Many facilities overlook the importance of market research when setting their marketing strategies. For instance, members have different motivations for joining and utilizing club and fitness facilities. Sports spectators similarly have different motivations and willingness to pay for the games which they attend. Understanding these inherent expectations and motivations and targeting these consumer segments accordingly can result in increased revenues and more efficient and effective marketing and promotions.  Further, these consumer insights can also be used to determine member/spectator willingness to pay, which can lead facilities to better customize their packages and to optimize their amenities offered so as to secure a higher member/fan base and to potentially improve prices and increase profits.

Click here to link to our case study: Facilities Amenities