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