The latest Stadium Tech Report reveals a tough truth: 59% of venues say generating revenue is one of their top challenges. And when you look at how fans engage with sports and entertainment today, it’s easy to see why.
Modern fans have everything they need to stay connected right at their fingertips. They can stream games live from anywhere, scroll through social media for real-time updates, check game stats instantly with a quick search, or catch the action at their favorite sports bar. Why deal with ticket prices, crowds, and traffic when they can enjoy the game from the comfort of their own couch?
Even when fans do head out for the big games, smaller, local matches often take a hit. Many choose to skip attending those altogether, leaving venues with an even bigger challenge: how to not only attract fans but keep them coming back.
So, how can stadiums and entertainment venues turn things around? Here are four key strategies they can use to engage fans and encourage them to attend more in-person events.
1. Offer something for everyone
With game highlights, live streams, and updates just a click away, fans have plenty of reasons to stay home. To draw them in, stadiums need to offer more than just a seat – they need to create an experience that feels worth the trip. Take parents with young kids, for example. They’re often looking for family-friendly activities to keep their little ones entertained before the main event. A dedicated kid zone where kids can get photos with mascots, run around on a playground, or participate in fun challenges for prizes can turn a day at the stadium into a special outing for the whole family.
But it doesn’t stop there. Technology can take the in-venue experience to the next level, keeping fans engaged before, during, and after the game. Being able to play augmented reality games on their phones while waiting for kickoff or posing with interactive displays that bring their favorite players to life can provide fans with a level of intrigue that can’t be replicated at home. Add in pre- and post-game entertainment, like live music, fan meet-ups, or signings, and you’ve created a hub of activities that may entice fans to stick around beyond the main sporting event.
2. Focus on premium hospitality and comfort
One of the biggest frustrations for fans at stadiums is dealing with long wait times. Half-time rushes, for instance, can lead to massive lines at concession stands, making fans miss the start of the next round or discouraging them from leaving their seats altogether. These delays can take away from the excitement of the game, leaving them feeling like they’re spending more time in line than enjoying the event.
One way for venues to combat this frustration is by embracing in-seat ordering. This technology allows fans to skip the lines entirely by ordering food, drinks, or even merchandise right from their seats. Whether it’s a hot dog, cold drink, or team jersey, everything can be delivered directly to them without ever having to leave the action. Not only does this enhance the fan experience, but it also boosts sales for the venue, as fans can browse at their leisure and add more to their order without the pressure of a long line behind them.
Self-service options, like QR codes and kiosks, are also must-haves for the stadium experience. These technologies make it quick and easy for fans to complete purchases at concession stands, in-house restaurants, or merchandise stores without waiting in line for a cashier. A fan can scan a QR code, customize their order, and complete their payment in seconds, eliminating unnecessary delays and getting them back to their seats in time for the game.
3. Tailor based on your audience
Research from Deloitte found that 58% of fans want real-time access to the same statistics, analysis, and replays they enjoy at home. This highlights an important truth: to win fans over, stadiums need to truly understand their wants and needs and create a personalized experience that gets them to their venue. For example, by leveraging data, stadiums can send tailored promotions, such as an offer for free popcorn if they check in early or a notification about a flash sale on their favorite team’s gear during halftime. These small gestures show fans that their preferences matter and make their experience that much more special.
For those looking for a premium experience, stadiums can elevate their offerings with VIP lounges and suites. Fans who book these exclusive spaces gain access to comfortable seating, private bars, and a curated menu featuring gourmet food and drinks. A personal host ensures every need is met, so fans can relax in style without missing a second of the action. Whether it’s entertaining clients, celebrating a special occasion, or simply upgrading game day, VIP suites deliver a level of service and luxury that fans just can’t get at home.
4. Host multi-purpose events
Stadiums have the potential to be more than just sports arenas, but entertainment centers, too, attracting a wide range of audiences throughout the year. Hosting concerts is a great example of how stadiums can draw massive crowds for events beyond sports. But their potential doesn’t stop at music. Stadiums are also ideal venues for festivals, offering families and friends the chance to enjoy food trucks, live performances, and community activities all in one place. These events can even introduce new visitors, many of whom might return later for a game or other experiences.
In addition to traditional events, stadiums can embrace emerging trends like esports tournaments. Competitive gaming has skyrocketed in popularity, and filling arenas with fans cheering on their favorite teams creates an atmosphere that mirrors the energy of a live sports game. For a more relaxed, family-friendly option, stadiums could also host movie nights on the field, where families and friends gather to watch a classic film on the big screen. These events not only appeal to diverse groups of people but also help maximize the venue’s value outside of game days, making it more of a year-round destination for the whole community.
How can you create a more connected stadium experience?
Delivering all these diverse services and experiences to your fans is no small feat – especially if you’re relying on disconnected software systems to manage it all. On game day, the last thing you need is a system that slows down during peak times, causing long lines at concessions, delays in restaurant orders, or missed sales at your stores. Not only does this frustrate your fans, but it also eats into your revenue. And beyond that, it’s much harder to get a clear, real-time view of how your business is performing across the board.
That’s where a unified retail management system like LS Central can make all the difference. By centralizing your retail, food service, ticketing, events, and more, into a single database, LS Central lets you manage every aspect of your stadium operations seamlessly. You can track sales in real-time, monitor inventory levels across all channels, and make data-driven decisions to optimize performance. Whether it’s restocking popular concessions before they run out, identifying your best-selling merchandise, or ensuring smooth service at VIP lounges, LS Central keeps everything running smoothly, so you can focus on providing the ultimate fan experience.
Looking to elevate your stadium operations? Just contact our team to find out more!
