A few weeks ago we wrote about the growing role of Director of Fan Confidence for professional sports teams, the person who is overseeing not just how clean a facility is, but how comfortable fans believe they are when returning to a venue.
While teams keep pushing for faster lines, cleaner and safer bathrooms, contactless ticketing, easy to deliver food to go with mask requirements and social distancing, a growing number of teams are introducing Vaccinated sections to make those in stadium even more secure about attending, and as an incentive, albeit a subtle one, for getting the vaccine and saving time going to an event.
The Miami Heat were the first team to try the Vaccine section, and no less than three California MLB teams have gone the route, the latest being the Dodgers, who joined the Padres and Giants with Vaccination sections this coming weekend. While some may scoff at the idea, it’s not the first time teams have listened and set up areas where fans can feel safe and comfortable. Reaching way back, we used to have smoking and nonsmoking sections in some venues, and teams have implemented allergen free sections, Gluten free sections and have arranged for areas where kids with sensory disabilities can spend time to get away from the noise and still enjoy an event.
Why is this any different, especially in a time when capacity is still reduced and the population is still not that comfortable in going to games an masse? It’s not. It’s smart. It’s good messaging and it again reinforces that teams are putting consumer comfortability over everything else. If you don’t want to get a vaccine, that’s your choice. But for those who have made the choice, why not given them a chance to be just that much more comfortable. We aren’t seeing teams boast about the section or reward those who have chosen to take the option for vaccination. We are seeing good listening and response to remove a distraction and an objection to returning to the venue, and that makes great sense for all.
Now maybe teams will go a little further and find a brand to endorse the section down the road, or incent people to get vaccinated with a special promotion. But for now, if it makes fans feel comfortable and you have the room, indoor or outdoor venue, keep the vaccination sections going. Its safe, its clean and it sends a positive message to those who are helping get the country back on its financial feet. The venue workers need the business, and the consumers want the peace of mind.
