“Placer helps us work with local businesses to understand their strengths and audience. With insights like dwell time, visitor origination, and YoY growth, we can provide the clear picture needed to secure investments for new opportunities and development.”

~ Jessica Barker, Project Coordinator, Economic Development Corporation of Greensburg - Decatur County

The Challenge

Tree City Brew Co. seeks grant funding to support expansion plans at a growing location

Tree City Brew Co., a popular local brewery, looked to expand its location and drive additional revenue. After engaging the local community, the owner decided to build a sand volleyball facility and involved Visit Greensburg, the local DMO. The initiative came to the attention of Jessica Barker, Project Coordinator at the Economic Development Corporation of Greensburg - Decatur County (EDCGDC).

Jessica knew Placer data could help the brewer answer two key questions:
1. What data is there to determine the market demand for volleyball courts?
2. How could the brewer pitch the positive economic impact of the project?

The Solution

Visitor Journey, Dwell Time, and YoY Growth data at competing venues reveals sand volleyball demand

Geofencing the brewery, EDCGDC studied the Visitor Journey report’s top 5 locations prior and post brewery visit, noting that many visitors came from a local high school and a youth sports complex. After visiting the brewery, some customers went to Parkside Lanes, another local sports venue, suggesting the brewery’s target audience had a strong affinity for outdoor sports.

Learn more about Visitor Journey‍

Next, EDCGDC used Placer to analyze every sand volleyball business within a two-hour radius of Greensburg, focusing on dwell time, how far visitors traveled, and growth in year-over-year demand at these ‘competitor’ locations. Dwell time at sand volleyball courts in Indianapolis and Cincinnati, for example, showed significantly longer average dwell times (97-154 min) compared to the current average dwell time at Tree City Brew Co. (68 min).

Learn more about Visit Duration

Placer’s Visitor by Origin report revealed that for one competitor, a brewery with a sand volleyball court in Cincinnati, customers came from more than 50 miles away. This suggested that a volleyball venue in Greensburg could attract visitors coming for tournaments and potentially staying overnight. Combined with the owner’s stated intent to put income from league costs back into local programs, the case for economic benefit to the city and surrounding area was very strong.

Learn more about Visitors By Origin

The Outcome

SUCCESS: EDCGDC awards $49K, owner additionally Invests more than $50K for outdoor stage and bar enhancements

With a clear positive community impact for Greensburg athletes, residents, and businesses, and Placer insights on dwell time, visitor journey, and year-over-year demand proving the opportunity, Tree City Brewing Company successfully secured $49K in grant funds. Combined with the owner’s additional investments, the funds will be used for enhancements that include a walk-up bar, floodlighting, parking lot, and outdoor stage. The venue will open in April, in time for the solar eclipse event.

‍

‍

‍

‍