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34
MPORTANCE AND IMPACT OF
SPORT, ENTERTAINMENT & RECREATION
                        What are sports?
                   What is entertainment?
                      What is recreation?
IMPORTANCE
OF SER
IMPORTANCE OF SER
Sports, entertainment and recreation
  are important to the consumer because they
  enhance quality of life by providing a means of:
 escape

 fun

 bonding with others

 health

 education

 involvement with people from all socioeconomic
  levels
Growth, Trends and Impact - How can I satisfy
customers? What are sports, entertainment and
recreation?
                          IMPACT OF
                          SER
                                  4
IMPACT
Sports, entertainment and recreation impact the
 economy by providing jobs, adding tax revenue.
Growth, Trends and Impact - How can I
                       satisfy customers? What are sports,
                                                               6




                       entertainment and recreation?
                     we wear
           Hairstyles
           Clothing
FASHION
MERCHANDISE LINES
 Clothing and accessories - Rocawear, Air Jordan,
  Dereon, Applebottom




                                                     entertainment and recreation?
                                                     satisfy customers? What are sports,
                                                     Growth, Trends and Impact - How can I
 Video games - NBA Live, Madden NFL, Karaoke
  Revolution: American Idol




                                                         7
Growth, Trends and Impact - How can I
                                                                satisfy customers? What are sports,
                                                                                                        8




                                                                entertainment and recreation?
                   Batman, Superman, SpongBob 3D ride, Joker,
                   Disney World, Universal Studios
THEME PARK RIDES
                    
Growth, Trends and Impact - How can I
                                            satisfy customers? What are sports,
                                                                                    9




                                            entertainment and recreation?
              ESPN Zone, Planet Hollywood
RESTAURANTS
                
SPONSORSHIPS

 Gatorade  – Lebron James
 Nike – Kobe Bryant




                                        entertainment and recreation?
                                        satisfy customers? What are sports,
                                        Growth, Trends and Impact - How can I
 Proactive – Gabrielle Union,
  Jessica Simpson
   Covergirl – Rhianna, Queen Latifa




                                         10
EXPRESSIONS –
 I’ll
    be back – Terminator
 Houston, we have a problem – Apollo 13




                                           entertainment and recreation?
                                           satisfy customers? What are sports,
                                           Growth, Trends and Impact - How can I
   Show me the money – Jerry McGuire




                                            11
ECONOMY –
HUNDREDS OF BILLIONS OF DOLLARS

 Entertainment  industry – top 10
  highest grossing segment of the




                                     entertainment and recreation?
                                     satisfy customers? What are sports,
                                     Growth, Trends and Impact - How can I
  economy
 Sports industry – top 25 largest
  industry



                                      12
Growth, Trends and Impact - How can I satisfy
customers? What are sports, entertainment and
recreation?
                   SPORTS AND ENTERTAINMENT
SIMILARITIES AND
DIFFERENCES
                                              MARKETING
                      IN



                                                          13
SER MARKETING
 SER Marketing - satisfy customers through sports,
  entertainment, recreation, amusement or any




                                                       entertainment and recreation?
                                                       satisfy customers? What are sports,
                                                       Growth, Trends and Impact - How can I
  method of occupying time.
 SER Marketing relies on – Meeting consumer
  demand for excitement and diversion at a price the
  customer is willing to pay




                                                        14
Similarities and Differences
                in Sports and Entertainment Marketing

       Sports–                                               Entertainment–
   Consumer Loyalty                                           Consumer Loyalty
                                                                   •Fads
   •Success/Winning
                                 Similarities –                    Product
        Product                                                      TV –
    •Young Amateur              •Discretionary Income              •Ratings
     •Recreational                  •Leisure Time                •Prime Time
      •High School                •Opportunity cost              •Syndication
                                                                Music/Radio –
•NCAA - College/University    •Amateur vs. Professional            •Air play
      •Professional               •Niche Marketing               •Prime Time
        •Olympic               •Consumer Loyalty/Fans               •Label
   •Women’s - Title IX                                              •Cover
    •Extreme Sports                  •Core Products                 Films -
                             •Ancillary Products/Licensing       •Evergreens
                                     •Endorsements                 •Trailers
     Revenue Stream                   •Concessions             •Primary Market
         •Scalping                •Impulse Spending           •Secondary Market
   •TV Broadcast Deals                 •Break Even
       •Sponsorship            •Gross vs. Net Revenue           Revenue Stream
    •Stadium Signage                                          •Intellectual Property
 •Stadium Naming Rights                                        •Piracy/Bootlegging
                                                                      •Royalty
 •Corporate Boxes/Suites
      •Venue Design
Growth, Trends and Impact - How can I satisfy
customers? What are sports, entertainment and
recreation?
                     SIMILARITIES
                                    16
SIMILARITIES

•   Discretionary Income - Money left to spend after
    necessary expenses are paid




                                                        entertainment and recreation?
                                                        satisfy customers? What are sports,
                                                        Growth, Trends and Impact - How can I
•   Leisure Time – Time free from work or duties

•   Opportunity cost - When you make a decision to
    spend your money on 1 thing you can’t spend it on
    something else (ex. Cd vs. t-shirt)



                                                         17
THINK, SHARE
 What are some necessary expenses?
 What might you spend your discretionary income




                                                      entertainment and recreation?
                                                      satisfy customers? What are sports,
                                                      Growth, Trends and Impact - How can I
  on?
 Do teens have more or less income than adults?

 Do teens have more or less discretionary income
  than adults?
 What is your favorite thing to do in your leisure
  time?



                                                       18
SIMILARITIES
•   Amateur - Person who does not get paid to perform
•   Professional - person who has the will and ability to earn




                                                                 entertainment and recreation?
                                                                 satisfy customers? What are sports,
                                                                 Growth, Trends and Impact - How can I
    income from performing
•   Niche Marketing - Focuses on a small target market
    of consumers who have very similar interests
•   Consumer Loyalty/Fans




                                                                  19
Growth, Trends and Impact - How can I
                       satisfy customers? What are sports,
                                                               20




                       entertainment and recreation?
               List 5 professional athletes
                     5 amateur athletes or


                or entertainers
                entertainers
THINK, SHARE

               List
SIMILARITIES
•   Core Products - Main product, ex. Sports event,
    movie, book




                                                           entertainment and recreation?
                                                           satisfy customers? What are sports,
                                                           Growth, Trends and Impact - How can I
•   Ancillary Products/Licensing - Product related to
    core product, ex. Lunch boxes, t-shirts, back packs,
    park rides




                                                            21
SIMILARITIES

   Endorsements - Approval or support of a product or
    idea




                                                         entertainment and recreation?
                                                         satisfy customers? What are sports,
                                                         Growth, Trends and Impact - How can I
   How should companies decide who to ask to
    endorse their products?
                                                          22
SIMILARITIES
•   Concessions - Snack bars that sell
    refreshments such as popcorn, soda




                                         entertainment and recreation?
                                         satisfy customers? What are sports,
                                         Growth, Trends and Impact - How can I
    and candy
•   Impulse Spending - Buying without
    proper planning ex. Food, gifts,
    souvenirs and apparel


                                          23
SIMILARITIES
• Break Even - Have costs and expenses equal
  revenue




                                                   entertainment and recreation?
                                                   satisfy customers? What are sports,
                                                   Growth, Trends and Impact - How can I
• Revenue - Income or money made from selling
  products
 Gross Revenue - Total income from sales BEFORE
  costs, expenses and taxes
 Net Revenue – total income from sales AFTER
  costs, expenses and taxes



                                                    24
GROSS VS. NET REVENUE
   A theater makes $200,000 from the sales of movie
    tickets and concessions




                                                       entertainment and recreation?
                                                       satisfy customers? What are sports,
                                                       Growth, Trends and Impact - How can I
   After paying for the popcorn kernels, rent, and
    wages to employees, a theater makes $25,000




                                                        25
Growth, Trends and Impact - How can I
                                    satisfy customers? What are sports,
                                                                            26




                                    entertainment and recreation?
WHAT PERCENT OF A FILM REVENUE
COMES FROM ANCILLARY PRODUCTS?


                                 10%


                                                       50%
                                         25%


                                                                     75%
Growth, Trends and Impact - How can I satisfy
customers? What are sports, entertainment and
recreation?
     DIFFERENCES

                                  27
CONSUMER LOYALTY
 SPORTS
    Success/winning




                                                entertainment and recreation?
                                                satisfy customers? What are sports,
                                                Growth, Trends and Impact - How can I
 ENTERTAINMENT
  Fads - Short term popular trend,
 Industry is always looking for the “next big
   thing”



                                                 28
PRODUCTS - SPORTS
 Categories of Sports - Amateur,
  high school, college, professional




                                       entertainment and recreation?
                                       satisfy customers? What are sports,
                                       Growth, Trends and Impact - How can I
 Title IX - Law that bans gender
  discrimination in schools that
  receive federal funds
 Extreme Sports - Involve
  nontraditional daring methods of
  competition,
ex. X Games - Skateboarding,
  rollerblading, stunt bikers,
  snowboarders
                                        29
THINK, PAIR, SHARE
 What   percent of homes have at least 1
  TV?




                                            entertainment and recreation?
                                            satisfy customers? What are sports,
                                            Growth, Trends and Impact - How can I
 What is the average # of hours teens
  watch TV?
 TV shows survive based on size of
  their what?
 How many content minutes are there
  in a 30 min TV show?
                                             30
PRODUCTS – ENTERTAINMENT
                  TV
 Ratings - Rankings of TV or radio show popularity in a
  certain time period
 Most famous rating company - Nielson




                                                             entertainment and recreation?
                                                             satisfy customers? What are sports,
                                                             Growth, Trends and Impact - How can I
 Prime Time - 8pm – 11pm, bring in greatest audiences
  and highest advertising revenue
 Syndication - Selling TV programs to individual stations
  not networks
 Sitcoms – high rerun value, Reality TV – high ratings,
  but low rerun value


                                                              31
PRODUCTS – ENTERTAINMENT
            MUSIC/RADIO
 Airplay or time on the radio - Primary means of
  introducing new artists




                                                      entertainment and recreation?
                                                      satisfy customers? What are sports,
                                                      Growth, Trends and Impact - How can I
 Radio prime time hours - 6am-9am

 A record company is also called a - label

 Cover - When another artist records the same song




                                                       32
PRODUCTS – ENTERTAINMENT
              FILMS
 Evergreens - Films or products that are popular
  year after year




                                                        entertainment and recreation?
                                                        satisfy customers? What are sports,
                                                        Growth, Trends and Impact - How can I
 Trailers - Previews of coming movies shows before
  the main feature to create interest in new releases
 Primary Market - Target audience who sees a
  movie on the first release in theaters
 Secondary Market - Target audience who sees a
  movie in TV, discount theaters, dvd or rental



                                                         33
REVENUE STREAM - SPORTS
 Scalping – unauthorized reselling of tickets
 TV Broadcast deals




                                                 entertainment and recreation?
                                                 satisfy customers? What are sports,
                                                 Growth, Trends and Impact - How can I
 Sponsorship

 Stadium Signage

 Stadium Naming Rights

 Corporate Boxes/Suites

 Venue Design




                                                  34
REVENUE STREAM - ENTERTAINMENT
 Intellectualproperty - Idea, concept or written
  work that is unique and protected by a copyright
*would need permission from the author, plus




                                                     entertainment and recreation?
                                                     satisfy customers? What are sports,
                                                     Growth, Trends and Impact - How can I
  would have to pay a royalty fee
 Piracy - The unauthorized use of an owner’s
  copyrighted material, ex. Books, movies
 Royalty - Payment for a material that has been
  copyrighted


                                                      35
THINK, PAIR, SHARE
 How  long is work protected by a
  copyright?




                                            entertainment and recreation?
                                            satisfy customers? What are sports,
                                            Growth, Trends and Impact - How can I
 8,000 commercial albums are
  produced every year, what percent
  make a profit?
 What is the highest percent of retail
  price for each album sold that a talent
  might receive?
                                             36
ESSENTIAL QUESTIONS:
     WHAT ARE SPORTS?
     WHAT IS ENTERTAINMENT?
     WHAT IS RECREATION?




                                                  recreation?
                                                  customers? What are sports, entertainment and
                                                  Growth, Trends and Impact - How can I satisfy
       Competencies:
       Explain the importance and impact of SER
       Describe the growth & development of SER
       Analyze trends in SER



37

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34 importance and impact presentation

  • 1. 34 MPORTANCE AND IMPACT OF SPORT, ENTERTAINMENT & RECREATION What are sports? What is entertainment? What is recreation?
  • 3. IMPORTANCE OF SER Sports, entertainment and recreation are important to the consumer because they enhance quality of life by providing a means of:  escape  fun  bonding with others  health  education  involvement with people from all socioeconomic levels
  • 4. Growth, Trends and Impact - How can I satisfy customers? What are sports, entertainment and recreation? IMPACT OF SER 4
  • 5. IMPACT Sports, entertainment and recreation impact the economy by providing jobs, adding tax revenue.
  • 6. Growth, Trends and Impact - How can I satisfy customers? What are sports, 6 entertainment and recreation? we wear  Hairstyles  Clothing FASHION
  • 7. MERCHANDISE LINES  Clothing and accessories - Rocawear, Air Jordan, Dereon, Applebottom entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  Video games - NBA Live, Madden NFL, Karaoke Revolution: American Idol 7
  • 8. Growth, Trends and Impact - How can I satisfy customers? What are sports, 8 entertainment and recreation? Batman, Superman, SpongBob 3D ride, Joker, Disney World, Universal Studios THEME PARK RIDES 
  • 9. Growth, Trends and Impact - How can I satisfy customers? What are sports, 9 entertainment and recreation? ESPN Zone, Planet Hollywood RESTAURANTS 
  • 10. SPONSORSHIPS  Gatorade – Lebron James  Nike – Kobe Bryant entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  Proactive – Gabrielle Union, Jessica Simpson  Covergirl – Rhianna, Queen Latifa 10
  • 11. EXPRESSIONS –  I’ll be back – Terminator  Houston, we have a problem – Apollo 13 entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  Show me the money – Jerry McGuire 11
  • 12. ECONOMY – HUNDREDS OF BILLIONS OF DOLLARS  Entertainment industry – top 10 highest grossing segment of the entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I economy  Sports industry – top 25 largest industry 12
  • 13. Growth, Trends and Impact - How can I satisfy customers? What are sports, entertainment and recreation? SPORTS AND ENTERTAINMENT SIMILARITIES AND DIFFERENCES MARKETING IN 13
  • 14. SER MARKETING  SER Marketing - satisfy customers through sports, entertainment, recreation, amusement or any entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I method of occupying time.  SER Marketing relies on – Meeting consumer demand for excitement and diversion at a price the customer is willing to pay 14
  • 15. Similarities and Differences in Sports and Entertainment Marketing Sports– Entertainment– Consumer Loyalty Consumer Loyalty •Fads •Success/Winning Similarities – Product Product TV – •Young Amateur •Discretionary Income •Ratings •Recreational •Leisure Time •Prime Time •High School •Opportunity cost •Syndication Music/Radio – •NCAA - College/University •Amateur vs. Professional •Air play •Professional •Niche Marketing •Prime Time •Olympic •Consumer Loyalty/Fans •Label •Women’s - Title IX •Cover •Extreme Sports •Core Products Films - •Ancillary Products/Licensing •Evergreens •Endorsements •Trailers Revenue Stream •Concessions •Primary Market •Scalping •Impulse Spending •Secondary Market •TV Broadcast Deals •Break Even •Sponsorship •Gross vs. Net Revenue Revenue Stream •Stadium Signage •Intellectual Property •Stadium Naming Rights •Piracy/Bootlegging •Royalty •Corporate Boxes/Suites •Venue Design
  • 16. Growth, Trends and Impact - How can I satisfy customers? What are sports, entertainment and recreation? SIMILARITIES 16
  • 17. SIMILARITIES • Discretionary Income - Money left to spend after necessary expenses are paid entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I • Leisure Time – Time free from work or duties • Opportunity cost - When you make a decision to spend your money on 1 thing you can’t spend it on something else (ex. Cd vs. t-shirt) 17
  • 18. THINK, SHARE  What are some necessary expenses?  What might you spend your discretionary income entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I on?  Do teens have more or less income than adults?  Do teens have more or less discretionary income than adults?  What is your favorite thing to do in your leisure time? 18
  • 19. SIMILARITIES • Amateur - Person who does not get paid to perform • Professional - person who has the will and ability to earn entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I income from performing • Niche Marketing - Focuses on a small target market of consumers who have very similar interests • Consumer Loyalty/Fans 19
  • 20. Growth, Trends and Impact - How can I satisfy customers? What are sports, 20 entertainment and recreation? List 5 professional athletes 5 amateur athletes or or entertainers entertainers THINK, SHARE List
  • 21. SIMILARITIES • Core Products - Main product, ex. Sports event, movie, book entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I • Ancillary Products/Licensing - Product related to core product, ex. Lunch boxes, t-shirts, back packs, park rides 21
  • 22. SIMILARITIES  Endorsements - Approval or support of a product or idea entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  How should companies decide who to ask to endorse their products? 22
  • 23. SIMILARITIES • Concessions - Snack bars that sell refreshments such as popcorn, soda entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I and candy • Impulse Spending - Buying without proper planning ex. Food, gifts, souvenirs and apparel 23
  • 24. SIMILARITIES • Break Even - Have costs and expenses equal revenue entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I • Revenue - Income or money made from selling products  Gross Revenue - Total income from sales BEFORE costs, expenses and taxes  Net Revenue – total income from sales AFTER costs, expenses and taxes 24
  • 25. GROSS VS. NET REVENUE  A theater makes $200,000 from the sales of movie tickets and concessions entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  After paying for the popcorn kernels, rent, and wages to employees, a theater makes $25,000 25
  • 26. Growth, Trends and Impact - How can I satisfy customers? What are sports, 26 entertainment and recreation? WHAT PERCENT OF A FILM REVENUE COMES FROM ANCILLARY PRODUCTS? 10% 50% 25% 75%
  • 27. Growth, Trends and Impact - How can I satisfy customers? What are sports, entertainment and recreation? DIFFERENCES 27
  • 28. CONSUMER LOYALTY  SPORTS  Success/winning entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  ENTERTAINMENT  Fads - Short term popular trend, Industry is always looking for the “next big thing” 28
  • 29. PRODUCTS - SPORTS  Categories of Sports - Amateur, high school, college, professional entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  Title IX - Law that bans gender discrimination in schools that receive federal funds  Extreme Sports - Involve nontraditional daring methods of competition, ex. X Games - Skateboarding, rollerblading, stunt bikers, snowboarders 29
  • 30. THINK, PAIR, SHARE  What percent of homes have at least 1 TV? entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  What is the average # of hours teens watch TV?  TV shows survive based on size of their what?  How many content minutes are there in a 30 min TV show? 30
  • 31. PRODUCTS – ENTERTAINMENT TV  Ratings - Rankings of TV or radio show popularity in a certain time period  Most famous rating company - Nielson entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  Prime Time - 8pm – 11pm, bring in greatest audiences and highest advertising revenue  Syndication - Selling TV programs to individual stations not networks  Sitcoms – high rerun value, Reality TV – high ratings, but low rerun value 31
  • 32. PRODUCTS – ENTERTAINMENT MUSIC/RADIO  Airplay or time on the radio - Primary means of introducing new artists entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  Radio prime time hours - 6am-9am  A record company is also called a - label  Cover - When another artist records the same song 32
  • 33. PRODUCTS – ENTERTAINMENT FILMS  Evergreens - Films or products that are popular year after year entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  Trailers - Previews of coming movies shows before the main feature to create interest in new releases  Primary Market - Target audience who sees a movie on the first release in theaters  Secondary Market - Target audience who sees a movie in TV, discount theaters, dvd or rental 33
  • 34. REVENUE STREAM - SPORTS  Scalping – unauthorized reselling of tickets  TV Broadcast deals entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  Sponsorship  Stadium Signage  Stadium Naming Rights  Corporate Boxes/Suites  Venue Design 34
  • 35. REVENUE STREAM - ENTERTAINMENT  Intellectualproperty - Idea, concept or written work that is unique and protected by a copyright *would need permission from the author, plus entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I would have to pay a royalty fee  Piracy - The unauthorized use of an owner’s copyrighted material, ex. Books, movies  Royalty - Payment for a material that has been copyrighted 35
  • 36. THINK, PAIR, SHARE  How long is work protected by a copyright? entertainment and recreation? satisfy customers? What are sports, Growth, Trends and Impact - How can I  8,000 commercial albums are produced every year, what percent make a profit?  What is the highest percent of retail price for each album sold that a talent might receive? 36
  • 37. ESSENTIAL QUESTIONS: WHAT ARE SPORTS? WHAT IS ENTERTAINMENT? WHAT IS RECREATION? recreation? customers? What are sports, entertainment and Growth, Trends and Impact - How can I satisfy Competencies: Explain the importance and impact of SER Describe the growth & development of SER Analyze trends in SER 37