spring field case study

THE SPRINGFIELD NOR EASTERSMAXIMIZING REVENUES IN THE MINOR LEAGUES

THE CITY OF SPRINGFIELD 25% lived below the poverty line. 60% of household comprised families

younger than 18 years of age. 10% senior citizens living alone or

couples. 25% single men or women under age 65

living alone.

MINOR LEAGUE BASEBALL Team players were expected to hone

their skills. A, AA and the highest AAA. Team play 76 game seasons, Six

evenings(Monday to Saturday) and one afternoon(Sunday) from mid June to September.

3600 seats,2000 seat bleacher(Under the roof),1600 grandstand seats.

USING EXISTING RESEARCHTo be successful, a minor league team had to cultivate a loyal fan base. Their consensus was that;1. Flexibility2. Simplicity3. Professionalism

“

“WE DON’T REALLY SELL BASEBALL,WE SELL ENTERTAINMENT ”

DESIGNING THE SURVEY 10000 Postcards that would direct

recipient a website where they could fill a questionnaire.

Three Different types of season tickets. 1. Full Season2. Half Season

3. 5 ticket multi game package

DEVELOPING THE SAMPLE Two main categories were identified1. Price sensitivity2. Sports attendance patterns

ANALYZING THE RESULTS Local college charged $5 and $6 per adult

and $3 per child for general admission tickets.

The region minor league hockey and baseball team charged between $6 (AAA level) and $26 per single tickets.

The major league team had already announced 2008 season pricing $12 for a limited number of upper bleacher seats and $325 for dugout box seats.

They would assume 100% attendance but dropped to:5 game season-97%20 game season-95%38 game season-90%

REAL GOALMAXIMIZE BOTH TICKET

INCOME AND ATTENDANCE