CONTENT/TEACHING OUTLINE COMPETENCY: 7.

00 Discuss food & beverage services and on-site merchandising at a sports and entertainment marketing event. Explain on-site merchandising.

OBJECTIVE:

7.02

A. Identify the purpose and components of an on-site merchandising plan. 1. The primary purpose of having an on-site merchandising plan is to maximize income for a sports or entertainment event. 2. Companies maximize income through the sales of food & beverage and merchandise. 3. Four components of an on-site merchandising plan are: a. Location of a vending station. b. Design or physical layout. c. Operations. d. Merchandise. B. Identify appropriate vending locations. 1. On-site merchandising can occur in a permanent merchandise stand or a mobile cart. For example, a kiosk (a small freestanding booth). 2. Displays should be located near entrances, restrooms, concessions, exits, or any high traffic area. For example, a vending location near an entrance will be visible and attract customers. C. Discuss the physical layout of a vending location. 1. The vending location should be within close proximity to a restocking area. For example, an ice machine near concession stand or a stock room near a t-shirt stand. 2. Display signs should be above eye level, three dimensional, lighted and colorful. a. Red and white should be used to attract attention of customers in close range or near the point of sale. b. Yellow and black attract attention from a farther range. 3. Larger, more bulky items are usually purchased at the end of a sports or entertainment event. D. Recognize critical issues of selling on-site merchandise. 1. The heaviest traffic for merchandising is upon arrival and departure. 2. In club levels, luxury boxes and suites, a menu of food & beverages and merchandise is placed on seats. Orders are placed with a vendor or hawker who fills the order and handles payment. 3. Test marketing is important to ensure the effectiveness of a good or service. 4. Training of sales personnel varies with the event. 5. Using a multiple sales selling technique and suggestion selling can increase sales. 6. With smaller events, selling and merchandising may occur in-house. Responsibilities include: a. Designing the logo.
Sports and Entertainment Marketing I Summer 2003 100

CONTENT/TEACHING OUTLINE COMPETENCY: 7.00 Discuss food & beverage services and on-site merchandising at a sports and entertainment marketing event. Explain on-site merchandising.

OBJECTIVE:

7.02

b. Deciding the type, quality, and quantity of merchandise. c. Ordering merchandise. d. Creating displays and point-of-purchase areas near the check-in, front entrance and playing area.

Sports and Entertainment Marketing I Summer 2003 101

CONTENT/TEACHING OUTLINE COMPETENCY: 7.00 Discuss food & beverage services and on-site merchandising at a sports and entertainment marketing event. Explain on-site merchandising.

OBJECTIVE:

7.02

Resources Printed References: Marketing Essentials, 3rd ed., pp. 318-333. Sports and Entertainment Marketing, pp. 32-38, 75, 85, 109, 152, 198, 200-203, 207, 258-259. Suggested Activities: Have students research on the internet for vending or kiosk equipment. Have students identify five sources of wholesale merchandise. Have students design a merchandise flyer for an event that will be placed in a luxury suite. There is a 7.00 project at the end of this competency. Websites: Other Resources: 7.02 PowerPoint Presentation

Teacher Notes

Sports and Entertainment Marketing I Summer 2003 102