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Major: Communication




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MBA Students Provide Consulting Services to Brockton Rox Stadium Operators

August 24, 2015

 

MBA Capstone Presentation 2015

"The Curry College MBA Students
opened our eyes to some new
opportunities," said Chris English,
President and Owner of Entertainment
Management Complex.
 

If you were a business operator for an outdoor stadium that looks a lot like Fenway Park and is home to the Brockton Rox summer baseball team, what would you do to keep revenue streams flowing year round?

That was a question Curry College MBA students sought answers to. For the Summer 2015 Capstone course project, students partnered with Entertainment Management Complex, operators of Campanelli Stadium and The Shaw's Center, a 15,000-square-foot function facility adjacent to the stadium.

Students received an all-access ticket to the operation to identify areas of growth.  They met regularly with Senior Vice President and General Manager Todd Marlin, who shared relevant information from historical customer data to company financials.

During the final Capstone presentation, Curry MBA students made key recommendations which included diversification and increased utilization of both venues.

Watch: The Curry MBA Capstone and refining problem-solving and public-speaking skills



The cohort examined the demographic makeup of the city of Brockton and considered nationality, age, and educational background. They concluded that Entertainment Management Complex has the ability to fulfill growing customer needs as well as each and every current trend in the wedding market.

"Our research shows that unique and more casual weddings are increasing as traditional weddings are decreasing," said MBA student Takary Connor. "Baseball field weddings were voted as Bridal Guide Magazine's number six on their top ten wedding trends."

The cohort's comprehensive review of the concert venue competition revealed yet another opportunity. With mid-size venue demand on the rise, the cohort recommended capitalizing on a unique competitive asset: the baseball stadium.  They suggested employing a professional concert promoter so that Entertainment Management Complex could focus on concessions for maximum cost-effectiveness.

Other possibilities included a proposed sports pub, complete with Brockton Rox memorabilia.  After closely surveying the area and its lack of sit-down restaurants, the Curry MBA cohort said that such a pub would help fill the gap.

The cohort urged their business partner to "market their wares and give the people what they want." Using entertaining buyer personas developed from demographic information and industry trends, they made their case on how to improve brand awareness. The suggested marketing plan included broad website revisions, a search engine optimization plan, social media strategies and tactics, and advice on how to manage content posted on user-review websites such as Yelp.

Building upon the recommendations for diversification and enhanced marketing, the students also shared their calculations for a sustainable budget along with an assessment of suggested operational processes with a focus on cost control and financial reporting.

The presentation prompted inquiry and praise from the audience which included executives and staff of Entertainment Management Complex.

"The Curry College MBA students opened our eyes to some new opportunities," said Chris English, President and Owner of Entertainment Management Complex who accepted a nearly 300-page manuscript of analysis and recommendations.  "I'm flying to L.A. in a few weeks, and now I have my reading material!"



Read more about the Curry College MBA.





 
 
 
 

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