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Sport MarketingChapter 13 BUSI 252Professor Conrad
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Updates
▪ No blog post due this week!!▪ Self-assessment #3 will be next Wednesday▪ No class next Friday▪ Next blog post is due on Sunday, April 2
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Distribution in the Sport Industry
▪ Core Products and Extensions▪ Theory of Sport and Place▪ Facility▪ Marketing Channels
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Core Products and Extensions
Product Elements The live event Postgame stats Personal
appearances Tickets to game Concessions Merchandise,
apparel & memorabilia
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Core Products and Extensions
Scheduling Away “home”
games (outer rim) MSU & NC on
aircraft carrier Tar Heels hold
spring practice at high school
Off-season or preseason tours by players, coaches, mascot
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Core Products and Extensions
Ensemble
Landscape
Artifacts
History and
memories
IdeologiesExperiences
Aesthetics
Problems
Extension of core events through media, DVDs or online streaming, merchandise and apparelRecognize elements that enhance or diminish attractiveness of venue and surroundings
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FacilityCentral element of any sport place ensemble
AccessibilityTransportation-related issuesDesign and layoutAmenitiesPersonnel
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Facility – External Accessibility and Drawing Radius (Drive Time)
Dem
ogra
phicsDiscretiona
ry times varies with income, occupation and stage in life cycle Du
ratio
n/Fr
eque
ncyInfrequent
events – will travel longerFrequent events – attend less often Em
otio
nal c
omm
itmen
tsThe more personally involved, the more like to accept the drive Pe
rcep
tion
of q
ualit
yBig game or big star will draw from out radius
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Daytona International Speedway
Which characteristics of the Daytona International Speedway are especially important? Why are they important?Which of the following facility factors are most important to the marketing of an event? Explain your reasoning.
demographicsduration and frequency of the eventemotional commitment of spectatorsspectators’ perception of qualityparkingsurrounding areafacility design and layout
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Facility – Parking
▪ 1:4 – One parking space for every four seats if mass transit is available
▪ Most vexing aspect of fan experience▪ Sport property should control parking if possible▪ Biggest parking gripes from fans – – Time to leave after an event– Cost– Lack of availability near venue– Lack of organization– Bad traffic and delays on ingress
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Facility – Surrounding Area
Design• Build upon
character of surrounding structures
• Integrate with city’s development plans
Politics• Be sure to include
neighbors early in process
Sense of Safety• Be sure to locate in
a safe area
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Facility – Design and Layout
Ease of Access• Consider
consumer flow from entrance to departure
• Flow for humans and cars
Disabled• ADA
Requirements• 1% of seating for
wheelchairs• ½ entrances
wheelchair accessible
Amenities• Food services,
bars, concession stands and bathrooms
• Enough to reduce lines
Aesthetics• Blend form,
scale, color and light
• Cheer up drab entrances with logos and marks
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Facility – The Game and More
Festival
Spectacle
GAME
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Facility – Amenities
▪ Fans expect a range of amenities that enhance their spectacle and festival experience
▪ Connectivity– Hotels, resorts and sport venues– Wireless connections
▪ Visuals– Ribbon boards, TVs in game area and out
▪ Upscale Food and Drinks– Suite fans pay 4x for amenities– Food/drink stands, kiosks and food courts
▪ High-Touch Amenities– Child care
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Facility – Personnel
▪ Event staff project facility’s image▪ Train event staff in customer service and crisis situations▪ International Association of Venue Managers (IAVM) offers training
www.iavm.org
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Marketing Channels
▪ Facility is primary element in distributing core sport product
▪ Channels = sets or configurations of organizations linked together to deliver a product to consumers
▪ Retail Operations – brink-and-mortar and click-and-order▪ Ticket Distribution– At the gate– Kiosks– Through the team’s website– Other sites such as StubHub or TicketMaster– Secondary Ticket Market (season ticket holders sell through team
or sites)
