Conjoint Analysis for Ticket Offerings at the Cleveland Indians

Gabriel Gershenfeld ()
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Gabriel Gershenfeld: Cleveland Indians, Strategy and Business Analytics, Cleveland, Ohio 44115

Interfaces, 2015, vol. 45, issue 2, 166-174

Abstract: Evaluating the appeal of seat location, food, and ticket-price characteristics for an entertainment event can be difficult using only historical data. Survey-based conjoint analysis provided guidance on segment preferences, sales forecasts, and new offerings for the renovation of the club section in a Major League Baseball ballpark. Positive results were achieved in terms of ticket sales and revenue, generating value for fans and the team, thus allowing for increased investment in the Cleveland Indians’ on-field product. Perhaps more importantly, visual and interactive presentations of the model increased the understanding and acceptance of the methods, improving the organization’s analytics capability. Subsequent applications have used additional conjoint methods to analyze a variety of internal products.

Keywords: choice models; pricing; decision making; recreation and sports; new products (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orinte:v:45:y:2015:i:2:p:166-174

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