Thirty-two percent of people plan to return to stadiums immediately and 54 percent within the first four months after stadiums reopen, according to a new Oracle Food and Beverage survey of 1,000 consumers in the U.S. 

The enthusiasm comes with caveats. Fifty-six percent said social distancing measures should remain in place, with stadiums operating at a reduced capacity. Many also want operators to rethink concessions, such as offering in-seat delivery to reduce crowded lines and are willing to pay more for that option.

“From season ticket holders to casual fans, consumers are looking forward to the return of in-person events, but like so many industries, sports and entertainment won’t return to the status quo for some time, if ever,” said Simon de Montfort Walker, senior vice president and general manager, Oracle Food and Beverage. “Operators have worked hard during the shutdown to create better, safer experiences that customers not only want but have come to expect. Technology will play a key role in the evolution of the 360-degree fan experience.”

The survey, conducted by Untold Insights in January 2021, polled 3,000 consumers in the U.S., United Kingdom and Australia on their sentiment towards returning to stadiums this year. 

Fans missed their sports and concerts and almost everyone polled (83 percent) missed attending live events, but some took their absence harder than others:

  • 35 percent of males and 24 percent of females noted they were “devastated” about missing live sports;
  • 23 percent of males (19 percent of females) admitted to “shedding a few tears”;
  • 37 percent of respondents missed the buzz or atmosphere of a live event, while 22 percent missed the sense of community with other fans; and
  • 21 percent cried over missing their favorite sports and concerts

Although most are eager to experience events in person again, not everyone plans to rejoin the crowds immediately. The survey found that 25 percent of event-goers have no plans to return in 2021. This holds particularly true for Baby Boomers, 43 percent of whom plan to stay away this year.

 The full report can be found here. 

Photo courtesy Madison Square Garden