Cultivating Holiday Magic

Atlanta Botanical Garden’s Success Story


In 2011, Atlanta Botanical Gardens aspired to redefine Atlanta’s holiday traditions and launched Garden Lights. To ensure the best possible guest experience, every year they delve into understanding their audience —analyzing visitor types, experiences, and avenues of discovery. By focusing on the guest experience each year they achieve revenue growth. 



Leveraging tools like TruTrade and detailed analytics, Alexander Babbage has conducted annual research. This data-driven approach allowed Atlanta’s Botanical Gardens to measure investment impacts, identify marketing opportunities, and strategically enhance the overall visitor experience. 



The strategic insights provided each year have paid off. Atlanta Botanical Gardens has prioritized key experience drivers, achieved sustained revenue growth, and ensured a balanced attendance. As a result, Garden Lights is now entrenched as the city’s largest and most cherished holiday tradition, showcasing their commitment to delivering an exceptional and unforgettable holiday experience.

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The Pennsylvania Horticultural Society

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