Position company to acquire desired business image

Position company to acquire desired business image

4.05

VENUE ATTRACTIVENESS is NECESSARY to

ATTRACT and RETAIN ATTENDEES

ELEMENTS CONTRIBUTING TO VENUE ATTRACTIVENESS

• FACILITY– Accessibility– Trade area/drawing radius– Parking– Surrounding area– Design/layout– Amenities

• PERSONNEL• SENSE OF SECURITY

DESIGN/LAYOUT• Respond to customer

expectations for ADEQUATE FACILITIES– Example: More female

restrooms than male to alleviate long lines for female restrooms

AMENITIES• TRAFFIC PATTERNS

– Overcrowding of traffic will cause people to not attend

• Public Transportation• Concessions• Wi-Fi

PERSONNELMAINTAIN ATTRACTIVNESS of

venue and BETTER the EXPERIENCE for attendees

• Maintenance Staff• Parking Staff• Ushers• Ticket Sale Staff• Concession Staff

SENSE OF SECURITY• Venues have responsibility

to provide fans with a SAFE ENVIRONMENT

• Venues have POLICIES FOR SECURITY– If a facility is not secure,

people will not attend to avoid dangerous situations

4.05 Activity – “You Do”• Choose a sports or entertainment event

– concert, game, theatre play, etc.• Design and create a KIOSK that you would see at this event.

– Kiosk = a small freestanding booth• Examples:

– Concession stand– Merchandise Stand (Hats, sweaters, posters, t-shirts, CDs, etc.)– Promotional Stand (sign up today and receive a free t-shirt, etc.)

• Show the proper way to display merchandise (physical layout).• Color your Kiosk• Provide Prices• Where would your Kiosk be located – in what part of the

stadium?– entrance/exit, near the restrooms, what section, etc.

EXPLAIN AND SELECT VENUE SIGNAGE

4.06

PURPOSE of SIGNAGE

• INCREASES BRAND AWARENESS– Ex: Logo signage on outfield stadium wall during televised game

• Provide useful information to audience

• Keep audience engaged

• Increase revenue through PROMOTIONS– Business strives to EXPOSE LOGO IN THE BEST PLACE to MAXIMIZE

REPEAT OR LONG-TERM EXPOSURE

TYPES of SIGNAGE

• Banners

• Dasher Boards

• Floor graphics

• Sideline billboards

• A-frames

• ELECTRONIC MESSAGE BOARDS

• Rotational courtside messages

LOCATION of PROMOTIONAL SIGNAGE

• Scoreboard• Sideline• RACECARS– Logos on the hood of a racecar maximizes logo

exposure to TV and race audience• Equipment• Uniform/attire

What promotional signage do you see?

What promotional signage do you see?

4.06 Activity - “You Do”

1. Choose a company to advertise for2. Select a venue/stadium of whose signage to use

for the advertisement– It MUST have the same target market for both the

company and the venue3. Select what type of signage to use4. Select the location of the signage5. Create/Draw a visual graphic of what your

signage will look like