Michigan Fan Experience: Increasing Student Event Attendance

MICHIGAN ATHLETICS X MSCG

OUR PROJECT OBJECTIVE

MSCG was tasked with aiding the University of Michigan Athletics Department in laying the groundwork to develop lifelong Michigan Olympic Sport and Basketball fans during their time as students and beyond, as well as increasing event attendance from 2023 onward.

RESEARCH OUTLOOK

PHASE 1

The team conducted research into the cause of the drop of consistent attendance after the COVID-19 pandemic, why fans are more inclined to attend major matchups such as in football and basketball, and understanding the college consumer and what drives them to attend Michigan sporting events.

PHASE 2

After conducting its own research, including collecting data through 2 student surveys, the team analyzed its data and information provided by Athletics (attendance data & theme nights) to identify the causes of student behavior towards sporting events.

PHASE 3

Using this information, the team then came up with several unique ideas and promotions for Athletics to facilitate higher student attendance and retention.

FINAL RECOMMENDATIONS

1

Basketball Ticket Claiming System: New tier-based system that will allow students the opportunity to buy partial season ticket packages.

Concession Discounts: Offering students alternative pricing options for in-stadium concessions (student discounts, use of meal plan).

2

3

Student Organization Coordination: Reaching out to establish groups of students, particularly those who are interested in sports, and personally inviting their organization to games and events.

Gamification: Re-implement a point collection game, but with updated interfaces and quality-increasing rewards.

4

5

Opening Ceremony: A campus-wide event showcasing all student-athletes in Olympic sports and launching the aforementioned app.

TANGIBLE IMPACT

For the 2024-2025 basketball season, Michigan Athletics implemented a last minute text message system. Additionally, tiers for claiming tickets were implemented.