Attractions and Themed Spaces Chapter 13. Attraction Perspectives  Descriptive - SIC codes; WTO classifications  Organizational - space, capacity, and.

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Presentation transcript:

Attractions and Themed Spaces Chapter 13

Attraction Perspectives  Descriptive - SIC codes; WTO classifications  Organizational - space, capacity, and visit duration  Cognitive - safety; curiosity based

Attraction Measures  Historical - monitor places over time to determine trends  Location - comparison across categories  Valuation - numeric measures from surveys, attendance, usage rates

Disney Hong Kong visitors

Museum Types  Historic  Historic site  Art  General  Natural history or nature center  Specialized  Arboretum/botanical garden  Science and learning

San Francisco Museum of Modern Art

Museum Strategies 1.Involve staff members in research efforts 2.Use comment cards to generate feedback 3.Promote memberships 4.Establish speaker’s bureau 5.Maximize hotel concierge services 6.Affiliate with business databases 7.Conduct regular tours 8.Make the museum a movie star 9.Hold special receptions for new exhibits 10.Lease space to corporations for events 11.Take museum brand show on the road

Shopping Attractions  Positioning - differentiates venues  Window shopping - displays  Loyalty programs  Mall credit card  Drawing  Parking premiums  Wheels  Education rebates  Points program  Frequent spender lounges

Casinos and Gaming Attractions  Research determines which incentives work with each player category  Player ranks  Buy-in amount to game  Average bet  Largest bet  Duration of play

Staging Reality  Characteristics of themed environments  Being set apart  Predictable environment  Safe and protected from harm  Focus on single motif  Enables licensing

Themed Restaurant

Themed Spaces 1. Restaurants  Reliquary (relics & artifacts); Hard Rock Cafe  Parodic (mimics reality); Rainforest Café  Ethnic (art, décor, music of nation)  Reflexive (themed brand); KFC 2. Shopping Malls

Theming Religion

More Themed Spaces 3. Theme parks - visitor days (attendance) and average per-capita spending. 4. Branded theme retail venues 5. Religious theming - TBN, Crystal Cathedral 6. Las Vegas

Theming Las Vegas

Venetian Hotel, a themed space

Fabrication for Marketers  Package shared experiences  Create mythology  Immerse consumer in service  Use planning and efficiency  Showcase the brand  Use show-biz jargon  Create a destination mecca  Attract visitors with free ‘stuff’

Questions  Why has theming become so pervasive for marketing location-based entertainment? Which themes are most effective for repeat customers? Why?  When marketing casinos, what ethical issues should promoters consider when developing repeat-based incentives? How pervasive is gambling addiction?