Game Attendance in Luxury: Purchase Motivations of Suites and Club Level Seating in Division I College Football

Abstract

At the Division I Football Bowl Subdivision (FBS) level, athletic departments generate revenues from ticket sales, and premium seating areas provide spectators with upgrades in exclusive parts of stadiums for a substantial fee. The focus of this study was to determine purchase motivations for college football premium seating, where emergent themes were discerned from data provided by actual premium seating users and expert athletic administrators. Results indicated the following prevalent themes (and sub-themes) on motivations to purchase luxury suites: experience (comfort and amenities, watching the game), entertainment (family and friends, corporate), prestige, and support. In club level seating, the results indicated purchase motivations included: watching the game (view, seat setting), upgraded amenities (climate comfort, food and beverages/alcohol), prestige, and support. Chiefly, the findings indicated college football premium seating spectators are distinct from general seating attendees, and expanded premium seating research beyond just administrator perceptions with corporate clientele in professional sport. Keywords: college football, FBS, luxury suites, club level seating, premium seating, attendance, motivators, sport consumer behavior, Division I, ticket sales