This is my Initial Company Research for Ruoff Music Center.

1. ASSIGNMENT 1 - INITIAL COMPANY RESEARCH
Student Name: Beka Bishop
Date: 11/30/19
COMPANY:
Parent Company (or Holding Company) Name: Live Nation Entertainment, Inc
Brand/Division/Subsidiary Name: Ruoff Music Center
Parent company structure:
Live Nation Entertainment has evolved over time. It first started as SFX Broadcasting, then in
2000, Clear Channel Communications purchased SFX for $4 billion. In 2005, Clear Channel
became Live Nation. Live Nation Entertainment was founded in 2010 when Live Nation and
Ticketmaster merged (Lindquist, 2017). Live Nation Entertainment focuses on promoting live
events through their three segments: Concerts, Ticketing, and Sponsorship & Advertising (Live
Nation Entertainment, n.d.). They also own and operate many venues across the world, like the
House of Blues. Recently, they have also started managing artists. Today, Michael Rapino is the
CEO and President of the company and has worked for the company since 2005 (Leaders, n.d.).
Live Nation Entertainment acquired Ruoff Music Center in 1997 when Live Nation Entertainment
was SFX Broadcasting (Lindquist, 2017).
Brand/Division/Subsidiary Detail:
Ruoff Music Center is an amphitheater located in Noblesville, Indiana. It has 6,000 seats under
the pavilion and 18,000 general admission seats in the lawn. Ruoff Music Center was renamed
in 2017 and is formally known as Klipsch Music Center, Verizon Wireless Music Center, and
Deer Creek Music Center (Klipsch, n.d.). Ruoff Music Center is part of Live Nation’s success
because it has consistently ranked among the top five amphitheaters worldwide in attendance
(Ruoff, n.d.). Andrew Newport is the current General Manager of Ruoff Music Center. They are
currently in a transition period and they also do not advertise the staff of the venue (Remeika,
2016).
Parent company financial position (Refer to assignment attachment: “Financial Information
Source” for these five financial measures. Remember to include currency and year.)
 Year over Year: The stock price on 12/1/14 was $27.36. The stock price on 12/4/17 was
$43.35. The stock price on 12/2/19 was $69.01. There was a 30.45% increase in the 5-year
period. (numbers in thousands) (YAHOO, 2019).

2.  Compare stock performance to a market index: Live Nation’s percentage of change is
214.25%. Dow Jones Industrial Average is 62.49%. Live Nation’s is much higher than the DJI.
(YAHOO, 2019).
 Net Income: The net income avi to common (TTM) is $86,889 (in thousands) (YAHOO,
2019).
 Net Profit Margin: The profit margin is .73%. (YAHOO, 2019).
 Debt to Assets Ratio: 3.42 (YAHOO, 2019).
BUSINESS LINES OF BRAND OR DIVISION
Include a description of the Product or Service Line and the Product or Service example. Do not
assume your decision-making client knows what “Mass Effect” is. She may be an Accounting VP,
not a gamer. Emphasize benefits to potential and current customers.
Product/Service line A: Country Tickets
Example of Product/Service line A: Luke Bryan, Rascal Flatts, Brad Paisley, Thomas Rhett, and
Miranda Lambert are a few examples of Country concerts that have been hosted at Ruoff Music
Center (Ruoff Music Center, n.d.).
Product/Service line B: Rock Tickets
Exampleof Product/Serviceline B: KISS, Iron Maiden, Ozzy Osborne, Korn, Slayer, Alicein Chains,
and Dead and Company are a few examples of Rock concerts that have been hosted at Ruoff
Music Center (Ruoff Music Center, n.d.).
Product/Service line C: Pop Tickets
Example of Product/Service C: Maroon 5, Niall Horan, OneRepublic, Imagine Dragons, Jack
Johnson, and John Mayer are a few examples of Pop concerts that have been hosted at Ruoff
Music Center (Ruoff Music Center, n.d.).

3. TARGET MARKET FOR BRAND OR DIVISION
Complete these segmentations for each Example of the Product/Service you identified above.
Segment the Market according to what you learned in Introduction to Marketing. Be specific.
Avoid broad generalizations like “worldwide”, “everyone” and “all ages.”
Example of Product/Service line A: Country Tickets
 Geographic: Midwest United States, specifically in Indiana.
 Demographic: Men and Women. 25-64 years old. (Watson, 2019). Employed Full Time
(Research, 2019).
 Psychographic: Typically, tech forward, enjoy having a good time with their friends and
family, and want the “good” life. (Research, 2019).
 Benefits Sought by consumer: To have an entertaining time with people they care about,
enjoying the country artist of choice.
 Usage Rate of consumer: One-time use.
Example of Product/Service line B: Rock Tickets
 Geographic: Midwest United States, specifically in Indiana.
 Demographic: Men and Women. 20-54 years old. (Watson, 2019).
 Psychographic: Consumers tend to enjoy full sounding music, spending time with their
friends, and feel like music is a large part of their life.
 Benefits Sought by consumer: To have an entertaining time and to socialize and enjoy loud
music.
 Usage Rate of consumer: One-time use.
Example of Product/Service line C: Pop Tickets
 Geographic: Midwest United States, specifically in Indiana.
 Demographic: Men and Women. 16-44 years old. (Watson, 2019).
 Psychographic: Consumers tend to enjoy social media, keeping up with the trends, and new
music.
 Benefits Sought by consumer: To have socialize with others, take Instagram worthy pictures,
and to enjoy music.
 Usage Rate of consumer: One-time use.

4. DIRECT COMPETITION FOR YOUR BRAND OR DIVISION
Each Competitor’s Product/Service below should align with the Examples of your company’s
Product/Service identified above. For example, Competitor Company 1 Product/Service below
should be compared to Example of Product/Service line A above.
Name of Competitor Company 1: City of Evansville, IN
Competitor Company 1 Product/Service: Ford Center
Competes with your Product/Service A: Country Tickets
Name of Competitor Company 2: City of Indianapolis, IN
Competitor Company 2 Product/Service: Bankers Life Fieldhouse
Competes with your Product/Service B: Rock Tickets
Name of Competitor Company 3: Live Nation
Competitor Company 3 Product/Service: FarmBureau Insurance Lawn at White River State Park
Competes with your Product/Service C: Pop Tickets
Rank the 4 companies (each Competitor Company listed above and the Company you selected
for this Assignment).
Ranking by Ticket Sales in 2018
Company #1: Ruoff Music Center (2018, n.d.).
Company #2: Bankers Life Fieldhouse (2018 Arena, n.d.).
Company #3: Ford Center (2018 Arena, n.d.).
Company #4: Farm Bureau Insurance Lawn at White River State Park (2018, n.d.).

5. FINDINGS:
In 2018, Live Nation Entertainment stated that their ticket prices for concerts at amphitheaters
increased 13% (Event, 2018). One would think that ticket sales would decrease due to the
increase of price, but this is not the case for Ruoff Music Center. Ruoff Music Center was the #1
amphitheater in 2018 according to Pollstar in relation to ticket sales (2018… Amphitheatre,
n.d.). Ruoff continues to host many successful tours in the pop, rock, country, and hip-hop
genres which brings in thousands of consumers.
Ruoff Music Center continues to sell more tickets than venues such as Bankers Life Fieldhouse,
Ford Center, and Farm Bureau Insurance Lawn at White River State Park. Although Live Nation
Entertainment is still the owner of Ruoff, Ruoff Home Mortgage is the title sponsor of the venue
(Fort, 2017). Though there have been multiple name changes, Ruoff has kept and even
increased its ticket sales, mostly due to the reputation of the venue. Due to its reputation and
the success of ticket sales, Ruoff Music Center will host many successful tours for years to
come.

6. REFERENCES:
2018 Year End Worldwide Ticket Sales Top 100 Amphitheatre Venues. (n.d.). Retrieved
December 2, 2019, from
https://www.pollstar.com/Chart/2018/12/2018YearEndWorldwideTicketSalesTop100A
mphitheatreVenues_693.pdf.
2018 Year End Worldwide Ticket Sales Top 200 Arena Venues. (n.d.). Retrieved December 4,
2019, from
https://www.pollstar.com/Chart/2018/12/2018YearEndWorldwideTicketSalesTop200Ar
enaVenues_702.pdf.
Event Brief of Q4 2018 Live Nation Entertainment Inc Earnings Call - Final. (2018, February 28).
FD (Fair Disclosure) Wire. Retrieved from https://advance-lexis-
com.oclc.fullsail.edu/api/document?collection=news&id=urn:contentItem:5VJD-Y4W1-
DXH2-62GN-00000-00&context=1516831.
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.
Klipsch Music Center. (n.d.). Retrieved December 2, 2019, from
http://www.noblesvilleamphitheater.com/.
Leaders Archive. (n.d.). Retrieved from https://www.livenationentertainment.com/leadership/.
Lindquist, D. (2017, September 27). New name revealed for Noblesville music center. Retrieved
December 2, 2019, from
https://www.indystar.com/story/entertainment/music/2017/09/27/noblesville-concert-
venue-revealing-news-today/703733001/.
Live Nation Entertainment, Inc.: Company Profile. (n.d.). Retrieved December 2, 2019, from
https://www.vault.com/company-profiles/media-entertainment/live-nation-
entertainment-inc.
Remeika, B. (2016, February 16). Klipsch Music Center looking for people who like working
"under the stars". Retrieved December 2, 2019, from
https://fox59.com/2016/02/16/klipsch-music-center-looking-for-people-who-like-
working-under-the-stars/.
Research. (2019, February). Retrieved December 4, 2019, from
https://www.cmaworld.com/research/.
Ruoff. (n.d.). Retrieved December 2, 2019, from https://www.ruoff.com/musiccenter.

7. Ruoff Music Center. (n.d.). Retrieved December 1, 2019, from
https://www.facebook.com/pg/RuoffMusicCenter/events/.
YAHOO. Live Nation Entertainment, Inc. (LYV) Income Statement. (2019, December 2).
Retrieved from https://finance.yahoo.com/quote/LYV/financials?p=LYV.
Watson, A. (2019, June 27). Favorite music genres among consumers by age group in the U.S.
2018. Retrieved December 4, 2019, from
https://www.statista.com/statistics/253915/favorite-music-genres-in-the-us/.