Post-Farmers Insurance Open Analysis Report

After a great experience at the Farmers Insurance Open, the #SMBA18 class sat down and aggregated all the data and observations collected during the experience. Jackson Dargan (SMBA ’18) and Emma Black (SMBA ’18) took the lead on organizing all the information, and generated a Post-Event Analysis Report that was sent over to the Farmers Insurance Open organizing body, The Century Club.  The focus of the report was utilizing the information collected during the tournament to produce a useful report the Century Club could use in the future to analyze how the 2017 tournament went, and plan a successful 2018 tournament.

The report was divided into four primary focus sections: Parking & Transportation Logistics, Hospitality Venues, Volunteer Experience Evaluation, and Sponsorship Activation.

Parking & Transportation Logistics:

The focus of this section was on how attendees arrived at the tournament, their experience with logistics of the tournament, and looking at the efficiencies of the different methods of transportation.

The first topic covered was the occupancy levels and duration of travel for attendee’s parked in the events lots and utilized event shuttles to be transported to the golf course. This is especially relevant for the FIO due to the fact that 50% of the course is bordered by the Pacific Ocean, and a majority of the areas directly adjacent to the course are occupied by UCSD & Scripps Research facilities. The next focus was on the usage and efficiencies of Uber, a service many attendees utilized. Through information provided by the Uber Event Operations team, total number of pick up and drop offs were demonstrated, along with pickup/wait times, and finally overall observations were shown. Through the use of random sampling on transportation methods by event attendees, a table of how people arrived at the tournament was created.

First looking at ticket type segmentation, it was shown that the way people arrived differed by the ticket type (GA vs. Premium Ticket), and furthermore looking at age segmentation, it was clear that the younger demographic preferred to use Uber, while the older segment preferred to utilize the shuttles or local parking options.

Hospitality Venues:

The next topic was on the different hospitality venues offered at the tournament and attendees responses, with the focus on the four most prominent venues. The team looked at The Fringe presented by Harrah’s, Surf Club, Grey Goose Lounge, and Genesis Trophy Club. Data was provided in terms of number of occupants at different periods of the day, reactions to food and beverage options, and the overall demographics of the crowd.

For example, the attendance of the Grey Goose Lounge was very dependent on the players on South Course hole 8, by example of Thursday’s occupancy numbers:

Volunteer Experience:

Interviews with countless volunteers were conducted to gauge the overall reception of how the event was going. The Farmers Insurance Open had over 1,000 volunteers for this year’s tournament, with over 400 first time volunteers. The number of people volunteering is staggering – and we can all recognize that without the volunteers, the tournament could not happen.

Sponsorship Activation:

In this final section, the team looked at the success of different sponsorship strategies, the response of attendees to the sponsors, and ways to ensure that sponsors maintain a high return on their investment moving forward.

An overall evaluation as created on the different sponsors specific giveaways, and we found that people were the most receptive to some of the course wide giveaways run by. TaylorMade is a great example of this as their Champions Sunday was a big hit for all age groups.

Next, an analysis was created on the success of different sponsors in the Fan Village in relation to overall interest, number of attendees visiting and interacting with their setups, and an overall evaluation of the location of the fan village in relation to the course.

Finally, the team provided suggestions on how to improve sponsorship activation. Topics included ways to encourage more young fans to attend the tournament, a digital marketing strategy utilizing targeted advertisements, and a robust social media strategy.

The event served as a great learning experience for the #SMBA18 class, and a great way for Emma and Jackson to work as a team to provide useful information to a great organization such as the Century Club!

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Batter Up! Next ‘Student of the Week’ Named

No one was surprised when Zach Ipson was named our next Student of the Week. Zach has taken the lead on conducting Financial Accounting study sessions in addition to his volunteering outside the classroom, including this past weekend’s Rally for San Diego at Petco Park.

Hometown: North Las Vegas, NV

Undergraduate College: BYU

Favorite sport to play: 1. Lacrosse 2. Basketball 3. Running

Favorite Sports Movie: Space Jam (even though as a Utah Jazz fan I still have hard feelings towards MJ)

Why SDSU Sports MBA: Like many other people, I love sports. It has impacted my life in positive ways. It is something that I enjoy and am passionate about. I feel like this program offers me the opportunity to combine work and passion to further my career. My current career goal is to work in the sports industry (team, organization, or sports-related company) in a finance-related role.

Favorite class so far: Sports Marketing. It is interesting to discuss the (irrational) consumer behaviors of sports fans.

Fun fact about you: Right before I was born, my dad used the game clock of the UNLV vs. UNR basketball game to time my mom’s contractions at the hospital.

Best part about the Farmers Insurance Open: My favorite part of the Farmers Insurance Open was meeting and connecting with new people (volunteers, staff, etc.).

Check back next week when Zach chooses the next winner of Tez!

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SMBA ’18 Book Reviews: Round One

Sports MBA students at SDSU are expected to continue their study of the sports industry outside of class, which includes volunteering at sports events, attending guest lectures, and reading extensively about the business of sports.  Over the course of the year, SMBA ’18 will be reading a multitude of books that will help them gain insight into a career in the sports industry.

For the first round of book reviews our students each read one of these books over the holidays and reported on them during the first few weeks of the semester. This included summarizing the plot, going over specific takeaways from their respective books, and whether or not they would recommend it to their classmates. 

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Once a Badger, Now a ‘Student of the Week’ at SDSU

Our first student of the week, Emma Black, relinquished her title to none other than Jackson Dargan. Jackson earned the praise of the class for taking the initiative on many group projects and out of the classroom opportunities. Though he studied Biology at the University of Wisconsin, Jackson always knew sports were where his passion truly was. Learn more about the former Badger here:

Hometown: Mission Viejo, California
Undergraduate College: University of Wisconsin
Favorite sport to watch: Football
Favorite Sports Movie: Friday Night Lights
Why SDSU Sports MBA: Opportunity to gain an MBA degree in ‘Americas Finest City’
Favorite class so far: Finance
Fun fact about you: I was at Game 7 of the 2002 World Series watching the Angels win!
Best part about the Farmers Insurance Open: My favorite part was seeing a skydiver bringing the trophy to the course which was reminiscent of the opening for the 2016 MLB All Star Game held in San Diego.

Check back next week when Jackson hands Tez over to another deserving student!

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‘Celebrate San Diego Rally’ Aims to Shore Up Support for San Diego Sports

It’s no secret that the past few months have been tough for San Diego sports fans. With the Chargers announcing their move from San Diego to Los Angeles, San Diego is left with only one major professional sports team in town. In response, many local sports organizations are holding a rally to display unity and pride. Participating organizations include the San Diego Padres, the San Diego Gulls, the SDSU Aztecs, the USD Toreros, the UCSD Tritons, CSU San Marcos, and the San Diego Sockers. Hosted by the Padres at Petco Park, the “Celebrate San Diego Rally” will feature notable San Diego players and community leaders in attendance, as well as live music, games, food, and craft beer sales. The rally will take place on February 11th from 10 a.m. to 3 p.m. at Park in the Park.

As a bonus for any former Chargers fans, attendees may exchange any Chargers apparel for a $25 credit towards a purchase at the Padres Team Store. We encourage any who are interested to come over to Petco Park and support our San Diego teams!

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