Gemba releases Insight Reports into the evolving event experience

September 17, 2024

A new report from industry consultants Gemba has found that just half of fans are satisfied with their experience at live entertainment and sport events.

Based on research into current fan experiences conducted across venues and stadiums in Australia and the UK, Gemba’s Evolving The Event Experience Report, look at the current pre-event, during-event and post-event fan journeys and identify opportunities to increase dwell time and overall satisfaction.

Revealing the report’s overarching findings, Gemba advise “on average fans rated their venue experience 4 out of 5 with only 50% saying they are very satisfied.

“This presents opportunities for venues to innovate and meet customer needs.”

Exploring these opportunities, the report goes on to suggest ways to enhance this offering in areas such as access and parking, accommodation, F&B offerings and reducing queue times.

It also notes that “fans like to be prepared. Most will research ahead of time, looking for transport, parking and food in the area. Some will go elsewhere before the event, and most will arrive at least 30 minutes before the event starts”, adding “digital tickets are now commonplace with most comfortable accessing their ticket in this way.”

Overall, the report notes that “with share of time and wallet increasingly under pressure, it’s vital to have a strong value exchange for event attendees - their end-to-end event experience needs to comfortably surpass what fans can experience at home.”

Key findings of the report, include:

Some key findings:

With share of time and wallet increasingly under pressure, it’s vital to have a strong value exchange for event attendees – their end-to-end event experience needs to comfortably surpass what fans can experience at home
Creating activations and offers that increase dwell time pre and post event, will increase revenue and improve the overall fan experience, as those who stay longer tend to be more satisfied
Getting the basics right across safety and security, queuing, bathroom access and food and beverage offers go a long way to impacting the experience

Click here to view the Australian version of the Evolving The Event Experience Report report.

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