sports and entertainment marketing event participant ... - DECA

CAREER CLUSTER
Marketing
CAREER PATHWAY
Marketing Management
INSTRUCTIONAL AREA
Economics
Sports and Entertainment Marketing
Sample Event
SPORTS AND ENTERTAINMENT MARKETING EVENT
PARTICIPANT INSTRUCTIONS
• The event will be presented to you through your reading of the General Performance
Indicators, Specific Performance Indicators and Case Study Situation. You will have up to 60
minutes to review this information and prepare your presentation. You may make notes to
use during your presentation.
• You will have up to 15 minutes to make your presentation to the judge (you may have more
than one judge).
• Turn in all of your notes and event materials when you have completed the event.
GENERAL PERFORMANCE INDICATORS
• Communications skills—the ability to exchange information and ideas with others through
writing, speaking, reading or listening
• Analytical skills—the ability to derive facts from data, findings from facts, conclusions from
findings and recommendations from conclusions
• Production skills—the ability to take a concept from an idea and make it real
• Priorities/time management—the ability to determine priorities and manage time commitments
• Economic competencies
SPECIFIC PERFORMANCE INDICATORS
1. Identify factors that affect a business’s profit.
2. Explain the nature of overhead/operating costs.
3. Explain the concept of marketing strategies.
4. Explain how organizations adapt to today’s markets.
5. Identify company’s unique selling proposition.
Published by DECA Related Materials. Copyright © by DECA Inc. No part of this publication may be reproduced
for resale without written permission from the publisher. Printed in the United States of America.

CASE STUDY SITUATION
2
Sports and Entertainment Marketing
Sample Event
You are a management team at THE HERITAGE THEATRE, an outdoor summer theatre. For the past
34 summers, THE HERITAGE THEATRE has been entertaining visitors with classical theater
productions from the world’s greatest playwrights. From June through September, the theater
company stages six plays from writers who include: Shakespeare, George Bernard Shaw,
Moliere, John Steinbeck, Noel Coward, Tennessee Williams and others. All plays are performed
in an outdoor open-air theater in a rural setting, 27 miles from the nearest metropolitan area.
THE HERITAGE THEATRE has a company of 33 actors, many of whom return year after year and
have developed a very loyal following among regular theater attendees. Stage roles are divided
up so that each actor will perform in three plays every summer. The typical production features
at least ten actors. THE HERITAGE THEATRE also employs 12 individuals who work in
maintenance, staging, marketing and administration. The theater is able to rely on many local
volunteers who serve as ushers, carpenters and seamstresses, in exchange for unlimited access to
the shows.
Throughout the summer, the theater stages a total of 125 performances. All performances begin
at 7:00 p.m. on Tuesday through Sunday. The theater is “dark” on Monday. A snack bar serves
coffee, water, soft drinks, cookies and ice cream before each performance and during
intermission. There is also a gift shop that measures approximately 400 square feet, selling
books, apparel and novelties. Weather (rain) has an impact on the shows and results in an
average of thirteen percent of the performances being cancelled every season.
The target customer is over the age of thirty-five, college educated, with household income over
$85,000 and travels over 30 miles to attend a performance. Theater patrons typically attend two
performances every season and have been attending plays at THE HERITAGE THEATRE for ten
years or more. Ticket prices range from $40 - $90, with the average customer paying $74. The
theater seats 1,200 and must achieve at least 83% seating capacity in order to break-even
financially.
Last season, given some absolutely horrendous weather, two negative play reviews and the
continued economic slump, theater capacity averaged only 72% and significant losses were
realized. THE HERITAGE THEATRE has now sustained operating losses in three of the last four
years.

YOUR CHALLENGE
3
Sports and Entertainment Marketing
Sample Event
The operations manager is very concerned about the trend of the past few years and is looking
for strategies that will return THE HERITAGE THEATRE to profitability. The operations manager
has requested a meeting with your management team to make recommendations that will then be
forwarded to the board of directors for a more in-depth financial analysis. Your team should
consider, but is not limited to:
• finding ways of increasing the current revenue
• creating additional revenue streams
• developing promotional events and activities
• modifying the grounds/facility
• reducing current operating expenses
For each recommendation, identify and explain the strengths and weaknesses if implemented.
You will present your ideas to the operations manager in a meeting to take place in the
manager’s office. The operations manager may be accompanied by one or more members of the
board of directors.

PERFORMANCE INDICATORS
DID THE PARTICIPANT:
JUDGE’S EVALUATION FORM
SPORTS AND ENTERTAINMENT MARKETING
SAMPLE EVENT
Exceeds
Expectations
4
Meets
Expectations
Sports and Entertainment Marketing
Sample Event
Below
Expectations
Little/No
Demonstration
Judged
Score
1. Identify factors that affect a business’s
profit? 15-14-13 12-11-10-9 8-7-6-5-4 3-2-1-0 ________
2. Explain the nature of overhead/operating
costs? 15-14-13 12-11-10-9 8-7-6-5-4 3-2-1-0 ________
3. Explain the concept of marketing
strategies? 15-14-13 12-11-10-9 8-7-6-5-4 3-2-1-0 ________
4. Explain how organizations adapt to
today’s markets? 15-14-13 12-11-10-9 8-7-6-5-4 3-2-1-0 ________
5. Identify company’s unique selling
proposition? 15-14-13 12-11-10-9 8-7-6-5-4 3-2-1-0 ________
PRESENTATION
Consider participation by BOTH team members.
Exceeds
Expectations
Meets
Expectations
Below
Expectations
Little/No
Demonstration
Judged
Score
6. Clarity of expression 5 4 3-2 1-0 ________
7. Organization of ideas 5 4 3-2 1-0 ________
8. Showed evidence of mature judgment 5 4 3-2 1-0 ________
9. Overall performance: Appropriate
appearance, poise, confidence,
presentation, technique and responses to
judge’s questions. 10-9 8-7-6 5-4-3 2-1-0 ________
TOTAL SCORE ________