stadium experience

PHASE I – BEFORE match DAY
PHASE II – MATCH DAY OUTSIDE THE STADIUM
PHASE III – inside THE STADIUM
STADIUM EXPERIENCE
What else can I do
with the ticket now?
Will I get a ticket for the
match? Are there still
good seats available?
?
ARO
UND
PR
EP
BEF ARATI
OR ON
ET XD
HE AY
MA S
TCH
Loyal Fan
The Loyal Fan re.g.ularly
attends home matchs;
he‘s there to support his
team. The processes are
highly ritualized. Sport is
the focus.
PHASE IV – AFTER THE Match OUTSIDE THE STADIUM
CHASE
TICKET PUR
TRAIN
THE
STA
DIUM
The Fan Journey "STADIUM EXPERIENCE" answers
these and other questions while outlining fields
of oppurtunity and initial ideas for the market.
Which points of contact does a fan come in
contact with as part of a stadium visit, what
are his motivations and activities, and
which tasks are the clubs responsible for?
What? I can only
pay here with an
"Arena Card"?
World-class goal!
I have to tell Frank!
No reception ...
MEDIA
Toilet, fresh beer and a
snack: Even as a VIP I have
almost no chance to be
back to my seat on time for
the second half ...
And again
waiting ...
PR
E
FOR PARA
ma TION
tch
DAY
AT THE
BOOKING OFFICE
AT WORK
AT THE
TICKET OFFICE
1st & 2
nd
HALF
AT HOME
Hal
f-Ti
STANDINGROOM
ON THE WAY
me
BRE
AK
SEAT
AT HOME
VIP Fan
For the VIP Fan, match
day serves as a context
for business appointments with clients or
colleagues. He places
great importance on a
high quality of service
and a well run program.
AT HOME
AT WORK
BEER STAND
AT HOME
MERCHANDISING
DEPARTURE
SEAT
SEAT
Why aren't they
prepared for the
fan rush? They
must know that so
many people would
come ...
ES
ARRIV
A
HE M
OT
FF T
BOX
TCH
NEXT
MATCH DAY
BAR
TAXI
AT WORK
Somewhat cumbersome,
this re.g.istration
process, but at least now
I have ordered my ticket.
MEDIA
SAUSAGE STAND
AT HOME
T
TICKE
CAR
SEAT
entr
ance
TAXI
MOBILE/DIGITAL
GATE
PARKING LOT
AFT
ER
AT T THE m
a
HE
STA tch
DIU
M
BEER STAND/
SAUSAGE STAND
BEFORE TH
E mat
AT THE STA ch
DIUM
BEER STAND/
SAUSAGE STAND
AT WORK
Event Fan
The Event Fan is only
occasionally at the stadium.
The match day visit is
something special. For him,
the event as a whole
counts.
CAR
ARRIV
E
TRAIN
Already last call?
Can’t I watch the
evening match with
the fans?
BEER STAND
MERCHANDISING
O
Really sad we scatter
in all directions after
the match. The mood
was just so good.
tch
e ma
h
t
r
e
s aft
X day
SAUSAGE STAND
MERCHANDISING
FAN MOTIVATION
secure a place
confirmation & security • get detailed info
confirmation of plans • inform • enjoy anticipation •
plan • arrange to meet
get ready • get in the mood
get to the stadium • arrive quickly •
celebrate with the group
orient themselves • get in the mood •
meet friends • eat & drink
enter quickly
buy fan souvenirs • eat & drink • find seat •
meet up before the match
be entertained • be informed • experience community •
collective experience
take care of needs • visit the washrooms • inform
party together • come down •
let off steam • plan the way home
share experiences • get home safely • celebrate
calm down • comfort • check •
share experiences with each other
brag • inform and exchange
FAN ACTIVITY
select seats • buy tickets
open ticket package • put ticket in a safe place
check news & interviews • participate in discussions •
match day organization
get dressed • meet friends
drive • wait • resent delay/traffic jam • sing in the train
follow rituals • go to entry gates • eat & drink
waiting • queueing • show ticket
consume • sing • discuss • listen to stadium info • watch •
participate • search • share info
watch match • cheer • sing • photograph • discuss
use washrooms • consume • talk •
inform oneself • queueing
celebrate • fret • exchange ideas •
analyze • move on
drive • wait • fret about traffic/delays • singing in the train
search info • relax
read news & interviews • participate in discussions •
follow-up to match day
SERVICE PROVIDER ACTIVITY
ticket confirmation & shipping • ticket delivery
after-sales service
release of information (press & online) •
direct communication (e.g. club magazine & e-mail)
crowd management system • open parking lot •
provide security guarantee
crowd management system • security • supply fan needs
security check & processing
stadium show • release Info • promotions •
provide catering service • merchandising • warm-up
Ensure safety & play operation • inform
take care of fans • promotions • catering • stadium show
inform • crowd management system • provide for fan needs •
promotions • broadcast press conference • separate fan groups
crowd management system • ensure safety
BACK OFFICE ACTIVITY
booking system logistics • fulfillment
booking system logistics • fulfillment • service center
PR • digital • editorial services
parking management • police • public transport • logistics
cope with match day specifics and external influences •
secure food & beverage services/supplies
access system
security concept • editorial work • organize supporters •
coordination with security forces
organize catering & stadium show •
maintain sanitation services
ensure operation
conclusion and organisation oft he crowds
cleanup • match day debriefing • editorial work •
digital services • reporting
AREAS OF
OPPORTUNITY
TICKET PLATFORMS
ADDED VALUE & DIFFERENTIATION
MOBILITY OFFERS
DIGITAL CROWD Management SYSTEMs
LOYAL FAN
EXCLUSIVE DIGITAL CLUB AND MATCH DAY FORMATs
• platforms for fan carpooling
• customization options of your own ticket
• transparent/secure ticket portal for fans
Event Fan
VIP fan
complete preparations • check in with other organizations
(e.g. clubs/associations/city)
• tickets with added value
• VIP ticket portals & 'total' service
• guest management tools
• weather and traffic updates
• footage of the last training
• live "Match Counter"
• exclusive interviews
• match day related added value
• interactive fan platforms
• car-sharing terminals
• valet parking
•match day app with inte.g.rated
directional & information system:
"Where is what?", "Where is whoever?"
Connected Stadium
• priority lane access
• entertainment in waiting areas
• loyalty programs for fans
• alternative payment solutions
(cashless payment)
EVENT EXTENSION Formats
release information (press & homepage) •
direct communication (e.g. club magazine & e-mail)
editorial work • digital services
EXCLUSIVE match DAY & DIALOG PLATFORMS
preparation for the next match • editorial work •
digital service • reporting
CRM Campaigns
• public viewing: highlight show
• supplementary match information
• contests & one-click formats
• dialog platform
• VIP networking formats with built-in
"guest-/seatfinder" and "pre-check-in"
All content of the "STADIUM EXPERIENCE" are the exclusive copyright of SPORTFIVE GmbH & Co. KG. Publication or use of this content requires the prior written consent of SPORTFIVE GmbH & Co. KG. Graphic implementation: Golden Section Graphics GmbH Hamburg, 01.09.2013
• sauage and beer orders to your seat
via mobile ordering service
• parking lot drive-In ‚cinema‘
• preordering options via
VIP guest management platform
• exchange/connection platform for fans
• results-related services
• exclusive insider access to the team after the match
• customized souvenirs of the match day
from club and sponsors
• industry banquets with key speakers
SPORTFIVE is a company of Lagardère Unlimited