assignment #5

 427

C h a p t e r 10

recreation, attractions, and Clubs

L E A r N i N G o B J E C T i V E S

after reading and studying this chapter, you should be able to:

• Discuss the relationship of recreation and leisure to wellness.

• explain the origins and extent of government-sponsored recreation.

• Distinguish between commercial and noncommercial recreation.

• Name and describe various types of recreational clubs.

• Identify some of the major attractions in the United States.

• Describe the operations of a country club.

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Recreational activities include both active and passive activities. Passive activities include all kinds of sports—team and individual. Baseball, softball, football, basketball, volleyball, tennis, swimming, jogging, skiing, hiking, aerobics, rock climbing, and camping are all active forms of recreation. Passive recreational activities include reading, fishing, playing and listening to music, gardening, playing computer games, and watching television or movies. Recreation is an integral part of our nation’s total social, economic, and natural resource environment. It is a basic component of our lives and well being.1

recreation, Leisure, and Wellness as postindustrial society has become more complex, life has become more stressed. the need to develop the wholeness of the person has become increasingly important. Compared to a generation ago, the stress levels of business executives are much higher. the term burnout—and indeed the word stress—has become a part of our everyday vocabulary only in recent years. recreation is all about creating a balance, a harmony in life that will maintain wellness and wholeness.

recreation allows people to have fun together and to form lasting rela- tionships built on the experiences they have enjoyed together. this rec- reational process is called bonding. Bonding is hard to describe, yet the experience of increased interpersonal feeling for friends or business asso- ciates as a result of a recreational pursuit is common. these relationships result in personal growth and development.

the word recreation implies the use of time in a manner designed for therapeutic refreshment of one’s body or mind.2 recreation is syn- onymous with lifestyle and the development of a positive attitude. an example of this is the increased feeling of well being experienced after a recreational activity. Some people make the mistake of trying to pur- sue happiness as a personal goal. It is not enough for a person to say,

“I want to be happy; therefore, I will rec- reate.” Nathaniel hawthorne wrote in the mid-nineteenth century: “happiness in this world, when it comes, comes incidentally. Make it the object of pursuit, and it leads us a wild-goose chase, and is never attained. Follow some other object, and very possibly we may find that we have caught happiness without dreaming of it.”3

recreation is a process that seeks to establish a milieu conducive to the discov- ery and development of characteristics that can lead to happiness. happiness and well being, therefore, are incidental outcomes of recreation. thus, happiness may be enhanced

LearNING OBjeCtIve 1 Discuss the relationship of recreation and leisure to wellness.

Windsurfing is definitely an active recreational activity.

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by the pursuit of recreational activities. personal recreational goals are equally as important as any other business or personal goals. these goals might include running a mile in under six minutes or maintaining a baseball batting average above .300. the fact that a person sets and strives to achieve goals requires personal organization. this helps improve the quality of life.

Leisure is best described as time free from work, or discretionary time. Some recreation professionals use the words leisure and recreation interchange- ably, while others define leisure as the productive, creative, or contemplative use of free time. history, by this latter definition, shows again and again a direct link between leisure and the advancement of civilization. Ironically, however, much of the leisure we, as a society, enjoy is the direct result of increased technological and productivity advance- ments or just plain hard work.

▶ check Your Knowledge

1. Discuss the relationship of recreation and leisure to wellness.

Government-Sponsored recreation various levels of government that constitute government-sponsored recreation are intertwined, yet distinct, in the parks, recreation, and leisure services. the founding fathers of america said it best when they affirmed the right to life, liberty, and the pursuit of happiness in the Declaration of Independence. Government raises revenue from income taxes, sales taxes, and property taxes. additionally, government raises special revenue from recreation-related activities such as automobile and recreational vehicles, boats, motor fuels, transient occupancy taxes (TOTs) on hotel accommodations, state lotteries, and others. the monies are distributed among the various recreation- and leisure-related organizations at the federal, state/provincial, city, and town levels. recreation and leisure activities are extremely varied, ranging from cultural pursuits such as museums, arts and crafts, music, theater, and dance to sports (individual and team), outdoor recreation such as hiking and camping, amusement parks, theme parks, community centers, playgrounds, libraries, and gardens. people select recreational pursuits based on their interests and capabilities.

parks and recreation groups are up against numerous challenges, espe- cially as leisure and recreational resources become more highly valued assets

Hiking is a great exercise and an ideal way to get back to nature.

LearNING OBjeCtIve 2 Explain the origins and extent of government-sponsored recreation.

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in the community. Funding for staff and services is one area these groups find challenging. Following are some other issues with which recreation pro- fessionals must deal:

• Comprehensive recreation planning

• Land classification systems

• Federal revenue sharing

• acquisition- and development-funding programs

• Land-use planning and zoning

• State and local financing

• Off-road vehicle impacts and policy

• Use of easements for recreation

• Designation of areas (such as wilderness, wild and scenic rivers, national trails, nature preserves)

• Differences in purposes and resources (of the numerous local, state/ provincial, and federal agencies that control more than one-third of the nation’s land, much of which is used for recreation)

national Parks in the United states the prevailing image of a national park is one of grand natural playgrounds, such as Yellowstone National park, but there is much more to parks than that.4 the United States has 407 designated areas throughout the country and the U.S. territories. the National Park Service was founded in 1916 by Congress to conserve park resources and to provide for their use by the public in a way that leaves them unimpaired for the enjoyment of future generations. In addition to the better-known parks such as Yellowstone and Yosemite, the park service also manages many other heritage attractions, including the Freedom trail in Boston, Independence hall in philadelphia,

the antietam National Battlefield in Sharpsburg, Maryland, and the USS Arizona Memorial at pearl harbor in hawaii. the park service is also charged with caring for myriad cul- tural artifacts, including ancient pot- tery, sailing vessels, colonial-period clothing, and Civil War documents.

the ever-expanding mandate of the park service also calls for understanding and preserving the environment. It monitors the eco- system from the arctic tundra to coral atolls, researches the air and water quality around the nation, and participates in global studies

The splendor of nature awaits us in our national parks.

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on acid rain, climate change, and biological diversity. the idea of preserv- ing exceptional lands for public use as national parks arose after the Civil War when america’s receding wilderness left unique national resources vul- nerable to exploitation. recent years have seen phenomenal growth in the system, with three new areas created in the last 20 years. these include new kinds of parks, such as urban recreational areas, free-flowing rivers, long- distance trails, and historic sites honoring our nation’s social achievements. the system’s current roster of 407 areas covers more than 80 million acres of land, with individual areas ranging in size from the 13-million-acre Wrangell– St. elias National park and preserve in alaska to the thaddeus Kosciuszko National Memorial (a philadelphia row house commemorating a hero of the american revolution), which covers two one-hundredths of an acre.

annual visitation to the national park system approaches 300 million visitors, who take advantage of the full range of services and programs.5 the focus once placed on preserving the scenery of the most natural parks has shifted as the system has grown and changed. today, emphasis is placed on preserving the vitality of each park’s ecosystem and on the protection of unique or endangered plant and animal species.

national Park Management the National park Service is in the Department of the Interior and is over- seen by a director who reports to the Secretary of the Interior. the director of the National park Service establishes and approves service-wide natu- ral resource policies and standards. the director is ultimately responsible for establishing natural and cultural resource programs that conserve natu- ral resources unimpaired for the enjoyment of future generations and for ensuring that such programs are in compliance with directives, policies, and laws.6

each national park has a superintendent, and the superintendent is responsible for understanding the park’s resources and their condition. the superintendent is responsible for establishing and managing park backcoun- try-management programs and ensuring that they comply with directives, policies, and laws. the superintendent initiates the development of back- country recreational use plans as necessary. the superintendent should coor- dinate the visitor use-management plans with neighboring land managers as appropriate. each superintendent with designated or eligible wilderness should designate a wilderness coordinator to review all activities ongoing in the wilderness.7

the National park Service budget request for 2014 and 2015 was around $3 billion, employing a staff of 22,000 permanent, temporary, and seasonal employees. Beyond these appropriated funds, the National park Service is also authorized to collect and retain revenue from the following specified sources:8

• recreation fees: approximately $172.9 million per year

• park concessions franchise fees: approximately $60 million per year

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432 Part iii tourism, recreation, attractions, Clubs, and Gaming

• Filming and photography special use fees: approximately $1.2 million per year

• additional funding comes from individual donations.

Managing a national park is a complex task that involves skilled pro- fessionals from many fields. park management is not achieved by merely relying on experience and instincts. Whenever possible, it is based on solid scientific research, conducted not only by park staff, but by universities and independent researchers as well. Financial constraints are always an issue while managing our national parks.9

the Great Smoky Mountains National park is the most visited of the national parks, receiving over 9 million visitors a year. this park has the fol- lowing main operating departments:

Ranger—rangers provide the chief response and visitor protection and are the sole law enforcement in the park. rangers operate the camp- grounds, perform search and rescue, and provide emergency medical services.

Resource Education—creates curriculum and delivers courses ranging from elementary students to adults and seniors. Known as “walks, talks, and tours,” they cover pre-visitation to guided tours of the park.

Resource Management and Science—is responsible for the ongoing health of the natural and cultural resources.

Facility Management—responsible for a $2 billion infrastructure of roads, 350 nonhistoric buildings, and 72 bathrooms.

Administration—takes care of human resources, purchasing, contracts, and property management.

remember that the park service has the mission to conserve natural resources. this can prove very challenging, as nonnative pests and dis- eases threaten the biological diversity of the park, such as the case of the woolly adelgid, an aphid-like pest that kills hemlock trees. the Great Smoky Mountains National park has over 90,000 acres of hemlock trees that are likely to be killed by these pests unless something can be found to stop the pests quickly.

Let’s look at another national park, Cape Lookout National Seashore. there are natural and cultural resources and numerous historic structures that are managed within the 56 miles of seashore. In all national parks, the need for efficient, innovative park management is especially important in order to protect the very best of this nation’s rich heritage. and the law of the land dictates that, in turn, these resources, and the american public that owns them, deserve the very best that the National park Service can give them.10

the National park Service is required to maintain an up-to-date general management plan (GMp) for each unit of the park system. the purpose of each GMp is to ensure that the park has a clearly defined direction for asset preservation and visitor use. this foundation for decision-making is to be

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developed by an interdisciplinary team, in consultation with relevant offices within the park service, other federal and state agencies, interested parties, and the general public. the GMp should be based on use of scientific infor- mation related to existing and potential asset conditions, visitor experiences, environmental impacts, and relative costs of alternative courses of action. the GMp should take the long view, which may project many years into the future, when dealing with time frames. the plan should consider the park in its full ecological, scenic, and cultural contexts as a unit of the National park Service and as part of a surrounding region.11

No two days are alike in the park service. On one day, a meth lab may be discovered; on another, a tornado may create havoc or visitors may get lost and need rescuing. Yet every day at the Great Smoky Mountains National park there are thousands of visitors to take care of at the visitor center. each visitor has questions ranging from “Where are the bathrooms?” to “Can I see a bear?”

Public recreation and Parks agencies During the early part of the nineteenth century in the United States, the parks movement expanded rapidly as a responsibility of government and voluntary organizations. By the early 1900s, 14 cities had made provisions for supervised play facilities, and the playground movement gained momen- tum. private initiative and financial support were instrumental in convincing city government to provide tax dollars to build and maintain new play areas.

about the same time, municipal parks were created in a number of cities. Boston established the first metropolitan park system in 1892. In 1898, the New england park association (predecessor of the american Institute of park executives) was established to bring together park superintendents and promote their professional con- cerns. Increasingly, the concept that city governments should pro- vide recreation facilities, programs, and services became widely accepted. Golf courses, swimming pools, bathing beaches, picnic areas, winter sports facilities, game fields, and playgrounds were constructed.

▶ check Your Knowledge

1. Name a few parks in the United States and in Canada. What are some characteristics that make the parks you named special?

2. explain the origins and extent of government-sponsored recreation.

3. Name your favorite park. Share with your classmates why it is your favorite.

Street basketball is a great team sport.

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Commercial recreation—attractions Recreation management came of age in the 1920s and 1930s, when rec- reation and social programs were offered as a community service. Colleges and universities began offering degree programs in this area. Both public and private sector recreation management has grown rapidly since 1950.

Commercial recreation, often called eco- or adventure tourism, provides residents and visitors with access to an area’s spectacular wilderness through a variety of guided outdoor activities. Specifically, commercial recreation is defined as outdoor recreational activities provided on a fee-for-service basis, with a focus on experiences associated with the natural environment.12 Commercial recreation includes theme parks, attractions, and clubs.

theme Parks the idea of theme parks all began in the 1920s in Buena park, California, with a small berry farm and tea room. as owner Walter Knott’s restaurant business grew, different attractions were added to the site to keep waiting customers amused. after a gradual expansion, over 80 years after its humble beginnings, Knott’s Berry Farm has become one of the largest independent theme parks in the United States.

today, Knott’s Berry Farm is 160 acres of rides, attractions, live enter- tainment, historical exhibits, dining, and specialty shops. the park features four themes—Ghost town, Fiesta village, the Boardwalk, and Camp Snoopy, which is the official home of Snoopy and the peanuts characters. In addition,

the California Marketplace is located right outside the park, and offers 15 unique shops and restaurants.

Knott’s Berry Farm has truly been a great influence on the american theme park industry. hundreds of parks, both indepen- dent and corporate owned, started to develop following the birth of Knott’s. Creator Walter Knott may have figured out why amuse- ment parks became so popular so quickly. he was quoted as say- ing, “the more complex the world becomes, the more people turn to the past and the simple things in life. We [the amusement park operators] try to give them some of those things.”13 even with the ever-increasing competition, Knott’s continues to attract guests with its authentic historical artifacts, relaxed atmosphere, emphasis on learning, famous food, varied entertainment, inno- vative rides, and specialty shopping.14

Knott’s Berry Farm is now owned and operated by Cedar Fair entertainment Company.

size and scope of the theme Park industry visiting theme parks has always been a favorite tourist activity. theme parks attempt to create an atmosphere of another place and time, and they usually emphasize one dominant theme around which architecture, landscape, rides, shows, foodservices, cos- tumed personnel, and retailing are orchestrated. In this defini- tion, the concept of themes is crucial to the operation of the parks,

LearNING OBjeCtIve 3 Distinguish between commercial and noncommercial recreation.

LearNING OBjeCtIve 4 Name and describe various types of recreational clubs.

A water park is an example of a single-themed park.

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with rides, entertainment, and food all used to create several different environments.15

theme parks and attractions vary according to theme, which might be historical, cultural, geo- graphical, and so on. Some parks and attractions focus on a single theme, such as the marine zoologi- cal SeaWorld parks. Other parks and attractions focus on multiple themes, such as Kings Island in Ohio, a family entertainment cen- ter divided into seven theme areas: action Zone, Coney Mall, X-Base, International Street, Oktoberfest, planet Snoopy, rivertown, and Soak City. another example is California’s Great america, a 100-acre family entertainment center that includes the following areas and attractions: action Zone, all american Corners, Celebration plaza, County Fair, Orleans place, planet Snoopy, and Boomerang Bay.

there is an abundance of theme parks located throughout the United States, visited by more than 300 million people each year. the estimated 400 theme parks and attractions throughout the United States generate more than $12 billion in revenue and account for an estimated 600,000 jobs annu- ally, which significantly contributes to the country’s economic activity. these parks have a variety of attractions, from animals and sea life to thrill rides and motion simulators. there are parks with educational themes and parks where people go simply to have a good time.16

Roller coasters are staples at most amusement parks.

There are hundreds of theme parks in the United States alone, and while we commonly think of popular Florida theme parks such as Disney World, Universal Studios, SeaWorld, and Busch Gardens, the majority of theme parks are lesser-known and smaller parks throughout the country like Little Amerricka in Wisconsin, Dutch Wonderland in Pennsylvania, and Holiday World & Splashin’ Safari in Indiana. Mark Froman, the manager of a smaller under- the-radar North Carolina theme park, shared some of his responsibilities for overseeing the day-to-day opera- tions of the theme park when it is active during the busy spring and summer season.

H O w t O M a n a g e t H e M e P a r K D a Y - t O - D a Y O P e r a t i O n s

Courtesy of James McManemon, M.S., University of South Florida Sarasota–Manatee

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1. Ensure a positive environment: Each day, as park manager, I arrive at the park at 6:00 a.m., several hours before opening and walk the grounds to make sure the initial appearance of the park is spotless. I pick up any trash I find that was missed by the night cleaning crew, and I check each bathroom for proper levels of cleanliness to ensure that all health and safety standards are in place before the first guest is admitted into the property. In addition, I will conduct several additional walkthroughs during park hours to again check for health and safety standards and to make sure park employees are on task. We expect that each park employee provides a high level of customer service and follows park policies. During all walkthroughs, I take notes on both park appearance and staff performance in order to ensure that any issues I see will be addressed at the next staff meetings.

2. Customer care liaison: At this smaller theme park, as park manager, I am directly responsible for handling customer complaints in real time. If a customer has expressed dissatisfaction with the park experience or has an issue that needs to be handled on site, I, as park manager, am immediately radioed to the scene. While the park takes great pride in providing great customer service and a positive experience, there are still generally a few issues or complaints per day ranging from ticket- ing issues to general inquiries about the park. One day, a guest simply wanted to know if they could receive either a refund or complimentary tickets to return on another day because the guest’s child had started to feel ill less than an hour after admittance and the guest had to leave to attend to the child’s health. Another day, there was a guest who presented two complimentary tickets that were expired and was upset when the tickets could not be redeemed at the admission office. In this case, although policy does not typically allow redemption of expired tickets, as park manager, I made an exception because the customers were repeat guests and had traveled from out of state specifically to visit the park for several days.

3. Park maintenance: During theme park hours, should a maintenance issue arise with any ride, game, or other theme park feature, as manager, I am called to the scene first and made aware of the issue. It is the park manager’s responsibility to determine the proper procedure for closing the area to guests and informing them of the issue, calling in the maintenance staff to begin working on the issue, and informing guests of the estimated time before the ride will be open again to the public. At the end of each day, the manager meets with staff members and is made aware of any feedback, concerns, or ideas for improving the guest experience. As park manager, I always encourage park staff members to take ownership of the park and set goals for monthly attendance. At our park, we allocate a staff salary bonus based on meeting our goals. This provides staff members with an incentive to constantly voice their opinions to improve the park operation.

4. Staff manager: As park manager, I am also responsible for creating and adjusting the weekly staff schedule. Because many park staff members are high school and college students on summer vaca- tion, there is occasional turnover and weekly schedule changes needed due to staff calling in sick. When a staff member calls in sick, it’s necessary to work quickly to fill the shift with another staff member. Additionally, if a staff member quits in the middle of the week, it’s necessary to quickly interview and hire a new employee to fill the position. I keep a steady number of resumes and ap- plications on file for that purpose, but in the interim, I will ask other staff members to fill the shift until a new hire is made.

H O w t O M a n a g e t H e M e P a r K D a Y - t O - D a Y O P e r a t i O n s (Continued)

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Many of the country’s most well-known parks are located in Florida. Walt Disney World, SeaWorld, and Universal Orlando resort are just a few of the many parks located in Orlando. Busch Gardens and adventure Island are both in tampa.

Busch Gardens, located in both tampa, Florida, and Williamsburg, virginia, is perhaps the most well known of the animal-themed parks. Busch Gardens is like a zoo with a twist. It features equal amounts of thrill rides and animal attractions. Guests can take a train ride through the Serengeti plain®, where zebras and antelope run wild, hop aboard a giant tube ride through the Congo river rapids®, or ride on one of the parks’ many world- record-holding roller coasters.

Many cities in the United States are well known for their festivals, which bring in droves of vacationers year after year. One of the most well known is Mardi Gras (Fat tuesday) in New Orleans. Mardi Gras began over a hundred years ago as a carnival and has evolved into a world-renowned party. Mardi Gras takes place every year in February, the day before ash Wednesday, the beginning of Lent. the days leading up to Fat tuesday are filled with wild parades, costume contests, concerts, and overall partying. the famous Bourbon Street is the scene for most of the party-going crowd, and it is often too crowded even to walk around. Beads are big at Mardi Gras, and thou- sands are given out each year. the culture of New Orleans greatly adds to the festiveness of Mardi Gras, because traditional jazz and blues can always be heard on most street corners.

another famous site of interest is the Grand Ole Opry in Nashville, tennessee. the Grand Ole Opry is a live radio show in which country music guests are featured. Begun almost 90 years ago, the Grand Ole Opry is what made Nashville the “Music City.” Since the Opry’s start, Nashville created a theme park, Opryland (closed in 1997), and a hotel, the Gaylord Opryland resort. Famous musicians come from all over the world to showcase their talents, and tourists flock from everywhere to hear the sounds of the Opry and see the sites that Nashville has to offer.

Introducing Walt Disney: a Man with a vision In 1923, at the age of 21, Walt Disney arrived in Los angeles from Kansas City to start a new business. the first endeavor of Walt Disney and his brother roy was a series of shorts (a brief film shown before a feature-length movie) called Alice Comedies, which featured a child actress playing with animated characters. realizing that something new was needed to capture the audi- ence, in 1927, Disney began a series called Oswald the Lucky Rabbit. It was well received by the public, but Disney lost the rights as a result of a dispute with his distributor.

Walt Disney then conjured up the concept of a mouse character. Mickey and Minnie Mouse first appeared in Steamboat Willie, which also

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incorporated music and sound, on November 18, 1928. huge audi- ences were ecstatic about the work of the Disney Brothers, who became overnight successes.

During the next few years, Walt and roy made many Mickey Mouse films, which earned them enough to develop other projects, including full-length motion pictures in technicolor.

according to Disney, “Disneyland really began when my two daughters were very young. Saturday was always Daddy’s Day, and I would take them to the merry-go-round and sit on a bench eating peanuts while they rode. and sitting there alone, I felt there should be something built, some kind of family park where parents and children could have fun together.”17

Walt’s original dream was not easy to bring to reality. During the bleak war years, not only was much of his overseas market closed, but the steady stream of income that paid for innovation dried up. however, even during the bleak years, Walt never gave up. Instead, he was excited to learn of the public’s interest in movie studios and the possibility of opening the studios to allow the public to visit the birthplace of Snow White, pinocchio, and other Disney characters.

after its creation, Disneyland had its growing pains—larger- than-expected opening day crowds, long lines at the popular rides, and a cash flow that was so tight that the cashiers had to rush the admission money to the bank to make payroll. Fortunately, since those early days, Disneyland and the Disney characters have become a part of the american dream.

By the early 1960s, Walt had turned most of his attention from film to real estate. Because he was upset when cheap motels and souvenir shops popped up around Disneyland, for his next venture, Walt Disney World, he bought 27,500 acres around the park. the center of Walt Disney World was to be the experimental prototype Community of tomorrow (epcot). regrettably, epcot and Walt Disney World were his dying dreams; Walt Disney succumbed to cancer in 1966.

however, Walt’s legacy carries on. the ensuing years since Walt’s death have included phenomenal Disney successes with epcot, movies, a tv sta- tion, the Disney Channel, Disney stores, and Disney’s hollywood Studios theme park (formerly Disney-MGM Studios). In april 1992, euro Disneyland, now Disneyland paris, opened near paris. For a variety of reasons (location, cost, climate, and culture), it was initially a failure, until his royal highness prince alwaleed Bin talal of Saudi arabia purchased up to 25 percent of the Disneyland paris resort.

Both Walt Disney World and Disneyland have excellent college programs that enable selected students to work during the summer months in a vari- ety of hotel, foodservice, and related park positions. Disney has also intro- duced a faculty internship that allows faculty to intern in a similar variety of positions.

Walt Disney World is composed of four major theme parks: Magic Kingdom, epcot, Disney’s animal Kingdom, and Disney’s hollywood Studios, with more than 100 attractions, 31 resort hotels, spectacular nighttime enter- tainment, and vast shopping, dining, and recreation facilities that cover thou- sands of acres in this tropical paradise.

Walt Disney.

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Walt Disney World includes tennis courts, cham- pionship golf, marinas, swimming pools, jogging and bike trails, water skiing, and motor boating. Walt Disney World is always full of new surprises: It now features an unusual water adventure park—a “snow-covered” mountain with a ski resort theme called Blizzard Beach.

the Disney hotels are architecturally exciting and offer a number of amenities. the fun-filled Disney’s all- Star Sports resort and Disney’s colorful all-Star Music resort are categorized as value-class hotels. Disney’s Wilderness Lodge is one of the park’s jewels, with its impressive tall-timber atrium lobby and rooms built around a rocky Mountain–like geyser pool. In all, the park has a cast of thousands of hosts, hostesses, and entertainers famous for their warm smiles and commit- ment to making every night an especially good one for Disney guests.

there is more to enjoy than ever at Walt Disney World in Mickey’s philharMagic, which incorporates new 3D movie technology in the Fantasyland area of the Magic Kingdom; Splash Mountain, a popular log flume ride in Frontierland at the Magic Kingdom; Mission: SpaCe, a motion simulator ride at epcot that mimics what an astronaut experiences; and, at Disney’s hollywood Studios, the ultimate thriller, the twilight Zone tower of terror.

Magic Kingdom the heart of Walt Disney World and its first famous theme park is the Magic Kingdom. It is a giant theatrical stage where guests become part of exciting Disney adventures. It is also the home of Mickey Mouse, Snow White, peter pan, tom Sawyer, Davy Crockett, and the Swiss Family robinson.

More than 40 major shows and ride-through attractions, not to men- tion shops and unique dining facilities, fill its six lands of imagination. each land carries out its theme in fascinating detail—architecture, transportation, music, costumes, dining, shopping, and entertainment are designed to create a total atmosphere where guests can leave the ordinary world behind. the six lands are as follows:18

Main Street, USA experience turn-of-the-century charm with horse-drawn trolleys, horseless carriages, plenty of souvenir shops, a penny arcade, and a grand-circle tour of the park on the Walt Disney World railroad.

Adventureland explore exotic places with the pirates of the Caribbean, the Swiss Family treehouse, the Magic Carpets of aladdin, and Walt Disney’s enchanted tiki room.

Frontierland experience thrills on Splash Mountain and Big thunder Mountain railroad, musical fun in the Country Bear jamboree, recreation in the Frontierland Shootin’ arcade, and adventure in the tom Sawyer Island caves and its raft rides.

Liberty Square Go steam boating on the rivers of america, find mystery in the haunted Mansion, and view the impressive hall of presidents with the addition of president Barack Obama in a speaking role.

Walt Disney World.

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Fantasyland Cinderella Castle is the gate- way to Fantasyland, where you’ll find the enchanted tales with Belle and Main Street philharmonic at Storybook Circus. take the journey of the Little Mermaid and go Under the Sea with ariel, dine at Be Our Guest restaurant and Gaston’s tavern, or ride the Seven Dwarfs Mine train. Storybook Circus includes attractions like Dumbo the Flying elephant, Walt Disney World railroad, and Casey jr. Splash ‘N’ Soak Station.

Tomorrowland travel to a sci-fi city of the future with the whirling astro Orbiter, the shoot-em-up Buzz Lightyear’s Space ranger Spin, the interactive Monsters, Inc. Laugh Floor, the adventurous Stitch’s Great escape!, the speedy Space Mountain, the tomorrowland Speedway, the elevated

tomorrowland transit authority people Mover, and Walt Disney’s Carousel of progress, one of Disney’s oldest productions.

epcot epcot is a unique, permanent, and ever-changing world’s fair with two major themes: Future World and World Showcase. highlights include IllumiNations: reflections of earth, a nightly spectacle of fireworks, fountains, lasers, and classical music.

Future World shows an amazing exposition of technology for the near future for home, work, and play in Innoventions. the newest consumer products are continually added. Major pavilions exploring past, present, and future are shown in the Spaceship earth story of communications (Spaceship earth is the geosphere symbol of epcot). the Universe of energy giant dinosaurs help explain the origin and future of energy. there are also Mission: SpaCe, which launches visitors into a simulated space adventure; test track, a high-speed vehicle-simulation ride; journey Into Imagination, a tour through various sensory labs; and the Seas with Nemo & Friends, which houses the world’s second-largest indoor ocean with thousands of tropical sea creatures.19

the epcot World Showcase are pavilions centered around a reflective lagoon where guests can see replicas of world-famous landmarks and sam- ple the native foods, entertainment, and culture of 11 nations:20

Mexico Mexico’s fiesta plaza and boat trip on Gran Fiesta tour Starring the three Caballeros, plus La hacienda de San angel for authentic Mexican cuisine

Norway Stave Church Gallery, an exhibit centered on the origins of the movie Frozen, and the akershus royal Banquet hall restaurant

The monorail track at Walt Disney World.

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China reflections of China Stunning Circle-vision 360° film tours and ancient and modern China, plus the Nine Dragons restaurant

Germany an authentic Biergarten restaurant

Italy St. Mark’s Square street players and tutto Italia restaurant

United States the american adventure’s stirring historical drama

Japan replica of japan’s Imperial palace plus the teppan edo restaurant

Morocco Morocco’s palatial restaurant Marrakesh

France “Impressions de France” film tour of the French countryside, plus Les Chefs de France and Monsieur paul restaurants

United Kingdom Shakespearean street players, plus the rose and Crown Dining room pub

Canada “O Canada!,” a 360° Circle-vision film narrated by Martin Short

each showcase has additional snack facilities and a variety of shops featur- ing arts, crafts, and merchandise from each nation.

Disney’s Hollywood studios With over 100 major shows, shops, restaurants, ride-through adventures, and backstage tours, Disney’s hollywood Studios combines real working motion picture, animation, and television studios with exciting movie attractions. the reproduction of Grauman’s Chinese theatre on hollywood Boulevard houses the Great Movie ride.

Other major attractions include the twilight Zone tower of terror, a stunning 13-story elevator fall; fast-paced adventure on the rock ‘n’ roller Coaster Starring aerosmith; New York Street of Streets of america; exciting shows at Indiana jones epic Stunt Spectacular! and Muppet*vision 3D; plus a thrilling Star Wars adventure on Star tours.

especially entertaining for Disney fans is the Magic of Disney animation, where guests can visit the animation academy and sit in on a class hosted by a Disney artist. Favorite Disney films become entertaining stage presen- tations in the voyage of the Little Mermaid theater and in Beauty and the Beast, a live, 25-minute musical revue at theater of the Stars. the best res- taurants at Disney’s hollywood Studios include the hollywood Brown Derby, hollywood & vine, 50’s prime time Café, Sci-Fi Dine-In theater restaurant, and Mama Melrose’s ristorante Italiano.21

Disney’s animal Kingdom theme park is the newest addition to Walt Disney World. animal Kingdom focuses on nature and the animal world around us. Guests can go on time-traveling rides and come face to face with animals from the prehistoric past to the present. Shows are put on featuring Disney’s most popular animal-based films, such as Lion King and A Bug’s Life. Safari tours that bring guests up close and personal with live giraffes, elephants, and hippopotamuses are also offered at animal Kingdom.

Walt Disney World’s two water parks are Disney’s Blizzard Beach Water park and Disney’s typhoon Lagoon Water park. Blizzard Beach has a unique ski-resort theme, while typhoon Lagoon is based on the legend that a

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powerful storm swept through, leaving pools and rapids in its wake. Both parks offer a variety of slides, tube rides, pools, and moving rivers that drift throughout the parks.

all this and much more are what help make Walt Disney World the most popular destination resort in the world. Since its opening in 1971, millions of guests, including kings and celebrities from around the world and all seven U.S. presidents in office since the opening (excluding president Obama), have visited the parks. What causes the most comments from guests is the cleanliness, the friendliness of its cast, and the unbelievable attention to detail—a blend of showmanship and imagination that provides an endless variety of adventure and enjoyment.22

Universal Studios Universal Studios hollywood has been giving guided tours on its famous movie sets for almost 40 years, and tens of thousands of people visit Universal every day.23 Since its founding, Universal Studios has become the most formidable competitor facing the Walt Disney Company.

In Orlando, Florida, Universal Studios has enjoyed huge success, despite encroaching on the kingdom of Disney. In addition to its hollywood and Orlando parks, Universal has since expanded into Singapore and japan. Future locations are planned for Moscow, russia and Beijing, people’s republic of China. One reason for Universal’s success is its adaptation of movies into thrill rides; another is its commitment to guest participation. Guests get to help make sound effects and can participate in stunts, making Universal Studios more than just a “look behind the scenes.”

Universal Studios is also a good example of what is predicted to occur in the future regarding amusement and theme parks. It is offering more real- istic thrill rides by combining new technologies and state-of-the-art equip- ment. also, the company has realized that visitors tend to go to theme parks just because they happen to be in the area. By greatly expanding the expe- rience, NBC Universal is hoping that its improvements will make travelers want to visit Universal Studios theme parks as a one-stop destination.

Let’s take a closer look at the Universal theme parks:

Universal Studios Hollywood was the first Universal park and boasts the title of the world’s largest movie studio and theme park. as part of the new studio tour, visitors are taken into the tomb of the Revenge of the Mummy, experience a major earthquake, and are right in the middle of a hollywood movie shoot. afterward, guests can relax at the Universal CityWalk, a street that claims to offer the best in food, nightlife, shop- ping, and entertainment.

Universal Orlando is a destination in itself, with two theme parks, several themed resorts, and a bustling CityWalk. In Universal Orlando, like in the hollywood park, you can explore the exciting world of movie mak- ing. Its newest and most exciting park, Universal’s Islands of adventure,

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gives you the best in roller coasters and thrill rides, whereas Wet ’n Wild Orlando gives you the opportunity to enjoy a range of cool waterslides, among other things. If you’re not already exhausted by the mere thought of it, why not check out CityWalk for some food, shopping, and a taste of the hottest nightlife in town. Myriads of venues, popular with tourists and locals alike, offer an amazing variety of cool bars, hot clubs, and live music.

Universal Studios Japan features over 20 rides and shows, some brand new and others old favorites, plus great dining and shopping. the new- est attraction, the Wizarding World of harry potter, opened in 2014 and is modeled after the areas with the same name at the Universal Orlando and Universal Studios hollywood.

Universal Studios Singapore is the newest addition and is located within Singapore’s first integrated resort.24

Use of technology in recreation, attractions, and Clubs

Some of the technologies utilized in the recreation and clubs area are common to the rest of the hospital- ity industry. Depending on the size and amenities of an establishment, the following information technology systems can be used: call centers (for sales and customer service), point-of-sale systems (for retail distribution, food and beverage, rentals), and ticketing systems (for issuing tickets and passes). Besides these, there are some specific systems that can be implemented in the resorts and clubs.

Golf club property management systems would usually make the following functions available to users. The first is wide reservations options: online booking and group reservations. These systems usually can copy the guest’s name on several tee times and thus help to save time on data entry. Another important function in golf clubs is tee-time management. This feature allows instant checking of tee-time availability to provide guests with a complete picture of what’s available. Also, this module enables managing separate times and rates for different types of guests: public, member, twilight, and so forth. Besides this, club agents can relocate (drag and drop) one or multiple players from one tee time to another with ease. Some of the providers of club manage- ment software are Jonas Software, RTP|ONE, and CSI Software.

Radio-frequency identification (RFID) is rapidly entering the recreation and clubs niche of the hospitality industry. This is a technology that uses communication through radio waves for the purposes of tracking and identifying people or objects. RFID chips can be embedded in guest cards or wristbands. They enable authoriza- tion at the access points as well as retrieval of the guest’s profile, picture, and membership privileges. The neces- sary components for this system are RFID chips and an antenna or reader. The RFID antenna picks up a unique serial number from the microchip when a ticket, pass, or wristband with the RFID chip is presented. This technol- ogy helps to enhance fraud prevention on the management side and provides hands-free convenience on the guest side. RFID access systems have been widely used at European ski resorts, and now they are also spread- ing to the American market. In addition, RFID systems can have electronic wallet functionality. Often, RFID is

t e c H n O L O g Y s P O t L i g H t

Courtesy of James McManemon, M.S., University of South Florida Sarasota–Manatee

(continued)

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SeaWorld parks and entertainment SeaWorld parks and entertainment is a subsidiary of SeaWorld entertainment, Inc. that also includes Busch Gardens. the animal parks not only offer guests from around the world the opportunity to see and experience the wonders of many marine and land animals, but they also have highly developed educational programs. these programs reach millions of people a year—in the parks, on tv, and over the Internet—informing them on topics such as endangered animals, the environment, and the wonders of the ocean. In addition, SeaWorld parks and entertainment is active in the areas of conser- vation, research, and wildlife assistance worldwide.

the company is dedicated to preserving marine life. It uses innova- tive programs to research various wildlife dilemmas. It also participates in breeding, animal rescue, rehabilitation, and conservation efforts through-

out the year. What SeaWorld parks and entertainment does for the preservation of animals is important to the existence of its theme parks because the research and res- cue programs are subsidized through guest revenue. also, each park offers unique shows and attractions that combine enter- tainment and education with a strong com- mitment to research and conservation.

C u r r e n t l y, S e a Wo r l d p a r k s a n d entertainment25 runs the following parks in the United States:

SeaWorld the three SeaWorld parks are located in California (San Diego), Florida

implemented in beach resorts, where guests receive an opportunity to pay at different retail outlets without carrying an actual wallet. This provides the convenience of electronic payment to guests and encourages shop- ping. Moreover, RFID wristbands can be utilized at huge resorts and amusement parks in order to track children if they are lost.

Information kiosks appear often at large parks and resorts. Usually this technology allows park visitors to purchase park passes and other services on park grounds. Kiosks can be supplemented with digital displays that provide visitors with relevant information. These technologies optimize the use of parks’ personnel, maximize the use of parks’ resources, and ensure information is available to park visitors. These displays can digitally pres- ent pictures or event schedules of different parts of a resort or a park. This helps to attract guests to particular areas at the right time (e.g., when there is an event taking place), as well as enables guests to plan a better recreation experience according to their interests.

t e c H n O L O g Y s P O t L i g H t (Continued)

Bottlenose dolphins can be seen performing at SeaWorld.

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(Orlando), and texas (San antonio). each park has various themes, marine and animal attractions, shows, rides, and educational exhibits. SeaWorld is based on the creatures of the sea. Guests can pet dolphins and other fish; watch shows featuring Shamu, the famous killer whale; and learn all about the mysteries of the sea. Several rides are also available at SeaWorld, and countless exhibits feature everything from stingrays to penguins.

Busch Gardens these theme parks, located in both tampa, Florida, and Williamsburg, virginia, feature exciting thrill rides and attractions in addi- tion to large zoos and safari parks. the theme for the Williamsburg park is classic europe. It re-creates the seventeenth-century charm of the Old World european atmosphere with a journey through nine authentically detailed european hamlets. Busch Gardens in tampa has a distinctly african theme.

Adventure Island also located in tampa, adventure Island is the only splash park in the tampa Bay area. It is also the only water theme park on Florida’s west coast featuring several unique water play areas and thrilling splash rides. the water park comprises more than 30 acres of fun-filled water rides, cafés, and shops.

Water Country USA also located in Williamsburg, Water Country USa is virginia’s largest family water park, featuring state-of-the-art water rides and attractions, all set to a retro surf theme, plus live entertainment, shopping, and restaurants.26 Like adventure Island, Water Country has an educational atmosphere to help guests, especially children, learn water safety techniques.

Aquatica these water parks are located in Orlando, San antonio, and San Diego. they are known as SeaWorld’s water parks. aquatica Orlando’s theme is the southern pacific and features australian- and New Zealand- based mascots. the park also features dolphins, which you ride by on one of the attractions.

Sesame Place this 14-acre park is located in Langhorne, pennsylvania, and is dedicated totally to a Sesame Street theme. It was designed with the goal of stimulating children’s natural curiosity to learn and explore, while building self-confidence as they interact with other children.

Discovery Cove adjacent to SeaWorld in Orlando, Florida, Discovery Cove is where you can immerse yourself in adventure. It offers up-close encounters with dolphins and other exotic sea life. Guests can swim with dolphins and snorkel through a coral reef, a tropical river, waterfalls, and an amazing freshwater lagoon, among other things.27

hershey’s What does the name hershey bring to mind?28 It was at the 1893 World’s Columbian exposition in Chicago that hershey first became fascinated with the art of chocolate. then, Milton hershey, a small-time candy manufacturer, decided he wanted to make chocolate to coat his caramels. he opened his

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new establishment in Lancaster, pennsylvania, and named it the hershey Chocolate Company. In the 1900s, the company started to produce mass quantities of milk chocolate, which resulted in immediate success. Soon after, hershey decided that there was a need to increase his production facil- ities. he built a new factory on the farmland of south-central pennsylvania in Derry township. the following decades brought many product-line expan- sions. In 1968, the company was renamed the hershey Foods Corporation. today, the company is the leading manufacturer of chocolate, nonchocolate confectionery, and grocery products in North america.

In 1907, Milton hershey opened hershey park as a leisure park for employees of hershey’s company. he wanted to create a place for his employees to relax and have some fun when they were not on the job. the park was small and simple, offering employees a place to picnic, canoe, and walk around the beautifully landscaped grounds. In 1908, the park started its soon-to-be huge expansion with the addition of a merry-go-round.

In the years to come, the park continued to add more rides and attrac- tions. as the park continued to expand, the company decided to open the park’s doors to the public. It became a small regional park with a pay-as- you-ride policy.

In 1971, the park underwent redevelopment to turn the small regional park into a large theme park. In addition, the company decided to add a one-time admission fee to eliminate the pay-as-you-ride policy and changed its name from hershey park to hersheypark. today, the park sits on more than 110 acres and is the home of more than 60 rides and attractions.

▶ check Your Knowledge

1. Distinguish between commercial and noncommercial recreation.

2. Why did Walt Disney really create Disneyland?

3. Discuss your favorite theme park with your class. explain why it is your favorite.

regional theme parks just to show how varied the attractions industry is, consider the state of Florida and its attractions association. the Florida attractions association, founded in 1949, is a trade association representing over 90 leading attractions, including astronautical, historical, cultural, military, and scientific museums; botanical gardens; castles; collections of the unique and different; dinner entertainments; dolphin and marine parks; exhibitions of alligators, lions, monkeys, parrots, butterflies, and manatees; Native american villages; musical entertainment complexes; sightseeing trains, cruises, and boat tours; state parks; theme parks; towers; water parks; and zoological parks.

In addition to some of the larger theme parks mentioned in the preced- ing section, there are others that cater to thousands of visitors each year.

LearNING OBjeCtIve 5 Identify some of the major attractions in the United States.

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the Miami Seaquarium is a 38-acre tropical paradise, a place where dolphins walk on water, killer whales fly through the air, and endangered sea turtles and manatees find a safe haven.

there are several different marine animal shows and an educational pro- gram that focuses on the mysteries of the sea even top marine scientists can’t explain. In order to broaden its appeal and bring in additional revenue, the Miami Seaquarium has developed a company program for events and a schools and Scouts program to appeal to the youth market.

Marineland Dolphin adventure in Miami began in 1938 in an effort to duplicate the variety of marine life as it exists in the wild for the purpose of making films. It was a hit with hollywood and was used in a number of mov- ies. today, the park offers an array of dolphin adventures including opportu- nities to touch and feed the dolphins, to simulate being a trainer for the day, to make art with the dolphins, and take kayak tours in the local estuary.

Dollywood In 1961, a small attraction with a Civil War theme called rebel railroad opened its doors to the public.29 In the 1970s, the name rebel railroad was changed to Goldrush junction, and the theme was changed to resemble the Wild West. this attraction is now known all across the world as Dollywood. the name came about in 1986 when Dolly parton became a co-owner of the park. the park sits on 150 acres in the foothills of the Smoky Mountains in pigeon Forge, tennessee. In addition to having all the rides of an amuse- ment park, Dollywood is enriched by the culture of the Smoky Mountains. the park includes crafts such as blacksmithing, glass blowing, and wood- carving. It also hosts several festivals, concerts, and musical events. today, Dollywood brings in more than 3 million visitors during its operating season and continues to be tennessee’s number one tourist attraction. additionally, Dollywood’s DreamMore resort opened in july 2015 and is expected to dou- ble in the number of visitors it attracts each year.30

Legoland Legoland is a theme park partly owned by the Lego Group.31 In 1968, Legoland Billund resort in Denmark opened and now has over 1 million visitors annually. the parks are themed after—you guessed it—Legos, the brightly colored plastic bricks, gears, minifigures, and other pieces that are assembled to create models of almost anything. the parks are marketed toward young families. this is emphasized in the rides: all the parks have roller coasters that are not quite as extreme as the roller coasters found in other theme parks. today there are six Legoland parks located in Billund, Denmark; Windsor, United Kingdom; Carlsbad, California; Günzburg, Germany; Winter haven, Florida; and Malaysia. each park features a mini- land, which is made up of millions of bricks that create models of landmarks and scenes from all around the world. Legoland Windsor is one of Britain’s most popular attractions. Legoland’s theme parks are owned and operated by Merlin entertainments.32

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gatorland Gatorland is a 110-acre theme park and wildlife preserve located in Orlando, Florida.33 It all started when Owen Godwin built an alligator pit in his backyard. after World War II, Godwin bought a 16-acre plot located off Florida’s second-most-traveled highway. he decided that he wanted to build an attraction on his land that would provide a close-up view of Florida’s animals in their native habitat. In 1949, Godwin opened the attraction’s doors to the public under the name of the Florida Wildlife Institute, which he shortly after changed to the Snake village and alligator Farm. In 1954, Godwin once again changed the name of the attraction to its current name, Gatorland.

the 1960s brought growth to the tourism industry in Florida. as the industry grew, Gatorland continued to expand by adding a number of exhib- its and attractions. today, Gatorland features alligators, crocodiles, a breeding marsh, reptilian shows, a petting zoo, a swamp walk, educational programs, and train rides. In addition, it offers the following shows: Gator jumparoo, which features alligators jumping four to five feet out of the water to retrieve food; Gator Wrestlin’, an alligator wrestling show in which wranglers catch an alligator by hand; and Up Close encounters, where visitors meet wildlife from around the globe. One of the oldest attractions in the area, Gatorland continues to be privately owned by Godwin’s family.

wet ’n wild Wet ’n Wild was founded by George Millay in Orlando, Florida, in 1977.34 George Millay is also known as the creator of SeaWorld. Wet ’n Wild is con- sidered the first major water park to be opened in the United States. Millay received the first Lifetime achievement award from the World Waterpark association for creation of Wet ’n Wild. the association named him the offi- cial “Father of the Waterpark.”

today, Wet ’n Wild is a chain of water parks with locations in Florida and North Carolina. the Wet ’n Wild located in emerald pointe, North Carolina features more than 36 rides and attractions that are classified from mild to wild. Wet ’n Wild Orlando also offers something for every- one. the rides fall into three categories: Super thrills, Group thrills, and Family Fun. In 1998, Millay sold the Orlando park to the Universal Studios recreation Group.

animal attractions another sector that has been growing substantially is the one of animal attractions. although they are usually not the main reason people visit a state or city, zoos, aquariums, and wild animal parks attract millions of visi- tors every year.

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Zoos every kid’s dream, and just as much fun for parents, zoos are one of those things that just don’t seem to go out of style. they are forms of tourist attrac- tions that people may visit when in a destination city such as New York, Chicago, or San Diego. approximately 181 million people visit a U.S. zoo every year.35 the first zoo in the United States was the philadelphia Zoo, built in 1859. even today, zoos are extremely popular in the United States and Canada, and almost every major city has one. In fact, the popularity of zoos was proven when the Walt Disney Company unveiled its animal Kingdom as one way to combine the effects of visiting a zoo with the attrac- tions of a theme park. Busch Gardens and SeaWorld also have similar parks.

Following are examples of two of the most popular and noteworthy american zoos.

san Diego Zoo, california the San Diego Zoo attracts many tourists from across the country for a vari- ety of reasons. It may be in part because of the favorable climate that allows the zoo to operate all year round. also, the zoo has a large collection of ani- mals, interactive programs, and educational programs for children.

the world-famous San Diego Zoo is located in historic Balboa park in downtown San Diego, California. Founded in 1916 by Dr. henry Wegeforth, the zoo’s original collection totaled 50 animals. today, it is home to over 3,700 animals of more than 650 different species. the zoo also features a prominent botanical collection with more than 700,000 exotic plants.36 the zoo’s breeding programs help not only to enhance the zoo, but also to pro- vide hope for the survival of many endangered animals. the first giant panda born in the United States to survive to adulthood, hua Mei, was born at the San Diego Zoo.37

the national Zoo the National Zoological park in Washington, D.C., is part of the respected Smithsonian Institution. More than 2,000 animals from nearly 400 species make their home in this zoo.38 among the rare animals featured at the National Zoo are a giant panda, komodo dragons, rare Sumatran tigers, and asian elephants.

the National Zoo is located in a quiet residential area only minutes away from other Smithsonian museums, the Capitol, and the White house. It is not only a place to observe the behavior of certain animals, but also a place that works actively to educate visitors on conservation issues and the various interactions among living organisms. the National Zoo breeds endangered species and reintroduces the animals into their natural habitats. the zoo also participates in other visitor education programs and biological research.39

aquariums aquariums are attractions that provide thrilling educational experiences to millions of tourists each year. they are also multimillion-dollar showpieces,

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displaying creatures vastly different from us who dwell on land. For exam- ple, each year, 1.8 million visitors pass through the doors of the National aquarium in Baltimore.40 this impressive aquarium seeks to stimulate public interest in and knowledge about the aquatic world, focusing on the beauty of these species in their natural environments. It uses only the most modern interpretative techniques to engage and get an emotional response from visi- tors. In fact, many visitors walk out with a desire to become more environ- mentally responsible.41

▶ check Your Knowledge

1. Name at least two regional theme parks and discuss similarities and distinctive differences.

2. Identify some of the main attractions found in the United States.

3. Name some rare animals you can find at the National Zoo.

historic places and Sites travelers and tourists have visited historic sites for thousands of years. the first sites visited in recorded history were the Seven Wonders of the ancient World,

which included the Great pyramid of Giza (egypt), the hanging Gardens of Babylon (modern-day Iraq), the Statue of Zeus at Olympia (Greece), the temple of artemis at ephesus (modern- day turkey), the Mausoleum at halicarnassus (modern-day turkey), the Colossus of rhodes (Greece), and the Lighthouse of alexandria (egypt). historic places, sites, and museums are a part of what is now called heritage tourism. heritage tour- ism has gained prominence in recent years, particularly with baby boomers and older adults. these groups are less likely to engage in adventure tourism and usually prefer more passive activities. tourists visiting historic places/sites and museums are interested in the national culture. the various historic attrac- tions appeal to a broad spectrum of the community because they are diverse and located throughout the nation.

the National park Service maintains properties listed in the National register of historic places. the National Register of Historic Places is the United States’ official list of districts, sites, buildings, structures, and objects wor- thy of preservation. the more than 90,000 listings represent significant icons of american culture, history, engineering, and architecture.42 historic sites include buildings that have been restored and that are now being used as private houses as well as hotels, inns, churches, libraries, galleries, and museums.

The Great Pyramid of Giza, Egypt.

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Because of declining funds, galleries, museums, and heritage sites have had to become creative in raising money. they have not only had to cover operating costs but also cater to an increasing number of visitors. to self- generate revenues, they have had to become more entrepreneurial while con- tinuing to meet their heritage preservation and educational goals. revenue generation has often been achieved through an increased concentration on partnerships, promotions, and packages in which the sites team up with other operators in the tourism industry, such as tour companies, hotels, res- taurants, and car rental companies.

heritage tourism is discussed more in depth in Chapter 9, but con- sider the following for a look at a few of the most important U.S. historical attractions:

• Monticello was the home of the famous statesman thomas jefferson, author of the Declaration of Independence, architect of american ideals as well as noble buildings, and father of the University of virginia. the domed mansion of Monticello is set in the beautiful virginia countryside and is well worth a visit.

• the alamo is a small mission in San antonio, texas, with a rich histori- cal background. During texas’s fight for independence from Mexico, a vicious battle took place in this town. almost 200 texans held out for 13 days in a group of fortified mission buildings against General Santa anna’s army of about 2,400 soldiers. the battle resulted in a tragic texan defeat. Not long after that, texans everywhere united in a rallying cry: “remember the alamo!”43 and people still do.

• the French Quarter in New Orleans is an original part of the city, full of life and history. Unlike historic districts in many other cities, it is still growing and evolving, regardless of the recent natural disasters. Locals constantly wrestle with the issue of balancing evolutionary changes with the need to preserve history. visitors can have a great time when they visit during Mardi Gras.

• the Martin Luther King jr. National historic Site is located in the resi- dential section of Sweet auburn, atlanta. two blocks west of the home is ebenezer Baptist Church, the pastorate of King’s grandfather and father. It was in these surroundings of home, church, and neighborhood that “M. L.” experienced his childhood. here, he learned about family and Christian love, segregation in the days of jim Crow laws, diligence, and tolerance. this important site is a reminder of King’s significant contribution to the civil rights movement.

• the Grand Ole Opry in Nashville, tennessee, is a live radio show in which country music guests are featured. Started more than 90 years ago, the Grand Ole Opry is what made Nashville “Music City.” Since the Opry’s start, Nashville created a theme park, Opryland (now closed), and a hotel, the Gaylord Opryland resort. Famous musicians come from all over the world to showcase their talents, and tourists flock from everywhere to hear the sounds of the Opry and see the sites that Nashville has to offer.44

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• the Freedom trail is a walking tour through downtown Boston that passes through 17 points of interest, plus other exhibits, monuments, and shrines just off the trail, some of which are a part of the Boston National historical park. this interesting walk through a part of U.S. history includes both the Massachusetts State house and the Old South Meeting house. the Old South Meeting house was the site of many important town meetings concerning the British colonial rule, including those that sparked the Boston tea party. today, there is a multimedia exhibition depicting the area’s 300-year history. the building and two other restored structures today house a bustling marketplace of more than 100 specialty shops, restaurants, and bars. paul revere’s house is the only seventeenth-century structure left in downtown Boston. It was from this house that the silversmith left for his historic ride on april 18, 1775. another site on the Freedom trail is the Bunker hill Monument.

• the Liberty Bell is housed on Market Street in philadelphia. the bell’s inscription reads, “proclaim Liberty throughout all the Land unto all the Inhabitants thereof,” which in fact is taken from the Bible, Leviticus 25:10. For many years, it was known as the State house bell. Its popu- larity rose when a group of abolitionists, remembering its inscription, adopted the bell as a symbol of their cause; they nicknamed it their liberty bell. In the late 1800s, the bell went on tour around the United States. this trip was an effort to show the war-torn country that there had been a time in history when they had fought and died for a com- mon cause. In 1915, when the tour ended, the Liberty Bell, as it was then known, went home to philadelphia, where it remains to this day. throughout american history, the Liberty Bell has served as a simple reminder, a symbol of freedom, independence, and liberty, not just in the United States but also all over the world.

▶ check Your Knowledge

1. What were the first historic sites visited in recorded history?

2. Name some important U.S. historical attractions.

Museums Some experts have speculated that people visit museums because of some innate fascination with the past and with diverse cultures. Nobody knows for sure, but it is a fact that the number of museums in the United States has more than quadrupled since 1950. there are many types of museums, including gen- eral, art, science and technology, natural history, history, and military. Someone has to manage these operations, and the more people that travel to experience them, the more career opportunities are available in the travel, hotel, and res- taurant industries. here are a couple of the big names in the museum sector.

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the smithsonian institution established in 1846 by a man who never visited the United States, this well- known institution now holds almost 140 million artifacts, works of art, and specimens. It is composed of the following museums and galleries: the anacostia Community Museum; the arthur M. Sackler Gallery; the Cooper-hewitt, Smithsonian Design Museum; the Freer Gallery of art; the hirshhorn Museum and Sculpture Garden; the air and Space Museum; the african american history and Culture Museum; the african art Museum; the american history Museum; the Natural history Museum; the american Indian Museum; the portrait Gallery; the postal Museum; the american art Museum; and the renwick Gallery. there are also nine research facilities in the United States and abroad, and 168 affiliate museums, as well as the National Zoo.45 the institution’s goal is to increase and diffuse knowledge, and it is also dedicated to public education, national service, and scholarship in the arts, sciences, and history.46 Smithsonian museums attract approxi- mately 30 million visitors annually, and entrance is free. the National Zoo attracts over 1.5 million visitors annually.47 In addition to its museums and research facilities, parts of the Smithsonian collection can be viewed online at http://www.si.edu.

the Field Museum, chicago the Field Museum of Natural history is an institution of public learning that seeks to inspire public knowledge and curiosity by its varied collections, broad research, storied exhibits, and educational programs. the museum, located in Chicago, invites visitors to immerse themselves in scientific discovery.48

the museum was founded in 1893 as a place to house biological and anthropological collections for a world exposition. these types of objects continue to form the basis of the museum’s collections. In addition, the museum conducts research in the areas of geology, paleontology, archaeol- ogy, and ethnography. Furthermore, the museum houses collections consist- ing of more than 20 million items.49

permanent exhibits at the Field Museum range from dinosaurs to min- erals and gems, plants, animals, and cultural exhibits. temporary exhibits are also displayed from time to time. One example of this was a program entitled “the art of the Motorcycle.” this exhibit discussed the motorcycle as a cultural icon and also its technological design.

performance arts have you ever wished that you could just take off and follow your favorite band on tour? although some people do, most of us do not have the money or time to do so. however, that does not stop us from enjoying an occasional concert, musical, theater production, comedy show, and so forth when we

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are at home or on the road. While these shows and productions are usu- ally not the primary purpose of leisure travel, in some circumstances they might be. In Orlando or Las vegas, for example, certain shows have taken up permanent residence. the public knows this and therefore may take a trip to Orlando or Las vegas at their convenience so that they may see a certain production. In places like New York City and London, stopping off to see a Broadway production or a concert may be an unplanned bonus.

theaters once were immensely important. In a time before people had access to modern inventions like radio or television, books and theater were the only entertainment available. During the industrial era of the early 1900s, the importance of theaters began to wane somewhat as people became too busy juggling work and spending time with family. In addition, many people could not afford such luxuries. In modern times, however, the theater is again gaining importance. Old theaters from the vaudeville days are now being resurrected and reopened to the public—and the public is responding. Increasing numbers of people visit the theater or opera on weekends, holi- days, or just for an evening out on the town. theater is no longer attractive only to the upper classes; affordable prices make it reasonable entertain- ment for almost anyone.

Concerts, musicals, and comedy shows are also becoming increasingly affordable and are included in many people’s vacations schedules. as we move up the hierarchy of needs, self-actualization becomes a greater motiva- tion, and more and more people satisfy that need with a dose of culture and performing arts.

▶ check Your Knowledge

1. What are the goals of the Smithsonian Institution?

2. Why are theaters, concerts, musicals, and comedy shows regaining importance?

Destinations Some destinations are major attractions in themselves. For example, a trip to europe might include visits to cities such as London, paris, rome, athens, and Madrid or just focus on one country, where visitors enjoy not only the city but also the countryside. the following sections describe some of the world’s most popular destinations.

athens, greece athens, the capital city of Greece, is one of the world’s oldest cities—the cra- dle of Western civilization and the birthplace of democracy. Classical athens was a powerful city-state, a center for the arts, learning, and philosophy,

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and home of plato’s academy and aristotle’s Lyceum.50 history abounds in athens, as evidenced by the parthenon—a temple to the Greek goddess athena built in the fifth century b.c. on the acropolis, a flat rock above the city. today, athens is a bustling city of more than 3 million—all of whom seem to be on the move, hence its notorious congestion.51

Of the millions of tourists who go to Greece, many, after visiting athens, take a ferryboat ride to the famed Greek Islands in the aegean Sea. Crete, the largest island, is rugged and mountainous with beautiful beaches and a reconstruction of the palace of King Minos, which is the largest Bronze age archeological site on Crete, dating back to between 1700 and 1400 b.c. It was probably the ceremonial and political center of Minoan civilization and culture. the strikingly beautiful island of Santorini is a remaining part of the cone of an extinct volcano that erupted some 3,500 years ago. Some of the picturesque white buildings cling to the rim of the volcano and are among the most photographed in the world. the best way up to the town on top of the hill is by donkey ride. Mykonos is a trendy island with its famed wind- mills and fabulous beaches, some of them nude beaches. Other often-visited islands include rhodes, with plenty of ruins, good beaches, and nightlife, and Corfu, off the west coast of Greece, with its lush vegetation due to higher rainfall than the other islands and its excellent beaches, museum, and nightlife—including a casino—making it a favorite of package tour groups.

London London was once the center of an empire that included approximately one- quarter of the globe. the name suggests history, pageantry, royalty, theater, shopping, museums, music, fashion, and now even food. London has several interesting areas such as Chelsea and the river thames and hampstead on the hill with its quaint pubs and row houses. trafalgar Square, named after the Battle of trafalgar in which Nelson defeated the French, is where a statue of Lord Nelson stands atop a tall column. the four large lions that guard the statue were reputedly made from the cannons of the French fleet. Nearby is piccadilly Circus, the core of the theater and nightlife district, along with neighboring Soho, which was a former royal park and favorite hunting ground of King henry vIII. (In Old english, the word so means wild boar or pig, and ho means there.) there are many other fascinating areas such as London’s east end, originally the home of the Cockneys; the impressive buildings of the houses of parliament, with Big Ben, the clock tower; and of course, Buckingham palace, the queen’s London residence.

Outside London’s popular tourist spots are Oxford, where trav- elers can visit the famous university; Stratford-upon-avon, the birth- place of William Shakespeare, where travelers can visit the house in which Shakespeare was born in 1564 and can visit ann hathaway’s cottage, where she lived before her marriage to Shakespeare; Bath, famous for its history of therapeutic hotsprings; and Stonehenge, a complex of Neolithic and Bronze age monuments whose purpose

Big Ben and Westminster Abbey make London a popular destination.

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is mysterious and unknown. Bath is england’s most elegant city known for its Georgian architecture and, of course, its baths that date back to roman times and that are reputed to ease the pain of arthritis. Many visitors enjoy the english countryside, with quaint villages and narrow winding roads and roundabouts. and visitors can always enjoy the British pubs.

Paris paris is a city of beautiful buildings, boulevards, parks, markets, and restau- rants and cafés. paris is exciting! So, for tourists, what to see first is an often- asked question over morning coffee and croissants. there are city tours, but the best way to see the real paris is on foot, especially if people want to avoid the hordes of other tourists. a tour could begin at the eiffel tower or the Notre-Dame Cathedral, the Louvre or the Musée d’Orsay, the Île de la Cité, or simply with a stroll down the Champs-Élysées.

paris began as a small island called Île de la Cité, in the middle of the river Seine. In time, paris grew onto the Left Bank (rive Gauche), where the paris-Sorbonne University was founded. the university provided instruction in Latin, so it became known as the Quartier Latin, or Latin Quarter. the Latin Quarter has a Bohemian intellectual character with lots of small cafés and wine bars similar to Greenwich village and Soho in New York. Nearby is Montparnasse, an area that is popular with today’s artists and painters. On the right Bank (rive Droit) of the river Seine are many attractions; one favorite is the area of Montmartre, with the domes of Sacré-Cœur and the place du tertre. just walking along the winding streets up to Sacré-Cœur gives visitors a feel of the special nature of paris. Savoring the sights of the little markets with arrays of fresh fruits, vegetables, and flowers; catching the aromas wafting from the cafés; and seeing couples walking arm in arm in a way that only lovers do in paris add to the ambiance that captivates all who go there and provide wonderful memories.

rome they say, “all roads lead to rome.” rome, the eternal City, is built on seven hills beside the tiber river, with centuries of history that seem to exude from every building. among the most visited sites are the Colosseum, the pantheon, the Spanish Steps, vatican City, and the roman Forum. the Colosseum is the ancient stadium where gladiators fought, Christians were martyred, other sports and games were played, and thousands of men fought with ferocious animals to amuse the crowds. the pantheon, originally built in 27 b.c. as a temple to all the gods of ancient rome, was destroyed by fire in a.d. 80, rebuilt in 126, and is likely the best preserved building of its era. the Spanish Steps, the widest steps in europe, are situated between the piazza di Spagna (plaza of Spain) and the piazza trinità die Monti, the episcopal jurisdiction of the Bishop of rome, better known as the pope. the area is a popular hangout for tourists and residents. vatican City is the smallest state in the world, with only 110 acres and a population of just over

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800.52 In this tiny area are St. peter’s Basilica, the vatican Museums, and Michelangelo’s Creation, painted on the ceiling of the Sistine Chapel, and his Last Judgment, on the wall behind the altar. the roman Forum was the center of political, social, and economic life in imperial rome, with temples, basilicas, and triumphal arches; it is the place where the roman democratic government began. Several other interesting cities to visit in Italy include venice, Naples, and Florence, along with the tuscan countryside.

Managing attractions Managing attractions and theme parks has many similarities to managing any business. theme park managers use the same main management func- tions (planning, including forecasting; organizing; decision making; and controlling).

planning involves all types of planning that fall under two headings: stra- tegic (long term) and tactical (short term). an example of strategic planning would be determining what kind of theme ride to build as the next major attraction or planning a new park in another country. an example of tactical planning would be forecasting the park’s attendance for the next month so departments can staff correctly.

Organizing is getting everything arranged: who will do what, by whom, when, and where. For example, a theme park requires a structure to be organized for managing the process. the management team is assembled and given their assignments. Someone manages the reservations and admissions, the rides, the restaurants and foodservice, the gift shops, maintenance, marketing, human resources, and accounting and finance. each department manager has daily, weekly, and monthly tasks that structure the organizing of the park to maximize operational efficiencies and effectiveness. Organization charts show who reports to whom and give a visual representation of the operation of the park.

Decision making can be quick and easy for the many programmed decisions—decisions that occur on a regular basis, allowing the decision to be handled with a programmed response. For example, when the inventory of an item falls below the reorder point, a programmed response is to order a predetermined quantity to bring the stock back up to par.

another, more complicated type of decision making is nonprogrammed— which is nonrecurring and is caused by unusual circumstances. One example of a nonprogrammed decision is a situation with incomplete information— for example, which guest relations program or point-of-sale system to install.

the decision-making process consists of the following eight steps:53

1. Identification of the problem and definition of the problem

2. Identification of the decision criteria

3. allocation of weights to the criteria

4. Development of alternatives

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5. analysis of alternatives

6. Selection of alternative

7. Implementation of alternative

8. evaluation of decision effectiveness

Controlling is a key part of managing attractions and requires constant checking to make sure that the results were what they should be. Was the actual revenue what was expected? Or, was it above or below expected, and by how much? What was the labor cost and how did it compare with the expected labor cost? Control examines performance results in all the key areas of operation.

revenue comes from entrance ticket sales, parking, vending, retail pro- gram fees, food and beverage sales, and donations. there is a great variation among attractions. Some are for profit and others are nonprofit; however, both must operate with budgets. Many attractions obtain 70 percent of their revenue from ticket sales, approximately 15 percent income from retail, and another 15 percent from food and beverage sales. Many attractions are looking to attract new revenue by staging special events such as corporate events, Father’s Day or easter celebrations, or auto shows in the parking lot.

as managers of a business, attractions managers are also trying to stay ahead of the wave and keep on top of expenditures. they also try to retain the best employees during the slow season by cross-training them to do more than one job as the need arises. Because labor costs are the highest expense item, managers do their best to reduce labor costs by boosting the volunteer base in multiple areas.54

attractions management is all about keeping the quality of product and guest service at the highest levels. It boils down to revenue minus expenses equal net profit.55

Clubs private clubs are places where members gather for social, recreational, profes- sional, or fraternal reasons. Members enjoy bringing friends, family, and busi- ness guests to their club. their club is like a second home, but with diverse facilities and staff to accommodate the occasion. Bringing guests to one’s club can be more impressive than inviting them to one’s home, and there is still a level of the same personal atmosphere as there would be if guests were invited home. Many of today’s clubs are adaptations of their predecessors, mostly examples from england and Scotland. For example, the North american country club is largely patterned after the royal and ancient Golf Club of St. andrews, Scotland, founded in 1754 and recognized as the birthplace of golf. Many business deals are negotiated on the golf course. a few years ago, country clubs were often considered to be bastions of the social elite.

historically, the ambiance of these clubs attracted the affluent. the char- acter of the clubs transcended generations. Member etiquette and mannerisms

LearNING OBjeCtIve 6 Describe the operations of a country club.

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developed over years to a definable point by which members could recognize each other through subtleties, and those not possessing the desired qualities were not admitted.

today there are more affluent people than ever, and their number continues to grow. the new rich are now targeted and recruited for a variety of new hybrid groups that also call themselves clubs. the newer clubs’ cost of ini- tiation and membership may be considerably less than some of the more established clubs. the stringent screening process and lengthy membership applications are now simplified, and cash is the key to admittance.

New clubs are born when a developer pur- chases a tract of land and builds a golf course with a clubhouse surrounded by homes or condominiums. the homes are sold and include a membership to the club. after all the homes are sold, the developer announces that the golf course and clubhouse will be sold to an investor who wishes to open it to the public. the homeowners rush to purchase the clubhouse and golf course to protect their investment. a board is formed, and the employees of the developer and all operations are usually transferred to and become the responsibility of the new owners or members.

size and scope of the club industry there are a few thousand private clubs in North america, including both country and city clubs. When the total resources of all the clubs are con- sidered, such as land, buildings, and equipment, along with thousands of employees and so forth, clubs have billions of dollars of economic impact.

club Management Club management is similar in many ways to hotel management, both of which have evolved in recent years. the general managers of clubs now assume the role of chief operating officer (COO), and in some cases chief executive officer of the corporation. they may also have responsibility for management of the homeowners’ association and all athletic facilities, including the golf courses. In addition, they are responsible for planning, forecasting and budgeting, human resources, food and beverage opera- tions, facility management, and maintenance. the main difference between managing a club and managing a hotel is that with clubs the guests feel as if they are the owners (in many cases they are) and frequently behave as if they are the owners. their emotional attachment to the facility is stronger than that of hotel guests who do not use hotels with the same frequency that members use clubs. another difference is that most clubs do not offer sleeping accommodations.

A golf course community in Hawaii.

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Club members pay an initiation fee to belong to the club and annual membership dues thereafter. Some clubs also charge a set utilization fee, usu- ally related to food and beverages, which is charged regardless of whether those services are used.

the Club Managers association of america (CMaa) is the professional organization to which many of the club managers belong. the association’s goal is to advance the profession of club management by fulfilling the edu- cational and related needs of the club managers. the association provides networking opportunities and fosters camaraderie among its member man- agers through meetings and conferences held locally and nationally. these gatherings keep managers abreast of current practices and procedures and

Founded in 1957, Dallas-based ClubCorp is the world leader in delivering premier golf, private club, and resort experiences. Internationally, ClubCorp owns or operates more than 200 golf and country clubs, business clubs, sports clubs, alumni clubs, and resorts in 26 states, the District of Columbia, and two foreign countries. ClubCorp has over $2 billion in assets. Among the company’s nationally recognized golf properties are the Firestone Country Club in Akron, Ohio (site of the 2003–2005 World Golf Championships–Bridgestone Invitational) and Mission Hills Country Club in Rancho Mirage, California (home of the Kraft Nabisco Championship).

The more than 40 business clubs and business and sports clubs include the Boston College Club; City Club on Bunker Hill in Los Angeles; Citrus Club in Orlando, Florida; Columbia Tower Club in Seattle; Metropolitan Club in Chicago; Tower Club in Dallas; and the City Club of Washington, D.C. The company’s 20,000 employees serve the more than 430,000 members of the ClubCorp properties.

ClubCorp is in the business of building relationships and enriching lives. The extraordinary private club envi- ronments nourish relationships old and new, as well as create a world of privacy, luxury, and relaxation where guests’ every need is anticipated and every expectation exceeded. Crafting fine, private-club traditions for more than 50 years, ClubCorp has developed a signature philosophy of service that resonates with every encounter, every warm welcome, and every magic moment, joining to form the bedrock of all the clubs.

Each club has its own distinctive personality and takes pride in creating the perfect settings for casual gath- erings with friends, business meetings, or formal celebrations. The clubs provide safe havens where members and their guests always are welcome. Whether looking for a country club experience or a professional retreat in which to conduct business affairs, ClubCorp’s members are the beneficiaries of the ultimate in private club service and tradition.

ClubCorp clubs provide a variety of membership options and experiences for a range of lifestyle pursuits. In more than 200 private business and sports clubs, country clubs, golf courses, and resorts around the world, from Seattle to Mexico and from Boston to Beijing, ClubCorp provides for its members a haven of refuge, a home away from home, where every need is anticipated and every expectation surpassed.

Source: U.S. Securities and Exchange Commission, EDGAR Search Tools, http://b2i.api.edgar-online.com/EFX_dll/EdgarPro.dll?FetchFilingHT ML1?SessionID=MNp_Fy-6vHMBo-9&ID=8054747 (accessed November 15, 2011); and ClubCorp, Company Profile, http://www.clubcorp.com (accessed November 25, 2013).

c O r P O r a t e P r O F i L e

ClubCorp

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new legislation. the general managers who join CMaa subscribe to a code of ethics, shown on page 463.

Successful club general managers have adapted to their new and evolv- ing environment. Some, however, have not, and sadly they have either gone bankrupt, as with Cyprus run Country Club, which was sold at auction for just over $1 million, or gone from private to public. the successful clubs have added incentives, like becoming a member for a day or joining for the summer for only $500, to attract more members. Clubs in Florida and other southern states that attract “snowbirds”—seasonal visitors from the northern states—are offering special winter rates. For many clubs, the harsh economic climate has reduced membership, reducing revenue and making it more dif- ficult to pay mortgages.

Most clubs have found creative ways of increasing revenue by includ- ing more items in the shops—not just golf or tennis clothing and clubs or racquets but expanded merchandise such as jewelry, books, organic cookies, vitamins, and swim gear. In addition, clubs have expanded their offerings to include spas that offer Botox, facials, and cosmetic products. Clubs have extended their food and beverage offerings to make more money off events like weddings and social fund-raisers such as the american Cancer Society and the Salvation army. additionally, revenue has been increased by letting high-end guests from local hotels pay handsomely for the privilege of play- ing the course.

Clubs are reducing expenses by paying lower property taxes and by trim- ming costly items. examples include using reclaimed water to water greens (by arrangement with the local municipality), cutting back on the amount paid into employees’ 401(k) retirement plans, and providing a fixed amount (of say, $400 per month) for a staff member and family for benefits.

club Management structure the internal management structure of a club is governed by the corporation’s articles of incorporation and bylaws. these establish election procedures, officer positions, a board of directors, and standing committees. Guidance and direction are also provided for each office and committee and how it will function. the general manager will usually provide an orientation for the new directors and information to help them in their new role. the mem- bers elect the officers and directors of the club. the officers represent the membership by establishing policies by which the club will operate. Many clubs and other organizations maintain continuity by having a succession of officers. the secretary becomes the vice president and the vice president becomes the president. In other cases, the person elected president is simply the person believed to be the most qualified to lead the club for that year. regardless of who is elected president, the club’s general manager must be able to work with that person and the other officers.

the president presides at all official meetings and is a leader in policy- making. the vice president is groomed for the role of president, which is usually eminent, and will in the absence of the president perform the presi- dential duties. If the club has more than one vice president, the titles first,

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For Ed Shaughnessy, working in a country club is not just a job but also a passion. Clubs feature great recreational facilities, including some fabulous golf courses, gourmet dining, the finest enter- tainment, and clientele who are more like family than customers. Shaughnessy has worked for three prestigious clubs in his career. He began working in clubs at the tender age of 14 as a busser. Shortly after graduating from high school, he accepted a full-time evening bar manager position at Sleepy Hollow Country Club in New York. He worked full time at night while attending college full time until he received his A.A.S. degree. Upon graduation, he was promoted to food and beverage manager, but continued his education, taking two or three courses every semester until he earned and received his B.B.A. He was subsequently promoted to assistant general manager.

After 14 years at the same club and on his 29th birthday, he was offered and accepted the gen- eral manager’s position at Belle Haven Country Club in Alexandria, Virginia. He began an active

role in the National Capital Club Managers Association and was elected president. He continued his education and earned his certified club manager (CCM) designation and his certified hospitality educator (CHE) designa- tion through the Club Managers Association of America (CMAA). He stayed at Belle Haven Country Club for eight years, but wanted to live closer to sunny beaches in a warmer climate.

An opportunity at the prestigious Belleair Country Club in Belleair, Florida, was brought to Shaughnessy’s atten- tion by John Sibbald, a top recruiter in the club industry, and in 1997 Ed Shaughnessy accepted the position of gen- eral manager/chief operating officer at the Belleair Country Club. He continued his education, earning his M.B.A. in International Hotel and Tourism Management from Schiller International University, where he now teaches a vari- ety of hospitality-related courses. Shaughnessy is still active with the CMAA and serves on the Club Foundation Allocation Committee. This committee reviews scholarship and grant applications and recommends the awarding of funds to promote education. He also serves as the ethics chair for the Florida Chapter of the CMAA.

Shaughnessy believes that there are two stages in life—growth and decay—and that we are all in one of these stages. For him, to be in the growth stage is preferred in life. He believes we are all given the choice to change our environment, and he enjoys catering to those with the highest expectations. It appears that people will always recognize and be willing to pay for great value and quality. Meticulous attention to detail and proac- tively providing what customers desire before they have to ask is the key to success.

No two days are the same or predictable for a general manager. One day you could be developing a strategic plan, the next you may be invited to fly on a private Lear jet to see the Super Bowl. You have to make a con- scious effort to balance work and family life. A general manager should remember that although you can enjoy many of the same privileges as the elite, you are still an employee and must always set an exemplary role as a professional. A general manager’s people skills are very important, as well as having a comprehensive under- standing of financial statements.

The challenge for the future is finding talented and service-oriented people who are needed to exceed the constantly increasing expectations of sophisticated and discriminating club members. Shaughnessy discovered some time ago that it may be necessary to grow one’s own talent among his employees, and this gives him the confidence that he will be ready to serve his customers well. Shaughnessy has a high concern for the welfare of his loyal and dedicated employees. They could lose their jobs if the club is mismanaged. These people and their families count on him to operate the club efficiently. He also recognizes that he must take proactive steps to ensure the growth and success of his club. With two waterfront golf courses, a marina, and the amenities of a full-service country club, Ed Shaughnessy is taking steps to be sure he positions the club for continued success.

i n t r O D U c i n g e D w a r D j . s H a U g H n e s s Y

General Manager, Belleair Country Club

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second, third, and so on, may be used. alternatively, vice presidents may be assigned to chair certain committees, such as membership. Board members usually chair one or more committees.

Committees play an important part in the club’s activities. If the committees are effective, the operation of the club is more efficient. the term of committee member- ship is specified, and committee meetings are conducted in accordance with robert’s rules of Order, which are procedural guidelines on the correct way to conduct meetings. Standing committees include the following: house, membership, finance/ budget, entertainment, golf, green tennis, pool, and long-range planning. the presi- dent may appoint additional committees to serve specific functions commonly referred to as ad hoc.

the treasurer obviously must have some financial and accounting background because an integral part of his or her duties is to give advice on financial matters, such as employing external auditors, preparing budgets, and installing control systems. the general manager is responsible for all finan- cial matters and usually signs or cosigns all checks.

It is the duty of the secretary to record the minutes of meetings and take care of club-related correspondence. In most cases, the general manager prepares the docu- ment for the secretary’s signature. this position can be combined with that of trea- surer, in which case the position is titled secretary–treasurer. the secretary may also serve on or chair certain committees.

the CMaa has reexamined the role of club managers, and because of ever- increasing expectations, the role of the general manager has changed from the traditional managerial model to a leadership model. (this is discussed in more detail in Chapter 14.) the new CMaa model is based on the premise that general managers or COOs are more responsible for operating assets and investments and club culture.

the basic level of competency required of a general manager or COO is manage- ment of club’s operations, which includes

CMAA Code of Ethics

We believe the management of clubs is an honorable calling. It shall be incumbent upon club managers to be knowledgeable in the application of sound principles in the management of clubs, with ample opportunity to keep abreast of current prac- tices and procedures. We are convinced that the Club Managers Association of America best represents these interests and, as members thereof subscribe to the following Code of Ethics.

We will uphold the best traditions of club management through adherence to sound business principles. By our behav- ior and demeanor, we shall set an example for our employees and will assist our club officers to secure the utmost in efficient and successful club operations.

We will consistently promote the recognition and esteem of club management as a profession and conduct our personal and business affairs in a manner to reflect capability and integrity. We will always honor our contractual employment obligations.

We shall promote community and civic affairs by maintain- ing good relations with the public sector to the extent possible within the limits of our club’s demands.

We will strive to advance our knowledge and abilities as club managers, and willingly share with other Association members the lessons of our experience and knowledge gained by sup- porting and participating in our local chapter and the National Association’s educational meetings and seminars.

We will not permit ourselves to be subsidized or compro- mised by any interest doing business with our clubs.

We will refrain from initiating, directly or through an agent, any communications with a director, member, or employee of another club regarding its affairs without the prior knowledge of the manager thereof, if it has a manager.

We will advise the National Headquarters, whenever pos- sible, regarding managerial openings at clubs that come to our attention. We will do all within our power to assist our fellow club managers in pursuit of their professional goals.

We shall not be deterred from compliance with the law, as it applies to our clubs. We shall provide our club officers and trust- ees with specifics of federal, state, and local laws, statutes, and regulations to avoid punitive action and costly litigation.

We deem it our duty to report to local or national officers any willful violations of the CMAA Code of Ethics. Source: The author gratefully acknowledges the professional courtesy of the Club Managers Association of America.

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464 Part iii tourism, recreation, attractions, Clubs, and Gaming

private club management, food and beverage, accounting and financial man- agement, human and professional resources, building and facilities manage- ment, external and governmental influences, management, marketing, and sports and recreation (see Figure 10–1).

the second tier of the model is mastering the skills of asset manage- ment. today’s general manager or COO must be able to manage the physi- cal property, the financial well being, and the human resources of the club. these facets of the manager’s responsibilities are equally as important as managing the operations of the club.

the third and final tier of the new model is preserving and fostering the culture of the club, which can be defined as the club’s traditions, history, governance, and vision. Many managers or COOs intrinsically perform this function; however, it is often an overlooked and underdeveloped quality. a job description for club manager is given in Figure 10–2. the club man- agement competencies are shown in Figure 10–3. additionally, you can see an example of the overall organization of a country club in Figure 10–4.

Culture

• Vision • History • Tradition • Governance

Asset Management

Operations

Financial Management

Physical Plant

Human Resources

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Management

Leadership

Figure 10–1 • Management to Leadership.

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chapter 10 recreation, attractions, and Clubs 465

types of clubs country clubs Nearly all country clubs have one or more lounges and restaurants, and most have banquet facilities. Members and their guests enjoy these services

I. Position: General Manager II. Related Titles: Club Manager; Club House Manager

III. Job Summary: Serves as chief operating of�cer of the club; manages all aspects of the club including its activities and the relationships between the club and its board of directors, members, guests, employees, community, government, and industry; coordinates and administers the club’s policies as de�ned by its board of directors. Develops operating policies and procedures and directs the work of all department managers. Implements and monitors the budget, monitors the quality of the club’s products and serv- ices, and ensures maximum member and guest satis- faction. Secures and protects the club’s assets, including facilities and equipment

IV. Job Tasks (Duties): 1. Implements general policies established by the

board of directors; directs their administration and execution

2. Plans, develops, and approves speci�c opera- tional policies, programs, procedures, and meth- ods in concert with general policies

3. Coordinates the development of the club’s long- range and annual (business) plans

4. Develops, maintains, and administers a sound organizational plan; initiates improvements as necessary

5. Establishes a basic personnel policy; initiates and monitors policies relating to personnel actions and training and professional development programs

6. Maintains membership with the Club Managers Association of America and other professional as- sociations. Attends conferences, workshops, and meetings to keep abreast of current information and developments in the �eld

7. Coordinates development of operating and capital budgets according to the budget calendar; moni- tors monthly and other �nancial statements for the club; takes effective corrective action as required

8. Coordinates and serves as ex-of�cio member of appropriate club committees

9. Welcomes new club members; meets and greets all club members as practical during their visits to the club

10. Provides advice and recommendations to the pres- ident and committees about construction, alter- ations, maintenance, materials, supplies, equipment, and services not provided in approved plans and/or budgets

11. Consistently ensures that the club is operated in accordance with all applicable local, state, and federal laws

12. Oversees the care and maintenance of all the club’s physical assets and facilities

13. Coordinates the marketing and membership rela- tions programs to promote the club’s services and facilities to potential and present members

14. Ensures the highest standards for food, beverage, sports and recreation, entertainment, and other club services

15. Establishes and monitors compliance with pur- chasing policies and procedures

16. Reviews and initiates programs to provide mem- bers with a variety of popular events

17. Analyzes �nancial statements, manages cash �ow, and establishes controls to safeguard funds; reviews income and costs relative to goals; takes corrective action as necessary

18. Works with subordinate department heads to schedule, supervise, and direct the work of all club employees

19. Attends meetings of the club’s executive commit- tee and board of directors

20. Participates in outside activities that are judged as appropriate and approved by the board of di- rectors to enhance the prestige of the club; broad- ens the scope of the club’s operation by ful�lling the public obligations of the club as a participat- ing member of the community

V. Reports to: Club President and Board of Directors VI. Supervises: Assistant General Manager (Club House

Manager); Food and Beverage Director; Controller; Membership Director; Director of Human Resources; Director of Purchasing; Golf Professional (Director of Golf); Golf Course Superintendent; Tennis Professional; Athletic Director; Executive Secretary

Source: Club Managers Association of America.

Figure 10–2 • A Job Description for a Club Manager. Source: The author gratefully acknowledges the professional courtesy of the Club Managers Association of America.

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466 Part iii tourism, recreation, attractions, Clubs, and Gaming

Private Club Management History of Private Clubs Types of Private Clubs Membership Types Bylaws Policy Formulation Board Relations Chief Operating Of�cer Concept Committees Club Job Descriptions Career Development Golf Operations Management Golf Course Management Tennis Operations Management Swimming Pool Management Yacht Facilities Management Fitness Center Management Locker Room Management Other Recreational Activities

Food and Beverage Operations Sanitation Menu Development Nutrition Pricing Concepts Ordering/Receiving/Controls/Inventory Food and Beverage Trends Quality Service Creativity in Theme Functions Design and Equipment Food and Beverage Personnel Wine List Development

Accounting and Finance in the Private Club

Accounting and Finance Principles Uniform System of Accounts Financial Analysis Budgeting Cash Flow Forecasting Compensation and Bene�t

Administration Financing Capital Projects Audits Internal Revenue Service Computers Business Of�ce Organization Long-Range Financial Planning

Human and Professional Resources Employee Relations Management Styles Organizational Development Balancing Job and Family

Responsibilities Time Management Stress Management Labor Issues Leadership vs. Management

Building and Facilities Management Preventive Maintenance Insurance and Risk Management Clubhouse Remodeling and

Renovation

Contractors Energy and Water Resource

Management Housekeeping Security Laundry Lodging Operations

External and Governmental Influences

Legislative In�uences Regulatory Agencies Economic Theory Labor Law Internal Revenue Service Privacy Club Law Liquor Liability Labor Unions

Management and Marketing Communication Skills Marketing Through In-House

Publications Professional Image and Dress Effective Negotiation Member Contact Skills Working with the Media Marketing Strategies in a Private

Club Environment

Source: Club Managers Association of America.

Figure 10–3 • The Club Management Competencies. Source: The author gratefully acknowledges the professional courtesy of the Club Managers Association of America.

and can be billed monthly. the banquet facilities are used for formal and informal parties, dinners, dances, weddings, and so on, by members and their personal guests. Some country clubs charge what might seem to be an excessive amount for the initiation fee—as much as $250,000 in some cases—to maintain exclusivity.

Country clubs have two or more types of membership. Full membership enables members to use all the facilities all the time. Social membership allows members only to use the social facilities: lounges, bars, restaurants, and so on, and perhaps the pool and tennis courts. Other forms of member- ship can include weekday and weekend memberships.

city clubs City clubs are predominantly business oriented, although some have rules prohibiting the discussion of business and the reviewing of business-related documents in dining rooms. they vary in size, location, type of facility, and

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chapter 10 recreation, attractions, and Clubs 467

services offered. Some of the older, established clubs own their own build- ings; others lease space. Clubs exist to cater to the wants and needs of mem- bers. Clubs in the city fall into the following categories:

• professional

• Social

• athletic

• Dining

Standing Committees

Strategic Planning

Finance

Membership

Constitution

Golf Course

Social

Nominating

Engineer

Housekeeping

Sewing

Locker Rooms

Pool

Spa

Tennis

Executive Chef

Catering Manager

Dining Room

Manager

Beverages Manager

Banquet Manager

Controller

Accountant

Cashier(s)

Accounts Receivable & Payable

Payroll

Ex Assistant

A Board of Directors Who Employ a General Manager

Executive Committee

Food & Beverage Director

Director of Golf/ Golf Pro

Golf Course

Manager

Greens

Fairways

Equipment

Irrigation

Membership

Activities

Newsletter/ Communications

Assistant Professionals

Assistant Manager

General Manager

Club Members Elect

Figure 10–4 • An Example of an Organizational Chart of a Country Club.

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468 Part iii tourism, recreation, attractions, Clubs, and Gaming

• University

• Military

• Yachting

• Fraternal

• proprietary

professional clubs, as the name implies, are clubs for people in the same profession. the National press Club in Washington, D.C., the Lawyers Club in New York City, and the New York Friars Club for actors and other theatri- cal people in Manhattan are good examples.

Social clubs allow members to enjoy one another’s company; members represent many different professions, yet they have similar socioeconomic backgrounds. Social clubs are modeled after the famous men’s social clubs in London, such as Boodle’s, St. james’s, and White’s. at these clubs, it is considered bad form to discuss business. therefore, conversation and social interaction focus on companionship or entertainment unrelated to business.

the oldest social club in the United States is thought to be the Schuylkill Fishing Company of pennsylvania, also known as the Fish house, founded in 1732. to ensure that the Fish house would always be socially oriented rather than business oriented, it was formed as a men’s cooking club, with each member taking a turn preparing meals for the membership. Other social clubs exist in several major cities. the common denominator is that they all have upscale food and beverage offerings and club managers to manage them.

athletic clubs give city workers and residents an opportunity to work out, swim, play squash and/or racquetball, and so on. Some of the down- town athletic clubs provide tennis courts and running tracks on the roof. athletic clubs also have lounges, bars, and restaurants at which members may relax and interact socially. Some athletic clubs also have meeting rooms and even sleeping accommodations. the newest feature is known as the executive workout. this begins with a visit to the steam room, followed by a trip to the jacuzzi, then the sauna, a massage, and a nap in the resting room before showering and returning to work.

Dining clubs are generally located in large city office buildings. Memberships are often given as an inducement to tenants who lease space in the office building. these clubs are always open for lunch and occasion- ally for dinner.

University clubs are private clubs for alumni. University clubs are gener- ally located in the high-rent district and offer a variety of facilities and attrac- tions focusing on food and beverage service.

Military clubs cater to both noncommissioned officers (NCOs) and enlisted officers. Military clubs offer similar facilities, as do other clubs for recreation and entertainment and food and beverage offerings. Some mili- tary clubs are located on base. the largest membership club in the country is the army Navy Country Club in arlington, virginia. the club has more than 7,000 members, 54 holes of golf, two clubhouses, and a host of other facili- ties. Many of the military clubs in recent years have given over their club management to civilians.

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chapter 10 recreation, attractions, and Clubs 469

Yacht clubs provide members with moorage slips, where their boats are kept secure. In addition to moorage facilities, yacht clubs have lounge, bar, and dining facilities similar to other clubs. Yacht clubs are based on a sailing theme and attract members with various backgrounds who have sailing as a common interest.

Fraternal clubs include many special organizations, such as the veterans of Foreign Wars, elks Lodges, and Shriners. these organizations foster cama- raderie and often assist charitable causes. they generally are less elaborate than are other clubs, but have bars and banquet rooms that can be used for various activities.

proprietary clubs operate on a for-profit basis. they are owned by corpo- rations or individuals; individuals wanting to become members purchase a membership, not a share in the club. proprietary clubs became popular with the real estate boom in the 1970s and 1980s. as new housing developments were planned, clubs were included in several of the projects. households pay a small initiation fee and monthly dues between $30 and $50, allowing the whole family to participate in a wide variety of recreational activities.

Clearly, the opportunities for recreation and leisure abound. the goal must be to achieve a harmony between work and leisure activities and to become truly professional in both giving and receiving these services. the next few years will see a substantial increase in the leisure and recreational industries.

Bart Bartlett, ph.D., associate professor and associate Director School of hospitality Management, the pennsylvania State University

Americans have more leisure time than ever before, and as leisure time has grown, leisure activities have evolved and grown as well. As this chapter points out, opportunities today for recreation and for careers in recreation management are vast and multifaceted. These include positions in commercial recreation (resorts, themed resorts, the ski industry), in non- commercial recreation (federal or state parks and community recreation), in clubs and sports venues, and in recreation with special populations.

Although the focus of this text is hospitality management, in many situations, recreation and hospitality go hand in hand. When a ski trip incorporates recreation on the slopes with food and beverage services in the lodge or when a hotel guest uses the hotel’s business

services and the spa, recreation and hospitality are both involved. When a convention center hotel provides rooms, food, and beverage; coordinates meetings and breakout sessions; and also organizes recreation and group activities during the conference, hospitality and recreation begin to merge. In fact, because our guests’ total experience often involves a combination of lodging, food and beverage, and recreation, we do not want to

F O c U s O n r e c r e a t i O n

hospitality and recreation: Inextricably Intertwined

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470 Part iii tourism, recreation, attractions, Clubs, and Gaming

Sustainable Golf Course Management the golf course industry recognizes sustainable development as it is refer- enced by the environmental protection agency (epa) and the United Nations, which indicates that it “meets the needs of the present without compromis- ing the ability of future generations to meet their own needs.”56 In an effort to appear sustainable, some courses call themselves “green.” this is vague. however, it is not vague to say that a course engages in water-quality protec- tion through the responsible use of all inputs, such as nutrients and pesticides.

distinguish but instead want to ensure guest satisfaction by seamlessly integrating these different elements into the total package.

As growth in leisure travel continues to outstrip growth in business travel, the growing leisure travel market will create an increasing emphasis on recreation as an integral part of hospitality. Furthermore, though hospital- ity and recreation may involve different emphases, the critical customer focus and customer service skills that we love about our industry are common to all aspects of hospitality and recreation.

Resorts and resort hotels are the prototypical combination of hospitality and recreation. A mega-resort such as Walt Disney World provides an ideal example of a venue that integrates hospitality and recreation skills and services. On a Disney vacation, a family may enjoy lodging and food and beverage services provided by hotel staff and management trained in hospitality, go into the park itself to enjoy attractions and shows arranged and managed by a recreation specialist, take a break to enjoy foodservice provided by a hospitality provider, and at the end of the day enjoy dinner provided by the hospitality staff and entertainment or dancing arranged by a recreation professional.

The golf industry provides other examples. At a typical golf club, the director of golf operations is primarily involved with managing recreation activities, including scheduling and supervising play, course maintenance, and the pro shop. The clubhouse manager, meanwhile, is responsible for hospitality functions, including food and beverage operations, catering events, and membership. If either were missing, the club simply could not meet guests’ and members’ overall expectations.

Finally, because cruise ships are essentially floating resort hotels with many features of land-based resorts, both hospitality and recreation are required. On a cruise ship, the purser and food and beverage manager are responsible for hospitality functions, while the cruise director provides recreation programming. Both are critical parts of the cruise experience, thus providing the all-around good time guests desire and deserve.

Through this text, you are learning about hotels, restaurants, and managed services and about the knowl- edge and skills involved in managing these operations. This chapter talks about recreation and the opportuni- ties to apply your hospitality skills in recreation settings. Across the spectrum, from business travelers to family vacationers, from golfing outings to business banquets, from backcountry adventures to haute cuisine dining, from white-sand Caribbean beaches to black diamond ski slopes, customer service and a focus on customer satisfaction are constants, and both hospitality and recreation skills are critical to providing a memorable guest experience. The commonalities in settings, service, and focus on guest satisfaction indicate that hospitality and recreation are indeed inextricably intertwined!

F O c U s O n r e c r e a t i O n (Continued)

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chapter 10 recreation, attractions, and Clubs 471

the epa gives a basic rundown of sustainability on their web site. the environmental Institute for Golf gives information on sustainable golf management practices (www.eifg.org). Sustainable practices include the following:

• reducing energy use especially during the peak times (a utility com- pany’s bill is much higher for consumption during peak times)

• holding departments accountable for their energy consumption budgets by breaking down the bills by departments

• recycling: from aluminum cans in the clubhouse to grass clippings on the course to motor oil from the golf carts57

Golf course facilities are prime candidates for reducing or reusing waste: as landfill disposal costs rise, recycling becomes even more important. Golf courses can improve their sustainability by improving grass and plant selec- tion and by using well water and organic fertilization.

▶ check Your Knowledge

1. Name all the types of clubs discussed here and briefly describe their functions.

2. List the important duties of a club manager.

3. Describe the operations of a country club.

Noncommercial recreation Noncommercial recreation includes voluntary organizations, campus, armed forces, and employee recreation, as well as recreation for special populations.

voluntary Organizations Voluntary organizations are nongovernmental, nonprofit agencies, serv- ing the public at large or selected elements with multiservice programs that often include a substantial element of recreational opportunity. the best- known voluntary organizations include the Boy Scouts, Girl Scouts, YMCa, YWCa, and YM-YWha.

In the early 1900s, YMCas began to offer sporting facilities and pro- grams. the Ys, though nonprofit, were pioneers in basketball, swimming, and weight training. Later, commercial health clubs also began to evolve, offering men’s and women’s exercise. as the sports and fitness movement grew, clubs appealed to special interests. Now clubs can be classified as fol- lows: figure salons, health clubs, bodybuilding gyms, tennis clubs, rowing clubs, swim clubs, racquetball centers, or multipurpose clubs.

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472 Part iii tourism, recreation, attractions, Clubs, and Gaming

a multipurpose club has more exclusive recreation programs than a health club does. Leagues, tournaments, and classes are common for racquet sports, and most clubs offer several types of fitness classes. Some innovative clubs offer automatic bank tellers, stock market quote services, computer matching for tennis competition, auto detailing, laundry and dry cleaning services, and wine-cellar storage.

Club revenue comes from membership fees, user fees, guest fees, food and beverage sales, facility rental, and so on. human resources account for about 66 percent of expenses at most clubs.

It is amazing to realize that in the center of a city there may be several voluntary organizations, each serving a particular segment of the population. richard Kraus writes that a study of the city of toronto which examined various land uses and leisure programs in the city’s core found the follow- ing organizations: a Boy’s Club, a mission, the Metropolitan association for

a D a Y i n t H e L i F e O F M a r g i e M a r t i n

Sales & Marketing Director, tpC tampa Bay

The TPC Network was established by the PGA TOUR to provide the ultimate host venues for TOUR events—with services and amenities that met the highest standards of professional golf. Not only do the principles of excellence apply to the TOUR professionals playing our courses, they also apply to our members and guests who enjoy every aspect of our clubs. Across the country, TPC courses let golfers truly live the PGA TOUR life—by walking the same fairways as their heroes, teeing off from the very spots where history has been made, and enjoying every club detail exactly as the pros do. TPC Tampa Bay is proud to carry this brand name. As the former home of a Champions TOUR event for 21 consecutive years, TPC Tampa Bay is an industry leader in delivering exceptional golf experiences.

As Sales & Marketing Director, I oversee all aspects of Tournament and Membership Sales at TPC Tampa Bay. On the tournament side of things, I field calls from companies near and far, charity organizations, and even golf groups to assist with organizing golf events for groups as small as 12 players or as large as 144 players. I provide pricing and generate proposals, follow up and book golf events, and then keep in close contact with event organizers by managing a calendar of over 100 golf outings annually.

As a daily fee facility, we also offer membership options that provide value access to our golf course. I provide information to prospective members, assist with the membership process, and continue to keep in touch with mem- bers on a regular basis. I manage the communication to our members through our bi-weekly e-Blast that promotes events and activities at the Club. I also manage all general communications with our members at large.

Lastly, my favorite responsibility is putting a face with the name—TPC Tampa Bay. I provide that warm contact point for our local business partners promoting our local community and city as a whole to incoming travelers and convention groups. I participate in networking associations via the Convention & Visitors Bureau and act as a liaison for the TPC brand name that we so proudly carry. I truly enjoy all aspects of my job and enjoy the fact that when people visit TPC Tampa Bay, we are delivering a positive experience to their life. It’s been said, “You can’t have a bad day of fishing.” I’d like to think the same is true of golf.

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chapter 10 recreation, attractions, and Clubs 473

the Mentally retarded, a Catholic settlement house, a day care center, an Indian center, a YMCa and YWCa, a service center for working people, a Chinese center, a Ukrainian center, and several other organizations meeting special needs and interests. these were all in addition to public parks, recre- ation areas, and 19 churches.

campus, armed Forces, and employee recreation campus recreation North america’s colleges and universities provide a major setting for organized leisure and recreational programs with services involving millions of participants each year. the programs include involvement by campus recreation offices, intramural departments, student unions, residence staffs, or other sponsors. people spend much of their leisure time participating in a wide variety of organized recreational activities, such as aerobics, arts and crafts, the performing arts, camping, and sports. recreation and fitness workers plan, organize, and direct these activities in local playgrounds and recreation areas, parks, community centers, health clubs, fitness centers, religious organizations, camps, theme parks, and tourist attractions. Increasingly, recreational and fitness workers are also found in workplaces, where they organize and direct leisure activities and athletic programs for employees of all ages.

the various recreational activities help in maintaining good morale on campus. Some use recreational activities such as sports or orchestras or the- ater companies as a means of gaining alumni support. Students look for an exciting and interesting social life. For this reason, colleges and universities offer a wide range of recreational and social activities that may vary from campus to campus.

armed Forces recreation It is the official policy of the Department of Defense to provide a well- rounded welfare and recreational program for the physical, social, and men- tal well being of its personnel. each service sponsors recreational activities under the auspices of the Morale, Welfare and recreation (MWr) program, which is executed under the Installation Management Command. MWr activities are provided to all military personnel and civilian employees at all installations.

MWr programs include the following types of activities:

• Sports, including self-directed, competitive, instructional, and spectator programs

• Motion pictures

• Service clubs and entertainment

• Crafts and hobbies

• Youth activities for children of military families

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474 Part iii tourism, recreation, attractions, Clubs, and Gaming

• Special interest groups such as aero, automotive, motorcycle, and powerboat clubs, as well as hiking, skydiving, and rod and gun clubs

• rest centers and recreation areas

• Open dining facilities

• Libraries

recreation is perceived as an important part of the employee benefits package for military personnel, along with the G.I. Bill, medical services, commissaries, and exchanges.

employee recreation Business and industry have realized the importance of promoting employee efficiency. human resource experts have found that workers who spend their free time at constructive recreational activities have less absenteeism resulting from emotional tension, illness, excessive use of alcohol, and so on. employee recreation programs may also be an incentive for a prospective employee to join a company. So, remember to ask for a signing bonus if you are a softball star and the company you are about to join wants to win the tournament!

In the United States and Canada, almost all the leading corporations have an employee recreation and wellness program. Some companies include recreation activities in their team-building and management-development programs.

recreation for special Populations Recreation for special populations involves professionals and organiza- tions that serve groups such as those with mental illness, mental retardation, or physical challenges. In recent years, there has been increased recognition of the need to provide recreational programs for special populations. these programs, developed for each of the special population groups, use thera- peutic recreation as a form of treatment.

One sports program for people with disabilities that has received con- siderable attention in recent years is the Special Olympics, an international year-round program of physical fitness, sports training, and athletic compe- tition for children and adults with intellectual disabilities. the program is unique because it accommodates competitors at all ability levels by assign- ing participants to competition divisions based on both age and actual performance.58

today, the Special Olympics serve more than 4.4 million individuals worldwide and reach more than 170 countries. among the 32 competitions and sports are track and field events, aquatics, gymnastics, figure skat- ing, basketball, volleyball, soccer, softball, floor hockey, bowling, cross- country skiing, and wheelchair events. the National recreation and park association and numerous state and local agencies and societies work closely with the Special Olympics in promoting programs and sponsoring competitions.59

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chapter 10 recreation, attractions, and Clubs 475

trends in recreation and Leisure Courtesy of Dr. Greg Dunn, Senior Lecturer & Managing Director, University of Florida, eric Friedheim tourism Institute

• Rides and Attractions. attractions are moving toward more live, hands- on, and interactive features to provide a more personal and lifelike look and feel. Guests want to have more control over the experience.60 rides and attractions are constantly being developed that are geared toward the hottest pop culture movies, games and icons, replacing the outdated themes from yesterday. the most popular theme parks are always look- ing to make their hit attractions bigger and better.

• Fitness Centers. Declining membership and interest in golf has made it necessary to increase the size, scope, and quality of club facilities with state-of-the-art fitness centers featuring a wider array of indoor and outdoor recreational sports amenities, including built-in climbing walls and full body fitness classes (yoga, pilates, Barre, Zumba, CrossFit, etc.).61 there is also a general shift toward lowering membership and green fees and increasing services offered. the interest in health and wellness has also resulted in a shift toward healthier food and beverage options in club restaurants.

• Reinvestment Leading to Increased Competition. Nearly every major attractions and entertainment company is re-investing in their prod- uct to keep their service offering fresh for new and repeat visitors. Universal Orlando’s the Wizarding World of harry potter, Walt Disney World resort’s “Frozen,” and SeaWorld Orlando’s antarctica are some of the new and unique mega-attractions competing for both locals’ and tourists’ attention. Other notable new attractions are SeaWorld’s explorer’s reef and LeGOLaND® Florida and LeGOLaND® California resort. as the economy continues to improve, so will the trend toward new investment in one-of-a-kind, must-see attractions.

• Blurring the Lines. theme park and entertainment companies are blur- ring the lines in new product and program development. What tradi- tionally used to be a theme park, water park, or nature park experience are now park experiences that combine elements of each. For instance, parks are now integrated with animal habitats, such as Cheetah run animal encounter at Busch Gardens and turtletrek at SeaWorld Orlando. theme park operators continue to provide compelling experi- ences that engage consumers and encourage repeat visits.

• VIP Experiences. as more and more customers seek personal and cus- tomized recreation and attraction experiences, limited availability vIp programs and behind-the-scene experiences are increasingly in demand. examples of theme park vIp offerings include private guided tours, front- of-the-line ride privileges, valet parking, reduced theme park admission, reserved show seating, character or equity dining and autographs, all-day dining options, souvenir ride or character photos, and animal interactions and feeding. attractions operators will also offer a broad range of inter- active tour options and price levels for behind the scenes tours, up-close encounters with select animals, keeper for a day programs, coaster expe- rience tours, and summer camps and sleepovers in the parks.

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476 Part iii tourism, recreation, attractions, Clubs, and Gaming

• Shopping Entertainment Parks. Following in the footsteps of the Mall of america, attractions developers continue to look for ways to combine elements of a theme park, shopping mall, and entertainment into one venue. Indoor theme parks are being created, combining retail plea- sures with activities and rides. In some instances, new entertainment attractions are focusing on the baby boomlet market segment by target- ing children, teens, young adults, and families. New family-based con- cepts are popping up, such as entertainment centers in malls, mini golf courses, and child-friendly themed restaurants.

• National and State Parks. National and state parks have long been a staple for nature enthusiasts to visit and enjoy, but by working with hos- pitality concessionaires and partners, parks are investing in services and facilities and promoting their locations for weddings, family reunions, corporate functions, and other similar experiences.

Career Information theme Parks the operation of a theme park includes countless occupations. SeaWorld, the Walt Disney Company, and others have excellent programs for employ- ment during college. these programs provide information on career devel- opment. Upon graduation, careers may follow a number of paths. Graduates may start in any number of levels: operations management, marketing and sales, human resources, food service, planning and development, or informa- tion systems, to name but a few.

an internship is one of the best ways to get involved in the theme park industry. an internship provides valuable work experience and is a great way to learn more about various areas of the industry. Interns are very appeal- ing to potential employers. If you are a college student who is interested in spending a summer working for one of america’s premier companies, visit the Disney College program web site.

remember, someone has to run the Smithsonian museums and the national parks and Walt Disney World. all of these attractions have several departments, all with management ladders that can be climbed at varying speeds. apart from the main attractions, there are careers in accounting, mar- keting, maintenance, and service, in addition to professional positions for entertainers, historians, and curators. Salary levels for graduates with experi- ence are about $30,000, and for mid-level managers in the larger attractions, salary levels are about $80,000–$120,000.62

clubs Club managers and hotel managers share many of the same responsibilities. they are in charge of preparing budgets and forecasting future sales; moni- toring restaurants on the property and various internal departments, such as

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chapter 10 recreation, attractions, and Clubs 477

human resources; and making sure maintenance work is done properly. they are responsible for the overall well being of the club. the CMaa (www.cmaa.org) gives club managers certification and other membership benefits, such as profes- sional development and networking. Its web site is worth a visit.

Club management is different from hotel management in that guests at a club are members and feel like and sometimes behave like owners because they pay a lot of money to join the club. Because of this, many feel a stron- ger tie to the club and therefore expect a higher level of service.

Of the many types of clubs within the club management industry, the most predominant are golf, country, city, athletic, and yacht. Country clubs are the most common. they are typically based on outdoor activities. Golf is the main draw, but other sports such as tennis and swimming are also popular. Some country clubs also offer their members a variety of classes and social activities. they typically have a lounge and/or restaurant on the property, as well. Country clubs can be private or semiprivate. If a country club is private, its facilities are only available to members; a semiprivate club offers some services to nonmem- bers. there is no one definite career path when it comes to club management. however, most people make the transition to club manager from positions in kitchen or bar management (see Figure 10–5). It is rare that employees move from areas such as accounting to become club managers. Depending on the level of experience, one might start out as an assistant banquet or dining room manager and then progress to a position as catering manager or assistant club- house manager. the next step occurs according to the amount of time in these positions, as well as the quality of the experience. For example, four to six years in a club that has a gross income of $1.5 million in food and beverage sales would most likely lead to a club management position.

Club managers do not keep regular hours. they work long hours when the club is busy, and fewer hours when the club is slow. Club managers usually create their own schedules according to fluctuations in activity. On average, they typically work five or six days a week, 10 hours a day. Most entry-level club management positions have set salaries that range from $27,000 to $30,000. entry-level positions are usually not subject to

Assistant Catering Manager

2–4+ Years Culinary &

Service Experience

Dining Room

Manager

Food & Beverage Manager

Catering Manager

Club Manager

General Manager

Figure 10–5 • A Career Path in Club Management.

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478 Part iii tourism, recreation, attractions, Clubs, and Gaming

negotiation. Mid-level position salaries, however, can be negotiated until an agreeable sum is met. the actual salary depends on the amount of experi- ence the employee has and the strength of his or her references. the best aspect of working as club manager is that the environment and facilities are usually top notch. Managers typically have access to the club’s facilities and receive meals. ClubCorp is one of the largest corporate owners of clubs, operating more than 200 country clubs, business clubs, and golf resorts. recent expansions in corporate ownership have made it slightly easier to enter the club management profession.

If you are serious about a career in club management, you should join the local student chapter of the CMaa. CMaa meetings are a great place for networking to find a summer job or an internship. the experience you gain during your college tenure will provide you with the knowledge you need to begin your career in the recreation and leisure industries. excellent opportunities for advancement come frequently. Club managers also often receive bonuses based on performance. these bonuses range from 5 to 15 percent of the manager’s base salary of more than $100,000 annually. the highest paid country club manager makes about $1 million annually.

the following are web sites where you can gather more information:

ClubCorp: www.clubcorp.com

Club Managers association of america: www.cmaa.org

National park Service: www.nps.gov

National Club association: www.nationalclub.org

You recently joined the front desk of a nice resort hotel in New England, and your hotel manager has complimented you on your guest service ability. She has asked you to develop a walking/jogging trail for the guests.

Discussion Question 1. What would be some of the key elements to consider in developing a proposal for your

hotel guests?

c a s e s t U D Y

Service proposal for Guests

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chapter 10 recreation, attractions, and Clubs 479

Summary

1. recreation is free time that people use to restore, rest, and relax their minds and bodies. recreational activities can be pas- sive or active, individual or group activities.

2. recreational activities range from cultural pursuits such as museums or theaters, to sports or outdoor recreation such as amusement parks, community centers, playgrounds, and libraries. these services involve various levels of government.

3. National parks preserve exceptional lands for public use, emphasizing the protection of their ecosystems and endangered plant and animal species and honoring historical sites. two of the best known of the cur- rent 407 parks in the United States include Yellowstone and Yosemite.

4. today, city governments are increasingly expected to provide recreational facilities

such as golf courses, swimming pools, pic- nic areas, and playgrounds as a community service.

5. Commercial recreation—for example, theme parks, clubs, and attractions— involves a profit for the supplier of the rec- reational activity.

6. Clubs are places where members gather for social, recreational, professional, or frater- nal reasons. there are many different types of clubs such as country clubs and city clubs categorized according to the interests they represent to their members.

7. Noncommercial recreation includes govern- mental and nonprofit agencies, such as vol- untary organization, campus, armed forces, and employee recreation, and recreation for special populations, such as the physically challenged.

Our national parks are under serious threat from a number of sources, including congestion resulting from overvisitation, consequent environmental degradation, and pollution.

There are too many people and too many vehicles in the most popular national parks. Many visitors bring their city lifestyle, leaving garbage lying around, listening to loud music, and leaving the trails in worse shape.

Discussion Question 1. List the recommendations you have for the park superintendents to help save the parks.

c a s e s t U D Y

Overpopulation of National parks

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480 Part iii tourism, recreation, attractions, Clubs, and Gaming

Internet exercises

1. Organization: The Maasai Mara National Reserve Summary: Masai Mara is a large animal reserve in Kenya where tourists can see a variety of wildlife in their natural habitats.

(a) What types of tours or safaris are available there? (b) Name three other activities available at Masai Mara besides safaris.

apply Your Knowledge

1. assuming you own a country club, what recreational activities would you include in it?

2. Describe the issues managers may face with a commercial and a noncommercial attraction.

Key Words and Concepts

city clubs club management commercial recreation country clubs government-sponsored recreation heritage tourism

leisure national park National park Service National register of historic places noncommercial recreation recreation

recreation for special popula- tions recreation management theme parks transient occupancy tax (tOt) voluntary organizations

review Questions

1. Define recreation and its importance to human wellness. What factors affect an individual’s decision to participate in recreational activities?

2. Describe three recreation activities that are sponsored in your country by the government.

3. Briefly describe the difference between commercial and noncommercial recreation.

4. Briefly explain the purpose of a theme park and the purpose of clubs.

5. Describe the categories of city clubs. What other categories of clubs do you see in your city?

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Chapter 10 Recreation, Attractions, and Clubs 481

Suggested Activities

1. Find an event in another country which represents its culture. Write a one-page summary of the event and its significance.

2. Look up your favorite theme park on the Web. Think about what kind of position

you would like to have at the park. If the site has job listings, tell whether any of them appeal to you.

Endnotes 1. Personal correspondence with Jay Sullivan, August

4, 2007. 2. Wikipedia, Recreation, http://en.wikipedia.org.

Search for “recreation” (accessed November 15, 2011).

3. “Nathaniel Hawthorne at BrainyQuote,” BrainyQuote.com, http://www.brainyquote.com. Search for Nathaniel Hawthorne quotes (accessed November 15, 2011).

4. This section draws on information supplied by the National Parks Service.

5. This section draws on information supplied by the National Parks Service.

6. National Park Service, Backcountry Recreation Management, http://www.nps.gov. Search for “backcountry roles” to view this page (accessed May 10, 2011).

7. Ibid. 8. National Park Service, Budget, http://www.nps.gov.

Search for “budget request for 2014” to view these numbers (accessed July 29, 2014).

9. National Park Service, Cape Lookout National Sea- shore: Management, http://www.nps.gov. Search for “Cape Lookout” to view more information on Cape Lookout National Seashore (accessed May 10, 2011).

10. Ibid. 11. National Park Service, Budget, http://www.nps

.gov. Click on Frequently Asked Questions to learn more (accessed May 10, 2011).

12. Wikipedia, Recreation, http://en.wikipedia.org. Search for “recreation” (accessed November 15, 2011).

13. Personal correspondence with Knott’s Berry Farm, April 2006.

14. Knott’s Berry Farm, Inside the Park, http://www .knotts.com. Click on Things to Do (accessed November 15, 2011).

15. Astrid Dorothea Ada Maria Kemperman, Temporal Aspects of Theme Park Choice Behavior, (Eindhoven University of Technology, 2000), http://alexandria.tue.nl/extra2/200013915.pdf (accessed November 15, 2011).

16. IAAPA.org. Amusement Park and Attractions Industry Statistics, http://www.iaapa.org. Search for “Amusement Park Industry Information” (accessed on February 12, 2015).

17. Todd D. MacCartney, Excerpt from Walt Disney World Made Simple, http://travelassist.com. Click on TravelASSIST MAGAZINE, and then click on the “Walt Disney World Made Simple” link (accessed November 15, 2011); Randy Bright, Disneyland: Inside Story (New York: Abraus, 1987), 33.

18. DIS, Magic Kingdom, http://www.wdwinfo.com. Go to Walt Disney World, Theme Parks, and then click on Magic Kingdom (accessed January 25, 2015).

19. DIS, Epcot Future World, http://www.wdwinfo.com. Go to Walt Disney World, Theme Parks, click on Epcot, and then click on Future World (accessed November 15, 2011).

20. DIS, Epcot World Showcase, http://www.wdwinfo .com. Go to Walt Disney World, Theme Parks, click on Epcot, and then click on World Showcase (accessed November 15, 2011).

21. DIS, Disney’s Hollywood Studios, http://www.wdw info.com. Go to Walt Disney World, Theme Parks, and then click on Hollywood Studios (accessed January 25, 2015).

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482 Part iii tourism, recreation, attractions, Clubs, and Gaming

22. atlas Cruises and tours, Walt Disney World Vaca­ tion Packages, www.atlastravelweb.com/waltdisney worldpackages.shtml (site now discontinued).

23. Wikipedia, Universal Studios Hollywood, http:// en.wikipedia.org. Search for “Universal Studios hollywood” (accessed November 18, 2007).

24. NBC Universal, Our History, http://www.nbc universal.com. Click on Our history (accessed November 15, 2011).

25. Wikipedia, SeaWorld Parks & Entertainment, http://en.wikipedia.org. Search for “SeaWorld parks & entertainment” (accessed November 25, 2013).

26. Water Country USa, Busch Gardens and Water Country USA 2015 Media Kit, http://www.water countryusa.com. Click on Media room, and then click on Media Kit (accessed November 15, 2011).

27. Discovery Cove, General Park Information, http://discoverycove.com. Click on planning & Itineraries, and then click on General park Information (accessed November 15, 2011).

28. hershey’s, About the Hershey Company, http:// www.thehersheycompany.com. Click on about hershey’s, and then click on hershey’s history (accessed November 15, 2011).

29. Dollywood, Learn More About Dolly Parton’s Dollywood, http://www.dollywood.com. Click on about Us (accessed November 15, 2011).

30. Wikipedia, Dollywood, http://en.wikipedia.org. Search for “Dollywood” (accessed january 29, 2015).

31. Wikipedia, Legoland, http://en.wikipedia.org. Search for “Legoland” (accessed November 15, 2011).

32. Ibid. 33. Gatorland, History, www.gatorland.com. Click on

the park link at the bottom of the page (accessed November 15, 2011).

34. Wikipedia, Wet ’n Wild Orlando, http:// en.wikipedia.org. Search for “Wet ’n Wild Orlando” (accessed November 15, 2011).

35. association of Zoos & aquariums, Home Page, www.aza.org (accessed january 29, 2015).

36. San Diego Zoo, About San Diego Zoo Global, www .sandiegozoo.org. Search for “about the San Diego Zoo” (accessed November 15, 2011).

37. Wikipedia, Hua Mei, http://en.wikipedia.org. Search for “hua Mei” (accessed September 19, 2009).

38. Smithsonian National Zoological park, About Us, http://nationalzoo.si.edu. Click on about Us (accessed September 19, 2009).

39. Ibid.

40. National aquarium, In the Community, www .aqua.org. Click on In the Community (accessed September 19, 2009).

41. Ibid. 42. National park Service, National Register of Historic

Places Program: About Us, www.nps.gov. Go to Working with Communities, click on National register of historic place, and then click on about Us (accessed September 19, 2009).

43. Wikipedia, Battle of the Alamo, http:// en.wikipedia.org. Search for “Battle of the alamo” (accessed November 15, 2011).

44. Grand Ole Opry, Backstage Tours, http://www .opry.com. Click on Backstage tours (accessed November 15, 2011).

45. the Smithsonian Institution, About, www.si.edu. Click on about Us (accessed November 15, 2011).

46. Ibid. 47. Ibid. 48. Field Museum, Our Mission, http://fieldmuseum

.org. Click on Our Mission (accessed june 2, 2015). 49. Wikipedia, Field Museum of Natural History,

http://en.wikipedia.org. Search for “Field Museum of Natural history” (accessed November 15, 2014).

50. Ministry of Culture, education and religious affairs, The Unification of the Archaeological Sites of Athens, www.yppo.gr. Go to Major projects and click on Unification of the archaeological Sites of athens (accessed january 20, 2009).

51. Wikipedia, Athens, http://en.wikipedia.org. Search for “athens” (accessed November 15, 2011).

52. Central Intelligence agency, The World Factbook, http://www.cia.gov. Search for “vatican City” (accessed May 15, 2015).

53. john r. Walker, Introduction to Hospitality Management, 3rd ed. (Upper Saddle river, Nj: pearson, 2010), 553–554.

54. Ibid. 55. Interview with Kurt allen, General Manager,

Marineland Dolphin adventure, Miami, june 9, 2011.

56. UN Documents: Gathering a Body of Global agreements, “Our Common Future, Chapter 2: towards Sustainable Development,” http://www .un-documents.net/index.htm. Search for “Our Common Future, Chapter 2: towards Sustainable Development” (accessed june 2, 2015).

57. Golf Course Superintendents association of america, “environment: recycling a Central part of Golf’s Sustainability efforts,” http://www.gcsaa.org. Search for “golf sustainability” (accessed November 15, 2014).

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chapter 10 recreation, attractions, and Clubs 483

58. Special Olympics, Changing Attitudes, http://www .specialolympics.org. Go to What We Do and click on Changing attitudes (accessed November 15, 2011).

59. Special Olympics, “What We Do,” http://www . specialolympics.org. Click on What We Do (accessed january 25, 2015).

60. jack rouse associates (blog), “theme park trends (and What Museums Can Learn from them),” December 2, 2012, http://www.jackrouse.com/2012/12/

theme-park-trends-and-What-Museums-Can-Learn- from-them.cfm (accessed january 2, 2015).

61. johnson, Kelly. “Country Clubs try to Get Out of the rough.” American City Business Journals: Sacramento Business Journal, http://www.biz journals.com. Search for “Country clubs try to get out of the rough” (accessed March 17, 2015).

62. Interview with Bill Lupfer, CeO of the Florida attractions association, june 9, 2011.

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