The Rise Of The Fan Zone Experience: Why Are They So Popular?
Julia Charles Event Management
A Bold, Creative Event Management Company Producing and Managing Exceptional Events.
Fan zones have undoubtedly had a huge boost in popularity in recent years. The ways in which fans engage at events has changed drastically, presenting brands and companies with unique ways of engaging with fans and maximising ROI.
Events have become much more interactive for fans, maximising their experiences and how they can interact with brands, sports clubs and other companies.
This is not only a benefit to fans, but it also offers companies a fantastic ROI.
What Are Fan Zones?
Fan zones are effectively a dedicated zone or entire event around a sports event, team, brand or other. They have been around for years but continue to become increasingly popular.
You’ll usually find them outside the arena or stadium where the event is happening – providing a whole range of entertainment and activities, either before, during or after the main event.
Alternatively, they are located In large public areas – city squares, plazas or parks – possibly hundreds or thousands of miles away from the event they’re associated with.
Almost all modern stadiums, regardless of size, offer fan zone facilities. They share a common aim to allow people to feel as though they’re a genuine part of the event action, even if they can’t attend the event in person.
What Is The Fan Zone Experience?
The fan zone experience will vary depending on the location and type of event, but generally, it includes a mix of activities and entertainment for fans to enjoy.
Fan zones vary in size and in the range of products, services and attractions that they offer. Many will include a selection of bars, cafes and entertainment, as well as shops and stalls selling merchandise.
These are often shirt-printing facilities as well as family areas or experiential marketing activities. These days live music and performances increasingly feature in fan zones.
Some common features of fan zones include:
Why Are Fan Zones Increasing In Popularity?
So, why are so many events offering fan zones? The answer is simple – proven success and ROI.
Out of 150 large sports organisations worldwide recently surveyed:
61% are refocusing their strategy on the fans’ experience.
72% are actively looking to invest in new matchday technologies.
Such has been the growth in the popularity of fan zones that it would be unheard of for any sporting event not to provide them. It’s clear that fan zones work.
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What Are The Benefits Of Fan Zones?
The key benefits of fan zones revolve around ‘connection’. A successful fan zone will provide a uniquely engaging experience for fans while also creating opportunities for brands to connect with their audience.
Fan Engagement – Building A Sense Of Community
Fan zones are great for building a sense of community. By having dedicated areas designed for fan engagement, event and sports organisers create an inviting atmosphere where people can mingle, share the fan experience, and get to know like-minded individuals.
This kind of atmosphere is not only a great opportunity for fans to build relationships and make new friends, but it can also help bring people together in support of the event or team.
Making The Fan Experience Memorable
By providing entertainment such as live music, interactive games, food and drink stands, and other features, fan zones give fans the opportunity to add a layer of excitement to their experience that they wouldn’t have had otherwise.
By making the fan experience memorable, fan zones will help the event stay in the minds of the attendees for weeks, months, or even years to come.
Driving Extra Revenue
Fan zones give people an extra reason to attend the event. When well-organised, they’re an added attraction that will help drive more people to attend the event or game, as well as provide an extra source of revenue for organisers.
Boosting Brand Engagement
Although difficult to measure, arguably the biggest benefit of fan zones is that they are an almost guaranteed way to boost engagement with the organiser’s brand.
They are a hugely effective way for event and sports organisers to engage with their fans in a memorable and meaningful way.
By creating dedicated areas, organisers can create opportunities where fans can interact directly with players, coaches, or team owners.
This kind of interaction is invaluable for both the organisers and the fans as it creates a strong sense of connection between them.
Find Out More About Our Fan Zone Services
Are you planning an event in the coming months? Have you considered the many benefits of putting on a fan zone?
We are a fan experience company, proud of our years of expertise and know-how in designing and delivering fan zones that will effectively produce the benefits we’ve discussed here.
Talk to us today. We’d love to find out more about your fan zone ideas and needs.