Consumer Experience Trends for 2021 Season
For many sports fans, getting back into the arena, stadium or grandstand is top on the list for this fall. While we continue to navigate uncertainty around the nation, there are many lessons learned from 2020 and how consumers expect to engage at major events.
Oracle’s research study Back in the Arena: AU, UK and US consumer trends report highlights how stadium and arena operators can design optimal fan journeys and the right technology to let fans to enjoy game day their way. The survey, conducted by independent research firm Untold Insights polled 1,000 consumers in the US, on their sentiment towards returning to stadiums this year.
The survey showed that fans are ready to cheer on their favorite teams in-person again, but many still have safety concerns. 56% of respondents said social distancing measures should remain in place with stadiums operating at a reduced capacity. This shift in consumer trends presents an opportunity for sports teams and operators to reconsider how they orchestrate fan journeys at their stadium.
“From season ticket holders to casual fans, consumers are looking forward to the return of in-person events, but like so many industries, sports and entertainment won’t return to the status quo for some time, if ever,” said Simon de Montfort Walker, senior vice president and general manager, Oracle Food and Beverage. “Operators have worked hard during the shutdown to create better, safer experiences that customers not only want but have come to expect. Technology will play a key role in the evolution of the 360-degree fan experience.”
Survey respondents overwhelmingly agree that after a year away from the buzz and atmosphere of in-person sports – expectations are high. In anticipation of these changes, industry leaders are looking to technology as part of the solution. Cloud-enabled point-of-sale technology is allowing stadium operators to expand their concession offerings to include contactless engagement through self-service kiosks, in-seat mobile ordering, and more. These integrated experiences are not only great for streamlining back of house operations, but trends also show that fans are willing to pay extra:
- 67% of people would buy more if they could pre-order and avoid the line, and 56% would like to schedule their order so it will be ready at a set time
- 57% would love a ‘fast pass’ system to gain priority access to food, shops and facilities; this was most popular with families with 62% rating this option as ‘awesome’
- 51% would like to plan their itinerary in advance so they can visit concessions and stores at set times to avoid the lines
The Survey also suggests that the 360-degree fan experience will extend outside the arena as consumers are increasingly interested in “making a day of it.” 59% of consumers said that personalized offers and promotions for nearby restaurants/bars would impact their likelihood to go out before or after the event.
“The 360-degree fan experience starts before fans arrive and extends well beyond the park.” said Joe Rembold, Technical Innovation at Delaware North Companies. More than 30 major pro sports franchises rely on Delaware North to provide their fans with dining and concessions at their home venue and across the board, experts like Joe are watching these new trends unfold in real time. Building partnerships and introducing ways to leverage technology to engage all our fans will simultaneously improve their experience and create new revenue streams.”
While there’s no telling yet how the last year will truly impact our industry, studying consumer behavior and trends can give us an idea of where we’re headed. Explore the full research report and discover which emerging technology trends will have the greatest impact on fan retention, game-day sales, and more. Download the complete Back in the Arena: AU, UK and US consumer trends report to learn more.