SMRI IN THE NEWS

Customers-for-hire help venues sharpen their service
From: /www.sportsbusinessjournal.com/

As prices rise like booster rockets at sports venues around the country, pro franchises and facility operators are realizing they had better keep fans very, very happy especially since customers get no promise of victory from their favorite teams.

"You can't control the product on the field," said Kathleen Davis, executive director of Florida-based Sports Management Research Institute. "You can control various other elements. If you can make someone happier because they had a good time at an event, it's a great thing."

That logic explains why such clients as the NFL, the U.S. Tennis Association and SMG among others are willing to pay about $7,500 for one-day surveys that SMRI conducts to assess customer-friendliness at sports events.

"We put on a hat and pretend we're Joe Fan to experience all the elements," Davis said. "We take pictures, test out toilets. Is there a baby-changing amenity? Is the ATM functioning? Are they friendly when you come into the parking lot?" SMRI recently did a series of surveys for the NHL Florida Panthers, checking on fans during games at National Car Rental Center. Surveys include written responses, telephone interviews and focus groups to determine customers' feelings about everything from food service to non-game entertainment. When Davis' army of snoops and questioners pulls all its information together, SMRI can conduct staff training sessions to help clients improve fan satisfaction.

Having fun yet? Stanley C. Panther and the Florida Panthers want to know.

SMRI, which has worked with about 60 teams and venues in the United States, isn't the only company helping determine quality of service at sports events and Davis insists that the marketplace demands high standards.

Richard Andersen, president of venue operations consultant CB Richard Ellis Sports, indicated that more and more teams and facility managers are looking for help in assessing their product.

"You can't just roll the ball out there and expect fans to applaud," Andersen said. "You'd better have your operations in order, and you'd better be kicking the tires all the time to make sure standards don't slip."

Davis points to competition for the entertainment dollar.

"It's not cheap to attend a sports event," she said. "People have other ways to spend their money, so if you're going to charge them significant amounts to buy your tickets, you'd better be doing everything right.

"If you can't guarantee a win, you'd better be able to guarantee a good time."