a glimpse into the leisure world
TABLE OF CONTENTS Editor's Note Mommaas model
03 04
EXPERIENCE IN EVENTS Experience in theory Secret Cinema Lumiere London
07
05 06 07
VOLUNTEER POLICY IN SPORTS Volunteerism in theory Olympic Games FIBA 2014
09 10 11 INNOVATION IN ART&CULTURE
10
Innovation in theory London Symphony Orchestra Midas touch
13 14 16
AUTHENTICITY IN TOURISM Authenticity in theory Artisans of leisure Buen Viaje Tours
17 18 19
29 ETHICS IN RETAIL Ethics in theory Starbucks Fairtrade
22 23 24
SUSTAINABILITY IN NATURE&RECREATION Sustainability in theory New York City Department of Parks&Recreation De Hoge Veluwe
26 27
Conclusion Reference List
30 31
29
Editors' note INSIGHT Magazine is created to have a better understanding of what the leisure world has to offer us. As we study leisure management, it is important to know our interests and to gain insight into the leisure sectors.
The work on this project was a lot of fun even if I was more involved in the content of the magazine than in the outstanding design. Nevertheless, I could not imagine a better team to work with and a greater outcome. A thank to Rebecca, Maike and Paulius!
A lot of sweat we invested in our heart The INSIGHT magazine. It was a pleasure to work with my amazing team in our favourite leisure sectors. This magazine was a nice project to explore our own interests and present it in a modern way. I am really happy that I had the possibility to be a part of the INSIGHT magazine! Now I have even more knowledge in the field of arts&culture, which is my passion. I hope that all readers will find this magazine interesting and will take an appealing piece from it :) Enjoy!
I really enjoyed this project, because we were able to find out more about the leisure sectors in which we are interested in! To design a magazine was a lot of fun and together with my group members we created our own leisure world.
Mommaas model
Playing football, traveling around the world, watching TV, visiting a museum, or enjoying the nature; these are all very different activities but they have all one thing in common. They are part of the world of leisure. However all the previous mentioned activities belongs to different leisure sectors. The model of Mommaas (2000) provides an overview of all leisure sectors and represents the structure of the leisure industry. In the pattern the sectors are related to active or passive activities, as well as to place and non-place related experience. The pattern shows 13 leisure sectors, which are Nature & Recreation, Resorts, Wellness, Sport, and Fitness, as well as Tourism, Hotel & Catering, Arts & Culture, Events, and Entertainment, and the following Retail, Game, and Media (Page&Connell, 2010). The following articles provide a deeper understanding of the vision on leisure and how leisure can contribute to the development of a society. Therefore, 6 sectors of the model of Mommaas are selected and related to different themes. Based on each motive a comparison between two best practices is shown up.
EXPERIENCE IN THEORY "The only source of knowledge is experience" Albert Einstein Experience - an individual interpretation or a marketing strategy?! Every activity we participate in has a certain impact on us. We connect certain emotions to every situation in our life and therefore, create personal experiences. Within the leisure studies the actual experience of an activity plays an important role. Several researchers have introduced different methods to understand people’s experience. Pine and Gilmore (1999) present The Experience Economy, in which they state, that every business has to make sure that they sell a certain experience with their product or service in order to create memorable elements which add value for the consumer and therefore establish a long-lasting experience (Pine & Gilmore in Page&Connell, 2010).
To make this method measurable, Pine and Gilmore distinguished four areas of experience, which consist of entertainment, education, aesthetic and escapism. These four areas of experience, The Four Realms of Experience, are based on the individual’s passive or active participation, which means that they can either be watching an activity passively or taking actively part in the activity. Furthermore, the areas are based on absorption or immersion. Absorption means that an individual will perceive the experience in his or her mind and immersion means that the individual becomes physically or virtually a part of the experience itself (Pine &Gilmore in Elkington & Stebbins, 2014).
SECRET CINEMAÂ Did you ever dream of being a part of your favorite movie? Secret Cinema makes it possible! Secret Cinema is combining film screenings with interactive performances to be able to bring movies to life. Actors will play the characters of the movies so that the visitor can actually talk with the film figures. The whole atmosphere is supported by music, themed installations and special light system. After interactions have been done, the movie will be shown on a big screen ("Secret Cinema-Tell no one",n.d.). The visitor will not only be watching the movie passively, but also will play a role within the movie and therefore, is actively involved in the experience process.
Both immersion and absorption can be found since the movie will be viewed on a big screen and the visitor will be absorbed by watching it, but the visitor also has the chance to be a part of the movie since value is added through interactions and therefore, he or she will be immersed in the experience. The optimal leisure experience “flow� can be experienced, because the individual is committed to participate in this event by purchasing a ticket and is challenged by participating in the interaction part of the event, such as dancing along to the Dirty Dancing scene or talking to Darth Vader of Star Wars.
LUMIERE LONDON Lumiere London is a light festival organized by the Artischoke Trust which was founded 2005 by Helene Marriage and Nicky Webb.
The goal of Lumiere London is to create extraordinary, large-scale events involving different artists ("Lumiere London 2016",n.d.). The Lumiere London festival is all about light in combination with art and new technological ways to present it to the visitors. The festival took place in January 2016 in the streets of London and has attracted over one million people (retrieved from Lumiere London, 14-17 January). Visitors were able to experience 30 light installations including a glowing tropical garden filled with giant plants, a technicolor animation featuring the faces of some of the UK’s most famous TV and film stars, 3D projected Elephants, digital paintings and sculpted human forms flying high above the buildings ("Lumiere London 2016",n.d.). This event provides an entertainment and aesthetic experience because the visitors are participating passively by walking through the streets and watching the light installations with no influence in the actual show. Furthermore the visitors are absorbed by watching and experiences are created in their mind, but also immersion takes place because some of the installations are touchable and interactive and therefore, the experience is conveyed through the activity.
Volunteer policy in theory
21 As Stebbins said: ''One is helping others- volunteering as altruism; the other is helping oneself- volunteering as self-interestedness'' (Stebbins from Haworth& Veal,2004, p.201)
Volunteerism nowadays is a very common way to gain experience within a certain sector and an individual has loads of opportunities to participate as a volunteer. But why do people want to be a volunteer? First of all, one has to understand that being a volunteer can be seen as serious, casual or project-based leisure activity, depending on the perception which can be enjoyable, fulfilling or both (Haworth & Veal, 2004). The motivation to engage in an activity voluntarily can either be that the individual feels the inner need to help others or wants to satisfy personal interests. Volunteers identify themselves with certain concerns and feel the need to participate. A volunteer policy is a framework which provides all necessary information of what a volunteer can expect and what the organization has to provide for them ("P.A.V.E.",n.d.).
A volunteer policy is a framework which provides all necessary information of what a volunteer can expect and what the organization has to provide for them ("P.A.V.E.",n.d.)
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09
OLYMPIC GAMES Ever since the idea of working with volunteers has been introduced within the Olympic Games in 1948, the organization team does not want to miss the volunteers anymore. The year the Olympic Games will take place in Rio and the application doors are already closed. With 242.000 applications this year, the selection procedure has started and “only” 70.000 people will get the chance to be a part of the Games ("Voluntários Rio 2016",n.d.). The Training Camp The preparation and the training for each task will take place in 15 different selection centres all around Brazil where skills will be tested and evaluated to prepare the most efficient as possible volunteer team. Apart from a few exceptions such as Health Service and Transport, no pre-required skills are needed to be able to participate. Within the trainings program, English courses and specialized training will make sure that everyone is on the same level. During the training and working time, the volunteers will get transport within the metropolitan region of Rio de Janeiro, specialized training and meals on working days. This year everyone who applied had the chance to choose within which sector they want to work. The sectors are Health Service, Sport, Transport, Press and Communication, Operational Support, Protocol and Languages, Customer Service, Technology and Ceremony Production ("Voluntários Rio 2016",n.d.).
FIBA 2014 By Paulius Lukosius
INNOVATION IN THEORY
"INNOVATION DISTINGUISHES BETWEEN A LEADER AND A FOLLOWER"
“Be special”, “Be different”, “Create something new” – these phrases are persecuting every entrepreneur in their way to success and becoming a nightmare for most of them. Innovations seem to be something unreachable, the result of a long and exhausting process. But according to Miller and WedellWedellsborg (2013), stepping stone in an innovation industry is understanding the importance of it: at first innovations can be seen as a tricky phenomenon but the opportunity of an innovation permeates our lives. You just have to think about it: everyday people have the possibility to do something different than they did it yesterday, try something new, play with innovations and use it as a new tool.
There are several sources of an innovation. Peter F. Drucker claims, that the general sources of innovations are different changes in industry structure, in market structure, in local and global demographics, in human perception, mood and meaning, and in the amount of already available scientific knowledge (Patil and Bhakkad, 2014, p.34). Companies, organisations or entrepreneurs always have to choose between two roads: one of them already has long been known, they have travelled it often and know what to expect. Another option is to take a creative path – a new, unknown, trickier road whose final destination is nameless.
LONDON SYMPHONY ORCHESTRA
It seems that nowadays it is not enough just to act or sing properly anymore. The sector of arts and culture needs to catch audience’s attention in all possible ways. They start to implement state-of-the-art technologies and look for innovations in order to engage more and more people and provide them with unique experience. Organisations need to think how new technologies can be used to broaden, deepen and diversify audience reach and explore new ways of making a business out of it. According to Bakhshi (2012), The London Symphony Orchestra is creating and testing a new mobile App for students which allows them to purchase concert tickets with a discount. This App will offer subscribers additional points if they convince friends to participate in the concert by suggesting and recommending different events via social media such as Twitter or Facebook. Students who are collecting these loyalty points will have the possibility to win a trip to see the LSO (London Symphony Orchestra) play in Paris. This App is a good example how arts and cultural organisations can implement new technologies to widen the audience and develop their attitude towards culture in a more effective way with the help of an innovation.
By Paulius Lukosius
group of Harvard University students found a way how to solve a problem for blind people who cannot see art (Bilton, 2013). They are using 3D printing to help the blind experience and “see” what they actually cannot see. How does it work? They are using 3D printing technology to add layers or texture to the painting. For instance, “Midas Touch” takes a flat image of “Mona Lisa” and creates a proper image that is a half painting and a half relief sculpture (this part of painting is created for blind people to touch). Actually, they take the visual nature of art and translate it to a physical world that the visually impaired can understand.
According to Bilton (2013), the project is still in a creation process and they face some difficulties – they still did not decide how to convey colours in paintings. To solve this problem the Midas Touch team considered linking certain tones with certain materials or fibres — smooth for blue, rough for red — but actually they face the same problem: connecting textures with colours doesn’t have much impact on the visually impaired people.
Nowadays, when in the media or social networks everybody is talking about realms of 3D printing era (creating weapons, drugs, etc.) it is interesting to see people applying the technology to arguably more useful things
AUTHENTICITY IN THEORY
ARTISANS OF LEISURE Artisans of leisure is a high luxury travel agency which offers you highly personalized and private tours to unique locations. Due to the small groups of just a few people with a private local guide and the experts for each travelled country it is possible to get an access to places where the mass tourism can’t get. The high prices of this travel agency pay off through the authentic experiences for its customers. Artisans of Leisure offer you a variety of privileges and advantages with their tailored journeys for each consumer. They always taking care to bring you as a costumer to more authentic places than those where the mass tourism have access to. So, they try to catch the “back-stage” of a culture. Furthermore, they have agreements with a lot of inhabitants of unique cultures to get an access to their villages as long as they do not bother the inhabitants with photos or questions. So, stop searching for the right location for your holidays if you can get the best customized holiday trip you can wish with Artisans of Leisure (“Our Style of Travel”, n.d.).
Buen Viaje Tours
ic t n e h t u ng a i t i c x e e r u t l u and the c ed unspoil
This travel agency is specified in travel, small group tours and workshops, which focus on the Nicaraguan people, culture and food. These small tailor made travel groups are perfect for travellers who are seeking natural beauty, an authentic cultural experience and adventure. Journeys, which are offered by this company, are more authentic then others, because they are taking every aspect of the foreign culture into account: food, landscape, history, music, work, people’s lives and their homes and communities. But during all these different experience tours they are always taking care that the locals’ environment stays untouched and that they don’t feel bothered. But of course, they are always welcome to talk, play and get in touch with you if you join one of these beautiful journeys. So, if you want to go beyond the regular summer, sun and beach holidays, pack your bags and experience an unspoiled culture (“Travel Specialist Nicaragua | Adventure Holiday”, n.d.).
Nicaragua
ETHICS IN THEORY By Daniel Herberholz
Ethics are a system of moral principles of every human like you and me. It is a philosophy which deals with values relating to our daily interaction to provide some basic rules of behavior based on ideas about what is morally and what is good and what is bad. These values and ideas are often influencing our environment and the behaviour of the people around us. Examples for good personal ethics are: honesty, integrity, loyalty, fairness, respect and accountability (“ What is Ethics?�, n.d.).
Ethics in retail are almost the same moral principles, which guides and determine your behavior and actions but applied on the way a business behaves and where their decision making is based on. Good retail ethics can lead to high moral within your employees and the organization as well as within customer attraction, customer loyalty, a good business reputation and has a positive impact on the working community (Williams, 2004).
FAIRTRADE THE COFFEE WITH A BACKGROUND
Don´t you rather want to enjoy a coffee where you know that the people, who harvest each bean with their hands, are fair paid for? Then you should definitely have a look for the Fairtrade logo at the products you purchase.
By Maike Kraska
THE FAIR TRADE FOUNDATION SET UP INTERNATIONAL STANDARDS TO ENSURE BETTER WORKING CONDITIONS THROUGH THE FAIRTRADE MARK FOR THE EMPLOYEES IN THE GLOBAL SOUTH COUNTRIES. FURTHERMORE, THE ORGANISATION ESTABLISHES DEVELOPMENTAL PROJECTS FOR THESE COMMUNITIES, AS FOR INSTANCE BUILD UP SCHOOLS (“ABOUT FAIRTRADE”, N.D.). THEREFORE, FAIRTRADE PROVIDES IN THEIR SHOPS, AS WELL AS IN CHAIN SUPERMARKETS MOSTLY FOODSTUFFS AND SEVERAL OTHER PRODUCTS FROM HOUSEWARES OVER CLOTHING TO TOYS LIKE FOOTBALLS. FOR THESE HIGH MORAL PRODUCTS YOU HAVE TO PAY A BIT MORE BUT IN FAVOUR OF THAT MONEY YOU CAN ENJOY YOUR PURCHASE WITH AN AWESOME SOCIAL CONSCIENCE (“WHAT FAIRTRADE DOES”, N.D.). BUY ETHNIC COFFEE, MAKE SURE THE FAIRTRADE MARK IS ON IT, AND IT WILL TASTE AMAZING.
SUSTAINABILITY INÂ THEORY By Maike Kraska
Give the future generation the chance for quality of life!
What is actually sustainability? Sustainability represents the bearable, equitable, and viable combination of environmental, social, and economic coefficients. This commitment has the long-term aim of a high quality of life for the current and future generations. Therefore, this procedure includes the endurance of systems as well as processes, while honouring the necessity to ensure the environment and maintain elemental resources (Clough, Wayne, Chameau, Carmichael, 2006) And how is sustainability included in leisure? Sustainability in the leisure sector nature and recreation gets nowadays more and more important. Physical outdoor activities provide economic and recreation benefits to communities, regions, and the nation. The rebuilding of the physical, mental, and spiritual health in the nature combines the individual with his natural and cultural heritage.
Hence, to facilitate the optimal leisure experience in the nature a special consideration/focus has to be set on sustainability. Several sustainable strategies, which connect the social, environmental, and economic needs of a society are e.g. the use of long-lasting materials, energy efficiency, and the protection of the biodiversity (“Sustainable Parks�, n.d.). Therefore, to involve and change the urban population by demand community engagement in natural areas though sustainable activities is essential. All in all, sustainability in nature and recreation is an effective combination of environmental, social, and economic factors in this leisure sector.
NEW YORK CITY
Department of Parks & Recreation
A GREEN FOOTPRINT IN THE RIGHT DIRECTION
Driving with a bicycle, breathing fresh air, listening to bird´s canto, observing the blooming environment and feeling alive in the living nature. This is exactly what De Hoge Veluwe is about.
DE HOGE VELUWE - the place to be!
The national park De Hoge Veluwe in the Netherlands is a privately- owned, 5,400 hectares land and has a special focus of sustainable recreation of human and environment (“Exploring Hoge Veluwe National Park: A Visitor´s Guide | PlanetWare”, n.d.). Through taking care and supporting flora and fauna the parks provides a recreational area to explore the nature and culture. Leisure activities as cycling, horse riding, or visiting the park museum are supplied to consumers, who pay entrance to the non-governmental foundation (“De Hoge Veluwe National Park”, n.d.). The income is mainly deployed for the fostering and endurance of the flora and fauna. De Hoge Veluwe provides a high quality of life in the present and future for human, animals, and the nature.
Conclusion Visiting an event, going camping, making a field trip, or playing UNO this is what we love to do in our free time and a lot of institutions support us to follow our interests. But leisure is more than most of us would expect. The INSIGHT magazine has been made for everyone, who wants to explore in a deeper sense the world of leisure. Within the shown organisations as well as companies, which are applied on diverse themes and related to several leisure sectors best practices are given to get a better understanding of the vision on leisure and how leisure can contribute to develop the society. Be aware of the vision on leisure and achieve satisfaction through a high quality of life. We, as the team of the INSIGHT magazine, hope that we reached and fulfilled your expectations and you could dive deeper in the world of leisure.
Your INSIGHT team
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