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MAGGIE ZAMBETTIMEREDITH TAYLOR
LAQUITTA BELLBRITNEY SAILSCLEVE JOYNER
Crosstown Brewery:Changing the Game
Highlights• Research Question• Data Collection Process• Results and Analysis• Final Thoughts
Research Question
What amenities contribute to the decision of the consumer on which taproom to choose?
How We Collected Our Data
1. Survey Monkey2. Observational Data
Target GroupsGirls Pint OutLeadership MemphisChoose901UTHSCJoe’s Liquor Beer ClubMore groups detailed in paper
Data Analysis
We had a total of 340 Survey Monkey participants answer the survey. The following
slides will discuss the survey results.
Demographics
Zip Codes
Outdoor Preferences
Very Unimportant Unimportant Slightly Unimportant Slightly Important Important Very Important0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Outdoor PreferencesPatio/Porch Table Seating (n=302) Covered Area (n=302) Fans, Heaters, and Misters (n=302) Patio/Porch Lounge Seating (n=302)Green Space (n=303) Outdoor Games (n=303) Outdoor TV/Projector (n=300) Visual Art (n=300)
Indoor Preferences
Very Unimportant Unimportant Slightly Unimportant Slightly Important Important Very Important0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Indoor PreferencesCommunity Tables (n=301) Standing Tables (n=300) Lounge Seatings (n=298) Quantity/Quality of Restroom Access (n=300) Event Space (n=300)
Production Display (n=301) TVs/Projectors (n=300) Size of Bar (n=301)
Forced Choice Outdoor Amenities
Cover
ed Are
a (n=
54)
Green
Space
(n=19
)
Outdoo
r Gam
es (n
=12)
Patio
/Porch
Loun
ge Sea
ting (
n=66
)
Patio
/Porch
Table
Seatin
g (n=
121)
Outdoo
r TV/Pr
ojecto
r (n=
8)
Visua
l Arts
(n=1)
Fans
, Hea
ters,
and M
ister
s (n=
18)
Indoo
r Amen
ities (
n=4)
0%10%20%30%40%
18%
6% 4%
22%
40%
3% 0%6%
1%
Forced Choice Outdoor Amenities
Forced Choice Indoor Amenities
Communit
y Tab
les (n
=52)
Stan
ding Tab
les (n
=12)
Loun
ge Sea
ting (
n=57)
Quant
ity/Q
ualit
y of R
estro
om A
cces
s (n=
73)
Event S
pace
(n=12)
Prod
uction
on D
isplay
(n=16
)
TVs/P
rojec
tors (
n=23)
Size o
f Bar
(n=45)
Outdo
or A
meniti
es (n
=12)
0%
10%
20%
30%
17%
4%
19%24%
4% 5% 8%15%
4%
Forced Choice Indoor Amenities
Outdoor Space (n=301)
8%
75%
17%
Green Space Patio Fans, Heaters, and Misters
Table Seating (n=303)
45%
15%
40%
Community Tables Standing Tables Lounge Seating
Entertainment (n=304)
40%
39%
21%
TV/Projector Outdoor Games Event Space
Added Consumer Bonus (n=304)
29%
7%64%
Quality/Quantity of Restroom Access Size of Bar TopSeating Availability
Top Five Free Responses
• Music• Games• Information About Beer• Food• Pet Friendly
Overall Trends• Major Outdoor Design• Major Indoor Design• Tables• Outdoor Amenities• Entertainment
Final Thoughts &
Questions
top related