Professional Documents
Culture Documents
Ole
Ole
Survey Overview 2
1
SURVEY OVERVIEW
• In December 2017, an electronic survey was sent via email to all season ticket holders of the 14 Southeastern
Conference schools.
• The survey generated 1,638 total responses from Ole Miss season ticket holders and the results have been
segmented into three audiences:
• Fans that sit in general seating areas
• Fans that sit in premium areas, such as suites or clubs
• Student fans that sit in the student section
• This report is divided into three parts: findings for general seating, findings for premium area seating and
findings for student seating.
• Respondents were asked to rate their satisfaction levels (4-point scale) of 57 elements in six categories: First
Impressions, Concessions/Catering, Restrooms, Marching Band, Video Board, Ribbon Boards and Audio, and
Mobile Connectivity.
• In addition, respondents were asked to rate the level of importance (4-point scale) to the overall gameday
experience that each element has.
• Throughout this report, the difference between the importance and satisfaction scores will be referred to as a
positive gap (meets fan needs) or negative gap (does NOT meet fan needs).
• Because the electronic survey measured the fan experience at all 14 SEC schools, we have included icons next to
elements that denote a first, second or third highest satisfaction score for a particular element/audience.
1 2 3 4 1 2 3 4
VE DI SA VE NO IM VE CR
RY SS T IS RY TI PO RY IT I
DI AT F IE SA MP RT IM CA
SS IS F IE D T IS OR AN PO L
AT D F IE TA T RT
IS F IE D N AN
D T T
2
AUDIENCE SEGMENT:
GENERAL SEATING
3
FIRST IMPRESSIONS
KEY TAKEAWAYS
• For the second consecutive year, every element in • 9 of the 14 First Impressions elements, including
the First Impressions category saw increases in the three most important, have positive
satisfaction from the previous season. satisfaction vs. important gaps of more than 28
• Overall inside appearance, seat location and points.
professionalism of security personnel are among
the top-12 most important elements for this
audience.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION
(4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
SATISFACTION IMPORTANCE
Parking 2.94
2.98
4
CONCESSIONS
KEY TAKEAWAYS
• For the first time, all Concessions elements • Concessions length of wait time (3.01
ranked first or second in the SEC in fan importance) was 13th most important out of 57
satisfaction for the general seating audience. elements surveyed, while also accounting for the
• 10 of the 11 Concessions elements improved largest negative gap (-27) of all elements
from the previous season with one, concessions measured for the general seating audience.
area cleanliness, remaining the same.
2.74
Length of wait time 3.01
3.07
Concessions area cleanliness 3.
3.04
Concessions staff performance 2.88
2.63
Beverage price 2.84
2.6
Food price 2.83
3.18
Concessions staff friendliness 2.79
3.11
Beverage quality 2.77
3.01
Food quality 2.73
3.04
Beverage selection 2.68
2.9
Food selection 2.61
2.94
Condiment selection 2.44
5
RESTROOMS
KEY TAKEAWAYS
• Elements in the restroom category are critical (all • Restroom cleanliness (3.18 importance) replaced
three in the top 10 for importance) to the overall restroom length of wait time (3.1 importance) as
gameday experience (and Ole Miss is not meeting the most important element of the overall
fan need) according to this audience. experience for this audience.
• Restroom cleanliness and overall satisfaction of • All three restroom satisfaction scores increased
restrooms had the third-highest satisfaction compared to the previous season.
scores in the SEC for the general seating
audience.
2.98
Restroom cleanliness
3.18
2.91
Restroom length of wait time
3.1
2.94
Overall satisfaction of restrooms
3.08
6
BAND, CHEERS & CROWD
KEY TAKEAWAYS
• School traditional cheers, walks or chants was • Ole Miss is meeting fan need in all except two
the third-most important (3.15 importance score) elements in this category, but those two are the
element on the entire survey for this audience. most important.
• Organized cheers and crowd participation stayed • Band halftime show was 49th (out of 57) in
in the top 15 (15th) most important with a 2.98 importance for this audience.
importance score.
SATISFACTION IMPORTANCE
7
VIDEO BOARD, RIBBON BOARDS & AUDIO
KEY TAKEAWAYS
• Four of the seven sound elements rank in the top • Overall sound (3.14 importance) was fourth in
six in overall importance for this audience. overall importance (out of 57).
• Ole Miss ranks second in fan satisfaction in the • Ole Miss is meeting or exceeding fan need in
SEC for six of the seven sound elements. every element of video board, ribbon boards and
• Clarity of announcer (3.18 importance) remained audio.
in the second overall spot in importance for this
audience.
SATISFACTION IMPORTANCE
8
CONNECTIVITY & MOBILE
KEY TAKEAWAYS
• Like last year, every element in this category • Ole Miss is meeting or exceeding fan need in
ranked second in the SEC in fan satisfaction. every element in the connectivity category.
• All seven connectivity elements saw increases of
at least 30 points in fan satisfaction when
compared to the previous season.
2.77
Text messaging 2.78
2.87
Access to WIFI 2.58
2.71
Voice calls 2.43
2.6
Mobile web 2.32
2.59
Social media apps 2.19
2.65
Email 1.97
2.48
Streaming video 1.94
9
OVERALL – PAGE 1 OF 2
ALL ELEMENTS IMPORTANCE AND SATISFACTION
(4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
SATISFACTION IMPORTANCE
2.98
Restroom cleanliness 3.18
Clarity of announcer 3.31
3.18
3.05
School traditional cheers, walks or chants 3.15
Overall announcer 3.31
3.14
3.13
Overall sound 3.14
Volume level of announcer 3.24
3.13
2.91
Restroom length of wait time 3.1
Quality of picture 3.46
3.1
2.94
Overall satisfaction of restrooms 3.08
Overall inside appearance of stadium 3.41
3.04
Professionalism of security personnel 3.39
3.03
Seat location 3.31
3.02
2.74
Concessions length of wait time 3.01
Concessions area cleanliness 3.07
3.
2.94
Parking 2.98
2.76
Organized cheers and crowd participation 2.98
2.85
Seat comfort 2.95
Overall outside appearance of stadium 3.51
2.95
Overall video board content 3.18
2.95
Volume level of music 3.06
2.92
2.89
Band music selection - right music at pivotal times 2.9
Concessions staff performance 3.04
2.88
Clarity of music 3.21
2.87
2.92
Band volume 2.85
2.9
Music selection 2.85
2.63
Beverage price 2.84
2.75
Traffic leaving campus (post-game) 2.83
Speed of ticket takers 3.4
2.83
2. 2.4 2.8 3.2 3.6
10
OVERALL – PAGE 2 OF 2
ALL ELEMENTS IMPORTANCE AND SATISFACTION
(4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
SATISFACTION IMPORTANCE
2.6
Food price 2.83
Section, row and seat markings 3.06
2.82
Overall ribbon board content 3.12
2.8
Concessions staff friendliness 3.18
2.79
2.77
Text messaging 2.78
Friendliness of ticket takers 3.54
2.78
Beverage quality 3.11
2.77
Band overall 3.02
2.77
2.81
Band music selection - overall songs 2.77
Cleanliness of gate areas 3.48
2.75
Display of team stats 3.16
2.75
Food quality 3.01
2.73
Traffic entering campus (pre-game) 3.08
2.68
Beverage selection 3.04
2.68
Display of other football scores 3.02
2.64
Band entrance (pre-game show) 3.05
2.62
Food selection 2.9
2.61
Display of your football team's accomplishments 3.25
2.59
Band uniforms and appearance 3.25
2.59
Access to WIFI 2.87
2.58
Condiment selection 2.94
2.44
Band halftime show 3.01
2.44
Voice calls 2.71
2.43
Directional signs in and around the stadium 3.23
2.41
Mobile web 2.6
2.32
Social media apps 2.59
2.19
Highlights from other games 2.73
2.18
Email 2.65
2.
11 2.4 2.8 3.2 3.6 4.
AUDIENCE SEGMENT:
PREMIUM AREAS
12
FIRST IMPRESSIONS
KEY TAKEAWAYS
• Seat location (3.28 importance) was the most • Post-game traffic satisfaction improved by 76
important out of 57 elements surveyed for the points vs. the previous season, and was the only
premium area audience. element from this category with a negative
satisfaction vs. importance gap.
SATISFACTION IMPORTANCE
Parking 3.19
3.15
13
CATERING
KEY TAKEAWAYS
• 7 of the 11 catering elements saw a satisfaction • Ole Miss is closing the satisfaction vs. importance
increase of 20 points or more when compared to gap in three of the elements in this category –
the previous season. catering length of wait time, food quality and
• Ole Miss ranks in the top 3 in satisfaction among food selection.
SEC schools in 5 of the 11 catering elements.
SATISFACTION IMPORTANCE
3.16
Catering area cleanliness 3.15
2.85
Length of wait time 3.05
3.05
Catering staff performance 3.02
3.23
Catering staff friendliness 2.94
2.73
Food selection 2.83
3.05
Beverage selection 2.75
2.78
Food price 2.7
2.87
Beverage price 2.68
3.02
Condiment selection 2.6
14
RESTROOMS
KEY TAKEAWAYS
• All three elements in this category rank in the top • All three elements have a negative satisfaction vs.
12 in overall importance for this audience – importance gap of at least 26 points.
restroom cleanliness (2nd), overall satisfaction
(3rd) and restroom length of wait time (12th).
• All three elements are within 15 points of the
SEC fan satisfaction average.
SATISFACTION IMPORTANCE
2.98
Restroom cleanliness
3.24
2.91
Overall satisfaction of restrooms
3.17
2.83
Restroom length of wait time
3.1
15
BAND, CHEERS AND CROWD
KEY TAKEAWAYS
• School traditional cheers, walks or chants ranked • School traditional cheers, walks or chants (6th
13th overall in importance for this audience and most important) is the only element in the
saw a 44-point increase in satisfaction when category in the top 13 in overall importance, and
compared to the previous season. six of the elements rank 35th or lower in overall
• Fan satisfaction increased for all nine elements in importance.
this category increased, with eight by at least 20
points when compared to the previous season.
SATISFACTION IMPORTANCE
3.04
School traditional cheers, walks or chants 3.08
2.96
Band volume 2.88
2.94
Band music selection - right music at pivotal times 2.83
2.84
Band music selection - overall songs 2.71
3.25
Band uniforms and appearance 2.62
3.05
Band entrance (pre-game show) 2.54
16
VIDEO BOARD, RIBBON BOARDS & AUDIO
KEY TAKEAWAYS
• Satisfaction for every sound-related element • Ole Miss ranked second in the SEC in fan
remained steady or increased when compared to satisfaction for volume level of announcer.
the previous season. • Ole Miss ranked third in the SEC in fan
• Five elements from this category are in the top satisfaction for clarity of announcer, overall
15 in overall importance, with four being sound- announcer, overall sound and clarity of music.
related.
SATISFACTION IMPORTANCE
Overall sound 3.
3.07
17
CONNECTIVITY & MOBILE
KEY TAKEAWAYS
• Every element in this category ranked second in • Ole Miss is meeting or exceeding fan need in all
the SEC in fan satisfaction for the premium area seven connectivity elements for this audience.
audience.
• All seven connectivity elements saw satisfaction
increases of at least 30 points when compared to
the previous season.
SATISFACTION IMPORTANCE
2.87
Text messaging 2.86
2.88
Access to WIFI 2.77
2.74
Voice calls 2.6
2.68
Mobile web 2.43
2.73
Email 2.33
2.69
Social media apps 2.19
2.53
Streaming video 2.11
18
OVERALL – PAGE 1 OF 2
ALL ELEMENTS IMPORTANCE AND SATISFACTION
(4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
SATISFACTION IMPORTANCE
21
FIRST IMPRESSIONS
KEY TAKEAWAYS
• Two important First Impressions elements (seat • Ole Miss is meeting fan need in 12 of the 14 First
location and post-game traffic) saw increases in Impressions elements.
satisfaction of more than 55 points among
students compared to the previous season.
SATISFACTION IMPORTANCE
Parking 2.39
2.34
22
CONCESSIONS
KEY TAKEAWAYS
• The three most important elements (beverage • When compared to satisfaction for students at
price, food price, concessions length of wait other SEC schools, Ole Miss food price, beverage
time) in this category saw satisfaction increases of price, concessions length of wait time and
at least 44 points compared to the previous beverage quality ranked second in the
season. conference.
• Students continue to have a large negative gap in
food price (-66) and beverage price (-70), but the
negative gap was nearly cut in half last season.
SATISFACTION IMPORTANCE
2.36
Beverage price 3.06
3.15
Concessions area cleanliness 2.85
3.12
Concessions staff performance 2.73
3.12
Concessions staff friendliness 2.67
3.
Condiment selection 2.03
23
RESTROOMS
KEY TAKEAWAYS
• Elements in the Restrooms category are critical to • All three restroom elements appear in the top 20
the overall gameday experience, and Ole Miss is in overall importance for students.
closer than ever to meeting fan need in this area
according to students.
• All three restroom elements saw increases in fan
satisfaction of at least 12 points from the previous
season.
SATISFACTION IMPORTANCE
3.
Restroom cleanliness
3.12
3.09
Restroom length of wait time
3.
3.09
Overall satisfaction of restrooms
2.94
24
BAND, CHEERS AND CROWD
KEY TAKEAWAYS
• School traditional cheers, walks or chants (3.46 • Every element in this category saw increased
importance) remained first in overall importance satisfaction scores among students when
out of 57 elements for students, and the 3.46 compared to the previous season, but all are
score was the highest importance score for any below the SEC satisfaction average for students.
audience on any element.
• Organized cheers and crowd participation
remained 7th overall out of 57 elements
measured and had a 33 point negative gap.
SATISFACTION IMPORTANCE
3.31
School traditional cheers, walks or chants 3.46
2.77
Organized cheers and crowd participation 3.1
2.9
Band music selection - right music at pivotal times 2.94
2.68
Band volume 2.9
2.9
Band music selection - overall songs 2.87
2.96
Band overall 2.83
3.07
Band halftime show 2.74
3.11
Band uniforms and appearance 2.69
2.88
Band entrance (pre-game show) 2.55
KEY TAKEAWAYS
• Seven sound-related elements appeared in the • The four most important elements in this
top 15 (out of 57) most important overall category had satisfaction scores above the SEC
elements. average.
• Ole Miss is meeting student needs in all 13
elements in this critical category.
SATISFACTION IMPORTANCE
26
CONNECTIVITY & MOBILE
KEY TAKEAWAYS
• Text messaging (3.05 importance) continues to • Ole Miss was first in the SEC in student
be the most important element in the category. satisfaction for all seven connectivity elements.
• While all seven elements in this category saw
increased satisfaction compared to the previous
season, five of the seven elements continue to
have negative importance vs. satisfaction gaps.
SATISFACTION IMPORTANCE
2.69
Access to WIFI 3.05
2.72
Text messaging 2.97
2.36
Social media apps 2.87
2.36
Mobile web 2.6
2.59
Voice calls 2.53
2.2
Streaming video 2.28
2.4
Email 2.1
27
OVERALL – PAGE 1 OF 2
ALL ELEMENTS IMPORTANCE AND SATISFACTION
(4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
SATISFACTION IMPORTANCE
30