sports career consulting€¦ · web viewwhen it opens in the fall of 2010, the new meadowlands...

Sports & Entertainment MarketingUnit Ten Outline, 5th Edition

Unit 10: The Spectator “Fan” Experience

Copyright © 2010 by Sports Career Consulting, LLC 1

1) Describe the concept of the fan/spectator experience2) Define the term game operations3) Identify five elements of game entertainment4) Explain what is meant by “game attractiveness” and how it influences attendance 5) Explain why game operations are important to a sports organization6) Describe the relationship between game operations and other functions of the organization

Unit ten discusses the importance of game operations and game entertainment. The fundamental concept of game operations and entertainment is the way “breaks” in an event or game (half-time, time-outs etc.) are perceived by sports marketer as “opportunities”. The game operations process begins before any of the games are played when sports marketers identify the additional entertainment that will be added to the event to keep the audience involved and entertained.

* TEACHER’S NOTE *

For some added classroom fun, play the PowerPoint “Great Mascot Challenge ™” game. You can find it in the Lesson 10.1 folder (in the Unit 10 ERC resources folder on your CD-ROM).

Lesson 10.1 The Spectator (Fan) ExperienceLesson 10.2 What are Game Operations?Lesson 10.3 The Role of Game Operations in Sports Marketing

OVERVIEW OVERVIEW

OBJECTIVESOBJECTIVES

LESSONSLESSONS

Game Attractiveness Game Operations

KEY TERMSKEY TERMS

Lesson 10.1The Spectator (Fan) Experience


Before introducing the concept of the spectator/fan experience, ask your students to think about the last time they attended a sporting event, concert or other form of entertainment. Encourage them to think about the experience as a whole, not simply the entertainment itself. All of those factors, ranging from parking to concessions, impact the overall fan experience. Also, ask students if they know when the fan experience begins and ends.

A. The spectator or fan experience as it relates to live events refers to the overall impression made on the sports or entertainment consumer 1. It can determine whether the spectator or fan has a positive or negative

experience at the game or event 2. Positive or negative associations with the game or event ultimately determine

whether the spectator (fan) will become a repeat customerB. When does the spectator or fan experience begin?

1. The fan experience begins as the sports or entertainment consumer arrives at the eventa. A negative experience finding parking, paying for parking or dealing with

an unfriendly parking lot attendant can sour the consumer on the entire experience, even before setting foot in the stadium or arena

b. High levels of traffic congestion leaving the stadium or arena could negate an otherwise entirely positive experience at the event, impacting whether the consumer would choose to attend again

c. With so much competition for the entertainment dollar, much pressure is on a sports or entertainment organization to create an extremely positive spectator/fan experience

C. How do organizations manage, control and enhance the fan experience?1. Technology

a. When it comes to security related issues and combating unruly fans, many teams and organizations offer “text” lines in which fans could report obnoxious behavior by sending a text message to team security i. At the average NFL game, about 3 people are arrested and 25

more are ejected 1 ii. By 2009, 29 of the 32 NFL teams offered some form of a text or

cell phone hotline to report disruptive fan behavioriii. At Auburn University, fans can use their cell phone or PDA to

send a text message with the word AUBURN, a description of their problem and their location to 78247, and the text appears on a screen in a laptop in the press box. From there, officials can respond and use security cameras to zoom in on the section in question. 2


b. Apps can help fans get the most out of the spectator experiencei. When Las Vegas Motor Speedway did research on the fan

experience, parking came back as an area that needed improvement. As a result, LVMS worked with a technology company to create a “fan guide” app that takes consumers into the track and to their seats through information delivered to a smartphone.

1. At a speedway as large as Las Vegas, which seats 140,000 fans, parking in the wrong lot or entering through the wrong gate can lead to long delays entering the stadium and finding seats so the app helps prevent confusion by providing the easiest route to a parking space and to the fan’s seat. 3

ii. When it opens in the fall of 2010, the New Meadowlands Stadium (home to the Giants and Jets) will offer smartphone apps that fans can use at the stadium that will provide on demand video replays, see how long the concession lines are, check game statistics and even monitor live feeds from other games around the country 4

c. Stadium amenities are designed to improve the overall spectator/fan experiencei. Many sports teams have installed High-Definition jumbo screens

at stadiums for the best possible viewing of replays and to allow fans in the upper level seating areas to get closer to the action

ii. Interactive technologies1. Mobile devices are not allowed at the PGA’s U.S. Open,

but fans onsite can still utilize social media through onsite CourseLink kiosks that enable visitors to use Twitter, take photos and share personalized messages through Facebook and Foursquare 5

iii. In-seat technology1. Minor league baseball’s Round Rock Express launched a

new service in the summer of 2010 that allows fans to order and pay for food and drinks from their smartphones. When the order is ready, a text message is sent back to the fan. Then, they pick it up at one of four stations at the stadium and skip waiting in line. 6

iv. Ticketing technology1. The Cleveland Cavaliers introduced a digital ticketing

system at a game in 2010 that allowed fans to purchase tickets online and later enter the arena by swiping a credit card or driver’s license 7

2. Proactively controlling environmentCopyright © 2010 by Sports Career Consulting, LLC 3

a. Less than 40 of the roughly 120 largest NCAA Division 1 schools allow the sale of alcohol inside their stadiums and many limit sales to luxury suites, lounges or club-seating areas 8

b. Because of the increase in complaints about intoxicated patrons disrupting fellow fans' viewing of the game, the Los Angeles Dodgers took the drastic step of placing a ban on tailgating prior to all home games in 2010 9

c. Managing the experiencei. To avoid creating an unsettling fan experience, Major League

Eating banned noisy vuvuzelas at the 2010 Nathan’s Famous International Hot Dog Eating Championship, an event that typically draws over 40,000 fans. Said Richard Shea, president of Major League Eating; “We refuse to let vuvuzela use damage the competitive eating aesthetic.” 10

d. Communicating expectations for fan behaviori. In 2008, NFL commissioner Roger Goodell issued of a “Code of

Fan Conduct” policy which prohibits, among other things, “unruly, disruptive, or illegal” behavior; “drunkenness” resulting in “irresponsible” behavior; and “foul or abusive language or obscene gestures.” The code also proscribes “verbal or physical” harassment of opposing teams' fans. 11

3. Game Operationsa. Game operations provide an effective vehicle for an organization to

manage, control and enhance the fan experience


Lesson 10.2What are Game Operations?

A. The term game operations refers to the planning, organization and execution of game production, presentation, entertainment and promotion1. The game operations process begins in the creative minds of sports marketing

professionals before any games are played 2. This process includes the development of a game plan for incorporating all the

elements of game entertainmenta. National Anthemb. Pre-game groupsc. Half-time entertainmentd. Execution of promotionse. Dance team and stunt team integrationf. Mascot coordinationg. Managing any additional entertainment such as in-arena blimps

3. The role of game entertainment in the sports business model is two-fold a. Enhance the experience for the fans while keeping them involved

throughout the entire eventi. The show actually starts hours before the game when the events

that will take place are scripted out and shared with anyone who will be a part of the process, whether it is a mascot skit, a promotion during a break in the action or pre-game announcements read by the public address announcer

b. Game entertainment creates opportunities to generate revenue by adding additional valuable inventory to include as part of sponsorship packages

i. It also helps generate revenue by helping to sell more tickets4. Game day staff

a. To execute and implement each element of the game operations plan, an organization typically has a game day staff in place

b. The Boston Red Sox staff features a General Manager of in-game entertainment who is responsible for overseeing a crew that

includes a DJ to run the music, seven people to edit the replays and type out the graphics that appear on the video scoreboard, two additional

people who control an additional video board and four people running video cameras around the park 12

c. Software programs like “Sound Director” and Total Sports Entertainment’s “Game Time Pro” make it easier for teams to manage game operations and entertainment


To demonstrate the inner-workings of the game entertainment experience, SCC partnered with Total Sports Entertainment to provide the Game Time Pro software to members. Access the project marked “Game Time Pro” in the projects folder contained on your CD-ROM for a unique interactive opportunity to immerse your students in a program used by sports professionals throughout the country. Learning the software and gaining a fundamental understanding of the concept of game entertainment will provide your students with an outstanding opportunity to secure valuable internship opportunities!


B. Why are game operations important?1. Successful game operations can help the organization achieve its goals

a. Driving ticket salesb. Increasing sponsorship sales opportunitiesc. Generating publicityd. Assisting in customer service e. Enhancing the overall event experience, regardless of the game’s

outcome2. Game operations also provide game attractiveness 13

a. Game attractiveness refers to the customer’s perception of the event as a whole

b. Game attractiveness is a situational factor that varies from game to game and week to week

c. Event variables that contribute to game attractiveness i. Highly visible star athletes (Derek Jeter, Tom Brady, Candace

Parker etc.)ii. Team record / opponent recordiii. Opening dayiv. Give-awaysv. Presence of mascots, dance teams and cheerleadersvi. Prominent half time entertainment (Blues Brothers, The Extreme

Dunk Team, Quick Change etc.)vii. Post-game concertsviii. Fireworks and other entertainmentix. Quality of concessionsx. Traditions (seventh inning stretch etc.)

1. Detroit Red Wings “octopus toss” 2. Hockey “hat tricks” 3. Kissing the bricks at the Brickyard 400 4. “Lambeau Leap” at Green Bay Packer games

5. Chants at soccer matches


The concept of “traditions” provides a great opportunity for class discussion. To enhance the discussion in class, consider passing out the “traditions” student handout (a past SCC blog post) from your CD-ROM in the folder marked “Lesson 10.1”. After reviewing the handout, distribute the “traditions” assignment (located in the same folder on your CD-ROM or online).


Lesson 10.3Role of Game Operations in Sports Marketing A. Game operations is an integral activity within the framework of a successful sports

marketing organization as it can effectively assist the business in many areas 1. Ticket Sales

a. Keeps fans entertained throughout the event, increasing the likelihood that they will return for another game

b. Provides game “attractiveness” which is a factor that directly influences game attendance i. The level of consumer perceived values increase when the game

or event features additional entertainment and promotion 13 c. Game operations include numerous connections to ticket sales

promotions within the event. For example, a team may host a “Hawaiian Night”, offering $5 off tickets to any fans wearing tropical shirts to the game. Game operations may choose to implement:i. An all staff memo or email, encouraging them to dress in tropical

attire if they plan to attend the gameii. National anthem performed by a Hawaiian musician or steel drum

bandiii. Hawaiian lei give-away to the first 500 fans through the gateiv. A limbo contest at a quarter breakv. Hawaiian music or bands on the venue concoursevi. A hammock free throw shooting contest at half timevii. Hawaiian themed food at concessions stands

2. Sponsorshipa. Adds value to sponsorship packagesb. Creates new inventory available to sellc. Assists in the fulfillment aspect of a client sponsorship package

i. For example, a team may sell a sponsorship for their “Hawaiian Night”. As part of the sponsorship package, game operations may be responsible for fulfilling several elements which could include: 1. PA announcements throughout the game announcing

“Hawaiian Night”, sponsored by ABC Travel2. A trip to Hawaii giveaway, presented by ABC Travel3. Special on court promotions4. Signage

3. Publicitya. A successful event will also help generate community “buzz” surrounding

the team i. In addition to talking about the outcome of the game, fans may

discuss the entertaining half-time act and the free coupon for a burger they won when the team scored 100 points

b. Publicity can be used to help promote future eventsc. Special game entertainment promotions can be communicated to fans

i. Minor League Baseball’s Oklahoma City RedHawks scheduled an appearance from the Famous Chicken to visit the ballpark and entertain fans. The special appearance was communicated via press releases and included in the team’s advertising. 14

d. Communications professionals are typically responsible for creating a connection between the team and the media, including the facilitation of access to players and coaches for interviews and providing game notes (statistics, information regarding the opponent etc.) for the media


4. Customer Servicea. Game operations affords organizations an excellent opportunity to

effectively serve customersb. Examples

i. Recognizing long-time season ticket holders on the Jumbotron


The use of the word “jumbotron” provides an excellent branding example…Jumbotrons are actually manufactured by Sony, although the term is synonymous among sports fans as a scoreboard type apparatus within stadiums and other facilities.

ii. Birthday greetings to season ticket holders over the PAiii. Special congratulatory announcements on the scoreboard

c. Ultimately, customer service is about retention and keeping fans coming back for more

i. To achieve a high level of retention, game operations and entertainment staff must understand fan tastes and

distastes, game situations and the atmosphere of the event as whole in an effort to help fans to enjoy the game or event experience in its entirety

1. Eric Wolff, Pittsburgh Pirates' producer and director of in-game entertainment, explains the music selection

being played during at games at PNC Park: “We always try to have one or two very contemporary songs -- something on the iTunes most-downloaded list, something in the Top 10. Then, one or two good rock songs from the '80s or '90s. One or two classic rock songs -- this is Pittsburgh; everyone loves the classic rock -- and one or two oldies. We try to cover all the bases -- no pun intended.” 15

Unit 10 Key Terms Defined:Game Attractiveness: Game attractiveness refers to the customer’s perception of the event as a wholeGame Operations: The planning, organization and execution of game production, presentation, entertainment and promotion


Unit 10 References & Resources:

1) http://cqresearcherblog.blogspot.com/2010/01/should-nfl-do-more-to-control-crowd.html2) http://sports.espn.go.com/espn/otl/news/story?id=4603173) http://www.nascar.com/2010/news/business/07/20/lvms.smartphone.app/index.html4) http://gizmodo.com/5599531/at-this-nfl-stadium-you-can-watch-replays-on-your-phone5) http://www.marketwatch.com/story/american-express-to-enhance-fan-experience-with-interactive-technology-at-the-2010-us-open-at-pebble-beach-2010-06-086) http://weareaustin.com/fulltext?nxd_id=781957) http://www.nba.com/cavaliers/news/flashseats_100423.html8) http://online.wsj.com/article/NA_WSJ_PUB:SB125271416817105157.html9) http://www.huffingtonpost.com/paula-duffy/dodgers-tailgating-ban-a_b_539017.html10) http://www.ifoce.com/news.php?action=detail&sn=79911) http://cqresearcherblog.blogspot.com/2010/01/should-nfl-do-more-to-control-crowd.html12) http://www.boston.com/sports/baseball/redsox/articles/2004/07/27/now_ithat146si_entertainment/13) Sports Marketing: A Strategic Perspective, M. Shank, p. 17814) http://www.oursportscentral.com/services/releases/?id=387473315) http://www.pittsburghlive.com/x/pittsburghtrib/ae/s_613676.html



TEACHER NOTESTEACHER NOTES

Sports & Entertainment MarketingUnit Ten Outline, 5th Edition

Unit 10: The Spectator “Fan” Experience


1) Describe the concept of the fan/spectator experience2) Define the term game operations3) Identify five elements of game entertainment4) Explain what is meant by “game attractiveness” and how it influences attendance 5) Explain why game operations are important to a sports organization6) Describe the relationship between game operations and other functions of the organization

Unit ten discusses the importance of game operations and game entertainment. The fundamental concept of game operations and entertainment is the way “breaks” in an event or game (half-time, time-outs etc.) are perceived by sports marketer as “opportunities”. The game operations process begins before any of the games are played when sports marketers identify the additional entertainment that will be added to the event to keep the audience involved and entertained.


For some added classroom fun, play the PowerPoint “Great Mascot Challenge ™” game. You can find it in the Lesson 10.1 folder (in the Unit 10 ERC resources folder on your CD-ROM).

Lesson 10.1 The Spectator (Fan) ExperienceLesson 10.2 What are Game Operations?Lesson 10.3 The Role of Game Operations in Sports Marketing

OVERVIEW OVERVIEW

OBJECTIVESOBJECTIVES

LESSONSLESSONS

Game Attractiveness Game Operations

KEY TERMSKEY TERMS

Lesson 10.1The Spectator (Fan) Experience


Before introducing the concept of the spectator/fan experience, ask your students to think about the last time they attended a sporting event, concert or other form of entertainment. Encourage them to think about the experience as a whole, not simply the entertainment itself. All of those factors, ranging from parking to concessions, impact the overall fan experience.

A. The spectator or fan experience as it relates to live events refers to the _________________ made on the sports or entertainment consumer 1. It can determine whether the spectator or fan has a positive or negative experience at the

game or event 2. Positive or negative _______________ with the game or event ultimately determine

whether the spectator (fan) will become a repeat customerB. When does the spectator or fan experience begin?

1. The fan experience begins as the sports or entertainment consumer ______ at the eventa. A negative experience finding parking, paying for parking or dealing with an

unfriendly parking lot attendant can sour the consumer on the entire experience, even before setting foot in the stadium or arena

b. High levels of traffic congestion leaving the stadium or arena could negate an otherwise entirely positive experience at the event, impacting whether the consumer would choose to attend again

c. With so much competition for the entertainment dollar, much pressure is on a sports or entertainment organization to create ___________________________

C. How do organizations ___________________________the fan experience?

1. Technologya. When it comes to security related issues and combating unruly fans, many teams

and organizations offer _______________ in which fans could report obnoxious behavior by sending a text message to team security i. At the average NFL game, about 3 people are arrested and 25 more are ejected ii. By 2009, 29 of the 32 NFL teams offered some form of a text or cell

phone hotline to report disruptive fan behavioriii. At Auburn University, fans can use their cell phone or PDA to send a text

message with the word AUBURN, a description of their problem and their location to 78247, and the text appears on a screen in a laptop in the press box. From there, officials can _______________ and use security cameras to zoom in on the section in question. 2

b. _______________ can help fans get the most out of the spectator experiencei. When Las Vegas Motor Speedway did research on the fan experience,

parking came back as an area that needed improvement. As a result, LVMS worked with a technology company to create a “fan guide” app that takes consumers into the track and to their seats through information delivered to a ____________________.

1. At a speedway as large as Las Vegas, which seats 140,000 fans, parking in the wrong lot or entering through the wrong gate can lead to long delays entering the stadium and finding seats so the app helps prevent confusion by providing the easiest route to a parking space and to the fan’s seat.

ii. When it opens in the fall of 2010, the New Meadowlands Stadium (home to the Giants and Jets) will offer smartphone apps that fans can use at the stadium that will provide on demand ________________, see how long the concession lines are, check game statistics and even monitor live feeds from other games around the country 4

c. Stadium amenities are designed to improve the overall spectator/fan experience


i. Many sports teams have installed High-Definition jumbo screens at stadiums for the best possible viewing of replays and to allow fans in the upper level seating areas to get closer to the action

ii. Interactive technologies1. Mobile devices are not allowed at the PGA’s U.S. Open, but fans

onsite can still utilize _____________ through onsite CourseLink kiosks that enable visitors to use Twitter, take photos and share personalized messages through Facebook and Foursquare 5

iii. In-seat technology1. Minor league baseball’s Round Rock Express launched a new

service in the summer of 2010 that allows fans to order and pay for food and drinks from their_____________. When the order is ready, a text message is sent back to the fan. Then, they pick it up at one of four stations at the stadium and skip waiting in line. 6

iv. Ticketing technology1. The Cleveland Cavaliers introduced a digital ticketing system at

a game in 2010 that allowed fans to ___________________ and later enter the arena by swiping a credit card or driver’s license 7

2. Proactively controlling environmenta. Less than 40 of the roughly 120 largest NCAA Division 1 schools allow the sale

of alcohol inside their stadiums and many limit sales to luxury suites, lounges or club-seating areas 8

b. Because of the increase in ________________ about intoxicated patrons disrupting fellow fans' viewing of the game, the Los Angeles Dodgers took the drastic step of placing a ban on _____________ prior to all home games in 2010

c. Managing the experiencei. To avoid creating an unsettling____________, Major League Eating

banned noisy vuvuzelas at the 2010 Nathan’s Famous International Hot Dog Eating Championship, an event that typically draws over 40,000 fans. Said Richard Shea, president of Major League Eating; “We refuse to let vuvuzela use damage the competitive eating aesthetic.” 10

d. Communicating expectations for fan behaviori. In 2008, NFL commissioner Roger Goodell issued of a “___________

________” policy which prohibits, among other things, “unruly, disruptive, or illegal” behavior; “drunkenness” resulting in “irresponsible” behavior; and “foul or abusive language or obscene gestures.” The code also proscribes “verbal or physical” harassment of opposing teams' fans.

3. Game Operationsa. Game operations provide an effective vehicle for an organization to manage,

control and enhance the fan experience

Lesson 10.2What are Game Operations?

A. The term _____________________ refers to the planning, organization and execution of game production, presentation, entertainment and promotion1. The game operations process begins in the __________________ of sports marketing

professionals before any games are played 2. This process includes the development of a game plan for incorporating all the elements

of game entertainmenta. National Anthemb. Pre-game groupsc. Half-time entertainmentd. Execution of promotions

e. Dance team integrationf. Mascot coordinationg. Additional entertainment

3. The role of game entertainment in the sports business model is two-fold Copyright © 2010 by Sports Career Consulting, LLC 13

a. Enhance the experience for the fans while keeping them _______________ throughout the entire eventi. The show actually starts hours before the game when the events that will

take place are scripted out and shared with anyone who will be a part of the process, whether it is a mascot skit, a promotion during a break in the action or pre-game announcements read by the public address announcer

b. Game entertainment creates opportunities to generate _______________ by adding additional valuable inventory to include as part of sponsorship packages

i. It also helps generate revenue by helping to sell more tickets4. Game day staff

a. To execute and implement each element of the game operations plan, an organization typically has a ___________________________ in place

b. The Boston Red Sox staff features a General Manager of in-game entertainment who is responsible for overseeing a crew that includes a

DJ to run the music, seven people to edit the replays and type out the graphics that appear on the video scoreboard, two additional

people who control an additional video board and four people running video cameras around the park 12

c. Software programs like “Sound Director” and Total Sports Entertainment’s “Game Time Pro” make it easier for teams to manage game operations and entertainment

B. Why are game operations important?1. Successful game operations can help the organization ________________________.

a. Driving ticket salesb. Increasing sponsorship sales opportunitiesc. Generating publicityd. Assisting in customer service e. _____________ the overall event experience, regardless of the game’s outcome

2. Game operations also provide game attractiveness 13

a. __________________refers to the customer’s perception of the event as a whole b. Game attractiveness is a situational factor that varies from game to game and

week to weekc. Event _________________ that contribute to game attractiveness

i. Highly visible star athletes (Derek Jeter, Tom Brady, etc.)ii. Team record / opponent recordiii. Opening dayiv. Give-Awaysv. Presence of mascots, dance teams and cheerleadersvi. Prominent half time entertainment (Blues Brothers, The Extreme Dunk

Team, Quick Change etc.)vii. Post-game concertsviii. Fireworks and other entertainmentix. Quality of concessionsx. Traditions (seventh inning stretch etc.)

1. Detroit Red Wings “octopus toss” 2. Hockey “hat tricks” 3. Kissing the bricks at the Brickyard 400 4. “Lambeau Leap” at Green Bay Packer games

5. Chants at soccer matches

Lesson 10.3Copyright © 2010 by Sports Career Consulting, LLC 14

Role of Game Operations in Sports Marketing

A. Game operations is an integral activity within the framework of a successful sports________________ organization as it can effectively assist the business in many areas

1. Ticket Salesa. Keeps fans _______________ throughout the event, increasing the likelihood

that they will return for another game b. Provides game “attractiveness” which is a factor that directly influences game

attendance i. The level of consumer perceived __________ increase when the game

or event features additional entertainment and promotion 13 c. Game operations include numerous connections to ticket sales promotions within

the event. For example, a team may host a “Hawaiian Night”, offering $5 off tickets to any fans wearing tropical shirts to the game. Game operations may choose to implement:i. An _______________________________________________________ ii. National anthem performed by _________________________________iii. Hawaiian ______ give-away to _________________________________iv. A ____________contest at a quarter breakv. Hawaiian __________________________________________________vi. Hawaiian themed ____________________________________________

2. Sponsorshipa. Adds value to _________________ packagesb. Creates new inventory available to sellc. Assists in the __________________ aspect of a client sponsorship package

i. For example, a team may sell a sponsorship for their “Hawaiian Night”. As part of the sponsorship package, game operations may be responsible for fulfilling several elements which could include: 1. PA announcements throughout the game announcing “Hawaiian

Night”, sponsored by ABC Travel2. A trip to Hawaii giveaway, presented by ABC Travel3. Special on court ___________________4. Signage

3. Publicitya. A successful event will also help generate community “buzz” surrounding the team

i. In addition to talking about the outcome of the game, fans may discuss the entertaining half-time act and the free coupon for a burger they won when the team scored 100 points

b. ______________ can be used to help promote future eventsc. Special game entertainment promotions can be communicated to fans

i. Minor League Baseball’s Oklahoma City RedHawks scheduled an appearance from the Famous Chicken to visit the ballpark and entertain fans. The special appearance was communicated via press releases and included in the team’s advertising. 14

d. ______________________________ are typically responsible for creating a connection between the team and the media, including the facilitation of access to players and coaches for interviews and providing game notes for the media

4. Customer Servicea. Game operations affords organizations an excellent opportunity to effectively

______________________ customersb. Examples

i. Recognizing long-time season ticket holders on the Jumbotron

ii. Birthday greetings to season ticket holders over the PAiii. Special congratulatory announcements on the scoreboard

c. Ultimately, customer service is about ______________________i. To achieve a high level of retention, game operations and

entertainment staff must understand fan tastes and distastes, game situations and the atmosphere of the event as


whole in an effort to help fans to enjoy the game or event experience in its entirety


sports career consulting€¦ · web viewwhen it opens in the fall of 2010, the new meadowlands...

Documents