Surveyor_HR_trans-bgPlease note that the data below is real data from a real MLB team that has been made anonymous (we’ve substituted “Portland Seadogs” for the team’s actual name and city).

Introduction & Objectives:

The Portland Seadogs devote a substantial amount of energy to in-game entertainment, and fielded a survey to better understand fans’ preferences and satisfaction with the current in-game entertainment experience.

Methodology & Sample:

The Portland Seadogs opted to launch an online survey, utilizing Turnkey Intelligence’s Surveyor system. Respondents were sourced from the Seadogs database.

Key Findings:

  1. There exists a clear split between two segments of the Seadogs attendees, based on what they considered to be the most important contributor to their in-game entertainment experience.

A. “Traditional” fans:

    •   Represent 58% of respondents.
    •   Attend Seadogs games to enjoy the stereotypical baseball experience.
    •   Less interested in the modern entertainment elements.
    •   See “detailed baseball statistics” as the most important contributor to their in-game entertainment experience.

B. “Modern” fans:

    •   Represent 42% of respondents.
    •   Attend Seadogs games to enjoy the live-event aspects of a Major League Baseball game.
    •   Includes scoreboard segments, music, on-field ceremonies, and “other”.
    •   Do consider “baseball statistics” to be important to their experience – just not most important factor.

2) Generally speaking, traditional fans were less likely to be entertained by the Seadogs in-game entertainment activities. Examples of where traditional and modern fans align/differ:

  •   Both traditional and modern fans found the overall in-game entertainment to be “very” or “somewhat  entertaining” (80%).
  •   However, modern fans had a higher top 2 box score (50%) compared to traditional fans (41%).
  •   Modern fans found the scoreboard entertainment, in-game entertainment squad, and selection of music to  be significantly more entertaining than traditional fans.
  • Modern fans were more likely to want more other music played than organ music (41%) compared totraditional fans (29%).

Implications for the Seadogs:

  • The Seadogs should explore options meant for each of the two distinct fan segments.
  • Whenever possible, offer simultaneous entertainment. Example: have historical baseball stats on thescoreboard while the in-game entertainment squad is on the field.
  • For elements that cannot overlap (e.g. choice of music), aim for a split that skews toward traditional preferences.
  • Modern fans seem more accepting of traditional preferences, compared to vice versa.

Testimonial:

“The game day experience is of paramount importance to the Seadogs, and what fans find entertaining is a subjective matter with many shades of gray. Our goal is to ‘please all of the people most of the time.’ The fan research we conduct with Turnkey helps identify the balance of entertainment ingredients that will accomplish that goal.”

– Portland Seadogs Executive Director, Marketing Productions

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