Each of the 14 institutions in the Southeastern Conference have once again taken
steps to improve the fan experience going into the 2015 football season as the
SEC continues its league-wide initiative to enhance fan
engagement.
“Our institutions recognize the passion and loyalty of its
fans and are committed to applying resources to maintain and improve their
in-stadium enjoyment and satisfaction of SEC events,” said SEC Commissioner Greg
Sankey. “This is the continuation of the commitment our schools have made to
address the fan experience and recognition of the importance of our fans to the
future success of this conference.”
In June of 2012,
the Athletic Directors of the SEC approved the formation of a working group to
conduct a thorough review of attendance trends and develop recommendations to
enhance the fan experience in the SEC.
The SEC continues
to address the fan experience even as attendance thrives in the SEC. Last
football season,
the SEC averaged 77,704 fans, an increase from 75,674 in 2013 and 74,636 in
2012. Also, the average percentage capacity in 2014 for SEC games was 99.90, up
from 99.02 percent in 2013 and 97.40 percent in 2012.
“There is a certain
culture within the SEC that must be maintained and it is important to our
athletics directors to continue to improve the elements that make the experience
of being in an SEC stadium different than any other,” said Mississippi State
athletic director Scott Stricklin, chair of the SEC Fan Experience Working
Group. “Our research clearly identifies the issues that are most important to
our fans, and SEC schools have responded accordingly.”
The SEC was the
first major conference to initiate rule changes that allow fans to see
in-stadium replays of officials’ reviews while in progress and also has
increased in-game opportunities for musical entertainment the past two seasons.
In 2014 ESPN partnered with the SEC to provide video highlights to schools to
utilize on stadium video boards for in-game highlights and updates for fans.
Throughout the past
two athletic years, the SEC has conducted league-wide fan research studies in
football, men’s and women’s basketball, baseball and softball, adding surveys to
the student population in 2014-15. SEC schools have utilized the research to
address fan concerns.
“We will continue
to conduct research to better engage with fans and to serve their needs,” said
Sankey. “Our schools are using the research to be strategic in applying
resources to the fan experience.”
According to
research conducted following the 2014 football season, among the highest areas
of concern are concessions, connectivity and
restrooms.
At least 11 SEC
institutions are making improvements to its concessions operations, including
such features as themed food kiosks, refillable beverage cups, improved points
of sale in stadiums, additional menu choices, addition of local fare to menus,
additional in-stands sales persons and increased number of locations to decrease
wait times.
At least seven SEC
schools have taken measures during the off-season to improve cellular service in
their stadiums. Research shows that fans are most interested in performing
day-to-day tasks on their phones during games such as texting, placing calls and
connecting to their provider’s 4G or LTE network. As a result, many SEC schools
are placing an emphasis on boosting mobile coverage in 2015. This comes on the
heels of eight schools making similar efforts to improve cell service for its
fans in 2014.
No less than six
SEC schools are making improvements to its restrooms in 2015, including the
replacement of fixtures and addition of restroom attendants, and -- in the case
of stadiums with significant renovations -- an additional number of restrooms
and family restrooms.
Research has shown
that fans expect the best in sight and sound when attending SEC events and
schools have responded by adding new video elements and enhancing sound
systems. Last year at least six SEC schools put emphasis on its video elements
and in 2015 two more schools have added new video boards and ribbon panels while
several have improved their sound systems.
Other top
improvements include five schools that are addressing parking issues, four
adding new methods to showcase program accomplishments and school athletic
history, at least four enhancing programs specifically for student fan
enjoyment, as well as others adding fan ambassadors, enhanced ticket services,
water filling stations, additional televisions on concourses and at concessions
stands, specialized apps for mobile devices and more entertainment for fans
outside the stadium.
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