Premium seating from Ferco Systems at the Australian Open.
Making fans VIPs Keiko Sutton explores ways to improve the fan experience
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ny entity that achieves success, whether it be a business or an individual, does so with the ability to adapt. With the world constantly changing as are those that inhabit it - emotions, tastes, likes and dislikes rarely stay the same and the ability to meet new standards requires innovation and adaption. However, with change, one theme has remained constant - the desire to have options. When it comes to sports facility design, improving the fan experience and expanding options are top priorities. Sports, teams and venues, which
thrive due to fan values, have to listen to audience feedback and most fans, whether they are gathering for a sports game or a concert, want to feel like a ‘VIP’ guest. However, not all fans are alike, and many have varied desires as to what that VIP experience is. Simply attending an event and remaining in a hard, plastic seat is generally no longer enough to entice guests. Whether fans attend a sporting fixture, concert or event, the live performance is no longer the sole spectacle. The arena and the accommodations that reside within it enhance the overall encounter. Based on experience in Japanese sports culture, there are a number of ways stadiums can elevate the fan experience that I believe have worldwide significance. Segment the Audience One way facilities can improve the fan experience through a customised experience is by segmenting the audience by similar interests/needs as different demographics require different kinds of accommodations. For example, families with young children would benefit from child-centric areas like play areas and easily accessible nursing and changing rooms. For individuals looking to meet new friends, bar areas can help facilitate these new connections. Families can finally rejoice through segmented seating with the benefit of sitting near child-friendly amenities
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such as play areas, day cares/spaces with babysitting services, and changing and nursing rooms, where their children can sleep and even engage, under supervision, with other children of like ages. To further enhance a family-friendly environment, parents and their young ones will also have a separate space to avoid the rambunctious aura that may not be suitable for their children. The loud noise and chatter is often too much for young children to tolerate and their presence and comfort is just as important. No longer is the headache of cramming through a packed concourse to get their son or daughter to the bathroom and then back to their seats. The indecisiveness of whether or not to even leave the house vanishes as the needs of parents and/or guardians are made a top priority. In addition to families with children, younger fans showing up with their friends are likely to bring a different energy. While one group may want to attend and experience a relaxed and more tame event, another portion of fans may bring a different energy. This younger generation is often larger than life themselves, exuding excitement when they see their favourite teams live in action. This surge of energy helps lead the team to victory. These fans, the ones who display their admiration in a more charismatic way, also benefit from this as they are seated closer to the sports bar and have easier access to tailgating. Segmented seating truly allows for the best of both worlds. Rethink the VIP experience Younger generations are moving away from the classic velvet-rope box-seat suites and are more interested in intimate experiences. Rather than having the sky-boxes we are accustomed to seeing in stadiums, VIP areas are being moved closer to the field in order to offer direct-player engagement with the fans, allowing for a more special and interactive experience. As times and people change and as younger generations evolve, their interests expand. With this, they are moving toward a more intimate ambiance. It is a common trend that some VIP seats, such as box tickets, are located near the higher level bow. Relocating some of these VIP seats closer to the event not only allows them the opportunity to engage with the players and/or performers, but also gives the fanbase an enhanced viewing of the event. Additional perks that could be offered with the VIP packages include, but are not limited to: meet and greets; autograph and photo opportunities; access to exclusive memorabilia; easier access to arena parking; guaranteed
