1. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 1 CHAPTER 10 CHAPTER 10 Recreation Marketing 10.1 10.1 Recreational Sports 10.2 10.2 Travel and Tourism 10.3 10.3 Resorts and Theme Parks 10.4 10.4 Recreation Marketing Careers

2. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 2 LESSON 10.1 LESSON 10.1 Recreational Sports GOALS Explain marketing strategies based on changing demographics. Apply market information to recreational events.

3. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 3 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

4. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 4 Is Fitness a Trend? Changing demographics Senior Olympics Participation of youngsters

5. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 5 Event Marketing Sponsorship The future is here Inline skating Mountain biking Snowboarding

6. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 6 Snowboard Madness Sport continues to grow Indoor snowboard facilities Marketers looking for new areas

7. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 7 LESSON 10.2 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.

8. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 8 Road Trip Travel and tourism supporting business Traveling to sporting events

9. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 9 The Products Transportation Accommodations Meals Other attractions

10. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10 Travel Technology Online tickets sales and reservations e-tickets—electronic tickets

11. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 11 Lean Times for Travel Agencies Traditional ticket distribution channel until recently Newer channel is direct sales through web sites

12. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 12 Price Versus Convenience Online travel service Priceline.com

13. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 13 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

14. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 14 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

15. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 15 LESSON 10.3 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.

16. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 16 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

17. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 17 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

18. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 18 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

19. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 19 Theme Park Central Disney is the world leader in the theme park industry Tiering for premium services Creating an attraction requires customizing

20. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 20 It’s Not Orlando Amusement parks in China Inadequate or inaccurate marketing information about potential customers

21. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 21 LESSON 10.4 LESSON 10.4 Recreation Marketing Careers GOALS Describe careers in recreation marketing. Develop a recreation marketing career plan.

22. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 22 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

23. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 23 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

24. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 24 People Skills Are Critical Manage your behavior Adopt appropriate behavior for success

25. © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SLIDE 10SLIDE 25 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