These statistics give you a picture of the community

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(Point2Homes, 2018). These statistics give you a picture of the community within central Florida that the Magic, along with FOX Sports Florida, are focusing their efforts. Although some people may enjoy the Magic experience for their luxury and premium options, the Magic should be
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Orlando Magic and FOX Sports Florida Marketing Plan 11 focusing on the larger segments of the area. FOX Sports Florida, on the other hand, see many of their customers enjoying the access their programming provides them both in regard to games, but also with additional access through non-gameday programming. To achieve the consumer usage of the 80/20 rule, the Magic and FOX Sports Florida need to heavily focus their efforts on family-oriented services and programing both in regard to sales and in what they do in the community. This will allow them to be perceived and eventually recognized by a much larger portion of the Orlando market. Consumer and brand loyalty are factors that are important to fans and consumers of basketball teams, so it is imperative to keep a tab on them when diving into the behavioral motivations for consumers. Having been a fan and a season ticket holder of a middling NBA team and knowing countless others, our team can speak first-hand to the loyalty consumers show their teams. Look at the attendances for the past few Magic seasons since moving into the Amway Center in 2010. Although horrific campaigns, attendance has remained a positive as seen through Nicholas Heath’s study on NBA attendance in comparison to winning percentage which was highlighted in a 2017 article by Ricky Scricca. In the study, it was found that although the Magic have mustered abysmal campaigns, their attendance has been some of the highest in their history (2017). This shows that if you build a product that the community is proud of, they will support it no matter if the product on the court is subpar. Families may be the largest market, and could be considered the most penetrated, which is why the Magic has struggled to capture a large portion of this segment. To gain more market share, the Magic and FOX Sports Florida would have to continue to position itself as an affordable and family-friendly product and realize that families are massive driving forces in the community.
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Orlando Magic and FOX Sports Florida Marketing Plan 12 Tourists Tourists make up a massive portion of the economy in the Orlando area. In 2017 alone, the area was reported to have around 72 million visit and is projected to increase for the 2018 calendar year (Orlando Sentinel, 2018). To gain a better insight into this massive market, it is key to analyze specific figures associated with this part of the economy. According to VisitOrlando, the travel and tourism sector is Orlando’s largest industry generating nearly $31.7 billion in domestic and international visitor spending in 2011 alone (2011).
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