Award Date

Summer 2011

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Seyhmus Baloglu, Chair

Number of Pages

27

Abstract

Introduction:

This research proposal proposes a study to evaluate the differences in consumer spending amongst a company’s three types of customers (pre-sale ticketed, paid admission, free admission) once granted entry to one of the company’s nightclub venues in order to evaluate the optimal supply mix of customer type to maximize revenues. Since the company’s venue has a finite customer capacity limit due to safety and fire regulations and laws and it generally reaches these legal capacity levels on the vast majority of the nights it is open for business (leaving surplus customers unable to enter the venue), the proposed research study will attempt to evaluate the optimal mix of each of these types of customers in order to maximize revenue by controlling the supply and demand of these three different admission ticket types (Kimes & Thompson, 2004).

Keywords

Customers; Nightclubs; Revenue management; Tickets

Disciplines

Entrepreneurial and Small Business Operations | Sales and Merchandising

Language

English


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