SBD/May 11, 2012/Research and Ratings

Execs Says Lower Prices, Increased Variety Key To Improving Concessions Revenue

Sports execs feel that lower prices, increased variety and more combo packages would be most effective at increasing total revenue from concessions, according to a Turnkey Sports Poll conducted in April. Twenty-five percent of respondents felt lower concessions would be the most effective measure to take, while 21% said increased variety of food options and 20% said more combo packages. Execs were also asked what they felt the biggest motivation was for sports venues to add to “party-themed” areas. Forty-five percent of execs said the top motivation was drawing revenue from under-utilized stadium/arena inventory, while 25% said improved event experience (Turnkey Sports Poll).

Which approach would be most effective at increasing
total revenue from concessions?
APPROACH
%
Lower concessions prices
25%
Increased variety of food options
21%
More combo packages
20%
More high quality, high-priced items
17%
Healthier options
15%
Not sure/No response
2%
What is the biggest motivation to construct
"party-themed" areas within sports facilities?
REASON
%
Revenue from under-utilized stadium/arena inventory
45%
Improved event experience
25%
Attracting a new demographic
13%
Sponsorship revenue opportunities
12%
Improved food and beverage experience
4%
Not sure/No response
1%

 

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