First off, we are not a statistical analysis firm. We are consultants, designers and producers of location-based leisure centers (LBLs) that include family entertainment centers, children's entertainment and edutainment centers, adult-oriented eatertainment centers and agritainment projects to name the predominate types we work on. So why do our articles include some much statistical analysis of all types of data about consumers' behaviors and spending?
The reason is real simple. We believe in what is called evidence-based design and production of projects. What that means is making decisions based upon solid research on what really works, not based on someone's opinion or the multiple myths in the location-based leisure industry of how centers should be developed. Most of those myths developed years ago, not based on any evidence, but based on the early models of LBLs that have since been proven to be obsolete and not applicable to current times. Our research has found that much of what really works is counterintuitive to what most people think will work.
If we expect to be able to help our clients develop and operate successful centers, and by success we don't only mean when they open, but also many years into the future, we need to understand not only the current entertainment and dining landscape and current consumer behaviors, preferences and values, we also need to understand major trends of where things are headed to assure that their centers will be future proof. We live in an era of rapid change that is accelerating every day. You can no longer succeed by looking out the window at what is out there today. You need to have a clear roadmap of where things are headed, as you need to base all your planning on that future destination.
As you'll read in this issue's article, Education & SELs are better predictors, for years we've been using a more refined and precise method than demographics to analyze market areas and then fine tune centers to target a particular niche of customers known as socioeconomic-lifestyle groups (SELs). Understanding food trends is also very important to understanding in the new foodie, sustainability and healthy food culture. In our article, The latest scoop on pizza, you find that thin crust pizza is now the most popular. That's something important to know if you are planning to serve pizza. Identifying your real competition is very important as our article, Do you know who your competition is?, discusses.
So we share with you are readers some of our analysis and data, hoping that it will help steer your and the entire industry in the right direction. As far as we know, we are the only company in the community-based entertainment and eatertainment industry that makes the investment in this type research to assure the future success of our clients.
Just remember the wisdom that Yogi Berra once shared with us, “The future ain't what it used to be.” The more we can see where trends are headed, the better we will be prepared for that future.