Fan Journey Best Practices Facilitator Guide 2023

IIFX Summit Description The Innovation Institute for Fan Experience (IIFX) will be hosting a Sports & Entertainment Fan Journey Best Practices Summit in Atlanta, GA on February 27- March 1, 2023, at the Mercedes Benz Stadium. The main objective of the Summit is to address the key critical functions and challenges facing the Sport and Entertainment Industry through the development of Best Practices. Six major areas have been identified as part of the Fan Journey for the collection of best practices. The attendees at the Summit will address these areas and identify solutions for potential best practices. Attendees will have an opportunity to participate in moderated discussions (round robin format) for each of the designated areas: • Culture of Excellence • Crowd • Event Day Dynamics/Management • Communications • Safety & Security • Technology & Facility Infrastructure Within a few months of the Summit, attendees will receive a “Summit Best Practices Guide Draft,” - a compilation of their input, which comprises the initial Best Practices Guide. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Overview Purpose To document through professional collaboration the establishment of a living Guide, a collection of vetted best practices, to assist those responsible for managing the Fan Journey at commercial sport and entertainment facilities. Definition 1. A best practice is a technique or methodology that, through experience and research, has proven to reliably lead to a desired result. 2. In practical analysis a best or smart practice is a clear and concrete behavior that solves a problem or achieves a goal under most conditions. 3. A field-tested best practice is a program, activity, or strategy that, when properly implemented, has been shown to work effectively and produce successful outcomes and is supported to some degree by subjective and objective data sources. Annual Methodology 1. Identify significant issues requiring solutions with input from steering committees and Summit sessions. 2. Discuss these issues in Summit sessions to identify all contributing factors, lessons learned, voids, and/or new issues. 3. Identify solutions and basis-forming best practices from the Summit sessions. 4. Review input, resolve details, and collect additional information through literature reviews, research, and contributions from subject matter experts. 5. Send draft Best Practices Guide to Summit attendees for vetting. 6. Aggregate input from Summit sessions, review, vet, and follow up with Summit session facilitators for best practices and formulation into the Guide. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

The Summit will provide a mechanism to broaden the components and concepts of best practices through addressing the designated areas. Threats, norms, and environments change and as a result, the event/venue plan should be considered a living document that must change to meet challenges, take advantage of new resources, and avoid the development of patterns that could result in a risk. Continuous quality improvement should be the standard by which the event/venue plan is reviewed and refreshed. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Innovation Institute for Fan Experience Best Practices Summit Facilitator Guide Your role as a facilitator is to guide our participants through the process of developing the 2023 “Summit Best Practices Guide.” You are not expected to be the seat of all wisdom and knowledge. That means you are not there to give opinions, but to draw out the opinions, practices, and ideas of the participants. Your responsibility is to focus on how people participate in the process, not just on what gets achieved. A facilitator is neutral and never takes sides. You will assist the group in achieving a consensus on the designated subject issues and elements so that the 2023 “Summit Best Practices Guide” can be created. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Facilitators Should Focus on • Producing outcomes • Setting expectations for the • Managing time group (desired result and ground rules) • Ensure scribe captures usable information • Stimulating the discussion • Listening, Listening, Listening • Stimulating dialogue to generate ideas/practices Some Tips to Being a Good Facilitator Facilitating group conversations can be challenging when people are unfamiliar with the topic, do not know everyone in the room, are uncomfortable or distracted, or a myriad of other issues. Here are some tips to help you during the Summit: • Prepare in Advance: know the subject you are responsible for, do your homework and be prepared to stimulate the dialogue. Put yourself in the seats of your participants. Develop questions that might best capture their experience and identify issues to be addressed. You want to be sure that you are prepared to guide the participants and keep them on track. • Define meeting Structure: It is imperative that you establish a clear understanding of the desired outcome. In our case attendees will address the established areas and identify solutions and future best practices. It can help you as the facilitator if you understand the group dynamics, values, and perspective. We suggest that you take the beginning of each session to get to know everyone in your session, where they are from and what they do. Ask a few questions about the people themselves and their relevant experience, perhaps something about themselves that the other participants might not know. You may call upon those who from introduction have expertise and/or experience in certain areas. KEY CONSIDERATION As attendees are offering practices or issues, stop and repeat what you heard them say. This will serve two purposes, first it will ensure that you accurately understand what was said and second it will allow the scribe to accurately capture the meaning of what was said. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Some Ways to Get the Meeting Started • The reason why we are meeting today is… • We will begin by finding out a little about who is around the table… • Our session will go from ____ to ___…. • Our goal is to… Ask questions that prompt discussion: When you think through your questions also construct some of the possible answers. It is your responsibility to make sure everyone is participating. If someone is quiet, ease them into it, make eye contact, use their name and move the discussion towards them by asking them questions to get their feedback. Try to ask the kinds of questions that draw a vivid image and if you get one-word answers or the dialogue is not flowing, direct follow up questions. It is your role to keep the discussion moving. If someone has a particular issue and you need to keep the discussion moving, let them know that they have been heard, but that you have to move on. Let them know that you may be able to come back to the issue later if there is time. Questions that Can Prompt Discussion • What would happen if we did… • In your experience… • Tell me about… • What do you think about? • What ideas do you have? • (Insert name), you’ve been quiet. • What are your thoughts… Summarize and State Next Steps Just as you stated your goals at the beginning, make sure that you summarize what was accomplished and provide next steps or action steps for the group. Ensure that your scribe has captured ALL the information. This will be a description of the process to consolidate all the information from the six participating sessions. Reconcile any similar items or issues. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Embrace Silence Silence during a group discussion is not a bad thing. Some people process things out loud and some people process things internally. As a facilitator, your job is not to talk the whole time or tell long stories. Facilitators who are extroverts tend to talk until they find something to say. If this is you, please make sure to let others drive the discussion as opposed to you talking for a lengthy period of time. You are not here to teach! If silence remains for a couple minutes, ask the group “explain to me why there’s silence”, then allow them to talk, or silence will remain. Maybe the reason why the group is silent is because the question isn’t clear or people don’t understand what you’re asking them. After a couple more moments, ask the group “do you understand the question?” then stop talking again. In small group settings, silence is not your friend. Common Ground Rules for Facilitators • One person speaks at a time • Raise your hand if you have something to say • Listen to what other people are saying • Do not interrupt, let them finish • No mocking or attacking other people's ideas • Respect each other Bring Closure to Each Item Many groups will discuss things much longer than they need to unless a facilitator helps them to recognize they're generally in agreement. Summarize a consensus position or ask someone in the group to summarize the points of agreement, and then move on. Sometimes it helps for the scribe to read back what they have captured. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Dealing with Disrupters There are some things you can do both to prevent disruption before it occurs to stop it when it's happening in the session. The most common kinds of disrupters are people who try to dominate, keep going off the agenda, or attempt to diminish others ideas if favor of their own. • Remind the group of the ground rules • NO interrupting • Sarcasm does not lead to a solution • In the most extreme case take a short break and have a conversation with the individual Six Session Areas Culture of Excellence Communications • Leadership • Social Media • Associate Experience • Know before you go • Staffing • Signage & way finding • Training • Staff Communications Event Day Safety and Security • Ticketing • Command and control • Suites • Crime and terrorism • Clubs • Incident Management • Membership • Situation Awareness • Guest services • Threat Assessment • Business Continuity • IT/Cyber 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Technology & Facility Crowd Dynamics/ Infrastructure Management • Wi-Fi and Cellular Service and • Transportation & Parking Data Analytics • Food & Beverage • Facility Management/Maintenance • Access Control/Crowd Monitoring and • Design & Environment • Management • Health Environment Acting as a Facilitator for the 2023 IIFX Fan Journey Best Practices Summit should be a fun, interesting and rewarding experience. Thank you for leading the way! 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

FAN JOURNEY BACKGROUND INFORMATION INTRODUCTION The fan journey is comprised of many discrete points, each with the power to make the journey a positive experience and in some cases, create pain points that offer opportunities for improvement. Each fan journey is different! The fan journey typically begins with a decision to attend a sports or entertainment event, encompasses every interaction the fan has, including pre- and post-event communications, ticket purchase, transportation and parking, entry and exit, security, concessions, lavatories, staff interactions, and much more. It typically ends when the fan returns home. Figure 1: Fan Journey Example All summit participants have different knowledge and experience related to the fan journey. Some participants work in sports and entertainment venues, while others may have attended sports or entertainment events. They will draw on their individual knowledge and experience during the discussions. IIFX has gathered information from various sources to provide some additional context for the topical areas that will be explored during the inaugural fan journey summit. This information may be used to supplement the different knowledge and experience participants bring to the discussion sessions. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

BACKGROUND INFORMATION The information below is derived from multiple sources. The source of the information is noted. Facilitators may supplement using other sources of information and their own experiences. FANCENTRIC Connected Venue Sports & Entertainment Fan Journey Issues This is an anonymous survey designed by the IIFX to identify challenges and issues that may affect the experience fans have throughout their journey to attend sports & entertainment events. Survey participants work in areas affecting sports and entertainment venue operations. The percentage of the respondents’ areas of practice affecting the following operations are: • Safety (60%) • Hospitality (20%) • Security (50%) • Retail (20%) • Risk Management (40%) • Technology/IT/Cyber (20%) • Event Management (40%) • Premium Space Management • Incident Management (40%) • Communications (30%) (10%) • Guest Services (30%) • Sustainability/Environmental • Parking (30%) • Venue Management (30%) Protection (10%) • Cleaning and Sanitation (20%) • Ticketing (10%) • Crowd Management (20%) • Transportation (10%) • Food & Beverages (20%) • Venue Design, Landscaping, and Outdoor Environments (10%) The survey also asked respondents to identify the greatest pain points on the fan journey. Though the list is extensive, it does not represent every point on the fan journey, nor does it distinguish between sports and entertainment events. Respondents indicated (Note: highest rated by category are in red): Most Painful – Parking (40%) Significant Pain (20% - 29%) • Pickup/dropoff locations for • Signage and Wayfinding Aids Uber/Lyft and Taxis • F&B – Types and locations • Exiting/Leaving the venue • Quality of service provided by • Availability of venue staff staff • Crowd flow and • Purchasing tickets online management • Fan Code of Conduct 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Some Pain (5% -19%) • Accepted forms of payment/cashless systems • Venue policies • Security screening • Fan engagement before, • Ticket Cost during, and after event • ADA Entry, Seating, and • Cost of food and beverages Accommodation • Walking to/from venue • Public transportation • Finding the entry gate • Availability/Wait times for • Reporting incidents to security bathrooms/lavatories • Tailgating areas and policies • Paying for parking Little Pain (<5%) • Wait times for public • Purchasing tickets at the transportation venue • Venue cleanliness • Public address/emergency • Street closures for the event • Distance between parking notification systems and gates • Seating maps • Seating • Venue/Team Apps 2022 Q4 Benchmarking Data Source: Riptide Partners Riptide Partners offer a full suite of CX advisory and Managed Service solutions targeted to the Sports and Entertainment industry, with a focus on helping teams, venues, events and productions improve their bottom-line and achieve greater success in a customer-centric world. The information in the charts below was gathered from tens of thousands of fans during Q4 (October – December) of 2022. The sample size is noted in each column (Venue – Sports – Live). The NPS score (Figure 2) is an 11-point scale (0-10) that is considered the “gold standard” used by most brands to measure customer/fan satisfaction. The higher the score, the greater the customer/fan satisfaction. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

The information provided by Riptide Partners below required a minimum of three sports & entertainment venues to have survey responses for the metrics listed in the charts below for them to be included. The blanks indicate that the three- venue threshold was not reached (i.e., F&B Price, F&B Quality, etc.). Figure 2: How We Measure Satisfaction In some cases, questions are Source: Riptide Partners asked for sports events or live (entertainment) events, but not both. The scores in the Figure 3 below are rounded to the nearest decimal point. The Venue score reflects the combination of the Sports and Live column. Sample Size Venue Sports Live Figure 3: The Venue sample (84,105) NPS Industry Industry Industry is the sum of the Sports sample Likelihood to Recommend 84,105 40,023 44,082 (40,023) and the Live sample (44,082). Pre-event communication Ticket purchase 52.8 62.9 42.6 The Venue NPS (52.8) is an average Commute and parking 8.5 8.9 8.1 of the Sports (62.9) and Live NPS. Entering the venue 8.8 8.9 8.6 Staff interactions 8.7 8.8 8.5 All Venue scores are the average of Event entertainment 7.4 7.7 7.0 the Sports and Live columns. Venue cleanliness 8.7 8.8 8.3 Food and beverage 8.9 8.6 8.8 Information appearing in this chart F&B price 8.8 8.6 9.2 show items that are measured by F&B quality 9.3 9.3 9.2 Riptide Partners. The items measured F&B variety 7.1 7.3 7.0 are not all inclusive, meaning there F&B wait time 5.2 5.2 are potentially hundreds of other Merchandise experience 7.5 7.5 7.8 points along the fan journey that are Retail wait time 7.4 7.4 7.8 not shown here. Cleanliness of suite 7.9 7.8 8.0 8.1 9.6 8.0 9.6 9.6 Helpfulness of suite attendant 9.6 9.6 9.4 Suite food and beverage 9.1 9.1 Venue technology 8.5 8.5 Wifi speed, coverage, and ease of use 8.2 8.1 8.1 Cell phone reception 8.2 8.1 8.0 DJ / Music 8.5 8.5 Health and safety 8.7 8.7 Exiting the venue 7.8 7.8 Figure 3: Venue-Sports-Live Industry Results for Q4 2022 NOTE: Discrete points along the fan journey. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Sample Size Venue Sports Live NPS High Low High Low High Low Likelihood to Recommend 26,045 1,419 12,662 1,343 13,383 3,446 Pre-event communication 68.1 31.1 70.9 45.6 65.2 19.3 Ticket purchase 9.0 7.8 9.1 8.3 8.8 7.4 Commute and parking 9.0 8.4 9.0 8.8 9.0 8.2 Entering the venue 9.0 8.4 9.0 8.4 8.9 8.0 Staff interactions 8.2 6.4 8.2 6.9 7.8 5.8 Event entertainment 9.4 8.2 9.1 8.6 9.4 7.8 Venue cleanliness 9.3 8.5 9.3 5.8 9.2 8.4 Food and beverage 9.2 7.9 9.1 7.9 9.3 9.0 F&B price 9.6 8.8 9.6 8.8 9.6 8.9 F&B quality 8.2 4.8 8.0 6.9 8.2 4.8 F&B variety 5.4 4.9 5.4 4.9 F&B wait time 8.3 6.8 8.3 6.8 8.2 7.2 Merchandise experience 8.3 7.0 8.3 7.0 8.4 7.2 Retail wait time 8.4 7.3 8.4 7.3 Cleanliness of suite 8.4 7.4 8.4 7.2 9.7 9.5 8.2 7.9 9.8 9.4 9.8 9.3 9.6 9.2 Helpfulness of suite attendant 9.9 9.1 9.9 9.1 8.9 8.0 9.7 8.7 Suite food and beverage 9.7 8.8 8.5 7.6 8.7 8.1 8.5 7.4 Venue technology 8.9 8.0 8.8 7.9 8.9 7.8 Wifi speed, coverage, and 9.4 8.2 8.4 7.5 ease of use 8.6 8.0 Cell phone reception 8.7 7.7 DJ / Music 8.9 7.8 Health and safety 9.4 8.2 Exiting the venue 8.4 7.5 Figure 4: Venue-Sports-Live High and Low Scores NOTE: Discrete points along the fan journey. Figure 4: This chart shows the high and low scores of survey respondents. The Venue High scores are the average of the Sports and Live High scores. The Venue Low scores are the average of the Sports and Live Low scores. As with the previous chart, information appearing in this chart show items that are measured by Riptide Partners. The items measured are not all inclusive, meaning there are potentially hundreds of other points along the fan journey that are not shown here. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Venue all Sports Live Events Nov Dec Oct Nov Dec Total Oct Nov Dec Total Oct Total Sample Size 29729 29546 24830 84105 14129 12137 13757 40023 15600 17409 11073 44082 NPS 50.8 49.5 55.7 52.8 57.6 62.5 66.2 62.9 47.6 43.5 34.3 42.6 Likelihood to Recommend 8.4 8.4 8.5 8.5 8.7 8.9 8.9 8.9 8.3 8.2 7.8 8.1 Pre-event communication 8.7 8.7 8.7 8.8 8.9 8.9 9.0 8.9 8.7 8.6 8.3 8.6 Ticket purchase 8.6 8.6 8.7 8.7 8.7 8.7 8.8 8.8 8.6 8.4 8.4 8.5 Commute and parking 7.4 7.4 7.3 7.4 7.5 7.6 7.7 7.7 7.4 7.3 6.6 7.0 Entering the venue 8.7 8.7 8.5 8.7 8.8 8.9 8.9 8.8 8.6 8.4 7.7 8.3 Staff interactions 8.8 8.9 8.9 8.9 8.2 8.6 8.7 8.6 8.8 8.9 8.6 8.8 Event entertainment 8.7 8.7 8.8 8.8 8.4 8.6 8.7 8.6 9.4 9.0 9.3 9.2 Venue cleanliness 9.2 9.2 9.3 9.3 9.2 9.2 9.3 9.3 9.3 9.2 9.2 9.2 Food and beverage 6.5 7.2 7.2 7.1 7.3 7.3 7.4 7.3 6.5 7.2 7.0 7.0 F&B price 5.5 5.3 5.2 5.2 5.5 5.3 5.2 5.2 F&B quality 7.2 7.4 7.7 7.5 7.2 7.4 7.7 7.5 7.8 7.8 7.7 7.8 F&B variety 7.2 7.3 7.7 7.4 7.2 7.3 7.7 7.4 7.8 7.7 7.5 7.8 F&B wait time 7.7 7.7 7.9 7.9 7.5 7.6 7.9 7.8 Merchandise experience 8.0 8.0 8.1 8.0 8.2 8.1 8.2 8.1 9.1 9.8 9.8 9.6 Retail wait time 8.1 7.9 7.9 8.0 Cleanliness of suite 9.6 9.7 9.7 9.6 9.6 9.6 9.7 9.6 9.6 9.5 9.3 9.4 8.4 9.2 8.3 8.4 Helpfulness of suite attendant 9.6 9.3 9.5 9.6 9.7 9.3 9.5 9.6 8.5 9.2 9.1 Suite food and beverage 9.2 8.6 9.2 9.1 9.3 Figure 5: Q4 2022 Venue-Sports-Live Events Average Ratings Note: Discrete points along the fan journey Figure 5: This chart shows the average scores of survey respondents by key areas along the fan journey. The Venue Sample Size is the sum of the Sports and Live Events Samples. The Venue NPS is the average of the Sports and Live Events NPS. The Venue scores are the average of the Sports and Live Event scores for each line item. As with the previous chart, information appearing in this chart show items that are measured by Riptide Partners. The items measured are not all inclusive, meaning there are potentially hundreds of other points along the fan journey that are not shown here. Other information from Riptide Partners The information in the charts below was presented at the Stadium Managers Association 2023 Summit (12-16 Feb 23). The information was derived from the following data indicated in Figure 6. Figure 6: Data Set The data gathered is not all inclusive and applies to the NFL, NBA, WNBA, Source: Riptide Partners (2023) MLS, and the NHL. Note that MLB, NASCAR, and Colleges/Universities are not included in the data set. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

The information derived from the dataset shows the NPS for sports is higher than that for live events (Figure 7), including concerts, shows, and comedy shows. This difference may be explained by familiarity with the venue. Sports fans often have been inside their venue and the setup is largely the same for each sporting event. Fan entry is more staggered than during live events as many fans arrive early to participate in tailgating or other social activities. The fan base for sporting events are generally supportive and loyal to their team, adding another dimension to the overall fan experience. Live events are generally different based on show type, artist, or other Figure 7: NPS by Event Type (Sports v. Live Events) unique entertainment Source: Riptide Partners (2023) factors. Fans who attend these events may not be familiar with the venue or the venue configuration is different than what might be found in sporting event. The WNBA generates the highest NPS. This may be attributed to smaller crowds, which reduces demand for parking, faster security screening and entry process, easier movement throughout the venue, and less friction in other aspects of the fan journey. Figure 8: What is Impacting the Fan Experience? In reviewing the fan responses, Riptide Partners Source: Riptide Partners (2023) reports that three factors (Figure 8) are most often reported or discussed by fans during their journey – interactions with staff, event entertainment, and pre-event communication. Other factors are discussed, but these are the top three factors reported. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Fans are asked about Figure 9: Top 3-Factors of Importance to Fans what is most important to them when attending Source: Riptide Partners (2023) sports and entertainment events. Although there are other factors that fans note are of importance in the fan journey, the top three fan-rated factors are venue cleanliness, interactions with staff, and entering the venue. Figure 10: Items the Fans Text About So, what were 68% of the fans who chatted, commented, Source: Riptide Partners (2023) and texted about the most among all the comments announcer, lights, etc.), and the overall venue. related to their experience? These comments can be positive or negative. The fact is, fans notice a lot of what happens at multiple points in their journey. The four most mentioned items related to food & beverage, staff, entertainment (music, Here’s a bit more depth on three areas of satisfaction that may affect fan perceptions and their overall experience the most: Indicators of the Quality and Effectiveness of Staff As mentioned earlier, fan interactions with staff (security, concessions, housekeeping, ushers, attendants, ticket takers, etc.) are frequently commented on and are one of the top three factors (venue cleanliness, interaction with staff, and entering the venue) in terms of importance when attending a sports or entertainment event. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Figure 11 shows that fans rate the most important attribute (38%) of many attributes of a member of staff to be their efficiency in managing line queuing, speed to order, and their ability to respond to requests. Most of the comments indicating level of satisfaction are related to ushers/crowd managers and the venue staff in general (37%). Most of the comments that complain about staff interactions can be characterized as a staff Figure 11: Fan Satisfaction with their Interactions with Staff member’s lack of Source: Riptide Partners (2023) knowledge. Approximately 5.3% of comments speak of staff helpfulness. Entertainment Satisfaction Entertainment covers the spectrum from Live events such as concerts to entertainment used to create atmosphere within a sporting event, including music, announcers, lighting, special recognition, competitive events, etc. Figure 12 shows that the Figure 12: Fan Satisfaction with Entertainment during Sports & atmosphere in the venue is Entertainment Events rated by fans as the highest Source: Riptide Partners (2023) entertainment attribute by 31% of respondents. This rises to 52% when fans are asked specific questions about entertainment. Of fan comments, 41% mention the game (sports) or stage performance (live event). 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Venue Pain Points The FANCENTRIC Connected Venue survey indicated fan pain points along the fan journey. It noted that Food & Beverage types and locations and Wayfinding and Signage may be significant pain points along the fan journey. Figure 13 shows that fans Figure 13: Most Significant Fan Pain Points rated the wait time in line to order and retrieve Source: Riptide Partners (2023) food & beverage purchases and navigation (venue signage) as significant pain points in the fan journey. Though fans rated cleanliness of venues in general as causing little pain, fans report that cleanliness of bathrooms/lavatories are a significant concern. When evaluating what fans are texting each other about during sports & entertainment events, the data indicates that seating is a significant discussion topic. Stadium Connectivity Outlook 2022 Survey www.stadiumtechreport.com/reports Released in October 2022, the Stadium Tech Report on stadium connectivity, surveyed C-suite leaders about the current state of their venue connectivity and what their investment priorities are for 2023 and the post-pandemic era. The challenges include: • What are the investment priorities in connectivity technology? • What fan experience pain points can connectivity technology help solve? • How will connectivity investments and strategy benefit the business bottom line? 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

• How will venues solve for necessary security measures in a more- connected world? The information was presented on 14 February 2023 during the Stadium Managers Association meeting. It juxtaposes the priorities identified in the inaugural survey with those identified in 2022. Key Takeaways 2021 2022 • Most venues have basic • Staffing, operating expenses and connectivity deployed, increasing revenue are top predominantly 4G LTE and Wi-Fi concerns, Covid is near the bottom. • Covid-19 accelerated the process of adding technology to solve • Venues are looking to add more new issues wireless connectivity, for fans and back of house. • Technology is being asked to lower opex, generate more • Cashierless concessions and walk- revenue and enable a better fan through security technologies are experience being deployed rapidly. • New touchpoints call for • Private 5G is a target for increased cybersecurity across all supporting important back of operations house innovation. • Many venues are still seeking • Venues feel good about their information and direction for their digital transformation, Security technical journey remains a growing concern • Sports Betting is growing The respondents identified their roadmap for improving fan connectivity within their venues (Figure 14). Though technology focused, the results indicate investments will attempt to create a frictionless experience for entry while providing fans greater wi-fi capabilities to enable fans to immediately upload items about their ongoing experience. Other technology investments appear designed to address staffing shortfalls and to enhance sustainability and operational efficiency. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Figure 15: Stadium Roadmap for 2023 Source: Stadium Tech Report Stadium Connectivity Survey (2022) The respondents identified the biggest challenges facing their venues throughout 2023 (Figure 15). Staffing rated as the biggest concern – numbers, experience, and quality – while resurgence of Covid-19 ranked lowest on the list of concerns. Figure 14: Biggest Challenges Facing Stadiums in 2023 Source: Stadium Tech Report Stadium Connectivity Survey (2022) 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]

Other items with possible technology solutions to improve the fan experience include: • Almost 38% of respondents reported significant delays or backups at entry points in 2022. Half of the respondents said their venue has some form of walk-through security screening, including magnetometers, Evolv, or similar technology. • There is significant interest in facial recognition technology for entry (ticketing) and for concessions (Grab-N-Go, cashierless payment systems, etc.) Another area of significant interest to decision makers and fans is Sports Betting (Figure 16). Figure 16: Sports Betting Source: Stadium Tech Report Stadium Connectivity Survey (2022) The information provided in this document should be considered a snapshot of issues related to the fan journey. The purpose of this document is to provide some contextual information to assist facilitators as they lead discussions during the Fan Journey Best Practices Summit. 4780 I-55 N, Suite 100 Phone (USA & International): +1.601.909.4439 Jackson, MS 39211 IIFX.ORG Email: [email protected]