Experience Stakeholders

To deliver a personalized premium experience, it’s important to consider client personas, which are semi-fictional representations of the ideal customers based on data and research
An interesting insight may stem from outlining personas, and that’s better understanding who we sell to, but also who we don’t sell to and who we want to sell to.

PERSONAS
Wherever you start, consistent characteristics must fit each persona, and venues should determine similarities or differences across premium seating tiers (think suite, loge, club seat), client type (think corporate or family), and standard demographics. Additionally, as you categorize, consider your clients’ motivations to buy and utilize premium assets. 

What personas make up your premium clientele? Do your products and assets deliver for each persona? More specifically, Nash explains a persona as an archetype of a customer group, separated by attributes such as motivations, behaviors, needs, and pains, driven by their goals across the customer journey, including interactions. Premium must meet the desires of our various client personas. Moreover, as personas change over time, so too must our experiences and premium seating design. 

More specifically, Nash explains a persona as an archetype of a customer group, separated by attributes such as motivations, behaviors, needs, and pains, driven by their goals across the customer journey, including interactions.

Premium must meet the desires of our various client personas. Moreover, as personas change over time, so too must our experiences and premium seating design.

Innovator and Director at MANICA ARCHITECTURE, Keith Robinson sums it up well, “The premium amenities have certainly evolved and have become a signature element to any successful building. In many ways I think that’s consequence to venues adapting to draw in a younger generation of fans and create experiences that cannot fully be replicated outside of a stadium or arena venue. Buildings are saturated with various levels of premium, to create incremental levels of experience, that fans can grow into and experience over the course of their life.”

 

 

Photo courtesy Columbus Crew and HNTB