Rice, black beans, chicken, medium salsa, cheese, and lettuce, all perfectly wrapped and sealed in a large tortilla—this is my Chipotle order. I get this almost every time I eat there. Occasionally, I’ll swap the burrito for a bowl or cheese for queso, but generally, this is my go-to order. The same applies to my coffee order, grocery list, haircut, and TV choices. Everything I do as a consumer follows a specific, predictable pattern. Humans are creatures of habit, and these habits shape our buying patterns, daily routines, and sources of excitement.
Much like restaurants, sporting events create emotional connections. Whether it’s shared memories with family and friends or unforgettable “you had to be there” moments, emotion fuels the positive experiences tied to your venue. This encompasses everything from the food you serve and the people you hire to the policies and processes that ensure your operation is both profitable and enjoyable. Fans have grown accustomed to consuming experiences at your stadiums in a specific way, but with times changing and innovation on the rise, adaptation is crucial.
Trying new things is essential for fulfillment. I first tried Chipotle years ago, loved it, and haven’t strayed much from that original order. Similarly, investing in sports technology will continue to transform how we sell tickets, build sales funnels, create fan experiences, and provide value for our stakeholders. Innovation should be at the heart of the industry’s growth.
Amid this wave of innovation, one constant remains: Your fan base values your consistent dedication to creating positive experiences at your venue. From the moment they purchase a ticket to the farewell from the usher as they leave, you’ve won their hearts regardless of team performance or standings. Consistency fosters loyalty. So, how can we ensure that even in this era of innovation, we appease our fans desire for consistency and continue to deliver top of the line experience?
Here are 5 consistencies to think about, to keep your business growing and your fans happy.
1. Stay consistent with…stadium policies, security procedures, and ticketing practices. Fans appreciate consistency and dislike frequent changes. This principle extends beyond the sports industry. While change is necessary, the frequency of that change matters. How you manage consistency can determine whether you gain a fan or create a foe. Once changes are implemented, maintain consistency in enforcing them.
2. Stay consistent with…the quality and efficiency of food and beverage services. Although this might seem obvious, don’t sacrifice quality for cost. One of the biggest emotional connections people have is with their food experience. Fans understand higher prices for stadium food, but like my Chipotle order, their expectations for quality and fast service remain constant. If these factors decline, the price may no longer seem justified. Invest in technology to enhance food service, but ensure it truly works. Invest in the people, product, and processes to create “buzz” rather than “blah” in your stadium’s food service.
3. Stay consistent with…the tone and cadence in your communications with fans and potential fans. Some would say this is Marketing 101. Investing in AI is a great way to achieve top-funnel sales growth and aid in customer retention and acquisition. However, excessive reliance on AI or other machine learning services can lead to inconsistent messaging, if not done right. Top-funnel activities should be streamlined and efficient, so automate where possible or rely on SDRs or academy personnel. Be mindful that significant changes in tone due to AI-driven lead generation might be noticeable to your audience.
4. Stay consistent with…how you market your value versus how you discount them. There’s no universal right or wrong when it comes to discounting strategies; both can be effective if executed with commitment. I've seen both “discount-based” and “value-based pricing“ models succeed and fail. Understanding your fans is crucial, but consistency in your approach assures them of your commitment to creating value. Note that running discounts for data acquisition purposes can be effective and falls outside the scope of this discussion.
5. Stay consistent with…prioritizing customer service. As technology improves revenue decisions, the importance of excellent customer service remains unchanged. While many consumers prefer interacting with chatbots, there are just as many who value speaking with a live CSR or TA. Now might be an ideal time to invest in customer service, as a personal touch can enhance long-term retention. People invest in organizations and people they trust. Although some may trust your website’s chatbot, most people still appreciate good ol’ fashioned high-quality service.
Consistency creates fans! There isn’t a universal playbook for winning over customers and creating fans, but these ideas can help navigate the growth of innovation in the sports industry. Customers differ and customers change over time, but they all appreciate consistency. Thanks for reading and good luck continuing to elevate your stadium experience!