Effective June 2, sports and entertainment firm Comcast-Spectacor will brand its three business units — Global Spectrum (venue management), Ovations Food Services (concessions) and Paciolan (ticketing) — and launch a digital services division under the new Spectra banner.

The move will “leverage our expertise in a way that truly redefines the driveway-to-driveway fan experience,” says Dave Scott, president and Chief Operating Officer of Comcast-Spectacor in a statement announcing the rebranding.

Philadelphia-based Comcast-Spectacor owns and manages the Philadelphia Flyers, the Wells Fargo Center in Philadelphia, and Spectra. Spectra serves more than 300 clients at 500 properties around the world with four core lines of business: venue management, food services & hospitality, ticketing & fan engagement, and digital services. Comcast-Spectacor is part of Comcast Corporation.

The Spectra name is also a nod to Comcast-Spectacor’s roots. When Comcast-Spectacor Chairman Ed Snider founded the Philadelphia Flyers in 1966, he built the Spectrum in South Philadelphia as a way to express the multi-use nature of the arena.

The integrated branding approach is also reflected in Spectra’s growth in bundled services clients, including buildings such as the University of Miami’s BankUnited Center, the Crown Complex in Fayetteville, N.C., the Cross Insurance Center in Portland, Maine, and Florida State University’s Tucker Center.

The new Digital Services division will combine Comast’s Xfinity Wi-Fi with Spectra’s expertise in venue management, delivering venue-based, Wi-Fi and focusing on data analytics and mobility in order to provide venues, teams, advertisers and sponsors with faster connectivity and real-time information about fan behavior. Digital Services will offer Spectra clients turn-key solutions ranging from network design and installation to app development, content management, and proximity marketing capabilities. [Billboard]