Exclusive First Look: American Dream Retail and Entertainment Complex
- Rewers explains the company’s IT plans in four phases:
- Stand up and open. This includes five wireless systems, audio and video, WiFi and cellular, and the mobile app.
- A second generation of the mobile app will eliminate a lot of the bugs. Running over WiFi American Dream will be able to track a shopper within one square meter, but not within the store. In this phase, American Dream will also launch its “own” cellular service, tied into its vehicular signs. Via OnGo technology, which was developed by the CBRS Alliance, the American Dream complex actually owns free and clear the segment of wireless spectrum it was granted. Its 3.5 GHz spectrum license enables it to create an exclusive wireless network within its facility that is managed by a controller and based on geolocation parameters. Since American Dream owns the spectrum free and clear it can continue to modify and innovate its network infrastructure as other cutting-edge technologies such as LTE and 5G evolve. Outside it will be able to update vehicular signs. Inside, when it pairs this with its RFID wristbands and the mobile app, American Dream will have a one meter visibility throughout all 600 acres of the property. This will provide visibility into both the parking deck and stores.
- In this phase, American Dream will use IoT to “marry it all together,” says Rewers. For example, shopping bags could include smart chips. A shopper could be in the waterpark, order purchases from their phone and have it delivered to them directly, shipped to home, or sent to a locker nearby for pickup. Paired with IoT data lost or stolen bags can quickly be identified. The property has 600 cameras currently up and running and will have 2000 CCTV and LIDAR cameras when finished. It will be able to tell how many Lexus vs Minivans come in and tell if there are adults with children getting out of the car. It will be able to track people in real-time, do crowd counting and do 3-D wayfinding with heat mapping, which will offer shoppers precise directions through the property to avoid congestion.
- In the final phase, once the company has the mobile app running and the loyalty program up, “we’re going to be doing blockchain,” says Rewers, and will implement American Dream dollars, which shoppers could pay for purchases with. It then plans to extend the currency to all of Triple Five Group’s properties, and eventually globally to its tenants, so that leftover currency could be used to shop the Saks Fifth Avenue, NY, location for example, one of the retail tenants currently planned for American Dream. Rewers says this is an “evolutionary thing” but would happen in 24-36 months hopefully.