Is Sharing the Rules Sabotaging Your Fan Experience?

With 15+ seasons in professional sports, I fully understand and am deeply proud that safety is one of the – if not THE – most important considerations when it comes to fans and their experiences in venues.

That consideration of their safety and well-being, though, is rarely, if ever, relayed to fans in a way that makes them feel appreciated and, well, safe.

Instead, we're accidentally training them to expect disappointment before they ever even walk through our doors.

Is It a “Know Before You Go” or a “NO! Before You Go”?

Too often, the messaging designed to convey details - and to be "helpful" - about each and every experience we've poured our hearts into creating, leads with “No,” “Cannot,” “Prohibited,” and other words that create defensiveness rather than communicate care for safety.

The examples are everywhere:

• Pre-Game/Pre-Event Emails: "No outside food. No bags over 6 inches. No re-entry. No cash. No tailgating supplies. No fun.” Technically, that last one is never actually said, but fans are hearing it anyway.

  
  

• Stadium Signage: Fans walking into a venue are often barraged with an exhaustive list of prohibitions before a single welcome message or directional sign to concessions. And, based upon the number of people denied entry at the doors because they have one of the 47 things listed, those “Do Not Bring” signs aren’t even getting the message across.

  
  

• FAQ Pages: "Can I bring my kids' snacks?" Only if they meet our approved vendor requirements and are in clear containers under 12 ounces purchased inside the venue. Translation: No.

The Hidden Cost of "No"

Human brains come with evolutionary wiring that makes us pay extra attention to threats, otherwise known as the negativity bias.

When we apply this to fan experience, leading with constraints doesn’t tell the audience that they’ll be safe in our venues. In fact, it does the opposite by priming them for disappointment and putting them in “worry mode” before they've had a chance to fall in love with what we've created.

Moreover, this defensive, deflated mindset doesn't evaporate when they enter the venue. It stays with them and subsequently colors every interaction with staff, every (non)purchase decision, and every social media post about their experience. Fans who feel restricted don't become brand ambassadors who drive revenue and referrals — they become cautious consumers who warn others to steer clear.

And, if that’s not enough, the research-backed ratios are 5:1, meaning it takes five positive interactions to overcome one negative experience. Said another way, every time we lead with "no," we're digging a hole that requires us to say “yes” five times to fill.

A Better Approach: Lead with the Experience

The solution isn't hiding necessary boundaries—it's reframing how we share them.

Instead of: "No outside food or beverages permitted"

Try: Get ready to taste victory! We've partnered with your favorite local spots to bring incredible flavors right to your seat.

Have dietary or medical restrictions that require you to bring your own? Just let us know – we are happy to accommodate you.

Instead of: "No Bags” or “No Bags Except..."

Try: We know that bringing stuff with you to the games can be important, which is why we allow clear bags up to X size as well as clutch purses that are X” x X”.

Medical bags as well as parenting bags accompanied with the child(ren) who love them are always allowed. They just need to be X” x X” to ensure they fit underneath your seat.

Instead of: "Prohibited items include..."

Try: Everything you need for an unforgettable game day is waiting inside—team gear, gourmet options, and interactive experiences for the whole family.

To be sure that everyone has that same level of enjoyment – and stays safe doing so – there are a few things that aren’t allowed. The full list of those items can be found in our A-to-Z Guide!

Same boundaries. Completely different emotional impact.

Your Three-Point Play

Audit your touchpoints. Count how many negative messages appear before positive ones in your emails, FAQs, and signage.

Reframe restrictions as benefits. Every rule exists to protect the experience for everyone. Lead with that "why," not just the "what."

Time your messaging. Fans buying season tickets need excitement, not parking restrictions. Save operational details for when they're relevant.

The Bottom Line

In sports, emotion drives revenue. Fans who feel welcomed spend more, stay longer, and bring friends. Fans who feel restricted do the opposite.

You've invested millions in creating incredible experiences. Don't let negativity-first communications sabotage them before fans even walk through your doors.

Start with "yes." Watch what happens to both fan satisfaction and your bottom line.

***

At Blueprints & Playbooks, we help franchises reframe restrictions into experiences that grow evenue and fan love. In fact, small shifts in language across emails, signage, and FAQs can boost satisfaction scores, reduce gate friction, and unlock repeat visits.

If your fan touchpoints are leading with “no,” you’re leaving money and goodwill on the table. Let’s audit one touchpoint together – I’ll show you how to turn restrictions into revenue.