1. Professional Bull Riders Marketing Report
Mobile, Alabama
Prepared by
Dr. Christopher M. Keshock-PhD, MBA
University of South Alabama
February 2008
All rights reserved. Reproduction of this work in any form or by any electronic, mechanical or other means,
including photocopying or storage in any information retrieval system is expressly forbidden without the
written permission of Dr. Christopher M. Keshock and the Professional Bull Riders, Inc.. Requests for
permission to make copies of any part of this work should be mailed to: Dr. Christopher M. Keshock, PE
Building-HPELS Department, University of South Alabama, Mobile, AL 36688 or by Email at
ckeshock@usouthal.edu

2. TABLE OF CONTENTS
Executive Summary
Introduction……………………………………………………………………………………….1
Background Information………………………………………………………………………….1
Mobile, Alabama…………………………………………………………………………..1
Mobile County…………………………………………………………………………….2
Baldwin County…………………………………………………………………………...2
Mobile Demographics……………………………………………………………………..2
Mobile Sports and Recreation……………………………………………………………..6
Mobile Civic Center……………………………………………………………………….6
Methodology………………………………………………………………………………………7
Instrument…………………………………………………………………………………7
Procedures…………………………………………………………………………………7
Data Analysis and Results………………………………………………………………………...8
Audience Audit……………………………………………………………………………………8
Zip Code…………………………………………………………………………………..8
Gender…………………………………………………………………………………….9
Age……………………………………………………………………………………….10
Marital Status…………………………………………………………………………….10
Race………………………………………………………………………………………10
Education Level………………………………………………………………………….11
Occupation……………………………………………………………………………….11
Household Income……………………………………………………………………….12
Household Status………………………………………………………………………...13
Event Information………………………………………………………………………………..13
Travel Party………………………………………………………………………………13
PBR Attended……………………………………………………………………………14
Media…………………………………………………………………………………….15
Decision to Attend……………………………………………………………………….16
Ticket Purchase…………………………………………………………………………..16
Ticket Type………………………………………………………………………………16
Attendance Factors………………………………………………………………………………17
Main Reason to Attend…………………………………………………………………..17
Leisure Interests………………………………………………………………………….18
PBR Affiliation…………………………………………………………………………..19
Implications………………………………………………………………………………………19
Conclusion……………………………………………………………………………………….23
References……………………………………………………………………………………….24
Appendices………………………………………………………………………………………25

3. EXECUTIVE SUMMARY- PBR MOBILE, ALABAMA
• Over 62% of the survey respondents live in Mobile County and 24% reside in nearby
Baldwin County, future projections for area population growth are expected in Baldwin
County from 158,412 to 175,329 by 2010. Likelihood for even further population growth
on the Eastern Shore are expected as a result of the Tyssen Krupp steel factory presently
being built, the completion of the Bass Pro Shop store, and other shopping malls expected
to open resulting in the anticipated employment of over 5,000 employees and migration to
the area.
• More females attend the Mobile PBR (54.4%) in comparison to gender representation in
the Mobile Bay area (51.7%).
• A majority of the people surveyed were white (87%) and the most frequent response given
toward the highest level of education obtained was a high school degree (33%) and the next
two most frequent responses were some college (22%) and college degree (22%).
• Survey respondents were mostly employed in the professional/technical industry, had a
household income between $30,000-$49,900, and 67% lived in a household with children.
• Travel parties consisted mainly of 2-4 adults (65%) but only 46% of the travel parties had
at least one child in the group so well over half of the survey respondents were from adult
only parties.
• 42% of the survey respondents were attending a PBR event for the first time and received
information about the event via television (40%) or radio (29%).
• Most of the individuals surveyed bought their tickets in advance (75%) which were Gold
Buckle seats (45%) and Level 2 seating (30%) and tickets were mainly purchased at the
Mobile Civic Center box office (51%).
• Respondents intrapersonal reasons for attending the Mobile PBR were due to family fun
(41%) recorded as the most often response and the second highest response to attend was
because subjects watched a PBR event on television and wanted to experience it in person
(31%). A call for PBR TV ads focusing on family fun are subsequently warranted.
• Considerations toward changing the day of the Mobile PBR from a Saturday night may
improve repeat customers since this response was the second most popular reason given
toward not attending the event with the location of Mobile being the most frequent
response.
• Marketing with the Mobile Exploreum Science Center and hunting/fishing related stores
to co-promote the PBR may receive higher bounce-back since these areas were the most
often encountered leisure experiences recorded by PBR survey participants.
• In comparison to another PBR event survey (Atlanta-large market) the Mobile small
market event responses revealed greater married female attendees in the 35-44 age group,
with travel parties being more family oriented, who were experiencing a PBR event as a
first time attendee.
• Since the Mobile PBR was a sellout crowd and ticket prices were not a major concern with
survey respondents it appears marginal increases in future ticket prices at the Mobile event
would be inelastic; thus allowing the PBR to charge more for admission without a
significant future impact on the attendance projections of future PBR events in Mobile.

4. INTRODUCTION
The following research agenda was completed under the auspices of the Professional Bull Riders
Association (PBR) marketing division. The final report contains information relating to the PBR
Enterprise Tour Series event held in Mobile, Alabama at the Mobile Civic Center on February 23, 2008.
The primary purpose of this descriptive research report was to collect fan information through the use of
a survey questionnaire administered to spectators on the night of the event. Survey response data were
collected, coded, and results categorized accordingly to depict the audience profiles of event attendees. In
addition, the subjects were asked to provide individual responses to other event consumption queries
included in the questionnaire: number of PBR events previously attended; type of tickets purchased for
the event and method used to purchase; description of event travel party; event media channel recall; how
long in advance spectators planned to attend the event; reasons spectators decided to attend; types of
recreational/leisure activities, places and events spectators visited in and around Mobile over the last
twelve months; and fan affiliation to the sport of bull riding.
The value from collecting and reporting the enclosed data offers evidence to develop a more
complete assessment toward understanding PBR audience profiles in a small market environment. Further
data analyses beyond retrieving demographic/geographic frequency counts have also been forwarded in
the report categorizing fans into consumer segments and potential marketing niche areas. Value from
conducting additional data mining could prove useful when applied to the practical applications inherent
with the administration, operations, and marketing of future Southeastern United States or small market
PBR endeavors. Specific to this report ticketing implications and promotional packaging strategies are
discussed to assist the PBR with its strategic marketing plans in cities of similar scope across the country…