Sports Bar Survey - eRaven - Franklin Pierce University

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.

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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.

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In completion of this study, the researchers will find out the desire of a local sports bar in Rindge, NH.

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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

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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

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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

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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.

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Entertainment is key in starting a sports bar to ensure the consumer is satisfied with their experience.

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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 ✤

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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.

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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.

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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.

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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 ✤

Definition of Population ✤

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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

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Then we used research found with our literature review (accessed 10/10/12)

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Most of our input was provided by members of our team and experts on the topic

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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 ✤

80 males, 80 females = total

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40 students from each class --> 20 males, 20 females ✤

4 classes (freshman, sophomore, junior, senior)

Methodology: Data Collection Method ✤

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.

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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

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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.

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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 ✤

Demographics: ✤

The results show that approximately 91% of the students surveyed would patronize a sports bar in Rindge. ✤

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Gender: ✤

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: ✤

Most of the students surveyed preferred appetizers (a small dish) over entrees (a main dish) ✤

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

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Objective 2- Determine if there is a demand for a sports bar in the Rindge area.

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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.

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The conclusion that we have come to is that students at Franklin Pierce would definitely patronize a sports bar in Rindge, NH

Conclusions (cont.) ✤

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.) ✤

Objective 4- Calculate appropriate pricing for drinks and food.

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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 ✤

The researchers recommend that there should be a sports bar in Rindge ✤

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.

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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.) ✤

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.

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Bars/pubs. (2006). Campaign, , 28-28.

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Callos. N. (2010). Drink special ideas. Retrived frrom http://www.ehow.com/ info_8203804_drink-special-ideas.html

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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