2013 FOOTBALL GAMEDAY SURVEY SUMMARY RESULTS OF FINDINGS & 2014 IMPROVEMENTS
TABLE OF CONTENTS Survey Overview
2
Results by Audience Segment: General Sea:ng
3
Results by Audience Segment: Clubs & Suites (Premium Areas)
13
Results by Audience Segment: Students
24
Fan Comments
34
Improvements for 2014
37
1
SURVEY OVERVIEW • • •
• •
• •
In December 2013, an electronic survey was sent via email to Ole Miss football season Dcket holders. The survey generated 3,171 total responses. The number of responses was sufficient enough to segment the data by three audiences: • Fans that sit in general sea:ng areas • Fans that sit in premium areas, such as suites, skyboxes or one of the clubs • Student fans that sit in the student sec:on This report is divided into three parts: findings for general sea:ng, findings for premium area sea:ng and findings for student sea:ng. Respondents were asked to rate their saDsfacDon levels (4-‐point scale) of 53 elements (54 elements for premium areas) in six categories: First Impressions, Concessions/Catering, Restrooms, Marching Band, Video Board, Ribbon Boards and Audio, and Mobile Connec:vity. In addi:on, respondents were asked to rate the level of importance (4-‐point scale) to the overall gameday experience that each element has. Throughout this report, the difference between the importance and saDsfacDon scores will be referred to as a posiDve gap (meets fan needs) or negaDve gap (does NOT meet fan needs).
WHAT DO THE SCORES MEAN? 4-‐Point Importance Scores
4-‐Point SaDsfacDon Scores
4
Very sa:sfied
4
Cri:cal
3
Sa:sfied
3
Very important
2
Dissa:sfied
2
Important
1
Very dissa:sfied
1
Not important
2
AUDIENCE SEGMENT: GENERAL SEATING
3
ABOUT THE FANS (GENERAL SEATING) AFFILIATION WITH OLE MISS
Other (big fan) 37%
Ole Miss graduate 63%
GAMES ATTENDED Away Games
100%
92%
85%
90% 80%
Home Games
92%
89% 69%
70%
87% 68%
60% 50% 40% 30% 20% 10%
27%
20%
11%
12%
6%
0%
4
FIRST IMPRESSIONS KEY TAKEAWAYS • For this audience, parking (3.23 Importance) was most important out of 53 elements surveyed. • Post-game traffic (3.02 Importance) was 5th most important out of 53 elements surveyed.
• Ole Miss is meeting this audience’s need in nine of the 12 elements in the First Impressions category, but negative gaps in parking (-76), pregame traffic (-18) and post-game traffic (-62) are significant.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Parking
3.23
2.47
Traffic leaving campus (post-‐game)
3.02
2.4
3
Overall inside appearance of stadium
3.06 2.93 3.04
Overall outside appearance of stadium Traffic entering campus (pre-‐game)
2.74
Professionalism of security personnel
2.92 2.91 3.08
2.88 2.9 2.8 2.84 2.76
Speed of :cket takers Sec:on, row and seat markings Friendliness of :cket takers
Importance Sa:sfac:on 3.18
2.67
Cleanliness of gate areas
2.65
Display of Ole Miss football accomplishments (championships, hall of fame players and other player awards)
3.06 3.04
2.43
Direc:onal signs in and around the stadium
2.92 2
5
2.4
2.8
3.2
3.6
CONCESSIONS KEY TAKEAWAYS • For this audience, concessions length of wait time (2.97 Importance) was 9th most important out of 53 elements surveyed.
• Concessions length of wait time (-14) was the only concessions element being under-delivered for this audience.
CONCESSIONS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
Length of wait :me
2.97
2.83 2.84
Concessions staff performance
3.08
2.78
Concessions staff friendliness
3.15 2.77
Condiment area cleanliness
2.68
Food quality
2.98 2.93
2.65
Beverage price
2.8 2.64
Beverage quality
3.02
2.63 Food price
Importance
2.78
Sa:sfac:on
2.57
Food selec:on
2.87
2.55
Beverage selec:on
2.98
2.48
Condiment selec:on 2
2.4
2.99 2.8
6
3.2
3.6
RESTROOMS KEY TAKEAWAYS • Elements in the Restrooms category are critical to the overall gameday experience (and Ole Miss is not meeting fan need) according to this audience. • Cleanliness of restroom (3.1 Importance) was 3rd most important out of 53 elements surveyed
• Restrooms length of wait time (3.08 Importance) was 4th most important out of 53 elements surveyed.
RESTROOMS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
3.1
Cleanliness of restroom
2.9 3.08
Length of wait :me
2.69 2.95
Overall sa:sfac:on of restrooms
2.84 2.73
Hand sani:zer availability
Importance
2.93
Sa:sfac:on
2.61 Aben:veness of restroom abendant
2.98 2
2.4
2.8
7
3.2
3.6
BAND, CHEERS & CROWD KEY TAKEAWAYS • Organized cheers and crowd participation was consistently at the top of importance scores for all three audience segments: 1st Students, 2nd General Seating, 6th Premium Areas
• While still under-delivering on band volume, satisfaction scores have improved over the last two seasons due to new amplification rules. • Band halftime show was 50th (out of 53) in importance for this audience.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Organized cheers and crowd par:cipa:on
3.17
2.8
Band volume
2.92 2.9
Band music selec:on -‐ right music at pivotal :mes
2.91 2.9 2.8
Band overall
2.99
2.75 2.86 2.62
Band music selec:on -‐ overall songs Band entrance (pre-‐game show)
3.03 2.56
Band uniforms and appearance
2
2.4
8
Sa:sfac:on
3.1
2.42
Band haldime show
Importance
2.91 2.8
3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • Ole Miss is delivering on fan need in all but one element (overall sound) in the video board, ribbon board and audio category. • Overall sound (3.01) is 6th (out of 53) in importance for this audience.
• Clarity of announcer (3.0) is 7th (out of 53) in importance for this audience.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 3.01 2.99 3 3.06 2.96 3.08 2.96 3.13 2.95 3.04 2.92 3.06 2.83 2.95 2.81 3.02 2.78 2.9 2.73 3.03 2.67 3 2.61 2.96
Overall sound Clarity of announcer Overall announcer Quality of picture Volume level of announcer Overall video board content Volume level of music Clarity of music Music selec:on Overall ribbon board content Display of team stats Display of other football scores 2
2.4
2.8
9
3.2
Importance Sa:sfac:on
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • The Connectivity & Mobile category saw the largest difference in how each audience scored importance. • For example, text messaging importance out of 53 elements measured: 2nd Students, 21st for General Seating and 37th for Premium Area.
• All but one element had a negative satisfaction to importance gap with text messaging (-50) and voice calls (-28) having the largest under-delivery.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
2.86
Text messaging
2.36 2.58
Voice calls
2.3 2.35
Mobile web
2.2
Apps that require a network connec:on
2.16
Importance
2.32
Sa:sfac:on
2.07 Email
2.26 2
2.4
10
2.8
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Parking
3.23
2.47
Organized cheers and crowd par:cipa:on
3.17
2.8
Cleanliness of restroom
2.9
Restroom length of wait :me
2.69
Traffic leaving campus (post-‐game)
2.4
Overall sound Clarity of announcer Overall inside appearance of stadium Concessions length of wait :me Overall announcer Quality of picture Volume level of announcer Overall sa:sfac:on of restrooms Overall outside appearance of stadium Overall video board content Band volume Traffic entering campus (pre-‐game) Band music selec:on -‐ right music at pivotal :mes Professionalism of security personnel Speed of :cket takers Text messaging
2.36
Concessions staff performance Volume level of music Clarity of music Band overall Sec:on, row and seat markings Music selec:on 2
2.4
11
3.1 3.08
3.02 3.01 2.99 3 3.06 3 3.06 2.97 2.83 2.96 3.08 2.96 3.13 2.95 3.04 2.95 2.84 2.93 3.04 2.92 3.06 2.92 2.9 2.92 2.74 2.91 2.9 2.91 3.08 2.88 Importance 2.9 Sa:sfac:on 2.86 2.84 3.08 2.83 2.95 2.81 3.02 2.8 2.99 2.8 2.84 2.78 2.9 2.8
3.2
3.6
OVERALL – PAGE 2 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 2.78
Concessions staff friendliness
3.15
2.77
Condiment area cleanliness
2.98
2.76
Friendliness of :cket takers
3.18
2.75 2.86 2.73
Band music selec:on -‐ overall songs Overall ribbon board content
2.73
Hand sani:zer availability
2.93
2.68
Food quality
2.93
2.67
Display of team stats
3.03
3
2.67
Cleanliness of gate areas
2.65
Beverage price
2.65
Display of Ole Miss football accomplishments
3.06 2.8 3.04
2.64
Beverage quality
2.63
Food price
2.62
Band entrance (pre-‐game show)
3.02 2.78
2.61
Display of other football scores
2.61
Aben:veness of restroom abendant Voice calls
2.58 2.57
2.3
Food selec:on
2.99
2.43
Direc:onal signs in and around the stadium
2.92
2.42
Band haldime show Mobile web
2.2
Importance Sa:sfac:on
2.98
2.48
Condiment selec:on
2.98
3.1
2.55
Beverage selec:on
2.96
2.87
2.56
Band uniforms and appearance
3.03
2.91
2.35
2.32 2.16 2.07 2.26
Apps that require a network connec:on Email 2
2.4
12
2.8
3.2
3.6
AUDIENCE SEGMENT: CLUBS & SUITES
13
ABOUT THE FANS (CLUBS AND SUITES) AFFILIATION WITH OLE MISS Other (big fan) 19%
Ole Miss graduate 81%
GAMES ATTENDED Away Games
95%
100%
Home Games
95%
95%
86%
90%
78%
80%
93% 79%
70%
51%
60% 50% 40% 30% 20% 10%
37% 15%
13%
5%
0%
14
FIRST IMPRESSIONS KEY TAKEAWAYS • For this audience, parking (3.21 importance) was 4th most important out of 53 elements surveyed. • Post-game traffic (3.13 importance) was 9th most important out of 53 elements surveyed.
• Ole Miss is meeting this audience’s need in nine of the 12 elements in the First Impressions category, but negative gaps in parking (-24) and post-game traffic (-96) are significant. • This audience’s parking satisfaction of 2.97 is significantly higher than the General Seating and Student audiences, due to parking passes.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Parking
3.21
2.97
Traffic leaving campus (post-‐game)
3.13
2.17 3
Overall inside appearance of stadium
3.11 2.94 3.05 2.94 3.05 2.94 2.93 2.86
Professionalism of security personnel Overall outside appearance of stadium Traffic entering campus (pre-‐game) Friendliness of :cket takers
3.27 2.85 2.99 Importance 2.71 Sa:sfac:on 3.04 2.63 3.07 2.6 3.05
Speed of :cket takers Cleanliness of gate areas Sec:on, row and seat markings Display of Ole Miss football accomplishments (championships, hall of fame players and other player awards)
2.37
Direc:onal signs in and around the stadium 2
15
2.4
2.96 2.8
3.2
3.6
PREMIUM AMENITIES KEY TAKEAWAYS • For this audience, appearance of premium area (3.16 Importance) was 5th most important out of 54 elements surveyed.
• All five of the elements in the Premium Amenities category are being delivered on according to this audience.
PREMIUM AMENITIES IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
3.16 3.15
Appearance of premium area
3.05 Hospitality staff's professionalism
3.3 2.98
Hospitality staff's helpfulness
3.29 2.79
Locker services (assignments, maintenance, etc.)
3.25
Importance Satisfaction
2.7 Communica:on materials from Athle:cs Hospitality Office
3.19 2
16
2.4
2.8
3.2
3.6
CATERING KEY TAKEAWAYS • Catering is the most important category for this audience by a significant margin - five of the seven elements measured in this category appear in the top 10 (out of 54) most important elements. • This area also accounted for very significant under-delivery on patron need – as all but one element had a negative satisfaction to importance gap.
• This area will see the most improvement in the 2014 season due to a number of changes being implemented (see page 36 for details).
CATERING IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
Cleanliness of buffet lines
3.28
2.86
Food quality (taste)
3.27
2.46
Temperature of food
2.79
Prompt replenishment of buffet items
2.8
3.15 3.13 3.07 3.01
Catering staff professionalism Food selec:on
3.06
2.39
Importance Sa:sfac:on
2.8 2.82
Food presenta:on 2
2.4
17
2.8
3.2
3.6
RESTROOMS KEY TAKEAWAYS • This audience had much higher satisfaction scores compared to General Seating and Student audiences, primarily due to access to newer restrooms in premium areas. • Cleanliness of restroom (3.23 Importance) was 3rd most important out of 54 elements surveyed.
• Cleanliness of restroom (-29) also had the largest negative satisfaction to importance gap in the restrooms category.
RESTROOMS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
3.23 Cleanliness of restroom
2.94 3
Overall sa:sfac:on of restrooms
2.92 2.9
Length of wait :me
2.89 2.84
Hand sani:zer availability
Importance 2.97
Sa:sfac:on
2.74 Aben:veness of restroom abendant
2.96 2
2.4
2.8
18
3.2
3.6
BAND, CHEERS & CROWD KEY TAKEAWAYS • Organized cheers and crowd participation was consistently at the top of importance scores for all three audience segments: 1st Students, 2nd General Seating, 6th Premium Areas. • Organized cheers and crowd participation is also being under-delivered on according to all three audiences.
• While still under-delivering on band volume, Satisfaction scores have improved over the last two seasons due to new amplification rules. • Band halftime show was 51th (out of 54) in importance for this audience.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
Organized cheers and crowd par:cipa:on
3.15
2.8
Band music selec:on -‐ right music at pivotal :mes
2.83 2.92
Band volume
2.81 2.91 2.71
Band overall
3.03 2.65
Band music selec:on -‐ overall songs
2.88 2.54
Band uniforms and appearance
3.08 2.51
Band entrance (pre-‐game show)
Importance Sa:sfac:on
3.02 2.33
Band haldime show 2
2.4
19
2.96 2.8
3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • This audience’s scores in the Video Board, Ribbon Boards and Audio category were less positive than the General Seating audience. • Overall sound (3.05) is 12th (out of 54) in importance for this audience.
• Clarity of announcer (3.0) is 14th (out of 54) in importance for this audience.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Overall sound
3.05
2.75
Clarity of announcer
3.01
2.84
3
Quality of picture Overall announcer
2.86
3.07
2.99
2.94 2.85 2.91 2.98
Volume level of announcer Overall video board content
2.82 2.83 2.81 2.8 2.8 2.91 2.78 2.81
Clarity of music Volume level of music Overall ribbon board content Music selec:on
2.7
Display of team stats
2.63
Display of other football scores 2
2.4
2.8
20
Importance Sa:sfac:on
2.98 2.93 3.2
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • The Connectivity and Mobile category saw the largest difference in how each audience scored importance. • For example, text messaging importance out of 53 elements measured: 2nd Students, 21st for General Seating and 37th for Premium Area.
• Premium area patrons are looking for the basics when it comes to connectivity: text messaging (-23) and voice calls (-13).
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 2.77
Text messaging
2.54 2.59
Voice calls
2.46 2.26
Mobile web
2.37 2.24
Apps that require a network connec:on
Importance
2.32
Sa:sfac:on
2.17 Email
2.51 2
2.4
21
2.8
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Cleanliness of buffet lines
3.28
2.86
Food quality (taste)
3.27
2.46
Cleanliness of restroom
3.23
2.94
Parking
3.21 3.16 3.15 3.15
2.97
Appearance of club level Organized cheers and crowd par:cipa:on
2.8
Temperature of food
3.15
2.79
Prompt replenishment of buffet items
3.13
2.8
Traffic leaving campus (post-‐game)
3.13 3.07 3.01 3.06
2.17
Catering staff professionalism Food selec:on
2.39
Overall sound
3.05 3.05
2.75
Hospitality staff's professionalism
3.01 3 3.07 3 2.92 3 3.11 2.99 2.86 2.98
Clarity of announcer
3.3
2.84
Quality of picture Overall sa:sfac:on of restrooms Overall inside appearance of stadium Overall announcer Hospitality staff's helpfulness
2.94 2.85 2.94
Volume level of announcer Professionalism of security personnel
2.94
Overall outside appearance of stadium
3.05 3.05
2.94 2.93 2.91 2.98 2.9 2.89 2.86
Traffic entering campus (pre-‐game) Overall video board content Length of wait :me Friendliness of :cket takers
2.85
Speed of :cket takers
2
2.4
2.8
22
3.29 Importance Sa:sfac:on
3.27
2.99 3.2
3.6
OVERALL – PAGE 2 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 2.84 2.97 2.83 2.92 2.82 2.83 2.81 2.8 2.81 2.91 2.8 2.91 2.8 2.82 2.79
Hand sani:zer availability Band music selec:on -‐ right music at pivotal :mes Clarity of music Volume level of music Band volume Overall ribbon board content Food presenta:on Locker services (assignments, maintenance, etc.)
2.78 2.81 2.77 2.74
Music selec:on Text messaging
2.54
Aben:veness of restroom abendant
2.71
Band overall
2.96 3.03
2.71
Cleanliness of gate areas
2.7
Display of team stats
2.7
Communica:on materials from Athle:cs Hospitality Office
2.65
Band music selec:on -‐ overall songs
2.63
Display of other football scores
2.63
Sec:on, row and seat markings
2.6
Display of Ole Miss football accomplishments
2.59 2.46 2.54
Voice calls Band uniforms and appearance
2.51
Band entrance (pre-‐game show)
2.26 2.37 2.24 2.32 2.17
Mobile web Apps that require a network connec:on Email 2
2.4
23
2.98 3.19 2.88 2.93 3.07 3.05 3.08
Importance Sa:sfac:on
2.96
2.33
Band haldime show
3.04
3.02
2.37
Direc:onal signs in and around the stadium
3.25
2.96
2.51 2.8
3.2
3.6
AUDIENCE SEGMENT: STUDENT SECTION
24
ABOUT THE FANS (STUDENTS) YEAR Graduate Student 8% Senior 19%
Freshman 26%
Sophomore 23%
Junior 24%
GAMES ATTENDED Away Games
94%
100%
92%
90%
Home Games
91% 78%
80%
85% 70%
70%
70% 60% 50% 40% 30% 20% 10%
18%
25% 13%
13%
6%
0%
25
FIRST IMPRESSIONS KEY TAKEAWAYS • Students scored the overall inside appearance of the stadium (3.13) and overall outside appearance of the stadium (3.05) higher than the other two audiences.
• Some of the poorest satisfaction to importance scores from the survey were from this audience. In the First Impressions category, student scoring was consistent with other audiences on parking (-110), post-game traffic (-92) and pre-game traffic (-54).
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 3.13 3.07
Overall inside appearance of stadium Parking
3.08
1.98
3.05 3.09
Overall outside appearance of stadium Traffic leaving campus (post-‐game)
2.97
2.05
2.86
Professionalism of security personnel
3.06 2.84 2.97 2.82 3.16 2.79 2.95
Display of Ole Miss football accomplishments (championships, hall of fame players and other player awards) Speed of :cket takers Sec:on, row and seat markings Traffic entering campus (pre-‐game)
2.79
2.25
2.71
Friendliness of :cket takers
2.71
Cleanliness of gate areas
2.51
Direc:onal signs in and around the stadium 2
26
2.4
Importance Sa:sfac:on 3.16 3.09
2.85 2.8
3.2
3.6
CONCESSIONS KEY TAKEAWAYS • For this audience, concessions length of wait time (3.1) was 10th most important out of 53 elements surveyed.
• Students were the only audience to have a negative gap in food price (-71) and beverage price (-71).
CONCESSIONS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Concessions length of wait :me
3.1
2.66
Beverage price
2.98
2.27
Food price
2.96
2.25 2.81
Food quality
3.03
2.8
Concessions staff performance
3.07
2.76
Beverage quality
3.05 2.68
Concessions staff friendliness
3.13 2.67
Condiment area cleanliness
Importance Sa:sfac:on
2.96 2.67
Beverage selec:on
2.94 2.65
Food selec:on
2.92
2.36
Condiment selec:on
3.03 2
2.4
2.8
27
3.2
3.6
RESTROOMS • Elements in the Restrooms category are critical to the overall gameday experience (and Ole Miss is not meeting fan need) according to this audience. • Restrooms length of wait time (3.22) was 3rd most important out of 53 elements surveyed and had the largest negative satisfaction to importance gap (-68) in the category.
• Cleanliness of restrooms (3.09) was 11th most important out of 53 elements surveyed.
RESTROOMS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
3.22
Restroom length of wait :me
2.54 3.09
Cleanliness of restroom
2.76 2.91
Overall sa:sfac:on of restrooms
2.8 2.8
Hand sani:zer availability
Importance Sa:sfac:on
2.84 2.45
Aben:veness of restroom abendant
2.79 2
2.4
2.8
28
3.2
3.6
BAND, CHEERS & CROWD KEY TAKEAWAYS • Not only was organized cheers and crowd participation (3.36) first in overall importance out of 53 elements for students, the 3.36 score was the highest importance score for any audience on any element. • Organized cheers and crowd participation is also being under-delivered on according to all three audiences, which shows that our fans need cheer leadership.
• Band volume (3.15) was 5th (out of 53) in overall importance.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Organized cheers and crowd par:cipa:on
3.36
2.79
Band volume
3.15
2.65 3.03 2.92
Band music selec:on -‐ right music at pivotal :mes
2.92 2.86 2.88 2.94
Band music selec:on -‐ overall songs Band overall
2.65 Band entrance (pre-‐game show)
Importance
3
Sa:sfac:on
2.64 Band haldime show
2.84 2.55
Band uniforms and appearance
3.13 2
2.4
29
2.8
3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • Students scores in the Video Board, Ribbon Boards & Audio category resulted in the only category for any audience where fan needs were being met. • This is especially surprising because more than half of the elements had an importance score above 3.0.
• Clarity of announcer (3.15) is 4th (out of 53) in importance for this audience. • Overall sound (3.13) is 6th (out of 53) in importance for this audience.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Clarity of announcer Overall sound Overall announcer Volume level of announcer Overall video board content Music selec:on Quality of picture Volume level of music Clarity of music
2.81
Overall ribbon board content
3.15 3.23 3.13 3.18 3.12 3.27 3.11 3.19 3.05 3.24 3.05 3.11 3.04 3.27 2.99 3.14 2.99 Importance 3.18 Sa:sfac:on 3.18
2.74
Display of team stats
3.13 2.66
Display of other football scores 2
2.4
2.8
30
3.15 3.2
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • The Connectivity and Mobile category saw the largest difference in how each audience scored importance. • For example, text messaging importance out of 53 elements measured: 2nd Students, 21st for General Seating and 37th for Premium Area.
• Students are looking for the connected experience in several areas and are the least satisfied with current connectivity. • The negative gap in satisfaction to importance for text messaging (-116) was the largest on the survey for any audience score of any element.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
3.3
Text messaging
2.14
Voice calls
2.13
2.76
2.43
Apps that require a network connec:on
2.04 Importance
2.38
Mobile web
2.03
Sa:sfac:on
1.89 Email
2.05 2
2.4
31
2.8
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Organized cheers and crowd par:cipa:on
3.36
2.79
Text messaging
3.3
2.14
Restroom length of wait :me
3.22 3.15 3.23 3.15 3.13 3.18 3.13 3.07 3.12 3.27 3.11 3.19 3.1
2.54
Clarity of announcer Band volume
2.65
Overall sound Overall inside appearance of stadium Overall announcer Volume level of announcer Concessions length of wait :me
2.66
Cleanliness of restroom
2.76
Parking
3.08 3.05
1.98
Overall video board content
3.24 3.05 3.11 3.05 3.09 3.04 3.27 3.03 2.92 2.99 3.14 2.99 3.18 2.98
Music selec:on Overall outside appearance of stadium Quality of picture Band music selec:on -‐ right music at pivotal :mes Volume level of music Clarity of music Beverage price
2.27
Traffic leaving campus (post-‐game)
2.05
Food price
2.25
2.97
Importance
2.96
Sa:sfac:on
2.92 2.86 2.91 2.8 2.88 2.94 2.86 3.06
Band music selec:on -‐ overall songs Overall sa:sfac:on of restrooms Band overall Professionalism of security personnel
2
3.09
2.4
2.8
32
3.2
3.6
OVERALL – PAGE 2 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-‐POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 2.84
Display of Ole Miss football accomplishments
2.97
2.82
Speed of :cket takers
3.16
2.81
Overall ribbon board content
3.18
2.81
Food quality
3.03
2.8 2.84 2.8
Hand sani:zer availability Concessions staff performance
2.79
Sec:on, row and seat markings Traffic entering campus (pre-‐game)
2.95
2.79
2.25
Voice calls
3.07
2.76 2.76
2.13
Beverage quality
3.05
2.74
Display of team stats
3.13
2.71
Friendliness of :cket takers
3.16
2.71
Cleanliness of gate areas
3.09
2.68
Concessions staff friendliness
3.13
2.67
Condiment area cleanliness
2.96
2.67
Beverage selec:on
2.94
2.66
Display of other football scores
3.15
2.65
Band entrance (pre-‐game show)
3
2.65
Food selec:on
2.92
2.64
Band haldime show
2.55
Band uniforms and appearance
3.13
2.51
Direc:onal signs in and around the stadium
2.45
Aben:veness of restroom abendant Apps that require a network connec:on
2.04
Mobile web
2.03
Condiment selec:on
2
Sa:sfac:on
2.85 2.79
2.43 2.38 2.36
3.03
1.89 2.05
Importance
2.84
2.4
33
2.8
3.2
3.6
VERBATIMS FIRST IMPRESSIONS “I didn't like the parking situation. I don't understand the need for it. However, I was so displeased with parking that I will buy a pass next year if possible.” - Male, 30-39
“I love the blue on the sidelines that was added this year. It is clearly defined and is just equipment will e installed the pvlaying ideo board sharp. It also compliments the new b• rick aNew dded around the pberimeter of in the field very control room, allowing for a beber picture, more well. All in all, we look like we finally have an updated, modern but classic football stadium.” detailed in-‐game stats and other fan-‐friendly features. – Female, 21-29 • Enhanced real-‐:me player stats as well as interac:ve “At a couple of the games the process of getting through the gate was very slow. At my gate when I entered for Missouri game there was only one ticket taker. Very slow with large crowd trying to enter.” – Male, 60-69
fan-‐involved features will heighten the experience.
• there Pre-‐game music and vtoideo will be overhauled, giving the one of I'm sure are many benefits scanning tickets, but speed is not fans t he b est p ossible p re-‐game e xperience i n s tadium. I'm them. It is much quicker to rip tickets in half and move on. That said, • Scores f rom a round t he t op 2 5 a nd S EC w ill b e u pdated sure scanning is better for many reasons. On parking and traffic, I had a pass and visible on the video board throughout the game. in the Gertrude Ford lot and it was great! Maybe I'm just lucky--apparently not everyone was happy with parking and traffic, but we never had any problems and couldn't be happier with our parking and traffic situation.” – Female, 40-49
CONCESSIONS & CATERING “Pretzels and pizzas were cold every time I purchased one. Hot dogs were the best food I purchased. I would purchase BBQ nachos and Chick-Fil-A every game if they were closer to my section in S-5. I'm not walking all over the stadium for extra food that should be easy to find.” – Male, 21-29
“Loved the gameday refillable cups.” – Female, 50-‐59 “This is not a sit-down restaurant. Foods need to be easily handled (finger food)--not messy--knife and fork dishes. I do not know who the caterer is, but believe menu planning and preparation could be improved.” – Male, 70-79
“The food selec:on in the Club is just over-‐thought for a football game. Tenders, BBQ, burgers, dogs are great -‐ the rest looks like a terrible effort for a rehearsal dinner.” -‐ Male, 40-‐49
“I love having more choices like Coke Zero. My husband loves the hotdogs, but I don't eat them. He gets one every game and it is his staple. Just don't run out of shaved ices for my little brother and hot dogs for my husband and we'll be good to go!” – Female, 21-29
“The South Club food has con:nued to decline over the last couple of years despite the survey! What happened to the good food? Football food includes chicken fingers, pizza, fried caoish, French fries, easily picked up food. Food that can be eaten while sipng outside watching the game. The easy finger food. Club level food this year has just been awful and very unappe:zing! For every home game that I abended, I ate the salad and fruit bar because the other choices were preby awful! Surely someone at Ole Miss can improve this situa:on! Some of your biggest donors sit/eat in club level. The service and food should be at the very top of its game EVERY GAMEDAY SATURDAY! Please do what is necessary to improve this for next year.” – Male, 30-‐39
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FAN COMMENTS RESTROOMS “Glad to see someone finally came up with the idea of pupng up par::ons at the men's urinal. It gives you some privacy & you pick a spot faster & this helps the lines move faster.” -‐ Male, 60-‐69
“I was unable to get hand sanitizer even once the entire season. The line to wash your hands is the slowest line so having hand sanitizer is a big deal to speeding things up in the restrooms.” – Male, 40-49
“The restroom attendants are always so nice and polite. They do an exceptional job. Though the restroom facilities could be updated, the staf does an excellent job keeping them clean throughout games, and do so with a cheerful attitude.” – Female, 40-49
“More restrooms are DESPERATELY needed. Lines are to long even when play is ongoing. They are impossible at halftime and between quarters. This is especially true in the upper south end zone. This is the BIGGEST complaint I have about the stadium.” – Male, 50-59
“My wife wanted me to include a comment on the lady in the handicap assessable restroom as you enter the stadium at gate 7 & 8 on the West side. Her name was Rhonda, maybe badge R20??, and she said that she was the greatest. Rhonda always spoke to everyone and kept the line moving in there. She is so cheerful and remembers you from week to week and even from last year. She is such a wonderful asset to the University. Great job Ms. Rhonda!!!!!!!!!!” – Male, 50-‐59
“Our restrooms are too small and need a complete overhaul. Too long of lines. The restroom at Section C lower level is usually a cluster. People enter both the entrance side and the exit and this creates a log jam in the restroom with people trying to move both directions. Although it is marked people disregard the signs. There needs to be an attendant that does not let an individual enter through the exit side. This could help the line movement a bit.” – Male, 30-39
BAND, CHEERS & CROWD PARTICIPATION “The Ole Miss Band needs to improve its precision marching, not peppy enough. Simply walks onto the field pre game and not good marching ability. Learn from the LSU and Auburn Bands on how to be a snappy marching band.” – Male, 70-79
“The momentum needs to be sustained. It significantly drops at points during the game due to lack of either band or music/cheers over the jumbotron.” – Female, 50-‐59 “We need more organized cheers . Hoby Toddy is wonderful, but not always appropriate. It is so embarrassing when other schools are out cheering us because they have beber cheers and know when to use them. SURELY we can come up with some chants with some hand mo:ons or something????” – Female, 30-39
“Band is doing the same shows they have done for years. Excellent band. Needs better show material” – Female, 50-59
“there is not enough organization between fans and cheer leaders. hotly toddy is great but it can on be cheered so many time before fans quite. need more noise. the "O" cheer is good for noise but constant noise is needed to keep fans and team motivated” – Male, 40-49 35
FAN COMMENTS VIDEO BOARD, RIBBON BOARDS & AUDIO “Music too loud at :mes, use the Pride of the South more!” -‐ Male, 50-‐59 “Love the atmosphere, though I wish more scores would be posted. The scores seem very limited. Video board, sound and announcing are terrific. – Male, 30-39
“I appreciate the way that Ole Miss handles the music and gameday experience. It is handled very tastefully. I think we have some of the best music, pregame and game experience. Other football fields are a disappointment, when their video board advertisements are done distastefully interfering with the gameday experience and even going on during the beginning of a play. I love the music and videos that promote the excitement of the game.” - Female, 50-59
“Music selection is poor. Need adult music befitting the University and the circumstances at hand. Consider the average age of attendees.” – Male, 70-79 “I'm not a fan of rap/hip-hop music, so that is my only complaint. But I know there are those that do like it. I'd like to see more stadium anthem type music played like what is played at NFL games. And maybe more Rebel Yell by Billy Idol. Ha ha!.” – Male, 40-49 “Please play less ads and let the band play more. Also please say are you ready more from the jumbotron. That way there are more group hotty toddys than the one at the beginning.” – Female, 21-29
CONNECTIVITY & MOBILE “Need better signal for phones to be able to text and use Facebook in the stadium.” – Female, 50-59
“Cell phones don't really work in the grove or in the stadium.” – Female, 18-‐21 “My phone hardly works at all at VHS or anywhere near it on gameday. During pauses in the game, I like to update people I know what's going on with the game, so improving this would definitely be awesome.” –Female, 21-29
“Hate that I cannot use my phone at all. It makes it hard to find my family and friends inside the stadium.” – Female, 21-29
“Being able to send/receive calls/ texts is pretty crucial to finding others once inside the stadium.” – Male, 21-29
“The issues with sending/receiving text messages/phone calls has always been an issue. I can basically forget about sending/receiving any during the game unless I get lucky and something goes out. It has goben beber in the Grove and Circle, but there was no no:ceable improvement in the stadium” – Male, 30-‐39 36
IMPROVEMENTS FOR 2014 GENERAL
CONCESSIONS & CATERING
• Moving the family-‐friendly Rebel Fanfare to a covered area on paved surface • Hired an Assistant AD for Game Opera:ons and Associate Director of Marke:ng, both new posi:ons have a direct role on improving the fan experience. • Created 3 customer service booths to assist patrons throughout the stadium. • The OleMissFB.com gameday web site has been op:mized for mobile phone viewing. • The Grove will open for set up at 8pm on Friday evenings.
• Brought in John Currence, world-‐famous chef and restaurateur, to consult with Centerplate regarding concessions and catering area elements. Concessions Improvements • Adding 22 new concessions points of sale on the West side that feature: • New "Links" stand serving John Currence's own Italian Sausage, Polish Sausage and a Hot Link • Papa John's and Chick-‐fil-‐A • Chops BBQ • Soda/Snow Cone Express Stand • Chops BBQ worked with John Currence to refine smoking techniques. • All Rebel Grill loca:ons in the stadium will be serving burgers consis:ng of fresh beef papes made by John Currence. • Chick-‐fil-‐A added to the North end zone. • Replacing 32 oz. refillable cup with 44 oz. refillable cup at the same price. • Adding a 24 oz. recyclable cup for fountain drinks. • Replacing Carolina Pride hot dog with premium Hebrew Na:onal hot dog. • Added soda express in the South end zone. Premium Area Improvements • Taking a simplified approach to Clubs with more gameday favorites. • John Currence will be providing home made beef papes for burgers, as well all sausage used on cheese boards. • Fryers have been added for premium area catering. • Kelli's Cakes and Confec:ons to provide the fresh baked desserts for suites and skyboxes. • Folgers premium coffee equipment has been installed in the Rebel Club and South Club. • New floral arrangements by Ashley Jordan-‐Hill of the Twisted Twig will be displayed in the Rebel Club and South Club.
FIRST IMPRESSIONS • Hired a professional shuble service to accommodate fans in off-‐ campus parking lots (pricing informa:on on OleMissFB.com). • Hired on-‐campus professional shuble service to accommodate fans parking on campus (pricing informa:on on OleMissFB.com). • Ingress and egress traffic analysis will be used to improve traffic flow pre and post-‐game. • Placing trash and recycling receptacles every 27 steps. • A dedicated on-‐site manager will be sta:oned in the emergency opera:ons center on the Ole Miss campus near the drop off/ pick-‐up loca:on to ensure efficiency and oversee shuble experience for fans. • The Rebel Club entrance and gate area on the East side of the stadium has been renovated for easier access and aesthe:cs. • Extended bag check on the East side to increase gate flow • Opened up area under the West side to improve access, ligh:ng and aesthe:cs.
RESTROOMS • Con:nuing restroom abendant program to ensure restrooms stay clean, while wait :mes improve. • Communica:on to fans with direc:ons to underused restrooms near their sea:ng loca:on. • By the second home game, all concourse restrooms will have play-‐by-‐play audio to keep fans updated while away from their seats.
BAND, CHEERS & CROWD • Spirit squads and band worked throughout the summer to improve organized cheers. • Band will enter stadium 15 minutes earlier to improve lines at gates. • Added two Rebelebes to increase squad size. • Music selec:on has been updated with the addi:on of contemporary hits.
CONNECTIVITY & MOBILE • C Spire has Installed a state-‐of-‐the-‐art WiFi system throughout the stadium (free beta tests with fans for the first two home games) • Installing over 100 iBeacons to reward fans enrolled in Rebel Rewards for abending.
VIDEO BOARD, RIBBON BOARDS & AUDIO • Bringing back the “SportsCenter -‐ style" countdown to kickoff on the video board. • All TVs in the stadium have been upgraded to HD.
37