Build it and they will come

1. Build it and they will come Chapter 7

2. How important are the facilities? Two approaches are possible for applying the concepts in this chapter that appear on the following slides: • Take the class to a sporting event to evaluate the physical environment of the game, or • Assign class members to visit a game of their choosing and to present their findings in class.

3. Class Instructions:1. Attend a game approved by your instructor.2. Take digital pictures of each sportscape factor.3. Present your pictures in Powerpoint & provide your evaluations, and suggestions for improvements in class (10-15 minutes).

4. What’s wrong with these pictures? Or, why did the Mavericks & Stars move to the American Airlines Center?

5. Uninviting exterior of Reunion Arena, Dallas, Texas

6. Poor graphics on dot-matrix scoreboard. Cramped seating area. Narrow hallways with crummy food. Limited stats & game info.

7. How we respond to places… A good crowd arouses fans—which can be either distressing or exciting!

8. How do you feel at a crowded game?

9. Excitement & Pleasure Data from over 3000 fans at six SEC football stadiums. Excitement Perceived Crowding Pleasure Perceived Crowding On a 1-7 scale, these graphs show that crowded NCAA football stadiums decrease excitement & pleasure—particularly for males.

10. Displeasure & Boredom Data from over 3000 fans at six SEC football stadiums. Displeasure Perceived Crowding Boredom Perceived Crowding Similarly, negative feelings (displeasure & boredom) increase when the stadium is crowded—particularly for males.

11. Why should we care about perceived crowding? • All of the sportscape factors influence perceived crowding. • Perceived crowding influences how we feel about a place. • How we feel about a place determines whether or not we will stay (exit) and return (or not). • Whether you stay or return determines how much you spend money at a place.

12. Eight great service & safety tips… Place

13. Tip #1 It’s not just hotdogs, popcorn & beer. • When you go to the game, to what do you compare the food? How are you deciding whether or not you want to eat at the game? • Due to upper income levels of frequent fans and how often they are there, which is the least critical element in their buying decisions? • Price • Quality • Variety • Let’s take a trip toInvesco Field

14. Tip #2 Improving food service means higher per caps. • The average per capita concessions at pro sporting events and shows (concerts, etc.) ranges from $4-$7.50. Overall per caps are around $15 (including parking, souvenirs, etc.). • The key is in recruiting and retaining quality employees, with an emphasis on retention. • Using not-for-profit groups can give you a solid and consistent source of workers. • High-end seating requires specially trained concierge service to serve premium seat holders. • Encouraging advance call-in orders (cell phone or online) can increase revenue & service quality.

15. Tip #3 Think high-tech future. As more fans move to 3G communication devices, teams can connect with fans 1-on-1 throughout the game.

16. Tip #4 It’s more about offering entertainment than holding a sporting event. • Beyond the highly identified fan, who is the team’s principle target? • How should your facility be designed to accommodate this primary target audience?

17. Tip #5 The key to food service success is developing a signature item. • Whatever the menu and variety of items, teams must have a signature item that fans actually prefer over other food offered outside of the park • Examples: BBQ Rendevous Nachos (AutoZone Park, Memphis, TN); Hand-rolled pretzels (Pretzelry, Busch Stadium), Pierogies (Jacobs Field, Cleveland), clam chowder (Fenway Park, Boston) • Partnerships with fan favorites are increasingly popular: Krispy Kreme at Qualcomm Park (San Diego); Outback Steakhouse at PNC Park (Pittsburgh); Wolfgang Puck at Dodger Stadium (LA) What would you offer at a local sports venue as a signature item?

18. Tip #6 Spectator liability is a reality that cannot be ignored. • Hockey puck death: Brittanie Cecil (NHL, Columbus, OH, 2003) • Car racing: 29 died & 70 injured by race cars & flying parts at U.S. auto racing events since 1999. • Six spectators struck by lightening at 1991 Open at Hazeltine National Golf Course (Minneapolis), including one fatality. • 39 people died & 375 others injured in crowd panic during a soccer game in Brussells, Belgium (1985). Point: Make sure you have ample commercial property insurance, which has been going up at about a 30% rate. Also, you probably can’t get covered for terrorism.

19. Tip #7 Be proactive to prevent fan injury. • Provide written and announced warnings (viz., warn fans of the danger of balls flying from field) • Approximately 35-40 balls go into the stands per MLB game; most often injured are fans along 1st & 3rd base lines. • Train attendants to look for potential injurious situations, including disruptive fans. • Attendants should never be facing away from the fans (i.e., watching the game)—they should always be facing the fans (and not leaning on railing). • Inspect premises for dangerous walkways— • slips and falls at golf tournaments outnumber the claims from being hit by balls.

20. Tip #8 Do background checks on security and service personnel. • In post 9-11 days, you just never know. • While most sports organizations do background checks on full-time employees, about a third don’t check backgrounds of part-timers—who are more likely to be candidates for terrorist activities. • Point: do background check (call past employer & residence) on all employees if working at a large sports venue.

21. Time is a great healer, but a poor beautician. ~Lucille S. Harper