Season ticket holders are some of the most loyal fans a sports franchise can have.
Their significant financial commitment emphasizes their love and dedication to the team. Therefore, decisions should not be made without their input.
A study from March of this year found that 65% of Americans are either casual or avid sports fans. With that great a figure, the US sports industry has much insight to gain.
Conducting season ticket holder surveys with Drive Research can provide you with valuable insights from the heart of your fan base.
Our blog post will cover the different types of questions a season ticket holder survey could ask and when it is the best time to conduct one.
Example Fan Experience Survey Questions
Any ticket holder survey could include a variety of questions and collects responses from general to specific topics.
The most common questions could include topics such as:
- Net promoter score (NPS)
- Levels of satisfaction
- Open-ended questions asking about what season ticket holders like/dislike the most
Let’s discuss what these questions detail and offer!
A net promoter score can be applied to the season ticket experience.
For example, the question could ask:
How likely are you to recommend purchasing season tickets for the [insert team name] for next season to a friend or family member?
The options to this question would be asked on a scale from 1 to 10, 1 meaning “not at all likely” and 10 meaning “extremely likely.”
Based on their answer, respondents would be assigned into three categories; Promoters, Passives, and Detractors.
- Promoters have rated their likelihood a 9 or 10 and can be considered your best word-of-mouth advocates when asked by a friend, colleague, or family member about purchasing season tickets.
- Passives are less likely to recommend purchasing, as they rated their likelihood a 7 or 8. Some may offer a positive picture to a friend but most passives are neutral.
- Detractors are not likely to recommend season tickets to someone who asks them.
Given that they selected a rating of 6 or below, they are not pleased with their purchase and don’t want others to feel the same.
The NPS score is calculated by subtracting the % of detractors from the % of promoters. Scores can range from -100 to +100, -100 being awful and +100 being extraordinary.
While +100 is unlikely, you want your score to be positive and as high as possible.
Level of satisfaction
Satisfaction scales are less involved than NPS but can offer similar feedback.
A satisfaction scale question could look like this: How satisfied are you with [insert topic]?
The answer scale would range from 1 to 5, 1 meaning “not at all satisfied” and 5 meaning “very satisfied.”
The fan experience survey questions could include anything relevant to season ticket holders including:
- Concession offerings
- Season ticket prices
- Stadium seating/layout
- Member services
Receiving a mean score from all responses and/or creating top 2 and bottom 2-boxes is how the results would be presented.
This would give you a sense of what areas are of the greatest and least satisfaction.
For example, our market research company surveyed 1,100+ Buffalo residents regarding the new Bills stadium and what fans were satisfied and unsatisfied with. Learn more of the findings and methodology by reading, Survey Shows What Bills Fans Want for New Stadium in Buffalo.
Asking too many open-ended questions is typically frowned upon in the market research industry and for good reasons.
A season ticket holder survey is not immune to this belief but given the scope of the audience and survey, asking some open-ended questions should be encouraged.
Open-ended questions are a qualitative component that gives the data life.
For example, reading a season ticket holder’s response in their own words on what they like most about the stadium is another insight into understanding the data from just asking them to select from a list of options.
Demographic survey questions
Demographics in any form of market research are useful, especially when dealing with fandoms. This information can tell the client where and how they need to position marketing goals.
These ticket holder surveys also present the opportunity to gauge the demographic makeup of season ticket holders.
For example, you asked season ticket holders to select which age range they are in.
You find that 45% of your audience is between ages 55 and 64 but only 6% is between ages 18 and 34. With this information, you meet with your marketing/sales team and identify ways to target the Gen Z and Millennial audiences.
Another key demographic question to ask is how long they have been season ticket holders. The results will tell you the percentages of longtime holders (options could include 1 to 5 seasons, 10+ seasons) and first-time holders.
Other areas you could measure include:
- Percentage of partial season plan versus full season plan holders
- Household income of ticket holders
- Usage of tickets for personal versus work
These are vital pieces of information that can help you understand your audience better and make effective marketing decisions.
💡 The Key Takeaway: Ticket holder surveys reveal key data through NPS, open-ended questions, and satisfaction scales. Often, through quality feedback, these questions can affect the future of fan experience.
When Is the Best Time to Conduct Season Ticket Holder Surveys?
There are 3 times or periods that would be appropriate to gather information. Let’s see why each is opportune and what survey topics are best to ask!
Launching a preseason survey is great for collecting information on new ideas that you’re proposing for the upcoming season. This allows you to revise or eliminate anything before it could cause any harm.
In addition, the results of some questions asked in a preseason survey can be compared to results in a mid or postseason survey.
Midseason surveys should be brief and ask simple questions. For example, it could measure general satisfaction and/or initial feedback on any new changes you might’ve made.
It’s appropriate to use this survey as a check-in with ticket holders.
You could ask questions such as:
- How satisfied are you with your fan experience? (Rating scale 1 to 5)
- Are you aware of the new [promotion or fan experience item]? (Yes/No)
- Is there anything you would like to say about your fan experience? (Open-end)
Season ticket holder surveys conducted after the sports season is over should focus on feedback.
This includes general feedback on the ticket holder's experience as well as reactions to new programs and/or processes.
Additionally, final satisfaction scores can be collected to determine how satisfaction changed throughout the course of the season.
The post-season survey should also include open-ended questions to let ticket holders discuss their experience in their own words.
As mentioned earlier, open-ends are terrific at adding personality to the quantifiable data and can explain the reasoning behind a low or high satisfaction rating.
💡 The Key Takeaway: Measuring fan experience at sporting events through ticket holder surveys should be run either during the preseason, midseason, or postseason. Each option has its own set of benefits, leaving it up to the client to choose.
The opinions of season ticket holders are very useful to measure fan experience ideas.
However, understanding and organizing them can be difficult when trying to enact change. Conducting season ticket holder surveys with us will provide you the relevant answers needed to understand your ticket holders and execute effective decisions.
Drive Research is a national market research company in New York. Our team of seasoned pros has years of industry experience to create a top-quality project for your business.
Want to know more about our market research services? Reach out through any of the ways listed below.
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As a Research Assistant, Justin works directly with all team members on client projects. His intrigue in market research formed during his time at Marist College, where he studied business and entrepreneurship.
Learn more about Justin, here.