20 Things That Shape the Customer Experience at Your Event
When it comes to event planning, creating a great customer experience is essential. Whether you're organizing a sports event or another type of gathering, the fundamentals stay the same. In this post, I’ll go over 20 things that can make or break the customer experience at your event. I’ll focus on sports events, but the same principles apply across other event types.
The events that truly stand out are the ones that prioritize customer experience, from the smallest details to the biggest moments. While many elements can be planned and managed, some things—like weather—are beyond our control. But understanding what impacts the overall atmosphere is key to successful event management.
Let’s dive into 20 key factors that contribute to a great event atmosphere and customer experience.
#1 Feeling of Safety
In these times, safety is a top priority. If attendees feel unsafe or uncomfortable, their experience will be ruined, and they won’t come back or recommend your event.
#2 The Sport Itself
People come to sports events to watch the game or competition. Great performances and stories behind the results are what keep fans excited. Your job as the organizer is to provide the best possible setup for the sport to shine.
#3 Stars / Athletes
The closer fans can get to their favorite athletes, the more memorable the experience. Autographs or selfies with stars are moments people never forget and will always associate with your event.
#4 Venue Look & Feel
How your venue looks, sounds, and even smells affects how people feel. Cleanliness, atmosphere, and the five senses all play a role in shaping the customer experience.
#5 Event Production
Video boards, lights, announcers, and DJs are crucial in creating the right vibe. These elements are the backbone of event management and help set the tone for the entire experience.
#6 Venue Entertainment
Beyond the game, provide entertainment like live bands, street performers, or circus acts. This adds a fun layer that enhances the overall experience before, during, or after the main event.
#7 People Flow
Nothing kills the mood like being stuck in a crowd. Good planning helps manage the flow of people so attendees spend less time in lines and more time enjoying the event.
#8 Signs
Clear signage is a must, even in the digital age. At large venues with multiple areas, good signs help people find their way, reducing frustration and improving the experience.
#9 Spectator Services
Ensure there are enough services like toilets, hand sanitizing stations, charging points, and cloakrooms. Both the availability and quality of these services impact how people feel about your event.
#10 Crowd Energy
A packed stadium always has a better atmosphere than empty seats. The energy of the crowd can turn a good event into a great one, so aim for full stands.
#11 Friends & Family
Most people attend events with others. Great experiences are often tied to the people we share them with, so think about how to create spaces where groups can enjoy the event together.
#12 Weather
You can’t control the weather, but you can prepare for it. The weather plays a big role in outdoor events, so plan ahead with backup options if needed.
#13 Technology
From mobile apps to VR, technology can make or break the experience, especially for younger audiences. Make sure networks are reliable, and consider enhancing the experience with instant replays or augmented reality.
#14 Event Staff
Your staff is the face of the event. Friendly, helpful staff can enhance the atmosphere, while poor service will leave a bad impression. Make sure they represent your event well.
#15 Food and Beverages
Quality food and drink can elevate an event. Make sure the options are varied, easy to access, and match the theme of the event. Happy customers = happy event organizers.
#16 Toilets
It may seem simple, but clean, well-maintained toilets with short lines are crucial. Poor restroom facilities can quickly sour the event experience.
#17 "Weenies"
Borrowed from Disney, "weenies" are visual elements that attract people. These could be iconic landmarks or special features in your venue that encourage attendees to take photos and share on social media.
#18 Fan Kits
Encourage fans to wear team colors or provide items like scarves or hats. It creates a unified crowd and boosts the atmosphere, especially in sports events where team spirit is key.
#19 Partner Activation
Sponsors and partners are also part of the event atmosphere. A well-organized activation can create fun experiences for attendees, making the event more memorable.
#20 X-Factor
Every event has its own unique X-factor. It’s the intangible element that makes your event special. Identify yours and build on it to create an unforgettable experience.
Customer experience is personal and subjective, but as event organizers, we have control over many factors that shape it. With smart event planning, attention to detail, and the right tools, you can ensure your events leave a lasting positive impression.
Good luck with your event planning! Let’s keep learning from each other to create even better events.