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Food and at Southwestern University Football Games

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Case Study - Exercises
Food and Beverages at Southwestern University Football Games
Southwestern University (SWU), a large state college in Stephenville, Texas, 30 miles southwest of the
Dallas / Fort Worth metroplex, enrolls close to 20,000 students. The school is the dominant force in the small city, with more students during fall and spring than permanent residents.
A longtime football powerhouse, SWU is a member of the Big Eleven conference and is usually in the top
20 in college football rankings. To bolster it chances of reaching the elusive and long-desired number-one ranking, in 1999 SWU hired the legendary Bo Pitterno as its head coach. Although the number one ranking remained out of reach, attendance at the five Saturday home games each year increased. Prior to Pitterno’s arrival, attendance generally averaged 25,000 – 29,000. Season ticket sales bumped up by 10,000 just with the announcement of the new coach’s arrival. Stephenville and SWU were ready to move to the big time! With the growth in attendance came more fame, the need for a bigger stadium, and more complaints about seating, parking, long lines, and concession stand prices. Southwestern University’s president, Dr.
Marty Starr, was concerned not only about the cost of expanding the existing stadium versus building a new stadium, but also about the ancillary activities. He wanted to be sure that

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