SITUATION:
The Pennsylvania Horticultural Society (PHS) hosts America’s largest and longest-running horticultural event each year– the Philadelphia Flower Show. The Flower Show is a strong contributor to the local economy by attracting visitors from all around the country and the world.
ANALYSIS:
Wanting to gain deeper understanding of these attendees, PHS engaged Alexander Babbage to consult on incorporating best practices into their existing visitor research. We worked with PHS to update and improve their existing questionnaire and analyze the resulting survey data with a focus on how it impacted the strategic direction of the show for the future.
RESULT:
Our analysis resulted in several key insights and initiatives which will have an immediate impact on future shows:
-
- After focusing initially on an older audience who represented advanced and intermediate gardeners, PHS will now be focusing on attracting a younger audience to build for the future.
- Crowd levels represented a source of frustration for attendees and were identified as an immediate focus.
- PHS is considering restructuring its pricing to help manage crowd levels and impact revenue goals.
Case Studies
The Ride
ATLANTA BOTANICAL GARDENS
Filoli
Double Event Attendance in One Year
Ready to Try TruTrade?
We've helped destinations, physical locations where people go and transact business, to grow and succeed for years. But we know deciding on a partner can be tough. Whether you would just like to chat about your needs or have a guided demo of TruTrade, our team is happy to help!
