Australians missing live events and eager to return to stadiums

Australians’ appetite for live sport and music remains undented with more than half (53%) planning to return to stadiums immediately and 25 per cent within the first four months after stadiums reopen.

A new Oracle Food and Beverage survey shows sports and music fans are ready to get back in the stands if venues enact safety precautions and rethink concessions.

Sixty-two percent of respondents said social distancing measures should remain in place with stadiums operating at a reduced capacity. Many also want operators to rethink the game day experience, such as offering in-seat food delivery to reduce crowded lines and are willing to pay more for that option.

“From season ticket holders to casual fans, consumers are looking forward to the return of in-person events, but like so many industries, sports and entertainment won’t return to the status quo for some time, if ever,” said Simon de Montfort Walker, senior vice president and general manager at Oracle Food and Beverage.

“Operators have worked hard during the shutdown to create better, safer experiences that customers not only want but have come to expect. Technology will play a key role in the evolution of the 360-degree fan experience.”

The survey showed 76 per cent missed attending live events, with 23 per cent of males and 20 per cent of females noted they were “devastated” about missing live sports.

More than half (53%) of respondents missed the buzz or atmosphere of the live event, while 18 per cent missed the sense of community with other fans.

However, 26 per cent of event goers said they have no plans to return in 2021; this holds particularly true for Baby Boomers, with almost half of them (48%) planning to stay away this year.

Access the complete Back in the Arena: Consumer trends in AU, UK and US report here.