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• W2976071137 abstract "Collegiate athletic departments are challenged to boost revenues produced by their sport programs. One innovative revenue- generating method for professional and college sports was created by legendary Stanford Tennis Coach, Dick Gould in 1986 (Dickey, 2000; Stanford University Athletics, 2011). The personal seat license (PSL) is a special, higher priced season ticket that gives the ticket holder the right to own, resell, or transfer the right to their seat (Barbieri, 2000a; Barlow, 2009a; McCarthy, 2009; Barker 2009). This recent phenomenon in professional sports requires the PSL holders to pay an extra fee to secure a guaranteed seat in addition to regular ticket prices (Fort, 2005). Today, the sale of PSL programs is commonly practiced in professional and major college sports. This ticket selling strategy has gained much recognition because it is a lucrative and acceptable method for bringing additional ticket revenue to the organizations. Starting in 2004, several Top-25 collegiate football programs (including Michigan, Iowa, and Wisconsin) implemented this pricing strategy. Under today's recessive economy, these powerhouse athletic programs need to generate more revenue. PSLs are becoming a common standard practice for all collegiate programs to increase additional ticket revenue; however, fans' feedback and responses from small and midsize collegiate programs toward this strategy has not been investigated or discussed, nor are there any published studies that address the consequences (turning the fans away and associating the sports franchise with a negative image of being greedy). Moreover, no research outlines the unsuccessful implementation of PSL system at small colleges and universities. For this reason, this study's primary goal is to investigate the perceptions and expectations held by sport fans of a midsized regional state university regarding PSLs and whether this practice would affect the fans' willingness to attend sporting events and purchase seat licenses. Moreover, this study may be of interest to sport marketing directors of small-market venues (National Collegiate Athletic Association Division-II affiliated and National Association of Intercollegiate Athletics athletic programs).Literature ReviewPersonal Seat License ProgramsPSLs entitle season-ticket holders to purchase the right to their own specifically designated seats in an arena or stadium for any public event. Individuals, who choose to attend the event, pay for season tickets with an additional charge to own their seats (Barker, 2009; Turkcebilgi, n.d.). Owners usually obtain the right of the seat as long as they buy season tickets (Muret, 1999). The right of the seat license is often transferable (Miller, 2008). According to Barker (2009), some individuals even buy and resell PSLs as a means to generate personal income. The popularity of PSLs is not confined only to the sports industry. Barbieri (2000a 8 2000b) notes that the performance arts and entertainment businesses also embrace this ticket selling trend. As early as the 1980s, Semenik (1983) had begun to study the concept of offering exclusive season ticket privilege for art events. Since late 1990s, PSL has become a widely adopted method in major professional and college sports for boosting ticket sales and a means to secure revenues upfront for future sports seasons or construction projects (Barlow, 2009b; Levmore, 2008).In the National Football League (NFL), financial benefit of PSLs is clearly demonstrated by the new construction projects of the New York Giants and New York Jets in the Meadowlands. Twenty percent of the $1.7 billion cost of the stadium construction for these New York teams was covered by PSL sales (Barlow, 2009a). The Tennessee Titans also sold 85 percent of its available PSLs (raising $70 million) to finance the Adelphia Coliseum (Muret, 1999). The price range of various NFL PSL programs may range from $600 to $4,500 (Hill, 2008; McCarthy, 2009; Muret, 1999). …" @default.
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• W2976071137 date "2012-07-01" @default.
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• W2976071137 title "Collegiate Sports Fans Perceptions and Expectations of Personal Seat License Programs" @default.
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