Assignment 6:Research Report

by: Derek M Theaker

Tuesday, June 3, 14

Introduction

• The Richmond Rascals arena football team has been in the league for five seasons.

• The team is located in Richmond, VA.

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Background• Single game and Season sales have done

well.

• The team is looking to examine strategies to increase the number of season tickets sold.

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Method

• An online survey was conducted that was answered by 301 season ticket holders.

• The invitation for the survey was sent via email to exciting season ticket holders.

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Results & ConclusionQ1. What are the key drivers of season ticket purchase behavior?

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Q2. Are current season ticket holders satisfied?

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Q3. Is there anything that needs to be done to increase satisfaction among season ticket holders?

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Q4. Are season ticket holders aware of team sponsors?

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Q5. How can season ticket holders be leveraged as brand or fan promoters?

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Implications & Recommendations

• Q1. What are the key drivers of season ticket purchase behavior?

• An overwhelming majority of season ticket holders enjoy the team and attend more than 6 home games a season.

• The majority of season ticket holders attend every home game of the season.

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Q2. Are current season ticket holders satisfied?

• Over 50% of season ticket holders are satisfied with the team.

• Over 80% are satisfied with the season ticket experience.

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Q3. Is there anything that needs to be done to increase satisfaction among season ticket holders?

• The current season ticket holders would like to see more packages for season tickets.

• The majority of season ticket holders would like to see a discount on their season tickets and/or exclusive merchandise for referring friends and family.

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Q4. Are season ticket holders aware of team sponsors?

• Almost every season ticket holder is aware of the teams various sponsors.

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Q5. How can season ticket holders be leveraged as brand or fan promoters?

• Over 60% of season ticket holders have recommended attending a Richmond Rascals game to friends, family and colleagues.

• The majority of season ticket holders would recommend purchasing season tickets to friends, family and colleagues.

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Thank you!

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