STHM 1113 Lecture Notes - Heliskiing, Zorbing, Bass Pro Shops
6 May 2018
School
Department
Course
Professor
• Doing away with the Commodity Mindset
o We only provide a service/function – hair cut, dental exam, airlines
o British Airways former CEO Sir Colin Marshall – go beyond the function and
provide an experience.
o Ig the thig – how are people using your product
▪ E: Dave & Buster’s
• Successful model where video arcades failed
• Look at the Staging, Presentation, Differentiation, Sensory, the
Experience
• Piggybacking on other business (dining & playing)
▪ Biking, race car driving, canyoneering, heli-skiing, golfing
▪ REI, Caela’s, Bass Pro “hops – sells goods, but creates an experience in
purchasing = experientializing
▪ Often focus on what makes our product or offering desirable
• Focus on use of the individual
• Place attention around experience not the actual offer
▪ Ig Oe
• Focus on areas that exist already, but neglected as an experience
(i.e., store greetings)
▪ Ig To
• New experiences that are invented
• Dental Spa; Zorbing
o But, Experience alone does not solve all
▪ Consistency very important of delivery of experience
• Inconsistent delivery = bad, public reviews; Word of Mouth still
critical!
▪ Does Experience result in repeat visits, or one and done? Fad?
▪ Fudaetals still atter…suppl, dead (a eed to create
demand), pricing, alternatives/competition, quality, location, marketing,
management
▪ Experience must be memorable, compelling!
• Investigate the basic terms that are essential for understanding what leisure is
o Leisure
o Recreation
o Play
• Explore the different conceptions of leisure, recreation and play
• Some Basic Terminology
o Many definitions out there
o Portio of a idiidual’s tie ot diretly related to ork or ork related
activities
o Freedom
o Choice
find more resources at oneclass.com
find more resources at oneclass.com
