MARKETING THE INDUSTRY SEGMENTS

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MARKETING THE INDUSTRY SEGMENTS
4.08 Explain the entertainment and recreation
industry.
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Theme park A large facility for entertainment
that includes games, thriller rides, sightseeing,
shops, food, etc., based on a particular theme.

• Dollywood
• Six Flags
• The Magic Kingdom
• The Epcot Center
• Disneyland

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• Pigeon Forge, TN
• Tennessees most visited attraction with over 2.5
  million visitors annually
• Create Memories Worth Repeating

• Wholesome fun and entertainment through music,
  crafts, attractions, and rides with an American
  country tradition theme

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• Six FlagsAtlanta, GA
• Six Flags AmericaBaltimore, MD/Washington, DC

• Worlds largest regional theme parks with 39
  locations in North America and Britain
• First park built in Texas over 40 years ago
• Teamed with Weekly Reader in 2003 in a
  childrens literacy program Read to Succeed for
  elementary schools

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• The Magic Kingdom
• The Epcot Center
• MGM Studios
• Animal Kingdom Park
• Resorts

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• Where Magic Lives
• Over 15 million visitors per year
• Orlando, Florida

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• Over 10 million visitors annually
• Imagination
• Aeronautical
• Futuristic

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• Over 8 million visitors annually

• Resorts

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• Anaheim, CA
• Americas first theme park, opened in 1955
• The Happiest Place on Earth
• Enchanted kingdom of fantasy and imagination
• 13 million visitors annually

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Natural destinations Places of interest formed
completely by nature

• Natural Bridge
• The Grand Canyon
• Niagara Falls

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• Natural BridgeNatural Bridge, VA
• Thomas Jefferson purchased 157 acres from King
  George III of England for 20 shillings in 1774
• Remains private today
• Over 100 million years old
• 215 ft. tall and 90 ft. wide

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The Grand Canyon

• Grand Canyon National Park, Arizona

• 1,217,403 acres
• Approximately 4 million recreation visits in 2002
• One of the most spectacular examples of erosion
  in the world
• World Heritage Site

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Niagara Falls

• New York/Canadian border
• Discovered in 1678
• Jay Treaty1796 US government took possession of
  the eastern shore
• 20 million visitors annually

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NC State Parks

• Division of NC Department of Environment and
  Natural Resources
• Supported and maintained with state tax dollars
  and private donations
• 29 state parks
• 4 recreation areas
• Natural areas
• Preservation of natural resources

• Camping
• Horseback trails
• Bicycling
• Off road all-terrain vehicle trails
• Educational and interpretive programs about
  environment, plants, and animals

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United States National Forests (USDA Forestry
Service)

• HeadquartersYates Federal Building, Washington,
  DC
• Home of Smokey the Bear

• PURPOSE
• To ensure that Americas forests and grasslands
  are in the healthiest condition they can be in.
• To ensure that American people have many
  opportunities to use, enjoy, and care for the
  lands and waters that sustain us all.

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United States National Forests (USDA Forestry
Service)

• US divided into nine regions
• 155 national forests
• 20 national grasslands
• Supported by federal tax monies and private
  donations

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Destinations with historical or religious
significance
Attractions that preserve history, tradition, and
culture

• The White House
• The Statue of Liberty
• Mormon Tabernacle
• Pearl Harbor
• The Great Wall of China

• Stonehenge
• The pyramids of Egypt
• The Vatican
• Taj Mahal
• The Parthenon

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THE WHITE HOUSE

• Washington, DC
• Site was chosen in 1790 while George Washington
  was president.
• In 1800, John and Abigail Adams moved in, and the
  seat of government was relocated from
  Philadelphia to Washington.
• Availability was altered after 9/11/01.

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THE STATUE OF LIBERTY

• Dedicated October 28, 1886
• Designated a national monument on October 15,
  1924
• Care and administration transferred to National
  Park Service in 1933
• Gift from people of France in recognition of
  friendship established during American Revolution
• Universal symbol of political freedom and
  democracy

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MORMON TABERNACLE

• Salt Lake City, Utah
• Acoustically sensitive dome-shaped auditorium
  constructed between 1863 and 1875
• Houses worlds most famous pipe organ with 11,623
  pipes
• Home of Mormon Tabernacle Choir

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• Hawaii
• WWII historic military site
• December 7, 1941, Japanese warplanes bombed the
  USS Arizona
• Bodies of over 1,000 American sailors still
  entombed in the sunken hull

PEARL HARBOR
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STONEHENGE

• England
• Circle of megalithic stones on the Salisbury
  Plain
• A mystical spiritual center for more than 1,000
  years
• World Heritage Site

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THE PYRAMIDS OF EGYPT

• Tombs of early Egyptian kings with rooms and
  passages along with the burial chamber of the
  king
• World
  Heritage Site

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THE VATICAN

• Rome, Italy
• Residence of the Catholic Pope

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TAJ MAHAL

• India
• Mausoleum built entirely of white marble stone by
  a Muslim emperor in memory of his wife
• World Heritage Site

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THE GREAT WALL OF CHINA

• Constructed in the 15th century as a means of
  protection
• 1,864 miles long and 16 to 26 feet high

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THE PARTHENON

• Athens, Greece
• Main temple at the Acropolis
• Temple to the Goddess Athena

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Fair A gathering to entertain and educate and
sometimes used to introduce new products relevant
to the area promoting the event normally held
outdoors with rides and food providing a great
part of the attraction
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NORTH CAROLINA STATE FAIR

• Raleigh, NC
• Over 150 years of operation
• Food, rides, exhibits, games, concerts
• Farm animal exhibition
• Craft demonstrations and sales
• Competition and prizes

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• Dixie Classic Fair
• Winston-Salem
• Combination of grain exhibition started in Salem
  in 1882 and the Piedmont Tobacco Fair started 15
  years later
• Name changed in 1956
• Attended by over 300,000 people in October 2003
• Second to NC State Fair in popularity

Other fairs

• NC Mountain State Fair
• Fletcher, NC
• Held in September before NC State Fair
• Started in 1993

• Worlds Fair

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Motorsports racing A spectator sport that is a
highly lucrative vehicular competition held on
established tracks and involving drivers, car
owners, sponsors, and spectators.
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NASCARNational Association of Stock Car Auto
Racing
Started by Bill France with the first race in
Daytona, Florida, in 1948
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CHARLOTTE MOTOR SPEEDWAY

• Concord, NC
• Built in 1959 by Bruton Smith and Curtis Turner
• President H.A. Humpy Wheeler
• A facility that
  continuously
  establishes
  new industry standards
• Seating capacity in
  2000167,000
• Seating capacity
  expansion to
  200,000 by 2010

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North Carolina Motorsports Association (NCMA)

• Nonprofit corporation established in 2002 to
  enhance the motorsports industry in NC
• Members represent industry issues, influence
  legislation, provide input to the educational
  communities, and promote the growth of the sport.
• Ed McLean, executive director

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Economic impact of motorsports in NC

• Economic impact to NC estimated at 2 billion a
  year
• Economic impact of five NASCAR weekends a
  year--500 million

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Motorsports related industries in NC

• 1,000 industry related businesses in NC
• Many open to tourists (gift shops, museums)
• Sam Bass Gallery of Motorsports Art
• Richard Petty Driving Experience

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NASCAR owner team shops in NC

• Hendrick MotorsportsCharlotte
• Dale Earnhardt, Inc.Mooresville
• Joe Gibbs RacingHuntersville
• Richard Childress RacingWelcome
• Roush Racing--Mooresville

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Outdoor dramas Works of entertainment presented
on an outdoor stage may be either theatrical or
musical or a combination of both
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Whitewater rafting

• Kayak or raft down a river
• Rapids are rated based on elevation loss, volume
  of flow, river features, and river hazards with
  class I being the easiest and class IV being the
  most difficult and often referred to as risk to
  life.
• US NATIONAL WHITEWATER CENTER IN CHARLOTTE, NC

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Whitewater rafting in NC

• Ocoee River
• Near NC border crossing under Hwy. 64 near Murphy
• Big, closely spaced rapids
• One of most popular whitewater rivers in nation
• Olympic whitewater site
• Class III and IV

• Nantahala River
• Dam controlled river near Bryson City and Fontana
  Village
• Family rafting
• American whitewater playground
• Class I and II with a class III at the end

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Fishing

• Mountain streams and brooks
• Trout
• Fly fishing

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Freshwater fishing

• Brackish/freshwater fishing in the Currituck
  Sound, Kitty Hawk Bay, and Colington Harbor
• Rockfish/Striped Sea Bass
• Flounder
• Croakers

• Rivers, lakes, and ponds in the
  Heartland/Piedmont
• Fish from small boats or piers
• Catfish, bream, crappie, and bass

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Saltwater fishing along the coastline

• From Currituck to Sunset Beach (275 miles)
• Outer Banks is known as The Billfish Capital of
  the World.
• Hatteras is known as The Blue Marlin Capital of
  the World.

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Headboat fishing

• Carry up to 40-50 people
• Half-day trips in the sound and inlet waters

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Surf and pier fishing

• Piers along the coastline are accessible to
  tourists at no charge or for a small fee.
• The season peaks in May and November.

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Hook/surf fishing

• Flounder
• Sea mullet/whiting
• Croakers, channel bass, bluefish

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• Net fishing
• Flounder
• Shrimp

• Clams and oysters are farmed and grown in beds.

• Crabs are caught with crab pots/cages.

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Charter boat deep sea fishing
Charter boats are operated by a captain, rented
to the recreational fisherman by the hour or day,
and travel miles into the ocean.

• Blue and white marlin
• Sailfish
• Dolphin
• King Mackerel
• Tuna

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Water sports

• Pleasure boating and pontoons
• Water skiing
• Jet skiing
• Wave running
• Wake boarding
• Surfing
• Kite surfing
• Sailing

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Snow sports Outdoor recreational activities
utilizing the natural frozen precipitation which
collects on the ground during winter months and
which may be enhanced by man-made materials to
create more desirable conditions.

• Snow skiing
• Snowboarding
• Snow tubing

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Skiing

• 39 states with mountain terrain have ski resorts.
• Colorado is most popular tourist ski state.
• Switzerland is most popular tourist ski country.

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• Appalachian
• Cataloochee Ski Area
• Hawknest Golf and Ski Resort
• Sapphire Valley Ski Area
• Ski Beech
• Sugar Mountain Resort
• Wolf Laurel

NC ski resorts

• Hosted over 5.5 million visitors and generated
  120 million during the 2002-03 ski seasons
• 67.7 million was spent on skis, snow boards,
  lift tickets, lodging, and meals
• NC ski season runs about 100 days

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Museums Institutions devoted to the
procurement, care, and display of objects of
lasting interest and value

• The Mint Museum of Art, Charlotte
• Discovery Place, Charlotte (Carolinas largest
  hands-on planetarium nature museum)
• Charlotte-Concord Motorcar Hall of Fame
• NC Transportation Museum, Spencer

• NC Aviation Museum, Asheboro
• The NC Aviation Museum, Wilmington
• Aurora Fossil Museum, Aurora
• Smithsonian National Institution/museums,
  Washington, DC

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Music and/or dinner theaters Places of
entertainment providing music and/or drama
productions and often including a meal

• Pigeon Forge, TN
• Music Mansion Theatre
• Louise Mandrell Theatre
• Dolly Partons Dixie Stampede

• Barn Dinner Theater, Greensboro
• Myrtle Beach, SC
• Alabama Theater
• Carolina Theater

• Branson, MO
• The Live Music Show Capital of the World
• 30 theaters host over 60 shows

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Golf Outdoor recreational sport played using
special clubs to drive balls with as few strokes
as possible into a series of small holes on a
landscaped course. A round of golf is normally 9
or 18 consecutive holes.

• Old North State Club, Uwharrie Point, New London,
  NC
• Grandover Resort and Conference Center,
  Greensboro, NC

• Pinehurst, NC
• Lake Norman, NC
• Myrtle Beach, SC

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• September 2000 edition of Golf Digest Magazine
  rated the Pinehurst area as the third best golf
  location in the world.
• Popular US retirement village located near center
  of state

Pinehurst, NC

• 1 golf destination on the east coast
• Synonymous with heritage and quality
• 40 outstanding resort courses
• 2 home of national championships

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Old North State Club, Uwharrie Point

• New London, NC
• Private club on Badin Lake, second only to
  Pinehurst
• 89th among Americas 100 Best Modern Courses
  for 1999
• Home of the ACC mens golf tournament

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Grandover Resort
and Conference Center

• Greensboro, NC
• Newest golf resort
  complex in NC
• Opened in 1996
• Golf Digest gives
  it a 4½ star rating.

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Lake Norman

• Largest lake in NC with 520 miles of shoreline
  across four counties
• Exclusive upscale residential golf area
• Proximity to interstates has encouraged corporate
  business growth.

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Myrtle Beach, SC

• Home to more golf courses
  than any other stretch of
  beach in the world
• Approximately 120 courses
  in July 2003 with plans for
  construction of new courses
• Golf packages promote joining over 60,000
  accommodation units and 1800 restaurants with
  shopping and sightseeing.

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Casino A place where games of chance are played
for monetary rewards

• Harrahs, Cherokee, NC
• Atlantic City
• Tunica, Mississippi
• Myrtle Beach waterways
• Las Vegas

• Most are associated with large hotels with
  restaurants
• Casinos brought about the invention of neon signs

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Las Vegas, Nevada

• Entertainment capital of the world
• More than 125,000 hotel rooms
• Brightest city in the world with miles of neon

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El Rancho Vegas

• First hotel/casino theme resort in the US
• Opened in 1941
• 57 acres purchased by Thomas Hull for 100 per
  acre
• 63 rooms
• Built as a resort for people traveling from Los
  Angeles to Salt Lake City
• Key attraction was swimming pool
• Casino was an afterthought

• Built on Hwy. 91, the strip, now known as Las
  Vegas Boulevard South

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Parade Festive public procession that may
include bands, individual walkers, decorated
vehicles, and/or floats.

• Macys Thanksgiving Day Parade
• Rose Bowl Parade

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Macys Thanksgiving Day Parade

• Worlds most famous parade
• Started in 1927
• Large helium character balloons
• 2 ½ miles long
• 2.5 million people line the streets of New York
  City

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• New Years Day
• Started over 100 years ago
• Part of the Rose Bowl collegiate football game
  festivities
• Route is 5.5 miles long in Pasadena, California.
• Corporate and professional floats are covered
  with flowers to celebrate paradise.

Rose Bowl Parade
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Resort spas Places for rest, relaxation and
rejuvenation of the body and soul. Visits may be
for the day, overnight, or extended as part of a
planned vacation.

• Health physical fitness centers
• Holistic approach
• Weight management
• Massage
• Skin, hair, and nail care
• Swimming, whirlpool, and saunas

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North Carolina spas

• Grove Park Inn and Resort, Asheville
• Ballantyne Resort, Charlotte
• Grandover Resort, Greensboro
• The Spa at Pinehurst

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Marketing Strategies Used in Entertainment
Recreation

• Product Entertainment and recreation is a
  service providing pleasure.
• Place There is not a physical distribution
  system with entertainment and recreation.
  Tourists visit attractions and events for
  enjoyment.
• Price Pricing is both a marketing technique and
  a major profit determinant. Pricing may be
  singular or a package deal with add-ons from
  related industries and suppliers. Tickets for
  attractions may be purchased daily, for a season,
  or for a special event only.

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Marketing Strategies Used in Entertainment
Recreation (cont.)

• Promotion
• Highly creative, paid advertising
• Local tourism associations and CVBs help promote
  local attractions.

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Marketing Strategies Used in Entertainment
Recreation (cont.)
Entertainment and recreation is interrelated with
lodging, food, and transportation segments.
Promotional activities may include these,
offering many total package deals.