When Hockey Won’t Sell in Minnesota: Using Design Thinking to Innovate the Ticket Service

in Case Studies in Sport Management

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Clinton WarrenUniversity of Minnesota

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This case study asks students to assume the role of a ticket sales strategist hired to work as a consultant for the University of Minnesota Golden Gopher athletic department. In this case, you will be asked to work with members of the Gopher Fan Advisory Board to develop service innovations in the area of ticket sales. As a sales and marketing consultant, you will examine existing data on spectator attendance trends and focus group interviews to determine the current issues facing the athletic department. Then, you will be asked to suggest the manners by which the athletic department should innovate the ticket service, using a design thinking approach to grow ticket sales and spectator attendance for the men’s hockey program.

Warren (warre233@umn.edu) is with the School of Kinesiology, University of Minnesota, Minneapolis, MN, USA.

Supplementary Materials

    • Teaching Note (PDF 85 KB)
    • Supplementary Material (XLSX 22 KB)
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