Transcript Venue Economics & ServiceScapes Chapter 4
Chapter 4
Venue Economics & ServiceScapes
Types of Entertainment Content Performance - music, dance,theater, opera, magic and combinations Experiential - playing, visiting, recreating, learning, exploring, etc.
Media-dependent (property) - TV shows, movies, music sold as DVD, cable, Internet, etc. (Intellectural property subjects)
Entertainment Venues Performance venues - theaters, performing arts centers, cinemas Experience venues - casinos, spas, luxury resorts, cruise ships, museums, theme parks, zoos Arenas and Stadiums - specialty activity venues
SERVIC-ESCAPE Performance + Experience + Market Places + Consumption Sites = Servic-Escape
Venue as ServiceScape Shopping centers and retail superstores Malls and shopping experiences: Flagship stores: Nike, Costco (Lifestyle oriented) Concept stores: Sony (Experience oriented) Destination malls: South Coast Plaza Everything in the mall
Experience Venue Guidelines Landmarks - physical symbols (REI) Malls - strolling with emphasis hubs Conceptual lines - provide direction and suspense Core attraction - “wow” effect
Venue Design and Aesthetics
Why are we attracted?
Architectural theming Room-in-room principle Furniture for watching Convenience and safety
Venue Price Setting Steps 1. Set objectives 2. Estimate demand 3. Calculate costs 4. Analyze competitors 5. Select a pricing policy: one/multi price 6. Determine price-setting methods: e.g. last min. deal 7. Decide on final price (any discount?)
Ticket Pricing Strategies Competitive pricing - going rate (based on performers) Discriminatory pricing Consumer segment pricing Performance pricing Image pricing Location and time pricing
Ticket Distribution Strategies Venue box office Centralized ticket agencies Internet bookings Ticket consolidators Open marketplace
Franchising Paying for a brand’s name and concept and running the business independently Integration of media with licensing and merchandising New opportunities through technology
Piracy Optical disc Internet Downloadable media • theatrical theft • signal theft • broadcast piracy Streaming media • public performance Camcording Screeners • parallel importation • back-to-back copying
Questions What aspects of venue aesthetics contribute to experience enjoyment? What venues can you recall that are particularly enjoyable?
Which types of piracy are most difficult to control? What policing mechanisms can you suggest for halting global piracy?