Category Archives: Target markets

Who will be the first to return to which out-of-home leisure/entertainment activities?

Posted on June 11, 2020 by Randy White

Here’s my latest research and thoughts on which customers will be the first to return, to which out-of-home entertainment/leisure activities, and at what frequency. Continue reading →

It’s no longer about targeting the middle class

Posted on September 1, 2015 by Randy White

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 →

Exactly Who Are the Affluents?

Posted on December 30, 2014 by Randy White

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 →

Evidence of Continuing Long-Term Decline in Marriages & Births

Posted on October 2, 2014 by Randy White

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

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

Posted on November 4, 2013 by Randy White

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 →

Households increased entertainment spending in 2012

Posted on September 23, 2013 by Randy White

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 →

Be aware of guest homophily

Posted on April 25, 2011 by Randy White

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 →

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

Posted on January 20, 2011 by Randy White

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