4.05
Position company to acquire
desired business image
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
•
•
•
•
•
PERSONNEL
SENSE OF SECURITY
MAINTAIN ATTRACTIVNESS of
venue and BETTER the
EXPERIENCE for attendees
• Venues have responsibility
to provide fans with a SAFE
ENVIRONMENT
• Venues have POLICIES FOR
SECURITY
Maintenance Staff
Parking Staff
Ushers
Ticket Sale Staff
Concession Staff
– 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.
4.06
EXPLAIN AND SELECT VENUE
SIGNAGE
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 for
2. 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 venue
3. Select what type of signage to use
4. Select the location of the signage
5. Create/Draw a visual graphic of what your
signage will look like