www.necdisplay.com

Case Study

Monterey Bay Aquarium dives further into digital signage with NEC

Quick FactsFacility: Monterey Bay AquariumLocation: Monterey, CaliforniaChallenge: Educate visitors throughout facility from ticket counter to new exhibitsSolution: NEC LCD displays ranging from 22”-70”Date: Yearly additions since 2003

As an institution dedicated for more than 25 years to educating and inspiring the public in marine biology, the Monterey Bay Aquarium has continually strived to utilize the latest in technology to enhance its mission. In 2003, during initial testing of several large-screen displays for its ticketing area and sales desk, many obstacles arose, including glare, short lifespan, image burn-in and quality expectancy. NEC’s LCDs were up to the task and addressed all of the concerns the staff had with plasma screens, especially how they handled the large amount of light in the aquarium’s entrance foyer and other areas. After having such a positive experience with its ticketing and otter exhibit installations, which are still up and running, the aquarium began to expand its deployments beyond the entrance and deeper into its facility.

Open since 1984, the Monterey Bay Aquarium welcomes 1.8 million visitors each year to explore its exhibits that contain about 550 different species and inspire conservation of the oceans. With more than 10 exhibits ranging from the Giant Octopus to Hot Pink Flamingos, the aquarium aims to educate visitors of all ages and encourage the exploration of marine life. In 2009, the aquarium introduced a new avenue

with which to educate the community by launching “Seafood Watch”, an app for Apple’s iPhone and iPod touch that brings up-to-date seafood recommendations to people’s fingertips from sustainable sources.

The ChallengeWhile enriching seminars and educational exhibits have continually advanced the aquarium, its technology was holding it back. In the summer of 2003, Monterey Bay worked with NEC to install digital signs in its ticketing area. The success of this deployment led the aquarium’s staff to brainstorm about other opportunities for digital screens deeper within its facility. Several times per day, aquarium staff will perform demonstrations and teach lessons in certain exhibits. These times of the day tend to draw large crowds, making it hard for visitors to see what’s going on in front.

“It’s difficult for our staff to illustrate and teach visitors about small organisms and marine wildlife that are hard to see in plain eyesight, not to mention a group of people surrounding an exhibit,” said Paul Cain, Electronic Imagery and Audio Technician at Monterey Bay Aquarium. “We came up with the idea to incorporate a life-size diagram through digital signage that would better educate visitors in our exhibits. Finding the right kind of display to run this magnified content was a challenge, because

the display would be in use from open to close every day and the miniscule details had to be crystal clear each time.”

Additionally, to make the information learned in its exhibits applicable outside the aquarium, museum staff wanted to allow visitors to commit to environmentally beneficial tasks. Doing so supports the thought that an individual’s small effort can make an impact in the

Aquarium guests can make pledges to impact the environment in a positive way upon exiting the Hot Pink Flamingos exhibit. Five 46” NEC X461UN displays in a 1x5 configuration animate visitors’ faces based on the information they input on one of the 22” EA221WM monitors below.

NEC Display Solutions500 Park Boulevard, Suite 1100Itasca, IL 60143866-NEC-MORE

world when joined with others’ contributions.

The SolutionBased on its previous success and relationship with NEC, Monterey Bay Aquarium decided to standardize on NEC products, and as of July 2010, has installed more than 200 displays throughout its facility, including the 40” P401, 46” P461 and X461UN, 52” MultiSync LCD5220 and 70” P701. Other models the aquarium has chosen to install in recent years are the 32” MultiSync LCD3215, 40” MultiSync LCD4020, 42” MultiSync LCD4215, 46” MultiSync 4620, 57” MultiSync LCD5710, 65” MultiSync LCD6520 and 22” MultiSync EA221WM for smaller applications.

To outfit the Seahorse Exhibit, which discusses organisms that are half an inch tall, the aquarium purchased a portrait-oriented 65” MultiSync LCD6520P to magnify a seahorse to 5-feet tall in full high definition. The display is positioned at the exhibit’s entrance to draw in visitors and involve them in the minuscule details that normally would be overlooked. Similarly, the aquarium installed NEC large-screens with a video scope to display plankton at 300-times magnification for easy viewing.

“The magnification of the seahorse from the doorway throughout the exhibit is a real eye opener,” said Cain. “It truly shows the detail and emphasizes the things we want to point out in this type of an exhibit.”

In its Hot Pink Flamingos exhibit, visitors learn about climate change and the effects global warming have on the environment. The end of the exhibit utilizes 22” MultiSync EA221WM monitors to show the best way to be green in the kitchen, from the

refrigerator to the dishwasher. Upon exiting, guests can use an EA221WM touch screen to make pledges that better the environment, such as committing to ride a bike more often. The guests photos are taken at the kiosk, and their face is printed on top of an animated biker that certifies his pledge. Before leaving the aquarium, the guest’s photo displays on a tiled video wall comprised of five 46” X461UN displays in a 1x5 configuration.

“There’s nothing more exciting than seeing yourself on a 9-foot long video wall and knowing you did something beneficial to the environment to get yourself there,” said Cain. “We take this so seriously that we follow up a few weeks after the guest’s visit to ensure they are honoring the commitment. This teaches responsibility in children and encourages follow-through in adults.”

Additionally, Monterey Bay installed 11 P401 displays into its Sea Otter Exhibit, where periodic presentations by staff are recorded and placed on the screens for large groups to see. The recording allows the aquarium to playback the presentations during non-peak hours when presentations are not available.

“NEC’s technology proves to be the most reliable technology, as we continue to flawlessly use several MultiSync LCD4000s in our ticketing area and have since standardized on NEC,” said

Cain. “When our exhibits increase and require more hands-on experiences, NEC consistently offers new products to fulfill any need we bring and has connections with partners that incorporate accessories to complete the solution. We are truly excited to offer our guests an interactive experience and honored to utilize NEC products to enhance that.”

©2010 NEC Display Solutions of America, Inc. All rights reserved.

NEC P Series displays (40” P401 and 46” P461 models) throughout the museum provide informative content in exhibits like Ocean Homes (top), help point out key features to look for in the Splash Zone where penguins reside (middle) and promote aquarium membership in the reception area (bottom).