A Qualitative Case Study on the Implementation of a Priority Seating Program at an NCAA Division I School
Abstract
This study examined the development and implementation of a priority seating program at a National Collegiate Athletic Association (NCAA) Division I member institution. The unit of analysis (sample) was the University of Wisconsin-Madison (UW) athletic department's priority seating program. A qualitative case study was the chosen methodology and the use of personal interviews and documents were the primary sources of evidence for data collection. Six days were spent at UW conducting interviews and gathering materials. Interviews were tape-recorded and transcribed and subjected to qualitative content analysis. A process of triangulation was used to validate, corroborate, and refute emerging findings. Peer reviews, member checks, and a researcher journal/log were used to help increase the study's validity and reliability. Results indicate that the priority seating program at UW was developed to generate additional revenues by exploiting an "untapped" resource identified in the annual giving program. UW included a priority points program largely in response to their inability to distribute benefits equitably. UW conducted research on 13 "similar" institutions that administered priority seating programs, held focus groups with current UW athletic supporters, and assembled a diverse group of interests to assimilate all of this information and formulate a program. The key findings were as follows: a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is vital to designing a program; fostering a partnership type relationship with donors increases their level of "buy-in"; a donor's range of emotions from program announcement to implementation will often vary and must be accounted for; priority seating must be accounted for; priority seating may be an effective market penetration strategy relative to fundraising; and the market exchange theory and the principle of scarcity are both foundational themes of priority seating/priority points programs.
Document Details
- Document Type
- Technical Report
- Publication Date
- Aug 01, 2004
- Accession Number
- ADA430700
Entities
People
- Joseph R. Delich
Organizations
- University of Northern Colorado