MARKETING THE INDUSTRY SEGMENTS

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MARKETING THE INDUSTRY SEGMENTS
4.10 Explain the retail segment of the travel
industry.
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Mall of America

• Bloomington, MN
• Most visited attraction in the US
• 43 million shoppers annually
• Largest enclosed retail and entertainment complex
  in the US
• Opened in 1992

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Mall of America (cont.)

• Over 500 specialty stores
• 60 restaurants
• 7 night clubs
• 14 movie theaters
• Theme park
• College Campus
• 11,000 employees
• 2,000 parking spaces

• Contributes more than 1.7 billion in economic
  impact annually to Minnesota
• Tourism is credited for 4 of every 10 visits to
  the mall.

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• Soho and Nolita
• Fifth and Madison Avenues
• Seventh Avenue
• Manhattan
• 42nd and 44th Streets

NEW YORK CITY SHOPPING
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Soho and Nolita

• Shop where the rich and famous shop.
• Hear the inside scoop on celebrities while you
  shop.

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Fifth and Madison Avenues

• Designer palaces
• Trends of the season
• Most posh shopping district in the world
• Barneys is a high class store for men and women
  who want to dress well.

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Seventh Avenue

• Home of the fashion industry
• Streets filled with accessories

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Manhattan

• Art Deco Emporium
• Bloomingdales
• Macys

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42nd and 44th Streets

• Gold and jewels
• Precious metals appraisals

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• Central Coast is known for open-air markets,
  seaside galleries, and charming boutiques.
• San Francisco Bay Area has it all, from top
  designers in boutiques and department stores to
  ethnic influences in established neighborhoods
  and one-of-a-kind creations at neighborhood
  festivals.
• North Coast is for those who prefer antiquing.

CALIFORNIA SHOPPING
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• San Diego has sprawling discount outlet centers,
  outdoor shopping malls, and quaint upscale
  boutiques.
• Los Angeles is the place to purchase latest
  fashions from top local and world-renowned
  designers. Shop among the stars on Rodeo Drive
  and Beverly Hills.

CALIFORNIA SHOPPING
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• Concord Mills
• Burlington Manufacturers Outlet Center
• Tanger Outlet Centers

OUTLET MALL SHOPPING
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Concord Mills

• Concord, NC
• Shoppertainment in an oval racetrack layout
  reflective of the NASCAR area
• Shopping destination of the Carolinas

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Burlington Manufacturers Outlet Center

• NCs first and original factory outlet center
• Over 60 factory outlet and designer stores

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Tanger Outlet Centers

• The nations most popular brand name
  manufacturers and upscale designer outlet stores
• Located in 20 states coast to coast
• Burlington
• Nags Head
• Myrtle Beach
• Parks on the Parkway, Blowing Rock, NC
• Pigeon Forge and Sevierville, TN
• Headquarters in Greensboro, NC

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Festival A periodic season or program of
cultural events that includes crafts,
entertainment, and recreation and is often held
in the streets.
FESTIVAL SHOPPING
Many local street festivals are admission free
to the visitor. Event vendors give a percentage
of their retail sales to the sponsor to help
defray the cost of the event.
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• Asheboro Fall Festival
• Azalea Festival, Wilmington
• Barbecue Festival, Lexington
• Beaufort Music Festival
• Bele Chere, Asheville
• Festival in the Park, Charlotte
• NASCAR Days, Randleman
• NC Rhododendron Festival, Bakersville

FESTIVAL SHOPPING
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• NC Oyster Festival, Ocean Isle Beach
• Southwest Old Threshers Reunion, Denton
• Wooly Worm Festival, Banner Elk

FESTIVAL SHOPPING
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Azalea Festival

• Wilmington
• Oldest festival in NC, established in 1948
• More than 200,000 estimated to attend the two day
  street fair
• More than 100,000 gather to watch the festival
  parade
• 1,000 volunteers are required to stage over 125
  events that include shopping, art shows, special
  exhibits, entertainment, and a circus.
• The Southeast Tourism Society selected the NC
  Azalea Festival as one of its Top 20 events for
  2003.

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Beaufort Music Festival

• 2003, 15th year celebration of music
• Three day fair and music on the waterfront and
  historic district

Bele Chere, Asheville

• Largest free festival in the Southeast
• Over 350,000 people attend

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Festival in the Park, Charlotte

• Started in 1964 by John Belk and Grant Whitney
• Art and craft show in Freedom Park

NASCAR Days, Randleman

• Richard Petty Museum
• NASCAR drivers, displays, show cars, food, and
  entertainment

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Heritage/Cultural Shopping
Heritage Relevant to tradition or the
past Cultural Related to the practices of a
society that include its customary beliefs,
social roles, and material objects that are
passed down from generation to generation Magazin
es from the Travel Industry Association of
America and Smithsonian list NC among the Top
10 states for cultural and heritage travel.
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Heritage/Cultural shopping

• Cherokee
• Mast General Store, Valle Crucis
• Old Salem, Winston-Salem
• Charleston, SC
• Pennsylvania Dutch Country, PA
• Williamsburg, VA

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• Antique consignment malls
• Cameron, NC
• Historic Gold Hill, NC
• Liberty (NC) Antique Festival
• Largest outdoor antique festival in the
  Southeastern US
• Held annually in May and September
• High quality antique furniture attracts
  celebrities

ANTIQUE SHOPPING
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Pottery Hand-thrown clay (mud) shaped using a
potters wheel kiln-fired, traditional,
functional, and decorative earthenware
NC POTTERY
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Seagrove, NC

• Largest and oldest community of working potters
  in the US
• Nowhere in the country is there a similar colony
  of artists whose studios and workshops are open
  every day for travelers and friends to stop in to
  observe and shop. For the purchaser, it is a way
  to know the origin of the piece, and for the
  artist it is a chance to know the consumer.
• Over 100 potters make and sell their wares from
  their shops in the Seagrove area today.

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Seagrove, NC (cont.)

• Retail pottery galleries in Seagrove
• Blue Moon Gallery
• Seagrove Pottery
• Village Pottery Marketplace
• NC Pottery Center, the first state pottery center
  in the nation, opened in 1998.
• Museum of NC Traditional Pottery

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Sanford, NC

• North State Pottery was a pottery sales outlet
  started in 1924 by Rebecca Cooper
• Employed members of the Owens family
• Exhibited pottery at the 1926 NC State Fair in
  Raleigh
• Ceased operation in the late 1950s when the last
  of the Coopers died

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Sanford, NC (cont.)

• A.R. Cole (1892-1974) opened his first workshop
  in Seagrove during 1927, but moved to Sanford and
  established his pottery in 1934.
• Continues to operate as Coles Pottery, operated
  by A.R.s daughter and her grandson
• Is the only original major Cole-related pottery
  still producing in NC

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• Governor Mike Easley proclaimed 2004-2005 as the
  Year of the Craft in NC.
• NC is third in the nation in craft income.
• According to the NC Arts Council, arts and crafts
  provide jobs for more than 5,100 people and
  provide an income of more than 538 million each
  year.

NC CRAFTS
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Trade shows

• International Home Furnishings Market, High Point
• Southern Christmas Show, Charlotte
• Southern Ideal Home Show, Greensboro and Raleigh
• Southern Farm Show, Raleigh
• Auto Fair, Lowes Motor Speedway, Concord
• and others!

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International Home Furnishings Market, High
Point

• Opened in 1909 as Southern Home Furniture Market
• Held twice a year
• Name changed in 1989 to International Home
  Furnishings Market
• 11 million square feet of showroom space
• Over 70,000 attendees
• Visitors from 100 countries
• Total economic impact now over one billion
  dollars a year to the Triad region
• Restricted to wholesale buyers

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Agritourism A commercial enterprise conducted
at a working farm or ranch for the enjoyment of
visitors and to generate income for the owner

• Christmas tree farms
• NC wineries
• Produce and plant farming
• Animal farms
• Corn mazes

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Christmas tree farms

• 100 Christmas tree farms statewide
• NC ranks second nationally in Christmas tree
  production and leads the nation in Fraser fir
  production
• In 2001, growers harvested 4.5 million Christmas
  trees valued at 99 million.

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Viticulture/Enology Viticulture is the study of
growing grapes. Enology is the study of making
wine.
Surry Community College in Dobson, NC, offers a
program leading to a certificate, a diploma, or
an associate degree in viticulture/enology.
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NC Vineyards

• NC is home to 250 vineyards and over 30
  award-winning wineries.
• NCs rich farmland and mild climate contribute to
  the success and wide variety of grapes that
  produce more than 500 thousand gallons of wine
  annually.
• NC is home of nations first cultivated wine
  grape, the scuppernong.
• The first scuppernong vine was cultivated in the
  1500s in Sir Walter Raleighs Colony on Roanoke
  Island.

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• Biltmore Estate Winery, Asheville
• Shelton Vineyards, Dobson
• Dennis Vineyards, Albemarle
• Duplin Winery
• Silver Coast Winery, Shallotte

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• Asheville, NC
• Largest winery in NC
• 100,000 cases of wine produced per year
• Tasting and retail room

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Shelton Vineyards

• Dobson, NC
• Second largest winery in NC
• Tasting and retail room
• Shelton At Sunset Concert Series
• Shelton Cheeses, production and retail

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Dennis Vineyards

• Albemarle, NC
• Tasting and retail room
• 2002 1st place winner at NC State Fair

Duplin Winery

• Oldest operating winery in NC, the 26th in the
  country to be bonded after Prohibition
• Tasting and retail room, theater, and dining
  facilities
• One of the first to actively promote health
  benefits of wine

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Silver Coast Winery

• Shallotte, NC
• Coastal NCs premier producer of premium wines
• Tasting and retail room
• Offers tours from the vineyard to the bottle
• Special events

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Produce and plant farming

• Marketing at roadside stands
• Peaches, pumpkins, vegetables
• Ornamental plants and flowers

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Marketing strategies used in retail

• ADVERTISING
• Smaller businesses target markets through local
  print and broadcast media.
• Internet websites, print, and broadcast media are
  used by larger businesses. They also purchase
  and display billboards along major highways.

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Marketing strategies used in retail

• PERSONAL SELLING
• Potteries
• Wineries
• Christmas tree farms
• Roadside stands

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Marketing strategies used in retail

• SALES PROMOTIONS
• Tasting
• Displays
• Coupons
• Free samples
• Games

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Marketing strategies used in retail

• Keen competition forces businesses to embrace the
  marketing concept of satisfying customers needs
  and wants in order to make a profit.