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Volume 25 No. 128
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AEG Hires Analytics Firm E15 For Experience Study At Staples Center

Execs at Staples Center would like more insight into customer opinions on many of the venue's offers
Photo: GETTY IMAGES

AEG has hired Levy Restaurants analytics arm E15 Group to do a top-to-bottom analysis of fan experiences at Staples Center and Microsoft Theater in L.A. Staples Center and Microsoft Theater President Lee Zeidman said AEG will spend “mid six figures” on the new Voice of the Customer program. E15 will look at customer experiences at security checkpoints, concession lines and with ticketing and fans finding their way to and around the two venues. “We want to know about the ticketing experience. We want to understand parking, wayfinding," he said. "We want more information about our F&B. We believe that’s a big ticket regardless if you are getting it in suites, or getting in-seat ordering or getting in line." Levy already handles F&B at the two venues, and AEG just hired the concessionaire’s retail arm -- Rank + Rally -- to run team shops there and at StubHub Center in Carson and Target Center in Minneapolis. Zeidman said AEG and Staples already get loads of data and not all of it meshes together. “We get surveys from our four teams. We do surveys from a premium standpoint. We get surveys from the NBA, NHL, WNBA. from Feld (Entertainment) family shows,” Zeidman said. “There is so much data from the customer. How do you make heads or tails of it.” The Levy data analytics arm has also done work at the Moda Center and Churchill Downs. E15 is already on-site in L.A. E15 CEO Jaime Faulkner and Zeidman said they will also look at customer service and venue entries and exits and then help AEG produce action plans.