The legacy telecommunications network at the San Francisco Giants' AT&T Park required an entire wall of switches and wires. New for 2009, the team has rolled out a VoIP system that will save it $355,000 a year, nearly enough to pay for a backup infielder.
(Credit: Daniel Terdiman/CNET Networks)SAN FRANCISCO--Could changing phone systems pay a big-league baseball player's salary? To hear Bill Schlough, the CIO of the San Francisco Giants tell it, the answer is a definite yes.
Last winter, the team migrated to a new $1 million-plus VoIP telecommunications system from ShoreTel for its ballpark, AT&T Park, abandoning its legacy system, which--ironically--was provided by AT&T. According to Schlough, the old system cost $490,000 annually, while the new setup for the 457 phones at the ballpark run the team just $135,000 a year.
Given that the minimum salary for Major League Baseball players this year is $400,000, the resulting annual savings of $355,000 is almost enough to pay for a backup second baseman or a rookie relief pitcher.
San Francisco Giants CIO Bill Schlough explains that the team's new telecommunications system, a VoIP setup from ShoreTel, takes up just a single rack in the back of the its telecommunications hub.
(Credit: Daniel Terdiman/CNET Networks)In all seriousness, though, the Giants implemented the new system at the behest of the team's former owner, Peter Magowan, who, in late 2007, sent a memo around wondering why the club was paying more for its telecommunications infrastructure than any other team in baseball. Now, it is in the final stages of implementing what it hopes will prove to be a cutting-edge system that will allow it to improve customer service, as well as customer tracking, and make it simpler to make changes within its internal network on the fly.
One visceral example of how the new ShoreTel setup is a generational step up from the Giants' old AT&T network is deep in the ballpark's bowels, in what is known as the MPO, or minimum point of entry, its telecommunications infrastructure hub. There, the old system's sets of switches and wiring take up an entire wall. But now, its VoIP setup is doing its job from a single rack in the back of the room.
And beyond the cost savings the new system provides, Schlough told a group of reporters gathered Monday night for a discussion of the ballpark's technology, its integrated software for the first time allows the team to do a much better job of proactively identifying callers to its season ticket customer support line and allowing service representatives to see, even before picking up such a call, a set of information about the customer, including whether they've used their tickets to recent games or whether they've sold them on StubHub.com. Previously, Schlough said, the reps would have no idea who a caller was until the conversation had commenced.
The system also provides benefits throughout the Giants' baseball organization, said team employee Lena Boswell. She explained that coaches in the Giants minor leagues are required to file a detailed report to the parent club after every game, and said that the ShoreTel system allows those coaches can now record a single message and distribute it automatically to everyone that needs to get it.
At more than $1 million, the Giants' new phone system is certainly pricey, but Schlough said that given the annual savings, he expects it to pay for itself in just three years.
The Giants Digital Dugout offers fans a series of features, including a food finder, and a quickly-updated collection of video replays.
(Credit: San Francisco Giants)But the phone setup isn't the teams only major recent technology investment. The Giants have also coughed up big money for things like a state-of-the-art high-definition video scoreboard, as well as hundreds of HDTVs that were installed around the ballpark.
All together, Schlough told CNET News, when large capital expenditures are included, the Giants spend between 2.5 percent and 3 percent of the team's total annual budget on technology. He did not say what the dollar amount of that annual budget is, but its safe to say it is in the high eight figures or low nine figures, since its payroll alone is $82.6 million and it has an annual debt service of at least $20 million on the privately financed AT&T Park, which opened in 2000.
Wi-Fi and the iPhone factor
For years, meanwhile, the ballpark has offered its customers free Wi-Fi. In fact, it was among the very first to do so in all of professional sports. And for years, using it meant toting a laptop to the park, something which usually did not sit well with hard-core fans.
But Schlough said that the iPhone and iPod Touch era has changed things irrevocably for the ballpark's Wi-Fi system and has inspired the team to offer customers a set of services unlike that available in any other park.
He said that the iPhone debuted the same weekend as the Giants hosted the 2007 Major League Baseball All-Star Game and that since then, usage of the park's Wi-Fi network has gone up 537 percent.
At a game on April 21, in fact, he said, 1,289 fans connected to the network. And one thing that has changed dramatically since the advent of the iPhone and iPod Touch is when fans are using Wi-Fi. In the early days, Schlough said, usage was almost exclusively during weekday day games, a function of the many businesspeople who came to games with clients.
Now, however, he explained, the usage pattern has shifted dramatically, and the lion's share of the usage is during night games.
During the 2008 season, Schlough said, there were usually an average of no more than 600 people using the ballpark's Wi-Fi network on any given date. "This year, there were more than 1,000 right out of the box," he said.
"This year," he added, "everybody has a phone in their hand everywhere they go," including the bathrooms.
Customers who do log on to the Wi-Fi network at the park are now able to use an innovative and exclusive system called the Giants Digital Dugout. This offers fans two big benefits.
The first is a "food finder," which can direct fans to the closest concession location for the exact kind of food or beverage they want, and the second is a collection of video replay highlights that includes, within three minutes after it happens, any controversial call by an umpire.
Among the video replay highlights available from the Digital Dugout is this one, slugger Barry Bonds' 756th home run, which broke baseball's all-time career record.
(Credit: San Francisco Giants)In Major League Baseball, unlike other sports, ballparks are not allowed to show replays of controversial calls on the scoreboard. So Schlough worried that too much attention to the video replay feature of the Digital Dugout might force the league to shut the Giants' system down. Short of that, though, it is an attractive feature, and well worth bringing an iPhone to the park.
It's features like that, however, that are inspiring fans by the hundreds, if not thousands, to get online at the ballpark. But in the early days of the Wi-Fi network at AT&T Park, it was mostly reporters and photographers logging on.
In fact, said Schlough, newspapers that were able to run photos in their morning editions the day after former Giants superstar slugger Barry Bonds hit his 660th career home run late in a night game on April 13, 2004, tying his godfather, Willie Mays, for third place on the all-time list, owed a debt of gratitude to the park's Wi-Fi.
"Without it," Schlough said, "they wouldn't have hit (their) deadlines."
On June 22, Geek Gestalt will kick off Road Trip 2009. After driving more than 12,000 miles in the Pacific Northwest, the Southwest and the Southeast over the last three years, I'll be looking for the best in technology, science, military, nature, aviation and more in Colorado, Utah, Idaho, Wyoming, Montana and South and North Dakota. If you have a suggestion for someplace to visit, drop me a line. And in the meantime, join the Road Trip 2009 Facebook page and follow my Twitter feed.
San Francisco Giants pitcher Tim Lincecum throws a pitch during a motion capture session for the 2K Sports video game Major League Baseball 2K9. Lincecum is the cover athlete for the game and the 2008 National League Cy Young award winner. Click the image for a full gallery on the motion capture event.
(Credit: James Martin/CNET Networks)NOVATO, Calif.--Sports Illustrated magazine called Tim Lincecum "the freak," and for the motion capture specialists at 2K Sports, getting a good computer model of baseball star Tim Lincecum's unique, and violent, pitching motion presented a special challenge.
Last month, Lincecum, a diminutive 24-year-old whom you would never pick out of a lineup as a superstar ballplayer, won the National League Cy Young award, given to the league's best pitcher. The same day, the San Francisco Giant found out that he'd been chosen as the cover athlete for Major League Baseball 2K9, 2K's hit baseball video game.
Lincecum was on hand at 2K's motion capture facility, about 30 minutes north of San Francisco, for a day of performance: dozens of individual pitching and batting moves that the technicians would lead him through, one by methodical one, all to be used in the new game and all so that the Lincecum character would look and feel like the real deal.
For me, this was not entirely new territory. I came here last May to cover a very similar event, the motion-capturing of Rick Nash, the cover star of NHL 2K9, 2K's hockey game. In September, I also spent an afternoon at Industrial Light & Magic, watching the technicians there put my colleague Kara Tsuboi through the paces of the motion capture experience that Robert Downey Jr. went through while he was filming the blockbuster Iron Man.
So while the specifics of mo-capping a baseball pitcher like Lincecum differ in some ways from what's required for a hockey star like Nash or a movie character like Iron Man, much of what went on Tuesday was familiar ground.
As with the Nash and the Being Iron Man events, Tuesday's activities began with Lincecum donning a spandex suit and technicians placing a series of reflective markers all over his body. These, explained Johnathan Rivera, an associate producer for 2K Sports, are designed to capture and reflect the light from 56 mo-cap cameras spread throughout the facility so that the computers can record the minute movements of the actor--in this case, Lincecum--as he moves around. This is then translated into a 3D model of his skeletal structure that is used as the base for his in-game avatar.
At 2K Sports, everyone talks about the so-called "signature style" that they build for the real-life stars of their games. Essentially, said motion capture coordinator Steve Park, this means finding the stars' unique and specific motions and movements, ones that would be very familiar to their fans, and building them into the games so that when the fans play the Lincecum character, for example, they recognize his explosive pitching motion and can easily distinguish it from the more pedestrian motions practiced by dozens of other, less stellar, pitchers.
Park admitted that much of what he and his team were doing Tuesday was the same as what I'd seen them do for Nash. But he explained that mo-capping baseball plays does differ in some material ways.
For one, each of Lincecum's moves--and he would perform dozens of them--was a quick set piece that took just seconds and which covered a very small, specific piece of ground.
A computer model of Lincecum during the mo-cap session.
(Credit: James Martin/CNET Networks)To be sure, Nash's movements were also set pieces, and lasted just seconds, but they tended to be more free-form, one technician told me.
So the mo-cap team had set up a short pitching mound covered in markers that were meant to be used by Lincecum for specific foot placements for his myriad moves.
"The foot placement is actually pretty important for us," Park said, "for getting the right blend pose."
The blend pose, Park explained, is what happens when the technicians take different recorded motions and blend them together to create a single, smooth move for the game. Because much of what baseball players do looks very similar, even when differing in one way or another, it's crucial, Park suggested, to be able to create smooth blend poses.
It was important that Lincecum's many moves be spot-on, so that the end of one move would look similar enough to the beginning of another--say his wind-up blending into his follow-through--that they could be combined in the game without any jerky transition.
Hockey moves, said Park, are much more free-form and free-flow, and while building an NHL game also requires accurate blend poses, he added that it was much more important when shooting a baseball player that the player hit his foot placements precisely.
That's because, Park continued, baseball motions are very segmented and specific, whether someone is pitching, catching, or swinging a bat.
For Park and his team, having Lincecum be the cover star also was challenging for another reason: while they've done baseball games for years, Lincecum was the first pitcher they've featured. And that meant figuring out how to capture the pitching motion, something that is more important with a player like the Giants star, who, despite being stellar as a college player, scared off many of the pro scouts who watched him play.
"The quickness of Lincecum's small body is what scared off most scouts," wrote Tom Verducci in Sports Illustrated last July, "that and what has become something of a trademark, a tilting of his head toward first base in the early phase of his delivery. The scouts equated his body speed with violence. That assessment, however, is akin to watching the Blue Angels air show team and not seeing the precision because of a fixation with the implicit danger. Lincecum generates outrageous rotational power (see video below)--the key element to velocity--only because his legs, hips, and torso work in such harmony."
Or, as the magazine reported, "The normal stride length for a pitcher is 77 percent to 87 percent of his height. Lincecum's stride is 129 percent, some 7.5 feet."
So for some of the mo-cap technicians, the best part of bringing in someone like Lincecum was the opportunity to be able to build a digital model of "The Freak" in motion, something that they see as a very cool piece of digital data.
All of which is to say that even if the mo-cap guys at 2K Sports had had experience with a pitcher, Lincecum would still have presented a singular experience for them.
That said, Park explained that, in fact, pitching is actually easier to mo-cap than hitting.
That's because batters have very distinctive stances that begin with "waggles," or nervous tics they express with their bats, as well as differing stances that can be wide or narrow, depending on the player.
And because Lincecum does take the occasional turn at bat, the mo-cap guys had to film him hitting as well.
I asked Park how many other major league players they bring in for the creation of their baseball game, and he said that, in fact, the number is very small.
"Part of the problem is that our development cycle is actually during the baseball season," Park said, adding that the players are contractually prohibited from doing the kind of extracurricular work that Lincecum was doing Tuesday during the season. "I don't know what our goal is...but it's always a challenge for every sport."
This means that while 2K Sports will bring in a Lincecum or a Nash as their cover athletes, in order to capture their signature styles, most of the players in the games are actually represented by actors, guys who have played their respective sports at probably a high amateur level, such as college, and who can be trusted to look like they know what they're doing.
Back at the 2K Sports mo-cap facility, Lincecum has taken the "mound," and is now warming up for his session.
Soon, he's ready, and after a brief introduction in which Park explains to the gathered crowd what, exactly, is going on, Lincecum begins his series of moves.
Right away, though, he's having a bit of a problem with some of the reflective markers they've put on his baseball glove, which keep flying off during his violent motion.
That's not a problem for the third shot, though, one in which Lincecum is supposed to stand idle on the mound.
He does that, standing totally still, until the director yells, "Cut."
Lincecum grins and asks if it was a good take.
As the crowd laughed, the director fired back, "More emotion."
But once Lincecum continues with actual pitching motions, he continues to have problems keeping the markers on his glove, meaning that after each shot, a couple of techs have to run out and put them back on.
Finally, he's done with his pitching moves, and now it's time for him to pick up his bat for the hitting shots (see video below).
The biggest laugh of all came when the director announced that Lincecum was going to hit a home run.
"He's going to hit a home run, which is the first time in his life he's ever done that, including Little League," said Johnathan Rivera, an associate producer for 2K Sports.
"Thanks," Lincecum said sarcastically.
After all the shooting was over, I asked Lincecum--who, by the way, is a big video game player and is currently spending his free time with Gears of War 2--what it was like to be featured in Major League Baseball 2K9.
"It's a one-of-a-kind experience for me," Lincecum said. "That's stuff that kids dream about all the time...You see yourself in the game, and you're like, 'That's me. That's me out there, except in video game form.'"
San Francisco Giants pitcher Tim Lincecum throws a pitch during a motion-capture session for the 2K Sports video game, 'Major League Baseball 2K9'. Lincecum is the cover athlete for the game and the 2008 National League Cy Young award winner.
(Credit: Daniel Terdiman/CNET News)NOVATO, Calif.--We're about to see Tim Lincecum, the 2008 National League Cy Young award-winning pitcher, go deep.
"He's going to hit a home run, which is the first time in his life he's ever done that, including Little League," said Johnathan Rivera, an associate producer for 2K Sports, who was standing near the pitcher, explaining what he was about to do.
"Thanks," Lincecum said sarcastically.
The San Francisco Giants pitcher was here, at 2K Sports' motion-capture studio on Tuesday, because he's the cover athlete for the publisher's forthcoming Major League Baseball 2K9 game, which is slated to be released in the spring, just before next year's season begins.
And now, after about an hour of throwing all kinds of pitches for the mo-cap cameras, he's got a bat in his hands and, according to the script, it's time for the long ball.
Lincecum prepares for the mo-cap session. His suit is covered in reflective markers used to create a skeletal image of the subject's movement.
(Credit: Daniel Terdiman/CNET News)Of course, he's not swinging at real pitching, but he takes his swing, and it looks good. It's possible to imagine the ball soaring off Lincecum's bat and clearing the fences, even though he's a pitcher by profession.
For me, this was my second trip to 2K's mo-cap facility, after visiting in May for a similar session in which pro hockey star Rick Nash was filmed for NHL 2K9. But I'm actually a baseball fan and could pick out Lincecum from the crowd, whereas Nash had been an all-new face for me.
Lincecum, however, is tiny, at least as far as pro athletes go. If you didn't know which one he was, you would not have been able to tell he was at the top of his sport.
But once he was covered in reflective markers and began throwing pitches in front of the mo-cap cameras, there was little doubt. The kid--he's 24 years old--has a scary smooth pitching motion and throws heat (see the video below).
To be sure, much of what went on here today was familiar to me, having been at the Nash mo-cap session. But according to several of the people involved in putting this session together, shooting mo-cap of baseball presents specific challenges that other sports don't.
I'll explain all of that in a full story I'll post tomorrow, along with a photo gallery. So stay tuned for that.
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