Cover Slide
RISE UP!
Designing the Complete
Fan Experience
The Competition
2
3
The Solution
Drivers of Gameday Satisfaction
4
There are several factors that, when combined, shape the
fans’ overall gameday satisfact...
Gameday Satisfaction Key Findings
• Overall Gameday Experience: Ranked #8 in the NFL
• Game Entertainment: Crowd energy le...
One Piece of the Solution
6
The research says we
need to invest FAST and
NOW or run the risk of
eroding our fan base
7
But What to Invest In?
The Overall Experience
Eliminate frustration
points and deliver
surprise and delight and
earn customers for life.
A Long Believed Marketing Principle
in Sports
Hypothesis:
Clubs with strong brand equity drive broader and
deeper fan engagement beyond having success on
the field and/...
Falcons Brand Essence
12
Authentic
With a rich and deep-rooted history in Atlanta,
we are the #1 team of the South.
Magnet...
Key Brand Benefit
The Falcons Raise Me Up…
15
How Did Technology fit into RISE UP?
The research told us our technological experiences
were not magnetic, authentic or el...
Work the Basics First
Improve the Stadium Coverage
19
Enhance Gameday Experience Map
20
How Do We Do All of This?
Great Partnership
Danny Branch
Vice President of Information
Technology
The Guest Experience at large venues will
continue to evolve as technology advances
faster and faster. Our challenge will ...
Designing the complete fan experience, Atlanta Falcons
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Designing the complete fan experience, Atlanta Falcons

  1. 1. Cover Slide RISE UP! Designing the Complete Fan Experience
  2. 2. The Competition 2
  3. 3. 3 The Solution
  4. 4. Drivers of Gameday Satisfaction 4 There are several factors that, when combined, shape the fans’ overall gameday satisfaction; the five most influential drivers are listed below: • Game Entertainment • Arrival Experience • In-Game Enhancements & Technology • Leaving the Stadium • Safety & Security
  5. 5. Gameday Satisfaction Key Findings • Overall Gameday Experience: Ranked #8 in the NFL • Game Entertainment: Crowd energy level and in-game entertainment elements have the most impact, and of these, fans are least satisfied with the in-game entertainment elements which is the second lowest rated attribute in this driver • Arrival Experience: Sense of safety prior to the game is critical and, for the Falcons, is the highest rated aspect of the Arrival Experience for GA STH • In-Game Enhancements & Technology: Quality of gameday wireless is key; 84% of the fans use Wi-Fi, call, or text during the game, but only 2 in 5 indicate they are satisfied with the quality of service • Leaving the Stadium: Sense of safety while leaving stadium is key, but only 55% of STH and CLB indicate they are satisfied with this gameday attribute • Safety & Security: Security screening process while entering the stadium is critical with more than half of GA STH and about three-quarters Club ticket holders rating it in the Top 3 Box; however, it is the lowest rated attribute among GA STH within this driver
  6. 6. One Piece of the Solution 6
  7. 7. The research says we need to invest FAST and NOW or run the risk of eroding our fan base 7
  8. 8. But What to Invest In?
  9. 9. The Overall Experience Eliminate frustration points and deliver surprise and delight and earn customers for life.
  10. 10. A Long Believed Marketing Principle in Sports
  11. 11. Hypothesis: Clubs with strong brand equity drive broader and deeper fan engagement beyond having success on the field and/or relying on high profile players and coaches. Clubs with strong brand equity have team traditions and entertainment that focus on the fan and attributes of the stadium rather than relying on players and coaches. The Falcons Brand Premise
  12. 12. Falcons Brand Essence 12 Authentic With a rich and deep-rooted history in Atlanta, we are the #1 team of the South. Magnetic We attract and unite the most diverse group of fans. Elevating We are uplifting. Every experience with the Atlanta Falcons is electric.
  13. 13. Key Brand Benefit The Falcons Raise Me Up…
  14. 14. 15
  15. 15. How Did Technology fit into RISE UP? The research told us our technological experiences were not magnetic, authentic or elevating.
  16. 16. Work the Basics First
  17. 17. Improve the Stadium Coverage
  18. 18. 19 Enhance Gameday Experience Map
  19. 19. 20 How Do We Do All of This? Great Partnership Danny Branch Vice President of Information Technology
  20. 20. The Guest Experience at large venues will continue to evolve as technology advances faster and faster. Our challenge will be to adapt to the unintended consequences and side effects these technological advancements bring in a financially responsible manner. The Next Generation Guest Experience

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