Look, feel, smell; how a captivating arena experience works (revenue) magic
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The document summarizes a presentation at the E.H.C. Hockey Business Forum focusing on the importance of sensory experiences in creating memorable ice hockey visits. It presents findings from a study involving 2,376 fans, identifying key elements like sensoryscape, arena-related factors, and team-related factors that influence the intention to revisit. The study concludes that elements such as aesthetics, comfort, and fan-made entertainment significantly affect spectator satisfaction and emotional connection to teams.
Look, feel, smell; how a captivating arena experience works (revenue) magic
- 1. Sebastiano Mereu, sportsbusinessresearch.academy Look, feel, smell; how a captivating arena experience works (revenue) magic This slidumente is a summary of the presentation held at the E.H.C. Hockey Business Forum, 30 October 2024 at the SAP Garden in Munich, Germany.
- 2. Guiding question: Why are some visits to a ice hockey game unforgettable while others fade from memory? Photo: facebook.com/zsclions, 2023 2 / 40
- 3. Photo: EHC Olten/Facebook, 2018 Context: The arena is where you go to escape everyday life and enjoy a great sensory experience. 3 / 40
- 4. Photo: straubing-tigers.de, 2024 The presented fi ndings are based upon a quantitative study with 2376 spectators from these three clubs; data collected online July-December 2023 4 / 40
- 5. Photo: straubing-tigers.de, 2024 Objectives of the study: 1 Understand how factors of the arena experience can be grouped and 2 how they in fl uence the intention to revisit a game at the arena. 5 / 40
- 6. Photo: straubing-tigers.de, 2024 Main elements of the study: Sensoryscape Arena-related factors Team-related factors Revisit intention 6 / 40
- 7. Photo: frolundahockey.com, 2021 Sensoryscape 7 / 40
- 8. Photo: frolundahockey.com, 2021 SIGHT SOUND TOUCH SMELL TASTE SENSORYSCAPE The sensoryscape refers to the collective sensory environment experienced by spectators, including all fi ve senses: sight, sound, smell, taste, and touch. 8 / 40
- 9. Photo: zentralplus.ch/zvg, 2021 SIGHT SOUND TOUCH SMELL TASTE SENSORYSCAPE Sight refers to how spectators perceive the arena experience through their eyes, i.e. what they see. 9 / 40
- 10. Photo: facebook.com/zsclions, 2024 SIGHT SOUND TOUCH SMELL TASTE SENSORYSCAPE Sound refers to how spectators perceive the arena experience through their ears; i.e. what they hear. 10 / 40
- 11. Photo: frolundahockey.com, 2024 SIGHT SOUND TOUCH SMELL TASTE SENSORYSCAPE Touch refers to how spectators perceive the arena experience through their haptic sense; i.e, what they physically feel. 11 / 40
- 12. Photo: x.com/KatieTalksPens, 2024 SIGHT SOUND TOUCH SMELL TASTE SENSORYSCAPE Smell refers to how spectators perceive the environmental smell of the arena; i.e, what they smell. 12 / 40
- 13. Photo: evz.ch, 2024 SIGHT SOUND TOUCH SMELL TASTE SENSORYSCAPE Taste refers to how spectators perceive the food and drinks offered at the arena; i.e, what they taste. 13 / 40
- 14. Photo: frolundahockey.com, 2021 New structure for sensoryscape after exploratory factor analysis 14 / 40
- 15. Photo: swisslifearena.ch, 2024 SENSORYSCAPE AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT FAN-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES Aesthetics and comfort refers to the arenas visual appeal, seating quality, and overall visitor comfort. 15 / 40
- 16. Photo: facebook.com/koelnerhaie, 2024 SENSORYSCAPE AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT FAN-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES Club-made entertainment refers to the elements of excitement created by the event organiser. 16 / 40
- 17. Photo: lakers.ch, 2024 SENSORYSCAPE AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES Fan-made entertainment refers to the elements of excitement created by the fans and spectators. FAN-MADE ENTERTAINMENT 17 / 40
- 18. Photo: haie.de/City-Press GmbH, 2023 SENSORYSCAPE AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES Arena smell refers to the distinctive scent of the arena and the collective crowd smell. FAN-MADE ENTERTAINMENT 18 / 40
- 19. SENSORYSCAPE AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES Food & beverages refers to the perceived quality and variety of the arenas F&B offerings. FAN-MADE ENTERTAINMENT Photo: hclugano.ch, 2024 19 / 40
- 20. Photo: frolundahockey.com, 2021 Arena-related factors 20 / 40
- 21. SENSORYSCAPE AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES FAN-MADE ENTERTAINMENT SOCIAL INTERACTION SENSE OF HOME ARENA EXPERIENCE SATISFACTION ARENA-RELATED TEAM-RELATED TEAM IDENTIFICATION TEAM LOYALTY Photo: issuu.com/farjestadbk, 2024 21 / 40
- 22. SOCIAL INTERACTION SENSE OF HOME ARENA EXPERIENCE SATISFACTION ARENA-RELATED Photo: issuu.com/farjestadbk, 2024 Social interaction is the desire to connect and engage with others who share similar interests, fostering a sense of belonging within a group. 22 / 40
- 23. SOCIAL INTERACTION SENSE OF HOME ARENA EXPERIENCE SATISFACTION ARENA-RELATED Sense of home refers to the emotional attachment to a sports venue, similar to the love for ones home or hometown. Photo: Corriere del Ticino, 2023 23 / 40
- 24. SOCIAL INTERACTION SENSE OF HOME ARENA EXPERIENCE SATISFACTION ARENA-RELATED Arena experience satisfaction refers to the desire of a spectator to seek (or not seek) an alternative to the given sports product. Photo: facebook.com/CardiffDevils, 2023 24 / 40
- 25. Photo: frolundahockey.com, 2021 Team-related factors 25 / 40
- 26. SENSORYSCAPE AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES FAN-MADE ENTERTAINMENT SOCIAL INTERACTION SENSE OF HOME ARENA EXPERIENCE SATISFACTION ARENA-RELATED TEAM-RELATED TEAM IDENTIFICATION TEAM LOYALTY Photo: facebook.com/TapparaOf fi cial, 2024 26 / 40
- 27. TEAM-RELATED TEAM IDENTIFICATION TEAM LOYALTY Team identi fi cation is the degree of psychological connection a spectator feels toward a team. Photo: facebook.com/TapparaOf fi cial, 2024 27 / 40
- 28. TEAM-RELATED TEAM IDENTIFICATION TEAM LOYALTY Team loyalty is the degree to which a fan holds a positive or negative behavioural attitude toward a team. Photo: facebook.com/TapparaOf fi cial, 2024 28 / 40
- 29. Photo: straubing-tigers.de, 2024 AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES FAN-MADE ENTERTAINMENT SOCIAL INTERACTION SENSE OF HOME ARENA EXPERIENCE SATISFACTION TEAM IDENTIFICATION TEAM LOYALTY INTENTION TO REVISIT THE ARENA Overview of the signi fi cant causal relationships: 29 / 40
- 30. Photo: straubing-tigers.de, 2024 Tactics 30 / 40
- 31. Photo: facebook.com/koelnerhaie, 2024 Make your arena an inviting social hub that enhances fan connections and fosters a sense of community. FAN-MADE ENTERTAINMENT AESTHETICS AND COMFORT ARENA SMELL SOCIAL INTERACTION 31 / 40
- 32. Photo: facebook.com/BelfastGiants, 2024 Transform your arena into a home-like space with inviting aesthetics, quality food, and a memorable atmosphere. AESTHETICS AND COMFORT SOCIAL INTERACTION ARENA SMELL FOOD AND BEVERAGES SENSE OF HOME 32 / 40
- 33. Photo: facebook.com/hcsparta, 2024 Create a satisfying game-day experience by elevating arena ambiance, encouraging team spirit, and offering quality food. AESTHETICS AND COMFORT SENSE OF HOME FOOD AND BEVERAGES ARENA EXPERIENCE SATISFACTION FAN-MADE ENTERTAINMENT 33 / 40
- 34. Photo: facebook.com/ehcbof fi cial, 2024 Strengthen team identi fi cation by emphasising team assets and team spirit through aesthetics and comfort. FAN-MADE ENTERTAINMENT AESTHETICS AND COMFORT ARENA SMELL TEAM IDENTIFICATION 34 / 40
- 35. Photo: facebook.com/LausanneHC, 2024 Let your fans be part of something bigger. TEAM IDENTIFICATION FAN-MADE ENTERTAINMENT TEAM LOYALTY 35 / 40
- 36. Photo: facebook.com/zsclions, 2023 Recap 36 / 40
- 37. Why are some visits to a ice hockey game unforgettable while others fade from memory? 37 / 40
- 38. AESTHETICS AND COMFORT CLUB-MADE ENTERTAINMENT ARENA SMELL FOOD AND BEVERAGES FAN-MADE ENTERTAINMENT SOCIAL INTERACTION SENSE OF HOME ARENA EXPERIENCE SATISFACTION TEAM IDENTIFICATION TEAM LOYALTY INTENTION TO REVISIT THE ARENA 38 / 40
- 39. Main takeaways: Newly-grouped sensoryscape factors; senses need to be addressed in combination with each other. Fan-made entertainment and aesthetics and comfort have most in fl uence on arena- and team-related factors. Foster arena smell and food and beverages to in fl uence psychological factors. Implement club-made entertainment cautiously in a supporting role, as it has no signi fi cant in fl uence on any factor; note: in individual cases it can have a negative in fl uence on sense of home and team identi fi cation. Signi fi cant causal relationship on intention to revisit the arena from arena experience satisfaction and team loyalty. 39 / 40
- 40. Thank you. Sebastiano Mereu, sportsbusinessresearch.academy
- 41. Method and de fi nitions mainly based upon the following literature: - Lee, S., Lee, H. J., Seo, W. J., & Green, C. (2012). A new approach to stadium experience: The dynamics of the sensoryscape, social interaction, and sense of home. Journal of Sport Management, 26(6), 490-505. - Lee, S., Heere, B., & Chung, K. S. (2013). Which senses matter more? The impact of our senses on team identity and team loyalty. Sport Marketing Quarterly, 22(4). - Trail, G. (2012). Manual for the Motivation Scale for Sport Consumption (MSSC). Sport Consumer Research Consultants LLC. - Uhrich, S., & Benkenstein, M. (2010). Sport Stadium Atmosphere: Formative and Re fl ective Indicators for Operationalizing the Construct. Journal of Sport Management, 24, 211-237. - Wake fi eld, K. L., Blodgett, J. G., & Sloan, H. J. (1996). Measurement and management of the sportscape. Journal of Sport Management, 10(1), 15-31. - Wann, D. L., & James, J. D. (2019). Sport fans: The psychology and social impact of fandom. 2nd ed. Routledge. Appendix