Starring:Starring:Kent O. SmithKent O. Smith

Jon DunnJon DunnLindsey WoodwardLindsey Woodward

Jaime PowerJaime Power

A SCERA FilmA SCERA Film

Produced byProduced by

Quantum ConsultingQuantum Consulting

ACT I: Setting the StageACT I: Setting the Stage

StarringStarring

Lindsey WoodwardLindsey Woodward

Background

Began in 1933 Founded by Sharon Stake in Orem,

UT Purpose:

Host wholesome family-oriented eventsTheatrical productionsShowcase community talent

BackgroundBackground

SCERA is an acronym SCERA is an acronym for…for…

SSharon’sharon’s

CCulturalultural

EEducationalducational

RRecreationalecreational

AAssociationssociation

BackgroundBackground

Three Business Segments:Three Business Segments:1.1. ShellShell2.2. EncoreEncore3.3. MoviesMovies

Movie theater competition has increasedMovie theater competition has increased Profits and market share have decreasedProfits and market share have decreased Set meeting with April WetzelSet meeting with April Wetzel Goal: Learn more about SCERA’s market Goal: Learn more about SCERA’s market

Who are movie and theatrical customers?Who are movie and theatrical customers? Why do they come / don’t come?Why do they come / don’t come?

ACT II: Focusing on the IssuesACT II: Focusing on the Issues

StarringStarring

Jon DunnJon Dunn

Gathering Data: Focus Gathering Data: Focus GroupsGroups

Found participantsFound participants Formulated ideas for group Formulated ideas for group

discussiondiscussion Conducted with Samuel Perry Conducted with Samuel Perry

(MBA)(MBA) Developed survey strategyDeveloped survey strategy

Gathering Data: Focus Gathering Data: Focus GroupsGroups

SCERA DatabaseSCERA Database Repeat season ticket holdersRepeat season ticket holders Irregular season ticket holdersIrregular season ticket holders Infrequent ticket purchasersInfrequent ticket purchasers

Used telephone to contact Used telephone to contact participantsparticipants

Inducement: 2 tickets to SCERA Inducement: 2 tickets to SCERA playplay

Two groups: 12 people eachTwo groups: 12 people each

Six Thinking Hats ApproachSix Thinking Hats Approach1. Information 1. Information

2. Emotion 2. Emotion

3. Critical3. Critical

4. Cheerful 4. Cheerful

5. Creative5. Creative

6. Summary6. Summary

Gathering Data: Focus Gathering Data: Focus GroupsGroups

Gathering Data: Focus Gathering Data: Focus GroupsGroups

Conducted at SCERAConducted at SCERA 10 Love10 Love

Repeat season ticket holdersRepeat season ticket holders 5 Swing5 Swing

Irregular season ticket holdersIrregular season ticket holders Infrequent ticket purchasersInfrequent ticket purchasers

Gathering Data: Focus Gathering Data: Focus GroupsGroups

PerceptionsPerceptions Informal eventInformal event Child friendly Child friendly

atmosphereatmosphere Seating Seating DécorDécor ConcessionsConcessions CompetitionCompetition

Gathering Data: Gathering Data: QuestionnaireQuestionnaire

Focused on the moviesFocused on the movies WhoWho WhenWhen With whomWith whom Perceptions of Perceptions of

attributesattributes DemographicsDemographics

ACT III: Orem, UTACT III: Orem, UTFrom SCERA with LoveFrom SCERA with Love

StarringStarring

Kent O. SmithKent O. Smith

Pre-Sample and Sample Pre-Sample and Sample SizeSize

Significance level of Significance level of 0.100.10

Margin of Error was 0.10Margin of Error was 0.10

Variance…Variance…

Pre-Sample and Sample Pre-Sample and Sample SizeSize

Variance determined by pre-sample Variance determined by pre-sample surveysurvey

15 Orem residents15 Orem residents

Rate where you believe the SCERA fits on the following Rate where you believe the SCERA fits on the following scale:scale:

Less kid friendlyLess kid friendly More kid More kid friendlyfriendly

1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1010

Pre-Sample and Sample Pre-Sample and Sample SizeSize

Sample Size: 299Sample Size: 299 Number of surveys to send for a 20% Number of surveys to send for a 20%

response rate: 1,494response rate: 1,494

Because cost, sent 300 surveysBecause cost, sent 300 surveys

Method of Name Method of Name GenerationGeneration

Orem-Provo QuestDex phonebook Orem-Provo QuestDex phonebook Pages 00-192Pages 00-192

Use random numbers listUse random numbers list ExampleExample

6361763617 Found 300 names of Orem residentsFound 300 names of Orem residents

Mail QuestionnaireMail Questionnaire

Mailed survey to 300 Orem residentsMailed survey to 300 Orem residents Enclosed self-addressed, stamped return Enclosed self-addressed, stamped return

envelopesenvelopes Inducement: 1 free small popcorn Inducement: 1 free small popcorn Waited 1 weekWaited 1 week

INTERMISSIONINTERMISSION

ACT IV: Digging for DataACT IV: Digging for DataWould we find gold?Would we find gold?

StarringStarring

Lindsey WoodwardLindsey Woodward

Secondary DataSecondary Data

SCERA Company report of operationsSCERA Company report of operations Reviewed past BYU Marketing Research Reviewed past BYU Marketing Research

projectsprojects Summer 2000Summer 2000 Summer 2001Summer 2001

Primary DataPrimary Data

Contacted experts in Movie IndustryContacted experts in Movie Industry ““Can a single screen theater succeed?”Can a single screen theater succeed?”

Contacted Theater and Media Arts Contacted Theater and Media Arts ProfessorsProfessors

Visited competing movie theatersVisited competing movie theaters WynnsongWynnsong Cinemark (Provo Towne Center)Cinemark (Provo Towne Center)

Primary DataPrimary Data

Commentary from industry experts:Commentary from industry experts: Rob Carmony—Cinemark Theatres: Rob Carmony—Cinemark Theatres:

““Cinemark is currently in their ‘quiet Cinemark is currently in their ‘quiet period’ for an SEC filing. Therefore we period’ for an SEC filing. Therefore we can not comment on your assignment.”can not comment on your assignment.”

Century Theatres:Century Theatres:

““At this time we cannot offer you a At this time we cannot offer you a comment.”comment.”

Primary DataPrimary Data

Commentary from industry experts:Commentary from industry experts: Clip—AMC Theatres: Clip—AMC Theatres:

““I am sorry that I can’t help you. This I am sorry that I can’t help you. This information is not readily available for information is not readily available for distribution. Thank you for contacting distribution. Thank you for contacting AMC.”AMC.”

Primary DataPrimary Data

Commentary from industry experts:Commentary from industry experts: Randall Hester—NATO, Dallas TexasRandall Hester—NATO, Dallas Texas

(National Association of Theater Owners):(National Association of Theater Owners): Car dealership selling 1 model car in only 1 Car dealership selling 1 model car in only 1

colorcolor Will sell a few cars but not manyWill sell a few cars but not many

Consumer perspectiveConsumer perspective

ACT V: Where do we go ACT V: Where do we go from here…from here…

StarringStarring

Jaime Leigh PowerJaime Leigh Power

Data AnalysisData Analysis

SPSSSPSS CorrelationCorrelation

RegressionRegression Cross-TabulationCross-Tabulation Frequency GraphsFrequency Graphs Average Percentage GraphsAverage Percentage Graphs

Data AnalysisData Analysis

Participant Gender

Gender

FemaleMale

Pe

rce

nt

60

50

40

30

20

10

0

Data AnalysisData Analysis

Day of Week Do You Go To Movies

Day of Week go to Movies

SaturdayFridayTuesdayMondayMissing

Co

un

t30

20

10

0

Data AnalysisData Analysis

What Time of Day do You Go To Movies

Time of Day Go To Movies

EveningAfternoonAround NoonMissing

Pe

rce

nt

60

50

40

30

20

10

0

Data AnalysisData Analysis

Visits to the SCERA in a Year

How Often go to Scera Movies in a Year

121076543210Missing

Co

un

t12

10

8

6

4

2

0

RecommendationsRecommendations

PricePrice Kid FriendlyKid Friendly Stadium SeatingStadium Seating

PricePrice Who do people attend the SCERA with?Who do people attend the SCERA with?

Number of Children Living at Home and Number of Children Living at Home and SCERA’s Price RatingSCERA’s Price Rating

USAGE AVERAGES

WITH KIDS59%

DATE NIGHT 35%

SINGLE PERSON ON DATE

0%

WITH FRIENDS

6%

ALONE0%

PricePrice

Age and SCERA’s Price Rating Age and SCERA’s Price Rating

Age and Number of Children Living at Age and Number of Children Living at Home Home

Comparative Price and Quality RatingsComparative Price and Quality Ratings

Kid FriendlyKid Friendly Average respondent: four children, two Average respondent: four children, two

children at home children at home

Number of Children Living at Home and Number of Children Living at Home and Number of Times go to SCERA in a YearNumber of Times go to SCERA in a Year

Number of Children and Kid Friendly RatingNumber of Children and Kid Friendly Rating

Kid Friendly Rating and all other SCERA Kid Friendly Rating and all other SCERA RatingsRatings

Average rating of Kid Friendliness and Average rating of Kid Friendliness and Movie ContentMovie Content

SeatingSeating

No Stadium Seating and Comfort of No Stadium Seating and Comfort of Seating Seating

No Stadium Seating and AtmosphereNo Stadium Seating and Atmosphere

““several” and “none”several” and “none”

In Last Yr. not go Scera-no staduim seat

SeveralnoneMissing

Co

un

t

40

30

20

10

0

Stadium SeatingStadium Seating

Comparative average ratingsComparative average ratings Randall Hester of NATO commented, Randall Hester of NATO commented,

“Stadium seating is a minimum “Stadium seating is a minimum requirement for a movie theatre. And requirement for a movie theatre. And having stadium seating does not having stadium seating does not guarantee success.”guarantee success.”

Summary of Summary of RecommendationsRecommendations

PricePrice Kid FriendlyKid Friendly Stadium SeatingStadium Seating

THE END…THE END…

(Applause)(Applause)