ALSO SEE THE 20 SEPT UPDATE ON PAGE 4.................
FYI from a Sam Torn post on the Liucci page here:
"By way of introduction, I am the chairman of the Game Day Experience Task Force. I previously represented our donors and fans on a volunteer basis through overseeing the redevelopment of Olsen Field at Blue Bell Park, overseeing the planning and construction of the Davis Player Development Center and the R.C. Slocum Nutrition Center, the redevelopment of the Klein Football Locker Room and the Nye Academic Center, and most recently serving as the co-chair of the Kyle Field Redevelopment Committee, the chair of The Campaign for Kyle Field and a member of the Kyle Field Construction Committee. In January, I was asked by Frosty Gilliam, the chairman of the 12th Man Foundation, with the approval of Athletic Director, Scott Woodward, to chair a task force in partnership with the athletic department to look at our game day experience and provide recommendations for enhancement. I want to provide you, a significant segment of our fan base, an explanation of the Task Force and an opportunity for immediate constructive feedback regarding some of our efforts. Here are the most prominent questions we have received along the way so far:
WHAT IS THE GAME DAY EXPERIENCE TASK FORCE?
The GDETF is a joint initiative between the 12th Man Foundation and the Athletic Department formed to study the Aggie Game Day Experience in ALL aspects.
WHY WAS IT FORMED?
When Kyle Field was redeveloped there were 5 goals. Two of the goals were to:
1. Provide a superior customer experience
2. Make sure we had the most intimidating environment possible in order to give us the best chance to WIN on the field.
The GDETF was formed to study those 2 specific goals and, if necessary, make recommendations to ensure our ability to reach those goals.
WHO IS INVOLVED?
The GDETF consists of a cross section of Aggies. There are 11 different work groups comprised of around 100 people studying all aspects of the Game Day Experience throughout game week both inside and outside the stadium. Two of the work groups are dedicated to the Student Experience and the Football Team Perspective (which includes panels of current players and coaches).
WHAT IS THE PROCESS?
Since January, the 11 work groups have been meeting and defining the major elements of their areas, the strengths and weaknesses therein, and making recommendations for adjustments, if needed. Some of the recommendations are being implemented in 2017. Some will not be implemented until 2018. In addition, the GDETF is doing "best practices" visits to 9 iconic college football venues to analyze what they do and whether anything is adaptable to our unique traditions and environment. Finally, at the conclusion of the 2017 season a survey will be conducted of:
1. All season ticket holders
2. A representative cross section of current students
3. Frequent single game ticket buyers
4. Targeted group of lapsed season ticket holders
Final Recommendations of the GDETF will be based on all of the above.
WERE THERE ANY ASSUMPTIONS GOING IN?
Only one. Texas A&M has a unique game day experience unlike any other in the country that has been, and always will be, driven by THE STUDENTS. It is important that we enhance our uniqueness, not change it.
SPEAKING OF STUDENTS, HOW DID YOU ENGAGE THE CURRENT FOOTBALL PLAYERS AND WHAT DID THEY TELL YOU?
We first interviewed Coach Sumlin who was extremely cooperative and supportive. He then assigned members of his staff to ongoing engagement in the GDETF. A cross section of players were interviewed. Here is what we learned, in general, from the coaches and the players:
1. They love the connection they have with our fans, particularly the students. It was one of the selling points in their ultimate decision to become Aggies.
2. With regard to the In Stadium Experience:
a. In general, they think Kyle Field on game day is unique and our fans are very supportive.
b. They love the team entrance before kickoff. (The coaches expressed a desire for something to occur between the team entrance and kickoff to keep the energy level high).
c. The defensive players told us that "sustained disruptive noise" was the most important thing to them. They also said that at other venues it was deflating and annoying when they were reminded that the opponent's offense was succeeding.
d. The offensive players told us they got fired up when the crowd recognized their success with targeted noise.
e. The players said an entire stadium waving 12th Man towels was intimidating to the opponent and motivating to the team.
f. They told us that "current, culturally relevant music" is motivating and also good for recruiting.
WHAT DID THE GDETF DO TO ENHANCE THE IN-GAME ENVIRONMENT TO ADDRESS THE GOAL OF CREATING THE MOST INTIMIDATING ENVIRONMENT IN COLLEGE FOOTBALL:
1. We recognized that success on the field is the number one driver in fan engagement and excitement. This is obvious, but it is mentioned because a part of the uniqueness of the Texas A&M football experience
has always been support for the team regardless of circumstances. Although championships are the ultimate goal and we should never settle for mediocrity, support for the Aggies on the field does not fall off during the tough times, but rather is a visible sign of the loyalty, encouragement and respect for our team and the 18-22 year old college students that are doing what they are asked to do to help us win.
2. We recognized that 35,000 students are the key to not only our uniqueness but our intimidation. We also recognized that students today are not exactly the same as students were years ago. Their core values are the same, their love for our university is the same, but what motivates students, captures their interest, commands their time and drives their student experience is not exactly the same as it was years ago.
3. We determined that our "in game experience" had become too scripted and that the yell leaders and band were not being allowed to have the impact they could have because they were told what to do and when to do it.
4. We determined that visiting schools were not tied to our script and were being allowed to insert their influence when our fan base was being asked to sit on their hands and watch too many sponsored segments on the video board. (The Tennessee game last year is a good example of this).
5. We recognized that, because of the stadium configuration and their specific location in the stands, the Fightin' Texas Aggie Band could not be heard well in certain parts of the stadium and was, in fact, at times drowned out by the opposing band.
6. We recognized that, in today's college football world where every game is televised, there are at least 12 timeouts - all lasting 2-3 minutes - which means there is dead time within a game that cannot always be filled with organized yells or music from the Fightin' Texas Aggie Band.
7. ACCORDINGLY, WE RECOMMENDED THE FOLLOWING SPECIFIC STEPS:
A. REMOVAL THE SCRIPT FROM THE YELL LEADERS AND THE BAND They can now do what they want, when they want, as the game flow dictates.
B. AMPLIFICATION OF THE BAND so that they can be heard throughout the stadium and, when necessary, overpower the opposing team's band. We will be making volume adjustments each game to determine the best volume level.
C. ADDING A MUSIC OPERATOR He has been given specific instructions that he is completely secondary to the yell leaders and the band and should not engage if they are engaged. We will continue to work to ensure proper coordination.
D. ADDING THE UNIFIED "FIRST DOWN" YELL AFTER EVERY AGGIE FIRST DOWN This was done specifically to address input from the players mentioned above.
E. EXTEND "POWER" DURING THE TEAM ENTRANCE AND ADDED 3 BEAT THE HELL YELLS AFTER THE WAR HYMN This was done to address the coaching staff's request to keep the crowd motivated right up to kickoff.
F. ASK THE BAND TO PLAY THE WAR HYMN AT THE END OF THE 1ST QUARTER AS WELL AS THE END OF THE 3RD QUARTER- This was done because opposing players have mentioned that 102,000 Aggies sawing varsity's horns off is very intimidating.
G. IMPLEMENTED A CONTEMPORARY MUSIC SEGMENT PRECEEDING THE 2ND HALF KICKOFF- This was done because the Fightin' Texas Aggie Band is not yet in the stands and it is important
to reengage the fan base for the beginning of the 2nd half.
H. REDUCE THE NUMBER OF SPONSORED SEGMENTS SHOWN ON THE VIDEO BOARD This was done to allow more spontaneity and sustained momentum and energy when appropriate.
WHAT FEEDBACK DID YOU RECEIVE REGARDING THESE ADJUSTMENTS AFTER THE FIRST HOME GAME?
In general, the feedback was mixed, but mostly positive. There are still adjustments to be made, and we recognize that not everybody is going to like everything.
WHAT ABOUT THE "FIRST DOWN" THING?
That's a fair question. It was instituted specifically in response to the current football players telling us that the offense is motivated when the crowd recognizes their success and the defense is annoyed and it can be deflating when they are reminded that the other team has succeeded. The football team liked it, but they also understand our uniqueness and don't want to ever lose that. We will continue to tweak and evaluate its purpose and effect.
WHAT ABOUT THE MUSIC OPERATOR? IS THAT WHO WE REALLY WANT TO BE?
Remember, we are trying to enhance the in-game atmosphere in order to help us WIN. Current students have told us that the use of contemporary "trap" music helps in that regard. Equally as important, the players told us that contemporary music is very motivating to both players and recruits. We have made it very plain to the music operator, to the yell leaders, to the band, and to the football team that the music operator must be completely secondary to the yell leaders and band. The yell leaders are now controlling the game. If we are doing a yell or the band is playing, the music operator is to fade out or not begin. We still have work to do to make sure the coordination is what it needs to be and to achieve the proper balance so as not to become something we are not.
WHAT ABOUT THE SECOND GOAL OF THE TASK FORCE, TO PROVIDE A PREMIER CUSTOMER EXPERIENCE? WHAT IS THE GDETF DOING IN THAT REGARD?
Quite frankly, way too many things to mention in this epistle of a post, and more will be coming in 2018. Our 11 work groups are looking at the following areas:
Student Experience
Football Team Perspective
Midnight Yell Practice and other Friday Events
Pre-Game Outside Stadium
Pre-Game Inside Stadium
In Game -In Stadium (see above)
Parking, Traffic, Transportation and Welcome
Technology
Customer Experience (including sound and food)
Tailgating
Communications
TWO OF THE BIGGEST COMPLAINTS HAVE BEEN REGARDING SOUND AND LEVY? WHAT ARE YOU RECOMMENDING?
During the off season the original Kyle Field Construction Committee, led by the Chancellor's office, looked at every complaint regarding sound that had been registered. We spent $660,000 addressing those issues including the addition of new speakers, new software technology, re-positioning of speakers, etc. We had sound engineers located throughout the stadium against Nicholls State. Early returns have been very favorable except for in the suite area. We still have work to do in the suite area and constant tweaking throughout the stadium will continue.
Since last football season the Athletic Department, the 12th Man Foundation and other university representatives have been meeting with Levy weekly to address the legitimate concerns that have arisen.
Levy is committed to working with the university to provide reasonable quality, service and value to our fans.They have made numerous adjustments this year including increased training, more efficient concession line control, quality control measures and, thanks to President Young, the initiation of $2 water and the family value pack. Are they perfect? No. Will they ever be perfect? No, save One, who is? Do they need to continue to improve? Absolutely.
Levy is a long-term university partner and the GDETF will make recommendations that we hope will enable them to adequately serve the needs of Aggies at athletic events.
That is the GDETF is a nutshell. I can tell you that over 100 people have put in literally thousands of hours in this endeavor. The work is ongoing. As for me, I am a fan, just like you, who loves my school and wants nothing more than for us to succeed at the highest level and for all Aggies to have an amazing experience. I was asked to do a job and I am doing it just like when I was asked to lead the charge on Blue Bell Park and Kyle Field. I, along with the entire Task Force, welcome your engagement, questions, constructive comments and your input. I would ask that you not get personal. We are all passionate about Texas A&M which is what makes us special. Let's keep our dialogue constructive. I look forward to your comments. GIG 'EM"
FYI from a Sam Torn post on the Liucci page here:
"By way of introduction, I am the chairman of the Game Day Experience Task Force. I previously represented our donors and fans on a volunteer basis through overseeing the redevelopment of Olsen Field at Blue Bell Park, overseeing the planning and construction of the Davis Player Development Center and the R.C. Slocum Nutrition Center, the redevelopment of the Klein Football Locker Room and the Nye Academic Center, and most recently serving as the co-chair of the Kyle Field Redevelopment Committee, the chair of The Campaign for Kyle Field and a member of the Kyle Field Construction Committee. In January, I was asked by Frosty Gilliam, the chairman of the 12th Man Foundation, with the approval of Athletic Director, Scott Woodward, to chair a task force in partnership with the athletic department to look at our game day experience and provide recommendations for enhancement. I want to provide you, a significant segment of our fan base, an explanation of the Task Force and an opportunity for immediate constructive feedback regarding some of our efforts. Here are the most prominent questions we have received along the way so far:
WHAT IS THE GAME DAY EXPERIENCE TASK FORCE?
The GDETF is a joint initiative between the 12th Man Foundation and the Athletic Department formed to study the Aggie Game Day Experience in ALL aspects.
WHY WAS IT FORMED?
When Kyle Field was redeveloped there were 5 goals. Two of the goals were to:
1. Provide a superior customer experience
2. Make sure we had the most intimidating environment possible in order to give us the best chance to WIN on the field.
The GDETF was formed to study those 2 specific goals and, if necessary, make recommendations to ensure our ability to reach those goals.
WHO IS INVOLVED?
The GDETF consists of a cross section of Aggies. There are 11 different work groups comprised of around 100 people studying all aspects of the Game Day Experience throughout game week both inside and outside the stadium. Two of the work groups are dedicated to the Student Experience and the Football Team Perspective (which includes panels of current players and coaches).
WHAT IS THE PROCESS?
Since January, the 11 work groups have been meeting and defining the major elements of their areas, the strengths and weaknesses therein, and making recommendations for adjustments, if needed. Some of the recommendations are being implemented in 2017. Some will not be implemented until 2018. In addition, the GDETF is doing "best practices" visits to 9 iconic college football venues to analyze what they do and whether anything is adaptable to our unique traditions and environment. Finally, at the conclusion of the 2017 season a survey will be conducted of:
1. All season ticket holders
2. A representative cross section of current students
3. Frequent single game ticket buyers
4. Targeted group of lapsed season ticket holders
Final Recommendations of the GDETF will be based on all of the above.
WERE THERE ANY ASSUMPTIONS GOING IN?
Only one. Texas A&M has a unique game day experience unlike any other in the country that has been, and always will be, driven by THE STUDENTS. It is important that we enhance our uniqueness, not change it.
SPEAKING OF STUDENTS, HOW DID YOU ENGAGE THE CURRENT FOOTBALL PLAYERS AND WHAT DID THEY TELL YOU?
We first interviewed Coach Sumlin who was extremely cooperative and supportive. He then assigned members of his staff to ongoing engagement in the GDETF. A cross section of players were interviewed. Here is what we learned, in general, from the coaches and the players:
1. They love the connection they have with our fans, particularly the students. It was one of the selling points in their ultimate decision to become Aggies.
2. With regard to the In Stadium Experience:
a. In general, they think Kyle Field on game day is unique and our fans are very supportive.
b. They love the team entrance before kickoff. (The coaches expressed a desire for something to occur between the team entrance and kickoff to keep the energy level high).
c. The defensive players told us that "sustained disruptive noise" was the most important thing to them. They also said that at other venues it was deflating and annoying when they were reminded that the opponent's offense was succeeding.
d. The offensive players told us they got fired up when the crowd recognized their success with targeted noise.
e. The players said an entire stadium waving 12th Man towels was intimidating to the opponent and motivating to the team.
f. They told us that "current, culturally relevant music" is motivating and also good for recruiting.
WHAT DID THE GDETF DO TO ENHANCE THE IN-GAME ENVIRONMENT TO ADDRESS THE GOAL OF CREATING THE MOST INTIMIDATING ENVIRONMENT IN COLLEGE FOOTBALL:
1. We recognized that success on the field is the number one driver in fan engagement and excitement. This is obvious, but it is mentioned because a part of the uniqueness of the Texas A&M football experience
has always been support for the team regardless of circumstances. Although championships are the ultimate goal and we should never settle for mediocrity, support for the Aggies on the field does not fall off during the tough times, but rather is a visible sign of the loyalty, encouragement and respect for our team and the 18-22 year old college students that are doing what they are asked to do to help us win.
2. We recognized that 35,000 students are the key to not only our uniqueness but our intimidation. We also recognized that students today are not exactly the same as students were years ago. Their core values are the same, their love for our university is the same, but what motivates students, captures their interest, commands their time and drives their student experience is not exactly the same as it was years ago.
3. We determined that our "in game experience" had become too scripted and that the yell leaders and band were not being allowed to have the impact they could have because they were told what to do and when to do it.
4. We determined that visiting schools were not tied to our script and were being allowed to insert their influence when our fan base was being asked to sit on their hands and watch too many sponsored segments on the video board. (The Tennessee game last year is a good example of this).
5. We recognized that, because of the stadium configuration and their specific location in the stands, the Fightin' Texas Aggie Band could not be heard well in certain parts of the stadium and was, in fact, at times drowned out by the opposing band.
6. We recognized that, in today's college football world where every game is televised, there are at least 12 timeouts - all lasting 2-3 minutes - which means there is dead time within a game that cannot always be filled with organized yells or music from the Fightin' Texas Aggie Band.
7. ACCORDINGLY, WE RECOMMENDED THE FOLLOWING SPECIFIC STEPS:
A. REMOVAL THE SCRIPT FROM THE YELL LEADERS AND THE BAND They can now do what they want, when they want, as the game flow dictates.
B. AMPLIFICATION OF THE BAND so that they can be heard throughout the stadium and, when necessary, overpower the opposing team's band. We will be making volume adjustments each game to determine the best volume level.
C. ADDING A MUSIC OPERATOR He has been given specific instructions that he is completely secondary to the yell leaders and the band and should not engage if they are engaged. We will continue to work to ensure proper coordination.
D. ADDING THE UNIFIED "FIRST DOWN" YELL AFTER EVERY AGGIE FIRST DOWN This was done specifically to address input from the players mentioned above.
E. EXTEND "POWER" DURING THE TEAM ENTRANCE AND ADDED 3 BEAT THE HELL YELLS AFTER THE WAR HYMN This was done to address the coaching staff's request to keep the crowd motivated right up to kickoff.
F. ASK THE BAND TO PLAY THE WAR HYMN AT THE END OF THE 1ST QUARTER AS WELL AS THE END OF THE 3RD QUARTER- This was done because opposing players have mentioned that 102,000 Aggies sawing varsity's horns off is very intimidating.
G. IMPLEMENTED A CONTEMPORARY MUSIC SEGMENT PRECEEDING THE 2ND HALF KICKOFF- This was done because the Fightin' Texas Aggie Band is not yet in the stands and it is important
to reengage the fan base for the beginning of the 2nd half.
H. REDUCE THE NUMBER OF SPONSORED SEGMENTS SHOWN ON THE VIDEO BOARD This was done to allow more spontaneity and sustained momentum and energy when appropriate.
WHAT FEEDBACK DID YOU RECEIVE REGARDING THESE ADJUSTMENTS AFTER THE FIRST HOME GAME?
In general, the feedback was mixed, but mostly positive. There are still adjustments to be made, and we recognize that not everybody is going to like everything.
WHAT ABOUT THE "FIRST DOWN" THING?
That's a fair question. It was instituted specifically in response to the current football players telling us that the offense is motivated when the crowd recognizes their success and the defense is annoyed and it can be deflating when they are reminded that the other team has succeeded. The football team liked it, but they also understand our uniqueness and don't want to ever lose that. We will continue to tweak and evaluate its purpose and effect.
WHAT ABOUT THE MUSIC OPERATOR? IS THAT WHO WE REALLY WANT TO BE?
Remember, we are trying to enhance the in-game atmosphere in order to help us WIN. Current students have told us that the use of contemporary "trap" music helps in that regard. Equally as important, the players told us that contemporary music is very motivating to both players and recruits. We have made it very plain to the music operator, to the yell leaders, to the band, and to the football team that the music operator must be completely secondary to the yell leaders and band. The yell leaders are now controlling the game. If we are doing a yell or the band is playing, the music operator is to fade out or not begin. We still have work to do to make sure the coordination is what it needs to be and to achieve the proper balance so as not to become something we are not.
WHAT ABOUT THE SECOND GOAL OF THE TASK FORCE, TO PROVIDE A PREMIER CUSTOMER EXPERIENCE? WHAT IS THE GDETF DOING IN THAT REGARD?
Quite frankly, way too many things to mention in this epistle of a post, and more will be coming in 2018. Our 11 work groups are looking at the following areas:
Student Experience
Football Team Perspective
Midnight Yell Practice and other Friday Events
Pre-Game Outside Stadium
Pre-Game Inside Stadium
In Game -In Stadium (see above)
Parking, Traffic, Transportation and Welcome
Technology
Customer Experience (including sound and food)
Tailgating
Communications
TWO OF THE BIGGEST COMPLAINTS HAVE BEEN REGARDING SOUND AND LEVY? WHAT ARE YOU RECOMMENDING?
During the off season the original Kyle Field Construction Committee, led by the Chancellor's office, looked at every complaint regarding sound that had been registered. We spent $660,000 addressing those issues including the addition of new speakers, new software technology, re-positioning of speakers, etc. We had sound engineers located throughout the stadium against Nicholls State. Early returns have been very favorable except for in the suite area. We still have work to do in the suite area and constant tweaking throughout the stadium will continue.
Since last football season the Athletic Department, the 12th Man Foundation and other university representatives have been meeting with Levy weekly to address the legitimate concerns that have arisen.
Levy is committed to working with the university to provide reasonable quality, service and value to our fans.They have made numerous adjustments this year including increased training, more efficient concession line control, quality control measures and, thanks to President Young, the initiation of $2 water and the family value pack. Are they perfect? No. Will they ever be perfect? No, save One, who is? Do they need to continue to improve? Absolutely.
Levy is a long-term university partner and the GDETF will make recommendations that we hope will enable them to adequately serve the needs of Aggies at athletic events.
That is the GDETF is a nutshell. I can tell you that over 100 people have put in literally thousands of hours in this endeavor. The work is ongoing. As for me, I am a fan, just like you, who loves my school and wants nothing more than for us to succeed at the highest level and for all Aggies to have an amazing experience. I was asked to do a job and I am doing it just like when I was asked to lead the charge on Blue Bell Park and Kyle Field. I, along with the entire Task Force, welcome your engagement, questions, constructive comments and your input. I would ask that you not get personal. We are all passionate about Texas A&M which is what makes us special. Let's keep our dialogue constructive. I look forward to your comments. GIG 'EM"
