United States Sports Academy - "America's Sports University"

ABSTRACT

This manuscript reviews the growing use of manufacturing plant tours, company museums, and company visitor centers by sport-related marketers (equipment manufacturers, venues, etc) to cultivate relationships with existing and potential consumers. Consumer Experience Tourism provides the user (i.e., the consumer) with an experience regarding a product, its operation, production process, history, and historical significance. Such brand bonding may contribute to higher levels of involvement with a product/brand and brand loyalty. Ultimately, the bond between consumers and brands may be strengthened by the availability of such consumer experiences. Such tourism opportunities provided by sport-related firms are profiled.

INTRODUCTION

The National Sporting Goods Association tracks the annual sales of sports equipment, footwear, clothing, and recreational transportation (such as bicycles, pleasure boats, RVs, and snowmobiles). For 2003, it is estimated these four product categories combined for almost $80 billion in sales (sports equipment, $22.2 billion; footwear, $14.4 billion; clothing, $10.1 billion; and recreational transportation, $40 billion (please see nsga.org).

The Relationship Marketing orientation has prompted brand managers to seek new and innovative ways of creating long-lasting, mutually-beneficial relationships (or bonds) with a most important asset; namely, their customers. Increasingly, brand managers are recognizing the opportunity to showcase a product’s creation and/or evolution as an important catalyst for forging stronger bonds with consumers. So, interested consumers/tourists can witness the production of such items as Calloway Golf Clubs, Fleetwood RVs, Louisville Slugger Baseball Bats, Trek Bicycles, and Harley-Davidson Motorcycles.

The purpose of this manuscript is to evaluate the growing use of manufacturing plant tours, company museums, and company visitor centers by sport-related markets to cultivate stronger relationships with consumers and to (hopefully) stimulate greater brand loyalty. First, the concept of Consumer Experience Tourism is defined. Second, the underlying interest in this type of tourism activity is reviewed. Third, the target consumers for such tourism venues are examined. Next, existing Consumer Experience Tourism efforts of sport-related marketers are profiled. Finally, the desired outcomes of these efforts are discussed.

CONSUMER EXPERIENCE TOURISM

Manufacturing plant tours, company museums, and company visitor centers represent a segment of tourism known by different names: manufacturing tourism, industrial attractions, industrial tourism, and industrial heritage tourism. The shared desire of such facilities is to establish a bond between a consumer and brand as the consumer learns about the brand, its operation, production process, history, and historical significance. The term “Consumer Experience Tourism" represents a unifying theme for this segment of the tourism industry. This term captures the consumer’s ability to discover more about the brands they consume while manufacturers can forge closer relationships with those consumers during the 30-120 minutes of time spent as the facility’s guests (Mitchell and Mitchell 2000, 2001, 2002; Mitchell and Orwig 2002). (The abbreviation CET will be used throughout the manuscript to represent Consumer Experience Tourism.)

Involvement With a Brand

Brand managers seek to address consumer needs at three levels: functional (providing solutions to consumer problems); symbolic (providing satisfaction of psychological desires); and experiential (providing sensory pleasure, variety, and cognitive stimulation) (Park, Jaworski, and MacInnis, 1986). CET can strengthen the bond between consumers and brands by providing a visual presentation of the brand, its operation, production process, history, and historical significance. Such a bond may be viewed as an increased level of personal involvement with the brand and (assumedly) translates into greater brand loyalty. For example, a parent seeking to cultivate a child’s interest in baseball can take that child to the Louisville Slugger tour (Louisville, KY).

Cognitive involvement reflects a consumer’s interest in thinking (or learning more) about a product (Park and Young, 1986). CET may increase the consumer’s level of cognitive involvement by stimulating thinking about the brand and its production processes. So, an active golfer may appreciate witnessing the manufacturing processes used by Karsten Manufacturing (i.e., Ping) (Phoenix, AZ) or Calloway (Carlsbad, CA). Further, the positive word-of-mouth communication stimulated by satisfied visitors may be deemed more credible than other paid forms of promotion.

INTEREST IN CONSUMER EXPERIENCE TOURISM

Many people think of manufacturing plant tours, company museums, and company visitor centers as low-cost entertainment (and educational) options for parents with children because such tours are typically free or require only a nominal fee (Lukas, 1998). While this is a key target market and a benefit the consumer may seek, the root cause of this fascination runs much deeper.

Harris (1989) and Prentice (1993) point out that factories and mines have historically employed a large percentage of the American workforce. The shift to a service economy takes individuals out of the factories. This removes people spatially and culturally from the manufacturing sector providing less contact and little first-hand knowledge of industrial work. The plant tour creates a novel and nostalgic view of industrial work, which in turn feeds tourist interest in manufacturing processes. Harris and Prentice further note that many younger workers’ lack of factory work experience progresses naturally toward an increasing curiosity about the topic.

Older employees may relish the experience of "returning to their roots”. Rudd and Davis (1998) identify the industrial revolution as a defining event in American history with company plant tours providing users a look at our collective past. Richards (1996) notes the industrial revolution created an era where the transition from modern to obsolete occurs more rapidly. As such, products of older technology are considered cultural and historical artifacts creating feelings of nostalgia among society. Company museums or visitor centers capitalize on these emotions by providing a sentimental, bonding experience between buyer and brand.

The “Retro Example”

The current interest in retro sports clothing is a manifestation of this interest, even fascination, with the past. All four major North American sports leagues are aggressively pursuing this growing market (Finney 2003). Throwback jerseys and other merchandise have become a $1 billion global industry. The National Basketball Association (or, NBA) sold over $400 million worth of its Hardwood Classics in 2002. The National Hockey League (or, NHL) is approaching $250 million in vintage merchandise sales. It is interesting to note that many of these jerseys, ball caps, and other items represent teams that no longer exist (i.e., Winnipeg Jets or Quebec Nordiques) or former stars (i.e., Bobby Clarke) (Westhead 2003). The Negro Leagued Baseball Museum (Kansas City, MO) considers such merchandising initiatives an opportunity to educate younger fans about an important part of American and sport history (Spellman 2003).

Sports venues designed as “retro” or “throw-back” facilities are another interesting manifestation of this interest in the game’s history. While Wrigley Field, Fenway Park, and Yankee Stadium continue to be held in high regard for their historic value, newer ballparks have been designed to capture the old ambiance of a day at the park while enhancing customer comfort. Such parks as PNC Park (Pittsburgh Pirates), Jacobs Field (Cleveland Indians), Camden Yards (Baltimore Orioles), Comerica Park (Detroit Tigers), or Conseco Fieldhouse (Indiana Pacers) have embraced the past while enhancing fan (and player) comfort.

TARGET CONSUMERS FOR CONSUMER EXPERIENCE TOURISM

A manufacturer can use its physical facilities to establish (or strengthen) the bond with a variety of parties. The target consumers for CET can be divided into three categories: current and potential consumers, business partners, and community stakeholders.

Bonding With Consumers

Manufacturing plant tours, company museums, and company visitor centers have become a low-cost entertainment option for families, community groups, business travelers, and others. They provide a day trip option for local residents. Schools also benefit through field trips for area students and teachers. Business travelers become aware of best practices from firms in both related and unrelated industries (Axelrod and Brumberg 1997). Prentice (1993) notes that areas with large numbers of business travelers are particularly fertile for the development of such a tourism venue as travelers can invest a small amount of time and have a valuable experience with a brand. So, a salesperson can spend approximately 1 hour at the BMW Zentrum in Greer, SC as they travel the Greenville-Spartanburg area or as they shuttle from Charlotte to Atlanta.

Bonding With Business Partners

Though business associates are also frequently users of a brand, their interests are typically more professional than personal. Lucas (1998) suggests, “museums create the specter of the Wizard of Oz, but factory tours provide a glimpse of the man behind the curtain.” Business relationships enhanced by CET include corporate managers, future employees, new sales agents, industrial suppliers, shareholders, and others. Plant tours provide corporate managers with an enhanced understanding of how manufacturing capabilities contribute to a company's strength in the marketplace.

The plant tour may also be an effective means of identifying and recruiting future employees by creating interest in the company’s manufacturing processes (Day, 1990). Upton (1997) suggests that everyone who interacts with a manufacturing plant (i.e., buyers, suppliers, managers, employees, and so on) benefits from a comprehensive look at the manufacturing process.

Bonding With Community Stakeholders

Plant tours may be an effective means of communicating with regulatory agencies and/or public interest groups. For instance, Nike commissioned a panel to review its operations in China, Indonesia, and Vietnam to counter perceptions of unfair labor practices and working conditions. The review process included on-site plant tours and visits with local employees. The company received a favorable review with respect to this volatile public relations issue (Neuborne, 1997). Conducting tours of new facilities during grand openings is commonly practiced, with target consumers including shareholders, politicians, dignitaries and reporters. While target audiences may have individual motivations for taking such a tour and may seek different outcomes from it, it is certain that people are interested in the work of others.

CONSUMER EXPERIENCE TOURISM EFFORTS BY SPORT MARKETERS

Currently, a number of sport marketers provide manufacturing plant tours, company museums, and company visitor centers to support their products. These firms compete in such diverse product categories as baseball/softball equipment, golf clubs, fishing equipment, boats, and others (see Table One).

Table One
Consumer Experience Tourism Offerings of Sport Equipment Manufacturers

Company Name	Location	Product Category
Karsten Manufacturing (Ping)	Phoenix, AZ	Golf Equipment
Calloway Golf	Carlsbad, CA	Golf Equipment
Correct Craft (Ski Nautiques water-ski boats)	Orlando, FL	Boats
Coachman RVs	Middlebury, IN	RVs
Jayco RVs	Middlebury, IN	RVs
Hillerich and Bradsby (Louisville Slugger, PowerBilt)	Louisville, KY	Baseball Equipment Golf Equipment
Arctco (Arctic Cat)	Thief River Falls, MN	Snowmobiles
Christian Brothers	Warroad, MN	Hockey Sticks
Polaris	Roseau, MN	Snowmobiles
Airstream	Jackson Center, OH	RVs
Goodyear	Akron, OH	Tires
Wooden Touch Putters (Oregon Connection)	Coos Bay, OR	Golf Equipment
Luhr-Jensen Lures	Hood River, OR	Fishing Equipment
Harley-Davidson	York, PA	Motorcycles
Vanguard Racing Sailboats	Bristol, RI	Boats
Worth	Tullahoma, TN	Baseball and Softball Equipment
Nocona Athletic	Nocona, TX	Baseball and Football Equipment
K2	Vashon, WA	Skiing Equipment
Trek	Waterloo, WI	Bicycles

Source: Axelrod, K. and B. Brumberg (1997), Watch It Made in the U.S.A., Sante Fe, NM: John Muir Publications.

A list of automotive-related tours is separated and presented in Table Two.

Table Two
Consumer Experience Tourism Offerings of Automobile Manufacturers

Company Name	Location	Product Category
Mercedes Benz	Vance, AL	Automobiles
Mitsubishi Automobile	Normal, IL	Automobiles
Corvette	Bowling Green, KY	Automobiles
Ford	Louisville, KYEdison, NJ	Automobiles
Toyota	Georgetown, KY	Automobiles
General Motors	Flint, MIJanesville, WI	Automobiles
Goodyear	Akron, OH	Tires
Honda	Marysville, OH	AutomobilesMotorcycles
BMW	Greer, SC	Automobiles
Nissan	Smyrna, TN	Automobiles
Saturn	Spring Hill, TN	Automobiles

Source: Axelrod, K. and B. Brumberg (1997), Watch It Made in the U.S.A., Sante Fe, NM: John Muir Publications.

It should be noted that NASCAR drivers/owners have been particularly active in embracing CET for their use. NASCAR fans can visit the working garage of their favorite drivers and witness the preparation of the very cars they will watch later at the track. The most popular destinations for NASCAR fans include Joe Gibbs Racing, Hendrick Motor Sports, Dale Earnhardt Incorporated, Petty Enterprises, and others. The majority of such facilities are located in close proximity to Charlotte, NC. Additionally, most larger racetracks provide tours of their facilities including garage areas, pits, and grandstands. An example list (not exhaustive) of these tracks is presented in Table Three.

Table Three
Example Motor Sport Tracks Offering Public Tours

Name of Track	Location
Atlanta Motor Speedway	Atlanta, GA
Las Vegas Motorspeedway	Las Vegas, NV
Lowe’s Motor Speedway	Concord, NC
Daytona International Speedway	Daytona, FL
Texas Motor Speedway	Fort Worth, TX
Indianapolis Motor Speedway	Speedway, IN
Talladega Superspeedway	Talladega, AL
Kentucky Speedway	Sparta, KY
Kansas Speedway	Kansas City, KS

Source: Original constructed from information gained from nascar.com.

As new stadiums have been built for professional teams, their owners have identified the value of opening their facilities to the general public for tours. Fans can now tour such venues as Lincoln Financial Field (Philadelphia Eagles, NFL), Invesco Field at Mile High (Denver Broncos, NFL), PNC Park (Pittsburgh Pirates, MLB), Camden Yards (Baltimore Orioles, MLB), and the American Airlines Center (Dallas Mavericks, NBA and Dallas Stars, NHL). And, some older ballparks continue to welcome guests to take nostalgic tours of their facilities, including Wrigley Field (Chicago Cubs, MLB), Fenway Park (Boston Red Sox, MLB), Yankee Stadium (New York Yankees, MLB), New Orleans Superdome (New Orleans Saints, NFL), and others.

Table Four
Additional Sport Halls of Fame

Name	Location
Bowling Hall of Fame and Museum	St. Louis, MO
United States Golf Association Museum and Library	Far Hills, NJ
International Tennis Hall of Fame and Museum	Newport, RI
U.S. Bicycling Hall of Fame	Somerville, NJ
Lacrosse Hall of Fame	Baltimore, MD
World Figure Skating Museum and Hall of Fame	Colorado Springs, CO
America’s Cup Hall of Fame	Bristol, RI
Negro Leagues Baseball Museum	Kansas City, MO
United States Slo-Pitch Softball Hall of Fame	Petersburg, VA
Weightlifting Hall of Fame	York, PA

Source: Arany, L. and A. Hobson (1998), Little Museums: Over 1,000 Small (And Not-So-Small) American Showplaces, Henry Holt, New York.

DESIRED OUTCOMES FROM CONSUMER EXPERIENCE TOURISM

Involvement theory suggests that consumers who have witnessed a product's production may become more brand loyal as a result of their identification with the product, their familiarity with the production process, their first-hand interaction with employees, first-hand witness to their quality assurance processes, and other internal needs. As such, business outcomes such as growth in buyer loyalty, sales, profitability, and market share are some of the outcomes sought by companies that provide manufacturing plant tours, company museums, and company visitor centers. It would be myopic, however, to suggest CET is solely driven by the desire to increase sales, profitability, or market share. Other outcomes sought focus on company image, education, and open communication.

Company Image

Plant tours provide firms the opportunity to build a relationship with local residents. This can be particularly important if the product or production processes are perceived to pose environmental concerns (i.e., a car plant that produces air emissions). When public funds are used to build sports arenas, owners may seek to enhance their image by showcasing what the public has received for their investment.

Education

Plant tours provide a multi-sense experience for consumers, employees, shareholders, suppliers, and other stakeholders. Consumers can bond with brands. Company employees can visualize the larger manufacturing process and appreciate the contribution their particular function or sub-routine makes to the finished good. As noted earlier, the licensing of retro sports images by the Negro League Museum (Baseball) allows younger consumers (often African-Americans) to learn more about the historical significance of the league and its players.

Salespeople, as well as external sales agents, can study the manufacturing processes to be better prepared to answer (and anticipate) buyer questions. For example, a sporting goods sales representative can better appreciate the manufacturing processes used by Worth to produce its line of baseball and softball equipment. This representative then carries this knowledge into the marketplace. A firm’s shareholders (for example, Calloway Golf, Ford, Goodyear, Harley-Davidson) can witness the processes used by the firms in which they have an equity position. Finally, some academic and professional associations include plant tours on their meeting agendas for continuing education.

Open Communication

An open manufacturing process conveys to others an open communication style of an organization (i.e., we've got nothing to hide). Positive word-of-mouth communication is stimulated among satisfied on-lookers. Campers having witnessed the manufacturing of their Jayco or Coachman RVs may be more likely to share their confidence in their units with fellow campers. News media may provide "free press" given the novelty of the open approach to manufacturing (such as the wooden head golf putters produced by Oregon Connection. While some argue the opportunity for "true" benchmarking may be overstated, one key outcome of industrial tourism programs for managers is the openness of communication and the ability to learn from others (Hinton, 1996).

SUMMARY STATEMENTS

Consumer experience tourism provides the consumer with a bonding experience regarding a brand, its operation, production process, history, and historical significance. A consumer witnessing the production of their favorite brand of golf equipment, snowmobiles, fishing equipment, or softball bats may become a more brand loyal user as their level of involvement with the brand intensifies. Such an experience may increase the buyer’s cognitive involvement with the brand while addressing the buyer’s need for experiential learning. Further, the aura of the manufacturing process or historical evolution of the brand may become an integral part of brand’s image (e.g., as mechanics create race cars in NASCAR garages). Finally, this same tourist may become a credible spokesperson for the firm as s/he shares with others the excitement of watching their hockey sticks, baseball bat or skis actually being produced. Toward this end, CET can become an integral part of a firm’s integrated marketing communications program.

As the U.S. economy continues its progression from a manufacturing-driven economy to one driven by services and information, the interest in "how things work" or "how'd they make that" intensifies. The separation from the manufacturing process feeds the growing interest in CET. Further, citizens studying current processes used to produce familiar brands can celebrate the industrial heritage of their nation. Ultimately, the bond between consumers and brands may be strengthened by the availability of manufacturing plant tours, company museums, and company visitor centers. The relative importance of these outreach efforts, in addition to their availability, will likely increase as the competition for sports equipment and entertainment further intensifies.

REFERENCES

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