Southwestern University: (C)* The popularity of Southwestern University’s football program under its new coach Phil Flamm surged in each of the 5 years since his arrival at the Stephenville, Texas, college. (See Southwestern University: (A) in Chapter 3 and (B) in Chapter 4.) With a football stadium close to maxing out at 54,000 seats and a vocal coach pushing for a new stadium, SWU president Joel Wisner faced some difficult decisions. After a phenomenal upset victory over its archrival, the University of Texas, at the homecoming game in the fall, Dr. Wisner was not as happy as one would think. Instead of ecstatic alumni, students, and faculty, all Wisner heard were complaints. “The lines at the concession stands were too long”; “Parking was harder to find and farther away than in the old days” (that is, before the team won regularly); “Seats weren’t comfortable”; “Traffic was backed up halfway to Dallas”; and on and on. “A college president just can’t win,” muttered Wisner to himself. At his staff meeting the following Monday, Wisner turned to his VP of administration, Leslie Gardner. “I wish you would take care of these football complaints, Leslie,” he said. “See what the real problems are and let me know how you’ve resolved them.” Gardner wasn’t surprised at the request. “I’ve already got a handle on it, Joel,” she replied. “We’ve been randomly surveying 50 fans per game for the past year to see what’s on their minds. It’s all part of my campuswide TQM effort. Let me tally things up and I’ll get back to you in a week.” When she returned to her office, Gardner pulled out the file her assistant had compiled (see Table 6.6). “There’s a lot of information here,” she thought. TABLE 6.6 Fan Satisfaction Survey Results (N=250)(N=250) Overall Grade A B C D F Game Day A. Parking 90 105 45 5 5 B. Traffic 50 85 48 52 15 C. Seating 45 30 115 35 25 D. Entertainment 160 35 26 10 19 E. Printed Program 66 34 98 22 30 Tickets A. Pricing 105 104 16 15 10 B. Season Ticket Plans 75 80 54 41 0 Concessions A. Prices 16 116 58 58 2 B. Selection of Foods 155 60 24 11 0 C. Speed of Service 35 45 46 48 76 Respondents Alumnus 113 Student 83 Faculty/Staff 16 None of the above 38 Open-Ended Comments on Survey Cards: Parking a mess Add a skybox Get better cheerleaders Double the parking attendants Everything is okay Too crowded Seats too narrow Great food Phil F. for President! I smelled drugs being smoked Stadium is ancient Seats are like rocks Not enough cops for traffic Game starts too late Hire more traffic cops Need new band Great! More hot dog stands Seats are all metal Need skyboxes Seats stink Go SWU! Lines are awful Seats are uncomfortable I will pay more for better view Get a new stadium Student dress code needed I want cushioned seats Not enough police Students too rowdy Parking terrible Toilets weren’t clean Not enough handicap spots in lot Well done, SWU Put in bigger seats Friendly ushers Need better seats Expand parking lots Hate the bleacher seats Hot dogs cold $3 for a coffee? No way! Get some skyboxes Love the new uniforms Took an hour to park Coach is terrific More water fountains Better seats Seats not comfy Bigger parking lot I’m too old for bench seats Cold coffee served at game My company will buy a skybox—build it! Programs overpriced Want softer seats Beat those Longhorns! I’ll pay for a skybox Seats too small Band was terrific Love Phil Flamm Everything is great Build new stadium Move games to Dallas No complaints Dirty bathroom *This integrated case study runs throughout the text. Other issues facing Southwestern’s football stadium include: (A) Managing the renovation project (Chapter 3); (B) Forecasting game attendance (Chapter 4); (D) Break-even analysis of food services (Supplement 7 Web site); (E) Locating the new stadium (Chapter 8 Web site); (F) Inventory planning of football programs (Chapter 12 Web site); and (G) Scheduling of campus security officers/staff for game days (Chapter 13 Web site). Discussion Questions Using at least two different quality tools, analyze the data and present your conclusions. How could the survey have been more useful? What is the next step? ,���V�
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