TCU Athletics pairs with Disney to improve gameday experience


    The TCU athletics department has paired with Disney Institute to improve customer service during football season.

    A consulting firm run by The Walt Disney Company, Disney Institute works with other organizations to help improve customer service and fan experience.

    TCU’s Director of Intercollegiate Athletics Chris Del Conte said the pairing is in an effort to take a good product and make it better.

    “Season ticket sales are going well, and, while we can’t control the outcome of a game, we can help with the stadium experience,” Del Conte said.

    The most recent visit from the Disney Institute came in May and the firm is expected back on campus in August.

    One of the primary reasons TCU is using the Disney Institute is so all 500 employees working inside and around the stadium are providing the best atmosphere possible.

    Associate Athletics Director for Administration Mike Sinquefield has been working with Disney since the pairing and said TCU has a lot to benefit from the partnership.

    “It’s just like Disney’s approach to their theme parks,” Sinquefield said. “The experience starts as soon as you park your car.”

    Sinquefield also said the gameday experience has a lot to do with employees and how they interact with the fans.

    “We want people around making sure that if you drop your soda or food, you can get another one for free,” he said. “It is a lot of little things that might go unnoticed but in the big picture are important.

    The Disney Institute has worked with other collegiate athletic departments as well. Michigan State, Arizona State, University of Tennessee and Auburn University have all sought after Mickey Mouse’s help.

    In an interview with Sports Business Journal, Rocky Harris, senior associate athletic director at Arizona State, said his school’s pairing with Disney was a great investment.

    “We’ve reconnected with the fan, and they’re noticing,” Harris said.

    With the 2014-15 football season on the horizon, TCU fans are not sure what to expect on the field. The gameday product, however, seems to be a lock for improvement.

    The Frogs begin their season Aug. 30 against Samford at Amon G. Carter Stadium.