TABLE OF CONTENTS Survey Overview
2
Results by Audience Segment: General Sea:ng
3
Results by Audience Segment: Clubs & Suites (Premium Areas)
15
Results by Audience Segment: Students
27
Fan Comments
39
Improvements for 2015
42
1
SURVEY OVERVIEW • • •
• • • •
In December 2014, an electronic survey was sent via email to Ole Miss football season Dcket holders. The survey generated 3,081 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 or 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 62 elements 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) GENDER
Female 25%
Male 75% AGE 90-100 17 or 80-89 0% 1% younger 0% 70-79 21-29 5% 5%
I'd 18-20 rather 0% not say 0% 30-39 15%
60-69 20%
40-49 23% 50-59 31%
4
ABOUT THE FANS (GENERAL SEATING) NUMBER OF GAMES ATTENDED 0 games 0% 1-3 games 7%
APPROXIMATE TRAVEL DISTANCE TO CAMPUS
4 or more games 93%
More than 4 hours 14%
2-4 hours 31%
Less than 30 minutes 17%
30 minutes - 1 hour 14%
1-2 hours 24%
5
FIRST IMPRESSIONS KEY TAKEAWAYS • For this audience, seat location (3.08 Importance) was most important out of the First Impressions elements surveyed but 13th most important out of all 62 elements surveyed.
• Parking (2.8 Satisfaction) saw a 33-point increase from last year but still has a -27-point gap. • All First Impressions elements saw an increase in satisfaction from last season.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Seat loca:on
2.8
Parking
3.34
3.08 3.07
Overall inside appearance of stadium
3.32
3.06
Professionalism of security personnel Seat comfort
3.0 2.87 2.98
Overall outside appearance of stadium
2.98
Speed of :cket takers
2.61
2.91
Sec:on, row and seat markings
2.85
Traffic entering campus (pre-game)
2.81
Friendliness of :cket takers
2.79
Display of your football team's accomplishments
2.77
Cleanliness of gate areas
3.09 3.06 3.55 3.37 3.37
2.72
Direc:onal signs in and around the stadium
3.25
2.43 2.
6
2.4
3.34 3.26
2.92
Traffic leaving campus (post-game)
3.42
2.8
3.2
3.6
CONCESSIONS KEY TAKEAWAYS • For this audience, Concessions length of wait time (3.01 Importance) was 19th-most important out of 62 elements surveyed.
• Like last year, Concessions length of wait time (-26) was the only Concessions element being under delivered for this audience.
CONCESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.75 Length of wait :me
3.01
Concessions area cleanliness
3.12
2.94
Concessions staff performance
3.1
2.86
Concessions staff friendliness
3.23
2.8
Beverage price
2.74 2.74
Beverage quality
2.73
Food quality
2.71
3.09 3.04
2.73 2.7
Food price Beverage selec:on
2.64
Food selec:on
2.93
2.6
Condiment selec:on
3.0
2.42 2.
2.4
2.8 7
3.04
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. • Restrooms length of wait time (3.15 Importance) took over the top spot in the three Restrooms elements and was was 8th-most important out of 62 elements surveyed.
• All three Restrooms elements saw a decrease in fan satisfaction. • Restroom cleanliness (3.12 Importance) was 10th-most important out of 62 elements surveyed.
RESTROOMS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.55 Restroom length of wait :me
3.15
2.84 Restroom cleanliness
3.12
2.73 Overall sa:sfac:on of restrooms
3.06
2.
2.4
8
2.8
3.2
3.6
MERCHANDISE KEY TAKEAWAYS • All of the Merchandise elements have extremely positive gaps.
• However, the most important element of the category, Apparel/Gear quality, ranks 55th overall out of 62 elements surveyed.
MERCHANDISE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Apparel/Gear quality
3.09
2.34
Professionalism of apparel/gear sales staff
3.15
2.27
Apparel/Gear price
2.86
2.26
Apparel/Gear selec:on
2.96
2.24
Apparel/Gear length of wait :me
3.07
2.07 2.
2.4
9
2.8
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: 2nd for Students, 5th for General Seating, 8th for Premium Areas. • School traditional cheers, walks or chants was a new element for 2014 and ranked 6th overall in importance.
• Band volume satisfaction scores increased slightly from last year. • Band halftime show was 50th (out of 62) in importance for this audience.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.91 Organized cheers and crowd par:cipa:on
3.24
School tradi:onal cheers, walks or chants
3.23
3.51
2.92 3.02
Band volume
3.17 3.01
Band music selec:on - right music at pivotal :mes Band overall
3.23
2.89
Band music selec:on - overall songs
2.83
Band entrance (pre-game show)
3.1 3.3
2.77
Band uniforms and appearance
3.41
2.68
Band halbime show
2.52 2.
2.4
10
2.8
3.19 3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • This area saw the most significant decline in satisfaction and increase in importance from previous years. • Clarity of announcer (3.3) is 1st overall (out of 62) in importance for this audience.
• Overall sound (3.29) was a close 2nd in overall importance (out of 62). • The top four most important elements (out of 62) were sound-related, and all four had negative gaps.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.07
Clarity of announcer
3.3
2.98
Overall sound
3.08
Volume level of announcer
3.29
3.28 3.19 3.27
Overall announcer Quality of picture
3.19
3.41
3.2 3.13
Overall video board content
3.01 3.11
Volume level of music
3.11 3.06 3.0 3.01
Clarity of music Music selec:on Overall ribbon board content
2.96
Display of team stats
2.87
Display of other football scores
2.74
Highlights from other games
2.34 2.
2.4
3.19 3.13
2.8 2.8
11
3.15
3.2
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • For the second straight year, the Connectivity & Mobile category saw the largest difference in how each audience scored importance. • For example, text messaging importance out of 62 elements measured 13th for Students, 32nd for General Seating and 42nd for Premium Areas.
• Satisfaction scores for all connectivity elements increased from last year, and four of the elements had a positive gap.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.43
Text messaging
2.85 2.63 2.6
Access to WIFI
2.33
Voice calls
2.54
2.26 2.37
Mobile web
2.28 2.22
Social media apps Email
2.34
2.03
Streaming video
1.9 2.
2.2 2.4
2.8
12
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.98
Overall sound
3.29
3.08
Volume level of announcer Overall announcer
3.28 3.19 3.27
2.91
Organized cheers and crowd par:cipa:on
3.24
School tradi:onal cheers, walks or chants
3.23
Quality of picture
3.19
2.55
Restroom length of wait :me Overall video board content
3.12 3.01 3.11
Volume level of music Seat loca:on Clarity of music
3.07 3.11 3.06
2.73
Overall sa:sfac:on of restrooms
3.06
Overall inside appearance of stadium Band volume Music selec:on
2.75
Concessions length of wait :me
3.34
3.08
2.8
Parking
3.32
3.06 2.92 3.02 3. 3.01 3.01
3.01 3.17
Band music selec:on - right music at pivotal :mes Professionalism of security personnel
3.41
3.15 3.2 3.13
2.84
Restroom cleanliness
3.51
3.42
3.
Seat comfort
2.87 2.98
Overall outside appearance of stadium
2.98
3.34
2.96 3.15 2.94 3.12
Overall ribbon board content Concessions/catering area cleanliness Speed of :cket takers
2.61
Traffic leaving campus (post-game) Band overall
2.91 2.89
Display of team stats
2.87
Concessions/catering staff performance
2.86
Sec:on, row and seat markings
2.85
2.43
Text messaging
2.
2.4 13
3.26
2.92
3.23 3.19 3.1 3.09
2.85
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) SATISFACTION
IMPORTANCE
2.43
Text messaging
2.85
Band music selec:on - overall songs
3.1
2.83
Traffic entering campus (pre-game)
3.06
2.81
Concessions/catering staff friendliness
3.23
2.8
Friendliness of :cket takers
3.55
2.79
Display of your football team's accomplishments
2.77
Band entrance (pre-game show)
2.77
Display of other football scores Beverage price
2.74 2.74 2.74
Beverage quality
2.73
Cleanliness of gate areas
2.72
Food quality
2.71 2.73 2.7
Food price Band uniforms and appearance
3.37 3.3 3.13 3.09 3.37 3.04 3.41
2.68
Beverage selec:on
3.04
2.64 2.63 2.6
Access to WIFI Food selec:on
2.33
Voice calls Band halbime show
2.93
2.6 2.54
3.19
2.52
Direc:onal signs in and around the stadium
2.43
Condiment selec:on
2.42 2.26 2.37
Mobile web Highlights from other games
2.34
Apparel/Gear quality
2.34
Professionalism of apparel/gear sales staff
2.27
Apparel/Gear price
2.26
Apparel/Gear selec:on
3.25 3.0 2.8 3.09 3.15 2.86 2.96
2.24 2.28 2.22
Social media apps Apparel/Gear length of wait :me
2.07
2.03
Streaming video
1.9
3.07
2.34 2.2
2.
2.4 14
2.8
3.2
3.6
AUDIENCE SEGMENT: CLUBS & SUITES
15
ABOUT THE FANS (CLUBS AND SUITES) GENDER
Female 18%
Male 82%
AGE 80-89 18-20 0% 1% 70-79 15%
21-29 1% 30-39 7%
40-49 18%
60-69 28%
50-59 30%
16
ABOUT THE FANS (CLUBS AND SUITES) NUMBER OF GAMES ATTENDED 0 games 0%
1-3 games 3%
APPROXIMATE TRAVEL DISTANCE TO CAMPUS
4 or more games 97%
More than 4 hours 13%
Less than 30 minutes 21%
30 minutes - 1 hour 13%
2-4 hours 31%
1-2 hours 22% 17
FIRST IMPRESSIONS KEY TAKEAWAYS • Seat location (3.24 importance) was most important out of the First Impressions elements surveyed and 5th-most important out of all 62 elements surveyed. • Parking (3.2 importance) was 9th-most important out of 62 elements surveyed.
• While two elements in this category still have a negative gap, all 14 elements saw an increase in satisfaction when compared to last year. • This audience’s parking satisfaction of 3.14 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) SATISFACTION
IMPORTANCE
3.51 3.24 3.14 3.2 3.3 3.09 3.31 3.09 3.35 3.08
Seat loca:on Parking Seat comfort Overall inside appearance of stadium Professionalism of security personnel
2.61
Traffic leaving campus (post-game)
3.07
Overall outside appearance of stadium
3.02
Speed of :cket takers
2.98
Traffic entering campus (pre-game)
2.97
Friendliness of :cket takers
3.26 3.24
3.17 3.54
2.94
Sec:on, row and seat markings
2.86
Display of your football team's accomplishments
2.85
Cleanliness of gate areas
3.31 3.31 3.37
2.82
Direc:onal signs in and around the stadium
3.27
2.51 2. 18
2.4
2.8
3.2
3.6
CATERING KEY TAKEAWAYS • Before last season, Catering elements were the most important category for this audience by a significant margin - five of the seven elements measured in this category appeared in the top 10 of last year’s survey and accounted for very significant under-delivery on patron need – as all but one element had a negative satisfaction-toimportance gap. • Many of the improvements leading into last season were aimed at improving scores in this area, and the fans noticed.
• With double-digit increases in satisfaction for food quality (+44), catering area cleanliness (+30), and food selection (+40), we have finally delivered on customer need in these areas. • Improvements for 2015 will help us maintain this satisfaction for future seasons.
CATERING IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Catering area cleanliness
3.01 2.85
Length of wait :me
3.16
3.
Catering staff performance
2.96
Catering staff friendliness
2.95
3.17 3.28
2.9 2.88
Food quality Beverage quality
2.8
3.07
2.79 2.78
Food selec:on Beverage selec:on
2.75
3.01
2.78 2.71
Beverage price Condiment selec:on
2.66
Food price
2.65 2.
2.4
2.8 19
3.05 2.84 3.2
3.6
RESTROOMS KEY TAKEAWAYS • Like last year, 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 (3.16 Importance) was 11th-most important out of 62 elements surveyed.
• Restroom length of wait time (-43 gap) saw a 22-point decrease in satisfaction when compared to the previous year.
RESTROOMS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.96 Restroom cleanliness
3.16 2.67
Restroom length of wait :me
3.1 2.85
Overall sa:sfac:on of restrooms
3.09 2.
2.4
20
2.8
3.2
3.6
MERCHANDISE KEY TAKEAWAYS • All of the Merchandise elements have extremely positive gaps.
• However, the most important element of the category, Apparel/Gear quality, ranks 53rd overall out of 62 elements surveyed.
MERCHANDISE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Apparel/Gear quality
3.09
2.46
Professionalism of apparel/gear sales staff
3.13
2.39
Apparel/Gear selec:on
2.99
2.35
Apparel/Gear price
2.96
2.32
Apparel/Gear length of wait :me
3.09
2.18 2.
2.4
21
2.8
3.2
3.6
BAND, CHEERS AND CROWD KEY TAKEAWAYS • Organized cheers and crowd participation was consistently at the top of importance scores for all three audience segments: 2nd for Students, 5th for General Seating, 8th for Premium Areas • School traditional cheers, walks or chants was a new element for 2014 and ranked 6th overall in importance.
• Band volume satisfaction scores increased slightly from last year. • Band halftime show was 51st (out of 62) in importance for this audience.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
School tradi:onal cheers, walks or chants
3.23
2.92
Organized cheers and crowd par:cipa:on
3.48
3.23 2.95 2.97
Band volume
3.11 2.97
Band music selec:on - right music at pivotal :mes Band overall
2.88
Band music selec:on - overall songs
2.83
Band entrance (pre-game show)
3.19 3.07 3.25
2.73
Band uniforms and appearance
3.36
2.69
Band halbime show
2.56 2.
22
2.4
2.8
3.13 3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • With all three audiences, sound/audio elements saw the most significant decline in satisfaction and increase in importance from previous years. • Clarity of announcer (3.37) is 1st overall (out of 62) in importance for this audience.
• Overall sound (3.35) was a close 2nd in overall importance (out of 62). • The top four most important elements (out of 62) were sound-related, and all four had negative gaps.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.83
Clarity of announcer
3.37
2.69
Overall sound
3.35
2.84
Volume level of announcer
3.05
Overall announcer Quality of picture Overall video board content
2.93
Clarity of music
2.85
Music selec:on Overall ribbon board content Display of team stats Display of other football scores Highlights from other games
2.36 2.
2.4
3.14 3.08
3.04 3.02 2.98 3.08 2.89 2.98 2.78 2.73 2.8
23
3.3 3.3 3.22
3.09 3.18
2.76
Volume level of music
3.31
3.2
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • For the second straight year, the Connectivity & Mobile category saw the largest difference in how each audience scored importance. • For example, text messaging importance out of 62 elements measured: 13th for Students, 32nd for General Seating and 42nd for Premium Areas.
• Satisfaction scores for all connectivity elements increased from last year, and five of the elements had a positive gap.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.47
Text messaging
2.76 2.77 2.68
Access to WIFI
2.36
Voice calls
2.58
2.34 2.33
Mobile web Social media apps
2.21
2.17
Streaming video
1.99 2.
2.31 2.36
2.24 2.4
2.8
24
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Clarity of announcer Overall sound Volume level of announcer Overall announcer Seat loca:on Organized cheers and crowd par:cipa:on School tradi:onal cheers, walks or chants Quality of picture Parking Overall video board content Restroom cleanliness Volume level of music Restroom length of wait :me Overall sa:sfac:on of restrooms Seat comfort Overall inside appearance of stadium Clarity of music Professionalism of security personnel Traffic leaving campus (post-game) Music selec:on Overall outside appearance of stadium Catering area cleanliness Catering length of wait :me Overall ribbon board content Speed of :cket takers Traffic entering campus (pre-game) Band volume Band music selec:on - right music at pivotal :mes Catering staff performance Catering staff friendliness Friendliness of :cket takers
2.83
3.37 3.35 2.84 3.31 3.05 3.3 3.51 3.24 2.92 3.23 3.48 3.23 3.3 3.22 3.14 3.2 3.09 3.18 2.96 3.16 2.76 3.14 2.67 3.1 2.85 3.09 3.09 3.3 3.09 3.31 2.93 3.08 3.35 3.08 2.61 3.07 2.85 3.04 3.26 3.02 3.01 3.16 2.85 3. 3.02 2.98 3.24 2.98 2.97 3.17 2.95 2.97 2.97 3.11 2.96 3.17 3.28 2.95 3.54 2.94 2.69
2.
2.4 25
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) SATISFACTION
IMPORTANCE
Display of team stats Food quality
2.89 2.9 2.88
Band overall
2.88
Sec:on, row and seat markings
2.86
Display of your football team's accomplishments
2.85
Band music selec:on - overall songs
2.83
Cleanliness of gate areas
2.82
Beverage quality Food selec:on Beverage selec:on
3.31 3.07
2.98
3.01
2.75
Band entrance (pre-game show)
3.31
3.07
2.78 2.79 2.78 2.76
2.47
Text messaging
3.19
3.37
2.8
Display of other football scores
3.08
3.25
2.73 2.78 2.71
Beverage price Band uniforms and appearance
3.36
2.69 2.77 2.68
Access to WIFI Condiment selec:on
2.66
Food price
2.65
2.36
Voice calls
3.05
2.84
2.58
Band halbime show
3.13
2.56
Direc:onal signs in and around the stadium
3.27
2.51
Apparel/Gear quality
3.09
2.46
Professionalism of apparel/gear sales staff
2.39
Highlights from other games
2.36
Apparel/Gear selec:on
2.35 2.34 2.33
Mobile web Apparel/Gear price
3.13 2.73 2.99 2.96
2.32 2.31 2.21
Social media apps Apparel/Gear length of wait :me
3.09
2.18
2.17 2.36 2.24 1.99
Email Streaming video
2.
2.4 26
2.8
3.2
3.6
AUDIENCE SEGMENT: STUDENT SECTION
27
ABOUT THE FANS (STUDENTS) GENDER
Male 41%
Female 59%
AGE 40-49 30-39 17 or 0% 0% younger 0%
50-59 1%
21-29 38%
18-20 61%
28
ABOUT THE FANS (STUDENTS) ABOUT THE FANS (STUDENTS) NUMBER OF GAMES ATTENDED 0 games 0% 1-3 games 6%
4 or more games 94%
APPROXIMATE TRAVEL DISTANCE TO CAMPUS More than 4 30 minutes - hours 2% 1 hour
2-4 hours 2%
2%
Less than 30 minutes 94% 29
FIRST IMPRESSIONS KEY TAKEAWAYS • Ole Miss is exceeding student expectation on the eight most important First Impressions elements but have significantly large negative gaps in postgame traffic (-67) and parking (-54).
• While the negative gaps are large, the overall importance of those two elements, post-game traffic (44th) and parking (51st), is lower than expected.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Overall inside appearance of stadium
3.02
Seat loca:on
3.01
Display of your football team's accomplishments
2.96
Overall outside appearance of stadium
2.94
Professionalism of security personnel
3.46 3.28 3.41 3.43 3.26
2.88
Speed of :cket takers
2.83
Sec:on, row and seat markings
2.67
Friendliness of :cket takers
2.64 1.96
Traffic leaving campus (post-game)
3.13 3.15 3.16
2.63 2.68 2.62
Seat comfort Cleanliness of gate areas
1.98
Parking
2.33 2.4
Traffic entering campus (pre-game) Direc:onal signs in and around the stadium
3.48
2.53 2.52
3.19
2.26 2.
2.4 30
2.8
3.2
3.6
CONCESSIONS KEY TAKEAWAYS • For this audience last year, beverage price (2.96) barely took over the top spot in the category with concessions length of wait time (2.95) a close second.
• Like last year, students were the only audience to have a large negative gap in food price (-75) and beverage price (-71).
CONCESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.25
Beverage price
2.96 2.66
Length of wait :me
2.95
2.16
Food price
2.91
Concessions area cleanliness
3.17
2.81
Beverage quality
3.14
2.74
Concessions staff performance
3.18
2.68
Food quality
2.66
Concessions staff friendliness
2.65
Beverage selec:on
2.65
Food selec:on
3.08
3.12
2.19 2.
3.23
2.96
2.56
Condiment selec:on
3.09
2.4
2.8 31
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. • Restroom length of wait time (3.18) was 10thmost important out of 62 elements surveyed and had the largest negative gap (-98) on the entire survey regardless of audience.
• Restroom length of wait time satisfaction scores declined over 30 points when compared to the previous season. • Cleanliness of restrooms (3.07) was 15th-most important out of 62 elements surveyed.
RESTROOMS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.2 Restroom length of wait :me
3.18 2.73
Restroom cleanliness
3.07 2.67
Overall sa:sfac:on of restrooms
3.03 2.
2.4
32
2.8
3.2
3.6
MERCHANDISE KEY TAKEAWAYS • Four of the Merchandise elements have extremely positive gaps – the remaining element, Apparel/ Gear price, was still positive.
• However, the most important element of the category, Apparel/Gear quality, ranks 53rd overall out of 62 elements surveyed.
MERCHANDISE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Apparel/Gear price
2.39
Apparel/Gear quality
2.58 3.13
2.34
Apparel/Gear selec:on
3.03
2.23
Professionalism of apparel/gear sales staff
3.08
2.16
Apparel/Gear length of wait :me
3.06
2.09 2.
2.4
33
2.8
3.2
3.6
BAND, CHEERS AND CROWD KEY TAKEAWAYS • Not only was School traditional cheers, walks or chants (3.6) 1st in overall importance out of 62 elements for students, the 3.6 score was the highest importance score for any audience on any element. • Organized cheers and crowd participation was 2nd overall out of 62 elements measured and has a 45-point negative gap.
• Band volume (3.09) was 14th (out of 62) in overall importance.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.63 School tradi:onal cheers, walks or chants
3.6 3.06
Organized cheers and crowd par:cipa:on
2.67
Band volume
3.51
3.09 3.16 3.02
Band music selec:on - right music at pivotal :mes Band music selec:on - overall songs
2.91
Band overall
2.91
Band entrance (pre-game show)
3.1 3.13 3.27
2.79
Band halbime show
2.65
Band uniforms and appearance
3.09 3.33
2.61 2.
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2.4
2.8
3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • With all three audiences, sound/audio elements saw the most significant decline in satisfaction and increase in importance from previous years. • Overall sound (3.33) is 3rd (out of 62) in importance for this audience. • Clarity of announcer (3.32) is 4th overall (out of 62) in importance for this audience.
• Six of the top 10 most important elements (out of 62) were sound or video board-related and nine of the top 12 were from this category.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.08
Overall sound
3.11
Clarity of announcer
3.02
Volume level of announcer
3.33 3.32 3.31
3.24 3.29 3.12 3.21
Overall announcer Volume level of music
3.34 3.19 3.23 3.18
Overall video board content Clarity of music Quality of picture
3.16 3.27 3.13
Music selec:on Overall ribbon board content
2.98
Display of other football scores
2.83
Display of team stats
2.81
Highlights from other games
2.61 2.
2.4 35
2.8
3.47
3.3 3.31 3.29
2.98 3.2
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • For the second straight year, the Connectivity & Mobile category saw the largest difference in how each audience scored importance. • For example, text messaging importance out of 62 elements measured: 13th for Students, 32nd for General Seating and 42nd for Premium Areas.
• Like last year, students are looking for the connected experience in several areas and are the least satisfied with current connectivity. • Access to WIFI is closest to meeting customer needs in this area, while text messaging has the largest positive gap.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.21
Text messaging
3.12 2.08
Voice calls
2.71 2.52 2.66
Access to WIFI
2.06
Social media apps
2.59
2.09
Mobile web
2.33 1.92 2.
Streaming video
2.06 1.89
Email 2.
2.4
2.8
36
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
School tradi:onal cheers, walks or chants
3.63 3.6
3.06
Organized cheers and crowd par:cipa:on
3.51
3.08
Overall sound
3.33
3.11
Clarity of announcer
3.02
Volume level of announcer Overall announcer
3.32 3.31 3.24 3.29
3.12 3.21
Volume level of music
3.19 3.34 3.23 3.18
Overall video board content Clarity of music
2.2
Restroom length of wait :me
3.18
Quality of picture Music selec:on
2.21
Text messaging
3.12
2.67
Band volume
3.09
2.73
Restroom cleanliness
3.07
2.67
Overall sa:sfac:on of restrooms
3.47
3.16 3.13 3.27
3.03
Overall inside appearance of stadium
3.46
3.02
3.02 3.16
Band music selec:on - right music at pivotal :mes Seat loca:on
3.01
Overall ribbon board content
3.3
2.98
Display of your football team's accomplishments
2.96
2.66
Concessions length of wait :me Overall outside appearance of stadium
2.95
3.43
2.94
2.16
Food price
3.41
2.96
2.25
Beverage price
2.91
Band music selec:on - overall songs
2.91
Band overall
2.91
Professionalism of security personnel
3.1 3.13 3.26
2.88
Display of other football scores
2.83
Speed of :cket takers
2.83
Display of team stats
3.31 3.13 3.29
2.81
2.
2.4 37
3.28
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) SATISFACTION
IMPORTANCE
Concessions area cleanliness Band entrance (pre-game show)
2.71
Concessions staff performance 2.52
Access to WIFI
2.66 2.66
Concessions staff friendliness
2.65
Beverage selec:on
2.65
Band halbime show
2.65
Friendliness of :cket takers
2.64
1.96
2.63 2.68 2.62
Seat comfort Highlights from other games
2.61
Band uniforms and appearance
2.33 2.4
Traffic entering campus (pre-game) Apparel/Gear price
2.39
Direc:onal signs in and around the stadium Apparel/Gear selec:on
2.58 3.13
2.33
3.19 3.03
2.23
3.12
2.19
Professionalism of apparel/gear sales staff
3.08
2.16
3.06
2.09 1.92 2. 2.06 1.89
2.
2.98
2.52
2.26
Condiment selec:on
3.16
3.48
2.34
2.09
Mobile web
3.09
2.53
1.98
Apparel/Gear quality
3.08
2.96
2.56
Parking
3.23
3.33
2.59
Food selec:on Cleanliness of gate areas
3.09
2.61
2.06
Social media apps
3.15
2.67
Food quality
3.18
2.68
Sec:on, row and seat markings
Streaming video
3.14
2.74
2.08
Voice calls
Apparel/Gear length of wait :me
3.27
2.79
Beverage quality
Traffic leaving campus (post-game)
3.17
2.81
2.4 38
2.8
3.2
3.6
FAN COMMENTS FIRST IMPRESSIONS “Add more parking, fix traffic flow problems leaving campus after games, and renovate and expand the stadium so that it's better looking and a better home field advantage.”
“The folks scanning tickets were totally unprepared. They were very nice and polite, but they did not act as if they had a clue what to do and how they were going to handle the crowd.”
“More consistent equipment for ticket takers would ease crowds at gates. Could be problem at times.”
“The South End Zone entry looks great. Please do something with the North End Zone entry” “We need an expansion on the stadium on the end zone across from from the student section so that we can make the whole stadium connected. Hotty Toddy!”
“The students should be able to enter a closer gate from the grove instead of the farthest one.”
CONCESSIONS & CATERING “Most of the people who work there, whether they are security or concession workers or whoever, seem very happy and make the stadium experience very enjoyable! I also think our great fan base makes for a great experience.” “Possibly try to offer more food options for people that don't eat in the Grove.”
“Drink prices are great. We buy the $8 refillable drink and use it often. ”
“Need name brand food.”
“Prices for food and drinks are high, especially for water during hot weather games when it is very important to remain hydrated.”
“Concessions were upgraded at Ole Miss this year and are much better.”
“The concessions are too pricey and their is nothing special about the food. BBQ nachos are mediocre, other choices are just standard ballgame fare.”
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FAN COMMENTS RESTROOMS “The problem with restrooms is no water to wash hands. We sit in south end zone and there is not enough water to fool with.”
“THANK YOU for placing attendants in the restrooms!”
“The restrooms need a full time attendant for replenishment of supplies, cleanliness and to stop students from shortcutting in line by coming in the out door.”
“Restrooms, restrooms, restrooms. Especially at Ole Miss Vaught Hemingway stadium, the West side restrooms need to be upgraded and added to.” “This is the first year I have had a complaint. The restrooms for section H was just horrible. Workers were not available as in previous years. The cleanliness or supplies were inadequate. I want the previous ladies back!!”
More restrooms please. The minimum wait for the men's restrooms was 15 minutes. People kept going in the exit door and skipping everyone
BAND, CHEERS & CROWD PARTICIPATION “You really should do more promotion or focus with the cheerleaders. I think they get overlooked.”
“Turn up the volume of the band during the game.”
The video, music and/or band MUST do a better job of keying in on critical moments of the on field game. As one example, there were a few big times during the Egg Bowl where the rap music was blaring, and the crowd responded by amping up its intensity. Other critical moments were upcoming after a stop in play, and we were playing commercials. You could hear a pin drop. I understand the need for revenue from the video board, but the timing and execution of its use for crowd participation MUST be its primary use. A better understanding of when it should be utilized for crowd participation should be goal number 1 for the content and operators in the coming years.
“Band pregame entrance is greatly improved. Kudos to the band. It can be better though. Band needs to be setting tone in the stadium, not the video board.”
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“Fan participation is a must! We have GOT to have some cheers or chants the crowd can participate in. Visiting teams seem to have more unity in the stands with their cheers and chants than we do. The only thing we have is Hotty Toddy and things haven't been as exciting with the music/video/ crowd participation since ‘Feed Moncrief.’”
“The band's music selection was much improved over the past few years. Thank you for listening to feedback and Hotty Toddy!”
FAN COMMENTS VIDEO BOARD, RIBBON BOARDS & AUDIO “Difficulty understanding and hearing referee.” “Team and opponent stats on the ribbon boards should last 4 or 5 seconds longer before changing to the next page.”
“You can never hear the Referee's when they are using their microphone. This is very critical for fans to know when plays are overturned, why flags have been thrown, and whether or not plays are under further review. Right now, I can barely hear and sometimes can never hear what the referee's are saying on the field.”
“I think Ole Miss uses its Jumbotron more effectively than anyone else. Keep up the good work. A-list celebs "asking the question" is a genius idea and we should exploit our entertainment industry connections in this way.”
“Although it appears the sound quality has gotten better is still needs some work. the choice of music could be better. Not everybody connects with rap music.”
“Love the flashback from previous games, chip off the old block, NFL rebels, etc. More publicity for the Men's Basketball team would be nice. More clips of the players talking about various topics.”
“The pre-game on the video board gets better each season”
CONNECTIVITY & MOBILE “I do not even attempt voiced calls, email, or streaming from the stadium. I'm OK as long as texting and my scores app works.”
“I understand the challenges of 4g services on gameday, but my phone has zero service on the Grove and in the stadium on gameday.” “Love the C Spire Wi-Fi!” “Internet connectivity is a big deal, not so much for us as adults, but is critical as parents of young children. They will lose interest in the game from time to time and need to be entertained via iPad or iPhone, so we can stay and enjoy the game.” 41
“Way to go with improving the WiFi in the stadium! Love the feature.”
“As far as mobile devices, just figure out a way to get text messaging improved. Helps coordinate with others in stadium/on campus when leaving games. Overall, Ole Miss game day experience has come LONG ways in last few years and gets better every year.”
IMPROVEMENTS FOR 2015 CONCESSIONS & CATERING
GENERAL New, premium season :cket books Implemented a free :cket transfer service New student-:cket transfer op:on Constructed new TV broadcast compound for satellite trucks Installed comprehensive security camera system Launched new mobile-friendly OleMissFB.com with interac:ve parking maps, rosters and more • Created new Assistant Director of Guest Services posi:on • Created Emergency Opera:ons Center • • • • • •
Concessions Improvements • Added a Pig-Mento’s stand featuring homemade grilled pimento cheese and bacon sandwiches to the south end zone • Added three new concessions stands to south end zone • A new Rebel Fry loca:on being added to the west side • Hebrew Na:onal Footlong dogs and Johnny Snacks Polish sausage being added to the Rebel Grill concession stands • Fountain units for boiomless soda added to the West Club • Healthy op:ons of wraps and salads added to the east side at the grilled cheese stand and at the west side at the Soda Express stand Catering Improvements • Implemented online suite menu ordering system • Addi:onal John Currence inspired menu items • Candy bar added to suite level • Added a premium but recyclable cup to all premium areas
FIRST IMPRESSIONS • • • • • • • • • • • • • • • • • • • • • •
Added NWCC lot to city shuile service Contracted new gameday staff company Whelan Security Opened new parking garage adjacent to stadium Pom pom distribu:on at shuile lots Elimina:ng cart traffic 1 hour prior to kickoff ROTC partnership to aid in reserved stall parking lots Brought in leading hospitality training consultant to train all gameday staff Created a mobile phone :cket express lane on northeast side of stadium Completely renovated press box and west side skyboxes All new design for displaying program accomplishments in the south end zone Created a new Assistant Director of Event Management Opera:ons posi:on Created (2) Coordinator of Game Opera:ons posi:ons Added new visi:ng team gate entrance Improved landscaping around Manning Center and east parking lots Stadium signage added to improve communica:on and direc:on on premium areas gameday policies Par:al opening of Pavilion courtyard to assist in gate traffic pregame & post-game Addi:on of 4 “cool down” sta:ons for fans to assist with hot temperatures Drink rails added in South Club and Rebel Club 1,000 chairback seats added for field level club sea:ng Cup holders added in Rebel Club New premium :cke:ng process Expanded stairwells from premium areas to ground-level to increase foot traffic flow pre-game & post-game
RESTROOMS • Added 2 new restrooms to the south end zone • Increased number of restroom staff and improved training • Added shelving above men’s restroom toilets
BAND, CHEERS & CROWD • Increased the squad size of cheerleaders • Strategic synergy with band, spirit squads and videoboard elements to sync cheers • Addi:onal cheer prompt signs • New band intro video • Redesigned and created several addi:onal crowd prompts
VIDEO BOARD, RIBBON BOARDS & AUDIO • • • • • • •
South end zone ribbon board added Closed cap:oning will be visible in the stadium Adding a professional DJ to the game experience New, wireless fan cameras added to gameday produc:on New referee wireless microphone system All new pre-game history, hype videos and in-game features Designed brand new sound system to be installed in 2016
CONNECTIVITY & MOBILE • Tuned and op:mized Rebel Wi-Fi by C Spire • Season-long Wi-Fi op:on available
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