As the cruise ship industry recovers, entertainment tech is in high demand.

Opportunities and challenges are increasing for AV companies targeting the cruise ship market as it booms back to life. Tim Kridel explains the nuances.

The maiden voyage of the world’s largest cruise vessel took place last month. Royal Caribbean’s Wonder of the Seas measures 362m and has 18 decks. It can hold nearly 7,000 people.

The wonder of the Seas is one of the many major cruise ships that will be launching in the coming year. They all share one thing in common: their AV systems rival those found in nightclubs, theme parks and other landed venues. For example, MSC Cruises’ World Europa will have a VR-enabled water park and a multipurpose 300-seat venue for concerts, entertainment, and other events.

Scott Wakelin is L-Acoustics’ business development manager for cruise ships and sports facilities. “Five to six years ago, it was an outdated way of thinking.” They had already leapt with screens and lighting and installed very expensive products in those areas. But they didn’t jump audio.

“The production value of the product and the budgets available to spend on lighting and screens have increased, but audio has not received the same priority.” L-Acoustics has worked with many cruise companies to recognize the importance of having concert sound capabilities and providing a West End/Broadway experience aboard.

Part of the business case to have a high-quality set-up for cruise lines brands is that they present shows such as Cats or Mamma Mia on Royal Caribbean. The best way to convince the stars and the production staff to accept the job is to provide them with AV systems comparable in quality to those they have at the top theatres.

Wakelin states that 65-75% of repeat travellers are around. They are searching for something unique and will choose the ships with the best facilities. It’s not a matter of building it.

Cruise ship markets include voyages centred around music, such as those from the 1980s. These charter organizers can help passengers learn about the ship’s audiovisual amenities, both in staterooms and entertainment venues. The Smooth Jazz Cruise announced that it was ending its 17-year relationship with one line.

According to the company’s website, “The main draw to that class are the size, variety, and variety of performance venues.” Celebrity Cruises ships are the best cruise ships for presenting our music. Our ship on the ’23 sailings, Celebrity Millennium, recently completed a unique Revolution upgrade program that saw each stateroom remodelled with the latest technology and upgraded accommodations.

This demand is being met by some AV vendors who offer specifically designed products for staterooms. LG Business Solutions, for example, launched a range of smart TVs last summer that can be used in crew cabins and staterooms. The Pro: Centric sets allow ship operators to create customized digital experiences by offering Wi-Fi and speech control. Pro: Centric, like hotel room TVs, supports wireless streaming from passengers’ devices.

Permanent vacation

Some charter operators and bands will bring their equipment to supplement the ship’s permanent gear, depending on their production needs.

Andreas Mohnke is Riedel’s cruise ship account manager. He says that temporary stages are also possible for special occasions. For Full Metal Cruises, you will need to have crew and equipment for touring.

For example, a ship’s PA system might not have the horsepower necessary to provide the kind of heartbeat-deregulating experience that fans and artists want.

Wakelin states that “typically the installed system is targeted towards cabaret and has other considerations like noise transmission and affecting ship levels above and beneath.” EDM cruises, for instance, will always bring in more.

Cruise line companies are interested in providing the best quality and quantity possible.

Wakelin states that there is a tendency to increase the production value of the audio side. There is also a recognition by industry leaders that deliver ROI in charter events markets and regular cruising schedules. The vessel operators prefer that the charter operators use the installed products because it is a revenue stream that they can charge.

IP and TV aboard

Another trend is networking.

“Whether a conference, information technology for infotainment (for instance on expedition ships), or as part the entertainment offer, [there] are more and more comprehensive networks of all systems acting with one another in IP network structures that have already been in place,” said Dierk Elwart (ASC) chief of business development. However, this must be considered that many applications can use major networks for entertainment and AV technology. Different configuration concerns can often lead to similar difficulties.”

Amptown System Company delivered media and entertainment technology for the AIDAnova cruise ship

Elwart explains that green screen studios can be used to use virtual sets and environments. Groups can be swapped easily and adopted. These green screen studios can be based in virtual environments. These computer-generated environments can be described as not just 2D images but 3D models of the studio where the presenter will be placed. Camera tracking allows for dynamic camera movements and static shots (fixed camera angle on anchor), which can be used on news programs such as Newsday.

Seaworthy AV

The unique environment of cruise ships can be very demanding for equipment. Salt air can affect electronic components and result in ruggedized versions of products.

Elwart states that “technically and in the plan, the points weight, power consumption, and waste heat are [among]the central factors.” “There is also the element of durability, and seawater resistance, for outdoor installations or inappropriate sea conditions. Because space is a limiting factor, highly integrated and compact systems are often used.

As an integrator, you must develop and implement essential precautions to protect the equipment. Integrators must develop and implement vital safeguards in equipment. Fibre is a necessity for many reasons.

Riedel’s Mohnke says that today’s requirements for cruise ships include low latency and bandwidth demands and low weight and resistance to temperature and humidity. This is a strong indicator of fibre structures. Radio signal reflections are also extremely demanding because of the steel mass.

“In this instance, we are happy that Bolero’s wireless comms system Bolero can not only handle the environment but almost loves these reflections. We can also take a lot off the shoulders of tech guys.”

Safe harbour

In a matter of a year, AV standards, product lines and prices can change dramatically. Ask anyone who has worked on arenas, stadiums, and other venues. It takes three to four years for them to open their doors.

Elwart states that the time frame from initial planning and conceptualization to the actual implementation of a new cruise vessel is significantly longer than that for a similar project on the land. “A highly dynamic shift in products and their availability plays an important role throughout the project. This requires close cooperation among all parties to respond appropriately.”

Integrators can benefit from close relationships with vendors to gain product roadmap insights and help them meet customer deadlines.

Elwart states that it takes three years for a product to be realized. This means that close communication with manufacturers is essential during the planning phase. It will help plan for the future developments that will become available at the time of realization. The products must be supported for at least ten years after handover. We are always trying to find the right balance between using the most recent material and not getting caught up in end-of-life announcements.

Some product types have more flexibility than others. Audio products are one example, especially those for the touring market. They overlap with the cruise ship industry to some degree.

Wakelin states that most of our products were made for touring markets. It’s not in our business model to constantly change product types, as people are willing to invest in our products for the long term. That business model includes the residual value of the equipment after they’re finished with it.

“We have a policy that we don’t rotate our products too often unless there is a breakthrough technology on the market, and we must implement it. We usually offer our customers the option to upgrade their product rather than invest in a new system. This is not a problem in terms of the timeframe for new-build projects.

Ship to shore

There is one major difference between cruise ships versus other venues: Distance. The equipment and people that run it must be durable because flying in replacements, help, or both is not cheap.

Mohnke believes that technical staff should be easy to use because they are responsible for many systems, including audio and video and data and comms.

Mohnke states that Riedel has at least two options to address the transition as traditional AV workflows migrate towards IP. The first is to install plug-and-play systems, which can be operated by any member of the technical staff aboard.

Riedel supplied communications and signal transport technology for the Royal Caribbean International ship Anthem of the Seas

The second is highly automated IP workflows. These systems require IT personnel with a deep knowledge of IP and a dedication to rock-and-roll. We have a wide range of solutions that can meet both these needs.

Mohnke states, “It is crucial that support be available both locally and remotely and that it be accessible on a short notice.” “With our technology hubs all over the world, we can offer remote support 24/7 for cruise lines that are in dire need.”

Drydock projects may appear unexpectedly and require tight turnarounds.

Wakelin states that a vessel could be travelling around Australia in one week, and they have decided to transport it to Portland, Oregon. “I received a call in Miami from a customer: ‘We need theatre design and must have it delivered in two weeks. This is exactly what just happened.

“If you have a good reason to bring it in, let’s say an engine or gearbox, mission critical, life-safety, etc. then they’ll suddenly throw a lot of money at it to upgrade various areas of the vessel. You’ve got 14 days to do it right.”