likes of Speedway and Supercross, SAMSB will be looking to deploy similarly and measuring changes in fan behavior and engagement in order to improve overall fans (and individual cohort) experiences.
Key Metrics
Sensors
Meshh deploys 28x sensors across VAILO 500 assets
Concert Engagement
Almost 20% of fans on-site engaged with the post-race concert
Hours
Fans spent over 3,500 hours engaging with on-track programming
Days
Meshh provides measurement across all four days of the VAILO Adelaide 500 annually
What Our Clients Say
Meshh has provided invaluable insight into our business needs time and time again, helping us make informed decisions. As a client for over six years, we’ve experienced their unwavering support across numerous events in our global network. They consistently go the extra mile to deliver quality service.
Meshh has brought our ability to capture event insights to the next level. We can now determine the success of our brand activations using data collected from audience patterns and have moved away from relying solely on lead capture
The metrics and insights Meshh provide are invaluable to our client experience. They consistently provide expert analysis through accurate insights and leverage the power of storytelling through data. Their product quality and exceptional customer service consistently puts them above other competitors in the data tracking field.
Partnering with the Meshh team has been an exceptional experience. Their collaborative approach and commitment to developing tailored solutions for our clients highlights their dedication and passion to their service offering. Their ability to clearly explain the nuances of the technology and reporting provides confidence and reinforces their role as a trusted partner.
Utilizing the Meshh sensor at our annual Touch a Truck event has allowed us to truly quantify the impact of our biggest seasonal event to prospective vendors and sponsors. As a free, community event it can be difficult to articulate exactly the type of value our partners will get out of their investment, and Meshh data is an invaluable tool to demonstrate attendee engagement. I would highly recommend this technology.
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