Menefee said Luker on Trends' research has shown people still do not feel safe being in large crowdsSPORTS BUSINESS JOURNAL
The percentage of the U.S. population who are okay with sports to begin playing in empty stadiums and arenas has risen slightly over the past few weeks, according to Luker on Trends Exec VP/Strategic Intelligence Chad Menefee. Speaking yesterday during the CAA World Congress Comes To You, Menefee did caution that there is “still a majority of people in a majority of even the best fans right now as we get into May who say that sports shouldn’t be playing yet.” Menefee: “As restrictions begin to ease up and people are able to do more things, and we see states and local governments begin to open things up, hope rises and we expect to see sentiment change and people will begin to feel more safe.” Menefee said Luker on Trends' research has shown people still do not “feel safe about doing things with large crowds ... certainly not sporting events and concerts.” Menefee: “There's likely going to be a path where ... we see those larger things emerge once people feel safe.”
FAN-FIRST MENTALITY: Luker on Trends Founder Emeritus Rich Luker outlined an area of response that he would like teams and leagues to think about going forward, which is to “respond to the tangible with the tangible.” Luker: “Do things directly to support your fans and encourage your fans without any other purpose, that it’s entirely just to focus on them. It can’t be related to some kind of a sales thing or promoting anything but to say, ‘Hey, we hear you. We see you. We want to be more engaged.'” Luker gave the example of the White Sox, who worked with his firm on a video with manager Rick Renteria and play-by-play voice Jason Benetti, where they directly answered questions from fans. Luker estimated about 12,000 fans were involved with the process who are now “saying wonderful things” about White Sox and the team “will be rewarded” in the long run.
Download a copy of Luker on Trends' findings here.
