The Sydney Cricket & Sports Ground Trust comprises two of the city’s iconic stadiums, the Sydney Cricket Ground (SCG) and Allianz stadium. The state-of-the-art facility has recently been recognized by the Stadium Business Awards in the categories of Fan Experience and Venue Technology. Charlie Drayton has been driving the online engagement initiatives and spoke to us about their journey.

Can you tell me a bit about Sydney Cricket & Sports Ground Trust and the unique challenges it faces?

We host almost 100 events every year, from sold out concerts and grand finals to smaller corporate and media functions. Last year we had more than 1.8 million fans come through the turnstiles at the SCG and Allianz Stadium and they’re all here for different reasons. It’s important that we find ways to listen to the views and experiences of our fans. Local Measure has allowed us to that – it’s another way for us to respond to feedback.

Why is visitor engagement and user generated content important to the Trust?

We want people to have a memorable experience when they come to our venues. The best way to share that is through the eyes of the punter – their memories and photos are unique and provide us with an insight into what watching live sport is all about. We have the ability to repost photos on our IPTV screens and super screens when fans are at the game as well.

What led you to implementing Local Measure?

We felt that we weren’t doing everything we could on social media in regard to the fan experience and by placing a geo-fence around the precinct, we can respond to patrons in real time. Local Measure has allowed us to find new ways to greet patrons and make them feel welcome, as well as answering patron queries or concerns during events.

“We want people to have a memorable experience when they come to our venues. The best way to share that is through the eyes of the punter – their memories and photos are unique and provide us with an insight into what watching live sport is all about.’’

How has Local Measure helped you deliver a better visitor/fan experience?

As soon as we started using Local Measure we noticed opportunities to engage with fans from the moment they walk into the venue. A key part of this has been our ability to create funnels that capture people who visit the SCG or Allianz Stadium for the first time. We’re then able to bring them a gift or piece of merchandise to officially welcome them.

What are some of the most exciting or surprising results you’ve seen since using Local Measure?

The most exciting thing is being able to capture everything that makes it online, regardless of whether the fan has used the right hashtag or mentioned us in a comment. Local Measure has provided us with a wide range of conversations and images that we wouldn’t otherwise be able to track. We’re also able to share these posts on the social wall on our website.

Are there any particular visitor/fan engagement stories that stick out in your mind?

We are notified when influencers, sports stars and celebrities post photos at our venues, which allows us to welcome them on social media and share what they have to say. It’s a great way to be able to engage with a much wider group of followers. Local Measure allows us to capture a collection of photos in one spot, which is very useful for promoting future events and sharing the memories of those gone by.

What are your goals, where do you want to go to next when it comes to fan engagement?

At the SCG and Allianz Stadium, we want people to be engaged from the moment they leave their door. Capturing the fan journey from the bus ride in [to the stadium], to the final whistle is the future of the stadium experience and we want to bring that to life using Local Measure. We’re also looking to improve response times and increase our engagement numbers.