AusLeisure

A survey conducted by Untold Insights in January 2021 on behalf of Oracle Food and Beverage, polled 3,000 consumers in the US, United Kingdom and Australia on their sentiment towards returning to stadiums this year.

According to the survey of 1,000 consumers in Australia, 53% planned to return to stadia immediately and 25% within the first four months after stadia reopen.

However, this enthusiasm comes with caveats. 62% of respondents said social distancing measures should remain in place with stadiums operating at a reduced capacity. Many also wanted operators to rethink the game day experience, such as offering in-seat delivery to reduce crowded lines, and were willing to pay more for that option.  

Simon de Montfort Walker, Senior Vice President and General Manager, Oracle Food and Beverage noted that from season ticket holders to casual fans, consumers were looking forward to the return of in-person events. However, he suggested that “sports and entertainment won’t return to the status quo for some time, if ever.

“Operators have worked hard during the shutdown to create better, safer experiences that customers not only want but have come to expect. Technology will play a key role in the evolution of the 360-degree fan experience.”

Fans really missed their sports and concerts (and apparently stadium food)

Almost everyone (76%) missed attending live events, but some took their absence harder than others:

•             23% of males and 20% of females noted they were “devastated” about missing live sports

•             26% of males (16% of females) admitted to “shedding a few tears” over it

•             53% of respondents missed the buzz or atmosphere of the live event, while 18% missed the sense of community with other fans

•             Consumers also missed the food! Hot food (hamburgers, hot dogs, pies) topped the list at 37%, followed by cold beverages (19%), and local fare unique to the stadium (9%)

Mobile ordering in lieu of lines

91% of consumers surveyed said they were nostalgic about stadium food – but many want operators to rethink current models. On average, consumers don’t want to wait more than eight minutes for food and beverage, both for safety reasons and because they don’t want to miss the event.

Nearly half of consumers want to skip the line altogether:

•             47% of consumers would feel safer if their food were delivered to their seat

•             46% said they would pay more for in-seat delivery options

•             41% of consumers said they’d pay more to cut the line for food

Many consumers would prefer to place their order before they arrive at the stadium:

•             56% of people would buy more if they could pre-order and avoid the line, and 56% would like to schedule their order so it will be ready at a set time

•             53% would love a ‘fast pass’ system to gain priority access to food, shops and facilities; this was most popular with families with 64% rating this option as ‘awesome’

•             49% would like to plan their itinerary in advance so they can visit concessions and stores at set times to avoid the lines

Extending the fan experience beyond the arena

The 360-degree fan experience will extend outside the arena as consumers are increasingly interested in “making a day of it”. In fact, 54% of consumers said that personalised offers and promotions for nearby restaurants/bars would impact their likelihood to go out before or after the event.

In addition, although many people are eager to experience events in person again, not everyone plans to rejoin the crowds immediately. The survey found that 26% of event goers have no plans to return in 2021. This holds particularly true for Baby Boomers, 48% of whom plan to stay away this year.

Extending the fan experience to connect and engage fans everywhere requires new engagement models:

•             40% of respondents said they were excited about the possibility of pre-ordering game day food and drink delivery packages

•             30% said that getting these deliveries via drone would be “awesome”

•             26% felt that being able to interact live with others via chat communities would enhance their enjoyment of the event

Download the full Back in the Arena: AU, UK and US consumer trends report.

About Oracle Food & Beverage

Oracle Food and Beverage, formerly MICROS, brings 40 years of experience in providing software and hardware solutions to restaurants, bars, pubs, clubs, coffee shops, cafes, stadiums, and theme parks. Oracle offers suites of integrated applications plus secure, autonomous infrastructure in the Oracle Cloud. For more information about Oracle go to oracle.com. 

Image: Venues such as Sydney's Bankwest Stadium were able to operated at 100% seated capacity from 29th March.

Related Articles

3rd March 2021 - Vania Bau to lead event team upon Cairns Convention Centre’s reopening

11th February 2021 - Darwin Entertainment Centre stages 89 performances since July reopening

4th February 2021 - Gala celebration to mark reopening of restored Enmore Theatre

25th March 2021 - NSW to move to 100% seated capacity at entertainment and sporting venues

19th March 2021 - Live Performance Australia calls for 100% capacity in all live entertainment venues

23rd March 2021 - Victorian Government to allow stadium crowd limits to increase to 75% capacity

11th March 2021 - AFL aims for 2021 grand final to return as a full capacity daytime fixture at the MCG

1st February 2021 - Approval given for Tasmania’s larger entertainment venues to increase capacity

4th January 2021 - NSW Government reduce SCG’s crowd capacity to 25% for Australia v India Test

23rd December 2020 - Melbourne Park’s three main venues to operate with at least 25% capacity for Australian Open

30th November 2020 - QPAC opens to 100% capacity audience with Shrek The Musical

12th November 2020 - ICC Sydney gets approval to increase patron capacity at Aware Super Theatre

4th October 2020 - Australian Open looks for 2021 event to run at half capacity

11th September 2020 - ACT Government to double GIO Stadium capacity limit for Super Rugby AU Final

10th July 2020 - Japanese Government to allow indoor venues to operate with up to 5,000 capacity

23rd June 2020 - Western Australian Government announces removal of venue capacity limits

27th December 2019 - Plans for 10,000 capacity Gold Coast arena move forward

5th February 2017 - Venue changes considered for AFL Women’s after capacity crowd at inaugural fixture

18th November 2016 - Sunshine Coast Stadium to have capacity expanded to 10,000

21st September 2016 - Ready to host its first AFL Final, Spotless Stadium aims for increased capacity

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.