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Build Value

Chapter 6. Build Value. SPSS is still fun…. Just remember Karl “Carl” Pearson. What factors are correlated with attendance?. Let’s run some correlations! Analyze Correlate Bivariate. What factors predict attendance?. Let’s run some multiple regressions! Analyze Regression Linear.

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Build Value

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  1. Chapter 6 Build Value

  2. SPSS is still fun…. • Just remember Karl “Carl” Pearson

  3. What factors are correlated with attendance? • Let’s run some correlations! • Analyze • Correlate • Bivariate

  4. What factors predict attendance? • Let’s run some multiple regressions! • Analyze • Regression • Linear

  5. What kinda dang deal is that?

  6. Must be multicollinearity!!

  7. Larger VIF scores indicate multicollinearity

  8. We know they’re positively correlated…so these variables can’t be negatively related to attendance.

  9. Independent Variables • Current team winning percentage: number of wins divided by total games played for the current season. • Prior team winning percentage: number of wins divided by total games played for the last season. • Team player payroll: total salaries paid to players each year. • Stadium quality: the absolute value of the median of range of stadium construction (1912 to present year) minus the year the stadium was built. • Fan Cost Index (FCI): the average cost of four tickets (two adults + two children) + four small soft drinks + two small beers + four hot dogs + two programs + parking + two adult-size caps. • Income per capita:the average annual income in the metropolitan statistical area (MSA) • Population Franchise Index (PFI): (population/NYC population) + (franchises in city/8) + (2 if two MLB teams; 0 if only 1)

  10. The final solution

  11. Last year’s attendance • Predicts this year’s prices. • So, what do we learn from MLB data? What drives attendance and allows teams to charge higher prices? • Stadium quality • Star players • Winning (last year and this year) • Population & rivalries • Perceived ticket value • Per capita income

  12. In what sports are facilities more important? Why? • Baseball • Basketball • Hockey • Soccer • Football

  13. Is winning everything? • What about the Florida Marlins and Tampa Bay Rays? • Is it just a Florida thing? • Or do they just have crummy stadiums and get rid of their star players?

  14. What does this tell us? What years did the Marlins win the World Series? What did this do for them? Why?

  15. Population & Rivalry • Why do you think having rivalry teams in Chicago, LA, NYC, and San Francisco helps attendance?

  16. Why do teams offer discounts? • Sports organizations are able to charge higher prices when they have quality venues, star players, winning teams, recent winning seasons, and larger populations from which to draw. • So, which organizations are bound to be charging lower prices?

  17. Strategic marketing planning • Analyzing the environment (competition, laws/regulations, society/culture, technology, and the economy), • Determining target markets, and • Designing marketing mixes (product, price, promotion, place) to meet the needs/wants of target markets. Why did the XFL fail?

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