#PACnet15

Moderator  Deana Itow » Paciolan Presenters  Scott Garrett » Kansas State University  Phil Wang » University of California, Irvine  Meaghan Carrigan » PPL Center

#PACnet15 » Scott Garrett Associate AD / Fan Strategies Kansas State University

#PACnet15  Situation in 2009 when John Currie was named Athletic Director » Mismanagement issues from previous administration. » Evaporating trust with fans, donors, campus community. » Organizational morale & self-perception.  Building Positive Momentum » University leadership changes. » Legendary football coach returns. » History of passionate fan support. » Reorganization of staff and fan experience focus. Building Trust With K-State Fans 4 History

#PACnet15  Unit name change » Marketing to Fan Experience & Sales  K-State Pledge » Vision & Mission » Five Goals ▫Goal #5 – THE BEST FAN EXPERIENCE IN THE BIG 12 » Annual Budget Card » Drive to sell-out first football game of Snyder II Era ▫FIRST ANNUAL FAMILY REUNION 5 Fan Experience Initiatives

#PACnet15  Accessibility » Direct staff phone numbers and addresses online » General customer services e- mail addresses » Ability to the Athletic Director ▫w/ Actual Responses from AD » Ticket Services Live Chat 6 Fan Experience Initiatives

#PACnet15  Customer Service » WELCOME TO K-STATE ▫Greeting/Smile at every touch-point- Parking, Concessions, Ushers, Phones, Etc.  BROAD CUSTOMER SERVICE COMMITTEE » 2014/15 Initiatives: ▫First Time Visitor Certificates ▫Event Staff Rewards Program ▫Fan Guide ▫Name Tags for all Employees ▫Fan Ambassador Program 7 Fan Experience Initiatives

#PACnet15  Research » Post-game Surveys ▫Distributed to all Sr. Staff with highlights of actionable critical issues for follow-up. » In-Game Surveys » Order Confirmation Surveys » Non-Renewal Surveys  Pricing » Stratified prices, accessible, kid-friendly promotions, in- game entertainment, etc. 8 Fan Experience Initiatives

#PACnet15  29 football sell-outs since 2009, Including 20 consecutive games.  Record average football attendance in 2012, 2013, and  Six consecutive years of over 12,000 in average paid men’s basketball attendance.  Nationally-ranked attendance in volleyball, women’s basketball and baseball.  40% growth in annual ticket revenues.  Increased annual fund membership by nearly double (members and revenue). 9 Results

#PACnet15 » Phil Wang University of California, Irvine

#PACnet15 Our Business & Challenges  UCI is part of the University of California (UC) system which incorporates ten (10) campuses.  Current student enrollment is approximately 28,000.  Division 1-AAA (no football). » The Intercollegiate Athletics Department currently supports 18 programs -had to discontinue five (5) programs in 2009 due to budget cuts. » Continuing challenges: ▫Young institution with small, but growing, fan base. ▫Many alumni are still relatively young. ▫City of Irvine not considered a “college town”. City is characterized by young professionals with young families. – Discretionary income is saved and/or used for other amenities. ▫Other entertainment options (amusement parks, professional sports). ▫Competition against local “high major” schools (UCLA, USC) with tradition in successful college athletics. ▫Tuition at UC has and will be going up which equates to scholarship costs increasing. 11

#PACnet15 Goal  Goal: Improve the “fan experience”  Result: Repeat business = Consistent revenue stream 12

#PACnet15 Identified five (5) main “touch points”:  Marketing  Ticketing  Parking  Concessions  Game Day Event Staff Touch Points with Fans 13

#PACnet15  Invested in technology to improve “touch points” » Improved ticketing platform to provide ease of access to purchase tickets and ease of delivery ▫Mobile ticketing, PAH, etc. » Targeted marketing through CRM database analysis ▫Send people information they want » Interacted with fans through social media during games/events ▫Crowd Cameo 14 Technology

#PACnet15 15 Services  Worked with Concessions and Parking to improve services » Concessions – consulted in food and beverage pricing and selection, alcohol sales, “loaded tickets” » Parking – prepaid discounted pricing, ease of access, preferred parking  Transitioned use of Staff Pro to in-house ushering staff » Change from “security” to “game attendants/ushers”

#PACnet15 Measurable results from three (3) year implementation plan:  Men’s Basketball » Increased average attendance by 44% » Increased season ticket holder accounts by 54% » Increased net ticket revenue by 76% » Increased season ticket revenue by 48%  Overall ticket revenue increased 92%  Corporate sponsorship revenue increased 64% 16 Results

#PACnet15 » Meghan Carrigan PPL Center | Global Spectrum

#PACnet15  Grand Opening: September 12, 2014 » 8,500-seat capacity for hockey » 10,000-seat capacity for concerts » Two Tenant Teams ▫Lehigh Valley Phantoms (AHL) ▫Lehigh Valley Steelhawks (PIFL) » Family Shows » Feld Entertainment, Harlem Globetrotters, Professional Bull Riders, WWE, NCAA basketball, NBA basketball » Concerts 18 PPL Center

#PACnet15  Pre-event s | Post-event Surveys » 60% - 70% Open Rate » 25% Response Rate  Event Specific Hashtags » #LVvsALB » #WWEAllentown 19 PPL Center

#PACnet15  #PhantomsHookMeUp » 18.9% Engagement Rate » 31,060 Reach » 46,416 Impressions » 500+ Tweets 20 PPL Center

#PACnet15  Mobile Delivery » Launched January 14, 2015 » 12% of purchasers have selected mobile delivery » Free delivery option for customers » Custom branding » Sponsorship opportunity » Set-up in less than 1 day! 21 PPL Center

#PACnet15  #YouLuckyDog Promotion » Goal: Increase Food & Beverage sales and activate new sponsorship opportunities by incentivizing patrons to spend more at our arena concession stands.  Drive Awareness » Use What You Have » Be Social  Success Stories » 14% per cap increase » $8,000 sponsorship secured » In-game fan engagement increase 22 PPL Center

#PACnet15  FanMaker » Engage » Reward » Measure 23 The Way Forward…

#PACnet15 Please complete either the session evaluation form on your chair or online at Questions