Almost Speechless

I'll just apologize right out of the gate for those I'm about to offend with this post; my heart's in the right place but some things are best said. I'll not name names to protect the innocent.??

I attended a motorsport event yesterday, as a spectator. I parked in one of several general lots. Looming before us was a massive logo hung on the side of a gigantic glimmering stadium.

We set out on foot toward our entrance gate. After walking roughly 2 blocks we passed an exasperated fan who told us she had just been sent back to her car because her purse was too big. She said the walk was suuuuuuper long. We smiled at her with a slight turn of our heads. We could see the gate, just to our right. We weren't concerned. 

Just then, crowd control agents began to funnel us into the metal chutes they'd set up— which led us oddly in the opposite direction from the gates we could clearly see. There were so many of them it created confusion. They were yelling, "NO! Left! Left!" Undaunted, we kept walking down a 2 block stretch. Then, a right turn which had been blocked from view.

Whoa... the next junction appeared a half mile away. We were shocked and irritated at how far around the event they were making us walk, but what can you do? We kept walking. This was a bit ridiculous, but whatever.

Then, for the love of everything holy, once we got to the next visible junction they turned us again for another 1/4 mile. 

People were complaining, trying to turn around, so frustrated, some actually looking very anxious... there were three girls pleading with a guard to no avail. We kept walking. It seemed we were getting closer (this is now 20 minutes in). 

Another junction, another long run... again turning us AWAY from the event. Our blood is boiling now. You can see the stadium doors right there, but no, they send you back into a parking lot to now enter a ridiculous zigzag maze of steel corrals— which led into a seriously thorough security check. Officers are all emblazoned with the stadium sponsor logo- and they look cold, and serious. "Phones, keys, bags here!" "Wait!" "Stop!" "Go!" Passing through x-ray machines, waving wands. I'm bewildered. It's obscene. I just want to watch a race- which we paid $110 to do. Note too that the woman we had met earlier had been turned around here because her bag was too big!??

Hey, I get the fact that we live in a dangerous society- so while I understand it all - I am at the very same moment struck by the senselessness— as all around the facility are corral gates about 3.5 feet high —which any half-wit lunatic hell bent on hurting people could scale with a microcosmic burst of energy, while half asleep and weighed down with 60lb rucksack. The cowboy holding my hand is watching the perimeter like a hawk— feeling totally unnerved at the feigned security. But, I digress.

Okay, through security. Directly ahead is a huge entrance. Gate #1. Finally! 

It's CLOSED! No seriously.

There's a Greeter in red with a logo on her chest standing there with a smile on her face— at this point I half imagined it was a smirk. "Welcome to (name of sponsor)!" She didn't even say stadium after it. Like, forget the stadium- you are entering the brand.

Welcome?! I felt like I had been tricked and forced to do maddening pet tricks for 25 minutes just to be allowed to enter.  She then proceeds to direct us to Gate #2 —which is still another 1/3 of the way around the 1.7 million square foot facility. Again, no, seriously. 

As we are walking—now as zombies— we passed a young woman who had a brace on her leg. She was in so much pain, and had still a long, long walk ahead of her. She was sweating profusely and on the absolute verge of tears; the back of her hand pressed to her forehead, trembling. Nobody around, and no passenger shuttles to assist. Meanwhile just beyond the fence there are parking lot attendants zooming around, laughing it up in golf carts. I could be of no help to this young lady either. It overwhelmed me for her; knowing how excited our athlete fans are, how they save their money to come, some spending hours planning what they'll wear, getting their hair and makeup right, getting the weekend off, sitters for their kids, etc..... and here she was, absolutely struggling to get to the gate— which was still far too distant in her condition.

After another forced march we made it to Gate 2. But more walking, as our seats were near Gate 3— yeah, that gate we had parked directly outside of in the first place. 

Now, although I know the sponsor had nothing to do with any of the crowd management lunacy outside— it still compounded my negative impression of that company. Two decades earlier I had swore to never do business with them (which I've held to all these years) and this experience brought that memory instantly back.

The (insert sponsor name here) Stadium is a massive facility which hosts numerous high profile events annually— with a capacity of 65,000+ customers. I just can't help but wonder how many of their ticket-holders associate a bad experience provided by that venue with that sponsor.

The reason I am spending my Sunday morning writing this all down is to remind you that if you're a sponsor you should show up at the event like a typical fan.

It will give you an idea of what you can do to elevate your fan's experience. How to make the event better. More joyful, more laughter- more camaraderie. More fun!

If I were head of that sponsor project I'd be in meetings first thing Monday morning with plans for shuttles, carts, scooters, bikes, busses, elderly care rides, injured spectator golf- carts, gilded chariots for our veterans... and the like. I'd be handing out water, setting teams of people outside singing- laughing- cheering. I'd connect fans to their precious athletes by throwing them swag before they ever got inside.

In the future, I'd want people to think of my brand - and break out in a huge smile with a great story on their lips.

Smart sponsorship is not about how many times you can assault somebody's senses with your logo- particularly when the fan's experience has been anxiety inducing, or outright aggravating. Smart sponsorship requires market intelligence— a functional understanding of the physical and cultural needs of the consumer. No marketing executive sitting in an office pouring over data can anticipate the varied scenarios that impact people experiencing a live event.  

Get there, and build real relationships with the people who live and breathe each sport you consider funding. I guarantee you that small observations and a few inexpensive tweaks will absolutely transform your relationship with fans, and the loyalty they show you moving forward.  

It's easy, and it's inexpensive to be nice, and to be helpful, and to be kind: to offer a smile, a helping hand, and a jolt of enthusiasm to tired spectators who otherwise feel like cattle.

Get after it! ??