Background and challenge
A major provider of food and beverage at sports and other event facilities was interested in maximizing food and beverage spend and game day attendance at a strategic client venue.
The client engaged L.E.K. Consulting to develop an actionable plan to improve the fan experience, drive higher per cap sales and ultimately incentivize more game ticket purchases by fans.
Approach and recommendations
During the client engagement process, we performed the following tasks:
- Conducted a live in-venue quantitative survey over multiple event days to segment the attendee base and develop perspectives on segment-specific behavior
- Identified reasons for current spending, barriers to more spending and appeal of potential new initiatives to drive spend and attendance
- Analyzed commonalities and differences among the major customer segments to develop a long list of initiatives to drive per cap sales and attendance as well as improve the overall fan experience
Next, we analyzed the client’s historical food and beverage, merchandise, and ticket sales to quantify the potential impact of each of the initiatives. Based on the analysis and additional research, we prioritized the top new concepts the client could use to enhance fans’ game day experiences and increase revenue.
As a result of L.E.K.’s recommendations, the client was able to identify actionable opportunities to enhance the fan experience and drive higher future spend.