How Video Walls Drive Business Results
Norman Sizemore
Creating Differentiated Experiences That Keep Customers Coming Back
Guests walk into a restaurant, and something immediately captures their attention—a stunning visual display that shifts the entire energy of the space. Conversations pause, heads turn, and suddenly the venue feels different. More engaging. More memorable. That's exactly what happened at Alter Brewing + Kitchen in Oak Brook. With the help of Barrett's Technology Solutions, they transformed their space with a dynamic video wall, turning a business challenge into a competitive advantage that now draws loyal sports fans and corporate clients alike.
The Experience Factor
Post-COVID, Alter Brewing enjoyed increased patronage, leading to the opening of a new location in Oak Brook. However, inflationary pressures cut into both customers' pocketbooks and operating margins, creating a more challenging business environment. Alter Brewing + Kitchen realized that outstanding beer and food were no longer enough. Customers had become more selective about where they spent their time and money. They already had TV screens for sports and entertainment, but they wanted to create a differentiated experience that would make people want to stay longer and return more often.
Their video wall installation behind the bar became a focal point visible throughout the restaurant, transforming standard TV placement into a destination-worthy viewing experience. The result speaks for itself: Alter Brewing + Kitchen now boasts a loyal Bears following and has successfully attracted corporate events. They've moved beyond simply serving customers to creating an environment where people genuinely want to spend their evenings, over and over again.
Practical Business Applications
The success at Alter Brewing + Kitchen illustrates how video walls serve different business needs throughout the day. During lunch, they might display menu specials and tap lists, news highlights, and sports recaps all on one video wall. Afternoons bring sports programming that keeps the bar busy between meal rushes. Evenings transform the space into an entertainment destination where friends gather for games and events.
However, restaurants aren't the only businesses benefiting from this technology. Corporate offices use lobby video walls to make powerful first impressions on clients and communicate company culture to employees. Hotels use video walls to create immersive check-in experiences and provide dynamic wayfinding for guests navigating large properties.
The key lies in understanding how these installations drive measurable business outcomes. Alter Brewing has seen increased traffic and longer stays, and now their corporate event bookings demonstrate how the right audiovisual setup can open entirely new revenue streams. One corporate client's presentation was so impactful that it exceeded everyone's expectations. Instead of C-Suite and HR managers looking for bland hotel conference rooms with a projector, video walls in elevated venues like this one provide a premium setting for a corporate meeting that can engage the team.
The Private Events Opportunity
Alter Brewing + Kitchen’s corporate client success story highlights an often-overlooked opportunity. When businesses invest in impressive audiovisual capabilities, they position themselves to capture a lucrative business events market. The feedback from their buyout event (where the client takes over the whole restaurant for a given time) was overwhelmingly positive—the presentation quality exceeded expectations and created a memorable experience for attendees.
For restaurants and hotels, this represents a significant competitive advantage. Instead of competing solely on food or location, venues can offer state-of-the-art presentation capabilities that entice meeting planners and corporate clients. The video wall becomes a differentiator that justifies premium pricing for private events.
Flexible, Dynamic Content
Unlike static signage, video walls adapt seamlessly to changing business needs throughout the day. The Planar Video Wall that Barrett’s Technology Solutions installed at Alter Brewing + Kitchen can display multiple content sources simultaneously, showing four different games during peak sports viewing or switching to a single impressive display for major events. Staff can easily adjust content using simple controls, whether showcasing daily specials, streaming live events, or presenting corporate materials. This flexibility means the investment continues paying dividends as business needs evolve without requiring additional hardware purchases.
Making the Investment Work
The transformation at Alter Brewing demonstrates that video walls function as revenue generators, not just expenses. By understanding business objectives first—whether increasing dwell time, attracting corporate events, or creating destination experiences—the right audiovisual solution delivers measurable returns.
Intrigued about how video wall technology could transform your business? Contact Barrett's Technology Solutions to explore the possibilities.
