Executive Session Summary SMA Seminar 2015 C ONTENTS OFF THE WALL CONCESSIONS CONCEPTS ............................................................................................................................... 3 ENHANCING THE GUEST EXPERIENCE WITH A CULTURE OF SERVICE .............................................................................................. 7 YOUR NEW STADIUM IS NOT SO NEW ANYMORE-­‐ HOW TO EXTEND ITS LIFE FOR YEARS TO COME .................................................... 9 OPENING A NEW STADIUM ............................................................................................................................................... 14 KEYNOTE ADDRESS: COLLEGE FOOTBALL AND LIFE AS WE KNOW IT .......................................................................................... 16 CONCERNS AND STATE OF THE BUSINESS .............................................................................................................................. 17 EMERGING THREATS TO STADIUMS AND EFFECTIVE MITIGATION STRATEGIES .............................................................................. 23 THE GREEN SPORTS ALLIANCE GREEN CLEANING PLAYBOOK .................................................................................................... 25 5X5X8 .......................................................................................................................................................................... 27 LEGAL UPDATE ................................................................................................................................................................ 29 STADIUM TECHNOLOGY STRATEGIC TASK FORCE .................................................................................................................... 32 SUPER BOWL 2015 REVIEW .............................................................................................................................................. 33 2 | P a g e O FF THE W ALL C ONCESSIONS C ONCEPTS R A N D Y B R U B A K E R , C E N T E R P L A T E C H R I S B I G E L O W , B I G E L O W C O M P A N I E S , I N C . Monday, February 2, 2015 9:00 am – 9:45 am R A N D Y B R U B A K E R Director of Operations Centerplate Overview • New mobile ordering application • Can do a number of things “In 2007, they said they were going to do this app for 68,000 people I almost threw up” • To deliver this app, we were able to utilize the 3% adoption rate. • Express pick up for all locations in the stadium can walk to any concessions and pick up the food • So it increased demand Our managers also have a dash board where you can pick up what is happening on the app. • Dashboard manages menu-­‐ if you are out of M&M’s we can remove that item from the menu • Same with alcohol-­‐ we can remove from menu • Allows to manage items and service R&D The most important part of the app really understanding what is going to happen either on non-­‐event day or event days. • Levi Stadium Park we were able to understand what the hardware expectations are. • We also put it to the test of where is the break out point o We had individual keep placing orders until we found the breakout point. We found for Levi it’s at 15% of attendance. Operate. Learn. Adjust. • Menu items • Staffing • Stand configurations • Menu Development o Streamlining menu for in seat service • We stay with the core items-­‐ hot dogs, pretzels, popcorn, nachos Packaged beverages and snacks • User friendliness efficient – Nachos were a little tricky hard to find efficiency in packaging • Environmentally friendly • Maintain food quality • Not allowed to vend beer in California in the seat it’s part of the liquor license • Finally approved that in so it was a big deal Staffing and Training Staffing 3 | P a g e •
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Mobile ordering Manager Mobile ordering systems admin In seat Supervisor (1 per 2 stands) In seat manager(1 per stand) In seat runners( 1 per 20) we have on our system what isle to go down to for fastest delivery IN seat expeditors (3 per stand) Obviously Training is super important KDS-­‐ Kitchen Display System Ordering displayed on KDS with warning indicators Bumped on KDS , printed and assembling (done by expeditors) Expeditor swipes card to order to runner Food delivered and runner re swipes card to complete the order Each one of the swipes the fan gets an update • Order assembled • Order in route • Everything ok with your order? o Fan has ability to tell what’s wrong or if it was good Inventory stand ability is all on the app so if menu is adjusted the fan doesn’t see it any more so they don’t know it’s even an issue. Merchandise deliver Soft launch at last two games of NFL season • No marketing behind it • Low adoption rate but was successful • The dedicated fulfilment center offer 100 SKU’s Operation similar to F&B program • 2,500 per game • 5.00 fee per order • Express-­‐ 1200 orders per game • Delivery cap 22.81 Considerations Goals of Levi Stadium • Increase menu sections • Push an adoption rate up to 7% • Find some POS efficiencies o Do we need runners or that many runners Reporting/Accounting Looking to do a better job • Fan concerns • Packaging Review • POS integrations require clear communications between Venue Next, San Francisco and Centerplate most important part! C H R I S B I G E L O W 4 | P a g e Bigelow Companies, Inc. • Most important for me is 3% adoption rate o By far the highest adoption rate I have ever heard of at any stadium. It’s a team app not a standalone concessions app • Critical: California has no beer vendors. o 50% are a wet mix. o So if you are in a state where you can vend I don’t think you need to use the app. • Food Customization: Making interactive situations. o Perlick § Perlick (which is a beer box) has teamed up with a technology company to retro system so that they could come in and pour own beer. § It’s hard to train employees to pour beer correctly let alone another person so it’s a learning curve. § The Perlick system you could use any beer that you want. § The pricing is still being worked out. But you could double the price of this by adding this technology. § They are hearing that a lot of people are interested in this. I think the Detroit Redwings had a self-­‐service beer stand a few years ago it didn’t work out. § Now In Prague they have a scoreboard to see which table is drinking the most beer. o The “Bottoms Up” program is huge success customer love to watch it fill up. o If anyone was at the AEVM a few years ago there was a service to repurpose their containers. The Giants are doing something like that. o Portable carts now are not just a counter and a menu. They are trying to customize their look! In-­‐Game Experience • Forget about the game it’s all about the in game experience. • We all know that older stadiums and arenas are repurposing their stadium and clubs. It’s all about everything other than the game. They don’t see interest in actually watching the game. • If you look at the Miami and Orlando and separate night clubs are the places to be seen you try to get the players to show up every once in a while. o Don’t let your concessionaire try to run the night club you need a night club operator. You need people that understand the club scene. Early-­‐bird pricing • Bring people in early and it creates a club atmosphere early on. Minor league baseball it works pretty well. • Portability of team store. o Quality of the merchandise and the quality of the look. • Example: Orioles game -­‐ chef is involved with that and that makes it more attractive. Liquor by the drink in the suites • We have seen these in a couple of venues. Small machine sits in the suites actually mixes drinks people don’t want to buy a bottle and it sits there all year. This is liquor by the drink. This way they can have high end cocktails without paying the full price of a bottle. • Tweet to get beer – the Marlins use this • A lot of restaurant chains adopting people ordering themselves without ever talking to a human. Airlines do this. • The idea is more customization trying to find the home run is difficult but it gets back to the basics. So beer, party, food is the basics. 5 | P a g e Q&A: Q: In seat service, how do you monitor whether people have had enough or whether they of are age? • A: It’s all about training; the runner needs to gauge by interactions. o Understand what cues to look for: How that person is acting during ordering and make the decision of whether they should have more alcohol. • Have to create a beer garden so they can purchase the beer and get IDed • With technology it tracks how many you are buying and it will cut off at some point as well. • One of the problems with the beer garden is that sometime people can buy it and pass it to others. Q: On the self-­‐pour beer system, have studies been done on how long that process is? • A: It is very slow and very wasteful… most people say the “bottoms up” system is the way to go. It’s slow and I don’t think it will replace beer stands… it’s a novelty system. You might have to have a meter system. Like wine you can do it and you get 2oz. Q: Dr. Michael Jackson-­‐ Food allergies with ADA concerns-­‐ what kind of things are you doing to protect people with food allergies? •
A: I don’t know who is going to be enforcing the rules but we have certain food items… peanut free zones and gluten free items are offered. I don’t know the answer but I’m sure the company will have some type of nutritionist saying “This is what you have to do for it.” Q: You mentioned a 3 % adoption rate… What are you tracing? • A: We are tracking everything. Right now it’s about 50% repeat. At the moment the higher adoption rate are in the premium areas. Q: Does ROI increase where the stands are located? • A: Absolutely, the more they see the food the better. With BBQ you can actually see and smell the smoke which is good. People will wait longer if they know the product is good. 6 | P a g e E NHANCING THE G UEST E XPERIENCE WITH A C ULTURE OF S ERVICE D R . B R I A N C R O W , S L I P P E R Y R O C K U N I V E R S I T Y D R . T A M A R A M A D E N S E N , U N I V E R S I T Y O F N E V A D A , L A S V E G A S B O B L A S K O W S K I , C H I C A G O B E A R S Monday, February 2, 2015 9:45 am – 10:30 am B R I A N C R O W •
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Guest Experience is all about making people feel like they are celebrity. o Airlines, Disneyworld, etc. Develop Professional a. You want your staff to gain confidence. b. When gaining confidence you want to become a leader and not just a boss. Developing writing skills. It’s a form of professional development. a. Employees don’t want to attend another meeting they want it to have a meaning Things that most negatively impact employee morale: a. Lack of honesty b. Lack of communication c. Micromanaging employees d. Failure to recognize employee achievements e. Fear of job loss The best remedies for low morale: a. Communication b. Monetary rewards for exceptional performance c. Recognition programs d. Unexpected rewards (gift certificates, sporting event tickets) e. Team building events or meetings f. Additional days off Zappos a. Great example of guest experience. b. Your guests and employees experience things differently c. It is very important to get feedback such as surveys and polls d. Develop training that works D R . T A M A R A M A D E N S E N The guest experience starts with a police officer and is followed by parking attendants followed by ticket takers. •
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Hierarchy of guest (human) needs. 1. Self-­‐actualization 2. Respect 3. Social 4. Safety 5. Physiological Investments o The best investment is one that simultaneously increases safety and embraces the guest experience. Quality Assessment Reliability o Ability to perform dependably and accurately. 7 | P a g e •
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Assurance o Knowledge and courtesy of employees and their ability to convey trust and confidence. Tangibles o Appearance of physical facilities equipment. Empathy o Perceived caring through individualized attention. Responsiveness o Willingness to help guests and to provide prompt service. Opportunities for excellence • Every interaction • Early interactions are often security related • A true culture of service requires buy in from all staff and contract personnel. B O B L A S K O W S K I Chicago Bears Professional development • Seminars and league meetings • NFL guest services Group Emails • Outside reading/ Webinars/ Sports Business Journal • “Bears way” all bears, Soldier Field Mgmt. (SMG) and employee groups • Direct Reports and game day staff development Inspiring yourself and staff • Genuine love of game day atmosphere • If you have fun, staff will too. The result is better service • Staff must feel part of team • Staff Recognition Creating and living core values • Hiring right people • “Big 3” – Reinforce each game • Establish high standards/ hold staff accountable • Must have a buy-­‐in at the top Solicit and utilize feedback • Make it easy for fans to send feedback • All employee groups must respond to fans • Targeted secret shoppers – all subs help design, share results • Online and onsite surveys – NFL and team Conducted • Game day staff surveys. • Recap season presentations • STH e-­‐newsletter with action items • Ask your peers o The stadium manager from the Buffalo Bills has started an email with all 32 teams. This allows stadium mangers to ask questions and within minutes they have 11 to 12 responses to help solve the problem. 8 | P a g e Y OUR N EW S TADIUM IS N OT SO N EW A NYMORE -­‐ H OW TO EXTEND ITS L IFE FOR Y EARS TO C OME M O D E R A T E D B Y : M I K E G R I N D L E , BASF P A N E L I S T S : J A C K K R E B S , O S B O R N E N G I N E E R I N G J A Y P A R K E R , D A K T R O N I C S R I C H F I O R I N O , P E E R L E S S AV C H R I S P R Z Y W A R A , THP L T D Monday, February 2, 2015 9:00 am – 9:45 am J A C K K R E B S Osborn Engineering Concept-­‐ Low Cost •
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Technology audit o Fan experience (Facebook, Twitter, etc.) o FCC mandate re packing § More bandwidth for mobile § Super highways for data o Wifi, DAS, Fiber optic o Way finding § Speed to seat, restrooms o Helping assess different components of the facility in order to make informed decisions Athletic field audit o Natural Grass vs artificial turf § Life cycle costs § Which is truly green § Climate o Prepare for replacement § Modern PAT typ natural grass § Wear and tear § Capital improvement § Budget for active preventative maintenance to extend field life o Fan Amenities § Lounge, clubs, bars § Video boards § Phone to seat ordering § Tailgating , event plaza § Seating/suite layout (number is decreasing) § Concessions, food services Team, Player amenities audit o Locker rooms o Strength and conditioning o Training rooms o Player lounges, technology o Team rooms, coaches suites o Equipment rooms Structure restoration audit o General testing § Material testing, sampling 9 | P a g e Concrete testing § Corrosion potential o Steel testing § Ultrasonic thickness survey o Traffic membrane evaluation Sustainability audit o Services § Demand side management § Supply side management § LEED consulting § Energy Star Portfolio Manager o Benefits § Reduced operating and maintenance cost o
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Deliverable is a concise report for use by owner and facility manager C H R I S P R Z Y W A R A THP, LTD Water Proofing R/M Needs or Upgrades • Concourse Floors/cleanness • Concourse expansion joints • Concourse subsurface drainage • Pedestrian ramps • Suites • Press box • Seating area • Vomitories Coordinate a seat project with a waterproofing project • Save money (seats come out, waterproofing begins which equals one project) Focusing on Concourses • More traffic is on concourse and that needs to be spruced up. • The biggest trend is the concourse area being upgraded with fan amenities, concessions etc. • Concourse get dirty and ugly which can be dark • Concourse can be bad area spaces • Corrosion issues • Waterproofing issues High end flooring system 10 | P a g e •
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Acrylic top coat Involving technology in flooring Dramatically changing and ever involving Technology is there to bring to forefront Joint Covers • Joint convers get ruined easily so need proper joints that are waterproofed in order to last longer • They don’t drain properly and can get clogged which caused more issues • Leakage issues • Cover plate joints (stronger to withstand forklifts and heavy machinery) • Compressor concealer joints J A Y P A R K E R Daktronics LED video technology has become “wow” factor in stadiums • Competing with in home audience due to high tech TVs in homes • In-­‐Game Experience Stadium upgrades are at an all-­‐time high LED Video boards • Size of displace • Which is my current structure • Resolution of display o HD resolution o 4K resolution • Other displace locations in stadium Examples • Jacksonville Jaguars o NFL is always about size of display o Recently installed largest display o Everbank Field o Built a video board with an entertainment district (people more involved in experience then game) • Carolina Panthers o Update made stadium more architectural pleasing o Fits right • Cleveland Browns o Reconfigured seating when installing video board o Moved video board lower and closer in stadium to create more experience with fans • Arizona Cardinals o Updating their video boards to do this o Secondary market for LED Video boards is extremely low • St. Louis Cardinals o Busch Stadium o Creating sports bar atmosphere • Minnesota Twins 11 | P a g e •
o Target Field o Put message boards outside stadium o Very architectural art pieces using LED technology o Using color washes Madison Square Garden o Put video board on ceiling o Great experience for people walking into MSG Video technology helps in recruiting Stadiums are competing hard for hosting the Super Bowl/ College Football playoffs Architectural Lighting elements •
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Channel settings Linear lightings San Francisco 49ers as example Utilizing technology to cover up speakers (stick product) Used on Wembley stadium as well Using lighting in naming rights on Stadium (ex. Gillette Stadium) R I C H F I O R I N O Peerless AV • Alternative to Replacing Screens • Life span of your displays • Budget considerations • Concourse, suites, and digital menu boards • What’s coming next? Is there alternative to replacing screens? • Repurposing is NOT recommended • Can lead to issues with quality consistency and more maintenance • When TVs are at end of their life the #1 thing to do is replace them! Lifespan of display • Varies depending on TV being used • Depends on daily usage, type of technology • Normal commercial display • Displays being used 24/7 may last 5-­‐7 years Budget consideration • Outdoor waterproof display • Design for safe operations in permanent outdoor environments • All cords rated for outdoor use • Eliminates the need for consistent maintenance and replacing displays Concourses suites and digital menu boards • More costly that static signage initially • Can promote guest interactivity • Enhances the viewing experience and wait times 12 | P a g e •
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Can be wrapped or painted to promote branding Payoffs can come in the form of professional impression Can be in the form of video walls and kiosks What is coming next? • Ultra high definition displays • Will be used in sports bars and entertainment venues • UHD is still in the very early stages in terms of content Q&A: Q: What is the average expansion time for joint systems? • A: 10 to 12 years • If installed properly they have been out there 15-­‐16 years in certain stadiums Q: What caused join systems to deteriorate the most? • A: Abuse related as concourses take a beating • Forklifts and tow motors Q: There’s a cost issue with digital menu boards... What is your experience with that? • A: If the display fails what is cost of labor? • What if something fails while an event is happening? • Important to invest in the best so these issues don’t happen • Enhance the guest experience Q: If a ballpark or stadium is outdated what do you look for? • A: Important to understand he clients concern, focus attention on the client Q: How do you upgrade a 90 year old stadium? • A: Have to worry about life safety first – need to be a safe facility • Then you can start prioritizing how much money the owner has to invest 13 | P a g e O PENING A N EW S TADIUM M O D E R A T E D B Y : R U S S S I M O N S , VSG P A N E L I S T S : L A N S O N N I C H O L S , HNTB D O N J O R D A N , SP+ G A M E D A Y B O B H A R T , H U N T C O N S T R U C T I O N G R O U P , AECOM Monday, February 2, 2015 9:00 am – 9:45 am Prepare for the unexpected • “you don't know until you don't know” • “you can never know too much” L A N S O N N I C H O L S HNTB Lower bowl: closeness to stadium Three levels of suites, all on one side Practice makes perfect Mock up everything beforehand o Takes some money, but can potentially save you much more in the long run • Scaled events o Open up parts of events slowly, increase pressure slowly • Traffic issues o Changed several times after first initial opening • Walk around often o Caution signs, be prepared, see things from a guest’s point of view • Signage o Make sure it communicates a clear message The Playmakers • Having multiple sessions so everyone know how everything works (trash people, security, fire department, EVERYONE) • Give stadium operations book/pamphlet to everyone STORAGE!!!! • Essential, but storage doesn’t make money… •
D O N J O R D A N SP+ Gameday Builds outside structure/signage programs to make sure traffic flow is good Examples 14 | P a g e Tulane o Rich houses • UNC Charlotte o 7 Entrances, middle of campus • World Market Center o Las Vegas, Came on after 1st show Thoughts • Set traffic plan-­‐ Cannot crisscross roads • Cab traffic, car traffic, bus traffic, VIP traffic • Get plan out several times before the first event • Goal is for 80% of people should ‘have a clue’ • Super Bowl -­‐ Takes out 13,000 parking spots, and then what do you do? •
B O B H A R T Hunt Construction Group, AECOM Adding retractable roofs • 3 year process on US open in NY • Currently talking to Miami Dolphins Why Renovate? • Extend useful life • Facility upgrades • Fan amenities • Technology • Remediation • Revenue Planning • Start with the end in mind How people get in, out, and circulate • Start up, shut down, testing • Soft openings are huge! **Final Notes** • Science vs Emotion -­‐ Science Always wins • Leaving money in your budget to see how your people use the building • Preplan -­‐ Create a culture collaborate • Over-­‐plan and react 15 | P a g e K EYNOTE A DDRESS : C OLLEGE F OOTBALL AND L IFE AS W E K NOW I T B I L L H A N C O C K , C O L L E G E F O O T B A L L P L A Y O F F Tuesday, February 3, 2015 8:45 am – 9:30 am Stadium Managers • Do your job well and people will forget who you are College Football Playoff Very similar to NCAA march madness Committee o Very GOOD people o Condoleezza Rice a tremendous member of the committee. She had criticism for not having had her “hands in the dirt” • CFP vs Super Bowl o Halftime: Super Bowl has a concert; It is very important to the CFP to keep the “college” atmosphere with the bands at half time. Fantastic halftime show this year. • Logo o CFP officials discussed with an artist what it should be and came up with the logo. Worked well. Life Lessons: •
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Lost his son to a devastating plane crash Hancock worked a Final Four game shortly after his son’s death at which Coach K proved to care more about Hancock’s well-­‐being than the start of the Final Four game. To cope with his grief, Hancock biked across the country, California to Georgia o Wrote a book after his feat: Riding with the Blue Moth o “We are not alone in this world” o Rode 8-­‐9 hours a day; 90 miles a day o An eclectic variety of songs would come into his head during his journey o Diet was Vienna sausages and Fritos o Woke up 4am and rode at 5am, his wife would drive the support vehicle and wait for him at the next city. o Visited stadiums while riding o Dogs were a significant obstacle in cycling cross country. § One day, multiple mean dogs began chasing after him at which point he knew he could not escape. Instead, he stopped, used his bike as a diversion between himself and the dogs, and then simply talked to them. He found this strategy to be applicable in life: Calmly speaking to angry individuals is the best method to diffuse the situation. o “Let Life Happen” o Conversation with his son & the fisherman § One day, Hancock was trekking up a particularly steep hill. He found rescue in a conversation with his late son. He began to smile and made it over the hill. Later, he was stopped by an aggressive-­‐looking fisherman who ordered him to get off his bike and walk over to the fisherman’s truck. The fisherman saw Hancock smiling back when he was riding up the hill and offered him a beer. § “Smile when riding up a hill” o Georgia peaches § Hancock craved a Georgia peach, so he stopped at a stand on the side of the road. The man at the stand was so happy simply selling peaches that it reminded Hancock to cherish every moment. 16 | P a g e C ONCERNS AND S TATE OF THE B USINESS M O D E R A T E D B Y : R I C K N A F E , T A M P A B A Y R A Y S P A N E L I S T S : J E F F R E Y M I L L E R , NFL J O H N S K I N N E R , MLB R A Y W H I T W O R T H , MLS M A R K L E W I S , NCAA B I L L H A N C O C K , C O L L E G E F O O T B A L L P L A Y O F F Tuesday, February 3, 2015 9:30 – 10:30 am J E F F R E Y M I L L E R NFL Oversees all facets of security of league including Super Bowl and International Series This year in the NFL • Year in NFL has been brutal. Since video of Ray Rice, it has been a challenging year. Lots of things that happened in the world 30 years ago, you never heard about because no one had phones with videos. Everything that happens that involves the NFL, is treated as a ‘death penalty defense’, everything involved in is blown up. NFL has an opportunity as a league to change the national discussion on several items, including domestic violence. Commissioner Goodell is pulling together people to learn everything they can about domestic violence, doing just as much, if not more, than any other organization in the nation on domestic violence. Journalism standards • Miller is disappointed in journalistic standards in nation, and world. Used to have a corroboration of sources, but have ‘driven off cliff’ when it comes to reporting. A lot is reported that is not accurate, which is a shame since people believe what they read online or in paper. Super Bowl security Went very well from an operations standpoint (one of top Super Bowls Jeffrey has worked (11 years in league). • Everyone worked well together; police, city, state, etc. • RDI Chips were in credentials for access from outside of perimeter into facility, had to slide credential to gain access to certain areas. For the field, had to check in and out. He could look on a computer and see who was on the field and what organization everyone belonged to. Before game, everyone was escorted off the field and then allowed back on only after having their credentials scanned with a hand held scanner. This was a new policy that allowed greater control on who had access to field. Only had 3-­‐4 people that were on field that shouldn’t have been allowed, that was a great improvement of past Super Bowls. New system was great. Would highly recommend RDI technology. Biggest challenge in NFL Security • Security guards working gates not being as thorough as needed and always having to get new personnel. • Need first line supervision correcting bad performances. 2015 priorities 1. Metal Detector Screening a. Hand Held Device Issues i. Insufficient training ii. Lack of supervision iii. Human error iv. Fatigue •
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Only San Francisco and Oakland have walk-­‐through metal detectors Atlanta and Minnesota’s new stadiums will have walk-­‐through scanners when complete, and three current stadiums retrofitting to get walk-­‐through scanners. d. Walk-­‐through scanners will show where on body metal is located. e. Very efficient and quick for fans. Police Presence at Gates a. Armed police required at all points of entry b. Officer placement and positioning specific c. Stress officer attentiveness d. Challenges – Police congregating together off to side and not proactively focusing on security. Requires constant vigilance to make sure officers are doing their job. Clear Bag Policy a. Lots of success and lots of messaging from a PR standpoint to get the message out to fans. b. Had to sell to ownership, who didn’t think it was the correct approach. Needed to do something and the Boston Marathon bombing was the tipping point to make switch to clear bag. c. Clear plastic, vinyl, or PVC d. No larger than 12x6x12 e. Only small purse (clutch) f. Encourage everyone to have express lanes for people without bags. Secondary Perimeter a. Concrete barricades and bike racks that are attended by security personnel. Only certain places fans can come inside the secondary perimeter. b. K9s are there monitoring, also have staff turning away people with illegal bags before they get to the stadium gates. c. Trying to mitigate and reduce risk that NFL is facing. J O H N S K I N N E R MLB 33-­‐year veteran of law enforcement, 12 years as chief of police John started by stressing how important sports and recreation are for people dealing with grief. The quality of work that stadium managers provide is important to the lives of people who attend, as they are a part of creating memories, which cannot be under estimated. Safety in Major League Baseball • If people don’t feel safe, they will not come. • Detroit o 1.8 million people in Detroit as a boy, only 800,000 today. o Most left because of the crime levels. Incredibly important that you protect your facility. • Boston Marathon o Raised the eyes among a lot of people. Needed to look at what MLB was doing to protect fans. Before the Boston bombing, MLB had only 4 pages for safety regulations; today, over 50 pages. Trying to protect fans without decreasing their experience. • Metal Detection o 80% have walk-­‐through metal detectors and MLB will scan 100% of all fans going to stadium starting in 2015. Change doesn’t happen overnight, so gave clubs a year to transition to 100% fan screening starting in 2014. o The Detroit Tigers tried 100% fan screening first and the process was a bit rough at first but fans got use to the process and it has become a lot smoother. 18 | P a g e •
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Over 90% of fans like that MLB is doing the screening because they feel safer. Not like an airport, no shoes off and no coins out of pocket, so not perceived as inconvenient. Transitions happen successfully if you communicate and are patient. If paying the police, you have an obligation to direct them and if they don’t cooperate, get someone else. They need direction or they will stand together and will not do what is needed. o Collaboration is important, especially for big events (All-­‐Star and World Series). Work with police and sheriff offices; local police department makes it happen. Technology o Really does work and mitigate potential problems and ultimately the people you train to work on the technology. Need to have a passion for the game. Collaborate with all the leagues to determine the best practices and to self-­‐
evaluate. The minute you stop trying to learn, you stop being good. Need to self-­‐evaluate, collaborate, and use technology to be more efficient and effective. R A Y W H I T W O R T H MLS 30 years of experience in law enforcement with the English Football Association MLS year in review • 2014 was a simple year for MLS, which is not considered in North America to be one of the big hitters, but it is a global game. • 2014 will be remembered as a milestone for MLS o Increased domestic attendance, ~5.5 million Looking into 2015 and 2016 • 2015 Re-­‐Brand • 20 clubs, with Orlando and NYCFC joining in 2015 • Atlanta, LA to join in the coming years • San Jose moving into a new soccer specific stadium • Orlando breaking ground and a new soccer specific stadium • Possible teams in Miami and one other us location will make the league 24 • Over 25 international events played in the US • New 8 year deal with MNT for North America (4-­‐6 games in 2014) • 2015 CONCACAF Gold Cup (13 venues across the US – many in MLS stadiums) • New long-­‐term TV rights deals • New long-­‐term international TV rights deals (soccer is a global game) • 2016 Centro American cup Incident Tracking • Based on 2014 regular season information and incident tracking (hooliganism) • Attendance: 5,231,252 • Arrests and Ejections 558 • Threshold Offenses: 185 – Anything that you could be arrested for anywhere else in the U.S. (assault, racisms, homophobia, etc) • Total Number in 2014 who would have qualified for FCED-­‐ 101 • .002% of TA • 18% of total incidents 19 | P a g e •
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Fans, especially fans that joined as club supporters when teams first started thought they could do what they wanted because they were part of the team from the beginning. They are learning that they must follow stadium protocols. Cascadia region (Seattle, Vancouver, and Portland) have the highest level of supporters and traveling support, which skewed the numbers showing they have the most incidents. Alcohol affects behavior and can be a problem with security. Ejections have to do with alcohol. There is a disconnect between the standard of security at the point of entry and the point of sale. How do you monitor how people are getting alcohol and are they fit to purchase any more alcohol? Tailgating does not help. Most alcohol is consumed before coming into the stadiums, so coming into the stadium “greased up”. Different supporter groups have more incidents; there can be multiple supporter groups in different stadiums. Only represent 8.22% of attendance. They represent a major part of the atmosphere, but not a huge revenue source, so they need to stick within the rules. They account for 28% of total incidents, which is not proportionate to their percent of attendance. Tracking issues: o Honesty – Don’t guild the lily, because you are hiding the problem o Point of view – security and guest services are different o Organizational pressure o Poor reporting systems o Lack of experience o Lack of understanding o Lack of awareness 7 changes for 2015 • Prohibited items • Exempted items • TIFO • Response guidelines • Searching • Smoke -­‐ fans can't buy it. Clubs have to buy and store it and have to discharge it properly and with support of fire department. • SLO & TSLO responsibilities (front office staff that travel around) st
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1 year was observation, 2 year changes, 3 year results. 2015 will be beginning of change. Need to get the police to engage in MLS. Match Fixing • Single most issue in soccer in the world. • FIFA and Interpol have put in millions of Euros because under attack from organized crime. They get kids early and try to get them to fix games. • 70% of market is underground in Asia. • 30% goes through the legal gambling. Could kill the game and could kill all sport eventually. The patrons will stop attending because they don’t believe what they are watching. • Recognize, Resist, Report for match fixing. Q&A W I T H T H E P A N E L Q: How was the decision made to go 12 years under current CFP format? A: Bill Hancock • With the BCS, we had to renew every 4 years and it lent a little bit of instability to what they were doing. The presidents were so committed to the playoffs and committed to 3 cycles of 4 years to get to 12. 20 | P a g e Q: Is the NFL moving towards mandatory walk through metal detectors? A: Jeffrey Miller •
NFL will get to that point, but it won’t be mandated right away. Take most populace gates to start working with walk through – cuts down on error rate and increases fan experience because it is faster. Return on investment. Q: Will the NFL consider subsidizing the individual clubs for installing walk through metal detectors? A: Jeffrey Miller • NFL always looks at the cost. Ultimately, anything the NFL spends is really spent by ownership. There are a number of clubs moving in this direction on their own. Engaged in getting safety certification, 3 stadiums are in good shape, so working on that. The Safety Act is an inefficient, expensive process and it is difficult and cumbersome. Trying to work with Secretary to make it smoother and a block program. Can work it out so when other want to get Safety Act. Q: Can you tell us more about the Annual Emergency training with FBI? A: Jeffrey Miller • Big win for NFL – Critical response group of FBI has agreed to provide tabletop exercises from all clubs. Paid for by FBI, consistent and thorough to work with FBI and establish consistency and track record to help pass the Safety Act. Want to help NFL but the rest of the sports industry as well. Q: Restrictions on smoke-­‐ is that a rule that came out of Europe or that something that we are creating new ground in the states? A: Ray Whitworth • Can’t press the reset button all the way back. Some clubs control the smoke, but some there is no control and fans bring it in. There are potential issues when people bring in their own. Put some regulations in place to make it as safe as possible. The fans shouldn’t be allowed to continue something that is so dangerous, even if it looks good on TV. Need to have a process to set it off in a controlled way, but the league wants smoke. The English Premiere League (EPL), you cannot have them. The former eastern block and Italy have it, so it’s creeping back into EPL. In Welsh, a man died when a rocket flare hit him in the head. In the long run, will lose sponsors if a bad situation happens with flares. Q: What is the no fly zone the FAA allowed for the Super Bowl? A: Jeffrey Miller •
FAA gave first concentric ring of 18,000 feet 10 miles out and another ring further out. Only gave 1 hour before game, but want 2 hours before. Lasted until midnight. Had 1 violation by a general aviation pilot. Pilot was intercepted and taken to another flight. 3,000 feet and 3 miles 1 hour before game and 1 hour past game for normal NFL games. Q: Anything with Drones (at the Super Bowl)? A: Jeffrey Miller • Working with DHS to drive government policy for drones. 12 Drone incidents in season, none made it into stadium. All cases were hobbyists. Only a matter of time before people weaponize them. Want the government to do something to help freeze them around stadiums. Q: Bill, central control described by NFL and MLB and MLS doing it as well. Concern in college round table, would the NCAA consider central control like professional sport? A: Bill Hancock 21 | P a g e •
Not heading that direction. The NCAA does some in the best practice area but the conferences do more. The conferences would have to have a concentrated effort to do it. NCAA has too many other issues to try and do it. Maybe a chance down the road, but not right now. Q: Military plain clothed guys outside stadium – Looking to move into having people outside of stadium for protection? A: Jeffrey Miller Some for Super Bowl. Recommend undercover police in visiting team apparel. Try to find problem makers and have them not enter the stadium to begin with. Super Bowl has a lot of counter intelligence stuff, but not during the regular season. Have to balance safety and being a free society. Only so much they can do for regular season. A: Ray Whitworth • MLS All-­‐Star game is a weeklong event. The venue becomes harder target, the other events become easier targets. Need to focus on the “softer” targets as well. Need to keep the police involved, but a limit to what you can do, because everyone has rights. A: John Skinner • Balance is important. Can start using “vapor dogs” that smell the air. Had 31 drones since the All Star game. Most are hobbyist, but they don’t realize the damage, like if one crashes. Establish a middle perimeter with officers and let people know that drones are not allowed. See Something, Say Something works. Need to be aware of drones. Q: How important is contractor screening and background screening on contractors? A: John Skinner • It is huge. Lower wage people that could have a checkered past. Need to figure out what a comprehensive test for staff. Need to do best check that is possible that is also affordable. Vendors say they can do background check for $5, but that is not possible. A: Jeffrey Miller • For Super Bowl, put everything through the FBI. When something comes back, that person cannot work. Some cities have a much higher rate of refusal, which is difficult for staffing. Q: How many credentials and how many back ground checks for Super Bowl? A: Jeffrey Miller • Total figure is 30,000-­‐40,000 for credentials (law enforcement, catering, inside/outside stadium, level of access increase then the level of screening increase). Media talent is not screened. Very extensive process, everyone screened, including people who are running cables, etc.… •
22 | P a g e E MERGING T HREATS TO S TADIUMS AND E FFECTIVE M ITIGATION S TRATEGIES J O N A T H A N R I C H E S O N , D E P A R T M E N T O F H O M E L A N D S E C U R I T Y Tuesday, February 3, 2015 10:45 am – 11:30 am Stadiums: Commercial facilities SSA Public Assembly -­‐ NATO, SMA, AVM, ESCA, ORI Drones • Example from Germany • Drones are also known as: o Remote control model aircraft o Unmanned aircraft systems • FAA has many guidelines on Drones • NOTAM 4/3621-­‐ notice to airman o Restricts 3 miles area and 3,000 feet up • Threats are there with payloads, surveillance on the area • UAS encounters during live events • What to do: o Communicate with the people who fly drones o Talk with local first responders. • What to do if drone is outside stadium: o Notify police o Try and find them o Try to land it safely • Drones inside the stadium: o Have a 70 foot shelter in place if it does crash, evacuate players and fans. • The future o Most people want to use them to put GoPros on them and become YouTube celebrities. o There is no database for these incidents. o Controller of the device is based on same frequency as cell phones. • MLB All Star Game example • Drones Q&A o Q: Who made 30,000 people the threshold? § A: Just an estimate, still figuring out the right number… o Q: What can the stadium mangers do? § A: Create your own policies Patron Screening • Push to have more patron screening • Sports venue credentialing guide and bag screening guide o Still writing the guides • Video on how to do the techniques of screening • Patron Flow Rate o There is a formula and backup could happen • Different zones through metal detectors • Use “U” formation with wands • Handhelds: male on male, women on women 23 | P a g e •
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Random checks are fine and need to be careful Lots of considerations like weatherproofing, tampering, different levels of consistency on security Safety Act • Implemented in 2002 • Related to Act of Terrorism • Different technologies • Protections available-­‐ Development phase, designated, certified • Safety Act.com website • Q&A o Q: Who determines an act is an “Act of Terrorism”? § A: Classified... Secretary of Defense 24 | P a g e T HE G REEN S PORTS A LLIANCE G REEN C LEANING P LAYBOOK M O D E R A T E D B Y : J O E A B E R N A T H Y , S T . L O U I S C A R D I N A L S S T E V E A S H K I N , T H E A S H K I N G R O U P Tuesday, February 3, 2015 11:30 am – 12:15 pm Initiatives -­‐ We bring it on Natural Resources • Energy efficient • Transportation • Waste Diversement • Water Conservation • Purchasing What we learn from sports -­‐ be ready when we are called Just like in a facility GC made easy • Difference from conventional office building • EASY FOR YOU TO DO THIS Understand your power as a purchaser •
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Hands on Pre-­‐ and post-­‐ test Fan Education and Engagement • What have you done? • Health and environmental impacts • Why they can't do it at home Sponsorship opportunities • Plastic liners • Paper dispensers • Hand dryers • Hand soaps • Cleaning chemicals 26 | P a g e 5 X 5 X 8 M O D E R A T E D B Y : J I M F O L K , C L E V E L A N D I N D I A N S P A N E L I S T S : B R A D M O H R , C L E V E L A N D B R O W N S M A T T K E N N Y , C H I C A G O C U B S M A T T H U N T E R , B U F F A L O B I L L S A N D Y M A J O R , B U F F A L O B I L L S Tuesday, February 3, 2015 12:30 pm – 1:30 pm B R A D M O H R Cleveland Browns Renovation Project •
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The stadium was built in 1999. Owned by browns but operated by city. Reduced capacity by 10,000 when east end zone was renovated. Added lots of concrete as well as an elevator and stairwell. New concessions and coaches’ booth were added. Added sponsor decks which are standing room only areas. A month before first game they started the trades 24/7 a day. Ran into many problems such as cutting it close not finishing. They finished the day before game and removed all equipment 2 hours before gates opened on game day. 42 suites are being overhauled with new ceilings and lights. Painting gates and making it look better. With all the old furniture they leased a warehouse across the street and stored the items. M A T T K E N N Y Chicago Cubs Service transformation • Recruiting is a huge phase. The phase is a 3-­‐step process. o Studying your employees and how they react is a huge step in developing a strong game day environment. o Follow up is a must. o Customer satisfactory is one of the most important things the cubs focus on. M A T T H U N T E R Buffalo Bills 2013-­‐2015 Stadium Renovations • Facility is own by county. It’s challenging to get the county to work with them. • Started first of season and progressed through year. • Had one of the trunk lines back up during a game so that was a major hurdle to overcome. • Have problems with funding and then ownership changed. • Renovated the training center. 27 | P a g e •
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Transformed a storage place and added garages and turned it into a sports bar. Put a 75 foot long bar which holds around 1000 people which is about 5000 square feet. Created a front door entrance upon entering the stadium grounds. Placed ADA ramps and gave more room for fans inside. A chain link fence was replaced and it made people feel welcome and help protect the security of the stadium. Added a new scoreboard in the west end zone. Mitsubishi constructed the scoreboard. In the east end zone, they added 2 scoreboards. Turned a room in the tunnel into a post-­‐game interview room. With renovation they tripled the size of coaches’ booth. Press box suites they added for their 2 biggest partners. Cleaned up and added better signage. Training facility is on same grounds of stadiums. Has cafeteria on site. Added 3000 square feet to the weight room. Installed 284 lights in practice facility. A N D Y M A J O R Buffalo Bills Storm Incident th
• The storm hit Monday night, November 17 • Expected 24 inches and received 40-­‐60 inches • Tuesday – Friday, offices were closed. So much snow they couldn’t plow. • He was stranded from Sunday until Saturday. • Buffalo rooftops were collapsing. People were falling into their homes due to roofs collapsing. • EOPS are a must have and being prepared is important. • Snow removal project. o Detroit welcomed the Bills and treated them well when the game was moved until Monday. o 13 people died from the storm. o During the cleanup process the marketing team added images on scoreboard to encourage the workers. While the clean-­‐up process was taking place the team won 2 straight games after snowstorm 28 | P a g e L EGAL U PDATE M O D E R A T E D B Y : M I K E M C C O R M I C K , M C C O R M I C K & A S S O C . P A N E L I S T S : S A M F E R N A N D E Z , L O S A N G E L E S D O D G E R S B I L L S Q U I R E S , R I G H T S T U F F C O N S U L T I N G Tuesday, February 3, 2015 12:30 pm – 1:30 pm B I L L S Q U I R E S Right Stuff Consulting 28 years of experience, Met Life Stadium Expert Witness in lawsuits for stadiums and teams. 1. Interview Process a. Need a process, not just a handshake agreement to start working. 2. Background Checks a. If required, need to do it for everyone. 3. Guard Cards a. Security card saying that someone completed 4-­‐8 hours of annual training and need to make sure everyone has done the training. Training • Training is the backbone of every organization. • All staff needs to be trained: full time, part time, event staff etc. • Training components o Venue familiarization o venue policies and procedures o Guest services o Alcohol management o Emergency procedures. • Need to document all training materials and scrutinize words that make items mandatory (shall have, must). • Give discretion. Participants should sign attendee sheet after training is complete. • Alcohol Management Training o TEAM training – know what the signs of impairment are and what to do when you see those signs. o All event staff should be trained o Publicize alcohol policies throughout the stadium o Enforce policies and procedures. Event Day • Scheduling/coverage – if you have 200 posts, schedule 220 for no-­‐shows • Pre-­‐event briefings (keep copies of each briefing) • Proper staffing in venue and parking lots if applicable (pre-­‐event, during the event, and post event) • Proper supervision – Have a good reason why someone was promoted • Work closely with law enforcement • Texting and phone hotline – publicize via website, direct mail, email, permanent signage, video boards, public address announcements etc. • Incident Reports o Complete as much of the incident report as possible 29 | P a g e • Chain of command • Utilize software like AwareManager Technology • CCTV cameras • Text messaging, etc. Discovery • Emails • Text message • Staff deployment sheets • Time sheets • Payroll records • Capital improvements, etc. Membership to professional organizations • Stadium Managers Association, etc. M I K E M C C O R M I C K McCormick & Assoc. Drones There will be a comment period in a month or two, and important for SMA and individual facilities to comment on FAA approaches to drones. Breaking Bad Law • Coomer v. KC Royals o Guy hit in the eye by a hot dog tossed by Royals mascot. o Jury found that assumption of risk did not apply because it was a risk inherent of attending a Royals game. o Royals initially found not guilty, but upon appeal, realized that hot dog toss is not inherent of the actual game itself. Texting • Bills fan signed up for text messages and received 3 more texts than he signed up for during a two week period. Laws are in place that if someone sends more text than marketed, they will have to pay up to $500/text over the marketed amount of texts. •
S A M F E R N A N D E Z Los Angeles Dodgers 32 years with the Dodgers Texting • When it comes to texting, you should only text consumers who have opted-­‐in to receive text or social media. Safety • You start dealing with fans in their house, from a legal approach. Have to get them from their couch, to the stadium, and back to their couch safely. Think about what they encounter throughout their experience (traffic, tailgating, delays, scalpers, ticket takers, metal detectors, etc.) 30 | P a g e • Have to balance privacy vs. private entities right to make the building safe. Code of Conduct Code of Conduct is something that can come back to haunt you. Words like shall (i.e. “If you use profanity, then you shall be expelled from stadium”), can be issues in cases if there was a single situation that didn’t follow that guideline. Technology • Technology always implemented before we know the ramifications of it. We are always living in the lag of technology. Q&A: Q: Who should be TEAM certified, just concessions since they are selling the alcohol? A: Sam Fernandez • Concessions sells the alcohol, but once an intoxicated patron is away from the concession stand, event management/ushers/building managers/security will come into contact with intoxicated patrons. Could be said to be negligent if all staff are not alcohol trained. Q: People jostling for prizes, who is negligent? A: Sam Fernandez • Hard to argue that causing a ‘stampede’ of fans going after give-­‐away items is an inherent part of the game. If someone gets hurt in ‘stampede’ then team/facility will likely be sued. • Need to identify risk, so if bring someone in to do fireworks, make sure they take on responsibility. •
31 | P a g e S TADIUM T ECHNOLOGY S TRATEGIC T ASK F ORCE M O D E R A T E D B Y : M I K E M C F A U L , BC P L A C E P A N E L I S T S : J O H N C L A R E Y , 5 B A R S I N S I D E R U S S E L L M U C K L O W , A W A R E M A N A G E R B O B J O R D A N , V A N W A G N E R S P O R T S A N D E N T E R T A I N M E N T Tuesday, February 3, 2015 12:30 pm – 1:30 pm Technology is changing guest services • Enhancing the guest experience • Experience ranges from excited to unhappy T’s of guest experience • Touch • Teams • Transparency • Technology Key factors driving change • Mobile computing o Incident tracking o Pre-­‐event preparation o Staffing o Work management o Maintenance o Inspections o Communications Right Resources in the Right Place at the Right Time Utilizing smart phone applications to your benefit • When person is injured, you go on the app • Click the incident • That will then notify the necessary person to tend to the situation • Guest experience will be greater 32 | P a g e S UPER B OWL 2015 R EVIEW P E T E R O’R E I L L Y , NFL Wednesday, February 4, 2015 9:00 am – 9:45 am Summary: • Very happy with things across the board, everything came together really well. Both the Pro Bowl and the Super Bowl were in the University of Phoenix stadium. Having the Pro Bowl gave the NFL a chance to do a full operational run through before the Super Bowl. The Super Bowl is a different beast than the Pro Bowl, but it still gave a chance to get a practice run in. Working with the Elements: • Rained throughout the week, and were worried that they would not be able to open up the roof of the stadium. Field crew did great job of preparing field after the Pro Bowl and several half time rehearsals. Personal Experience: • First Super Bowl in this position, and was pleased with how smooth it was from an operations standpoint. Biggest issue: • Less than a minute before player intros, video feed to video board went down. Crew at the stadium was able to get fixed within 30 seconds. Egress: • Egress projections were surpassed, so was able to get people into the stadium a lot quicker than anticipated. Up Next: • Time to get working on the draft and already planning on Super Bowl 50 in Levi Stadium in San Francisco. Q&A Q: Speak to any specialized Super Bowl training that the stadium crew and hosts went through? • A: Continue to build from the Indy game, working with the Disney Institute group. Everyone went through a large group training as well as small group training (security, concessions, etc.). Q: How was connectivity? How did it work? • A: It was strong. The Cardinals just upgraded their WiFi. All the spot checks the NFL did were very strong. There was a specific Super Bowl app that fans were able to download that showed replays and commercials. Overall it was good, slightly better than previous years. Q: Anything different you did this year from previous year in Phoenix (2008)? •
A: Had 300-­‐foot perimeter that was similar to 2008 Super Bowl. Biggest difference was creating the fan experience in downtown Phoenix. Lots of land around stadium, so it was easy to monitor perimeter. Q: Did you have any transportation issues? How did it work? What is the planning for next year? • A: There was some traffic on ingress into stadium. Encouraged fans to take buses, and majority of fans did. All staff came in via bus, parking at the Arizona Fair Grounds. After all the rain, several of the dirt lots were too muddy to use. Overall, it was very smooth getting people in and out of stadium. • For Santa Clara, want to use the rail system that the 49ers are using and continuing to improve. The hub of activity will be in San Francisco, so working on best plans to get people from San Francisco to stadium. Also looking at where to have teams practice and where to host media day since there is not enough 33 | P a g e space close to the stadium. Will be using Great America amusement park, which is right next to the stadium. Q: What are the other sites awarded after Santa Clara? • A: Houston for Super Bowl 51 • Minnesota for Super Bowl 52 • Will announce Super Bowls 53 and 54 together. Will announce finalists this May 2015 and will reward the Super Bowl 53 and 54 in May 2016 Q: What do the bid books look like? • A: Looking to make it an easier document and clarify what the NFL is looking at for host sites. Want to make it easier for cities and host sites to give the NFL the information they need. 34 | P a g e