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ER 12 Case Study 12-1 Facility Management The Booking Process in a University Venue The Mullins Center is a 10,000-seat multipurpose facility with an attached ice rink located on the Questions for Discussion campus of the University of Massachusetts in 1. As the general manager of the Mullins Center Amherst, Massachusetts. It is managed for the which specific genre of entertainment do you University of Massachusetts by Global Spectrum. think would do well in this venue, taking into account the demographics, available time As part of the management contract, the general frames, and seating capacities? manager for the Mullins Center is responsible for 2. Identify a group, act, team, or entertainer that the booking of the main facility and the attached will be touring with available dates to play the practice rink. The Mullins Center has three tenant Mullins Center, and specify who will be acting teams: the university's men's hockey, women's as the promoter for the event. basketball, and men's basketball teams. 3. Assume that the act will cost $75,000 and the The campus and surrounding five-college area venue will be rented for an all-inclusive pack are home to as many as 30,000 students from age of $35,000. Provide ticket prices that will September to May. During that time frame, the appeal to the target demographic market in a spreadsheet that reflects the total costs and the Mullins Center is busy hosting athletic events and balance according to estimated ticket sales. entertainment programs. To be successful, the 4. Explain the impact of ancillary revenues on the general manager utilizes several different setups event, including the potential role that food and and capacities to provide the university and the beverage revenues, ticket fees, and parking community with entertaining programs. Concert revenues will play when negotiating a deal with seating capacities are set at 7,200, 8,500, or 9,000 a promoter. seats, Seating capacity for comedy or theater 5. Provide an event recap and explain why you did programs is set at 1,700 to 3,500 seats. Basketball or did not book this event at the Mullins Center, events have 9,400 seats, while hockey or ice show noting why it would have been successful or unsuccessful. events have 8,400 seats