Reference no: EM133590957

Case Study: D.C. United is one of 16 of the 23 Major League Soccer (MLS) teams that now have a soccer-specific stadium. The ribbon-cutting ceremony for the new stadium took place on July 9, 2018, and on July 14, D.C. United had their first match in the newly built Audi Field. Since their formation in 1995, the team had played in RFK Stadium. Opened in 1961, and the former home of the Washington Redskins (NFL) and the Washington Senators (MLB), RFK simply did not offer the team the amenities or service options that fans have come to expect. Soccer-specific stadiums, averaging about 25,000 seats per stadium, are the trend in the MLS. They are designed to get the fans, and fan noise, as close as possible to the players.

Situated in Buzzard Point in Southeast D.C., Audi Field is part of a gentrification strategy in this part of the city to attract people and businesses to the area. With a capacity of 20,000, Audi Field is state-of-the art and offers 31 luxury suites, a 10,000-square-foot indoor lounge, a rooftop patio with a view of the city and monuments (e.g. the Capitol dome and the Washington Monument), club areas, valet parking, a supporter section, and seats very close to all of the action on the field. The stadium is just two blocks from the Nationals Park, home of the Washington Nationals (MLB). Parking for Audi Field is very limited. To deal with this problem, the team has partnered with SpotHero to provide 3,700 spots in nearby lots and offer reservations for about 1,000 parking spaces. Valet service is also available. However, most fans are encouraged to bike, walk, or ride the Metro. The closest Metro station is at Navy Yard, which is just .7 miles from the stadium. Up to 190 bicycles can also be dropped with a bike valet on game days. The Potomac Riverboat Company also offers round-trip soccer-boat rides from a dock in Old Town Alexandria to Nationals Park.
Audi Field was designed to be eco-friendly and the team has earned LEED Gold certification for environmentally friendly buildings. More than 300 sports lights come on instantly, can do colored light shows, and are longer-lasting than traditional lights. The turf, cut to three-quarters of an inch tall, is classified as Northbridge Bermuda grass. The field is bowed for proper drainage, and water filtration systems below the field collect water and pump it into the city's storm sewer system.
A total of 1,500 seats are allocated for three D.C. United supporter groups: the Screaming Eagles, La Barra Brava, and the District Ultras. Supporter group members add to the fan experience with their chanting and drumming, and are consistently in the stadium, come rain or shine. These supporter groups also help D.C. United differentiates itself from any other team in the market because this experience is not available at any other stadium. The supporters are positioned close to the pitch on the North Stand, the only area in the stadium that is the lowest price point (general admission seating) and is first-come, first-served seating.

D.C. United also offers some other unique opportunities to enhance the fan experience for those attending the match. For example, groups with youth 12 years of age and under can walk out hand-in-hand with the home and away teams; both adults and kids can be home-team bench warmers for the first 30 minutes of warmups, youth 14 years of age and up can serve as ball-kids; and youth and adults can participate in a fan-tunnel experience.
Food services are another important factor at Audi Field. Specific areas in the stadium offer in-seat concession service. Concessions are outsourced to Levy Restaurants and in collaboration with famed D.C. chef José Andrés, who serves as culinary curator. Concessions include items like shredded beef and chicken from Arepa Zone, and burgers, hot dogs, chicken tenders, crab pretzels, and fries from the Black and Red Grill. Suiteholders can enjoy their own separate dining experience that features Spanish dishes such as ibérico de bellota, mini hamburguesas, gambas al ajillo, flan al estilo tradicional and other delights.

The guest experience staff at Audi Field comprises about 350 to 400 individuals who are trained to provide the best experience on match day. D.C. United ticketing is fully digital and mobile. While RFK Stadium did not have Wi-Fi capabilities, Audi Field provides easy access to Wi-Fi for fans. The experience platform integrates with the D.C. United mobile app and allows fans the ultimate flexibility by giving them the option to use virtual currency for seat upgrades, additional seats and experiences, and in-seat ordering from a specific concession stand. Fans are asked to make an account, which provides D.C. United with access to a large database of customers.

Questions:

1. Based on the case study, list three touchpoints at Audi Field.
2. Describe two elements of the physical environment at Audi Field that may enhance the customer experience.
3. Based on what you have read about the case, please recommend one service that you deem important but that is not mentioned?