Focusing on the fans: Arizona Athletics looks to enhance the gameday experience
Hundreds of drones lit up the sky during halftime of the Sept. 12 football game against Kansas State – an example of how Arizona Athletics is working to make the live experience unforgettable for fans.
Hundreds of drones lit up the sky above Arizona Stadium during halftime of the Sept. 12 football game against Kansas State, illustrating how Arizona Athletics approaches gameday: honoring tradition while embracing innovation.
Arizona Athletics is mixing new entertainment features, like drone shows, with longstanding traditions, like the Pride of Arizona marching band, to create unforgettable experiences for fans.
The drones formed the history of the school's logos – from the fan-favorite cactus logo to the current Block A – adding a futuristic twist to the "retro night" theme.
"We're investing in the experience," said Tony Daniel, senior associate athletic director for revenue generation and engagement. "We're in the memory-making business."
From themed nights and live entertainment to longstanding traditions like the Pride of Arizona marching band, Arizona Athletics staff are committed to bringing fans a new, exciting experience every time they attend an Arizona home game.
Enhancing the fan experience
The first step in a gameday experience is purchasing tickets, a part of the process that Melissa Ascher, assistant athletic director for ticket operations and customer service, wants to make as smooth as possible.
"We just want to make sure our fans feel seen and heard and answer any question," Ascher said. "I like my staff to always provide an answer, even if that answer is, 'Let me find out for you.'"
Once fans have their tickets and are inside the stadium, they'll find plenty of new features aimed at enhancing their experience, including more affordable food options.
The Arizona Athletics team says it is always looking for ways to compete with— and be better than — the experience a fan has watching from home.
"We made some reductions to concession prices for five items called our Bear Down Deals," Daniel said. "Hot dogs, popcorn and nachos are $4, and soda and bottled water are $3."
Carson Luttenegger, director of marketing and fan experience, said Athletics is always looking for ways to compete with— and be better than — the experience a fan has watching from home.
"We have to do things that are going to draw fans to choose to come to the stadium, find a place to park, and bring their kids out," he said.
Alex Sjobakken, assistant athletics director of marketing and fan engagement, said one way to achieve that is to create moments like the drone show that have fans wanting to jump off the couch and head to Arizona Stadium.
"It's about creating that FOMO, 'fear of missing out' moment," Sjobakken said. "Like, 'Oh, I wish I were there. I'd better be at the next one.'"
As part of the commitment to improving the gameday experience, Arizona Athletics recently announced a project to address deferred maintenance and infrastructure upgrades at Arizona Stadium and McKale Center, beginning with a feasibility study that collects feedback from fans, alumni and campus partners.
Campus community engagement
It takes months of planning with campus partners for Athletics to pull off these experiences. Campus Recreation, the Campus Store, Student Unions, Facility Services, Parking and Transportation, the University of Arizona Police Department and local Tucson vendors all play a role.
Theme nights like Hispanic Heritage, Native American Land Acknowledgement and Military Appreciation have long been gameday traditions, and this year, Pacific Islander Heritage night was added.
One of the most significant new offerings is the Bear Down Bash, a free pregame event hosted at Bear Down Field before home football games with live music, vendors, activities and more.
Fans can start their gameday experience early at the Bear Down Bash, a free pregame event hosted at Bear Down Field before home football games with live music, vendors, activities and more.
Megan O'Leary, assistant athletic director for donor services and special events, said the high-energy event has something for everyone.
"I think part of what the Bear Down Bash represents is really a meeting place where we can build energy, get people excited and take that into the stadium and be behind our football team," she said.
Athletics also recently relaunched Wildcat Fridays, a campus tradition that harnesses university spirit to connect fans across campus, Tucson and the world. This includes student-designed gameday T-shirts and 25% off U of A logo clothing and gifts at the Campus Store.
"It's just been a whole collaborative effort, and it's something that serves the whole campus too, which I think is awesome," Sjobakken said.
Community engagement events and gameday improvements won't be limited to football season. Plans for similar events for basketball, baseball, softball and more are on the horizon.
With new initiatives and ongoing traditions, Arizona Athletics aims to make game days in Tucson memorable beyond the action on the field or court.