Introduction

As a ChargerGoGo Distribution Partner, understanding the impact of strategic station placement and effective signage is crucial. This case study demonstrates how MGM Grand Garden Arena enhanced the user experience, improved operational efficiency, and increased revenue by optimizing the location of ChargerGoGo stations and improving way-finding signage.

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Background

The MGM Grand Garden Arena in Las Vegas hosts numerous high-profile events, drawing large crowds. Previously, they offered staticcharging stands with charging ports mounted on the walls. However, this solution required customers to remain tethered to the station, limiting mobility and convenience. As a result, despite the availability of chargingoptions, they were underutilized by guests. Recognizing the need to enhance the overall guest experience, the arena aimed to address the common issue of low phonebatteries in a more user-friendly and effective manner.

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The Challenge

The General Manager of the arena, Mr. Scott Preston, quickly recognized the need for a more effective charging solution anddecided to replace the outdated system with ChargerGoGo. The ChargerGoGo teaminstalled seven stations throughout the facility. However, in the first fewmonths, the performance did not meet expectations due to a combination ofincorrect pricing and low customer awareness of the new service. 

- Limited Signage: Initially, MGM Grand Garden Arena didn’t providesignage, making it difficult for attendees to be aware of and locate chargingstations. This often led to frustration and frequent inquiries to the staff.

- Suboptimal Placement & Low Awareness: Charging stationswere placed in less visible, low-traffic areas. This resulted inunderutilization of the stations and continued low battery anxiety amongguests.

- Incorrect Pricing Strategy: To lower the entrybarrier and make the service more appealing, MGM initially set the pricing at$1 to unlock and $1 per hour. However, we found that this pricing model did notreflect the full earning potential of the service. Additionally, setting theprice too low can sometimes create skepticism among new customers, making themquestion the quality or value of the offering.

The Solution

1.   Enhanced Signage:

MGM Grand Garden Arena introduced clear, prominent signagethroughout the venue, directing attendees to ChargerGoGo stations. This improved way-finding significantly and reduced the number of inquiries made to the staff.

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2.   Strategic Placement:

The charging stations were relocated to high-traffic are as and near the entrance of the arena. By placing the stations in more visible andaccessible locations, more attendees could easily find and use them.

3. Promotion of ChargerGoGo Service:

MGM utilized their own screens to promote the availability of ChargerGoGo services. This included displaying promotional content about thecharging stations, ensuring attendees were aware of the service and could easily find it.

4. Correct the pricing strategy: Considering the quality and value of the product and service, MGM increased the pricing to$5unlock and $1 per hour.

Conclusion

Byoptimizing the location of charging stations, enhancing way-finding signage,and effectively promoting ChargerGoGo services using existing screens, MGMGrand Garden Arena significantly improved both the user experience andoperational efficiency. Additionally, these strategic changes resulted inincreased revenue. Implementing these strategies can lead to greatersatisfaction among event-goers, more effective use of resources, and improvedfinancial outcomes. This case study highlights the importance of strategicplacement, clear communication, and effective promotion in maximizing theimpact of ChargerGoGo’s solutions.

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