Immersion Research Clippers Experience Team 1 Presented By: Anne-Sophie Garas Carissa Lipaj Lauren O’Hearn Erin Stralka Emily Tuttle Chad Zwierlein

Outline of key findings  What is working for teens  What can be improved for teens  Teen insights

What is working for teens  Free tickets  Promotional giveaways  In-game promotions  Ballpark food and ice cream

What is working: Free tickets  What can the Clippers do to make coming to the games more attractive to people your age?  Free entry attracts teens to games  Tickets provided as a reward for good grades  Requirement of French exchange program

What is working: Promotional giveaways  You like giveaways, what kind of giveaways would you expect to get at a Clippers game?  “Definitely not magnets…bobble heads are kinda fun”  “I would be more likely to come if there was a giveaway”  Bobble heads, free food, and calendars  Promotions found to create brand recall with teens

What is working: In-game promotions  What promotions do you think appeal most to teens?  Interactive games capture crowd interest more so than regular promotional methods  Teens prefer promotions for other activities  Gameworks and concert tickets  In-game music acceptable to most teens

What is working: Ballpark food and ice cream  What type of concessions do you typically buy at the games?  Teens found typical ballpark food acceptable  Especially enjoyed Dippin’ Dots  Eager to give suggestions for new food ideas  Chipotle and Graeter’s Ice Cream

What can be improved for teens  Stadium location  Type of fans that attend games  Length of concession lines and cramped seating

What can be improved: Stadium Location  If the Clippers had a new stadium in a different location would you be more likely to attend games?  “The arena district is nice…it’s not like this”  Too far away  Most teens said a new location downtown would make them more comfortable going to games

What can be improved: Typical fans attending the game  Do you feel like this atmosphere is good for teenagers?  Parents are apprehensive about teens going to games  “It’s kinda scary getting down here”  “It’s not in the best neighborhood and some of the people are…not so nice”  “Hicksville”  Games draw people from the surrounding area that make teens feel uncomfortable

What can be improved: Concession lines and cramped seating  What are some problems you see with the experience at the games?  Concessions  Need for additional concession stands  Long length of food lines  Cramped seating  Difficult to socialize

Teen insights  Atmosphere  Lack of identification with crowd  Do not plan ahead  Clippers not in decision set  Typical teen media

Teen insights: Atmosphere  Are people more interested in the game or more interested in the experience?  People either come to watch baseball or to enjoy the atmosphere  Why do you think it is hard for the Clippers to attract teens to the games?  “I think teens that we would go for also associate the Clippers with a kind of atmosphere that they don’t want to take part in”  Drunk and obnoxious college kids  Rougher crowd drawn from the area around the stadium

Teen insights: Lack of identification with crowd  What do you think of the crowd at the game? (pay attention to person in clip background)  “Scary”  “Not very inviting”  “We feel out of place”  Older people  Parents  College aged students who are drinking  Small children with adults

Teen insights: Do not plan ahead  When do you start planning what you are going to do on the weekend?  Teens don’t begin planning until mid to late week at school or practice  Often Friday at lunch

Teen insights: Clippers not in decision set  What made you decide to come to the game tonight?  Some teens came because it was mandatory  “It kinda depends on whether there are a lot of other people are coming”  “It never really gets brought up…Clippers games, like what?!”  What do you think the Clippers could do to draw more people your age?  “There is a lot going on at school…that’s where we spend most of our time”  Teens are busy and the Clippers are not normally a priority

Teen insights: Typical teen media  What radio stations do you typically listen to?  WNCI and CD101  “I think they need to play ‘The Darkness’”  What do you think the Clippers could do to inform teens about the games?  Teens said Clippers should advertise on radio, TV, and the Internet  “Not really newspaper because I don’t really think high school students really read the newspaper that much”

Summary  What is working  Free Tickets  Promotional Giveaways  In-game Promotions  Ballpark Food and Ice Cream  What can be improved  Stadium location  Type of fans that attend games  Length of concession lines and cramped seating  Teen insights  Atmosphere  Lack of identification with crowd  Do not plan ahead  Clippers not in decision set  Typical teen media

Questions?