After exclusive use by Google, Tait is now launching its Feltboard experience management platform worldwide. The system is designed to power digital experiences in venues such as events, retail spaces, and stadiums.
Feltboard: Google and Tait Launch Experience Platform
Tait, the live entertainment company behind major events for artists like Taylor Swift and organizations such as Nasa, is now opening its Feltboard platform to the global market. Previously used exclusively by Google, the platform is now available to other companies.
Built in partnership with Google, Feltboard is a cloud-based platform designed to manage and distribute digital content across physical spaces. Unlike traditional content management systems, Feltboard positions itself as an experience management system (XMS), designed to integrate multimedia experiences into live events and venues. Potential applications include cruise ships, theme parks, stadiums, and other large-scale attractions.
Tait and Google began working together on Feltboard in 2020 with the goal of creating a flexible solution for displays and interactive content in spaces such as lobbies, event venues, and retail stores. The system was first deployed in 2022 at Google’s Pier 57 building in New York City and has since been rolled out to additional Google locations worldwide.
Ryan Howard, Experience Platform Lead at Google, stated that the goal was to provide users with tools that could handle both complex and straightforward content delivery needs. Tait CEO Adam Davis said the partnership has already supported a wide range of Google projects and that the company now plans to work with more clients.
