MEN’S BASKETBALL 2011-2012 MEN’S BASKETBALL MARKETING PLAN
1917 National Champions 1,353 Program Wins 6 NCAA Basketball Tournament Appearences 5 NIT Appearences 9 Draft Pciks
Table of Contents
Executive Summary .........................................................................................................3 The Challenge .....................................................................................................................4 Situation Analysis ............................................................................................................ 5
Customer Analysis Competitor Analysis Climate SWOT
Market Segmentation ....................................................................................................9
Segmentation 1 Segmentation 2
Marketing Strategy .........................................................................................................11
Product . Price Place (Distribution) Promotion Budget
Conclusion ............................................................................................................................18 Appendix ...............................................................................................................................19
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Executive Summary The Washington State Men’s Basketball team represents Washington State University and competes in the Pacific-12 Conference (Pac-12) of NCAA Division I. Men’s basketball is the second-most popular sport at Washington State, behind football, and continues to gain popularity. The Cougars have appeared in six NCAA Tournaments with a combined record of 6-6, as well as five National Invitation Tournaments with a combined record of 7-5. Our target market includes WSU students and the general public of the pacific northwest region. We plan to increase and improve the use of social media distribution channels to target and interact with a wide variety of consumers. We will also incorporate digital and print media to advertise the season as well as forms of guerilla marketing around campus. To build upon the reputation and attractiveness of the Cougar Men’s Basketball team, we will increase participation in corporate social responsibility and develop partnerships with cause-related marketing affiliates. Our edge lies in the fact that we offer a complete package of marketing strategies to target our diverse segment markets. Our affiliation with Washington State University and involvement on campus offer another offer another advantage in terms of knowledge and locality. Our long term goal is to increase ticket sales and attendance by 10% within the with a budget of $15,000.
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The Challenge After losing two marquee players and facing a well-publicized series of legal issues during the 20102011 basketball season, the Washington State University Men’s Basketball faces several challenges in their mission to increase ticket sales and attendance by 10%. These include: • • •
Reputation Team attractiveness Team success
Reputation Over the course of the 2010-2011 season, Washington State University basketball players were placed under arrest on three separate occasions for possession of illegal substances. Furthermore, these players (forward Klay Thompson, guard Reggie Moore, and center DeAngelo Casto) were among the team’s most talented and recognizable players. These incidents were highly publicized in both the local and national media, and negative coverage of the team began to outweigh positive press brought on by their solid performances. Though many different types of fans were put off by these incidents, those who were members of the Pullman community were affected the most. Many community members who attend WSU basketball games are families with young children or older people with traditional values. As residents of Pullman and surrounding areas make up the majority of season ticket holders, alienating these fans would be very costly. Thus, Washington State University Men’s basketball took part in a wide variety of community service efforts prior to the 2011-2012 season, including appearances at community events and visits to elementary schools and senior centers. Team Attractiveness Since their last NCAA Tournament appearance in 2008, the Cougars have seen limited success and several personnel changes that have decreased their attractiveness. First, the departures of forward Kyle Weaver to the National Basketball Association and coach Tony Bennett to the University of Virginia left WSU without two of their most popular and recognizable figures. Forward Klay Thompson then became the team’s scoring leader and foremost superstar, and fans packed Beasley Coliseum to see what many thought to be an NBA-level talent. Sure enough, Thompson was taken 11th overall in the 2011 NBA Draft. Without a nationally-renowned coach like Tony Bennett or an NBA-caliber superstar like Kyle Weaver or Klay Thompson, making the team attractive to the public will be much more challenging that it has been over the past half-decade. They must depend on a group of young players and promising transfers to reignite that spark. Additionally, a department-wide rebranding has led to more attractive facilities, a new center-hanging scoreboard in Beasley Coliseum, and an exclusive equipment deal with Nike. Team Success The Cougars have failed to make the NCAA Tournament in each of their past three seasons. Furthermore, with Klay Thompson leaving for the NBA and DeAngelo Casto opting to play professionally in Turkey, the Cougs will start the 2011-2012 season without their top two players. Despite making the semifinals in the 2010-2011 NIT Tournament, the best finish ever for a WSU basketball team, the Cougars were predicted to finish 11th in the Pac-12 Conference in a preseason media poll. Their lack of star power, size and experience leaves them facing a difficult season. It will be a primary goal of the marketing department to cast the young team as new and energetic, rather than inexperienced. It is as important to redefine the team’s on-court image as it is to repair their image off of the court.
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Situation Analysis Company/ Customer Analysis:
The Cougars come off of an exciting season which featured a lottery draft pick and a trip to Madison Square Garden for the final four of the National Invitational Tournament (NIT). However, even with the excitement of the season , attendance was down. Since 2008, WSU has seen a decrease in attendance each year in men’s basketball. Attendance over the last 5 years at WSU has been less than the Pac 10 average attendance for each home game.1 Averaging just over 7,000 fans a game,
Men's Basketball Attendance 10,000 9,000
7,808 7,143
8,000 7,000
8,164 7,323
8,541 8,018
8,940 8,231
8,524 7,177
6,000 5,000
WSU
4,000
PAC 10
3,000 2,000 1,000 2011
2010
2009
2008
2007
this was the worst season for attendance in 5 years at WSU. It’s interesting to note that the Pac 10/12 also had its worst average as a conference this past year. Beasley Colusieum is setup where 32% of capacity is designated to student attendance. 2011 Breakdown 2011 Ticket Sales However, over the past 4 years, students have only filled 61% of the 32%. They only account for 21% of the total attandance at a SINGLE SINGLE basektball game even if the rest of the arena 23% 28% STUDENTS had sold out. As a whole, the ticket office has 35% sold over 10,000 sports passes where students STUDENTS SEASON 60% are able to attend any athletic, regular season 12% SEASON 42% home game for free. Obvisouly, there is only a small percentage who use their sports pass for basketball. This is an opportunity to increase student attendance and attract more sports pass users than pervious seasons.The General Public consist of the other68% that would attend a men’s basketball game. These could be defined as season ticket holders, single game buyers, or mini plan purchasers. 1
www.ncaa.org
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Situation Analysis This is an alarming trend beacuse ticket sales consist of 38% of revenue in professional sports1. Ticket sales is the cataslyst for other revenue sources. With decreasing attendance, sponsorships go down and decrease in value, parking, Licensing Rights concessions. and merchandise sales all of Property Segmentation suffer from decreased attendance. If you Merchandies 2% Sales Concessions Ticket Sales were to think of revenue as a tree, the 2% 4% branches of that tree would be: Broadcasting/ Media Other Rights • Sponsorships 11% Ticket Sales Advertising • Naming Rights 38% Advertising • Concessions 12% Other • Merchandise Concessions • Parking Broadcasting/ Media Rights • Radio/TV Licensing Rights of 31% Property • Suites WSU doesn’t have suites or naming rights for Beasley but the other aspects they do have. Ticket sales isn’t included on the list because ticket sales are the truck of the tree and not the branches of the tree. With healthy ticket sales, there are healthy branches or other sources of revenue. Because of this, we will focus on increasing ticket sales Men's Basketball Revenue (PAC 12) in order to increase revenue for $5,000,000 the men’s basketball program at Washington State University.2 $4,000,000 WSU is the 3rd lowest money $3,000,000 maker on men’s basketball in the Pac 12 Conference. The only $2,000,000 two schools who made less was $1,000,000 Colorado ($42,000) and USC (-$800,000)3. Washington State $made just over $200,000. Please $(1,000,000) note in the graph that Colorado and Utah were not part of the $(2,000,000) conference. Their data and added it in. 2010 Revenue and Expenses 3,750,000 3,700,000 3,650,000 3,600,000 3,550,000 3,500,000 3,450,000 3,400,000 3,350,000 Revenue
Expenses
WSU had $3.5 million in expenses and generated $3.7 million in revenue. While we are able to gain a profit on the program, we feel there is still money that is being left on the table. We need to capitalize on these opportunities in order to secure financail stability for the program and the rest of the athletics department.
1 2 3
IBISworld.com Gameface Sales Training money.cnn.com
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Situation Analysis Competitor Anaysis:
Gonzaga University is a private institution founded in 1887 with a total undergraduate enrollment of 4,805. It is located less than two hours north of WSU, in the closest city, Spokane. The Bulldogs of Gonzaga are part of the NCAA Division I West Coast Conference. The men’s basketball team is the pride and joy of the university, winning 90 percent of its games at the school’s McCarthey Athletic Center and selling out every home game, mostly due to season ticket holders and students. The Zags have appeared in the last 13 NCAA Division I men’s basketball tournaments. Their home games have much more local coverage than WSU. Their online Zags Sport Channel, gozags.zom, offers easily accessible post-game highlights, radio streaming, interviews, and press conferences. Community members also have local options for other forms of entertainment. Movie theaters, dining out, other sporting events and outdoor activities are in direct competition. In harsh economic times, consumers may only be able to choose one form of entertainment rather than multiple.
Climate:
In 2010, the WSU Men’s Basketball program made over $244,000 after expenses were paid1. This is the third worst in the PAC 12 Conferenec. Only Colorado and USC make less or lose money on their basketball program. Arizona, UCLA, and Utah are the top three money makers in the conference. Whitman County’s unemployment rate is 5.7%2. Since the unemployment rate is high, which could affect season ticket and single game sales. Spokane County will also be a focus for ticket sales. Currently, the unemployement in Spokane County is 8.6%. This will have an effect on the amount of tickets we will sell in the Spokane area.
1 2
www.money.cnn.com US Bureau of Labor Statistics
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Situation Analysis SWOT: Strengths
Weaknesses
Opportunties
Threats
•
•
•
• • •
•
New Nike partnerhsip New TV deal
•
Recent drug problems Lost our two best players
NBA Lockout
• •
Gonzaga Bulldogs Idaho Vandals Other entertainment options that buyers spend money on Live Radio Broadband streaming
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Market Segmentation Segment 1: Students Description
WSU has a student body of 21,016 students on campus in Pullman. 15,380 of which are undergraduate students and the remaining 2,852 are postgraduate and doctoral students. Systemwide, WSU has over 26,000 students. Almost 3,000 of the undergraduate students are Freshmen. The undergraduate average age across all campuses is 23 and the average graduate student age is 31. Across all campuses, 52% of students are female and 48% are male. In Pullman, 18% of students are multicultural. 85% of students are from the state of Washington, 9% are of out state, and 6% are international students.1
Percent of Sales
In 2010, students accounted for 35% of attendence at Men’s Basketball games. Of that percent, 71% used their sport pass or cougar card for entry to the event, and the other half were student guests. At Beasley Colusisum, 3,800 seats are designated to the student section. As with general ticket sales, student attendance has decreased each year since 2008. The average number of all sports passes WSU has sold over the past 5 years has been 10,126. 2011 Ticket Sales Breakdown
SINGLE 23%
Sports Pass Usage Averages
Used 27%
STUDENTS 35%
SEASON 42%
Unused 73%
How They Use the Product
Students primarily use men’s basketball games as a source of entertainment and social interaction. Pullman’s population is only 29,000 and located in a rural part of Eastern Washington.
How to Reach Them
Recent research shows that print media is actually making a comeback to gain the attendtion of potential buyers. This can be explained through the large amounts of digital media that is now presented to consumers. Print around campus will be one of the avenues to reach students. Digital marketing will also play a large role in reaching this group. Smart phone usage is on the rise among the 18-25 age group, which is also a large user of Social Media platforms. No matter the medium used to reach this group, the content must be relevant, interactive, and contain an updated look to catch their attention.
Price Sensitity
High - College students have limited income because their primary concern is their eductiaon. To relieve this strain, a sports pass is avaliable to purchase through each student’s ZZUIS account. 1
about.wsu.edu
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Market Segmentation Segment 2: General Public Description
We split the general public into two groups, season ticket holders and single game ticket purchases. Season tickets are split between donor seating and non donor seating. Depending on the location of a donor seat, the cost varies and as the cost increases, the better the seats. Non donor seating is promarily on the third tier of seating in the arena.
Percent of Sales
In general, season ticket sales have consisted of 19% to 38% of total sales for men’s baseketball games over the past 5 years. The 2006-2007 seaon being the lowest and the 2008-2009 being the highest. Since the 08-09 season, there has been a drop of almost 1,000 season tickets. This is a considerable decrease.
What They Want
For this demograhic, discounts and incentives are the what they they look for when purchasing tickets.
2011 Ticket Sales Breakdown
SINGLE 23%
STUDENTS 35%
SEASON 42%
Factors That Motivate Purchase (Age) 70% 60% 50% 40% 30% 20% 10% 0%
All 18-26 25-36 35-46 45-56
How to Reach Them
Social Media is growing resource to reach this market.The average Facebook user is 38 years old. 1
Notified of Ticket Availability (Age) 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
All 18-24 25-34 35-44 45-54
1
searchengineland.com
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Marketing Strategy Price Season Ticket Prices $730 Sideline & Baseline Courtside Reserved $520 Sections 13-15 Sideline Reserved $320 Lower Bowl Sideline Reserved $270 Lower Bowl Baseline Reserved $210 Upper Bowl Reserved $360 Upper Bowl Family Plan (2 adults, 2 youth or 1 adult and 3 youth) $125 Additional Youth (Family Plan only)
Single Game Tickets**
Donation Requirements $800 Sideline Courtside $600 Baseline Courtside $450 Sections 13-15 Courtside $350 Section 14 Lower Bowl $250 Sections 13 & 15 Lower Bowl $125 Sections 4-6 & 12, 16 Lower Bowl $75 Sections 36, 2-10, 18-22, 24-28 Lower Bowl
Single Game (Spokane, Seattle)
$50/$75 Baseline & Sideline Courtside $60 Sideline Courtside Floor Reserved (First 2 $40/$50 Sections 13-15 Sideline rows) $25/$35 Lower Bowl Sideline $50 Sideline Courtside Floor Reserved (Rows 3 $20/$25 Lower Bowl Baseline and up) & Baseline Floor Reserved $15/$20 Upper Bowl $35 Lower Bowl Sideline Reserved $10/$15 Upper Bowl Youth & Senior (Sections $25 Lower Bowl Corner & Baseline Reserved 3-10 & 18-25) $20 Upper Bowl Sideline Reserved $40/$60 Upper Bowl Family Plan (Sections 3-10 $15 Upper Bowl Corner & Baseline Reserved & 18-25) $10 WSU Student/Student Guest General Admission (Not available for UW) *See appendix for seating chart ** Reserved/Saturday Pac-12 Games Prices
Discounts
Since incentives or discounts are the largest factor in determining purchase of tickets1 we will create discounts for WSU Staff and Faculty ($20) on season tickets. For season tickets, this will be the only price cut we will offer. For single game sales, we will work with groupon to create package deals for our non conference games. Black Friday and Cyber Monday will also be used to sell tickets at discounts for mini plans and single game tickets. These will both be one day events and will be advertised on wsucougars.com and will also go out as an email to all our registered users.
Bundling - Mini Plans
We will offer an option where the buyer can choose a 4 game mini plan for conference home games. The only exception will be the Washington game which will not be avaliable as part of a mini plan. These plans we recieve a $3 dicount for each game. We will also partner with women’s basketball for a double header. A purchase of a men’s ticket is also entry for the women’s game directly after.
Payment Terms
All season tickets will incur a $15 fee, all ticket sales will incur a $3 transaction fee. All tickets will be paid for at time of purchase. 1
www.mintel.com
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Marketing Strategy Place (Distribution) Distribution Channels Social Media
Social Media Platforms such as Facebook, YouTube, Twitter, Myspace, and LinkedIn are different ways for us to reach our target markets. While social media has grown among younger users, the average Facebook user is 38 years old1. Making this medium prime for reaching multiple age groups and demographics. Since 2008, social media has seen an increase of usage by the 36 and over age groups. 45%
40%
40% 35% 30%
32% 28%
26%
25% 20%
22%
2008 Social Media Usage
20%
16%
2010 Social Media Usage
15% 9%
10% 5%
6% 2%
0% 18-22
23-35
36-49
50-65
66+
Women use social media sites more often than men, with the exception of LinkedIn.
Social Media Site Usage by Gender 70%
64% 57%
60% 50%
43%
64%
63%
57% 43% 36%
40%
37%
36%
Male
30%
Female
20% 10% 0% Myspace
Other SNS
Facebook is used most frequently on a daily basis follow by Twitter. The frequency of each social media platform is important so we can use the mediums that connect us to the highest amount of potential buyers within our area. 1
searchengineland.com
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Marketing Strategy Social Media Site Frequency 40% 35%
Several times a day
30%
Once a day
25%
3-5 days a week
20%
1-2 days a week
15%
Every few weeks
10%
Less often
5%
Never
0% Myspace
Other SNS
It’s important that our published content through social media sites remain interactive with our followers and users. Information will be updated daily and monitored for consistentcy to ensure a united message across all mediums. Facebook will be our primary source of social information. Linked to the Facebook account will be the WSU Athletics Twitter feed and YouTube. YouTube will contain highlights from previous games, interviews with players and coaches, and footage of community efforts and the High Above the Influence (anti drug) campaign. Under the ticketing tab on the WSU Athletics Facebook page, we will promote upcoming games with links to buy tickets for single games, and include a button for purchasing and renewing season tickets. Facebook will be one fo the top spots to get information about the Cougs and their preparation for the season, in season stories and results, and information for upcoming games. We will also change the profile picture to adveritise for each home game (see example bottom right). Promotions are a great way to grab attention and increase single game ticket buyers. We plan on running multiple promotions throughout the season to maximize ticket sales efforts. These promotions include: • • • • • • •
Preseason season renewal packages Single game purchase opens to Season Ticket holders earlier than the public Buy one get one half off for Sacramento State and Grambling State Give away 4 lower bowl sideline seats to the Spokane games for a contest Introduce mini plans (pick 5 homes excluding UW) Use Black Friday to promote mini plans at a discount T-shirt giveaway for Cougs against Drugs game (Cal)
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Marketing Strategy Digital Media
Digital technology included will be wsucougars.com, mobile applications, streaming video of players and coaches, QR codes, and creating regular desktop wallpapers for fans to download. Each form will be broken down to show specfically how each will be utilized.
WSUCOUGARS.COM
The athletics website offers a platform to provide large amounts of information. We will utilize this with banners advertising men’s basketball games, season tickets, promotions, and other men’s basketball information. Under the calendar tab, we would like to add a buy tickets link for each home game, eliminating an extra step to purchase tickets online. All branding will stay consist with the new Nike branding throughout WSU.
MOBILE APPLICATIONS
35% of the American population own a smart phone and a quarter of those users consider their mobile phone their primary form of internet usage1. Thes would focus on the Android, iPhone, and Blackberry markets because they are the largest of the smart phones operating systems. Cougars Mobile would Operating System be a free application to download and would contain Unknown 7% Windows much of the website information at wsucougars.com 4% Palm only in a mobile form. Included as content will be: 6% Android • Game schedule with promotions 35% • Live updates on game status Blackberry 24% • Gameday activities iPhone • Video highlights of previous basketball games 24% QR codes are also going to be a part of our mobile marketing efforts. Smart phones are able to download an app that reads the code and automatically takes the user to a website for game and ticketing information. These will be used to obtain promotion codes for discounts on tickets and gain more information about the basketball program. On the inside cover of this booklet, there is a QR code on the bottom right side of the poster as an example.
VIDEO
Video highlights, interviews, and related material will be posted on social media sites and on wsucougars.com. This will provide our fans an opportunity to get an inside look at the WSU basketball program, coaches, and players. We want to these to focus on the program as normal people for our fans to relate. Included in the video will be a tour of the new practice facility for fans to get an indepth, inside look at this facility and how it is being utilizied. 1
http://pewinternet.org
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Marketing Strategy WALLPAPER
76% of Americans own a computer1 and all use a desktop wallpaper. WSU currently creates a desktop wallpaper for Cougar fans to download to their desktop or laptop. We will expand this from only one option to multiple options that highlight individual players and where they are from. Also included will be wallpaper from previous games of the current season for fans to relive the top plays of the season, keeping the exictement of the plays alive. The final breakdown will be as follows: • 2 team wallpapers with the full schedule • 4 individual player wallpapers highlighting that player and where they are from • 4-6 game highlight wallpapers The team posters will contain sponsors logos, a full game or home schedule, and a QR code connecting the user to promotions and ticket sales.
Print will include poster schedules, schedule magnets, billboards, signage in the arena windows. The 18 x 24 posters will be taken around Pullman and put up in the storefront windows in at as many businesses that will allow us to. We will also use this same tactic in Spokane to promote the games in Spokane and increase attendance from the Spokane market. They will go up in buildings around campus, and be recreated as “digital signage” that will be used in the CUB on the TV monitors. Schedule magnets will used in a similar manner and given out to staff members and given to local businesses to be handed out to the general public. Posters will also be posted in the bathrooms at the last 2 home football games and wrapped on elevator doors around campus. We will use two seperate billboards, both in Spokane. These will located on the main interstate near downtown facing both directions of traffic. These will show a full game schedule but will highlight the games that will be held in Spokane and contain a QR code. The final aspect of the print marketing will be elevator wraps on campus advertising the season. This is will provide a new twist to advertising on campus that will catch the eye of students and staff.
CORPORATE SOCIAL RESPONSIBILITY
Currently the basketball team participates in the “Reading Buddies” program at our community elementary school. Twice a week, student-athletes and Sunnyside Elementary school students read and practice their writing skills. We would like to have 100% participation from the WSU basketball team. During the off-season and summer, we would like to have team members volunteer to help children’s basketball leagues and camps within the community.
1
www.gamasutra.com
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Marketing Strategy Including a cause related marketing (CRM) effort could be tricky if seen as an effort to ‘woo’ back community consumers. However, drug and alcohol abuse can be further framed as a prevalent issue across the WSU college campus. We would like to partner with Above the Influence, a young-adult geared anti-drug campaign. Above the Influence would participate in home games with handouts, posters, t-shirts, and trivia. This would provide a low-cost marketing effort that many community members will have high cause-affinity for.
GUIERLLA/ PROMOTIONAL MARKETING
The purpose behind this marketing is to grab attention of students and create a buzz around campus about upcoming games. These campaigns will be placed in high traffic areas throughout campus to advertise for the season. The first of these promotions will be setting up Playskool basketball hoops with a Coughead decal and a basketball schedule. There isn’t a funcional aspect to this promotion, it catch’s the eye of students passing by and is something a little bit different from tradional marketing. They will be put up on game days advertising a game that night and be taken down by marketing interns. The other idea was to create floor decals of the Cougar basketball floor and putting them on the ground at the Bookie near the checkout, in line at various vendors and resisdents of the CUB, and throughout the building. We will some pre-game promotions during the season. Over the course of 4 games, we will give away fly swatters and headbands to fans as they enter the arena. The fly swatters are for when there is blocked shot and the student section starts to chant “You got swatted.” The headbands are strictly for decoration purposes. Students will wear these during the game. Measurement for each of these will be done through the attendance of basketball games and surveys will be sent out to patrons of basketball games. The email addresses will come from the Ticket Office. The survey will be short to increase the completion rate. We will ask why they went to the game and how they heard about it.
Budget - $15,000 Item
Total Units
Unit Cost
Total Cost
18 x 24 posters 4 x 6 schedule magnets Elevator Wraps Basketball Hoops Promotional Items Floor Decals Headbands Total
2,500 1,000 12 6 5,000 15 5,000
$0.48 $0.79 $300.00 $69.00 $0.52 $150.00 .50
$1,199.00 $790.00 $3,600.00 $414.00 $2,600.00 $2,250.00 $2,500.00 $13,353.00
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Conclusion In order to execute a successful marketing campaign for the Washington State University men’s basketball team, it is important to create a multi-faceted plan that confronts the many challenges facing the program. The team’s off-court issues and the loss of several key players have added to the already pressing need for a well-rounded campaign that highlights the team’s strengths. Attendance has declined in each of the past three seasons, which has left the program on the low end of the conference with regard to revenue. Ticket sales make up over a third of this figure, so appealing to students, community, and alumni across the state is of the utmost importance. Online social media is the cornerstone of the marketing plan, which is becoming a great method of reaching fans of all ages. Multimedia , print, and television advertising will be used to reach a wide variety of fans. Ticket discounts and mini-plans are one way to increase the number of community members attending games, and these deals can be offered exclusively through sites like Twitter or Facebook. Student attendance can also be increased through in-game promotions and increased involvement in student spirit organizations like the Zzu Crew. With a budget of $15,000, this plan can rejuvenate the Cougar fan base through a combination of traditional advertising and cutting-edge online marketing.
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Appendix Factors That Motivate to Purchase (Gender) 70% 60% 50% 40% 30% 20% 10% 0%
All Male Female
Notified of Ticket Availability (Gender) 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
All Male Female
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Appendix Factors That Motivate Purchase (Income) 70% 60% 50% 40% 30% 20% 10% 0%
All <$25K $25K-49.9K $50K-74.9K $75K-99.9K $100K+
Notified of Ticket Availability (Income) 50% 40% 30% 20% 10% 0%
All <$25K $25K-49.9K $50K-74.9K $75K-99.9K $100K+
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Appendix 2009-2010 Revenue Sources $9,000,000.00 $8,000,000.00 $7,000,000.00 $6,000,000.00 $5,000,000.00 $4,000,000.00 $3,000,000.00 $2,000,000.00 $1,000,000.00 $0.00
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