Hospitality and Tourism
Norton High School Business and Technology Department
Vision Statement
Norton High School students in the Business and Technology Department will utilize technology and hands on learning to be equipped with 21st Century Skills which will assist them in:
Becoming critical thinkers
Using creativity to problem solve
Being college and career ready
Content Map and Unit Plans
Weekly Agenda and Projects
Week of May 12-May 24, 2019
Hospitality: Sports & Entertainment Team Members:_____________________________________________
Project Based Learning
Creating and Marketing a Theme Park
Essential Question: How does the creation and marketing of a theme park allow for product differentiation?
You will create a proposal for a NEW theme park. Your proposal can be for a traditional theme park or a themed water park. Remember, an amusement park is NOT the same thing as a theme park.
For this project you will work in teams consisting of 2 students.
You will need to create a 3 panel brochure.
On the Center Panel of the Presentation Brochure
Name of theme park.
Promotional slogan.
Map of the park using pictures to designate rides, attractions, food, gift shops, restrooms, front gate and 1 first aid building,
Map legend to name and describe the numbered attractions, food, gift shops, restrooms, and 1 First Aid building.
Include 6 rides. Name the rides and give a brief description of each.
Include 2 additional attractions. Name each attraction and give a brief description of each.
Include 2 restaurants. Name each restaurant and include some creative menu items.
Include 2 gift shops. Give each a creative name.
Include the Front Gate, Guest Services, First Aid Stations, and Restrooms.
On the Right Panel of the Presentation Brochure
The Target Market
Your description of the target market should include a discussion of demographics – age, gender, income.
Explain WHY this is the appropriate target market for this theme park.
Explain WHY you decided to target this market segment.
Include a photo representing the target market.
Pricing Strategies
Provide daily admission rates and multiple day rates
Provide the season pass rates and what, if anything will be bundled with the season pass.
Will you offer express passes? If so, state the price and give a description of the benefits.
Global Marketing Opportunities
While your first theme park will be located in the United States, explain the opportunities that exist for global expansion.
Assume that your second theme park will be located in another country; include a map of that country.
Include a statement explaining WHY this country would be the best choice for the opening of you second park.
On the Left Panel of the Presentation Brochure
Proposed Location of the Theme Park
Include a map of the United States indicating WHERE your theme park will be located.
Describe several advantages of this location.
You should include some advantages for this location that directly relate to the theme of the theme park.
Celebrity Endorser
Include a picture your celebrity.
The celebrity endorser may be a living person, a deceased person, or a fictional character.
Include a statement explaining WHY you selected this person as your celebrity endorser.
Explain how this person represents the theme of the new park while appealing to the target market.
Product Tie-ins and Merchandising
Provide an example of a product tie-in.
List product tie-ins that will be offered in the gift shops – be creative.
Explain WHY you have selected these products.
These products should specifically appeal to the target market.
Include a photo or photos of product tie-ins. You may also include an actual example of the product tie-in.
You will include a minimum of 3 actual examples of product tie-ins. These examples will be displayed along with your tri-fold display board.
Time Line for the Project
Week #1
Research existing theme parks and generate theme parks ideas.
Decide on theme and slogan for the proposed park.
Complete the map and the map legend.
Decide on the location of the theme park.
Complete the celebrity endorser section.
Complete the product tie-ins section.
Week #2
Complete the description of the target market.
Complete the discussion of pricing strategies.
Complete the discussion of global marketing.
Attach all materials to the tri-fold display board.
Set-up display board with product tie-in examples.
Project Based Learning Rubric – Creating and Marketing a New Theme Park – Sports & Entertainment Marketing
Score Levels
Name and Slogan for the Theme Park
Map of Theme Park
Legend for Map
The Proposed Location
Celebrity Endorser
Product Tie-ins & Merchandising
The Target Market
Pricing Strategies
Global Marketing
Arrangement, Neatness, Grammar,
Spelling
20
19
18
17
16
The name is distinctive.
The slogan is unique.
The name and slogan creatively and accurately reflects the theme of the park.
The map of the park includes all required elements.
The map is neat, realistic, and well organized.
The legend contains ALL required rides, attractions, restaurants, and shops, etc.
A well-written, but brief description of each ride is given.
The proposed location is realistic.
The proposed location is convenient to a large population or many people already visit this area.
The choice of celebrity endorser indicates a clear and logical understanding of the promotional value of a relevant celebrity endorser.
Three examples of appropriate product tie-ins are provided.
The product tie-ins are displayed with the board.
The examples are creative, realistic, and appropriate.
The target market is well-defined using demographic characteristics.
A photo representing the target market is included.
Realistic prices for single day admission and multiple day admission are included.
The season pass rate is realistic and is bundled with other benefits.
The country selected for global expansion is realistic and logical.
A precise explanation is given for the selection of this country for global expansion.
The presentation board is extremely neat and well organized.
The material is exceptionally clear and easy to read.
There are no major grammatical errors.
There are NO spelling errors.
15
14
13
12
11
10
The name and slogan may be creative but do little to reflect the theme.
The slogan fails to convey the major experience of the theme park.
Some required elements of the theme park are missing from the map.
The map lacks organization, realism, and/or neatness.
Some of the required elements are missing from the legend.
Descriptions of the rides are incomplete or disordered.
The proposed location is only partially realistic and is not sufficiently located near a large population center.
The choice of celebrity endorser is only partially relevant and/or appropriate for the proposed theme park.
The suggested product tie-ins lack either creativity, realism, and/or they are inappropriate for the theme selected for the theme park.
The target market is described but does not fully discuss the target market’s demographic characteristics.
Prices are given but are unrealistic.
The season pass rate is given but is not bundled with other services.
The country selected is not the most logical or realistic choice for global expansion.
The presentation board lacks neatness in its arrangement.
The material lacks organization.
There are major grammatical errors.
Some spelling errors exist.
9
8
7
6
5
The name and slogan lack creativity and do little to reflect the theme of the proposed park.
Many of the required elements are missing from the map.
Many of the required elements are missing from the legend.
The proposed location indicates a lack of understanding of the importance of the theme park’s location.
The chosen celebrity endorser indicates a lack of understanding about its promotional importance.
The selected product tie-ins do not accurately reflect the park’s them.
A photo representing the target market is not included.
The discussion of the target market is incomplete.
The prices given do not include multiple day admissions.
The season pass rate is not given.
The country selected is NOT suitable for global expansion due to economic, political, or social problems.
The presentation board largely lacks neatness.
Its appearance is haphazard.
Many grammatical and spelling errors exist.
4
3
2
1
0
The name and slogan have little or no relationship to the actual theme park proposal.
The map of the proposed theme park has little or no value.
The legend has little or no value.
The proposed location has little or no value.
The selected endorser has little or no value.
The product tie-ins and other merchandise have little or no value.
The description of the target market has little or no value.
The pricing strategies given have little or no value.
The country selected for global expansion has little or no value.
The material on the presentation board has little or no value.
Sports & Entertainment Marketing Team Members: ____________________________
Project Based Learning
Creating and Marketing a Theme Park
Evaluation Form for the Presentation Board/Brochure
1. Name and Slogan of the Theme Park
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
2. Map of the Theme Park
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
3. Legend for the Map of the Theme Park
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
4. Proposed Location
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
5. Celebrity Endorser
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
6. Product Tie-ins and Merchandising
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
7. The Target Market
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
8. Pricing Strategy
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
9. Global Marketing Opportunities
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
10. Overall Impression of the Project Including Arrangement,
Neatness, Grammar, and Spelling
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 _______
Total Points (maximum 200 points): ________