Understanding & Preparing for Fans' Needs Post-COVID-19
While we don’t have an exact date of when events will resume, what we do know is that our fans will return to our buildings and we need to be prepared to put on an exceptional experience. And as the adage says, “Absence makes the heart grow fonder,” and with that, their expectations will have grown. They will remember a romanticized game day experience, which makes the emphasis on creating an unforgettable event essential for your team. Using this time to enhance your experience will position you to exceed expectations when events resume.
Build a solid picture of fan expectations. What you think your fans care about and what they actually do is often not the same thing. In addition to using your Evolved Scorecard data, we recommend using this time to conduct targeted research on what your fans prefer and what they are anxious about given the situation. Evolved has developed a standardized tool to help you get this information so you can understand how to prioritize resources heading back into the season to strengthen and enhance your event experience. Visit www.evolvedexperiencesolutions.com or email team@evolvedexperiencesolutions.com to discuss further.
Understand and plan for changes in fan preferences. From a EES 2018 nationwide study that analyzed over 3,500 fan responses to why fans chose to watch a game on television instead of attend live, 72% indicated lines and congestion kept them away and 64% indicated the venue cleanliness. While building & bathroom cleanliness, ingress process, sense of space, safety and concourse flow have always been important, it is very likely these elements will become an even greater priority to guests in the wake of COVID-19. Understanding what the fans expect will enable you to build a solution to minimize these concerns and keep them attending.
Gain insight on entertainment preferences across fan groups. Knowing what your fans who attend your games think and prefer is critical. Beyond just the elements you include in your game, there is a world of stimuli and activity that compete for your audience’s attention. Dig deeper into this area to paint the broader picture of who your fans are, what they seek in attending your game and how this translates into entertainment priorities for your show (and therefore revenue opportunities along with that).
Use validated questions to gather the right information. You can always arrive at the answers you’re looking for if you format the question the right way. Often questions are designed without validity and reliability constructs in place and can lead to poor data that leads your team down the wrong path or gathers only a portion of the insights. This is the perfect time to assess your fan entertainment preferences and behaviors when your audience is mostly at home and has time to provide you with feedback. Evolved has worked with national brands to facilitate this and can help your team launch this inventory immediately to get you the data you need to prepare for the return to play.
Prepare for the physical and emotional needs of your fans. With all that has happened, it is likely that fans will be wary of crowds for the foreseeable future. They will likely be guarded and nervous if they feel germs are being spread. The medical industry will undoubtedly have their advice, which should absolutely be followed by businesses, but we know that human emotions are a real part in all of this as well. People will be especially anxious in the wake of COVID-19, so providing amenities to both keep clean, but also assuage fears, will make your event stand out above the rest. Having supplies and procedures in place to make them feel comfortable and clean will pay long-term dividends in getting them back in the seats faster.
Plan ahead for supplies. Most distributors are having a shortage and with hospitals and health facilities receiving very justified priority on any supplies, for many it will take 60+ days to receive your order. Make it a priority to order this week so you are prepared when events do resume. Work with wholesale providers to purchase items in bulk to save on cost and have the quantities that may be needed throughout the venue so you are equipped for games.
Hand Sanitizer: Having ample locations around your building where guests can use hand sanitizer brings great peace of mind to your attendees. Make it is easy to locate in your building and fully stocked. You can expect fans will actively be using this. Consider branding the large, refillable distribution points with your logos or clever sayings to keep the atmosphere.
Gloves & Face Masks: While we do not encourage you to stockpile and deplete the items needed by healthcare teams, talking with your providers now to get an order in for an inventory of these items when they become available will set you up to be prepared for events. Have these items available for front-line staff, especially those scanning tickets and running security where they touch shared items, is critical to providing a sense of safety and cleanliness. It will make both the staff and the guest feel more hygienic. Also, equip staff with gloves to provide to guests upon request or make them available at guest services.
Disinfecting Wipes: Individual (when you eat out at BBQ restaurants) or in large buckets (think Trader Joe’s outside the entrance), allow fans to take one to wipe down their seating area, restroom doors, etc. This empowers the guest to clean their space individually, alleviating their anxiety. Plan to have enough for all fans for several games. After that point, you’ll be able to evaluate the take rate and re-order accordingly.
Update your processes to prepare for the new guest expectations.
Know what Works: Check out the CDC List of Disinfectants that effectively combat COVID-19. Order products that work, your fans will be well-versed in what to use by the point of return. Promote that your products meet these criteria to reinforce guest comfort.
Produce signage to communicate your cleaning efforts:
Create large “This bathroom last cleaned <DAY TIME>” signs to display at the entrance to each restroom to allow fans to visually see the frequency of cleaning during events.
Do the same for water fountains, locker rooms, staff changing and dining areas, and hospitality rooms. This brings assurance to the fans that you are transparent in your cleanliness efforts.
Create content to educate & inform your fans at the events.
Create PSA about elbow bumping/bashing vs. High 5/fist bump
Sneeze in your Sleeve PSA and other messaging from CDC/WHO
* These tactics are largely to help them feel at ease and wanting to come back to your venue, they are not intended to be medical recommendations to prevent transmission.