VAUGHT-HEMINGWAY STADIUM: GAMEDAY EXPERIENCE SURVEY RESULTS PURPOSE OF SURVEY
SURVEY VITALS
• As an athletics d epartment, we recognize the need to constantly improve the products that Ole Miss fans have come to enjoy. • Valid customer research allows us to strategically invest in areas that will impact the fans in the most effective ways p ossible. • The survey also further opens lines of communication between the fans and the administration.
RESPONSE DETAILS • Three unique surveys sent to 4 audience groups – Suite (Suite-‐Specific Survey) – Club (Suite-‐Specific Survey) – Non-‐Student Bowl – Student
• The area of focus for this survey was the fan experience satisfaction at Vaught-‐Hemingway Stadium. • In addition to gathering satisfaction information, we gathered information on the importance of categorical elements to the fan experience. • In order to learn about improvements made based on the previous year’s survey, we asked questions that compared last year to this year. • Each section also included an open-‐ended comment box that could be used for additional thoughts and feedback. • The fan experience can be broken down into the following categories: o First Impressions o Concessions o Restrooms o Band o Video Board and Sound o Mobile
WHO DID WE SURVEY? STUDENT SEASON TICKET HOLDERS • • • • •
Surveys Sent: 7924 Responded: 1096 Response Rate: 13.8% Opted Out: 15 Bounced: 0
BOWL SEASON TICKET HOLDERS • • • • •
Surveys Sent: 6902 Responded: 2159 Response Rate: 31.7% Opted Out: 15 Bounced: 70
SUITE SEASON TICKET HOLDERS • • • • •
Surveys Sent: 94 Responded: 35 Response Rate: 37.2% Opted Out: 1 Bounced: 1
CLUB SEASON TICKET HOLDERS • • • • •
Surveys Sent: 717 Responded: 194 Response Rate: 27.1% Opted Out: 6 Bounced: 6
OVERALL • • • • •
Surveys Sent: 15,637 Responded: 3484 Response Rate: 22.3% Opted Out: 37 Bounced: 77
WHAT ARE WE DOING WITH THE DATA? • In each section, we are noting improvements from last year’s “100-‐in-‐100” in addition to notable changes for the 2012 season that are in direct response to the data. • This year’s survey data will be compared to next year’s data in an effort to constantly monitor customer needs and desires.
ABOUT THE FANS: AFFILIATION WITH OLE MISS
Other (Big Fan) 23%
Current Student 33%
Ole Miss Graduate 44%
GAMES RESPONDENTS ATTENDED Away Games
100% 80%
91%
Home Games
87%
87%
77%
76%
72% 61%
60%
53% 37%
40% 20% 0%
28% 9%
16%
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GAMEDAY ELEMENT: FIRST IMPRESSIONS First impressions are critical as it relates to gameday experience. These interactions and visuals can set the tone for how fans will experience the entire game. We saw scores rise with some of
last year’s improvements to the exterior of the stadium. Staff training last year improved the scores in areas of friendliness and professionalism and this training will continue. Areas of
improvement for us to focus on this year include parking, section and row markers, as well as displaying program accomplishments.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTIONS (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Overall Inside Appearance of Stadium
2.9 3.21
Overall Outside Appearance of Stadium
2.99 3.09
Professionalism of Security Personnel
Importance
3.06 3.01
Speed of Ticket Takers 2.88
Section, Row and Seat M arkings
3.05
2.91 2.85
Friendliness of Ticket Takers
3.22
2.8
Display of Program Accomplishments
2.75
2.92
2.5
Parking
2.68
Directional Signage Around the Stadium
3.06
2.29 2
Satisfaction
2.4
2.8
3.2
3.6
GAMEDAY ELEMENT: FIRST IMPRESSIONS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
OVERALL INSIDE APPEARANCE OF STADIUM Declined Improved Significantly Significantly 1% 4%
Declined 2%
Improved 39% Stayed the Same 54%
PARKING
Improved 9%
Improved Significantly 1%
OVERALL OUTSIDE APPEARANCE OF STADIUM Declined Improved Significantly Significantly 0% 5%
Improved 46%
Declined 2%
Stayed the Same 47%
TICKET TAKER SPEED Declined Significantly 3% Declined 8%
Improved Significantly 6%
Declined Significantly 2% Declined 5%
Improved 34%
Stayed the Same 79%
Stayed the Same 53%
GAMEDAY ELEMENT: FIRST IMPRESSIONS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
PROFESSIONALISM OF SECURITY PERSONNEL Improved Significantly 2%
Declined Significantly 2%
Declined 3%
FRIENDLINESS OF TICKET TAKERS Improved Declined Significantly Significantly 1% 6%
Declined 2%
Improved 21% Improved 29% Stayed the Same 62%
Stayed the Same 72%
SECTION, ROW AND SEAT MARKINGS
Declined Improved Significantly Significantly 0% 1%
Declined 3%
Improved 11%
DISPLAY OF PROGRAM ACCOMPLISHMENTS Declined Improved Significantly Significantly 0% 2%
Declined 2%
Improved 20%
Stayed the Same 85%
Stayed the Same 76%
GAMEDAY ELEMENT: FIRST IMPRESSIONS VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “I never saw anyone selling programs. Wanted one, didn't get one for any game.” (Female, 50-‐59, Madison, MS) “Really like the new ole miss logo outside the stadium. Inside is still the same and needs updating.” (Male, 21-‐29, Oxford, MS) “Overall, the stadium is a nice facility. However, emphasis on Ole Miss tradition, such as displays, should be seen by stadium visitors. This will tell them we are very dedicated to o ur football program at Ole Miss. Moreover, the inside of the stadium is somewhat unappealing and average. Improvements to concessions, modern televisions, restrooms, and decorations would help amplify the environment on gameday.” (Male, 18-‐20, University, MS) “The ticket takers m ake getting into the game through the student gates take way too long. People complain about people not getting to the game early enough, but many students got to the gate 30 minutes before the start of the game but didn't get in until after the game had started.” (Male, 18-‐20, University, MS) “Parking has been a long-‐standing problem, especially on big gamedays. There needs to be a parking facility with transportation to the stadium. This prohibits you from coming as you get older. I have season tickets, but I won't be able to come much longer.” (Male, 50-‐59, Brookhaven, MS) “I'm not sure if this fits here, but I want to mention it somewhere. I would like to see us add handrails in the aisles going up and down the steps. As someone who brings older people to games on occasion (not to mention is aging herself!), this would be a great aid!” (Male, 40-‐49) “We were first time season ticket holders. The campus and stadium looked great every week.” (Female, 40-‐49, Sandersville, MS) “Ticket takers were night and day difference this year. Seemed like they were actually interviewed instead of given the job-‐ very friendly, swift and efficient. Also the new Ole Miss script on outside looks great-‐much needed.” (Female, 21-‐29, University, MS) “When I say the ‘inside’ of the stadium is bad, I mean the underside, not the actual playing field and seating area. The concourse area needs DRASTIC improvement.” (Male, 50-‐59, Oxford, MS)
NOTABLE FIRST IMPRESSIONS CHANGES BEFORE 2011 SEASON • • • • •
Replaced west side elevator tower helmet graphic with backlit Ole Miss script logo. Repainted all Ole Miss logos on gates and fences. Replaced all concourse TVs with LCD flat-‐screens. Instituted ticket scanning at each gate. Provided customer service training all first impressions staff and instituted a badge system to track great service.
NOTABLE FIRST IMPRESSIONS CHANGES FOR 2012 SEASON • • • • •
Handrails to be installed on all bowl stairs. Stairs sandblasted and repainted for uniform appearance. All row numbers will be replaced and consistent. Detailed stadium diagram with updated parking options to be mailed with season tickets. The number of program vendors inside the stadium will increase to handle demand.
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GAMEDAY ELEMENT: CONCESSIONS As stadiums and arenas continue to compete with the convenience and comfort of the fan’s living room, concessions provide a powerful opportunity to make the in-‐stadium experience unique. The additions of
credit and debit card machines were a huge asset in making stadium dining easier and faster. This upcoming year we will focus on selection by adding Chick-‐fil-‐A sandwiches, homemade potato chips, gourmet burgers and Philly
cheesesteaks. We will also offer three different options for beverages including a bottomless cup. Finally, a kid’s meal will be offered at select locations.
CONCESSIONS SATISFACTION (4-POINT SCALE) 3.08
Concessions Staff Professionalism Beverage Quality
2.99
Condiment Selecdon
2.98
Condiment Area Cleanliness
2.94
Beverage Selecdon
2.93 2.90
Food Quality
2.87
Length of Wait Time
2.78
Food Selecdon 2.49
Food Price
2.47
Beverage Price 2.00
2.40
2.80
3.20
IF YOU PURCHASED ITEMS FROM CHOPS BBQ, HOW DID IT COMPARE TO LAST SEASON’S EVERGLADE’S BBQ? much beger not nearly as 11% good 16%
beger 35%
the same 38%
3.60
GAMEDAY ELEMENT: CONCESSIONS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
FOOD QUALITY Improved Significantly 3%
FOOD SELECTION
Declined Significantly Declined 2% 8%
Improved 27%
Improved Significantly 5%
Stayed the Same 54%
BEVERAGE QUALITY Declined Significantly 1%
Improved 12%
BEVERAGE SELECTION Declined 4%
Improved Significantly 2%
Declined Significantly 1%
Improved 17%
Stayed the Same 82%
Declined 7%
Improved 32%
Stayed the Same 60%
Improved Significantly 1%
Declined Significantly 2%
Stayed the Same 77%
Declined 3%
GAMEDAY ELEMENT: CONCESSIONS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
LENGTH OF WAIT TIME Improved Significantly 4%
Declined Significantly 2%
STAFF PROFESSIONALISM Improved Declined Significantly Significantly 6% 1%
Declined 4%
Declined 10% Improved 29%
Improved 31% Stayed the Same 58%
Stayed the Same 55%
CONDIMENT AREA CLEANLINESS Improved Significantly 5%
Declined Declined Significantly 7% 1%
Improved Declined Significantly Significantly 3% 1%
Declined 4%
Improved 22%
Improved 28%
Stayed the Same 59%
CONDIMENT SELECTION
Stayed the Same 70%
GAMEDAY ELEMENT: CONCESSIONS VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “I enjoyed the credit card machines at the concession stands. The ticket taking getting into the game improved as the season progressed and overall I feel like it was more efficient this year compared to last, but could improve. The concession stands could offer more options. The new cups this year in the game were the highlight of the year. I really like the retro blue.” (Male, 18-‐20, University, MS) “Loved that I can now use a debit card at the concession stands… ATM was frustrating.” (Female, 21-‐29) “The one thing that could be improved about the food selection is allowing multiple vendors to offer m ore variety. I did like the addition of fried chicken tenders and french fry option. However, I think we could make the food more of an anticipated complement to the gameday experience by offering more foods synonymous with MS (i.e. fried catfish, BBQ, po boys)!” (Male, 21-‐29, Saltillo, MS) “Consider sending out a map of the stadium via email to all ticket holders that shows where each vendor is located, and what the menu is for each vendor. That would allow people to plan ahead and parents could show kids how to get to the vendors by giving them the m ap (it took m e one full quarter of a game to locate the BBQ stand on the opposite side of the stadium). Also, it is critical that food be available in sufficient quantities at least through the end of the third quarter.” (Male, 40-‐49, Ridgeland, MS) “I really like the new Chops BBQ. I love the BBQ Nachos and not only did you get a larger amount, it also tasted better. My only complaint on concessions is that at halftime for a couple of games, I went to get the larger drink ($5) and they were sold out. This should never happen by the end of the second quarter. Especially when the significantly smaller size is only $1 cheaper.” (Male, 21-‐29, Saltillo, MS) “The biggest problem with concessions is running out of items especially small size souvenir cups and wait time in line especially at busy times like halftime. Too many people standing around in background -‐ too few waiting on customers.” (Male, 50-‐59) “I did not know you could use a debit or credit card at the concession stands. You should make this fact better known. Many people do not go to the concession stands because they do not have enough cash.” (Male, 50-‐59, Tupelo, M S) “I was not aware you could use credit card at concessions, so I would recommend more signage. I wasn't looking for it though and might of just missed it.” (Male, 30-‐39)
NOTABLE CONCESSIONS CHANGES BEFORE 2011 SEASON • • • •
Credit and debit card machines added at all permanent stands. Chops BBQ introduced in several locations. The Rebel Grill introduced on the west side. Added Coke Zero to all permanent stands.
NOTABLE CONCESSIONS CHANGES FOR 2012 SEASON • • • •
Chick-‐fil-‐A to sell sandwiches at three locations inside the stadium. Gourmet burgers will be grilled and served with homemade chips at four locations. Kid’s meals will be available at select locations. Meal will include hot dog, bag of chips and CapriSun. New sizes and pricing on fountain beverages. 16oz -‐ $3, 32oz Collector Cup -‐ $5, 32oz w/ free refills -‐ $8
1 2 3
GAMEDAY ELEMENT: RESTROOMS Restroom satisfaction increased greatly from last year; however, restrooms will continue to remain a challenge because of peak use times and older plumbing. The additions of new plumbing, sinks,
toilets and automatic flush sensors were critical in improving the overall scores for restrooms. Directional signage as well as clear and concise markings will be provided so that traffic flow can be
smooth and precise. Bathroom attendants will be held accountable for area checks every 30 minutes.
RESTROOMS SATISFACTION (4-POINT SCALE)
2.91
Hand Sanidzer Availability
Agendveness of Restroom Agendant
2.85
Overall Sadsfacdon of Restrooms
2.85
Cleanliness of Restroom
2.84
Length of Wait Time
2.83
2.00
2.40
2.80
RESTROOMS SATISFACTION (COMPARED TO LAST YEAR) Improved Significantly 5%
Declined Significantly Declined 8% 2%
Improved 32% Stayed the Same 53%
3.20
3.60
GAMEDAY ELEMENT: RESTROOMS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
LENGTH OF WAIT TIME Improved Significantly 2%
CLEANLINESS
Declined Significantly 2% Declined
Improved Significantly 7%
Declined Significantly 1%
Declined 6%
7%
Improved 24% Improved 35% Stayed the Same 51%
Stayed the Same 65%
HANDSANITIZER AVAILABILITY Improved Declined Significantly Significantly 6% 1%
Declined 7%
ATTENTIVENESS OF RESTROOM ATTENDANT Improved Significantly 6%
Declined Significantly 3% Declined 8%
Improved 27% Improved 38% Stayed the Same 48%
Stayed the Same 56%
GAMEDAY ELEMENT: RESTROOMS VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “Cleanliness of restrooms was great! Typically, no wait when we visited. Adding the attendant was terrific and the addition of mirrors and sanitizers was helpful.” (Female, 40-‐49, Jackson, MS) “Please fix the sink so water will run longer to wash hands.” (Male, 40-‐49) “Like the addition of stall separators for the m en's troughs. Always wish the merchandise selection was a little bigger, especially for items forgotten at home, i.e. hats, sunglasses, sunscreen, rain/wind jackets, etc.” (Male, 30-‐39, Decatur, AL) “I use the new restroom near the fence. The attendant that works that restroom I believe is the nicest and friendliest person. She always had a smile on her face. Would show you the empty stalls. The bathroom was always clean during the games. No overflowing trash cans; more mirrors, small trash cans in the stalls. THE BATHROOM WAS ALWAYS SOMETHING TO SMILE ABOUT!!!! THANK YOU!” (Female, 40-‐49, Memphis, TN) “Two sinks are not enough. You added the hand sanitizers, but I like to wash my hands. The space for the sinks is too cramped, but I don't know how you would fix that. Put the e ntrance exit signs OVER the doors, not ON the doors.” (Female, 50-‐59, Bartlett, TN) “I always use the restroom closest to gate beneath Section G. The attendant there, Rhonda, was outstanding. The restroom was always clean and she helped speed up the process by directing women to open stalls. Could not have been more pleased.” (Female, 60-‐69, Memphis, TN) “The restrooms were better this year, but they still need improvement. I heard a lot about each restroom having an attendant, but I never saw one all season when I went to the bathroom. The bathrooms need a few m ore sinks for hand-‐ washing.” (Male, 30-‐39, Nashville, TN) “You have to push down on the spigot to turn on the water, and hold down with one hand while washing the other hand. It's impossible to wash your hands easily while holding down on the spigot! Try it.” (Female, 70-‐79)
NOTABLE RESTROOM CHANGES BEFORE 2011 SEASON •
• •
•
An attendant was assigned to each restroom to monitor supplies, address leaks/repairs and help with overall flow in and out of the restroom. Sinks, toilets, flush valves and partitions were replaced in older restrooms on the East and West side. Older restrooms were updated with automatic flush sensors and new lighting. Hand sanitizer dispensers were installed in all restrooms.
NOTABLE RESTROOM CHANGES FOR 2012 SEASON • • •
Signage for entrances and exits to restrooms will be improved. Sink faucets will run longer to m ake hand-‐washing easier. Restroom report cards will be completed throughout the game.
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GAMEDAY ELEMENT: BAND The band’s importance scores emphasize how pivotal the band is to the overall gameday experience. The moving of the band from section A to S6
as their song selection. They will m ove 10 rows closer to the field to project their sound without being trapped below the South End Zone Club.
was essential in providing an overall sound enhancement for the most amount of fans. The band will continue to grow and improve their sound as well
BAND IMPORTANCE AND SATISFACTIONS (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 2.69
Volume
3.24
2.77
Music Selecdon -‐ Right Music at Pivotal Times
3.20
2.68 Music Selecdon -‐ Overall Songs
3.12
2.97
Band Overall
2.97
2.87
Uniforms and Appearance
BAND SATISFACTION (COMPARED TO LAST YEAR)
2.40
2.80
3.20
BAND VOLUME (COMPARED TO LAST YEAR)
Declined 8%
Improved Significantly 7%
Declined Significantly 4% Declined 10%
Improved 30%
Improved 36% Stayed the Same 47%
3.26
2.78
2.00
Declined Significantly 2%
Importance
3.11
Band Entrance (Pre-‐Game Show)
Improved Significantly 7%
Satisfaction
Stayed the Same 49%
3.60
GAMEDAY ELEMENT: BAND IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
BAND ENTRANCE AND PRE-GAME SHOW Improved Declined Significantly Significantly 5% 2%
Declined 6%
UNIFORMS AND APPEARANCE Declined Significantly 0%
Declined 2%
Improved Significantly 15% Improved 35% Stayed the Same 52%
MUSIC SELECTION - RIGHT MUSIC AT PIVOTAL TIMES Improved Significantly 5%
Declined Significantly 3%
Improved 37%
MUSIC SELECTION – OVERALL SONGS Improved Significantly 5%
Declined 10%
Declined Significantly 5% Declined 11%
Improved 26%
Improved 29%
Stayed the Same 53%
Stayed the Same 46%
Stayed the Same 53%
GAMEDAY ELEMENT: BAND VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “LOVED the concept of "locking the Vaught." Unfortunately, a lot of people either didn't understand what was going on or didn't want to participate. If we got the whole stadium taking part it would not only look really cool but the players would eat it up and I feel help their pre-‐game excitement.” (Male, 21-‐29, University, MS) “The band and cheers are critical to my gameday experience because it's the only aspect of gameday where I as a fan can have an effect on the game through the stadium noise level. Our student section needs m ore organization through cheers but the rest of the stadium seems disinterested during the games. Most fans (outside the student section and the rest of the end zone) choose to sit for the majority of the game, and show little energy or cheering. This has been my observation from coming to games with my family growing up and now attending them as a student.” (Male, 18-‐20, University, MS) “Bring back ‘From Dixie with Love.’” (Female, 20-‐29, Laurel, MS) “Great move m oving the band to the South End Zone. You can hear the band better no matter where you are in the stadium, and it also helps to bolster the student section participation. Would like to see this be the continued placement in the future.” (Male, 30-‐39, Florence, MS) “Band is so critical to the tradition and pageantry of SEC football. Has to get BIGGER and LOUDER. I don't have an answer for how that should go about, but I think it would help on every season ticket renewal letter or every Forward Together campaign letter that there is a box on the donation form to give "$20 to the band." That doesn't seem too difficult. The band being behind the student section clearly didn't work. The students at the front of the student section (who are the loudest and most involved obviously) can't really hear what song or cheer they are even saying. It's tough when you have a band that small.” (Male, 21-‐29, Oxford, MS) “LOVED LOVED LOVED being able to hear the band for the first time during the game!!!” (Female, 50-‐59) “It is my opinion that the band is critical in its pre-‐game performance in setting the tone of the game and getting crowd participation. The band has everyone's attention during pre-‐game and it needs to be spirited and awesome! I would like to see our band with m ore pep in their steps; the dance team wearing more current uniforms; and doing something spectacular and different entering the stadium.” (Female, 60-‐69, Jackson, MS)
“Really -‐ organized cheers? We're adults not a pep squad. Let us cheer for the team based on the game and focus on the game not what the fans are doing. Ole M iss as an athletics department has lost its focus. Invest in the teams and players and allow the coaches to coach and band directors to direct and it all will improve. If you focus time, m oney, and energy on fan preferences, that COMPLETELY loses sight of why fans are paying m oney and coming in the first place!" (Female, 30-‐39, Sardis, MS)
NOTABLE BAND CHANGES BEFORE 2011 SEASON • • • • •
Band was moved from Section A to the top of S6. The band’s uniforms were new for the 2011 season. A new entrance to the stadium was implemented. The band’s size increased by 20%. The band updated and improved stand music.
NOTABLE BAND CHANGES FOR 2012 SEASON • • •
The band will remain in S6 but will move down 10 rows to maximize volume for entire stadium. A new band intro video will be p roduced and played prior to pre-‐game performance. Band will play Alma Mater at every game.
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GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO The video board and sound system are the most important m essaging tools in Vaught-‐Hemingway Stadium. The video board might be the most exciting area of improvement this season due to new
equipment that will be installed in the video board control room. We will have the ability to show real-‐time stats, real-‐ time scores, as well as overhaul the pre-‐ game show. Audio engineers will test
and optimize all pieces of equipment prior to the season to ensure the best possible audio coverage.
VIDEO BOARD AND AUDIO SATISFACTION (4-POINT SCALE)
3.34
Quality of Picture Overall Announcer
3.16
Clarity of Announcer
3.16 3.12
Volume Level of Announcer
3.08
Overall Video Board Content
3.05
Clarity of Music
3.03
Display of Game Stats
3.01
Overall Ribbon Board Content
2.99
Overall Sound
2.95
Volume Level of Music 2.85
Display of Other Football Scores
2.79
Music Selecdon 2.00
2.40
2.80
3.20
3.60
GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
QUALITY OF PICTURE Improved Significantly 6%
Declined Significantly 0%
Declined 1%
DISPLAY OF OTHER SCORES Improved Significantly 6%
Declined Significantly 1%
Improved 26%
Improved 29% Stayed the Same 64%
DISPLAY OF GAME STATS Improved Declined Significantly Significantly 5% 0%
Declined 5%
Declined 3%
Stayed the Same 62%
MUSIC SELECTION Improved Significantly 7%
Declined Significantly 3% Declined 8%
Improved 24%
Improved 27%
Stayed the Same 68%
Stayed the Same 55%
GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
CLARITY OF MUSIC Improved Significantly 7%
CLARITY OF ANNOUNCER
Declined Declined Significantly 3% 1%
Improved Declined Significantly Significantly 5% 0%
Improved 25%
Improved 30% Stayed the Same 59%
Stayed the Same 68%
VOLUME LEVEL OF MUSIC Improved Significantly 7%
Declined Significantly 1%
Declined 5%
VOLUME LEVEL OF ANNOUNCER Improved Significantly 6%
Declined Declined Significantly 2% 0%
Improved 27%
Improved 29% Stayed the Same 58%
Declined 2%
Stayed the Same 65%
GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2010 TO 2011.
OVERALL SOUND Improved Declined Significantly Significantly 8% 1%
OVERALL ANNOUNCER
Declined 4%
Improved Significantly 6%
Improved 26%
Improved 32% Stayed the Same 55%
Stayed the Same 67%
OVERALL VIDEO BOARD CONTENT Improved Significantly 10%
Declined Declined Significantly 1% 0%
Declined Significantly 1%
Declined 3%
OVERALL RIBBON BOARD CONTENT Improved Significantly 6%
Declined Significantly 1%
Improved 28% Improved 33%
Stayed the Same 53%
Stayed the Same 62%
Declined 3%
GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “Stadium music needs to appeal more toward the players on the field. They are the ones that need motivation, by whatever means necessary. Hip-‐hop, rap, and a little rock. No country or anything like that. Play music that gets the players and the students excited.” (Male, 21-‐29, Corinth, MS) “I do love the Hotty Toddy before the game and loved the video of Brandon Bolden!! I also loved the basketball promos and the 3D video last year. The sound and video picture is amazing.” (Female, 40-‐49, Oxford, MS) “We are the only stadium anywhere (have been to every SEC stadium except UGA and UK) that you have to struggle to hear the m usic. Play it LOUD. South Carolina’s music was so loud that you couldn't talk to the person next to you and the place got fired up. While it doesn't have to be that loud, it has to get significantly louder.” (Male, 18-‐20, University, MS) “I dislike rap m usic. It hurts my head. I have to wear ear plugs when I go to a basketball game but I guess I understand why it is played. Who are we entertaining? Video content was AWESOME this year, much improved. The videos were great. NFL Rebel of the week, yes. Sound gets an A+.” (Male, 40-‐49, Marks, MS) “More scores of other games-‐-‐maybe across bottom of video board like ESPN.” (Male, 60-‐69, Cordova, TN) “Wonderful job on the video board content. The chip off the ole block is something I look forward to each game. The intro video for the Lock the Vaught was done extremely well and left me pumped before each game regardless of the state of the football program. I love the participation with Twitter for Rebel Gameday and we should utilize Twitter more than we do. Video board deserves a big pat on the back. Keep up the good work I look forward to seeing what you come up with next year.” (Male, 21-‐29, Saltillo, MS) “First off pop rap does not pump up players, it needs to be hard hitting rap that gets all of our players hyped up, instead of Kanye West and Black Eyed Peas.” (Male, 21-‐29, University, MS) “Too much hard rock and rap m usic for a stadium m ostly full of older alumni. Mix it up a little.” (Female, 50-‐59, Madison, MS) “Keep the game stats up longer before they rotate.” (Female, 18-‐20) “Thank you for getting rid of the commercials. Loved the Grove tailgating bits, Chip Off the Ole Block, Rebel Rewind, and Take it to the bank. M ore always more, keep those coming. I absolutely love the old footage because I can either remember being at those games or watching them and it's very nostalgic.” (Male, 30-‐39, Ridgeland, MS)
NOTABLE VIDEO BOARD AND AUDIO CHANGES BEFORE 2011 SEASON • • • •
Thirty-‐second commercials were no longer played on the video board. All new video features and prompts were introduced. New personnel were added to the video board production crew. More cameras and sound equipment were added to the sideline shooting staff for web features and “The Season.”
NOTABLE VIDEO BOARD AND AUDIO CHANGES FOR 2012 SEASON •
• • •
New equipment will be installed in the video board control room, allowing for a better picture, more detailed in-‐game stats and other fan-‐friendly features. Enhanced real-‐time player stats as well as interactive fan-‐ involved features will heighten the experience. Pre-‐game music and video will be overhauled, giving the fans the best possible pre-‐game experience in stadium. Scores from around the top 25 and SEC will be updated and visible on the video board throughout the game.
SATISFACTION RANKING OF ALL ELEMENTS (4-POINT SCALE) 3.34
Quality of Picture
3.43
Band Uniforms and Appearance
3.22 3.19
Friendliness of Ticket Takers Overall Announcer
3.17
0
Quality of Announcer Sound
3.16
2.9
Volume Level of Announcer Overall Video Board Content
3.12
2.87
3.09
0
3.06
Friendliness of Merchandise Staff Professionalism of Security Personnel
3.2
3.06
3
3.06
Direcdonal Signs in and around Stadium
3.13 3.05
Speed of dcket takers
3.12
Quality of Music Sound
3.05
2.68
Display of Game Stats
0
Overall Ribbon Board Content
0
3.04 3.02 3.01
Overall Sound
2.99 3.04
Beverage Quality
2.99 2.93
Overall Outside Appearance of Stadium
2.98 3.04
Merchandise Length of Wait Time
2.98 2.98
Condiment Selecdon Band Entrance (Pre-‐Game Show)
3.26
3.11
2.97
0
Band Overall
2.69
2.96
Merchandise Quality of Products Volume Level of Music
2.97
2.94 2.96
Beverage Selecdon
2.93 3
2.8
2011
2010
2.95
2.59
Cleanliness of Concession Areas
2 2.4 Note: 2010 scores of “0” are due to the question not being asked in the 2010 survey.
3.05
3.2
3.6
SATISFACTION RANKING OF ALL ELEMENTS
2.92 2.97
Display of program accomplishments Hand Sanidzer Availability
2.91
0
2.91 2.95
Secdon, Row and Seat Markings Overall inside appearance of stadium
2.9 2.86
Food Quality
2.9 2.86
Merchandise Item Selecdon
2.87 2.88
Concessions Length of Wait Time
2.87 2.86
Overall Sadsfacdon of Restrooms
2.85
2.61
Display of Other Football Scores
2.85
2.49
Cleanliness of Restroom
2.84
2.58
Agendveness of Restroom Agendant
2.83
0
Restroom Length of Wait Time
2.72
Music Selecdon
2.83
2.79
2.5
2.78 2.81
Food Selecdon Band Music Selecdon -‐ Right Music at Pivotal Times
2.77
2.61
Text Messaging
2.74
0
2.72 2.78
Merchandise Price Band Volume
2.53
Band Music Selecdon -‐ Overall Songs
2.55
Voice Calls
0
0
2.69 2.68
2.59 2.52
2.49 2.47
Food Price
2010
2.47 2.44
Beverage Price Mobile Web
2.43
0
2 Note: 2010 scores of “0” are due to the question not being asked in the 2010 survey.
2011
2.4
2.8
3.2
3.6
SUITE AND CLUB SPECIFIC RESPONSES
SUITE/SKYBOX LOCATION
West Skybox 46%
CLUB SEAT LOCATION
Rebel Club 41% South Suite 54%
South Club 59%
DURING THE GAME, I SPEND THE MAJORITY OF MY TIME… INSIDE the club. 12%
OUTSIDE in my seats. 88%
SUITE AND CLUB SPECIFIC RESPONSES
CLUB AMENITIES SATISFACTION 3.36
Locker services (assignments, maintenance, etc.)
3.26
Hospitality staff's helpfulness Hospitality staff's professionalism
3.22
Appearance of club level
3.20 3.14
Communicadon materials from Athledcs Hospitality Office 2.00
2.40
2.80
3.20
3.60
SUITE AMENITIES SATISFACTION 3.53
Hospitality staff's helpfulness
3.50
Hospitality staff's professionalism Cleaning staff's professionalism
3.33
Cleaning services throughout the game
3.33
Communicadon materials from Athledcs Hospitality Office
3.33 3.27
Cleanliness of your suite or skybox upon arrival
3.23
Appearance of suite or skybox
3.20
Maintenance of your suite or skybox 2.00
2.40
2.80
3.20
3.60