One of the best things about the consulting world is the ability to listen and learn from people with varied points of view and interests from around the world. It gives you a different perspective, and especially since we cross paths with so many young people, it can on occasion give a little glimpse into the future of opportunities that lie ahead.
During this COVID-19 crisis, we have seen the advances in streaming and social interaction, the increased importance and focus on gaming and the advances of areas like STEM into education as areas around sports and business that were nice but not essential. Now those areas have taken on value that can be pushed forward for whenever our “new normal” comes back. A while ago we wrote about a new position, Director of Gaming, that teams would be having, and those spots are now starting to put up, much like fulltime positions in digital and social media have in the last few years. None of those “jobs” existed before.
Here’s another one that has suddenly arisen; one that did not exist only a few weeks ago, but one area that we have heard a great deal about from teams and leagues and even brands in recent weeks. Ironically Front Office Sports on Friday morning had some similar info in their newsletter, tied to a story in Variety…
It will be called something along the lines of Director of Fan Confidence; as that is going to be a key area of growth and will fall into a critical line with the idea of increased fan, and user experience for getting people to feel OK about coming back to stadia, arenas, even Little League games. The FOS info…
Oak View Group, which operates a 28-member arena and stadium alliance that includes Madison Square Garden and the Los Angeles Forum, is planning on launching a new division that will specialize in making sure venues are sanitized and in line with government health recommendations, according to Variety.
Before we open those doors, we have to create new standards that show people we actually took the extra steps to sanitize the building – the seats, concourse, restrooms, concession stands, and the clubs – and screen our employees when they come into work; we may also have to get people in and out of our buildings in a way that’s different from what we used to do,” Oak View Group CEO Tim Leiweke told Variety.
Leiweke said that he could not yet comment on how social distancing might be integrated into venues, whether that is through things like touchless technology, more germ-resistant materials, or even thermal screening.
While he did not speculate on when fans might be open to heading back to stadiums and arenas, Leiweke said that the return would have to be gradual.
“The virus will determine the timeline, not us,” he told Variety. “But we will gain the consumers’ confidence and grow that 56% that will attend concerts to 80 or 90% if we can create a system and implement that system that they have confidence and trust in. That’s the great challenge, and it’s going to take some time, but I can tell you we’re on it.”
This concept comes along with several polls, particularly one by Nielsen and one by Seton Hall, which talked about worries of fans returning to stadia, even before a vaccine for Coronavirus is established. The Seton Hall one, which used a very small sample and was done several weeks ago, was the most inflammatory and got the most headlines, and a larger poll done by Darren Rovell on Thursday night seemed to provide more balance, but regardless, the consumer confidence in the user experience is going to be very, very important.
So back to the new jobs. What will these people be doing? Coordination of potential crisis will be one; checking with public health officials and sharing best practices will be another; making sure every arena and team they oversee looks, feels and SMELLS as clean as possible is another; working with media teams to be able to make sure proper messaging is conveyed to the public is another; making sure products for self-cleaning…wipes, sanitizer, even soap and water…are available will be yet another area. This position will be ESSENTIAL to be public facing once people start thinking to returning to stadia. It will not be a check the box low level job; it will be listed and tasked with senior eyes; because if this fails, the whole industry goes up in smoke. It will also be essential for the insurance industry as businesses reexamine liability at least for the near future.
For job seekers who will this be? It can be someone that has a background in public health and/or fan experience; someone with a science background, people from the pharmaceutical business and those in school now looking to find a way into a crowded business of sport. He or she can’t fake it until they make it; they need to understand the warning signs and be able to make sure that at the chance of an issue, a panic is avoided and issues are dealt with quickly. Maybe he or she can also come from the security area; it is pretty much an open canvas right now and one which will be invaluable to teams and league going forward.
And for those in sales on the team side looking for new categories that will open? While areas like gambling were going to be the windfall, health and safety will suddenly thrust forward. Some arenas and stadia have had hand sanitizer stations or sun block areas for several years; now those categories and those areas will become even more vital and a source of revenue for brands looking to engage with fans in buildings. Other areas of pharma and public health will also become bigger categories to partner with, as teams and leagues look to assure a very wary public, and one which has suddenly had its eyes opened that it can enjoy the user experience of sport even more so from a distance, that it is OK to come back, and enjoy and share the live experience again.
But first, show us that it is both safe and clean. We are watching and will need to be convinced, and that wont be easy. The days of quaint, smelly bathrooms were coming to an end; now that day is today.
