Introduction
Evaluation and design recommendations are implemented every year in
determining ticket distribution methods for college football games in attempts to
maximize income, efficiency, fairness, and overall student body contentment. The
football ticketing process at Georgia Tech is no different. This past year, a distinct
change to the system was made. students were now required to travel to and bring their
buzzcard to the ticketing office an additional time in order to receive coupons (vouchers)
to redeem for tickets at later dates. This procedure had been implemented at FSU earlier
with some success.
The biggest advantage of this method was the reduction of the Buzzcard
operations in the system. Upon returning for ticket pickup, Buzzcards only need to be
shown instead of registered (swiped through a machine). In earlier years, after every
game the suppliers (ticketing office) would have to make the Buzzcard operation reset all
the Buzzcards so that they could be registered again. This eliminates many possible
errors on the electronic side of the system. This resulted in some cards not being reset,
creating some user (student) frustration.
However, this change has not bee completely welcomed by the student
population, due to additional burden (responsibility) being placed on them. With this
system setup, the students’ were required to make an additional trip to the ticketing
booth, which requires an out of the way walk for some. The other responsibilities include
retrieving and holding coupons, because those without coupons could not obtain tickets at
later dates. This includes situation of misplacing or having coupons stolen. Another
problem is that there were not as many coupons as students.
This final problem is compounded by several other circumstances, especially
become apparent at the full games. If user’s lost their coupons or had their coupons
taken, they would be unable to attend the game, even if excess seating was available.
Scalping of student tickets occurs by students at some games, which is unfair in that
students not receiving tickets earlier are paying twice.
Another problem is the issue of date tickets. These were employed up until this
past year, where a student could pay $10 to obtain a ticket for a non-student friend
instead of the non-student price of $27. This created problems at the high demand
games, where non-students would obtain student tickets as a result minimizing the
number of student capable of attending the game. However, with the removal of date
tickets, using student tickets and extra buzzcard to get dates into games most likely
increased. A decrease in attendance may also have occurred from the removal of date
tickets.
Although game time security plays a large role in these issues, it will not be
discussed. Game time security includes those who verify the user’s passion of a ticket
and buzzcard and those who regulate the surrounding streets. Hopefully an alternative by
which to minimize this problem will be determined for an earlier stage in the system,
such that, even if these trends continue, there will at least be a cost associated with
performing such actions as scalping and sneaking non-student into games.
The demand for tickets varies per game per season, depending on several factors.
Because of variation, no set system will work optimally in all circumstance, yet heuristics
and patterns can be determined to obtain optimal settings. In this study we will be
evaluating college football ticket distribution systems in order to determine the best
procedure for Georgia Tech. Interviews of the specific users, users of similar systems,
surveys, and observations will be performed. Similar systems include the systems at
other colleges, which have similar and dissimilar demand and supply capabilities as this
current system. The hope is that it will elucidate other mechanisms to employ.
Mission statement
To determine the optimal characteristics for Georgia Tech student football ticket
distribution with focus on obtaining maximum user satisfaction, ease, fairness, and
efficiency in distribution, while maintaining reasonable profits.
User definition/ analysis
Overall User: Student
The variability in this large user group makes a user analysis difficult. Although
users attend the same school and are around the same age (average = 20), high variability
in personality, culture, socioeconomic background, and college experience make a single
characterization difficult. Experiences with this system may vary whether the user is part
of a block system, general system, or part of the swarm. However, separating these into
groups is beyond the scope of this study and so they will be treated as one, unless striking
biases result upon the groupings. The validity of this approximation will be tested in the
surveys. General characteristics as presented below.
Age range
~17-~25 with average of 20
Gender
Both, but more males than females
Capacities
cognitive high
physical varies, not limiting factor in task
affective varies, but under high stress situations appears to lower. Past
experiences have shown a lowering of affective capacity during times of competition when
system demand exceeds supply
sensory
varies depends on circumstanstial factors (sleep) and on individual
potential N/A
Educational range
from high school  several years of college
Language
predominantly English, but others used occasionally.
Culture/socio-economic status
Diverse in culture, diverse in socio-economic status
Size of group
a large portion of ~11,200 students
Assesment of motivation to use
use to get into football games
Motivation depends on several factors possibly including:
-Other possible activities to occupy time
-success of team
-other people attending game
Experience with technology
High: majority own computers, all have access to computers and are required to use
regularly for classwork, bill payment, and other activities.
Schedules
High variability in schedules and business, resulting in different sleeping patterns,
and free time slots.
Other Activities
Varies among users, but includes, videogames, computer games, partying,
sleeping, exercising, doing homework, hanging out with friends
Location where live
for 2003: # students on campus = 7,383 (this number may include grad students)
of a total 11,257
Money: form carried in
buzzcard, cash, credit card, and/or checks
How much do they carry?
Money: supplied by user for system
Current Given by parents, scholarship, loan, or self through initial universal
prepayment “Student Activity Fees”
Responsibility with money
For this particular group, this is unknown. However, statistically as a group,
college student in debt (6 of 10 graduate with debt)1, suggesting that may not be fiscally
responsible.
Other User characteristics2
First-time,
first-year
(freshman)
students
Undergraduate
34%
35%
24%
30%
22%
24%
94%
50%
6%
50%
0%
4%
% who are from out-of-state
(exclude international/nonresident
aliens)
% of men who join fraternities
% of women who join sororities
% who live in college-owned, operated, or -affiliated housing
% who live off campus or
commute
% students age 25 and older
3
1
www.millenniumscholarships.ca/en/research/archive/
2
http://www.irp.gatech.edu/
3
Separation of Freshman because believe that less college experience and high percentage on campus near
stadium may bias opinion.
Environmental analysis
The requirements of the environment for ticket distribution vary depending on the
method used, possibly requiring as little as a computer, internet connection, and printer
on the user’s side (a method to identify self, purchase ticket, and obtain some sort of
verification). Currently ticketing booths are used as the location and means to obtain a
ticket. Therefore, the initial environmental analysis will consist of using these current
parameters.
Location
Next to stadium
At corner of Techwood
and Bobby Dodd (east
campus)
Across from Fraternity
house
Possible advantages, disadvantages
-Tickets received near where used
-Attached to specific office which determines distribution
*easier for distributors
-Away from center of campus
-out of the way, requiring ~10-20min walking time
-not many parking spots nearby
??
Figure I. Current Ticket Booth Parameters
Covering above is 180” x 68”. This is important because of temperature variation. Only
about 10 people can be protected from the elements at a given time. When very hot, have
no covering, when cold, must wait in cold, same with the rain (getting wet)
5 ticket booths w/venetician blinds, speaker phones, transparent shield to separate, only
allowing object 10” x 2” to fit through slot depressed into counter top. Counter top is
41”, about 2’ wide, 1’ forward from ground, shiny metallic color.
Number of possible users passing on a general weekday (while in school
~2000
Weekend?
~800? Assuming no special event
Lines during day can vary from little to extensive ( wrapping around corner) 0 <x< ~700
people
Police present, police barrier to maintain line.
Well lit area at night
Long line
Camping out –tents, chairs, cars nearby
Occurs in fall (late august  November)
Inside office
Distributor near speaker phone
In chair
Pane in front
Between 1 and 4 others performing similar task nearby
Contextual analysis
This short list below gives the general context for the acquisition of football
tickets.
Open 9 a.m. to 4:30 p.m, monday and tuesday
-So open on school days
Designed for students (buzzcard requirement)
The ticket’s use is for:
- entertainment purposes
- encompassing views of tradition
- school spirit
-
enjoyment of a sport
THIS STUFF IS NOT PART OF ANALYSIS BUT
MAY BE USEFUL IN OTHER AREAS,
ESPECIALLY THE CONCLUSION
One ticket required per user
Stolen, become lost
Responsibility with money
This is a big issue because college students are not responsible
Debt, credit cards
With some exceptions (big games, may open earlier if camping
out)
First come first serve
Likelyhood of misplacing something ??? How do we test
FY2000 FY2001 FY 2002 FY 2003 FY 2004
In-State Tuition $2,414 $2,506 $2,632 $2,790 $3,208
Student Activity 150 150 156 156 172
Student Athletic 100 100 106 106 106
Student Health 222 222 226 228 234
Transportation 72 72 76 78 98
Technology 150 150 150 150 150
Recreation-Facility — 108 108 108 108
If money would need tobe online because things getting lost, not everyone has checks.
Billing to parents
Survey question: How much would pay for ticket if was not included in student activity
fees (assuming fee went on oscar thingy
Question: Is it fair for those not participating to pay equally? Or do a mix (input some
on activity fees but other part onto actually paying
How can trips to office be minimized
How can friends get tickets together without
First come first serve seating?
Eliminate scalping
HOW MUCH ARE THEY WILLING TO PAY? TO MAKE A COST TO SCALPER
AND THOSE SNEAKING DATES IN
HOW WOULD EMPLOY METHOD? OFF BUZZCARD? CASH? CREDIT CARD
Other changes include police regulation of waiting lines, with police barriers to maintain
lines. This is in response to FSU camping
Each buzzcard could be swiped once per game