‘Experience the next movement’ – more than just a tagline for BMW, it’s the start of a world changing experience. The only brand with a sound logo, BMW recently launched its BMW 3 series in India in a stunning event. Making use of the magic of 3D projection mapping, the Showtime Group managed to effectively and dramatically portray the fact that the 3 series is a sixth generation car and, therefore, one with a long lineage of evolution. In another award winning event, they dug up 60 feet below the earth in a crater spread over 32 acres, they pushed all boundaries and successfully delivered a ten obstacle track for the test drive that showcased every feature of the car. Bottomline, the 28-40 year old males they were targeting were impressed and how. Understanding the psychology of their target group and giving them an experience that stimulated all the senses, BMW managed to more than convince the men who wish to move into the luxury car segment and are extremely particular about the brands they would like to associate with. An experience that leaves an impact seems to be the right ingredient for increasing brand value and converting consumers. The amount of hard work that goes into creating that one spectacular ‘WOW’ moment that makes you want to jump from your seats and get your hands on the object of your desires is unimaginable. “the most important factor that we need to keep in mind while carrying out these events is the force of nature – unpredictable and the most disastrous”, says Aman from The Showtime Group. “The award winning event BMW Xperience 2011 faced the biggest downpour in 56 years. As if creating the magic 60 feet below the ground wasn’t enough, our team had to put up with the downpour and drain out the water from the ground that had formed into a lake.”, says Aman. Now the point we are trying to make here is that the brands go through so much to execute that one event that creates the magic and catches the customers’ imagination beyond their expectations. How a car is made to climb vertically as if gravity was never an issue on this planet is unimaginable, all this to get the customers into believing in the brand and ultimately of course increase sales. BMW, Volvo and Audi, you name it, they’ve done it, and even won international level awards for the same. Pushing the envelope every time to give the customers that experience and create an event that manages to get the right response. If you’ve seen any of the top action movies over the last 3-4 years Audi has been positioning itself as the new standard for desirable luxury. Audi wasn’t yet doing any straight up comparisons, but they certainly had been earning a bunch of “cool” on our emotional rolodexes. It seems like Audi has decided to cash in some of that earned equity and ratchet things up a bit. There is a reason how Audi has masterfully equated their brand with contemporary luxury and while placing Mercedes in the old luxury position. It’s been fun to watch the process unfold over the last few years. Cars are emotional purchases by default, but the feelings that the new Audi’s evoke make one’s heart beat faster, and they seem to be making people want to see if they can fit one into their budget. Not everyone that buys cars understands what really goes on to build the mean machines and the intricacies involved with what’s going on there. What really gets our attention is how these brands portray their brands to us. Truth be told, if Mercedes wants to impress the young, fast and restless, they’ve got to buck up their game. They have some of the finest automobiles on the road – they’re styling, handling, everything is brilliant – yet they haven’t been telling us about it. So until then, let’s shine the spotlight on the right places and get people’s hearts racing again.
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Class, sophistication and art; add these three in a sentence with the word ‘wine’ in it, and you can never go wrong! Wine, as a drink, has been associated with a certain sense of elegance and chic; coupled with low awareness, has led to its slow penetration and low appreciation in the country. Besides, the government prevents any kind of mainstream advertising for alcohol in India, unlike the West, where wine has lenient regulations. But with the continual efforts of the market leaders who are realising the potential of this industry, it is increasingly being re-branded as a fun, youthful drink. One of the major pushes have been provided by way of live events and activations thus generating high footfall, recall value and thereby looking at wine appreciation as an experience, and not just-another-alcoholic-drink. Promoting experience, not the brand Sula Vineyards led this change with its flagship Sulafest held in the harvest season in January, which is an annual music festival. In its fifth edition in 2013, the 2-day musical bonanza attracted around 8,200 enthusiasts from all over the country. This event is held in the vineyard at Nasik annually, where the visitors are also exposed to the winery tour, grape stomping and tasting sessions. In its 2013 edition, the fest conducted almost 700 tours and tastings. The company takes its winery tours as a serious marketing agenda. “A challenge that we face in India is the lack of wine knowledge. India has a tradition in drinking whisky and beer and the consumers have a lot to learn. We put a lot of efforts in wine education including tastings and trainings. We have opened up our winery to visitors in 2005 and are expecting 2,00,000 visitors at our winery this year. Wine tourism has become another important marketing tool for us,” says Cecilia Oldne, Global Brand Ambassador, Sula Vineyards. On similar lines, another prominent name in the industry, the recently merged Grover-Zampa conducted its first wine festival in the harvest on 2013. Though there was a music festival, it wasn’t the main attraction of the event. Called the Great Grover Stomp, the festival concentrated more on wine cooking, tasting and appreciation. The organisers plan to include more attractions in the upcoming editions. Classy associations Apart from this, brand associations of wine can be seen regularly with golf tournaments, art exhibitions, derby and similar events. “Since there are so many restrictions around the promotion of alcohol brands, we have to rely on innovative marketing ideas to create brand awareness and engagement with our audiences. We carefully select events that match our brand sensibilities. For instance, we partnered with Dinner for Pricks, a supper theatre programme that was a huge success and allowed us to create brand engagement with the right target audience. This association was the perfect ambience for wine enthusiasts to enjoy a satirical theatre show. The interactive event was a great platform to further build a culture of excellence around Indian wines,” said Kapil Sekhri, Co promoter and Director, Fratelli Wines. All Things Nice, a company involved in appreciation of gastronomy and which offers consultancy to wine brands, has created an interesting concept of Wine Week to interact with consumers. This is a massive initiative to get people to experiment with wines from all over the world and pair them with cuisines. “We had in the August 2013 edition of Wine Week in Mumbai, 28 different restaurant partners that included restaurants such as Elipsis, San Qui, Olive, Koh, Vinoteca, Ming Yang, Vetro, India Jones to name a few,” says Nikhil Agarwal, Sommelier & Director – All Things Nice. Also, increasingly women are being considered a target group for wine companies who are now concentrating their efforts on targeted communication to this them. An interesting figure was released by winetourindia.com, which conduct wine tours in India; it said that 60 per cent of their tours were booked online by women. “One of the dramatic changes occurring in India today is an increase of women drinking wine. Wine consumption among women throughout India has increased in the last 5 years, especially in metros. Women will become a huge demographic in the future and are important target group for us,” added Oldne. The industry is seeing a growth rate of 25 per cent year-on-year, but still forms a small part of the overall alcoholic beverage industry in India. However, it is one of the fastest growing segments in the alcoholic beverages category. Coming up next: Wine tourism Wine tourism is not a new concept in the country. However, it is more of a factory tour than an experience to the visitors. Having realised this, the market leaders are revolutionising their efforts to promote wine tourism in a big way. Nasik, one of the major hubs of wine in India already has Sula and Grover Zampa wooing the visitors. Besides, Chauteau D’ori, Vallonne Vineyards, located at Dindori and Igatpuri respectively, and the York winery have plans to start wine tourism, converting their vineyards into a destination spot. Adds Sekhri, “Personalised trips to our 240 acre Fratelli vineyards offer a unique experience for consumers allowing them have a to first-hand experience the process of wine making. Fratelli also regularly hosts wine appreciation programs which allows guests to understand wines and aims to develop wine culture in India.” So will this open up the markets in the tier-II cities? “Even in second and third tier cities we are seeing an increase in the consumption of wine. In select rural areas, wine is also consumed, but it is a sweeter, high alcohol style of wine,” says Agarwal. Most wine marketers in the country have increasingly been focussing on distribution and promotional activities in the Tier II cities, thus making it an important market to explore for a product like wine. “Though our initial focus was the metros such as Mumbai, Delhi, Bangalore, we are now focusing our efforts to Tier-II cities in India. This is a potential market that is seeing significant income growth and employment diversity for the first time in its history. As it gets exposed, it will see enormous change in its employment patterns, consumption patterns, spending power and aspirations. It has enormous opportunity and hence I see there is a gradual acceptance of wine,” comments Oldne.
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Until a couple of years back experiential marketing was a very different ball game altogether. One’s first thought was typically the now dirty word – guerilla marketing. Which meant brand ambassadors would pass out product samples to potential users or a vehicle endorsing the name of the brand would be placed outside an event. Stagnant and boring. Most of the times not even doing any good to the brand. But then came along the rise of SoLoMo (social, local and mobile) technology – and the world was never the same. Brands came to learn the importance of combining digital technology with personal experience to effectively communicate with their consumers. Brands began to recognize that actual physical and emotional experiences, versus just brand swag, help link the offline and online world and build loyalty and trust in consumers, something that really didn’t happen before the influx of digital. Consumer Becomes King The rise of social, local and mobile channels have made the consumer supreme. Now the consumer has complete reign over the experience he wants to have with the brand and share it within his own social channels – albeit any restrains. And everyone knows the value of an independent voice. Check-ins, hashtags, likes, and more have become the de facto standard for many brand experiences and retail doors. Building on how retail has played a role in this, many brands have started to drive awareness, buzz, and even promotion and CRM into consumers’ lives through the smart integration of digital, mobile, and social technology into their brick-and-mortar businesses. For Kate Spade’s new weekend-wear line, Kate Spade Saturday, the company created four interactive storefronts in New York, all digitally powered and including one large touch screen and zero products. Using the touch screen, consumers are able to browse and purchase products from Kate Spade’s new line–a new version of the in-store retail experience. The rise of technology has allowed the consumer to interact with the brand in a plethora of ways. The possibilities are endless and the sky is no longer the limit. What one can do with technology these days is no joke, and to use it to build your brand is genius. Gone are the days of museum like brand space where consumers are invited into a stagnant atmosphere and don’t actually engage with the brand at all, apart from a few free product samples. No More Spams Experiential marketing used to have a tough time convincing consumers in sharing their e-mail addresses and other details as consumers were afraid of being spammed every day by the brands – case in point – constant spam emails for Viagra. But things have changed. Brands have become smarter in how they reach out to their consumers and have started to respect their privacy. There are no more spams, and consumers have come around, engaging with brands with a sense of security and confidence – giving the experiences the license to become richer and more dynamic. One to One, One to Many or even Both It’s no surprise here that brands that create experiences allowing consumers to interact digitally and socially with both themselves and others will succeed in the long term. According to a study, an average person spends at least 6 hours a day on Facebook. And thus the change in the marketing game. BMW’s initiative on Facebook is a perfect example of how brands are using social networking sites to leverage their brand. If one word describes BMW owners, it would be “enthusiasts.” The people at BMW must know that owners love a chance to show off their beemers, so the company’s Facebook encourages fans to post photos and share where they’ve recently taken their beloved car. By suggesting that fans post pictures of the adventures they’ve gone on in their BMWs, the company connects to the fact that it’s a luxury brand, and those who own luxury cars are likely able to go on frequent trips. Fans happily oblige, but their engagement doesn’t stop there. BMW also puts concept videos and pictures on their Facebook page to show fans what the company is developing and what the next generation of cars will look like. It’s like a personal car show right on Facebook, and every car enthusiast is crazy about car shows. BMW’s heavy use of visuals illustrates their understanding that visuals are important for engagement and allows the company to play to its strengths as an aesthetically brilliant brand. Overall, when brands try to build relationships with consumers, a simple plan is still the best plan. Experiential marketers must first put themselves in the shoes of the consumer in order to understand the interaction process and the emotions they are trying to evoke from the consumer. Fortunately, technology can’t do the job on its own, nor will our innovative spirit alone propel experiential activations to succeed. Creative ideas and emotional context remain critical for creating powerful and memorable brand experiences. But after the dust has settled, experiential marketing has a lot to thank digital for.
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Golfingindian.com, a website dedicated to golf and golfer interest, hosted the Take Solutions India Golf Awards last evening at the Oberoi Gurgaon. The event, in its first edition this year, had in its attendance several veterans and notable names from the Indian golfing community. Unfortunately, most of the prominent female golfers, engaged at a tournament in Thailand, were absent from the awards ceremony. A protagonist for development of sports in India, Chief Minister of Haryana Bhupinder Singh Hooda, arrived as the Chief Guest and inaugurated the event amidst cheer by successfully scoring at the makeshift putting green. Montek Ahluwalia, Deputy Chairman of the Planning Commission for India and an ardent golf player was the Guest of Honour while legendary Gary Player extended his support to golfingindia.com and the players through a motivating audio-visual played during the event. Golf enthusiast and acclaimed stand-up comic, Papa CJ, bagged the award for Best Newcomer and in return entertained the crowd with a side-splitting act. Some of the prize winners under various categories were Rashid Khan and Vani Kapoor for Best Players Under 24 category, Anirban Lahiri and Sharmila Nicolette for the People’s Choice category, Jesse Grewal and Nonita Lal Quereshi for Best Teaching Pro, Neha Tripathi and Gaganjeet Bhullar for Best Pro Player, Shiv Kapoor and Arjun Atwal for the Global Recognition category, Delhi Golf and Country Club received the award for Best Golf Academy, DLF was awarded the Best Golf Real Estate Project, Delhi Golf Club won in the Best Golf Course category, Akash Ohri of DLF Golf Resorts received the award for Excellence of Golf Course Management and Sita Rawley won the Lifetime Achievement Award. In a community where cricket continues to hold a strong monopoly, golf has been largely elitist and undervalued as a sport. In bleak times, the India Golf awards claims to be an advocate for a more supportive and cohesive golfing fraternity that aims to recognize talent and promote better penetration within the country. Take Solutions was the title sponsor at the event, also powered by Audi, Lufthansa, Nitesh Estates and Indian Terrain.
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When his events were hit by the by 26/11 tragedy, death of a political supremo in Mumbai, or while he organised a road show spanning across 36 cities in just 26 days, Sameer Tobaccowala, the CEO of Shobiz Experiential Communications, is known to brave challenges. In conversation with EE, he talks about the evolution of BTL space and how hurdles can be converted into opportunity areas. In the years since your inception, what is the change that you have seen with brands approaching you for BTL activations? We have witnessed the evolution of the BTL space over the last 2 decades. Some of our first few initiatives marked the entry of Coke as well as IBM, into the Indian market. The evolution of this space owes itself to the learning curve which clients and agencies have traversed through, along with socio-economic and political catalysts such as liberation, the explosion of modern retail and the burgeoning Indian middle class. Today, unlike the past, there is a plethora of spaces where one can experience a brand. Brands are rapidly waking up to the value of positive conversation and are realising that no matter whether you are an impulse purchase like an ice cream or a high value consumer durable like a refrigerator, much attention must be paid to the ‘aura’ of the brand. More mature marketeers today will look far beyond the bottom line and include return on interaction, return on engagement, return on experience as factors that all contribute to return on investment. Which sector experiments most with BTL activations? From among our spectrum of clientele, FMCG, auto and mobile have been the verticals most open to exploring radical innovation in the BTL space. However, BTL is not for everyone. Sectors like pharma, engineering, technology are a difficult fit for BTL, which only means that the creative brains at the agency need to work that much harder. According to you, what is the role of experiential marketing in the whole brand building exercise? Experiential marketing is a potent element in the overall marketing mix, one that is measurable, one that is two-way and gives your audience a chance to speak back, one that can be a gateway for a more prolonged and deeper engagement with your audience. I do not believe that these strengths can be found in traditional media. Therefore experiential media needs to be considered as a key ingredient in the overall marketing mix. Do you think experiential marketing is underutilized in India? For sure I agree with this statement. And this fact belies a number of fallacious attitudes: for example, I think that a large number of big spenders indulge in way too much hedging, they love their print ads, their TVCs, their traditional toolsets of market research and focus groups. This also points to the fact that the big established global players have not cracked the experiential play in India. I hope the day is not too far when we see experiential agencies being brought on board with the same level of confidence and privy to the same information as advertising agencies. Till then the mutual admiration circle of client – ad agency – buying agency – market research agency will continue. What are some of the major challenges of implementing experiential marketing in India? In the past, we were in the middle of delivering a ticketed experience for over 3000 people when Mumbai’s 26/11 hit us. We were 48 hours away from a VVIP cultural experience when a political supremo passed away, throwing the city into chaos. Such were some unforeseen challenges that we experienced. In general, in this industry, collaborating with the client to craft the brand experience is probably the biggest hurdle. Most marketers think in terms of product experience and if you actually look at the traditional brand key there is no space for brand experience. The sooner players in this space keep their gaze firmly fixed on the potential rather than the challenges, the richer both clients and agencies will be for this focus. Can you talk about your most challenging experience in all these years? We’ve been privileged to partner with Tata Motors to conceptualise & deliver the two editions of ‘Tata Nano Superdrive’, earning us the prestigious Exhibitor Magazine’s Corporate Event Award ‘Best Road Show/Multi Venue Event’. For quite possibly the first time here was an initiative which reached out to an ecosystem of auto journalists, bloggers, customers, prospects and urban communities across the country, activated them through a stimulus program which included radio and outdoor, and delivered unparalleled reach and engagement at a cost per contact that was scarcely more than a 30 second prime time slot. For the team working on this project, the ideation was as challenging as the delivery – with the entire exercise spanning across 36 cities and 15000 km in just 26 days.
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In this digitized world where communication is generally through texts, hash tags and Facebook posts, human contact becomes absolutely necessary in order to make an impact – to make it special. In order to make an impact on their customers, brands all over the world are turning to marketing techniques that give them an edge over their competitors. As B. Joseph Pine II and James H. state in their book, The Experience Economy, “the number of goods and services has increased making the industry as a whole increasingly competitive and crowded.” They illustrate that brands must begin to provide consumers with memorable events and engagements that allow the brand to stand out from the clutter of their competitors. The examples below will move you to tears, engulf you with excitement and fill your hearts with warmth. When brands give their customers something to remember they not only build sales but customer loyalty like no other. Here are five great examples: Unexpected Baggage When Span Air decided to surprise their passengers travelling on Christmas eve, when the rest of the world celebrated at home, it was smiles all the way. Flight JK5208 claimed a little joy when the unexpected gifts arrived. After Spanair, a number of other airlines followed suit. Watch the video below. D Rose Jump Store On July 10th, Adidas organized the “D Rose Jump Store” in London to promote Derrick Rose’s signature Adidas sneakers. Although the concept was simple (use Derrick Rose’s presence to create buzz among fans), Adidas took it to another level by adding depth to their activation. In addition to meeting the famous Chicago Bulls point guard, fans had the opportunity to win a free pair of the signature sneaker if they could jump 10 feet to reach them. By having participants jump the same distance needed to reach a regulation basketball hoop, it gave each consumer perspective into the basketball player’s life. Whether participants walked away empty handed or with a new $100 set of shoes, they all had an experience that they will always remember and associate with Adidas. Unleash the Bond in you Brands most often use experiential marketing either to enhance and complement a traditional advertising campaign or to stand out at a popular event or conference. However, as honest internet virality gains more and more influence, many brands have begun executing experiential marketing campaigns that exist on their own. To bolster a television spot that AdWeek described as “mediocre”, Coca-Cola organized an experiential marketing activation in which consumers take on the role of a Double O agent and sprint through a train station. After purchasing a Coke Zero, the vending machine challenged drinkers to reach another section of the train station, weaving through pre-planned obstacles, in order to receive free tickets to the newest Bond film, Skyfall. In addition to giving each participant a Bond-like experience they will never forget, an edited taping of those participants went viral (currently sporting over ten million views). The Last Square A more endearing example of experiential marketing, and one that illustrates a campaign that stands on its own, is one recently activated by Milka. The chocolate brand made the effort to manufacture 10 million bars that were missing one piece. Puzzled chocolate eaters then learned that the one piece had been set aside for them to choose whether they would want it mailed back to them or mailed, with a personalized message, to a friend or loved one. This campaign helps the brand not only form an emotional connection with its consumer, but also to whomever the consumers decides to send the single piece of chocolate to. Putting Friends To Test When Carlsberg decided to put your friends to test, it was a game changer. Standing up for a friend was their tag line – but the people involved had no idea that they were being tested. Carlsberg gave a chance to its customers to test the loyalty of their friends to find out which of their friends actually turn up in the middle of the night to help their friend who supposedly lost a lot of money in a poker game. Friendships were tested, a lot of emotions were involved and of course, in the end, chilled beer with a Carlsberg party – now who wouldn’t love that.
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As per industry reports, the shelf life of ATL campaigns have decreased from 6-8 months, coming down to 2 months. This makes it important for the marketer to create more engaging marketing strategies, which create a greater recall. BTL activities ensure greater interface with the consumers and instant feedback. This gives rise to immediate ROI and on-the-spot sales, or immense recall value. BTL is becoming a strong focus area for retailers. Catchment initiatives are seen as an integral part across retail segments, especially since the growth of modern and multi-brand retail. In order to combat declining walk-ins, store managements are resorting to deeper brainstorming sessions to evolve creative catchment engagement initiatives. This is sought to be linked to store managers’ KRAs. The organised sector of the Indian events and activation industry is estimated at around Rs 2,800 crore in 2011-12. The segmentation between organised and unorganised players stands at a 40:60 ratio. The BTL industry has grown at over 20 per cent during the last two years and is expected to grow to Rs 4,375 crore by 2013-14. Spends dedicated to below-the-line activations are poised to increase by 20 per cent more in 2013-14. The relationship between events and technology is emerging. Brands are deploying social media technology as well as unique tech-engagement on-site to create an integrated campaign. Food brands, and other FMCG products, which fall under the impulse purchase category are dedicating more than 60 per cent of their marketing spend to BTL activations. The electronics industry is investing majorly in in-store activations. The budgets of major electronics brands have upped 20 – 30 per cent between 2012-13. Since, the final brand choice for a customer depends upon how a specific model is demonstrated and explained to him at the point of sale, this BTL activity acquires most importance as a high percentage of electronics is sold via the multi brand channel. The auto industry in India is very forthcoming and experimentative when it comes to BTL activations. This industry spends heavily on activation formats like road shows.
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Music festivals and miscellaneous platforms for entertainment for the youth have suddenly mushroomed in India over the last decade. EDM festival opened the floodgates and put India on the global map and others simply followed suit given the successful model. Heres a closer look at the reasons that changed the way India parties...
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B-Bar celebrated its first Anniversary in India at New Delhi on 8th November 2013. The night also witnessed the launch of the very unique B-bar Wine Cellar. Bringing the wine culture to India and getting Indians more accustomed to the lifestyles of the French, the wine cellar promises to be every wine lover’s dream. As the night progressed it embalmed the audiences with many surprises. The night witnessed celebrated Dj Ravin from Buddha Bar, Paris transport the guest to a world of melodies and rhythms. Exotic dancers enthralled the audiences while later into the night guests danced to popular Bollywood numbers. The night was well attended by the who’s who of Delhi’s social circle Mr. Kunal Lalani, Magandeep Singh, Vimi Lalani, Manish Yadav, Thenny, to name a few. During the anniversary week B-bar also promises a volley of exciting offers valid until 16th November where guests get a complimentary bottle of wine on purchase of one and the same offer is valid for a single glass. Talk about extended celebrations! B-bar’s Wine Cellar also proudly showcases a collection of over 300 labels, all carefully handpicked to harmoniously blend in with the delicious array of spices used in the pan-asian cuisine. Wines from every wine producing country except China are showcased. Fine and rare collection of vintage champagne, big format champagne, 1855 Bordeaux classified cru wines all the first growths, Grand Cru Burgandies, Super Tuscans, Barolos, barberserco and unique elegant labels make the wine cellar unique in town.
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Sachin Tendulkar appeals emotionally to at least four generations if not more. Gearing up for his 200th test capping a 24 year career at Mumbai’s Wankhede Stadium from 14 to 18 November, ticket sales are soaring as people realise this may be their last opportunity to see the legendary player in action. In conversation with Mr. Vinit Karnik, National Director, Sports and Live Events , GroupM ESP, we measure the repercussions of what could possibly be the biggest development in Indian sports history over the last few decades. EE: How do you suppose brand sponsorship would be affected by Sachin’s retirement? These are people who have grown watching Sachin play and do not mind more of him. Post retirement, if he is seen endorsing a brand, these people would love ‘catching up’ on him even if it is in the ‘brand’ space. EE: How are brands capitalizing on Sachin’s last match There surely will be a lot of buzz from in the brand space. There will be brands who want to be in the middle of the action, while some might chose to be away from the clutter. Star Sports is the official broadcaster for the match and is expecting a 50% increase in advertising rates owing to anticipated viewership. EE: How would the business of cricket be impacted with this new development? Pele retired, football grew. Maradona retired football grew. Schumacher retired, F1 grew. Gavaskar, Kapil Dev retired, cricket grew. Sachin will retire and I am sure cricket will grow even more. EE: In what ways do you reckon it is lucrative for brands to associate themselves with sporting events? Association is just step one. The most important part in leveraging any sponsorship is activating the association. Sponsorship provides a distinct imagery and experience for the associating brands. If that is utilized to brand’s advantage, that provides real value back to the brand. EE: What sort of experiential activities are propagating around sports? Match tickets, player meet and greets, guided tours, shoot days, award giveaways are a few experiential activities that are being packaged around a sports property.
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