Key Takeaways
- Families aren’t one-size-fits-all: Research shows segmenting by youngest child’s age creates more effective marketing than generic family packages
- Logistics dominate for younger families: Parents with children 6 and under prioritize parking proximity, stroller access, and nursing stations over seat location
- Older kids drive attendance decisions: Families with school-age children attend because the kids themselves are fans, not just for family bonding
- Flexibility beats fixed packages: Established families need variable seating options and last-minute booking due to busy schedules
- Mobile integration matters: In-seat entertainment for older kids should incorporate devices and focus on the sport itself
Research Reveals Critical Family Segmentation Gap
Youth sports organizations typically treat families as a single, uniform market segment. Standard approaches include family four-packs, kids clubs, and general play areas. But research from the University of Cincinnati reveals this one-dimensional strategy misses significant opportunities.
Jason M. Simmons, associate professor of sport administration who studies sport consumer behavior, found that families vary dramatically in what they seek from live events based on the age of their youngest child. His research, combined with personal experience taking his son to hundreds of games from toddler to teenager, shows the current industry approach leaves money on the table.
“Sport organizations typically view the family segment as a homogenous subset of their fan base,” Simmons explains. His findings suggest a more targeted approach could significantly improve both attendance and revenue from family demographics.
Younger Families Need Logistics, Not Premium Seats
Families with children six and under face entirely different challenges than those with older kids. Simmons’ research identified key factors that make or break the experience for this segment: parking distance from venues, stroller accessibility, family restroom locations, and nursing station availability.
The value proposition also differs dramatically. Parents often pay full ticket prices but spend most of the event walking concourses to keep young children entertained rather than watching the game. Traditional premium seating packages miss the mark for this group, who prioritize convenience over sightlines.
Venue policies should be clearly communicated in advance for younger families. Organizations that succeed with this segment answer basic questions upfront: Where can families park close to the venue? Which seating sections provide easiest access to family facilities? Where can strollers be stored during games?
Out-of-seat entertainment becomes the primary draw – play spaces, interactive games, and even drop-off childcare options can transform the experience for families with toddlers and preschoolers.
School-Age Children Drive Family Attendance Patterns
The dynamic shifts completely once children understand game rules and develop genuine fandom. Simmons notes his son became a “die-hard fan” by age 13, actively participating in crowd chants and demanding closer seats to the action.
For families with older children, flexibility trumps fixed packages. School schedules, extracurricular activities, and sports commitments make it difficult for established families to commit to season tickets or predetermined game dates. These families need variable options for seat quantity, location, price points, and included amenities.
Marketing communications should position sporting events differently for this segment. Rather than focusing on family bonding time, messaging should emphasize how older kids can feel part of the team and get closer to the action they’re passionate about.
Mobile device integration becomes crucial for in-seat entertainment, but the content should focus on the sport itself rather than general kid-friendly distractions.
Economic Reality of Family Sports Spending
The financial commitment evolves significantly as children age. Simmons mentioned spending $100 on food and drinks alone for his family of three at a single game, noting that his teenage son now wants to sit closer to the action, driving up ticket costs.
This spending pattern suggests opportunities for tiered pricing strategies that acknowledge how family sports budgets change over time. Organizations could develop pricing models that reflect these lifecycle stages rather than assuming all families have identical budget constraints.
The research also highlights how families with older children become higher-value customers, justifying more premium offerings and experiences designed specifically for passionate young fans.
Strategic Implications for Youth Sports Organizations
Competition for family entertainment time has intensified significantly since previous generations. Simmons notes the difference between his childhood sporting events with his father and today’s environment, where numerous entertainment options compete for consumer attention.
Regular market research becomes essential to understand evolving family needs and maintain relevance as an entertainment option. Organizations that segment their family marketing by child age can create more targeted messaging and venue experiences.
The research suggests moving beyond generic family packages toward age-specific offerings. This might include logistics-focused packages for younger families and passion-driven experiences for families with school-age children who are genuine fans.
Youth sports organizations can apply these findings directly to their facility design, marketing strategies, and program offerings. Understanding that a family’s relationship with live sports evolves predictably based on child development stages provides a roadmap for more effective customer acquisition and retention.
via: Sports Business
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