Research Areas

•Learning about existing consumers•Market Segments •Online Communities •Team History

Demographics •Fans of NBA•Female Segment•Middle Income Families•College Students

Problem•Convincing people in the Los Angeles area that a Los Angeles Clippers game is the best of these entertainment options

Other Options

Brand Awareness •Helps figure out level

of awareness in LA•Find market potential•Find areas that need improvement

Attending Sporting Events

Watching Sporting Events

Dining

Bars/Nightclubs

Shopping

Sightseeing

Seeing a Movie

0 20 40 60 80 100

51

37

94

42

83

66

68

Nightlife Preferences

Count

ParticipantsParticipants for the survey included: Randomly asked participants, families, classmates, friends, as well as a posting on Facebook.

Research QuestionWhy Clippers fans, sports enthusiasts, and general

entertainment seekers chose to attend games; what drew these people to the events besides being interested in seeing a live sporting event; what the most popular age and income

level associated with attending Clippers games was

Overview of the Survey Survey developed through Fluid

Surveys 12 questions Questions based on:

› Demographics› Impressions of Staples Center› Opinions about LA Clippers

Sample size: 106 female, 44 males Results tabulated through SPSS stats

focused on cross tabulations

Survey Results: Target Market

61.9% of Women and 55.2% of

Men surveyed, enjoyed watching

basketball the most

Majority of respondents

made $10,000 dollars or less

annually, majority of which

are college students

31 % of respondents

aged 21-25 rated live sporting

events as their favorite form of entertainment

31.75% of 21-25 year olds believe the Clippers play

well

Survey Results: Preferences

Hockey

Basketball

Baseball

Soccer

0 10 20 30 40 50 60 70

20

62

36

31

Favorite Sports to Watch?

The Competition

Get out of the house/ Entertainment

I only go to see my favorite sports

For the sport in general, not opponent

Family bonding

Social activity

The ambiance/ fan fare

To see the cheerleaders/half-time show

0 20 40 60 80 100 120

56

69

39

22

36

107

47

3

Why do you attend sporting events?

LA Live

The Arena Club

Drinks/Bar

Concession Stands

The Team Store

Safety

Atmosphere

Quick Food Choices

Exclusive Dining

Seating Arrangemnet

Seat Comfort

0 10 20 30 40 50 60 70 80

67

5

14

12

9

9

68

15

4

13

13

What do you like about STAPLES Center?

Parking Availibitly

Parking Price

Crowds

Seat Discomfort

Food Choices

Seating arrangemnet

Unsafe feeling

Traffic

0 10 20 30 40 50 60 70 80

42

60

43

4

9

6

8

74

What do you dislike about STAPLES Center?

Survey Results: Staples Center

Survey Results: Los Angeles Clippers

31.9% of 21-25 year olds felt the Clippers played well.

Overall impression:38% of respondents never watched a game before

31.9% of 21-25 year olds never watched a Clippers game before

36.4% of 50 years and older have started following the Clippers since they improved

The Clippers

Recommendations•Targeting younger age groups•Ticket promotions through University websites and student centers•Continued focus on promotion of Staples Center as a venue and entertainment at L.A Live•Continuing and further promotion through social media

Post Game Survey: Analysis & Recommendations

Respondents thought the following could be changed or improved› More in game

entertainment› Better food

selections for upper level ticketholders (more concession carts and possible vending machines)

90% of respondents enjoyed themselves at the game

38% used public transportation while 62% drove or carpooled

Only 2% of respondents entertained themselves post game while 98% of respondents entertained themselves before the game in the following ways › Lunch/dinner› Sightseeing

Our Experience: What worked and what didn’t

Posting ticket announcements on CSUF websiteWord of mouth (friends and family)Social Media, particularlyInstagramFacebook

Upper level seating as a selling pointSelling to older age groupsCraigslist

Conclusion

Implementing our marketing plan, all tickets were sold › 88 total tickets sold

Los Angeles and Orange County Demographic Research was an immense resource

Survey results, pre and post game, gave valuable insights and selling points to use.

Thank You!