Using scale to create intimacy, connection and true fan engagement

Well, 2012 has arrived. It promises to be a big year for the UK’s sport and leisure sectors.

The crescendo to The Olympics and the Queen’s Diamond Jubilee began with the new years’ fireworks and the 2012 parade http://bit.ly/vhCDKm both being themed accordingly.

As I stood watching the parade, 5 layers of people back from the front of the barriers, I was starkly aware of how important scale is for these events – too many of the floats and sightlines were directed to those who had managed to gain a front row position. It was hard to get excited and be a part of it, when all you can see are the backs of peoples’ heads.

I was left with the obvious question: how do we make the fans and visitors feel more involved with the main event for both established venues and temporary locations?

My thoughts on this topic were already sparked from the previous morning, when I listened to the Today programme on radio 4 http://bbc.in/vWa90W. Comedian Stuart Lee was guest editing and part of his show was about the impact large venues have on the audiences they host.

Interviewing Tim Minchin on the challenge of intimacy in large venues, the conversation centred around the ‘optimum size’ for effective audience communication. Stuart said:

“Oasis were the perfect stadium band like Blur could never be [because] Oasis projected certainties” where as Blur asked questions that required 1,000’s of personal responses.

Minchin however argued that when playing to 10,000 people he can get more intimate than when playing to 1,000. With the right use of screens and audio it can enable much more subtlety and tiny conversations, albeit with 6000 people.

This got me thinking about the work we at 2020 have done at Arsenal over the last 10 years. From the journey to the stadium, through to the moments created in and around the concourses, we have effectively unlocked the stories the fans and visitors can enjoy, remember, relive and celebrate.

From big statements to subtle nods, the depth and breadth of the stories enable continual club dialogue, big and small; moments that are for 60,000 people, or to evoke a personal memory. Either way, just like Minchin described with setting the sound and visuals right, Arsenal has created an intimate broadcast that still effectively delivers that single ‘certainty’ as projected by Oasis.

Fans and visitors become part of the experience and feel fully engaged with the action that takes place on the pitch. We have unlocked a shared identity of the fans, visitors and club.

So, how can you enrich the total visitor’s experience?

By considering the complete audience journey, you can build anticipation, support and excitement for the main event and encourage extending the experience, by hosting areas to dwell with fellow spectators and review what just happened.

For permanent venues this is easier to establish as you are synomous with the location you have. Walk the journey as if it was your first time there, make it obvious and clear and sprinkle it with things to discover next time … and the time after.

For venues with a stable and regular fan-base, share your identity with the people who you should know as well as they know you. Reward and recongnise their loyalty while making the total experience, diverse, rich and multi-layered.

For those that host temporary events, put greater focus on helping us get familiar quickly, so we can enjoy the show. Get us involved pre-event, so we know what and where to go, and then keep us connected via our mobiles and smart phones etc.

Never forget, a large part of a live experience is the interaction enjoyed by being part of something with 1000s of fellow fans. As customers, we are investing not only our money, but our time, passions and emotions. Help us by sharing and encouraging that excitement and we’ll reward you by spending more time with you (giving you more opportunity to sell us the stuff we want to buy!) as well as coming back for more next time.

Photo care of:

http://cheekychia.tumblr.com/post/14352887689