MARKETING THE INDUSTRY
SEGMENTS
4.08 Explain the entertainment and
recreation industry.
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
•Pigeon Forge, TN
•Wholesome fun and
entertainment through
music, crafts, attractions,
and rides with an American
country tradition theme
•Tennessee’s most visited
attraction with over 2.5
million visitors annually
•“Create Memories
Worth Repeating”
•Six Flags—Atlanta, GA
•Six Flags America—Baltimore,
MD/Washington, DC
•World’s 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
children’s literacy program “Read to Succeed” for
elementary schools
•The Magic Kingdom
•The Epcot Center
•MGM Studios
•Animal Kingdom
Park
•Resorts
•“Where Magic Lives”
•Over 15 million
visitors per year
•Orlando, Florida
•Over 10 million
visitors annually
•Imagination
•Aeronautical
•Futuristic
•Over 8 million visitors
annually
•Resorts
•Anaheim, CA
•America’s first theme
park, opened in 1955
•“The Happiest Place on
Earth”
•Enchanted kingdom of
fantasy and imagination
•13 million visitors
annually
Natural destinations: Places of interest
formed completely by nature
•Natural Bridge
•The Grand Canyon
•Niagara Falls
•Natural Bridge—Natural
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
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
Niagara Falls
•New York/Canadian
border
•Discovered in 1678
•Jay Treaty—1796 US
government took
possession of the
eastern shore
•20 million visitors
annually
NC State Parks
•Division of NC Department of
Environment and Natural
Resources
•Camping
•Supported and maintained with
state tax dollars and private
donations
•Bicycling
•29 state parks
•Educational and
interpretive programs
about environment,
plants, and animals
•4 recreation areas
•Natural areas
•Preservation of natural resources
•Horseback trails
•Off road all-terrain
vehicle trails
United States National Forests
(USDA Forestry Service)
*Headquarters—Yates Federal Building, Washington,
DC
•Home of “Smokey the Bear”
•“To ensure that America’s 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.
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
Destinations with historical or religious
significance
Attractions that preserve history, tradition, and culture
•The White House
•Stonehenge
•The Statue of Liberty
•The pyramids of Egypt
•Mormon Tabernacle
•The Vatican
•Pearl Harbor
•Taj Mahal
•The Great Wall of China
•The Parthenon
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.
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
MORMON TABERNACLE
•Salt Lake City, Utah
•Acoustically sensitive
dome-shaped auditorium
constructed between 1863
and 1875
•Houses world’s most famous
pipe organ with 11,623 pipes
•Home of Mormon
Tabernacle Choir
PEARL HARBOR
•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
STONEHENGE
•England
•Circle of megalithic stones on the Salisbury
Plain
•A mystical spiritual center for more than
1,000 years
•World Heritage Site
THE PYRAMIDS OF EGYPT
•Tombs of early Egyptian kings with rooms
and passages along with the burial chamber
of the king
•World
Heritage Site
THE VATICAN
•Rome, Italy
•Residence of the
Catholic Pope
TAJ MAHAL
•India
•Mausoleum built
entirely of white marble
stone by a Muslim
emperor in memory of
his wife
•World Heritage Site
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
THE PARTHENON
•Athens, Greece
•Main temple at
the Acropolis
•Temple to the
Goddess Athena
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
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
Other fairs…
NC Mountain State Fair
Dixie Classic Fair
•Winston-Salem
•Held in September before
NC State Fair
•Combination of grain
exhibition started in Salem
in 1882 and the Piedmont
Tobacco Fair started 15
years later
•Started in 1993
•Name changed in 1956
•Fletcher, NC
World’s Fair
•Attended by over
300,000 people in
October 2003
•Second to NC State Fair
in popularity
Motorsports racing: A spectator sport that
is a highly lucrative vehicular competition
held on established tracks and involving
drivers, car owners, sponsors, and
spectators.
NASCAR—National Association of Stock
Car Auto Racing
Started by Bill
France with the
first race in
Daytona, Florida,
in 1948
LOWE’S 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
2000—167,000
•Seating capacity
expansion to 200,000 by 2010
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
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
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
NASCAR owner team shops in NC
•Hendrick Motorsports—
Charlotte
•Dale Earnhardt, Inc.—
Mooresville
•Joe Gibbs Racing—
Huntersville
•Richard Childress Racing—
Welcome
•Roush Racing--Mooresville
Outdoor dramas: Works of entertainment
presented on an outdoor stage; may be
either theatrical or musical or a combination
of both
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.”
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
Fishing…
Mountain streams
and brooks
•Trout
•Fly fishing
Freshwater fishing…
Rivers, lakes, and ponds
in the
Heartland/Piedmont
•Fish from small boats
or piers
•Catfish, bream, crappie,
and bass
Brackish/freshwater
fishing in the Currituck
Sound, Kitty Hawk
Bay, and Colington
Harbor
•Rockfish/Striped Sea
Bass
•Flounder
•Croakers
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.”
Headboat fishing
•Carry up to
40-50 people
•Half-day trips
in the sound
and inlet waters
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.
Hook/surf fishing
•Flounder
•Sea mullet/whiting
•Croakers, channel bass,
bluefish
•Net fishing
Flounder
Shrimp
•Clams and oysters are
farmed and grown in beds.
•Crabs are caught with crab
pots/cages.
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
Water sports
•Pleasure boating and
pontoons
•Water skiing
•Jet skiing
•Wave running
•Wake boarding
•Surfing
•Kite surfing
•Sailing
Snow sports: Outdoor recreational activities
utilizing the natural frozen precipitation
which collects on the ground during winter
months and which may be enhanced by manmade materials to create more desirable
conditions.
•Snow skiing
•Snowboarding
•Snow tubing
Skiing…
•39 states with
mountain terrain
have ski resorts.
•Colorado is most
popular tourist ski
state.
•Switzerland is
most popular
tourist ski country.
NC ski resorts…
•Appalachian
•Hosted over 5.5 million •Cataloochee Ski Area
visitors and generated
•Hawknest Golf and Ski
$120 million during the
Resort
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
•Sapphire Valley Ski Area
•Ski Beech
•Sugar Mountain Resort
•Wolf Laurel
Museums: Institutions devoted to the
procurement, care, and display of objects of
lasting interest and value
•The Mint Museum of Art,
Charlotte
•NC Aviation Museum,
Asheboro
•Discovery Place, Charlotte
(Carolinas’ largest hands-on
planetarium nature museum)
•The NC Aviation Museum,
Wilmington
•Charlotte-Concord Motorcar
Hall of Fame
•NC Transportation Museum,
Spencer
•Aurora Fossil Museum,
Aurora
•Smithsonian National
Institution/museums,
Washington, DC
Music and/or dinner theaters: Places of
entertainment providing music and/or drama
productions and often including a meal
•Pigeon Forge, TN
•Barn Dinner Theater,
Greensboro
•Myrtle Beach, SC
Alabama Theater
Carolina Theater
Dolly Parton’s Dixie
Stampede
Music Mansion Theatre
Louise Mandrell Theatre
Dolly Parton’s Dixie Stampede
•Branson, MO
“The Live Music Show Capital of
the World”
30 theaters host over 60 shows
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.
•Pinehurst, NC
•Lake Norman, NC
•Myrtle Beach, SC
•Old North State Club,
Uwharrie Point, New
London, NC
•Grandover Resort and
Conference Center,
Greensboro, NC
Pinehurst, NC
•#1 golf destination on
the east coast
Synonymous with
heritage and quality
40 outstanding resort
courses
#2 home of national
championships
•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
Old North State Club, Uwharrie Point
•New London, NC
•Private club on Badin Lake,
second only to Pinehurst
•89th among “America’s 100
Best Modern Courses” for 1999
•Home of the ACC men’s golf
tournament
Grandover Resort
and Conference Center
•Greensboro, NC
•Newest golf resort
complex in NC
•Opened in 1996
•Golf Digest gives
it a 4½ star rating.
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.
Myrtle Beach, SC
•Home to more golf courses
than any other stretch of
the world
beach in
•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.
Casino: A place where games of chance are
played for monetary rewards
•Most are
associated with
large hotels
with restaurants
•With casinos
came the
invention of
neon signs
•Harrah’s,
Cherokee, NC
•Atlantic City
•Tunica,
Mississippi
•Myrtle Beach
waterways
•Las Vegas
Las Vegas, Nevada
•Entertainment capital
of the world
•More than 125,000
hotel rooms
•Brightest city in the
world with miles of
neon
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 on Hwy. 91,
“the strip,” now
known as Las Vegas
Boulevard South
•Built as a resort for people
traveling from Los Angeles to Salt
Lake City
•Key attraction was swimming
pool
•Casino was an afterthought
Parade: Festive public procession that may
include bands, individual walkers,
decorated vehicles, and/or floats.
•Macy’s
Thanksgiving Day
Parade
•Rose Bowl Parade
Macy’s Thanksgiving Day Parade
•World’s 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
•New Year’s 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
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
North Carolina spas…
•Grove Park Inn and
Resort, Asheville
•Ballantyne Resort,
Charlotte
•Grandover Resort,
Greensboro
•The Spa at Pinehurst
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.
Marketing Strategies Used in Entertainment
& Recreation (cont.)
Promotion:
•Highly creative, paid
advertising
•Local tourism associations
and CVBs help promote local
attractions.
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.”