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Immersion Research Clippers Experience Team 1

Immersion Research Clippers Experience Team 1 Presented By: Anne-Sophie Garas Carissa Lipaj Lauren O’Hearn Erin Stralka Emily Tuttle Chad Zwierlein Outline of key findings What is working for teens What can be improved for teens Teen insights What is working for teens Free tickets

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Immersion Research Clippers Experience Team 1

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  1. Immersion ResearchClippers Experience Team 1 Presented By: Anne-Sophie Garas Carissa Lipaj Lauren O’Hearn Erin Stralka Emily Tuttle Chad Zwierlein

  2. Outline of key findings • What is working for teens • What can be improved for teens • Teen insights

  3. What is working for teens • Free tickets • Promotional giveaways • In-game promotions • Ballpark food and ice cream

  4. What is working: Free tickets • What can the Clippers do to make coming to the games more attractive to people your age? • Free entry attracts teens to games • Tickets provided as a reward for good grades • Requirement of French exchange program

  5. What is working:Promotional giveaways • You like giveaways, what kind of giveaways would you expect to get at a Clippers game? • “Definitely not magnets…bobble heads are kinda fun” • “I would be more likely to come if there was a giveaway” • Bobble heads, free food, and calendars • Promotions found to create brand recall with teens

  6. What is working:In-game promotions • What promotions do you think appeal most to teens? • Interactive games capture crowd interest more so than regular promotional methods • Teens prefer promotions for other activities • Gameworks and concert tickets • In-game music acceptable to most teens

  7. What is working: Ballpark food and ice cream • What type of concessions do you typically buy at the games? • Teens found typical ballpark food acceptable • Especially enjoyed Dippin’ Dots • Eager to give suggestions for new food ideas • Chipotle and Graeter’s Ice Cream

  8. What can be improved for teens • Stadium location • Type of fans that attend games • Length of concession lines and cramped seating

  9. What can be improved:Stadium Location • If the Clippers had a new stadium in a different location would you be more likely to attend games? • “The arena district is nice…it’s not like this” • Too far away • Most teens said a new location downtown would make them more comfortable going to games

  10. What can be improved:Typical fans attending the game • Do you feel like this atmosphere is good for teenagers? • Parents are apprehensive about teens going to games • “It’s kinda scary getting down here” • “It’s not in the best neighborhood and some of the people are…not so nice” • “Hicksville” • Games draw people from the surrounding area that make teens feel uncomfortable

  11. What can be improved:Concession lines and cramped seating What are some problems you see with the experience at the games? Concessions Need for additional concession stands Long length of food lines Cramped seating Difficult to socialize

  12. Teen insights • Atmosphere • Lack of identification with crowd • Do not plan ahead • Clippers not in decision set • Typical teen media

  13. Teen insights:Atmosphere • Are people more interested in the game or more interested in the experience? • People either come to watch baseball or to enjoy the atmosphere • Why do you think it is hard for the Clippers to attract teens to the games? • “I think teens that we would go for also associate the Clippers with a kind of atmosphere that they don’t want to take part in” • Drunk and obnoxious college kids • Rougher crowd drawn from the area around the stadium

  14. Teen insights:Lack of identification with crowd • What do you think of the crowd at the game? (pay attention to person in clip background) • “Scary” • “Not very inviting” • “We feel out of place” • Older people • Parents • College aged students who are drinking • Small children with adults

  15. Teen insights:Do not plan ahead • When do you start planning what you are going to do on the weekend? • Teens don’t begin planning until mid to late week at school or practice • Often Friday at lunch

  16. Teen insights:Clippers not in decision set • What made you decide to come to the game tonight? • Some teens came because it was mandatory • “It kinda depends on whether there are a lot of other people are coming” • “It never really gets brought up…Clippers games, like what?!” • What do you think the Clippers could do to draw more people your age? • “There is a lot going on at school…that’s where we spend most of our time” • Teens are busy and the Clippers are not normally a priority

  17. Teen insights:Typical teen media • What radio stations do you typically listen to? • WNCI and CD101 • “I think they need to play ‘The Darkness’” • What do you think the Clippers could do to inform teens about the games? • Teens said Clippers should advertise on radio, TV, and the Internet • “Not really newspaper because I don’t really think high school students really read the newspaper that much”

  18. What is working Free Tickets Promotional Giveaways In-game Promotions Ballpark Food and Ice Cream What can be improved Stadium location Type of fans that attend games Length of concession lines and cramped seating Teen insights Atmosphere Lack of identification with crowd Do not plan ahead Clippers not in decision set Typical teen media Summary

  19. Questions?

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