Sports Bar Survey - eRaven - Franklin Pierce University

Report
Sports Bar Survey
Brought to you by: Kyle Quinn, Chloe Rodriguez, Nico Panella, Jimmy McInnis,
Christopher James, Tim Curran
December 7th, 2012
Introduction
✤
Franklin Pierce University has a large enrollment of student athletes
and a large number of students with a passionate social life.
✤
Rindge does not have an establishment where the university students
can go to socialize and enjoy themselves outside of the campus. By
having a sports bar locally in town allows for students to have
somewhere to go to eat, drink, and have a good time while enjoying
sporting events.
✤
In completion of this study, the researchers will find out the desire of a
local sports bar in Rindge, NH.
✤
We will identify the benefits of having a sports bar in the area
including bringing in revenue, creating more local jobs, and more
entertainment options.
Problem Statement
✤
Research is necessary to
determine if Franklin Pierce
students would patronize a local
sports bar in Rindge, NH.
Research Objectives
1.Assess the current literature related to college students and sports
bars.
2.Determine if there is a demand for a sports bar in the Rindge area.
3.Determine what services and products students would be willing to
pay for.
4.Calculate appropriate pricing for drinks and food.
Definitions
✤
Appetizer -- a small dish of food or drink taken before a meal or the main
course of a meal to stimulate one’s appetite
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Entree -- a. The main dish of a meal, b. A dish served in formal dining
immediately before the main course or between two principal courses
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Promotion -- The publication of a product, organization, or venture to
increase sales or public awareness
✤
Snack -- a small amount of food eaten between meals
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Sports bar -- a bar catering especially to sports fans and typically
containing several televisions and often sports memorabilia.
Literature Review
✤
For many years now, sports bars have become more popular among
the sports fanatics and food enthusiasts alike, making it a good
business to start in the food and wine industry.
✤
Entertainment is key in starting a sports bar to ensure the consumer is
satisfied with their experience.
✤
Researchers and businesses have tried to find ways to effectively find
direct outcomes that fulfill a customer’s needs.
Literature Review: Game Viewing
✤
A study conducted by Sports Illustrated, there is a need for customers
at a sports bar to gain loyalty and a love for their drinking
establishment
✤
Make it a female friendly atmosphere because there is a larger
attraction of men towards patronizing a sports bar
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There is a need for the ability to watch games on a big screen TV
✤
Bars started loading their establishments with TV’s because
people like having the ability to watch multiple games at once,
something they couldn’t do at their house.
Literature Review: Demographics
✤
Demographics are an important part of understanding how to make a
sports bar successful
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This need comes from finding out what target audience will bring in
the most profit
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According to Coomes (2012), the age groups most targeted by sports
bars are between 20-30 years old
✤
✤
Have to appeal to a younger generation with entertainment
including pool tables, live bands, darts, etc…
It is important to note that women make 76% of all dining decisions
✤
This means that the sports bar will need to have a dining area that
is somewhat separated from the bar and sports area. This is
important because it will give females a suggestion that will be
appealing to males.
Literature Review: Food
✤
To have a successful sports bar, it is very important to provide our
customers with quality food and popular items on the menu.
✤
According to research by MediaCom in 2006, 77% of 18-19 year olds
and 86% of 20-24 year olds visited a pub in 2005. This research
proves that the dining aspect of the restaurant is just as important as
the bar aspect.
✤
With the attraction of most Sunday football games being the projected
highlight of the business, the sale of chicken wings, pizza, French
fries, nachos, and burgers would most likely be the most popular food
items available. Beer is also a must have, as beer and sports are a
tradition amongst most American sport onlookers.
Literature Review: Promotions
and Drinks
✤
According to Callos (2012), the customers taste changes frequently
and it is crucial to have proper promotions that can draw new crowds
as well as consistent value in pricing. It is best to constantly be
promoting to all demographics in order to gain as much of a clientele
base as possible.
✤
This can allow margin for a bar or club to make a huge difference in
popularity and well profit for future entertainment.
✤
These specials can include beer, mixed drinks, and liquor
Methodology: Population and
Problem Identification
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Definition of Population
✤
✤
The population that we as researchers
examined was the student population at
Franklin Pierce University at Rindge, which
has a current student population of 1,400.
Problem Identification
✤
The problem the group identified is that
there is a lack of options for Franklin Pierce
students to casually watch sports and enjoy
good food and drinks close to campus. We
have identified our main client as Franklin
Pierce students.
Methodology: Development of
Survey
✤
Started with our research objectives
✤
Then we used research found with our literature review (accessed
10/10/12)
✤
Most of our input was provided by members of our team and experts
on the topic
✤
Meeting together as a group, we took our research objectives and
formed 15 questions to gather the information we needed to continue
our research
Methodology: Sample Size
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The particular chosen sample size for a local sports bar survey was
the Franklin Pierce University Rindge campus
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Within the campus, we surveyed a total of 160 students
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80 males, 80 females = total
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40 students from each class --> 20 males, 20 females
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4 classes (freshman, sophomore, junior, senior)
Methodology: Data Collection
Method
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Our team used the non-probability convenience sampling method
✤
✤
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We chose this method because of our limited time, limited
expenses, and the subjects were readily available at their
convenience. This method allowed our research team to obtain
valuable basic data and trends.
We also used quota sampling method based on gender and class
standing
✤
This method allowed our research team to observe relationships
between the different subgroups.
✤
And also get an equal response from both class and gender
The team collection method consisted of each researcher distributing
the questionnaires to their respective segments (class standing) of 20
Methodology: Assumptions
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The respondents answered the questions honestly
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Also assumed that each student surveyed answered the
survey completely and thoroughly
Methodology: Limitations
✤
Some of the limitations our group faced were the short period of time
we had to survey our subset of the general population. We only had
about a week to survey people due to time constraints so we used a
non-probability sampling method.
✤
Another limitation we had was that our group consists of all
upperclassmen, so it was a bit difficult to try and reach out to the
underclassman population. Group members needed to visit
underclassmen dorms as well as ask younger teammates to take our
survey.
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 8
14%
21%
Beer
Liquor
9%
Both
None
56%
What kind of alcoholic
beverage do you enjoy?
Question 9
How much money are you likely to spend at a sports bar?
Dollar Amount
Calculated average: ~ $29.10
Question 10
What is your favorite sport to watch on TV?
3%
8%
Football
Basketball
Baseball
Hockey
Golf
Other
39%
28%
8%
14%
Question 11
What promotion would have the greatest impact for you to visit a
sports bar?
2%
10%
16%
Themed nights
Student discount
8%
Game deals
Gaming (pool, darts, arcade)
None
64%
Question 12
What is your gender?
Question 13
What is your class standing?
25%
25%
Freshman
Sophomore
Junior
Senior
25%
25%
Question 14
Question 15
Do you own or have access to transportation?
18%
Yes
82%
No
Crosstabulation #1: Would you go to a local sports bar if
there was one in Rindge vs. Gender
80
74
71
70
60
50
Yes
40
30
20
10
9
6
0
Male
Female
No
Crosstabulation #2: Do you attend sports bars to watch sporting
events vs. gender
70
61 males
60
46 females
50
Yes
40
30
20
10
0
Male
Female
No
Crosstabulation #3: Promotions vs.
Gender
60
50
40
Male
Female
30
20
10
0
Themed Nights
Student Discounts Game Deals
Gaming
None
Crosstabulation #4: Would you go to a local
sports bar in Rindge vs. Class standing
40
38
37
37
35
33
30
Yes
25
20
15
10
7
5
3
3
2
0
Freshman
Sophomore
Junior
Senior
No
Crosstabulation #5: What is your favorite sport?
vs. Gender
40
35
30
25
20
Male
Female
15
10
5
0
football
basketball
baseball
hockey
golf
What is your favorite sport to watch on TV? Check one.
other
Discussion
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Demographics:
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The results show that approximately 91% of the students surveyed would patronize a sports bar in Rindge.
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Gender:
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87.6% of females surveyed said that they would go to a sports bar in Rindge, but only 57.5% attend sports bars
to watch games
✤
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This coincides with the Coomes study that found that people aged 17-24 attend sports bars the most
This proves the point that the sports bar will need to have a dining area that is somewhat separated from the
bar and sports area.
Food:
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Most of the students surveyed preferred appetizers (a small dish) over entrees (a main dish)
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According to the literature review, the sale of chicken wings, pizza, French fries, nachos, and burgers would
most likely be the most popular food items available, which is what we directly found to be true.
Conclusions
✤
Objective 2- Determine if there is a demand for a sports bar in the
Rindge area.
✤
67% of Franklin Pierce students who were surveyed said they have
been to a sports bar. However, 91% of Franklin Pierce students said
they would attend a sports bar if there was one local.
✤
The conclusion that we have come to is that students at Franklin
Pierce would definitely patronize a sports bar in Rindge, NH
Conclusions (cont.)
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Objective 3- Determine what services and products students would
be willing to pay for.
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Our data shows that 69% of students agreed or strongly agreed they
would buy an appetizer.
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- 52% agreed or strongly agreed they would buy entrees
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Our data shows that 69% of students agreed or strongly agreed they
would buy Alcoholic beverages.
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- 48% agreed or strongly agreed they would buy nonalcoholic beverages
Conclusions (cont.)
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Objective 4- Calculate appropriate pricing for drinks and food.
✤
Our data shows that the average price students are willing to spend at
a sports bar is $29.10.
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We also found that 64% of students would also be attracted by
student discount promotions.
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Recommendations
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The researchers recommend that there should be a sports bar in
Rindge
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This would give college students from Franklin Pierce University
more optional activities, as well as a place to eat where they can
spend time with friends in a sporting environment.
✤
Because of the brief time periods of the cafeteria and the pub, this
would not only give students more variety of choices for a meal, but
would also accommodate their eating habits.
Recommendations (cont.)
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The researchers also suggest for their to be appetizers and alcohol to
be served, as research suggested those were the two biggest
percentages of items to be purchased.
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There should also be a dining section separate from the bar area to
create a female friendly environment because most females don’t
always go to watch sports.
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Promotions are a great way to attract the Franklin Pierce community
to this sports bar, and our survey suggested that 64% of students
would prefer a student discount promotion at the bar.
QUESTIONS??
References
✤
Ballard, Chris. "Finding The Perfect Sports Bar." Sports Illustrated 102.5 (2005): 67-77. Academic Search Premier. Web. 10 Oct. 2012.
✤
Bars/pubs. (2006). Campaign, , 28-28.
✤
Callos. N. (2010). Drink special ideas. Retrived frrom http://www.ehow.com/ info_8203804_drink-special-ideas.html
✤
Coomes, S. (2012). Saul Good Restaurant & Pub. Nation's Restaurant News, 46(17), 8.
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Rosenstiel, T. (2011). How people learn about their local community.
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Retrieved from http://www.Pewinternet.org
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http://www.twincitiesdiningguide.com/images/OlePiper-Bar-L.jpg
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http://www.town.rindge.nh.us/images/Rindge_Logo.gif
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http://www.fiestabaja.com/images/bar-food-400w.jpg
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http://www.simplyzesty.com/wp-content/uploads/2011/08/people-at-a-bar.jpg
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http://www.sportspagetv.com/images/step2.jpg

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