fan experience

Brisbane Broncos Vs Gold Coast Titans NRL Fan Experience, Suncorp Stadium, Brisbane, Queensland 27/06/20

Here’s a snapshot documenting the fan journey tonight heading back to the Brisbane Broncos game days at Suncorp Stadium in Brisbane, Queensland, Australia on Saturday night.

10,000 fans were allowed back on the night for the NRL game.

Train to the game. Chelmer station to Milton station. Free transport still on offer for fans here heading the game.

Note the clear communications around ticket conditions for the COVID19 plan on this game day.

The march to the stadium from the station. Not as vocal as usual but grateful and lucky to be back here.

Ticketing. Paper PDFs or mobile ticketing only. Gates open only from 45 minutes before kick off.

F&B. Cashless/card only. Line markings. Social distancing maintained and respected by fans. Speed was fast to be served. Staff friendly and good on them for being back too. They need this for jobs as well.

Seating. Strictly only allowed to use the 2 seats you were able to purchase and must keep 1.5m away from each other. Must remain within the zone allocated on your ticket.

Hand sanitizer stations abundant throughout the venue.

Well done to all of the staff from the Broncos membership team to the venue staff and everyone else in between who put this on for fans with only a few day’s notice. Huge respect for that team work.

150+ Fan Engagement Ideas For Craft Breweries: Solutions To Entertain And Educate, Drive Revenue And Connect Beer Fans And Local Communities During COVID19

106 days into 2020 and what an unimaginable and absolutely crazy year it has been within the Australian craft beer industry this year. 

First the devastation of the summer bush fires and now the way the world has been flipped on its head by COVID19. It’s been an incredibly tough time for many Australian’s and small businesses out there but as I work within this industry I’ve also seen first hand how stressful, challenging and frustrating it has been for independent craft breweries (and all the associated people along the supply chain) throughout Australia.

However if it’s one thing that this industry and community of good beer fans do well, it’s pulling together and working together to support each other. From the relentless back-breaking work that organizations like the IBA, Oz Brews News, Froth Mag and Crafty Pint do for this industry to all the craft beer fans out there who have all gone to great lengths over the past few months to buy local and get behind their community craft breweries, well it’s just so bloody lovely to see. What an outstanding community of people! It just makes you feel so damn proud of how Australian’s come together to support each other in times of crisis. 

Anyway, seeing as I have lost work like many others within the industry and because I now have some extra time on my hands and just can’t sit still, I have put together another handy infographic of fan engagement ideas that will come in useful to a host of businesses, breweries, and venues within our industry. 

Featured below is a new fan engagement infographic that has been created from collating ideas and initiatives from what over 300 Australian craft breweries have been doing to engage their fans and local communities. I have also included all of the ideas within a bullet point list with images added below as well as including some of my own ideas. If an idea does not make sense then please feel free to reach out and I will assist. 

Earlier this week I also released an infographic for the sports business titled 200+ Fan Engagement Ideas to Entertain, Educate and Connect Sports Fans during COVID19 which aims to help local grassroots and community clubs throughout the globe with ideas to engage their communities at this time. Previously I have created these resources below as well. These have been useful for the sports business but many of the ideas are interchangeable, cost-effective and simple and have also helped small businesses with the ideas presented here being quite adaptable to many businesses.

I have also previously created this resource ‘100+ Fan Engagement Ideas For Craft Breweries’ which has been a simple and effective guide for craft breweries across Australia and may come in handy down the track for other breweries to acquire new fans and drive further revenue opportunities.

If IBA members also have access to the new IBA forum and website sections then my fan engagement presentation and panel from last year’s BREWCON conference might also be a beneficial watch.

All in all this has just been something to do to stay active during this time so I hope that it comes in handy for anyone within the independent craft beer industry. 

My final piece of advice is to get out there and support your local indie brewery and buy local from local indie bottle shops and venues doing take aways where you can as this will help these businesses at a time when they all need it the most. 

Thanks for reading. 

150+ FAN ENGAGEMENT IDEAS FOR CRAFT BREWERIES: SOLUTIONS TO ENTERTAIN AND EDUCATE, DRIVE REVENUE AND CONNECT BEER FANS AND LOCAL COMMUNITIES DURING COVID19

150+ Fan Engagement Ideas For Craft Breweries: Solutions To Entertain And Educate, Drive Revenue And Connect Beer Fans And Local Communities During COVID19

  • Bottle shop/venue and staff shout outs to promote local indie stockists
  • Trivia
  • Merch incentives/giveaways (even just free stickers) with minimum spend beer orders
  • Online happy hour
  • Art series featuring and promoting breweries local community/artists
  • Supporters send in your pictures with the brewery beers
  • Competitions- win a years supply etc
  • Promote beer finder maps/stockists
  • BrewChats online shows
  • Healthcare worker discounts
  • Posting takeaway food menus
  • Isolation beer festival/tastings
  • Creative sample boxes (core range cartons to mixed cubes)
  • Hand sanitser for sale
  • Live stream bands at home
  • Mega variety packs
  • ISO Games
  • Pop quizzes for discounts/deals
  • Virtual masterclasses
  • Beer cocktail recipes
  • Craft beer baking efforts
  • Midweek madness sales
  • Pics/shout outs/promote/thank the brew crew
  • Letter/email of the day
  • Drive Thru Specials
  • Access to exclusive content
  • Buy a case, get a free….crowler/incentive etc
  • At Home menu’s- bring the taproom to your house
  • Local area bar/venue Monopoly board game shout out
  • Beer/food delivery order apps
  • Promote take away meal/beer packs
  • Brewery supporter quotes
  • Donate a carton/4pack/beer to a health care worker
  • Promote your merch especially female range of gear
  • Win the first case off the canning line
  • Food and beer variety packs
  • Local craft beer collaboration packs featuring various breweries beers
  • Creative specials and daily deals on takeaway food and beers
  • Creative colourful drive thru set ups and instructions
  • Check in on elderly brewery supporters
  • Word searches
  • Caption This
  • Bingo cards
  • Spot the tinnie/beer
  • Colourjng in sheets/Tattoo design sheets
  • Drawing challenges
  • Throw back pictures/moments/memories
  • Nominate a brewery supporter
  • Challenges
  • Zoom wallpapers of the brewery/SKUs
  • Podcasts
  • Hand washing techniques/instructions
  • Deliver care packages to supporters
  • YouTube/Video shows/recaps and rewinds
  • Hero of the brewery (emergency services fan shout outs)
  • Feel good moments/pics/videos
  • Art competitions
  • Countdowns and votes and polls
  • Connect 4 brewery challenges
  • Photo of the day
  • Supporter Nominations
  • Q&A’s with the brewer
  • On This Day
  • Fitness/work out/training tips
  • Craft beer YOGA
  • GIF challenges
  • Share your brewery supporter story- fan sourced
  • Utilising fan generated content
  • Instagram/FB Live with brewer/team member
  • Beat the clock online jigsaw puzzle challenges
  • Emergency/Health services branded merch
  • #FromTheArchives
  • Choose your ultimate brewery team lineups
  • Mental Health Messages and Tips
  • What Self-Iso Personality Are You?
  • Quizzes
  • Polls
  • Brewery Spotify music playlists
  • What are the breweries up to updates
  • CEO messages/emails to supporters
  • Brewery video messages to supporters
  • Twitter/FB/Insty take overs
  • Send letters to the brewery
  • Dogs of the brewery and fans pets etc
  • RSA/ABAC appropriate kids activity worksheets on agriculture/sustainability/hops etc
  • Memes
  • Pixelated pick the beer
  • My ‘brewery Story
  • Random Acts of Kindness
  • Virtual brewery tour
  • 60 seconds Qs with the brewery team
  • Brewery/supporter/bottle shop people profiles
  • TikToks
  • Tattoo profiles of the brewery staff
  • Live Q&A
  • Fun and quirky facts
  • Merch offers and incentives
  • Merchandise daily deals
  • Virtual Meet Ups
  • Online Quizzes Ex. Kahootz
  • Free access to exclusive content
  • Cooking and recipe shows and plans
  • Educational virtual video sessions
  • Virtual tastings
  • Mini documentaries
  • Exclusive special one off merch lines
  • Good News Stories
  • Stay Home Messages
  • Send us your crazy graphic design requests
  • Guess the brewery from the emoji’s
  • Bracket challenges
  • Merch giveaways
  • Your brewery memory
  • Personalised brewery wallpapers
  • CRIBS- brewery home lockdown version
  • #OpenDoorChallenge
  • Fan Art Fridays
  • #GetYourKitOn- shout outs with supporters in their craft beer tees
  • Donate a beer or gift card
  • Gift cards!
  • Stat attacks
  • Stories behind the moments
  • Surprise fans with calls/videos
  • Name The beer
  • Show and Tell (Show Us Your beer cave/memorabilia)
  • Arts & Crafts
  • Community hero of the week
  • Fan discounts for brewery sponsors- support local businesses
  • Thank You Messages to supporters
  • Your Birth Month and First Letter of your name = Your Career/Name etc.
  • Word Challenges: Brewery scattergories
  • Spot The Difference
  • Share favourite beer merch items
  • Mental Health/Fitness webinars
  • Fan video messages of support for the brewery
  • Brewery profiles
  • Fan of the week
  • Animated GIFs
  • Cartoons
  • This Week: Run a schedule of what’s on for supporters
  • Inspirational quotes
  • Virtual Happy Hour’s knock off beers/drinks with team/fans
  • Build the ultimate beer meal
  • Thank you shout outs to health care workers
  • Maze challenges
  • Fans/Brewery nominate a local business that deserves recognition
  • What’s in the brewers/fans fridge?
  • Beer baking challenges
  • Sudoku worksheets
  • One on one video chat with the brewer
  • ‘I Stay Home For….’ Cards
  • Community Support Roster- show who the brewery supports
  • Brewery printable cut outs
  • Virtual Vacations frames for fans
  • Where’s the brewery/beer (where’s wally etc.)
  • Fan/Supporter hall of fame
  • Find the BEER
  • Fan call from the CEO
  • Printable posters/assets
  • Supporter/beer caricatures
  • Brewery DJ doing a set live on social
  • Fans merch lucky dip live
  • Memory games
  • Fan wall at the brewery
  • Promote fans loyalty i.e. 1, 5, 10 years memberships
  • Harness, use and showcase fan generated content
  • Fan appreciation day/week

200+ Fan Engagement Ideas To Entertain, Educate And Connect Sports Fans During COVID19

G’day everyone, I hope that this latest blog post and infographic finds you well especially given the unprecedented circumstances we’re all in at the moment.

How is everyone going with everything at the moment? It’s a pretty stressful and overwhelming time for everyone but it seems that we’re all coping pretty well with self-isolation, COVID19 concerns and everything else that’s going on in our lives. Whose missing live sport? The smells and sounds of the game-day? It will be all back before we know it.

Like millions of others, both my wife and I have lost work but life does go on and you have to keep moving. I’m deeply saddened to hear about plenty of my hard-working friends and colleagues from the sports business world who are struggling at the moment because of redundancies or lost income. We’re all in this together and things will get better. I know how hard these reps have all worked for fans in stadiums all over the world so they should be very proud of what they’ve achieved and hopefully will be able to come back to their clubs or venues when the time is right. I’m in the same boat and while there’s not much I can do to help, all I can say is that I’m always happy to listen and talk to anyone if they feel like a virtual chat or a catch-up.

It’s important that we check in on one another at this time but also that we stay active and focused mentally and so because the former school teacher in me can’t just sit still and not want to help, I’ve put together another free quick fan engagement infographic which will help global to grassroots clubs all over the world.

I scoured the web looking at what over 400 global teams were doing for fan engagement content ideas at this time and was blown away at the creativity and innovation coming from these hard-working teams at this time to still provide educational and entertaining content to connect fans.

From mental fitness webinars, kids activity workbooks and recipe creations to Zoom backgrounds, bitmoji’s and fitness challenges it’s been very impressive to see how teams across the world have adapted during COVID19 to provide fans of all ages, but especially young fans with ways to stay connected to the game and their teams.

I have therefore attached below another FREE fan engagement resource that I have put together along with the bullet points of all the ideas for easy access below too.

I have also added the images to my 8000+ strong fan engagement Pinterest board which has an abundance of ideas that have come in useful for teams over the years. Visit the FE Pinterest here.

Also if you haven’t seen any of the other fan engagement infographics that I’ve put together then you can find them here.

If something doesn’t make sense then please just ask and I will assist you with more information about what the bullet point represents.

As with the majority of things I do in the fan engagement space, I don’t ask for much in return for my services as I care about young fans and making the best fan experience possible. I love what I get to do and as a fan first and foremost myself this will never change. All I ever ask is that you respect me and my work and let me know if it came in handy and reach out if you found it helpful.

The best part about what I’ve been able to do here has been to network, help out and meet likeminded people in sports biz from all across the globe who one day I can introduce my soon to be born child to your team and stadium and not just go on my global stadium journeys by myself. With a baby girl on the way in July, I can’t wait to be doing this and instill in them my love for stadium architecture, trying diverse F&B and catching different sports in different parts of the globe. With COVID19 going on and no real end in sight, it’s important that we understand that we all have so much to look forward to and for me, I can’t wait to welcome my first baby and soon to be sports fan into the world.

Thank you for reading and I hope that this free resource comes in handy for you.

Have a good week, keep smiling and stay positive.

This will all be over soon and fans will be back on the Kiss Cam, cheering their teams on and also complaining about the price and quality of stadium F&B in no time!

200+ Fan Engagement Ideas To Entertain, Educate And Connect Sports Fans During COVID19

  • Check in on elderly members/fans
  • Word search
  • Stay Home Bingo card
  • Spot the ball
  • Colour in the player/club emblem/jersey
  • Draw the player/ground/emblem
  • Throw back pictures/moments/memories
  • Nominate a team
  • Challenges
  • Zoom wallpapers
  • Team/Player wallpapers
  • Podcasts
  • Classic calls/flashbacks
  • Play back old games
  • Coronavirus hand washing techniques/instructions
  • Deliver care packages to fans
  • VR ground visits
  • YouTube/Video shows/recaps and rewinds
  • Hero of the team (emergency services fan shout outs)
  • Feel Good moments/pics/videos
  • Art competitions
  • Story Time. Players read kids books/stories to young fans
  • Countdowns and votes (best jersey/game/player etc.)
  • Connect 4 Mascot challenges
  • Google Home to engage with fans at home
  • Photo of the day
  • Family Nominations
  • Q&A’s
  • On This Day
  • Skills challenges
  • Fitness/work out/training tips
  • Team commentate fans skills/videos
  • GIF challenges
  • Twitch e-sports gaming challenges
  • Re-watch classic games
  • Share your fan story
  • Utilising fan generated content
  • Repurposing merch for medical supplies
  • Instagram/FB Live with players/team
  • Beat the clock online jigsaw puzzle challenges
  • Emergency/Health services branded merch
  • #FromTheArchives
  • Old player profiles
  • Choose your ultimate team lineups
  • Mental Health Messages and Tips
  • Classic game replays
  • What Self-Iso Personality Are You?
  • Quizzes
  • Polls
  • Social games
  • Replay games via Twitter updates
  • Club Spotify music playlists
  • What are the players up to updates
  • CEO messages/emails to fans
  • Player video messages to fans
  • Game day dress up
  • Twitter/FB/Insty take overs
  • Send letters to the team
  • Player pen-pals
  • Dogs of the club/team/fans
  • Activity sheets/kids worksheets
  • Legend Q&A with past player
  • The People’s Presser
  • Ultimate Quaran Team
  • Memes
  • Pixelated pick the players
  • My ‘Insert Team’ Story
  • Top 100 games/moments/memories/players/jerseys
  • Virtual Match day Predictions
  • Random Acts of Kindness
  • Inside the training session
  • 60 seconds Qs with the player/coach
  • Fan profiles
  • TikToks
  • Tattoo profiles of the players
  • Live Q&A
  • Choose your ultimate fantasy team
  • Match day program flashbacks
  • Fun Facts
  • Virtual autographs
  • Match day merch offers
  • Merchandise daily deals
  • Fan Virtual Meet Up
  • Online Quizzes Ex. Kahootz
  • Archival footage
  • Free access to exclusive content
  • Cooking and recipe shows
  • Online fan party
  • Mini documentaries
  • Exclusive special merch
  • Good News Stories
  • Stay Home Messages
  • Send us your crazy graphic design requests
  • Guess the player names from the emoji’s
  • Bracket challenges
  • Charity Challenges
  • Merch giveaways
  • Stadium wallpapers
  • Your Stadium Memory
  • Virtual Game Days
  • Personalised jersey wallpapers
  • Player fashion shows
  • CRIBS- player home lockdown version
  • Players/team letters to fans/members
  • #OpenDoorChallenge
  • Fan Art Fridays
  • #GetYourKitOn
  • Donate A Membership
  • Retro plays of the week
  • Stat attacks
  • Classic game breakdowns with ex players/coaches
  • Specials on training range merch
  • Stories behind the big moments
  • Team/Player Yoga
  • Animal Crossing jerseys
  • Surprise fans with calls/videos
  • Individual Training Programs
  • Food Bank Appeals
  • Name The Goal/Try/Moment
  • Show and Tell (Show Us Your Sports Cave)
  • Backyard Skills Challenges
  • Arts & Crafts
  • Community hero of the week
  • Home Workouts
  • Old photos from yesteryear
  • Your Call From Home- Fans commentating big moments
  • Show Your Colours- send in pics in
  • Team colouring in books
  • Guess The Player- Who Am I?
  • What Happens Next?
  • Fan discounts for team sponsors- support local businesses
  • Thank You Messages to fans
  • What comes to mind when you see this kit?
  • Your Birth Month and First Letter of your name = Your Career/Name etc.
  • Find a word
  • Scoreboard challenge
  • Word Challenges: Team scattergories
  • Spot The Difference
  • Share Your Ticket Stub Memory
  • Guess which season these jerseys are from
  • Trading Card Flashbacks
  • Retro Team List Tuesday
  • Share favourite merch items
  • Whose Tattoo?
  • Isolation Task/Name
  • Mental Health/Fitness webinars
  • Fan video messages of support for the team
  • Player/FOH profiles
  • Alternative design random jerseys
  • Design a banner
  • Old news stories from papers
  • Fan/Member of the week
  • Animated GIFs
  • Cartoons
  • This Week: Run a schedule of what’s on for fans
  • Inspirational quotes
  • Anything mascot related: Colouring in, wallpapers, cut outs
  • Virtual Happy Hour’s knock off beers/drinks with team/fans
  • Live chat with a former star
  • Share baby photos of players/team
  • Build the ultimate stadium meal
  • Thank you shout outs to health care workers
  • Game plan breakdowns- show attack/defence plays
  • Team/Player pays it forward with free coffees/meals for members/health care workers at local businesses
  • Team maze challenges
  • Reading challenges
  • Fans/Members nominate a local business that deserves recognition
  • Virtual cheerleading/dance sessions for fitness/kids
  • What’s in the player’s fridge?
  • Hand washing technique cards
  • Player Bitmojis
  • Art contests
  • Make up tutorials
  • Fan challenges- draw players/ask a question for social live
  • Virtual radiothon
  • Art workshops
  • Sudoku worksheets
  • Video chat with the mascot
  • Kids recipe book
  • Write letters/notes of support along with the team to health care workers
  • Showcase players hidden talents
  • Showcase fans/members hidden talents
  • Promote fans/members of the club local businesses to the fan base
  • ‘I Stay Home For….’ Cards
  • Community Support Roster- show who the team supports
  • Paper Bag Puppets
  • Write a letter to the mascot
  • Rivalry Recaps
  • Mascot/Player printable cut outs
  • Group fitness classes/steps challenges
  • Virtual Vacations frames for fans
  • Stay At Home Match Notes/Sheet
  • Make a player out of household items cardboard etc.
  • Virtual watch parties of classic old games
  • Where’s the mascot (where’s wally etc.)
  • Fan hall of fame
  • Guess the attendance of the retro game
  • Name the score of the classic game
  • Mascot trading cards
  • Send in fan messages for the team to go up in the sheds for their return
  • Fan call from the CEO
  • Write a match day review from a past game- writing challenge
  • Printable posters
  • Letterbox drops of merch/letters from players to members houses
  • Junior fan of the day during COVID19
  • Fan caricatures
  • Team DJ doing a set live on social
  • Junior reporter commentates a classic game
  • Kids only fan forum
  • Kids only team presser
  • Members/fans merch lucky dip live
  • Memory games
  • Virtual members wall
  • VR ticket/merch/mascot hunts
  • Kids/parents fans/members only fitness/health session live by team
  • Stay at home pass
  • Printable trophies and cups
  • Promote fans membership loyalty i.e. 5, 10, 20 years memberships
  • Harness, use and showcase fan generated content
  • Print out club size charts
  • First game day at home certificates
  • Game day memorabilia auctions/giveaways
  • Fan/member appreciation day/week
  • Make a team flag at home
  • At home ‘cams’ team filters for Oblivious cam, Kiss cam, etc.

 

I Asked Every NRL Club Why I Should Become A Member…..Here Are The Responses

The NRL season is back soon and along with my fellow NRL and rugby league fans, I am pumped to be getting back out to games at a time when the game seems to be even bigger than ever…..but maybe it’s just Tina Turner singing in the background. Anyway…..

In an effort to see why I should become a member of an NRL club and what benefits each team offered their fans for the 2020 season, I sent an email under the alias Jack Gilmore (a combination of two of my favourite fictional film sports characters in Jackie Moon from Semi-Pro and Happy Gilmore from Happy Gilmore) to ask a couple of questions and see how teams would reply. (Note: Having worked with the majority of clubs in some capacity, I used an alias because if I used my real name they’d have caught on straight away and I wanted to get 100% honest and genuine replies).

I wanted to see the following:

  • Who responded the quickest
  • Who didn’t respond at all. Hopefully, they’d all reply. Every team needs every fan to sign up to increase memberships.
  • Why I should become a member of each club and who answered the specific question ‘Why Should I Become A Member of your club’
  • What benefits were included in memberships compared to others across the NRL
  • Who was persistent and followed up by trying to get the membership and sale finalized 
  • Who came across as genuine and authentic rather than an auto-reply response

Here are the results:

National Rugby League:

  • 11 of the 16 teams I emailed had replied with responses at the time of writing this blog post on Wednesday morning 4/3/2020.
  • Six teams replied with automatic responses within one minute of my email (these were Newcastle, NZ, Melbourne, Parramatta, Brisbane, and Gold Coast) with four of these following up afterward with more detailed responses. This was a simple way to both illustrate that the team had received the email, that the fan would get a reply soon and that they immediately received confirmation that their request was being actioned.
  • The Storm and Knights didn’t follow up on their initial emails saying they’d get back to me though which is fine as you’d assume that more than likely a fan would follow up with the auto-reply.
  • Not a single club sent a follow-up email when I had not responded within a week so it would be interesting to see how persistent they are before getting back to these potential fans to try to sign them up closer to the season start date. You have to be persistent. 
  • Only 8 of 16 actually bothered to answer my question about why I should support the team. Listening is vital. 

Response Times:

I sent an email out to every team’s membership email account at 10am on Tuesday the 25th of February which stated:

“Hello, 

I’m looking at becoming a member this year having recently relocated back home. 

Just a GA seat, one seat for me, cheapest, please.

What is the best reason to become a member of the club and why should I bother? 

Any incentives, deals, promos? What do you guys do for me as a member that’s good? 
Can you send me any details on membership packs and what I get in them too, please?
Thanks”

At the time of writing this on 4/3/2020, of the 16 teams I wrote to using their membership emails, only 11 of the clubs responded to my email asking about becoming a member.

I followed up with an email to the five who didn’t respond on Wednesday morning 4 March seeking to see about a reply to my initial email. It’s totally understandable that these emails can fall through the cracks but for someone wanting to sign up it’s imperative that this happens infrequently so as to avoid a potential lost sale and membership.

By Wednesday afternoon I had heard back from two more clubs so 13 of the 16 had responded by Wednesday afternoon.

Of the 11 teams who responded after my initial email:

  • Fastest response: 11 minutes from Parramatta. Brilliant.
  • 6 responded within 42 minutes
  • 8 responded on the same day
  • 10 responded within 1 day and a few hours
  • 8 actually answered the question I asked about why it’s worth becoming a member and why I should do that

I guess what was one thing that was interesting was that of the six teams who followed up instantly with automatic replies saying they’d get back to me ASAP, two of those (Melbourne and Newcastle) didn’t actually respond until I wrote back to them and then they did which was great to see.

An important thing to note is that I don’t think fans should expect a reply straight away and the clubs made mention of this in the automatic replies that they’d respond in one to two days. However, it is absolutely vital that all enquiries are actioned and the loop is closed sufficiently by replying to either get the fan over the line and bag the sale/membership and/or to collect the data (name/email) to follow up with at a later point when trying again whether that is next week, month or season. They’ve reached out to you and are halfway towards a sale. 

The following is the time the team responded along with the total time from

Lessons:

  • It is vital to follow up with everyone who contacts your business. And then follow up again….and again. Not harassing them and certainly not when they’ve told you to stop but you have to be persistent. Sometimes it’s a long game. They have made the effort to engage with you which means they are halfway there to a sale.
  • It’s great to have an automatic reply but if you don’t follow up these are pointless.
  • Being genuine and authentic will lead to a sale. The responses below where the membership team person went out of their way to tell me why I should sign up actually enticed me to think about doing just that if I lived locally to those clubs.
  • Answering the question that is asked cuts down time for both parties back and forth, gives the person what they’re after and highly likely leads to a sale as they have all the information to make an informed buying decision.
  • Asking to call or grab a number is important. The more info you can collect the better but also the chances of a sale are higher if you can speak to a person and state your case effectively and clearly in person or over the phone.
  • Never be afraid to upsell or talk about add-on’s and trying to sell other items. Sometimes the customer/fan doesn’t know what’s available and you might just have an even better deal for them plus bringing in more selling points leads to more sales. I was surprised that no one bothered to talk about hospitality or merchandise or try to push me with upselling to get even more bang for my buck (although perhaps that’s where they did listen as I mentioned I only wanted the cheapest GA ticket)
  • Not many asked me questions about my motivations for buying. That’s important as it can answer a lot of questions to round out a sale.
  • All in all, what a bargain these NRL memberships are! I can’t wait to get out to the grounds in 2020. 
  • I’d love to have seen the Tigers, Sharks and Panthers replies too however these memberships are available in the links if anyone wants to view them. They are equally impressive too. 
  • If you’re an NRL member sign up to your club and support the game. NRL has never been in a better position and as a hardcore fan myself I am pumped to be getting back out to the grounds.

Responses:

The following are the responses from each club along with some notes.

Parramatta Eels

Thank you for your email.

That’s great to hear you are interested in becoming a member!

I highly recommend our General Admission membership as I will list below what you receive in it.

Note: if you buy a full season general admission adult pass you receive a free junior up to the age of 18.

General Admission (11 games): unreserved

Adult: $200

Concession: $190

Junior: Free with full paying adult or $100 for an extra junior

Family: $400

Members pack:

Adult:

  • Cap
  • Keyring
  • Lanyard
  • Sticker set

Junior:

  • Lanyard
  • Sticker set
  • Junior cap

As being a 2020 member, you will also receive a range of benefits such as:

  • Integrated game day public transport
  • Access to the brand-new members offers program
  • Access to Members Lounge ’47
  • Access to Members’ loyalty program, including Member Loyalty Events
  • Access to cash-back member seat resale program (Reserved Seat Members only)
  • 10% discount off selected Eels home game tickets
  • BONUS! 15% discount at the Eels Online Store
  • Priority buying window for all Eels home games
  • Priority buying window for NRL major events
  • Member Event Invitations
  • Member-first club communication

I hope this helps you understand the way our memberships work in more detail.

Notes:

  • Super fast response
  • Loaded with info on memberships and inclusions
  • Actually sounds like the best membership to sign up to as well given all the benefits. Parra fans have it good there.

New Zealand Warriors

Thank you for your e-mail and we appreciate all of your support and interest in becoming a member for the 2020 season! We are eager for the upcoming 2020 season as the boys have been training extremely hard and are all in for a great season ahead, so we’d love to have you on board during this exciting time! The following options would be your General Admission memberships for the season and I’ve included the benefits that you receive as a member-

The Interchange (general admission) Membership Options are as follows-

–              Either 5, 9 or 18-ticket General Admission passes

                Full Season –  Flexi 5 game  ($85 in total)  

                                         Flexi 9 game  ($144 in total)                                                                                              

                                         Flexi 18 game ($270 in total)                                                       

–              Can spread all games across the season or use all at once with your friends and family

–              An adult membership pack which includes a CCC member’s cap, Vodafone Warriors bumper sticker, 2020 memberships pass and lanyard

–              Access to members-only online newsletter

–              Access to the members’ clubroom

–              10% ticket discount to Vodafone Warriors regular season home games at Mt Smart

–              10% merchandise discount at our super store or online at www.warriorsstore.co.nz

–              Second-priority ticketing access to NRL Finals and State of Origin

If you are able to attend every home game at Mt Smart Stadium, I would consider the Flexi 9 option for $144 for the season. Alternatively, if you needed a bit more flexible of an option and you are not able to attend all of the home games I’d suggest the Flexi 5 option for $85. If you plan on bringing someone else along to every game with you I’d consider the Flexi 18 for $270.

Thanks again Jack and please let me know if you have any other questions and I’d be happy to help.

Notes:

  • Provided options
  • Added a link
  • Added info on membership inclusions
  • Fantastic answer as to why I should sign on as a member

St. George Illawarra Dragons

Thanks for your email and interest in becoming a Red V Member.

Membership is the highest commitment a supporter can make to their club – which we reward for your direct financial contribution. All members would receive exclusive benefits including the best value for home game tickets and away ticket offers, discounts on Dragons merchandise, exclusive access to meet the team through member events, and chances to win member experiences and prizes! You can read more about our member benefits here.

Currently, all members who sign up by the 2nd March will be included on our annual Red V Member Wall. The yearly designed wall will show the names of all members who have signed up prior to that deadline and will be displayed at all Dragons home games and selected member events. Members will also receive exclusive access to an Anzac Day ticket pre-sale next week with 20% off tickets (along with existing 20% off all Dragons home game tickets) and a pre-sale for the NRL Grand Final later in March!

For information and images regarding your membership pack, please click here.

You would have multiple options regarding a GA seat – it would depend on how many games you’d get to throughout the year. Your options would include:

Flexi 3 GA for $70: Access to 3 Dragons home games between Kogarah or Wollongong

Wollongong Pass GA for $135: Access to 6 Dragons home games at Wollongong

Kogarah Plus GA for $135: Access to 5 Dragons home games at Kogarah and 1 at the SCG for Anzac Day

Full Season GA for $240: Access to all 12 Dragons home games

Let us know if you had any further questions.

Notes:

  • Provided a very good response to my question about why I should get a membership
  • Added a link to memberships
  • Provided different options
  • All members signed up before 2/3 also had the chance to be on the REDV wall too.

Sydney Roosters

Thank you for your email. Great to hear you are interested in becoming a Member.

Our coach Trent Robinson describes our Members as the foundation of our club. The support from our Members by turning up to games and paying Membership fees plays a big role in the club’s success.

If you are interested in general admission seating, the Bronze Membership is your best choice. The Membership costs $150, which includes access to 10 home games (8x SCG, 1 Gosford, 1 North Sydney Oval), which is a significant saving in comparison to purchasing a GA ticket ($30/game pre-sale) to every home game. As a Member, you can also purchase tickets with a 10% discount at Central Coast and 30% at SCG home games so that it is also more affordable to bring family and friends with you to games.

The bronze Membership is counted as a Ticketed Membership, which includes receiving your Membership card, lanyard, keyring, stickers and fixture magnet, and a coupon so that you can collect your choice of a cap, scarf or can cooler at a home game, Members BBQ, or from the Spring St entrance at Easts Leagues.

To purchase the Bronze Membership, please visit: https://am.ticketmaster.com/roosters/bronze-membership#/

Alternatively you can call us on 1300 327 871 to purchase your Membership.

Notes:

  • Answered my question about why its good to become a member
  • Provided link to the membership
  • Provided info on what’s included in membership packs

Canberra Raiders

Thanks for your email. Please use the link below to find all our exclusive member benefits for season 2020. Due to a large influx of members this year we recommend purchasing your membership at some point today in order to ensure that you receive a membership pack.

https://www.raiders.com.au/membership/packages/full-season/bronze-general-admission/

We hope to see you as part of the Raiders family in season 2020.

Notes:

  • Provided a link to memberships

Brisbane Broncos

It is great to hear you are looking to become a member with us for the 2020 season!

With regard to your requirements, were you looking at a full season membership or possibly a 4 game membership?

A great reason to become a member with us this year is that we strongly believe 2020 will be a massive year for the boys on the field, and we think it’s not one to be missed. Aside from that though by becoming a member for 2020 you also gain access to a myriad of benefits which include; discounted home game tickets through Ticketek for family and friends, pre-sale access to NRL finals games involving us, access to discounts in our Team Store, plus access to offers from our many sponsors and partners.

By also becoming a member you have access to exclusive member content via our Member Mail email which is sent to you each week. This content also includes member only competitions that you can enter which gives you access to prizes and experiences that non-members and fans can’t get.

For more information on all of our membership packages you can head to our membership website via the link here. If you would like to discuss any of our options as well you can certainly give us a call anytime

Notes:

  • Answered the question quite well and got me excited for the season ahead.
  • Provided heaps of information and a membership link
  • Told me about membership incentives and information like competitions and merch
  • A side note on this. I bought my Broncos membership for 2020 last week and they were equally switched on to helping me out as they were to helping old mate ‘Jack’ out lol. 

North Queensland Cowboys

Hey Jake,

I have link below our Gold Star Unreserved Membership, which is our GA product.

Feel free to have a look over the inclusion and if you have any questions let me know

https://www.cowboys.com.au/membership/packages/full-season/gold-star-unreserved/

Notes:

  • Far out, I love the Cowboys and can’t wait to get up to the new stadium for the opening game but….
  • They got my fake name wrong! haha this actually made me laugh so kudos for that.

  • A few grammatical errors but who cares really about these at least they responded!

  • Didn’t tell me why it’d be great to support the team or any benefits

  • Provided a link to memberships which was useful to look over and get excited about.

  • The most glaring omission is the fact that YOU HAVE A BRAND NEW STADIUM TO TELL ME ABOUT BUT MADE NO MENTION OF IT! A key thing a fan would want to know about. 

  • Still, these things happen and no doubt they are under the pump with the brand new stadium and doing a superb job in getting everything ready for the opening game. As a proud North Queenslander supporter, I still bought a jersey this year too. Up the Cowboys!

Manly Sea Eagles

We have GA Memberships for $205 for the season. This includes all 10 Lottoland home games.

The way our GA seating works is on a first come first served basis, so you would need to secure your own seat.

With this specific pack you have the option of receiving either a cap, beanie or scarf, as well as a Member card, lanyard, sticker and keyring.

One of the best benefits is the cost. A Membership works out much cheaper than purchasing tickets game by game.

In addition to this your receive a 10% discount on merchandise, pre-sale access to different Rugby Leagues events such as NRL finals and Origin. We also hold Member only events throughout the season too, such as our Members Christmas BBQ where all players are in attendance 

That is kind of our Membership in a nutshell, I guess most importantly though it’s the best way to support the Club that you follow!

Please see the link below for additional information about the specific pack it sounds would be most suitable for you:

https://www.seaeagles.com.au/membership/packages/general-admission/the-47s-general-admission/

Another thing to note, is we also have 3 or 5 game GA Memberships if you don’t think you’ll make all 10 games.

Notes:

  • Provided extra info and insights
  • Provided link to membership
  • Told me why its good to support the club
  • Talked about the benefits
  • Told me what incentives and inclusions are in the packs

Gold Coast Titans

Thank you for reaching out to the Membership Team upon your move back home!

If you’re looking to attend home games this year at Cbus Super Stadium, having a Membership with the club is the best financial option in which to do so and you receive an exclusive Member’s cap and pack. In addition to this, if you wish to purchase additional tickets you receive a 15% Member’s discount, an invitation to exclusive member events, free public transport on game-day, a Parkwood Social Membership, and free feeder club entry, amongst other benefits.

We’d love to have you onboard for our fight in 2020 so please see below for a link to the packages:

GA Membership:

https://am.ticketmaster.com/goldcoasttitans/Packages/generaladmission#/

If you have any further questions please don’t hesitate to respond to this email or alternatively give us a call via our hotline as we’d be more than happy to help.

I look forward to hearing from you soon!

Notes:

  • Provided membership link
  • Answered question about the cheapest option
  • Told me why it’s good to be a member

South Sydney

Thank you for contacting the South Sydney Rabbitohs.

I have attached the link with details of the General Admission Member Pack https://membership.rabbitohs.com.au/general-admission/.

This Membership is a Full Season Member Pass, meaning that you will have access to all Rabbitohs NSW Home Games Plus Reciprocal Away Games and pick your seat in our General Admission Seating each Match. 

-You will receive a Cap/Scarf (Member’s Choice Item)

-Membership Card

-Bumper Sticker

-Fixture Magnet

-Lanyard

-$20 online merchandise voucher

-10% off Rabbitohs Merch

-Rabbitohs Rewards Pass

-Exclusive Sponsor Offers

-Entry to the 2020 Member’s Tipping Competition

-Access to P&O Member’s Deck at post-match functions

-Choose from a selection of players on your Member card

Scroll through the link to view these items visually.

If you don’t think you are going to be present at all the Home Games, we do have the option of purchasing a Flexi 3 or 5 game Membership which will grant you access to either 3 or 5 Home Games depending on what suits you best.

Please let me know if I can be of further assistance.

Notes:

  • Provided merch info and inclusions in the membership pack
  • Provided link to the memberships
  • Didn’t tell me why I should support the team

Canterbury

Thank you for contracting the Bulldogs Membership Team.

That’s good to hear mate  that you are interested in becoming a Bulldogs Membership for the 2020 season.

We are only a couple of days out from our first game of the season and the Club and teams need you and your support for the 2020 season.

Our cheapest General Admission membership is the Blue Zone membership for $145.

The following link contains all the information regarding the Blue zone membership: https://www.bulldogs.com.au/membership/packages/general-admission/blue-zone/

Could you please give me a day and time that suits you best so I can give you a call to renew your membership for 2020?

If you have any questions please feel free to give us a call back on 1300 769 164 or simply respond to this email.

Notes:

  • Provided a membership link
  • Provided a number to call
  • Provided the cheapest option
  • Answered question about membership
  • Asked to follow up with me with a call

Melbourne Storm 

Thank you for your email

Below is a link to our membership packages

https://www.melbournestorm.com.au/membership/packages/

What is your best contact number to call you on regarding this

Looking forward to hearing back from you

Notes:

  • Asked to call me to follow up which was good to see. A genuine call gets a higher chance of a sale every time.
  • Linked in info on membership info
  • Didn’t answer the question about why I should become a member of the Storm but would likely do that over phone

Newcastle Knights

He is a link to our membership website https://knightshub.com.au/membership/, here you will be able to browse the different memberships we have on offer and choose what best suits you. Each of our membership offers discounts on merchandise and ticketing on top of the membership pack that you will receive.

The greatest part about becoming a member is showing your support and becoming a part of a club you feel passionate about.

Please let me know if I can help you with anything further.

Kind regards,

Notes:

  • Answered the question quite well here
  • Provided links and info

Cronulla

  • No response to the initial email
  • No response to follow up email

Penrith

  • No response to the initial email
  • No response to follow up email

Wests Tigers

  • No response to the initial email
  • No response to follow up email

A note on Cronulla, Penrith and Wests Tigers. Even if these three caught on that this wasn’t a real member inquiry the fact that the vast majority are all cut and paste automatic reply emails means it doesn’t take much effort to just reply. The emails have no doubt fallen into the spam, opened and closed or just forgotten about folder. Even after I bothered to follow up with another email. However, whatever the case if you’re a fan of these clubs and myself having done their games days, I’d still 100% sign up for a membership of these clubs as they’re all doing exceptional things in the community and on game days. Plus….suburban grounds, gotta love that!

 

AUS LEISURE MAG: The Best In The West: Bankwest Stadium Parramatta Eels NRL Fan Experience Review

The game-day fan experience continues to rapidly evolve on a daily basis with global venues going all out for sports fans through enhancements to areas such as hospitality, seating, catering, technology and accessibility all in an effort to create better fan-friendly destinations and unforgettable experiences as well as further drive new revenue opportunities.

Recent fan experience developments to venues have for instance seen the addition of a craft beer microbrewery at Tottenham Hotspur’s dazzling new stadium in London while Banc of California Stadium in Los Angeles focused on a foodies experience for LAFC fans by including concession items from some of the best local chefs and restaurants in LA. Meanwhile, under construction venues such as Globe Life Field in Arlington, Texas will feature a retractable roof as part of their climate-controllable venue while Hungary’s new Puskás Arena in Budapest will include a running track perched above the stands with panoramic views over the city. These impressive modern stadium designs are just a few features which highlight that it’s truly never been a more exciting time to be a sports fan as venues around the world constantly seek to improve the fan experience for spectators to get them off the couch and into venues.

Another venue putting fans and the fan experience front and centre on game day through a raft of impressive features is Australia’s latest major venue, Parramatta’s spectacular Bankwest Stadium situated on the banks of the Parramatta River in Western Sydney. In my latest fan experience review here for AUS Leisure I take a look at the impressive NSW Government funded Bankwest Stadium from a recent Parramatta Eels NRL match here to highlight both how they are achieving best practice fan experience and the lessons that other venues can learn to improve and enhance their own venue fan experiences.

Transport

The fan journey often begins with either the ticket buying experience or with transport to the game and as I began my journey to the venue via a train from Sydney’s Central Station it was instantly impressive to see integrated ticketing in effect with free public transport included as part of every match day ticket. The venue is well serviced by multiple public transport options such as trains, ferries and buses with my train only taking 25 minutes to arrive into the Parramatta Transport Interchange in the Parramatta CBD. It was then just a short walk to the ground through the bustling Church Street precinct that was heavily decorated in Parramatta Eels colours. Navigating the route to a venue can also sometimes be difficult however the addition of bright pink way-finding signage and helpful Transport for NSW support staff provided extra assistance for fans to easily locate the stadium. It was good to see that bike parking racks are also located just out the front of the gates highlighting that there’s multiple ways to access the venue on game days.

Atmosphere

After a seamless entry through the ticket gates, a thorough bag search and an unexpected but very welcome positive greeting from a jovial security guard, I made my way into the ground and was instantly blown away by the incredible views and close proximity that every seat seems to have of the field of play. As kick off approached and the venue was packed with loud and vocal NRL fans, the deafening roars and cheers elevated the noise to an unprecedented atmosphere in an Australian venue. It felt like a wall of sound had been created from the 30,000 fans packed in here so close to the immaculate turf which looked like lush emerald velvet. These thoughts were echoed by Parramatta Eels tragic and Ladies Who League founder Mary Konstantopoulos who stated to me at the match The fan experience is exceptional; you are so close to the action and the roar of the crowd sends chills down your spine. Personally though I also love how the history of the Eels is still reflected in the stadium through the Ray Price Statue and the stands named after Eels legends – it’s a nod to the past whilst providing plenty of hope for the future.”.

Architecture

Venue architect Populous, operators VenuesLive and construction company LendLease have all worked tremendously together to create an outstanding venue that has a variety of clever features such as large open dwell spaces for fans to navigate the concourses and also mingle next to colourful decor that’s still in view of the field. Walking around the venue was easy due to the clear way-finding signs and there is a good use of space inside the concourses with stroller bays for parents to easily park their prams in a secure area under the stands. Outside the stadium there is a kids playground area, basketball court and a street workout gym which all represented a smart use of venue space as well as ensuring that the local community has access to these features whenever they wish. While the venue is very much accessible for all needs, another inclusive approach has been to include unisex toilets which is just another way venues are thinking about looking after all of their spectators and making sure they feel valued on game day.

Seating

Bankwest Stadium CEO Daryl Kerry stated that “This is a stadium that was designed and built for the fans with the event experience front of mind and it’s clear that one of the many highlights of the rectangular seating design of the venue is that every spectator feels so close to the action on the field that they can almost reach out and grab the turf from their seats. It became apparent pretty quickly as I criss-crossed my way around the venue that there’s not a bad seat in the house with the views of the field simply breathtaking no matter where you are seated. The high back seats are also spacious and comfortable while the seat rake means you’re pretty much on top of the action and with the atmosphere pumping throughout the day you feel as though you’re much more apart of the spectacle than in other grounds.  

F&B

Upon checking out the concession outlets and kiosks inside the venue, it was evident that Bankwest Stadium has listened to sports fans as there are a host of clever catering additions and incentives here that already have fans singing the venue’s praises. For instance, game day essentials like sauce and beer trays are free, Bankwest cardholders get 10% off concession items while fan first pricing is in effect with seven key food items like pies and hot chips available for under $5. Moreover, the cost of beer here is closest to the cheapest in any Australian sporting venue starting at $6.50 and even includes craft options such as Furphy and Little Creatures brews which will appease beer drinkers

It was positive to see a focus on sustainability to reduce waste with biodegradable cutlery available instead of plastic and that the venue had researched and identified the changing consumer habits and needs of fans with both quality vegan and gluten free food options all available for fans to purchase. As stadium F&B options continue to improve globally for fans it was exciting to see the focus on flavours that reflected the diversity of the local Western Sydney community as all fans tastes have been catered for through the addition of the ‘High Street’ speciality concession outlets that featured everything from Chinese and BBQ meals to seafood and health food dishes which all looked substantial and delicious when I surveyed the outlets before kick off.

Technology

From the crisp and vocal sound coming through the new PA system to the super fast free Wi-Fi, Bankwest Stadium utilises an impressive array of modern technology that’s both interactive and immersive for fans to experience.

The first things to notice when entering the grandstands is how much clearer the sound is from the speakers while the eye-catching and colourful LED ribbons and HD screens create a thrilling tribal atmosphere as they flash out team hype reels and sponsor content across the stands. Sports business leaders TLA Australia and Game Changer MVP have been responsible for revolutionising the match day experience at BankWest Stadium through the in-game fan engagement and entertainment with TLA Australia Head of Events and Consultancy, James Ward, saying “Through our collaboration with Game Changer MVP we are combining global expertise with local knowledge and experience to deliver some amazing content for fans at Bankwest Stadium’.

Across the day I used close to 5GB of data with ease on the stadium network with no drop outs or re-sign while the Parramatta’s screen content and entertainment was electrifying and had the fans in the stands pumped up throughout the match. The Sport LED lighting is also going to be impressive to see here as the lights can be turned on and off with ease for synchronised light and sound shows.

Fan Engagement

With just three games in for the venue, hirers are still finding their feet with how to make use of the space however the Parramatta Eels put on a first class display for fan engagement by providing activities for fans like a photo booth, face painting and even a living statue artist dressed in Eels colours which was a new one to the fan engagement photo opportunity ideas book. The Eels members bar was also a highlight of the venue where Blue and Gold Army Eels members were able to mingle together in their own dedicated fan space that was decorated in Parra livery.

Hospitality

Having canvassed the concourse and general seating areas, I made my way around to the Western Stand to inspect the corporate hospitality facilities of which on first look seemed there appeared to be an abundance of diverse premium options for guests. While there are indeed plenty of quality lounges, suites and clubs providing both private and premium experiences for networking and dining with gourmet F&B and spectacular views right on top of the field, the jewel in the hospitality crown at Bankwest Stadium is the exclusive and exciting ‘Field Club’. This ‘money cant buy experience’ located at the edge of the playing field allows guests to see the players warming up before they walk through the Field Club and onto the ground which combined with the outstanding views brings patrons so incredibly close to the action like never before.

From the diversity in F&B and the smart architectural design to the unique hospitality and the immersive tech, Bankwest Stadium is a spectacular venue that sets a very high bar for the sports fan experience. This is a world class fan first venue and all stakeholders from the NSW Government down should be applauded for the attention to detail that has gone into its creation as well as the focus on going the extra mile for fans with all the little touches. A Bankwest Stadium game day is an essential bucket list visit for any sports fan and one can only hope that Australian venues continue to put fans and improvements to the fan experience front of mind and look to this venue when creating new event spaces.

BIO:

Blair Hughes is an award winning, globally respected fan engagement specialist who helps clients in the sports, music and craft beer industries grow their fan bases, improve fan experiences and create new business and revenue opportunities. You can follow him on Twitter at @MrBlairHughes or at

www.MrBlairHughes.com.

ABC Radio Interview: Fun Police Curbing Sport Fan Behaviour? (21/6/19)

A riveting chat with security personnel and fans from across Australia.

Talking about the current AFL fan and crowd issues, security, behaviour awareness officers and more.

Listen in here: https://www.abc.net.au/radio/programs/overnights/fun-police-curbing-sport-fan-behaviour/11233648

Putting Fan Engagement to the Test: Blair Hughes Experiences how Cricket Australia put fans first during the 2019 Sri Lanka Cricket Test at the Gabba Brisbane’

Across the globe the sports business continues to face many challenges to get bums back into stadium seats both as a result of the competition from the at-home TV experience and new leisure activities combined with the fact that audiences have evolved and are seeking more bang for their buck on game days.

To combat this, teams and venues are constantly creating innovative fan engagement solutions that are seeing positive outcomes for all stakeholders. Whether it be technological advancements such as Manchester City’s augmented reality game day program, the proliferation of craft beer amongst venues concession offerings or Celtic FC initiating the inclusive approach of providing female fans with free sanitary products at Celtic Park, the in-venue fan experience globally continues to be rapidly transformed and enhanced for supporters on match day.

One example of a sporting organization who are reaping the rewards of following a fan first approach is Cricket Australia whose events have consistently demonstrated best practice fan engagement which has afforded cricket fans with exceptional experiences that go above and beyond, particularly with regards to unique money can’t buy activations. This fan experience review of the recent first test match from Brisbane will therefore provide an insight into Cricket Australia’s approach to fan engagement and explore the lessons that other sporting organisations and venues can learn to ensure that all patrons have a positive game day fan experience.

Transport

Starting and ending the fan journey seamlessly is integral to a positive fan experience and it’s something that Cricket Australia and Stadiums Queensland, through The Gabba, do very well as all fans are entitled to free public transport to and from the ground on Cricket Australia match days. Taking advantage of this I boarded a Council bus at 11am from the suburban outskirts of Brisbane that took me all the way up to the front gates of the famous cricket ground in turn saving $5.80 on transport costs. As a result of this integrated transport ticket offer, fans were able to enjoy a clean, air-conditioned and fast ride to and from the ground with ease while also saving some money which is always a quality way to start any match day.

Event Presentation

Arriving at the Gabba 90 minutes before the first ball on what was a typically hot and humid Brisbane summer’s day it was instantly impressive to see the fan zone set up complete with it’s pumping atmosphere and colourful event presentation that featured Cricket Australia branded test match banners that were adorning the Gabba gates.

Security

Security personnel are often the first match day event staff that fans interact with when entering the venue so it is vital that a positive interaction sets the tone for a fan having an enjoyable experience and this was evident at The Gabba on this occasion. In this heightened security climate it was good to see that the event was well aware of not making this feel like a ‘security event’ as fans were greeted with a friendly smile, welcome and hello from security staff who were present at the gates wanding down patrons and checking fans bags before entry.

Technology

On the technology front both Cricket Australia’s ‘Matchday’ app and Stadiums Queensland’s ‘MegaFan’ app provided fans coming to the game with all the information they needed with handy fan experience features including venue maps, live transport timetables and seating views to video replays of key moments and score updates from the game all of which helped to ensure a positive experience for every fan.

Fan Engagement

Cricket Australia places a large emphasis on fan engagement with regular quirky trivia questions on the big screens as well as a sideline-seating feature, which sees a roving group of lucky fans selected to sit in their own exclusive section on the field behind the boundary ropes. The addition of the roving face painting ‘Colour Crew’ was also a clever feature of the game day fan engagement offering that enabled them to move around the ground and paint the faces of Australian and Sri Lankan fans throughout the day.

The centerpiece of the fan engagement offering here however is the impressively presented “Cricket Australia Pool Deck” which represents a unique fan experience in terms of the atmosphere and excitement that it generates for fans.

Designed in conjunction with sports agency TLA Worldwide, the “Pool Deck” activation allows close to 500 fans over the course of the day to cool off in the pool and sees fans first sign a safety waiver at the registration desk where they are presented with a free tropical towel to use as well as a wristband before they enter the pool’s sparkling water to cool off and enjoy an unrivalled view to take in the action on the field.

TLA’s senior account manager Cameron McFarlane noted that “Cricket Australia’s plan with the pool was to appeal to new and existing fans, giving them another reason to attend matches at the Gabba, creating an exceptional experience that would reward the existing fan base as well as creating memorable experiences for new audiences at the cricket. The tiered seating and shaded lounge chairs result in the best seats in the house, aligning with Cricket Australia’s strategy to facilitate social interaction for fans to enjoy throughout their day at the cricket in an accessible environment.”

The little touches were also evident everywhere in the “Pool Deck” with exquisite event presentation and fan experience features including abundant shaded areas and tables, deckchairs, tropical plants and colourful cushions, sunscreen, phone charging and most importantly the incredible views from the deck which are quite simply right up there as the best spot to watch a game from in at any Australian stadium.

Community

As a result of a devastating dought affecting many parts of the country especially in Queensland it was inspiring to see the focus that Cricket Australia put on raising awareness and vital funds for drought stricken farmers especially as the annual Brisbane test match attracts so many people from the bush. The rural focus included volunteers collecting donations for Rural Aid, a mechanical bull ride for kids of all ages to have a ride on as well as a live site that featured a giant TV screen and numerous hay bales for fans to sit on all of which made for a pleasant family friendly feel outside the ground. Even more impressive to hear after the test match was that Cricket Australia repurposed 25,000L of water from the pool to a Queensland dairy farm that had been affected by severe drought.

Hospitality

Cricket Australia’s test match hospitality offering at the Gabba leaves other sporting codes in its wake with a variety of options available to entertain fans at the match. An example of this is ‘The Century Lounge’ fan experience in the Gabba’s Legends Room which was an exceptional experience not least for its delectable culinary offering but also because of the creative and useful gifts that each attendee received. In a sporting world where sponsor’s fan engagement activations are often cheap and useless items that are given away to fans it was impressive to see that the focus on quality and creativity with fans here receiving wood framed sunglasses, a test match wool kit stubby cooler as well as a Cricket Australia branded USB phone battery charger all of which were both memorable and bound to be reused again and again by these cricket fans.

Food and Beverage

While the Gabba faces increasing pressure from fans to upgrade its facilities to rival other Australian venues, it was positive to see the new additions and diverse range of gourmet food and beverages which were on sale some of which included an Asian food cart selling dim sims and pork buns as well as the new Gourmet Grill that offered vegetarian curries, pork belly burgers and loaded fries. Chilled slushies and fruit smoothies kept fans cool while the ‘Parma for a Farmer’ chicken parmigiana meal deal was a creative and effective community minded approach to raise funds for Queensland’s drought affected farmers.

The Extra Touches

With sunscreen often being expensive, forgotten to be brought in to the stadium or even applied by fans in the first place it was good to see that both Cricket Australia and the Gabba are always putting its fans first as free sunscreen stations were scattered throughout the ground to ensure that fans were protected from the sun’s harsh over a long hot day one at this test match.

Cricket Australia’s test match experience at The Gabba highlights an exceptional example of best practice fan experience that delivers consistency, value and quality in every facet not least as a result of it’s creative fan engagement activations, community initiatives, hospitality options, addition of smart extra touches as well as simply providing fans with the key information that they need to have a positive experience at the venue on match days.

BIO

Blair Hughes is an award winning, globally respected fan engagement specialist who helps clients in the sports, music and craft beer industries grow their fan bases, improve fan experiences and create new business and revenue opportunities. You can follow him on Twitter at @MrBlairHughes or at www.MrBlairHughes.com

Brisbane Lions and The Gabba’s ‘The Verandah’ Fan Experience

Across the globe major venues and sporting teams are constantly working on enhancing the fan experience for sports fans to deliver them extra bang for their hard-earned buck on game day. Whether it be from gourmet food options at MetLife Stadium, sensory rooms at Watford FC’s Vicarage Road or Celtic Park providing free sanitary products for female fans, the fan experience is an integral part of major events that these stakeholders are focussing more deeply on improving.

It’s an arms race between venues as areas like food and beverage, technology, fan engagement and amenities improve in an effort to better service fans at the venue, increase revenue through unique new opportunities and overall make fans feel more valued. One particular area of the fan experience that has seen a large focus in recent times has been the addition of social seating spaces that provide fans with incredible views, gourmet food and drink options and unique experiences with examples ranging from Yankee Stadium’s ‘Judge’s Chambers’, The SCG beach, TIAA Bank Field’s cabana pool and The MCG’s ‘The Lawn’. A recent addition to this list is also the Brisbane Lions’ outstanding ‘The Verandah presented by Hyundai’ exclusive space which is back for it’s second year at The Gabba.

I took in the Lions match against West Coast Eagles and ‘The Verandah’ experience on Saturday night and was very impressed with this authentically Queensland space that is offering fans a unique new way to watch a Lions game in an unrivalled position on a purpose built veranda at the base of the eastern end of the ground’s goal posts.

First impressions are extremely vital however the well-presented area exceeded my expectations and was alive with tropical Queensland vibes and colour as soon as I entered. The addition of comfy bean bags, sun lounges and chairs all enabled fans to grab a front row spot with superior views of the action as the Lions ran away with the match in the opening round.

The atmosphere in The Verandah was pumping throughout the night as people protected their cups of ice-cold beverages when the goals continued to rain in from the Lions. It’s a very relaxed vibe too so while it attracts the Instagram crowd of people who want to be seen, jerseys are also encouraged, as are shorts, as it was a particularly humid night in Brisbane so this is certainly an inclusive space where every fan is made to feel welcome.

A distinctively styled open air space like this is another example of how to both attract new fans to a Lions game at the Gabba as well as delight and entertain existing Lions in a fun social space with the best seats in the house. This is truly a fan experience that is worth taking in at a Lions game and represents exceptional value for money for fans, as it’s only $70 per ticket or $40 for a member upgrade.

At the end of the day a happy fan is a fan who has had a seamless and enjoyable fan journey and feels valued by stakeholders for attending the match day, therefore venues and teams are consistently applying positive and exciting new approaches that puts the fan and the fan experience front and centre. The Lions and the Gabba have created a fun, entertaining and colourful space here to attract new fans which other venues and teams should take a closer look at in an effort to attract new audiences and delight existing fans.

Blair Hughes is an award winning, globally respected fan engagement specialist who helps clients in the sports, music and craft beer industries grow their fan bases, improve fan experiences and create new business and revenue opportunities. You can follow him on Twitter at @MrBlairHughes or at www.MrBlairHughes.com.

Macquarie Sports Radio Interview: Does Blair Hughes Have The Best Job In The World? (16/3/2019)

Radio interview with the Macquarie Sports Radio team back in March.

No I don’t have the best job in the world or in sport but I’m happy and have put myself out there over the years to create experiences, learn new skills and meet people all over the world. Everything I’ve done in my life across sport, education, digital and the music industry to now loving life working in craft beer has been about experiences, learning, networking and trying new things.

Anyone can get out and do what I’ve done. It’s nothing special. I’m nothing special. I’m lucky with what I’ve been able to achieve and there’s still a lot more I want to do. I love meeting people, learning and trying to challenge myself. My legacy is that I want to be able to sit down with heaps of grandkids one day and recite all the amazing experiences I’ve had and be proud of that. If people like what I do or learn something small from me then thats a bonus. 

Thanks for listening and supporting me.

Interview here: https://www.abc.net.au/radio/programs/overnights/fun-police-curbing-sport-fan-behaviour/11233648

 

Froth Beer Magazine: Fanning The Flames

Previously in Froth Magazine I have highlighted the emergence of commercial partnerships between Australian craft breweries and the sports business to illustrate how this particular fan engagement initiative is driving deeper emotional loyalty between sports fans, craft breweries and our local communities along with enhancing the game day fan experience across the country. Collaborations for instance between Newstead Brewing and the NBL’s Brisbane Bullets with their ‘Ale-y Oop’ beer along with the increasing availability of craft beer in our sporting venues such as Gage Roads brews now at Optus Stadium in Perth emphasize the positive outcomes and benefits that can be achieved for all stakeholders when a focus on fan engagement is applied.

With the ever expanding and competitive market place of the Australian craft beer industry it is now more than ever vitally important that craft breweries understand and engage their fans and local communities with creative, memorable and authentic marketing strategies in order to secure their long term success. This article will therefore look at a cross section of Australian craft breweries to showcase the successful fan engagement strategies that some are using to turn craft beer fans into hardcore brand ambassadors and what other craft breweries around Australia can learn from these initiatives to acquire new fans.

The term ‘fan engagement’ is a buzz marketing phrase that’s become synonymous within the sports business as a result of a number of current global challenges it faces such as from the increasing competition from other leisure activities and the rising costs of attending matches. Consequently, teams and venues have put an emphasis on putting ‘fans first’ by implementing fan engagement strategies that involve everything from offering cheaper pricing on food and beverages, creating innovative tech driven fan zone activations to more simply improving customer service to ensure that fans are given more bang for their buck on game days.

Best practice fan engagement involves being consistent, effectively listening to your fans needs as well as providing them with a sense of ownership so that they can express their love for a brand and it’s these principles of fan engagement which are readily transferable to a number of industries especially the craft beer world. It’s clear from the brief snapshot of the craft breweries showcased below that while the Australian craft beer industry faces it’s own issues, breweries are successfully implementing impressive fan engagement initiatives around their local communities that are helping to win over new fans.

From diverse sponsorship and community initiatives to loyalty programs and creative content marketing, craft breweries across Australia are engaging fans in clever and outstanding ways that deserve to be showcased so here’s a round up of what’s happening at a brewery near you across the country.

Starting with Queensland craft breweries and Black Hops are going the extra mile for their fans by producing a podcast and book as well as having established a successful crowd funding campaign that led to their ambassador group growing to over 1,000 members. Putting their fans well and truly first Black Hops are even making a beer this month that is a collaboration brewed with some of their most hardcore customers. Meanwhile Burleigh Brewing have set up a huge outdoor cinema to screen classic films over summer while Range Brewing ran a non-perishable food drive over Christmas to help out their community.

There’s plenty happening in New South Wales with Stone and Wood finding great success with their inGrained Foundation that supports grassroots environmental and social charities in the local areas where their fans live and work while they took a fan first approach with their brewery as it was inspired by the idea of creating a village brewery that would be a meeting place to bring people together. Stone and Wood’s marketing manager Jasmin Daly further highlights that ‘meeting the people behind the brewery can give people a new level of depth and appreciation. For us it also allows us to receive feedback and personally connect. Having these real and authentic experiences humanises the brand or business.’

In Sydney Batch Brewing have brewed beers inspired by the local community such as the ‘Marrickville Pork Roll’ beer which was brewed with ingredients from a famous pork roll shop in the area while Canberra’s Bentspoke Brewing are conscious that it’s not just about the paying customer with their marketing coordinator Tash Shan stating that ‘their brewpub is an important place for beer drinkers to road test new brews and grow the connection and engagement between our fans, brand and reach new craft beer lovers’. Bentspoke like many other Australian craft breweries have also both partnered with major sporting teams and donate their spent grain back to farmers in an effort to further engage with their community.

Another craft brewer that’s huge on fan and community engagement is Wayward Brewing with initiatives such as ‘Craft for a Cause ’ raising funds for a local charity through the brewing of a special beer while their love for their fans furry friends extends to allowing pups on the premises with their #DogsOfWayward also haven taken on a life of it’s own amongst Wayward fans as it showcases fans and their dogs from the local community. Wayward’s creative director Faye White explains further “We love thinking up fresh and exciting ways to engage our fans at Wayward. It is also so important to us that we give back to the community that gives us so much loyalty and support”. 

 Down in Victoria and Venom Brewing add an element of fun to their marketing by running games like tinnie toss and having a prize wheel to entertain fans at their promotional events while Burnley Brewing host events such as trivia nights, offer weekly merchandise giveaways on social and also run free brewery tours and tastings every Monday which is a brilliant way to showcase their beers to local residents. Another brewing company who greatly understand the importance of listening to and engaging with their fans is Two Birds Brewing who as co-founder Danielle Allen states “We’ve had many fans from all over Australia who have supported us from the get go and are a part of our story. We’ll never forget that, and in turn we do our best to keep them engaged by offering giveaways, a loyalty program at our tasting room The Two Birds Nest (we call them Frequent Flyers!), and we listen to suggestions on new beers and what they want from us. It’s actually how Taco became part of our permanent lineup – our fans asked and we listened!”.

Stomping Ground are another Victorian brewery who have done plenty of good things in the community with their Pridelweiss and Movember brew initiatives having collectively raised close to $200,000 and they’ve also put a big focus on catering for families at their beer hall by creating a cubby house and colouring in menu to keep kids and families entertained. Lastly, Hop Nation continues to grow their fan base through local community initiatives by sponsoring local sports teams, schools and kindergartens and recently made a collaboration beer ‘The Patron’ with the Footscray Historical Society.

The focus on engaging with the local community continues further south with Tasmania’s Moo Brew sponsoring a range of events including charity balls, local art exhibitions and live music because as marketing manager Tim Dudgeon notes ‘supporting our local community is key in developing our grass roots following. Doing so helps to build equity in the brand and familiarity with our product range. It also is a form of inspiration for us, enabling us to stay in touch with our core customers and learn from their experiences with our products.Skipping north west across to South Australia and Prancing Pony are also big supporters of emerging local artists and showcase live music and exhibitions at their brewery with CEO and co-founder Corinna Steeb stating that by ‘working closely with the local community we can make sure that we’re building a healthy and prosperous community for everyone around us’.

Finally over to Western Australia and Black Brewing have recently launched their new venue ‘Caves Road Collective’ where they’ve brought together their partners Dune Distilling and Ground to Cloud Wines all under one roof to showcase the three disciplines of brewing, distilling and winemaking combined with the amazing food from the gorgeous Margaret River region. Fellow West Australian brewer, Gage Roads is also supportive of their community’s grass roots events and has sponsored local art shows, concerts, musicians and films and recently sponsored a group of local surfers to create a surf documentary about their pilgrimage to a secret spot in Western Australia’s north-west.

It’s evident from the examples listed above that these craft breweries along with the vast majority of Australia’s craft brewers are successfully finding positive outcomes that are driving deeper connections between their fans and local areas by implementing fan engagement strategies and ‘fan first’ approaches to their marketing. Now all that’s left to do as craft beer fans ourselves is to continue getting out and about to support our local craft breweries to continue this positive success for the craft beer industry.

Blair Hughes is an award winning, globally respected fan engagement specialist who helps clients in the sports, music and craft beer industries grow their fan bases, improve fan experiences and create new business and revenue opportunities. You can follow him on Twitter at @MrBlairHughes or at www.MrBlairHughes.com

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