Download Chapter 10 Recreation Marketing - Cal State LA

SPORTS AND ENTERTAINMENT MARKETING
CHAPTER
10
Recreation Marketing
10.1 Recreational Sports
10.2 Travel and Tourism
10.3 Resorts and Theme Parks
10.4 Recreation Marketing Careers
SLIDE 10
SLIDE 1
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
LESSON 10.1
Recreational Sports
GOALS
Explain marketing strategies based on
changing demographics.
Apply market information to recreational
events.
SLIDE 10
SLIDE 2
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Fitness and Fun
Facilities versus wilderness
Recreational space for local residents
Environmental impact
Must balance needs
Managing customer information
Customer database
Product planning and promotion
SLIDE 10
SLIDE 3
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Is Fitness a Trend?
Changing demographics
Senior Olympics
Participation of youngsters
SLIDE 10
SLIDE 4
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Event Marketing
Sponsorship
The future is here
Inline skating
Mountain biking
Snowboarding
SLIDE 10
SLIDE 5
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Snowboard Madness
Sport continues to grow
Indoor snowboard facilities
Marketers looking for new areas
SLIDE 10
SLIDE 6
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
LESSON 10.2
Travel and Tourism
GOALS
Explain the importance of the travel
and tourism industry to sports and
entertainment marketing.
Describe how technology has changed
travel marketing.
SLIDE 10
SLIDE 7
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Road Trip
Travel and tourism supporting business
Traveling to sporting events
SLIDE 10
SLIDE 8
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
The Products
Transportation
Accommodations
Meals
Other attractions
SLIDE 10
SLIDE 9
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Travel Technology
Online tickets sales and reservations
e-tickets—electronic tickets
SLIDE 10
SLIDE 10
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Lean Times
for Travel Agencies
Traditional ticket distribution channel
until recently
Newer channel is direct sales through
web sites
SLIDE 10
SLIDE 11
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Price Versus Convenience
Online travel service
Priceline.com
SLIDE 10
SLIDE 12
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Small World
The business traveler
Major source of profit for the travel industry
Airline member-only clubs
The tourist
Self-indulgence travel
Cultural travel
Activity tours
Reality tours
SLIDE 10
SLIDE 13
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Ecotourism
Ecotourism—responsible travel to
natural areas that conserves the
environment and sustains the well-being
of local people
Fast-growing segment of travel industry
SLIDE 10
SLIDE 14
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
LESSON 10.3
Resorts and Theme Parks
GOALS
Understand the importance of
partnerships between airlines and
recreation destinations.
Discuss the popularity of halls of fame
as destinations.
Explain the marketing strategies of
theme parks and resorts.
SLIDE 10
SLIDE 15
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Traveling to Destinations
 Short-haul destinations
 Low seasons
 Getting there is half the fun
 Resorts and theme parks depend on airlines to
bring customers to them
 Partnerships to coordinate efforts
 Resort tech
 Online sales strategies
 Direct sales of tickets and hotel rooms
SLIDE 10
SLIDE 16
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Halls of Fame
Travel destination
Sports and non-sports interests
A hall is not always a hall
No specifications for the site of a hall of
fame
Must attract visitors
Promotion by word of mouth
A complete destination
SLIDE 10
SLIDE 17
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Resorts and Theme Parks
Popular tourist destinations
Theme parks are family-oriented
Resorts aimed at adults
Children have a major influence on
choice of destination
SLIDE 10
SLIDE 18
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Theme Park Central
Disney is the world leader in the theme
park industry
Tiering for premium services
Creating an attraction requires
customizing
SLIDE 10
SLIDE 19
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
It’s Not Orlando
Amusement parks in China
Inadequate or inaccurate marketing
information about potential customers
SLIDE 10
SLIDE 20
© SOUTH-WESTERN/THOMSON
LESSON 10.4
SPORTS AND ENTERTAINMENT MARKETING
Recreation
Marketing Careers
GOALS
Describe careers in recreation
marketing.
Develop a recreation marketing career
plan.
SLIDE 10
SLIDE 21
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Building a Career
Planning the trip
Wide selection of career paths
Research jobs and what they require
What’s out there?
Marketing positions in every firm in the
recreation business
Searching for jobs using the Internet
Research national travel agencies
SLIDE 10
SLIDE 22
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Getting Ready
What’s school got to do with it?
Education requirements
Tech Prep program
How About the Real Thing?
Internships
Part-time work
Job shadowing —spending active work
time with someone in a certain job or
career
SLIDE 10
SLIDE 23
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
People Skills Are Critical
Manage your behavior
Adopt appropriate behavior for success
SLIDE 10
SLIDE 24
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETING
Recreation
Marketing Careers
Recreation marketers needed to
develop and execute the seven
marketing functions
Communication and presentation skills
Most positions require a bachelor’s
degree
Salary and perks
SLIDE 10
SLIDE 25
© SOUTH-WESTERN/THOMSON