How to Manage a Sports Fan's Bad Experience

Growing up going to the movies was always a special experience. I would get a tub of buttered popcorn as I settled in to allow my mind to be whisked away on a magical adventure. One time at the theater, though, my magical experience was disrupted. Right at a critical scene near the end of the movie, the film broke. This was during a time when movies were not digital, but that actual film was threaded into a projector. After ten long minutes, the theater employees spliced back the film, however, we missed the final critical scene in the movie. Everyone left the theater wondering what had happened during that critical scene. The employees never did communicate with the audience about the problem, that they were working on a solution, or apologize for the inconvenience. The timing of the disappointment and the theater’s inability to completely correct the problem, left me dissatisfied.
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Sports can be like the movies. Like the movies, sports spectators come to games expecting to be entertained and anticipating an emotional experience. Yet, like with any experience, there are disruptions that can leave sports patrons feeling disappointed or upset. But with a proper response, sports organizers can manage a sports fan's bad experience.

1. Communicate.  A spokesperson should communicate the problem, the desired outcome to fix the problem, and a time frame for the resolution. This is even more critical for a sport's fan that is paying for the entertainment experience. 
2. Apologize.  An explanation and an apology is often sufficient.  Most people understand that things happen and are happy to know you have acknowledged the problem. In some instances, particularly when a problem significantly impacts a sports fan's paid experience, it could be appropriate to offer to refund tickets or other appropriate compensation.
3. Fix the problem. When reasonable, remedy the situation in a timely fashion. It helps if sports fans can visibly see you working on a solution. For a fix that takes longer than 10-15 minutes, it is advisable to provide an updated communication on the situation to your sports fans.
4. Enact a contingency plan. Have a back-up plan. Maybe it's best to reschedule an event or move the location where the program is being held. Perhaps it's modifying or even canceling the experience.

Ultimately, both businesses and customers recognize that equipment can break and things can go wrong. But each business should develop contingency plans, act swiftly, apologize, and communicate with guests as to the situation and the anticipated resolution. Failure to do so may cause you to lose customers who, for their next experience, may choose to spend their money on a different source of entertainment.