E-Newsletter | NOVEMBER, 2021 |
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What Our COVID Past Tells us About Golf’s Post Pandemic Future: |
Tapping into SLRG’s latest tracking study insights, Jon Last’s October 27 presentation at the Fall 2021 Golf Inc. Strategies Summit, informed attendees about emerging trends and their implications for the industry as the nation grapples with foundational changes and lingering effects of the continuing pandemic. Download the presentation HERE
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"A Break in the Clouds"
After a rough early Fall, our most recent Back to Normal Barometer findings saw the overall Confidence Barometer reach its highest point since the onset of our COVID specific tracking in April of 2020. Rising concerns about inflation and U.S. crime rates continue to temper consumer sentiment and the return to favorite leisure activities continues to be underwhelming for nearly 2/3 of active Americans. However, there are a number of consumer behaviors and sentiments that reached all time highs in late October.
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Golf, Inc. 2021 Palm Springs "What's the Word?"
November 3, 2021
Golf Property Analysts President Larry Hirsh shares his reflections on the recently completed Golf, Inc. Strategies Summit, sharing some of the most recent SLRG findings shared with conference attendees.
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New Segments of Sports Fans Mark Interesting Inflection Point
October 14, 2021
Incessant pursuit of fan growth and an obsessive focus on younger generations have put us at a crossroads in how sports content is being served up...
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Sports Marketing’s Biggest Storylines Still Revolve Around Fan Receptivity
September 14, 2021
A look at three major sports marketing storylines that the industry is focused on, and what we are hearing from the customer.
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Among Our Most Recent BTN Findings: |
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Those who have been VACCINATED against COVID 19 or intend to do so, increased for a fourth consecutive month to 70%.
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Six in ten BUSINESS TRAVELERS plan to take to the air again within the next six to twelve months, a +12 point climb from August, while those expecting to take as many or more business trips over the next six months as they did in the six months prior to the onset of the pandemic is up +17 points from May to an all-time Barometer high.
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A Majority of sports fans see themselves as likely to ATTEND A LIVE SPORTING EVENT with the next two months, a +20 point jump from February and an all time Barometer high.
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Those who feel that COVID is LESS OF A THREAT to Americans than it was at this time last year, saw a +15 point jump from September to October to reach an all time high.
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For the first time in four months Americans see a SHORTER, rather than longer TIME HORIZON before we are back to “PRE-PANDEMIC NORMAL”
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Those feeling that they are receiving MIXED MESSAGES about the pandemic from media is at an all time Barometer high.
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We are extending an offer to News & Views readers a special one month trial subscription to the November Barometer for the low rate of only $2,500. You’ll receive access to the full suite of ongoing tracking insights and a personal client briefing from the SLRG and ROKK solutions principals. Just email us HERE to inform your end of year decision making.
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SLRG’s Last Presents Latest Travel Market Insights at American Resort Developers’ Conference
SLRG President Jon Last delivered the afternoon keynote at the American Resort Developers’ Association Fall Conference on Thursday November 4th in Washington, D.C.. Sourcing the latest industry specific consumer attitudes and behaviors, the presentation cited both encouraging trends and persisting headwinds as the leisure market continues to navigate through unique circumstances in delivering the right type of experience for vacationers.
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Are You Prepared for the New Normal?
LuxeSF, a B2B organization of sales and marketing practitioners, is considered to be the Bay Area leader in the arena of luxury marketing, and the thought leader for the intelligent exploration of best marketing practices and trends in the luxury marketplace. SLRG President Jon Last will join Luxe SF’s Alf Nucifora and an esteemed group of panelists for a research driven discussion on what we can expect in business, the economy and life itself at a special webinar presentation on Thursday November 18 at 1pm ET. Learn more about the session, HERE
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POV: The New Workplace Model Makes “Time” An Asset for Leisure Marketers
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“Bleisure”…The Emerging Confluence of Business and Leisure Time”
It appears that to an extent, the previously immovable obstacle of finding more time to engage in sports, or any leisure activity has potentially been transformed. In the wake of the COVID pandemic, Americans have regained greater control over their time. Our most recent wave of research shows a new high water mark of American sports fans and active leisure travelers presently splitting their time between work at home and their usual dedicated work place outside the home. An additional third continue to work primarily from home. Add to this the fact that 2/3 strongly agreed with the statement “The ability to work from home is something that I value or would value from my job,” and it is not a reach to suggest that as we come out of the pandemic, work situation flexibility is an important part of the emerging new normal that has contributed to fueling what many are labeling “the great resignation.” With the elimination or reduction of time commuting and a greater ability to intertwine business and leisure, there is now more opportunity to balance the work day around preferred pursuits.
This time allocation transformation presents both opportunity and challenge for leisure marketers who are focused on regaining their share of customer amidst a return to favorite activities that our research has also shown to be “underwhelming” relative to expectations and pre-pandemic recollections.
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SLRG Research Takes a Look at Corporate ESG Initiatives |
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Working with partners Rokk Solutions and Penn State University, SLRG researchers designed and fielded research that took a close look at consumer attitudes and behaviors surrounding corporate and organizational environmental, sustainability, social action and governance efforts to ascertain where and if bi-partisan alignment might exist across ideologies. The study results and analysis by the Rokk and Penn State team, provide a fascinating perspective of where rifts remain and where there are areas of consensus…important insights for any organization seeking to determine the extent and tenor of their ESG efforts. You can download the full whitepaper, HERE
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CLICK HERE for archived issues of SLRG's "News & Views" e-newsletter, for all of the most up-to-date insight on issues impacting marketing research, the media, travel, sports and leisure industries.
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