Estimating Consumer Spending on Tickets, Merchandise, and Food and Beverage: A Case Study of a NHL Team

Kelley, Katharine; Harrolle, Michelle Gacio; Casper, Jonathan M.

doi:10.1123/jsm.2012-0275

Cited by 12 publications

(6 citation statements)

References 20 publications

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“…The study of SLP has been ongoing for decades and has focused primarily on identifying variables that can predict consumers' intended or actual purchase and display of those products. So far, studies have researched SLP-related behaviors as influenced by one's levels of identification with a sport property (Fisher and Wakefield, 1998; Kwon et al ., 2006; Lee et al ., 2010; Yoshida et al ., 2014); impulse buying tendencies exhibited by consumers (Chen et al ., 2013; Kwon and Armstrong, 2002, 2006); quality assessments of the SLP, the manufacturer or one's relationship with a team (Kim et al ., 2011; Kwak and Kang, 2009; Kwon et al ., 2008); product development and branding strategies (Ahn et al ., 2012; Bauer et al ., 2008; Scola and Gordon, 2018); sport consumer motives such as crowd experience and vicarious achievement (Andrew et al ., 2009); and game day variables such as day of the week (Kelley et al ., 2014).…”

Section: Review Of Sport Licensing Literaturementioning

confidence: 99%

Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry

Papadimitriou

Apostolopoulou

Branvold

et al. 2020

IJSMS

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PurposeBuilding on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors.Design/methodology/approachData were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys. Data were analyzed using exploratory and confirmatory factor analysis and structural equation modeling.FindingsThe findings uncovered a 14-item solution to capture the meanings attached to sport licensed products in the Greek market, including four factors-sources: experience, socialization, aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team.Practical implicationsFrom a practical standpoint, this study shows that sport licensed products need to be positioned in the market based on their aesthetic quality. Also, communication plans that associate these products with opportunities for unique experiences, relationships with other fans and a connection to one's local community can drive sales, especially in less developed sport markets such as Greece.Originality/valueThis research contributes to existing literature by highlighting the prominent role of the aesthetic appeal of team licensed products as well as the experience of sport consumers as sources of meaning and value for the owners of those products.

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Section: Review Of Sport Licensing Literaturementioning

confidence: 99%

Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry

Papadimitriou

Apostolopoulou

Branvold

et al. 2020

IJSMS

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“…Other factors that have been studied with respect to ticket pricing include stadium age (Humphreys and Soebbing, 2012) and the influence of image on a team's sales (Beccarini and Ferrand, 2006). Within stadiums, analysed factors affecting revenue from luxury suites, while Kelley et al (2014) conducted a case study examination of the total investment of a typical fan of a National Hockey League team in tickets, merchandise, food, and drink. Organisations using dynamic ticket pricing (DTP), a system whereby the price of tickets fluctuate depending on various factors, realised additional sales revenue (Shapiro and Drayer, 2012).…”

Section: Pricing and The Secondary Ticket Marketmentioning

confidence: 99%

Hashmoney: exploring Twitter hashtag use as a secondary ticket market price determinant

Pegoraro¹,

O'Hallarn²,

Shapiro³

2018

IJSMM

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The growth and prevalence of sport event ticket transactions on secondary ticket market platforms such as StubHub has led to the creation of a body of academic research studying this new phenomenon. Factors such as team performance and perceptions of fairness have been explored for their relationship with the price of secondary market tickets. This exploratory study introduces a new potential price determinant-social media activity-itself a popular online phenomenon that has inspired considerable academic research. This exploratory study of prices for eight National Football League games adds use of official team hashtags on Twitter to a multiple regression model, controlling for other price determinants established in previous research two models, one to predict prices for tickets sold on StubHub, the second to predict prices for tickets available on StubHub, demonstrate that increased Twitter hashtag use is a significant positive predictor of ticket prices on the secondary market.

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“…Food and beverage sales can be significant. If used effectively, revenue management strategies and tactics can bolster venue food and beverage sales (Kelley et al, 2014). Food and beverage sales increase in direct proportion to ticket sales.…”

Section: Food and Beveragementioning

confidence: 99%

“…As a result of not filling seats, which leaves gate tickets unsold, during scheduled games, these business organizations miss out on achieving their revenue potential. Consequently, when the fans do not come to the games, it is not only gate the revenue that is lost forever but also the potential revenue to be generated on food and beverage as well as sundry merchandise sales (Kelley et al, 2014;Ireland, 2014).…”

mentioning

confidence: 99%

Revenue management for Canadian professional sports organizations

Willie

2017

WHATT

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Purpose This paper aims to recommend opportunities for professional sport leagues in the USA and Canada to apply the art and science of revenue management in order to minimize potential losses and maximize profits. Design/methodology/approach The evolution of current key revenue management concepts is presented from their initial stages to their current level of implementation. In addition, the literature regarding the strongest business models is reviewed and examined in the context of current successes and challenges across the major sport leagues in North America. Findings Five revenue streams in sports organizations are identified and analysed. Five key elements for revenues are highlighted as strategic tools used to maximize effectiveness in achieving revenue management goals. A series of recommendations is made to best use revenue management including careful negotiation of television contracts, the use of dynamic pricing models, maximization of partnerships and sponsorships, acceptance of new approaches to food and beverage and accessibility of sport merchandise to customers. Practical implications At the regional, national and international levels, sports organizations should review their current business practices to identify areas to improve their revenue management in light of the recommendations in this paper. Originality/value Although the use of the concept of revenue management in sectors of tourism has evolved since early 1970s, its application in professional sports is relatively new. Therefore, this paper provides value to professional sports organizations to optimize their profitability.

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Estimating Consumer Spending on Tickets, Merchandise, and Food and Beverage: A Case Study of a NHL Team

Cited by 12 publications

References 20 publications

Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry

Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry

Hashmoney: exploring Twitter hashtag use as a secondary ticket market price determinant

Revenue management for Canadian professional sports organizations

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