20 things that shape the customer experience at your event
The customer experience at an event is shaped by around twenty factors, and most of them are controllable: safety, the content itself, star access, venue feel, production, people flow, signage, services, staff, food and the event's own X-factor.
Manage the details and the atmosphere follows. The examples here are from sport, but the same factors apply across event types.
The events that stand out are the ones that treat customer experience as the job, from the smallest detail to the biggest moment. A few things — the weather among them — are outside your control. Most are not. These are the twenty factors that shape the atmosphere, each one a touchpoint you can plan for.
- Feeling of safety. If people feel unsafe, the experience is ruined and they won't return.
- The sport itself. People come for the competition. Your job is to give it the best possible setup.
- Stars and athletes. The closer fans get — an autograph, a selfie — the more memorable it is.
- Venue look and feel. Cleanliness, atmosphere and the five senses all shape how people feel.
- Event production. Video boards, lights, announcers and DJs set the tone.
- Venue entertainment. Live bands, performers and side acts add a layer beyond the main event.
- People flow. Nothing kills the mood like a crowd. Good planning means less time in lines.
- Signs. Clear signage still matters — at big venues it stops frustration.
- Spectator services. Toilets, sanitising, charging, cloakrooms — availability and quality both count.
- Crowd energy. Full stands lift a good event into a great one. Aim for them.
- Friends and family. Most people come with others. Build spaces where groups enjoy it together.
- Weather. You can't control it, but you can prepare and plan backups.
- Technology. Reliable networks, apps, replays, AR — it can make or break the experience for younger fans.
- Event staff. Your staff is the face of the event. Friendly and helpful lifts the atmosphere.
- Food and beverages. Varied, accessible, on-theme. Quality elevates the day.
- Toilets. Simple but critical — clean, well-maintained, short lines.
- "Weenies". Borrowed from Disney: visual features that draw people in and get photographed.
- Fan kits. Colours, scarves, hats — they unify the crowd and boost the atmosphere.
- Partner activation. Sponsors are part of the atmosphere; a good activation adds to it.
- X-factor. The intangible element that makes your event yours. Find it and build on it.
These factors are the touchpoints inside the wider model — one of the nine areas of customer experience design. And they only work once you know which customer groups you're designing for, since a factor that delights fans may be irrelevant to media or sponsors.
Customer experience is personal and subjective. But most of what shapes it, you control.
The touchpoint checklists and the Customer Journey Mapper behind this are at Event Management Shop.
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