Impressions - Sports Fan Retailer - December 2013 - (Page 46)

TAILGATE TALK How to Hook 'Homegaters' Sporting events like the Super Bowl have given rise to a new gameday phenomenon. By Jeff Dockeray, Contributing Writer T wo years ago, I had the distinct pleasure of spending an afternoon with American celebrity chef Guy Fieri. The most engaged and in-depth part of our conversation came when we discussed just how much home entertainment has transformed in the past decade, especially in the sports realm. We both agreed that tailgaters have spent the past 10-15 years transferring the pantry to the parking lot. Now, it's very apparent that we've transferred that great American pastime of dynamic and interactive tailgate parties to the home consumer. More importantly, present-day "homegating" - a new multibillion-dollar industry - is now embedded in the lives of sports fans. What used to be having a few of the boys over to watch the game has evolved into a dynamic, umbrella-themed full day of culinary creativity, interactive gaming, essential matching décor and atmospheric elements - and it's now as important or more important than the actual kickoff. Super Bowl Sunday, America's biggest TV event, represents the ideal day to spin the commonplace football party into that very interactive culinary and media celebration of American football - the quintessential homegate. After all, it's easier to "break bread" with family and friends in the living room than in the parking lot of MetLife stadium. Following is a sample what consumers will plan for in 2014 as they gear up for America's single biggest viewing experience. Décor and Atmosphere: Plenty of 46 December 2013 NFL licensed décor and furnishings will be used inside or outside of the home, whether it be a favorite team, participating Super Bowl teams or just the most comfortable options. Lots of atmospheric or décor elements will be had, highlighted by comfort and functionality. Gaming: Both the indoor and outdoor gaming markets have gone wild the past few years, and both represent an outstanding opportunity to get everyone involved in your gameday. Themed Elements: Party hosts will seek out all things licensed, preferring portability and functionality over everything else. From the platter and plates to the plastic cups, cocktail glasses and table décor, all will be essential elements of a themed event. Food and Beverages: Outside of a last-second field goal or $4 million memorable commercial, a Super Bowl party's food will be talked about in the lunchroom the next day. Libations may run the gamut from "old school" options, such as beer and wine, to signature cocktails or fresh sangria featuring team colors. Here are four ways retailers can capitalize on this burgeoning trend: 1. Discover the homegating and tailgating markets now. The crossover applications of hundreds of products and services in both industries are growing. Sports licensing, tailgating and homegating are matrimonial. Make them so in your environment. 2. Develop interactive elements in your retail environment and educate your consumers on the depth of the possibilities as mentioned above. 3. Specialize some of your staff and management in homegating and tailgating. They can immediately be catalysts for these brand-building cultures. 4. Hook the sports fan. Present the above-mentioned in the optimum retail environments to fully engage both the impulse-buying sports nut and the discerning consumer. Homegating is resonating with sports fans and has become big business. Please take note! Jeff Dockeray is the founder and executive producer of the Tailgate Media Network. He has been featured in numerous media outlets and publications dedicated to sports and tailgating, including Sports Illustrated and Sirius XM's Tailgate Radio. He can be contacted at parkinglotpro@ gmail.com. SportsFan Retailer

Table of Contents for the Digital Edition of Impressions - Sports Fan Retailer - December 2013

Impressions - Sports Fan Retailer - December 2013
Contents
For the Record
From the Show Director
Starters
First & 5
The Art of Storytelling
Previewing the Starting Lineup
Appealing to Passion
Around the Leagues
Tailgate Talk
Retailer Focus

Impressions - Sports Fan Retailer - December 2013