The document provides an audit report of the 2013 Dodgers Fan Fest. It analyzes key metrics and experiences, identifies problems, and provides suggestions. The top five on-site experiences were autograph sessions, the kids zone, the beer zone, a lottery for popular game tickets, and on-stage player interviews. Issues identified included long confused lines, lack of crowd control and capacity planning, and limited merchandise selection. Suggestions focused on better signage, entertainment in lines, autograph area placement, capacity research, and exclusive fan fest merchandise.

1. S
2013 Dodgers Fan Fest Audit
Report
By Fangwei Chen & Jingyuan Zhu
--------A Whole New Blue

2. Agenda
• Quantitative Analysis
• Top Five On-site Experiences
• Creative Marketing Elements
IV
 Problems and Suggestions

3. I. Quantitative Analysis

4. Quantitative Analysis
LISTED ITEMS RATINGS
Fan Fest Webpage 3
Onsite/online Ticket sales purchase 3/2
Traffic Egress/ ingress performance 1
Pre-event entertainment 3
Parking Facilities Ingress/ Egress 1
Ticket operations 3
Exterior Facility Layout/Design/ Maintenance 4
Interior Facility Layout/Design/ Maintenance 3
Fan rituals 3

5. Quantitative Analysis
LISTED ITEMS RATINGS
MLB mobile Apps downloads & technology
engagement
4
Pre and During Fan Fest experience programs 3
Weather accommodations 4
Fan excitement levels generated 1
PA broadcast system 3
Facility Signage/Fan way-finding articulation 5
Eco Fan friendly policies and mechanisms in place 2

6. Quantitative Analysis
LISTED ITEMS RATINGS
Service “errors” and “at bat” recovery mechanisms in
place
4
Washrooms 4
Personnel/team members 2
Merchandise products and services 3
Concessionaire products 2
Fan seating flow/comfort/social engagement 4
Onsite sponsor/team advertising &promotion
activation
3

7. II. Top Five On-site Experiences

8. Top Five On-site Experiences
1. Autograph
2. The Kids Zone
3. The Beer Zone
4. The Lottery Mechanism For Ticket sales of Special Games
5. On-stage Interviews

9. Autograph
S Players are the important property of a team, especially
the super stars.
S The desire for autographs of their favorite players is their
strongest motivation to attend the Fan Fest.
S Autograph attracts fans so as to promote the ticket sales
and strengthen their loyalty towards the team. The loyal
fans are the most important targets for the season tickets.
S Wristbands of different colors were distributed to fans to
categorize them according to their favorite players. The
classified lines and the set schedule produced a relatively
efficient autograph process.

10. Autographs
A Long Line of fans
Matt Kemp
Ryu Hyun-Jin

11. Kids Zones
S The most important potential fans are kids. In terms of ticket sales,
they are categorized as the prospect. Setting up the kids zone
aimed to establish their emotional attachment towards the team
that might convert into loyalty in the future.
S The kids zone provided a variety of recreational facilities, sports
practice fields, creative games such as DJ spin art and balloon art,
and an exhibition of the history of baseball. Some of them
required the cooperation between parents and kids.
S The kids zone was a platform for family gathering, sports
participation experiences and team loyalty building. All of these
facilitated the development of the team in the long term.

12. Kids Zone

13. Beer Zone
S Beer is considered inseparable from sports. When watching games,
fans habitually drink several bottles of beers with their friends.
Therefore, sports lovers are an important segment of the beer
industry’s target market.
S The beer zone was a success because of the mutual benefits that it
induced. Fan Fest participants had free beers to drink, while
sponsors capitalized on this event to promote their new products.
Several brands competed for customer attention. Budweiser even
built a sightseeing stand for people to enjoy the scenery. Fans’
satisfaction of any one brand could lead to future purchase after the
Fan Fest, which indicated sales increases and additional revenue.
S In the beer zone, some sponsors set up photo booths for people to
take snapshots with all sorts of hilarious props like. The snapshots
served as a reminder and remembrance of the 2013 Dodgers Fan
Fest.

14. Beer Zone

15. The Lottery Mechanism For the
Ticket Sales of Special Games
S The tickets for the opening game and the games against
New York Yankees and Red Sox are very popular. They
were already sold out before the Fan Fest started.
S Since demand far exceeded supply, the lottery mechanism
was adopted. Luck was a more crucial element than money
in such mechanism.
S Each candidate lined up to obtain a wristband with a
number on it. He or she could purchased those tickets unless
his or her number was selected. Another option is season or
mini-plan tickets, since they tickets incorporate the tickets of
these popular games.

16. The Lottery Mechanism For
Ticket Sales of Special Games

17. On-stage Interviews
S Not every fan acquired the signatures of their favorite
players because of the capacity. The on-stage interview
partially satisfied their desires to watch their idols and take
their photos in a fairly close distance. It was also an
important part of building up team understanding and
loyalty.

18. III. Creative Marketing Elements

19. Stadium Tour
S Surprisingly, the Fan Fest was held on an open ground
surrounding the Dodgers Stadium, the exterior of which was
under construction.
S Dying to get closer to players?
S Eager to visit more areas of the Stadium?
S Desire for an interesting conversation with players??
S Limited access to the stadium for a specific number of fans could
be offered as a surprise or an ultimate prize of the Fan Fest.
S The stadium tour intends to provide more funs to fans, enhance
the interaction between fans and players ,and fortify team loyalty.

20. Stadium Tour
S The attraction of the stadium tour is that fans have the
opportunity to:
1. Visit the locker rooms and the training areas of the stadium.
2. Experience the facilities.
3. Enjoy the tour with players as their guides. These players
will share with the fans some interesting stories among the
teammates and even their own personal lives.
S Every fan will receive a number when they enter the Fan Fest.
Then, those with the chosen number will begin their amazing
stadium tour in patches with their idols.

21. IV. Problems and Suggestions

22. Problems and Suggestions
Lines
Problems:
S No clear instruction for the line caused confusion. A large
number of fans trying to enter the Fan Fest mistakenly
stood in the line for autograph for over an hour before they
found out.
S Ticket sales lines were too far away from the restrooms.
S No entertainment or promotion was planned or targeted to
people in lines. This could have been a perfect marketing
opportunity for sponsors to promote their products or for
Dodgers to advertise their packages of season tickets.

23. Problems and Suggestions
Lines
Suggestions:
S Sponsors should utilize the perfect opportunity to conduct
promotions to people waiting in lines for admission or
autograph. For example, setting up billboards with their brand
or product information on them near the lines, distributing
samples such as packs of biscuits or cups of beer to people
waiting in lines. This could assist sponsors to build up brand
awareness.

24. Problems and Suggestions
Lines
S Clear instructions for different lines are highly needed. They
can be large boards with arrows showing fans what each line
is for. Also, staff need be be placed in the front of each line
to guide fans through the process.
S Establishing medical station ensures quick responses to
emergencies.
S Separate lines for the distribution of different wristbands
can disperse the flow and maintain a clear entrance .

25. Problems and Suggestions
Site Operation
Problems:
S The entertainment and activities during Fan Fest were
mostly similar, most of which were lottery and free giveaway.
S The operation team should locate autograph lines in the
corner instead of the center to avoid congestion at the
entrance and ease the inconvenience of walking around the
site.

26. Problems and Suggestions
Site Operation
S Problems:
S The operation did not calculate the event capacity correctly.
The Fan Fest was basically overcrowded in the afternoon.
Therefore, it ran out of the seating space. Some fans even sat
on the floor or on the verge of the vacant platform in ticket
sales area. Seating was important to such an event, since it
was open to people in different age groups and they spent an
enormous sum of time standing in lines.

27. Suggestions:
S The operation team is supposed to discuss with all the people in
charge of different experience programs in terms of diversity.
Appropriate negotiation before the event is highly necessary to
maximize fan experiences.
S The operation team should locate autograph lines in the corner
instead of the center to avoid congestion at the entrance and ease
the inconvenience of walking around the site.
S The operation team needs to conduct accurate and thorough
research on the number of participants to determine site capacity
before such a popular event. Online RSVPs with the incentives of
on-site special giveaways can help increase the accuracy of the
research.
Problems and Suggestions
Site Operation

28. Problems and Suggestions
DODGER merchandise sales
Problems:
S The Dodgers products in the on-site stores were not diverse,
some of which even ran out of inventory before afternoon.
S 20% discount did not attract a large number of fans to
purchase Dodger products as expected, since most of them
had already owned these products and wore them to the Fan
Fest.

29. Problems and Suggestions
DODGER merchandise sales
Suggestions:
S Special Edition products that are exclusively sold in the Fan
Fest event can attract a large number of on-site Dodger fans.
From the perspective of fans, such products serve as a
remembrance of the event and a boost of team loyalty. To
be more specific, special Edition merchandise can be t-shirts
or caps or bats with the Dodger logo and the Fan Fest letters
in a very unique and stylish way. Crossover products
between Dodgers and other brands can also be an option.