| Summary: | No matter how elaborate is any study, the point is that if it is not applicable, of little served the entire effort. In this way, the Business Plan of Multipurpose Arenas proposes to demonstrate marketing and financial viability of its concept. In the aspect of business return on investment, it was proved by three indicators that it represents a project with positive return and better than conservative investments. Moreover, the analysis were founded and applied by the theory that had its importance in the definition and validation of the proposed model of multipurpose arenas. As Blake (1985, Image, Leisure Management, pp. 14-15) "sports centers, theaters, art galleries, libraries, museums, are mere installations containing tangible and intangible products that have no value, except what the customers attribute". This is, in fact, the best way to represent what was intended to highlight through this study.
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