Trip Durham, the new executive director of the North Carolina Sports Hall of Fame, desires to make “the Hall” a true treasure for the “Old North State.” His main challenges include a lack of engagement programs and commercial opportunities combined with budgetary and staffing constraints. Durham believes that the Hall should transform itself into a start-up, creating new engagement programs, and pushing the boundaries of revenue generation through innovative marketing and engagement strategies. To achieve this, the Hall must introduce more engagement programs that attract and retain audiences while diversifying revenue streams to invest in new competitive advantages in support of its mission and long-term financial stability. This case study allows students to explore the business of sports halls of fame and museums in North America, and to develop marketing solutions that drive innovation and enhance a return on investment.
Cappellett et al. (Wed,) studied this question.
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