This document summarizes a collaboration between Tiffin University and the Cleveland Indians MLB team to turn the university's classrooms into a "living laboratory" for sports business education. As part of the collaboration, Tiffin University students participated in a collegiate ticket sales competition for Cleveland Indians games. Students were divided into teams representing different universities and received training from Indians staff. The top selling students and teams received incentives like complimentary tickets or opportunities to interview with the Indians organization. The collaboration provided students with hands-on learning experiences in sports marketing, sales, and business.

1. MLB Cleveland Indians Turn Classroom
Into Living Laboratory….and Job Offer!
Dr. Bonnie Tiell & Dr. Danielle Foster
Tiffin University
@ACBSPAccredited #ACBSP2016

2. THE LINE UP
•SCOUTING REPORT: Collaboration – Sports Business & Higher Ed
•SEASON PREVIEW: Cleveland Indians Collegiate Ticket Sales Competition
•FARM TEAMS: Teams (Universities) working with the Cleveland Indians
•GAME PLAN: Tiffin University’s Program
•POST GAME: R.O.I. and Recommendations

3. SCOUTING REPORT

4. ACADEMICS & SPORT BUSINESS COLLABORATION
@ACBSPAccredited #ACBSP2016
•INTERNSHIPS
•CAREER FAIRS / MEET & GREETS
•CASE COMPETITIONS
•PROBLEM SOLVING – CLASS PROJECT
•SPEAKERS
•FIELD TRIPS

5. ACADEMICS & SPORT BUSINESS PARTNERSHIPS
@ACBSPAccredited #ACBSP2016

6. ACADEMICS & SPORT BUSINESS PARTNERSHIPS
@ACBSPAccredited #ACBSP2016

7. ACADEMICS & SPORT BUSINESS PARTNERSHIPS
@ACBSPAccredited #ACBSP2016

8. SEASON PREVIEW

9. UNIVERSITY WEEKEND: PROGRESSIVE FIELD

10. University Weekend at Progressive Field
Lower Box Seat
Pregame Event in the East 9th Street Social Square
• Network with students, Friends, & Families
• Enter to Win Raffles & Drawings
• Photo Opportunities with Slider and Mascots
Free Drawstring Bag
• To the first 300 attendees per game
Portion of Each Ticket Supports Sports Management Classes
$19 / Per Ticket
VS.
10

11. Project Components
• Ticket Sales
• Flyer and Project Assignment
• Service & Ticket Distribution

12. FARM TEAMS

13. THE RIVALRIES

14. ORGANIZATIONAL STRUCTURE
INDIANS
TIFFIN COMMISSIONER GROUPS
FINDLAY COMMISSIONER GROUPS
BW COMMISSIONER GROUPS
GANNON COMMISSIONER GROUPS
K. STATE COMMISSIONER GROUPS

15. GAME PLAN

16. SELL TICKETS !!!
1. Distribute On-Line Link to Purchase
2. Collect Order forms and Money

17. 3 Classes
11 Teams
55 Students

18. TRAINING AT THE STADIUM
• Sales Boot Camp
• Scenario Training
• Field Tours (Sit in the Seat!)
• Career Panel

19. INDIANS TRAINING COORDINATOR
• Welcome
• Sales Check In
• Progressive Field Details
• Trouble Shoot

20. FLYER ASSIGNMENT
• Creativity
• Lay-Out /Design
• Theme (Colors/Logo)
• Accurate Details
• Activation

21. GROUP ASSIGNMENT
1. History of the Cleveland Indians, Progressive Field, & Collegiate Competition
2. Comparison of pricing and promotional strategies between the Indians and at
least two other comparable MLB teams (similar small/medium markets)
3. Evidence of Dynamic and variable ticket pricing strategies
4. Discussion of the differences and challenges associated with selling MLB
tickets vs. other major American pro tickets (NFL, NHL, NBA, MLS, NLL, etc.)
5. Demographic analysis of MLB fans & discussion on strategies to reach the main
demographic groups.
6. Wrap-up and conclusion

22. PROJECT TIME LINE

23. INCENTIVES
Top Sales Individual
• Opportunity to conduct an interview with
the Cleveland Indians for potential
employment within the organization
• 4 complimentary high end tickets
• First pitch or autographed item
Top 5 Sales Groups
• 2 Complimentary tickets per student to an
additional game
• Capstone Presentation to interact with
front office executives (present
findings/techniques from project)
Top 1 Flyer Group
• 2 Complimentary tickets per student to
an additional game
• Capstone Presentation to interact with
front office executives and present
findings/techniques from project
Top Sales School
• Q&A Session with Brian Barren (Executive Vice
President of Sales & Marketing) and Tim Salcer
(Director Ticket Sales & Service)

24. POST GAME

25. SAMPLE GRADING - 20%
Activity Points
Group Project 150
Flyer Assignment 50
Sell Min. 5 Tickets 50
Bonus Sales (5 Pts Per Ticket) 25 (Max)

26. ANNUAL DE-BRIEFING
POSITIVES
• Less Cash to handle
• Quick Delivery of Tickets
• Learning Outcomes for Students
• Customer Service
CHALLENGES
• Glitches with online links
• Tracking Individual Sales
• Seller Incentive Tickets isolated
• Unpredictable April Weather

28. BTIELL@TIFFIN.EDU / FOSTERDM@TIFFIN.EDU