Las Vegas’ Sphere - a game changer for corporate events

Mega entertainment venue, Sphere, which debuted in Las Vegas at the end of September 2023, showcases the latest in audio and LED technologies. Its LED display is the highest resolution LED screen in the world - at a height of 240 feet, and with over three acres of display surface, the huge wraparound screen aims to create a fully immersive visual environment. The venue houses five humanoid robots that interact with guests and were developed using the next-generation technology in robotic mechanics and AI, making them among the most expressive and life-like humanoid robots in the world. They are stationed around the Atrium, and each focuses on one fundamental aspect of human ability: connection, creativity, innovation, longevity, and productivity.

Every aspect of Sphere was designed to transport audiences to new places, both real and imagined, and the Sphere Experience is where that vision comes together in its most integrated form.

James L Dolan, executive chairman and CEO of Sphere Entertainment Co

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Tech transformation

For Lorela Chia, founder and managing director of Gr8t Dreams, innovative venues like Sphere herald a transformative era for corporate events and meeting planning.

“Delegates can benefit from enhanced presentation methods and engagement; Sphere's advanced audio-visual capabilities can captivate audiences, fostering a more engaging and memorable experience. Technologically-enhanced interactive content delivery can be particularly effective for product launches, keynote speeches, and interactive sessions.”

Fernando Lonergan, senior director Australia & Asia Pacific sales & solutions at BCD Meetings & Events, said state-of-the-art venues like Sphere are a game changer for the corporate event industry, as immersive content can be created to match client event needs and adjusted for each session, to look and feel totally different from the last one.

However, he cautioned that such content can at times lead to sensory overload for some people. “The very depths of the immersive experience that will be so appealing to many, may also be overwhelming or create sensory overload in others, possibly detracting from the experience.

“We have already heard some attendees at Sphere experience vertigo symptoms in parts, so as an event producer we are advising attendees what to expect so they can be prepared,” he said.

A venue like Sphere creates a truly immersive experience like never seen before. For delegates it creates an emotional sensation using different sensory elements both separately and together. Likewise, from a business events perspective it allows us to create totally different experiences per session or day, allowing for more impactful and unique experiences to keep the delegates engaged.

Fernando Lonergan, senior director Australia & Asia Pacific sales & solutions at BCD Meetings & Events

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Hybrid events

Sphere is also ideal for hybrid events. This could extend the scope of an event to a global audience, expanding impact and reach, a crucial aspect in today's interconnected world. The customisable nature of digital spaces within Sphere offers unique branding opportunities. Companies can create immersive brand experiences, making a lasting impression on attendees.

Natalie Crampton, director of Dubai-based TEC, said Sphere offers an exciting alternative to conventional meeting spaces. “Clients no longer want to do their meetings in a ballroom - they want something different and interesting that is really going to excite guests - Sphere certainly does that.

“The digital exterior branding is very cool and eye-catching and these types of venues tend to offer different food and beverage experiences too when compared to hotel meeting spaces.”

Crampton added that venues similar to Sphere are increasingly becoming a part of Dubai and the Middle East. These include Museum of the Future, Al Wasl Dome and several other event spaces that were built for World Expo (hosted in Dubai from October 2021 to March 2022).

“I met with the Saudi Tourist Authority a couple of weeks ago and they have some very exciting similar-type venues coming up across the Kingdom,” she added.

For the Asia-Pacific region, the integration of such technology in venue design is a growing trend, though it varies in scale and scope. The appeal for delegates lies in the unique experiences these venues offer, but this must be balanced with potential concerns regarding overstimulation and environmental impact.

Lorela Chia, founder and managing director of Gr8t Dreams

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Sustainable impact

While there is little doubt around Sphere’s attractiveness from an entertainment and technology viewpoint, Lonergan said energy consumption is a major consideration for a venue like Sphere, but he added that such a venue can offer additional sustainability benefits, by reducing transfers and F&B at different locations, or by offering bespoke creations in the same venue with a tight turnaround, reducing cost per attendee.

Chia said there could be sustainability concerns too, with the energy consumption and resources needed for such technologically-advanced venues. She added that it is crucial to consider the environmental impact and explore eco-friendly practices within these spaces: “Venues like Sphere represent a significant leap forward in the realm of corporate events, offering unparalleled opportunities for engagement and branding. However, they also bring forth challenges in terms of accessibility, complexity, and sustainability.”

Sphere states that the venue has been designed to achieve high standards of sustainability and to minimise energy consumption. The venue’s exterior and interior LED screens, for example, utilise the most energy-efficient lighting available today and it says advanced distributed heating and cooling systems avoid wasteful reheating.

Additionally, Sphere’s data centres have been designed to conform to state-of-the-art energy-efficient hot-aisle containment strategies and in-row cooling.

In August, Sphere Entertainment Co also announced it had submitted a proposal with NV Energy, the primary electric utility in Nevada, to run the venue using solar power, underlining its commitment to renewable energy. This 25-year agreement with NV Energy, the primary electric utility in Nevada, if approved, will provide the highest amount of dedicated solar power available to Sphere, making it a model for renewable energy use by entertainment venues around the country.

As part of the agreement, Sphere is maximising the amount of available green power serving the venue by using a dedicated renewable and battery storage resource being developed by NV Energy. For any portion of electricity that is not derived from renewable sources, Sphere will voluntarily acquire certified renewable energy credits to fully mitigate the impact of emissions from the creation of electricity for the venue. Any such agreement, however, is awaiting approval, and if given the green light, the earliest proposals that will come into effect is likely to be 2027.