Marketing / Teams / Venues


Orlando value

Author Oliver Enos, University of San Francisco

Posted: April 25, 2017

Marketing is a relationship whereby both parties involved stand to gain from the exchange. Hightower (2014) describes this in terms of value “obtained by all participants” (p. 142). Sport marketers create value when they discover consumers’ needs and satisfy them (McCarville & Stinson, 2014). Orlando City SC accomplishes this by focusing its efforts on delivery variables and the servicescape factors. Constructing a unique soccer-specific facility and creatively manipulating the servicescape has enabled Orlando City SC to generate and deliver value to its consumers through value proposition, building connections with consumers, and easing participation costs.

Hightower (2014) defines servicescape as “everything that is physically present about an individual during the service encounter” (p. 144). The servicescape can influence critical consumer relationship goals from the initial attraction of the consumer through to retention and even augmentations of the relationship (Hightower, 2014). Importantly, value is created when the sport organization delivers a memorable experience and provides a basis of emotional attachment for the consumer, which most prominently takes place in the sport organization’s physical environment (McCarville & Stinson, 2014). Orlando City SC has capitalized on this concept by positively affecting its consumers’ perceived value via finetuning Orlando City Stadium’s ambient factors, design factors, and social factors. Most notably, “the stadium’s architect designed as many seats below grade and close to the field as possible” to create a thrilling and unforgettable experience (Muret, 2017, para. 12). The consumer experience is enhanced because “the stadium’s LED sports lighting system leads to a clean look, eliminating the need for the tall light towers common at most venues” (Muret, 2017, para. 28). An additional aspect of Orlando City Stadium that establishes a personal sense of identity and builds a connection with consumers is “‘The Wall,’ an intimidatingly steep section of 3,811 standing-room spaces on the stadium’s north end, complete with its own raucous mini-concourse and terrace bar,” which emotionally impacts consumers and draws them to join two independent Orlando City SC supporter groups, the Ruckus and the Iron Lion Firm (Muret, 2017, para. 2).

McCarville and Stinson (2014) discuss creating a value proposition and delivering on the promise of the value proposition through the “development of product bundles” (p. 61). The goal of the product bundle is to maximize benefits and decrease overall costs for consumers (McCarville & Stinson, 2014). Orlando City SC is delivering on its value proposition by offering all-inclusive ticket packages that encompass ticket, food, and beverages for one set price. All-inclusive ticket packages resonate strongly with Orlando City SC consumers because “the stadium’s three all-inclusive clubs totaling 2,871 seats are sold out” (Muret, 2017, para. 17). Orlando City SC believes in the centrality of the consumer and understands that product bundles are an efficient way to add value to their consumers, and this emphasis has proven successful (McCarville & Stinson, 2014).

As every sport consumer knows, one of the most frustrating aspects of attending a sport event is having to wait in line. McCarville and Stinson explain that “freedom is limited because the individual has no power to modify the delay” (p. 57). Orlando City SC is easing this participation cost for consumers by incorporating wireless technology and making the queueing process more seamless. Orlando City Stadium is “one of the first big-league venues to go paperless from the ground up for season-ticket holders…we don’t even have turnstiles” (Muret, 2017, para. 29). By doing this, Orlando City SC has ensured that convenience is highlighted and value is enhanced for its consumers. The principal concept is that Orlando City SC has not just constructed a new soccer venue, but they have continued to look at the servicescape holistically and are constantly identifying unique ways where they can deliberately add value for consumers.



Hightower, R., Jr. (2014). Leveraging sport brands with the servicescape. In M. P. Pritchard, & J. Stinson (Eds.), Leveraging brands in sport business (pp. 142-156). New York, NY: Routledge.

McCarville, R., & Stinson, J. (2014). Creating value as part of sport marketing. In M. P. Pritchard, & J. L. Stinson (Eds.), Leveraging brands in sport business (pp. 51-65). New York, NY: Routledge.

Muret, D. (2017, March 13). Roar of Orlando: another brick in ‘the wall’ for MLS stadium evolution. SportsBusiness Journal, 19(45), 1. Retrieved from

About Oliver Enos, University of San Francisco

Oliver is a former United States Marine Corps officer and Loyola Marymount University graduate, who is currently pursuing a master’s degree in Sport Management at the University of San Francisco. His collegiate baseball background has fostered a passion for college athletics, where he seeks an opportunity to serve as a student-athlete academic advisor. He is currently working as an Event Manager in the Stanford University Athletic Department. Oliver can be reached via LinkedIn.

This is an edited version of a paper Oliver prepared for Professor Michael Goldman‘s Sport Marketing course at the University of San Francisco.

IImage by Orlando City Soccer Club, "Aerial_North",