Bears release survey asking for fan feedback on building new stadium

CHICAGO (WGN) — The Chicago Bears sent out a survey this week, aiming to gauge interest in a variety of topics that come with building a new football stadium.

The survey was sent out in an email to an array of opted-in ticket holders, from season ticket holders to single-game buyers, others in the team’s promotional database, as well as an external panel the Bears purchased to represent fans outside of their database and non-fans.

“The Chicago Bears are committed to building a new fixed-roof stadium that provides an exemplary fan experience,” a statement from the Bears said. “Fan feedback is critical to the development of our plan. We regularly survey fans, businesses and residents on a variety of issues pertaining to Chicago Bears football. This allows us to stay connected to the communities we serve and make informed decisions across our business operations.”

A spokesperson with the Bears shared a copy of the email with WGN-TV, and I took the survey to see what the franchise was looking to find out.

For transparency’s sake, I approached the survey as if I were a 28-year-old NFL football fan living in Chicago, working a different job with the same salary I currently have.

Here’s how it went.

The Preamble

After clicking on the survey link, I was prompted with the following message.

“We sincerely appreciate your interest and participation in this research survey!

“This survey will take approximately 20 to 25 minutes to complete. During the survey, we ask that you do not use your browser’s back button as it may disrupt your survey experience. Please read each question and answer carefully, as answers cannot be edited once you leave each page. Reference links and images will be provided in each question as applicable.

“Thank you for your continued support and interest in the Chicago Bears.

“By submitting this form, I agree to the Terms & Conditions of The Chicago Bears Football Club, Inc. (the “Chicago Bears”) and understand that my personal information will be used as described in the Chicago Bears’ Privacy Policy. I also acknowledge and agree that this survey is being conducted for informational and research purposes. Any descriptions, references to features, services, products, pricing, amenities, or related information presented in the survey are hypothetical in nature and do not constitute an offer, promise, or commitment by the Chicago Bears or any affiliated entity. No part of this survey shall be construed as an offer to sell, license, or provide any product or service, and there is no guarantee that any of the concepts or features described will be developed, released, or made available in any form or at any time. Furthermore, I acknowledge that my participation in this survey is entirely voluntary.

“By clicking the checkbox, I acknowledge that I have read these terms and conditions and agree to be bound by them.”

Opening Questions

The Survey opened up with an array of demographic questions – zip code I live in, household income, ticket purchase status, etc.

Next, there was an “About” section with a title that read “New Chicago Bears Stadium.”

Here’s what the description said below the title:

“The Chicago Bears, a proud part of the community for over a century, have shared plans to build a new, enclosed stadium located in Chicagoland.

“This new stadium would host Bears home games, serve a variety of community needs, and attract approximately 20 top-tier sports and entertainment events each year from around the world.

“Designed to enhance the fan experience, the stadium will feature improved seating options and upgraded amenities, including better concessions, expanded concourses, modern technology, and more.

“This survey is designed to gather your feedback, especially regarding seating options and pricing.”

After hitting “next,” the survey transitioned into a checklist of events the Bears think I might be likely to attend before and after a Chicago home game.

After that, it asked me about the primary method of transportation to attend Bears games at a hypothetical new stadium, before asking them to rank parking preferences and non-gameday event options I might consider visiting the new stadium for.

VIP Tailgating

Next, the survey had a second “About” section titled “VIP Tailgating.”

Here is what the description said:

“A new stadium could offer an exclusive VIP pre-game hospitality area, located conveniently outside the venue. This premium space could feature a climate-controlled environment with a variety of open seating options for socializing and dining.

“VIP pre-game hospitality buyers would enjoy high-end food and beverage offerings such as hand-carved meats, oven-fired pizzas, and a fully stocked bar with signature cocktails, craft beers, and fine wines to enhance the pre-game festivities.

“VIP Tailgating passes could be available on a seasonal or per-game basis.”

The survey then asked about my personal interest in VIP tailgating, whether or not I would be interested in purchasing VIP Tailgating passes on a seasonal or per-game basis, and whether food and beverage amenities should be all-inclusive or à la carte.

A series of questions then followed that asked me to gauge price interest on an all-inclusive VIP Tailgating pass at $600, $500 and $400, before asking me to gauge my interest in a $150 à la carte VIP Tailgating pass.

The survey then asked me to give a percentage likelihood of them following through on a decision to purchase a VIP Tailgating pass.

Gameday Experience

After completing the VIP Tailgating portion of the survey, I was prompted with another message.

“Thank you for your responses so far! We will now invite you to share your thoughts on what the future game day experience at a new Bears stadium could look like.”

The next section begins with a question of how I felt about the construction of a new Bears stadium, ranging from very positively, to neutral, to very negatively. The survey then asked for three single words to describe why I chose my answer.

The survey then followed up with questions on my likelihood to buy season tickets at a new stadium, and/or how many reserved seats I would purchase on a per-game basis.

The next several questions after that switched back to demographic information—gender, age range and household size before asking for any additional input on a new Chicago Bears stadium.

I was then redirected back to the Chicago Bears website home page.

Conclusion

The Bears are doing their due diligence to properly sort out building a new stadium in this ongoing saga that has played out over the last several years.

Did the survey unveil any golden nuggets pointing toward a concrete choice to move to Arlington Heights or stay put along the lakefront in the city? No, but WGN-TV’s most recent reporting suggests the suburbs are the more likely destination at this point.

One thing I would like to make clear is that no part of the survey is binding the Bears to any decisions being made. As we wrap up, I’d like to point to a portion of the preamble written above that demonstrates that.

“Any descriptions, references to features, services, products, pricing, amenities, or related information presented in the survey are hypothetical in nature and do not constitute an offer, promise, or commitment by the Chicago Bears or any affiliated entity. No part of this survey shall be construed as an offer to sell, license, or provide any product or service, and there is no guarantee that any of the concepts or features described will be developed, released, or made available in any form or at any time.“

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