2 minute read
Audiences
Venue owners must find ways to use their facilities beyond the traditional game day. More and more spaces now host concerts, cultural events and esports tournaments. Fans seek the best, and although audiences share certain behaviors, there are differences within each fan base that venue owners need to take into consideration. In the following sections, we look at the demographics and values of each audience.
Sports fans
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Nearly 20% of any given generation, from Millennials to Boomers, enjoys attending sporting events. Average ages vary based on the sport, but they span anywhere from 36 for NBA fans to 53 for MLB fans.
Looking beyond the numbers, it’s crucial to consider their values as well. Among sports fans, family is a top priority (sporting events are common bonding experiences). These fans feel a deep sense of pride around their local teams, and athletic events tap into their sense of self-actualization and confidence. That is, if teams can coax fans off their couches and into the stadium.
With the rise of home theaters and 4K televisions, sports viewers have easy access to top-of-the-line viewing right from their couch. Venues need to entice them with groundbreaking experiences, a sense of camaraderie and collective excitement no home theater can replicate.
Esports
Esports fans are overwhelmingly men between 18 and 34 years old. What may not seem like a sport to most, video and computer games have hit a boom in the last several years. Touting 454 million fans worldwide (and growing), it’s not unusual for esports to have a larger fan base than some traditional sports.
This audience is highly competitive, valuing skill and expertise. Most important to esports fans, though, is their desire to be taken seriously. While this industry is worth well over $100 billion, they rarely see the respect and grandeur associated with traditional sports. Esport-specific venues have begun to crop up around the world, including on college campuses, but there’s still a massive opportunity to tap into this audience.
Concerts
The concert crowd skews fairly young, with 30% of Gen Z and Millennials saying they’ve attended a show in the last year.
This audience needs an emotional release and a fun escape from everyday life. They go in looking not only for empowerment but for life-long memories as well. Artists are constantly looking for ways to deliver unforgettable experiences that appeal to the masses and create a sense of intimacy with each guest. It should also come as no surprise that the most unforgettable shows aren’t just a live experience. They also have to be highly shareable.
Cultural events
“Cultural events” can mean any number of things. From plays and musicals, to live wrestling and con culture (think San Diego Comic-Con), these event goers span a wide array of demographics.
One thing is certain, however. These fans all desire a space where they can bond with like-minded individuals. Expression, community and passion are top values for this group. They don’t just see these events as a hobby, they view them as part of their identity. It’s crucial that arenas are able to seamlessly accommodate these events, cater to niche passions and create unique experiences to give fans a place to build a larger community around something they love.
Community is universal
While different groups have different motivations, they do all have something in common: They all crave the feeling of belonging to something greater than themselves. Audiences love live events because there is no digital substitute for the energy of the real thing. This feeling of inclusivity and community are universal for event goers, and this can mean a lot of things for venues, most importantly that there’s plenty of opportunity for growth.
Sports