In all, 89 unique segments of leisure are assessed, covering virtually every activity where consumers spend their non-working time and discretionary income. Most chapters provide statistics on participation and expenditures, market characteristics and trends, demographics, and a list of resources for further research. Harvard Business Review coined the the term ‘experience economy’ in the late 1990s to describe the shift from buying things to experiencing them. Three-fourths of Americans now prioritize experiences over products or things. Leisure Business Market Research Handbook 2021-2022 assesses key elements of the experience economy including Airbnb Experiences, retailtainment, music festivals, wellness activities, and more. This resource is designed to be of use to several business sectors.
Those in leisure businesses will benefit from the in-depth analyses of leisure segments competing for consumers' time and discretionary spending. For the travel and tourism sector, the handbook suggests ways to match consumers' leisure interests with attractions and activities. Retailers and service providers will identify underserved and undermarketed segments in this marketplace of literally hundreds of niches. Advertisers will gain insight on how to reach consumers through their passion for their favorite leisure activities and hobbies. Over 1,300 website links, directly embedded into the electronic edition, will direct you to additional market research and other resources.
Table of Contents
1 THE U.S. LEISURE MARKET
1.1 Expenditures on Leisure Activities
1.2 Time Spent With Leisure
1.3 Top 10 Leisure Activities
1.4 Favorite Leisure Activities
1.5 Leisure Activities For Millennials
2 THE EXPERIENCE ECONOMY
2.1 Overview
2.2 Market Assessment
2.3 Trends
2.4 Influence Of Social Media
3 LEISURE & SOCIAL ACTIVITIES DURING THE PANDEMIC
3.1 Changes In Leisure And Social Activities
3.2 Missing Activities During Shutdown
3.3 Attending Concerts/Theatre/Sports
3.4 Dining Out At A Restaurant/Bar
3.5 Gatherings With Friends And Family
3.6 Going To A Gym/Fitness Class
3.7 Going To A Local Coffeeshop
3.8 Going To A Movie Theater
3.9 Going To Social Gatherings
3.10 Shopping in Retail Stores
3.11 Watching Sports On TV
4 AIRBNB EXPERIENCES
4.1 Overview
4.2 Popular Experiences
4.3 Cooking Experiences
4.4 Online Experiences
4.5 Social Impact Experiences
5 AMUSEMENT PARKS
5.1 Market Assessment
5.2 City-by-City Survey
5.3 Most-Visited Amusement Parks
5.4 Market Resources
6 ART
6.1 Market Assessment
6.2 Art Auctions
6.3 Art Fairs
6.4 Art Galleries
6.5 The Online Art Market
6.6 Market Resources
7 ARTS & CRAFTS
7.1 Market Assessment
7.2 Crafters
7.3 Crafts Supply Stores
7.4 Crafts Fairs and Festivals
7.5 Online Marketplace
7.6 Market Resources
8 AUTOMOTIVE-FOCUSED ACTIVITIES
8.1 America’s Love Affair With The Automobile
8.2 Auto Customizing
8.3 Auto Shows
8.4 Vintage Car Shows
8.5 Auto Museums
9 AVIATION-FOCUSED ACTIVITIES
9.1 Private Aviation
9.2 Air Shows
9.3 Aviation and Aerospace Museums
9.4 Market Resources
10 BEVERAGE-FOCUSED ACTIVITIES
10.1 Beer Festivals
10.2 Brewery Tours
10.3 Wine Festivals
10.4 Winery Tours
10.5 Whiskey and Bourbon Trails
10.6 Market Resources
11 BICYCLING
11.1 Overview
11.2 Bicycle-Friendly Cities
11.3 Bicycle-Friendly Communities
11.4 Bicycle-Friendly States
11.5 Bicycle Trails
11.6 Market Resources
12 CASINOS
12.1 Market Assessment
12.2 Casino Census
12.3 State-by-State
12.4 Largest Casino Gaming Markets
12.5 Market Resources
13 CHALLENGE COURSES
13.1 Adventure Races and Obstacle Races
13.2 Major Races
13.3 Parkour and Freerunning
13.4 Zipline Courses
13.5 Market Resources
14 CIRCUSES
14.1 Overview
14.2 National Circuses
14.3 Local Circuses and Traveling Troupes
14.4 Circus Schools
14.5 Market Resources
15 CITIZEN SCIENCE
15.1 Overview
15.2 Interest In Science And Technology
15.3 Science News And Information
15.4 Astronomy
15.5 Gem Hunting and Rock Collecting
15.6 Raising Birds, Fish and Reptiles
15.7 Satellite Spotting
15.8 Science Centers
15.9 Market Resources
16 CLIMBING
16.1 Participation
16.2 Olympic Competition
16.3 Climbing Gyms
16.4 Mountaineering
16.5 Market Resources
17 COLLECTING
17.1 Participation and Spending
17.2 Scope of Collecting
17.3 Classic Cars
17.4 Commemorative Coins
17.5 Sports Cards
18 COMEDY CLUBS
18.1 Market Assessment
18.2 Demographics
18.3 Top Comedy Clubs
18.4 Market Resources
19 COMPUTER & VIDEO GAMES
19.1 Market Assessment
19.2 Participation
19.3 Types of Games
19.4 Game Genres
19.5 Casual and Social Games
19.6 Mobile Gaming
19.7 Gaming Networks
19.8 Market Resources
20 COMMUNITY & RECREATION CENTERS
20.1 Community Centers
20.2 Recreation Centers
20.3 Senior Centers
20.4 Market Resources
21 CRAFTSMAN HOBBIES
21.1 DIYers
21.2 Woodworking
21.3 DIY Media
21.4 Market Resources
22 CULINARY
22.1 Cooking for Enjoyment
22.2 Culinary Media
22.3 Cooking Schools
22.4 Farmers’ Markets
22.5 Food & Wine Festivals
23 CULTURAL & PERFORMING ARTS
23.1 Public Participation in the Arts
23.2 Performing Arts Activities
23.3 Survey of Metropolitan Areas
23.4 Market Resources
24 CULTURAL DISTRICTS
24.1 Overview
24.2 Metropolitan Cultural Districts
24.3 State Programs
24.4 Museum Districts
24.5 Market Resources
25 DRONES
25.1 Market Assessment
25.2 Activities and Applications
25.3 Drone Races
25.4 Academic Programs
26 ENTERTAINMENT DISTRICTS
26.1 Entertainment Districts
26.2 Live Music Centers
27 EQUESTRIAN
27.1 Equestrian Activities
27.2 Participation
27.3 Horse Shows
27.4 Polo
27.5 Rodeos
27.6 Market Resources
28 ESCAPE ROOMS & HAUNTED HOUSES
28.1 Escape Rooms
28.2 Haunted Houses
29 EVENT PLANNING & CATERING
29.1 Market Assessment
29.2 Catering
29.3 Top Cities For Events
29.4 Top Event Planners
29.5 Market Resources
30 EXPERIENTIAL ACTIVITIES
30.1 Overview
30.2 Extreme Adventures
30.3 Fantasy Adventure Camps
30.4 Racing Schools and Driving Experiences
30.5 Sports Adventures
30.6 Unique Experiences
30.7 Immersive Theater
30.8 Experiential Restaurants
30.9 Award-Winning Experiences
31 FANDOM
31.1 Overview
31.2 Activities
31.3 Most Popular Fandom
31.4 Conventions and Events
31.5 Largest Events
32 FANTASY SPORTS
32.1 Overview
32.2 Market Assessment
32.3 Demographics
32.4 Season-Long Fantasy Sports
32.5 Daily Fantasy Sports
32.6 Fantasy Sports and Professional Sports Leagues
32.7 Market Resources
33 FASHION
33.1 Overview
33.2 Fashion Media
33.3 Fashion Museums and Exhibitions
33.4 Fashion Shows
33.5 Academic Programs
33.6 Market Resources
34 FESTIVALS, FAIRS & EVENTS
34.1 Market Assessment
34.2 Top 50 Fairs and Carnivals
34.3 State Fairs
34.4 Film Festivals
34.5 Other Festivals
34.6 Market Resources
35 FISHING
35.1 RBFF Assessment
35.2 SFIA Report
35.3 FWS Survey
35.4 Bass Fishing
35.5 Top Places For Family Fishing
35.6 Market Resources
36 FITNESS & HEALTH CLUBS
36.1 Fitness Activities
36.2 Fitness and Health Clubs
36.3 Market Leaders
36.4 Fitness Industry Trends
36.5 Market Resources
37 GAMES
37.1 Board Games
37.2 Chess
37.3 Contact Bridge
37.4 Poker
37.5 Market Resources
38 GARDENING
38.1 Market Assessment
38.2 Assessment By Metropolitan Area
38.3 Community Gardens
38.4 Botanical Gardens
38.5 Gardening Blogs
38.6 Market Resources
39 GENEALOGY
39.1 Market Assessment
39.2 Genealogy Research Websites
39.3 Genetic Genealogy
39.4 Market Resources
40 GOLF
40.1 Participation
40.2 Spending
40.3 Golf Courses
40.4 Top Golf Courses
40.5 Golf Communities
40.6 Market Resources
41 HIKING
41.1 Overview
41.2 National Trails
41.3 Best Trails By State
42 HISTORICAL REENACTING
42.1 Overview
42.2 Living History
42.3 Military Reenactments
42.4 World War Reenactments
42.5 Market Resources
43 HISTORY-FOCUSED INTERESTS
43.1 Overview
43.2 Historic Sites
43.3 Historical Societies
43.4 Best Cities For History Buffs
43.5 Civil War History
43.6 Market Resources
44 HOBBY FARMING
44.1 Hobby Farmers
44.2 Backyard Chickens
44.3 Beekeeping
44.4 Farm Visits
44.5 Food Gardening
44.6 Market Resources
45 HOLIDAY FESTIVITIES
45.1 Overview
45.2 New Year’s
45.3 Martin Luther King Jr. Day
45.4 Valentine’s Day
45.5 Mardi Gras
45.6 St. Patrick’s Day
45.7 Easter
45.8 Cinco de Mayo
45.9 Memorial Day
45.10 Independence Day
45.11 Labor Day
45.12 Oktoberfest
45.13 Halloween
45.14 Thanksgiving
45.15 Christmas
46 HOMEBREWING
46.1 Overview
46.2 Profile Of Homebrewers
46.3 Homebrew Clubs
46.4 Automatic Brewing Machines
46.5 Market Resources
47 HUNTING
47.1 Participation
47.2 Demographics
47.3 FWS Survey
47.4 Market Resources
48 INDOOR RECREATION
48.1 Axe Throwing
48.2 Billiards/Pool
48.3 Bowling
48.4 Darts
48.5 Family Entertainment Centers
48.6 Indoor Skydiving
48.7 Indoor Trampoline Parks
48.8 Table Tennis
48.9 Market Resources
49 LOTTERIES
49.1 Market Assessment
49.2 Types of Games
49.3 State-by-State Assessment
49.4 Market Resources
50 MALL ENTERTAINMENT
50.1 Retailtainment
50.2 Entertainment Tenants
50.3 Mall of America
50.4 American Dream Malls
51 MODEL RAILROADS
51.1 Overview
51.2 Model Railroad Clubs
51.3 Model Railroad Museums
51.4 The National Train Show
51.5 Holiday Model Train Exhibits
51.6 Market Resources
52 MOTORCYCLING
52.1 Motorcycle Ownership and Spending
52.2 Demographics
52.3 The Motorcyclist Lifestyle
52.4 Best Motorcycle Rides
52.5 Motorcycle Rallies
52.6 Market Resources
53 MOUNTAIN BIKING
53.1 Participation
53.2 Mountain Biking Trails
53.3 Market Resources
54 MOVIES
54.1 Market Assessment
54.2 Cinema Patrons
54.3 Market Resources
55 MUSEUMS
55.1 Overview
55.2 Types Of Museums
55.3 Most Visited Museums
56 MUSIC CONCERTS & FESTIVALS
56.1 Concert Tours
56.2 Music Festivals
57 MUSICIANS
57.1 Participation
57.2 Amateur Musicians
57.3 Music Retail Sector
57.4 Market Resources
58 NIGHTLIFE
58.1 Top Cities For Nightlife
58.2 Bars & Night Clubs
58.3 Jazz Clubs
58.4 Market Resources
59 OUTDOOR LEISURE & RECREATION
59.1 Overview
59.2 Camping
59.3 Gold Prospecting
59.4 Kiteflying
59.5 Paddling Sports
59.6 Skydiving
59.7 Treasure Hunting
59.8 Ultimate Frisbee
59.9 Market Resources
60 PARKS - CITY
60.1 Overview
60.2 Top City Parks
60.3 ParkScore
60.4 Fitness Parks
60.5 Award-Winning Parks
60.6 Market Resources
61 PARKS - NATIONAL
61.1 Visits To National Park Properties
61.2 Market Resources
62 PARKS - STATE
62.1 State Park Visitors
62.2 Economic Impact
62.3 Most Popular State Parks
62.4 Market Resources
63 PHOTOGRAPHY
63.1 Photo Enthusiasts
63.2 Digital Photography
63.3 Photo Sharing Creators And Curators
63.4 Retail Sector
63.5 Market Resources
64 PRIVATE CLUBS
64.1 Overview
64.2 Private Clubs
64.3 Market Resources
65 READING
65.1 Adult Reading
65.2 Most Literate Cities
65.3 Ebooks
65.4 Audio Books
65.5 Book Clubs
65.6 Book Festivals
65.7 Market Resources
66 RECREATIONAL BOATING
66.1 Boat Ownership
66.2 Market Assessment
66.3 Boat Shows
66.4 Marinas
66.5 Market Resources
67 RETIREMENT COMMUNITIES
67.1 Market Assessment
67.2 Leisure At Retirement Communities
67.3 Top Active Adult Communities
68 RODEOS
68.1 Overview
68.2 Major Events
68.3 Fan Demographics
68.4 Professional Rodeo Cowboys Association
68.5 Professional Bull Riders
68.6 Market Resources
69 RUNNING
69.1 Overview
69.2 Runners
69.3 Running Events
69.4 Top Events
69.5 Marathons
69.6 Triathlons
69.7 Market Resources
70 SKIING
70.1 Market Assessment
70.2 Skier Demographics
70.3 Ski Resorts: State-by-State
70.4 Top Ski Resorts
70.5 Market Resources
71 SOCIAL ORGANIZATIONS & SERVICE CLUBS
71.1 Overview
71.2 Profiles of Major Organizations
71.3 Market Resources
72 SPAS
72.1 Spa Visits and Spending
72.2 Local Spas
72.3 Five-Star Spas
72.4 Market Resources
73 SPECTATOR SPORTS
73.1 Sports Fans
73.2 Favorite Sports
73.3 Major Events
73.4 Avid Sports Fans City-by-City
73.5 Attending Spectator Sports Events
73.6 Market Resources
74 SPIRITUAL & WELLNESS RETREATS
74.1 Overview
74.2 Census of Retreats
74.3 Popular Retreats
74.4 Market Resources
75 SPORTS BETTING
75.1 Legal Sports Wagering
75.2 Market Assessment
75.3 Betting By Sports Fans
75.4 Market Opportunities
75.5 Market Resources
76 SPORTS & RECREATION PARTICIPATION
76.1 Conditioning and Fitness
76.2 Individual Sports
76.3 Racquet Sports
76.4 Team Sports
76.5 Outdoor Sports
76.6 Water Sports
76.7 Winter Sports
76.8 Market Resources
77 STREET FESTIVALS & BLOCK PARTIES
77.1 Overview
77.2 Block Parties
77.3 Street Festivals
78 SWIMMING
78.1 Participation
78.2 Competitive Swimming
78.3 Swimming Pools
78.4 Market Resources
79 TAILGATING
79.1 Overview
79.2 Market Assessment
79.3 Tailgating Events
79.4 Tailgating Hospitality Services
79.5 Best Cities For Tailgating
80 TARGET SPORTS
80.1 Participation
80.2 Demographics
80.3 Archery
80.4 Sporting Clays
80.5 Market Resources
81 TENNIS
81.1 Participation
81.2 Spending
81.3 Demographics
81.4 Courts
81.5 Market Resources
82 THEATRE
82.1 Overview
82.2 Local Theatre
82.3 National Theatre
82.4 Touring Broadway
82.5 Market Resources
83 TRADING-CARD GAMES
83.1 Overview
83.2 Magic: The Gathering
84 TRAILS - WALKING/JOGGING/BIKING
84.1 Overview
84.2 Rails-to-Trails
84.3 Best City Trails
84.4 Market Resources
85 URBAN EXPLORATION
85.1 Overview
85.2 Waymarking UE Points Of Interest
85.3 UE Tours
85.4 UE Online
86 VENUES
86.1 Overview
86.2 Amphitheatres
86.3 Arenas
86.4 Club Venues
86.5 Stadiums and Outdoor Venues
86.6 Theatres
86.7 Market Resources
87 VOLUNTEERING
87.1 Overview
87.2 Volunteer Activities
87.3 Volunteering While Traveling
87.4 Charity Walks
87.5 Market Resources
88 WALKING
88.1 Overview
88.2 Walking For Fitness
88.3 Top Walking Cities
89 WILDLIFE WATCHING
89.1 Overview
89.2 State-by-State Assessment
89.3 Birdwatching
89.4 Backyard Habitats
89.5 Market Resources
90 WRITING
90.1 Overview
90.2 Writer’s Workshops
90.3 Magazines for Writers
91 YOGA
91.1 Market Assessment
91.2 Yoga Studios
91.3 Top Towns for Yoga
91.4 Yoga Festivals
91.5 Market Resources
92 ZOOS & AQUARIUMS
92.1 Market Assessment
92.2 Most-Visited Zoos and Aquariums
92.3 Readers Choice Awards
92.4 Market Resources
- APPENDIX A - ACADEMIC PROGRAMS
- APPENDIX B - ANALYSTS
- APPENDIX C - ASSOCIATIONS
- APPENDIX D - COLLECTORS’ ASSOCIATIONS
- APPENDIX E - PARKS & RECREATION ASSOCIATIONS
- REFERENCES
