CHAPTER 10 Recreation Marketing

SLIDE 1 © SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTERCHAPTER 1010Recreation Marketing

10.110.1 Recreational Sports

10.210.2 Travel and Tourism

10.310.3 Resorts and Theme Parks

10.410.4 Recreation Marketing Careers



LESSON 10.1LESSON 10.1

Recreational Sports

GOALSGOALSExplain marketing strategies based on

changing demographics.Apply market information to recreational

events.



Fitness and Fun

Facilities versus wildernessRecreational space for local residentsEnvironmental impactMust balance needs

Managing customer informationCustomer databaseProduct planning and promotion



Is Fitness a Trend?

Changing demographicsSenior OlympicsParticipation of youngsters



Event Marketing

SponsorshipThe future is here

Inline skatingMountain bikingSnowboarding



Snowboard Madness

Sport continues to growIndoor snowboard facilitiesMarketers looking for new areas




Travel and Tourism

GOALSGOALSExplain the importance of the travel

and tourism industry to sports and entertainment marketing.

Describe how technology has changed travel marketing.



Road Trip

Travel and tourism supporting businessTraveling to sporting events



The Products

TransportationAccommodationsMealsOther attractions



Travel Technology

Online tickets sales and reservationse-tickets—electronic tickets



Lean Times for Travel Agencies

Traditional ticket distribution channel until recently

Newer channel is direct sales through web sites



Price Versus Convenience

Online travel servicePriceline.com



Small World

The business travelerMajor source of profit for the travel industryAirline member-only clubs

The touristSelf-indulgence travelCultural travelActivity toursReality tours



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




Resorts and Theme Parks

GOALSGOALSUnderstand 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.



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



Halls of Fame

Travel destinationSports and non-sports interestsA hall is not always a hall

No specifications for the site of a hall of fame

Must attract visitorsPromotion by word of mouth

A complete destination



Resorts and Theme Parks

Popular tourist destinationsTheme parks are family-orientedResorts aimed at adultsChildren have a major influence on

choice of destination



Theme Park Central

Disney is the world leader in the theme park industry

Tiering for premium servicesCreating an attraction requires

customizing



It’s Not Orlando

Amusement parks in ChinaInadequate or inaccurate marketing

information about potential customers


SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 10.4LESSON 10.4

Recreation Marketing Careers

GOALSGOALSDescribe careers in recreation

marketing.Develop a recreation marketing career

plan.



Building a Career

Planning the tripWide selection of career pathsResearch jobs and what they require

What’s out there?Marketing positions in every firm in the

recreation businessSearching for jobs using the InternetResearch national travel agencies



Getting Ready

What’s school got to do with it?Education requirementsTech Prep program

How About the Real Thing?InternshipsPart-time workJob shadowing —spending active work

time with someone in a certain job or career



People Skills Are Critical

Manage your behaviorAdopt appropriate behavior for success



Recreation Marketing Careers

Recreation marketers needed to develop and execute the seven marketing functions

Communication and presentation skillsMost positions require a bachelor’s

degreeSalary and perks

CHAPTER 10 Recreation Marketing

Documents

Transcript of CHAPTER 10 Recreation Marketing