Recreation MarketingRecreation MarketingRecreation MarketingRecreation MarketingSports & Entertainment MarketingSports & Entertainment Marketing

Mrs. WilsonMrs. Wilson

What is Recreation?• Recreation can be defined as renewing

or rejuvenating your body or mind with play and amusing activity.

• The activities are those involved in:– Travel– Tourism– Amateur sports that are not associated

with educational institutions

Participation• Participation in recreational activities

generally requires purchase of a combination of products and services.

• Participant must make a commitment of time and money for lessons, practice, equipment, and travel to a location or facility.

A Better Image• Pro sports marketers work to increase

interest in related recreational sports.

• For example, the Pro Bowlers Association is working to draw mainstream sponsors and a broader audience by promoting a new image of bowling.

Bowling• Ten million league members bowl

at least once a week.• More than 55 million people in the

US bowled at least once during 1997.

• More people bowl than any other recreational sport.

• They also watch it on TV.

So what is the problem?

The problem is….• Lack of a famous, young icon

• Bowling needs a marketable sports figure to catch the attention of the public.

• For example, Tiger Woods is a worldwide celebrity and played a key role in promoting the game of golf with the black population in Africa who, prior to the end of apartheid, had been denied chances to play.

Travel & Tourism• The World Travel & Tourism Council estimates

that, worldwide, the travel industry employs 130 million people and is the world’s largest industry.

• Tourism is defined as traveling for pleasure whether the travel is independent or tour-based. Includes vacations, honeymoons, conventions, and family visits.

Niche Travel• Recreational travel or tours

planned around a special interest as niche travel.

• Can you give me an example?

Disney• Complete travel packages online,

including hotel, airline, rental car, and park tickets.

Marketing Mix & Niche• The marketing mix in niche travel is critical to

the success of the business.

• Planning the right tour, promoting and distributing it to the right customers, pricing it to attract them, and making a profit all require marketing information.

• Senior citizens WOULD NOT enjoy the same travel as you would!

• Why is marketing information important to the travel and tourism business?

• Why is travel and tourism not a one-size-fits-all business?

Answers…• It is important to understand

customers’ needs and wants and to focus the business on a target customer.

• Travel for pleasure is based on individual interests.

Computer Lab Tuesday & Wednesday

Quiz Friday• Computer lab—work on TV assignment• Reread Chapter 1 in your book.• Focus on the definitions of:

– Sports Marketing– Entertainment Marketing– Recreation Marketing

• What is the difference between a participant and a spectator?