ABSTRACT
This chapter will look at the various ways sport facilities can generate revenue. Building on the concepts from the previous chapter on marketing, the role of advertising, sponsorship and sales in generating revenue is discussed. The role of managing a box office, including the manifesting of seating prices, is also covered. In addition, the diversification of facility offerings is analyzed. This is especially important for sport facilities whose primary tenants or core product produces as little as 10% of the event days for a facility. Specific examples will include nontraditional events, corporate and conference usage, hospitality and VIP events, stadium tours, and museums.
