Key Success Factors for Fan Zones in International Ice Hockey Events - Preview of the IIHF World Championships 2022
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Key Success Factors for Fan Zones in International Ice Hockey Events Preview of the IIHF World Championships 2022 Juuso Holtari Bachelor’s thesis November 2021 Business, Administration and Law Degree Programme in Business Management
Description Holtari, Juuso Key Success Factors for Fan Zones in International Ice Hockey Events: Preview of the IIHF World Championships 2022 Jyväskylä: JAMK University of Applied Sciences, November 2021, 67 pages. Business, Administration and Law. Degree Programme in Business Management. Bachelor’s thesis. Permission for web publication: Yes Language of publication: English Abstract Increased visibility and internationalization of sporting events has escalated the demand of providing alternative ways for sport consumers to be involved in unforgettable customer experiences, in the form of fan zones. Since the mid-2000s, temporary public viewing areas known as fan zones have become a central part of major sporting events and commenced to be a concept of increasing research attention in mega- events such as the 2008 UEFA European Football Championships. However, transpired research problem was that the context of fan zones in ice-hockey events has previously been an unstudied field in sport event research. Therefore, a research on the key success factors for fan zones in international ice hockey events was commissioned by the Finnish Ice Hockey Association, with focus on upcoming IIHF World Championships in host cities Tampere and Helsinki. Objective for the study was to examine pre-event perceptions of potential World Championship fan zone visitors to maximize the visitor attractiveness of public viewing areas in international ice hockey event context, while also setting the precedence and act as future reference on ideal content that a successful ice hockey fan zone should consist of by answering to the research question “What are the perceived key success factors for potential fan zone visitors in 2022 IIHF World Championships and international ice hockey events?”. Data collection for the quantitative research included a sample of potential fan zone visitors that were gathered from the mailing list (population) of Finnish Ice Hockey Association by utilizing simple random sampling. Subsequently, a standardized survey to 270 respondents and additional cross- tabulations on key background variables were conducted to establish comprehensive view on areas affecting the success factors of individuals experiencing sport-events through fan zones. Results indicated that atmosphere was considered as the most important success factor for fan zones in international ice hockey events. Other notable success factors identified were services, accessibility, security, and sustainability, whereas social capital and legacy and volunteers were recognized as less important success factors from the viewpoint of potential fan zone visitors. Interdependencies between background variables such as age, gender, place of domicile, and previous fan zone experience to key success factors were identified on several atmospheric, accessible, sustainable, and service-related features. Acknowledging the perceived order of importance regarding fan zone success factors and specific attributes that potential spectators embody from the results enables the event-organization to establish an all-encompassing fan zone experience for the World Championships. Keywords/tags (subjects) Sport event, fan zone, public viewing, ice hockey, customer experience Miscellaneous (Confidential information)
Kuvailulehti Holtari, Juuso Fan zone -alueiden menestystekijät kansainvälisissä jääkiekkotapahtumissa: Jääkiekon MM-kisat 2022 Jyväskylä: Jyväskylän ammattikorkeakoulu. Marraskuu 2021, 67 sivua. Kauppa-, hallinto- ja oikeustieteiden ala. Liiketalouden tutkinto-ohjelma. Opinnäytetyö AMK. Julkaisun kieli: englanti Verkkojulkaisulupa myönnetty: kyllä Tiivistelmä Urheilutapahtumien lisääntynyt näkyvyys ja kansainvälistyminen ovat luoneet kuluttajien tarpeen vaihtoehtoisille asiakaskokemuksille, joita tarjotaan muun muassa otteluiden julkisten katselupaikkojen eli fan zone -alueiden muodossa. Fan zone -alueet ovat vapaapääsyisiä ja julkisia otteluiden katselupaikkoja, joista on tullut keskeinen osa suuria urheilutapahtumia 2000-luvun ensikymmenellä. Fan zone -alueita on aikaisemmin tutkittu erityisesti suurissa jalkapallotapahtumissa, kuten vuoden 2008 jalkapallon EM- kisoissa. Tutkimusongelmaksi on muodostunut aiempien tutkimusten vähäisyys jääkiekkotapahtumien fan zone -alueisiin liittyen, jotka ovat kuitenkin olennainen osa kansainvälisiä jääkiekkotapahtumia. Tämän vuoksi Suomen Jääkiekkoliitto ry on toimeksiantanut ennakkotutkimuksen fan zone -alueiden menestystekijöistä kansainvälisissä jääkiekkotapahtumissa, keskittyen tuleviin jääkiekon MM-kotikisoihin. Tutkimuksen tavoitteena oli tutkia potentiaalisten fan zone -kävijöiden ennakkonäkemyksiä menestystekijöistä alueiden houkuttelevuuden maksimoimiseksi ja toimiakseen akateemisena mallina menestystekijöille jääkiekkotapahtumien kontekstissa, vastaten tutkimuskysymykseen ”Mitkä ovat fan zone -alueiden menestystekijät MM-kisoissa ja kansainvälisissä jääkiekkotapahtumissa potentiaalisten fan zone - vierailijoiden näkemysten mukaan?”. Kvantitatiivista tutkimusta varten kerättiin yksinkertaisella satunnaisotannalla otos potentiaalisista fan zone -vierailijoista Suomen Jääkiekkoliiton postituslistalta, joka toimi tutkimuksessa perusjoukkona. Tutkimus toteutettiin hyödyntämällä standardisoitua kyselylomaketta, joka mahdollisti 270 vastaajan näkemysten ja keskeisten taustamuuttujien vaikutuksen analysoinnin ristiintaulukoinneilla. Tutkimustulokset osoittivat, että tunnelmaa ja ilmapiiriä pidettiin merkittävimpänä fan zone -alueiden menestystekijänä kansainvälisissä jääkiekkotapahtumissa. Tunnelman ja ilmapiirin lisäksi tärkeitä fan zone - alueiden menestystekijöitä olivat palvelut, saavutettavuus ja esteettömyys, turvallisuus, sekä ympäristöystävällisyys ja kestävä kehitys. Vastakkaisesti sosiaalista pääomaa ja perintöä sekä vapaaehtoisia pidettiin vähemmän merkittävinä fan zone -alueiden menestystekijöinä potentiaalisten kävijöiden näkökulmasta. Taustamuuttujien kuten iän, sukupuolen, asuinpaikan, sekä aiemman fan zone- kokemuksen tunnistettiin vaikuttavan vastaajien henkilökohtaisiin menestystekijöihin erilaisten tunnelmaan ja ilmapiiriin, saavutettavuuteen ja esteettömyyteen, ympäristöystävällisyyteen ja kestävään kehitykseen, sekä palveluihin liittyvien tekijöiden osalta. Tutkimuksen avulla selvitetyt fan zone -alueiden menestystekijät ja eri vierailijaryhmiin vaikuttavat ominaisuudet mahdollistavat tapahtumaorganisaatiolle kokonaisvaltaisten fan zone -kokemusten luomisen vuoden 2022 MM-kisavierailijoille. Avainsanat (asiasanat) Urheilutapahtuma, fan zone, jääkiekko, asiakaskokemus Muut tiedot (salassa pidettävät liitteet)
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Contents
1 Introduction ..................................................................................................................3
2 Ice Hockey .....................................................................................................................5
2.1 Finnish Ice Hockey Association ......................................................................................... 6
2.2 IIHF World Championships 2022 ...................................................................................... 7
3 Customer Experience in Sport Events .............................................................................8
4 Fan Zones .................................................................................................................... 11
4.1 Key Success Factors for Fan Zones ................................................................................. 12
4.2 Atmosphere .................................................................................................................... 13
4.3 Accessibility .................................................................................................................... 15
4.4 Sustainability .................................................................................................................. 17
4.5 Security ........................................................................................................................... 19
4.6 Volunteers ...................................................................................................................... 21
4.7 Services ........................................................................................................................... 23
4.8 Social Capital and Legacy ................................................................................................ 24
4.9 Importance of Fan Zones in IIHF World Championships 2022 ....................................... 27
5 Research Methodology ................................................................................................ 28
5.1 Research Methods .......................................................................................................... 31
5.2 Analysis ........................................................................................................................... 33
5.3 Reliability and Validity .................................................................................................... 34
5.4 Research Implementation .............................................................................................. 36
6 Results......................................................................................................................... 38
7 Conclusion ................................................................................................................... 45
8 Discussion.................................................................................................................... 47
References .......................................................................................................................... 50
Appendices ......................................................................................................................... 57
Appendix 1. Fan Zone Questionnaire ...................................................................................... 57
Appendix 2. Appearance of the Questionnaire ....................................................................... 66
Appendix 3. Survey Cover Letter ............................................................................................. 67
Figures
Figure 1. Customer Experience in Spectator Sports ................................................................... 10
Figure 2. Multiple Indicator-Multiple Cause Model for Sport Stadium Atmosphere ................. 142 Figure 3. Overall Legacy Framework for Major Sport Events ..................................................... 25 Figure 4. Stages of Quantitative Research ................................................................................. 36 Figure 5. Survey Respondents' Place of Domicile....................................................................... 39 Figure 6. Key Success Factors for World Championship Fan Zones ........................................... 41 Figure 7. Unimportance of Food Services if in Vicinity of the Area ............................................ 44 Tables Table 1. Age of Survey Respondents .......................................................................................... 39 Table 2. Interest Towards Fan Zone Locations ........................................................................... 40 Table 3. Importance of In-game Events to Atmosphere ............................................................ 42 Table 4. Importance of Spectator Participation to Atmosphere ................................................ 42 Table 5. Unimportance for Sponsors to Follow Sustainability Values ........................................ 43 Table 6. Impact of Fan Zone Experience on Required Parking Space......................................... 44
3 1 Introduction The modern form of ice hockey has been played since the 1800s. Subsequently, the sport has developed into being the most popular, followed, and professionalized sport in Finland. This has generated the need to offer unique and exciting sport spectator experiences for ice hockey fans at both domestic and international level. Customer experiences in sport spectator context is considered as a hedonic type of consumption that includes a high level of emotional involvement and specific meaning that effects the spectators’ perception of an event. The increased visibility and internationalization of sporting events has escalated the demand of providing alternative ways for sport consumers to be involved in unforgettable customer experiences, for example in the form of fan zones. Since the mid-2000s, temporary public viewing areas known as fan zones have become a central part of major sporting events and commenced to be a concept of increasing research attention. Thereby, areas that have been recognized as the foundation for fan zones include success factors such as atmosphere, accessibility, sustainability, security, volunteers, services, and social capital and legacy, that enable a platform for the event organizers to create all-encompassing experiences to fan zone visitors. The research subject of this thesis is commissioned by the Finnish Ice Hockey Association, and it concentrates on the key success factors for fan zones in international ice hockey events with focus on the upcoming 2022 IIHF World Championships in host cities Tampere and Helsinki. Public viewings have previously been studied in other international sporting events, such as the 2008 UEFA European Football Championships. The framework of this thesis focuses on sport event experiences through the perspective of fan zones, which is approached by adapting the results from Schnitzer and Stickdorn’s (2012) research on key success factors for UEFA EURO 2008 fan zones in Austria that identified areas such as comfort (toilets, seating, accessibility of food and beverages), pre-match entertainment, atmosphere, and feeling safe to be important contributors for the success of fan zone areas among spectators. However, the transpired research problem is that the valuable information on fan zone success factors in international ice hockey event context has not previously been studied.
4 Schnitzer and Stickdorn (2012, 33) affirms the need for further research from comparable events to identify the impact of differing venues and respective cultures as well as the alteration of success factors over time. On the verge of 2022 IIHF World Championships this relevant subject is crucial to get acquainted with through the research of this thesis, and from the viewpoint of developing the events of Finnish Ice Hockey Association, World Championships, and the entire business management field of international ice hockey events. Therefore, this thesis provides valuable knowledge for ice hockey event management field and fulfills the necessity for fan zone success factor literature in ice hockey context. Additionally, the results of this research are presenting crucial information to the event organization for establishing attractive and all-encompassing fan zone areas for the 2022 IIHF World Championships by enabling the organizers a platform to utilize information in planning stages of fan zone services, entertainment, sustainable solutions, and their relations and experiences provided to the co-operative partners of World Championships. The goal of this pre- event study is to examine the perceptions of potential 2022 IIHF WC fan zone visitors to maximize the visitor attractiveness of fan zones in international ice hockey event context, while also setting a precedence for future event management professionals on the ideal content that a successful ice hockey fan zone should consist of by answering to the research question of “What are the perceived key success factors for potential fan zone visitors in 2022 IIHF World Championships and international ice hockey events?”. The research material to this study was collected by conducting a standardized quantitative survey to potential fan zone visitors through the mailing list (population) of Finnish Ice Hockey Association, which consisted of ice hockey fans that had given consent to receive marketing communications regarding the World Championships. The research implementation included a sample of survey participants that were gathered from the population by utilizing simple random sampling. Existing public viewing and sport event literature from the theoretical framework were utilized in conducting this research and thus, creating a holistic overview of perceived key success factors for fan zones. Additionally, a qualitative semi-structured interview of an ice hockey event management professional was conducted. The information gathered from the interview on the key success factors for fan zones in 2022 IIHF WC was utilized in this thesis as a pre-material to
5 familiarize with the previously unexamined topic of public viewings in ice hockey event environment. This thesis observes the subject of fan zone success factors in 2022 IIHF World Championships through the lens of different areas and factors that have influence on the conducted research and further knowledge on the topic. Therefore, the structure of this thesis progresses from ice hockey and its representatives in chapter 2, sport event customer experience in chapter 3, fan zones and its success factors of atmosphere, accessibility, sustainability, security, volunteers, services, and social capital and legacy in chapter 4, research implementation in chapter 5, results gathered from the quantitative research in chapter 6, and conclusions and discussion derived from the results in chapters 7 and 8, to create an profound overview of the research topic to the reader, commissioning party, and every other person interested or involved in building fan zones in the context of international ice hockey events. 2 Ice Hockey According to Jozsa (2009, 150), historians have provided different theories for the emergence and early beginning of ice hockey as a popular activity, competitive game, and sport event. Jozsa (2009) affirms, that the modern era of ice hockey began during the late 1800s in Canada, when students at McGill University in Montreal played ice hockey games indoors together with other persons from the area. These matches resulted in the establishment of rules for the sport that influenced several aspects of ice hockey and had a long-lasting impact on the game throughout the 20th century. (153.) Ice hockey in Finland is considered to have started in 1899 at a skating rink in Helsinki. The game was a mixture of ice hockey and bandy, which failed to become popular until it was modified and then appeared as a sport in the 1920 Winter Olympic Games. This increased the attention towards ice hockey in Finland and contributed to the foundation of Finnish Ice Hockey Association in 1929. Thereafter, the Finnish national Men’s team began to play abroad against other countries and competed in the IIHF World Championships. (Jozsa 2009, 167.) Isotalo (2016, 70–71) states that the development of Finnish ice hockey into today's most popular sport has been strongly attached to the availability of comprehensive playing and training possibilities, which is visible in Finland having the second largest number of indoor ice rinks in the world per capita. In the present day, ice hockey is also the most professionalized sport in the
6 nation and accumulating the most media coverage and spectators compared to other sports. The professionalization of the game and diminished financial support from the public sector have contributed to the overall development of Finnish sport business industry by the establishment of limited, financially driven companies in the field of ice hockey. (Ahonen 2019, 1–2.) The annual Sponsor Navigator study by sponsorship research provider Sponsor Insight indicates that ice hockey maintains its position as Finland’s number one sport in 2021 in terms of interest among people over 18 years old (Sport Navigator 2021). International Ice Hockey Federation (IIHF) describes World Championship ice hockey to be played on a rink measuring 60 meters by 30 meters with goals at either ends of the ice. The players on the ice typically consist of three forwards, two defensemen and a goaltender. To protect themselves from injury, players wear extensive padding, helmets, visors, and gloves. The face-off is used to restart the game after stoppages and teams can substitute players at any time during play. When in possession of the ice hockey puck, teams attempt to score by shooting the puck into their opponent’s goal. The defending team will attempt to intercept the puck, body check the attacking players, and protect the goal from opposition advances. An ice hockey game endures for three periods of 20 minutes, where the winning team is determined by the number of goals scored. If the teams are tied after three periods, a possible overtime period or a shootout takes place. (IIHF Intro to Ice Hockey 2020.) 2.1 Finnish Ice Hockey Association The Finnish Ice Hockey Association (FIHA) is a member of the IIHF and its official representative in Finland. FIHA is responsible for its 190,000 active members that operate among the most popular sport in Finland and the association is responsible for organizing the 2022 IIHF World Championships in Tampere and Helsinki. (Suomen Jääkiekkoliitto ry [The Finnish Ice Hockey Association] n.d.) FIHA aims to increase the number of sport participants with their values of respect, community, fun, and the pursuit of excellence. The official values of the upcoming IIHF WC determined by the 2022 IIHF Ice Hockey World Championship Organization follow similar values of sustainability, fun, and community that guides the organizer throughout the event management process. (Suomalaisen jääkiekon strategia [The strategy of Finnish ice hockey] 2018; Values – sustainability, fun, and community 2021.)
7 FIHA is an experienced organizer of all-encompassing international ice hockey events, which is reflected in the IIHF’s confidence to permit Finland their ninth Men’s World Championship games in their homeland. The association states to have “set the bar high” in all their operations and organize events that Finnish people can be proud of (Organization of 2022 Worlds progressing 2021). This notion becomes distinct by the actions of attending fans, who have applied for more than 1.6 million combined tickets in advance for the upcoming games held in Tampere and Helsinki, and fully booking all games played in the new Tampere Deck Arena (More than 1.6 million tickets applied for in draw 2021). 2.2 IIHF World Championships 2022 The IIHF has 82 national associations members that participate in the various levels of IIHF World Championships in Men’s, Women’s, and Under-20 and Under-18 junior levels. The upcoming 2022 World Championships in Tampere and Helsinki represent the highest tier of Men’s annual tournament, that includes the participating nations of Belarus, Canada, Czech Republic, Denmark, Finland, Germany, Great Britain, Italy, Kazakhstan, Latvia, Norway, Russian Olympic Committee (due to ban given by World Anti-Doping Agency on competing under the name of Russia), Slovakia, Sweden, Switzerland, and the United States. (IIHF Member National Associations n.d.; Tournaments n.d.) Tampere and Helsinki are the two host-cities of the 2022 IIHF Worlds, and each of them has their unique characteristics in terms of urban areas, fan zones, and sporting venues. Tampere is described to be known for its stunning views and being surrounded by beautiful lakes and eskers, which composes a city that is simultaneously traditional, dynamic, and relaxing. The new Tampere Deck Arena is the main stage of the World Championships, and it is in the vicinity of the city center together with Tampere’s official fan zone area. Helsinki is the capital of Finland and among Europe’s fastest growing and developing cities, that is described to provide the event visitors an extensive offering of contrasts and surprises, science and arts, and urban nature. Helsinki Arena is located few minutes away from the city center and it has been the main venue for multiple National Hockey League (NHL) games and the IIHF World Championships. (Fan Guide – Helsinki 2021; Fan Guide – Helsinki Arena 2021; Fan Guide – Tampere 2021; Fan Guide – Tampere Deck Arena 2021.) One of the fan zones in Helsinki is in the vicinity of the Helsinki Arena. The other fan zone in Helsinki is merged into the infrastructure and services of Mall of Tripla, which is stated to
8 be the largest fan zone in the world by the event organization. Tripla is also described as “the new heart of Helsinki” and with 250 shops and over 60 cafés and restaurants, it is the biggest shopping center in the Nordic countries. (Maailman suurin Fan Zone [World's Largest Fan Zone] 2021; Mall of Tripla n.d.) 3 Customer Experience in Sport Events Sport event experiences are considered as a hedonic type of consumption correlated with a high level of emotional involvement and specific meaning that effects the spectators’ perception of an event (Gârdan, Gârdan, Andronie, & Dumitru 2020, 26). The industry of professional sport events has increasingly become a competitive environment, where the providers of sporting services are targeting customers to attend games as spectators and purchase memberships, products, and services. This generates a need for event organizers to place a significant emphasis on service- management concepts of customer retention and repurchase intentions, which are positively impacted by the improved service quality from the event organization. (Theodorakis, Koustelios, Robinson, & Barlas 2009, 457.) According to Theodorakis and colleagues (2009), customer retention is proven to have a positive effect on the long-term profitability of services in studies conducted by Fornell and Wernerfelt (1987), McIlroy and Barnett (2000), and Zeithaml and others (1996) due to the costs of obtaining new customers being greater than retaining existing customers. Theodorakis and colleagues (2009) continues, that Ganesh and others (2000), Söderland (2006), and Selin and others (1987) state the repurchase intentions are increased by establishing loyalty among consumers, which requires creating customer experiences that develops loyalty, repeat purchases, and recommendation to other customers. (458.) Gârdan and colleagues (2020) affirms that strong emotional states like suspense, arousal, or excitement are generally experienced among individuals involved in sport spectator experiences. In customer’s experience of sport event consumption, the potential for meaningful experiences and self-actualization of emotions are the main motivational factors for attending the event. (34.) Also, spectator co-creation has been acknowledged to be essential for meaningful spectator experiences in sport events. The distinctive co-creation behavior of sport fans, for example waving flags, singing songs, and performing different forms of choreography, are recognized as important
9 elements in sport event experiences. (Theodorakis 2014, 210.) Major sport events can also be experienced in a variety of ways outside of attending the sporting venue. These consumption contexts involve different resources and a unique set of actors such as other spectators and providers of food and drink, that influence the value experienced by the customers in sport event environment. (Horbel, Popp, Woratschek, and Wilson 2016, 511.) The consumption logics of the sport spectator demographic operates with diverse possibilities to experience the event, for instance through stadiums, public viewing areas, televisions, computers, and mobile devices. Today’s sporting events constitute a social theatre where the spectators play a public role and their experience is influenced by diverse types of identification such as the social background, age, gender, and ethnic, regional, national, and continental affiliations. (Bouchet, Bodet, Bernache-Assollant, & Kada 2011, 42.) Hallmann, Zehrer, and Rietz (2020) have previously studied the customer experiences of IIHF World Championships visitors according to the spectator experience dimensions of entertainment, esthetics, escapism, and education. The authors concluded that entertainment is the defining factor for the customer’s experience in the context of ice hockey events. Various types of entertainment should be included in the event e.g., in the form of pre-match ceremonies and event-specific theme songs. The study indicated that educational aspects were also considered important in World Championships, which could be provided to spectators by a mobile application for up-to-date statistics of the games. (773–774.) In recent years, the understanding of an all-encompassing customer experience in sport events has expanded and thus increased the importance of cognitive, affective, emotional, social, and physical responses to the sports event and the event organization (Theodorakis 2014, 210–211). Therefore, Theodorakis (2014) has developed a “Model of Customer Experience in Spectator Sports” (see Figure 1), that considers the holistic and somewhat complex nature of the determinants in sport event spectator experience. The functional elements are generally described to be controlled by the event organization, whereas outcome elements and social elements are not directly controlled by the organizer. Pricing as a determinant considers e.g., the price of tickets, products, concessions, transportation, accommodation, and parking in sport events. These aspects are influenced by both consumer-based and situational factors that moderate the relationship between the overall customer experience and its determinants. (212– 215.)
10 Figure 1. Customer Experience in Spectator Sports (Theodorakis 2014, 212) Theodorakis (2014, 216) also recognizes the high demand for providing sport event customer experiences in alternative channels, due to the emergence of new technology and the ambitions of professional sport organizations to expand their fan base. Consequently, Bouchet and colleagues (2011) agree with this notion and state that Perez (1998) describes the globalization and multidimensionality of spectator participation behavior to be impacting the methods of following sporting events and the meaning of social belonging and identification. Therefore, the increased attendance and diversification of sporting events has generated alternative televised viewing contexts in the form of public viewing areas, known as fan zones. (42.)
11 4 Fan Zones The increased public and media visibility of sporting events has brought in many visitors to the destination country of the event, who are seeking a meaningful sports spectating experience also on the outside of the event venues. The number of available tickets at major sporting events is limited and thus cannot respond to the demand of customers, which is why event organizers need to develop alternative ways to provide unforgettable fan experiences to sport consumers, such as organizing fan zones for thousands of spectators. (Schnitzer & Stickdorn 2012, 19–20.) Fan zones are temporary public viewing areas for fans who do not have match tickets to enter the venue. They also serve as popular pre- and post-match locations for supporters with match tickets who will attend the stadium for the sporting event. Fan zones are designed as places that allow passionate expressions of fans’ involvement. While not only being an alternative place for attending events, but fan zones have also broken boundaries between urban space and the sporting event for the eventization of host cities. Fan zones have become a central part of major sporting events since the mid-2000s with the first official fan zones being created for the 2006 FIFA World Cup in Germany. Regardless of public viewings becoming more common in recent years, the number of studies on fan zones from sport marketing perspective has remained relatively low compared to other sporting event publications. (Hautbois, Djaballah, & Desbordes 2020, 574; Ludvigsen 2021a, 233.) Hautbois and others (2020) continues to describe the fan zone experience being unique with its own factors of satisfaction and not comparable to the spectator experience gained in stadiums or via television. This experience can be also provided outside of the host cities by expanding and setting up fan zones at other locations in the host country to achieve better economic impact with generating tourism revenues while having lower public expenses and valorizing the city image by accommodating a much larger audience compared to the actual sporting venues. (580–581.) Fan zones create a bridge between traditional fan practices and family or community-oriented culture for the fans, enabling an alternative match-day atmosphere and experience with inclusive culture. Therefore, organizing fan zones can create alternative inclusive environments for the sport spectator experience with their own norms and boundaries. (Richards & Parry 2020, 658.)
12 Fan zones in 2022 IIHF World Championships are a free-access meeting and public viewing areas for fans interested in World Championship ice hockey and its festive atmosphere during the event. The public viewing venues organized in Tampere and Helsinki aim to reach pre-match visitors with game tickets and fans who do not have tickets themselves, but still want to be a part of this unique event experience. The goal of 2022 World Championship fan zones is to build venues that are accessible for the entire nation and perceived as valuable experiences from the visitor’s viewpoint. The open access of fan zones enables opportunities for the official partners of 2022 IIHF World Championships to reach a wider target group instead of traditional ice hockey fans, as the area also attracts people who may not regularly attend hockey events. 4.1 Key Success Factors for Fan Zones This literature review comprises from existing studies on fan zones which have previously focused on football mega events and sport event management success factors, and qualitative semi- structured interview on fan zones in 2022 IIHF World Championships to gain a viewpoint of public viewings in international ice hockey event context. To date, several studies by Berthoud and others (2009), Dickson and colleagues (2016), Hagemann (2010), Hautbois and others (2020), Klauser (2011b), Lauss and Szigetvari (2010), Ludvigsen (2021a), McGillivray (2019), and Richards and Parry (2020) have investigated fan zones from different perspectives that contribute to identifying the key success factors in this literature review. Nevertheless, the existing information on fan zone success factors by Schnitzer and Stickdorn (2012) will act as the foundation for this thesis and the experiences the 2022 IIHF WC fan zones can offer to its visitors during the event. The previous research conducted by Schnitzer and Stickdorn (2012) has established that the key success factors for public viewings consists of the comfort, pre-match entertainment, feeling of safety, and atmosphere in fan zones. The authors also acknowledge the need for further research on the key success factors for fan zones from comparable events to UEFA Euro 2008 that will help event organizers to recognize the impact of the ongoing development of sport events together with the effects that environmental and cultural differences have on the key success factors for fan zones. (32–33.) Regardless of the study conducted by Schnitzer and Stickdorn (2012), fan zones remain as an understudied area in the sport business industry. McGillivray (2019, 196) argues, that the low academic attention can especially be seen in the urban policy or planning fields despite
13 their surge in popularity at major sport events and established position as a key factor for the success of the whole event. Based on the information from existing publications and the semi-structured interview with an experienced international ice hockey event manager, the literature on fan zone success factors in this study has highlighted several areas such as atmosphere, accessibility, sustainability, security, volunteers, services, and social capital and legacies, that have distinguished as the foundation of key success factors for fan zones. These categories are including the social construct, emotion, inclusiveness, and entertainment that will eventually contribute for an all-encompassing fan zone experience for the spectators. At the time of the interview the fan zone areas were still in their planning stages, but the information gathered from the interview was comprehensive and valuable for determining the key success factors for fan zones in 2022 IIHF World Championships. 4.2 Atmosphere Schnitzer and Stickdorn (2012, 21) described public viewings in sport events to be based on watching the competition on large screens in a social atmosphere. According to Schnitzer and Stickdorn (2012), Mazoll (2009) states that fan zone spectators value the social atmosphere more in their experience as opposed to attending the sporting event or being informed for the match results. Fan zone is primarily a social environment, where the experiences gained are not as strong to the ones received in the sporting venue. (21–22.) Horbel and colleagues (2016) agree with these findings by stating that in a public screening context, the performance of the team only makes a minor contribution to the overall event experience of spectators. Areas such as fun and entertainment, atmosphere, and social contacts and interaction are experienced as crucial factors for visitor satisfaction. (524.) Generally, the atmosphere of an event consists of stimuli created by the active participation of spectators, which eventually constitutes an inspiring atmosphere in the venue (Uhrich & Koenigstorfer 2009, 70). In many instances, comprehensive understanding of the sport event atmosphere increases the ability to create experiences that match the preferences of fans attending the event, which makes it vital for event managers to develop a deeper understanding on the subject (Uhrich & Benkenstein 2010, 230). The results from a study conducted by Charleston (2008) indicate that the two most important for factors for atmosphere at sport events are crowd noise and crowd size.
14 Crowd noise in this case indicates cheering and chanting, whereas crowd size is elaborated to be the density of the fans at the venue. Additionally, the history between the club’s participating and the feel of connection between fans have a major impact on sport event atmosphere. (320.) Uhrich and Benkenstein (2010) identifies four different dimensions of sport stadium atmosphere stimuli (see Figure 2) that are also applicable to large public viewing venues: stimuli generated by the spectators and their behavior, stimuli relating to the architecture of the venue, stimuli created by the organizers, and stimuli caused by the action of the game. Stimuli generated by the spectators include e.g., chants, enthusiasm when the home team scores, the wearing of club apparel, and the exchange of chants between the opposite sides of the venue. Stimuli relating to the architecture of the venue includes the possibility to watch the game accordingly, which creates a feel of being an integral part of the action for the fans. Stimuli created by the organizers constitutes of having an enthusiastic event announcer and playing sport event anthems at games. The final dimension of stimuli caused by the action of the game is important in stadium environment. (226.) As Schnitzer and Stickdorn (2012, 22) aforesaid, the final dimension of atmosphere stimuli is not relevant in fan zones when compared to the stadium environment. According to Chen, Lin, and Chiu (2013, 209), the dimensions of sport event atmosphere stimuli can be subject to variation caused by different host regions and cultures e.g., such as their four dimensions of entertainment, electronic device, professional staff, and team competition in Asian context. Figure 2. Multiple Indicator-Multiple Cause Model for Sport Stadium Atmosphere (adapted from Uhrich & Benkenstein 2010, 225)
15 Overall, the role of the spectators in creating a better event experience is vital in the sport business industry. Sport fans favor hedonistic group consumption settings and act as the motivating factor for each other in enabling a more enjoyable and satisfying sport event experience. (Uhrich & Benkenstein 2012, 1742.) The atmosphere generated in the fan zone is not built on history, memory, or tradition. It originates from fans engaging with activities and entertainment, commercial products, and technology-based artefacts and practices at the public viewing venue. (Richards & Parry 2020, 656.) Therefore, successful fan engagement can lead to increased event atmosphere, which according to Theysohn, Hinz, Nosworthy, and Kirchner (2009, 37), Hill and Green (2000) state to have a significant impact on the promotion of sales in the event venue. The feel of togetherness gained in the IIHF 2022 WC fan zones is connected to the atmosphere. Fan zones in Tampere and Helsinki strive to depict an authentic sport event atmosphere by offering everyone the opportunity to be a part of the spectator experience through public viewing areas. Well-executed fan zones play a significant role in creating a festive atmosphere throughout the host cities, which is largely contributed by the fans that are visiting in these areas. It is challenging for organizers to create event atmosphere artificially if the visitors are not sharing the festive atmosphere with the event organization, which is why fan zones require thorough planning and successful executing. To create successful public viewing areas for the 2022 IIHF Worlds, the event organization needs to utilize preliminary research to find out the preferences, key contents, and interests of the fans who would visit fan zones in the upcoming World Championships. These areas enable fans to unite and collectively enhance a positive and entertaining atmosphere around the fan zones. Other methods of engagement that are utilized for attracting spectators to fan zones in Tampere and Helsinki, are artist performances, fan meetings, and the quality of communication and marketing by the event organization. 4.3 Accessibility According to Lee, Kim, and Kim (2021), International Paralympic Committee describes a truly accessible environment to enable everyone the free express of their independence and simultaneously excluding the factors that might interfere with a person’s social inclusion. The beneficiaries of this environment are those who have a wide range of disabilities and needs. (391.) Service providers in tourism have insufficient awareness of the importance of accessible tourism
16 and therefore sport event visitors with access needs constantly encounter problems in their sport spectatorship experience. An accessible event for all needs a proper infrastructure, services, and attitudes towards accessibility. Accessibility can also be an important competitive tool for sport organizations due to the extensive demand for fully accessible sport events. (Li, Eichhorn, Miller, & Chen 2014, 466–467.) The development of accessible experiences needs to be put in context of the destination management processes that integrate the overall information and marketing for the event. Accessible destination experiences need organizations who seek to create experiences that are accessible for all and positioned to be more socially sustainable. (Darcy & Dickson 2009, 41.) According to Dickson, Darcy, and Walker (2021, 15), accessible tourism enables visitors to the event venue to benefit from the growing supply of sports products and services, which may also support the development of new products and services that host-city residents could benefit from. Cultures and environments that are designed to be inclusive of residents with disabilities and access needs are good environments for tourists, and these environments may be leveraged for ongoing event development and appeal from the perspective of destination competitiveness (Dickson, Misener, & Darcy 2017, 941). Coordinating fans efficiently on event days increases group dynamics, the visibility of supporter products, and engagement to surrounding activities, thus improving the atmosphere of the event. (Theysohn et al. 2009, 37.) The attractiveness of fan zones is enhanced by their strong integration with the urban public areas outside of the traditional event venue (Klauser 2011b, 3204). Altogether well-organized fan zones are a determining factor on the success of an entire event. Accessibility in the form of spectator information and enabling comprehensive public transportation to the fans are basic principles for high-quality fan zones and simultaneously crucial factors for its success. (Schnitzer & Stickdorn 2012, 30–32.) According to Pereira (2018, 47), Pereira, Schwanen, and Banister (2017) argue that transport has an important role in reducing the inequality of opportunities by improving the accessibility of disadvantaged groups, such as the low-income and transit-dependent people, the elderly, and the disabled. Zarei, Holmes, and Yusof (2018, 688), states that convenience and accessibility are one of the most important attributes for domestic sport tourists to attend an event.
17 A successful fan zone should be accessible to everyone, enabling sports fans with limitations the possibility to access all dimensions of social participation in major sport events. Accessible tourism pays attention to diverse sport travelers regardless of their age, family size, or disabilities. Accessibility is also noted in the United Nations Convention on the Rights of Persons with Disabilities, which seeks to provide basic citizenship rights to people with disabilities e.g., access to goods and services such as sport events. (Dickson, Darcy, Johns, & Pentifallo (2016, 532–533.) Dickson and colleagues (2016, 550) also emphasize on the fact that addressing accessibility in sport event service delivery is an integral part of fan zones and the reason why event managers need to consider these aspects for consumers with disabilities in more detail for the success of the whole event. Richards and Parry (2020, 647) argue that the fan zone experience is centered on a family friendly or at least family inclusive culture, which gives even the youngest fans a platform to access public viewings. Location and accessibility were pivotal aspects in the early planning process of Tampere and Helsinki fan zones. The event organization had an aim to find a central location for the fan zones that is well-connected to public transport and reasonably accessible to non-arena attendance as well. The location selection process also emphasized on the key services available for fans near the areas. In Tampere, the fan zone in the city center is in the vicinity of a train station and the newly wed Tampere Deck Arena, which is the main stage of the 2022 IIHF World Championships. One of the two fan zones organized in Helsinki is in the vicinity of Helsinki Arena, and the other fan zone in the Mall of Tripla is described as the “world’s largest fan zone”, where the shopping center offers a large variety of different services to fan zone visitors. that also acknowledges accessibility features. Mall of Tripla has existing accessibility architecture that can also be utilized for the fan zone area. The reachability of the fan zones is improved through active communication and effective visitor coordination prior to spectators’ entrance to the fan zones. Information desks and volunteers are placed in the surrounding areas of these public viewing locations to enhance accessibility, and fan zone information will be provided by email to all fans that have purchased a match ticket for 2022 IIHF World Championships. 4.4 Sustainability According to Shipway and Kirkup (2012, 294), Smith (2009) emphasizes the importance of sustainable event planning and the efficient post-event utilization of facilities to manage the risk
18 of a neglected legacy from the event. Shipway and Kirkup (2012) continues that Girginov (2008) describes sustainable sport development not to be a static goal achieved but rather an ongoing process of involvement resulting in social learning and change. Therefore, the success of sustainable development goals in sport events is made possible by involving stakeholders that can enable change to sustainability in all event-organizing stages. (296.) One of the major challenges of event organizing in the future will be in events that need reliable environmental conditions to run the event e.g., in terms of managing the impact of gas emissions from festivals, which often utilize similar type of venues with fan zones. The key governance stakeholders, sponsors and all the other event industry stakeholders need to work together to establish well informed sustainability policies and procedures for the event. (Dickson & Arcodia 2010, 11–12.) According to Hall (2012, 129), the combined external pressures of biodiversity loss, climate change and peak oil as well as financial and economic crisis and lack of equity are the key determinants to this policy paradigm change in creating sustainable events. With sustainability being the ability to meet the needs of today and simultaneously protecting and enhancing opportunities for the future, it requires a further focus from the event industry to achieve more sustainable practices in event organizing. One way to achieve increased emphasis on sustainability in event management is to specify the information, rules and regulations on sustainability goals given by the event association and differentiate the guidelines for each event management sectors for more efficient implementation. (Arcodia & Dickson 2009, 100.) Nevertheless, the trend for sport organizations is to increasingly implement more and expand on current environmental initiatives. This strong focus on environmental aspects will continue to be the goal of various sport organizations not only because of the change in social values and attitudes, but also because of new expectations from a variety of stakeholders. Shifting to more sustainable and environment-friendly operations allow venues to save money and reduce the ecological footprint of sport with partnerships in the fields of solid waste management and the development of energy and water-efficient technologies. (Trendafilova, McCullough, Pfahl, Nguyen, Casper, & Picariello 2014, 12–13.) The values of the 2022 IIHF World Championships are community, fun, and sustainability, which are also visible on the two official fan zones established for the tournament. Hall (2012, 127)
19 determines the four Rs of steady-state sustainability as reduce, reuse, recycle, and regulate. The official partners of 2022 IIHF WC are committed to supporting these values, which will actualize in these public viewing areas in the form of renewable energy, reusable materials, public transport, and responsible spatial planning. 4.5 Security The ability of fan zones to gather spectators to one controlled area during major sporting events is viewed as a positive factor for organizing events and it also increases the general safety of the public. Directing spectators to pre-determined fan zones during the event will reduce other restrictive measures around the host city and thus provide a platform for effective law enforcement. (Ludvigsen 2021a, 240–241.) Well-organized fan zones have a comprehensive setup of emergency and first aid personnel, law-enforcement, private security services, and several barriers and fences that isolate the area from the surrounding city (Hagemann 2010, 731). Combining security and branding, fan zones are supposed to provide a safe space for the fans to efficiently experience the commercial spheres of emotion and interact with the official partners of the event (Klauser 2011b, 3204). Large sport events have entered a new phase of development and growth, which is also visible through the increased securitization around the event. Especially after the 9/11 terrorist attacks, security issues related to large sport events has become a central point of development around the world. This can be seen with more personnel, money and resources being allocated to security and risk management, and in the planning and the execution of a sport event with increasing amount of transnational public–private partnerships. Security threats can exist in diverse ways, such as supporter violence, terrorism, and other threats such as crime and discrimination. Unsecure fan zone experiences differentiate from the general picture of public viewings that the media presents, even creating chaotic attributes without proper securitization. (Giulianotti & Klauser 2010, 58; Klauser 2011a, 149; Ludvigsen 2018, 8–9.) Therefore, fan zones require a strong element of security with thorough pat-downs at the entrance area, the presence of surveillance cameras, and plain-clothed police officers on the lookout for potential disruptors. The strict level of security measures is not intended to limit the atmosphere at public viewings, but rather enable fans a protected area from dangerous
20 individuals to maintain the celebratory spirit of the event. (Berthoud, Pattaroni, Viot, & Kaufmann 2009, 12.) Hagemann (2010, 733) states that the militarization of an event can draw negative attention to the existing strict security measures of fan zones, which can also negatively affect the basic civil rights of the visitors. Fan zones are also considered as tools for event security through the opportunities that urban public space offers at sport mega-events. Event organizations need to consider the perspectives of both the policymakers and law enforcement that emphasize the importance of fan zones and stadium security rings in the securitizing of an event. The multiple actors, needs, and interests involved in creating fan zones requires consideration on the perceived benefits of the restructured event-city. (Klauser 2012, 1049.) There is a need to put security policies into action that bring various local, national, and transnational actors together to create a comprehensive set of ideas and things that increase security e.g., in the form of handbooks, guidelines, legal documents, and plans. The importance of local expertise and authority is highlighted in the security governance of large sport events. (Klauser 2011b, 3215–3216.) According to Ludvigsen (2021b), Hutchins and Andrejevcic (2021) describe COVID-19 having added new elements to the securitized consumption surrounding large sport events in the form of public health and hygiene. Ludvigsen continues that sport governing actors have emphasized their turn towards externalized expertise with health experts and international organizations that provide guidance in responding and eventually trying to resolve the problem of global pandemic and sport events. (13–14.) The personnel play a major role in the fan zone implementation, ensuring the smooth running, safety, and guidance for the public viewing area. The 2022 IIHF World Championships ensures safety for the visitors with subcontracting a security organization with their own safety managers that oversee the practicalities regarding fan zone areas. Fan zones held in Tampere and Helsinki have the necessary security, surveillance, access control, and first aid personnel together with volunteers to secure the success of the areas. Both fan zone locations include unique features that require special attention from security standpoint. Mall of Tripla fan zone area requires security coordination with the Mall’s own security personnel and the Tampere fan zone and its proximity to the train track is a security risks which needs to be considered with access control, barriers, and area restrictions. Restricting nearby areas for the fan zones include closing certain streets during
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