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Reinventing the Customer Experience

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Moderator Deana Itow » Paciolan

Presenters Scott Garrett » Kansas State University Phil Wang » University of California,

Irvine Meaghan Carrigan » PPL Center

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Scott GarrettAssociate AD / Fan Strategies

Kansas State University

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Situation in 2009 when John Currie was named Athletic Director» Mismanagement issues from previous administration. » Evaporating trust with fans, donors, campus community. » Organizational morale & self-perception.

Building Positive Momentum» University leadership changes.» Legendary football coach returns.» History of passionate fan support. » Reorganization of staff and fan experience focus.

Building Trust With K-State Fans

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History

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Unit name change» Marketing to Fan Experience & Sales

K-State Pledge» Vision & Mission» Five Goals

▫ Goal #5 – THE BEST FAN EXPERIENCE IN THE BIG 12» Annual Budget Card» Drive to sell-out first football game of Snyder II Era

▫ FIRST ANNUAL FAMILY REUNION

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Fan Experience Initiatives

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Accessibility» Direct staff phone numbers

and e-mail addresses online» General customer services e-

mail addresses» Ability to e-mail the Athletic

Director▫ w/ Actual Responses from AD

» Ticket Services Live Chat

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Fan Experience Initiatives

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Customer Service» WELCOME TO K-STATE

▫ Greeting/Smile at every touch-point- Parking, Concessions, Ushers, Phones, Etc.

BROAD CUSTOMER SERVICE COMMITTEE» 2014/15 Initiatives:

▫ First Time Visitor Certificates▫ Event Staff Rewards Program▫ Fan Guide▫ Name Tags for all Employees ▫ Fan Ambassador Program

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Fan Experience Initiatives

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Research» Post-game Surveys

▫ Distributed to all Sr. Staff with highlights of actionable critical issues for follow-up.

» In-Game Surveys» Order Confirmation Surveys» Non-Renewal Surveys

Pricing» Stratified prices, accessible,

kid-friendly promotions, in-game entertainment, etc.

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Fan Experience Initiatives

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29 football sell-outs since 2009, Including 20 consecutive games.

Record average football attendance in 2012, 2013, and 2014.

Six consecutive years of over 12,000 in average paid men’s basketball attendance.

Nationally-ranked attendance in volleyball, women’s basketball and baseball.

40% growth in annual ticket revenues.

Increased annual fund membership by nearly double (members and revenue).

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Results

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Phil Wang

University of California, Irvine

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Our Business & Challenges

UCI is part of the University of California (UC) system which incorporates ten (10) campuses.

Current student enrollment is approximately 28,000. Division 1-AAA (no football).

» The Intercollegiate Athletics Department currently supports 18 programs -had to discontinue five (5) programs in 2009 due to budget cuts.

» Continuing challenges:▫ Young institution with small, but growing, fan base.▫ Many alumni are still relatively young.▫ City of Irvine not considered a “college town”. City is characterized by young

professionals with young families.– Discretionary income is saved and/or used for other amenities.

▫ Other entertainment options (amusement parks, professional sports).▫ Competition against local “high major” schools (UCLA, USC) with tradition in

successful college athletics.▫ Tuition at UC has and will be going up which equates to scholarship costs

increasing.11

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Goal

Goal: Improve the “fan experience”

Result: Repeat business = Consistent revenue stream

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Identified five (5) main “touch points”: 

Marketing Ticketing Parking Concessions Game Day Event Staff

Touch Points with Fans

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Invested in technology to improve “touch points”» Improved ticketing platform to

provide ease of access to purchase tickets and ease of delivery

▫ Mobile ticketing, PAH, etc.

» Targeted marketing through CRM database analysis

▫ Send people information they want

» Interacted with fans through social media during games/events

▫ Crowd Cameo

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Technology

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Services

Worked with Concessions and Parking to improve services» Concessions – consulted in food and

beverage pricing and selection, alcohol sales, “loaded tickets”

» Parking – prepaid discounted pricing, ease of access, preferred parking

Transitioned use of Staff Pro to in-house ushering staff» Change from “security” to “game

attendants/ushers”

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Measurable results from three (3) year implementation plan:  Men’s Basketball

» Increased average attendance by 44%» Increased season ticket holder accounts by 54%» Increased net ticket revenue by 76%» Increased season ticket revenue by 48%

Overall ticket revenue increased 92% Corporate sponsorship revenue

increased 64%

Results

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Meghan CarriganPPL Center | Global Spectrum

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Grand Opening: September 12, 2014» 8,500-seat capacity for hockey» 10,000-seat capacity for concerts» Two Tenant Teams

▫ Lehigh Valley Phantoms (AHL)▫ Lehigh Valley Steelhawks (PIFL)

» Family Shows» Feld Entertainment, Harlem

Globetrotters, Professional Bull Riders, WWE, NCAA basketball, NBA basketball

» Concerts18

PPL Center

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Pre-event emails | Post-event Surveys» 60% - 70% Open Rate » 25% Response Rate

Event Specific Hashtags» #LVvsALB» #WWEAllentown

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PPL Center

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#PhantomsHookMeUp» 18.9% Engagement Rate» 31,060 Reach» 46,416 Impressions» 500+ Tweets

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PPL Center

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Mobile Delivery» Launched January 14, 2015» 12% of purchasers have selected

mobile delivery» Free delivery option for customers» Custom branding » Sponsorship opportunity » Set-up in less than 1 day!

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PPL Center

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#YouLuckyDog Promotion» Goal: Increase Food & Beverage sales

and activate new sponsorship opportunities by incentivizing patrons to spend more at our arena concession stands.

Drive Awareness» Use What You Have » Be Social

Success Stories» 14% per cap increase » $8,000 sponsorship secured» In-game fan engagement increase

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PPL Center

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FanMaker» Engage » Reward» Measure

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The Way Forward…

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