EXPLAIN TICKETING AND SEATING ARRANGEMENTS SEM2 3.01

Festival / Lawn Seating Festival or lawn seating is an open seating arrangement in which spectators can sit anywhere they desire. Some concert venues have this type of seating arrangement. The spectator generally pays less for the ticket and is not close to the stage or event.

Reserved Seating Reserved seating is often located within close range of the event and seats are assigned or numbered. When spectators purchase reserved-seat tickets, the facility holds specific seats for the spectators in certain sections of the facility.

Luxury Boxes/ Suite Seats Luxury boxes are generally purchased by businesses and have more amenities than other seating arrangements. Tickets for box or suite seats are the most expensive, have the best view, and are often purchased by businesses for entertaining clients.

General Admission Seats General admission allows spectators to sit anywhere in a very specific area. General admission seats are usually closer to the stage or event than festival seats, but farther away than reserved seats. General admission seats are usually the least expensive, and offer seats on a first-come, first-serve basis, in limited sections of the arena or stadium. These seats are usually located in areas of the facility that do not provide the best view of the sport event. These seats tend to attract value-oriented spectators.

Knowing Prices of Seat Types is Important Sport/event marketers should be familiar with the seating arrangements in the facility where the sport or event will be held. They should also know the prices for each type of seat such as box seat, balcony seat, end-zone seat, etc.

Knowing Prices of Seat Types is Important Marketers need this information to be able to help customers obtain the type of seats they want at the price they want to pay. For example, some customers may be willing to pay a higher price for seats in a preferred section because they want to have an unobstructed view. Others may be more interested in saving money and are not concerned with location.

3.02 Part I MARKETING CHANNELS AND DISTRIBUTION DECISIONS IN THE SPORT INDUSTRY

Distribution Defined Distribution is the process of getting the product to the consumer. A Distribution system is the methods and channels used in delivering products from producer to consumer. An Intermediary is an individual or organization through which products move from producer to consumer.

Product Types Sports activities are participation products such as participation in basketball, bowling, scuba, hiking, sky diving, running, weight training, sailing, water skiing, golf, and snow-boarding. The activities are offered—packaged—to the consumer in a number of ways such as leagues, tournaments, championships, races, meets, regattas, outings, and adventure travel packages.

Sport Business Goods Sport Business Services: The cleaning, repair, and maintenance of sports equipment alone makes up an important part of the sport service industry. Sports Entertainment: The development of sports as an entertainment product is a fast-growing segment of the sport business industry. Sport Media: Some examples of sport media are sports magazines (print), electronic sports businesses (Web-based businesses), and industry trade magazines. The consumers of these can be either end or business consumers.

Distribution of Products Tangible products are physical objects. Most are manufactured in mass quantities at a factory and must be moved—distributed—to a place of purchase— retailer or wholesaler. For example, running shoes are manufactured in a factory and must be moved to a retailer to be sold. Intangible products are not physical objects and include products such as services, places, and ideas. Shelf Life: amount of time that a product can remain in a good and consumable condition after being manufactured.

Time, Place, and Possession Utility Through Distribution Time utility is getting the product to the consumer when the consumer wants it. Place utility is getting the product to the consumer where the consumer wants it. Possession utility is creating possession of the product for the consumer.

The Distribution System Types of Distribution Intermediaries Wholesaler—a company that buys goods in large quantities specifically to resell to retailers or final consumers (Peter and Donnelly, 1993). Retailer—a company that buys goods to resell to consumers (Peter and Donnelly, 1993). E-tailer—an electronic retail store.

The Distribution System (cont’d) Agent—a person or a company who “moves” products (facilitates the sale) by taking orders for a buyer and placing the order with the producer (Boone and Kurtz, 1992). Mail order—a company that buys direct from a manufacturer or producer and offersthe products through a catalog or electronic system (Cravens and Woodruff, 1986). Distributor—a wholesale intermediary (Peter and Donnelly, 1993). Types of Distribution Intermediaries

Complex Distribution System in the Sport Industry

The Distribution System (cont’d) Selection of a Distribution System: The considerations of the consumer should be the deciding factor in the selection of a distribution system. A company should study what the competitors are doing before making any sort of business decision. Exclusivity drives up demand, which in turn drives up prices.