Final Report Prepared for the University of Northern Iowa
Athletic Department
Date of Report: May 2010
Report Title: What Makes YOU A Panther:
An Analysis of Fan Motivations and Characteristics
Principal Investigator:
Eric Hrubes
Sustainable Tourism and Environment Program
University of Northern Iowa
Tel: (319) 273-6840
Fax: (319) 273-5958
Email: sam.lankford@uni.edu
Duration of the Project: Jan ’10- May ‘10
What Makes YOU A Panther:
An Analysis of Fan Motivations and Characteristics
Table of Contents
Page
Introduction ....................................................................................................................................6
Study Design and Methodology ....................................................................................................8
A. Social Interaction ......................................................................................................................9
a. Interaction with Family and Friends........................................................................................9
B. Team Effort..............................................................................................................................10
a. UNI Panthers Give 100% Every Game ..................................................................................10
b. Team Plays Hard All the Time ...............................................................................................11
c. Players Always Doing Their Best ..........................................................................................11
C. Achievement ...........................................................................................................................12
a. When the Panthers Win I Win ...............................................................................................13
b. Personal Sense of Achievement When Team Wins ..............................................................13
D. Entertainment .........................................................................................................................14
a. Athletics Is Good Entertainment ...........................................................................................14
b. Watching the Panthers Athletic Events is Fun ......................................................................15
c. Panther Games are Time Well Spent .....................................................................................15
E. Skill ...........................................................................................................................................16
a. Like to See Well-Executed Play .............................................................................................16
b. Getting To See Superior Skills of College Athletes ...............................................................17
c. Value Seeing Top College Athletes Play ...............................................................................18
F. Drama .......................................................................................................................................19
a. Enjoy Dramatic Turn of Events in a Game ............................................................................19
b. Enjoyment of Teams “Battling” to the End ...........................................................................20
c. Enjoy the Suspense of a UNI Athletics game .......................................................................20
G. Escape ......................................................................................................................................21
a. Escape from Day-to-Day Activities ......................................................................................22
b. Panther Games Great Change from Regular Routine ............................................................22
c. Fans Forget about Troubles and Care at UNI Games .............................................................23
ii
H. Apathy ......................................................................................................................................24
a. Excited After a Panther Win...................................................................................................25
b. After a Big Game I Feel I Have Won .....................................................................................25
I. Team Affiliation........................................................................................................................26
a. Feel Connected to the Panthers .............................................................................................26
b. I Feel Part of the Team ..........................................................................................................27
J. Family........................................................................................................................................27
a. Panthers Games Good Family Activity ...............................................................................28
K. Background Information ......................................................................................................28
a. Residency ..............................................................................................................................29
b. Age ........................................................................................................................................29
c. Gender of Participants ............................................................................................................30
d. Marital Status .........................................................................................................................31
e. Attendees with Kids ...............................................................................................................32
f. Income Level ..........................................................................................................................33
g. Area of Residence ..................................................................................................................34
h. Alum of the University of Northern Iowa ..............................................................................36
i. Are the Panthers Your Favorite Team ....................................................................................36
j. Level of Education Completed................................................................................................38
L. UNI Athletic Information ......................................................................................................39
a. How Much Time Spent on UNIPanthers.com Each Week? ..................................................39
b. How Do You Get Your Panther News? ................................................................................40
c. Other Alternatives to Find Your Panther News .....................................................................41
d. Where do you see Panther Athletic Promotions? ...................................................................42
e. Are You a Member of The Panther Scholarship Club? ..........................................................43
f. Do You Believe The Ticketing Pricing Is Reasonable? .........................................................44
g. Sports Attended at UNI ..........................................................................................................45
h. I Would Attend More UNI Athletic Events If?......................................................................47
Summary of Findings ....................................................................................................................9
Conclusion ................................................................................................................................... 49
References .................................................................................................................................... 50
Appendix 1 Questionnaire Survey “What Makes YOU A Panther”……………………………51
Human Participants Consent Form...........................................................................................55
iii
List of Figures
Figure 1.1 Interaction with Family and Friends
9
Figure 2.1: UNI Panthers Give 100% Every Game
10
Figure 2.2: Team Plays Hard All the Time
11
Figure 2.3 Players Always Doing Their Best
12
Figure 3.1 When the Panthers Win I Win
12
Figure 3.2: Personal Sense of Achievement When Team Wins
13
Figure 4.1: Athletics Is Good Entertainment
14
Figure 4.2: Watching the Panthers Athletic Events is Fun
15
Figure 4.3 Panther Games is Time Well Spent
16
Figure 5.1 Like to See Well-Executed Play
17
Figure 5.2 Getting To See Superior Skills of College Athletes
18
Figure 5.3 Value Seeing Top College Athletes Play
18
Figure 6.1 Enjoy Dramatic Turn of Events in a Game
19
Figure 6.2 Enjoyment of Teams “Battling” to the End
20
Figure 6.3 Enjoy the Suspense of a UNI Athletics game
21
Figure 7.1 Escape from Day-to-Day Activities
22
Figure 7.2 Panther Games Great Change from Regular Routine
23
Figure 7.3: Fans Forget about Troubles and Care at UNI games
24
Figure 8.1: Excited After a Panther Win
24
Figure 8.2 After a Big Game I Feel I Have Won
25
Figure 9.1 Feel Connected to the Panthers
26
Figure 9.2: I Feel Part of the Team
27
iv
Figure 10.1 Panthers Games Good Family Activity
28
Figure 11.1: Residency
29
Figure 11.2: Age
30
Figure 11.3: Gender of Participants
31
Figure 11.4: Marital Status
32
Figure 11.5: Attendees with Kids
33
Figure 11.6: Income Level
34
Figure 11.7: Area of Residence-City
35
Figure 11.8: Area of Residence- State
35
Figure 11.9: Alum of UNI
36
Figure 11.10: Are the Panthers Your Favorite Team
37
Figure 11.11: If not the Panthers, who is your favorite team
38
Figure 11.12: Level Of Education Completed
39
Figure 12.1: How Much Time Do You Spend on UNIPanther.com Each Week
40
Figure 12.2: How Do You Get Your Panther News
41
Figure 12.3: Other Alternatives to Find Your Panther News
42
Figure 12.4: Where do you see Panther Athletic Promotions
43
Figure 12.5: Are You a Member of The Panther Scholarship Club
44
Figure 12.6: Do You Believe The Ticketing Pricing Is Reasonable
45
Figure 12.7: Fall Sports Attended at UNI
46
Figure 12.8: Winter Sports Attended at UNI
47
Figure 12.9 I Would Attend More UNI Athletic Events If…
48
v
Introduction
Every year intercollegiate athletic programs are faced with financial challenges. A vast amount
of athletic administrators must find solutions to managing their programs based on the increased
operating costs and declining revenues that have been affecting athletic departments all over the
country. There have been several reports on the revenue and expenses of NCAA athletic
programs that have been published in Fulks (2000) which indicates that most athletic programs
depend on support from their institution to avoid operating at a deficit. Every year it is a constant
struggle for individual athletic programs to balance revenues and expenses. With expenses
continuing to rise, athletic programs will need to rely on some kind of institutional support, but
in all reality they will receive lower levels of financial support. One of the biggest concerns that
athletic administrators are faced with is the decision on whether to reduce their budgets and
potentially eliminate sports or try to come up with a way to bring in additional income to
compensate for expenses.
The financial difficulties that athletic programs deal with on a daily basis come from the
numerous amounts of rising costs. The increasing costs of scholarships, equipment, Title IX
compliance, and salaries for coaches and personnel, all contribute to the current financial
situation that many athletic administrators are facing (Masteralexis, Barr, & Hums, 1998).
(Branvold, 1992) noted that in the light of declining revenues and increased costs, while at the
same time motivated to satisfy increased demands, athletic administrators are seeking ways to
maintain current programs. Looking at the University of Northern Iowa athletic programs,
men’s football and men’s basketball are the only revenue-generating enterprise which tends to be
similar to other athletic programs across the United States. It is often very crucial for one or both
of these sports to produce substantial amounts of income to help maintain all of the other
nonrevenue sports. One approach to meeting the financial challenges of the future is to generate
income from what have historically been low or nonrevenue sports (e.g., soccer, softball, and
wrestling) (James & Ross, 2004). Most of the times programs can increase their revenue by
gaining income from gate receipts, concessions, merchandise, and sponsorship deals. As people
may notice many nonrevenue sports are not high profile. Each year it is a difficulty to find
sponsors to spend substantial dollars on a sport with low attendance. Many athletic departments
have now been offering package deals where they bundle various sports together which can run
into problems through institutional restrictions on sponsorship deals, and may limit the
Page 6 of 55
opportunities businesses can partake in. Various athletic departments across the nation including
UNI have dipped into collegiate merchandise sales for a source of revenue for athletic programs.
Today, small quantities of programs do not see the full potential of revenue through merchandise
sales. Previous research indicates that one out of every four athletic programs receives no annual
licensing revenue, and another 25% receive 50% or less of the revenue generated through
merchandise sales (Howard & Crompton, 2003). From this study, one can see that merchandise
sales can be a potential revenue enhancer where programs can generate a small amount of
income from returns where they normally would not receive. The food service at collegiate
events similarly plays only a small role of income as compared to professionally athletic events.
The (2) primary reasons collegiate sports generate such a small portion of income is due to
smaller disposable income of fans and lack of beer sales (Howard & Cromption, 2003). Many
colleges around the country do not offer beer sales which results in concession volumes that are
at least 35% below the sales volume at the professional level (James & Ross, 2004).
Many times at the collegiate level, the most obvious but overlooked source for increasing
revenue across multiple sport programs is ticket sales. In Howard & Crompton’s study, they
found that athletic programs currently rely on gate receipts from the revenue sports, primarily
football, to help fund nonrevenue programs (Howard & Crompton, 2003). In UNI’s case, they
focus on football as well as men’s basketball to bring large quantities of revenue. For example,
on average football and men‘s basketball account for 93% of Division-IA men’s program
revenues and 58% of division II with football men’s programs revenues (Fulks, 2002). Even
though ticket sales at nonrevenue sporting events does not produce enough income to fully fund
a program; it does however help to cover some of the expenses that the program may generate
during the season. This option is very engaging to many athletic departments due to the fact that
they have direct control of the ticket pricing. In order to develop strategies for increasing ticket
sales for various low or nonrevenue sports, it is necessary to better understand why individuals
have an interest in these sports and what factors may motivate them to attend live events ( James
& Ross, 2004).
Page 7 of 55
Study Design and Methodology
The data for this study were collected using a questionnaire based survey (modified from James
& Ross, 2004) consisting of three parts (see Appendix 1):
•
The first part of the questionnaire included questions about Sport Consumer
Motivations (e.g. Team Effort, Achievement, Entertainment, Skill, Drama, Escape,
Apathy, Team Affiliation, and Family).
•
The second part of the questionnaire included questions about individual participant’s
background information (e.g. Area of Residency, Age, Gender, Marital Status, Kids,
Income Level, Area of Residence, Alum of UNI, Favorite College Team, and Level
of Education Completed).
•
The third part of the questionnaire included various questions on UNI athletic
information (e.g. Time Spent on UNIPanthers.com, Where You Get Your Panther
News, Where You See Panther Athletic Promotions, Are You a Member of the
Panther Scholarship Club, Is Ticket Pricing Reasonable, Sports I attend At UNI, and I
Would Attend More UNI Athletic Event if…).
Three sport programs offered at the University of Northern Iowa (Men’s Basketball, Women’s
Basketball, and Wrestling) were included in the current study. These sports were chosen because
they took place concurrently and attract at least 100 spectators per match or game. Information
was then collected from people attending men’s basketball, women’s basketball, and wrestling.
The “What Makes YOU A Panther” questionnaires were distributed at 2 men’s basketball games,
2 women’s basketball games, and 1 wrestling meet. To help distribute out the surveys, volunteers
were recruited and trained to assist with the collection of data. Volunteers were split up into
sections of the stadium and were asked to approach random individuals who were either sitting
or standing around the area before the game or match. All of the volunteers were asked to read
the prepared script to the individual, explain the project, and ask if they would be willing to
participate. A total number of 147 surveys were distributed at 5 events. Sixty-six useable
questionnaires were collected from those attending the men’s basketball games. Sixty useable
questionnaires were collected from those attending women’s basketball games, and twenty-one
useable surveys were collected from those attending a wrestling meet.
Page 8 of 55
A. Social Interaction
This section summarizes the motives of social interaction being an important part of why spectators
attend the University off Northern Iowa (UNI) athletic events. The first section identifies if the
opportunity to be with friends and family is an important part of making a UNI Athletic event
enjoyable.
a. Interaction with Family and Friends
Figure 1.1 below illustrates the importance of the University of Northern Iowa athletic events
creating opportunities for spectators to be with family and friends. Respondents who said that they
enjoy the UNI Panther games because it provides them an opportunity to be with their family and
friends agreed and strongly agreed exceeded 90% (Strongly Agree = 52.7%; Agree = 43.2.2%). Only
2.7% of respondents disagreed that an opportunity to be with friends and family was not a reason
why they enjoy UNI Panther games while 1.4% of the participants were not sure how to answer.
answer
Figure 1.1 Interaction with Family and Friends (percentages)
I enjoy the UNI Panther games because they provide an
opportunity to be with my family and friends. (n=146)
2.7%
1.4%
Disagree
52.7%
43.2%
Not Sure
Agree
Strongly agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
Page 9 of 55
B. Team Effort
This section explores factors as to why respondents’ attend UNI Athletic events based on the team’s
effort to play. First, it explores if the reason participants support the UNI Panthers is because they
agree the team gives 100 % every game or meet. The second portion reports if the reason the
respondent is a Panther fan might be because the team plays hard all the time. Lastly, one factor as to
why the spectator may follow the UNI Panthers is because they strongly agree that the players put in
the effort to always do their best.
Figure 2.1: UNI Panthers Give 100% Every Game (percentages)
I Support the UNI Panthers Because the Team Gives 100%
Every Game. (n=146)
1.4%
8.2%
Disagree
Not Sure
44.5%
45.9%
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
a.. UNI Panthers Give 100% Every Game
Figure 2.1 above shows that respondents support the UNI Panthers because the team gives 100%
every game. Out of 146 responses, over 90% Strongly Agree or Agree (Strongly Agree = 44.5%;
Agree = 45.9%) that they support the Panthers because they give 100% every game. Only 1.4%
of the respondents disagree
isagree with the statement where 8.2% of the participants were not sure how
to answer the question.
Page 10 of 55
Figure 2.2: Team Plays Hard All the Time (percentages)
One reason I am a Panthers fan is because the team
plays hard all the time (n=146)
0.7%
1.4%
6.8%
37.0%
54.1%
Strongly Disagree
Disagree
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
b. Team Plays Hard All the Time
Figure 2.2 demonstrates one reason participants are a Panther fan is because they believe the team
plays hard all the time. The majority of respondents strongly agree or agree that Panther teams play
hard all the time (Strongly Agree
ee = 37%; Agree 54.1%). Less than 3% of the responses strongly
disagree or disagree with the statement (Strongly Disagree 1.7%; Disagree 1.4%) and 1.4% was not
sure.
c. Players Always Doing Their Best
Figure 2.3 exemplifies if the primary reason fans att
attend
end UNI athletic events is because of the effort
by the players to always do their best. The majority of the respondents “strongly agree” or “agree”
that the basis to the spectator attending a UNI Athletic event is because they believe the players
always doo their best. (Strongly Agree = 31.2%; Agree 45.1%). Less than 10% of the responses
strongly disagree or disagree with the statement (Strongly Disagree 0.7%; Disagree 6.2%) and 16.7%
was not sure how to answer the question
question.
Page 11 of 55
Figure 2.3 Players Always Doing Their Best (percentages)
The effort by the players to always do their best is a primary
reason why I follow UNI Athletic events. (n=147)
0.7%
6.2%
16.7%
31.2%
Strongly Disagree
Disagree
Not Sure
Agree
45.1%
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
C. Achievement
This section summarizes the motives of achievement being an important part of why the respondents
attend the University of Northern Iowa athletic events. The first section identifies if the Panthers
Panther win
the participants feels they have won. The second section looks at if the participant feels a personal
sense of achievement
evement when the team does well.
Figure 3.1 When the Panthers Win I Win (percentages)
When the Panthers Win I Feel I Have Won (n=147)
2.1%
8.2%
Disagree
41.1%
48.6%
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
Page 12 of 55
a. When the Panthers Win I Win
Figure 3.1 above illustrates the importance of the University of Northern Iowa athletic events
creating a sense of achievement once the Panthers win. Almost 90% of the respondents agreed and
strongly agreed
greed that when the Panthers win they feel as if they have w
won (Strongly Agree = 41.1%;
Agree= 48.6%). Only 2.1%
% of respondents disagreed with the
he statement and 8.2 % were not sure.
b. Personal Sense of Achievement When Team Wins
Figure 3.2 below presented UNI fans with a question if they felt a personal sense of achievement
achiev
when the team does well. Close to sixty percent of the respondents recorded
d that they strongly
agree and agree that they feel a personal sense of achievement when the team does well
(Strongly Agree = 18.8%; Agree = 47.9%). Under 10% of the responses stated that they strongly
disagree and disagree with the statement (Strongly dis
disagree
agree = 2.1%; disagree = 6.9%). Less than
25% of the participants were not sure (Not Sure=24.3 %).
Figure 3.2: Personal Sense of Achievement When Team Wins (percentages)
I feel a personal sense of achievement when the team does
well (n=147)
2.1%
18.8%
6.9%
Strongly Disagree
24.3%
Disagree
Not Sure
47.9%
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
Page 13 of 55
D. Entertainment
This section investigates if respondents’ deem UNI Athletic events to be a good form of
entertainment. The first section explores if the main reason spectators like the Panthers is because
UNI Athletic events is good entertainment. The second portion determines if participants like going
to Panthers games because watching athletic events is fun. Lastly, the main focus determines if
respondents agree or disagree that Panther
Panthers games are a fun way to spend their time.
e.
a. Athletics Is Good Entertainment
Figure 4.1 below shows the results to the question about the main reason the respondents like the
Panthers is because athletics is good entertainment. Out of 146 responses, over 90% Strongly
Agree or Agree (Strongly Agree = 49
49.3%; Agree = 39.7%) that the main reason they like the
Panthers is because UNI athletics is good entertainment. Only 2.7
2.7%
% of the respondents disagree
with the statement where 8.2% of the participants were not sure.
Figure 4.1:: Athletics Is Good Entertainment (percentages)
(percentages
The main reason I like the Panthers is because athletics
is good entertainment. (n=147)
2.7%
8.2%
Disagree
49.3%
39.7%
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
Page 14 of 55
b. Watching the Panthers Athletic Events is Fun
Figure 4.2 below shows that respondents like going to the Panther games because watching
athletic events is fun. Out of 144 responses, over 90% Strongly Agree or Agree (Strongly Agree
= 54.9%; Agree = 39.5%) that Panther games are fun to watch. Only 0.7
0.7%
% of the respondents
strongly disagree with the statement where 1.4 % disagrees and 3.5% of the participants were not
sure.
Figure 4.2:: Watching the Panthers Athletic Events is Fun
un (percentages)
I like going to the Panthers games because watching athletic
events is fun (n=144)
0.7%
1.4%
3.5%
Strongly Disagree
54.9%
39.5%
Disagree
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
c. Panther Games is Time Well Spent
Figure 4.3 below points out if Panther spectators deem Panther games as a fun way to spend their
time. From the 144 who answered the question, a majority of the respondents Strongly agree and
agree to Panther games as a fun way to spend their time (Strongl
(Strongly
y Agree= 50.7 %; Agree 47.2%).
Only 0.7% of the participants strongly disagreed with the question and less than 2% said that they
were not sure if Panther games are a fun way to spend their time.
Page 15 of 55
Figure 4.3 Panther Games is Time Well Spent (percentages)
(percentages
Panther games are a fun way to spend my time. (n=144)
0.7%
1.4%
Strongly Disagree
50.7%
47.2%
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
E. Skill
This section recaps the motives of the spectators to see if the skills UNI athletes’ posses during
games are a key to why they attend the University of Northern Iowa athletic events. The first section
identifies if one reason fans like Panther games is being able to see well
well-executed
executed play. In section
two the question points out if getting
etting to see the supe
superior skills of college athletes is why survey
participants enjoy Panthers games
games. The third portion examines if the reason why UNI fans are
motivated to attend athletic eventss is because they value seeing some of the top college athletes’ play.
a. Like to See Well-Executed
Executed Play
Figure 5.1 below participants are asked if one reason they like the UNI Panther games is being able
to see well-executed
executed play. Out of the 145 people who answered the question, more than 80%
responded that they either strongly agreed or aagreed
greed with the statement (Strongly Agree= 35.9 %;
Agree=51.0 %). Only 2.8% retorted that they disagreed with the question while 10.3% were not sure
what to answer.
Page 16 of 55
Figure 5.1 Like to See Well
Well-Executed Play (percentages)
One reason I like the UNI Panther games is being able to see
well
well-executed play. (n=145)
2.8%
10.3%
35.9%
Disagree
Not Sure
51.0%
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
b. Getting To See Superior Skills of College Athletes
Figure 5.2 below shows the results from the respondents when they were confronted with the
question about getting to see the superior skills of college athletics is why they enjoy Panthers
games. Out of 143 responses, 36.4% answered that they strongly agreed with the question while
more than half of the responders agreed to the statement (Agreed= 51.0%). Only .7% strongly
disagreed with the question
estion while 2.1% disagreed. The remaining 9.8% of the responders were
not sure if getting to see the superior skills of college athletics is why they enjoyed Panthers
games.
Page 17 of 55
Figure 5.2 Getting To See Superior Skill
Skills of College Athletes (percentages)
Getting to see the superior skills of college athletes is why it
enjoy Panthers games (N=143).
0.7%
2.1%
9.8%
Strongly Disagree
36.4%
Disagree
51.0%
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
c. Value Seeing Top College Athletes Play
Figure 5.3 below demonstrates one reason participants like Panthers games is because they value
seeing some of the top college athletes. When combined, almost 90% either strongly agreed or
agreed that they value seeing top college athletes (Strongly Agree
Agree=
= 41.0%; Agree=45.8%). Less than
5% strongly disagree and disagree with the question (Strongly Disagree= .7%; Disagree=4.2 %). The
remaining 8.3% were not sure if they value seeing some of the top college athlete’s play or not.
Figure 5.3 Value Seeing To
Top College Athletes Play (percentages)
percentages)
I like Panthers games because I value seeing some of the
top college athletes (n=144)
0.7%
4.2%
8.3%
Strongly Disagree
41.0%
Disagree
45.8%
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
Page 18 of 55
F. Drama
This section summarizes the motives of drama as being an important part of why spectators attend
the University of Northern Iowa athletic events. The first section identifies if survey participants
enjoy watching the Panthers because of the dramatic turn ooff events that a game can take. In section
two, responders were asked if ann important reason why they go to games is the excitement of two
teams "battling" to the end.. Lastly, UNI spectators were questioned to see if they like the suspense of
a game where the
he lead changes back and forth.
Figure 6.1 Enjoy Dramatic Turn of Events in a Game (percentages)
I enjoy watching the Panthers because of the dramatic
turn of events that a game can take. (n=146)
2.7%
10.3%
Disagree
34.9%
Not Sure
52.1%
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
a. Enjoy Dramatic Turn of Events in a Game
Figure 6.1 above illustrates if the responders enjoy watching the Panthers because of the dramatic
turn of events that a game can take. A large percentage out of the 146 survey participants answered
that they either strongly agree or agree that they enjoy a dramatic turn ooff event in a game (Strongly
Agree=34.9%; Agree=52.1%). Only 2.7
2.7% responded that they disagree with the statement and the
remaining 10.3% were not sure if they enjoyed the dramatic turn of events in a UNI game or not.
Page 19 of 55
b. Enjoyment of Teams “Battling” to the End
Figure 6.2 below shows the responses
sponses from survey participant when asked if an important reason
why they go to games is the excitement of two teams “battling” to the end. The results show that
almost 90% of the 144 responses replied that they strong
strongly
ly agree or agree with the question
(Strongly Agree=34.7%; Agree=54.9%). Under 3% of the participants disagreed that teams
“battling” to the end was an important reason for them to attend UNI games (Disagree=2.8%).
The remaining 6.9% of UNI fans that were surveyed were not sure what to answer.
Figure 6.2 Enjoyment of Teams “Battling” to the End (percentages)
An important reason why I go to games is the excitement of
two teams "battling" to the end (N=144)
0.7%
2.8%
6.9%
Strongly Disagree
34.7%
Disagree
54.9%
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
c. Enjoy the Suspense of a UNI Athletics game
Figure 6.3 below exemplifies if the primary reason why fans attend UNI athletic events is because
they like the suspense of a game where the lead changes back and forth. The majorities of the
respondents strongly agree or disagree that the basis to the spe
spectator
ctator attending a UNI Athletic event
is because they enjoy suspense at a UNI Athletic game. (Strongly Agree = 44.4%; Agree 47.2%).
Less than 3% of the responses strongly disagree or disagree with the statement (Strongly Disagree
1.4%; Disagree 1.4%). The resulting 5.6% answered that they were not sure if they enjoyed suspense
at a UNI Panthers game.
Page 20 of 55
Figure 6.3 Enjoy the Suspense of a UNI Athletics game (percentages)
I like the suspense of a game where the lead changes back and
forth. (n=144)
1.4%
1.4%
5.6%
Strongly Disagree
Disagree
44.4%
47.2%
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
G. Escape
This section explores factors as to why respondents’ attend UNI Athletic events based on the
participants’ ability to escape. First, it explores if the reason the respondent supports the UNI
Panthers is because they sport games are an escape from their day
day-to-day
day activities. The second
portion reports if the reason the respondent enjoys Panthers games are because they are a great
change of what they do regularly.. Lastly, one factor as to why spectators may UNI events is that they
can forget all their troubles
es and cares while they are there.
Page 21 of 55
Figure 7.1 Escape from Day
Day-to-Day Activities (percentages)
For me, sport games are an escape from my day
day-to-day
day
activities (N=145)
0.7%
6.2%
9.7%
Strongly Disagree
Disagree
45.5%
Not Sure
37.9%
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
a. Escape from Day-to-Day
Day Activities
Figure 7.1 above demonstrates one reason participants are motivated to attend sport games are
because they are an escape from day
day-to-day activities.. The majority of respondents strongly agree or
agree that sport games are an escape (Strongly Agree = 45.5%; Agree 37.9%). Only 0.7% of the
Panther fans strongly disagree with the statement while 6.2% disagree that sport games are an escape
from their day-to-day
day activities. Under 10% of the remaining responses were not sure (Not
Sure=9.7%).
b. Panther Games Great Change from Regular Routine
Figure 7.2 below shows the results to the question if UNI fans enjoy the Panthers games because
they are a great change of what they do regularly
regularly. Out of 143 responses, 32.9% strongly agree
where 46.9% agreed with the question. Less than 10% either strongl
strongly
y disagree or disagree that
Panthers games are a great change
nge from what they do regularly (Strongly Disagree=1.4%;
Disagree=8.4%). Only 10.5% of the participants were not sure if agree or disagree with the
question.
Page 22 of 55
Figure 7.2 Panther Games Great Change from Regular Routine (percentages)
I enjoy Panthers games because they are a great change from
what I do regularly do. (n=143)
1.4%
8.4%
10.5%
32.9%
Strongly Disagree
Disagree
Not Sure
46.9%
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
c. Fans Forget about Troubles and Care at UNI games
Figure 7.3below illustrates if UNI fans like attending games because they forget all of their troubles
and cares while they are there. Over half of the respondents strongly agree and agree
gree that they forget
their troubles and cares when they attend a Panther athletic game (Strongly Agree
gree = 28.7%; Agree =
44.1%). Less than 10% disagree with the question while 1.4% of the responses strongly disagree. The
remaining 16.1% of UNI fans that participated replied that they were not sure what to answer.
Page 23 of 55
Figure 7.3: Fans Forget about Troubles and Care
Cares at UNI games
(percentages)
I like going to games because when I'm there I forget about
all my troubles and cares. (N=147)
1.4%
9.8%
Strongly Disagree
16.1%
28.7%
Disagree
Not Sure
Agree
44.1%
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
H. Apathy
This section summarizes the motives of apathy as being an important part of why spectators attend
the University of Northern Iowa athletic events. The first section identifies if feeling excited when
fans leave the stadium after a Panthers win motivates th
them
em to attend UNI Athletic events. Section
two explores if participants feel they have won when UNI wins a big game.
Figure 8.1: Excited After a Panther Win (percentages)
I feel excited as I leave the stadium/arena after a
Panthers win (n=146)
1.4%
Not Sure
58.9%
39.7%
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
Page 24 of 55
a. Excited After a Panther Win
Figure 8.1 above demonstrates one reason participants like Panthers games is because they feel
excited as they leave the stadium after a UNI win. When combined, almost 99% either strongly
agreed or agreed they are excited leaving the stadium after a Panthers win (Strongly
gly Agree= 58.9 %;
Agree=39.7%). Only 1.4% responded that they were not sure on how to answer the question. Out of
the 146 responses, 0% answered that they strongly disagree or disagree with the statement.
b. After a Big Game I Feel I Have Won
Figure 8.2 below examines the results when survey respondents were asked if they felt they have
won after the Panthers have won a big game. Out of 144 responses, almost half answered that they
agree with the question whilee 33.3% strongly agree that they feel they have one after a Panthers win
(Agree=49.3%). Only 5.6% of the UNI fans that answered disagree with the statement while 11.8%
are not sure if they feel if they have won after the Panthers have won a big game.
Figure 8.2 After a Big Game I Feel I Have Won (percentages)
When the Panthers win a big game I feel I have won
(N=144)
5.6%
11.8%
Disagree
33.3%
Not Sure
49.3%
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
Page 25 of 55
I. Team Affiliation
This section investigates factors as to if respondents are motivated to attend UNI athletic events when
they have a sense of team affiliation with the Panthers. The first section explores to see if it is
important for UNI fans to feel connected to the Pant
Panthers.
hers. Lastly, the second section looks to see if
the reason the survey participants come to UNI athletic events is so that they feel like a part of the
team.
Figure 9.1 Feel Connected to the Panthers (percentages)
It is important for me to feel connected to the Panthers
(N=144)
9.1%
25.9%
13.3%
Disagree
Not Sure
Agree
51.8%
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
a. Feel Connected to the Panthers
Figure 9.1 above shows the results to the question about the importance for UNI fans to feel
connected to the team. Out of 144 who responded, more than 75% of the spectator answered that
they strongly agree or agree that is important for them to feel connected to the Panthers (Strongly
Agree= 25.9%; Agree=51.8%). Less than 10% of the respondents answered that they disagree
with the
he statement while the remaining 13.3% were not sure if it was important to feel connected
to the team or not (Disagree=9.1%).
Page 26 of 55
Figure 9.2: I Feel Part of the Team (percentages)
I come to UNI Athletic events so that I will feel like a part
of the team. (n=143)
2.8%
19.6%
12.6%
Strongly Disagree
25.2%
39.9%
Disagree
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
b. I Feel Part of the Team
In Figure 9.2 (above) respondents were asked the question if coming to UNI Athletic events to
feel like a part of the team was one of the main reasons they were motivated to attend the
Panthers games. Over half of the 143 UNI fans that responded, 19.6% strongly agree with the
question while 39.9% agree that they want to feel like part of the team. When calculated, a little
more than 15% either strongly disagree or disagree that they DON’T come to UNI athletic events
to feel like a part of the team (Strongly Disagree=2.8%; 12.6%). A vast amount of UNI fans
answered that they were not sure on how to answer the question (Not Sure=25.2%).
J. Family
This section recaps the motives of the respondents to see if being with family at UNI events is a key
factor as to why they attend the University of Northern Iowa athletic events. The first section looks to
see if the reason UNI fans enjoy Panthers games iiss because they are a good family activity.
Page 27 of 55
Figure 10.1 Panthers Games Good Family Activity (percentages)
I Enjoy Panthers Games Because They Are a Good
Family Activity. (N=144)
0.7%
0.7%
9.0%
Strongly Disagree
43.8%
Disagree
45.8%
Not Sure
Agree
Strongly Agree
Source: James & Ross, 2004; “What Makes YOU a Panther” Survey Handout. 2010.
a. Panthers Games Good Family Activity
In figure 10.1 above UNI fans were asked to see if the reason they attend athletic events is
because Panthers games are good family activities. Almost 90% of the respondents either
strongly agree or agree that they enjoy the Panthers games because they are a good form of
familyy activity. Less than 2% of the UNI fans who participated in the survey responded that they
strongly disagree or disagree with the statement (Strongly Disagree= 0.7%; Disagree= 0.7%)
K. Background Information
This section summarizes the background information of each UNI athletics survey participant.
Respondents were asked questions regarding their ““residency,” “age,” “gender,”
,” “marital
“
status,”
“if they have kids,” “income level,” “alum of UNI,” “favorite spor
sports
ts team,” and “level of
education completed”. Out of 145 respondents, 50.3
50.3% (73) were male and 49.7%
% (72)
(
were
female.
Page 28 of 55
a. Residency
Figure 11.1 below displays the percentages of the type of residency that each survey participant
holds. Each respondent had a choice of “student,” “local resident,” or “out of town visitor.”
Almost 37% of the UNI fans answered that they were a out of town visitors (Out of Town
T
Visitor=36.7%). 35.4% of the participants indicated that they were a local residents while 27.9%
answered that they were a student at the University of Northern Iowa or surround college
institution.
Figure 11.1: Residency (percentages)
Age of Pariticpants (N=147)
40%
35.4 %
36.7 %
Local Resident
Out of Town Visitor
35%
30%
27.9 %
25%
20%
15%
10%
5%
0%
Student
Source: “What Makes YOU a Panther” Survey Handout. 2010.
b. Age
Figure 11.2 below presents the ages of every “What Makes YOU a Panther” survey respondent.
Over 50% of the UNI fans that participated in the survey record that they were between the ages
of 18-55.
55. Nearly 25% answered that they were in the age range of 56 to 70 while the remaining
7% stated that they were at least 70 years of age and older.
Page 29 of 55
Figure 11.2: Age (percentages)
Age of Pariticpants (N=147)
40%
35%
36.7 %
34 %
30%
25%
21.8 %
20%
15%
10%
7%
5%
0%
18-29
30-55
56-70
70+
Source: “What Makes YOU a Panther” Survey Handout. 2010.
c. Gender of Participants
Figure 11.3 below displays the gender of respondents. Males comprised 50.3%
50.3 of the
respondents and 46.6% of the respondents was male. Age ooff the respondents ranged from 18
to 80 years old. The average age of the respondents was 44.5 years old.
Page 30 of 55
Figure 11.3:: Gender of Participants (percentages)
Gender of Participants (N=145)
60 %
55 %
50.3 %
49.7 %
Male
Women
50 %
45 %
40 %
35 %
30 %
25 %
20 %
15 %
10 %
Source: “What Makes YOU a Panther” Survey Handout. 2010.
d. Marital Status
UNI Fans were asked to complete the question to what their current marital status is.
Each respondent was give four choices: “Single,” “Married,” “Divorced,” and “Other”.
Out of 147 responses, over half of the participants answered that they were married as
show below in figure 11.4 (Married=53.7%). Almost 40% answered tthat
hat they were single
while
le 6.1% marked they were divorced. The remaining 2% checked “Other” and wrote in
that they were widowed.
Page 31 of 55
Figure 11.4
11.4: Marital Status (percentages)
Marital Status of Participants (N=147)
60 %
53.7 %
50 %
40 %
38.1 %
30 %
20 %
10 %
6.1 %
2%
0%
Single
Married
Divorced
Widow
Source: “What Makes YOU a Panther” Survey Handout. 2010.
e. Attendees with Kids
When asked about the amount of attendees with kids close to forty
forty-one
one percent answered that
they didn’t have kids (No Kids= 40.1%). More than 30% responded that they had one to two kids
where as almost 18% stated they had two to three kids (1
(1-2 Kids= 31.3%; 2-3
3 Kids=17.7%). Out
of the 147 UNI fans who answered, close to 10% said they had four to five children (4-5
(4 Kids=
8.8%). The other two percent (n=3) of the respondents mentioned that they have over six kids
when answering the question about the amount ooff children they have as seen below in Figure
11.5.
Page 32 of 55
Figure 11.5
11.5: Attendees with Kids (percentages)
Participants with Kids (N=147)
45 %
40 %
40.1 %
35 %
31.3 %
30 %
25 %
17.7 %
20 %
15 %
8.8 %
10 %
5%
2%
0%
None
11-2
2
2-3
35
4-5
4
6+
Source: “What Makes YOU a Panther” Survey Handout. 2010.
f. Income Level
The respondents were asked to answer a question about their annual household income in 20092009
2010. The graph below reports that (28.7%) earns at least $10,000 and under. Almost 10% of
UNI fans who attend athletic events recorded that they make anywhere bet
between
ween $10,000 to
$30,000 a year ($10,000 to $30,000=9.6%). 16.9% of other participants check marked that they
earn $30,000 to $50,000 a year while 17.6 % responded they make $50,000 to $75,000. Lastly
out of the 136 participants almost 30% answered that the
they
y make over $75,000 a year
($75,000+ = 27.2%). The income ranged from $30,000 to $75,000 and up represented over 60%
of the respondents.
Page 33 of 55
Figure11.6
11.6: Income Level (percentages)
Income Level (N=136)
50 %
45 %
40 %
35 %
30 %
28.7 %
27.2 %
25 %
20 %
15 %
16.9 %
17.6 %
$ 30,000 to $
50,000
$ 50,000 to $
75,000
9.6 %
10 %
5%
0%
$ 10,000 and
Under
$ 10,000 to $
30,000
$ 75,000 +
Source: “What Makes YOU a Panther” Survey Handout. 2010.
g. Area of Residence
Figure 11.7 below displays the percentages of the area of residency that each survey
participant holds. Each respondent was asked to fill in the blink as to which “city,” “state,”
and “zip code” they currently live in. More than half of the participants live in a city that is
between 0 and 30 miles away (0
(0-30
30 Miles= 56.25%). Almost 20% of the responses received
stated that they lived 91+ miles from Cedar Falls (91+ Mile
Miles=
s= 19.4%). The remaining 24.3%
of the survey participants answered th
that they were either 31-60 or 61-90
90 miles away from
Cedar Falls, Iowa (31-60
60 mil
miles= 10.4%; 61-90
90 miles= 13.9%). Figure 11.8 shows which state
the number of respondents is from. Out of 146 participants, almost 100% of them are from
Iowa where one remaining spectator
pectator was from California (Iowa=98.6%; California=.7%).
Page 34 of 55
Figure 11.7:: Area of Residence-City (percentages)
Miles From Cedar Falls (N=147)
60 %
56.25 %
50 %
40 %
30 %
19.4 %
20 %
13.9 %
10.4 %
10 %
0%
0-30
31-60
61-90
91+
Source: “What Makes YOU a Panther” Survey Handout. 2010.
Figure 11.8:Area
:Area of Residence
Residence- State (percentages)
State (N=146)
0.7%
Iowa
99.3%
California
Source: “What Makes YOU a Panther” Survey Handout. 2010.
Page 35 of 55
h. Alum of the University of Northern Iowa
When asked if participants were an alum of UNI, almost 80% percent replied “No” (Not an
Alum=78.9%). The remaining 21.1% of the responses stated “Yes” they were a graduate from
the University of Northern Iowa.
Figure 11.9: Alum of UNI (percentages)
Alum of UNI
90 %
78.9 %
80 %
70 %
60 %
50 %
40 %
30 %
21.1 %
20 %
10 %
0%
Yes
No
Source: “What Makes YOU
U a Panther” Survey Handout. 2010.
i. Are the Panthers Your Favorite Team
Figure 11.10 below displays the percentages from the survey participants who stated that the
Panthers were their favorite team. Out of the 145 people who responded, 77.9% replied “yes”
while the remaining 22.1% said that the Panthers were not their favorite team. If survey
participants responded “No”, they were then asked who their favorite team is.
Page 36 of 55
Figure 11.10:: Are the Panthers Your Favorite Team (percentages)
Panthers Your Favorite Team (n=145)
90 %
80 %
76.9 %
70 %
60 %
50 %
40 %
30 %
22.1 %
20 %
10 %
0%
Yes
No
Source: “What Makes YOU a Panther” Survey Handout. 2010.
The participants were then given a chance to write in who their favorite college athletic team is.
All of the answers that were similar were then formulated into a pie chart which can be found
bellow. Figure 11.11 shows that out of 26 people who answered ““No”
No” to the question if the
Panthers were their favorite
orite team
team, 60% stated that Iowa was their favorite team instead
(Iowa=62.48%). The rest of the individuals who answered the question said that they were fans
of either “Colorado,” “Florida,” “Iowa State,” “Michigan State,” “Ohio State,” “Stanford,”
“Syracuse,” “Tennessee,” and “Texas (Fans of Each Team= 4.17%).
Page 37 of 55
Figure 11.11:: If not the Panthers, who is your favorite team (percentages)
Other Favorite Teams (N=26)
Iowa
4.17%
4.17%
4.17%
4.17%
4.17% 4.17%
Iowa State
4.17%
Texas
Colorado
62.48%
4.17%
Florida
Ohio State
Michigan State
4.17%
Stanford
Syracuse
Tennessee
Source: “What Makes YOU a Panther” Survey Handout. 2010.
j. Level of Education Completed
In figure 11.12 below UNI fans were asked what level of education they completed. Each
participant had 5 choices to choose from such as “None,” “High School Diploma,” “College
Degree,” “Masters Degree” and “Other
“Other”.
”. Out of 146 who responded to the question, almost 45%
said that they have received their high school diploma while 40.4% of UNI fans stated they the
highest level of education completed was a college degree (High School Diploma=42.4%;
College Degree=40.4%).
%). Other survey responders recorded that they have received their masters
(10.3%) while 1.4% wrote in that they have received their PhD. The remaining 5.4% of the UNI
fans who participated checked “Other” for the level of education they have completed.
Page 38 of 55
Figure 11.12:: Level Of Education Completed (percentages)
Education (N=146)
45 %
42.5 %
40.4 %
40 %
35 %
30 %
25 %
20 %
15 %
10.3 %
10 %
5.4 %
5%
1.4 %
0%
High School
Diploma
College Degree Masters Degree
PhD
Other
Source: “What Makes YOU a Panther” Survey Handout. 2010.
L. UNI Athletic Information
In this section, respondents were asked a series of question pertaining to “How much time do
they spend on UNIPanthers.com each week,” “How they get their Panther news,” “Where they
see Panther athletic promotions,” “If they’re a Panther Scholarship Club members,” “Do they
believe the ticket pricing is reasonable,” “What UNI sports they attend,” and ““They
They would attend
more UNI athletic event if..”
a. How Much Time Spent on UNIPanthers.com Each Week
UNI Fans were asked to complete tthe question to how much time they spend on
UNIPanthers.com each week. Every respondent was give five choices: “less
less than one hour,”
hour
“1-2 hours,” “3-4 hours,” “5--6 hours,” and “7+ hours”. Out of 140 responses, almost 70%
answered that they spend less than one hour on UNIPanthers.com each week which is shown
below on figure 12.1 (Less than 1 hour= 69.3%). Slightly fewer than 20% of the participants
marked that they spend 1 to 2 hours where 8.6% are on UNIPanthers.com 3 to 4 hours (1-2
(1
Page 39 of 55
hours=19.3%). Lastly thee remaining responders checked that the
they
y either spend 5 to 6 hours or
7+ on the UNIPanther.com webpage (5
(5-6 hours=1.4%; 7+hours=1.4%)
Figure 12.1:: How Much Time Do You Spend on UNIPanther.com Each Week
(percentages)
Hours On UNIPanthers.com (N=140)
80 %
70 %
69.3 %
60 %
50 %
40 %
30 %
19.3 %
20 %
8.6 %
10 %
1.4 %
1.4 %
5-6
7+
0%
Less than 1 hour
1-2
3-4
Source: “What Makes YOU a Panther” Survey Handout. 2010.
b. How Do You Get Your Panther News
The respondents were asked to answer a question about how they get their Panther News.
They were presented with a series of answers in which they could choose more than one. The
choices they were able to choose from were: “Newspaper,” “Facebook,” UNI Athletics
Website,” “Twitter,” “Television,” “Radio,” and “Other” with the results being displayed in
Figure 12.2. Out of 147 who responded to the question more than half of them checked that
they get their Panther news in a “Newspaper,” and on the “UNI Athletics Website”
(Newspaper=50%; UNI Athletics Website= 52.4%). Close to 43% of the participants marked
that they get their Panther news through the television commercials that are run daily
(Television= 42.9%). Both “R
“Radio” and “Facebook” were very similar with 27.9% of the
respondents getting their news from radio while 25.2% have received news off of the official
“UNI Athletics Facebook” page. The remaining participants answered that they either get
Page 40 of 55
their Panther news on behalf of the “UNI Twitter” page or collect news from “Other”
“O
resources (Twitter= 2.7%; Other=16%)
Other=16%). The most common responses that UNI fans filled in
the blank for “Other” is shown in figure 12.3.
Figure 12.2:: How Do You Get Your Panther News (percentages)
Panther News (N=147)
60 %
50 %
50 %
52.4 %
42.9 %
40 %
30 %
27.9 %
25.2 %
16 %
20 %
10 %
2.7 %
0%
Newspaper
UNI
Athletics
Website
Facebook
Twitter
Television
Radio
Other
Source: “What Makes YOU a Panther” Survey Handout. 2010.
c. Other Alternatives to Find Your Panther News
Figure 12.3 displays the other alternatives Panther fans use to find out news about UNI from
the previous question “How Do You Get Your Panther News”. From the 24 participants who
checked “Other” and wrote in an answer, th
thee most prevalent alternative chosen
chose was through
family and friends otherwise known as “Word Of Mouth” (Family and Friends= 45.5%).
Many other UNI fans thought that “other internet sites” excluding UNIPanthers.com was a
great alternative to find out more about the Panthers (Other Internet Sites=
ites= 22.1%). Another
popular alternative that was altered into the “Other” blank was email coming in at 19.5% of
responses while 13% of the UNI fans chose Panther Nation as a way to get their daily
Panther updates.
Page 41 of 55
Figure 12.3:: Other Alternatives to Find Your Panther News
(percentage)
Other (N=24)
22.1%
19.5%
Email
13.0%
Family & Friends
45.5%
Panther Nation
Other Internet Sites
Source: “What Makes YOU a Panther” Survey Handout. 2010.
d. Where do you see Panther Athletic Promotions
UNI Fans were asked “Where do they see Panther Athletic Promotions”. Each respondent
was give six choices in which they could chose more than one
one: “Newspaper,”
,” “Facebook,”
“UNI
UNI Athletics Website,” “Twitter
“Twitter,” and “Other”. Out of 147 responses, a majority of the
respondents stated that they see Panther Athletic promotions in the newspaper and on the
UNI Athletics website which is shown in Figure 12.4 (Newspaper=54.4%;
54.4%; UNI Athletics
Website=55.8%). Just short of 30% of the UNI fans marked that they see Panther athletic
promotions on the Official UNI Athletics Facebook page (UNI Athletics Facebook=28.6%).
More than
an 10% stated that they see UNI promotions on billboards around the Cedar Valley
while 1.4% received promotions off of the Panthers Twitter page (Billboards=10.9%). The
remaining respondents recorded that they see UNI athletic promotions in “Other” in which
whic
none of the participants filled
lled in the blank (Other=1.4%).
Page 42 of 55
Figure 12.4:: Where do you see Panther Athletic Promotions (percentages)
Panther Promotions (N=147)
60 %
54.4 %
55.8 %
50 %
40 %
28.6 %
30 %
20 %
10.9 %
10 %
1.4 %
1.4 %
0%
Newspaper
Facebook
UNI
Athletics
Website
Twitter
Billboards
Other
Source: “What Makes YOU a Panther” Survey Handout. 2010.
e. Are You a Member
mber of The Panther Scholarship Club
The Scholarship Club was formed in 1946 and has been known as “The Team Behind the
Team”. During the past 46 years, the organization has seen a tremendous growth, a growth
that strives to providee for Panther student
student-athletes (PSC Website). Each year PSC generates
ge
more than $1 million in cash and $ 500,000 in gift
gift-in-kind
kind from UNI fans all across the
United States (PSC Website).
). The money then goes into assisting our student-athletes
student
with
scholarship support due to the escalating costs of higher education. In
n the survey “What
Makes YOU A Panther,” survey participants were asked if they were members of the Panther
Scholarship Club (PSC). Figure 12.5 displays the results when fans were confronted with the
questions. Out of 144 who responded to the question, 72% answered that they were NOT a
part of the Panther Scholarship Club while the remaining 28% of the UNI fans marked “Yes”
to the question.
Page 43 of 55
Figure 12.5:: Are You a Member of The Panther Scholarship Club
(percentages)
Member of Panther Scholarship Club
(N=144)
28%
Yes
72%
No
Source: “What Makes YOU a Panther” Survey Handout. 2010.
f. Do You Believe The Ticketing Pricing Is Reasonable
Every year it is problematic to know what to determine the ticket price for each sport. With
the economy at a downslide, fans are decreasing their discretionary expenses such as sporting
events. It is always a difficulty finding ways to making a UNI event more affordable for
individuals and families. The best part about ticket sales is that the athletic department has
direct control over the pricing. In the “What Makes YOU a Panther” survey, participants
were asked: “Do You Believe The Ticket Pricing Is Reasonable”. Out of 137 individuals,
almost 100% of the people stated “Yes” the ticket price is reasonable as shown in Figure 12.6
(Yes=99.3%). The remaining resul
results
ts show that only 0.7% of the survey responders answered
“No” to the ticket price being reasonable.
Page 44 of 55
Figure 12.6: Do You Believe The Ticketing Pricing Is Reasonable
(percentages)
Ticket Pricing (n=137)
0.7 %
Yes
No
99.3 %
Source: “What Makes YOU a Panther” Survey Handout. 2010.
g. Sports Attended at UNI
The respondents were asked to answer a question about “Sports I Attend at UNI”. They were
presented with a series of answers in which they could choose more than one. The choices
they were able to choose from were: “Men’s Basketball,” “Women’s Basketball,” “Football,”
“Volleyball,” “Swimming,” “Softball,” “Cross Country,” “Track & Field,” “Women’s
Soccer,” “Tennis,” “Wrestling,” and “Golf”. The results were then divided into groups of
Fall and Winter/Spring sports to look at the comparisons. Figure 12.7 displays the outcome
from the responses of those who attend UNI sporting events in the fall. Almost 80% of the
participants answered that they attend UNI football games in the fall while close to half of
the people attend volleyball games (Football=78.9%; Volleyball= 44.9%). Other fans
indicated that 6.8% of them attend UNI Women’s soccer game while 2% attend cross
country.
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Figure 12.7: Fall Sports Attended at UNI (percentages)
Fall Sports (n=147)
90 %
80 %
78.9 %
70 %
60 %
44.9 %
50 %
40 %
30 %
20 %
10 %
2%
6.8 %
0%
Football
Volleyball
Cross Country
Women's Soccer
Source: “What Makes YOU a Panther” Survey Handout. 2010.
Figure 12.8 shows the “What Makes YOU a Panther” survey participants who UNI athletic
events in the winter/spring. The majority of the spectators responded that they attend men’s
basketball event (Men’s Basketball= 78.9%). Almost 50% or the people who answered
answ
the
question marked that they have attended a UNI women’s basketball game and more than
20% have been in attendance to a wrestling meet (Women’s Basketball= 44.9%; Wrestling=
21.8%). Both Softball and Track & Field displayed similar results with 12.2
12.2%
% of the
responses stating they attend Track & Field event while 10.2% have been to softball games.
The (3) sporting events that posted lower than 5% attendance were swimming, golf, and
tennis (Swimming=4.1%; Golf=3.4%; Tennis=2.7%).
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Figure 12.8: Win
Winter Sports Attended at UNI (percentages)
Winter/Spring Sports (n=147)
90 %
80 %
78.9 %
70 %
60 %
51.7 %
50 %
40 %
30 %
21.8 %
20 %
10.2 %
10 %
12.2 %
4.1 %
2.7 %
3.4 %
Tennis
Golf
0%
Men's
Basketball
Women's
Basketball
Swimming
Softball
Track & Field
Wrestling
Source: “What Makes YOU a Panther” Survey Handout. 2010.
h. I Would Attend More UNI Athletic Events If…...
Individuals participating in the “What Makes YOU a Panther” survey were given a chance to
fill in the blank when asked “I Attend More UNI Athletic Events If…
If…” A total of 62
participants answered the question. Each person’s answers were then categorized into groups
due to the fact that there were many similarities
similarities.. Figure 12.9 below displays the results
result and
categories of the answers that were gathered.
Close to 40% of the participants who answered the question stated that if they had more free
time in their days where 33.9% of the individuals answered that if they lived close they
would attend more UNI athletic events (More Free Time=38.9%). Almost 10% of the survey
participants stated that they would like to see an increase of advertising for all sports which
would announce schedules and if there were any promotions that would be taking place at the
desired
sired games (More Advertising=9.7%). When looking at ticket/parking locations and
cheaper tickets categories, 6.5% believed that they would attend more UNI events if there
were some
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Figure 12.9: I Would Attend More UNI Athletic Event
Events If… (percentages)
Attend More UNI Athletic Events If... (n=62)
45 %
38.7 %
40 %
35 %
33.9 %
30 %
25 %
20 %
15 %
9.7 %
10 %
6.5 %
5%
6.5 %
3.2 %
1.6 %
0%
Lived Closer
More Free
Time
More
Advertising
Weather
Ticket/Parking
Locations
Cheaper
Tickets
Play Top
Rated Teams
Source: “What Makes YOU a Panther” Survey Handout. 2010.
improvements in these areas. Some suggested that they would like to have closer parking and a
ticket office that is not outside while others recommend that we lower our ticket prices for UNI
Athletic events. The remaining individuals who answered the que
question
stion wished that our teams
would play more nationally recognized teams and 1.6% wish that the weather this past winter
was better so that they could have made it out to more UNI athletic events (Play Top Rated
Teams=3.2%).
Ben Jacobson signaling the UNI Fans after the win over Kansas, 69
69-67
67 in the 2010 NCAA Tournament
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Conclusion
One of the goals of this research was to figure out what motivates UNI fans to attend (3)
different winter sporting event.
These events attract people of all ages, backgrounds, and
interests. Understanding some of the intrapersonal motives that compel consumers’ interest in
intercollegiate sporting events will provide sport marketers with the information that will be
beneficial to develop promotional campaigns tailored to specific consumer motivations which in
turn will help to increase attendance, and ultimately offset costs to the programs.
Every year, due to the amount of spectators the University of Northern Iowa athletic events brings in,
winter events help to result in a huge economic influence around the Cedar Valley. Not only do the
events create revenue, but also jobs and other opportunities for businesses around the area. As long
as UNI athletic events continue to grow and flourish, the number of spectators that visit Cedar
Falls/Waterloo each year will continue to grow.
This study has several limitations. This current study only examined fans from three sports: men’s
basketball, women’s basketball, and wrestling. Further research should look to examine other UNI
sporting events to determine whether there are other similarities and/or differences (e.g. volleyball,
women’s soccer, football, track & field, swimming, and softball).The current study only gathered
147 participants from handing out surveys at three different UNI sporting events. In the future
studies, additional participants should be gathered through multiple resources (e.g. email, UNI
website, facebook, and mailing list through the ticket office). Finally, the current study only
examined intrapersonal movies; future research should examine to see if there is interest in multiple
variables that influence spectators to attend athletic events (e.g. mini ticket packages across multiple
sports including nonrevenue sports, promotional give-a-ways, tailgating events, etc). Work should
persist in this section in order to present marketers with a better understanding about the multiple
factors that influence fans to attend UNI sporting events.
Page 49 of 55
References
Brandvold, S. (1992). The utilization of fence signage in college baseball.
Sport Marketing Quartley. 1(2), 29-32.
Fulks, D. (2000). Revenues and expenses of Division I and II intercollegiate athletic programs:
Financial trends and relationships-1999. National Collegiate Athletic Association.
Indianapolis, IN.
Fulks, D. (2002). Revenues and expenses of Division I and II intercollegiate athletic programs:
Financial trends and relationships-2001. National Collegiate Athletic Association.
Indianapolis, IN.
Howard, D., & Crompton, J. (2003). Financing Sport (2nd ed.). Fitness Information Technology,
Inc., Morgantown, WV.
James, J., & Ross S. (2004). Comparing Sport Consumer Motivations Across Multiple Sports.
Sports Marketing Quarterly. 1(13), 17-25.
Masteralexis, L.,Barr, C., & Hums, M. (1998). Principles and Practice of Sport Management.
Gaithersburg, MD: Aspen Publishers, Inc.
“Panther Scholarship Club” Welcome to the online home of the Panther Scholarship Club.
University of Northern Iowa. n.d. Web 4. April. 2010
Page 50 of 55
Appendix 1
What Makes YOU a Panther?
We are looking for what motivates people to come to UNI Athletics events and how we can improve our
game atmosphere. Your response to this survey will assist in this effort. All points of view are respected
and the UNI Athletic Department wants to know your perspective. We appreciate your help and
cooperation in completing this survey.
For each question, please give the answer you think is correct most of the time from your point of view.
We would like to know what your answer is to every question. Your answers are confidential.
Section A: Sport Consumer Motivations
1. Please indicate (a) your level of agreement or disagreement with the following statements.
Strongly
Agree
Agree
Not
Sure
Disagree
Strongly
Disagree
The main reason I like the Panthers is
because sport is good entertainment.
One reason I like the UNI Panther games is
being able to see well-executed play.
I enjoy watching the Panthers because of the
dramatic turn of events that a game can take.
For me, sport games are an escape from my
day-to-day activities
I feel excited as I leave the stadium/arena
after a Panthers win.
One reason I am a Panthers fan is because
the team plays hard all the time.
I enjoy the UNI Panther games because they
provide an opportunity to be with my family
and friends.
I support the UNI Panthers because the team
gives 100% every game.
When the Panthers win I feel I have won.
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Strongly
Agree
Agree
Not
Sure
Disagree
Strongly
Disagree
It is important for me to feel connected to the
Panthers
I feel a personal sense of achievement when
the team does well
I like going to the Panthers games because
watching sport is fun.
Getting to see the superior skills of college
athletics is why I enjoy Panthers games.
I enjoy Panthers games because they are a
great change from what I regularly do.
When the Panthers win a big game, I feel like
I have won
I enjoy Panthers games because they are a
good family activity.
The effort by the players to always do their
best is a primary reason why I follow sport.
I come to sport games so that I will feel like
part of the team.
Panther’s games are a fun way to spend my
time.
I like Panthers games because I value seeing
some of the top college sport players.
I like the suspense of a game where the lead
changes back and forth.
I like going to games because when I’m there
I forget about all my troubles and cares.
An important reason why I go to games is
the excitement of two teams “battling” to the
end.
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Section B: Background information: The following information will help to
understand the characteristics of UNI Athletic fans. All of the information will be kept
completely confidential and will only be reported at the group level.
1. Are you a..
2. Age..
_____ Student
_____ Local Resident
_________ # Years Old
3. I am..
_____ Out of Town Visitor
_____ Male
_____Female
4. Marital Status
Single
Married
Divorced
Other________________
5. Do you have kids? If so, how many?
1-2 Kids
2-3 Kids
4-5 Kids
6+ Kids
None
6. Income Level
$ 10,000 and under
$ 10,000 to $ 30,000
$ 30,000 to $ 50,000
$ 50,000 to $ 75,000
$ 75,000+
7. Area of Residence?
City: _____________
State: _____________
Zip Code: _____________
8. Are you an Alum of UNI?
Yes
No
9. Are the Panthers your favorite team in college sports?
Yes
No
If no, which team is_____________________
10. Level of Education Completed
None
High School Diploma
College Degree
Masters Degree
Other____________________________
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Section C: UNI Athletic Information
Please indicate (a) the appropriate answer which best describes your practice
11. How much time do you spend on UNIPanthers.com each week?
Less than 1 hour
1-2 hours
3-4 hours
5-6 hours
7 + hours
12. How do you get your Panther news?
Newspaper
UNI Athletics
Website
Facebook
Twitter
Television
Radio
Other__________________
13. Where do you see Panther Athletic Promotions?
Newspaper
Facebook
UNI Athletics Website
Twitter
Billboards
Other__________________
14. Are you a member of the Panther Scholarship Club?
Yes
No
15. Do you believe the ticketing pricing is reasonable
Yes
No
16. Sports I attend at UNI
Men’s Basketball
Women’s Basketball
Football
Volleyball
Swimming
Softball
Cross Country
Track & Field
Women’s Soccer
Tennis
Wrestling
Golf
17. I would attend more UNI athletic events if….
_________________________________________________________________________
_________________________________________________________________________
__________________________________________________________________________
Thank you for completing this questionnaire. Your participation is greatly
appreciated! The success of this project depends on the amount of support
received from The UNI Athletic Fans.
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UNIVERSITY OF NORTHERN IOWA
HUMAN PARTICIPANTS REVIEW
INFORMED CONSENT
Project Title: What Makes YOU a Panther?
Name of Investigator(s): Eric Hrubes
Invitation to Participate: You are invited to participate in a research project conducted through the University of Northern Iowa
Athletic Department. The University requires that you give your signed agreement to participate in this project. The following
information is provided to help you made an informed decision about whether or not to participate. This survey will take 10
minutes of your time.
Nature and Purpose: This purpose of this research is to provide the University Of Northern Iowa Athletic Department with
information about sport consumers motives and if similar motives influence consumption across multiple nonrevenue sports.
Explanation of Procedures: We are looking for what motivates people to come to UNI Athletics events and how we can improve
our game atmosphere. Your response to this survey will assist in this effort. All points of view are respected and the UNI Athletic
Department wants to know your perspective. All answers will be reported at a group level and EVERY participant’s answers will
be kept confidential and may be used in future studies.
Discomfort and Risks: There are no foreseeable risks to participation.
Benefits and Compensation: The individual participant will receive no direct benefit or compensation for this survey.
Confidentiality: Information obtained during this study which could identify you will be kept confidential. The summarized
findings with no identifying information may be published in an academic journal or presented at a scholarly conference.
Right to Refuse or Withdraw: Your participation is completely voluntary. You are free to withdraw from participation at any
time or to choose not to participate at all, and by doing so, you will not be penalized or lose benefits to which you are otherwise
entitled.
Questions: If you have questions about the study or desire information in the future regarding your participation or the study
generally, you can contact Eric Hrubes at 319-273-3860 or the project investigator’s faculty advisor Dr. Sam Lankford at the
Department of Health, Physical Educ. & Leisure Services, University of Northern Iowa 319-273-6840. You can also contact the
office of the IRB Administrator, University of Northern Iowa, at 319-273-6148, for answers to questions about rights of research
participants and the participant review process.
Agreement:
I am fully aware of the nature and extent of my participation in this project as stated above and the possible risks arising
from it. I hereby agree to participate in this project. I acknowledge that I have received a copy of this consent statement. I
am 18 years of age or older.
_________________________________
(Signature of participant)
____________________
(Date)
_________________________________
(Printed name of participant)
_________________________________
(Signature of investigator)
____________________
(Date)
_________________________________
(Signature of instructor/advisor)
____________________
(Date)
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