Ole

TABLE OF CONTENTS
Survey Overview 2
Results by Audience Segment: General Seating 3
Results by Audience Segment: Premium Areas (Clubs & Suites) 12
Results by Audience Segment: Students 21
Improvements for 2018 30
1
SURVEY OVERVIEW
• In December 2017, an electronic survey was sent via email to all season ticket holders of the 14 Southeastern
Conference schools.
• The survey generated 1,638 total responses from Ole Miss season ticket holders and the results have been
segmented into three audiences:
• Fans that sit in general seating areas
• Fans that sit in premium areas, such as suites or clubs
• Student fans that sit in the student section
• This report is divided into three parts: findings for general seating, findings for premium area seating and
findings for student seating.
• Respondents were asked to rate their satisfaction levels (4-point scale) of 57 elements in six categories: First
Impressions, Concessions/Catering, Restrooms, Marching Band, Video Board, Ribbon Boards and Audio, and
Mobile Connectivity.
• In addition, respondents were asked to rate the level of importance (4-point scale) to the overall gameday
experience that each element has.
• Throughout this report, the difference between the importance and satisfaction scores will be referred to as a
positive gap (meets fan needs) or negative gap (does NOT meet fan needs).
• Because the electronic survey measured the fan experience at all 14 SEC schools, we have included icons next to
elements that denote a first, second or third highest satisfaction score for a particular element/audience.
#1 in Satisfaction #2 in Satisfaction #3 in Satisfaction

Across SEC Schools Across SEC Schools Across SEC Schools
WHAT DO THE SCORES MEAN?

4-POINT SATISFACTION 4-POINT IMPORTANCE
SCORES SCORES
1 2 3 4 1 2 3 4
VE DI SA VE NO IM VE CR
RY SS T IS RY TI PO RY IT I
DI AT F IE SA MP RT IM CA
SS IS F IE D T IS OR AN PO L
AT D F IE TA T RT
IS F IE D N AN
D T T
2
AUDIENCE SEGMENT:
GENERAL SEATING
3
FIRST IMPRESSIONS
KEY TAKEAWAYS
• For the second consecutive year, every element in • 9 of the 14 First Impressions elements, including
the First Impressions category saw increases in the three most important, have positive
satisfaction from the previous season. satisfaction vs. important gaps of more than 28
• Overall inside appearance, seat location and points.
professionalism of security personnel are among
the top-12 most important elements for this
audience.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION
(4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE)
SATISFACTION IMPORTANCE
Overall inside appearance of stadium 3.41

3.04
Professionalism of security personnel 3.39

3.03
Seat location 3.31

3.02
Parking 2.94
2.98
Seat comfort 2.85

2.95
Overall outside appearance of stadium 3.51

2.95
Traffic leaving campus (post-game) 2.75

2.83
Speed of ticket takers 3.4

2.83
Section, row and seat markings 3.06

2.82
Friendliness of ticket takers 3.54

2.78
Cleanliness of gate areas 3.48

2.75
Traffic entering campus (pre-game) 3.08

2.68
Display of your football team's accomplishments 3.25

2.59
Directional signs in and around the stadium 3.23

2.41
2. 2.4 2.8 3.2 3.6
4
CONCESSIONS
KEY TAKEAWAYS
• For the first time, all Concessions elements • Concessions length of wait time (3.01
ranked first or second in the SEC in fan importance) was 13th most important out of 57
satisfaction for the general seating audience. elements surveyed, while also accounting for the
• 10 of the 11 Concessions elements improved largest negative gap (-27) of all elements
from the previous season with one, concessions measured for the general seating audience.
area cleanliness, remaining the same.
CONCESSIONS IMPORTANCE AND SATISFACTION

2.74
Length of wait time 3.01
3.07
Concessions area cleanliness 3.
3.04
Concessions staff performance 2.88
2.63
Beverage price 2.84
2.6
Food price 2.83
3.18
Concessions staff friendliness 2.79
3.11
Beverage quality 2.77
3.01
Food quality 2.73
3.04
Beverage selection 2.68
2.9
Food selection 2.61
2.94
Condiment selection 2.44
2. 2.4 2.8 3.2 3.6
5
RESTROOMS
KEY TAKEAWAYS
• Elements in the restroom category are critical (all • Restroom cleanliness (3.18 importance) replaced
three in the top 10 for importance) to the overall restroom length of wait time (3.1 importance) as
gameday experience (and Ole Miss is not meeting the most important element of the overall
fan need) according to this audience. experience for this audience.
• Restroom cleanliness and overall satisfaction of • All three restroom satisfaction scores increased
restrooms had the third-highest satisfaction compared to the previous season.
scores in the SEC for the general seating
audience.
RESTROOMS IMPORTANCE AND SATISFACTION

2.98
Restroom cleanliness
3.18
2.91
Restroom length of wait time
3.1
2.94
Overall satisfaction of restrooms
3.08
2. 2.4 2.8 3.2 3.6
6
BAND, CHEERS & CROWD
KEY TAKEAWAYS
• School traditional cheers, walks or chants was • Ole Miss is meeting fan need in all except two
the third-most important (3.15 importance score) elements in this category, but those two are the
element on the entire survey for this audience. most important.
• Organized cheers and crowd participation stayed • Band halftime show was 49th (out of 57) in
in the top 15 (15th) most important with a 2.98 importance for this audience.
importance score.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION

School traditional cheers, walks or chants 3.05

3.15
Organized cheers and crowd participation 2.76

2.98
Band music selection - right music at pivotal times 2.89

2.9
Band volume 2.92

2.85
Band overall 3.02

2.77
Band music selection - overall songs 2.81

2.77
Band entrance (pre-game show) 3.05

2.62
Band uniforms and appearance 3.25

2.59
Band halftime show 3.01

2.44
2. 2.4 2.8 3.2 3.6
7
VIDEO BOARD, RIBBON BOARDS & AUDIO
KEY TAKEAWAYS
• Four of the seven sound elements rank in the top • Overall sound (3.14 importance) was fourth in
six in overall importance for this audience. overall importance (out of 57).
• Ole Miss ranks second in fan satisfaction in the • Ole Miss is meeting or exceeding fan need in
SEC for six of the seven sound elements. every element of video board, ribbon boards and
• Clarity of announcer (3.18 importance) remained audio.
in the second overall spot in importance for this
audience.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION

Clarity of announcer 3.31

3.18
Overall announcer 3.31

3.14
Overall sound 3.13

3.14
Volume level of announcer 3.24

3.13
Quality of picture 3.46

3.1
Overall video board content 3.18

2.95
Volume level of music 3.06

2.92
Clarity of music 3.21

2.87
Music selection 2.9

2.85
Overall ribbon board content 3.12

2.8
Display of team stats 3.16

2.75
Display of other football scores 3.02

2.64
Highlights from other games 2.73

2.18
2. 2.4 2.8 3.2 3.6
8
CONNECTIVITY & MOBILE
KEY TAKEAWAYS
• Like last year, every element in this category • Ole Miss is meeting or exceeding fan need in
ranked second in the SEC in fan satisfaction. every element in the connectivity category.
• All seven connectivity elements saw increases of
at least 30 points in fan satisfaction when
compared to the previous season.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION

2.77
Text messaging 2.78
2.87
Access to WIFI 2.58
2.71
Voice calls 2.43
2.6
Mobile web 2.32
2.59
Social media apps 2.19
2.65
Email 1.97
2.48
Streaming video 1.94
2. 2.4 2.8 3.2
9
OVERALL – PAGE 1 OF 2
ALL ELEMENTS IMPORTANCE AND SATISFACTION
2.98
Restroom cleanliness 3.18
3.18
3.05
3.14
3.13
Overall sound 3.14
3.13
2.91
Restroom length of wait time 3.1
3.1
2.94
Overall satisfaction of restrooms 3.08
3.04
3.03
Seat location 3.31
3.02
2.74
Concessions length of wait time 3.01
Concessions area cleanliness 3.07
3.
2.94
Parking 2.98
2.76
2.85
Seat comfort 2.95
2.95
2.95
2.92
2.89
2.88
2.87
2.92
Band volume 2.85
2.9
Music selection 2.85
2.63
Beverage price 2.84
2.75
2.83
2. 2.4 2.8 3.2 3.6
10
2.6
Food price 2.83
2.82
2.8
2.79
2.77
Text messaging 2.78
2.78
2.77
Band overall 3.02
2.77
2.81
2.75
2.75
Food quality 3.01
2.73
2.68
2.68
2.64
2.62
Food selection 2.9
2.61
2.59
2.59
Access to WIFI 2.87
2.58
2.44
2.44
Voice calls 2.71
2.43
2.41
Mobile web 2.6
2.32
2.19
2.18
Email 2.65
2.
11 2.4 2.8 3.2 3.6 4.
AUDIENCE SEGMENT:
PREMIUM AREAS
12
FIRST IMPRESSIONS
KEY TAKEAWAYS
• Seat location (3.28 importance) was the most • Post-game traffic satisfaction improved by 76
important out of 57 elements surveyed for the points vs. the previous season, and was the only
premium area audience. element from this category with a negative
satisfaction vs. importance gap.

Seat location 3.54

3.28

3.17
Seat comfort 3.25

3.16
Parking 3.19
3.15

3.11

3.06

3.

2.9

2.89

2.85

2.84

2.83

2.61

2.47
2. 2.4 2.8 3.2 3.6 4.
13
CATERING
KEY TAKEAWAYS
• 7 of the 11 catering elements saw a satisfaction • Ole Miss is closing the satisfaction vs. importance
increase of 20 points or more when compared to gap in three of the elements in this category –
the previous season. catering length of wait time, food quality and
• Ole Miss ranks in the top 3 in satisfaction among food selection.
SEC schools in 5 of the 11 catering elements.
CATERING IMPORTANCE AND SATISFACTION

3.16
Catering area cleanliness 3.15
2.85
3.05
Catering staff performance 3.02
3.23
Catering staff friendliness 2.94
Food quality 2.79

2.92
2.73
Food selection 2.83

2.8
3.05
2.78
Food price 2.7
2.87
Beverage price 2.68
3.02
2. 2.4 2.8 3.2 3.6
14
RESTROOMS
KEY TAKEAWAYS
• All three elements in this category rank in the top • All three elements have a negative satisfaction vs.
12 in overall importance for this audience – importance gap of at least 26 points.
restroom cleanliness (2nd), overall satisfaction
(3rd) and restroom length of wait time (12th).
• All three elements are within 15 points of the
SEC fan satisfaction average.

2.98
3.24
2.91
3.17
2.83
3.1
2. 2.4 2.8 3.2 3.6
15
BAND, CHEERS AND CROWD
KEY TAKEAWAYS
• School traditional cheers, walks or chants ranked • School traditional cheers, walks or chants (6th
13th overall in importance for this audience and most important) is the only element in the
saw a 44-point increase in satisfaction when category in the top 13 in overall importance, and
compared to the previous season. six of the elements rank 35th or lower in overall
• Fan satisfaction increased for all nine elements in importance.
this category increased, with eight by at least 20
points when compared to the previous season.

3.04

2.95
2.96
Band volume 2.88
2.94
Band overall 3.01

2.78
2.84
3.25
3.05

2.47
2. 2.4 2.8 3.2 3.6
16
KEY TAKEAWAYS
• Satisfaction for every sound-related element • Ole Miss ranked second in the SEC in fan
remained steady or increased when compared to satisfaction for volume level of announcer.
the previous season. • Ole Miss ranked third in the SEC in fan
• Five elements from this category are in the top satisfaction for clarity of announcer, overall
15 in overall importance, with four being sound- announcer, overall sound and clarity of music.
related.


3.13

3.11

3.1
Overall sound 3.
3.07

3.07

2.96

2.91

2.86

2.84

2.83

2.78
Display of other football scores 3.

2.66

2.21
2. 2.4 2.8 3.2 3.6
17
KEY TAKEAWAYS
• Every element in this category ranked second in • Ole Miss is meeting or exceeding fan need in all
the SEC in fan satisfaction for the premium area seven connectivity elements for this audience.
audience.
• All seven connectivity elements saw satisfaction
increases of at least 30 points when compared to
the previous season.

2.87
Text messaging 2.86
2.88
Access to WIFI 2.77
2.74
Voice calls 2.6
2.68
Mobile web 2.43
2.73
Email 2.33
2.69
2.53
2. 2.4 2.8 3.2
18
Seat location 3.54

3.28
Restroom cleanliness 2.98
3.24
3.17
3.17
Seat comfort 3.25
3.16
Parking 3.19
3.15
Catering area cleanliness 3.16
3.15
3.13
3.11
3.11
2.83
3.1
3.08
3.
Overall sound 3.07
3.17
3.06
2.85
Catering length of wait time 3.05
Catering staff performance 3.05
3.02
2.71
Traffic leaving campus (post-game) 3.
2.96
2.79
Catering staff friendliness 3.23
2.94
2.79
Food quality 2.92
2.91
2.9
2.89
Band volume 2.96
2.88
Text messaging 2.87
2.86
2.
19 2.4 2.8 3.2 3.6 4.

2.86
2.85
2.84
2.84
2.83
Food selection 2.73
2.83
2.83
2.83
2.8
Band overall 3.01
2.78
2.78
Access to WIFI 2.88
2.77
2.75
2.71
Food price 2.78
2.7
Beverage price 2.87
2.68
Display of other football scores 3.
2.66
2.62
2.61
Voice calls 2.74
2.6
2.6
2.54
2.47
2.47
Mobile web 2.68
2.43
Email 2.73
2.33
2.21
2.19
2.11
2. 2.4 2.8 3.2 3.6
20
AUDIENCE SEGMENT:
STUDENT SECTION
21
FIRST IMPRESSIONS
KEY TAKEAWAYS
• Two important First Impressions elements (seat • Ole Miss is meeting fan need in 12 of the 14 First
location and post-game traffic) saw increases in Impressions elements.
satisfaction of more than 55 points among
students compared to the previous season.

Seat location 2.66

3.05

2.92

2.89
Seat comfort 2.54

2.79

2.74

2.73

2.62

2.57

2.5

2.43

2.42

2.35
Parking 2.39
2.34

2.19
2. 2.4 2.8 3.2 3.6
22
CONCESSIONS
KEY TAKEAWAYS
• The three most important elements (beverage • When compared to satisfaction for students at
price, food price, concessions length of wait other SEC schools, Ole Miss food price, beverage
time) in this category saw satisfaction increases of price, concessions length of wait time and
at least 44 points compared to the previous beverage quality ranked second in the
season. conference.
• Students continue to have a large negative gap in
food price (-66) and beverage price (-70), but the
negative gap was nearly cut in half last season.
CONCESSIONS IMPORTANCE AND SATISFACTION

2.36
Beverage price 3.06
Food price 2.31

2.97

2.91
3.15
3.12

2.73

2.71
3.12
Food quality 3.03

2.61
Food selection 2.76

2.55
3.
2. 2.4 2.8 3.2 3.6
23
RESTROOMS
KEY TAKEAWAYS
• Elements in the Restrooms category are critical to • All three restroom elements appear in the top 20
the overall gameday experience, and Ole Miss is in overall importance for students.
closer than ever to meeting fan need in this area
according to students.
• All three restroom elements saw increases in fan
satisfaction of at least 12 points from the previous
season.

3.
3.12
3.09
3.
3.09
2.94
2. 2.4 2.8 3.2 3.6
24
BAND, CHEERS AND CROWD
KEY TAKEAWAYS
• School traditional cheers, walks or chants (3.46 • Every element in this category saw increased
importance) remained first in overall importance satisfaction scores among students when
out of 57 elements for students, and the 3.46 compared to the previous season, but all are
score was the highest importance score for any below the SEC satisfaction average for students.
audience on any element.
• Organized cheers and crowd participation
remained 7th overall out of 57 elements
measured and had a 33 point negative gap.

3.31
2.77
2.9
2.68
Band volume 2.9
2.9
2.96
Band overall 2.83
3.07
3.11
2.88
2. 2.4 2.8 3.2 3.6

25
KEY TAKEAWAYS
• Seven sound-related elements appeared in the • The four most important elements in this
top 15 (out of 57) most important overall category had satisfaction scores above the SEC
elements. average.
• Ole Miss is meeting student needs in all 13
elements in this critical category.


3.21

3.18

3.14

3.11
Overall sound 3.17

3.07

3.04

3.04

3.04

3.

2.93

2.81

2.7

2.44
2. 2.4 2.8 3.2 3.6
26
KEY TAKEAWAYS
• Text messaging (3.05 importance) continues to • Ole Miss was first in the SEC in student
be the most important element in the category. satisfaction for all seven connectivity elements.
• While all seven elements in this category saw
increased satisfaction compared to the previous
season, five of the seven elements continue to
have negative importance vs. satisfaction gaps.

2.69
Access to WIFI 3.05
2.72
Text messaging 2.97
2.36
2.36
Mobile web 2.6
2.59
Voice calls 2.53
2.2
2.4
Email 2.1
2. 2.4 2.8 3.2 3.6
27

3.46
3.21
3.23
3.21
Restroom cleanliness 3.
3.12
3.11
2.77
3.17
Overall sound 3.07
2.36
Beverage price 3.06
2.69
Access to WIFI 3.05
2.66
Seat location 3.05
3.04
3.04
3.07
3.
3.
2.72
Text messaging 2.97
2.31
Food price 2.97
2.94
2.9
2.93
2.92
2.91
Concessions length of wait time 2.91
2.68
Band volume 2.9
2.89
2.36
2.9
2.85
2. 2.4 2.8 3.2 3.6
28
Band overall 2.96

2.83
2.81
Seat comfort 2.54
2.79
2.74
2.74
2.73
2.73
2.73
2.71
2.7
2.69
2.67
2.62
Food quality 3.03
2.61
2.36
Mobile web 2.6
2.57
Food selection 2.76
2.55
2.55
2.59
Voice calls 2.53
2.5
2.44
2.43
2.42
2.35
2.39
Parking 2.34
2.2
2.19
Email 2.4
2.1
Condiment selection 3.
2.03
2. 2.4 2.8 3.2 3.6
29
IMPROVEMENTS FOR 2018
FIRST IMPRESSIONS BAND, CHEERS & CROWD
• New guest service stations inside and outside the stadium • Introduction of Tony, the new on-field Landshark mascot
(F.I.N.S. – Fan Informational Needs Station) • Purchased new Sound Machine, Metronome, Mellophones,
• New flooring installed in the South Club Vibraphone and Cymbals for the Pride of the South
• Added South Oxford Campus (old Baptist Hospital) parking lot • New Director of the Pride of the South Marching Band
and garage for gamedays, including additional ADA spaces • Introduction of new pregame band performance elements
• Free off-campus parking and shuttle service at FNC, South • Powder blue pom poms for 9/15 game vs. Alabama
Oxford Campus (old Baptist Hospital) and limited spaces at the • Visiting team band relocated to section K
Jackson Avenue Center • Pregame tradition added involving the Lloyd Bell Tower
• New pedestrian and Walk of Champions path open from
University Avenue to Vaught-Hemingway Stadium
• Opening of the North Endzone Plaza which includes the Lloyd VIDEO BOARD, RIBBON BOARDS & AUDIO
Bell Tower, Jake Gibbs Letterwinner Walk and North Plaza • New east and west ribbon boards installed
Turnkey Tailgate Area • New and revamped videoboard elements
• Medical bag checks available at all gates • SEC-instituted timeout clock will be displayed by one of the
• New maps inside stadium to show locations of concessions, on-field television officials, counting down the timeout break
restrooms and other gameday amenities
• Additional gameday lighting for walkways to and from Vaught-
Hemingway Stadium CONNECTIVITY & MOBILE
• Three MaxxSouth Speed Gates added, allowing fast stadium • Upgraded distributed antenna system
entry for fans without bags • OleMissGameday.com will be launched to provide gameday
information for all home sporting events
• Rebel Rewards app, Official Ole Miss Athletics app and
CONCESSIONS & CATERING OleMissSports.com updated and improved
Concessions Improvements
• All concessions stands will offer $1 hot dogs and $1 popcorn YEAR OF THE FAN
in the 4th quarter (while supplies last) • Installed nearly 9,000 personalized bricks around Vaught-
• Complete renovation of the West Club concessions Hemingway Stadium as part the Year of the Fan campaign
experience – converted to grab-and-go kiosk to improve wait • Fan-submitted “Are You Ready” videos on the videoboard
times and increase menu selection to start the 3rd quarter
• New “The Healthy Rebel” concessions locations near S6 and • Birthday and anniversary recognitions on the videoboard
N6, offering wraps, salads, fruit, protein bars and more. • Best tailgate tents to be featured on videoboard
• A new “Stand of the Fan” concessions location near sections • Fans to lead team to Lock The Vaught
B and L, featuring weekly items voted on by the fans • Fans to fire the on-field cannon
• Added buffet with expanded food options to Field Club • More fan photos to be featured on the videoboard
experience • Early bird bonuses for season ticket holders
• Fantasy radio opportunities for select games
Catering Improvements • Photo opportunities with Egg Bowl trophy at Fan Fest
• Renewed partnership with Chef John Currence for premium
area menus
OTHER
• Fresh baked desserts from City Grocery added to suite menu
• Flex pass introduction, offering fans an affordable way to
attend home games
• Friday night Grove opening moved from 7:30 PM to 7 PM
30

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TABLE OF CONTENTS

Results by Audience Segment: General Seating 3

Results by Audience Segment: Premium Areas (Clubs & Suites) 12

Results by Audience Segment: Students 21

Improvements for 2018 30

#1 in Satisfaction #2 in Satisfaction #3 in Satisfaction

WHAT DO THE SCORES MEAN?

Overall inside appearance of stadium 3.41

Professionalism of security personnel 3.39

Seat location 3.31

Seat comfort 2.85

Overall outside appearance of stadium 3.51

Traffic leaving campus (post-game) 2.75

Speed of ticket takers 3.4

Section, row and seat markings 3.06

Friendliness of ticket takers 3.54

Cleanliness of gate areas 3.48

Traffic entering campus (pre-game) 3.08

Display of your football team's accomplishments 3.25

Directional signs in and around the stadium 3.23

2. 2.4 2.8 3.2 3.6

CONCESSIONS IMPORTANCE AND SATISFACTION

2. 2.4 2.8 3.2 3.6

RESTROOMS IMPORTANCE AND SATISFACTION

2. 2.4 2.8 3.2 3.6

BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION

School traditional cheers, walks or chants 3.05

Organized cheers and crowd participation 2.76

Band music selection - right music at pivotal times 2.89

Band volume 2.92

Band overall 3.02

Band music selection - overall songs 2.81

Band entrance (pre-game show) 3.05

Band uniforms and appearance 3.25

Band halftime show 3.01

2. 2.4 2.8 3.2 3.6

VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION

Clarity of announcer 3.31

Overall announcer 3.31

Overall sound 3.13

Volume level of announcer 3.24

Quality of picture 3.46

Overall video board content 3.18

Volume level of music 3.06

Clarity of music 3.21

Music selection 2.9

Overall ribbon board content 3.12

Display of team stats 3.16

Display of other football scores 3.02

Highlights from other games 2.73

2. 2.4 2.8 3.2 3.6

CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION

2. 2.4 2.8 3.2

Streaming video 2.48

FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION

Seat location 3.54

Overall inside appearance of stadium 3.47

Seat comfort 3.25

Professionalism of security personnel 3.38

Overall outside appearance of stadium 3.47

Traffic leaving campus (post-game) 2.71

Speed of ticket takers 3.37

Friendliness of ticket takers 3.55