The Pennsylvania Horticultural Society

Unveiling Insights into Event's Attendees


The Pennsylvania Horticultural Society (PHS) annually hosts the prestigious Philadelphia Flower Show, America’s largest and longest horticultural event. A global attraction, it serves as a key economic driver by drawing visitors from across the nation and around the world.  



To gain deeper insights into attendee preferences, PHS partnered with Alexander Babbage, incorporating best practices into existing visitor research. We revamped their survey approach, analyzed data, and strategically aligned findings to shape the show’s future direction. 



Our analysis led to key changes: PHS is shifting focus to a younger demographic, addressing immediate crowd concerns, and considering pricing restructuring for better crowd management and revenue goals alignment in the future shows.

Interested? Let’s discuss how we can achieve similar results for you.

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