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By Jennifer Davies
UNION-TRIBUNE
December 10, 2006
 Kathleen Davis |
Why does your company exist?
To assist clients in the sport, travel and entertainment industries to further understand and develop market share as well as customer expectations. SMRI carved out a business niche 19 years ago by responding to a void in the sport and entertainment consumer data market. Much of my research focus then was as an academic. The company incorporated in the mid-1990s as a full-service research and consulting company offering a variety of research services. Our typical research menu offers interviews, Web-based surveys, Web and traditional focus group protocols, venue service and operational assessment programs as well as feasibility and economic impact research studies.
How well do San Diego teams do in appealing to the sports fan?
With the current professional sports dynamic, the Padres' new facility appears to be on track in reaching the fans with a variety of promotional packages and providing service delivery strategies to optimize the experience for the fan. The challenge will be as the "honeymoon" period dissipates with the new facility.
Clearly, Qualcomm Stadium's biggest challenge lies in controlling those areas they can control, namely service delivery. They appear to be continuing to provide service that "exceeds" fans' expectations as the (Chargers) team searches for venue renovations/new stadium opportunities. Both teams are, as their ... win-loss record indicates, providing a competitive product "on the field."What do sports teams have to do better to get more people out to games?
Ultimately, with the uncertainty of outcomes that sports teams face each year when it comes to winning and losing, it is focusing on those game-day elements that they can control, namely service, that are the key to brand loyalty. Providing exceptional service, having a staff that is knowledgeable, helpful, efficient and respectful of the fan are key elements to winning ... off the field.
What aspects of your job do you brag about?
We are currently most proud of our expansion efforts and the SMRI team performance as we shift and grow our geographic business focus. Also, our selection as the official Super Bowl XLI research company and staff training prior to the opening of the SuperDome this NFL season.
How did you get here?
I was raised and educated in Southern California. I never wanted to leave California but career opportunities academically and professionally prompted relocation to Florida. I'm excited to be back on my home turf.
Jennifer Davies: (619) 293-1373; jennifer.davies@uniontrib.com
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