ALLTEL Pavilion Case
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ALLTEL Pavilion Case

Course Number: ACC 333, Fall 2011

College/University: Miami University

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ACC 333- Section C The ALLTEL Pavilion Case Strategy and CVP Analysis 1.) How would you describe the competitive strategy of the ALLTEL Pavilion? Given the firm's strategy, what are the most important Key Performance Indicators (e.g., quantitative measures) for the Pavilion to track and manage if it is to achieve its goal of continuous annual growth in operating income? ALLTEL Pavilion is operated by SFX...

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333- ACC Section C The ALLTEL Pavilion Case Strategy and CVP Analysis 1.) How would you describe the competitive strategy of the ALLTEL Pavilion? Given the firm's strategy, what are the most important Key Performance Indicators (e.g., quantitative measures) for the Pavilion to track and manage if it is to achieve its goal of continuous annual growth in operating income? ALLTEL Pavilion is operated by SFX Entertainment in an outdoor atmosphere for its customers. ALLTEL attempts to create a competitive advantage as the major outdoor concert venue in the "Triangle" area of North Carolina consisting of Raleigh, Durham, and Chapel Hill. The amphitheater has art-like acoustics and video differentiating the venue with trying to keep costs budgeted for each concert. The Key Performance Indicators are based on advertising media. They have researched on the most effective advertising in each region of the state in order to maximize ticket sales with the least advertising costs, which eventually create profitability. Other items include customer satisfaction, parking, and concessions. 2.) Complete two selected cost-volume-profit analyses for the show illustrated in Exhibit 2, the KFBS Allstars: A.) How many tickets must the ALLTEL Pavilion sell to break even? (Hint: don't ignore the possibility that the attendance of Comp ticket holders affects the concert's profitability.). (4:1 sales mix tickets of paying : comp) Break-Even = $0 = 4x($40.08-$3.05) + 1x($13.09-$3.05) - $263,245 x = 1664.42 sales mix packages 1(1664.42) = 1665 comp tickets 4(1664.42) = 6658 paying tickets = 8323 total tickets i.) Do you think that it is likely that the Pavilion will break even? Briefly explain. Yes, ALLTEL will likely break even. To make a profit ALLTEL has to sell over 8323 total tickets with the projected number of sales tickets is 10,349 total. ii.) Given your estimated breakeven point in units, compute the Margin of Safety (MOS) in units. Briefly comment on the MOS result. MOS units = #of total tickets - # of Break Even Tickets MOS units = 10,349 8323 MOS units = 2026 tickets This means there is 2026 projected number of tickets over the Break Even number of sales tickets and sales tickets can drop the projected amount 2026 tickets before losing profit. B.) How many tickets must ALLTEL Pavilion sell to earn $30,000 operating income after taxes, assuming a 40 percent tax rate? Is it reasonable to assume this level of operating income will be achieved? Briefly explain. $30,000 / (1-0.40) = 4x($40.08-$3.05) + 1x($13.09-$3.05) - $263,245 $30,000 / (1-0.40) = x($158.16) - $265,245 $30,000 = x($94.896) - $157,947 $187,947 = x($94.896) x = 1980.5577 tickets 1(1980.5577) = 1981 comp tickets 4(1980.5577) = 7923 paying tickets in order to earn $30,000 Operating Income after taxes The total number of 7923 paying tickets is reasonable to be achieved, although it is above the number of 7000 tickets that the reserved seating can actually hold at ALLTEL Pavilion. 3.) What should be the average ticket price (for all ticket types combined--A through D) for the KFBS concert if the fixed-pay fee is $200,000 (rather than $160,635) and the Pavilion expects to sell 7,000 tickets and wants to earn $30,000 operating income after 40 percent in taxes? After you estimate the average ticket price for all ticket types combined (which is $22.12 for the situation depicted in Exhibit 2), estimate the price for each type of seat (i.e., in Exhibit 2: A-$36.29, B--$22.22, C--$11.31, D--$4.92). [Hint: assume the sales mix for A, B, C, and D seats remains the same as the mix in the Flash Report (Exhibit 2).] $30,000 / (1-0.40) = 7000 ($13.09 - $3.05) + 7000 (x - $3.05) - $200,000 $30,000 / (0.60) = $70,280 + 7000 (x - $3.05) - $200,000 $50,000 + $200,000 - $70,280 = 7000 (x - $3.05) $179,720 / 7000 = (x - $3.05) x = $28.72 A seats = $36.29 / $22.12 * $28.72 = $47.11 B seats = $22.22 / $22.12 * $28.72 = $28.85 C seats = $11.31 / $22.12 * $28.72 = $14.68 D seats = $4.92 / $22.12 * $28.72 = $6.39 4.) Negotiating the fee for the KFBS Allstars is an important strategic decision for ALLTEL Pavilion. Perform each of the following three independent analyses regarding different fee arrangements and after completing the third, briefly comment on what the results of these three analyses suggest regarding whether the Pavilion is better off negotiating a "fixed-pay" contract with performers or "per a capita" contract with performers: A.) What is the maximum fixed fee that the Pavilion can pay the KFBS Allstars if the Pavilion wants to earn $45,000 operating income after 40 percent tax and still expects the show to have an average ticket price of $22.12? Assume the show is expected to draw 6,000 paying ticket holders. $45,000 / (1 0.40) = [ ($40.08 - $3.05) * 6,000 ] + [ ($13.09 - $3.05) * (1/4) * 6,000 ] $102,610 X $75,000 = $222,180 + $15,060 - $102,610 X X = $59,630 talent fixed fee With a low ticket sales of 6,000 the ALLTEL pavilion cannot pay more than a $59,630 fixed fee for the performer of they will have to figure our another way to create profitability. B.) What is the maximum fixed fee that the Pavilion can pay KFBS Allstars if the Pavilion wants to earn $45,000 operating income after 40 percent tax and still expects the show to have an average ticket price of $22.12? Assume, including the same 25 percent comp tickets (i.e., 4:1 mix as before), the show is expected to be a sell-out. $45,000 / (1 0.40) = [( $40.08 - $3.05 ) * 16,000] + [($13.09 - $3.05) * 4,000] - $102,610 - X $75,000 = $592,480 + $40,160 -$102,610 X X = $455,030 talent fixed fee With a high ticket sales the ALLTEL pavilion will most likely be able to cover the $455,030 fixed fee for the performer and will likely create a large amount of profit. C.) Independent of (a) and (b), what is the maximum per capita fee (see p. 557 of the case for the reference of the 2.5 percent comp tickets at per capita shows) that the Pavilion can pay the KFBS Allstars, whose concert is expected to be a sellout, if the Pavilion wants to earn $180,000 operating income after 40 percent tax from an average ticket price of $22.12 per ticket? $180,000 / (1 - 0.40) = [($40.08 - $3.05 X) * (0.975 * 20,000)] + [($13.09 - $3.05) * (0.025 * 20,000)] - $102,610 $300,000 = ($37.03 X) * 19,500 + $5,020 - $102,610 $397,590 = ($37.03 X) * 19,500 X = $16.64 per capita fee If the average price ticket is $22.12 then the per capita fee will be $16.64 which will be paid to the performers. If the performer usually brings in a large amount of ticket sales then this per capita fee can be negotiated. 5.) What role does CVP analysis and operating leverage play in contract negotiations with different types of performers (fixed-fee or per capita)? The CVP analysis allows the company to make the best decisions that is beneficial to the overall health of the company. Question #4 shows us the difference in a fixed fee and a per capita fee for a performer. A performer that will sell a large amount of tickets for the ALLTEL pavilion then the company should negotiate a per capita fee. If the artist will sell a lower number of tickets then the company should negotiate a fixed fee. The CVP analysis will allow the company to make a better decision on what type of contract should be negotiated. 6.) The results of CVP analyses are extremely useful for decision making. However, they also are highly dependent upon the assumptions used to generate the inputs into the CVP analyses. Preferably using an Excel spreadsheet (although you may simply use paper instead if you so desire), rerun the following two CVP analyses but take into account the sensitivity changes (i.e., changes in key assumptions) described below: A.) The break even analysis for requirement 2a: Assume now that the number of comp tickets in a fixed-fee concert is only 10 percent (rather than 25 percent as on p. 557 of the case). What is the break even point in units given this change? (9 to 1 mix for paying tickets : comp tickets) Break Even point = $0 $0 = [ X * ($13.09 - $3.05) * 0.10 ]+ [ X * ($40.08 - $3.05) ] - $263,245 $263,245 = X * 1.004 + X * 37.03 X= 6921.31 or 6922 paying tickets B.) The maximum fixed-fee that the Pavilion can pay in requirement 4a: Assume now that after the KFBS Allstar show is arranged (i.e., can't be moved or canceled), another unexpected big event becomes scheduled for the same evening as the KFBS Allstar show (e.g., Presidential debate, the Oscars, Cubs in a World Series game, etc.). As a result, assume that the KFBS Allstar show draws only 3,000 paying ticket holders. What is the maximum fixed-fee that the Pavilion can pay given this change? $45,000 / (1 0.40) = [ ($40.08 $3.05) * 3,000 ] + [ ($13.09 - $3.05) * 3,000 ] X / 0.25 $75,000 = ($111,090) + ($30,120) X / 0.25 X = $16,552.50 fixed fee

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