FEATURED PROJECT · NFL STADIUM GUEST EXPERIENCE

Visiontron Helps Create a Unified Guest Experience at the New Highmark Stadium

As the Buffalo Bills prepared to welcome fans to the new Highmark Stadium, Visiontron helped plan a coordinated family of crowd-management solutions for entrances, VIP areas, concessions and other high-traffic spaces. Multiple onsite walkthroughs—including a return during a preseason game—allowed the teams to evaluate the systems in the actual facility and under live event conditions.

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VenueNew Highmark Stadium · Orchard Park, New York

NeedCreate a unified visual and operational approach to crowd management throughout a new NFL stadium

System

Branded stanchions, VIP panel systems, sign toppers and wall-mounted barriers supported by onsite planning

EnvironmentNFL stadium entrances, premium areas, concessions and sponsorship spaces

THE PROJECT STORY

A New Stadium Needed More Than a Collection of Queueing Products

The Buffalo Bills had used Visiontron crowd-management products at the previous Highmark Stadium and returned to Visiontron while planning their new home. This time, the goal extended beyond placing equipment at individual locations. The team wanted crowd-management solutions that could support the operational demands of an NFL venue while contributing to a more unified appearance from entrances and premium areas to concessions and other high-traffic spaces.

One Coordinated System Supporting Multiple Stadium Experiences

The project brought together more than 1,000 pieces of crowd-management and signage equipment, including retractable-belt stanchions, receiving posts, wall-mounted barriers, branded panel systems, beams, sign frames and storage carts. Visiontron also worked with Legends Global on concession-area applications and collaborated with the Bills’ Corporate Partnership Marketing team on a Verizon-branded selfie location. The completed program gives different areas the equipment needed for their specific functions while maintaining the more unified visual language the Bills envisioned for the new stadium.

THE SYSTEMS ACROSS THE STADIUM

Planning Continued From Construction Into Live Event Conditions

Visiontron worked directly with the Buffalo Bills to evaluate needs at stadium entrances and other key locations. The process included multiple onsite walkthroughs rather than relying solely on drawings and equipment lists. A visit near the completion of construction helped the teams evaluate planned configurations within the actual spaces and refine layouts. Visiontron then returned during a preseason game to observe fan movement, confirm that installed systems were functioning as intended and identify additional locations where crowd-management solutions could support operations.

RETRACTA-BELT Stanchions

Retractable-belt stanchions with custom-branded belts extend the stadium’s visual identity into functional queueing equipment while supporting flexible event-day layouts at entrances and other high-traffic locations. Models used: 300 Series, 320 Series, & PHD100 Series RETRACTA-BELT® Stanchions

View RETRACTA-BELT Stanchions →

Branded Panel Systems for VIP Entrances

Branded Q-PANEL® panel systems give premium entrances a more finished appearance while providing the flexibility required to support changing event-day configurations and guest-flow needs.

Learn more about our Q-PANEL Systems →

Stanchion Sign Toppers

Sign toppers add directional and informational messaging at the point where guests make decisions, helping the crowd-management system communicate as well as define the path.

View Post Top Sign Frames →

Wall-Mounted Retractable Belt Systems

RETRACTA-BELT® Wall-mounted barriers provide deployable guidance where freestanding posts are unnecessary or would consume valuable floor space, expanding the system’s flexibility across different stadium environments.

View RETRACTA-BELT Wall Mounts →

Freestanding Signage

Freestanding Bulletin Signs add informational messaging at the point where guests need it most. From directions to purchasing information, these signs are easy to deploy and changing messaging is a breeze.

See all Freestanding Signage Options →

WHY THE APPROACH WORKED

One Coordinated Guest Experience—Across Very Different Applications

A Unified Stadium-Wide Appearance

Branded belts, panels and signage make functional crowd-management equipment part of the stadium environment instead of an unrelated layer added afterward.

Solutions Matched to Each Application

Entrances, VIP areas, concessions and sponsorship activations serve different purposes. The coordinated product family supports those differences without losing overall visual consistency.

Planning Informed by the Actual Space

Onsite walkthroughs allowed proposed configurations to be reviewed within the nearly completed stadium rather than evaluated only through drawings and equipment schedules.

Support That Continued Into Live Events

Returning during a preseason game allowed Visiontron and the Bills to observe fan movement, confirm system performance and identify additional operational opportunities.

PROJECT GALLERY

Visiontron Solutions at the New Highmark Stadium

PLANNING LESSONS

Lessons for Teams Planning a New Venue

The Highmark Stadium project points to four practical principles for teams coordinating crowd management across a new or substantially renovated facility.

Evaluate the Physical Space

Review proposed queue and barrier configurations inside the actual facility rather than relying only on construction drawings and equipment schedules.

Observe Live Operating Conditions

Revisit layouts when real guests, staff and service demands reveal traffic patterns that cannot be fully predicted before opening.

Coordinate the Complete Venue

Plan entrances, premium areas, concessions and sponsorship spaces as parts of one guest experience while accommodating the different work performed in each area.

Plan for Continued Adjustment

Treat opening day as the beginning of operational evaluation and use adaptable equipment that can respond as additional needs become apparent.

PLANNING A NEW VENUE OR MAJOR RENOVATION?

Build Crowd Management Into the Guest Experience

Visiontron works alongside venue teams from early planning and onsite walkthroughs through opening events and beyond—helping translate operational, visual and branding requirements into one coordinated people-guidance program.

Talk to a People Guidance Pro

PROJECT QUESTIONS

Frequently Asked Questions

Had the Buffalo Bills used Visiontron products before the new stadium project?⌄

Yes. The Bills had used Visiontron crowd-management products at the previous Highmark Stadium and returned to Visiontron while planning their new home.

What was the primary goal for crowd management at the new Highmark Stadium?⌄

The goal was to support the operational demands of an NFL venue while creating a more unified appearance across entrances, premium areas, concessions and other high-traffic spaces.

Which Visiontron solutions were included in the project?⌄

The project included retractable-belt stanchions with custom-branded belts, branded panel systems for VIP entrances, stanchion sign toppers and wall-mounted retractable belt systems.

Why were onsite walkthroughs important?⌄

The walkthroughs allowed the teams to evaluate proposed crowd-management configurations within the actual stadium, refine layouts as construction neared completion and compare plans with real operating conditions.

Did Visiontron observe the systems during a live event?⌄

Yes. Visiontron returned during a preseason game to confirm that the installed systems were performing as intended, observe fan movement and identify additional locations where crowd-management solutions could improve operations.

How was Visiontron involved with stadium concessions?⌄

Visiontron worked with Legends Global to provide crowd-management solutions for high-volume food and beverage areas, which have different traffic and operating conditions from primary stadium entrances.

What was created for the Verizon sponsorship activation?⌄

Visiontron collaborated with the Bills’ Corporate Partnership Marketing team on a Verizon-branded selfie location, demonstrating how crowd-management products can contribute to the activation itself rather than simply surround it.

Did Visiontron’s involvement end when the stadium opened?⌄

No. Visiontron remained involved as construction plans transitioned into live event conditions, helping evaluate system performance and respond as additional needs became apparent.

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