College - Author 1

College of Agriculture, Food and Environmental Sciences

Department - Author 1

Recreation, Parks, and Tourism Administration Department

Degree Name - Author 1

BS in Recreation, Parks, and Tourism Administration



Primary Advisor

Brian Greenwood


The purpose of this study was to assess the marketing of selected Central Coast summer collegiate baseball teams and their relation to fan attendance. Sport marketing plays a vital role in industry because of the quantity of resources that are allocated to it. Sport spectator psychology was investigated to determine spectator attendance trends. Trends in sport marketing were examined to determine the current state of the industry. The data were collected from the Santa Barbara Foresters, San Luis Obispo Blues, and San Luis Obispo Rattlers. Each of the team’s general managers were interviewed, and self-administered questionnaires were distributed to spectators at the teams’ home games. The findings showed that each of the teams appeared to have a fairly equal distribution of male and female spectators and a good mix of younger and older spectators. Spectators participating in this study indicated that a family friendly atmosphere was the most important aspect to them when determining if they would like to attend a game, and the financial focus (i.e., for-profit versus non-profit) of the organization did not appear to dramatically affect fan attendance.

Included in

Marketing Commons