Pricing for 2020 in the new $1.9 billion state-of-the-art stadium was based on surveys of the local market tracking gameday experience, ticket costs, concessions, parking and tailgating. The survey was sent to football event purchasers as well as UNLV alumni with an athletics affinity, located in the Las Vegas area. The results provided UNLV Athletics’ leadership with a better understanding of what the community values.
“This second wave of surveys allowed us to continue gathering information as we identify our place in the most competitive entertainment market in the world and strive towards one of our top priorities which is providing the best fan experience in the Mountain West Conference,” UNLV Director of Athletics Desiree Reed-Francois said. “As has been our goal throughout this process, we want to be thoughtful and strategic in our transition into the new stadium. Our pricing model provides the Las Vegas community with affordable access to our new $1.9 billion home for Rebel football.”
To design the surveys, UNLV Athletics partnered and collaborated with Stowe Shoemaker, Dean of UNLV’s world-renowned William F. Harrah College of Hospitality. Dean Shoemaker has worked on pricing models for numerous Fortune 500 companies and is considered an expert in the space.
“Understanding the customer experience is absolutely essential to developing a pricing strategy that works,” said Shoemaker, “That’s what our college does best. Through rigorous research, we can help identify a model that provides fans with a great experience at a fair price.”
“Having someone as respected as Dean Shoemaker right here on campus is one of the advantages of being located in a city like Las Vegas and at a university like UNLV,” Reed-Francois added. “Stowe is a staple in this community and volunteered his services because he understands what this transition means not just for our athletics department, but for the entire university. This is a great next step in providing a transformational experience in Allegiant Stadium for our community.”
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