Transcript Immersion Research Clippers Experience Team 1 Presented By: Anne-Sophie Garas

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?
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“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”
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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
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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?