Creating Value at a Free Sporting Event: More Than Price?

In an environment where intercollegiate athletic directors are increasingly dealing with pressure to increase revenues, identifying and capitalizing on new sources of revenue can provide an unexpected benefit. However, when tradition dictates that spectators enter sport competitions free of charge, administrators must carefully weigh the outcomes of generating additional revenue against alienating fans who have come to expect certain levels of access to sporting events. Multiattribute theory (Ajzen & Fishbein, 1980) states that products and services are often comprised of many features or attributes making them more, or less desirable. In this study, a self-explicated conjoint analysis was employed to ascertain which product attributes were most important for spectators of a free spring football game. Results suggest that spectators of this particular event may be willing spend to money on tickets, provided their seat location and parking preferences are satisfied.