Sports & Leisure Research Group
Complimentary Download: SLRG Whitepaper for US Travel Association Market Outlook Conference, Updates Trends Impacting Sports Related Travel

The US Travel Association Market Outlook Forum brings together hundreds of travel industry marketers, destination executives and others servicing the travel industry. This year's event was held October 26-27th in Fort Worth, Texas. Conference Director Dr. Suzanne Cook invited SLRG President Jon Last to provide a white paper presentation on trends in sports related travel. Last's previously delivered a keynote presentation on golfer travel at the 2008 Market Outlook Forum. This year, Dr. Cook's closing address included some of the insights provided by SLRG and other leading research experts in the travel industry, and the presentation was made available to attendees. You can download a complimentary copy of Last's paper at the Sports and Leisure Research Group website, here, or by logging into the company website.

Complimentary Download: New MR Textbook Includes SLRG Sports Marketing Case Study

Kendall Hunt Publishing has just released Professor David Ashley's new textbook, Marketing Research; 1st Edition. The book includes a case study from SLRG, depicting how the firm helped one sports marketer and its agency to evaluate the efficacy of an interactive program deployed at an NFL game. You can order a copy of the textbook, here. The case study is also excerpted and included on the SLRG website. You can log on and download it, here.

Recent SLRG Research Of Interest:

As we approach the holiday season, vacation is far from the mind of the Sports and Leisure Research Group team. Here's a sampling of some of the firm's more interesting marketing research engagements across the sports, media and travel industries:

  • An ongoing evaluation and assessment of target audience recall, awareness and message retention for a national online advertising campaign supporting a popular entertainment destination.
  • Qualitative research for a leading golf industry association on the needs of today's country club members.
  • A comprehensive look at behaviors and attitudes of athletes for a leading sports publication. The study incorporates both quantitative research and observational ethnographies, depicting target respondent lifestyles and behaviors.
  • A quantitative behavioral and attitudinal segmentation of participants and fans for a national governing sports organization.
  • Concept/pricing testing for a variety of potential new products and service offerings in the sports, travel and leisure categories.
  • On site sports marketing effectiveness/ROI measurement for various professional sports properties and activating brands

Explore how we can help you derive the insights that can propel your sports and leisure marketing strategy forward. Contact us

The Last Word: Valuing a Sponsorship was Never Supposed to be Easy

Conducting research for a variety of sports properties and brands that activate around them affords me the opportunity to look at sponsorships with a fresh and unique approach, every time a client or agency calls us in. Yet it confounds me that for such a large and potentially high profile endeavor as investing in a sponsorship or sports marketing program, few still go beyond a fairly standardized approach of assessing potential exposure levels, translating these into GRP or CPM equivalents and, voila...out comes an empirical valuation. I get and subscribe to the K.I.S.S. principle, but time-out, there's so much more to consider if you want to do this thoughtfully and accurately. Read More

SLRG Conference Report

Last Keynotes Fall Crittenden Golf Conference:
Sports and Leisure Research Group President Jon Last joined Global Golf Advisors' Partner Henry DeLozier, Foley & Lardner's Van Tengberg, and Mature Market Strategies Principal David Schreiner for the conference opening keynote presentation: "Emerging Trends that are Changing the Business of Golf" on Tuesday September 27 in Phoenix, Arizona. Among the topics discussed were ways in which today's private clubs can better differentiate themselves through customized member marketing and communications. Last will expand upon some of the topics discussed in an upcoming issue of Golf, Inc. magazine.


Media Post's Marketing Sports:

Each month on Media Post's Marketing: Sports, SLRG's Jon Last offers his take on a number of issues and opportunities impacting sports marketing.

SEPTEMBER: A sarcastic, yet informative look at how bad research can do more harm than good in the sports industry. Read More

OCTOBER: Last reflects on the untimely passing of a friend and former colleague, sharing some great business lessons left behind. Read More

NOVEMBER: Look for the November posting on Tuesday November 8th at Media Post

You can also receive immediate notification and a direct link to all Marketing Sports articles by Jon Last, by following him on Twitter, via handle @Jon_Last.

MRA Cactus Call

SLRG President Jon Last shared perspective on what's lacking in today's marketing research professional development programs in the October issue of the Marketing Research Association South West Chapter's monthly magazine. Last, along with SLRG's Michael Mermelstein, Peter Van Brunt, and Howard Gershowitz are all former national presidents of the MRA. Read More


Private Clubs and resort properties can combat the challenges of a soft market with differentiated customer service that builds guest loyalty. An approach towards such a goal is the topic of a recent article penned by SLRG's Jon Last in Activate magazine. The article is available for download on the SLRG website. Read Article

Corp Magazine:

The July/August issue of this Michigan based business publication featured a story on how golf facilitates and retailers have put a greater focus on women. The story includes reference to several SLRG studies including the PGA of America's Golfer Portrait series and the NGCOA and Little Family Foundation study, "The Right Invitation". Download the article here. The "Right Invitation" is available on the SLRG website. Read Study

Connect with SLRG

Jon Last, 445 Hamilton Avenue; Suite 1102, White Plains, NY 10601