Ole Miss Football Survey 2016 and Improvements For 2017

TABLE OF CONTENTS
Survey Overview 2
Results by Audience Segment: General Seating 3
Results by Audience Segment: Premium Areas (Clubs & Suites) 12
Results by Audience Segment: Students 21
Improvements for 2017 30
1
SURVEY OVERVIEW
In December 2016, an electronic survey was sent via email to all season ticket holders of the 14 Southeastern
Conference schools.
The survey generated 2,425 total responses from Ole Miss season ticket holders.
The number of responses was sufficient enough to segment the data by three audiences:
Fans that sit in general seating areas
Fans that sit in premium areas, such as suites or clubs
Student fans that sit in the student section
This report is divided into three parts: findings for general seating, findings for premium area seating and
findings for student seating.
Respondents were asked to rate their satisfaction levels (4-point scale) of 56 elements in six categories: First
Impressions, Concessions/Catering, Restrooms, Marching Band, Video Board, Ribbon Boards and Audio, and
Mobile Connectivity.
In addition, respondents were asked to rate the level of importance (4-point scale) to the overall gameday
experience that each element has.
Throughout this report, the difference between the importance and satisfaction scores will be referred to as a
positive gap (meets fan needs) or negative gap (does NOT meet fan needs).
WHAT DO THE SCORES MEAN?
4-POINT SATISFACTION 4-POINT IMPORTANCE

SCORES SCORES
4 VERY SATISFIED 4 CRITICAL
3 SATISFIED
3 VERY IMPORTANT
2 DISSATISFIED 2 IMPORTANT
1 VERY DISSATISFIED
1 NOT IMPORTANT
2
AUDIENCE SEGMENT:
GENERAL SEATING
3
FIRST IMPRESSIONS
KEY TAKEAWAYS
Parking and post-game traffic saw declines of We are not meeting fan need in three elements
20+ points in satisfaction from the previous from this category: parking, seat comfort and
season. post-game traffic.
Overall inside appearance and overall outside
appearance both saw large increases in fan
satisfaction when compared to previous seasons.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION

(4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
SATISFACTION IMPORTANCE
Overall inside appearance of stadium 3.42

3.09
Professionalism of security personnel 3.33

3.04
Seat location 3.2

3.02
Overall outside appearance of stadium 3.47

3.01
2.81
Parking 3
2.83
Seat comfort 2.95
2.4
Traffic leaving campus (post-game) 2.91
Speed of ticket takers 3.27

2.88
Section, row and seat markings 3.06
2.79
Friendliness of ticket takers 3.51
2.77
Traffic entering campus (pre-game) 2.96

2.75
Cleanliness of gate areas 3.39

2.72
Display of your football team's accomplishments 3.2
2.6
Directional signs in and around the stadium 3.14
2.38
2 2.4 2.8 3.2 3.6
4
CONCESSIONS
KEY TAKEAWAYS
Even with a satisfaction vs. importance gap of Concessions length of wait time (3.12
+31, staff friendliness is the only concessions importance) was 7th most important out of 56
element that does NOT rank in the top five in the elements surveyed, while also accounting for the
SEC in fan satisfaction. largest negative gap (-68) of all elements
Ole Miss ranks first in the SEC in fan satisfaction measured for the general seating audience.
for food price.
Ole Miss ranks second in the SEC in all three
beverage elements. CONCESSIONS IMPORTANCE AND SATISFACTION
2.44
Concessions length of wait time 3.12
3.02
Concessions/catering area cleanliness 2.99
2.92
Concessions/catering staff performance 2.93
3.12
Concessions/catering staff friendliness 2.81
2.63
Beverage price 2.77
2.61
Food price 2.75
3.01
Beverage quality 2.74
2.92
Food quality 2.71
2.95
Beverage selection 2.64
2.79
Food selection 2.62
2.91
Condiment selection 2.39
2 2.4 2.8 3.2 3.6
5
RESTROOMS
KEY TAKEAWAYS
Elements in the restroom category are critical to Restroom cleanliness (3.13 importance) was fifth
the overall gameday experience (and Ole Miss is most important out of 56 elements surveyed and
not meeting fan need) according to this audience. scored 20 points above the SEC average for fan
Restroom length of wait time (3.14 importance) satisfaction (2.69).
continues to hold the top spot in the three All three restroom satisfaction scores were nearly
Restroom elements and was fourth most the same compared to the previous season.
important out of 56 elements surveyed.
RESTROOMS IMPORTANCE AND SATISFACTION

2.74
Restroom length of wait time
3.14
2.89
Restroom cleanliness
3.13
2.82
Overall satisfaction of restrooms
3.05
2 2.4 2.8 3.2 3.6
6
BAND, CHEERS & CROWD
KEY TAKEAWAYS
School traditional cheers, walks or chants was Ole Miss is meeting fan need in half of the
the most important (3.19 importance score) elements in this category, but the two most
element on the entire survey for this audience. important have negative gaps of 33 or more points.
Organized cheers and crowd participation stayed Band halftime show was 49th (out of 56) in
in the top 10 (9th) most important with a 3.11 importance for this audience.
importance score.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION

2.86
School traditional cheers, walks or chants 3.19
2.71
Organized cheers and crowd participation 3.11
2.65
Band music selection 2.92
2.76
Band volume 2.88
2.85
Band overall 2.77
2.89
Band entrance (pre-game show) 2.62
3.2
Band uniforms and appearance 2.5
2.88
Band halftime show 2.39
2 2.4 2.8 3.2 3.6
7
VIDEO BOARD, RIBBON BOARDS & AUDIO
KEY TAKEAWAYS
Four of the seven sound elements rank in the top Overall sound (3.15 importance) was again a
10 for overall importance for this audience. close third in overall importance (out of 56).
Ole Miss ranks second in fan satisfaction in the Overall video board content and display of other
SEC for five of the seven sound elements and football scores both ranked second in the SEC in
third for one of the sound elements. fan satisfaction.
Clarity of announcer (3.18 importance) dropped
one spot overall (2nd) in importance for this
audience.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION

3.25
Clarity of announcer 3.18
3.1
Overall sound 3.15
3.22
Volume level of announcer 3.13
3.51
Quality of picture 3.12
3.31
Overall announcer 3.11
3.21
Overall video board content 2.97
2.98
Volume level of music 2.96
3.17
Clarity of music 2.89
2.83
Music selection 2.87
3.14
Overall ribbon board content 2.81
3.19
Display of team stats 2.75
3.08
Display of other football scores 2.67
2.73
Highlights from other games 2.21
2 2.4 2.8 3.2 3.6
8
CONNECTIVITY & MOBILE
KEY TAKEAWAYS
Every element in this category ranked second in Text messaging (-16) is the only connectivity
the SEC in fan satisfaction. element with a negative satisfaction vs.
All seven connectivity elements saw increases in importance gap.
fan satisfaction when compared to the previous
season.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION

2.66
Text messaging 2.82
2.69
Access to WIFI 2.6
2.58
Voice calls 2.5
2.45
Mobile web 2.33
2.46
Social media apps 2.22
2.54
Email 2
2.36
Streaming video 1.94
2 2.4 2.8 3.2 3.6
9
OVERALL PAGE 1 OF 2
ALL ELEMENTS IMPORTANCE AND SATISFACTION
2.86
3.18
3.1
Overall sound 3.15
2.74
Restroom length of wait time 3.14
2.89
Restroom cleanliness 3.13
3.13
2.44
3.12
2.71
3.11
2.82 3.09
Overall satisfaction of restrooms 3.05
3.04
Seat location 3.2
3.02
3.01
2.81
Parking 3
2.99
2.97
2.98
2.83
Seat comfort 2.95
2.92
2.65
Band music selection - right music at pivotal times 2.92
2.4
2.89
2.88
2.76
Band volume 2.88
2.83
2.66
Text messaging 2.82
2 2.4 2.8 3.2 3.6
10
OVERALL PAGE 2 OF 2

2.81
2.81
2.79
2.77
2.63
Beverage price 2.77
Band overall 2.85
2.77
2.75
2.61
Food price 2.75
2.75
2.74
2.72
Food quality 2.92
2.71
2.67
2.64
Food selection 2.79
2.62
2.62
2.6
Access to WIFI 2.69
2.6
2.5
Voice calls 2.58
2.5
2.39
2.39
2.38
Mobile web 2.45
2.33
2.22
2.21
Email 2.54
2
1.94
2 2.4 2.8 3.2 3.6
11
AUDIENCE SEGMENT:
PREMIUM AREAS
12
FIRST IMPRESSIONS
KEY TAKEAWAYS
Parking (3.2 importance) was the second most Post-game traffic was the only element from this
important out of 56 elements surveyed. category with a negative satisfaction vs.
Post-game traffic (-79) had the largest negative importance gap.
satisfaction vs. importance gap among all
elements for this audience and ranked 15th in
overall importance.

3.2
Parking 3.2
3.47
Seat location 3.17
3.47
3.31
2.31
3.43
3.22
Seat comfort 3.05
3.31
3.01
Traffic entering campus (pre-game)
2.93
3.56
Friendliness of ticket takers
2.91
3.37
3.25
Section, row and seat markings
2.79
3.25
Display of your football team's accomplishments
2.64
3.16
Directional signs in and around the stadium
2.49
2 2.4 2.8 3.2 3.6
13
CATERING
KEY TAKEAWAYS
Four of the elements in this category saw a Ole Miss is close to meeting fan need for all but
decline of 20 points or more in satisfaction when three of the elements in this category catering
compared to the previous season. length of wait time, food quality and food
selection.
CATERING IMPORTANCE AND SATISFACTION

3.1
Catering area cleanliness 3.12
2.76
Catering length of wait time 3.08
2.95
Catering staff performance 3.03
2.64
Food quality 2.93
3.16
Catering staff friendliness 2.92
3.12
2.56
Food selection 2.85
3.06
2.89
Beverage price 2.66
2.72
Food price 2.64
2.97
2 2.4 2.8 3.2 3.6
14
RESTROOMS
KEY TAKEAWAYS
All three elements in this category rank in the top All three elements have a negative satisfaction vs.
eight in overall importance for this audience importance gap of at least 19 points.
restroom cleanliness (1st), restroom length of
wait time (7th), and overall satisfaction (8th).
All three elements are within 15 points of the
SEC fan satisfaction average.

3.02
2.8
2.87
2 2.4 2.8 3.2 3.6
15
BAND, CHEERS AND CROWD
KEY TAKEAWAYS
School traditional cheers, walks or chants ranked School traditional cheers, walks or chants (6th
sixth overall in importance for this audience and most important) is the only element in the
saw a 55-point decline in satisfaction when category in the top 17 in overall importance, and
compared to the previous season. five of the elements rank 35th or lower in overall
All eight elements in this category declined in fan importance.
satisfaction by at least 20 points when compared
to the previous season.

2.86
2.71
2.67
2.77
Band volume 2.83
2.84
Band overall 2.77
3.14
2.88
2.78
2 2.4 2.8 3.2 3.6
16
KEY TAKEAWAYS
Every sound-related element except music The top three most important elements from this
selection saw increases in fan satisfaction when category saw double-digit increases in fan
compared to the previous season. satisfaction when compared to the previous
Five elements from this category are in the top season.
15 in overall importance, with four being sound- Ole Miss ranked second in the SEC in fan
related. satisfaction for overall video board content, and
third in the SEC for quality of picture and clarity
of announcer.

3.51
3
Overall sound 3.16
3.2
3.2
3.11
3.16
2.87
3.09
2.78
3.11
3.16
Display of team stats
2.77
3.07
Display of other football scores
2.68
2.77
Highlights from other games
2.21
2 2.4 2.8 3.2 3.6
17
KEY TAKEAWAYS
Every element in this category ranked at least Satisfaction scores for all seven connectivity
third in the SEC in fan satisfaction. elements increased from last year, and six of the
All seven connectivity elements saw increases in seven elements have a positive satisfaction vs.
fan satisfaction when compared to the previous importance gap.
season.

2.76
Text messaging 2.86
2.78
Access to WIFI 2.62
2.62
Voice calls 2.59
2.52
Mobile web 2.41
2.63
2.68
Email 2.2
2.51
2 2.4 2.8 3.2 3.6
18
OVERALL PAGE 1 OF 2
3.02
3.2
Parking
3.2
Seat location 3.47
3.17
3.17
3
Overall sound 3.16
2.86
3.14
3.14
2.8
2.87
3.12
3.1
Catering area cleanliness 3.12
3.11
2.31
3.11
2.76
Catering length of wait time 3.08
2.71
3.05
Seat comfort 3.22
3.05
2.95
Catering staff performance 3.03
2.96
2.95
2.93
2.64
Food quality 2.93
Catering staff friendliness 3.16
2.92
2.91
2.67
2.87
2 2.4 2.8 3.2 3.6
19
OVERALL PAGE 2 OF 2

2.87
2.78
2.86
2.76
Text messaging 2.86
2.56
Food selection 2.85
2.84
2.77
Band volume 2.83
2.79
2.79
2.78
2.77
2.84
Band overall 2.77
2.68
Beverage price 2.89
2.66
2.64
Food price 2.72
2.64
Access to WIFI 2.78
2.62
2.59
2.62
Voice calls 2.59
2.56
2.56
2.49
2.44
Mobile web 2.52
2.41
2.23
2.21
Email 2.68
2.2
2.11
2 2.4 2.8 3.2 3.6
20
AUDIENCE SEGMENT:
STUDENT SECTION
21
FIRST IMPRESSIONS
KEY TAKEAWAYS
Two first impressions elements (seat location and While post-game traffic (-76) had a large negative
post-game traffic) saw declines in satisfaction of gap, it ranks toward the bottom in overall
more than 40 points among students. importance (46 out of 56 elements measured).
Seat location (-112) had one of the largest
negative satisfaction vs. importance gaps across
all audiences in the survey.

2.11
Seat location 3.23
2.98

3.03

2.84

2.65

2.65

2.64
2.43
Seat comfort 2.59
1.79

2.55

2.42
2.06
Parking 2.32
2.35

2.19
2 2.4 2.8 3.2 3.6
22
CONCESSIONS
KEY TAKEAWAYS
The three most important elements (beverage Like last year, students were the only audience to
price, food price, concessions length of wait have a large negative gap in food price (-122) and
time) in this category saw double-digit declines in beverage price (-127).
satisfaction from the previous season coupled When compared to satisfaction for students at
with extremely large negative gaps. other SEC schools, Ole Miss food price and
beverage price ranked fifth in the conference.
CONCESSIONS IMPORTANCE AND SATISFACTION

1.96
Beverage price 3.23
1.95
Food price 3.17
2.34
3.12
3.04
3.03
Concessions/catering staff performance
2.76
3.16
3.12
Food quality 2.7
2.9
2.95
Food selection 2.58
3.09
2 2.4 2.8 3.2 3.6
23
RESTROOMS
KEY TAKEAWAYS
Elements in the restrooms category are critical to All three restroom elements appear in the top 22
the overall gameday experience, and Ole Miss is in overall importance for students.
closer than ever to meeting fan need in this area
according to students.
All three restroom elements saw increases in fan
satisfaction of at least 24 points from the previous
season.

3.07
Restroom cleanliness
3.17
3.05
Restroom length of wait time
3.08
3.12
Overall satisfaction of restrooms
3.03
2 2.4 2.8 3.2 3.6
24
BAND, CHEERS AND CROWD
KEY TAKEAWAYS
School traditional cheers, walks or chants (3.48 Every element in this category saw decreased
importance) remained first in overall importance satisfaction among students when compared to
out of 56 elements for students, and the 3.57 the previous season.
score was the highest importance score for any Every element in this category had satisfaction
audience on any element. scores below the SEC average, with some 40+
Organized cheers and crowd participation points below the conference average.
remained second overall out of 56 elements
measured and had a 69 point negative gap.

2.95
2.73
2.56
Band volume 3.11
2.62
2.71
Band overall 2.98
2.78
2.72
3.16
2 2.4 2.8 3.2 3.6
25
KEY TAKEAWAYS
Five sound-related elements appeared in the top The four most important elements in this
15 (out of 56) most important overall elements. category had satisfaction scores above the SEC
Ole Miss is meeting student needs in 12 of the 13 average.
elements in this critical category.

3.45
3.31
Overall sound 3.27
3.42
3.37
3.36
3.04
3.28
3.29
3.37
3.29
3.18
3.2
2.86
2 2.4 2.8 3.2 3.6
26
KEY TAKEAWAYS
Text messaging (3.24 importance) continues to Ole Miss was second in the SEC in student
be the most important element in the category. satisfaction for access to WiFi, mobile web, and
While all seven elements in this category saw email.
increased satisfaction compared to the previous
season, six of the seven elements still have large
negative importance vs. satisfaction gaps.

2.28
Text messaging 3.24
2.22
Voice calls 2.77
2.48
Access to WIFI 2.76
2.13
2.12
Mobile web 2.43
1.99
2.08
Email 1.82
2 2.4 2.8 3.2 3.6
27
OVERALL PAGE 1 OF 2
2.95
2.73
3.27
3.31
Overall sound 3.27
3.26
3.25
2.28
Text messaging 3.24
1.96
Beverage price 3.23
2.11
Seat location 3.23
3.07
1.95
Food price 3.17
3.15
3.04
3.14
2.34
2.56
Band volume 3.11
2.62
3.05
3.07
3.05
2.98
3.03
3.03
2.71
Band overall 2.98
2.9
2.87
2.84
2.8
2 2.4 2.8 3.2 3.6
28
OVERALL PAGE 2 OF 2
2.22
Voice calls 2.77
2.48
Access to WIFI 2.76
2.76
2.71
2.7
Food quality 3.12
2.7
2.7
2.13
2.65
2.65
2.64
2.63
2.62
2.61
2.43
Seat comfort 2.59
Food selection 2.95
2.58
1.79
2.55
2.51
2.12
Mobile web 2.43
2.42
2.38
2.06
Parking 2.32
2.35
2.19
2.14
1.99
Email 2.08
1.82
2 2.4 2.8 3.2 3.6
29
IMPROVEMENTS FOR 2017
FIRST IMPRESSIONS BAND, CHEERS & CROWD
Implementing SECs clear bag policy to enhance security and Hired new Cheer & Rebelette coaches with increased
improve gate entry length of wait time. gameday focus.
Increased campus parking inventory by 100 stalls. Special discounts at Coyote Blues included on every pom-
NWCC gameday parking lot replaced by FNC Park for more efficient pom.
route and more parking. Ole Miss Band relocated to section N1.
Enhanced hospitality training for all gameday staff. Visiting team band relocated to section K.
Three new team store experiences operated by new partner New tubas purchased for the Ole Miss Band.
Fanatics. New music selections for the Ole Miss Band.
Increased signage regarding stadium policies on shuttles, in parking Increased gameday button quantity.
lots and at gates. After every game, the football team will sing the Alma
New flooring, paint, artwork and furniture in the Rebel Club. Mater in front of the student section.
New paint and artwork in the South Club.
New seats in the West Club.
Bag and stroller drop (unattended) on the east side of Vaught- VIDEO BOARD, RIBBON BOARDS & AUDIO
Hemingway Stadium.
Re-calibrated audio system to increase volume in student
Steps and handrails inside the seating bowl repainted. section.
Jake Gibbs Letterwinner Walk opens in September with Lloyd Bell Multiple new videoboard elements being introduced.
Tower complete in April.
Game by game music selection requests submitted by fans
University Ave. near the Grove will close to vehicle traffic at a pre- (part of the app).
determined and announced time each week.
Roundabout at Chucky Mullins Dr. and Hill Dr. will improve
postgame traffic. CONNECTIVITY & MOBILE
Manning Way will be one-way toward Gertrude Ford Blvd. to
improve postgame traffic. C Spire Wi-Fi free for all fans in Vaught-Hemingway Stadium.
A completely new app experience for fans in the stadium
including:
CONCESSIONS & CATERING Concessions ordering and payment
Concessions Improvements Song requests
Mobile ordering pick up and kiosk ordering available in sections Photo submission for video board
E, S6, O, N6 and Field Club. Trivia
Introducing First and Chick a gourmet chicken salad stand in Interactive polls
S1.
Nine express refill stations in Sections: O, S1, S6, E, Upper E, N1,
N6, Upper M & R.
Dodo Pizza added to the north end zone.
Totally Nutz, a fresh roasted nut vendor, will be added to the
west side.
Bottled water will be sold inside the main gates prior to kick-off.
Stadium cups have barcodes redeemable for discounted refills at
select Exxon locations
John Currences Johnny Snacks food concepts in section B and
Field Club
Catering Improvements
Hired new Executive Chef Jeff Robinson and added a sous chef,
hospitality manager and suites manager to our premium services
team.
Added a lighter side (healthy) option to the club and suite
menus.
Renewed partnership with Chef John Currence for premium area
menus.
New modern serving stations added.
Redesigned menu ordering website that is more mobile-friendly. 30

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TABLE OF CONTENTS

Results by Audience Segment: General Seating 3

Results by Audience Segment: Premium Areas (Clubs & Suites) 12

Results by Audience Segment: Students 21

Improvements for 2017 30

WHAT DO THE SCORES MEAN?

4-POINT SATISFACTION 4-POINT IMPORTANCE

4 VERY SATISFIED 4 CRITICAL

FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION

Overall inside appearance of stadium 3.42

Professionalism of security personnel 3.33

Seat location 3.2

Overall outside appearance of stadium 3.47

Speed of ticket takers 3.27

Traffic entering campus (pre-game) 2.96

Cleanliness of gate areas 3.39

2 2.4 2.8 3.2 3.6

2 2.4 2.8 3.2 3.6

RESTROOMS IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

2 2.4 2.8 3.2 3.6

Concessions/catering staff friendliness 3.12

2 2.4 2.8 3.2 3.6

FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

CATERING IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

RESTROOMS IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

2 2.4 2.8 3.2 3.6

Clarity of music 3.09

2 2.4 2.8 3.2 3.6

FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION

Overall inside appearance of stadium 3.44

Overall outside appearance of stadium 3.41

Section, row and seat markings 3.11

Display of your football team's accomplishments 2.95

Speed of ticket takers 3.46

Friendliness of ticket takers 3.32

Cleanliness of gate areas 3.3

Directional signs in and around the stadium 3.09

2 2.4 2.8 3.2 3.6

CONCESSIONS IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

RESTROOMS IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION

2 2.4 2.8 3.2 3.6

CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION