Harvard Case - An NHL/Ridefilm Attraction
"An NHL/Ridefilm Attraction" Harvard business case study is written by Elizabeth M.A. Grasby, Shawn Flick. It deals with the challenges in the field of Marketing. The case study is 9 page(s) long and it was first published on : Dec 7, 2000
At Fern Fort University, we recommend a strategic partnership between the NHL and RideFilm to create a unique and engaging entertainment experience for hockey fans. This partnership should leverage the NHL's global reach and RideFilm's innovative production capabilities to develop a multi-platform attraction that combines immersive storytelling, cutting-edge technology, and interactive elements.
2. Background
The case study focuses on the potential partnership between the National Hockey League (NHL) and RideFilm, a company specializing in creating immersive entertainment experiences. The NHL is seeking to expand its fan base and create new revenue streams, while RideFilm aims to leverage its expertise in technology and storytelling to develop innovative attractions. The partnership presents a unique opportunity to create a high-impact, interactive experience that caters to the growing demand for immersive entertainment.
The main protagonists of the case study are:
- Gary Bettman: NHL Commissioner, seeking to expand the league's reach and generate new revenue streams.
- John Zaller: CEO of RideFilm, aiming to leverage the company's expertise to create unique and engaging entertainment experiences.
- Hockey fans: The target audience for the proposed attraction, seeking immersive and interactive experiences that connect them to the sport.
3. Analysis of the Case Study
To analyze the potential partnership, we can utilize a framework that combines strategic, marketing, and operational considerations:
Strategic Analysis:
- SWOT Analysis:
- Strengths: NHL's global brand recognition, RideFilm's innovative technology and storytelling expertise, growing demand for immersive entertainment.
- Weaknesses: NHL's reliance on traditional media, RideFilm's limited brand awareness, potential for high development costs.
- Opportunities: Expand reach to new demographics, create new revenue streams, leverage technology to enhance fan engagement.
- Threats: Competition from other entertainment options, technological advancements, economic downturn.
- PESTEL Analysis:
- Political: Government regulations on entertainment industry, potential for sponsorship deals.
- Economic: Global economic conditions, consumer spending patterns.
- Social: Growing interest in immersive experiences, changing consumer preferences.
- Technological: Advancements in VR/AR technology, potential for disruption.
- Environmental: Sustainability concerns, impact on resource consumption.
- Legal: Intellectual property rights, licensing agreements.
Marketing Analysis:
- Market Segmentation: Identify target audiences based on demographics, psychographics, and behavioral patterns.
- Brand Positioning: Create a unique brand identity that differentiates the attraction from competitors.
- Consumer Behavior Analysis: Understand the motivations, preferences, and expectations of target audiences.
- Competitive Analysis: Analyze existing entertainment options and identify competitive advantages.
Operational Analysis:
- Product Lifecycle Management: Develop a roadmap for the attraction's development, launch, and ongoing operations.
- Value Proposition Development: Define the key benefits and value offered to customers.
- Marketing Mix (4Ps):
- Product: Develop a unique and engaging experience that leverages technology and storytelling.
- Price: Determine pricing strategy that balances profitability and accessibility.
- Place: Choose appropriate distribution channels and locations for the attraction.
- Promotion: Implement a comprehensive marketing campaign to reach target audiences.
4. Recommendations
- Develop a Multi-Platform Attraction: Create a comprehensive experience that includes both physical and digital elements. This can include:
- Immersive Ride Experience: Utilize RideFilm's expertise to develop a thrilling ride that simulates the excitement of a hockey game.
- Interactive Exhibits: Offer interactive exhibits that allow visitors to learn about the history of hockey, test their skills, and engage with NHL players.
- Virtual Reality Experiences: Provide VR experiences that allow fans to step onto the ice and play alongside their favorite players.
- Digital Platform: Create a digital platform that provides access to exclusive content, behind-the-scenes footage, and interactive games.
- Leverage Technology and Analytics: Utilize technology to enhance the customer experience and gather valuable data. This can include:
- AI and Machine Learning: Personalize the experience based on individual preferences.
- Information Systems: Track visitor data to optimize operations and marketing efforts.
- Digital Marketing Strategies: Utilize social media, search engine optimization, and targeted advertising to reach target audiences.
- Focus on Customer Experience: Prioritize creating a memorable and engaging experience for visitors. This can include:
- Customer Journey Mapping: Analyze the customer journey and identify areas for improvement.
- Service Marketing: Provide excellent customer service and support.
- Customer Relationship Management (CRM): Build relationships with customers and encourage repeat visits.
- Strategic Partnerships: Explore partnerships with other brands and organizations to expand reach and create synergistic opportunities. This can include:
- Co-Branding and Partnership Strategies: Collaborate with sponsors, media outlets, and other entertainment companies.
- Event Marketing: Host special events and promotions to generate buzz and attract visitors.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The partnership leverages the NHL's brand recognition and RideFilm's expertise in immersive entertainment, aligning with both organizations' goals.
- External Customers and Internal Clients: The attraction caters to the needs and desires of hockey fans while also providing a unique and engaging experience for visitors.
- Competitors: The attraction differentiates itself from other entertainment options by combining technology, storytelling, and the excitement of hockey.
- Attractiveness: The attraction has the potential to generate significant revenue through ticket sales, merchandise, and sponsorship opportunities.
6. Conclusion
The partnership between the NHL and RideFilm presents a unique opportunity to create a successful and engaging entertainment experience for hockey fans. By leveraging the NHL's brand recognition, RideFilm's expertise, and the growing demand for immersive entertainment, the attraction has the potential to attract a wide audience and generate significant revenue.
7. Discussion
Alternatives:
- Traditional Hockey Museum: A more traditional approach that focuses on the history of hockey and showcases artifacts.
- Stand-Alone RideFilm Attraction: RideFilm could develop an attraction that is not directly tied to the NHL, but this would require significant marketing efforts to attract audiences.
Risks and Key Assumptions:
- High Development Costs: The development of a multi-platform attraction could require significant investment.
- Technological Advancements: Rapid advancements in technology could render the attraction obsolete.
- Competition: The attraction will face competition from other entertainment options.
Options Grid:
| Option | Advantages | Disadvantages |
|---|---|---|
| NHL/RideFilm Partnership | Leverage NHL brand recognition, access to hockey-related content, potential for global expansion | High development costs, potential for technological obsolescence, competition from other entertainment options |
| Traditional Hockey Museum | Lower development costs, familiar concept | Limited appeal to younger generations, potential for lack of innovation |
| Stand-Alone RideFilm Attraction | More control over branding and content | Requires significant marketing efforts, potential for limited audience appeal |
8. Next Steps
- Develop a Detailed Business Plan: Outline the attraction's concept, target audience, marketing strategy, financial projections, and operational plan.
- Secure Funding: Identify potential investors and secure funding for the attraction's development.
- Select a Location: Choose a location that is easily accessible and attracts a large audience.
- Develop the Attraction: Design and build the attraction, ensuring it meets safety and operational standards.
- Launch the Attraction: Implement a comprehensive marketing campaign to generate awareness and attract visitors.
- Monitor Performance: Track key metrics such as visitor attendance, revenue, and customer satisfaction to assess the attraction's success.
By following these steps, the NHL and RideFilm can create a successful and engaging entertainment experience that will enhance the fan experience and generate new revenue streams.
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Case Description
The National Hockey League (NHL) was battling within a competitive market to increase the exposure of hockey throughout the United States. Many new franchises had been established and the challenge was to create a fan base to support both the franchises and the league as a whole. As a result, many new initiatives were being examined to educate and excite the American public. The director of new business development for National Hockey League Enterprises, the marketing arm of the NHL, had to evaluate a proposal to establish an IMAX/Ridefilm attraction at NHL SKATE rinks and determine if this approach would increase the exposure of hockey throughout the United States. To prepare his recommendations for the board of directors, he needed to qualitatively evaluate the prospects of the NHL/Ridefilm proposal and perform a quantitative analysis.
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