Sports Administration and Facility Management

Kentucky Derby vs. Indianapolis 500:The Ultimate Fan Experience ChallengeJackie Reau1About the Project2OverviewI attended the 2011 Kentucky Derby and the 2011 Indianapolis 500 to determine which sporting event offered the Ultimate Fan Experience based on an event audit.

The event audit was based on a scorecard I developed to rate the events from street to seat based on a 1-5 scale with analysis to support each rating. The final score is an average of the total scores for each event.

In this presentation, you will find my overall ranking for each event as well as recommendations for enhancements to their overall fan experience.

2About the 2011 Kentucky Derby3Team Valor Internationals Animal Kingdom ridden by John Velazquez, ran past Nehro in mid-stretch and pulled away to a 2 -length victory to win the 137th running of the $2,171,800 Kentucky Derby Presented by Yum! Brands (GI) before a record crowd of 164,858 on Saturday afternoon at Churchill Downs.

The previous attendance record for a Kentucky Derby was established in 1974 when 163,628 were on hand for Cannonades victory in the 100th Run for the Roses. This year, Animal Kingdom returned $43.80, $19.60 and $13. Nehroreturned $8.80 and $6.40 with Mucho Macho Manreturning $7 to show.

http://www.kentuckyderby.com/history

3About the Fan Experience4The Kentucky Derby is steeped in traditions to engage and excite fans. These traditions are used to enhance the fan experience at Churchill Downs and include the following:

Garland of roses draped on the winning horse and jockey for great photo opportunitiesThe Twin Spires, a dramatic backdrop for fan photos at Churchill Downs and a major focal point for merchandiseMy Old Kentucky Home, the song sung by fans before the running of the Kentucky DerbyThe Mint Julep, the official drink of the Kentucky Derby sold at the concession stands and by the in-seat vendorsThe Infield, where some 80,000 fans gather for the party scene of the Kentucky Derby

4About the Kentucky Derby5

John Velazquez aboard Animal Kingdom on his way to the Winners Circle of the 137th running of the Kentucky Derby.5About the Kentucky Derby6

6About the Kentucky Derby7

The InfieldThe Grand Stands7Rating the Fan Experience8For the event audit of the 2011 Kentucky Derby, I identified 40 fan experience touch points ranging from on-line ticket purchase and parking to restroom cleanliness and overall fan atmosphere. Each touch point was ranked on a scale of 1-5 with five serving as a rating of outstanding fan experience. (The audit was similar to the one used for the Indianapolis 500 to maintainconsistency.)

The overall fan experience ranking for the Kentucky Derby was:

4.1 out of 5

Please see Event Scorecard as separate attachment.

8Opportunities for the Fan Experience9Based on the event audit, I would offer the following opportunities to enhance the fan experience at the Kentucky Derby:

Enhanced on-line visitor guide with tips on entering/exiting the facilityIncreased signage with maps to guide visitors to the correct entrance and exit for their seat locationsReview of the merchandise line to determine areas of new revenue opportunities geared to women, childrenAdditions of restroom facilities to avoid 30+ minute waiting time in lineReview of event entertainment to include live music, technology (Twitter feeds, Facebook status updates) to share with fans between races

9About the Indianapolis 50010Dan Wheldon earned $2,567,255 from an overall purse of $13,509,485 for his victory Sunday, May 29 in the 100th Anniversary Indianapolis 500 Mile Race.Wheldons No. 98 William Rast-CURB/Big Machine car for Bryan Herta Autosport with Curb/Agajanian passed JR Hildebrands No. 4 National Guard Panther Racing car on the final straightaway of the race after Hildebrand drifted high to avoid traffic in Turn 4 and hit the SAFER Barrier.

While Indianapolis Motor Speedway officials do not release attendance or revenue figures, IMS CEO Jeff Belskus stated that ticket revenue was up seven percent over last year resulting in a seven-figure increase in revenue.

http://www.indianapolismotorspeedway.com/indy500/news/show/43170-wheldon-earns-2-56-million-for-100th-anniversary-indianapolis-500-victory/ http://www.ibj.com/the-score/2011/05/18/centennial-indy-500-paying-off-big-for-speedway/PARAMS/post/27223

10About the Fan Experience11The 100th anniversary of the Indianapolis 500 was a milestone opportunity to engage fans with multiple touch points. These traditions were used to enhancethe fan experience at Indianapolis Motor Speedway and included the following:

100th anniversary commemorative program and ticketSpecial Indy 500 Sports Illustrated edition with purchase of official programCommemorative merchandise including a $1 million Indy 500 diamond necklaceCelebrations and appearances by all living former champions of the Indy 500Enhanced technology features unveiled (print your own tickets)

http://www.indianapolismotorspeedway.com/indy500/news/page/5/

11About the Indianapolis 50012

The field for the 100th Anniversary of the Indianapolis 500 at Indianapolis Motor Speedway.12About the Indianapolis 50013

13About the Indianapolis 50014

The InfieldThe Pagoda14Rating the Fan Experience15For the event audit of the 2011 Indianapolis 500, I identified 40 fan experience touch points ranging from on-line ticket purchase and parking to restroom cleanliness and overall fan atmosphere. Each touch point was ranked on a scale of 1-5 with five serving as a rating of outstanding fan experience. (The audit was similar to the one used for the Kentucky Derby to maintainconsistency.)

The overall fan experience ranking for the Indianapolis 500 was:

4.3 out of 5

Please see Event Scorecard as separate attachment.

15Opportunities for the Fan Experience16Based on the event audit, I would offer the following opportunities to enhance the fan experience at the Indianapolis 500:

Enhanced communication with Indianapolis Police to identify and decrease traffic congestion for fans traveling to the trackOffer a smart phone app for IMS (for $.99 purchase) where fans can connect directly to the radio broadcast to further engage themOffer additional driver-related merchandise throughout the track, not just the Infield areasProvide follow-up communication via email in 24 hours to engage fans with link to fan satisfaction survey, commemorative winners merchandise, 2012 tickets

16And the winner is17The winner of the Ultimate Fan Experience Challenge is

2011 Indianapolis 500

17Jackie Reau

Facebook.com/jackiereauLinkedin.com/in/jackiereauTwitter: @gamedayjreaujreau@gamedaypr.com(513) 929-426318