“From the physical layout to programming and media IP used, the majority of the multi-million dollar family entertainment project was guided by Placer data insights. The quality of Placer data is simply unparalleled.”
-- Matthew Cross, Founding Partner & CEO at OE Experiences LLC
The Challenge
Global Media and Entertainment Company Explores Opening New Family Entertainment Concept
A multibillion-dollar global company explored a new concept to capitalize on their media and entertainment IP: building a family entertainment destination. The multi-million dollar project involved developing a large anchor space at a well-known shopping center in the greater Chicago area. As a new vertical for the company, it was imperative that the program and design of the concept be substantiated with expertise and data, so the company engaged Matthew Cross, Founding Partner & CEO of OE Experiences, an experiential development consulting company, with two critical questions:
1. Is there a market for a family entertainment concept at this particular shopping center?
2. What media IP, activities, and design would best capture the market and increase the likelihood of success?
The Solution
Visitor Psychographic and Trade Area Data Support Development and Inform Media IP and Layout
Initial Placer visitation data for the mall showed high and frequent visitation from residents in the area, a strong indicator of possible success.
Learn more about Trade Area
To determine whether these visitors would be interested in an entertainment center at the mall, the OE Experiences team analyzed the psychographics of the mall’s visitors, studying socialization attitudes, preferences for food, drink, entertainment, and more.
Learn more about Audience Profile
Based on this data, OE Experiences was able to make recommendations on how to design the space for an experience that best fit what the market was looking for. For example, because the target market enjoyed networking, development plans should include a quieter, speakeasy atmosphere more conducive to talking vs. a more energetic club environment.
Similarly, movies and similar entertainment options were highly enjoyed by this market, further proving that demand existed for the offerings, with greater detail highlighting the types of movies desired. OE Experience also used demographic data on family households to better align which IP would resonate most with the audience, and which ancillary interests (trampoline parks, luxury golfing, etc.) would be the best fit for visitors coming with children to.
Learn more about Favorite Chains
The Outcome
SUCCESS: Media and Entertainment Company Moves Forward With New Family Entertainment Concept
The OE Experience report used Placer’s data to show that the shopping center was a highly trafficked property, while customer demographic and psychographic data suggested strong potential to penetrate deeply into the market through IP and a premium experience. Additionally, the entertainment destination center was strong enough to be an anchor concept, accordingly affecting lease negotiations. With the data, the company was able to confidently move forward with construction and development plans.
