Grand Valley Play Case Study

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Grand Valley State University football has one of the most unique college experiences for all of division 2. The commuter campus in Allendale, MI is able to attract thousands of fans to football games on Saturday evenings to a town that has less than three thousand residents. The athletic department at GV is very successful at executing an effective strategy to bring fans, alumni and students to the games. Grand Valley football has a monopoly for college football in the Grand Rapids area. If residents of the greater GR area want to go see a college football game they are forced to go to see Grand Valley play. This allows for the athletic department to set season ticket prices above marginal cost in order to generate revenue from fans attending the game. However, there are…show more content…
The athletic department markets games in a unique way in attempt to draw an average crowd to the games on a regular basis. They advertise the weekly games by having billboards, radio shows, and increased campus signage to let students know to come out and support the team. For families, the cost of attending the game is far less than any other sports attraction in west Michigan for a family of four. The cost of attending a Grand Valley game is far less than going to see Western Michigan, or Michigan State football. The lure of it being only 20 minutes away from downtown GR is also an important factor when it comes to fans deciding to attend the game. Alumni are heavily targeted in attempt to bring them back because the athletic department knows that they will generate revenue off of them because it is their school and they actually care about the university’s success. The substitute goods for GV football are limited in the fall because few professional sports teams and games occur. Fans having a limited choice to watch sports which again allows for GV to have a monopoly on sports in
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