Experiences
One of my passions is to build and be a part of great experiences. It’s something I also pursue on my own time with my family. There are many aspects that go into a great event or experience, here are the elemenst I look to consider. Most importantly, as it related to Indy Eleven or events in general - the controllable is the event experience. Investing in those who attend & appreciate your event is the easiest metric to track having fans come back to your experience. Invest in those who invest in you.
Customer Service Project - Indy Eleven
GameDay Experience Measurement
As a part of the new Indy Eleven App Launch - we also integrated in additional, gameday customer service standards along with direct communications & submitted immediate feedback from fans to help enhance their overall experience.
We built in a feedback button for submission into the app that had immediate redirect to Marketing & Operations teams for immediate review on game days, so immediate action could be taken. We reinforced this with PA announcements and game day communications.
We started sending post-game surveys to all game attendees to drive toward a baseline of understanding of our game experience, and with our first-party data strategy in place, we were able to then further determine which fans were first time fans vs returning fans (or Season Ticket Members). Each group provided valuable insights.
We had staffed tents on both ends of the stadium to interact with fans, answer gameday questions or concerns.
Our metrics for game day guest satisfaction gave us a baseline for Indy Eleven to use season over season to find continued improvement.
The experiences I helped create or help come to life!
American Outlaws - USMNT Support
I assisted in building our first AO Indy Chapter in Indianapolis. I was also building the Brickyard Battalion at the time as well trying to bring all of the soccer community together in every way possible. Part of that required the need for a “home bar”, which I quickly identified as Union Jack Pub, which is now the home for both AO Indy & the BYB.
I put together numerous bus trips to Columbus, OH in support of both initiatives, the largest at well over 300 people.
Southern Glazers: SWIRL
This event was designed to showcase our great suppliers within Southern Glazers portfolio and provide a sensory experience for our customers to learn about our brands, innovation in our marketplace, and provide education to our customers in only a way you would expect from the premier spirits and wine distributor in Indiana. This event was held in 4 places & had well over 4K attendees for each event.
I work to help coordinate all of the educational seminars for the event to ensure we have great experiences for our guests. Past speakers have included industry luminary Dale DeGroff, Chris Patino with Pernod Ricard, Sommelier Serafin Alvarado, Master Distiller Jimmy Russell of Wild Turkey just to name a few.
Swirl Event: BACARDI
For SWIRL 2015, I was tasked with creating a best-in-class space for Bacardi & this indoor/outdoor pergola was just perfect for the event & it was the place to visit & relax! This was my project & one I built while also working on the larger event.
Southern Glazers: SWAG Awards
The Southern Wine Awards Gala (SWAG) is our annual awards program. Since it's inception, I have been heavily involved with the development of this event, particularly with the creative aspects (as demonstrated in these videos) and the determination of the awards aspects with reviewing and selecting winners with senior leadership.
I either wrote the script or featured in each of these examples. I also hosted the event 3 times, which did include writing an opening monologue. Here are some photos of the event itself & my hosting.
Successful Events include:
Goals, Objective and Vision: Understand the primary purpose of the event. Is it for fundraising, brand promotion, community building, or entertainment? Having a clear vision will guide other decisions.
Budgeting: Accurately forecast and allocate resources. This includes considering costs for venue, talent, marketing, security, food and beverage, and more.
Venue Selection: Choose a venue that aligns with your event's scale, objective, and the experience you want to offer attendees. Consider factors like location, capacity, accessibility, and facilities.
Date and Timing: Avoid conflicts with other significant events that might draw your audience away. Consider seasonality, holidays, and local events.
Audience Targeting: Understand who you're catering to – their preferences, expectations, and requirements.
Content and Programming: Depending on your event's objective, line up speakers, performers, workshops, or other activities that will engage your audience.
Safety and Security: Ensure the venue is safe, and there's a plan in place for emergencies. Depending on the event's size and nature, you might need security personnel, first aid stations, and other safety measures. Safety is the furst barrier to anyone wanting to attend your event.
Marketing and Promotion: Develop a multi-channel marketing strategy to reach your target audience, including social media, email campaigns, and partnerships.
Technology: Consider the role of technology – registration systems, mobile apps for attendees, live streaming, AV equipment, etc.
Sponsorship and Partnerships: Identify potential sponsors and partners who can add value to your event, either through financial support or in-kind contributions.
Logistics and Operations: Plan for transportation, accommodation, catering, waste management, and other logistical aspects.
Staffing and Volunteers: Ensure you have enough hands on deck. Train your team and volunteers so they understand their roles and responsibilities.
Feedback Mechanisms: Have systems in place to collect feedback during and after the event. This can help in making real-time adjustments and in improving future events.
Contingency Planning: Always have a Plan B. Be prepared for unforeseen circumstances, whether it's inclement weather, technical glitches, or last-minute cancellations. Always look to control your controllables.
Sustainability: Consider the environmental impact of your event. Opt for sustainable practices, such as digital ticketing, waste reduction, and eco-friendly suppliers.
Inclusivity and Accessibility: Make sure your event is inclusive and accessible to everyone, including people with disabilities.
Legal and Compliance: Ensure that all licenses, permits, and insurances are in place. Also, be aware of any regulations related to your event, especially if it involves large gatherings, alcohol, or outdoor spaces.
Post-Event Evaluation: After the event, assess what went well and what didn't. Gather data, analyze, and use this information to improve future events.
Stakeholder Communication: Keep open lines of communication with all stakeholders, from attendees to sponsors to local authorities.
Branding and Design: Ensure consistent branding across all materials, stages, and touchpoints. This not only enhances recognition but also creates a memorable experience for attendees.
Map your Experience: What are the peaks and valleys of your experience? How can you turn a valley into a peak experience & how to can you make your peak experiences so memorable, they will talk about it to others?
Fun: Is this going to be a memorable experience for your attendees? Will it leave an indelible mark? Did you reach your intended targeted audiences?
Data Collection: Can you responsible collect data on attendees to the event, so you can build for a better event next time (if applicable) or communicate your appreciation for attending? What data is necessary for sponsors & others to maximize the entire value of the event?