No sporting event is complete without something to eat and drink, so a Thursday morning panel at the '15 Veritix Sports Facilities & Franchises conference addressed new directions, emerging technologies and data usage to improve food and beverage service. Delaware North Sportservice Dir of IT Field & Technology Dan Marmion described the company's "Total Listening" program, which seeks to understand the fan perspective by "pulling in outside industry data, vendor data and marketing group data. We then use that data to put a program in place, using TD Garden as a test market for that." E15 CEO Jamie Faulkner, whose group is the analytics arm of Levy Restaurants, noted that 90% of gameday revenue "is dependent on a decision made long before that date." While part of the process is knowing what fans are doing inside the building, "we really want to know what fans are doing outside the building." She added, "We restrict fans' choices in the building. ... So when they have free choice with their money, where are they spending that? How are they spending that? So we partner with teams on that because we have all these great data sets. ... So we can start to understand product affinities outside the building and start to make really great decisions about experiences, ticket packages, etc." Aramark VP/Strategy & Insight Sebastian Mitchell said his company is focused on outside-arena data, as well, using such tools as consumer surveys. His company is using data as "more than historical, anecdotal information" to make better decisions. Aramark also is working with "technology partners on fan … interaction, so when they're making a transaction, we're able to capture that information and ultimately use that to improve the team loyalty perspective."
DO IT YOURSELF: Marmion said fans "like self serve," citing usage of such machines at the NHL All-Star Game in Columbus and kiosks at Great American Ball Park. Marmion: "We're already doing it everywhere -- banks, grocery stores. Why not the ballpark? Fans don't like standing in line." And it is "definitely driving revenue." There are "controls you have to put in place" to curb “underage drinkers or too much drinking." Mitchell noted one concept Aramark is testing is "liquor bars,” where you can walk up and order from more than 700 drinks. Faulkner cited E15 data showing that fans most want "control" and "convenience" from technology at a venue. Trail Blazers and Moda Center VP/Business Development & Gov't Affairs Chris Oxley said that his team and facility would face issues with something like a liquor machine due to stricter laws in his area. The Portland area also has a strong "craft" market, and he "looks to maintain that local connection." Oxley: "We have a lot of local beer partners come and the owners will even come during games and watch us pour their product. They'll test the servers regarding the different types of products, so we're educating our bartenders. Machines would force us to lose some of that local connection."
