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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

The role of alcohol at location-based entertainment

PGAV just released findings of their Food, Beverage, and Retail study on the role of alcohol at theme parks. Although theme parks aren't the same experience as that of a smaller community-based entertainment venue (LBEs & FECs), it isn't unreasonable for the findings to also apply to them.

The study found that the availability of alcohol positively impacts spending intent, ranking 3^rd in the top 5 most important food and beverage characteristics that affect spending:

• Dinner reservations available
• Selection of food & beverage options for kids
• Availability of alcohol
• Mobile ordering availability
• Available outdoor seating.

The study found domestic beer is the most popular option (46%), followed closely by wine (44%). Local brands were next in the ranking at 35%.

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