Questions:
1) Develop a forecasting model, justifying its selection over other methods, and project attendance through the year 2007.
2) What revenues are to be expected in 2006 and 2007?
3) Discuss the school's options.
Case Study (Southwestern University)
Southwestern University (SWU), a large state college in Stephenville, Texas, enrolls close to 20,000 students. The school is a dominant force in small city, with more students throughout fall and spring than permanent residents. Always a football powerhouse, SWU is generally in the top 20 in college football rankings.
As the legendary Bo Pitterno was hired as its head coach in the year 1999 (in hopes of reaching the elusive number 1 ranking), attendance at the five Saturday home games each year has increased. Prior to Pitterno's arrival, attendance generally averaged 25,000 to 29,000 per game. Season ticket sales bumped up by 10,000 with just the announcement of the new coach's arrival. Stephenville and SWU were ready to move to "the big time!"
The immediate issue facing SWU, however, was not NCAA ranking. It was capacity. The existing SWU stadium, built in 1953, has seating for 54,000 fans. The table beneath indicates attendance at each and every game for the past 6 years.
One of Pitterno's demands upon joining SWU had been a stadium expansion, or possibly even a new stadium. With attendance increasing, SWU administrators start to face the issue head-on.
Pitterno had wanted dormitories solely for his athletes in stadium as an additional feature of any expansion.
SWU's president, Dr. Joel Wisner, decided it was time for his vice-president of development to forecast whenever the existing stadium would "max out." The expansion was, in his mind, a given. However Wisner required knowing how long he could wait. He as well sought a revenue projection, supposing an average ticket price of $30 in 2006 and a 10% increase every year in future prices.
Southwestern University Football Game Attendance, 2000-2005:
2000
GAME
ATTENDEES OPPONENT
1 37,100 Baylor
2a 41,600 Texas
3 39,400 LSU
4b 25,200 Arkansas
5 37,100 USC
2001
GAME
ATTENDEES OPPONENT
1 36,200 Oklahoma
2a 41,300 Nebraska
3 38,500 UCLA
4b 24,300 Nevada
5 37,200 Ohio State
2002
GAME
ATTENDEES OPPONENT
1 34,700 TCU
2a 47,800 Texas Tech
3 42,100 Alaska
4b 26,400 Arizona
5 38,500 Rice
2003
GAME
ATTENDEES OPPONENT
1 42,700 Arkansas
2a 48,100 Missouri
3 44,600 Florida
4b 29,200 Miami
5 41,300 Duke
2004
GAME
ATTENDEES OPPONENT
1 43,600 Indiana
2a 49,100 North Texas
3 45,300 Texas A&M
4b 32,700 Southern
5 48,600 Oklahoma
2005
GAME
ATTENDEES OPPONENT
1 47,400 LSU
2a 51,200 Texas
3 46,500 Prairie View A&M
4b 35,200 Montana
5 48,700 Arizona State
(a) Refer to the Homecoming games.
(b) Throughout the fourth week of each season, Stephenville hosted a hugely well-liked Southwestern crafts festival. This event brought tens of thousands of tourists to the town, particularly on weekends, and had an obvious negative impact on the game attendance.