This is my Environmental Analysis for Ruoff Music Center in Noblesville, IN.

1. Page 1
An Environmental Analysis for
Ruoff Music Center
Beka Bishop
Full Sail University
Project & Portfolio II: Business and Marketing
December 16, 2019

2. Page 2
The STEEPLE Analysis (Citations required)
SOCIOLOGICAL:
Ruoff Music Center hosts a variety of concerts from different genres. Of course, the traditional
way of learning a venues concert line up still takes precedence, but recently Live Nation and
Ruoff Music Center have used another form of awareness. Live Nation has indulged themselves
into the monetization with social media world recently. They use targeted, paid promotions and
also have incorporated organic strategies. Live Nation trademarked the word “Fanfluencer”
which is a tool that “helps identify and engage targeted consumers during live events, with the
goal of gaining brand advocates” (How, 2019). Essentially, Live Nation is using regular people
with some sort of social media influence to promote their shows and venues. This trend seems
to be prevalent in a lot of entertainment aspects. Ruoff Music Center has adapted this strategy
specifically by using notable people in the Indianapolis area, likely to bring more attention and
attraction to the shows.
TECHNOLOGICAL:
Ticket fraud increases as technology advances. There are many ways hackers can retrieve
tickets or create fake tickets. Live Nation developed technology for their mobile app to help
reduce ticket fraud. The app features a technology that protects the barcode, so it is much
harder to steal tickets. The only downsides are you can no longer have screenshots of the
ticket, print off the ticket, and you have to use the app which is inconvenient if your phone dies.
Live Nation venues have made it possible to also go to the venue box to retrieve tickets if there
are difficulties (The Newest, 2019). This technology and system is being infiltrated into Ruoff
Music Center.
ECONOMIC:
Ruoff has experienced an increase in ticket sales. In 2017, Ruoff was ranked third in the Top
100 Amphitheatre Venues with 512,186 tickets sold (2017 Year, n.d.). In 2018, Ruoff was
ranked first in the Top 100 Amphitheatre Venues with 588,023 tickets sold (2018 Year, n.d.).
Live Nation Entertainment’s stock prices have gone up over the past 5 years as well. In early
2016, it was 19.41M and at the end of 2019, it was around 70.48M (Yahoo, 2019). Stocks tend
to fluctuate as well, but, as of December 6, 2019, the stocks have rose for the fourth
consecutive week (Stock, 2019).
ECOLOGICAL:
Ruoff Music Center is a supporter of recycling and sustainability. Throughout the venue, concert
attendees can find recycling bins (Ruoff Music Center Venue Details, n.d.). After concerts, the
clean-up crews most likely do not separate trash from recycling, so Ruoff has also started to
recycle lids of water bottles and other beverages to help decrease the amount of trash. Live
Nation had also pledged that all of their venues will focus on reducing greenhouse gas
emissions by 50% by 2030 (Live Nation Sets, n.d.).
POLITICAL:
Safety and security are important to Ruoff Music Center. Before entering the venue, concert
attendees must go through security, which entails metal detectors, bag search/checks, and
possibly a physical pat down (Get, n.d.). There is law enforcement and venue security
throughout the venue (Ruoff Music Center Venue Details, n.d.). The security team at Ruoff
takes everything very seriously, including threats. In August 2018, Rascal Flatts was performing
at Ruoff Music Center and there was a bomb threat. The band, crew, and audience were
immediately evacuated, which ended up cutting Rascal Flatt’s set (McKinney, 2018). In the Live

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Nation Code of Conduct, they make it very clear that the Live Nation funds will not be used for
politics (Live Nation Code, n.d.).
LEGAL:
Scalping is “strictly prohibited” at Ruoff Music Center (Ruoff Music Center Venue Details, n.d.).
However, this has brought much controversy and confusion to consumers. In 2017, a secret
recording of a conversation with Live Nation president of U.S. concerts, Metallica’s ticketing
consultant, and a third-party promoter sharing plans to sell 4,400 tickets per show directly to
secondary markets (Singer, 2019).
ETHICAL:
Live Nation has a Code of Conduct that is very descriptive and specific. It lays out how the
company deals with conflicts of interest, how to report an issue, and other common take aways
a Code of Conduct has (Live Nation Code, n.d.). Live Nation does not discriminate against
anyone and they seem to want to keep the reputation of being accepting. Since Ruoff is a venue
owned by Live Nation, they are expected to follow these guidelines as well.

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The SWOT Analysis (Citations optional)
HELPFUL HARMFUL
INTERNAL
STRENGTHS
1. Ruoff consistently has great
turn out for concerts, which
resulted thembeing the top
amphitheater in the world in
ticket sales (2018, n.d.).
2. Ruoff has an adequate amount
of security throughout the
venue which has helped keep
concerts safe for the attendees
and artists.
3. Ruoff and Live Nation are
working on being more
sustainable. Theyare doing this
through recycling and trying to
reduce greenhouse gases.
WEAKNESSES
1. WIFI/ Cell Reception throughout
Ruoff is veryweak. This results
in unhappy attendees.
2. Not a lot of information about
the venue’s staff and policy.
Since they are in the beginning
of a developmental process, it is
understandable, but it is difficult
for someone wanting to know
more information about the
venue.
3. Ruoff is an outdoor
amphitheater making the only
profitable times approximately
April- September (depending on
the tours).
EXTERNAL
OPPORTUNITIES
1. Social media opportunities are
at an all time high. This will
allow for more organic
advertising and paid advertising
at Ruoff Music Center.
2. The name change from Klipsch
Music Center to Ruoff Music
Center has helped make it for
more community based. Ruoff
Home Mortgage was founded in
Indiana (Fort, 2017).
3. With the success of ticket sales
in recent years, there is a
possibility for more artists to
want to come performat Ruoff.
THREATS
1. Weather is a huge threat to
Ruoff because there are
approximately 18,000 “seats” in
the lawn. When it rains, it gets
extremely muddy (Klipsch, n.d.).
2. Increase in ticket prices could
result in less concert attendees.
This could mean that Ruoff
would no longer hold such a
rank with ticket sales.
3. There is a lot of competition for
Ruoff in the Indianapolis area.
Specifically, the Farm Bureau
Insurance Lawn at White River
State Park, which Is also an
outdoor concert venue.

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Conclusions: (Include Citations)
Ruoff Music Center is excelling in ticket sales compared to other
amphitheater venues (2018, n.d.). Ruoff contributes in recycling and reducing
greenhouse gases (Ruoff Music Center Venue Details, n.d.). Ruoff also has an
exceptional, hardworking security team that aims to protecting not only the
artists, but concert attendees as well. The name change from Klipsch to Ruoff
Music Center also has been a positive attribute. Most people in the area know
Ruoff was founded in Indiana. Having a Hoosier born company work with a well-
respected and loved concert venue is a great bonus (Fort, 2017).
Although there are many positive aspects and strengths, Ruoff does
experience some issues that could affect the longevity of its success. Weather is
always an unforeseeable threat and there is not a lot of preparation Ruoff can do
for it. As ticket prices raise, Ruoff might see a lower number of attendees per
show. Not everyone can afford to go to concerts anymore because of the
additional fees on top of the set value price. Ruoff also needs to watch the Farm
Bureau Insurance Lawn at White River State Park. This venue is also doing well
with ticket sales and is bringing in a lot of popular tours. There is always room for
improvement, so Ruoff is no exception. They need to recognize these threats and
issues and try to come up with solutions to extend the success of Ruoff.

6. Page 6
References:
2017 Year End Worldwide Ticket Sales Top 100 Amphitheatre Venues. (n.d.). Retrieved
December 8, 2019, from
https://www.pollstar.com/Chart/2018/01/2017YearEndWorldwideTicketSalesTop100Am
phitheatreVenues_629.pdf. Get Show Ready. (n.d.). Retrieved December 6, 2019, from
https://www.livenation.com/venueguidelines/.
2018 Year End Worldwide Ticket Sales Top 200 Arena Venues. (n.d.). Retrieved
December 4, 2019, from
https://www.pollstar.com/Chart/2018/12/2018YearEndWorldwideTicketSalesTop200Are
naVenues_702.pdf.
Fort Wayne's Ruoff Home Mortgage now title sponsor of Noblesville music
center. (September 28, 2017). The News-Sentinel (Fort Wayne, Indiana). Retrieved
from https://advance-lexis
com.oclc.fullsail.edu/api/document?collection=news&id=urn:contentItem:5PKD-72P1-
JC6P-C12J-00000-00&context=1516831.
How Live Nation Is Monetizing Social Media. (2019, December 4). Retrieved December
9, 2019, from https://www.sponsorship.com/Report/2017/12/04/How-Live-Nation-Is-
Monetizing-Social-Media.aspx.
Klipsch Music Center. (n.d.). Retrieved December 9, 2019, from
http://www.noblesvilleamphitheater.com/klipsch-music-center-seating-chart/.Live Nation
Code of Conduct. (n.d.). Retrieved December 9, 2019, from
https://s1.q4cdn.com/788591527/files/doc_downloads/corp_gov/LNE-COC-7-08-15-
Shareholder.pdf.
Live Nation Sets Sustainability Goals For Concerts And Live Events As Part Of Ongoing
Green Nation Program. (2019, July 3). Retrieved from
https://www.livenationentertainment.com/2019/05/live-nation-sets-sustainability-goals-
for-concerts-and-live-events-as-part-of-ongoing-green-nation-program/.
McKinney, M. (2018, August 10). Rascal Flatts concert ends after bomb threat.
Retrieved December 6, 2019, from https://www.theindychannel.com/news/local-
news/hamilton-county/rascal-flatts-concert-ends-abruptly-after-security-concern.
Ruoff Music Center Venue Details in Noblesville, Indiana. (n.d.). Retrieved December 6,
2019, from https://www.livenation.com/venues/14412/ruoff-music-center.
Singer, Q. (2019, July 20). Live Nation And Metallica Rep Conspired Ticket Scalping
Scheme For Metallica Concertgoers. Retrieved December 8, 2019, from
https://www.forbes.com/sites/quentinsinger/2019/07/20/live-nation-and-metallica-rep-
conspired-ticket-scalping-scheme-for-metallica-concertgoers/#66d6bbc33e5f.

7. Page 7
The Newest Way to Use Your Mobile Ticket. (2019, April 4). Retrieved December 7,
2019, from https://help.livenation.com/s/article/MobileEntry?language=en_US.
Stock Weekly: Live Nation Entertainment rises for a fourth consecutive week, a four-
week rise of 11.6%. (December 6, 2019). News Bites US Markets. Retrieved
from https://advance-lexis-
com.oclc.fullsail.edu/api/document?collection=news&id=urn:contentItem:5XNY-24P1-
JB4F-Y2XR-00000-00&context=1516831.
YAHOO. Live Nation Entertainment, Inc. (LYV) Income Statement. (2019, December 2).
Retrieved from https://finance.yahoo.com/quote/LYV/financials?p=LYV.