Sport Facility Quality Management Plan (Research Paper Sample)

SPORT FACILITY QUALITY MANAGEMENT PLAN
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Executive summary
This paper examines the ticketing operational activity at Etihad stadium located at Melbourne Australia. This stadium hosts various number of sporting and entertainment events per year. Ticketing operation activity at this stadium contributes significant percentage of the stadium’s total revenue. Ticketmaster network facilitate ticket booking on behalf of the stadium and has other outlets and venues where customers can book their tickets. Examining the ticketing operations of this stadium and the customer feedbacks it can be noted that there exists some challenges and limitations in the stadiums’ ticketing operations. This is evident in the discussion of the stadium’s customers and fans expectations which shows that there is a gap in the context of ticketing activities. The ticketing operations management plan in the paper seeks to address the various issues, challenges and the expectations of the supporters and customer of the stadium. Among the core issues raised by the customers include the use of technology in ticketing operations. In addition is the effectiveness and efficiency of the online ticketing system and its underlying issues. The management plan outlines the implementations that can be incorporated in the management system to ensure that it is efficient and effective. The best management practices and quality management principles provided is essential for the continuous improvement and sustainability of the ticketing operations at the stadium.
Problem definition
Operational activity refers to organizational or a company daily process that generates income. This entails the core business activities of an organization or a company and it can be selling a product or service, marketing, distributing or manufacturing. It is notable that operating activity contributes to majority of the organization cash flow thus determining the overall profitability. Etihad stadium is located on the edge of Melbourne’s CBD and has a capacity of 53,339 and it has staged key major sports and entertainment events thus giving this stadium recognizable reputation throughout Australia. This stadium acts as a multi-purpose facility catering for major entertainment, private functions, business functions and sport events and tickets are usually booked by individuals attending these events. Tickets for attending these events are purchased through Ticketmaster network. Tickets can also be obtained by visiting the venue and other Ticketmaster authorized outlets. Free admission is offered to children on Sunday matches have been announced.
Also in the announcement is the general admission price freeze on tickets and not continually for the fully-reserved seat matches. This ticketing adjustment by the stadium management is aimed at making it more fan-friendly. The general admission tickets and the simplified ticketing features notably have a positive impact on the ticketing operations of this stadium. Feedback from the fans shows that the stadium ticketing system framework poses a number of challenges to most fans attending matches in Victoria, this is notable on the fully reserved seat matches. Therefore the club is committed in establish an effective ticketing framework that removes the underlying ticketing obstacles faced by fans attending events and functions at this stadium. It is also notable that fans usually worry on the various complexities in regard to match categories and the stadium seating maps. Ticketing admission prices should be checked at so that it becomes convenient to all demographic categories of the fan population attending the stadium. In addition the challenges facing ticketing operations is the mail server going down where cases are common. The stadium ticketing operations management does not have effective incident ticket as well as problem ticket. Lack of effective establishment of both incident and problem ticket limits the ability of the organization to be able to tract and trend ticking operations data effectively. It is also evident that there are no clearly established policies for enforcing ticketing standard processes. There is no effective communication that requires the use of defined methods by the operations management for the provision of excellent ticketing services.
CUSTOMER EXPECTATIONS
The fans who are the key major customers of this stadium expect the ticketing operations management to have an effectively established automated stadium operation. This implies that the stadium deploy a ticket control which is fully automated. It should also have efficient payment solutions and validations to facilitate authorized entry to the stadium facilities. This will ensure that that there is a speedy crowd access. Fans also expect high level of customer experience engagement in which the stadium can achieve this by strengthening customer loyalty through the establishment of customer loyalty and reward campaigns. Customers also expect effective handling of on-line season, individual and group ticketing. They also expect well established integrated website with an effective web ticketing system where customers can customize their ticket purchases on an ongoing basis and this requires a world-class booking technology.
Customers expect easy access to the underlying websites, ticket distribution channels. Customers prefer to enjoy stability, effective and fast system with a well outlined seating plan in the stadium that suits their requirements and comfort. Customers also expect the stadium to have well established ticket criteria where each ticket ought to have data such as ticket type, categories and subcategories.
Management plan
Ticketing operations management at Etihad stadium Melbourne aim to provide the best and timely ticketing service. Ticketing operation coordinators are responsible for the coordination and supervision of all matters relating to ticketing and the usage of tickets in the stadium. This includes the distribution of the stadium event tickets, event tickets information and car parking vouchers. This management plan entails the incorporation of digital technologies and establishing fully integrated ticketing operation system in this stadium.
Scheduled and special stadium events
Tickets for scheduled events are issued regularly through the designated authorized ticket operating outlets. In the case of special events the management may be required to alter the normal ticketing procedures, entitlements to various categories of ticket holders as well as the seating arrangements. In this case ticket holders are provided with tickets outlining its underlying entitlements and its seats facilities. Ticket prices and fees apply differently in each of the ticket holders in the various outlined categories. With the provision of various ticketing categories the ticketing management of the stadium will ensure that there is appropriate arrangement with the customers or the event promoters to secure priority ticket booking and the special event tickets purchase. Corporate ticket booking is also available for V.I.P guests and it is provided in the booking agent websites and the stadium map section.
Ticketing revenue management
The stadium undertakes ticketing operations by selling the physical space for a certain period of time for various prices. This implies selling of seats per game or event being undertaken in the stadium. The stadium management aim to maximize the revenue from ticket sales per the available seat-game. Ticket revenue management takes into consideration the seat categories, frequency of the games and the stadium functionality while pricing these tickets. It is important for the stadium tickets operations management to ensure that they gain control over the time.
This enables the management to control both the space and time thus ensuring that different market segments are prices appropriately. Ticket sales revenues can also be complimented with other ancillary services such as advertisements, food and beverage and the sale of sporting goods and services. Stadium management should adopt various strategic levers of ticketing revenue management thus ensuring they are in the right direction towards the achievement of demand-based pricing. The stadium management focuses on the achievement of greater control on the demand of customers which is the integral aspect in the achievement of successful revenue management.
Management of space
In the context of stadium ticketing it is important for the management consider selling the space implicitly. The notable available space for ticketing entails the seat configuration, club suites and standing areas. Ticketing using this approach, the stadium management can configure ticket sales factoring the availability of amenities such as retail function and catering services (Garland 2013). Therefore, the stadium management should have full control on how ticketing operations are conducted considering space designs. Different space designs notably appeal various market segments and they are priced differently. The various ticket packages come at different prices thus suiting wide market segment of the customers.
Tickets for sale packaging and permanent transfer of tickets
Seat tickets packaged for sale should not be resold, transferred at any other value or used for other promotional purposes. The management should come up with a ticketing management plan that enables transfer to another party but it must be approved by the ticketing management operators. Transfer fee might be applicable depending on the events taking place in the stadium. For the ticket to become effective the transferee should have an agreement sign with the stadium management agreeing to comply with the stadium terms and conditions. The ticketing o...