Marketing Consumer Behavior Prominent Challenge

Question: Discuss about theMarketing Consumer Behavior for Prominent Challenge. Answer: Introduction Social Marketing issues have become a prominent challenge in case of the successful business practice in the global aspect. Focusing on the market of New Zealand it has been found that the Harvey Norman Wairau Park electronic store is associated with the highlighting the product iPhone 7 of Apple brand in the market. In this article, the major aim is associated with the identification of the social marketing issues that mainly associated with highlighting the market versus the consumer behavior issues. On significant part of it is associated with the service towards the consumers and the channel issues that control the consumer involvement. In this case, the observational study has been found to represent the involvement of the particular market segment with the product. Depending on that consumer behavioral perspective have been addressed by the managers to improve the consumers and brand social interaction. The article has also suggested some recommendations for the improvement. Discussion Observational Study The observation has been conducted in the area of the Wairau Valley, Auckland in the Cortfield Lane to develop the consumer behavioral perspective to generate the behavioral aspects of the consumers towards the Smartphone consumption regarding the iphone7 highlighting the electronic store of Harvey Norman Wairau Park. The aim of the study is associated with the identification of management of electronic store as well as the brand in the context of New Zealand. The observation took place for around 30 minutes in 4 stores of the Harvey Norman Wairau Park during the hours 11am-1pm. The observed data has been placed below- Cornfield Road 72 Highfield Street 58 Wyndham Street 62 Queen Street 70 The consumers are observed with the visual appearance and the interaction with the brand and the product in the electronic store. It has been found that about 28% of the consumers did not pay attention towards the brand. About 52% of the respondents get involved with the product and showed interest with towards the brand and electronic store for that purpose. Among that 52% only 34% of the consumers get fully involved and purchase the product. 205 of the consumers showed their interested towards the electronic store for the purpose of the iPhone7. In this regard it has been found that the major age group that showed interest towards the brand is between the age group of 18-30 years of age. The age above 45 did not provide much attention towards it. Rest of the consumers from the age group between 35-45 years of age showed some interest towards the product. One significant thing that has been observed during the observation period is that the consumer service is very poor. It has been observed in case of two stores out of four. Miscomprehension has been found towards the consumers regarding engage with the electronic store and the new Apple brand product. Another important extent of the consumer behavior that associated with it is the psychological core that guide the consumers towards the engagement with the brand is associated with the learning through the involvement and perceived value towards the brand. The perception is associated with the intensity, contrast, movement, surprise, size and involvement. Consumer Behavior Concept with the Managerial Behavioral Criteria It is the duty of the manager to maintain the proper communication with the consumers depending on the consumer behavior concept that associated with the psychological factors, personal factors, and social factors. It is associated with the determination of the segment that need the proper attention by the managers and the business organizations to draw the attention of the consumers. In this regard it is essential to consider the black-box model and personal-variable model. In case of the electronic shop it is necessary to focus on the internal factors regarding the personal opinions, belief system, traditions and motivators to guide the consumers towards the brand the store is showing, Marketing messages and the availability of the product attracts the consumers more. Considering the buying process the managers are required to recognize the pattern of the buying behavior that includes problem recognition, searching the information, evaluation of the alternatives and the post-purcha se behavior of the consumers. The managers of the brand and the store manager who are interacting with the consumers of the brand are associated with the safety needs and esteem needs highlighting the consequences of Maslows Hierarchy Needs. In case of the electronic store it is essential for the managers to consider the PESTLE analysis of the existing business operation market. It highlights the effect of the political, economical, social and technological impact on the consumers of the New Zealand. In this regard it has been found that the impact of this parameters are very much prominent among the consumers and depending on that the segments of the consumers that are associated with consideration of the common needs, interest and priorities. Depending on that new market session it is associated with the managerial view to design and implementation of the strategies to attract the market segments that are mainly associated with the age group priority that mainly concerned towards the technological gadgets and the segment mainly range between the age 18-30 years. The next concern among the managers of the stores and the brand is associated with proper placing of the product towards the target market segment. It is assoc iated with the advertisement process to occupies the mind of the target market segment. In this case it is also associated with the business operational objectives that provide the edge over the other brands. It is necessary to consider the extent of the marketing mix application in the business policies in case of brand and the store that are associated with the selling of the brand products. The manager need to understand the mind of the consumers and the needs that continually associated with changing over time for the development of the proper market image. In this regard the most essential part is associated with the 4P of marketing. Price is associated with quality of the product. Considering the case of iPhnone 7 in this regard it has been found that the consumers are concerned about the high price of the product thus only a particular segment of the market that can afford the price are associated with the product and visit the store. Focusing on the product it has been found that the quality of the product is associated with the creation of the brand image among the consumers. In this regard it has become important that the consumer segment that are concerned about the quality of the product will attract towards the store to buy the product of the brand. The managers need to maintain good relationship with the consumer base. On the other hand, the major selling activity is associated with the promotion of the product in front of the target market. The application of digital marketing has enabled the brand and the store to attract the large portion of the consumers over the social media to get visit in the store to interact with the brand and purchase it. Place is an also important factor in this case, it is required to place the product towards the market segment that are concerned about the product. Moreover, it has been found that the perception, attitude, personality and social influence contributes towards the decision making of the consumers to control the extent of the purchase decision in the target market. Thus, in case of Smartphone consumption the behavioral changes with age of the target market. Recommendation as per the Research Findings Development of Brand Image Brand image is highly effective factor that influence to develop buying behaviour in the customers. Good image should be maintained by the authority of Apple to exhibit their goodness in front of the customers to achieve their faith towards the brand. The Reputation of a brand grows by their customer satisfaction level in which the customers convey the effectiveness and usefulness of the previous products of the brand that they have used earlier. It is beneficial for the organisation to retain as well as develop buying behaviour of a customer. Due to lack of satisfaction customer shifts their brand to obtain satisfaction as per their expectation. Therefore, Apple needs to accomplish a proper, honest deal with the customers that can make them loyal towards the brand and provide the brand a sustainable business to maintain the position in the competitive market of the global as well as domestic field. Moreover, the traditional brand image has a great marketing value that should be carr ied by Apple to attract those buyers who believe in the traditional name of brand for the business of new launched product iPhone 7. Serve the Customers as per their Expectation Identification of the customers need is a very important factor for a profitable organisation to serve them to earn huge profit. In the competitive market, there are similar kind of products and services offered by different brands. However, iPhone 7 by Apple differs from their characteristics and facilities that are manufactured by the understanding of the requirement of the customers. These kinds of products are consumed in a huge amount because of its facilities and effectiveness that are perceived by the customers during their purchasing period. Comparison among the existing service or the product should be done by an organisation to recognise the actual need of the customer that are lacking in the service or the product of the particular organisation. Provision of such facilities in the Apple iPhone 7 enhance the customer to shift their buying behaviour from one brand to other that can give them an advantage of the organisation to get the customers by modifying their own standar d and style of business. Updated Promotion Strategy Promotion of a product or service has a huge impact in the market that influence the customers through audio or visual or both ways to develop their buying behaviour. Depending on the target market the organisation should develop promotional strategies to attract the specific mass of customers to buy their products or services. In case of teenagers the organisation can promote their products or service through sports channels or provide it on hoarding beside some college or school showing the facilities. Moreover, they can arrange an event for the teenagers to exhibit them the facilities of iPhone 7. In case of middle aged and working people social media, television and hoarding are the best option for promotion. Moreover, the theme of promotion needs to be very much contemporary that can generate attraction to shift towards the new brand from their regular one. Finally the traditional exhibition of the product or service can be done for the aged customer group because they like to c arry their generation all the time. Hence, promotional strategy should be performed by Apple in a very effective way to develop the buying behaviour of the customers for their ultimate profit. CSR Activity Corporate Social Responsibility is an innovative strategy by which Apple can attract a mass of customers towards them from some other brand. Welfare activities are always appreciated by all the customers, therefore if an organisation performs some social welfare the customers naturally attracted by the performance of the organisation and want to be a part of it. Shift of buying behaviour comes with such CSR activity that should be done by the organisation along with their business such as provision of scholarship to the children belongs from below poverty level, plantation to make environment pollution free and quit tobacco campaign to serve for mankind. Such kind of activities will influence customer to buy the product of the brand for their encouragement which is beneficial for the organisation to obtain customer loyalty that develops their buying behaviour. Increasing Consciousness Regarding the Price and Quality Quality and price of a product is very important for customers buying behaviour development. The organisation should understand the socioeconomic condition of a place where they are supposed to perform their business activity to earn profit. This identification helps to understand the affordability of the customers and their requirement of service or product. Moreover, customers have a tendency to buy a product or service after comparison of the price and quality of the merchandise or the service with the existing one in the market. In case of apple i phone 7 the attentiveness of the organisation towards their product or service price and quality help to achieve benefits in the market. Therefore, strategy of price fixation of Apple iPhone 7 should be very much tricky to provide the customer quality at a reasonable price with the comparison of other brand. Deal with Customers by Adopting their Culture Culture plays an important role to develop buying behaviour of the customers. The consumer of apple i phone 7 would like to enjoy the facilities of the technology of a foreign company however they would be comfortable to get the service as per their domestic culture. Hence dealing practice of the product and service of Apple should modify as per the culture of the customer to attract them to buy the phone apart from any other brand that are competing in the global market. Moreover, the sellers need to provide comfort to the customers during the transaction period to make them familiar with such brand brought to them from a completely different culture. In case of domestic customer the organisation needs to exhibit the product as per their requirement relating with the cultural dimension of their own that can make the customer attracted to maintain loyalty and shift their choice to the other brand to Apple. Conclusion Thus, it can be concluded from the above discussion it has been found that the observational study arrangement is important to understand the consumer perception and the attitude towards the market and the particular product. In this case, it has been found that frustration and insufficient consumer motivation is associated with lack in the consumer service and the communication channel issues. The perception of the consumers towards the image of the brand is associated with the attitude issues that comprises of the pricing and brand image. Thus, it has been found that the managers are considering the social media interaction aspects to understand the impact of the need of motivational force on the learning and the perception of the consumers that provide the necessary guidance to the managers of the store and brand to focus on the segmentation and positioning the marketing mix. It helps in maintaining the quality and price of the product and proper promotional guidance in the target market. Apart from that it has also indicated in the discussion that political, social and economical parameters are contributing towards the influencing the consumers to change the preferences towards particular brand product. Suggested recommendation in the report is essential for addressing the marketing problem existing in the New Zealand considering the Smartphone consumption. The observational based study is the essential aspect that can help the managers also to develop knowledge regarding the proper business performance. References Barbopoulos, I., Johansson, L. O. (2016). A multi-dimensional approach to consumer motivation: exploring economic, hedonic, and normative consumption goals. Journal of Consumer Marketing, 33(1), 75-84. Briol, P., Rucker, D. D., Petty, R. E. (2015). Nave theories about persuasion: implications for information processing and consumer attitude change. International Journal of Advertising, 34(1), 85-106. Bruner II, G. C., Pomazal, R. J. (2013). Problem recognition: The crucial first stage of the consumer decision process. Journal of Consumer Marketing. Claiborne, C. B., Sirgy, M. J. (2015). Self-image congruence as a model of consumer attitude formation and behavior: A conceptual review and guide for future research. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 1-7). Springer International Publishing. East, R., Wright, M., Vanhuele, M. (2013). Consumer behaviour: applications in marketing. Sage. Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal (AMJ), 20(2), 122-126. Grunert, K. G., Hieke, S., Wills, J. (2014). Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy, 44, 177-189. Huang, R., Sarigll, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York. Jia, L., Hall, D., Zhu, S. (2015). Trust Building in Consumer Learning Process and Its Effect on Consumers Behavioral Intention toward Mobile Payments. Kim-Soon, N., Ahmad, A. R., Cheah, S. B. J., Hasaballah, A. H. A., Omar, S. S. (2016). The Effects of Consumers Attitudes and Personality on Buying Green Product. Advanced Science Letters, 22(7), 1849-1852. Larivire, B., Joosten, H., Malthouse, E. C., van Birgelen, M., Aksoy, P., Kunz, W. H., Huang, M. H. (2013). Value fusion: the blending of consumer and firm value in the distinct context of mobile technologies and social media. Journal of Service Management, 24(3), 268-293. Leavitt, C. (2013). Cognitive strength of established brands: Memory, attitudinal, and structural approaches. Brand Equity Advertising: Advertising's Role in Building Strong Brands, 247. Lysonski, S., Durvasula, S. (2013). Consumer decision making styles in retailing: evolution of mindsets and psychological impacts. Journal of Consumer Marketing, 30(1), 75-87. Murali, M. (2015). Split Brain Theory and the Relevance of Consumer Decision Making Process. Reinbach, H. C., Giacalone, D., Ribeiro, L. M., Bredie, W. L., Frst, M. B. (2014). Comparison of three sensory profiling methods based on consumer perception: CATA, CATA with intensity and Napping. Food Quality and Preference, 32, 160-166. Solomon, M. R. (2014). Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ: prentice Hall. Vidal, L., Antnez, L., Gimnez, A., Varela, P., Deliza, R., Ares, G. (2016). Can consumer segmentation in projective mapping contribute to a better understanding of consumer perception?. Food Quality and Preference, 47, 64-72. Wagner, B., Wilson, J., Vescovi, T. (2014). Exploring the relationship between luxury brand personality, store personality and consumer personality. In 13th International Marketing Trends Conference. Wikstrm, F., Williams, H., Verghese, K., Clune, S. (2014). The influence of packaging attributes on consumer behaviour in food-packaging life cycle assessment studies-a neglected topic. Journal of Cleaner Production, 73, 100-108. Yang, H., Stamatogiannakis, A., Chattopadhyay, A. (2015). Pursuing attainment versus maintenance goals: the interplay of self-construal and goal type on consumer motivation. Journal of Consumer Research, 42(1), 93-108.

Information Systems and Law Enforcement free essay sample

Over the last decade, computer and telecommunications technologies have developed at an extraordinary rate. Increased computer power, advances In data transmission and attractive and user-friendly graphic interfaces present law enforcement agencies with unprecedented capacity to collect, store, analyze and share data with stakeholders inside and outside of government(Richter, 2001). Ultimately, information technology represents a tool to help law enforcement achieve it broadened and increasingly complex mission.This holds true for the past and the future. Historically, the Innovation of Information systems has served as the catalyst for dramatic changes In the organization of police work and has presented OTOH opportunities and challenges to police and other criminal justice practitioners, according adjacent Chain (Richter, 2001). Noting that information is the stock-in trade of policing. In 1967, under the FBI director J. Edgar Hoover the National Crime Information Center (NIACIN) database was created.The NIACIN is the United States central database for tracking crime-related Information. We will write a custom essay sample on Information Systems and Law Enforcement or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page While most Information Is maintained and stored on FBI Infrastructure, not all Information In the NIACIN Is stored on FBI servers. Information such as in-state criminal histories, drivers license, icicle registration and in-state warrants are maintained on the state level. Because the NIACIN is an intertwined system, most information maintained on the state level is available to any authorized agency.Recently, the Electronic Privacy Information Center has raised concerns over the validity of information in the NIACIN database. A broad coalition of organizations across the United States has endorsed a letter urging the reestablishment of accuracy requirements for the Bis National Crime Information Center (NIACIN), the nations largest criminal justice database. More than 3,000 individuals from 47 states and the District of Columbia have signed an online petition to the Office of Management and Budget (MOB) also supporting the Privacy Act accuracy requirements(Wisped. Erg) The Chicago Police Department (CAP) has been at the forefront of the Information technology race in law enforcement. Over the last decade the CAP has Introduced a number of Information systems policing process. One of the systems that is making a difference for the CAP is the CLEAR system. The Citizen and Law Enforcement Analysis and Reporting (CLEAR) yester was developed to harness information to more effectively manage the department, strengthen community partnerships and share data with other criminal justice systems. CLEAR was created to manage information flow. Under CLEAR, the CAP has developed a Records Management System that employs nine operational systems which include ; Fingerprints Mug shots Criminal History record indemnification Internal inspections External complaints Has CLEAR made a difference? According to CAP CLEAR has eliminated redundant data entry and helped in developing management reports. (5) Because there is only en information system, all stakeholders will need to learn only one system. As a result of this system, as it is modified is said to allow police personnel more time to solve crime(Richter, P. 3).There is nothing but the future for information systems and information technology concerning law enforcement. On Novo 16 2006 the Dallas City Council gave final approval for Dallas departments of police, fire and aviation to be the first subscribers to COCO Communications Service. The service allows the agencies to have access to this encrypted network allowing them to communicate ice, video and data easily with each other using their existing radios and networks(Government Technology) coco Communications software protocol rides on top of existing network infrastructures. The protocol eliminates communication breakdowns created by systems that use differing frequencies or operating systems. The service integrates with wireless carriers, extending access to the service and allows radios, laptops, cell phones and Pads to communicate across the network(Government Technology). The result will be that users will be able to converse with their colleagues as well as other federal, state and local agencies on he network to share critical information during emergency situations or for normal day to day activities.Creative uses and development of new information technology and systems have the potential to increase the capacity and effectiveness of law enforcement in fulfilling its complex mission of today. This includes the increased demands in the post 911 world. Implementing such systems faces a host of challenges. Acceptance by local, state and federal governments are always a hinder. Privacy and security concerns always generate controversy. But the number one halogen of implementing new systems and technology is how to pay for them.

Las vegas Essay Example

Las vegas Essay Example Las vegas Essay Las vegas Essay there was really a crisp turnaround in December 1989 due to the gap of the Mirage in Las Vegas ( 21 ) . Statewide casino grosss for Nevada dramatically increased besides as a consequence of the new megaresorts opening. In 1989, harmonizing to the 1990 Annual Study of Financial Results and Reporting Tendencies: U.S. Gaming Industry, statewide casino grosss were $ 4.5 billion, a 10.2 per centum year-to-year addition over the $ 4.1 billion in grosss for 1988 ( 21 ) . In Nevada, the Las Vegas Strip represented 47 % of the province s entire casino/hotel grosss ( 21 ) . Casino grosss of the Strip s 27 operations besides passed the $ 2 billion grade, a figure in surplus of what the full province produced in 1979 ( 21 ) . This figure was a 6.4 % addition over the old twelvemonth ( 21 ) . In add-on, by the terminal of 1990, Las Vegas had the largest figure of hotel suites of any metropolis in US. Over one million square pess of convention infinite was besides added, cementing Las Vegas as a major convention finish. In the survey, Laventhol A ; Horwath predicted that though the sudden inflow of new suites and casino infinite would at first adversely affect the net incomes of some casinos, over the long term, with the exhilaration generated by these alterations, Las Vegas will emerge as an even more powerful magnet for touristry. They were right. By 1999, bet oning in Nevada represented 40 % of the entire US non-Indian casino bet oning market ( McGowan 30 ) . As a consequence of the new strain of ace casinos, Las Vegas has become the metropolis where there is merely excessively much to see and make in a few yearss. The mean length of stay in Las Vegas had a 12 % addition between 1998 and 1999, and there was an addition of 18 % in Las Vegas visitant disbursement between 1998 and 1999 ( 37 ) . The Las Vegas Visitor Profile Study showed that there was a 19 % addition in chancing budget, 14 % addition in lodging, 21 % addition in nutrient and drink, a 10 % addition in shopping, and a 21 % addition in show grosss ( McGowan36 ) . In 1999, Las Vegas gambling had a 18 per centum addition of in gambling gross, yet, had an even larger 31 per centum addition in non-gaming gross. ( 37 ) . The immense addition in non-gaming gross can be attributed to several chief factors, harmonizing to McGowan ( 37 ) . First, Las Vegas became a all right dining attraction- Las Vegas is now celebrated both for its inexpensive counters and five star, celebrity-chef headed eating houses. In add-on, Las Vegas shows have become more and more elaborate and expensive over the old ages, hosting top stars such as Barbara Streisand, Elton John, and Celine Dion ; there are besides forte shows such as the Cirque du Soleil shows, and of class, packaging events. There besides has been a enormous success in Las Vegas Strip retail shops. In 1999, 53 % of visitants shopped while in Las Vegas ( 37 ) . Social Costss of the Gaming Industry Despite the good and attractive economic growing, revenue enhancement gross, and employment effects of casinos, there are still many on-going concerns and arguments over the casinos doing chancing dependences, which result in damaging societal costs ( Walker 2 ) . The casino industry has maintained through the old ages that its merchandise is merely a signifier of amusement, much like watching athleticss or films, which besides have monetary values attached to them. However, research workers argue that chancing is basically different from other signifiers of amusement because of the societal costs of chancing dependences. A societal cost is defined as a â€Å"reduction in societal existent wealth†- the wealth spoken of here does non mention to hard currency money, but instead, whatever is valued by persons ( 88 ) . Addicted, pathological gamblers inflict high societal costs, which could really countervail the economic benefits of casinos. Many research workers have written about the societal costs of chancing dependence, which include: loss of income from missed work, decreased productiveness on the occupation, depression and physical unwellness related to emphasize, increased self-destruction efforts, bailout costs, unrecovered loans to pathological gamblers, unpaid debts and bankruptcies, higher insurance premiums ensuing from pathological gambler-caused fraud, corruptness of public functionaries, strive on public services, industry cannibalization ( that is, other industries suffer losingss due to casinos gap in a town or metropolis ) , and divorces caused by chancing ( Walker 87 ) . Thompson did a survey in 1997 about the one-year societal cost ( in dollars ) per compulsive gambler. He found that for one compulsive gambler, the societal cost is about $ 9,469. This includes therapy ( $ 361 ) , unemployment compensation ( $ 214 ) , bad debts ( $ 1487 ) , bankruptcy tribunal costs ( $ 334 ) , public assistance costs ( $ 334 nutrient casts and assistance to dependent kids ) , and condemnable justness costs ( $ 3,498 larcenies, apprehensions, captivity ) ( Walker 98 ) . These societal costs are unloaded unto others, and non paid by the addicted gambler, which is besides why Thompson did non include any figures refering money stolen by a compulsive gambler, which he considers to be a wealth transportation, non a societal cost. Walker and Barnett besides studied the emotional costs that pathological gamblers impose on to their friends and households ; these emotional loads can besides be considered to be societal costs ( Walker 101 ) . Bailout costs are non, harmonizing to Walker, considered to be societal costs, but this is merely another negative consequence of gamblers dependences. Identifying a Gambling Addiction A individual with a chancing dependence is non merely person who likes to travel and chance a batch ; there are several trials that can name a pathological gambler. The DSM-IV is a diagnostic instrument used in psychological science and psychopathology that classifies chancing dependences by inquiring a figure of inquiries. A individual is diagnosed as a pathological gambler if he or she can be described by five or more of the undermentioned conditions ( DSM-IV 1994, p. 618 ) : The person†¦ The person†¦ is preoccupied with gaming ( e.g. preoccupied with live overing past gaming experiences, disabling or be aftering the following venture, or thought of ways to acquire money with which to chance ) demands to chance with increasing sums of money in order to accomplish the coveted exhilaration. has repeated unsuccessful attempts to command, cut back, or halt gaming. is ungratified or cranky when trying to cut down or halt gaming gambles as a manner of get awaying from jobs or of alleviating a distressed temper ( e.g. , feelings of weakness, guilt, anxiousness, depression ) . after losing money gaming, frequently returns another twenty-four hours to acquire even ( trailing one s losingss ) prevarications to household members, healer, or others to hide the extent of engagement with chancing has committed illegal Acts of the Apostless such as Has jeopardized or lost a important relationship, occupation, or educational or calling chance because of chancing relies on others to supply money to alleviate a despairing fiscal state of affairs caused by chancing ( Walker 168-169 ) . ( Walker 168-169 ) . It is of import to inquire gamblers how the individual financed his/her gaming, and the maximal sum lost in one twenty-four hours, because clinicians rely on these estimations to mensurate the decrease in chancing activity station intervention ( Walker 120 ) . It is hard nevertheless, to deduce and cipher gaming losingss, because gamblers frequently do nt cognize how much money they have spent and who they have borrowed from ( because they ve borrowed from so many people ) ( 121 ) . Thompson and Schwer besides estimated the societal costs of chancing specifically in Las Vegas entirely. They estimated that 3.5 % of the population is a pathological gambler ( which translates to about 38,571 grownups ) , with an estimated cost per gambler of $ 10,053 per twelvemonth, and a entire estimated cost per twelvemonth of $ 387.8 million ( Walker 130 ) . Why the Argument over Social Costs Is Relevant Understanding the societal costs of chancing is indispensable to researching the success of casinos, because casinos frequently sharply market to consumers who have high chancing dependence rates within their communities. For case, casino operators sharply pursue Asians both domestically and abroad. These targeted demographics include the freshly affluent Chinese ( who have late become Las Vegas best clients ) , Asian-Americans, and recent immigrants from the Pacific Rim ( Rivlin ) . One major attempt to provide to Asiatic clients includes redesigning immense parts of casino floors in order to appeal to the gustatory sensations of Asiatic invitees. Harrah s Entertainment, which owns casinos in Atlantic City and Las Vegas, has been a taste-maker in this field. In early 2006, Harrah s opened a gambling and dining country, inspired by Ming- and Song-dynasty architecture, at the Showboat in Atlantic City ( Rivlin ) . The company imported carven forests from China in order to make a twelve chemin de fer tabular arraies ( which is the preferable game for many Asiatic participants ) , and several tabular arraies for pai gow fire hook. Other casinos have followed suit, such as the Trump Taj Mahal in Atlantic City and Mohegan Sun in Connecticut, which have besides built all-Asian chancing cavities. Due to these attempts, table game gross at the Showboat increased 35 % in 2006, which was an addition from $ 46 million to $ 63 million. The casino besides doubled its concern among its Asiatic participants. In Las Vegas, these successful alterations are besides being implemented- Asian-themed chemin de fer salons are distributing across Las Vegas, and this is entirely due to its popularity among the Chinese, harmonizing to William Weidner, the president of Las Vegas Sands ( which is the parent company of the Venetian ) . The ground for these high-cost alterations are because of high rollers, sometimes called giants, who are the improbably affluent V.I.P. s who will put on the line 1000000s of dollars over a individual weekend, or 10s of 1000s of dollars on one manus. 80 per centum of Las Vegas biggest giants are from Asia, most of them baccarat participants from China and Hong Kong ( Rivlin ) . Harmonizing to Weidner, the Asiatic client normally spends much more of their disposable income on gaming, and even is known to take their repasts in the chemin de fer salon. Mr. Weidner recognizes the importance of his Asiatic invitees and their money to his concern. He even travels to Hong Kong with an translator in order to plan his casinos with the advice of a feng shui maestro. The job with selling to Asiatic clients is nt with these giants from abroad, but with the aggressive selling tactics used to court less-affluent Asian-Americans. Las Vegas casinos create advertizements written in Asiatic idioms, and topographic point those advertizements in Asian community newspapers in metropoliss near Las Vegas ( Rivlin ) . They besides send out Mailers written in a receiver s native linguistic communication, and despatch particular coachs to any Chinatown within a twenty-four hours s thrust. Harmonizing to Dr. Fong, the co-director of the Gambling Studies Program at the University of California, Los Angeles, the impact of these attempts is major and widespread. Gambling is an tremendous portion of Asiatic civilization, harmonizing to Kent Woo, the executive manager of the NICOS Chinese Health Coalition in San Francisco, and Woo feels that casinos are working those civilizations and making dependences within the communities. Asiatic militants are really concerned, disquieted, and even highly angry over the selling attempts by casino companies, because surveies have suggested that Asians have higher rates of job chancing than any other groups. A long-run survey by Dr. Fong suggests that â€Å"Asians are three times every bit likely as other groups to develop a serious chancing problem.† It must be noted though, that this decision is based merely on a little sample of Asian-American gamblers populating in Los Angeles. Even still, the California authorities has seen fit to take stairss to assist the Asian-American community with their gaming dependences. The authorities created an Asiatic Pacific Islander Problem Gambling Task Force in 2004 ; the focal point of this group is to supply intervention and bar plans for Asian-Americans who can non talk English. It is of import to acknowledge that chancing brings about non merely societal benefits, but harmful societal costs every bit good. Casinos do impact the communities around them tremendously, and they rather perchance are even taking advantage of the failings of a certain community to chance, in order to drive up grosss and net incomes. Dr. Fong says, â€Å"If there s this concealed job of dependence that s non being addressed, and that s what we think is go oning, it will easy eat off at the cloth of the community† ( Rivlin ) .A Change in Focus- â€Å"What Happens Here Stays Here† Although Las Vegas gained its popularity as a touristry hot spot by going a family-friendly finish, in recent old ages the unofficial slogan of Las Vegas has been that â€Å"sin is in again† ( McMullen ) . In the early 2000 s, due to grok selling, Las Vegas enjoyed a Renaissance of kinds, in which there was a newfound moving ridge of popularity for casinos and chancing ( Bogomolny ) . In January 2003, the Las Vegas Convention and Visitors Authority launched a $ 58 million, 20-month run centered around the new tagline for the metropolis of Las Vegas: â€Å"What Happens Here, Stays Here† ( Thomaselli ) . This old catch phrase has invaded popular civilization, and Las Vegas one time once more had a new, successful image that redefined the metropolis. Billy Vassiliadis, CEO of R A ; R Partners, which created the run, says that the tagline has become so popular because he researched what it is that makes people want to see Las Vegas ; he found that Las Vegas had a â€Å"li berating capacity† for people- people go to Las Vegas to make and eat and see things they would nt woolgather of making back at place. The run consisted of sexy, high-strung â€Å"Vegas stories† commercials, which, harmonizing to USA Today s Ad Tracker, was the 7th most sympathetic run, and tied with Citibank for the most effectual run of the twelvemonth. Pleased with the success of the ads, the Las Vegas Convention and Visitors Authority rolled over R A ; R s contract for an extra five old ages, less than six months into the launch of the run ( Thomaselli ) . Not everyone loves and supports this run though- many company executives disapprove of the hedonism-encouraging run. Steven Hacker, president of the International Association for Exhibition Management, Dallas, said that this run is â€Å"not the most effectual message to direct into the concern sector, as executives are the 1s who decide where conventions are held ( Thomaselli ) . The image of a company may be blemished if the company holds their conferences and conventions in Sin City, where anything goes, and â€Å"What Happens Here, Stays Here.† However, harmonizing toTerry Jicinsky, senior VP-marketing for the Las Vegas Convention and Visitors Authority, â€Å"convention attending increased by 12.9 % in 2003 compared with 2002, and conventioneers non-gaming economic impact was up 11.8 % last twelvemonth compared to the old year.† Even with disapproval of the wickedness run from corporations, the usage of wickedness to pull visitants has made a strong rejoinder in Las Vegas- after all Las Vegas moniker is Sin City. An increasing figure of Las Vegas hotels and resorts are offering more adult-oriented adjustments and amusement ( McMullen ) . Las Vegas is traveling off from aiming households, and traveling towards marketing peculiarly to â€Å"twenty-and mid-thirtiess, who have no ties and want to truly botch themselves, † harmonizing to Erika Yowell, senior director, media dealingss for the Las Vegas Convention and Visitors Bureau ( McMullen ) . The Numberss show that there has been success in marketing Las Vegas as an grownup resort area: the average age of visitants coming to Las Vegas dropped somewhat, to 49 in 2004 from 50 in 2003, with the largest addition in visitants in the 21-29 and 31-39 age sets ( McMullen ) . McMullen says that this could be attributed to the wildly popular â€Å"What Happens, Here Stays Here† touristry run, which encourages â€Å"adults to lose their inhibitions.† In add-on, hotels and casinos are marketing more to a great extent to grownups through magazines such as GQ, Playboy and InStyle. The Palms Casino Resort has enjoyed peculiar success in this Las Vegas Renaissance of flashiness, glamor, and wickedness, by utilizing advanced selling in order to aim the individual, big demographic. The four Maloof brothers, who are the billionaire co-owners of the Palms Casino Resort, are Masterss of selling ( Bogomolny ) . The Maloofs understood that competition is highly ferocious in Las Vegas, and that they needed to set up a trade name in order to pull clients and prolong their concern. The Maloofs started off by purchasing less-expensive existent estate non located on the dumbly jammed and competitory Las Vegas Strip. Then, after the resort opened ( to non extraordinary success ) , George Maloof convinced the manufacturers of MTV s The Real World to movie a season at the Palms ( Bogomolny ) . The Maloofs paid $ 1.5 million to restitute the twenty-eighth floor of their hotel, making a posh place for the seven aliens who would populate together and movie a world show together. Once the show aired in 2002, things turned drastically about, and the Palms became tremendously successful due to its appealing to youth. The history of Las Vegas success revolves around the hotel and casino industry aiming households and older visitants but the Maloofs â€Å"tapped into a badly underserved market in Vegas: youth† ( Bogomolny ) . With The Real World, the Maloofs revitalized the old image of chancing as â€Å"a fun societal interest, † and Las Vegas as the topographic point to bask one s young person. While the mean age of a Las Vegas tourer was 59 at the clip, the mean Palms hotel invitee was under 35. The success of the Palms came from their mantra to â€Å"get clients while they re immature, [ because ] you ll perpetrate them to your trade name for life† ( Bogomolny ) . The Palms continues to continue its hip image today by milking all the famous person connexions it can. The Maloofs do whatever they can to pull the â€Å"young, rich, celebrated and beautiful† to â€Å"pull in celebrity-obsessed customers† ( Bogomolny ) . In add-on, the Maloofs realized the importance of cross-promotion. The Maloofs own the NBA squad the Sacramento Kings, and so the Maloofs advertise at Arco Arena, which is where the Kings drama. After their carefully crafted success, the Maloofs have enjoyed the fruits of their labours they unveiled a $ 600 million enlargement of their comparatively little hotel ( the Palms opened with merely 425 hotel suites, compared to the mean 4,000 hotel suites of the hotels on the Las Vegas Strip ) ( Bogomolny ) . They constructed 599 condominium units adjacent to the hotel, and built an extra â€Å"347-room hotel tower themed with party suites and Playboy branded high-end sofa and retail locales, † and â€Å"46 mega su ites and sky penthouses complete with characteristics conducive to furthering the escapist outlook, such as excess sound insularity, private swimming pools, hearths and even basketball courts† ( McMullen ) . The Maloofs became the faces of the new Las Vegas, demoing the metropolis what it takes to regenerate and pull new types of clients in such a dumbly competitory industry. Many other hotel corporations have followed suit in aiming immature visitants. Beaks of America purchased Hotel San Remos on Tropicana Avenue, and spent $ 130 million to restitute and rebrand the 711-room belongings into a Hooters Casino Hotel ( McMullen ) . MGM Mirage has alter the image of Treasure Island, a 2,885-room hotel that opened in 1993, to that of an an exciting and energetic grownup atmosphere, every bit described as Tom Mikulich, president of MGM Mirage. Treasure Island, like several other casino resorts in Las Vegas, has reduced comfortss targeted towards kids, and added attractive forces appealing to more mature audiences. Mikulich says of the alterations to Treasure Island: We downsized our arcade, added a sultry cabaret, changed out the skull-and-crossbones pavilion for more modern-day signage and enhanced the plagiarist show to include the sexy Sirens of Treasure Island† ( McMullen ) . In add-on, there had been an increasing demand for more exciting night life, and the bing hotels took notice, constructing more cabarets and adult-themed shows. The MGM Grand, which opened in 1993, late opened a cabaret, Tabu. New York, New York, which has been in operation since 1997, offers a sexy Cirque du Soleil show called Zumanity. The Hard Rock Hotel and Casino, which opened in 1999, besides opened a cabaret named Body English. The new end of the 2000s was for Las Vegas hotels to convey in the immature late-night partiers to their belongingss. Effectss of the Recession on Las Vegas Tourism A ; Bet oning Numbers Even though Las Vegas has been one of the â€Å"fastest-growing cities in the U.S.† for twenty old ages, Las Vegas has non been immune to the economic downswing ( Stein ) . In fact, Las Vegas has been particularly hit hard by the recession ; in 2009, Las Vegas touristry and bet oning Numberss suffered record hits. The Las Vegas Convention and Visitors Authority reported that in 2008, visitant volume was down 4.4 per centum to 37.5 million, tenancy rates went down 4.4 per centum points to 86 per centum, and the mean day-to-day room rate lowered 9.8 per centum to $ 119.19 ( Velotta ) . These lessenings can be attributed to stop dead recognition markets, increased unemployment, and volatile fuel monetary values, which resulted in decreased consumer assurance, and a lessening in disbursement for travel and touristry. The province Gaming Control Board reported its Numberss for the financial twelvemonth 2008 ( the last six months of 2007-2008 and the first six months of 2008-2009 ) , and bet oning win had its â€Å"steepest per centum diminution in history† ( Velotta ) . Clark County s bet oning win was $ 771.8 million, down 18.4 per centum from the same month a twelvemonth earlier. The Strip s win was down 23.2 per centum to $ 474.2 million. In the Southern Nevada submarkets, downtown Las Vegas win decreased 17.5 per centum to $ 41.3 million, the Boulder strip was away 9.2 per centum to $ 76.3 million, Laughlin fell 18 per centum to $ 37.4 million and Mesquite was down 25.1 per centum to $ 10 million. The touristry Numberss for December 2008 were in line with the province s gambling figures. Visitor volume decreased aggressively by 10.9 per centum to 3 million- this was 2008 s worst monthly per centum diminution ( Velotta ) . In add-on, Las Vegas tenancy fell 9.9 per centum points to 73.3 per centum, which is besides the worst monthly per centum diminution of the twelvemonth. December s mean day-to-day room rate was off 14.2 per centum to $ 96.39 ; this was the first clip in 2008 that the rate went below the $ 100 grade. This is particularly flooring when sing the fact that the mean day-to-day room rate and tenancy degrees in 2008 were at record highs a twelvemonth earlier. Las Vegas, which is the figure one convention metropolis in the U.S. , has besides seen a crisp lessening in convention travel ( Stein ) . Convention attending for December fell 4.7 per centum to 123,588, besides the worst month of the twelvemonth ( although to be just, December is traditionally the worst executing month for conventions ) ( Velotta ) . For the full twelvemonth though, convention traffic fell 5 per centum to 5.9 million. The figure of meetings held was down 16.7 per centum in December to 1,071. For the twelvemonth, it was away 5.8 per centum to 22,454. The lessening in convention traffic can be attributed to the â€Å"AIG effect† ( Stein ) . Sheldon Adelson, a bulk proprietor of Las Vegas Sands, and a casino fable, believes that portion of the ground why convention travel has taken a hit is due to Obama â€Å"vilifying† Las Vegas ( â€Å"Vegas Mogul† ) . In February 2009, Obama made the undermentioned remark: You ca nt take a trip to Las Vegas or down to the Super Bowl on the taxpayers dime.† The combination of dirt over bailed-out banking companies such as AIG still taking munificent trips, and the fact that Las Vegas has become synonymous with a â€Å"good time† for grownups has led to what Adelson feels is an unjust onslaught on Vegas. He says, If you are traveling to revile Las Vegas because it s a great topographic point to travel, allow s revile all 30 provinces that legalized gambling What s the deduction here? That the authorities on taxpayer money will merely let people to travel to top ographic points where they will non bask themselves, where they are traveling to detest it ( â€Å"Vegas Mogul† ) . The recoil against corporate disbursals, and freshly image-conscious corporations declining to pass money to go to a topographic point nicknamed Sin City, has â€Å"worsened the travel slack, † and has led to the decrease of occupations as a consequence. Nevada s car traffic Numberss can besides state us how touristry has decreased in the province. December s mean day-to-day car traffic fell 2.5 per centum to 80,736 vehicles a twenty-four hours on all major main roads and 1.3 per centum to 38,586 vehicles on Interstate 15 at the Nevada-California boundary line ( Velotta ) .. For the twelvemonth, traffic was down 5.3 per centum on I-15 and other major main roads Las Vegas besides has the â€Å"highest foreclosure rate of any major tube area† ( Stein ) . Besides, the unemployment rate jumped from 3.8 % to 12.3 % in merely three old ages clip. Those who have been able to maintain their occupations are still enduring, because their pay depends on generous tips from the patronage. The lone cardinal index of touristry that increased in 2008 was room inventory- room stock list is up 5.7 per centum to 140,529 suites ( Velotta ) . However, this is non necessary a good thing for tourism- with more suites, local functionaries will hold to convey in even more tourers and visitants to Las Vegas in order to beef up the tenancy and ADR rates. The addition in room stock list was due to the gaps of the Palazzo, Wynn Encore, Aliante Station, Eastside Cannery, and the gap of a new tower in South Point on Las Vegas Boulevard South. In add-on, there are frozen building undertakings everyplace because casino proprietors borrowed manner excessively much money to construct hotels that were manner excessively large ( Stein ) . Nevada is about belly-up because it relies largely on taxing casino proprietors, with no aggregation of income revenue enhancements ( Stein ) . Due to the lessening in grosss in Las Vegas, the province of Nevada has been devastated. The lone infirmary malignant neoplastic disease flying for uninsured patients had to be closed down due to budget cuts, the Las Vegas Art Museum was lost, and there are empty, closed-down shopfronts everyplace, including the Neonopolis, a $ 100 million, 250,000 sq.ft. promenade. The province is so despairing that Steven Horsford, the bulk leader of the Nevada senate and â€Å"de facto caput of Nevada s government† tried to ordain a corporate income revenue enhancement, but was shot down ( Stein ) . Hope for 2010 The CityCenter Looking to the hereafter though, Nevada seems to be really hopeful that 2010 will demo better Numberss. Most of this optimism hinges on the gap of MGM Mirage s CityCenter on the Las Vegas Strip in December 2009. The $ 8 billion CityCenter is described as an â€Å"extraordinary urban resort finish brought to life by eight world-renowned architects† ( â€Å"Vegas City Center† ) . It is a aggregation of hotel resorts, watering place, nightclubs, sofas, and bars, retail shops, abodes, eating houses headed by world-class chefs, dramatic architecture, theatres and shows, convention centres, dynamic public infinites, and art galleries. Conceived in 2004, the intent of the CityCenter was to â€Å"refine and redefine† Las Vegas as a new â€Å"cultural epicentre in the universe, a topographic point that travellers would seek out, much like the Guggenheim in Bilbao or the SONY Center in Berlin† ( â€Å"Vegas City Center† ) . The hope was that the CityCenter would go a topographic point for the community to garner. In add-on, the CityCenter is environmentally responsible- it is one of the largest ( at 18 million square pess ) sustainable developments in the universe. The CityCenter presently has six Gold LEED ® enfranchisements, which is the highest LEED accomplishment by any hotel, retail territory, or residential development in Las Vegas ( â€Å"Vegas CityCenter Earns† ) . Presently, the Vdara Hotel, Crystals retail and amusement territory, Mandarin Oriental, and ARIA Resort A ; Casino ( which has 4,004 technologically advanced guestrooms with floor-to-ceiling Windowss offering positions of the Las Vegas skyline ) have already opened ; The Harmon and residential tenancies are set to open in 2010. CB Richard Ellis Global Gaming Group released its 2010 Las Vegas Strip Forecast A ; Investment Guide, which forecasts per centum additions in overall Las Vegas Strip gross in 2010 ( â€Å"Vegas Strip Revenue† ) . The 85-page study said that overall Las Vegas Strip gross is expected to lift by 3 % to 7 % in 2010 ; this prognosis took into history assorted economic and operational factors, and most peculiarly the CityCenter gap and the impact this undertaking will hold on the Strip. 2008 and 2009 will be remembered as â€Å"two of the most disruptive old ages in the history of the Strip, † harmonizing to the Director of Gaming Research and Analysis for CBRE s Global Gaming Group and co-author of the study, Jacob Oberman ( â€Å"Vegas Strip Revenue† ) . Although Las Vegas Strip casinos are likely to go on sing gross and net incomes diminutions in 2010, future deductions for Las Vegas are positive. CBRE says that â€Å"investor sentiment will probably better as he adline market gross informations measured on a year-over-year footing turns positive. Additionally, market gross growing sets the phase for net positive occupation growing for Strip casinos in 2010, which bodes good for the local Las Vegas economy† ( â€Å"Vegas Strip Revenue† ) . In add-on, harmonizing to the Las Vegas Strip Forecast A ; Investment Guide, â€Å"10 % to 30 % of CityCenter s gross will be incremental gross for the market, while the balance is expected to come at the disbursal of bing Strip casinos. Strip casinos in being prior to October 2009 will see a gross diminution of 3 % to 6.9 % in 2010† ( â€Å"Vegas Strip Revenue† ) . A View against the Optimistic CityCenter Prognosiss Despite these positive prognosiss that the CityCenter will assist Las Vegas recoil in 2010, Jeff Weinstein ( the editor in head of HOTELS Magazine ) believes that the CityCenter will hold to cover with â€Å"serious turning pains† foremost ( Weinstein ) . Many of the condominiums in the CityCenter are still unsold, and the positive prognosiss seem a small unrealistic. Weinstein believes that the CityCenter would really â€Å"cannibalize business† from the other MGM Mirage undertakings on the Las Vegas Strip, and farther injury rates on the Las Vegas Boulevard. Until the economic system is in much better form, the CityCenter will fight. Weinstein believes that the 3-7 % addition in gross for 2010 as predicted by CBRE Global Gaming Group will non happen, and that the added 6,000 suites to hotel stock list due to the CityCenter will merely take to greater competition and more discounting, intending lower room rates in the terminal. As mentioned earlier, when there is more room stock list, it is harder to make full suites. Though the CityCenter has brought great economic benefit to Las Vegas already through the creative activity of 12,000 new occupations, the CityCenter will take clip to make the success that everyone hoped for. The CityCenter opened in the worst possible timing, and it is dubious that the universe will be leaping to see the CityCenter and pass their disposable income at that place. Weinstein hopes fierily though, that possibly in a few old ages clip, when the economic system is better, the CityCenter will be all it was expected to be, to assist Las Vegas make its highest potency. Las Vegas Unwavering Optimism The things that made Las Vegas a first gambling and touristry finish are the same things that are taking to its possible ruin today. Hsu suggests in her book, Legalized Casino Gaming in the United States: the Economic and Social Impact, that there are two local grounds why Las Vegas became so successful in such a short period of clip. The first is that Las Vegas â€Å"offers a synergy that can come merely from holding a concentration of chancing casinos in a individual location† ( Hsu 15 ) . The big casinos do non really vie with other large casinos ; instead, Hsu says, they work together to publicize and Las Vegas as a whole. The consequence is that Las Vegas has become the tourer experience, instead than bet oning at a peculiar casino† ( 103 ) . Large casinos besides are offering more and more services and better pricing of games and amusement merchandises because there is so much impregnation in the casino and hotel market in Las Vegas. The 2nd ground why Las Vegas has grown exponentially in merely a few decennaries is because Las Vegas â€Å"thinks large, † offering â€Å"overcapacity and an surfeit of both chancing and nongambling products† ( Hsu 101 ) . Las Vegas is a topographic point where everything the tourer wants to see and see is available in copiousness ; Las Vegas holds an image of degeneracy, wickedness, hedonism, and extravagancy. As a consequence of this luxury and ‘think large attitude, Stein notes that merely as Las Vegas was the â€Å"epicenter of the excessive ingestion of the past 20 old ages, now it s the deepest crater of the recession over the last year† ( Stein ) . However, in malice of Las Vegas being one of the biggest casualties of the recession, Las Vegas has ever been seen as â€Å"recession cogent evidence, † and so, as Joel Stein points out in Time Magazine, Las Vegas business communities are non taking the recession earnestly plenty. For case, Sheldon Adelson, the casino fable, believes that Las Vegas will bounce and that gustatory sensations have non for good changed due to the recession, because there is no manner America will halt making the â€Å"things they want to do† ( Stein ) . Adelson â€Å"does non believe that America is traveling to basically alter its values from extravagancy to thrift, † and therefore, will non alter his â€Å"strategy of utilizing high-end dining, elephantine suites and lavish convention infinites to pull customers† ( Stein ) . Adelson, who as mentioned before is the president of the Las Vegas Sands Corp. ( which owns the Venetian hotel, the Sands Expo and Convention Center and the Ventian Macao ) , has had his bank history about wholly wiped out last twelvemonth, losing most of his enormous wealth ( Stein ) . In 2007, and 2008, Adelson was the 3rd richest individual in the universe, with a net worth of $ 40 billion. However, by 2009 he lost $ 36.5 billion- â€Å"more than the GDP of half of the states in the world† ( Stein ) . Before the economic downswing, Bankss were â€Å"begging† Adelson to take their money ; Adelson obliged, took all he the money he could, and built a mini-Vegas in Macao, dubbed the Cotai Strip, every bit good as big casinos in Singapore. His debt-to-earnings ratio was a immense 6.8 to 1. Then, when the recession occurred, the bank loans stopped coming his manner and his stock monetary value decreased dramatically from $ 144 to $ 1.42 in March 2009, though it has increas ed back to around $ 12 ( Stein ) . His building undertakings were halted every bit good. In malice of these tremendous losingss, Stein observes that Adelson does nt look excessively crushed by his losingss. Adelson even said to Stein, A billion dollars does nt purchase what it used to. So it s non every bit tragic as one would assume.† When Adelson s married woman asked him to cut back on his disbursals, Adelson dismissed her, stating that he still had more money than they could of all time pass ( Stein ) . The optimistic and hopeful attitude that Vegas holds is alone to the people of Las Vegas. Neal Smatresk, executive frailty president and provost at the University of Nevada at Las Vegas, says that the people of Vegas are non every bit down as those in â€Å"far less devastated cities† because Las Vegas very nature is a town â€Å"built on hopes and dreams† ( Stein ) . After all, chancing in itself is a game of hazards that people take because of their hopes and dreams that they will win the pot. However, though Las Vegas is the ultimate finish for escape, Las Vegas can non get away the sobering jobs and low Numberss that have come about due to the recession.Overview and Conclusion After the legalisation of gaming, the popularity of casino gambling exploded. Las Vegas became the premiere casino gambling and tourer finish in the United States, at an incredibly fast rate. Las Vegas became the ultimate topographic point to get away to and happen astonishing amusement, whether it was with one s households or grownups merely looking to bask all the decadent and hedonic things life had to offer. Las Vegas became what it was due to introducing selling and strong placement schemes. Unfortunately, the strong image of luxury that made Las Vegas a success is besides taking to its failures today. Las Vegas is one of the most oversaturated markets in the universe, with a astonishing figure of hotel suites, casinos, eating houses, shops, and other attractive forces in a densely-packed infinite. Harmonizing to the Las Vegas Convention and Visitors Bureau, the entire hotel room stock list in 2004 was 131,503. By 2009, there were 15,000 more suites that were built, conveying the entire figure of hotel suites in Las Vegas in 2009 to 146,781 ( McMullen ) . Though casino gambling is an industry seen as being recession-proof, Las Vegas makes much of their money from non-gaming grosss, and Macau is get downing to outpace the Las Vegas Strip in bet oning grosss ( McGowan ) . Macau is pulling many of the Asian â€Å"whales† that have late sustained Vegas, endangering Las Vegas position as the casino bet oning epicentre of the universe. While Las Vegas image and attitude is that of hope, optimism, and dreams, the current economic state of affairs is both sobering and highly black. Room rates, tenancy rates, gambling and nongaming grosss, and travel Numberss are down all across the board. The really image of wickedness that brought a new, immature demographic into Las Vegas in recent old ages has besides led to a crisp diminution in convention travel, a immense beginning of gross and concern for Las Vegas. Lone clip will state if all those frozen building undertakings will be completed, tenancy and ADR rates can increase, and whether the metropolis of Las Vegas and the province of Nevada can retrieve from the lay waste toing blow of the recession.

Al Qaeda Research Paper Example | Topics and Well Written Essays - 750 words

Al Qaeda - Research Paper Example Under these criteria are the 5 levels of anti-US sentiments, and 5 capability indicators. These are built into an analytical framework which consists of 3 parts. The 1st is the scale of intent and capability relationship. Second is the qualitative description of the scale of intent and capability. Third are the 10 levels of thresholds within intent and capability. Using the 'Indicators of Terrorist Group Intentions' in the evaluation of the manual retrieved by law enforcement officers in a suspected Al-Qaeda apartment in the United Kingdom the table below shows: Al Qaeda is a highly capable group and has demonstrated any anti-U.S. sentiment. Al Qaeda would be categorized as a "2." The 2 value was assigned because the manual states the members of the organization will be accompanied by the other members of the country for that operation. Al Qaeda also targets building especially with in line with the economics. Their operations were local and international because of their access in the communication process which was stated in the manual. Al Qaeda was categorized also as a "4." The 4 value was assigned because the manual states the building constructions, choice of exact locations for the target and headquarter for the operation, and etc. Using the 'Indicators of Terrorist Group Capabilities' in the eva... Capabilities in a Changing World; Publisher: RAND (Cragin and Daly, 2004) Using the 'Indicators of Terrorist Group Intentions' in the evaluation of the manual retrieved by law enforcement officers in a suspected Al-Qaeda apartment in the United Kingdom the table below shows: Threshold of Anti-U.S. Sentiment for the Al-Qaeda manual Numerical Value Association with another terror group that seeks to target U.S. citizens and Institutions 2 Targeting U.S. citizens and/or property to pursue a local agenda 4 Al Qaeda is a highly capable group and has demonstrated any anti-U.S. sentiment. Al Qaeda would be categorized as a "2." The 2 value was assigned because the manual states the members of the organization will be accompanied by the other members of the country for that operation. Al Qaeda also targets building especially with in line with the economics. Their operations were local and international because of their access in the communication process which was stated in the manual.Al Qaeda was categorized also as a "4." The 4 value was assigned because the manual states the building constructions, choice of exact locations for the target and headquarter for the operation, and etc. Using the 'Indicators of Terrorist Group Capabilities' in the evaluation of the manual retrieved by law enforcement officers in a suspected Al-Qaeda apartment in the United Kingdom, the table below show: Thresholds of Demonstrated and Perceived Attack Skills Numerical Value Successfully coordinate multiple attacks 5 Al Qaeda was categorized as a "5." The 5 indicator of terrorist group capability was assigned because the manual states the formal line up of all the perfect operation for every instance. The commander to members of the

A paper about geo class concepts related in new construction materials Essay

A paper about geo class concepts related in new construction materials - Essay Example These ecological effects result in short-term expenditures and longer-term costs. Even if there is no consensus on dollar with increasing public knowledge of climate changes concerns and the lack of a national climate change regulation, numerous federal agencies and state and local administrations have took on regulations and ordinances that promote and, some cases, mandate green construction for specific commercial and residential structures to minimize GHC emissions and fight global warming even if there no single, homogeneous definition of green construction, the United States Environmental Protection Agency (EPA) asserts that green construction is the practice of creating building and utilizing procedures that are environmentally accountable and resource friendly all through a structure’s life span from sitting to design, building, operation, renovation and deconstruction. Proponents of green construction claim that is it a powerful apparatus for fighting climate change si nce buildings comprise of a huge segment of the United States Carbon footprint (Zhao 1-3) Concrete is the most broadly utilized building material. Present standard use of concrete is about one tonne annually per ever living human being. Human beings do not use any other material in such profound scope except for water. As a result of its huge consumption, even little reductions of green gas emissions per ton of manufactured concrete might make an essential global impact. Dependable estimations of green house gas emission tracks of numerous building materials are becoming significant, due to environmental understanding of the users of construction material. Life cycle examinations of competing building materials, such as steel and concrete can be carried out before the kind of material is selected for a specific construction (Flower and Sanjayan 283-288). The fundamental components of concrete include cement, water, coarse aggregates and fine aggregates. The extraction of aggregates has considerable allusions. Nevertheless, the core contributor of green house emissions in the manufacture of concrete is the Portland cement. It is has been reported that the cement plant is accountable for 5 percent of global anthropogenic CO2 emissions (Kardowski 2722-2730). Consequently, emissions as a result of Portland cement have frequently become the focal point when examining the green house gas emissions of concrete. Other cementitious constituents put into account include ground granulated blast furnace slag (GGBFS), a by-product of steel industry, and fly ash, a by-product of burning coal. The utilization of water in concrete amounts to reduced CO2 emissions (Bianchini et al 57-65) As a result the cement becomes coarse and fine aggregates, GGBFS and fly as the core material contributions to the ecological impacts of concrete. According to Strohbach et al (220-229) cities play an essential function in the world carbon cycle. They generate huge amounts of carbon dioxide em issions but they as well sequester and store carbon in urban forests and green space. Nevertheless, seizure by urban green space is hard to measure carbon sinks and also involves emissions. The carbon tract examination is a determined technique for systematically enumerating carbon sinks and sources all through

A Play Based Curriculum | Analysis of Parent Attitudes

A Play Based Curriculum | Analysis of Parent Attitudes Abstract Parents select the type of school and curriculum they want for their children. There are numerous factors influencing parents choice of school, but practicality, location, affordability, and previous experience with the school are some of their most important considerations. Knowledge and understanding of the different components of the early childhood curricula is a necessity, but such is still dependent on many factors influencing parents choice. We know from the literature (Brain Klein, 1994; Reay Lucey, 2000) that parents enrolling their children in an early childhood education program that implements a play-based curriculum may have done so only because the school has met their expectations in some way, and not because they are aware of the benefits of the play-based program. Nevertheless, what we dont know is if parents would only understand and appreciate the curriculum, would they have made another choice, would they be more involved and have realistic expectations of their childs learning opportunities? This study explores the beliefs and attitudes of parents regarding the play-based curriculum. Using qualitative methods, I aim to gather information in narrative form on parents beliefs and attitudes regarding play-based curriculum The analysis of the data will be based on the narrative responses of the parents, and focus on commonalities, differences, and emergent themes. Introduction I just want my child to have fun! is a comment I hear regularly from parents touring my preschool. But the magic of fun somehow disappears as children reach the age of three or four, and when they start to prepare for real school. Standards, standardized tests, honors, grades etc., soon become parents greatest concerns. Somewhere along the line, the fun comment is replaced with questions pertaining to kindergarten readiness and requests for worksheets, homework and some sort of grade. As a preschool owner/educator, I remember so vividly the day I decided to leave an incredible 13-year career as a public school teacher in one of Ohios wealthiest school districts to own and run my own preschool. This was not an easy decision, because I love teaching; leaving the classroom was one of the hardest professional decisions I have ever made. However, the standards and standardized testing that were dictating our curriculum practices were in complete conflict with my beliefs. Fortunately, I had options and decided to stay in education by moving to younger ages, which at the time, seemed exempt from the overt pressure of standardized testing. I envisioned a facility that embraced play as the primary learning philosophy one that valued child interests and focus groups, one that integrated multicultural facets. I could not be more pleased with my decision to walk away from an amazing retirement, decent salary, and summers off with my own children to offer my ideals to other young learners. Little did I realize that the same nightmares that plagued me previously would continue to haunt me at my preschool. Although research on play and cognitive development provide a lot of support for the play-based curriculum for our young children, the recent state and national emphasis on proficiency test performance has reinforced the concept of minimal play time, even in the primary setting. Many preschools and elementary schools have reduced or even eliminated play from their schedules ( Bodrova Leong, 2003; Brandon, 2002; Johnson, 1998; Murline, 2000; Vail 2003). Play, even the small segments, are being replaced with academic readiness practices, particularly literacy and reading to match the content of standardized testing (Brandon, 2002; Fromberg, 1990; Johnson, 1998; Steinhauer, 2005; Vail, 2003). The constant struggle for accountability, as well as top-down standards and coercive pressure to raise scores on an endless series of standardized test- (Kohn, 2004, p.572), in addition to the battle of improving education, all seem to be dictating current educational trends. Even if a program embraces the importance of play, the outer forces that continue to press for academics is constantly threatening the foundation from which our young children build their educational future. We strip them of their best innate confidence in directing their own learning, hurry them along, and often wear them out. (Almon, 2003, p.20). This push for a more academic foundation in the early years may find us losing sight of the real purpose of learning. If we continue down this path of creating a test-prep curriculum in which our emphasis is on how the child scores on a reading test rather than on allowing children to read for pleasure and information after leaving school, we might generate quite the opposite effect and negatively impact cognitive development. Nevertheless, the global challenge that the Information Age has imposed on us has likewise prompted education officials to redefine school achievement. The governments move to establish educational standards through the (No Child Left Behind Act) NCLB was based on the decline of education standards since the start of the 70s (Peterson, 2003). At present, most schools implement standard-based curricula, formal evaluation methods, and numerical grading system in response to the call for a wider educational transformation. Suffice to mention, the U.S. ranks only 19th in the Literacy Index established by the United Nations Educational, Scientific and Cultural Organization (UNESCO) (2007). Such data support the current trend in education, and imply the need of preschool educators to respond accordingly. In this consideration, it is worthwhile to weigh what we know about the significance of play-based curriculum as it contradicts with what officials in Higher Education promote, the standar d-based curriculum. With the help of parents who themselves have witnessed the relevance of play-based curriculum to the current education system and to the broader aspects of their childrens lives, this study shall gain novel findings on how parents understand the play-based curriculum. Knowing how parents understand play-based curriculum is important, it will provide insight into what information parents draw upon in making early educational decisions for their children. . Since parents are the ones who decide where to enroll their children, it would be best to learn how they feel towards play-based curriculum. To secure a well-informed research finding, during this study I will focus on interviews, observations and documents/documentation, with parents whose children are currently enrolled in a play-based curriculum. I plan to interview five parents; conducting three interviews: a Life History interview , a Current Context interview that includes a summary of their present situation, and a Follow up interview. In addition to the three interviews, observations will be conducted and artifacts will be collected to enhance the data collection. I currently own and operate a preschool situated in a Northeastern Ohio suburb. The demographics surrounding my school consist of upper middle class, educated, two-parent households. In the recent past, we were operating with 248 Caucasian families but have noticed a cultural trend changing our schools population: we now house six native Asian families, eight native Indian families, three African-American families, and two biracial families out of a total of 257 families. This trend, I believe, is due to a new 30-acre hospital facility opening across the street. This study will take place in a similar preschool. The commercial brand preschool (pseudonym) has similar demographics and utilizes a play-based curriculum. As I tour families, I am always assured that parents want the best for their children. The decision to leave a young child to a non-family member is difficult but common, and it is what brought me to this point in my life: a 43 year-old mother of two daughters, ages 10 and 13, pursuing a PhD in Curriculum and Instruction with an early childhood focus. A very attractive, well-dressed woman in her mid-thirties, entered my school foyer holding an expensive handbag, and armed with a list of questions, began her quest for the perfect childcare provider. This well-spoken mom has a two-year-old son and an infant daughter. She, an attorney and her husband, a resident doctor, just moved to our community from Washington, DC. My tour involves a short introduction of myself and my background, as well as the schools. I always include a short description of our philosophy, which includes play, a tour of the facility, an introduction to all teachers, and, finally, a meeting in my office where we address all questions on their list. Such a list typically includes: safety and security, ratios, sick policy, discipline policy, sanitation procedures, lunch and snack, tuition, etc. In this instance, curriculum was never mentioned, even after I spoke of our play-based philosophy, our Flex Learning Program, etc. Such things did not seem important to thi s mom. She asked about teacher turnover, how many infants were currently enrolled, how many teachers were in the classroom, and if her baby would be rocked to sleep. She asked if her young toddler would visit the gym, which is located in the older building; if he would go outside every day; and if he could participate in karate and soccer. Literature supporting everything discussed during the tour, including curriculum issues, was handed to her, as well as a business card with the web address for any additional information. This is very much a typical tour. The mother called later to announce that her decision was complete and her children would be starting the next Monday. That was two years ago. Her children still attend my school full time, now ages three and five. Both kids are in the West facility that houses older children: older Preschool, Pre K, Jr-K, K, and after school classrooms/program. Her children are thriving academically and socially. Yet, two years later, her concern shifted to academic readiness. She made an appointment with me to review the Ohio Pre K standards which she received from her neighbor. Our hour-and-half hour meeting consisted of examples of just how these standards are being implemented, met, and mastered without the use of paper/pencil, drill, skill worksheets, and assessment tools. Although our philosophy has not changed, nor has her desire for her children to have fun, the fear of success in school has crept into this moms thinking. Walking through her sons and daughte rs classrooms daily and observing kids building blocks, doing dramatic play, using sand and water, and working at art stations, reassures her that the kids are indeed having fun, but what are they learning? How can she be sure they will be prepared for school? This has me posing several opposing questions. What are parents beliefs  and attitudes towards an early childhood play-based curriculum, and has their beliefs and attitudes changed since entering the play-based program? What evidence can I offer parents that play-based curriculum is an appropriate curriculum for primary school readiness? How do I advocate for preschoolers as a time in life to cherish play as a basis for holistic development and learning? It is my desire, as a strong advocate of play for small children, to better understand where parents are coming from, how they are informed, and what they draw upon to make their final conclusions. Therefore, in my study, I will inquire from parents their beliefs and attitude about play-based curriculum in the hope of better understanding where parents are coming from. This information will better inform teachers in their parent education practices as well as parents in their search for a preschool. About Early Childhood Education Programs Early childhood education programs provide foundational learning experiences to very young children in preparation for formal schooling. Early childhood education programs strive to provide children with the basic skills in literacy and numeracy, which are crucial for all levels of education, while, at the same time, providing the social, emotional, and cultural interaction that children need for maturity and social development. There is a wide variation in child care programs in the United States ranging from basic care-based, and sometimes simply custodial-based care to nationally accredited early childhood programs such as those promoted by the National Association for the Education of Young Children (NAEYC). A number of early childhood education models are in place: Montessori, Reggio-Emilia, Waldorf, Play-Based, and Academics-Based, each having a different philosophy and educational objective, but all striving to contribute to the readiness of children for formal instruction (Si nger, Singer, Plaskon, Schweder, 2003). Theoretical Frameworks Earlier theories on child development do not directly specify play as an essential aspect of cognitive development yet constructivist theories recognize it as an important factor affecting childrens interest and social development. In addition, neuroscience contributes to the view that physical and age-related play enhances brain, physical, and overall development (Frost 1998). The social constructivist theory is the force that determines this study. It claims that individuals perceptions of the reality around them shape their thoughts and behavior (Berger Luckman, 1966) and that the construction of meaning is a process forged in the crucible of everyday interactionà ¢Ã¢â€š ¬Ã‚ ¦meanings are negotiated, exchanged, and modified through everyday interactions with others (Rosenholtz, 1989, p. 3). It also says that people construct their own understanding and knowledge of the world through experiencing and reflecting upon those experiences. Constructivism posits that children develop their own concepts of things based on prior knowledge and experience. Guided by people, prior knowledge or experience, they perceive, analyze, and eventually make up their own ideas regarding the world. Therefore, prior skills used at play may be applied relevantly to other situations, such as problem solving, analysis, or decision-making. This makes play an important part of childrens life, as it serves as the introduction to higher skills and more difficult challenges of life. In particular, Lev Vygotsky (cited in Palmer, 2004), a well-known constructivist supports the importance of play in the childs development. In his last lecture, Play and the Psychological Development of the Child, Vygotsky emphasized the importance of play during the childs early years. According to him, play is part of a childs Zone of Proximal Development (ZPD). ZPD is the difference between what a child can do and what s/he cannot. During play, the child behaves beyond his age, and discovers new ways of doing things such as different shapes and heights of blocks. As the child does this, s/he explores the depths of ZPD, which consequences to a better learning ability. In the same way, neuroscience provides support for childs play. Frost (1998) documents that brain development is further improved as children engage in age-appropriate play. Conversely, he illustrates that deprivation of play could result in aberrant behavior (8). It can be gathered that in Vgotskys social constructivist theory, parents form an understanding when it comes to identifying the fit academic environment for their child based on their expectations Research Methodology: Focus and Questions Based on the goals of this study, the employment of methodology through the acquisition of narrative inquiry and the case study design are appropriate. Narrative case study will be used for this research project as it will allow me, the researcher, to witness and report a descriptive setting in order to share experiences Case Study This study adopts the case study design with the view that individual cases provide more in-depth information. Case studies focus on the individual, his/her experiences, and immediate reality, which is needed to derive meaning and understanding of the issue or concept under examination. Moreover, it provides real examples from real people who are unencumbered by the use of predetermined measures or surveys, and whose responses will only result in numbers and statistics (Bogdan Biklen, 2007). In this study, individuals, the parents (either mother or father in one family) should have a child or children who are enrolled in a school that implements play-based curriculum. These individuals will be interviewed and asked to share their stories based on open-ended questions that correspond to the over-arching research questions. In doing so, the individuals experiences and beliefs will be discussed in order to arrive at a better understanding of the research topic, which regards parents be liefs and attitudes of a play-based curriculum. It is expected that other factors such as race, religion, and socioeconomic status would influence the experiences and thoughts of parents. Thus, the parents selected for the study will come from different backgrounds. In addition to the three planned interviews, observations including parent/ teacher conferences, PTO meetings, various parent celebrations such as A Day in the Life of PreSchooler, Muffins With Mom, (Root)Beer and Pretzels with Dad, Parents Night Out, Parents Information Evening etc will be observed. Artifacts such as Parent Handbook, Schools literature including the schools mission statement, student rights, student portfolio information will be submitted to supplement Narrative Inquiry For the purpose of this study I will also be drawing on narrative inquiry (Clandinin Connelly, 2000) to investigate five parents beliefs and attitudes towards a play -based early childhood curriculum within a privately owned early childhood facility. Coming from the social constructivist perspective, I believe that experiences are significant. Clandinin Connelly also suggest experience is significant in their three dimensional framework for studying how the participants past, present and future contexts influence their beliefs and attitudes towards a play -based early childhood curriculum. Focusing on narrative inquiry will help me to underdtand how parents beliefs and attitudes towards a play-based early childhood curriculum have been established. This unique approach is attractive because it provides the opportunity for the parents voices to be heard. In understanding their beliefs and attitudes of a play-based early childhood curriculum, narrative inquiry will allow me to explor e how their beliefs and attitudes affect their decsion to enroll or not in enroll in a facility that promotes a play-based curriuculum and how these beliefs and attitudes have evolved, through the stories that they share. This study will use the narrative in-depth interview as a qualitative data collection method, which can elicit far richer information than a survey. Further, interviews offer the researcher a means to clarify responses and validate participant responses. Cohen et al. (2000) posited that individual behaviors can only be understood by understanding individuals interpretations of the world around them. Therefore, meaningful social action needs to be interpreted from the point of view of the actors or the people who are in that particular situation. It can be said that parents who have already enrolled their child in a play-based preschool would naturally feel more strongly about it than parents who have not sent their child to a play-based preschool (Bryman, 2004). This qualitative case study will examine preschool parents beliefs and attitudes using a narrative inquiry data-collection strategy in order to showcase the experiences and perceptions of parents towards play-based curricula in early childhood programs. Case study and narrative inquiry seek to understand the particular details in a historically and socially bounded context (Clandinin Connelly, 2000). Main Research Questions The main research question for this study is what are parents beliefs and attitudes towards an early childhood play-based curriculum? Supporting Research Questions I have identified several supporting research questions to reflect upon throughout Clandinin and Connelly (2000) three-dimensional interviewing process. In looking forward/backward I am interested in understanding how individuals life histories inform their current beliefs and attitudes towards play-based curriculums. In looking inward/outward I am interested in understanding what outside factors influence their current beliefs and attitudes towards play-based curriculums.. What are their beliefs on play? What are parents beliefs regarding developmentally appropriate practices? What are parents perceptions of early learning? What evidence can I offer parents that play-based curriculum is an appropriate curriculum for primary school readiness? How do I advocate for preschoolers as a time in life to cherish play as a basis for holistic development and learning? Children have different needs and the preschool program should be able to address those needs. From my experience, I have found that parents often choose preschools that are child-friendly; that is, they have passed safety standards, provide enough learning materials, employ qualified and caring teachers, and maintain an attractive facility. Rarely do parents ask about the schools curriculum or its academic offerings. In my experience, parents expect preschools to teach children basics like shapes, colors, alphabet, numbers, and reading. Most preschools integrate these basic skills into their learning programs, but each preschool differs in how the said skills are presented to the children for teaching purposes. Exploring parents beliefs and attitudes would help identify the relevance of play-based curriculum, whether it has helped facilitate their childrens readiness and ability to learn and develop skills needed for the real school or for everyday living. Moreover, their responses will serve as valuable insights to educators in general, including those who are not implementing play. Considering its focus, play-based curricula may be largely misperceived as not providing enough attention to skills and learning. Also, the current standard-based education being implemented, may consider play unimportant, thus curtail time for it or totally disregard it. Such would be deterrent to children whose basic needs include play and fun. In this view, the questions that I would like to expound on include: What are parents beliefs and attitudes towards play-based curriculum? What factors led to the development of these beliefs and attitudes? How do/did play-based curriculum affect their childrens learning and development? and How do parents beliefs and attitudes regarding play impact the implementation of play-based curriculum and standard-based curriculum/formal instruction? Purpose of the Study I believe it is important for all parents to have a thorough understanding of the curriculum that their child will be experiencing, whether in preschool or in any other educational setting. Preschools enjoy a certain amount of flexibility in how they teach young children. Different teaching models are available, and some schools integrate two models (i.e, Montessori and Reggio Emilia). When parents know and understand the curriculum of their childs preschool, they are more likely to become involved in the schools activities. They then know how to reinforce their childs learning at home, and tend to collaborate more with teachers (Sission, 2009). My quest to understand the beliefs and attitudes of five parents towards a play-based curriculum has multiple purposes. First, is to provide readers and the early childhood education sector with information concerning parental beliefs and attitudes towards play-based curriculum; second, to learn how, according to parents views has play-based curriculum affected their childrens learning and development; and third, to discern whether they believe it serves as an effective tool for early childhood education. Statement of the Problem Early childhood researchers have reported that young children learn best through activities that support the development of the whole child (Elkind 2001). David Elkind (2001), in a piece reminiscent of Piagets constructivist views, entitled Young Einstein: Much Too Early, argued that young children learn best through direct interaction with their environment. Before a certain age, they simply are not capable of the level of reasoning necessary for formal instruction. However, national concern with accountability, competition, testing and back-to-basics, puts an over-emphasis on academics and single-subject teaching (Elkind, 2007; Ornstein, 2002; Perrone, 2000). In response to these concerns, early childhood programs may focus the curriculum on the teaching of academic skills (Morrison, 2004). These factors have led to narrowly-defined curricula, which deny young children valuable life experiences found in play. Although a growing concern on math and language ability in the higher yea r levels has prompted the implementation of standard-based curriculum, it is not enough to impose such kind of system in the preschool level. In the first place, children are a lot different from adults in their ways to learn. Unlike adults, children, especially small ones, need play (Ginsburg, 2007); they need to be interested in what they do in order to continue with it. Therefore, the need for play in the preschool should not be disregarded. Nevertheless, the significance of play in instruction should be supported by research and by parents belief in the curriculum. Therefore, a study of the parents beliefs and attitudes towards a play-based early childhood curriculum may provide information useful to teachers and administrators when planning strategies for implementing a successful preschool program. Rationale With the demand for effectiveness, test achievement scores, and accountability, many preschool programs have adopted and reinforced formal instruction, and have used play as a recreational period rather than a learning medium. In an Oregon state-wide survey sent to all kindergarten teachers and principals with first-grade teachers, Hitz and Wright (1998) found that sixty-four percent of kindergarten teachers, sixty-one percent of principals, and seventy-two percent of first-grade teachers reported that formal academic instruction was more prevalent in kindergarten than it was 10 to 20 years ago. In this scenario, creative expression may be considered not as important as cognitive development. Creativity may be viewed as irrelevant to the development of thinking and problem solving. Conversely, it is possible that teachers and administrators have adopted academic instruction and other formal practices, even though most of them considered such developmentally inappropriate. This last s cenario implies the loss or lack of academic freedom among educators, thus contradicting democratic principles. Early childhood educators have shown concern with the type of instruction used in their education programs. Practices used in pre-kindergarten and kindergarten classes reflected an environmentalist-behaviorist view, even though teachers reported having other views. From a study of teacher practice, Hatch and Freeman (1988) found that two-thirds of early childhood teachers were implementing programs in conflict with their philosophies concerning childrens learning. Early childhood experts have long asserted that programs for young children should provide for the development of social, emotional, physical, cognitive, and creative skills, but the abovementioned findings do not reflect this anymore. In short, there is a gap between researchers recommendations and teachers practices (Bredekamp, 1997; Logue, Eheart, Leavitt, 1996). Parents are the deciding authority when it comes to the type of education that their children should receive. Their beliefs and attitudes towards a curriculum and later their decisions are typically influenced by their own beliefs, experiences, and attitudes. As a consequence, their views affect the implementation of programs for young children. This study does not confirm that parents views regarding curriculum implementation are sufficient to implement a favorable program. Nevertheless, it considers their views because they form part of childrens learning environment. It is important to gain their views about play-based education because aside from the teacher, they are the ones who have access to information regarding their childrens development and ability whether in school or outside it. Motivation As an experienced primary educator, and a current preschool owner and educator, I am interested in parents beliefs and attitudes towards an early childhood play-based curriculum and whether their decision to enroll their child in a play-based curriculum is borne out of their understanding of the program or other factors. I personally believe in the play-based curriculum and would like to determine if this attitude is shared by the parents. If they do not, I would like to know the basis for their dislike of the curriculum. Parents of my students are informed of our play-based curriculum at enrollment. Despite this, however, some still confront me with disbelief about the curriculum. As an educator and business owner, this study would lead me to a better understanding of parents beliefs and attitudes about play as a vehicle for learning Understanding how parents understand play-based curriculum is significant and will add to the literature in many ways. In exploring how parents underst and play-based curriculum this study will contribute to current literature available offering new ideas Contributions to the Research Childrens play has come under renewed attack. Inspired by my own experiences as a preschool owner I hope to contribute through this narrative case study various lived stories of parents and how their beliefs and attitudes towards a play-based early childhood curriculum have evolved. Since parents are the customers of early childhood programs, is it important to understand their beliefs and attitudes. While there is plenty of research supporting play-based curriculums in the early childhood classroom, it is mostly from the educators and childs view point, literature is lacking in this area as it pertains to the parents, their own beliefs and attitudes. While not meant to portray generalized information the rich descriptive stories of these five parents will represent the larger community. Outlook In chapter two of this research proposal, Literature Review, I describe the context in which preschool programs, play-based curriculum, and parental choices have been studied in the past, and the implications of research findings to current practice. . The literature review is organized from the general to the specific, which means that a general overview of preschool programs is provided, followed by a discussion of the play-based curriculum, and concluding with parents choice. In chapter three, Methodology, I further describe the use of case study and the narrative inquiry approach to justify the use of such methods and design as proposed for this study. The chapter also provides the description of the research setting, the research sample, the data gathering procedure, data analysis, the timeline, and validity and reliability concerns, as well as the anticipated limitations of the study. The main research question as well as the supporting questions will be outlined in detail as well within the chapter three. Chapter four, Findings, will draw on common themes that exist within the participants stories that describe their beliefs and attitudes towards an early childhood play-based curricul