Over the last several months of 2018, multiple SLRG event property clients sought our assistance as each continued to look for ways in which to broaden the appeal of their offerings to a wider enthusiast audience.  It's easy and appropriate for a property to focus on its core audience in seeking out enhanced amenities, onsite activations, technology value add and communications programs that further leverage the central values and participation drivers that make their offerings special.  But as sports properties seek to grow their appeal, we've noticed a continued increase in attention to those outside of the current core audience. While it is foolish to assume that a simple "build it and they will come" approach is enough to retain the most avid fans, our research has often shown that a focus on providing access to the event itself, often reinforces those essential emotional drivers that bring about participation consideration.  The challenge is tougher when reaching beyond this group to those with a tertiary or limited interest in the central activity.  The typical response by properties, of late, particularly those focused on Millenial and Gen Z audiences has been to go the route of developing social spaces or components, that emphasize interactivity, entertainment or food and beverage and are less dependent upon the central sporting event taking place.  But at what point does such a response fail to deliver a meaningful ROI?  How does a property find the right balance between creating an environment that is wider in appeal, without watering down the experience that core fans are seeking?  These are the most important considerations that must be evaluated through research across multiple constituents.