MARKETING THE INDUSTRY SEGMENTS

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

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

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.

Soho and Nolita • Fifth and Madison Avenues • Seventh Avenue • Manhattan • 42nd and 44th Streets NEW YORK CITY SHOPPING

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

Fifth and Madison Avenues • Designer palaces • Trends of the season • Most “posh” shopping district in the world • Barney’s is a high class store for men and women who want to dress well.

Seventh Avenue • Home of the fashion industry • Streets filled with accessories

Manhattan • Art Deco Emporium • Bloomingdale’s • Macy’s

42nd and 44th Streets • Gold and jewels • Precious metals appraisals

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

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

Concord Mills • Burlington Manufacturer’s Outlet Center • Tanger Outlet Centers OUTLET MALL SHOPPING

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

Burlington Manufacturer’s Outlet Center • NC’s first and original factory outlet center • Over 60 factory outlet and designer stores

Tanger Outlet Centers • The nation’s 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

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.

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

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

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.

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

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

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 *Magazines from the Travel Industry Association of America and Smithsonian list NC among the “Top 10” states for cultural and heritage travel.

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

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

Pottery: Hand-thrown clay (mud) shaped using a potter’s wheel; kiln-fired, traditional, functional, and decorative earthenware NC POTTERY

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.

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

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

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 Cole’s Pottery, operated by A.R.’s daughter and her grandson • Is the only original major Cole-related pottery still producing in NC

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

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, Lowe’s Motor Speedway, Concord • and others!

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

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

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.

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.

NC Vineyards • NC is home to 250 vineyards and over 30 award-winning wineries. • NC’s 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 nation’s first cultivated wine grape, the scuppernong. • The first scuppernong vine was cultivated in the 1500s in Sir Walter Raleigh’s Colony on Roanoke Island.

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

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

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

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

Silver Coast Winery • Shallotte, NC • Coastal NC’s premier producer of premium wines • Tasting and retail room • Offers tours from the vineyard to the bottle • Special events

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

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.

Marketing strategies used in retail • PERSONAL SELLING • Potteries • Wineries • Christmas tree farms • Roadside stands

Marketing strategies used in retail • SALES PROMOTIONS • Tasting • Displays • Coupons • Free samples • Games

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.

MARKETING THE INDUSTRY SEGMENTS