In late April, ADF posted about the trend of athletics departments allowing their donors to choose their own seats for home basketball event during re-seating attempts. We found that universities were getting fantastic feedback from implementing programs such as this. The more choices fans have regarding their game day experience, the happier they will be.
The University of Illinois is taking this concept to the parking lots. In a program called “I Decide Parking,” members of Illinois’ annual fund (the I FUND) are given the opportunity to choose the game day parking lot that best fits their needs. Different lots tend to have different experiences, such as tailgating and parties, that cater to specific segments of donors. The lots in close proximity to the stadium will be more attractive to those who do not want to walk as far to the game. Just like ticket selection, the lots will be available on a priority point basis, and the parking spots will be guaranteed for anyone who donates to the I FUND.
Thus far the program seems to be a success, with over half the qualified members signed up for “their” lot in the first week. Illinois is leading the way with the trend towards improving customer service at the collegiate level, and more universities will certainly be following in their footsteps.