2.2: Services and Experiences at Events

Defining Services

Services—whether physical or digital—are intangible, value-added activities that events or stadiums provide to fans. Delivering services requires actions that are:

• Intangible: Actions carried out as a sequence of steps without involving physical objects

• Heterogeneous: Activities involved in performing an action differ according to the person carrying them out

• Inseparable: Performing the actions requires interaction with another person

Defining Experiences

Experiences relate to the emotions, judgments, and reactions that fans have throughout their interactions with an event, stadium, or club. Emotions can range from joy to apathy, disappointment, or anger. Judgments span from positive to negative depending on factors such as how efficiently a fan is assisted. Reactions reflect the level to which emotions are displayed.

These interactions include researching offerings, purchasing tickets online or in person, and communicating with event, stadium, or club representatives. Emotions, judgments, and reactions commonly vary significantly from one interaction to the next.

Services and Experiences in Practice

At sporting events and stadiums, services and experiences encompass aspects such as venue accessibility, ease of obtaining current information, time required to navigate the venue, overall atmosphere, live entertainment options before, during, and after competition, and the ability to use mobile devices to bridge digitally mediated and live moments.

As customer experience pioneer Lewis Carbone affirms: "Customers cannot help but have experiences and all services create experiences."

How Fan Services & Experience Differs

Fan Services & Experience represents the deliberate, systematic planning and delivery of these services to create positive experiences.

It is the operational function responsible for the "Face of the Event", ensuring fans receive validation, reassurance, and support throughout their attendance.