Date of Defense

Spring 4-14-2004

Department

Marketing

First Advisor

Ed Mayo, Marketing

Second Advisor

Ann Veeck, Marketing

Third Advisor

John Weitzel, Marketing

Abstract

With sports teams today competing for the attention and loyalty of fans, each organization must find a way to differentiate itself in a crowded entertainment marketplace. One way to accomplish this has been to establish Kids' Clubs for younger fans. If a Kids' Club is creatively designed and operated effectively, the club can bring lifetime customer value to the organization. If operated poorly, it can severely hurt the organizations' reputation. This presents sports management with the challenge of finding a way to design and implement effective, efficient, and successful Kids' Clubs. The main objective of this study is to identify minor league hockey teams with Kids' Clubs and evaluate their operations. Teams that stand out in success will be identified, and specific guidelines for creating and operating a Club are also identified.

Access Setting

Honors Thesis-Campus Only

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