MARKETING THE
INDUSTRY SEGMENTS
4.10 Explain the retail segment
of the travel industry.
Mall of America
•Bloomington, MN
•Most visited attraction in the US
•43 million shoppers annually
•Largest enclosed retail and
entertainment complex in the US
•Opened in 1992
Mall of America (cont.)
•Over 500 specialty stores
•60 restaurants
•7 night clubs
•14 movie theaters
•Theme park
•College Campus
•11,000 employees
•2,000 parking spaces
•Contributes more than
$1.7 billion in economic
impact annually to
Minnesota
•Tourism is credited for
4 of every 10 visits to the
mall.
•Soho and Nolita
•Fifth and Madison Avenues
•Seventh Avenue
•Manhattan
•42nd and 44th Streets
Soho and Nolita
•Shop where the rich and
famous shop.
•Hear the inside scoop on
celebrities while you shop.
Fifth and Madison Avenues
•Designer palaces
•Trends of the season
•Most “posh” shopping
district in the world
•Barney’s is a high class
store for men and women
who want to dress well.
Seventh Avenue
•Home of the fashion industry
•Streets filled with accessories
Manhattan
•Art Deco Emporium
•Bloomingdale’s
•Macy’s
42nd and 44th Streets
•Gold and jewels
•Precious metals appraisals
•Central Coast is known for open-air markets,
seaside galleries, and charming boutiques.
•San Francisco Bay Area has it all, from top
designers in boutiques and department stores
to ethnic influences in established
neighborhoods and one-of-a-kind creations at
neighborhood festivals.
•North Coast is for those who prefer
antiquing.
San Diego has sprawling discount outlet
centers, outdoor shopping malls, and quaint
upscale boutiques.
•Los Angeles is the place to purchase latest
fashions from top local and world-renowned
designers. Shop among the stars on Rodeo
Drive and Beverly Hills.
•Concord Mills
•Burlington Manufacturer’s Outlet
Center
•Tanger Outlet Centers
Concord Mills
•Concord, NC
•Shoppertainment in an oval
racetrack layout reflective of the
NASCAR area
•Shopping destination of the
Carolinas
Burlington Manufacturer’s Outlet
Center
•NC’s first and original factory
outlet center
•Over 60 factory outlet and
designer stores
Tanger Outlet Centers
•The nation’s most popular brand
name manufacturers and upscale
designer outlet stores
•Located in 20 states coast to coast
•Burlington
•Nags Head
•Myrtle Beach
•Parks on the Parkway, Blowing Rock, NC
•Pigeon Forge and Sevierville, TN
•Headquarters in Greensboro, NC
Festival: A periodic season or
program of cultural events that
includes crafts, entertainment, and
recreation and is often held in the
streets.
*Many local street festivals are
admission free to the visitor. Event
vendors give a percentage of their
retail sales to the sponsor to help
defray the cost of the event.
•Asheboro Fall Festival
•Azalea Festival, Wilmington
•Barbecue Festival, Lexington
•Beaufort Music Festival
•Bele Chere, Asheville
•Festival in the Park, Charlotte
•NASCAR Days, Randleman
•NC Rhododendron Festival, Bakersville
•NC Oyster Festival, Ocean Isle Beach
•Southwest Old Threshers Reunion,
Denton
•Wooly Worm Festival, Banner Elk
Azalea Festival
•Wilmington
•Oldest festival in NC, established in 1948
•More than 200,000 estimated to attend the two
day street fair
•More than 100,000 gather to watch the festival
parade
•1,000 volunteers are required to stage over 125
events that include shopping, art shows, special
exhibits, entertainment, and a circus.
•The Southeast Tourism Society selected the NC
Azalea Festival as one of its Top 20 events for
2003.
Beaufort Music Festival
•2003, 15th year celebration of music
•Three day fair and music on the
waterfront and historic district
Bele Chere, Asheville
•Largest free festival in the Southeast
•Over 350,000 people attend
Festival in the Park, Charlotte
•Started in 1964 by John Belk and Grant
Whitney
•Art and craft show in Freedom Park
NASCAR Days, Randleman
•Richard Petty Museum
•NASCAR drivers, displays, show cars,
food, and entertainment
Heritage/Cultural Shopping
Heritage: Relevant to tradition or the past
Cultural: Related to the practices of a
society that include its customary beliefs,
social roles, and material objects that are
passed down from generation to generation
*Magazines from the Travel Industry
Association of America and Smithsonian
list NC among the “Top 10” states for
cultural and heritage travel.
Heritage/Cultural shopping
•Cherokee
•Mast General Store, Valle Crucis
•Old Salem, Winston-Salem
•Charleston, SC
•Pennsylvania Dutch Country, PA
•Williamsburg, VA
•Antique consignment malls
•Cameron, NC
•Historic Gold Hill, NC
•Liberty (NC) Antique Festival
Largest outdoor antique festival in the
Southeastern US
Held annually in May and September
High quality antique furniture attracts
celebrities
Pottery:
Hand-thrown clay (mud) shaped
using a potter’s wheel; kilnfired, traditional, functional, and
decorative earthenware
Seagrove, NC
•Largest and oldest community of working potters
in the US
•Nowhere in the country is there a similar colony
of artists whose studios and workshops are open
every day for travelers and friends to stop in to
observe and shop. For the purchaser, it is a way
to know the origin of the piece, and for the artist it
is a chance to know the consumer.
•Over 100 potters make and sell their wares from
their shops in the Seagrove area today.
Seagrove, NC
(cont.)
• Retail pottery galleries in Seagrove
– Blue Moon Gallery
– Seagrove Pottery
– Village Pottery Marketplace
• NC Pottery Center, the first state pottery center in
the nation, opened in 1998.
• Museum of NC Traditional Pottery
Sanford, NC
•North State Pottery was a pottery
sales outlet started in 1924 by Rebecca
Cooper
– Employed members of the Owens family
– Exhibited pottery at the 1926 NC State
Fair in Raleigh
– Ceased operation in the late 1950s when
the last of the Coopers died
Sanford, NC (cont.)
•A.R. Cole (1892-1974) opened his first
workshop in Seagrove during 1927, but
moved to Sanford and established his
pottery in 1934.
– Continues to operate as Cole’s Pottery,
operated by A.R.’s daughter and her
grandson
– Is the only original major Cole-related
pottery still producing in NC
•Governor Mike Easley proclaimed
2004-2005 as the “Year of the Craft” in
NC.
•NC is third in the nation in craft
income.
•According to the NC Arts Council, arts
and crafts provide jobs for more than
5,100 people and provide an income of
more than $538 million each year.
Trade shows
•International Home Furnishings Market,
High Point
•Southern Christmas Show, Charlotte
•Southern Ideal Home Show, Greensboro
and Raleigh
•Southern Farm Show, Raleigh
•Auto Fair, Lowe’s Motor Speedway,
Concord
and others!
International
Home Furnishings Market, High Point
•Opened in 1909 as Southern Home Furniture Market
•Held twice a year
•Name changed in 1989 to International Home
Furnishings Market
•11 million square feet of showroom space
•Over 70,000 attendees
•Visitors from 100 countries
•Total economic impact now over one billion dollars
a year to the Triad region
•Restricted to wholesale buyers
Agritourism: A commercial enterprise
conducted at a working farm or ranch
for the enjoyment of visitors and to
generate income for the owner
•Christmas tree farms
•NC wineries
•Produce and plant farming
•Animal farms
•Corn mazes
Christmas tree farms
•100 Christmas tree
farms statewide
•NC ranks second
nationally in Christmas
tree production and
leads the nation in
Fraser fir production
•In 2001, growers
harvested 4.5 million
Christmas trees valued
at $99 million.
Viticulture/Enology: Viticulture is the
study of growing grapes. Enology is
the study of making wine.
Surry Community
College in Dobson,
NC, offers a program
leading to a
certificate, a
diploma, or an
associate degree in
viticulture/enology.
NC Vineyards
•NC is home to 250 vineyards and over 30
award-winning wineries.
•NC’s rich farmland and mild climate
contribute to the success and wide variety
of grapes that produce more than 500
thousand gallons of wine annually.
•NC is home of nation’s first cultivated wine
grape, the scuppernong.
•The first scuppernong vine was cultivated
in the 1500s in Sir Walter Raleigh’s Colony
on Roanoke Island.
•Biltmore Estate Winery, Asheville
•Shelton Vineyards, Dobson
•Dennis Vineyards, Albemarle
•Duplin Winery
•Silver Coast Winery, Shallotte
•Asheville, NC
•Largest winery in
NC
•100,000 cases of
wine produced per
year
•Tasting and retail
room
Shelton Vineyards
•Dobson, NC
•Second largest
winery in NC
•Tasting and retail
room
•Shelton At Sunset
Concert Series
•Shelton Cheeses,
production and
retail
Dennis Vineyards
•Albemarle, NC
•Tasting and retail room
•2002 1st place winner at NC State Fair
Duplin Winery
•Oldest operating winery in NC, the 26th in
the country to be bonded after Prohibition
•Tasting and retail room, theater, and dining
facilities
•One of the first to actively promote health
benefits of wine
Silver Coast Winery
•Shallotte, NC
•Coastal NC’s
premier producer
of premium wines
•Tasting and retail
room
•Offers tours from
the vineyard to the
bottle
•Special events
Produce and plant farming
•Marketing at roadside
stands
•Peaches, pumpkins,
vegetables
•Ornamental plants and
flowers
Marketing strategies used in retail
•ADVERTISING
Smaller businesses target markets through
local print and broadcast media.
Internet websites, print, and broadcast
media are used by larger businesses.
They also purchase and display billboards
along major highways.
Marketing strategies used in retail
•PERSONAL SELLING
Potteries
Wineries
Christmas tree farms
Roadside stands
Marketing strategies used in retail
•SALES PROMOTIONS
Tasting
Displays
Coupons
Free samples
Games
Marketing strategies used in retail
•Keen competition forces businesses to
embrace the marketing concept of
satisfying customers’ needs and wants in
order to make a profit.