College Station, Texas, USA
The Innovation Group was contracted by Texas A&M University’s 12th Man Foundation to conduct a
comprehensive qualitative, quantitative, and competitive analysis to improve the gameday experience
for fans of its Southeastern Conference (SEC) football program. Focus was in two parts: (1) physical
improvements to the stadium to modernize, refresh, and better activate physical spaces, and (2)
analysis of all fan touchpoints and aspects of the gameday experience, from ticketing and preseason
outreach through pregame, in-game, and postgame amenities, marketing, communication, and
engagement. Project work included client and stakeholder interviews, focus groups, and competitive
analysis.
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