Weeki Wachee Theater Marketing Campaign Paper

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Marketing Campaign For many theatre organizations (both commercial and nonprofit), marketing and public relations is a series of strategies and procedures in order to reach one goal – sell tickets. “The old way doesn’t work anymore” is a common response by theatre artists and administrators when asked how they can sell more tickets. Many factors, including new technologies, increased costs, societal changes, etc., have changed how a marketing plan should be approached and/or created. This concept, though, is not regulated to the theatre industry. The entire business world has discovered that to get your product purchased (a theatre ticket, a bottle of perfume or the latest iPhone), things need to change. New objectives are being added, previously unconsidered actions are being tried out, and nontraditional steps are being taken. Weeki Wachee is a Florida State Park attraction. Your assignment (as its new marketing director) is to create a preliminary marketing plan for this "theatrical" product. Instead of Weeki Wachee being a typical roadside attraction, it is now being resurrected as the “new” theatre experience (it will open in Florida, down the road from Walt Disney World and Universal Studios, but the producer has aspirations of making it a national "go to" experience). The main goal is to sell this product to the customer. • • first, determine who your core audience for this product is (since it may vary) and prepare a series of objectives…those measurable and tangible results that allow you to say you’ve reached your goal then prepare a marketing strategy or plan detailing what steps you plan to take to fulfill those objectives Any number of things could be included in this plan, such as direct mail, social media, electronic distribution (email, text messages), advertising, partnerships or sponsorships, viral or guerrilla promotions, press releases, PSAs and media pitching, media appearances, press conferences or any other idea that comes to mind. For this assignment, budgetary restrictions or excessive expenses should not be considered (but remember…don’t include in your plan a costly activity just for the sake of doing it, does it really help you reach your goal?). Since originality and creativity is always encouraged, this assignment can be completed in any format you prefer (written essay, poster board, Powerpoint, etc.). Please be aware, though, of spelling, grammar, punctuation, etc. This assignment will be graded according to the Assignment 4 Rubric. AmericanHentage com/ The Wacky World ofWeekl Wachee http://www amerlcanherltage.com/emad/artlcles/web/20070531-week PI IISIÿE II&I'PINIÿSS THOMAS IEÿ FIERSON'ÿ ericanHerita e° o Logln I Register Make this your homepage History's blornepage ÿ.J Home ÿ People 'i Places ! /'Events Entertainment' l, Magazine I Invention&Technology Search Our Places Article Archives Travel Blog {i Discussions I Places Most Popular Searches: Subscription I Immigration I Great Depression I Florida Sites I Elvls Presley American Heritage Places Subscriber Services: American Heritage Disney World in Florida Florida Manatee Swim Tour Order a Free Vacation Planning DVD Visit Walt Swtm with Manatee 5 star rabng Crystal Rÿver Dlsney World in FL, Guided tours daily Adÿ by Cÿooÿlÿ Spring Break AH FebruarylMarch 2006 Posted Thursday May 31, 2007 07.00 AM EDT Subscriber Services. Invention & Technology 2006 Most Popular Featured Stories CROSSING FLORIDA AH February/March 1994 The Wacky World of Weeki Wachee By Claire Lui Presidents Immigration in America American Herdage Books Guide to the Best of theWeb 60 Years of American Heritage Magazine Archives 20 Years of Invention and Technology Magazine Archives Forbes Collector Picture of the Day Quote of the Day There's something all-American about roadside attractions --palaces of corn, Stonehenges built from cars, mountains carved with Presidents' faces Americans have a knack for looking at a patch of nature and asking how we can turn it into a tour=st destination My parents, both immigrants, have always been baffled by the Amencan love of kitsch They prefer their nature without a souvemr stand, and during my cNIdhood vacations they generally resisted my pleas to turn off the Nghway to visit the Two mermaids wÿsh the President a happy birthday In May 1963. giant maize maze or the bulldyour-own-sandscape-ln-a-bottle (Bettmann/Corb]s) Polls Local Events Calendar '\\ll Ill( 'ÿ,N ll[11rDÿ' lllJ(ll 'ÿ,1 ll'LÿllJ 3ÿlÿNles Itÿ i'10rlclÿ k_ÿN= stand Unfortunately for me, now that I am grown and able to plan my own vacations, many of these American entrepreneurial wonders are floundering, and fewer and fewer remain Lu Vickers and Sara DIonne's new book, Weekl Wachee, C/ty of Mermaids: A History of One of Florida's Oldest Roadside Attractions (Umverslty Press of Florida, 294 pages, $34 95), is a lush album of photographs and a detailed story of the rise and fall of one of the wackiest American tourist spots Florida, home to wetlands and dramatic weather, has always been a perfect place for strange schemes Some, hke vast citrus groves, have been successes, and others, hke selhng swampland as prime real estate, dÿsmal flops The idea of creating an underwater theater with hve mermaid shows ranks somewhere m the middle of that spectrum, and Weekl Wachee survived for many decades on a very simple premise What if you could see a show about people hvmg underwater? For the past 60 years, Weekl Wachee has showcased underwater revues full of seemingly simple stunts But acts that are ordinary on land---eating a banana, dnnkmg a soda--suddenly look magical underwater, and more than a few tourists, lured by a giant NIIboard promising a mermaid show, have been willing to pull off the road and stop at a small roadside theater on Florida's west coast to see what Weeks Wachee had to offer Once out of the car, the tourists "pushed through a turnstile," the authors Get E-Mall Newsletters when we publish articles on any of the topics below [1 Florida [] Mermaids [] Roadside [] Weeki Wachee Help I AmericanHeritage.com / The Wacky World of Weekl Wachee http//www amerlcanhentage com!emall/artlcles/web/2007053 l-week.. write, "climbed down some steps, and entered what looked like a boxcar with windows They took their seats on benches and peered out through the glass into the spring, where local teenagers became mermaids and mermen They sucked breaths of air from hoses and dove fifteen or twenty feet down into the spring, where, in perfect silence and surrounded by schools of bluegill fish and turtles, they performed ballet and fed pellets of bread they'd tucked into their swimsuits to the fish " American Heritage June 1972 The mermaids, lured by the promise of nothing more than free hot dogs and hamburgers for pay, were high school kids who wanted to have some fun All that was required was to be a pretty girl with long hair and the ability to swim Not surprisingly, the early owners of Weekl Wachee recruited from nearby high school swim teams and synchromzed-swimmmg groups, thought the stren call of the place was so strong that even girls who dtdn't know how to swim would jump m for an auditton One of the youngest mermaids, Penny Smith Vrooman, was just 14 when she started, and she recalls that "they wanted voluptuous mermaid-looking people most of them wore falsles, but that was just part of the deal" The authors make the attrachon seem wholesome and fairly Innocuous, though the appeal of young, attractive girls writhing underwater was sufficiently allunng that baseball players down m Flonda for spnng training were reluctant to pose with the mermaids, because, as Weeki Wachee's photographer put tt, "their wives would see the pmtures m the paper and say, 'Uh huh, you're down there hawng fun, aren't youg'" Ltke Miss Umverse, who always made a publIcity stop at Weekl Wachee during her reJgn, the mermaids were sexy but familyfriendly Adÿ by GO0ÿIÿ Free Laser Hair RemovalTM Take Advantage Of Our Buy One Get One Free Offer Through Oct 3zlstt www AmencanLaser,com/Prm Certified Plastic Surgeon Breast, Body & Facial Procedures Complimentary Consultation www HallfaxHealth,org Web Design in Fÿorida Qumkly Fred Web Design Providers In Florida for Your MORRIS COUNTY TOURISM BUREAU Budt around a natural spring, Weekÿ Wachee had water so clean and clear that many audiences didn't believe the mermaids were m water at all, they were conwnced the teens were held aloft with wires behind a pool of fish Before long Hollywood came calhng, and a number of movies were filmed at Weekl Wachee Celebntles including Esther Wilhams and Elvis Presley came to pose with the mermaids (More recently, Dick Cheney made a campaign stop in November 2000 ) In Weeki Wachee's heyday in the 1960s, the attractton was owned by ABC, and ABC invested substantially, building a fancy theater that seated 500 people, wNch opened m 1960 WeekI Wachee's downfall was the mighty mouse, Disney Like so many boardwalks, midways, and crocodtle farms, the smaller vacation stop couldn't compete with the mamcured sprawl of Walt Disney World Weekt Wachee struggled on, even after ABC sold the attractton, and subsequent owners allowed it to get shabby Local developments poured fertihzer Into the spring that fed It, and the once-clear water began to fill with brown algae But Weekl Wachee sNI lives, and it continues to offer mermaid exhtNtions, including reumon shows stamng former mermaids, some in their sixttes and seventtes Vickers and Dionne gamed the cooperation of many former mermaids, and the book is filled wtth personal and publtcity photos, capturing the wbe of weird fun that exfsts at a great roadstde attraction There is an ethereal beauty to old photographs of mermatds leaping underwater, and a sense of wonder m pictures of teenagers guzzling soda pop wNle sitting on the bottom of the sea I had never heard of Weekt Wachee unttl I read this book, and it made me want to wslt the mermaids wNle they sttll swim Maybe not every dusty-shrunken-head attraction needs or deserves this kind of treatment, but the authors certainly make a strong case for the mermaids of Weekl Wachee --Clalre Lul/s a former edttor at American Heritage magazine v,'a,w.Sw mOutlet corn Business. www busÿness.com Traffic Schools In South Florida DMV approved. 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