In association with the City of Greensboro, North Carolina, and The Community Foundation of Greater Greensboro, AMS Planning & Research was engaged to conduct a facility feasibility study for a new touring roadhouse in downtown Greensboro, which included economic and community impact research. The project approach sought to assess market, program and community impact potential and to prepare a detailed organizational and financial operating plan to maximize operating success, which included an assessment of venue form and seating capacity.
Market research tasks included an assessment of local market conditions through an analysis of market area characteristics and lifestyles. This assessment looked to understand the population of the Greater Greensboro Metropolitan area and the propensity to consume arts and entertainment programming. The analysis combined updated census, financial, consumer and leisure information.
For the economic and community impact research, a community survey was launched online to gather marketplace input in regards to attitudinal and spending data, which included perceptions of the center and what they might pay for their ticket, as well as dining, lodging, transportation, child care, etc. spending. This survey also tested programming preferences, participation at potentially competitive venues and detailed demographic data.