Menu
Sponsorships Advertising Marketing

ARE SKI SLOPES TOO WHITE? TARGETING DIVERSITY RECOMMENDED

          During the SnowSports Industries of America (SIA) '99
     trade show last Thursday in Las Vegas, presenters of the
     "Minorities: Expanding Your Customer Base" seminar said that
     Asian-American, African-American and gay and lesbian
     populations "have the sheer numbers and financial power that
     should make the ski industry take notice," according to Penny
     Parker of the DENVER POST.  SIA Dir of Marketing &
     Communications Mary Jo Tarallo said the ski industry "has a
     hard time recognizing diversity and speaking to markets other
     then white, well-off people."  Research conducted by Brenda
     Pitts, Dir of the Sports Administration program at FL State
     Univ., concluded that the gay and lesbian community "alone
     has an estimated spending power" of $514B.  Also, 11-13
     million gays and lesbians participate in a sport and 5,000-
     15,000 participate annually in a gay and lesbian sporting
     event in the U.S.  Pitts "recommended" that ski resort
     companies make financial donations to gay and lesbian groups
     and advertise in publications that "target a gay and lesbian
     audience."  Booth Creek Ski Holdings VP/Marketing Julie
     Maurer said that its Northstar-at-Tahoe resort "increased"
     its Asian-American customers from 3% to 10% in five years by
     placing ads in Chinese language newspapers distributed in
     S.F.  Meanwhile, sports marketing analysts Bob Bradshaw said
     that ski resorts should also target the African-American
     market, as he said that African-Americans "spend more money
     on travel and leisure than white people" (DENVER POST, 3/13).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/1999/03/15/Sponsorships-Advertising-Marketing/ARE-SKI-SLOPES-TOO-WHITE-TARGETING-DIVERSITY-RECOMMENDED.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/1999/03/15/Sponsorships-Advertising-Marketing/ARE-SKI-SLOPES-TOO-WHITE-TARGETING-DIVERSITY-RECOMMENDED.aspx

CLOSE