The new system combines digital signage with historic ambience
Cambridge, UK, Tuesday, 16 February 2021 – BrightSign, LLC®, the global market leader in digital signage media players, today announced a collaboration with Spectra Displays to power a new display at Tattersalls auction houses that combines a traditional sales environment whilst embracing digital AV technology. Undoubtedly, the installation at Tattersalls demonstrates that BrightSign powered digital signage technology can be successfully introduced into historic buildings, retaining their character whilst offering a 21st century customer experience.
During sales days, Tattersalls uses an audio-visual system to display lot numbers and prices in guineas, alongside a video feed of the horses being led around the ring. Additional currencies are also displayed, depending on the audience, including Hong Kong Dollars, Chinese Yen and Emirati Dirham.
The final stunning LED installations at Newmarket and Ratoath use five 5x3m LED screens and a number of smaller monitors. The installations at both sites include a video screen in the main sales ring and repeat screens over the entry and exit doors. An outdoor rolling sign in the pre-parade ring at Newmarket has been complemented with additional outdoor monitors, including four screens placed around a post in the parade ring, which are an enormous advantage given the reduced indoor capacity at the venue due to COVID-19 restrictions. At Ratoath, a screen around the side of the building can be comfortably viewed from the restaurant areas, and a large screen in place at the stable block keeps everyone ‘behind the scenes’ up to date with progress of the sales.
Spectra was also able to provide display solutions for the temporary sites at Cheltenham and Ascot. At Cheltenham, they provided Tattersalls with screens in flight cases which are fitted to permanent brackets at the site before a sale and hoisted up to the back of the sales ring. Cabling to link to the players is left in place permanently. Ascot has been kitted out with permanent internal and external screens at a number of locations including staff hostels and catering facilities.
Using BrightSign XT1144 players, the Spectra digital signage takes a video feed from a camera on the main ring and displays it with text overlaid onto the live footage on LED screens from Spectra’s indoor WM range and outdoor HV range. At all sites, the screens show the bid number, prices in the appropriate currencies plus horse traits and breezing videos, where bidders view the horse running at a moderate speed. Different screens show the same core content, with the presentation adjusted to suit the size of the monitor. For instance, the smallest screens display just current lot number and horse price in guineas. There is a ticker of previous lots sold and the value they sold for in guineas on some displays. Content is streamed online for the benefit of remote bidders around the world.
Jimmy George, marketing director from Tattersalls said, “We are delighted with the finished installation, which blends seamlessly into the traditional aesthetic of our buildings. We are particularly thrilled with the displays placed outside the parade ring, allowing live updates to be seen from any direction. The reliability and consistency of both the LED displays and BrightSign players has been a stand-out feature. We’re always looking to improve the flow of our sales, and we’d definitely consider further Spectra installations in future.”
As well as driving the displays, the BrightSign players also provide bid information overlays for additional LCD screens within the auction houses, which normally display a simple live video of the sale. “Tattersalls is very reliant on a screen functioning smoothly during sale days,” says Richard Handley, Manager at Spectra Displays, “PC crashes or unexpected updates would be very damaging to the sales. Not only is the live feed used in broadcast, it is also kept as a legal record of each individual sale.
A household name in the racing community, Tattersalls is the leading bloodstock auctioneer in Europe. Founded by Richard Tattersall in 1766, Tattersalls sells National Hunt and Flat Horses to bidders across the globe in sales events screened internationally. Last year, more than 7,000 horses were sold across Tattersalls’ sites. The auctioneer is based in Newmarket in England and owns another site in Ratoath, County Meath, Ireland, as well as conducting sales at two non-permanent locations in Ascot and Cheltenham.
For more information about BrightSign’s complete portfolio of digital signage products, visit http://www.brightsign.biz
For more information about Spectra, visit www.spectra-displays.co.uk
BrightSign LLC, the global market leader in digital signage media players, is headquartered in Los Gatos, California, with offices in Europe and Asia. BrightSign manufactures media players and provides free software and networking solutions for the commercial digital signage market worldwide, serving all vertical segments of the digital signage marketplace. From entry-level BrightSign LS players to BrightSign XT players offering state-of-the-art technology and unsurpassed performance, BrightSign’s products are known for their signature reliability, affordability, ease-of-use, and market-leading technology. For more information, visit www.brightsign.biz.
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Peter van der Sluijs
+44 1296 628180