Live Events in a

Covid-19 World
Becca Gentry, Matt Harmeyer, Samantha Hammond, Sean Haddock,
Marlena Stone
Outline of presentation
● Company Background
● Business Problem Summary
● Dataset
● Description of demographics, variables, etc.
● Results
○ Cluster 1
○ Cluster 2
○ Overall Ideal Answer Based on conjoint analysis
○ Differences between clusters and overall ideal
● Recommendations

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1
Industry Background
Let’s start with a look at the live event
industry
 Concerts

Outdoor Festivals

Live Sporting Events

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COmpany Background
The annual revenue for music tours alone in the USA was in excess of
$5 billion in 2019, and with COVID-19, the same figure for 2020 will
have massively decreased (Pollstar, 2019).

With the shutdown of most live events for a large part of 2020 due to
the pandemic, event coordinators must find solutions to mitigate the
loss of profits, return job positions to the employees who have been
laid off, and return to being one of the most popular American
activities.

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2
Business Problem summary
What is the problem and why does it matter
Business Problem Summary
✗ The public is sceptical of safety precautions
✗ Companies need to understand consumers preferences
in order for the live events to survive in the future
✗ The number one concern for people is to be able to feel
comfortable and heard

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Consumers' intentions to attend live events
has diminished since the introduction of the
COVID-19 global pandemic.

It is crucial to understand consumer

preferences as the market has evolved.

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3
Dataset
Source, sample characteristics, when & how
the data was collected
 PROCESS

Cluster analysis with

Fractional Design Amazon Conjoint Data Exploring
Questionpro MTurk Relationships

Pre-data IRB Approval Conjoint

collection 16 profiles Data collection Analysis in R
& Cleanup

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 Demographics and Variables
Demographics Variables
1. Gender 1. Event Type
2. Age 2. Mask
3. Ethnicity 3. Capacity
4. Living Area 4. Concessions
5. Relationship 5. Giveaways
6. Income 6. Price

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Please evaluate the following live event profile and indicate
your likelihood to attend during COVID-19.

Attributes Event profile

Event type: Sporting Event
Mask Worn: Mask Required
Capacity Limit: 75%
Concessions Available: Available
Promotions Giveaways: Not Allowed
Ticket Price: 10% lower

Unlikely 1 2 3 4 5 Likely to
to attend Attend

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4
Results
Our most important findings...
Cluster Analysis
on Conjoint Data
2 Cluster Solution
✗ Cluster 1 (Duke)
✗ Cluster 2 (Jimmy)

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Cluster 1
✗ 69% of total respondents
Preferred event: A ✗ Overall, utility scores for each
concert with a 50% level were low, indicating a
capacity limit, the use of lack of preference and
face masks required, and sensitivity.
a 10% higher price than
pre-COVID averages.

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 Cluster 2
Preferred event: An outdoor
festival at 25% capacity, with
the use of face masks
required, and a price that is
10% lower than pre-COVID
tickets
✗ 31% of total respondents.
✗ Most important to this cluster is
the required mask wearing and
the limited capacity for the
venue.
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 Conjoint
Analysis

CONJOINT
ANALYSIS
Importance
Part
of Each
Worths
Attribute

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19
CAPACITY

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MASK
WORN

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PRICE

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EVENT
TYPE

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CONCESSIONS

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GIVEAWAYS

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 Festival
Mask Required
25% Capacity
Concessions Available
Giveaways Allowed
10% Lower

Overall Ideal Live Event

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 Comparison
Overall Ideal Cluster 1 Cluster 2
✗ Festival ✗ Concert ✗ Festival
✗ Mask Required ✗ Mask Required ✗ Mask Required
✗ 25% capacity ✗ 50% capacity ✗ 25% capacity
✗ Concessions Available ✗ Concessions Available ✗ Concessions Available
✗ Giveaways Allowed ✗ Giveaways Allowed ✗ Giveaways Allowed
✗ 10% Lower Price ✗ 10% Higher Price ✗ 10% Lower Price

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 SIMILARITY IN PREFERENCES

MASK LOW CONCESSIONS GIVEAWAYS

REQUIRED CAPACITY

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Recommendations
Ideal Event
Outdoor Festival
Masks Required
25% Capacity
10% Lower in Price
Concessions Available
Giveaways

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 Mask Requirements
Colored Masks to act as wristbands for
entry

Cutting costs for ticket printing and

wristbands

Easy to enforce for event staff

Fun way to implement safety

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Attributes
Capacity Price Concessions
Barriers People less likely to Singler server
go out
Time Slots for entry Single use utensils
and exit Concessions can
help lost revenue Hand sanitizer
Lights and signs for
direction
6 feet apart

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Keep people happy and safe

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