- Turner Broadcasting System
- It's not about Winning or Losing, it's about Having Fun
Most people in the professional sports industry think that fan attendance and team financial success is determined by win/loss records alone. The truth is that live sporting events compete for every other entertainment option - renting a video - going to the movies - dining out and more.
Despite having a better than average winning record and some of the lowest priced tickets in the NBA, the Atlanta Hawks could not fill the seats at home games. The philosophy of management at the time was "if we win they will come."
Ascension strategists working with Hawks management helped the team realize that attendance at home games was really drive by the overall fan "experience". If consumers enjoyed themselves, regardless of the final score, they would come back again and again.
Same day fan surveys were developed to create a powerful consumer satisfaction index. Unsatisfactory operational issues (restrooms, security, food quality,) and entertainment issues (music, halftime show, in-game promotions) that affected the fan's decision negatively to attend a live, home game were identified and corrected.
Without improvement in team win/loss performance, fan attendance rose at double digit rates. Profits were significantly increased.