The Future of Live Events: Why Fan Experience Starts Before the Gate
There was a time when a ticket to a live event was simply that — a piece of paper (or barcode) that got you into a stadium.
Today, it’s a gateway to an experience that starts long before you enter the venue and continues long after the final whistle or encore.
Over the past 15 years, I’ve seen this evolution firsthand — from the Singapore Youth Olympics to the IPL, and from music festivals to the Paris 2024 Games. The constant? Fans have changed faster than most event organizers expected.
🎟️ The New Fan Mindset
Today’s fans don’t just attend an event — they curate it. They expect the same ease they get while ordering dinner online — seamless access, personalization, and instant gratification. They want to feel seen, valued, and connected, not just seated.
That’s where many event models struggle — the ticketing might be digital, but the experience is still analog.
🧠 Experience Is the New Currency
Fans now measure value by emotion, not logistics. A well-run entry gate and an organized seating plan are no longer “good operations” — they’re minimum expectations.
The next leap lies in how we make people feel:
✅ How quickly can someone move from chaos to comfort?
✅ How can digital touchpoints (QR codes, AR filters, real-time engagement) make a moment unforgettable?
✅ How can premium zones and lounges feel like hospitality, not hierarchy?
In a world where attention spans are shorter and choices wider, experience design is the ultimate differentiator. I saw a new tech at Paris2024 , where it would scan you for any hidden objects and only beep if you have something from the banned list. This technology not only improved speed but also completely took out time of frisking .
🌍 India’s Moment Is Now
Having worked across continents, I genuinely believe India is entering its live event golden era — audiences are smarter, younger, and more demanding than ever.
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When my team and I helped deliver the Guinness World Record event for maximum people in a cricket stadium in Ahmedabad, what stood out wasn’t just the record itself.
Everyone was talking about how smooth the entry and exit experience was — especially compared to the chaos they faced just reaching the venue.
That day reinforced something I deeply believe:
Fan experience doesn’t begin inside the venue — it begins the moment they enter the event territory.
People flow, traffic guidance, signage, staff behavior — these are the silent architects of fan satisfaction. Yet they’re often the most overlooked.
🚀 The Next Decade
In the next 10 years, live events will merge emotion + technology in ways we’re only beginning to understand. AI will predict what food you’ll want during halftime. Your AR glasses will replay your favorite moment from your own seat’s perspective. And “fan experience” will be less about what’s happening on stage — and more about what’s happening around it.
The real winners will be those who realize:
People don’t remember events — they remember how events made them feel.
💬 Closing Thought
Every event, big or small, is an opportunity to design that feeling. And those of us behind the scenes — operations, ticketing, logistics, media — are the unseen architects of that emotion.
Let’s build experiences, not just events. Because the future of live entertainment won’t just be watched — it’ll be felt. Infact , as a production company you should say NO to organisers who don't value the fan. Think about it .
Thinking is the first step !
#SportsBusiness #FanExperience #LiveEvents #EventOperations #SportsIndustry #Leadership #Innovation #CustomerExperience #SportsManagement #EntertainmentIndustry
Very well said, Ujjwal. The fan is everything. A fan in a stadium means a lot and should be treasured, making their experience memorable. Much more needs to be done in this regard, though despite awareness about the why and how of it.