A key focus for ticketing executives at the 2013 IMG Intercollegiate Athletics Forum was how athletic programs can make a better effort to connect with fans. "In our world, we need to be touching the fan," says Paciolan CEO Dave Butler. "They want connection to something beyond buying something." Meanwhile, Veritix CEO Sam Gerace notes that experience enhancement is particularly desired among fans. "And so, if you give them enough information to do that—'the lines at this concession are long, this is short, here's the pizza vs. the barbecue'—they have an enhanced experience even if they have to do the work," he says. The University of Pittsburgh's Chris Ferris says the performance of the home team affects fans' mood, and it therefore behooves organizations to modernize the process for enticing fans. "You're not only selling them a product, but they have to allocate their time to you and your activity, and so we have to deliver that product efficiently and timely," Ferris says. The University of California's Ashwin Puri advocates the use of technology and data to enhance customer service. Puri says it is incumbent upon all organizations to switch from being reactive to proactive, with concentration on cultivating relationships and learning about people and their preferences.