Box 19, Folder 15, Document 19

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Box 19, Folder 15, Document 19

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STATIS TICS EXTRACTED FROM T!:lZ ATLANTA BRAVES ECONOHI C :,11.f'.!'~.CT STUDY
CONDUCTED BY THE GEORGL\ TE"' H. SCHOOL OF INDUST R'Li\.L MANAGEMENT.
1.
Att enda nce
Season (exc ludi ng chi l dren)
Out- o f - town fans
Local fans
2.
1 :) 53 9 ~ 80 1
634,3 98 (41 per cent of total)
905 , 403 ( 59 pe rcent of total)
Radio followi ng_
82 percent of loca l f ans f ol lowed the Braves 0 :1. t ' e ra dio regularly,
as did 59 percent of out -o f - t own fans for an average of 73 pe r cent
for all fa ns.
3.
Mode of t ranspo rta ti on
Mode
Drove car t o St adi um
Drove car t o t own and walked
Dr ove car to town and cook bus
Drove car t o ot her and took bus
Took bus only
Charter bus
Tax i
Walked
4.
Percen t of
Atte ndance
81
1
D
( 12 percent used bus)
2
2
2
Seat preference
Loca l f ans domi nated the General Admission (7 0 pe:rcenc a nd Pavilion
(68 perc.ent) wh ile ou -of - ::own f ans grav ita ted towa rd t:he more expen sive Loge (SO percent) and Fi eld Level (48 percent) s eats .
5.
Cha r acteris t ics of local . fan s
Typical f a n expected t o se e 16 to 25 games over the season .
Over 107 , 000 di ffere nt At lantans attended at l ease one game ,
40 percent o f the l ocal fa ns live in the Nor theas t sec t io n of Atlanta
wi t h t he r est being e qua lly distribu ted ov er other quad r an t s .
52 pe rcent of t he loca l fan s came with their Families ,
The ave rage dis tance trave lled by a fa n was 8 .4 miles .
6.
Characteristics of out-of-town f a ns
78 per c ent o f out- of-town fan s (32 percenr o f tot.al ) came t o Atlanta
pr imarily to se e a bal l game , 7 percent we r on business , 6 percent were on v aca t ion~ L perc ent we r e visi ~ing friends and t h e
remainder we r e just passi ng tr..rough 1 conve n.r.io::ie e r ing , et c .
The typical out -o f - t own fan expected to see 4 games over t he sea s on.
About 174 , 000 di fferent out of t owners came t o se e the Brave s play .
75 , 000 wer e fr om other towns and cities in Georgi a and 99 , 000
came fr om 23 di ffe r ent s t a t:e s , primar i ly Al abama ( 13 percent),
Tenne ssee ( 11 percent) , Soath Ca r ol ina ( 9 percent ), North Ca ro li nc;1.
( 9 percen t ) and Flori da 5 per c ent).
Groups came from as far away as Lo s Angeles , Ch icago ., and Ottawa .
�Page 2, BRAVES STATISTICS
55 p er c.ent of out -of-r own fans came wi th the i r fami _i .e s and 6 percent
came wi th orga ni zed groups,
T'ne av erage distance travelled primarily t o s e e a ball game was 146
mil es . 16 percep t t ~avel l ed l e&s than :30 .Le;s , 21 percent 50-99
miles ~ 18 p ercent 100 -14 9 miles , 12 percent 150-·199 miles 16 p 2:::c en~ 200-300 mi le s a nd 16 pe rce nt mo re than 300 miles .
7.
Expendi t ures
Expenditures by al l fa L.s i n th e local ec onomy a re e s r.ima. ted at
$9, 254 , 000 . This fig.i re i ::J.cludes expenditure s by o--:. t ·· o f- t own fans,
local fans , visiting t eams, v isi t i ng scout s , and ~he Braves , but
excludes fun ds leaving At l anta in s upport of t he farm system, for
sp r i ng tra ini ng, through visit ing teams ~ and f or suppcrt of t he
National Le ague . T'r..e se expend i tu.r es are divided as foll ows :
Amount
Percent
It E.m
Conces s ions
17
$L.539 , ooo
Gasoline
6
.529, 000
Food and entertainment
27
2 , 52'7 ~000
2
Parking
178 3000
Buses
1
106 , 000
30
2 , 771 , 000
Game ( ticket rev enue remairring in Atlanta)
16
Lodging
l 515 , 000
1
Ot he r ( includ i ng t axi servi ce )
89 2000
100
$9, 254, 000
Tot al
Th e relarive i mpo r tanc e of the se expenditures by l oca l and by out -oftown fa ns is indica t e d in the diagrams on page 3 .
8.
The multipli er e ffe ct
Es tima tes of the mul tiplie r for Atlant a indi ca t e that new money spent
in Atlanta resul t s in the up t o .3.3 times the or i ginal amount in income
for At lantans. Unle ss a n E-conomy is ent irely self ·- stl' ffi cient ~ a portion of circula t ing expenditures leaks out wi t h e ach r ..r ans ac t ion in
paymen t f or other goods i supplies acd services importe:d from other areas.
Calcula t ions in.d i e-a te that ch is leakage may be as small as 30 percent
fo r Atlanta. As ci r culat i on -:-. ont inuE'.s ~ lo cal incomes iri.c rease in a
c ont inuing but diminishi ng d :ain o This i ncrea s e ultimate ly reaches 3, 3
times the original expenc.iture ,
On t his basis , t:he di re c t ex penditures listed abov e c ou ld eventually
me a n _230 , 538 , 000 i n additional incomes for Atlan t a ns .
If on l y expenditures by out-of - t owners were included as new money ,
their expenditures of $6 ~311 , 000 would mean up to $20 ~826 , 000 in additio nal i nc omes f or Atlantan s .
9.
Non-economi c impact
Atlanta was mentioned over 280 , 000 t imes i.n daily newspapers , 4 local
games we re carr ied nationally by NBC -TV s 21 Sout heas t e r n TV stations
televised 20 games , and 39 re gional r ad i o s tat i ons regularly broadcasted gam.es o Brav es personne l made ove r 395 appearance s across the
sta te and mad e pre- s e ason vi.s i t s t o 24 major ci ties i n t he S.o utheast.
�Page 3, BRAVES STATISTICS
'
EXPENDITURE CATEGORIES FOR BRAVES FANS
EXPENDITURES OF
LOCAL FANS
Transport ation
$260 , 000
$2,943,000
9%
Concessions
and
Entertainmenf
$20 2, 000
7%
$905 , 000
31%
Game
$1,576,000
53%
EXPENDITURES BY
OUT-OF-TOWN FANS
$643,000
10%
Lodging
$1,515,000
24%
Game
$1 , 195,000
19%
Food and Entertainment
$2,3 25 , 000
36%

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  1. http://allenarchive.iac.gatech.edu/originals/ahc_CAR_015_019_015_019.pdf

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