Published in August 2006

Freedom To Fly
By Shonan Noronha

Southwest Airlines expands corporate headquarters AV capabilities.

    When Southwest Airlines (SWA) first took flight, only one in four Americans had experienced air travel. As the carrier celebrates its 35th year, Southwest is widely credited with democratizing air travel by offering both affordable fares and a high level of customer service.
     “Effective communications and training have played a key role in the continued success of the company. So, when the airline recently expanded its headquarters in Dallas TX, it made a significant commitment to advanced AV communications technology. Because sound is a critical factor, given its airport location, the company brought in Pelton Marsh Kinsella to make recommendations about acoustics and sound reinforcement, and engaged The Whitlock Group to design and build the AV/IT systems. Whitlock’s Dale Fulenchek was design engineer.

Corporate AV Expansion
     New AV capabilities at SWA include a multipurpose 120-seat room named Freedom Hall, equipped with Christie Digital projectors and Clarity Visual flat-panel displays. Television production tools include a 16'x11' motorized green screen and Macromedia DevNet Professional for Studio MX.
     The Executive Boardroom was fully renovated and features a 50-inch Sony plasma display, Christie Digital projector, Peavey Nion digital sound processing and a ClearOne audio conferencing system.

The portable lectern features a portable rack and portable touchpanel. The room features tiered seating for 120, with 60 push-to-talk mics.

    "Presentation upgrades also were made in seven training rooms. Enhancements included Peavey Nion DSPs, QSC amps and Tannoy ceiling speakers in each room.
    "The cafeteria and special events area overlooking the Dallas Love Field runway was revamped and expanded. Renamed The Landing, it is equipped with two Christie Digital projectors, 110 JBL ceiling speakers, Tannoy subwoofers, Shure wireless microphones and an upgraded AMX control system.

Freedom and Flexibilty
     The new Freedom Hall is used for a variety of meetings, such as media briefings, advertising campaign previews and evaluations, corporate board meetings and presentations, executive training, as well as special events. “Basically, we wanted the new systems to provide for current applications, as well as to make the technology readily available for additional uses,” reported David Avedikian, technical project manager for SWA’s Dallas campus.
    “If our CEO had to do a press conference or web streaming meeting in the past, he would have to take several hours out of his busy day to get prepared and drive to an outside media broadcast facility,” he added. “Today, we can handle these meetings on campus, and that’s more efficient.”
    A recent interview with CEO Gary Kelly brought in the MSNBC news truck and crew, putting the Freedom Hall through its paces. “We were able to utilize the feature-set we had built into this room,” noted Avedikian with a sense of pride in his voice. Prior to building Freedom Hall, when a news truck rolled up, the crew would have to snake a cable from outside the building down through hallways into SWA’s Executive Boardroom. “Now we hold such media interviews in the Freedom Hall because a news truck can plug directly into a panel on the side of the building. We have the infrastructure going from the side of the building into the Freedom Hall. The cameras plug into the room and [the signal] is automatically routed to the truck.”

Greater Flexibility
    The Whitlock Group designed the AV system in this area to provide greater flexibility and significant new capabilities. They selected Christie Digital DS+60 single-chip DLP video projectors that deliver SXGA+ (1400x1050) native resolution and a bright 6000 lumen image. “The Christie projectors are situated on Draper Revelation mounts that use a moving mirror to project the images onto the Stewart screens,” said Craig Taylor, the account executive at Whitlock who had oversight responsibility for the project. “This way, the projectors do not move at all and can be hidden completely when not in use.”
    Taylor reported that, because the room is very wide but not deep, the visual display employs three Stewart Filmscreen front projection units at the front of the room. The center screen is motorized and can be retracted when not in use.
    In addition, two Clarity Visual 46-inch Baycat LCD flat panel displays are mounted on the front wall, on either side of the three front projection screens. A Clarity Visual 40-inch Bobcat is set up as a “confidence” monitor for the presenter, on the front row of seating facing the lectern. Three 40-inch Bobcat displays are positioned at the rear of the room facing the last rows. “This way, everyone in the room can easily view the content displayed on the screens.”
    Flexibility and ease-of-use also were built into the presenter’s lectern. “The lectern is ADA compliant,” noted Taylor. “It houses a rack on wheels that can slide out and be used on the side by those who are wheelchair-bound.”

Audio Peaks
     One of the big challenges in the Freedom Hall was locating space and installing 40 Tannoy speakers and other ceiling-mounted equipment. Josh Wells, Whitlock’s project manager, reported that “previously, the space was used as a warehouse and the ceiling was already crammed with duct-work, conduit, lighting mounts and the like. We had to find space to locate the projector lifts and mount the Draper Revelations. We also added a lot of speakers to an already crowded space.”
     Audio engineering, installation and programming in the Freedom Hall was complex due to the sophistication and sheer number of systems that had to be integrated. Applications in this room range from press briefings to enior management training, making the technology requirements extensive and varied. The hall’s complement of audio gear includes 60 Clockaudio microphones (one for every two seats), Countryman gooseneck microphones, Listen Technologies assisted listening systems, Renkus-Heinz program speakers, Clear-Com intercom audio conferencing systems, a Peavey audio digital signal processor and QSC amplifiers.
    Configuring 60 push-to-talk microphones to work with Peavey software, Halo lighting and the Crestron logic was no simple task. Whitlock’s Matt Horn-buckle, who worked on the programming, explained that the Crestron system was designed with the intent that, any time a mic button is pushed for more than two seconds, the Peavey MediaMatrix Nion is instructed to turn the mic on and sends voltage to the mic from the Crestron to turn on the light. “This lets the user know his mic is live,” Hornbuckle said. “This logical function was tricky at first because extensive programming had to be done in both Peavey and Crestron in order for it to work correctly. This logic is also capable of turning the room cameras to the location of the mic being used.”

Video For All
    The Freedom Hall required three cameras for adequate coverage. Two are hidden in the millwork facing the audience and one faces the presenter, in the wall at the back of the room. Taylor explained that Southwest’s design criteria called for the ability to use the system with or without an operator. “Grass Valley CameraMan’s pan-tilt-zoom cameras have excellent auto tracking capability. They work on a combination of radio and infrared frequencies, and can be controlled through either a joystick controller or the Crestron system.”
     For streaming media output and storage, Whitlock chose a ViewCast Niagara encoder, with an Accordent Capture Station to record and synchronize audio, video and data. The room also was equipped with a Pioneer LX1 dual DVD deck to record and make DVD copies of any presentation. This flexible setup allows anything that happens in the room to be recorded for archival purposes, for on-demand use or for real-time distribution.
    Behind the scenes, Extron S-video, RGBHV and stereo audio switchers, digital video scalers, scan converters and computer interfaces were installed to assure high-quality, reliable video signal processing and distribution.

Easy Navigation
    Ease of use for those who are AV-challenged was a significant design criterion throughout the expanded facilities. Whitlock programmed the Crestron system in the Freedom Hall so it could be operated easily from three different locations, to control all the media components in the room.
    A small wireless STX-17OOC panel at the front of the room lets a presenter easily control the DVD, VCR, document camera, laptop hookup and cable TV from the lectern. “We also provided controls to adjust send/receive levels on program, lectern mic, wireless mic and audio conference,” said Hornbuckle.
    A Crestron UPX-2 controller located on the lectern offers powerful signal processing and embedded PC applications, as well as the capability to annoate over any of the sources selected.
    The Crestron TPS-6000 located in the control room was programmed to give the technician control of every device, and route any source to any display.

This room is used for video production. The bluescreen, which allows for the addition of different backgrounds in post production, is lowered, ready for use. The control system operates motorized drapes and partitions.

Just a Touch Away
    A “Help” button was programmed on every touchpanel page. When pressed, it sends a signal to the technical person “on call,” who can then take control of the room systems from any internet-connected computer. The remote technician also can examine the inside of the room through a Vaddio hideaway camera and streamserver.
    Custom pages on the TPS-6000 allow the routing of CobraNet audio feeds throughout the Southwest facility. The routing pages allow the operator to select any audio, video or RGBHV source in the system and send them to any or all of the displays or recording devices. “These sources can also be sent to a broadcast feed located on the outside of the building, as well as the video streaming device,” noted Hornbuckle.
    Networked scheduling of the Freedom Hall is achieved using two PolyVision RoomWizards along with the airline’s MS Outlook Enterprise calendar system. The RoomWizard displays are mounted outside the main entrances and show the room’s schedule with times, dates, topics and meeting host.

Executive Boardroom
     Once the focal point of high-profile meetings, the Executive Boardroom now has a different function. Today, it is used primarily for internal meetings held by the company’s executive leaders. According to Southwest’s Avedikian, the Executive Boardroom was totally reconstructed and outfitted with a custom-built oval conference room table that can seat 38 people. The redesigned 60'x30' Boardroom includes a Christie Digital projector with a 65"x116" Stewart projection screen, a 50-inch Sony plasma display, plus versatile audio and signal input functionalities.
    Whitlock’s Taylor recalled that, at the very outset, Southwest president Colleen Barrett said that she wanted speech in this room to sound “as clear as a doorbell.” With that mandate, and given the large size of the room, a Speech Lift system was installed so any meeting participant could be heard anywhere in the room. “We installed 24 Countryman mics in the bullnose of the table, eight Radian ceiling speakers and a ClearOne audio conferencing system,” said Taylor. “A Peavey MediaMatrix Nion DSP unit was programmed to mix and amplify speech so that, the further you get from an attendee, the more of that person’s voice comes out of the speakers.”
    According to Avedikian, “The only major challenge was the boardroom audio conference system. There are about 24 mics embedded in the conference table, and an ambient ceiling-mounted mic in addition to the program speakers throughout the room.” He explained that, “Balancing incoming and outgoing volume with echo canceling, while maintaining clarity, proved to be very difficult. Whitlock and the systems’ manufacturers worked closely together on this issue, and were able to achieve the required level of performance.”

Training Rooms
     Audiovisual capabilities were upgraded in each of the seven Training Rooms, which can be used separately or combined in various configurations. New gear included a Christie Digital projector, 10 Tannoy ceiling speakers, a Peavey MediaMatrix Nion DSP system, six QSC amps and AMX control systems in each room.
    Whitlock’s Wells observed that the Training Rooms are not located adjacent to each other. “The Training Rooms are used for overflow seating from the Freedom Hall during large meetings, and the AV in the separate Training Rooms has to be linked to each other and to the Freedom Hall. We achieve that through CobraNet from the Peavey.”
    The old Training Rooms lacked appropriate mic and speaker systems. Southwest’s Avedikian reported that, “We took the opportunity to add some much-needed control, audio and display features. We wanted to go to a touchpanel system, remove the CRT monitors from each room, add speakers and re-wire the entire system. In doing so, we were able to eliminate an entire rack full of equipment, giving us more space in the communication closet. We were also able to add functionality previously unavailable from the pushbutton-style wall plates.”

A Smooth Landing
     The Landing is a big, open space intended for use as a cafeteria, a party area for flight attendant graduation ceremonies, wedding receptions and other large functions. Avedikian recalls, “We rewired everything, and went from pushbuttons to an upgraded AMX LCD touchpanel, which gives us a lot more flexibility in our switching options.” Almost doubling the number of speakers, The Whitlock Group installed 110 JBL ceiling units and 10 Tannoy subwoofers. With the addition of a Peavey MediaMatrix Nion DSP unit, QSC amps and Shure wireless microphones, the room was ready for prime time. “We also added two more projectors and made a specific zone for party-like situations,” said Avedikian.

First-Class Job
     Upon completion of system installation and training, Southwest Airlines contracted with The Whitlock Group to provide ongoing service and support, including preventive maintenance, additional training and programming updates. Southwest’s corporate AV expansion embodied a combination of high technology and customer-friendly, cost-effective system design.
    “As the low-fare leader in the US, we at Southwest Airlines do everything in our power to keep costs down while maintaining a high-quality, customer-friendly operation,” Avedikian said. “The Whitlock Group was very conscious of our goal to keep fares low and offered us cost-saving options on every aspect of the project.” A steady focus on users’ needs and a desire to deploy the most cost-effective and future-proofed solutions enabled The Whitlock Group and Southwest Airlines to deploy a first-class system on a business-class budget.


Pelton Marsh Kinsella, LLC
    Headquartered in Dallas, Pelton Marsh Kinsella, LLC (PMK), offers consulting and design services in acoustics, audiovisual, CATV, broadcast telecommunication and security systems. Acoustical consulting services cover all aspects of environmental, industrial and architectural acoustics, from design through construction administration and testing.
    PMK solves noise and vibration problems related to mechanical systems, develops architectural solutions for sound isolation of adjacent spaces and provides design, modeling and testing of the room acoustics in auditoriums.
    “We have no financial connection with the products we specify; therefore, we are able to provide totally objective design and construction administration services,” said David Marsh, president.
    PMK has branch offices in Las Vegas, Miami Beach and Dubai (United Arab Emirates).
For more information, go to www.pmkconsultants.com.


The Whitlock Group
    Founded in 1955, The Whitlock Group is a full-service integration firm focused on the design, procurement, engineering, installation and service of professional audiovisual, videoconferencing, streaming, pro-video and broadcast solutions. The company offers turnkey solutions for corporations, military and government agencies, educational facilities, churches and healthcare organizations.
    With more than 300 employees in 23 locations across the US, The Whitlock Group has the expertise and experience to deliver complete solutions that seamlessly integrate the audio, video, display and system controls necessary for the creation of unique and compelling multimedia solutions.
    In only six years, The Whitlock Group’s Dallas office has earned a position as the largest audio/video systems integrator in North Texas, based on annual revenues. “Our staff of 52 is comprised mostly of technical people, with 32 engineers/technicians and 8 programmers,” reported Craig Taylor, the account executive responsible for the Southwest Airlines project. The Dallas team delivered a first-class job and secured an ongoing service contract from Southwest Airlines.
For information, go to www.whitlock.com.

EQUIPMENT

Presenter Lectern
    2 Countryman M4HP5VS18EB ISOMAX 4 black mics
    1 Extron RGB 109xi computer interface
    1 Extron MPX 423 A matrix presentation switcher
    1 Sony SLV-D560P DVD/VHS combo
    1 WolfVision VZ8Lite document camera

Video
    1 Chief PDS-2270 dual swing-out mounts for Bobcat
    3 Chief PCM-2270 ceiling mounts for Bobcat
    3 Christie Digital DS+60 DLP projectors w/2.5-4:1, 4.0-7.0:1 zoom lenses
    3 Clarity Visual Systems Bobcat 40" LCD monitor, for presenter confidence, overflow
    2 Clarity Visual Systems Baycat 46" LCD monitor, for overflow SRO repeater monitor
    3 Draper Revelation ceiling mounts, model A w/plenum box, low voltage control
    1 Extron 24x12 S-video/stereo audio matrix switcher MAV Plus 2412 SVA
    1 Extron 24x12 RGBHV/stereo audio matrix switcher CrossPoint 450 Plus 2412 HVA
    3 Extron digital video scalers DVS204
    3 Extron VSC 700 scan converters
  10 Extron RGB 109xi computer interfaces
    1 Stewart Filmscreen 60030 16x9 aspect ratio, 65"x116" motorized front-projection screen
    2 Stewart Filmscreen 60028 16x9 aspect ratio, 65"x116" wall- mounted front-projection        screens
    1 Stewart Filmscreen 60031 112x162 motorized bluescreen
    3 Viewsonic VP201b 20" LCD monitors

Videoconferencing/Videostreaming
    1 Accordent ACSS 0920 Capture Station software
    1 Grass Valley CameraMan CPC-3012-A3DS 3 CCD Presenter autoTRACK camera system
    2 Grass Valley CameraMan CPT- 3012-A3DS 3 CCD general pan/tilt camera systems
    1 Grass Valley CameraMan PVTVShotDirector joystick camera controller
    1 SVS Mini 4-3 2x2 motorized drop-down camera ceiling mount/lift
    1 Viewcast Niagara PowerStream 5225RW dual-channel Intel Xeno rackmount streaming        system w/ digital AV inputs for high band width streaming media applications