WIMBLEDON through the concession so that they are not required to visit a till on exit.
“ We keep pace with changing technology but make sure we do it in a very authentic Wimbledon way,” says Dite.“ The frictionless project is really exciting; the aim is to increase efficiency, productivity and reduce queuing. We ' ve been working with Compass and the wider Levy team to understand what solutions exist and learn from other projects that operate in similar entertainment and sporting venues. Working with E15, a data and insights partner, they reviewed all our public spaces to compare transaction data and how long it was taking for people to get served. They produced a detailed report outlining all the things that technology could BST help with and flagged operational considerations that tech couldn’ t solve. There were some interesting non-technological outputs from their research, as well as everything that technology could do to assist.”
Due for completion in 2027, the multimillion-pound Millenium Building project saw a new-look Players’ Restaurant and an expanded player warm-up area unveiled this year. Dite says the AELTC will be reviewing the success of the frictionless tech and where relevant this could add value to the new facility.
“ We are looking very closely at our F & B offer across all of our Guest Groups to assess the role of frictionless technology now that we can see the positive results,” says Dite.“ It is easier from a long-term investment point to put in permanent infrastructure which will always be supported by our amazing guest services team, we ' re not getting rid of any of that, this is to complement the human support, which remains really important.”
Not just the ticket
Another recent development is providing guests with the option of joining a virtual ticket re-sale queue, via the Wimbledon app, who receive SMS notifications when it ' s their turn to purchase tickets. Dite says the system has streamlined the ticket purchasing process and improved operational efficiency:“ It has meant that
Michelle Dite
BST Hyde Park
“ WE KEEP PACE WITH CHANGING TECHNOLOGY BUT MAKE SURE WE DO IT IN A VERY AUTHENTIC WIMBLEDON WAY,”
Solar Panels on the roof of the Aorangi Pavilion
from a guest experience perspective, you can go and enjoy your day rather than queuing for many hours at a unit waiting for it to open at 3pm. It has worked really well and we have learned a lot since we first used it in 2024. We will continue to evolve the ticket resale process with the aim of prioritising access for those who have committed to the wueue over the road.
“ If you are a ticket holder, or queuing for resale, we can share information about preparing for the day or making the wait in the queue fun and engaging. The ticketing tech is a great step forward, and we are working closely with our technology teams to keep enhancing all these things.”
Another key focus for the AELTC team is its commitment to the environment. Measures already taken include the use of renewable electricity to power operations, the installation of LED lights, the use of hybrid and electric vehicles, electric buggies for the transportation of guests, installation of solar panels, a move away from generators to grid power, low carbon options being highlighted on menus, the removal of red meat from some menus and the promotion of plantbased dishes. As part of the Millennium Building project the removal of gas from kitchens has also been carried out, while Championships partner Evian has worked with the team to reduce the use of single-use plastic.
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