High Museum of Art – Frida and Diego Exhibition Study

Situation:

The High Museum of Art wanted to determine the audience characteristics, experience, attitudes, perception and related behavior of visitors attending the Frida & Diego: Passion, Politics & Painting exhibition.

Analysis:

Alexander Babbage designed and executed a research study that included visitor intercept interviews and ticket sales analysis compared to prior exhibitions.  Over 300 visitors were interviewed about their experience, with topics such as visitor demographics, reasons for visiting, satisfaction with the overall experience, as well as the informational and presentation elements of the exhibition itself, willingness to recommend the museum and advertising effectiveness.

Result:

Alexander Babbage designed and executed a research study that included visitor intercept interviews and ticket sales analysis compared to prior exhibitions.  Over 300 visitors were interviewed about their experience, with topics such as visitor demographics, reasons for visiting, satisfaction with the overall experience, as well as the informational and presentation elements of the exhibition itself, willingness to recommend the museum and advertising effectiveness.

Chicago Cubs – Swinging to a Successful Understanding of Their Fans

Situation:

The Chicago Cubs wanted a full Research Program that included the following studies:  Attendee Profile, Fan Experience, Media Consumption, Sponsorship, Fan Satisfaction, and Season Ticket Holder Profile.

Analysis:

Fan intercepts were conducted throughout the baseball season as well as online studies with the Cubs’ emails database, ticket sales data analysis and geographic mapping.

Result:

The Chicago Cubs were able to get a clear picture of who is attending, where they are coming from, how they are being reached with marketing, how they are purchasing tickets, how their overall experience at the park is, what the impact of the sponsors are, and how they follow and keep up with the Cubs.

Atlanta Hawks – Understanding the Fans and Their Experience

Situation:

The Hawks were looking to understand who was attending their games and were seeking to identify opportunities to improve the fan experience at home games to create increased affinity for the team.

Analysis:

Beginning in 2009, Alexander Babbage implemented a comprehensive annual research program that includes online studies on the Fan Experience, In-Game Entertainment, Season Ticket Holders and Corporate Sponsorship, as well as ticket sales data analysis and geographic mapping.

Result:

The Hawks have been able to focus on specific areas of the fan experience and prioritize resources and initiatives to improve the areas that are contributing the most to the experience. As a result, loyalty has increased and satisfaction among attendees has improved in critical areas of both the overall experience and in terms of in-game entertainment.

Alliance Theatre – Increasing Revenue Through Ticket Sales and Subscribers

Situation:

The Alliance Theatre wanted to undertake research into their ticket holders in order to improve the sales and renewals of season subscribers and to increase revenue.

Analysis:

Alexander Babbage designed an online survey in consultation with the Alliance Theatre and conducted it among the members of the Alliance Theatre database.  By analyzing the results, they highlighted areas that could be improved to increase member and non-member satisfaction.

Result:

Alexander Babbage’s research allowed Alliance Theatre to direct their marketing strategy more effectively, targeting the largest revenue clusters to increase profitability.

The Philadelphia Orchestra – Segmenting and Targeting New Audiences

Situation:

The Philadelphia Orchestra (POA) was interested in exploring opportunities to reach new audiences and appeal to younger subscribers and single ticket buyers.  The concept they wished to test was a relaxed, informal late night concert series that would focus on one work or on a series of shorter works (both new and traditional), and allow the audience to bring drinks into the performance space and interact, converse and mingle with the performers afterward.

Analysis:

Alexander Babbage was chosen to conduct Focus Groups amongst potential attendees and existing patrons on the appeal of the proposed concept, an Online Study amongst members of the Orchestra’s database, and Intercept Interviews amongst event attendees.

Result:

Through the research and analysis, POA has created a de-constructed orchestral experience that has strong appeal amongst the desired audience and delivers a very entertaining, interactive experience.  They have successfully targeted and grown their desired audience and can now target their marketing spend more effectively.

Atlanta Botanical Gardens – Giving Guidance on Providing an Exceptional Holiday Experience

Situation:

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.

Analysis:

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.

Result:

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.

Oakland Museum of California – Segmenting and Targeting New Audiences

Situation:

Oakland Museum of California separated from the City of Oakland in 2015 and needed to benchmark where it stood in order to develop and reach universal agreement on strategies that would grow revenues.

Analysis:

After an extensive RFP process, Alexander Babbage was chosen for their expertise across multiple disciplines. Through extensive secondary and primary research, including analysis of their attendance database, we were able to identify and quantify: a) the primary consumer audience today, b) the priority consumer audience to develop and c) what to say to each audience to increase their engagement, participation and donations to OMCA.

Result:

Unified agreement between the board, the CEO and the staff has led to new levels of cooperation and focus. By agreeing who to focus on – and as importantly, who to not waste resources on – OMCA has been able to move from discussion into action, increasing earned revenues and attendance.

CityPlace – Leasing Support and Overall Guidance for a Tourist Haven

Situation:

The CityPlace shopping center located in West Palm Beach, Florida sought to understand the best approaches to bringing in new tenants that would appeal to their target markets as well as understand the overall attitudes and habits of CityPlace shoppers.

Analysis:

Alexander Babbage developed a survey that would highlight both the opinions of CityPlace shoppers on the center as a whole and what would draw them to increase their visitation to the center. A shopper intercept study of 400 CityPlace shoppers was conducted on site at CityPlace.

Result:

Alexander Babbage’s research provided CityPlace with the in-depth knowledge of their visitors’ feelings on the center and what would make them more inclined to visit CityPlace more often. This research allowed CityPlace to not only market themselves appropriately to possible visitors, but to possible tenants as well in order to maximize their appeal to the people in the Palm Beach area.

Aventura Mall – Marketing and Leasing a Trophy Asset

Situation:

The third-largest shopping center in the U.S. – and one of the most productive – needs to maintain its competitive position.

Analysis:

Alexander Babbage has served as the research team for Aventura Mall since 2006.  We have studied shopper mix, tourist and trade area shoppers, and used research to drive sponsorship sales.  Our research has included a focus on the luxury shopper from Latin America including conducting tri-lingual research to accommodate Spanish and Portuguese speakers.

Result:

Turnberry Associates has used Alexander Babbage across their Las Vegas residential assets as well as their diamond property – Aventura Mall.

National Harbor – Developing a Mixed-Use Project for Optimum Utilization

Situation:

Spectacular urban-waterfront mixed-use development located on 300 acres of prime real estate along the Potomac River with stunning views of Washington, D.C. The developer needed to understand how to position, market and lease the property during development, operations and expansion phases.

Analysis:

Through trade area and on-property research we recommended market positioning, key demographic and geographic targets.

Result:

Our recommendations have helped National Harbor perform as a first-class urban mixed-use development and has provided the necessary data to secure the addition of Tanger Outlets – a substantial expansion to the property.

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