In the fast-paced world of live events, the integration of data and cutting-edge technologies is revolutionizing how these events are planned and executed. By harnessing this potential, Sodexo Live! creates memorable experiences that resonate with a wide range of fans and guests, setting a new standard for excellence in the industry.
Transforming Guest Experiences with Data and Technology
Sodexo Live! designs menus, staffing arrangements, and even the physical layout of concession stands by strategically utilizing point-of-sale data, customer feedback, and industry trends. This strategic approach not only enhances efficiency but also significantly boosts guest satisfaction. Topher Larson, Sodexo Live! Vice President, Digital and Technology, recognizes the profound impact of data-driven decision-making—not just on operational efficiency, but also on tailoring services to meet the varied needs of eclectic event audiences. According to Larson, having access to data to understand the demographics for different events is crucial because of the impact that can have on purchasing habits. "For certain events, like a Taylor Swift concert, the audience's preferences will be very different than, say, an NFL game," he explained. "Using that data to inform our product mix and staffing can greatly improve the guest experience."
The guest experience goes beyond just food and beverage choices; technology also plays a vital role in streamlining the checkout process. Innovations like self-checkout kiosks and fully autonomous "grab and go" stores have been designed to minimize wait times and improve customer convenience, but Larson stresses the importance of deploying these technologies effectively. " We use the data provided from these technologies, such as heat mapping, which really excels in terms of enhancing speed and efficiency. We can monitor bottlenecks, track customer flow, and experiment with various layouts or product placements in these autonomous setups to enhance the guest experience."
Looking ahead, the potential integration of artificial intelligence (AI) and biometric technologies offers exciting possibilities. AI systems can analyze data from numerous sources to automate operational decisions, while biometrics, such as facial recognition, could facilitate personalized, seamless guest interactions. However, there's a balance between convenience and privacy when navigating this technology. While facial recognition can improve the guest experience by providing personalized services, Larson acknowledges that it also raises privacy concerns. "We are committed to navigating this balance. The promise of AI and biometrics transforming the guest experience is truly exhilarating."
We can fundamentally reshape how people engage with and enjoy our venues, cultivating stronger connections and promoting lasting loyalty.
Made-to-Order Analytics
The analytics team at Sodexo Live! is led by Parag Shah, whose experience in analytics with industry giants like PepsiCo and Nestlé gives him insight into the crucial need for dedicated analysts in key markets. Shah has developed a team of experts in key cities to gather insights from purchasing trends to consumer behavior.
Emily Brand, a dedicated analytics expert based in the Midwest, closely monitors performance insights at Sodexo Live! partner venues in Indianapolis, Louisville, and Cincinnati. By merging point-of-sale data with observational metrics, Brand and the Sodexo Live! analytics team form a well-rounded overview of venue operations at every event. The team's role is crucial in making decisions based on actual customer needs. "Using data to make educated decisions means having proof for every decision we make," explains Brand. The team's work is instrumental in ensuring that every operational move is backed by research, leading to more effective strategies and improved guest experiences.
An integral part of the analytic process Shah has implemented involves recapping events and assessing their success through comprehensive data analysis. This process starts with collecting metrics related to performance. These metrics, which can range from sales data to customer feedback, are then analyzed and reviewed with client stakeholders. This knowledge-sharing improves transparency and promotes a culture of collaboration, ensuring every event is a learning opportunity.
For Brand, gathering insights doesn't just come from digital analytics. She and other Sodexo Live! analysts actively attend events to engage with fans and note insights about their behaviors and preferences. "I'm out there walking the concourse, seeing what people are doing, and watching the makeup of the fans." This on-the-ground observation is a crucial part of our data collection process, complementing the digital analytics and providing a more holistic understanding of guest experiences.
The foundation laid by Parag and the analytics team enables Sodexo Live! to dive deeper into actionable insights that can shape strategic decisions across venues. By continuing to build a dedicated network of analysts, they are positioning Sodexo Live! as a leader in creating unforgettable experiences for guests.
Using data to make educated decisions means having proof for every decision we make.
Using Data to Increase Revenue at Lucas Oil Stadium
Performing a detailed analysis of customer behavior and sales at Lucas Oil Stadium provided valuable insights into fan preferences and purchasing patterns. By examining data across various game-day scenarios, including attendance levels, the timing of sales, and even environmental factors like weather and roof status, Sodexo Live! better understood what drove revenue.
For the 2024 season, Sodexo Live! has conducted a thorough analysis of game-day revenue, uncovering some encouraging trends that indicate a positive shift in fan engagement and spending habits. The data shows an impressive 14% increase in average revenue per game when comparing the 2023 season to 2024. This growth is complemented by a notable 9% rise in per capita spending, suggesting that fans are not only attending games in larger numbers but are also more willing to invest in their overall experience.
As events become increasingly complex and diverse, leveraging data insights allows for more informed decisions about logistics, audience engagement, and resource allocation. This integration of technology helps event organizers create more personalized experiences, ensuring they meet the specific desires of attendees, whether it's through targeted marketing, seamless ticketing processes, or tailored catering options.
