October 2015 – Blair Hughes

Sporting Kansas City and Sporting Park Fan Experience Review

Sporting Kansas City

I’ve seen a lot of great fan engagement around the world, participated in some great global fan experiences and met some creative sports business people over the years but tonight at Sporting Kansas I witnessed next level fan experience. It is incredible here and the fans love it. I have never met such passionate fans in all my travels. The fan engagement was outstanding. From the MySKC photo, their SKC app, the healthy food options to the TV’s in the toilets and local Kansas craft beer and coffee collabs, the fan zone and the way they let their fans pass a recent winning trophy around the whole stadium resulted in an epic fan experience.

Backtracking slightly and it’s 1am in NYC and I’m up and roaring to go for a 3am flight first to Chicago with a two hour stop over and then another two hour flight into Kansas City for today’s MLS game. I’ve heard a lot about the SKC fan experience at Sporting Park so I’m running on excitement as I navigate La Guardia, Chicago O’Hare and Kansas City airports on this gorgeous Wednesday morning in America.

This was one of the pictures I snapped of the landscape from up high.

SKC

I caught an uber from my Kansas airport hotel to Sporting Park around 4pm and I could not have had a more knowledgable driver on Kansas and it’s sporting teams. Having talked to my driver, Abdi on the half hour highway journey out to the stadium, it sounds like theres a real community spirit here amongst SKC, Chiefs and Royals fans.

Listen to our chat about Kansas and its sporting teams here:

After being dropped off at Sporting Park, I picked up my pass and started to soak up the atmosphere as fans were streaming in for this MLS fixture against the Colorado Rapids.

Sporting Kansas City

It was really nice to see that the stadium was supportive of their local teams as they played the Royals MLB game on the big screen before the game got underway. Its something I’ve seen a bit more of on this trip with teams throwing their support behind other local teams like Mr Met’s appearance at the Devils game.

Sporting Kansas City

The SKC App

The SKC app is one of the best around from a sporting team or stadium. Why? Developed by Sporting Innovations just down the road here in Kansas, the app has some very cool functions.

Fans can access 360 degree view game replays for key moments, view play by play details and view a heat map of the team. As well as this, the app allows fans to take their personalised picture with the MySKC function that has a new pre-loaded background template in the app which then when accessed by the club enables fans to have their pictures shown on the big screens. Fans also have access to buy food, drinks and tickets through the app as well so the convenience is there for all fans to utilise.

Sporting Kansas City

Fan Zone

I was instantly impressed with the fan zone around the stadium that featured inflatable jumping castle type kids activities, a smaller football pitch and free giveaways from a local hospital. The wall feature is also a good photo opportunity for fans.

Sporting Kansas City

Sports Bar

Walking around at half time I also found a sports bar which was one of the biggest I’ve seen in a stadium before. Complete with scarves, big screen TV’s and comfy seating you’d think you were in an actual bar and not a stadium.

Sporting Kansas City

Local Collaborations

One of the really neat things about Sporting Park is that SKC has a few exciting local collaborations with coffee company The Roasteries producing their special ‘Sporting Blend’ and Boulevard Brewing’s Boulevard beer which was delicious! (Is the worst thing about travel being that you can’t really lug around a 6 pack? I’d be buying cartons of these if it was easier)

Sporting Kansas City

Food

There are plenty of tasty options here from healthy vegetarian, gluten free and vegan options like salad wraps and carrots and hummus packs to endless BBQ fare varieties, gourmet hot dogs and even meat pies!

Sporting Kansas City

The Fan Experience

While at Sporting Park, I was able to talk to SKC’s Digital and Comms manager, Jonathan Kaplan who talked extensively at half time with me about the fan experience here. It’s the little things that make the fan experience at SKC so special as for instance before the game started fans had been encouraged to arrive early for a special pregame ceremony where the club owner addressed fans thanking them for their support. It wasn’t one of those generic thanks though, fans seemed to really love this owner and the way he genuinely speaks to them as here it’s obvious that everyone is apart of one big soccer family. Jonathan explained that at Sporting KC they really try hard to cater for every fan’s needs and that it’s all about the kids and getting them hooked from an early age.

The team do these great pre-game videos as well which informs fans about all the key info ahead of the game

I was also very fortunate to chat with Andy from Boulevard Brewing who shared his story about what the term fan experience means to him. It’s a great story so I encourage you to listen in here:

I loved how all the way finder signs and toilet signs had little soccer men and women figures kicking soccer balls around as their image. The little touches go a long way for fans. They also have HD TV’s and surround sound in the toilets so you don’t miss any of the action!

Sporting Kansas City

In game Fan Engagement

The crowd at MLS needed no extra fan engagement fun as they were one of the most rocking vocal crowds I’d witnessed across my sport travels. Hear the SKC fans now:

The SKC team did a few of the same things that I’d witnessed at other US games like ‘guess which ball or where the ball is’ and trivia on the big screen however they took it a step further with the wiener race that saw fans race 50m then try to kick a goal while holding a hot dog. It sounds ridiculous and odd but I swear this had the most laughs and was strangely hilarious to watch. That’s the thing about fan engagement though as it can be free to set up, fun for fans, random to watch yet all it needs is creativity.

While other activations also included a photo booth, face painting, commemorative scarf giveaways and autograph signings, the best fan engagement activation on the night wasn’t from a sponsor but was when the US Open Cup trophy which SKC had recently won, was passed around the whole stadium. Every fan in every stand got to touch it and take a photo as the game went on as a SKC rep kept a close eye on the cup from a distance. This was truly a great idea but having talked to Jonathan later on in the night he informed me that they also let select fans take home another trophy for a day each and allowed them to do a trophy takeover style bit of fun on the clubs social media whereby some fans took the trophy out to dinner. It’s really obvious that the fans here love soccer and this club such is the devotion they have but also as the club listens to them and goes out of its way to be creative and supportive of fans needs and ideas.

Sporting Kansas City

WiFi

The stadium is serviced by free high speed WiFi which was very fast throughout the game even though they were having some issues on the night where it was dropping out, but it sounded like this was a one off. Again it was good to see another club and stadium with an impressive interactive and integrated app.

SKC Fan Engagement

MySKC in app function allowing fans to take a picture and have it personalised with a foreground overlay shot. This game featured the two team jerseys.
Local collaborations with a coffee company and beer brewery to produce two SKC styles of beer and coffee. Sporting Blend from The Roasterie and Sporting Boulevard from Boulevard Brewing. Both nice drops!
Experience upgrade offers in the SKC app for fans to score upgrades
Ability to add credit in the app to make purchases inside the stadium for food, ticketing, merch.
Skills tests for kids. Inflatable soccer field as well as smaller fields for football fun
Free zip bag giveaways from a local hospital for Breast Cancer Awareness month
TV’s in the loos so you don’t miss any of the action
Loo’s all have funky soccer type pics on them which is a nice fan touch
Healthy options including vegan food. The stand and food looked fresh and healthy.
Salute to service and hero’s of the game. Defence veteran respect
Trivia on the big screens for fans
‘Weiner Race’ where fans had to run with a hot dog and kick a football into the net. Was random but strangely fun to watch.
Raffles for prizes
‘Where’s The Winner’ fans have to guess which ball on the big screen is the winning ball. Bit of fun for kids.
Freebies deals for fans post match if team hits a certain target like 2 goals or a win.
Fans were able to pass the US Open Cup around the stadium so every fan was able to get a picture and see the cup up close. This was one of the best ideas I’d seen.
Face painting
Autograph signing
Photo booth
Commemorative scarf celebration and giveaways

The SKC fan experience is one of the best I’ve seen in the MLS as not only are the club continuing to do some exciting things and set the benchmarks for world class fan engagement but the fans here are very loud and passionate and they want to and do get to have their say on club matters. While the NYRB and LA Galaxy stadiums both have great set up’s for fan engagement and those teams provide a really fun day out however Sporting Park for a SKC game feels like you’re apart of a big family who are all passionate about not only the team (which every team does) but also apart of contributing to the stadium experience for fellow fans. It feels like every fan here (with female fans making up a larger than normal presence for a teams membership base) has greatly invested into this fan experience for the betterment of soccer in Kansas and the US. The culture here is one of support and respect for fans and where fans are able to access smart fan first technology which greatly adds to the fan experience.

Sporting Kansas City

Seattle Sounders and CenturyLink Field Fan Experience Review

Seattle Sounders

Just like Levis Stadium, I had been looking forward to this moment for a long time as today I was finally able to experience a Seattle Sounders game at CenturyLink Field and witness the incredible best practice fan engagement that so many of my peers have talked about in the past.

Staying nearby in Seattle’s Chinatown district, I started the day early with a pre-game walk around the stadium at 11am and it was good to see that while the Seahawks might be the bigger team in town, the stadium pays homage to both them and the Sounders with wall features and fan photo opportunities throughout the stadium’s exterior. Although with 55,000 fans here today it’s obvious that Seattle loves it’s sports teams.

The Occidental Road that the one of the main stands is on features no less than three merchandise stores and on game day sees local food trucks and Seattle food dominate the strip. Compared to an EPL game in the UK, one thing you’re always going to get in the US at an MLS game on a match day is better quality food on your walk to the stadium or around the stadium. This area would later see roasted corn, dumplings, BBQ meats, gourmet hotdogs and much more which is all allowed into the stadium and which is something that is not normally a given at stadiums around the world. A bonus for fans this might be but the food inside the stadium was equally impressive and tasty with garlic fries, hot pastrami sandwiches, BBQ Ribs and rice bowls all on sale.

Seattle Sounders

After talking to some fans over some tantalising Washington craft beers at a local bar, I ventured back to the stadium to soak up the pre-game fan engagement that was on offer.

Today was going to be a pretty epic day in terms of fan engagement if the game day info note that the Sounders put out on Twitter earlier in the day was anything to go by. This is what the Sounders had on offer for fans today in terms of just giveaways:

Presenting sponsor of the match SUBWAY® Restaurants of Western Washington is giving away 10,000 SUBWAY® Sounders FC beanies and 30,000 SUBWAY® yellow cards at stadium gates (while supplies last). Additional Fan Appreciation Day giveaways include the following:

Twenty (20) $15 Starbucks Gift Cards
200 adidas full-size soccer balls
One (1) autographed Lamar Neagle jersey, provided by adidas
250 CenturyLink & Sounders FC scarves
250 Chipotle buy-one-get-one Burrito certificates
Twenty (20) McDonald’s $25 Arch Cards
Twenty (20) Starbucks $15 gift cards
Twenty (20) SUBWAY® $5 gift cards
One (1) SUBWAY® $250 gift card
One (1) Tirebuyer.com $500 credit toward a set of new Continental Tires
Two (2) Tirebuyer.com $150 credits toward a set of new Continental Tires
100 Free ‘zaw Artisan Bake-at-Home Pumpkin Patch Pizza Certificates

I was able to pick up a free Sounders shirt from sponsor Jeep, some free sunnies from sponsor Microsoft, a free coconut water and free lip balm as well as some free Sounders stickers all of which were added bonuses and mementos from what would prove to be an exceptional fan experience and day out in Seattle. The free shirt giveaway gave fans the chance to win a car by being chosen at random by wearing the shirt in the stadium.

Seattle Sounders

I took in the talented Sounders big band ’SoundWave’ who performed to a delighted crowd outside the stadium and had a few good chats with fans about the fan experience here. Many fans noted that while they could watch the Sounder’s games at home and had done so in the past, coming here was better as ‘you’re feeding off everyone’s energy’.

Listen to the Sounders band, ‘SoundWave’ here:

Seattle Sounders

At 3pm I left the stadium area and made my way to Occidental Park which was about three blocks away from the stadium. Here is where the whole culture of what being a fan is all about takes place. This is the epicentre of fan love for a team as it’s the place where the Sounders fans have their famous march to the stadium. I’ve participated in many team marches in the past from A-League and EPL teams however this Sounders march was something to behold. The noise was almost unbearable as I joined the march at the front of the line and started the walk towards CenturyLink Field singing songs that I was learning on the spot from a helpful fan who handed me a chant cheat sheet.

These are some of the nicest and most welcoming fans as they grab fans and get them to join in the marching and singing to the stadium. The march has become famous in the sports business and fan engagement world and I was grateful to finally experience this in the flesh. Banners were waving, kids were screaming ‘Go Sounders’ at the top of their lungs and smiles were on every face I checked as I wandered along in front of the pack.

Listen to the Sounders pre-game march to the stadium:

Listen to more of the Sounders marching to CenturyLink Field:

Seattle Sounders

While the forecourt area around the stadium was pumping albeit in some wet and windy weather, it was now just after 3pm and I decided to make my way to my seat inside the stadium to lap up the pre-game entertainment. I could not believe that of all the famous Seattle bands, that Pearl Jam’s Mike McCready performed the US national anthem solo on electric guitar. Of all the national anthem’s I had witnessed in the past fortnight, this was the best. It was fun, it was unique, it was rocking! It’s these type of moments when fans are left with that unexpected but delighted look on their face. That money can’t buy experience that you can’t get at home on your TV screen. You had to be here to see it as it was fantastic.

Listen to Pearl Jam’s Mike McCready perform the US anthem here:

Seattle Sounders

Inside the stadium there was an inflatable soccer field for the kids, a skills test wall where fans could try to slot a ball into the corner, a giant Sounders jersey useful for a photo opportunity, free programs which were being handed out along with a Subway ‘Yellow Card’ offer for a free meal. While I love the informative and lengthy £3.50 EPL programs, it’s always nice to walk into a stadium and be able to receive a free program and some other sponsor offers not to mention all the other freebies I picked up. Here’s a sponsor giveaway idea for stadiums…..a grocery type recyclable bag! My pockets were jammed at many of the matches I went to on this trip and a small recyclable bag would have been good.

Seattle Sounders

Scarves Up! was the call and Sounders fans rallied together to raise and shake their scarves in the air as the team came out to play.

Seattle Sounders

I purchased a craft beer (always good to see inside the US stadiums instead of the general beers) and noticed the fans purchasing food and beers with their Sounders ‘Match Pass’ which enables them to rack up points and use their membership card to buy drinks, food, merchandise and tickets. Fans can also earn points and redeem these for one of a kind Sounders experiences. Select fans were also given free stubby coolers (or Koozies as they call them here) with the use of a special Sounders and American Express card. The Match Pass Sounders app also lets fans view play by play and stats from each game which comes in handy for fans during the game.

Seattle Sounders

As the pre-game entertainment started to cease before the match I thought it was great to see the crowd participation between the ground announcer and the crowd as he announced the Sounders team line up and called out their first name while the crowd yelled back the player’s surname. It was something small but it greatly added to the positive vibes and the decibels. The same could be said for when the announcer called out the Sounder’s goal scorers (The Sounders were up 3-0 inside 20 minutes!) and the crowd responded with the surnames. It was loud here and these fans, all 55,000 of them, were energetic, passionate and enthusiastic which all makes a teams job a bit easier on game day.

Listen to the ground announcer and fans here:

There were loads of fun fan engagement activations throughout the game. For instance, as a result of the Sounders scoring three goals, all fans were awarded with a free haircut from a local chain hairdressers. I’ve seen these sponsor led deals before however I’ve never been sure how they work. There were 55,000 fans here today, so do 55,000 fans get free haircuts on Monday? I’ll research this and update the blog but suffice to say I was not able to get mine due to flying to Las Vegas early the next day. Fans were able to participate in trivia and guessing games on the big screen, a fan was celebrated for designing the 2016 Sounders scarf design, fans were encouraged to donate a scarf to a charity appeal and the ‘Smile Cam’ was a cool take on the tried and tested ‘Dance Cam’ which focused in on fans smiles around the ground. This again illustrates that fan engagement can be as simple as focusing a camera on fans smiles and there’s nothing more positive than seeing a smile!

Seattle Sounders

Fans were also able to participate in the cross bar challenge with one fan able to hit it which garnered a large applause around the stadium while other fans were awarded with prizes for being in ‘lucky seats’. Selfies from Instagram were also showcased on the big screens over the course of the day while the SoundWave band performed from their dedicated area to the cheers of the Sounders faithful.

Seattle Sounders

Everything that I had heard about the Sounders fan experience and that of Bart Wiley’s exceptional leadership in this area proved to ring true. This was fan experience and fan engagement at its best from the Sounders. I’m grateful that I was finally able to witness the march to the stadium and experience the fan appreciation round which showcased the very best of the Sounders outstanding fan experience.

Seattle Sounders

Listen to the fans cheering on the Sounders:

Boston Celtics and TD Garden Fan Experience Review

Celtics

On Monday morning I started the first day of four consecutive 3am or earlier starts as today I left NYC for Boston at 3am on an Amtrak train from Penn Station to Boston South Station where I took in a Boston Celtics game at the TD Garden in North Boston.

After a long day walking around Boston and Fenway Park which I noticed had this very cool ‘kids only’ entrance I made the trek to the TD Garden where both the NHL Bruins and NBA Celtics play matches. It’s situated above a subway station in North Boston and houses merch shops and plenty of green wall art features for the Celtics.

Red Sox

Celtics

One thing on this trip which I have been amazed at has been the amount of advertising for fantasy sports. Whether it’s FanDuel or DraftKings, I can literally not turn my head without seeing an ad on a bus shelter, TV screen, ribbons at the matches, train stations (the Boston North station felt like a political party was running ads for an election! Ads were everywhere for DraftKings). I’m talking advertising that is way more than normal. Advertising that feels a bit odd. Fantasy sports have well and truly arrived though, whether it’s showing the latest stats in the stadium or these ads it’s a huge thing here right now.

Fantasy Sports Ads

Celtics

Walking round the concourse pre-game I noticed that the Celtics had a photo booth area where fans could have their pic taken with various props and receive a print out after. There was also balloons available for kids in Celtics colours and face painting on offer as well for kids to get kitted out before the match against the Brooklyn Nets.

Celtics

I ventured up to my seats after a walk around the venue checking out the food on offer. Big slices of pizza, orange beers, local Sam Adam craft beers as well as standard stadium grub choices.

The fan engagement on offer at the Celtics included:

photo booth area with fun props print out
Lucky row where one row would win prizes
Shot in the dark where a fan had to shoot 3 hoops blindfolded to win a prize
Parquet derby cars where kids raced around the court for prizes
T-Shirt Toss where the team threw shirts into the crowd. Some of these went 40-50m high!
Balloons in Celtics colours
Celtics on court crew girls/guys dancers and flag bearers
Commemorative coins. Fans could buy a special coin for the game
Dance cam. These were hilarious, especially when they sliced the one guy into quarters on the big screen. Video to be added here
Pre-game TV show. The Celtics are doing a pre-game TV show that goes live to fans

Celtics

New York Jets and MetLife Stadium Fan Experience Review

NY JETS

It’s 8am, I’m standing on the platform at Secaucus train station in New Jersey, it’s absolutely freezing but I know today will be an exceptional day of fan experience learning from some of the best in the business.

Today I’m excitedly back at the New York Jets home base of MetLife Stadium to shadow stadium President and CEO Brad Mayne and experience the world class fan experience and fan engagement here.

Hear my thoughts as I waited for the train to MetLife Stadium:

Last year when I did my 2014 US sports PD trek (Read here: I Flew From Australia To America and Went To 14 Games in 22 Days. Here’s What Happened.) I took in a Jets game here and was blown away with how well MetLife Stadium value and look after their patrons as well as being overwhelmed by the sheer scale of the fan engagement activations on offer both inside the stadium and around the concourse of the stadium from the Jets. Today I was again amazed at how outstanding the fan experience and customer service is here.

Back tracking briefly and after riding the 1 downtown to 34 Penn Station and then catching a NJ Transit bound train ($5.50US) from Penn Station to Secaucus, New Jersey I then jumped on the Meadowlands express train which drops you within 10m of the stadium.

NY JETS

By 9am and with four hours still til kick off, the train is packed with Jets fans, some of whom will go to the game and thousands of others carrying eskies, cartons of beers and BBQ meats who will tailgate which is a fan experience all in itself.

Hear the moment the train pulled into meadowlands station:

Stepping off the train and the walk off the train is easy, fully accessible and even with a large crowd it moves fast as you enter the stadium or the tailgate and surrounding areas of which house around 30,000 car spaces. It was interesting to hear that while the stadium is serviced by such high quality transport from both New Jersey and New York City that the vast majority of people travel here by car and that on average it only takes an hour to clear those 30,000 cars and 80,000 fans onto local highways or via public transport. I’ll touch on this later but having left 10 minutes after full time and with thousands of fans still streaming out, I only had to wait 30 minutes to get on the train to start the journey back to New York City.

NY JETS

I didn’t have to walk far to find a cool fan engagement activation from Jets sponsor Chase Bank. The stand involved fans (and all fans, not just Chase card holders) being given a different key to a locker and then opening a locker of their choice and winning whatever prize was in there. I won a rally towel but fans were also winning jerseys and other Jets gear as well.

NY JETS

Next, I met up with hard working and enthusiastic Jess Klepper who works as Brads executive assistant. After a chat about Australian sport, fan engagement and this incredible stadium with Jess and some interns from various universities, I joined Brad on an informative pre-game walk around the venue. Brad took me deep under the MetLife Stadium and talked extensively about the staff training that goes into making the game day experience a memorable day out for fans. Mayne stressed the importance of ‘giving fans all they need’ and looking after them as guests in your house. Wise words from an exceptional leader who I witnessed positively reinforce every staff member he came into contact with as he remembered the names of every cleaner and security or digital staffer as we walked through the stadium.

It was quite interesting to see how this process works as each of his team takes on certain areas throughout the stadium to check that they are clean and ready to go on game day. An integral part about MetLife Stadium’s culture is A.R.T which is about having the right (A) attitude, taking (R) responsibility and working together as a (T) team. I found that Brad (and his team) exemplified these characteristics and demonstrated a positive attitude and excellent leadership as for instance he picked up small scraps of the tiniest pieces of rubbish so that the venue was spotless before gates opened.

NY JETS

Later on I would talk to MetLife Stadium’s Director of Guest Services, Anne Wheat who laid out some brilliant advice on providing a world class fan experience in that ‘if you can’t get the simple things right from the start, then it’s failed as a positive fan experience for the fan. We’re all for fan engagement and if things like parking, finding your seat, transport, food, ticketing all work easily for a fan then the rest is icing on the cake’. Wise words from this guest services leader who truly understands what it means to give fans everything they need to have a safe, fun and memorable day out here.

NY JETS

The fan experience at the Jets is one of the best in the NFL and as I start my walk around the venue I’m instantly overwhelmed with the carnival atmosphere, how presentable the stadium is and how pleasant and helpful the staff are. It was good to hear from Brad that not only do the 80,000 odd fans walk away with a freebie when the Jets or Giants do a free promotional giveaway but all the staff do as well as thousands of items are put aside for them. It really seems like the staff from the top down absolutely love working here and have a lot of passion in ensuring supporters both enter and leave the venue feeling like they received everything they needed and had a memorable experience.

The main fan zone area, MetLife Central was kicking off with heaps of free giveaways, a big screen showing the pre-game action on the field and around the stadium and a marching big band performance all on this miniature astro turfed picnic type NFL pitch where fans can relax, eat and mingle with other fans before kick off. If location services are enabled on the NY Jets app then fans can participate in scavenger hunts around this area as well as receive push notifications for exclusive offers on game day food and merch.

NY JETS

If you take a walk half way round the stadium from MetLife Central, there’s a stage with live bands playing rock anthem music, interactive digital screens showing player stats and insights and more food options. There’s a player and fan appreciation wall that is a good photo opportunity and the photo ops don’t stop there with many other sponsor activations having a photography element in some capacity. In fact it’s all about the photo opportunity and capturing the memorable moments of the day for fans (and the data for the team as well.) But its good to see here that every activity on offer was open to all fans and not just US residents which I have sometimes come across in the past and leaves those fans feeling a bit left out.

NY JETS

Customer Service

Continuing our walk around the venue and Brad shows me the NFL and Jets control rooms with digital teams surrounded with endless with wall to wall HD screens. We pass the MetLife Stadium New Jersey police processing office and the operations team who are busy prepping for the game.

Next is ground level and we’re standing on that perfect green turf in the end zone where Brad is awarding a select group of hardworking game day staff members with a Jets jersey and thanks for their excellent guest services. I have a brief chat to a few of the staff members and again they talk about how they have so much pride in working at the stadium and for Brad who they say greatly respects their efforts and remembers their names. We all know that this type of positive reinforcement, respect and reward system greatly increases the chances of people investing more in the vision. I’ve been a teacher and seen this work with students to improve grades and managed staff in a stadium who once they see the vision go the extra mile. It’s clear that Brad and his team illustrate the very best in leadership around customer service and it’s why fans love this stadium.

NY JETS

Food

As for food, you just cant go wrong here with countless yummy options for all tastes and dietary needs. From standards like pizza and fries to hotdogs and pretzels I was also intrigued by the special food truck like hidden gem area which the stadium uses to try out new food ideas like kebabs, Mediterranean food and other sweet and savoury delicacies.

Brad informs me that last year they trialled a stick of bacon as well as a cheese sandwich which proved so popular people were buying both and making their own creation. Today I also see pizza logs, dumplings and wings. There’s plenty of healthy vegan and vegetarian options as well which is good to see as it’s important to cater for all fans who want to stay healthy at the game.

Walking a little further on and I came across the Jumbo food stand that was serving jumbo bagels (with 4 eggs!), pretzels and hot dogs. The prices speak for themselves as these are designed for 4-6 people or one very hungry jets fan!

NY JETS

Pizza Logs

Jumbo Pretzel

Jumbo Dog

Jets Rewards

One of the first fully app integrated loyalty programs, ‘Jets Rewards’ is a tap and go rewards system for fans that allows them to accumulate points and put it towards exclusive experiences, tickets and merch.

NY JETS

Anonymous Text Line

The stadium has an anonymous text line for fans to let the operations team know of any anti social or poor behaviour around them and fans were even given these badges so that they can alert the appropriate staff to address the issue.

NY JETS

WiFi

This was the second time for me to check out the WiFi here and again I think its the best (even faster and better than Levis Stadium) in the US (Tied with AT&T Stadium in Dallas) because there are no sign up’s meaning no data collection. I don’t mind if I ever have to sign up at a stadium to use the free WiFi but whatever the case if there are barriers or user experience issues then it becomes frustrating. It’s a really positive idea if its free, runs smoothly, is easy to access and get connected and stay connected. I have found that both times at MetLife Stadium the net is faster than my mobile service in Australia, doesn’t drop out and loads pics and videos very easily. Its important to the fan that they have a positive experience with a stadium’s WiFi as its often the first thing they will do when arriving at the stadium so it can really set the tone of their day.

Female Fans

Many teams in the NFL have an equal gender split when it comes to fans following the team. I talked to a few of the female Jets and MetLife Stadium crew members and female Jets fans about why the high female numbers in membership and attendance and some of the comments back were that ‘everything is on offer here’, ‘it’s easily accessible’ and ‘it’s the whole experience’. Talking with Brad and Seth Rabinowitz (Senior VP Marketing/Fan Engagement at NY Jets) later on and this line comes up in conversation ‘If you make the stadium experience so good, then fans have to come!’ and I couldn’t agree more. There is so much on offer here for fans, both male and female of all ages to have a memorable day with the family or their mates. It’s overwhelming fan engagement at times as you want to participate in every activation, but in a good, fun, exciting way.

Fan Experience and Fan Engagement Activations

The fan experience and fan engagement in the stadium featured the following, some of which I snapped pics of on the big screens.

#JetsSelfie (getting fans to post pics of them and their mates)
Salute to service. Today’s defence force hero of the game.
Fantasy stats on player performances provided by FanDuel. Continues the trend of fantasy sports dominating fan’s lives
‘Song of the game’ fans get to vote for the tune of the day via the app. I missed what it was but odds on The Weeknd!!
Food item of the day. Special deal on an item if using the app which was a meatball sub for the bargain price of $7.
Jets Jamz. Getting the fans up and dancing. I swear if I have to listen to ‘I can’t feel my face’ or ‘Hotline Bling’ at a stadium I’m going to lose it. Nah just joking, great tunes!
Outdoor skills tests field where kids young and old can run through the tunnel onto a smaller but realistic NFL field to kick goals and learn other football skills
‘Player of the game’ voting via fans using the Jets app is a fun way for fans to participate
‘ChalkTalk’ is an outside discussion and Q&A with fans and commentators on today’s match
Free rally towels are being given away to fans
There’s a BudLight beer garden with cheap beers and live music
The in app chatting feature of the Jets app is a good way fans can communicate
The emphasis on the crowd cheering along and ‘getting loud’ is such a big part of the experience here so it was obvious for the Jets to have a sound meter measuring fans vocal chords. Its a pretty cool thing to witness as the sound reading rises and rises. 108db was around the highest I saw it get here
One of the cooler activations was where fans could make a digital bobblehead from Pepsi. So basically snapping a picture of their head using facial recognition software, bobblefying it and then fans receive a pic of this afterwards.
Today was ‘Generations Day’ and so fans with 30, 20, 10, 5 or less years as a member were encouraged and asked to stand up and receive a round of applause for their commitment to the team.
There was an award for today’s designated driver of the game. I really love this idea of a DD and think we need to bring this to Australia.
The rocket tee shirt gun was firing free shirts into the crowd and they were going high into the stands!
The free promotional item at today’s game was a Pepsi/Jets magnet and photo frame set however it appeared on walking to the train that many fans just thought it was a magnet as there were hundreds of the cut out left on the grounds.
Jumbo food. Everything’s bigger in the USA!

NY JETS

Transport

Leaving the stadium after 4pm was very easy. I grabbed a free promo item and only had to line up for the train for 30 minutes to first get back to Seacacus. At Seacacus it can be a bit tight as thousands of fans board to head back to NYC Penn St but overall it was surprisingly fast to get out of MetLife Stadium and back to Manhattan.

Conclusions

The fan experience at MetLife Stadium and the fan engagement fun from the NY Jets are both world class. From state of the art technology, extremely authentic customer service and an overwhelming array of fun things to do for fans of all ages, these two businesses deserve more praise as they are continuing to set the bar for what the ultimate fan experience should be.

Hear the NY Jets fans here

*Thanks to Brad, Jess, Seth, Anne and others who took me behind the scenes and under their wing today to experience everything MetLife Stadium and the Jets have to offer.

**I didn’t try the 4 egg bagel

***How good are the Jets going! 4/1

Fordham Rams Coffey Field Fan Experience Review

Fordham Rams Bronx

On Saturday morning I headed out to The Bronx to take a look at the NCAA Patriot League at Fordham University in the Fordham Ram’s home game against Holy Cross.

Fordham Rams Bronx

After a bit of subway strolling through the 1 and 6 line and then a decent two mile walk from Fordham Rd subway to the University grounds I was within sight of the field and could hear the marching band’s trumpets playing as I approached. Here them now:

Fordham Rams Bronx

I walked through the university grounds, found the gates to the stadium and purchased a ticket for the bargain sum of $10. Grabbing a 200 page match program for $1 which was highly educational as it was revealed that Denzel Washington and that guy from M.A.S.H were former students as well as all of the meanings behind the referee signals.

Fordham Rams Bronx

I had a look around at what was on offer for alumni and fans alike and found a photo opportunity for fans with a Ram’s player cut out, decent affordable food offerings and special game day promotions like ‘Deal of the Day’ on merchandise.

Fordham Rams Bronx

The astro turf pitch looked pristine as dark clouds came and went over the stadium as the fans piled in. I grabbed a hot pretzel for $3 and while I felt like a cold beer was soon made aware that beers are not sold at these college football games.

Fordham Rams Bronx

The national anthem had everyone up and with their hats off the crowd belted out the lyrics. Listen to the national anthem at Fordham Rams here:

Fordham Rams Bronx

The youthful cheer squad got the crowd pumped up before the game kicked off. Hear the cheer squad here.

What was interesting about this game was the fact that it appeared that the Ram’s DJ really liked Kanye West as no less than 6 West songs or snippets were played at the Jack Coffey field over the course of the day.

Fordham Rams Bronx

While walking up the aluminium stands to my spot reminded me of the Brisbane Bronco’s ANZ Stadium back in the early 90’s this was a really unique sporting experience. Family and friends were out in force cheering on their sons and brothers and the match program was also interesting to read as it came with another 100 odd page American football magazine.

Fordham Rams Bronx

While the Fordham Ram’s seventh game in their 116th season was a great game that probably had around 3-5000 people it’s nowhere near the level of the Buckeyes who I attended last year, however this was a really fun, memorable and interesting fan experience and I would encourage any sports fans or those in the business to come out here and experience it for yourself.

Fordham Rams Bronx

New Jersey Devils and Prudential Centre Fan Experience Review

NJ Devils

A 430pm 1 train at 59th st Columbus Circle to 34th St Penn Station followed by a quick walk over to Penn St Station and I was on the NJ Transit line to see the New Jersey Devils play San Jose Sharks in another NHL ice hockey match.

NJ Devils

I use a lot of public transport travel for games each year that includes buses, trains and ferries and sometimes teams dress these up for their fans to add to the whole fun day out so it was good to see that the Devils had some posters and flags up in one carriage on the train to Jersey.

NJ Devils

Arriving at Newark Penn Station, I made a two block walk to the Devil’s home base of the Prudential Centre just after 530pm. Laughing, music and fun could be heard well before I approached the venue and it was good to see a pumping fan fest complete with kids games, DJ belting out rock anthems and food and local craft beer trucks in this zone. However it was the cross fit challenge which was engaging fans the most as hundreds crowded round the main outside area. Participants from cross fit gyms across the local area were pulled together by the Devils to see which team would be crowned the cross fit champion and go on to be showcased later in the night on the ice. This was a really smart idea especially in regards to providing a fan engagement activation based around health awareness.

NJ Devils

Customer service is always a deal breaker for me when I visit stadiums. I don’t mind if a staffer doesn’t smile or has no interest in the sport on show but I find it frustrating if staff don’t have all the information they need to help fans out, haven’t been trained properly or if they don’t seem to care about the fan in general. In saying that, the opposite was true of the Prudential Centre and Devils staff. I spoke to a few of the team in Matt and Jack in fan development and ticketing respectively to get a better idea of what they do for the fan experience. It was good to learn about their ‘pay as you go’ scheme where fans can put down a random figure (minimum $2500) and use that as credit for matches but as part of the fans reward package, they gain access to exclusive priority ticketing and other incentives.

NJ Devils

As I walked further in I was presented with a free program as well as tonights free promotional item which was a magnetic schedule. Two nice added bonuses from the Devils which go a long way in creating a positive first impression for fans.

NJ Devils

I instantly tried to access WiFI however noticed that not only is it not free, there is no public WiFi which is a negative in this day and age and something that fans expect. Next I wandered around the venue and noticed an impressive wall display of hockey jerseys next to an interactive ‘Little Devils’ kids zone which featured video gaming systems and face painting. I tried to enter digital activations that were on offer after being told being a non resident was fine to enter however after the young staffer got through to a screen asking for contact details the system would not allow me or a person near me from Switzerland to participate. While I agree that a sponsor would rather have residents or locals enter these digital activations and that fans would be annoyed if a foreigner won a prize over a full member, however its important to ensure that these activities are inclusive to all fans. It was a bit odd to not allow me or the Swiss guy and who knows how many other non US residents to not participate in the souvenir photo activity as it would have been a good memento to take home (mind you this was a bonus for my girlfriend as it’s one less piece of fan engagement junk to have around our apartment!)

NJ Devils

The fans were quite vocal throughout the night which was a sign that they were having a great time. Hear them here

Some of the fan engagement ideas that the Devil’s used included the following:

Designated driver offer whereby fans who did not drink get a free soft drink
Free team schedule magnet
Cross fit zone
Kids zone with gaming and family activities
Seat upgrades
Noise meter reader to make crowd louder
DJ on the decks spinning tunes
They had Mr Met in town and so both mascots were a highlight of the night and certainly got the crowd laughing
Variety of food options including healthy choices
Court projections
Dance Cam
Devils drum where fans play the drums on the big screen
Zamboni Riders- fans get to ride in the ice truck

The Devil’s and the Prudential Centre venue deliver a valuable and memorable event for fans that included exceptional customer service, fun digital activations as well as plenty of fan engagement ideas that clubs in Australia could benefit from.

NJ Devils

New York Islanders and Barclays Centre Fan Experience Review

NY Islanders

Ventured out to Brooklyn tonight for the New York Islanders NHL match against the Nashville Predators in only their second game at their new home in the Barclays Centre.

Disembarking from the 3 train at Atlantic Ave subway and walking up the steps to the Barclays Centre is a great sight as you see the blue neon lights above the arena. Islanders fans were dressed up on a cold night in Brooklyn and as I walked in through heavy security (metal detectors, hand held detectors and staggered entry points) it was good to see some positive things for fans such as the free programs that were being given out and a fan photo opportunity with this ‘best seats’ stand.

NY Islanders

Walking into the Barclay’s Centre after security the first thing you notice is the smell of all the various food stands and varied and delicious they all are as the arena has plenty of food options to cater for everyone like typical stadium grub such as hot dogs, pretzels, burgers and pizza all done in a gourmet way and often with a local spin like the Williamsburg Pizza stand which uses local Brooklyn ingredients. Having been here before for a Nets game it was great to see that they still have the DIY nachos stand complete with the ’Nacho Guard’ who stands by and watches people so that they don’t go too crazy on the free condiments like guacamole and jalapenos.

NY Islanders

With my free program in hand I made my way around the centre taking in what was on offer for fans. Sales reps were spruiking the place to entice Islanders fans and people present to become members but before I sat down I thought there wouldn’t be a need for that and surely this game would be sold out. Not so as it turns out as by the puck drop there were thousands of seats still empty and which remained empty for the duration of the game. I was really left scratching my head at this. First season in a brand new home, established team, proud fans, affordable tickets, second game in a new world class state of the art arena….what’s wrong here?

NY Islanders

From what I witnessed and from the fans I spoke to, they and I agreed that the fan experience was great from both the Islanders and the Barclays Centre. I’ll keep a close eye on what happens here over the course of the season.

Hear the sounds of the organ at the ice hockey here:

Around the concourse there are photo booth opportunities, merch stands and plenty of mobile bars to get a beer from, although the price of beer at sporting games here continues to rise. I paid US$12 for a beer at a game in LA in 2010 and most stadiums are around the $10-12 for 450-500ml still so stop complaining about the price of beer back home in Australia!

NY Islanders

Moving on and sitting down in my seat I had a fan come over and give me a copy of song cheat sheet and I joined in with the Islanders fans who were pretty lubricated from the local craft beers that the Barclay’s Centre sells. It was a nice touch to have the Islanders and fans work on this together and really showed a sense of community from fans or especially the 100 odd who were around me and all in jovial spirits as can be heard here before the game got underway.

NY Islanders

It was great to see a host of fan engagement activations and ideas flash up on the video board over the course of the night but I particularly liked the fact that the team are doing a special promotional night for first responders and paramedics at the next game by giving a tee shirt away. I remember working at The Gabba where we would have SES and other volunteers in for free for some matches so it’s a good idea to reward the real hero’s out there in the community.

NY Islanders

The Barclays Centre app was useful and allowed me to order a hot dog for pick up from a section outside my row although I wonder if they will do in-seat ordering soon as well. The app also has a detailed map and a section for video replays however this was not working or videos were not available for this game which was disappointing. It was also good to see that with a touch of a button in the app, anti-social behaviour from fans can be reported to arena management.

NY Islanders

The free WiFi is super fast and easy to log on to with just your name and email needed although it appeared to not work first time having put in my Victorian postcode however you could just make up a 5 digit one or use your hotel’s in order to get connected quickly.

Here are some of the fan engagement activations that took place at the NY Islanders match.

Opening Animation: This was a special 90 second long animation of NYC which really pumped the fans up pre game. Listen to it here:

Veteran of the Game: Honoring a US veteran

Make Some Noise: Measuring fans voices

Hat-Trick Challenge: Fan answers three questions and wins a prize if they get them all right.

Member Giveaway: Seat upgrades, tickets to matches etc.

Lucky Row: Special seat and row win a prize

Viber: Islanders and Barclays Centre use Viber to chat to fans within the app

Tee-Shirt Giveaways: Throwing shirts in to the crowd for fans. Tee-rocket broken?

Fan Cam: Fans dancing etc on the big screen

NY Islanders

Overall the Barclays Centre and NY Islanders fan experience was really entertaining and fun. There is loads of stuff happening over the course of the game and from the fans and staff I had a chance to chat to all agreed that looking after members and fans and keeping ice hockey at the core was fundamental to making a successful fan experience.

NY Islanders

LA Kings and Staples Centre NHL Fan Experience Review

StubHub commemorative ticket activation

Day one and after a 13 hour flight and a nice 7am check in at my downtown Los Angeles hotel I headed out to check out Dodger Stadium and the LA Coliseum which is home to the USC Trojans.

The avid Dodgers girl on the hotel front counter told me how her husband and herself had come out to Sydney’s SCG last year to see the Opening Series game and how they thought the set up and way they Americanised the fan experience was exceptional. After talking about the Dodgers, LA, Moore Sports, fan engagement and Australia for 30 mins I think she dug the fact we had both been at the game and gave me an upgrade which was nice. A key travel hack- talk to everybody!!

With a quick $11 uber from Union Station to Dodger Stadium my driver, Boris from Lithuania and I soon found ourselves stuck outside the gates at the base of the stadium entrance. A tour would not be on the cards this US trip however Boris acted as my photographer and took my pic. While his selection of mints were questionable, a new friend was made as we talked about sports (he’s a Bayern fan from time living in Munich) and fan engagement and he dropped me back at the main train station.

I was feeling energetic and enthusiastic having just got back to the US and I decided it would be a good idea to stretch the legs and walk from Union Station to the LA Coliseum.

BAD IDEA!

10am and with the dry heat and burning sun over California feeling like an above average day in hell, I persevered on and made it to the stadium at 12pmhaving smashed 3L of water on the journey. On a side note, there’s a pretty devastating drought going on here and from the Angel City locals I spoke to today (recovering crack cocaine addict Bryan, DMV worker Lytisha and former USC player Bob) they all agreed that it was out of the ordinary for LA to be this hot in October.

I met Bob at the LA Coliseum and he told me about the 94,000 seater stadium’s history. The LAC has hosted two olympics and two Super Bowl’s as well having hosted the Mercy Bowl which I had not heard about in sports stories before.

I did a good trek around the stadium and what a sight it was. Helpful Bob gave me a copy of last Thursday’s match- a 200 page program stacked with USC fan engagement ideas which was a nice souvenir. The AUDI suites looked pretty swish and learning about the stadium’s history while staying out of the sun was educational.

With the air still feeling like fire, a wise decision was made to catch a train back from 37th street to downtown LA to get ready for the LA Kings vs Vancouver Canucks NHL game at the Staples Centre.

At 5pm I headed two blocks south to the Staples Centre and LA Live precinct which is heavy with bars, restaurants, palm trees and outdoor LED screens. First impressions are always important for the fan experience and instantly I was approached to enter some fan comps while at the same time enjoying the sounds of a local station playing a set of fan anthems outside the Staples.

The air-con upon entry was just what I and the 18,000 fans needed and as I made my way around the arena I was struggling to keep up with the awesome digital and tangible fan engagement on offer for these NHL hockey fans. The noise from the fans was also an indication of how much they loved coming to games here as heard in this quick rallying cry I captured.

The sports themed food looked delicious while merchandise stands, digital activations and the help text line were also good for fans to have available.

I’ll list the great things I witnessed here:

LA Kings NHL

LA Live Area

LA Kings digital outdoor activations

LA Kings NHL

Fan Pics- show us your game face

Text Help Line

Hockey themed art around the centre

Auctions and merch for sale in The Gallery

Staples Centre food

Free gear giveaways

StubHub commemorative ticket activation

Tequila stand and a McDonalds!

Interesting merch!

LA Kings Game Day Notes

LA Interactive stand

Digital touch screens with air hockey, schedule, mascot puzzle and more

Virtual Reality fun with the Toshiba ‘PicturesMe’ booth

Kings Royal Treatment- honouring staff members

Fans get to ride the ice truck!

In seat ordering

LA Lights- Lighting up the arena with fans smart phones and LA Kings app

Hero of the game- Honouring USA service men and women

Fan Pics- show us your game face

Word Association

Fitness Challenge- sit ups

Lucky Row

Kiss Cam

Read For Rewards

LA Kings Running Club

Free StubHub earphones

Cross team support for the LA Dodgers

Season ticket member of the game

While the game was a dour affair for the Kings who went down 3-0 it was a highly educational fan engagement visit to the Staples Centre and a great opportunity to chat with Kings digital media director Pat Donahue.

The Kings and the Staples Centre do a great deal for providing extra value for their fans over the course of 41 home games a season and it was clear that this was some of the best fan engagement around. From the break in play digital fun to the concourse activations the fan experience here was an exceptional one.

I’ll be compiling the best bits of my annual fan engagement trip into one piece that will be published in November for an Australian sports magazine. Stay tuned for that!

audioBoom and the AFL Grand Final

#AFLGF 2015

This week sees the biggest clash on the AFL calendar with the Hawthorn Hawks up against the West Coast Eagles at the Melbourne Cricket Ground in the 2015 AFL Grand Final.

At audioBoom we’re working across our content partners, the AFL and the teams to help them record, upload and share with fans as much great quality audio content on the big game as we can.

Our content partners like SEN, RSN, UBET, 3AW and others along with a multitude of our AFL specific podcasters are posting some great content which you can listen to below.

Each day this week, my colleague and I have been posting a daily wrap up of all of that day’s AFL Grand Final content which can be found here:

Monday 28/9

Tuesday 29/9

Wednesday 30/9

Thursday 1/10

Friday 2/10

The West Coast Eagles who use us are also posting content throughout the week. Their channel can be found here:

On Saturday we’ll be posting content all day long on @audioBoomANZ and @audioBoomSports ahead of the massive clash at 2pm.

If you’re an AFL fan you’ll no doubt enjoy this audio content and if you’re keen to use audioBoom for free and monetise your content then touch base with me and I’ll help you get set up.

All that’s left to ask is who you’re tipping? Eagles or Hawks?

Thanks for reading.

Month: October 2015

Sporting Kansas City and Sporting Park Fan Experience Review

Seattle Sounders and CenturyLink Field Fan Experience Review

Boston Celtics and TD Garden Fan Experience Review

New York Jets and MetLife Stadium Fan Experience Review

Fordham Rams Coffey Field Fan Experience Review

New Jersey Devils and Prudential Centre Fan Experience Review

New York Islanders and Barclays Centre Fan Experience Review

LA Kings and Staples Centre NHL Fan Experience Review

audioBoom and the AFL Grand Final

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