Survey Shows U-M Fans Passionate About Game Day
8/3/2001 12:00:00 AM | Football
"Just how much Michigan football means to our fans was reflected in the 64 percent response rate for the survey," declared U-M Athletic Director Bill Martin. "That alone shows how important football Saturdays in Michigan Stadium are to our fans." Generally, consumer surveys achieve from 8 to 26 percent depending on the target audience.
The survey, conducted by Coldwater Corporation, sought opinions from a random sample of 3,003 out of 23,386 season ticket holders. It was designed to provide a demographic profile and determine general attitudes of season ticket holders toward their game day experiences, to show how important selected aspects of their experiences are and to measure their level of satisfaction with those aspects.
The fan profile, for example, shows that:
- 54 percent are alumni
- 24 percent have held their season tickets for 30 years or more
- 48 percent have earned a post-graduate degree
- 11 percent travel more than 200 miles one-way to attend games
Fans ranked particular aspects of the game day experience in terms of importance and satisfaction. Seat location, the U-M band, crowd conduct, security, ushers, video scoreboards, handicap access and tailgate parties were all among the highest. The most important aspects fans were least satisfied with include the availability and cleanliness of restrooms, cost of parking and the quality, variety and cost of concession food.
"We are taking all of the survey results very seriously and will make improvements accordingly as we are able," Martin said. "The first thing we'll do in time for the upcoming season is to begin refurbishing the men's and women's restrooms on the east and west sides of the Stadium. That will include special cleaning, painting, replacing fixtures and increased lighting. Also, we'll consider the addition of portable lavatories if the need is there."
Martin said the survey findings are a critical element in the Athletic Department's long-term strategic programming process now under way to improve athletic facilities.
More information on the fan survey is available on-line at mgoblue.com/ticket/survey.
Contact: David Ablauf, Bruce Madej (734) 763-4423
