Grove Research ReportPrepared for: IMC 404

Caroline Callahan, Anne Gammill, Morgan Gregory, Shelby Hall, Tessa Romack

Thursday, November 21, 2013

Executive Summary

Research objectiveThe objective of the research is to gain insight in determining exactly how

critical tailgating in the Grove is to Ole Miss football fans in relation to the game day experience as a whole. Information collected upon researching will assist the Ole Miss Athletics department at the University of Mississippi in efforts to improve the tailgating aspect of the game day experience.

How this information could be useful to marketers Often referred to as the “Holy Grail” of tailgating, the Grove at the University

of Mississippi offers a tailgating experience like no other. Many fans, even those from opposing teams, come to the Grove from all over the nation just to experience game day in Oxford- an experience in which they never forget.

So what is it about the Grove that makes game day so special? What is most valued in the tailgating experience at the Grove? What are things that need some work in improving the game day experience at Ole Miss?

In finding the answers to questions as such upon surveying one member from each tent (or group of multiple tents) in the Grove, marketers will be able to improve the game day experience for all fans, giving each tailgater an opportunity to speak their mind.

HypothesisResearch will find that Ole Miss football fans tend to tailgate in the Grove in

essence of one central motive: tradition. Upon surveying Ole Miss football fans, researchers will conclude that fans tend to stay in the same spot with the same people and hope that the Grove and its traditions will never change. Researchers predict that most tents (or group of multiple tents) will attend the Grove for an average of five out of the six home games this season.

SummarySubsequent to three weeks of research, it is safe to say that the tailgating

aspect in the Grove upon the game day experience at the University of Mississippi is absolutely critical to each and every Ole Miss football fan. Factors regarding the importance of location, convenience, and tradition seemingly made an ongoing appearance within research conducted.

Methodology

Researchers attended the Grove for three of six home games- Texas A&M, LSU, and Idaho. Researchers were divided into groups in which covered different quadrants of the Grove. Researchers of Group B were assigned the southeastern side of the Circle, which was split by walkways into five different sections, giving each researcher in the group their own section to survey.

In attending the Grove for the Texas A&M game, researchers surveyed one fan of each tent within their section of the quadrant and plotted the corresponding tent to the map given. Each section within the quadrant had around 12-20 tents within, allotting an estimated total of around 60-100 tents contained within the quadrant as a whole. Approximately 15 questions were assessed to each fan partaking in the tailgating survey.

The following weekend, researchers attended the Grove for the LSU game. Researchers surveyed the same fans they had spoken to the week prior and plotted tents exactly as it had been done for the Texas A&M game.

For the game versus Idaho, researchers were asked to disregard the surveying aspect and focus upon plotting the corresponding tents to the map given.

Subsequent to performing tailgating research, researchers were asked to immediately drop off completed surveys and/or maps in a box outside of the Ole Miss Athletics department, where research was dropped off and tabulated by those actually in the works to improve the game day experience at the Grove.

Results

The graph below indicates that the majority of groups in the Grove contained approximately 10-19 people. This group of fans is the main body of the group. However, after researching, one may conclude that there are at least 5 more people that attend this tent. Researchers believe the area in which Group B had researched to have less attendance, being in the Circle rather than the Grove.

The graph below indicates that the majority of people have only had the same spot for approximately 1-3 years. This was interesting considering other sections, such as the Circle, where fans had been there for nearly generations. In conclusion, the area in which Group B had researched appears far more child-friendly, as well as considering families that may be inconsistent in their schedules. These fans would most likely not have the same spot sonority each year.

The graph below indicates what characteristics people consider important when picking their spot to set up their tents. The most important factor in selecting

a spot was tabulated was the dynamic upon the distance from the stadium. This is important considering that parents with children may not want to walk very far to get into the game. The remaining factors led to concluding that because the Circle is more child friendly, adults tend to set up their tents in this area in hopes of a more secure vicinity, in which is close to bathrooms, close to the stadium, and obtains safe places to walk without too many college students.

The graph below indicates whether Ole Miss football fans set up their own tents or if they pay someone to set it up. It was interesting that the more than half of fans who attend the Grove pay someone else to set up their tents. This may relate to the idea in which fans want to be “catered-to” in their experience at the Grove and make everything as convenient as possible, rather than stressing about set-up or takedown. Adults do not have desire to run with tents on Friday nights to claim a spot, as well as the idea of having to carry everything with them to the Grove on the game day.

Limitations and Challenges

Challenges presented themselves both from the environment and the interactions with the tent “mayors.” On the first game day survey, the weather was rainy causing the grove to be very muddy and hard to maneuver. Being the first survey, finding the assigned area, even if it had been located before, was much more difficult including the tents. When attempting to group two very different locations into one “game day experience,” it offers a large challenge when interpreting the data. Being in the circle, it was apparent that the priorities of those tailgating in this area were different than those of the grove.

When working with humans, there will always be a variety of intuitive reactions, causing some challenges when trying to gain information. Many would hesitate due to fear that research was attempting to change the grove experience, and some due to questioning the legitimacy of a student surveyer as opposed to an adult who clearly works for the athletic department. Another hesitation came when requesting their email addresses. Many grovers would ask why it was needed due to today’s large culture of email marketing.

Due to the timing, sometimes the survey would seem to be interrupting the tent setup, making the survey feel rushed and probably affect both the quality and quantity of information gained. In addition, regardless of amount of information they did give, the ability to simultaneously listen and write in order to accurately record everything they were saying was another challenge.

Conclusion

Results upon research shows Ole Miss football fans that reside in the Circle during their Grove experience have been in the same spot for approximately 1-3 years. This group differs from the “traditional” Ole Miss football fan: these fans prefer not to deal with the “Grove scene,” however they do still want to experience the tailgating aspect of the game day experience. Ole Miss football fans that reside in the Circle to partake in tailgating prefer their tents to be set-up for them rather than deal with the hassle. This group seemingly prefers, over all, to be near cleaner bathrooms and safe areas for their children while spending time in the Grove.

Recommendations

In correlation to the findings upon research, there are multiple changes that can be made in efforts to improve the overall experience for tailgaters in the Grove.

The number one recommendation to be relayed from researchers to the Ole Miss Athletics department in their works to improve the game day experience is to find a solution to all the parking problems. Nearly each fan surveyed within the quadrant assigned to Group B said that parking was their biggest complaint and was drastically affecting their game day experience.

Another change to be made is to expand cellular service in the Grove so fans may get in touch with family or friends who are also tailgating, as well as the ability for fans to use social media in showing just how great their game day experience is.

An additional change proposed in relation to findings upon research is the idea of allowing fans come in earlier than Friday at 9:00 PM to set up in the Grove for the following day. Researchers had found much frustration in fans regarding how late they have to come to the Grove to set up their tent. Fans suggested moving the time to 7:00 PM for those not hiring a tent company.

Other than those small changes, fans seemed to have been more than delighted with the tradition and environment instilled upon the Grove at the University of Mississippi.