March 2014 - Parks & Recreation - 75

park and tourism service, while features are the value-added components. The two should not be confused, as benefits will always be the most important factors.
While a brand is often the result of awareness, innovation, buzz and some luck, it is first and foremost based
upon providing some unique offerings and special name
recognition. Primary methods to develop name recognition
involve the setting of specific standards of operation, creating and maintaining desired partnerships, and creating
a good public relations image. This is when luxury brand
extensions are especially important in the development of
partnerships with reputable individuals and organizations.
No matter which strategies are utilized, it is critical that
a recreation, park and tourism agency stays consistent
in its messaging. This consistency means sticking to the
mission, goals, operations and image, and that an agency
should avoid constantly changing its offerings based upon
changing trends.
Brand Management
Once a brand strategy is established, it is important that
it be managed on a regular basis. This means fully factoring residents and consumers into the brand equation. This
is not an easy task in today's environment, but customer
diversity and the marketing concept of benefit segmentation create the need to make brands relevant for different
markets. Many years ago, this author, utilizing the eight
elementary schools in a community of 50,000 residents,
created eight neighborhood advisory committees to help
define the recreation, park and tourism needs of each
neighborhood. This strategy resulted in a variety of different services being offered for each section of the community. The key is that each consumer of recreation, park
and tourism services must in fact own the brand.
There are specific strategies that can be used to enhance
the management of a recreation, park and tourism brand.
One method to improve brand image is the use of " value-added " strategy. The term " value-added " is an important, yet sometimes confusing concept, with different theories for its use. In essence, it involves giving the customer
more than what they expect for their tax dollar or registration fee. One of the best definitions of " value-added " is as
follows: TVA=P-E, or total value added = performance
minus expectation. Under this definition, the theory is
that any participant attending a recreation, park and tourism program, event or facility does so with an expected
level of performance. The key is to understand what the
perception of performance is and provide more than what

is expected. An increased performance over what is expected will help to strengthen any brand.
Without a doubt, the actual marketing component of any
recreation, park and tourism agency is a strong contributor
to brand development. While general advertising and promotion methods continue to be used in order to help create
both awareness and demand for selective recreation, park
and tourism services, more specialized marketing efforts
can be employed in order to strengthen any agency's brand
image. Staying on top of modern promotional methods
beyond the traditional use of brochures, print advertising,
etc., is most important. The increased use of websites, Facebook, Twitter and especially the fast-growing use of mobile
technology will help reach more people while showing that
the brand is state-of-the-art. All marketing activity directed
at brand development is based on the perceived experiences the participants will have. Nobody buys a product, but
rather they " buy " what the product will do. Nobody registers their child for a day-camp program because it exists;
they do so based on the opportunity for the child to have

W W W. N R PA . O R G | M A R C H 2 0 1 4 |

Parks & Recreation

73



March 2014 - Parks & Recreation

Table of Contents for the Digital Edition of March 2014 - Parks & Recreation

March 2014 - Parks & Recreation - 1
March 2014 - Parks & Recreation - 2
March 2014 - Parks & Recreation - 3
March 2014 - Parks & Recreation - 4
March 2014 - Parks & Recreation - 5
March 2014 - Parks & Recreation - 6
March 2014 - Parks & Recreation - 7
March 2014 - Parks & Recreation - 8
March 2014 - Parks & Recreation - 9
March 2014 - Parks & Recreation - 10
March 2014 - Parks & Recreation - 11
March 2014 - Parks & Recreation - 12
March 2014 - Parks & Recreation - 13
March 2014 - Parks & Recreation - 14
March 2014 - Parks & Recreation - 15
March 2014 - Parks & Recreation - 16
March 2014 - Parks & Recreation - 17
March 2014 - Parks & Recreation - 18
March 2014 - Parks & Recreation - 19
March 2014 - Parks & Recreation - 20
March 2014 - Parks & Recreation - 21
March 2014 - Parks & Recreation - 22
March 2014 - Parks & Recreation - 23
March 2014 - Parks & Recreation - 24
March 2014 - Parks & Recreation - 25
March 2014 - Parks & Recreation - 26
March 2014 - Parks & Recreation - 27
March 2014 - Parks & Recreation - 28
March 2014 - Parks & Recreation - 29
March 2014 - Parks & Recreation - 30
March 2014 - Parks & Recreation - 31
March 2014 - Parks & Recreation - 32
March 2014 - Parks & Recreation - 33
March 2014 - Parks & Recreation - 34
March 2014 - Parks & Recreation - 35
March 2014 - Parks & Recreation - 36
March 2014 - Parks & Recreation - 37
March 2014 - Parks & Recreation - 38
March 2014 - Parks & Recreation - 39
March 2014 - Parks & Recreation - 40
March 2014 - Parks & Recreation - 41
March 2014 - Parks & Recreation - 42
March 2014 - Parks & Recreation - 43
March 2014 - Parks & Recreation - 44
March 2014 - Parks & Recreation - 45
March 2014 - Parks & Recreation - 46
March 2014 - Parks & Recreation - 47
March 2014 - Parks & Recreation - 48
March 2014 - Parks & Recreation - 49
March 2014 - Parks & Recreation - 50
March 2014 - Parks & Recreation - 51
March 2014 - Parks & Recreation - 52
March 2014 - Parks & Recreation - 53
March 2014 - Parks & Recreation - 54
March 2014 - Parks & Recreation - 55
March 2014 - Parks & Recreation - 56
March 2014 - Parks & Recreation - 57
March 2014 - Parks & Recreation - 58
March 2014 - Parks & Recreation - 59
March 2014 - Parks & Recreation - 60
March 2014 - Parks & Recreation - 61
March 2014 - Parks & Recreation - 62
March 2014 - Parks & Recreation - 63
March 2014 - Parks & Recreation - 64
March 2014 - Parks & Recreation - 65
March 2014 - Parks & Recreation - 66
March 2014 - Parks & Recreation - 67
March 2014 - Parks & Recreation - 68
March 2014 - Parks & Recreation - 69
March 2014 - Parks & Recreation - 70
March 2014 - Parks & Recreation - 71
March 2014 - Parks & Recreation - 72
March 2014 - Parks & Recreation - 73
March 2014 - Parks & Recreation - 74
March 2014 - Parks & Recreation - 75
March 2014 - Parks & Recreation - 76
March 2014 - Parks & Recreation - 77
March 2014 - Parks & Recreation - 78
March 2014 - Parks & Recreation - 79
March 2014 - Parks & Recreation - 80
March 2014 - Parks & Recreation - 81
March 2014 - Parks & Recreation - 82
March 2014 - Parks & Recreation - 83
March 2014 - Parks & Recreation - 84
March 2014 - Parks & Recreation - 85
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2021
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2021
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2009
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2009
https://www.nxtbookmedia.com