Authors: Mark Mitchell, Nicholas Clark, and Taylor Damonte
Mark Mitchell, DBA
Professor of Marketing
Associate Dean, Wall College of Business
NCAA Faculty Athletics Representative (FAR)
Coastal Carolina University
P. O. Box 261954
Conway, SC 29528
Mark Mitchell, DBA is Professor of Marketing at Coastal Carolina University in Conway, SC.
Nicholas Clark is a Master’s Student in Sport Administration at Georgia State University. He is currently a member of the NCAA Division I Council. Nicholas is a former student-athlete at Coastal Carolina University.
Taylor Damonte, PhD is Professor of Hospitality & Resort Tourism Management at Coastal Carolina University in Conway, SC.
The Migration of Business Strategies from the Hospitality Industry to Athletics Marketing
Many strategies of the hospitality industry, including dynamic pricing, customer relationship management programs, and others have been successfully adopted by athletics marketers. The purpose of this manuscript is to examine a variety of practices in the hospitality industry that have been successfully adopted by athletics marketers. There are four broad categories that provide practices most fruitful for adoption: (1) Fan Experience; (2) Ticketing; (3) In-Stadium Food and Beverage; and (4) Tailgating. In some cases, a small number of teams (and venues) have implemented such practices. In others, these practices are intuitively a good strategic fit but no organization has been identified as yet to implement the strategy. This presentation may prompt other organizations to consider such practices for implementation. (more…)