Assistance with Player Management Simulation
Ticket Pricing
Ticket Pricing
Sequence
Read Concept Overview
Take the Quiz
Review Case Briefing Document
Complete Learning Phase in Simulator
Complete Challenge Phase in Simulator
Discuss Results & Learning in Class
Ticket Pricing
Concept Overview - Table of Contents
Overview of Ticket Pricing
The Role of Pricing
Supply and Demand
Goals of Pricing - Revenue Maximization
Pricing Strategies
Advanced Concepts
Key Terms
Ticket Pricing
Case Briefing
Situation: The Stallions football team is doing well on the field, and the playoffs may be within reach. But the Stallions need help managing their ticket prices so their profits can match their success on the field.
Learning Phase: Working for the Stallions, you’ll learn to price tickets to drive profits by employing yield management pricing.
Challenge Phase: With a specific profit goal to reach, you’ll use what you’ve learned about ticket pricing and yield management pricing to price tickets at the optimal level to earn profits but not drive down attendance with tickets priced too high.
Ticket Pricing
Learning Phase in the Simulator
Instructions
Follow the instructions on the left-side of the screen EXACTLY.
Answer the multiple choice questions as you go.
If you can’t find a correct answer, you have entered something incorrectly. Use Restart on the File menu to begin again.
Goals:
Set ticket prices in your stadium.
Observe the crowd in your stadium.
Review Event Report for ticket sales data.
Study ticket sales and attendance at high and low price points.
Set ticket prices for different sections of the stadium.
Ticket Pricing
Challenge Phase in the Simulator
Hints
Replicate the steps for adjusting prices in different sections of the stadium.
Demand will fall as tickets are priced higher.
You’re trying to reach an optimal price for each section of the stadium. Review ticket sales data after every game and adjust accordingly.
Use your Financials Report to chart your progress.
Ticket Pricing
Challenge Phase Best Practices
| Ticket Pricing Concepts | Best Practices in Case Sim |
| Demand for seats fall as price is increased. | If demand is greater than capacity, the section will sell out. Demand will eventually drop to 0 as price goes up. |
| The student can experiment to find an optimal price that will generate the most revenue without overly lowering demand for tickets. | The student can increase prices for each section until they stop selling out. They can then experiment as the capacity drops to see of overall revenue still increases but they will find that this is not the case. |
| You can charge more for sections closer to the field and towards the center. | The 6 sections will vary in price from roughly $40 to $115 in intervals of $10 to $20 for each section. The optimal solution may not be evenly spaced. |
Ticket Pricing