#PACnet15#PACnet15
Moderator Deana Itow » Paciolan
Presenters Scott Garrett » Kansas State University Phil Wang » University of California,
Irvine Meaghan Carrigan » PPL Center
#PACnet15
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
#PACnet15
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
#PACnet15
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
#PACnet15
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
#PACnet15
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
#PACnet15
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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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
#PACnet15
Goal
Goal: Improve the “fan experience”
Result: Repeat business = Consistent revenue stream
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#PACnet15
Identified five (5) main “touch points”:
Marketing Ticketing Parking Concessions Game Day Event Staff
Touch Points with Fans
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#PACnet15
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
#PACnet15
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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
#PACnet15
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
#PACnet15
Pre-event emails | Post-event Surveys» 60% - 70% Open Rate » 25% Response Rate
Event Specific Hashtags» #LVvsALB» #WWEAllentown
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PPL Center
#PACnet15
#PhantomsHookMeUp» 18.9% Engagement Rate» 31,060 Reach» 46,416 Impressions» 500+ Tweets
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PPL Center
#PACnet15
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
#PACnet15
#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