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They constantly asked us, “Are y’all having a good time?” and told us to “show some love.” They even ended some songs with “Boston Strong” declarations-which elicited pride and excitement from the crowd.īoth Beyoncé and Jay Z knew their audience and were able to cater to us throughout the performance. Whenever they spoke, a collective hush fell over the crowd. It also helped that both Beyoncé and Jay Z made efforts to acknowledge their audience and their location. It didn’t matter that I knew one Jay Z song to every ten Beyoncé songs- everything they performed-from “Halo” to “Holy Grail” to “Partition”-was catchy, beautiful, upbeat, and/or iconic. For two solid hours, she danced around stage, sang her greatest hits, and kept us engaged. And all that Beyoncé promised me was a great concert.ĭespite supplying too few women’s tank tops (I forgive you, Bey), Beyoncé certainly followed through on her promise to deliver a spectacle. Nowhere in Gillette’s marketing does it advertise “The Best Chicken Sandwich In All of Massachusetts”,” or, “The Fastest Off-Site Parking You’ve EVER Seen,” or, “More Beyoncé Apparel Than You Can Wear In An Entire Lifetime.”Īll that Gillette Stadium promised me was a concert. While the smaller service components of a larger service can enhance customer experience, perhaps what we care most about is the end result – so much so that we’re willing to overlook some negative aspects to focus on the overall experience.

Why, then, did I leave the Beyoncé-Jay Z concert humming song after song and wondering if I could buy a Beyoncé wig on Ebay?Īs a marketing intern at Continuum-a business that focuses on designing for human experiences-I’m thinking that consumers may associate end results with what an experience promises to deliver. Ordinarily, any one of these poor service experiences would be enough for me to swear off chicken sandwiches or parking.

You might wonder: why am I not writing a scathing review on Gillette Stadium’s Yelp page about their mystery meats and inefficient staffers? Why am I not sending angry emails to the parking people who promised “no exiting lines” and who instead delivered two hours of “exiting lines”? Why am I not starting false rumors about Beyoncé because she made me wait for two hours and didn’t bring along enough female apparel?

Next, I waited in line to be told that the apparel stand on my side of the stadium had completely run out of female Beyoncé merchandise, I prophesized with my fellow line-mates about whether or not Beyoncé would get more cheers than Jay Z (which she definitely did…and does, in general).Īll of this waiting and all of these conversations took place during the two hours we had to wait before the concert began (which was two hours after its scheduled start time). People were wearing Beyoncé look-alike costumes, blasting her music, and getting into verbal cross-car fights about which of her songs is best.Īs I waited in line to order a grilled chicken sandwich that would be served to me 25 minutes later and in the form of a turkey burger, I was surrounded by people who were wondering if Beyoncé and Jay Z would kiss on stage, and what this would mean for all of those “he cheated” rumors. What comes to mind when you think about… BEYONCÉ?īeyoncé and husband Jay Z’s “couple concert” in Boston last week was an epic display of glitz and glam and light and dancing.Īnd yet, because the concert was at Gillette Stadium and because Beyoncé is (according to Forbes) the most powerful person in the entertainment industry, there was also limited parking, terrible food, and impossible crowds.Īs I waited in two miles of traffic to approach the road that would lead me to a privately operated lot near Gillette where I was likely-but not guaranteed-to find parking, I found myself surrounded by people who put my fandom to shame.