Embodiments described herein are directed to personalizing event participation of a visitor at an event. Embodiments include communication nodes that form defined wireless areas. A first one of the communication nodes determines when the visitor enters a first defined wireless area in response to detecting an identifier associated with the personal portable wireless device associated with the visitor, records user activities of the visitor within the first one of defined wireless areas, and determines an interest of the visitor in response to the user activities in the first defined wireless area, where the interest is used to customize the event for the visitor.