NACDA Consulting conducts comprehensive research and analysis as part of UNM strategic planning

ALBUQUERQUE, N.M. (July 22, 2008) — The University of New Mexico Athletics Department has recently completed a four-month market research study that was conducted by NACDA Consulting with support from the University of Massachusetts Center for Spectator Sport Research. 

The objective of the quantitative study was to determine motivating factors of key demographic targets for attending New Mexico athletic events; development of socio-economic profile; evaluation of fan behavior and determine key elements in developing customized strategies to expand the New Mexico brand.

NACDA Consulting and the Center developed a 40 question survey, which was customizable based upon the sample group.  A sample size of 1,175 season tickets holders/booster club members and a community sample of 1,174 targeting Santa Fe, Hobbs, Taos, Southern New Mexico, West Texas, Native Americans and Hispanic population was utilized.

Among the survey results, participants indicated a positive image and perception of UNM Athletics from both sample groups, but differences among the demographic targets in fan behavior, motivating factors and timing to attend athletic events.

The study conducted by NACDA Consulting will be a valuable resource for UNM Athletics to measure impressions of our current fan base, determine motivating factors for target demographics and development of our strategy to increase attendance and awareness, stated Associate Athletics Director Kurt Esser.  “As UNM finalizes renovations to the Pit and develops an approach for improvements to University Stadium it is imperative to continually target and expand our fan base to support UNM Athletics, our teams and events.”

NACDA Consulting, in alliance with the National Association of Collegiate Directors of Athletics (NACDA), has partnerships with several institutions on similar projects including University of Missouri-Kansas City, IPFW and Kent State.