1. Cover Slide RISE UP! Designing the Complete Fan
Experience
2. The Competition 2 3. 3 The Solution 4. Drivers of Gameday
Satisfaction 4 There are several factors that, when combined, shape
the fans overall gameday satisfaction; the five most influential
drivers are listed below: Game Entertainment Arrival Experience
In-Game Enhancements & Technology Leaving the Stadium Safety
& Security 5. Gameday Satisfaction Key Findings Overall Gameday
Experience: Ranked #8 in the NFL Game Entertainment: Crowd energy
level and in-game entertainment elements have the most impact, and
of these, fans are least satisfied with the in-game entertainment
elements which is the second lowest rated attribute in this driver
Arrival Experience: Sense of safety prior to the game is critical
and, for the Falcons, is the highest rated aspect of the Arrival
Experience for GA STH In-Game Enhancements & Technology:
Quality of gameday wireless is key; 84% of the fans use Wi-Fi,
call, or text during the game, but only 2 in 5 indicate they are
satisfied with the quality of service Leaving the Stadium: Sense of
safety while leaving stadium is key, but only 55% of STH and CLB
indicate they are satisfied with this gameday attribute Safety
& Security: Security screening process while entering the
stadium is critical with more than half of GA STH and about
three-quarters Club ticket holders rating it in the Top 3 Box;
however, it is the lowest rated attribute among GA STH within this
driver 6. One Piece of the Solution 6 7. The research says we need
to invest FAST and NOW or run the risk of eroding our fan base 7 8.
But What to Invest In? 9. The Overall Experience Eliminate
frustration points and deliver surprise and delight and earn
customers for life. 10. A Long Believed Marketing Principle in
Sports 11. Hypothesis: Clubs with strong brand equity drive broader
and deeper fan engagement beyond having success on the field and/or
relying on high profile players and coaches. Clubs with strong
brand equity have team traditions and entertainment that focus on
the fan and attributes of the stadium rather than relying on
players and coaches. The Falcons Brand Premise 12. Falcons Brand
Essence 12 Authentic With a rich and deep-rooted history in
Atlanta, we are the #1 team of the South. Magnetic We attract and
unite the most diverse group of fans. Elevating We are uplifting.
Every experience with the Atlanta Falcons is electric. 13. Key
Brand Benefit The Falcons Raise Me Up 14. 15 15. How Did Technology
fit into RISE UP? The research told us our technological
experiences were not magnetic, authentic or elevating. 16. Work the
Basics First 17. Improve the Stadium Coverage 18. 19 Enhance
Gameday Experience Map 19. 20 How Do We Do All of This? Great
Partnership Danny Branch Vice President of Information Technology
20. The Guest Experience at large venues will continue to evolve as
technology advances faster and faster. Our challenge will be to
adapt to the unintended consequences and side effects these
technological advancements bring in a financially responsible
manner. The Next Generation Guest Experience
