Fb gameday survey 2012 master final web

VAUGHT-HEMINGWAY STADIUM: GAMEDAY EXPERIENCE SURVEY RESULTS PURPOSE OF SURVEY

SURVEY VITALS

• As an athletics d epartment, we recognize the need to constantly improve the products that Ole Miss fans have come to enjoy.

• Valid customer research allows us to strategically invest in areas that will impact the fans in the most effective ways p ossible.

• The survey also further opens lines of communication between the fans and the administration.

RESPONSE DETAILS • A unique survey was sent to four audience groups – Suite (Suite-­‐Specific Survey) – Club (Club-­‐Specific Survey) – Non-­‐Student Bowl – Student

• The area of focus for this survey was the fan experience satisfaction at Vaught-­‐Hemingway Stadium.

• In addition to gathering satisfaction information, we gathered information on the importance of categorical elements to the fan experience.

• In order to learn about improvements made based on the previous year’s survey, we asked questions that compared last year to this year.

• Each section also included an open-­‐ended comment box that could be used for additional thoughts and feedback.

• The fan experience can be broken down into the following categories: o First Impressions o Concessions o Restrooms o Band o Video Board and Sound o Mobile

WHO DID WE SURVEY? STUDENT SEASON TICKET HOLDERS • • • • •

Surveys Sent: 8001 Responded: 642 Response Rate: 8.0% Opted Out: 22 Bounced: 0

BOWL SEASON TICKET HOLDERS • • • • •

Surveys Sent: 6,437 Responded: 1,830 Response Rate: 28.4% Opted Out: 27 Bounced: 108

SUITE SEASON TICKET HOLDERS • • • • •

Surveys Sent: 69 Responded: 14 Response Rate: 20.3% Opted Out: 0 Bounced: 0

CLUB SEASON TICKET HOLDERS • • • • •

Surveys Sent: 724 Responded: 177 Response Rate: 24.4% Opted Out: 2 Bounced: 8

OVERALL • • • • •

Surveys Sent: 15,231 Responded: 2,663 Response Rate: 17.5% Opted Out: 51 Bounced: 116

WHAT ARE WE DOING WITH THE DATA? • In each section, we are noting improvements from last year in addition to notable changes for the 2013 season that are in direct response to the d ata.

• This year’s survey data will be compared to next year’s data in an effort to constantly monitor customer needs and desires.

ABOUT THE FANS: AFFILIATION WITH OLE MISS

Other (big fan) 23%

Current student 25%

Ole Miss graduate 52%

GAMES RESPONDENTS ATTENDED Away Games

100% 90%

Home Games

93% 83%

84%

83%

86%

86%

82%

80% 70% 60% 50%

44%

44%

40% 30% 20% 10% 0%

29% 20%

31%

1 2 3

GAMEDAY ELEMENT: FIRST IMPRESSIONS First impressions are critical as it relates to gameday experience. These interactions and visuals can set the tone for how fans will experience the entire game. Because of the continued very

high importance scores from this survey and previous surveys, the first impressions area has seen the most significant improvements heading into the 2013 season. The inside appearance

of the stadium has been significantly improved with sideline aesthetics and customer service training will continue to serve our fans in way consistent with the Ole Miss brand.

FIRST IMPRESSIONS IMPORTANCE AND SATISFACTIONS (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) Importance

Satisfaction 3.12

Overall inside appearance of stadium

2.99 3.03

Overall outside appearance of stadium

3.02 2.98

Professionalism of security personnel

3.11 2.87

Parking

2.52 2.84

Friendliness of ticket takers

3.31 2.82

Section, row and seat markings

2.83 2.82

Speed of ticket takers

3.20 2.76

Display of Ole Miss football accomplishments (championships, hall of fame players and other player awards)

2.99 2.72

Cleanliness of gate areas

3.07 2.29

Directional signs in and around the stadium 2.00

3.00 2.40

2.80

3.20

3.60

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GAMEDAY ELEMENT: FIRST IMPRESSIONS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

OVERALL INSIDE APPEARANCE OF STADIUM Declined significantly 0%

Declined 1%

OVERALL OUTSIDE APPEARANCE OF STADIUM Declined 1%

Declined significantly 0%

Improved significantly 13%

Improved significantly 15%

Stayed the same 34%

Stayed the same 34%

Improved 50%

Improved 52%

PARKING Improved significantly 2%

TICKET TAKER SPEED

Declined significantly 7%

Improved 11% Declined 19%

Declined significantly 0%

Improved significantly 25%

Declined 2%

Stayed the same 22%

Stayed the same 61% Improved 51%

GAMEDAY ELEMENT: FIRST IMPRESSIONS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

PROFESSIONALISM OF SECURITY PERSONNEL Declined significantly 1%

FRIENDLINESS OF TICKET TAKERS Declined significantly 0%

Declined 2%

Improved significantly 20%

Improved significantly 36%

Stayed the same 37%

Improved 40%

Stayed the same 21%

Improved 42%

SECTION, ROW AND SEAT MARKINGS Improved significantly 6%

Declined 1%

Declined significantly 1%

Declined 7%

DISPLAY OF PROGRAM ACCOMPLISHMENTS Declined significantly 0%

Declined 1%

Improved significantly 12% Improved 25%

Stayed the same 61%

Improved 36%

Stayed the same 51%

GAMEDAY ELEMENT: FIRST IMPRESSIONS VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “All stadium personnel have been extremely friendly and professional.” – Anonymous, Female, 60-69

“I love that the handrails have been added to the stairs!” – Sarah S., Female, 21-29

“Game day in VaughtHemingway Stadium is the best!” – Anonymous, Female, 21-29

“Parking is a pain.”

– Anonymous, Male, 50-59

“The entrances are improved, but the signage that was added at the top of the stadium concourses that point directions (the big white boxes on poles) are now faded and you can't even make out the letters.” – Ben F., Male, 30-39

“I would suggest offering more annual paid parking for any season ticket holder. The fact of knowing where you will go and the confidence to know that you will have parking would significantly change the experience of a season ticket holder.” – Lee E., Male, 40-49

“The friendliness of the game day staff has made a great impression on me. That alone has created a completely different experience for some reason.

The notion that someone cares about my wellbeing and my experience goes a long way. Something about encountering enthusiastic and friendly people has made a world of difference.”

– Anonymous, Male, 40-49

“Excellent improvement of gate area cleanliness! Would like to see row and seat numbers more clearly identified.” – Susan P., Female, 50-59

“The exterior of the stadium isn't the best overall.

The South end zone looks great and if the other 3 sides equaled that appearance it would be a first class venue appearance.” – Keith H., Male, 40-49

NOTABLE FIRST IMPRESSIONS CHANGES BEFORE 2012 SEASON

•

“I have really noticed an increase in the friendliness of the ticket takers. Every single game they make sure to say ‘Enjoy the game.’

That makes an impression.”

– Matt L., Male, 30-39

“I am excited about our new game day atmosphere. Every person who is working during the games has been very friendly.”

Anonymous, Female, 40-49

“I feel as if there has been marked improvement in the pleasantness of both the ticket takers and security personnel as you enter the stadium. This is a change from past attitudes.” – Nathan B., Male, 30-39

• • • •

“The staff that helps with parking has the most improved attitude of any part of the gameday.” – Roby A., Male, 40-49

Handrails were installed on all bowl stairs.

Stairs sandblasted and repainted for uniform appearance.

All row numbers were replaced and consistent.

Detailed stadium diagram with updated parking options was mailed with season tickets.

The number of program vendors inside the stadium increased to handle demand.

“I love the electricity we feel going to the Vaught. Nothing like it.”

– Anonymous, Male, 50-59

“I think it's probably hard for people not familiar with Ole Miss to figure out where they're going but there have been some improvements as far as maps and game day info.” – Anonymous, Female, 60-69

NOTABLE FIRST IMPRESSIONS CHANGES FOR 2013 SEASON • • • •

All new wayfinding and concourse signage will be installed throughout the stadium.

Completely overhauled sidelines, with a brick façade replacing fence.

First two rows of folding chair box seats will be replaced with permanent chairback seats.

A new campus parking plan was announced and will be implemented.

1 2 3

GAMEDAY ELEMENT: CONCESSIONS As stadiums and arenas continue to compete with the convenience and comfort of the fan’s living room, concessions provide a powerful opportunity to make the in-­‐stadium experience unique. The additions of a

refillable souvenir cup and Chick-­‐fil-­‐A accounted for large increases in satisfaction among several concessions elements – beverage price, food selection, food quality and m ore. Fans can expect m ore Chick-­‐fil-­‐A availability

as well as two new gourmet locations – one featuring nachos and the other featuring fresh, “never frozen” hamburgers.

CONCESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 3.01 2.88 2.92

Length of wait time Concessions staff performance

3.16

2.88

Concessions staff friendliness

3.23

2.83

Condiment area cleanliness

2.75

Beverage price

2.75

Food quality

3.04

2.84 2.98

2.74

Beverage quality

3.05

2.71 2.79 2.66

Food price Beverage selection

2.65

Food selection

2.54

Condiment selection

2

2.4

Importance

3.02

Satisfaction

2.91 3.02

2.8

3.2

3.6

CONCESSIONS SATISFACTION BY ITEM (4-POINT SCALE) 3.39

Chick-fil-A Chicken Sandwich Papa Johns Personal Pizza

3.15

Pulled Pork Sandwich

3.14

Barbeque Nachos

3.13

Peanuts

3.07

Hot Dog

3.07

Soft Pretzel

3.06 2.99

Regular Nachos Hamburger

2.95

Popcorn

2.95 2.9

Tornado

2

2.4

2.8

3.2

3.6

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GAMEDAY ELEMENT: CONCESSIONS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

FOOD QUALITY Improved significantly 6%

Declined significantly 1%

BEVERAGE QUALITY Declined 5%

Improved significantly 5%

Declined significantly 1%

Declined 2%

Improved 20% Improved 35%

Stayed the same 53%

Stayed the same 72%

FOOD SELECTION Improved significantly 9%

Declined significantly 1%

BEVERAGE SELECTION Declined 4%

Improved significantly 5%

Declined significantly 1%

Improved 21%

Improved 42%

Stayed the same 44% Stayed the same 71%

FOOD PRICE Improved significantly 2% Improved 13%

Declined significantly 2%

BEVERAGE PRICE Improved significantly 9%

Declined 12%

Declined significantly 3% Declined 11%

Improved 21%

Stayed the same 71%

Stayed the same 56%

Declined 2%

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GAMEDAY ELEMENT: CONCESSIONS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

CONCESSIONS STAFF FRIENDLINESS Improved significantly 14%

Declined 2%

Declined significantly 1%

CONCESSIONS STAFF PERFORMANCE Improved Declined significantly significantly 10% 1%

Stayed the same 45%

Improved 37%

Improved 38%

CONDIMENT AREA CLEANLINESS Declined significantly 1%

Stayed the same 48%

CONDIMENT SELECTION

Declined 4%

Declined significantly 1%

Declined 2%

Improved significantly 19%

Improved significantly 25%

Improved 26%

Declined 4%

Stayed the same 44%

Improved 19%

LENGTH OF WAIT TIME Improved significantly 5%

Declined significantly 3% Declined 10%

Improved 31% Stayed the same 51%

Stayed the same 59%

GAMEDAY ELEMENT: CONCESSIONS VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “I'm happy to hear that credit cards are taken now. This will absolutely improve my chances of grabbing something during the game.” – Kellis M., Male, 30-39

“Love how the concessions were upgraded. Every person I've dealt with has been great.” – Will M., Male, 21-29

“Staffing at concessions seems totally unorganized. One takes my order, shouts it back to another who rounds up my order then begins the passing process back to the front.”

– Tim E., Male, 50-59

“The free refills were a nice addition to the drink service.” – Jay L., Male, 21-29

“Always run out of pizza.” – Marty M., Male, 40-49 “Please plan your drinks and food selection around the weather. If it's going to be 100, have plenty of water, tea, and sodas. If it's going to be cool and rainy, have plenty of coffee or hot chocolate at the concession stands and not just at a few little stands.”

– Matthew G., Male, 40-49

“I loved it when you had the hot chocolate! “ – Anonymous, Female, 50-59

“We are in the west chair back section and have just discovered the extra food selections in the south section. Will utilize in the future. The new "wait" staff has been very nice.”

– Anonymous, Female, 60-69

“The pizza doesn't taste like Papa Johns pizza.. The chips for the nachos are bland.” – James M., Male, 30-39

“Friendliness and efficiency of staff are noticeably better.”

– Anonymous, Male, 50-59 “Love the 'Rebel Bucks'!”

– Anonymous, Female, 21-29

“Thank you for getting the refillable beverage. $8.00 is a lot to pay for a soda, but it sure beats spending $4 3-4 times a game.”

– Jason C., Male, 30-39

“Not sure how you can serve the masses any faster than are - doing best they can” – Joe N., Male, 60-69

“The BBQ nachos have been cold every time I have gotten them which has been almost every game.”

– Anonymous, Female, 30-39

NOTABLE CONCESSIONS CHANGES BEFORE 2012 SEASON • • • •

“I did not know that Chick Fil A was even there… Guess I need to go underneath to find it as they are not on top.” – BJ C., Male, 40-49

Chick-­‐fil-­‐A sold sandwiches at three locations inside the stadium.

Gourmet burgers were served with homemade chips at four locations.

Kid’s meals made available at select locations. Meal included hot dog, bag of chips and CapriSun. New sizes and pricing on fountain beverages.

16oz -­‐ $3, 32oz Collector Cup -­‐ $5, 32oz w/ free refills -­‐ $8

NOTABLE CONCESSIONS CHANGES FOR 2013 SEASON • • • • •

A Rebel Grill tent will be added to the lower west side.

A soda fountain stand will be added to the student section.

Digital m enus will be installed in 7 stands.

A new gourmet nacho location will be added to the east side.

A stadium map showing concessions locations will be mailed with season tickets as well as be available on gameday.

1 2 3

GAMEDAY ELEMENT: RESTROOMS Restroom satisfaction increased greatly from last year. However, restrooms will continue to remain a challenge because of peak use times and older plumbing.

Furthermore, in two games last year, we

experienced major plumbing issues with the booster pump system and several parts of the stadium were affected. In the offseason, this booster pump system, and related plumbing have been

significantly upgraded to handle the peak usage times in the stadium.

RESTROOMS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) 3.16

Cleanliness of restroom

2.93 3.08

Length of wait time

2.81 3.01

Overall satisfaction of restrooms

2.86 2.75

Hand sanitizer availbility

Importance

2.95

Satisfaction

2.67 Attentiveness of restroom attendant

2.99

2.00

2.40

2.80

RESTROOMS SATISFACTION (COMPARED TO LAST YEAR) Improved significantly 7%

Declined significantly 4% Declined 9%

Improved 34%

Stayed the same 46%

3.20

3.60

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GAMEDAY ELEMENT: RESTROOMS IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

LENGTH OF WAIT TIME Improved significantly 4%

CLEANLINESS

Declined significantly 2%

Improved significantly 9%

Declined significantly 2%

Declined 6%

Declined 9% Improved 26% Improved 37%

Stayed the same 59%

HAND SANITIZER AVAILABILITY Improved significantly 7%

Improved 39%

Declined significantly 1%

Stayed the same 46%

Declined 7%

Stayed the same 46%

ATTENTIVENESS OF RESTROOM ATTENDANT Improved significantly 11%

Improved 31%

Declined significantly Declined 3% 7%

Stayed the same 48%

GAMEDAY ELEMENT: RESTROOMS VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “Early in the season they are extremely hot, overcrowded, and just unfit for use. There needs to be more privacy. The bathrooms need to be totally redone period.”

– Anonymous, Male, 30-39

“The bathroom attendants were very courteous and bathrooms were clean.” – Anonymous, Male, 50-59

“Overall, the men's restrooms are what you would expect at a football stadium.

However, availability of hand sanitizer needs to improve.” – Anonymous, Male, 21-29

“There were a few times this year where one of the two sinks didn't work in the bathroom I usually use. And paper towels ran out on a few occasions too.” – Tom S., Male, 40-49

“The partitions in the men's urinal areas was a great addition. There are only 2 sinks in the men's restroom by Section C, and there is always a wait, but the sanitizer is an option for those who don't want to wait.” – William M., Male, 40-49 “The restroom attendant has always been very helpful and pleasant ! She was even more so this year! The rest room I used was always very clean!” – Bonnie S., Female, 60-69

“Restrooms behind bench back sections were closed 4th quarter of the last 2 home games. Had to go to lower levels to use bathroom. Missed a bit more of the games.”

– Marion B., Male, 50-59

“The restrooms were cleaner than last year. A clear improvement.” – Jordan G., Male, 30-39

“Restrooms always have water on the floor because the toilets leak so bad. The attendant does her best to keep the restrooms clean with all of the traffic, but on weekends it rains, there is only so much she can do. Warm water would be nice on cold weekends as it helps warm up your body when you wash your hands.” – Brandon G., Male, 21-29

“The restroom experience is much improved from the last few years. Things began to improve last year, but another step in the right direction has taken place this year. Job well done.” – Nathan B., Male, 30-39

“When the next stadium upgrade is done, there needs to be more restrooms added. The men have to walk past 2 ladies restrooms to get to the first men's which is more in the center of the stadium.” – Anonymous, Male, 50-59

• •

“There is only one restroom for men on the entire lower concourse on the West Side. The lines are long and extend out into the concourse, interfering with cross traffic. In that lone men's restroom, there has been a problem with lavatory water pressure this season. Sometimes there is barely a trickle of water from the lavatory faucets.” – J. David O., Male, 80-89

“There is a need for a family restroom. Taking children into the men's room is a horrible experience. If you want to make the Vaught game day experience family friendly, there is a pressing need for family friendly bathrooms.” – Anonymous, Male, 40-49

NOTABLE RESTROOM CHANGES BEFORE 2012 SEASON •

“I saw improvement in restroom cleanliness, along with availability of sanitizer and paper towels. some of the water spouts don't work well, and the water doesn't stay on long enough to wet, soap, and rinse hands efficiently.” – Jaime J., Male, 50-59

Signage for entrances and exits to restrooms were improved.

Sink faucets adjusted to run longer to make hand-­‐ washing easier.

Restroom report cards were be completed throughout the game.

NOTABLE RESTROOM CHANGES FOR 2013 SEASON • • •

A new water pressure booster pump was installed to increase water pressure throughout the stadium.

Restroom attendants will be more visible.

New signage will clearly identify all restrooms.

1 2 3

GAMEDAY ELEMENT: BAND The band’s importance scores emphasize how pivotal the band is to the overall gameday experience. Just before the season began, the SEC

Feedback from the new amplification was very positive, and we will continue to calibrate and improve this feature in 2013.

approved a policy change related to band amplification. This change allowed us to add on-­‐field speakers facing the stands that amplified the band.

BAND IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)

Volume

3.08

2.78

Music selection - right music at pivotal times

2.84

3.05

2.91 2.96

Band overall

2.85 2.77

Music selection - overall songs

2.72 Band entrance (pre-game show)

3.03 Importance Satisfaction

2.64 Uniforms and appearance

3.11 2.46

Halftime show

2.00

BAND OVERALL SATISFACTION (COMPARED TO LAST YEAR) Improved significantly 11%

2.89 2.40

2.80

BAND VOLUME (COMPARED TO LAST YEAR)

Declined significantly Declined 6% 2%

Declined significantly 6% Improved significantly 12%

Stayed the same 39% Improved 42%

3.20

Improved 34%

Declined 11%

Stayed the same 37%

3.60

GAMEDAY ELEMENT: BAND IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

BAND ENTRANCE AND PRE-GAME SHOW Declined significantly 1%

UNIFORMS AND APPEARANCE Improved Declined significantly significantly 10% 1%

Declined 4%

Declined 1%

Improved significantly 14%

Stayed the same 40%

Improved 35%

Stayed the same 53%

Improved 41%

MUSIC SELECTION - RIGHT MUSIC AT PIVOTAL TIMES Improved significantly 10%

Improved 39%

Declined significantly 3% Declined 8%

Stayed the same 40%

MUSIC SELECTION – OVERALL SONGS

Improved significantly 9%

Declined significantly 4% Declined 9%

Improved 34%

Stayed the same 44%

GAMEDAY ELEMENT: BAND VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “The band needs to be heard from all over, so the people in attendance can get louder. It looks great for recruits when the band and crowd are in unison and amped up.”

– Anonymous, Male, 21-29

“I am happy about the improvement in getting the band involved throughout the game. We need to improve and look for new ways to keep the fans in the game. We have a tendency to get VERY quiet.” – Barry R., Male, 40-49

“Big improvement in the entrance! Love them coming in from both tunnels.”

– Darrell S., Male, 30-­‐39 “Band needs to be louder, work on speaker volume.” – Anonymous, Female, 50-59

“The band doesn't play songs that get the crowd motivated.

We need new chants and cheers to get people motivated” – Anonymous, Female, 30-39

“The band needs music to get the crowd excited and off their feet at critical points in the game.

LSU's band does a great job of this.”

– Richard T., Male, 50-59

“The band needs more energy in their on field performance. I know efforts are being made to get better and it's a difficult task. The band entrance needs to make a greater impact” – Gerald B., Male, 60-69

“We need more band songs and cheers during the game.” – Jimmy E., Male, 50-59

“Use of speakers this year is a GREAT addition, just need to make sure they are on at all times.”

– Anonymous, Female, 18-20

“I am in the south end zone and can't hear the band because they always face the home side. We need some kind of speaker system that would reflect the sound all the way around the stadium.” – Wayne L., Male, 60-69

“We need to keep the volume high on the speakers that amplify the band's music while they are in the stands.” – Rob C., Male, 40-49

“We still need a cheer like several of the opponents. Other than Hotty Toddy - we have no identity. The school song is too slow and long to be an energizer. The band needs to play something (would help if we had a school cheer) to energize crowd during pivotal moments of the game.” – Carroll A., Female, 50-59

NOTABLE BAND CHANGES BEFORE 2012 SEASON • •

The band remained in S6 but moved down 10 rows to maximize volume for entire stadium.

Band played Alma Mater at every game.

NOTABLE BAND CHANGES FOR 2013 SEASON • •

On-­‐field speakers will be placed for optimal sound with expanded sidelines.

A new band intro video will be p roduced and played prior to pre-­‐game performance.

1 2 3

GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO The video board and sound system are the most important m essaging tools in Vaught-­‐Hemingway Stadium. The right mix of content is critical to the fan experience. While sponsor support is

necessary for every athletics program, we strive to create unique sponsorship elements that also keep the fan engaged. This upcoming season, we will be changing the ribbon board

sequences with an emphasis on showing real-­‐time statistics at better times while also delivering value to our sponsors.

Fans will see even m ore stats on the video board, especially between plays.

VIDEO BOARD AND AUDIO IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)

Overall sound

3.1

3.2

Clarity of announcer

3.17 3.14

Overall announcer

3.14 3.17 3.13 3.21

Overall video board content

3.12 3.1

Volume level of announcer

3.08

Quality of picture

3.22 3.06 3.11

Music selection

3.02 3.03

Volume level of music

2.96

Clarity of music

3.11

2.87

Overall ribbon board content

Importance Satisfaction

3.16 2.78

Display of other football scores

3.13

2.77

Display of team stats

3.11 2

2.4

2.8

3.2

3.6

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GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

QUALITY OF PICTURE Declined significantly 0%

Declined 1%

Improved significantly 12%

Improved 38%

Declined 6%

Stayed the same 37%

Stayed the same 49% Improved 39%

Declined 3%

MUSIC SELECTION Declined significantly 3%

Declined 7%

Improved significantly 12%

Improved significantly 13%

Stayed the same 46% Improved 38%

Declined significantly 1% Improved significantly 17%

DISPLAY OF GAME STATS Declined significantly 0%

DISPLAY OF OTHER SCORES

Improved 36%

Stayed the same 42%

GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

CLARITY OF MUSIC Declined Improved significantly significantly 1% 11%

CLARITY OF ANNOUNCER Improved Declined Significantly Significantly 5% 0%

Declined 4%

Declined 2%

Improved 25% Improved 39%

Stayed the same 45%

VOLUME LEVEL OF MUSIC Improved significantly 11%

Improved 36%

Declined significantly 3%

Stayed the same 44%

Declined 6%

Stayed the Same 68%

VOLUME LEVEL OF ANNOUNCER Improved significantly 10%

Improved 35%

Declined significantly 1%

Stayed the same 50%

Declined 4%

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GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO IN ADDITION TO TRADITIONAL 4-POINT SATISFACTION METRICS, WE ASKED SURVEY RESPONDENTS TO NOTE THE CHANGE IN SATISFACTION FROM 2011 TO 2012.

OVERALL SOUND Declined significantly 2%

Declined 5%

OVERALL ANNOUNCER Improved significantly 9%

Declined significantly 1%

Declined 3%

Improved significantly 12%

Improved 39%

Stayed the same 42%

OVERALL VIDEO BOARD CONTENT Declined significantly 1%

Declined 3%

Improved 35%

OVERALL RIBBON BOARD CONTENT Declined significantly 1%

Declined 3%

Improved significantly 13%

Improved significantly 18%

Stayed the same 35%

Improved 43%

Stayed the same 52%

Stayed the same 43% Improved 40%

GAMEDAY ELEMENT: VIDEO BOARD AND AUDIO VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN SECTION “Music really seems to involve our crowd.

I would concentrate on picking great songs when applicable.” - Jaime M., Male, 30-39 “Highlights of other conference or major national games in progress would be a good addition to the video board.” – Marc T., Male, 40-49

“The video board is the centerpiece of Vaught Hemingway. Besides the volume being too low at times, we have improved significantly in this area. Kudos to our video production guys! Keep up the good work!” – Anonymous, Male, 21-29 “New videos shown pregame are OUTSTANDING. The fans are being rewarded for arriving early.

Appreciate that other scores are constantly shown.” – Darrell S., Male, 30-39

“I still have some difficulty understanding some of the video board sound as well as the announcer. The ribbon boards could possibly show more game scores and update more frequently.” – Gordon W., Male, 50-59

“I love the new feature showing clips from past Ole Miss players and games. I think the Vaught-Hemingway feature narrated by Curtis Weathers is OUTSTANDING and hope it remains a part of pregame at Ole Miss. I also like the feature showing our current NFL players.” – Anonymous, Female, 50-59 “Getting celebrities, cheerleaders, etc. on the board leading crowd participating cheers during critical timeouts is huge. Use the board to fire up the crowd.”

– Andy M., Male, 50-59

“Understand the need for commercials, but certainly get tired of them during the game.” – Jeff K., Male, 40-49

“Sometimes, the volume goes 'up and down' during the course of a game or during different games of the season. It would be nice to have that problem ironed out prior to the first game.” – Anonymous, Male, 50-­‐59

“The quality of the Ole Miss related videos that are being shown on the videoboards are excellent. This is a major step forward for Ole Miss.” – Brian Q., Male, 30-39

“I love the music selection this year. I feel like the stadium speakers could be louder and clearer, but the overall audio/visual experience has improved from last year” – Kevin H., Male, 21-29

“The amount of time stats and scores are on the ribbon board compared to advertisements make them almost impossible to catch.” – Jim M., Male, 50-59 NOTABLE VIDEO BOARD AND AUDIO CHANGES BEFORE 2012 SEASON •

• • •

New equipment was installed in the video board control room, allowing for a better picture, more detailed in-­‐game stats and other fan-­‐friendly features.

Enhanced real-­‐time player stats as well as interactive fan-­‐ involved features heightened the experience.

Pre-­‐game music and video was overhauled, giving the fans the best possible pre-­‐game experience in stadium.

Scores from around the top 25 and SEC were updated and visible on the video board throughout the game.

NOTABLE VIDEO BOARD AND AUDIO CHANGES FOR 2013 SEASON • • • •

Production staff increased to provide more creative content on the video board.

Continued emphasis on a wide range of music selection.

More interactive features involving twitter will be added to the video board presentation.

The ribbon board content will be reordered to deliver the appropriate information to the fans at the right time.

1 2 3

GAMEDAY ELEMENT: MOBILE We introduced mobile-­‐related questions in the 2011 survey due to the volume of anecdotal responses we received. In addition to overall satisfaction and importance scores for five key functions of mobile and cellular phone use, we were able to look at carrier-­‐specific

scores. While importance of the elements remained constant among carriers, C Spire satisfaction scores were significantly higher than all other carriers. It is important to note that all five of the m obile elements were the lowest scored elements compared to all

other gameday elements. The Distributed Antenna System in the stadium and The Grove has undergone a major upgrade, adding coverage to at least two carriers.

MOBILE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)

2.85

Text messaging

2.56 2.64

Voice calls

2.44 2.38 2.33

Mobile web

2.33 2.26

Apps that require a network connection

Importance Satisfaction

2.12 Email

2.37 2

2.4

2.8

3.2

3.6

SATISFACTION RANKING OF ALL ELEMENTS (4-POINT SCALE AND RANKED BY 2012 SATISFACTION) Friendliness of Ticket Takers Quality of Picture Overall Video Board Content Speed of icket takers Friendliness of Merchandise Staff Overall Announcer Overall Ribbon Board Content 2012

Quality of Announcer Sound

2011

Merchandise Length of Wait Time

2010

Display of Other Football Scores Merchandise Quality of Products Band Uniforms and Appearance Professionalism of Security Personnel Quality of Music Sound Display of Game Stats Music Selecion Volume Level of Announcer Overall Sound Beverage Quality Cleanliness of Concession Areas Band Entrance (Pre-­‐Game Show) Volume Level of Music Overall Outside Appearance of Stadium Condiment Selecion 2 Note: 2010 scores of “0” are due to the question not b eing asked in the 2010 survey.

2.4

2.8

3.2

3.6

SATISFACTION RANKING OF ALL ELEMENTS (CONTINUED) Beverage Selecion Direcional Signs in and around Stadium Display of Program Accomplishments Overall Inside Appearance of Stadium Aoeniveness of Restroom Aoendant 2012

Food Quality

2011

Merchandise Item Selecion

2010

Band Overall Hand Saniizer Availability Cleanliness of Restroom Food Selecion Band Halnime Show Concessions Length of Wait Time Merchandise Price Overall Saisfacion of Restrooms Band Music Selecion -­‐ Right Music at Pivotal Beverage Price Secion, Row and Seat Markings Restroom Length of Wait Time Food Price Band Volume Band Music Selecion -­‐ Overall Songs Text Messaging Voice Calls Email Mobile Web 2 Note: 2010 scores of “0” are due to the question not b eing asked in the 2010 survey.

2.4

2.8

3.2

3.6

FINAL COMMENTS VERBATIM COMMENTS SAMPLED FROM OPEN-ENDED COMMENT BOX IN THE LAST SECTION “We came from Texas for the Texas vs Ole Miss game and enjoyed the entire experience. We hope to return someday. Thanks and ‘Hotty Toddy!’”

– Anonymous, Male, 60-69

“Overall much better than in the past. Keep moving in the right direction. Love the ticket takers telling me to enjoy the game and have a nice day. Very positive. Keep up the good work.” – Ed H., Male, 50-59 “Much better experience this year. Kudos to you guys!“ – Jim H., Male, 50-­‐59

“Every year is getting better. Keep up the good work!” – Chris D., Male, 30-39

“I feel the game day experience at Ole Miss is great. Stadium looks beautiful and the students are cheering for their team. I hope we can continue to play popular music that the students and fans would like. I think the staff has done a great job with the game day experience and motivating the students!! It is wonderful to see the enthusiasm in our student section this year.

Thanks for all you do. Hotty Toddy!” – Betsy A., Female, 40-49

“I hope this input makes for a more positive experience for our fans and those who visit VH and Ole Miss for the first time or 20th time. We need to make sure we look GREAT and put our best face on! Thanks!” – Joe N., Male, 60-69

“The Band and the Cheerleaders are the vital part of an important overall game day experience. Without them, there are no organized cheers. These two entities must work together to get the crowd into the game with organized loud cheers. We must cheer the whole game!” – Marilyn H., Female 50-59

“My final comment is that I LOVE my Ole Miss Rebels. I love to go to football games.

Keep up the good work!” – Laurie B., Female, 50-59

“I want to give you guys kudos for listening to the surveys from last year AND making changes. It is nice to know the fans are being heard. The gameday experience is great in Oxford and I thank you all for making strides in improving it even more!”

– Drew W., Male, 21-29

“I am very appreciative of the noticeable improvements and for all efforts from everyone involved. GO REBELS!” – Anonymous, Male, 50-59 “Love my Rebels.

Would like some additional hype things such as special uniforms for games, etc. Also, need more cheers lead from video board.” – Anonymous, Female, 40-49

“Parking continues to be my biggest issue.

Cell coverage is great if you have C Spire but horrible if you have AT&T. Refill beverage is great addition also the added variety of food items was good. Security and ticket takers were more friendly this year while the concession staff maybe a bit less.” – Andy L., Male, 40-49