Atlanta Hawks Employee Arena Experience
An Ethnographic Study Aimed at Understanding Employee Arena Experience
About the Project
The Atlanta Hawks/Arena Experience team recognizes the pivotal role of part-time and game-time employees in shaping the customer experience during Hawks games. Understanding the mindset, motivations, and job satisfaction of these employees is crucial for enhancing guest interactions. The project aims to ensure that the voices of part-time employees in the food and beverage sector within the arena are acknowledged, fostering a culture of continuous improvement.
1
Contextualize
2
Immerse
Methodology
3
Empathize
4
Analogous Study
5
Synthesis
6
Possible Solution
Contexualize
Food & Beverage Destinations
Prior to initiating field observations, we conducted preliminary research to comprehend the diverse array of food and beverage establishments within the arena. This preparatory phase informed our strategic approach, enabling us to identify specific areas for observation and gather pertinent information effectively.
The primary insight gleaned from this research underscores the dual nature of the food and beverage offerings within the arena, characterized by both public and private sectors. Public sectors encompass the 100/200 levels, while private sectors, typically reserved for high-paying guests, are strategically situated across various levels.
State Farm Arena Tops NBA Fan List For Food, Beverage Satisfaction
Sports Business Journal 2019
Immersion
Public Sector Observations
Crowded
Sophisticated
Long Lines
Private Sector Observations
Personalized Food Options
Several Different Guest Options
Quieter, Less Busy
Empathize
Sequence Model
By amalgamating preliminary research findings with field study observations, we successfully constructed a comprehensive timeline depicting the typical shift dynamics of the food and beverage team.
A noteworthy observation emanates from the considerable time gap between the setup phase and the actual arrival of guests in the stadium.
Matrix of Needs
Conducting a thorough exploration of the distinctions between the private and public sectors, we systematically examined shared and distinct motivations underlying the behaviors of each.
Powers of 10
Using a "powers of 10" approach, we examined food and beverage employees at State Farm Arena from individual interactions to team dynamics and organizational culture. This comprehensive analysis yielded actionable insights for improving the overall work experience.
Context-to-Qualifier Needs
We systematically assessed the comprehensive requirements of employees in both the private and public sectors of the arena, enhancing our understanding of their respective motivations and needs.
Analogous Study
State Farm Arena adheres to foundational principles that direct its workforce in providing outstanding customer service. In a comparative analysis with Chick-fil-A, renowned for its exemplary customer service and organizational principles, we sought to assess the effectiveness of State Farm's "SMILE" motto.
Core 4
Create Eye Contact
Share a Smile
Speak Enthusiastically
Maker Personal Connections
Evaluation
Implemented
Noticed by customers
No need to be catchy because more concerned on being implemented then to show off catchphrase
S.M.I.L.E
Southern Hospitality
Make a Moment
Individuals Matter
Listen and Learn
Empowerment
Evaluation
Goes unnoticed
Said but not represented
Very corporate
Superficial
It is there to mimic community
Synthesis
Derived from comprehensive field observations, interviews, and secondary research, we identified three key insights spotlighting significant pain points within the food and beverage employee experience. Subsequently, we formulated imperatives to proactively address and rectify these identified challenges.
Exaggerated prep time results in insufficient use of work hours.
Excessive Down Time
Crowded Work Space
Lack of Trust
Maximize the value of workers' time.
The private sector is more driven that the public sector.
Tips
Less People to Service
Implicit Hierarchy
Erasing the fine line between private and public sector.
Environment doesn't match S.M.I.L.E initiative.
Worker Locker Room
The Uniform
Imposed Happiness
