A leading sports and entertainment provider with a complex portfolio of venues and festivals across Europe wanted to maintain their ‘best in class’ service offering in the face of increasing competition and changing needs.

While the customer experience was a critical factor, they also wanted to understand how to correlate what is important to customers and the impact on commercial performance, both to inform future investment priorities and sponsorship opportunities.


We took an outside-in approach, considering their customers, competitors, European organisation and wider business capability.

  • In-depth interviews with 40 stakeholders across the business to understand their objectives and challenges today.
  • A rich tapestry of insights into consumer needs, corroborated from direct consumer research (9000+ respondents), a detailed market trends analysis and scanning of best practice across sectors.
  • Mapping of an end-to-end customer journey to understand pain points today.


  • Developed a European wide strategic framework to deliver an improved customer experience across venues and festivals, focusing on doing the basics brilliantly, creating memories and measuring what matters.
  • Identified 120 opportunities to improve customer experience and business revenue, to be delivered via design thinking sprints.
David Forde
David FordeDavid Forde| Principallinkedin icon

David leads our customer experience capability. He joined Gate One having previously led the customer experience practice for a large global consultancy. A principal consultant with over 10 years’ experience, David has extensive expertise in both customer and digital transformation, strategy, product management and the use of experience and human-centred design. He has worked across both the public and private sector and most recently set up an innovation lab in partnership with Google.

30 September 2020Gate One shortlisted at UK Customer Experience Awards 2020Gate One, in partnership with AEG, has been shortlisted in the ‘Customers at the Heart of Everything – SME’ category...
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24 June 2020Rapidly designed vision for the future of in-store gamingA leading betting and gaming organisation was investing in transforming the in-store gaming experience across all of its circa 600...
4 May 2020Defining the European customer strategy for a leading global live events companyA leading sports and entertainment provider with a complex portfolio of venues and festivals across Europe wanted to maintain their...