The Orlando Magic Increase Throughput by 25% and Revenue by 17% at Concessions

Client

Orlando Magic / Levy

Industry

Sports & Entertainment

Country

United States

Overview

The Orlando Magic are continuously exploring new technologies to enhance the fan experience inside Kia Center. The organization identified VisioLab as a high-potential solution to reduce friction at concessions while supporting long-term technology and operational goals.

With the support of Levy, the Magic’s food, beverage and hospitality partners who oversee operations at the Kia Center, the team focused on solutions that could flex across concession environments, unlock net-new revenue footprints through mobility and space efficiency, integrate with existing systems, and be deployed rapidly without requiring permanent infrastructure or costly buildouts.

An early-season (2025-26) pilot quickly scaled to a 43 unit deployment at the Kia Center.

Challenge

High-volume crowds created congestion and long wait times at concessions
Peak demand windows required faster transaction processing and smoother flow
Existing POS and self-checkout solutions limited throughput and configuration flexibility

Solution

Deployment of 43 VisioLab kiosks in < 72 hours
Smooth integration with existing payment systems, including digital currency (Magic Money)
Flexible hardware was configured across grab-and-go, traditional concession stands, and enabled the creation of net new revenue-generating concession footprints
Software layer supporting real-time data capture and future fan personalization opportunities

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Execution: From Pilot to Full-Scale Rollout

The Magic first identified VisioLab through their innovation pipeline, and Levy quickly moved into a live prototype for the Kia Center.

"We were able to do a prototype really quickly with a lot of success that ultimately led to a larger scale implementation the following season."

Jay Riola

Chief Strategy & Innovation Officer at the Orlando Magic

“With a busy venue like Kia Center, we all focused on zero interruptions to the fan experience. So we had to find a window of consecutive dark days and then the Magic, Levy, and VisioLab all pulled together to do the full rollout of all 43 units in just 3 days.”

Iwo Gernemann

Co-Founder and COO at VisioLab

Here’s how the pilot transitioned seamlessly into a scaled, venue-wide program:

Early pilot validated speed, usability, and fan adoption
Strong initial business results enabled rapid internal alignment
Initial deployment scaled to 43 units venue-wide in an in-season dark window of <72 hours

Business Results

At VisioLab locations:

Revenue Lift: +17% (vs. previous self-checkout solution & standard POS)
Per Cap Growth: +17% increase in spend per fan (vs. previous self-checkout solution & standard POS)
Throughput: ~25% increase in transactions (vs. previous self-checkout solution & standard POS)
Speed:
- 72% faster checkout time (vs. traditional POS)
- +4 second improvement (vs. previous self-checkout solution)

Fan Feedback

“It was great, it was nice and easy. Just went in, put the stuff down, and it was scanned just like that. I paid, and that was it. A lot of times it takes a lot longer to order food, this is so much quicker than what I’ve normally experienced.” – Tino V.

“I can just run in and tap, it’s easy. Just walk up, pick what you want. Quick.” – Mallory B.

Conclusion

For the Orlando Magic, VisioLab delivered a measurable improvement in both fan experience and business performance. By increasing speed, reducing friction, and enabling flexible deployment across concession environments, the organization was able to serve more fans, drive higher revenue, and create a more seamless game-day experience.