Section I – Executive Summary

The diverse South Florida population is football crazed as the Miami Dolphins

continue to dominate the sports landscape in the area. The Dolphins, founded in 1966 have

put out a product that offers all types of fun for those attending their home games. New

ownership, led by Stephen Ross, has put a large investment in the team and wants to

continue to cater to the community around the area. After recent struggles on the field, the

season ticket holder number is disappearing as fans are frustrated. Our goal was to keep

these fans on board and show through the good or bad times, that the Dolphins appreciate

their fans and want to reward them for being a great customer.

Our group combined various methods of research to help conduct a potential fan

rewards program for the Miami Dolphins. Much of our background knowledge came from a

personal meeting we had with Senior Marketing Director of the Miami Dolphins, George

Torres and the Marketing Manager, Daniel Cibran. What we pre-planned from our meeting

with the executives was a potential fan rewards card that would be given to all season

ticket holders and also be available through an application for single game ticket buyers.

This card would act as a game ticket that would be swiped at the gate of entry to the

stadium and would also be swiped while buying Miami Dolphins merchandise and

concessions to accumulate points for the holder. With a one dollar to one point ratio, points

would be collected and then redeemed for rewards such as exclusive Miami Dolphins team

events and merchandise. We believe this will keep the fans and add new ones adding both a

profit for the team and great satisfaction for their customers.

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Section II - Introduction

A. Description of Business

In 1966, the American Football League was flourishing and commissioner Joe Foss wanted

to expand. He saw a good opportunity with the growing South Florida market for a potential

professional football franchise. Joe Robbie, a real estate mogul, along with TV star Danny

Thomas became the owners of the 9th American Football League (AFL) team. After a fan

contest, the name Dolphins was chosen to represent the first professional sports franchise in

Florida. In 1970, the American Football League and the National Football League had a merger

combining the teams in both leagues, thus placing the Miami Dolphins in the league they are in

today. Throughout their history, the Dolphins have remained the most prominent and well known

professional team in the South Florida area. Originally playing in the Orange Bowl, the Dolphins

moved to what is now known as Sun Life Stadium in Miami Gardens in 1987. This solidified the

Dolphins as a franchise, giving them their own stadium to call home. Fans flock to the stadium

every Sunday during football season to catch the thrills of Dolphins football. They continue to

have a loyal fan base that supports the team; including the

Undefeated 1972 season to the 1-15 2007 season.

The guest experience is why fans will return to the

stadium, and the Miami Dolphins recognize that. The Dolphins public relations department

branches off into a fan services group. The fan services group is in charge of treating the fans

like they would like to be treated, on a comfortable and personal level. They will do so much as

to personally deliver gifts to fans seats on their birthdays and make phone calls to fans homes to

see why they were not at a game.

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B. Description of Community

Sun Life Stadium is located in the heart of Miami Gardens, which is in the northern part of

Miami-Dade County. South Florida is a tri-county area; these counties include Miami-Dade,

Broward, and Palm Beach, which is where the majority of the fan base for the Miami Dolphins

resides. All three counties are located on the southeast coast of Florida and are the most

populous in the state with a total of about 5.2 million people. The racial make-up of the tri-

county area is approximately 29% Caucasian, 20.3%

African American, and 51.7% Latino and Hispanic. The

location of the stadium is ideal to the majority of the Miami

Dolphin fans because it is central to Broward County and

Palm Beach County, and it is located in Dade County. The stadium is accessible to major

highways in the area, and many well-known hotels are located nearby for anyone who may live

farther away. The unemployment rate in South Florida is at its highest since 1975 with a percent

of 13.7 and the average income of $43,091. This affects how people spend their money and

translates to the attendance of Miami Dolphins football games. These demographic and

geographic factors help determine what the target market is for the organization.

C. Target Market

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The Dolphins have a very broad target market, all of South Florida. They work to bring in

South Floridians to Sun Life Stadium that range anywhere from being die hard NFL fans, to

people who have never seen a game of football in their life. George Torres said, “Although the

team is called the ‘Miami’ Dolphins, we are really the ‘South Florida’ Dolphins”. The Dolphins

do their best to encourage people of all ages, ethnicities, interests, and incomes to come to Miami

Gardens and cheer on the team.

The Miami Dolphins target specific areas to sell different ticket plans, based on where a

person lives. New technology has characterized the search for who would buy tickets and where

those tickets would be located. For example, the Miami Dolphins would not advertise their club

level seating to a single-parent, low-income household because club level tickets are the most

expensive. The marketing department has software that characterizes potential ticket buyers by

demographic factors such as location, income, ethnicity, etc. They try to sell and appeal to all of

the South Florida market. Due to the large out of town fan base, they also try to attract fans not

living in the area to come to Sun Life Stadium and enjoy their favorite team. This also increases

profit in merchandise sales. Many South Floridians are native to New England and the New

York/New Jersey area. Both of these areas have teams in the same division as the Dolphins, and

attract large opposing team fan bases at the Dolphins home games. Overall, with a melting pot of

cultures in the area, the Dolphins try and stay relevant to each culture

through promotions like Hispanic Heritage Day and others. They must

stay relevant to all peoples to sell tickets and merchandise. We did a

SWOT analysis found in the appendix (30).

Section III – Research Methods Used in the Study 

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Our business research team wanted to combine various research methods in order to

propose a plan to the Miami Dolphins. To start off, we met with George Torres, the Senior

Marketing and Communications Director of the Miami Dolphins. Our group visited his office in

Sun Life Stadium to interview him and his business partner Daniel Cibran about

how the marketing department works. Here we developed questions to ask them

in order to gain background knowledge for the task at hand. Our findings with Mr.

Torres and Mr. Cibran helped us organize our information and prepare ideas for a

potential new customer loyalty program. They also helped us develop our survey.

First, we wanted to find out how loyal each individual fan taking the survey was.

This way, we could disregard any invalid information. Next, we wanted to find out about the

survey takers experiences of being a Dolphin fan. Our group discussed a potential customer

loyalty plan that was briefly introduced in our survey to see how fans would respond to the idea.

Lastly, the Dolphins marketing team helped us with the demographic part of the survey. Here,

we acquired background information of the survey taker in a respectable manner.

Along with interviewing the Miami Dolphins front office workers, we looked at the

survey ESPN gives each year ranking all 122 franchises of the four major professional sport

leagues in North America (NFL, MLB, NHL, NBA). We analyzed

the data given by ESPN to see what areas the Miami Dolphins

needed improvement in for a higher ranking.

To start from the bottom to the top of our research, the group

decided to answer the simple questions “when, where, and how?”

5

We administered this survey during Week 10 of the NFL season in mid-November. Our survey

was issued online through Twitter and Facebook to Miami Dolphins fan. In addition to posting

online, we handed out our surveys during the Dolphins Week 12 match up against the Oakland

Raiders at Sun Life Stadium.  

 

To begin our marketing research, our group met with Ron

Teblum of the Mars Marketing Research Company in South

Florida. With the help of Mr. Teblum and Mars Research, we

learned how to conduct a reliable and accurate survey

administer. Mars taught our group a variety of research

methods, the most popular being the survey method. In order

to conduct our survey, we learned facts to ensure validity,

including:

Limiting the number of responses

Pre-testing the survey with friends and family for any possible changes

Disregard any responses by team employees to ensure little bias

Settling with a sample size of approximately 100 people

Limiting the amount of leading questions

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We also analyzed the pros and cons of our groups survey opportunities.

 

Pros Cons

We get the answers we need to help ensure good market research

Potential bias in survey

Many different opinions, not just one group Miami Dolphins are among the worst NFL teams at the time of the survey

Discover potential target market Survey can possibly be taken by “speeders” (those who click randomly as their responses)

See the emotional and economic investment Dolphins fan posses

Demographic questions may be seen as a touchy subject to some

Introduce a potential business plan and receive future interest

Survey takers may answer the questions how they want the result to be, not what they actually are

 As we also learned from Mars Research, social media and technology are seen as the

future of marketing research. To conduct a successful

survey, our group felt it necessary to post our survey

on the Miami Dolphins official Facebook, Twitter,

and Website accounts. This way, it will give an

opportunity for fans not only in South Florida, but all

over the world to voice their opinion on the matters at

hand.

 

The main objective of conducting this research is to get a feel for our potential business

plan, based off of the emotions and thoughts of Miami Dolphins fans. Based off of the results of

our research, our group will be able to analyze the data and implement the results into a future

7

fan loyalty plan for the Miami Dolphins. Below is our survey that we handed out at the game and

put online.

2011 Miami Dolphins Fan Survey (Issued 11/28/11 Online, 12/4/11 at Sun Life Stadium)

The following survey is for marketing research information only. Your responses will be completely confidential.

1. Are you a Miami Dolphins season ticket holder?

o Yes o No

2. For how many years have you been a season ticket holder?

o 0o 1-3o 4-6

o 7-9o 10+

3. How many home games have you attended this year? (Including pre-season)

o 0o 1-2o 3-4

o 5-6o 7-8o 9-10

4. On a scale of 1-5, how emotionally invested in the team are you? (5 being the highest)

o 1o 2o 3

o 4o 5

5. On a scale of 1-5, how economically invested in the team are you?

o 1o 2o 3

o 4o 5

6. On a scale 1-5, how would you rate the Miami Dolphins game day fan experience?

o 1o 2o 3

o 4o 5

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7. On a scale 1-5, how would you rate the Miami Dolphins fan relations department?

o 1o 2o 3

o 4o 5

8. On a scale of 1-5, how would you rate the off-field experience of being a Miami Dolphins fan?

o 1o 2o 3

o 4o 5

9. As a fan do you feel satisfied with the Miami Dolphins fan loyalty programs?

o Yeso No

10. On a scale of 1-5, how likely would you apply (for free) for a customer rewards card that could be used as a ticket and accumulates points for visits to Miami Dolphins events as well as purchases of Dolphins merchandise? Fans will be rewarded for the amount of points that they have.

o 1o 2o 3

o 4o 5

Thank you for your input. We would also like to know a little bit about your background so we can interpret this information.

11. Are you or have you ever been an employee if the NFL or Miami Dolphins?

o Yes o No

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12. Are you?….

o Male o Female

13. Please confirm your age. ….

o Under 18o 18-24o 25-29o 30-34o 35-39o 40-44

o 45-49o 50-54o 55-59o 60-64o 65-69o 70 or older

14. Which of the following best describes your education background?

o High School graduate

o Some college or technical school

o College Graduateo Post Graduate o None of the above

15. What is your total annual household income before taxes?

o Less than $25,000o $25,000 - $49,999o $50,000 - $74,999

o $75,000 - $99,999o $100,000 -

$149,999

16. Which of the following best describes your ethnicity?

o Asiano Black of African-

Americano Hispanico Whiteo Prefer not to

answer

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Section IV – Findings and Conclusions of the Study

A. Findings

After putting our survey online as well as roaming the different areas of Sun Life

Stadium at the December 4, 2011 Dolphins game, we were able to tabulate good results

to help our group form a new customer loyalty program for the Miami Dolphins. The data

showed that the Dolphins had very passionate fans that stay through the thick and thin.

These fans were very emotionally as well as economically invested in the team. The fans

generally enjoy the fan experience, but they see an instability in leadership of the

organization. The customer loyalty had very mixed results as some fans enjoyed the

programs and the fan relation department, as others

had big concerns or did not know about them in

general. Fans still take pride in the Dolphins despite

their recent losing seasons. We went to different

seating areas and tailgate stations to see how the

fans see the team as well as the customer loyalty programs. The fans in the more

expensive seats rated the customer loyalty and fan relations department higher than those

in the less expensive seats. This may be because they may receive more perks from the

fan relations department if they are season ticket holders. However, the fans in the upper,

less expensive seats were generally more passionate and loyal to the team.

B. Conclusions

We saw a general acceptance and liking to our customer loyalty program. Most

fans rated it a five out of five, showing that they’d be very likely to apply for the

program.

Our findings (by percentage) ended up revealing the following feedback on a 1-5

scale for our proposed plan, with 5 being the highest rating given:

This gives fans a new incentive to re-up on their season ticket plans and spend

more money on the Miami Dolphins name. The high rating showed us that this plan can

work if incentives are given and can meet the fans wants and needs. This reward program

would keep fans loyal to the Miami Dolphins as they now would have a reason to spend

more money on the team as they can earn rewards. We felt confident that our research

findings would well reflect our business plan proposal because we would combine the

factors of the money being spent from lower-level ticket buyers as well as the passion

and commitment from the upper-level ticket buyers. Our main concern of the Dolphins

rewards card through the surveys seemed to be the ratio of money spent to reward points,

and about how many rewards points would be needed for certain events. The research

group worked together to analyze the data and propose the final fan loyalty program that

will be discussed in section five.

Section V – Proposed Strategic Plan

A. Goals and Plan Proposal

The goal of our customer loyalty is primarily to reward Dolphins fans for their

economic and emotional investment to the team while hoping that they will tell

their friends and family to do the same. This all comes during a season where the

Dolphins have fallen well below the .500 win percentage mark and fired their head coach

after only 4 seasons. In the long term, this rewards plan will keep fans happy and draw

even more ticket holders in as the team will build up and draw fans in for their future on-

field performance. Marketing research groups have shown that

word of mouth between friends and peers is a very effective way

to market their product, in this case the service of the Miami

Dolphins and the benefits of being a season ticket holder. Even

if they struggle we want stability in the plan and the fans to feel

rewarded for their patience, as well as earning something for

their patience. The customer loyalty program’s key in its success

is to give something back to the fans for their spending and

investing in the team.

The Dolphins customer relations department is all about keeping the fan happy.

They want their fans to have a great experience inside and outside the stadium. The

season ticket representatives want to know the people they represent on a first name basis

and want themselves to be known as so. They really show a lot of love to their current

customer by sending birthday and anniversary emails as well as other personal letters to

them. The fan relations department wants to know every problem or liking their fan has.

They even go as far as calling the fan if they were not in their seat for the game to see

why they didn’t attend. We wanted to showcase some

gifts and experiences offered to the fans.

The following is an email sent to fans

thanking them for their attendance to a recent home

game and offering a chance for feedback. This is a

very critical part of the Dolphins operations as they

need to know how to improve themselves from the

clients who are the most important part of any

buisiness. This also shows fans that their input is

important and that they do have a say in their

experiences. Also, it shows courtesy because they

personally show their appreciation for the customer

coming out to the game.

THANK YOUFOR ATTENDING THE DOLPHINS-BILLS GAME.PLEASE TELL US ABOUT YOURSTADIUM EXPERIENCE.

You've been randomly selected to participate in our Guest Satisfaction survey. Please take a few minutes to tell us about your stadium visit. Your feedback will help us improve your stadium experience in the future.

Simply click here to be directed to the survey.

We hope to see you for the Dolphins-Raiders game Sunday, December 4th at 1:00 PM.

The Dolphins value every non-season ticket holding fan as well. They go out of

their way to recognize out of town fans by hosting events and giving out rewards to the

dedicated fans that can’t make the games, but spend the money on merchandise. Current

season ticket holders get rewarded currently on longevity and how much they spend.

They earn chances to go on the field with a sideline pass, an opportunity to hold the

American flag during the National Anthem, invite to Dolphins events as well as early

access to buying tickets to concerts and shows at Sun Life Stadium. We want to keep up

these programs as this keeps the fans loyal.

The Dolphins also work with brands in the

area, like Publix, who has given away a gift to

each ticket account each year. The Dolphins

other programs include giving out Fan vision,

which is a small TV to every ticket holder, so

they can watch each game at the stadium as

they also watch the Dolphins play. Other

companies offer discounts on their products

and services for those that are season ticket holders. The game day experience is very

crucial to the success of the team. The Dolphins offer every person in the area something

to do at the game, with celebrities walking the orange carpet, to tailgating games to the

kids, to an in-stadium club for the adults.

We want to insert a new plan to keep the fan base loyal. Starting at the end of an

abysmal 2011 football campaign, our plan is to start the advertising for the new customer

rewards card. We want fans to stay and it will start with emails and calls after the season

to keep fans drawn in by introducing the card. This card will be used as a ticket for the

game and the more you spend on the team, the more reward points you will earn. This

will give the fans a satisfaction in the fact that they can now be rewarded regarded of the

teams performance of the team.

The whole reward system is based off of the one the Indianapolis Colts use. The

Colts, who have long been successful on the field as well as putting the teams in seats,

have one of the most loyal fan bases. This year, they are yet to win a game and may slip

into infamy as one of three winless teams in NFL history. However, the Colts still sell out

every game and fans pack Lucas Oil Field to watch their beloved Colts. That does not

happen in Miami and we even have a better team down here. A big success of keeping

the Colts fans interest is the rewards card. This is a huge part of our plan as we intend to

distribute these to season ticket holders to keep

them renewing their packages.

We will offer another card for non-

season ticket holders with fewer benefits to

draw in new season ticket holders who would

like to earn rewards. This idea has worked very well for airline companies with frequent

flyer miles. Another success has come in hotel chains that offer reward points for free

stays at their hotel chains. Credit card companies offer cash back reward programs and

the success of these programs has been largely attributed to the satisfaction and loyalty of

the customers.

Effective next season, our plan is to offer season ticket

holders the ability to apply for the card. Season ticket holders will

get an “Orange Card” which can be used as their tickets. When

entering a game, the fan would swipe it and automatically earn

points based off of how much they spent on that ticket. If they have

more than one ticket on the account, they can combine the points

on the cards they have (each seat equals one card) or earn points

separately. When buying merchandise at the team stores or online, they can swipe or type

in the card number to continue adding up points. This will also work towards the

concessions at Sun Life Stadium and at their training facility in

Davie. These Orange Card members can also swipe their card at

Sun Life Stadium events, as well as at Dolphins events in the

community. The events would have a set amount of points given,

for example, a visit to training camp would be 20 points. The

“Aqua Card” members would consist of non-season ticket

holders. Any fan can apply for this card and would get 1/2 of a

point for every dollar spent on tickets, merchandise and concessions. This would give an

added incentive for these card holders to become season ticket members and upgrade

their cards. Analyzing our results, the fans tended to like this program.

In our plan, for every $1 the fans spend, the fan earns 1 point. That can be

redeemed for prizes, discounts off of merchandise, Sun Life Stadium and Dolphins

events. This is based off the average season ticket price of $70.24. We tried to

proportion the rewards in ratios of 70 so that two average tickets bought would give

you 140 points and the minimal reward. If there are 10 games, the average season

ticket holder spends $700 a seat. Examples of these rewards are:

Free hot dog 140 points

Free soda: 140 points

Free popcorn: 140 points

Free bottomless soda: 210 points

$20 off team store: 280 points

25% off Sun Life Stadium event: 420 points

Free replica jersey of select players: 560 points

Autographed photo: 700 points

Free authentic jersey of select players: 980 points

Meet and greet with team: 1540 points

Autographed replica helmet: 1820 points

Dinner with the Dolphins: 2800 points

Our plan was split up in to two tiers, one being the orange level for season ticket

holders and the other being the aqua level for single game ticket buyers. One of the most

attractive features our plan has to offer is the variety of Dolphins fans it will appeal to as

well as the free and unrestricted application process.

To encourage word-of-mouth marketing through our card holders we will also

implement a 300 point reward to those holders who refer new fans to our program. This

way, fans will tell others about the program because it has a direct effect of themselves

and potential rewards they can earn while the Dolphins receive new potential fan loyalty

card holders.

One more additional plan that we wanted to give season ticket holders as an incentive

to stay is to reward the most economically invested

fans. The top ten fan accounts that accumulate the

most points will earn two free club level season

tickets. Of the 50,000 season tickets sold, the top ten

accounts will spend much more than the cost of two

club level season tickets. The Dolphins will more than

make up the tickets they’d give out. This would

encourage fans to mass spend, making a profit for the team. On the customer loyalty side,

the fans would be more than rewarded for their spending and the biggest fans would not

go unnoticed. The top 100 fans would receive a $100 Publix or Duffy’s gift card, two of

the Dolphins biggest sponsors. This shows brand loyalty as well as another incentive to

stay as a ticket holder or become one, as people would see the rewards.

To spread the idea of the rewards card, direct mail

will be issued to all season ticket holders with a pamphlet and application for

the program. Also, phone calls and e-mails will be made to the season ticket holders

showing the benefits of signing up for the rewards card. This way, all season ticket

holders will receive an equal chance of hearing about the new program without even

walking out of their homes.

To spread the idea of the rewards card for aqua level buyers, we will take a more

public approach. Advertisements and pamphlets about the new rewards program will be

fully visible and available at companies that partner with the Miami Dolphins, such as

Publix Supermarkets. Also, anyone who purchases single game Miami Dolphins tickets

online will automatically be registered in the Miami Dolphins marketing software and

will be sent information on the new

program.

In Sun Life Stadium our highly visible aqua and orange fan rewards pamphlets and

information packets will be available at the counter of every concession stands and team

store. Each packet will contain an application and pen, so this way fans can quickly fill

out the application and submit it in a drop box at the station in which it was received.

Advertisements and announcements about the program will also be constantly shown on

the HD jumbotron during TV timeouts.

Our plan will successfully achieve our group’s goals by rewarding the current fans, as

well as drawing new fans to the franchise. Rewards card holders will spread the word in

hopes of earning referral points, causing a new population of fans to invest in the Miami

Dolphins. The ideas of earning rewards will encourage fan spending on the Miami

Dolphins name, showing an increase in sales and a hefty return on investment.

B. Budget and Return on Investment

The costs of our plan:

Item Appoximate Cost Approximate Rewards Given Total Cost

Orange Card $.30 50,000 $150,000

Aqua Card $.30 2,000 $600

Hot Dog $.50 4,000 $2,000

Popcorn $.20 1,500 $300

Soda $.20 6,000 $12,000

Botomless Soda $.30 4,000 $1,200

Replica Jersey $5.00 1,500 $7,500

Autographed Photo $.50 1,000 $500

Authentic Jersey $15.00 750 $11,250

Autographed Replica Helmet $25.00 500 $12,500

Dinner with the Dolphins $50 per plate 250 $12,500

$20 off Team Store $0.00 2,000 $0

25% off Sun Life Stadium

Event

$0.00 1,500 $0

Dolphins Meet and Greet $0.00 1,000 $0

Advertising N/A N/A $5,000

Miscellaneous N/A N/A $5,000

Total Money Spent $214,550

The financial gains of our plan

Item Appx. Amount of Items

Redeemed

Points Redeemed per Item Total Earnings

Hot Dog 4,000 140 $560,000

Popcorn 1,500 140 $210,000

Soda 6,000 140 $840,000

Bottomless Soda 4,000 210 $840,000

$20 off Team Store 2,000 280 $560,000

25% off Sun Life Stadium

Event

1,500 420 $630,000

Replica Jersey 1,500 560 $840,000

Autographed Photo 1,000 700 $700,000

Authentic Jersey 750 980 $750,000

Meet & Greet 1,000 1,540 $1,540,000

Autographed Replica Helmet 500 1,820 $1,365,000

Dinner with the Dolphins 250 250 $700,000

Free Season Tickets to Top Ten

Accounts

10 50,000 $500,000

Total Earnings $10,020,000

Total Profit $9,805,450

The Dolphins added about 3,000 new season ticket holding seats in 2010-2011.

However, about 2,000 fans did not renew their season ticket plans. This totals about

1,000 more accounts than last year. With the new loyalty card program beginning, we

project about 4,000 new season ticket holding seats will be added, as they see the better

perks of becoming one. With people liking our plan, only 1,000 fans are projected not to

renew. That is 3,000 more seats sold than last year. That would triple the previous added

total. The plan also will gain plenty of profit in sales. With the projected totals, fans

would spend approximately $9,520,000 with their cards. The costs of the rewards given

out would be $214,550 to produce all of this. If the average one season ticket holding seat

costs $700, than in order to make up for the money lost in the program, only 154 season

ticket plans would have to be sold. With the projected 3,000 added seats, the team would

profit off of 2,846 seat accounts they’d add. That adds about $2,000,000 in profit to the

Dolphins. This is only spending on seats. Merchandise and concession sales would grow

as fans would want to spend more

money so they can earn the reward

points. This is essentially a win-win

for everyone. The Dolphins profit

largely and keep their customers loyal

with the new plan. The customer is

happy because they are treated well

and earn free rewards for spending on

something they love. The number one

thing for season ticket holders renewing is the on-field performance of the team. If the

Dolphins have struggled recently, fans will at least be rewarded off the field now. New

accounts will open as they see the perks in the system. Sales soaring for our client and

happy customers getting rewarded for general spending on the team equals a successful

customer loyalty plan. It will be a Touchdown!

Zach, Bobby, and Hayley wanted to give a special thank you to George Torres and

Daniel Cibran for helping us out with our project. We enjoyed helping them out with a

customer loyalty program and learned valuable lessons along the way. It was truly a

blessing to enlist the Dolphins, a passion of ours as our client in this project. We gained

so much insight into the marketing community and it is knowledge we will carry forever.

Also, we wanted to thank the loyal Miami Dolphin fans for their input in all of this. We

couldn’t have done it without their support! We wanted to leave this off by showing the

incredible view and experience Sun Life Stadium and the Miami Dolphins have to offer.

It is truly a one of a kind sporting experience!

Section VI- Bibliography

Haas, Patrick. "Ultimate Team Rankings - All Sports - SportsNation - ESPN." ESPN:

The Worldwide Leader In Sports. 12 June 2011. Web. 08 Dec. 2011.

<http://espn.go.com/sportsnation/teamrankings>.

"2011 NFL Football Attendance - National Football League - ESPN." ESPN: The

Worldwide Leader In Sports. ESPN, 04 Dec. 2011. Web. 08 Dec. 2011.

<http://espn.go.com/nfl/attendance>.

"Miami Dolphins | Partner Promotions." Official Website of the Miami Dolphins. Web.

08 Dec. 2011. <http://www.miamidolphins.com/finatics/promotions.html>.

"The Stadium :: Stadium Guide." Sun Life Stadium. Web. 08 Dec. 2011.

<http://www.sunlifestadium.com/content/stadiumguide.aspx>.

10/11/11 Interview with Daniel Cibran and George Torres at Sun Life Stadium

11/22/11 Surveys administered via surveymonkey.com to Miami Dolphins fans

12/04/11 Surveys administered at Dolphins vs Raiders game at Sun Life Stadium