The Atlanta Botanical Garden launched Garden Lights in 2011 and wanted to better understand their visitors. Who was coming? What was their experience? How did they find out about Garden Lights? What should be done to drive return visits? How should the Atlanta Botanical Garden address peaks/troughs in attendance.
Alexander Babbage has conducted intercept and online surveys over the last four years of Garden Lights. Through this research, Atlanta Botanical Garden can track trends, experiences, and visitors year to year, as well as add additional specific questions for a given year.
By providing them with a detailed understanding of the visitor and what their experience was like, the Atlanta Botanical Garden was able to adapt and adjust its marketing and aspects of Garden Lights itself to not only start positioning itself as an Atlanta holiday tradition, but also to find ways to reach and attract new audiences to the event. This has resulted in healthy attendance growth and one of the biggest holiday traditions in the city.