Market Demand Analysis
Conducting a Market-Demand Analysis: A Case Study of Major League Soccer Expansion Due Monday, August 3 by 9:00 am Learning Objectives · After completing this case study, students will be able to: · Develop critical aspects of a market-demand analysis for a sport organization · Apply key financial functions such as comparables analysis, ticket-demand analysis, corporate depth analysis, and optimal facility-size projection using a given data set · Critically evaluate key pieces of financial information, draw conclusions, and make recommendations based on that information. Your task Select one of the proposed cities to host a new MLS franchise and prepare a written bid proposal for your selected city. Your proposal should make a compelling case for why your city should be awarded an MLS franchise. The questions/tasks at the end of the case provide guidance as to what kinds of financial analysis will help you build a strong case for your city. You do not need to answer each question, per se, but you should include all relevant analysis in your report. Note: Charlotte, St. Louis, and Sacramento have been awarded an MLS franchise since this case was written and may not be used. The case study provides several key points of data for you to consider, but you may need to do additional research. The content from Chapter 11 should be used as a guide. At a minimum, your proposal should include: · Comparables analysis · Individual ticket demand · Corporate demand · Event activity · Facility specifications and operating estimates You do not need to include the financing mechanisms for a new stadium (if needed), but should indicate whether a new facility is required and estimate the cost of the new or renovated stadium. You should also provide a narrative that strongly makes the case for your city as the home of the newest MLS franchise. Since we are in a finance class, the case should be supported by financial realities. You do not need to develop team name, colors, etc., although you are welcome to do so. You should pay attention to the appearance of your proposal. Since this is a marketing piece, as well as a strategic and financial piece, the sizzle is important (not just the steak). You may work with one other student if you so choose. Or, you can work on your own. If you are working with a partner, let me know asap. file:///Users/apple/Downloads/MLS%20Market%20Demand%20Analysis.pdf Team City MSA pop Number of Major League Franchises^ Population Per Franchise Median Household Income Median Property Value Chicago Fire Bridgeview, IL 9,512,999 6 $ 50,615 $ 162,800 Colorado Rapids Commerce City, CO 2,814,330 4 $ 66,053 $ 201,000 Columbus Crew SC Columbus, OH 2,021,632 2 $ 45,659 $ 129,100 DC United Washington D.C. 6,097,687 5 $ 70,848 $ 475,800 FC Dallas Frisco, TX 7,246,231 5 $ 114,098 $ 277,600 Houston Dynamo Houston, TX 6,313,158 4 $ 32,698 $ 76,500 Los Angeles Galaxy Carson, CA 13,131,431 7 $ 72,421 $ 351,000 Montreal Impact Montreal, QC 4,098,927 2 $ 75,010 $ 299,900 New England Revolution Foxboro, MA 4,628,910 4 $ 64,290 $ 334,700 New York City FC New York, NY 20,153,634 9 $ 53,373 $ 494,800 New York Red Bulls Harrison, NJ 20,153,634 9 $ 56,713 $ 306,900 Orlando City SC Orlando, FL 2,387,138 2 $ 42,318 $ 160,500 Philadelphia Union Chester, PA 6,069,875 5 $ 85,976 $ 325,800 Portland Timbers Portland, OR 2,389,228 2 $ 55,003 $ 295,100 Real Salt Lake Sandy, UT 1,153,430 2 $ 79,491 $ 277,600 San Jose Earthquakes San Jose, CA 1,976,836 2 $ 84,647 $ 609,500 Seattle Sounders FC Seattle, WA 3,733,580 3 $ 70,594 $ 452,800 Sporting Kansas City Kansas City, MO 2,159,159 3 $ 45,821 $ 133,400 Toronto FC Toronto, ON 5,928,040 4 $ 75,270 $ 699,000 Vancouver Whitecaps FC Vancouver, BC 2,463,431 2 $ 76,040 $ 756,200
