Leisure Finale

8/2/2019 Leisure Finale

1/26

2

6

THE LEISURE INDUSTRY

INTRODUCTION

The concept of leisure, and the freedom to choose individual pastimes andleisure pursuits, is a 20 th century development for the mass population.Historically, only the wealthy could divide up their time to engage in activities of

their choosing. The working classes had neither the time nor the money to enjoyleisure activities on a broad scale. The development of leisure is seenpredominantly in westernized cultures, where it has become increasinglysophisticated.There have been a number of factors contributing to the growth potential of theleisure industry:

Technology has reduced hard labour in the working day, to the extent thatpeople need to seek physical exercise for its own sake.Labour-saving devices allow freedom from domestic drudgery.People generally have more free time due to a shorter working week, andlonger holidays.Disposable income has increased dramatically.

All these factors help to influence a growing trend towards a more leisureoriented lifestyle for the mass population. Leisure services have mushroomedaccordingly. Leisure activities follow their own specific fashion trends, andmarketing must play a role in understanding and providing for the needs of theleisure consumer.Leisure services are offered by four types of providers:-

Public sector Public sector leisure services provision covers many areas like Museums, Muncipalgolf courses, Picnic sites, Historical monuments etc. Commercial ProvidersCommercial providers recognize leisure and recreational activities as potentialsources of profit. They provide services, which fall into Tourism and holidays,Entertainment and social activities etc.

Voluntary provision in the non-public sector This covers a vast area but typically it is dominated by membership-type clubsand associations. Some of its examples are Local league football clubs, Dramaticgroups etc

National AgenciesNational Agencies are generally able to provide various forms of resources,financial aid and technical support to leisure activities. The Arts Council, TheSports Council, The Countryside Commission are some of its examples.


2/26

2

6


Understanding the Leisure Services Consumer

Marketers need to understand the consumers in order to design and implement

marketing programmes to satisfy consumer wants and needs. The main areas,which are of interest, are concerned with the buyer decision-making process:motivation to buy, and choice or selection. Understanding these behaviourpatters and influences can help in segmentation: dividing the overall marketsinto groups which have similar needs or interests, and then selecting targetsegments for marketing attention. A number of demographic factors may betaken into account in building up consumer profiles:

Age and family life cycle stageAge plays a key role in participation in leisure activity. The type of activityselected and usage patterns change as people grow older, or reach different

stages in the family life cycle. Time is important, and the age groups with themost free time are child/adolescent and retired age groups. Working peoplesleisure time may be centered around evenings and weekends, while retiredpeople may seek leisure activities during the week. Leisure service providersrecognize these differing needs and cater for them by offering off-peak discountsetc.

Gender There are both similarities and differences between the leisure interests andbuying patterns of males and females. While some activities are traditionallymore male or female oriented, such as football or cricket, many are enjoyed

by both sexes; swimming and cinema are examples.Availability of time can differ between the sexes, and this is recognized by theprovision of crche facilities, for example during the day. Some leisure activitiesdemand a certain degree of segregation and many health clubs offer separatefacilities for men and women.

Education and social factorsLevel of education is closely linked to a large degree of social class and income.These factors can all impact on participation in, and selection of, leisureactivities. Use of library and education services reflects this socio-culturalinfluence, while many of the more social forms of leisure like pubs attract quite

different segments.

LifestyleLifestyle is an important concept in the consumer markets. It relates to not onlyto the lifestyle you lead, but also to the lifestyle you wish to aspire. Accordinglyan individuals motivation to join a golf club may be connected with the socialfactors rather than a desire to take open-air recreation. As standards of livingimprove, so must standards of leisure services provided. The old-style, functional


3/26

2

6


swimming baths in many towns have been closed and replaced by attractivemodern leisure pools, often combined with other leisure facilities.

Thus the above represents an outline of some of the key factors influencingleisure services buying decisions.

The Leisure Offering

Leisure programmes can be classified in a number of ways. It is importanmt todistinguish between the types of leisure service offered when communicatingwith the marketplace. Generally speaking, however, leisure programmes arecomprised of one or more of the following elements;

ActivitiesActivities can be defined according to their degree of formality. Some activities

are highly structured and may involve complex scheduling and programming.These include team and local league sports, educational courses etc. informalactivities may be conducted spontaneously and may require only the combinationof available time and space to take place. Examples of such activities includevisiting parks etc

FacilitiesThese may be purpose-built, such as swimming baths, or may be simply placesavailable for leisure such as parks, or natural amenities such as beaches. Carparking and toilet facilities may be required at local beauty spots or places of interest, while beaches may require cleaning and safety services. Facilities can

range from Basic to Luxurious and even Hi-tech.

ServicesThis refers to the services that enable users and potential users to participate inleisure activity. These include information services, educational services, lendinglibraries and transport.

Designing the leisure offering means integrating and combining these elements ina way, which will best meet the needs of the target market segments. Whenprogrammes are developed, they may be classified in the following ways:

FunctionMany services are classified by function. They are defined by the actual activitiesoffered, and communications focus on this aspect.

FacilitiesMany leisure activities can be distinguished by the nature of the facilitiesoffered. Most potential users will have an understanding of the services offeredby a leisure centre, or swimming bath, for example, and will be likely to respond


4/26

2

6


to communications detailing the facilities available. Problems arises when theusers are not aware of what is being offered in any particular facility, and needto be educated or informed. This again should be considered in communicationsplanning.

PeopleMany leisure programmes are provided with distinct sets of people in mind.Activities are divided by gender or by age groups. Some leisure activities are alsodirected at people sharing common interests, or people with different needs. Inleisure services programme formulation, there is often a need to classify byability levels, so that they are activities for beginners, intermediate levels and soon.

OutcomesClassifying leisure offerings in terms of outcomes can be very important as itlinks in closely with motivation and buying decision making process. Sometimes

the same service may be advertised with different outcomes designed to appealto different target groups. A luxury health club may identify that somecustomers join to get fit and others join to socialize. Sometimes services, whichare apparently similar, need to be distinguished by their outcomes to avoidfrustration for users.

Unique Characteristics of the service industry

Intangibility : this implies that the service offerings cannot be felt and

seen. And therefore cannot be tested or tasted or sampled. This makesthe offerings very difficult to conceive in mind/ believe of the benefits,utilities and functions.

Example : Theme parks such as Essel world, Cinema etc

Perishability : service products/ offerings cannot be stored. Unlike goodswhere consumption follows production, service offerings are produced andconsumed at the same time if by any circumstances the service is notconsumed then, the service product losses its value. In other words themarketer can never recoup/ recover/ regain the lostrevenue.________________________________________Example: Movie theaters even if it is half full it will have to start on timeand therefore losses the revenue for the unsold seats forever.

Variability : Service transaction takes place when people are thecustomers and people are the providers. The service offering fails to beconsistent unlike product offerings only because people vary in thebackgrounds, skills, in their attitude and aptitude, in their involvement


5/26

2

6


and in their moods, and by their experience. They include internalcustomers (providers) and external customers (consumers).

Inseparability : During the service transaction it is absolutely necessarythat both the service provider and the customer/ consumer be present.

Even if one of them is absent during transaction the value f the servicewill be lost; the transaction will not take place. This is so much unlikeproducts where the organization responsible for the product need not bepresent during transaction; the retailer does it for him (who is a serviceprovider). The purchase of the product can continue to take place even if the producer is not present during the transaction- someone else can sellit on his behalf (retailer, channel partners etc). But in case of service, theservice provider/ personnel, both he and the consumer have to be presentduring transaction.

TRIANGLE MARKETING

Swimming pools

Company : In case of public sector leisure providers the company obviously would be theGovernment of India. They are the ones who think of providing such facilities tothe masses. This generally happens in case of Public Sector Undertakings. By

this, what I mean is that there are Public Sector, or, Government ownedindutries, which provide such facilities to their employees.Eg: Rashtriya Chemical Fertilizers (RCF ), has its own swimming pool, which isopen to all its member employees, free of cost.

Providers:The providers are the ones who come in direct contact with the customers. Theydo the all important inter-active marketing. They are actually responsible for thefinal transaction. But, in the example of RCF stated above, there is notransaction, as such, which takes place, because this is providing recreation tothe employees. But apart from the example quoted above, there are government

owned swimming pools who function in isolation. In such kinds of pools, atransaction does place between the Swimming Pool Officer of the particular areaand the final consumer.

Customer:The customer is finally the one who consumes the service offerings, anabled bythe provider of the company . There are various kinds of customer for aswimming pool.


6/26

2

6


There are two ways of classifying them :Based on MembershipBased on Gender

Membership classification means that a particular customer is a member of theswimming pool and is a regular swimmer, or he is jus t a casual swimmer, who

comes not so frequently. The member does enjoy some benefits over the non-member in terms of entry fees, facilities, etcAnother classification is based on gender . They have male and femalecustomers, and because of this they have to keep different timings for both thetypes of customers. They generally have batches in the afternoon for women,and at that time no males are allowed, and morning and evening batches formales, wherein girls are actually allowed, that is, if they are willing.

Libraries

Company:Here again the company is the Government of India. The government does all theinvestment in the books, infrastructure, etc. They dream about the serviceproduct and go about communicating it to the consumers.

Providers:The providers in case of public libraries would be those officials who areemployed in the library itself. We have GOI owned libraries, such as the AsiaticLibrary and so also the Central Library. They go on to make the final transactionwith the customers. The way in which they interact with the customers doesaffect the image of the company. For instance, if the librarian of Central Library

is too rude or impolite with the final consumer, or does not have enoughknowlede about the books of the library, then the customer will feel dejectedand blame the company, i.e. the GOI ultimately. Thus the providers play a vitalrole in the marketing chain.

Customers :Customers for libraries would be those, who, for whatsoever reason come to thelibrary and avails of the service facilities provided. They can be classified asfollows :

Entertainment these customer s generally consist of kids and teenagerswho visit the library for reading novels or comics or any other types of fiction stories. They constitiute the largest segment of customers in caseof libraries.Academic These are the ones who come for academic purposes, i.e. foreducation related reasons. For instance, students of collges going tolibraries for their projectsPass Timers Finally, we also have people, who go to libraries for reasonsother than issuing book, say reading newspapers, or for that matter,students coming to libraries for studying.


7/26

2

6


Here again, we have members and non-members. Membership clubs

For Voluntary provision in non public sector the company normally is theassociation which provides the service and the customers would be the members

of such an association. However, the service providers differ greatly dependingupon the varied activities undertaken by the club/association. Eg:-The Orchestra and other performers for Arts and Cultural groups.Cricket trainers, groundsmen for a cricketing club like MCA.Guides and transportation providers for a trekking club.

However, the marketing aspect in these triangles is different from otherindustry and is quite peculiar to Voluntary Provision in Non public sectorclassification .

Here too the customers avail the service through the service providers andthe company makes promises to customers and helps providers in enablingpromises but the interaction amongst providers and customers may be very

low or even absent in some cases. Eg:-Members of a cultural group visiting an exhibition displaying portraits

never interact with the artists directly.All the same, it is a fact that some amount of interaction has too be alwaysinvolved between the providers and customers though indirectly (eg:- throughportraits) to fulfill their functions.


8/26

2

6


TOTAL PRODUCT CONCEPT

Industry Core Product Expected Product AugmentedProduct

Swimming Pool Swimming Bath RoomsHygieneLockersSanityFloatsLife GuardsTraineesDive Boats, Slides

Batch TimingsFood OutletsHealthcareBooklets

Theatres Movies SeatsAsepsisShow Timings

Locality / AreaAir ConditionersDolby SuatemsTicket Price

Home DeliveryGeneratorsParking Facilities

CanteenOnline Bookings

Picnic Spots Fun Disco-thequesGame-ParlorsFood Joints

School DiscountsCollege DiscountsBirthday PackagesScratch Cards

Membership Clubs Membership Family MeetingMoviesParties

PicnicsGet-togethers

Abroad ExchangeProgrammesLearning

ProgrammesMembershipServicesAuxiliary Services

The Total Paroduct Concept implies that the product or service can be brokendown into a number of levels relating to cutomer need satisfactions, benefitsand features. Typiclly, three levels can be identified:

The Core ProductThe Expected ProductThe Augmented Product

Core Product:This relates specifically to the customers need. It looks to satisfy the needswants and desires of the customers. In leisure industry too, the core offeringsperforms the same function.


9/26

2

6


Expected Product:This relates to customers expectations of what kind of services are available tosatisfy their need. In this level, the marketer offers features in addition to thecore offerings, and the customer expects a certain level of serice to be offered.

Augmented Product:Augmenting the service offering, or making it better in some way, is the meansby which service providers differentiate their offering in an attempt to influenceconsumer choice. Extra features, over and above the expected service, can bemade to make the service more attractive to prospective customers.In short, the augmnted service is the way in which service providers fine-tunethe marketing mix to differentiate their service and make it stand out from thecompetition.

Examples:Swimming Pools:

In case of swimming pools, the core service product is leisure through swimming.This means satisfying the basic need of the customer. The provider then lookstowards giving additional features, something which the consumer expects to beoffered over and above the basic service. This happens in the form of providingbathrooms, showers, hygienic water for swimming, lockers to members, floatsand trainees to new swimmers, dive boats and slides. The augmented productconsists of such differentiating factors as batch timings, food outlets near theswimming pools, providing healthcare booklets, etc

Theatres:The basic service offering would be the movies in case of theatres. The theatres

can provide other features such as asepsis, proper canteen, variable showtimings, air conditioners for better comfort and dolby systems for improvedsound. These are a part of the formal or the expected product, for which theconsumer pays a bit extra. For instance, theatres have differet prices (stall,dress circle, balcony) for different customers.There are many other factors, over these, which constitute the augmentedproduct. They are Home Delivery of tickets, Online Ticket Booking, ParkingFacilities and also Generators.

Membership ClubsThe total product for Voluntary provision in non-public sector in general consistsof being the member of a voluntary organization and availing its services andbenefits.

The core product in this particular classification specifically emphasizes onprovision of Interest Oriented offering to the customers for their recreation.Though, this is a classification of the Leisure industry, not going literally by itsmeaning, even strenuous activities like outdoor sports, treks etc may beconsidered as the core product as it helps the customer enliven his mind and


10/26

2

6


thus reenergize himself. The core product may also be attending Arts andCultural programmes and quiz circuits. The core product may some times bespecial interests like being able to help in community welfare projects/environmentalist programmes or fulfill certain rare interests.

The formal product would be the manner in which and to what extent

these interests are fulfilled. For egThe type of net practice made available and the tournaments which alocal cricket team play.Treks organized to newer and exciting places by a trekking club.Programmes shown by a cultural society flaunting famous artists andsingers.

The augmented product in these services would be very thin as the customersalways avail the service to satisfy their special specific interest by bringingtogether like minded people. Thus as people with common interest unite thecompetition is hardly their. Also the competition becomes irrelevant becausemost of the times the service providers and the customers are the same leading

to a negligible profit motive.All the same competition is created owing to other factors like:-

People with common interest spread over a wide area.Difficulty in co-ordination of members placed far off.Large number of people having the specific common interest thus the ideaof a single group making it difficult to manage.The profit motive which certain service providers bear to benefit fromtheir expertise in providing the specific service.It is because of this that the thin Augmented product evolves. It may be inthe form of

A) Membership schemes:-Life members for a whole sum amount having special priviledges.A group of people can become members at a discounted rate.Voting rights for the members.etc

B) Auxiliary services.Being informed of new events.

Being promoted further (higher level) in the field of interest. Eg:-MCA promotes cricketers.

Receiving free tickets to a complimentary service arranged by the same or tied-up association


11/26

2

6


The 7 Ps of the service sector industry

PRICING

The price is a key element of the marketing mix; it must be acceptable to targetcustomers and it must reflect the other components of the mix accurately. Theprice of the service is the value attached to it by the service providers and itmust correspond with the customers perception of value. If the service is pricedat too high a level, it will be seen as a poor value for money by customers whowill not buy it. On the other hand, if the price is too low, the service may beperceived as shoddy or inferior in quality.For example , theatres offer seats at different prices according to the layout of the theatre, the view accorded by the seats and their relative proximity of theperformance

Some Pricing Concepts:

Price Skimming:Here, the supplier skims the cream off the market by offering a product orservice at a higher price on a low volume basis. This is particularly appropriatefor new products in new market situations where a proportion of consumers arealways prepared to pay more for new, innovative goods. Frequently, the pricereduces after a period as products become more popular and the sales volumeincreasesExample : The Television channel Ten Sports adopted this strategy. They hadtaken the rights of the World Cup Football 2002 and charged very high price from

the consumers through the cable operators.

Penetration PricingIn this case, the price is set a low level in order to attract high volume

sales, thus penetrating the market and gaining substantial market share. For newproducts and services, the payback period is lengthy, but with the advantage of establishing a strong market position. The strategy is especially suitable for usewhen entering highly competitive markets.Example : ISPs such as Caltiger and MTNL, charged their customers with not sohigh process, because they faced a lot of competition from other providers, thebiggest being VSNL

Mixed Pricing.This pricing method is a combination of both of the above-mentioned

methods.Example : VSNL started of by charging very high prices to the Internet users, butthen brought its price quite low afterwards, which was because of competition.

Differential Pricing:


12/26

2

6


Under this approach, different prices are charged for the same service atdifferent/same times or to different/same customers.Example: Cinema Halls are a classic example for this approach. Here we havestalls, balconies, dress circles where different prices are charged for the sameservice at the same time to different customers.

Cyber Cafes charge different prices to same customers at different times. Theyhave Happy hours, usually in the afternoon, when the prices are lower thanusual times.

PROMOTION:

Promotion is used to communicate information about goods and services totarget audiences thereby facilitating the exchange process. Promotion plays animportant role in informing, educating, persuading and reminding customers.

This role is even more important in the services sector industry where there is ahigh degree of intangibility so there is no physical product to attract thecustomers attention. Also, effective communication is required to inform thecustomers about their role in the delivery process. Communication can be of twotypes external and internal.

External : In the leisure industry promotion and communication is of paramountimportance as all services offered are non-essential in nature thus the customermay not seek information about these.For example While a person may seek out information about banking services hemay or may not seek information about the recreational options available to

him.

In the case of commercial entities such as water parks and television channels,stiff competition makes it necessary to promote their services aggressively. Thispromotion is meant to entice the customers to try their service offering.For example , Essel world spends heavily in advertising its Amusement park.Also, Television channels vie with each other to catch the customers attention.

In the case of non-commercial entities promotion may or may not be required. Asmost of these services are offered for non-profit motive, availability of fundsmay be restricted and promotion may not be possible. For example public

libraries such as Asiatic do not need promotions also they do not have the fundsto promote their services. It is also seen that in India a lot of these services mayhave to cope up with overfull demand even without promotion.For example in the summer season the demand for public swimming pools goesup to unmanageable levels.

Internal : It is essential for the any service company to undertake internalcommunication programs in order to educate its employees. As is seen later,


13/26

2

6


people are an important part of the marketing mix for services. Since thetriangle marketing philosophy of services entails that the enablers are the linkbetween the company and the customers, these enablers should be welleducated and trained for the company to have a good image in the eyes of thecustomer.

For example in the television industry the cable providers have to be welltrained in the technicalities to enable them to provide satisfactory services tothe customers.

PLACE

Services unlike products cannot be stored and transported. This implies thatservices must be available for consumption at the point of production. In fact theconsumers are a part of the service delivery process. The inseparable nature of services means that they must be made accessible and available to the

customers for the exchange to take place.In the leisure industry the place should offer convenience to the customer asthey would most likely not have too much free time to spare in leisure activitiesas it is and the added travel time would only be a deterrent. Keeping this inmind, voluntary leisure groups like the Lions club or Rotary club have smallerlocal units which are affiliated to the central unit. Also Television as a leisureactivity is so popular because it the service is available at the customers homeand offers him maximum convenience as compared to other leisure activities.In some leisure activities though it may not be possible to have convenientdistribution for example a boating club or a hand gliding club which would needsuitable locations for the activities to take place.

PEOPLE

When several organizations vie for what is essentially the same group of customers, the level of customer service offered becomes a very importantdifferentiator. This becomes even more important in the case of the serviceindustry where the product in mostly intangible and thus cannot be adifferentiator. Also, The inseparable nature of the services implies that thehuman element forms an intrinsic part of the service package.

The service industry can be classified into either High Contact or Low Contactbased on whether it is labour intensive or equipment based service. Since Leisureindustry is so varied it has under it both high contact and low contact services.Example

In the case of the channel providers, The industry is low contact andequipment based .The cable provider enables the channel broadcast to ahome by providing cable connection. This is done through a series of complicated equipment by which a connection can finally be given to the


14/26

2

6


customer. Since giving the connection is a one time affair and after thatthe only contact between the customer and the cable provider is at thetime of paying the bills or for repair, it is a low contact industry.

Another way of classifying services based on people is according to the skills or

expertise of the service provider as Professional or Non Professional . Thenature of the leisure industry is such that the service providers are by and largenot required to have professional skills.

Example In case of libraries or movies or theatres or for that matter museums aswell, we see that in these types of leisure services, the providers need notbe an expert. The internal customers of these providers are also thoseuneducated and unqualified class of people.But we also have services in this sector such as restaurants, internetproviders, etc where skilled and proffesional people are sought

PHYSICAL EVIDENCE

Service offerings unlike physical goods are not tangible hence it is very difficultto define ownership. A service is performed rather than handed over. Theconsumer receives benefits deriving from the serviceFor example a feeling satisfaction after indulging in some leisure activity suchas going on a holiday, watching television etc. A lot of times physical evidence isused as a way of overcoming the intangibility factor of the service industry. Sincethe degree of intangibility varies from industry to industry, physical evidence has

different connotations in different industries.

If the service industry is product based, service providers will focus on ensuringthat any facilitating goods which form part of the service are of an appropriatequality and standards.For example in the leisure industry, services such as restaurants are productbased . The service provider must ensure that food is good as it forms the basisof the service and serves as physical evidence.

The industry may be highly intangible as is the case with consultancy services.In this case the marketer tries to tangiblise the service offering by giving add-ons.For example In the leisure industry, Television channels try to give a degree of tangibility to their offering by giving away products such as T-shirts etc as prizes.MTV for example gives away several goodie bags which contain mugs, T-shirts,caps, bags and posters with the MTV logo on them. Physical evidence can be of two types :

Peripheral evidence:


15/26

2

6


This type of evidence can actually change hands during a service transaction forexample airline tickets.The purchaser may become the owner of the item but itis in itself worthless. Peripheral evidence includes those items which confirm theservices and also those items which are complimentary to the service it self. Thismeans that the service can be performed without these items. Examples

Essential evidence : Essential evidence is integral to a service offering .This evidence will notnormally be owned or passed on to the customer. For example the: facilities offered by a leisure center or the items on display ata museum which make the visit worthwhile. In all cases , the quality and standard of the essential evidence will be a majorinfluence in the customers purchase decision.

Both these physical evidences make the service more tangible. Also, physicalevidence in its many forms helps a customer or user to evaluate the service

offering.For example: The monthly viewing guide, Sky TV guide mailed to satellitetelevision subscribers is a glossy high quality magazine with articles and featuresas well as programme listings. This serves to reinforce the service image of quality when they are used on a daily basis in consumers homes.

PROCESS

It is more recently, that the importance of the actual process in service deliveryhas been recognized and developed as a tool for competitive advantage.

Developments in technology have also helped revolutionise may processes in thehome, in industry and in the service sector.

The priniciples by which service delivery processes can be designed,implemented and monitored are really no different from those mentionedrelating to the fields of manufacturing, computing and so on. There are certainspecific characteristics of service process design and implementation howeverwhich should be considered. These include:

Customer participation in the process The level of involvement orparticipation of the customer in the service process. For example incase of self service restaurant like McDonalds. Museums in this casethe customer can look around the museums according to his liking orcan have a guide alongwith him.

Location of service delivery Should the process be carried out at theservice providers premises or at the customers home? For example incase of entertainment the performances will be carried out in the at


16/26

2

6


a specialist outlet or theatres or game shows. In case of internetservice the service can be accessed by the customer at his place.

The service itself The service itself is it process dependent orequipment based. For example in case of TV the equipment is the

most important part of the service. In case of internet service thecomputer is the necessary equipment which is required.

High contact or low contact service The level of contact betweenthe customer and the service providers personnel this can range fromnil to very high contact. In case of low contact service parks is abeautiful example where the customer and the providers contact isvery low or no contact. In case of high contact library is the examplewhere there maximum contact between the customer and the serviceprovider.

Degree of standardization The degree to which the service isdelivered in a very standard format or whether some customization iscatered for. The extent to which the service can be altered from thestandard to meet the needs of different consumers or users may betermed divergence. Parks, theatres, cinema halls are all examples of high degree of standardization where the offering remains the samefor all the customers. Picnic spots, libraries etc are all examples of customized offering offered by the provider where the customer getsthe service he wants/likes.

In designing the service delivery process, all these issues should be taken intoaccount.


17/26

2

6


SOME PLAYERS

ASIATIC LIBRARY

About Asiatic Library:

The town hall which houses the Asiatic Library with its old parquet floor, spiralstaircases and wrought iron loggias is perhaps the most elegant heritage buildingin Mumbai. It has a collection of 800,000 antique volumes, and ancient coins.This pleasantly neo-classical building now houses the library of the AsiaticSociety, as well as a small museum. The museum contains statues of some 19thcentury governors of Bombay, some British scholars and administrators and twoIndian philanthropists and an Indian scholar.

Expensive investment worth it

In 1811, James McKintosh, then Recorder of Bombay and resident of the LiterarySociety of Bombay, revived an earlier suggestion of a Town Hall for the city. Thesociety intended that this building should house not only the civic offices, butalso a library and a museum along with civic offices. The Literary Society raiseda fund of Rs. 10,000 through a lottery, but when this turned out to beinsufficient, the government had to be persuaded to bear the costs of construction; a process that took ten years.

The structure

The building is 200 feet long and 100 feet deep. The facade has three porticoesfaced by Ionic columns. The plans called for a double row of columns, built outof material brought from England. Although these plans were curtailed, the finalcost of the building came to about 500,000 pounds; far in excess of the initialestimates. The East India Company took on a major part of the expense. Thebuilding was completed in 1833, after the death of Cowper. With its old parquetfloors, spiral staircases, wrought iron loggias, and exquisite marble statues of forgotten city fathers, the colonnaded Town Hall is perhaps the most regal andelegant of Mumbai's heritage buildings.

Collections

One of them is a priceless first edition copy of Dante's "Inferno." There is also animpressive numismatic collection of over 1,000 ancient coins and a rare goldmohur belonging to the Mughal Emperor Akbar. One needs permission to look atthese treasures, but the public library is open to all and usually draws a large


18/26

2

6


number of senior citizens who pore over the local newspapers in the fadinggrandeur of its reading room.

DAVID SASOON LIBRARY

About David Sassoon Library

This yellow stone building with a distinct architecture houses a library namedafter the philanthropist who funded its construction.

The Structure

The columns are of black (Deccan) trap and the dressing is in random rubblemasonry. The ground floor facade of the three-storeyed building has pointedarches decorated in white and black stripes protecting the arcade, which ischaracteristic of the area. The foyer or entrance hall with its multicolouredMinton floor tiles, opens, at the back, into a garden. Above the entrance porticois a white stone head of David Sassoon. A winding wooden staircase reaches thefirst floor. Turrets at each corner and the central tower give the building achurch-like air. The building was designed by Scott McClelland and Company andbuilt by the architects J. Campbell and D. E. Gosling at the cost of Rs. 125,000.

David Sassoon donated Rs. 60,000 and the rest of the cost was borne by thegovernment. The idea of the library was mooted by twelve mechanics employedin the Bombay Mint. Sir Albert Sassoon - son of David Sassoon presented it to thecity. Looking on to the Kala Ghoda, on Rampart Row, this Romanesque structure,completed in 1870, is built from the same yellow Malad stone as the rest of thebuildings in the row - Elphinstone College, the Army and Navy Building andWatson's Hotel.

CHOWPATTY BEACH

About Chowpatty Beach

Chowpatty is a great place to witness the annual Ganesh Chaturthi Festival whenlarge images of Lord Ganesha are immersed in the sea. A visit to this beachprovides an interesting outing with many permanent little kiosks selling special


19/26

2

6


typical mumbaish snacks. Snake charmers entertain the beach going public. Thestatues Lokamanya Tilak and Vallabhai Patel bring nostalgic memories of thefreedom fighting.

Childrens attraction

Chowpatty developed as a sort of "base station" leading upto Malabar Hill as it isinextricably linked to adjoining areas of Malabar Hill, Girgaum, Gamdevi andKhetwadi. At the northern end of Marine Drive, this beach is a virtual carnivalevery day in the evenings when people come there with their children forrecreation. The ferris wheels and merry-go-round hold attraction for the childrenas well as adults, with the array of food stalls selling golas, chat, kulfi and bhel.No doubt it is recommended only for those with a strong biology. There are ponyrides, snake charmers, self-styled gymnasts, monkey shows, eunuchs, astrologersand drug peddlers as well. The Chowpatty sea face has both residential andcommercial buildings. Consequently, in the evenings the area is flooded with

unsavoury elements, pickpockets and well-muscled masseurs offering theirservices. Ahead, on the right across the road stands Wilson College. The recentlyopened "Nana Nani Park" along Chowpatty Beach serves good for the elderly towalk around in, sit and enjoy the sea breeze.

The chowpatty colony

Apart from Juhu in the suburbs, Chowpatty is Mumbai's most famous beach.During the day, it is the hangout of the happily unemployed who snoozes underthe shade of its stunted trees. But in the evening the atmosphere is more like acarnival. At one end is a row of bhelpuri shops hawking Mumbai's most popular

snack: crisp puffed rice and semolina doused in pungent chutneys, all scooped upwith a flat, fried puri. One might even catch a film shoot or a street play. Inshort, for most tourists Chowpatty is where the action is. It has rich historicallinks to the freedom movement; several important meetings were organized hereduring the freedom struggle. Though the beaches remain empty throughout theday, it is a hub of activity in the evenings. On the beach itself is a small colonyof the original inhabitants of Mumbai, the Koli fishermen who can be seen dryingtheir catch or mending their nets. Chowpatty beach is in the heart of Mumbai.


20/26

2

6


EROS CINEMA

About Eros Cinema

Shorabji Bhedwar designed this beautiful Art Deco building marking the beginningof Back Bay reclamation in early 1938. Interesting murals, housing shops andother businesses along with a cinema provides an interesting outing to this place.It is an excellent example of modern urban design.

The Foundation

The foundation of Eros Cinema was laid in 1935. This grand luxury cinemaopened in 1938 thus establishing its presence at the pivotal urban junction whereit is situated. The construction of this building on the then newly reclaimedBackbay plot housing shops and other businesses, apart from the cinema, took

about two and a half years to complete. Partially faced with red Agra sandstone,this building is painted cream -- the combination making the building look taller.The two wings of this Art Deco building meet up in a central block. The foyer isin white and black marble with touches of gold. Marble staircases with chromiumhandrails lead up to the upper floor. The murals are in muted colours depictingIndian architectures.

JEHANGIR ART GALLERY

About Jehangir Art Gallery

A prime art gallery in the city of Mumbai - Jehangir Art Gallery caters to theartistic tastes of people. This is situated behind the museum and has fourexhibition halls. Facing Elphistone College and adjacent to the Prince of WalesMuseum, this gallery situated at Kala Ghoda is the most prestigious and modernvenue for Indian artists. It was built in the year 1952. Managed by the BombayArt Society, the entire cost of this beautiful mansion was donated by CowasjiJehangir. This gallery is one of the city's most highly visible art galleries and

having to exhibit a work of art here is a great treat for artists. The unending listof applicants to have their work put up on the walls of this gallery speak foritself of the great importance and the media attention one attracts. Some mighthave to wait a couple of years to have their work put up here.

Tourist Information


21/26

2

6


Open: On all Days Timings: 1100 Hrs. to 1900 Hrs. It is the uncrowned Mecca of Art in Mumbai City. It was built as a part of the grant given to BombayUniversity. This gallery displays changing exhibits by well-known Indian artists.There's plenty of art to be seen outside as well, as the plaza in front of thebuilding is full of artists offering their works for sale and their talents for

commission assignments.The Structure

In 1911 with a donation of Rs. 400,000 given by Sir Cowasji Jehangir, GeorgeWittet built the Jehangir Hall, originally a part of the Institute Of Science. In1996, the hall was converted to a museum of modern art, with 20,000 squarefeet of exhibition area at a cost of Rs. 33,000,000. As a protected heritagestructure, the external appearance of the building is not allowed to change; norcan structural alterations be made; in addition, changes are required to bereversible. Romi Khosla, the architect, erected new walls two feet inside the

original, and laid a new marble flooring over the original black stone. Theinterior was completely restructured into four split-level galleries, a room forseminars and audio-visual presentations, and spaces for a bookshop and a cafe.The National Gallery of Modern Art (NGMA), Delhi, administers the new museum.A section of the museum holds a permanent collection from the NGMA'spossessions. Temporary exhibitions take up the rest of the space.

NCPA

About National Centre Of Performing Arts

The National Center of Performing Arts was established in 1966 to preserve andpromote Indias rich cultural heritage in classical and folk music, dance anddrama. Apart from its traditional art schools, India also has a contemporary artlineage that began in the early fifties. While pioneers like MF Hussain and FNSouza spearheaded this modern art movement, Mumbai was the cradle of thesebrave new aesthetes. Today, contemporary Indian art is known to the worldover, which can be viewed at the National Gallery of Modern Art bang oppositethe Prince of Wales Museum. Converted from an old public hall, this dynamic,three tiered structure houses collections from India's best known living artists

providing a convenient overview of the country's contemporary art scenario.

Location

Opposite the Prince of Wales Museum.


22/26

2

6


PRINCE WALES MUSEUM

About Prince Wales Museum

George Wittet designed this Indo- Saracenic style building, which houses thePrince of Wales Museum. It also houses a priceless collection of art, sculpture, afine collection of miniature paintings and much more. Amid the hustle and bustleof Mumbai stand some stately buildings, remnants of the British Raj. Amongthem is the Prince of Wales Museum, named after Prince George (Later GeorgeV) who visited India in 1905 and laid the foundation stone of the building.Through the arch the Prince made his royal entrance to India as King George Vfor the Delhi Darbar in 1911. This four-tiered goliath houses a priceless collectionof over 2000 miniature paintings from various stylistic schools in India. Amongother artifacts feature a sizeable number of relics of the Indus Valley Civilisation

and instances of Tibetan and Nepalese art.

History

This building was completed in 1914 and converted to a military hospital duringWorld War I. Finally it was opened in 1923 by Lady Lloyd, the wife of thengovernor, Sir George Lloyd.

Architecture

The facing is done in yellow and blue stones quarried from the Mumbai region.

The dome is modeled after the Gol Gumbaz in Bijapur - Karnataka. Itincorporates a variety of details from different Indian styles; Saracenic archeswith Muslim jalis as fillers, semi-open verandahs and Rajput jharokhas. Thestructure forms a long rectangle of three storeys, raised in the centre toaccommodate the entrance porch. Above the central arched entrance rises ahuge dome, tiled in white and blue flecks, supported on a lotus-petal base.

Galleries

There's a lot to see in the Museum. Its a disservice if one rushes to see it all inone go. To walk around the key gallery is like experiencing 5,000 years of Indian

art in a capsule. The plan of the Museum is simple, with a central hall fromwhich the staircase leads to the two upper floors with galleries branching out onthe right and left. An extension on the right-hand side of the main buildinghouses the natural history section. The second floor houses the Indian miniaturepainting gallery-the pride of the museum, and next to it is galleries of decorativeart and, to the left of the central well of the staircase, the gallery of Tibetanand Nepali art. Above, on the second floor are the European painting, armouryand textile galleries. An excellent collection of Indian miniature paintings


23/26

2

6


occupies much of the second floor. Some superb examples of the 19th centuryPahari School of painting displayed in the museum are Shiva and Parvati(Kangra), Uma worshipping Shiva. One can see Shiva and Parvati, where Parvatiis offering Shiva a garland of skulls. Krishna with the Cows Herds (Garhwal, 18thcentury) and the work drawing of the holi Festival shows Krishna and his friends

throwing colour on Radha and her companions to celebrate the spring festival of Holi. Other paintings of importance on display include Aurangzeb reading theQuran (Pahari, Jammu), the painting of Raja Balwant Deva with his Barber(Jammu, 18th century), one can almost read the barber's thoughts, the paintingof the Lady with an Attendant and a Peacock (Pahari, Kangra, 1775) isremarkably beautiful and lyrical work. There are some typical examples of Deccani School of paintings having pale green, mineral-coloured backgroundswith figures placed squarely in the foreground. The collection of paintings fromBundi, of the 18th century, in this gallery deals with the theme of love. Thisfloor also has fine examples of Nepalese and Tibetan art, including a beautiful12th century Maitreya, with his head surrounded by a halo, slightly inclined. The

Tata family, a large industrial house with interests in the sciences and the arts,donated the collection displayed in The Nepal and Tibet gallery. The Buddhistand Hindu images in metal are gilded, and studded with gems. Statuettes of Tara-the Buddhist goddess of compassion, Vajradhara-Lord of the Thunderbolt,and of Lakshmi Narayana are studded with turquoise, ruby and diamond. The tinyAvalokitesvara from Nepal, of the 17th century is the most beautiful one.

Glass and Jade collections

The gallery on the second floor presents an extensive collection of art objectsdonated by Sir Ratan Tata and Sir Dorab Tata and its interesting for those

interested in glass, jade and porcelain. The collection includes objects carved inrock crystal, metal ware and lacquered woodwork. There are samples of Indianjewelry and object in silver, enameled jars and hookah stands. Some jadeobjects and samples of Bidri work are also on display. Fine examples of elaborateivory work from Japan, like the Cock on a Tree, with feathers of ivory are alsoseen. There is also a section devoted to porcelain and glassware-much of it fromChina. It also contains two galleries of largely European oil paintings, includingthree murky Constables, a Bonnington and a Gainsborough. On entering this areait immediately becomes clear that European art historians dubbed Indianpaintings 'miniatures' because they were familiar with. Rather charming are thetwo portraits of Lady Ratan Tata and Lady Dorabji Tata, which, if viewed from a

distance look exactly like portraits of English ladies, complete with gloves andfans, dressed in the fashion of their British rulers. On the mezzanine level, is asmall gallery devoted to Indian prehistory and protohistory, consisting largely of primitive tools and ornaments excavated by Sir John Marshall in Mohenjodaro in1922. On the first floor central balcony of the museum are displayed objects of decorative art in ivory, silver and wood of the late 18th and the 19th centuries.Some paintings have also been displayed in this area, leading the visitor into thepicture gallery. The paintings, donated by various patrons, from one of India's


24/26

2

6


best public collections of work, representative of many styles and schools. At theentrance of the gallery, to the left, in the first cubicle, is an illustratedmanuscript of the Kalpasutra and the Kalikacharyakatha of western India, datedto the end of the 15th century.

The Natural History SectionThe Society houses spectrum of preserved flora and fauna. At a nominal fee, youcan gain access to the old nature books in the Society library. The NaturalHistory Section was added to the museum from the collection of the BombayNatural History Society. This section has a large selection of Indian birds, a low-tech but educational exhibit on snakes, and stuffed examples of the usualsuspects ranging from rhinos to monkeys and lions to deer. The highlight isdefinitely the freakish 20-foot-long saw fish that must have shocked fishermenwhen they hauled it up in their nets in the waters off Government House in 1938.All the exhibits are well labeled.

Timings

10.15 a.m. to 6.00 p.m. Closed On Mondays. The dome was designed consciouslyto add to the variety of the skyline and to provide a landmark at ground level.

SANJAY GANDHI NATIONAL PARK

About Sanjay Gandhi National Park

Borivali National Park, now known as Sanjay Gandhi National Park is situated atabout 42 kms north of Mumbai. Virgin forests spread over 104 sq kms. are thehome for various varieties of birds and is a bird watchers paradise. It is also theplace where the Kanhari caves carved by Buddhist monks exist. Notified in 1974,it offers a pleasant change from the usual sights and attractions of the big city.It is hence common to see the park teeming with school picnics, college picnicsand other organized excursions. The undulating green lands of the BoriviliNational Park are just the kind of surroundings to which one would love to

retreat for some moments of quiet introspection or meditation. The greatpanoramic views of hills, valleys, lakes and open expanses can actually have atherapeutic effect on mind, body and soul. Rising from an elevation less thanabout 30 Mts. above mean sea level, the terrain park culminates in a series of peaks dispersed throughout the park - the highest, near the Kanheri Caves, being468 Mts. The Sanjay Gandhi National Park is unique because it can be visited allround the year. In the hot, dry summer months the jungle is a riot of colour asGolmohar known as "The flame of the forest" and the flowering silk cotton give


25/26

2

6


the otherwise harsh brown forest a crimson blush. Borivali in the rains has acharm of its own. The entire forest is a carpet of green and streams, swollenwith rainwater tumble and meander down the slopes. The rains automaticallydraw trekkers, bird watchers and nature lovers of all ages to this verdantparadise. Visitors to Mumbai are rather surprised to see that there are 104 sq

kms. of virgin forest within its borders, just waiting to be explored. Therecreational area of this park includes The Kanheri Caves, The Tulsi and Viharlakes, The Lion Safari, The Deer Park, The samadhi of Mahatma Gandhi andgardens.

Flora

The park is a tree lover's delight at all times of the year, with every changingseason offering up its own distinctive beauty. The forest cover in the park can bedivided into two main categories i.e. South Indian moist deciduous and SemiEvergreen. These two types can be further classified into four subcategories and

they are moist teak-bearing forest, mangrove scrub, southern moist mixeddeciduous forest, and western subtropical hill forest. The region has goodbiodiversity and major trees and plants include kadamba, teak, karanj, shisam,and species of acacia, ziziphus, euphorbia, flame of the forest, red silk cottonand many more varieties of flowers. During the monsoon, almost the entire parkis awash with the rainbow hues of the flowers that bloom here and all over theWestern Ghats. Among the many breathtaking sights, the sight that is definitelynot to be missed is the seven-yearly mass flowering of the Strobilanthes (Karvi).A distinctive feature of the Western Ghats and of the park is that tourists canwatch thousands and thousands of these wonderful flowers covering the hilltops,bathing the landscape in a magical purple.

Fauna

The park is known to shelter wildlife right from the time urbanization began inMumbai. One can have encounters with several species including Spotted deer,Black naped hare, Barking deer, Porcupine, Palm civet, Mouse deer, Rhesusmacaque, Bounet macaque, Hanuman langur, Indian flying fox, and Sambhar.One is surprised by the density of leopards in this park, despite its nearness to anurban settlement. One can also encounter here a Hyena or four horned antelope.The reptilian world has 38 species to show off, tourists can see crocodiles in theTulsi Lake, and Pythons, Cobras, Monitor lizards, Russell's viper, Bamboo pit

viper and Ceylonese cat snake here. The invertebrate world has a widerepresentation - Crabs, Spiders and Insects of all kinds thrive within the greenglades of the park. The Giant Wood Spider, Signature Spiders, Black WoodSpiders with their large net-like webs in monsoon are a fascinating treat. Last,but certainly not the least, are the 150 species of beautiful winged creaturesthat represent the amazing butterfly world.

Avifauna


26/26

2


The National Park is known as a real Bird Watcher's Paradise. The park is thenesting ground for 274 kinds of birds - which are almost a quarter of all birdspecies found in India. The park has a large number of bird species like Jungleowlets, Golden orioles, Racket-tailed drongos, Minivets, Magpies, Robins,Hornbills, Bulbuls, Sunbirds, Peacock, and Woodpeckers. At many times,

migratory and resident birds like Paradise flycatcher, Kingfisher, Mynas, Swifts,Gulls, Egrets, and Herons have also been seen here.

TARAPOREWALA AQUARIUM

About Taraporewala Aquarium

Located on the Marine Drive facing the Arabian Sea, Taraporewala Aquarium hasa good collection of sea and fresh water fish. 1.1. Taraporewala Aquarium issituated along the Marine Drive in Mumbai. This Aquarium houses exotic marinelife and rare species of fishes and also some exquisite pearl jewellery. It is soonto be renovated into a high-tech Aquarium with a glass vision seaworld. The lateDr. Rajendra Prasad formally opened it in 1951. The aquarium has three largerooms where fish are displayed in such a manner as to highlight theattractiveness of their appearance. The large tanks have shark, octopus, kite fishand the smaller tanks display corals, worms, sea flower and sea horses. Pearls,shells and articles crafted from shells are also displayed here. There are plans toconstruct an underwater sea walk but as of right now fish enthusiasts will have

to wait until that plan becomes a reality. Taraporewala Aquarium on MarineDrive has a good collection of sea and fresh water fish and other marine life.There is a proposal to convert this into an underwater oceanarium, where peoplecan undertake an undersea walk, surrounded by marine life.

Date post:	06-Apr-2018
Category:	Documents
Upload:	aminvaishu
View:	223 times
Download:	0 times

Leisure Finale

Documents