UW ATHLETICS: Women s Basketball

Transcription

1 UW ATHLETICS: Women s Basketball 134 surveys completed Season Ticket Holder Analysis

2 2013 Demographics Summary Women s Basketball Women s Hockey Men s Hockey Men s Basketball Football Volleyball % Male 47% 44% 75% 81% 82% 49% % Over 55 Years old 79% 50% 46% 71% 57% 52% % Married/Partnership 73% 71% 79% 84% 85% 74% % with Children under 18 in Household % of those with children whose children attend games % with college degree or higher 8% 24% 27% 19% 27% 23% 70% 95% 84% 90% 80% 94% 82% 73% 78% 84% 80% 79% % that make over $100K per year 34% 34% 55% 68% 63% 37% % with Season Tickets to another Wisconsin Sport 59% 61% 52% 69% 44% 64%

3 Key Takeaways Game day Satisfaction and Likelihood to Repurchase metrics are flat to last year You can expect similar renewals to last year These are price sensitive consumers Price of Ticket Package is the most influential driver in purchasing again Price of concessions is largest reason they do not buy at the game and less of them are satisfied with the concessions pricing than other sports Only 34% make over $100K per year (vs. Men s Basketball at 68%), they are less likely to have smart phones Game Day Opportunities Make sure ushers monitor reserved seating Include more women/girls in contests or on court activities Turn down sound system music and have more band presence at games Look for opportunities for promotions on food/drink

4 SATISFACTION, VALUE PERCEPTION, PURCHASE INTENT Season Ticket Holder Analysis

5 Gameday Satisfaction Please rate your overall level of satisfaction with your typical Women's Basketball "game day" experience Please rate your overall level of satisfaction with: Your typical Women's Basketball Gameday Experience 5.68 Team Performance '10 10 '11 11 '12 12 '13 Significant Not Sig Not Sig Game Schedule (Day, Times and Opponents) 5.30 We saw a small decline in satisfaction in the season but have held flat since that time Overall season ticket holders are pretty satisfied with their game day experience team performance and schedule (out of 7)

6 Likelihood to Purchase Trend Likelihood to Purchase Next Season '10 10 '11 11 '12 12 '13 Significant Significant Not Sig HIGH (6 7) MED (4 5) LOW (1 3) DON'T KNOW 82% 74% 88% 78% 14% 18% 6% 8% 4% 8% 6% 9% n/a n/a n/a 1% We are seeing the same purchase intent as last year There is a small move out of the top box but based on the number of responses it is not a significant change

7 Purchase Drivers Factors Considered for Season Ticket Purchase in 2013 Most Influential Price of Ticket Package Other (Please specify) Seat Location Team Performance Personal financial factors Considered 8% 12% 17% 15% 10% 16% 22% 38% 37% 44% Price of ticket package is the most influential and most consider factor in repurchase Other is mix of: Love of Women s Badger B Ball Support the team Fun time! Other highly considered factors are Team Performance, Seat Location Players/Recruiting Price of game day experience (Parking, Concessions, etc.) Satisfaction with game day experience (music, scoreboard, Game Schedule (opponents, time) 10% 6% 4% 3% 25% 21% 20% 27%

8 Attendance How many games did you attend? 49% What did you do with the tickets when you could not attend? 12% 26% 12% The ticket(s) were not used by anyone Gave Away Tickets 52% 52% 1% Sold Tickets 0% All 15 77% What was the main reason you could not attend when the tickets went unused? 3% 3% 19% 5% Only 12% of season ticket holders went to all of the games and 39% of season ticket holders attended less than 10 games When they cannot attend they do not report selling their tickets Mainly they do not attend for personal conflicts or the weather

9 TICKET PURCHASE Season Ticket Holder Analysis

10 New Season Ticket Holders 6% How Long Have you Been a Season Ticket Holder? 12% 25% 27% 31% 1 year 2 5 years 5 10 years years 15+ years 31% have been season ticket holders for over 15 years 6% of respondents were new season ticket holders Just a few responses on why they bought tickets this year but a couple focused on raising girls: Thought it would be a good experience for my 8th grade daughter and her friends. I am a mom raising women and I invested in an opportunity for my girls to witness great things that can be accomplished by women. The conversations it has already spurred is worth its weight in gold:)

11 Ticket Purchase Satisfaction How satisfied were you with the ticket purchase process? 45% 42% 0% 1% 0% 2% 9% 1 (Not at all Satisfied) (Extremely Satisfied) Overall Satisfaction with Ticket Purchase Process is very high at 6.26/7 Which area would you like to see improved? Ticket purchase has highest satisfaction rating of all factors measured Service of Ticket Office 44% A very few (9) season ticket holders were less than very satisfied Ticket Prices 22% Feedback was varied and no themes emerged in the small number of responses Other (please specify) 22% Communication 11%

12 Ticket Office on Gameday Services Needed from Ticket Office On Gameday None of the Above 73% 27% of season ticket holders reported using the ticket office on game day, primarily to purchase additional tickets Pick up Tickets from Will Call 4% Their satisfaction is very high with this service Purchase Additional Tickets 17% Lost/Forgotten Tickets 7% Satisfaction with Service of Ticket Office on Gameday 58% 36% 3% 0% 0% 0% 3% 1 (Extremely Dissatisfied) (Extremely Satisfied)

13 GAMEDAY EXPERIENCE Season Ticket Holder Analysis

14 Get to Know Her Club Did you participate in the Get to Know Her Club this season? Satisfaction with GTKH Club (Out of 7) Overall Satisfaction 5.84 Yes, 40% No, 60% Satisfaction with Chalk Talks 5.90 Satisfaction with Premium Items (i.e. key chain, water bottles, fleece blankets,etc.) % of season ticket holders reported participating in the GTKH Club Most who did not participate either did not know about it or were confused about what it was, a small percentage were not interested Opportunity to better communicate this program Overall Satisfaction is high highest for the Chalk Talks

15 Game Day Service Always Most of the Time Sometimes Never Don't Know 72% 65% 49% 35% 22% 27% 38% 22% 35% 44% 40% 7% 4% 6% 4% 9% Meeting Expectations It took a reasonable amount of time to get into the Kohl Center 94% Ticket takers were friendly and welcomed me to the Kohl Center Ushers and ticket takers appeared professional Ushers and ticket takers knew the answer to questions when asked Ushers were effective in getting me to my seat 95% 94% 94% 93% Overall we are meeting season ticket holders expectations on the service aspects of game day One request is to make sure Ushers monitor Reserved Seating: Too often we had General Admission folks in the reserved sections. It would seem ushers could do a better job getting people informed as to where to sit.

16 Amenities Always Most of the Time Sometimes Never Don't Know 74% 74% 21% 21% 4% 0% 1% 2% 0% 2% Meeting Expectations I was able to find parking easily 96% The restrooms were clean 98% Overall Restrooms and Parking are meeting expectations. Focus on improvements elsewhere

17 Concessions Did you purchase concessions on gameday? Most influential reason you did not purchase concessions The price of concession items 47% No, 23% Yes, 77% I ate/drank before the game and was not hungry or thirsty Other (please specify) 20% 20% I could not find an option that I consider healthy 13% 77% of season ticket holders are purchasing concessions on game day Price is the biggest driver for those who are not purchasing

18 Concessions 46% Always Most of the Time Sometimes Never Don't Know 48% 56% 32% 20% 25% 34% 29% 25% 26% 35% 1% 1% 4% 6% 7% 0% Meeting Expectations I found a food or drink option that I wanted 84% The food or drink I purchased was of high quality The food or drink option was priced in line with other major sporting events I have attended The concession staff provided good service 82% 76% 94% They are finding food they want and feel that it is high quality most of the time This meets the expectations of ~83% of our ticket holders 76% of season ticket holders say we are meeting their expectations on Pricing of Concessions This is lower than the other sports these consumers appear to be more price conscious Could be an opportunity to offer more promotions or discounts to keep them happy

19 Game Experience Always Most of the Time Sometimes Never Don't Know 29% 51% 18% 48% 45% 45% 42% 36% 34% 20% 16% 9% 1% 1% 1% 4% I was entertained by the content on the videoboard The scoreboard statistics were updated in a timely manner I could hear and understand the announcer The volume of the sound system was appropriate Meeting Expectations 96% They really like the video board content: Attended one men's game this year. I much prefer the women's video board content. Ability to hear the announcer and the volume of the sound system are the biggest areas for improvement within game experience. I would like much less volume during the taped music. The band is fine. Sound system music seemed lower in volume which was great. Now if you could turn the announcer volume down (non game announcements), that would be great. 87% 87% 78% Volume of Sound System 38% Louder 62% Softer

20 Music & Activities Always Most of the Time Sometimes Never Don't Know 42% 36% 38% 39% 38% 32% 30% 32% 27% 22% 19% 21% Meeting Expectations The UW Band had a good presence at Women's Basketball I enjoyed the music selection over sound system I enjoyed the entertainment at half time I enjoyed the contests during time outs/breaks 64% 80% 83% 81% Overall they would like a greater presence of the Band at games The band is wonderful and would appreciate more of band; less other stuff/recorded music. Wanted improved entertainment Contestants in break and half time should include many more women/girls! 22% Only Band Mix Between Band and Sound System 57% 75% Band, 25% Sound System 18% 50% Band, 50% Sound System 2% 0% 25%Band, 75% Sound System Only Sound System

21 MEDIA Season Ticket Holder Analysis

22 Media Usage Which media source do you primarily use to get information on Wisconsin Women's Basketball? % that follow, like or subscribe to the following Wisconsin Athletics digital platforms? Local Newspaper 43% Varsity 42% uwbadgers.com 36% BuckyMail (UW Athletics s) 7% Buckymail 25% Local Television Other (please specify) Radio 4% 4% 3% Facebook Wisconsin Women's Basketball Facebook Wisconsin Badgers 9% 15% Social Media Magazines or Other Periodicals 1% 1% 4% 1% Overall most used Media sources are Local Newspaper and uwbadgers.com Highest subscriptions to vehicles but Women s Basketball Facebook page is liked at a relatively high rate

23 Phones % of Season Ticket Holders that own a smart phone 44% Mobile Phone Use During Games I do not use my phone on game day 38% 24% Text Messages 38% Calls 35% Photos 14% Facebook News/Score Updates 9% 9% Smart Phone ownership is growing but Women s Basketball season ticket holders are still less likely than other sports to have a smart phone. Overall they use their phones very traditionally during games with text and calls being most frequent. Other (Please Specify) Smart Phone Applications (Apps) Twitter Quick response (QR) Codes Foursquare YouTube 5% 5% 1% 0% 0% 0%

24 Phones Connectivity U.S.Cellular % that use provider 48% Avg Satisfaction with Connectivity (7=Extremely Satisfied) 5.53 Verizon 20% 5.40 AT&T 19% 4.58 Sprint 8% 4.88 Other Provider 4% 4.25 Virgin Mobile 2% 3.50 Overall connectivity does not appear to be a problem for Women s Basketball

25 DEMOGRAPHICS Season Ticket Holder Analysis

26 Demographics Gender What type of season tickets did you have? Age General Admission, 19% Family, 2% 34% 45% Female, 53% Male, 47% Reserved, 79% 3% 5% 14% 25 to to to to or over Education 37% 44% Marital Status Married/Partnership 73% 8% 4% 6% Never Married 16% High school degree Associate degree Attended or attending college College degree Professional or graduate school degree Divorced/Separated/Widowed 11% 82% of season ticket holders have college degree or higher

27 Demographics Do you have children under the age of 18 living in your home? Yes, 8% If yes, do those children attend Women s Basketball games with you? No, 30% No, 92% Yes, 70% Income Level 25% 24% 22% My financial situation compared to last year at this time is: 69% 5% 11% 9% 3% 9% 22% Less than $30,000 $30,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to$150,000 to $149,999 $249,999 $250,000 or more Better About the Same Worse 34% make over $100K

28 Demographics 76% Distance Traveled on Game Day 14% 7% 1% 1% Less than 25 miles miles miles miles 100+ miles Ticketholders are primarily local Season Ticket Holders for Other Sports None Football Women's Hockey Men's Basketball Women's Volleyball Men's Hockey 22% 19% 18% 13% 9% 41% Overall high crossover with other sports (59% have season tickets to at least one other Wisconsin sport)