Fan interaction, communication and technology at the centre of ESSMA’s second Fan Entertainment Workshop

By December 30, 2016
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Mestalla Stadium was the host of the last ESSMA workshop of 2016. Forty-seven specialists gathered in Valencia to discuss and exchange knowledge on the topic of fan entertainment. Interventions from Valencia CF, LaLiga and the AFEPE (National Association of Football Fans) on day 1 and Stoke City FC and Juventus FC on Day 2 together with an extensive stadium visit and networking opportunities contributed to a successful second edition. 

DAY 1

Day 1 of the workshop was officially opened by Peter Draper, Commercial & Marketing Director of Valencia CF. During his introduction Peter Draper focused on the importance of the fans, who are, after the talent on the pitch, the most important asset of the club. These fans expect an overall experience, as they are not only giving their money, but also their time.

After an introduction of ESSMA, Julio Tarrega presented how Valencia CF is using their video screens in order to increase fan experience and engagement inside the stadium. This was followed by an intervention of David Rosa, who, as Business Intelligence Manager, stands between the financial department and the technology/marketing department. His challenge is to show a ROI both to management of the club and to partners who are receiving higher visibility.  

Alfredo Lorenzo, Integrity and Security Director of LaLiga, introduced the last part of the day, with a presentation on how the Spanish League creates an environment in which fans can access the game in the best possible way. Afterwards, the representative of fan association at Spanish national level, Jaume Llorens, presented initiatives that AFEPE takes to create a friendly and respectful environment inside the stadium and the fan guide that has been created in cooperation with LaLiga.

DAY 2

On the second day, 2 practical cases from clubs brought insights in the importance of fan communication and the impact of stadium development and technology.  

Anthony Emmerson, Supporter Growth & Services Manager at Stoke City FC, focused his presentation on best practices and quick wins in how to attract more people to the stadium. The main strategy of Anthony Emmerson’s work is based on 3 principles: social proofing, principle of physical availability and the scarcity principle. During his presentation, examples of successful actions at Middlesbrough FC and Stoke City FC were highlighted.

Lastly, Francesco Gianello, Head of Stadium of the Juventus Stadium, shared how the stadium and specific fan activations lead to a better overall fan experience. The variety of facilities inside the stadium, targeted promotions and services (both on- and offline) led to some impressive results. Fans attendances are high (average occupancy of 94%), but fans are also coming to the stadium early in order to enjoy the pre-match animations.

 

Get the presentations at our member section, (in the Knowledge Database)!

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ESSMA

ESSMA offers a platform to stadium professionals where they can share, learn and discuss topics related to ESSMA’s areas of expertise: Stadium Development, Operations & Ticketing, Sustainability & SMART, Safety & Security, Fan Experience & Hospitality and Pitch Management.