ASM INSIGHTS finger on US fans’ pulse


ASM Global releases US audience trends study Image: ASM Global

ASM Global (US), the world’s leading venue management company and producer of live event experiences, recently released the results of an unprecedented nationwide survey revealing a wide array of insights ranging from audiences appetites to traveling hundreds and hundreds of miles to see their favorite performers to which State has the biggest appetite for ordering food.

‘ASM Global’ stated that ASM’s proprietary INSIGHTS customer experience platform surveyed over 120,000 guests and clients over one year across ASM Global-managed venues – the largest such portfolio of arenas, stadiums, theaters, and convention centers in the United States.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

Observed Alex Merchán, ASM’s Chief Marketing Officer, “Many of the takeaways are fascinating. And some very surprising. The days of the performer or sports team solely driving ticket sales are evolving with other factors influencing decision-making. Paralleling that is the desire for larger holistic experiences including enthralling ambiance and other experiential moments.”

ASM INSIGHTS customer experience platform captured more than eight million data points. ASM Global officials said that a second equally comprehensive study in the company’s Convention Center space will be released in early 2024.

‘ASM Global’ further stated that for Gen Z and Millennials, attending an event is not merely about witnessing a performance, but a holistic encounter where the overall experience matters almost as much as the main act, with the emotional connection, ambiance and unique moments making them more willing to invest both time and money.

Data surfaced that Gen Z and Millennials attending a performance by a top artiste, overall experience was five percent higher than the average, with viewing expectation 16 percent higher. These younger fans are also willing to pay more for tickets to see a top artiste perform, with ages 18-24 spending 12 percent more than average.

Food and beverage (F&B) is also undergoing a radical transformation. The ASM INSIGHTS survey projects that “staple food and beverage options” will soon be gone. Guests’ demand for variety and creativity in food and beverage option is the second most important factor of their live event experience (after overall service experience) reflecting an expanded spectrum of tastes, mirroring the health-conscious and more exotic choices of attendees across various age groups.

In the ASM INSIGHTS survey across all venues and events, a statistically significant 41 percent of guests said they seek out a variety in food and beverage, whether health-conscious, locally sourced, gluten-free, dairy-free, vegan, vegetarian, etc.

Among the other findings in the ASM INSIGHTS survey:

  • In a post-pandemic world, safety, cleanliness and staff were the most crucial factors in the overall experience at the arenas, stadiums, theaters, and conventions centers, with venues being rated “best-in-class” when scores in these three categories exceeded 80 percent;
  • Eighty-three percent of all stadium guests purchased food and beverage at an event, nine percent higher than all other venue types and an increase from previous behaviors;
  • Eighty-nine percent of guests cited an exceptional experience at the convention centers, with attention to detail and helpful, attentive staff being the biggest drivers in an overall positive guest experience;
  • Eighteen-24-year-olds further reinforce that friendly staff, thorough (pre-event) communication, excellent service, and the artiste/event drove their high marks on the guest experience;
  • This age group mentions how much they loved being there as they “make up for the lost time” and “connection with their favorite artistes”;
  • Furthermore, this need to “connect with their favorite artiste” resulted in 47 percent of these young fans to drive 200+ miles to see their favorite artistes (including the American singer-songwriter Taylor Swift, the American rapper and singer Doja Cat, the Canadian rapper and singer Drake, the Colombian singer and songwriter Karol G, and the American rapper and singer-songwriter Rod Wave); and
  • The “hungriest fans”, spending the most on food and beverage at events, are based in Arizona and Nevada, spending twice the national average.

Additionally, venues with the ability to serve alcoholic beverages and provide guests with options for pre-event cocktails and concessions, combined with excellent service create a seamless experience. That drove customer satisfaction scores to up to 92 percent in December 2023.

Safety has become the keystone of the live events industry. Venues across the industry are adopting enhanced safety measures to ensure every eventgoer feels welcome, secure and protected. This commitment marks a pivotal shift, reflecting a dedication to redefining live events with attendee well-being at its core.

Concluded Merchán, “From a Taylor Swift tour stop at the 72,220-capacity NRG Stadium in Houston, Texas, to completely overhauling the traditional high school volleyball tournament experience for attendees by opening up premium food and bar services – ASM has so many great examples where this data is already being used at the local level to adapt and enhance the consumer experience. ASM INSIGHTS has provided us a broad yet rich perspective of what fans and guests expect at the live events and we’re able to leverage this data into action to revolutionize the entire experience. It’s obvious the industry of tomorrow will need to continue a radical transformation.”

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