research framework for the cape town stadium v3

City of Cape Town

Research Framework for the Cape Town Stadium 2015

Compiled By Roslyn Bristow

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Table of Contents

i. Abbreviations.........................................................................................3

1. Introduction............................................................................................4

2. Strategic Objectives of the Cape Town Stadium........................................4

3. How does the stadium link to the City of Cape Town’s strategy?...............4

THE RESEARCH AGENDA FOR THE CAPE TOWN STADIUM..................................5

4. The benefits of a Research Agenda for the Cape Town Stadium.................5

5. Factors underpinning the adoption of a Research Agenda at the Cape Town Stadium........................................................................................................5

5.1 Strengths.................................................................................................................55.2 Weaknesses.............................................................................................................55.3 Opportunities...........................................................................................................65.4 Threats.....................................................................................................................6

6. Goals and Objectives for the Research Agenda.........................................6

7. A segmented approach for Research at Cape Town Stadium......................77.1 Event Organisers......................................................................................................77.2 Spectators Satisfaction.............................................................................................77.3 Tours........................................................................................................................87.4 Client Calls...............................................................................................................87.4 Pre Game Entertainment..........................................................................................87.5 Concessionaires.......................................................................................................87.6 Advertising for the Stadium......................................................................................97.7 Eco Park Foot Counting............................................................................................9

8. Risks associated with the execution of the Research Programme..............9

9. Critical Success Factors...........................................................................9

10. Proposed Implementation Plan..............................................................10Short Term...................................................................................................................10Medium term to long term...........................................................................................12

11. Annexure..............................................................................................14

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11.1 Project Details......................................................................................................14

i. Abbreviations

Event day Day that the actual event

IDP Integrated Development Plan

GRO Guest Relations Office

‘the stadium’ The Cape Town Stadium

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1. Introduction This research framework and strategy outlines key focus areas to be researched for the Cape Town Stadium. This framework provides the stadium with a detailed short term and medium term plan for conducting and collecting data. The aim of the research framework and strategy is to provide data which will inform the planning and decision making process at the stadium.

The Cape Town Stadium aims to conduct a number of research projects to inform management decisions which will help achieve the strategic objectives of the stadium. These research projects are detailed in the annexure.

2. Strategic Objectives of the Cape Town StadiumThe Cape Town Stadium’s business plan outlines the high level objectives of the stadium. These objectives are in line with the vision of the City of Cape Town to be a premium tourist and events destination.

a) Financially viable

- Increase number of sporting events – both local and international

- Increase number of private events

- Increase number of spectators per event

b) Promote sustainability of the stadiumc) Compete as an international stadiumd) Attract tourists – both national and internationale) Provide a platform where citizens can interact.f) Promote economic development in Green Point area

3. How does the stadium link to the City of Cape Town’s strategy?The City of Cape Town has outlined their high level objectives and strategies in the Integrated Development Plan. The IDP outlines the need for Cape Town to be a competitive city in order to promote investment, social and economic development. The Cape Town Stadium forms part of the City of Cape Town’s strategy to become a world class city as well as to promote and foster social interaction and economic development in the Green Point area.

a) Compete as an international city.b) Provide world class facilities to gain international investment

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c) Promote social interaction between citizensd) Attract international recognition as a tourist destination.

The Research Agenda for the Cape Town Stadium

4. The benefits of a Research Agenda for the Cape Town Stadiuma) Provide evidence based data

i. Inform planning and decision making processii. Inform implementation process

b) Analysis of current spectator trendsc) Analysis of events clients trendsd) Analysis of tour performancee) Analysis of merchandise store performancef) Enable stadium to achieve objectives

5. Factors underpinning the adoption of a Research Agenda at the Cape Town Stadium

5.1 Strengthsa) The stadium has archives with data collected from 2011 till present (2015)b) Support of Development Information & GIS Department in Cape Townc) Process of collecting data on client calls has been started

5.2 Weaknessesa) Data in archives may not be what is needed for research projectsb) Clients and spectators may not want to participate in research projectsc) Lack of research teamd) Budget allowance may not be givene) Results from research may indicate that change is needed and this may

be resisted by staff

5.3 Opportunitiesa) Research will enable the stadium to achieve objectivesb) Provide information that will inform the planning and decision making

process

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c) Enhance performance.d) Regular reportinge) Recording of evidence based data

5.4 Threatsa) Budget allowance for research may not be given.b) Public perceptions of Cape Town Municipality may affect perceptions of

the stadium.c) Decisions made by Cape Town Municipality about the stadium may affect

i. Research processii. Client and spectator participationiii. Performance of the stadium

6. Goals and Objectives for the Research AgendaShort Term – March to June 2015

a) Create and structure the Cape Town Stadium Research Frameworkb) Implement easy methods of data capturing.c) Implement research projects in a sustainable manner

i. Tour Satisfactionii. Merchandise Store iii. Event Client Satisfaction

d) Implement reporting process oni. Client Calls per monthii. Tour Satisfaction per monthiii. Event Client Satisfaction per quarteriv. Merchandise Store per quarter

Medium Term – July 2015 to January 2016

a) Ensure operating projects are continuingb) Ensure regular reporting is continuingc) Implement Concessionaires Satisfaction Project in a sustainable mannerd) Ensure research data base is still updatede) Look for gaps in data where research is still needed

Long Term

a) Ensure implemented projects are repeated every year

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b) Implement Spectator Satisfaction projectc) Begin to analyse trends for the different projectsd) Provide evidence based recommendationse) Continue to look for gaps that need to be researched

7. A segmented approach for Research at Cape Town Stadium

7.1 Event Organisersa) The aim of this project is to collect and analyse event client perceptions

and experiences in relation to the stadium.b) This project will inform decisions to be made in order to increase the

number of private events at the stadium.c) There are two proposed projects

i. Current clientsii. Declined clients

d) The methodology for these two projects would be to conduct interviews with the different clients.

e) These two projects will start in March.

7.2 Spectators Satisfactiona) The aim of this project is to understand what the perceptions and

experiences of the spectator when at stadium events. b) This will provide insight into how to attract more spectators and keep

returning spectators happy.c) There is one project – Spectators Satisfaction d) The different event categories to be researched are as follows:

I. RugbyII. SoccerIII. ReligiousIV. MusicV. Social Events

e) Method of data collection will be to conduct event related surveys f) Project to start in events season of year initiated

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7.3 Tours a) The aim of the tours satisfaction project is to measure the success of the

tours provided by the Guest Relations Officer at the stadium and at the Eco Park.

b) This will enable improvements to be made to the current tour programme. c) There are two projects to be conducted

i. Satisfaction of the stadium tours ii. Satisfaction of the park tours.

d) Surveys to be used to collect datae) Implementation of project to begin in March

7.4 Client Callsa) The aim of this project is to collect and analyse the calls that come to the

Guest Relations Office.b) This will enable management to have an understanding of what

knowledge the general public requires.c) Data is collected by the Guest Relations Officer by means of a

spreadsheet.d) This project is ongoing and monthly reports are to be generated.

7.4 Pre Game Entertainmenta) The aim of this project is to research the different types of pre-game

entertainment other stadia offer. b) This project will provide new ideas around what type of pre-game

entrainment is most common and effective. c) Desktop studyd) This project can commence.

7.5 Concessionaires a) The aim of the project is to research the perceptions and experiences of

the concessionaires who provide refreshments to spectators at the different events.

b) This will enable the stadium to see if their processes for the concessionaires are user friendly.

c) The data will be collected with a survey.d) These can start at the beginning of an event season.

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7.6 Advertising for the Stadiuma) The aim of this project is to research the different platforms open for the

stadium to advertise its facilities. b) This will inform management on the different advertising options. c) Advertising is a specialist area and external consultation will be needed

before planning and implementation.d) Desktop study. e) The project can commence.

7.7 Eco Park Foot Countinga) The aim of this project is to understand the process by which park visitors

are counted.b) This will enable accurate data on how many people visit the park.c) Interview the park staff.d) The project can commence.

8. Risks associated with the execution of the Research Programmea) Budget constraintsb) Resource constraints

I. field workersc) Accuracy of current data in Stadium archives

9. Critical Success Factorsa) Detailed plan of short term research projects for future referenceb) Simple data capturing processc) Data and record keeping must be kept up to date.d) Long term fundinge) The long term plan to install a research team

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10. Proposed Implementation Plan

Short TermFocus Area Project

NameHow Start-

Finish dates

Methodology Resources

Required

ShortTerm

ProjectLeader

Events CurrentClients

Data in Archives

March- June Interviews Telephone, car

Conduct Smaller study

CurrentResearcher

Events DeclinedClient

Data in Archives

March- June Interviews Telephone, car

Conduct smaller study

CurrentResearcher

Spectators SpectatorSatisfaction

Collect data with survey

Beginning of events season

Survey Field workers

Field Supervisors

Retail Store MerchandiseStore

Satisfaction

Quick survey Depends onopening of

store

Quick survey Survey Forms to be

created

Begin Project when store opens

CurrentResearcher

Tours Tours at the stadium

Quick Survey March –June Quick survey Survey Forms to be

created

Start collecting data

Implement into GRO

CurrentResearcherAnd GRO

Tours Tours at the Eco park

Quick Survey March- June Quick Survey Survey Forms to be

created

Start collecting data

CurrentResearcher

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Implement into GRO

And GRO

Focus Area ProjectName

How Start-Finish dates

Methodology Resources

Required

ShortTerm

ProjectLeader

Foot Counting

Foot Counting at Park

Check counting process

Ongoing Record data Interview park staff and compile

report.

CurrentResearcher

Pre-Game Entertainme

nt

Pre-Game Entertainment

Online research and phone calls

ongoing Compile report Internet and phone

Research and compile report.

CurrentResearcher

Concessionaires

Concessionaires

Some data in archives as to

which vendors are

used

During events season

Interviews or surveys

Survey Forms to

be created

Advertising Advertising Platforms

Research online and by

calling

Desktop study Internet Compile report on different advertising platforms

CurrentResearcher

Client Calls Client Calls Record call data on

spread sheet

Ongoing Compile data and produce

report

Compile data into spread

sheet.

CurrentResearcherAnd GRO

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Implement into GRO

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Focus Area

ProjectName

HowStart-Finish

datesMethodolo

gyResourcesRequired

MediumTerm

ProjectLeader

EventsCurrentClients

Data in Archives

Interviews Telephone, carConduct larger study over financial year

Future Researcher

EventsDeclined

ClientData in

ArchivesInterviews Telephone, car

Conduct larger study over financial year

Future Researcher

Spectators

SpectatorSatisfaction

Collect data with survey

Beginning of events season

SurveyField workers

Field Supervisors

Implement project.Collect data at the

different events

Future Researcher

Retail Store

MerchandiseStore

SatisfactionQuick survey Ongoing Quick survey

Survey Forms to be created

Continue to collect data and compile

reportsGRO

ToursTours at the

stadiumQuick Survey Ongoing Quick survey



reportsGRO

ToursTours at the

Eco parkQuick Survey Ongoing Quick Survey



reportsGRO

Foot Counting

Foot Counting at Park

Record data OngoingRecord data

Compile report

Continue to analysis and produce report.

GRO

Medium term to long term

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Focus AreaProjectName

HowStart-Finish dates

MethodologyResourcesRequired

Medium Term

Project Leader



Online research and phone calls

ongoing Compile reportInternet

and phone

Concessionaires

ConcessionairesSome data in archives as to which vendors

are used

During events season

Interviews or surveys

Survey Forms to be

created

Implement project

FutureResearcher

AdvertisingAdvertising Platforms

Research online and by

callingDesktop study Internet

Request external expertise

Client Calls Client CallsRecord call

data on spread sheet

OngoingCompile data and produce

report


report

GRO

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11. Annexure

11.1 Project Details Event Organisers Current ClientsDescription This project will assess the satisfaction of current clients who have

held events at the Cape Town Stadium.Aim The project aims to analyse the perceptions and experiences the

current clients who have had with their events at the stadiumApproach Conduct interviews with the clientsMethod Subjects: Clients are divided into

a) Companiesb) Event organisersc) Private clients

Sample: The sample will be selected from all three subject groups at random.Client lists are to be found in the archives.Interviews will be conducted either at a meeting or over the telephone.

Tools Flexible interview questionsImplement feedback form for future clients

Resources Telephone, car Project Leader: ResearcherOutputs Report

Inform planning and decision making processProvide evidence based data.

Scale Small Project: 10-20 interviewsEstimated time

Smaller Project – four months from start to finish(March- June)Full Project – ten Months. Conduct interviews with clients who had events in the time frame. City of Cape Town’s financial year - 1 July 2013- 1 June 2014

Short Term Smaller Project

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Medium Term

Large Project – researcher can collect data from two or more financial years and compare.

Event Organisers Declined ClientsDescription This project will assess the satisfaction of clients who enquired about

having events at the Cape Town Stadium but decided not to use the stadium.

Aim The project aims to analyse the perceptions and experiences the declined clients have had with the stadium

Approach Conduct interviews with the clientsMethod Subjects: Clients are divided into

a) Companiesb) Event organisersc) Private clients

Sample: The sample will be selected from all three subject groups at random.Client lists are to be found in the archives.Interviews will be conducted either at a meeting or over the telephone.

Tools Flexible interview questionsResources Telephone, car Project Leader: ResearcherOutputs Report


Scale Small Project: 10-20 interviewsEstimated time

Smaller Project – four months from start to finish(March- June)Full Project – ten Months. Conduct interviews with clients who had events in the time frame. City of Cape Town’s financial year - 1 July 2013- 1 June 2014

Short Term Smaller ProjectMedium Term

Large Project – researcher can collect data from two or more financial years and compare.

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Spectator SatisfactionDescription This project will assess the satisfaction of the spectators who

come to the different events hosted at the Cape Town Stadium.Aim The project aims to analyse the perceptions and experiences of

the spectators at these events.Approach Conduct surveys with spectatorsMethod Subjects: Spectators are divided into

a) Soccerb) Rugbyc) Musicd) Social Eventse) Religious

Sample: The sample will be selected from each subject groups at random.A three to four minute survey will be conducted with the spectator.Survey conducted by Field Worker.

Tools Structured surveyResources Field workers, field supervisors, printed surveys, data capturing

workers.Outputs Report


Scale Three events from each category need to be researched.5 % of total Spectators to be surveyed.

Estimated time

A full project will take about ten months from start to finish if resources are met.

Short TermMedium Term Start project at the beginning of event season

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Retail StoreDescription This project will assess the performance of the stadium retail

store.Aim The project aims to analyse the perceptions and experiences the

public have at the retail store. This will include product suggestions.

Approach Surveys to be filled out by publicMethod Compile a quick survey to be filled out when in the retail store.

Subjects: tourists and event spectators.Sample will be random.

Tools Structured, quick surveyResources Printing of surveys

Project Leader: Researcher will create sustainable research method so that GRO can continue with project in medium to long term.

Outputs ReportInform planning and decision making processProvide evidence based data.Provide product suggestions.

Scale At least half of all store visitors to fill out survey.Estimated time

This project is ongoing.

Short Term Researcher to set up survey and data recording sheet.Medium Term GRO to continue to collect and input data.

GRO to compile short report on a monthly basis.

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Stadium and Eco Park ToursDescription This project will assess the performance of the tours offered at

the stadium and park.Aim The project aims to analyse the perceptions and experiences the

public have in relation to the tours offered at the stadium and park.

Approach Surveys to be filled out by publicMethod Compile a quick survey to be filled out.

Subjects: touristsSample will be random.

Tools Structured, quick surveyResources Printing of surveys

Project Leader: Researcher will create sustainable research method so that GRO can continue with project in medium to long term.

Outputs ReportInform planning and decision making processProvide evidence based data.

Scale Each tour group to fill out short surveyEstimated time




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Foot CountingDescription This project will look at the number of visitors to the Green Point

Eco Park.Aim The project aims to assess the method foot counting at the park

and record the data.Approach Interviews with park staffMethod Interview park staff about foot counting process.

If accurate, compile regular reports on park visitor numbersTools May be beneficial to take a translator.Resources Project Leader: Researcher will create sustainable research

method so that GRO can continue with project in medium to long term.

Outputs ReportInform planning and decision making processProvide evidence based data.

Scale Project will only look at Green Point Park.Estimated time




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Pre-GameEntertainmentDescription This project will look at the different types of pre-game

entertainment that other national and international stadia offer.Aim The aim of the project is to provide management with different

options for pre-game entertainment.Approach Desktop researchMethod Research online what other stadia do for pre-game

entertainment.ToolsResources Internet and telephoneOutputs Report

Inform planning and decision making process.Provide suggestions.

Scale This project will look at entertainment held in national stadia.Will look at 10 well known international stadia.

Estimated time

Two weeks from start to finish

Short Term Conduct projectMedium Term

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ConcessionairesDescription This project will look at the satisfaction of concessionaires on

event day.Aim The aim of the project is to analyse the perceptions and

experiences of the Concessionaires who operate at the stadium on event day

Approach Interview the concessionaires early on event day.Method Subject: concessionaires

Sample: determine the number of concessionaires on different events. Target different concessionaires.Interview participants early on the event day.

Tools Interview questionsResourcesOutputs Report

Inform planning and decision making process.

Scale Need to interview Concessionaires arranged by the Cape Town Stadium and Big Concerts.A minimum of 6 concessionaires need to be interviewed at the different events hosted at the stadium.

Estimated time

Four months from start to finish depending on when the different events take place.

Short TermMedium Term Take place during event season.

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AdvertisingDescription This project will look at the different platforms that the Cape

Town Stadium can use for advertising.Aim The aim of the project is to research the different platforms that

can be used to advertise the stadium.

Approach Research onlineMethod Research the different platforms that can be used.

Look at feasibility.ToolsResources InternetOutputs Report

Inform planning and decision making process.Scale Look at events that take place in South Africa.Estimated time

Two to three weeks.

Short Term Do initial researchMedium Term Import external expertise.

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Client Calls

Description This project will collect data and analyse the calls to the GRO

Aim The aim of the project is to provide insight into the type of calls that the GRO receives every month.

Approach Record type of calls each day.

Method Subjects: public and clients who call into the GRO

Sample: All calls are recorded in terms of type per day.

Data is collected each month and collated into spread sheet.

Tools Excel spread Sheet

Resources

Outputs Report

Provide evidence based data.

Scale Only calls to the GRO are analysed.

Estimated time

Ongoing project

Short Term Generate report each month.

Medium Term Continue to generate report.

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research framework for the cape town stadium v3

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