SOUTHWESTERN UNIVESITY: (B)*

The popularity of Southwestern Universitys football program under its new coach,
Bo Pitterno, has surged in each of the 5 years since his arrival at the Stephenville,
Texas, college. (See Southwestern University: (A) in Chapter 4.) With a football
stadium close to maxing out at 54,000 seats and a vocal coach pushing for a new
stadium, SWY president Marty Starr faced some difficult decisions. After a
phenomenal upset victory over its arch-rival, the University of Texas, at the
homecoming game in the fall, Dr. Starr was not as happy as one would think.
Instead of ecstatic alumni, students, and faculty, all Starr heard were complaints.
The lines at the concession stands were too long; seats werent comfortable;
traffic was backed up halfway to Dallas; and on and on. A college president just
cant win, muttered Starr to himself.
At his staff meeting the following Monday, Starr turned to his VP of
Administration, Leslie Gardner. I wish you would take care of these football
complaints, Leslie, he said. See what the real problems are and let me know how
youve resolved them, Gardner wasnt surprised at the request. Ive already got a
handle on it, Marty, she replied. Weve been randomly surveying fifty fans per
game for the past year to see whats on their minds. Its all part of my campus-wide
TQM effort. Let me tally things up and Ill get back to you in a week.
When she returned to her office, Gardner pulled out the file her assistant had
compiled (see Table 6.5). Theres a lot of information here, she thought.

Discussion Questions
1. Using at least two different quality tools, analyze the data and present
your conclusions.
2. How could the survey have been more useful?
3. What is the next step?

This integrated case study runs throughout the text. Other issues facing Southwesterns
football stadium include: (A) Forecasting game attendance (Chapter 4); (C) Breakeven point
for food sales (Chapter 7); (D) Where to locate a new stadium (Chapter 8); (E) Inventory
planning of football programs (Chapter 12); (F) Scheduling of campus security officers / staff
for game days (Chapter 13); and (G) Managing the construction project (Chapter 16).

TABLE 6.5 Fan Satisfaction Survey Results (N = 250)

Game
Day

Tickets
Concessio
ns

A
90

A. Parking
B.
C.
D.
E.
A.
B.

Overall Grade
B
C
105
45

D
5

E
5

Traffic
Seating
Entertainment
Printed Program
Pricing
Season Ticket
Plans
A. Prices

50
45
160
66
105
75

85
30
35
34
104
80

48
115
26
98
16
54

52
35
10
22
65
41

15
25
10
30
10
5

16

116

58

58

B. Selection of
Foods
C. Speed of Service

155

60

24

11

35

45

46

48

75

Respondents
Alumnus
Student

11
3
83

Faculty / Staff

16

None of the
above

39

Open-Ended Comments on Survey Cards:

Parking a mess
Lines are awful
Add a sky box
Seats are uncomfortable
Get better cheerleaders
I will pay more for better
view
Double the parking
Get a new stadium
attendants
Everything is okay
Student dress code
needed
Too crowded
I want cushioned seats
Seats too narrow
Not enough police
Great food
Students too rowdy
Joe P. for President
I smelled drugs being
smoked

Parking terrible
Toilets werent clean

Coach is terrific
More water fountains
Better seats
Seats not comfy
Bigger parking lot
Im too old for bench seats
No coffee served at game
My company will buy a sky
box build it!
Programs overpriced
Want softer seats

Stadium is ancient
Seats are like rocks
Not enough cops for traffic
Game starts TOO LATE
Hire more traffic cops
Need new band
Great!
More hot dog stands
Seats are all metal
Need sky boxes
Seats stink
Go SWU!

Not enough handicap

spots in lot
Well done, SWU
Put in bigger seats
Friendly ushers
Need better seats
Expand parking lots
Hate the bleacher seats
Hot dogs cold
%3 for a coffee! No way.
Get some sky boxes
Love the new uniforms
Took an hour to park

Beat those Longhorns!

Ill pay for a sky box
Band was terrific
Love Pitterno
Everything is great
Build new stadium
Move games to Dallas
No complaints
Dirty bathroom
Seats too small