4.05
Position company to acquire
desired business image
VENUE ATTRACTIVENESS is
NECESSARY to
ATTRACT and RETAIN ATTENDEES
ELEMENTS CONTRIBUTING TO
VENUE ATTRACTIVENESS
• FACILITY
1. Accessibility
2. Trade area/drawing radius (surrounding
businesses)
3. Parking
4. Surrounding area
5. DESIGN/LAYOUT
• Respond to customer
expectations for ADEQUATE
FACILITIES
– Example: More female
restrooms than male to
alleviate long lines for female
restrooms
6. AMENITIES
• TRAFFIC PATTERNS
– Overcrowding of traffic will
cause people to not attend
• Public Transportation
• Concessions
• Wi-Fi
PERSONNEL
MAINTAIN ATTRACTIVENESS of
venue and BETTER the
EXPERIENCE for attendees
•
•
•
•
•
Maintenance Staff
Parking Staff
Ushers
Ticket Sale Staff
Concession Staff
SENSE OF SECURITY
• Venues have a
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
4.06
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?
“You Do”
1. Choose a company to advertise for
2. Select a venue of whose signage to use for the
advertisement
– MUST have same target market for company and
venue
3. Select what type of signage to use
4. Select the location of the signage
5. Create a visual graphic of what your signage will
look like