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Category Archives: Target markets

It’s no longer about targeting the middle class

Back at the end of the 20th Century when indoor family entertainment centers (FECs) first took off, they targeted the middle class as their primary customer. Society has changed a lot since then. . . The middle class is no longer the target market of choice for location-based entertainment (LBE) of all types, including what are broadly termed as family entertainment centers (FECs). Continue reading

Posted in Alcohol & bars, Consumer expenditures, eatertainment, Entertainment, Food & beverage, Location based entertainment, Out-of-home, Target markets | Comments Off on It’s no longer about targeting the middle class

Exactly Who Are the Affluents?

In our recent White Paper we described Affluents as people with personal incomes in excess of $70,000 who predominately live in households with two or more income earners with total household incomes of $100,000 or greater. We used that simple definition for brevity. However it is really more complicated than that, as household size has an impact of how much money it takes to live comfortably. Continue reading

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Evidence of Continuing Long-Term Decline in Marriages & Births

Now along comes research published three days ago . . . that finds that these two trends will continue long into the future. Continue reading

Posted in children's entertainment, Demographics, Millennials, Recession, Singles, Target markets, Trends | Tagged , , , , , , , | Comments Off on Evidence of Continuing Long-Term Decline in Marriages & Births

College-degreed households biggest spenders at location-based entertainment venues

In 2012, households where the highest education level of a household member was a Bachelor’s Degree or higher accounted for the majority of all spending at location-based entertainment venues . . .Those households make up only 38% of all households. Continue reading

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Households increased entertainment spending in 2012

American households increased their average spending for fees and admissions at location-based entertainment venues in 2012 . . . Both the bad and good news is that the staycation trend is still going strong. . . These continuing long-term trends have serious implications for location-based entertainment. Continue reading

Posted in Location based entertainment, Staycations, Target markets, Trends | Comments Off on Households increased entertainment spending in 2012

Be aware of guest homophily

When it comes to applying the concept of homophily to location-based entertainment, it is critical to know what socioeconomic/lifestyle group you want to attract. Continue reading

Posted in Design, FEC, Location based entertainment, socio-ecomomics, Target markets | Comments Off on Be aware of guest homophily

Know the market you are targeting, but don’t forget the adults

Know the market you are targeting, but don’t forget the adults Continue reading

Posted in Design, FEC, Location based entertainment, Target markets | Comments Off on Know the market you are targeting, but don’t forget the adults