METH-7024 Client Project Phase 1 Group 2

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Feb 20, 2024

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METH - 7024 Applied Research Methods Project Proposal and Draft Survey Reham Al Balkhi, Mandy Babbey and Garrett MacMillan October 5th 2022 Dr. John Drozd

Client Description The client organization that we will be covering for this research study is Palasad Entertainment London, based out of London since 1994. They have continued to grow in the London market and have since opened a London South location to reach a larger customer base. Starting off as a billiards hall in their early years, Palasad has since overcome the changing market trends and have adapted to the entertainment market opening a Socialbowl, laser tag, escape rooms and arcades. They offer corporate events, along with parties for individuals such as birthday parties and anniversaries. Along with the bowling aspect, they offer a full menu cooked on location, as well as a variety of drinks and cocktails for the adult patrons at their Socialbowl. While not known for being a restaurant, they are ranked in the top one hundred for food options in the entire city of London on Trip Advisor, offering a low-cost option for friends and families to enjoy a night out. Breaking out of the Pandemic, Palasad is looking to expand the growth they have maintained over the almost thirty years in business and are willing to refer to outside sources in order to determine what next steps need to be taken. Background The entertainment industry in London has since expanded vastly since Palasad first opened its doors in the mid-nineties. More recently, some competitors of the London region have since expanded their offerings, along with some new competitors entering the market. These competitors include trampoline parks, the Adventure Village, expansions in the Fleetway and The Rec Room in Masonville Mall. On the Statistics Canada website, Palasad falls under the Arts, Entertainment and Recreation industry; more specifically the other amusement and recreation industry in the North American Industry Classification System (NAICS). With the information given, we are able to determine that this specific sector brings in an average revenue of two hundred eighty-seven thousand dollars per year, with sixty- five percent of these firms being profitable. This is based on the Canadian average, so we expect that

Palasad contributes more profitable figures strictly based on location, market share and target markets. Specific issues that have come up regarding the success and growth of Palasad includes but not limited to: ➔ Hours of operation ➔ Music and Live Bands ➔ Online ad campaigns ➔ Reservations ➔ Bundling events and promotions ➔ Bundling activities ➔ Maintaining current target market and expanding into new consumer markets ➔ Enticing patrons at South location to go to Downtown location With Palasad’s standing growth in the city of London, it has become a staple to longtime residents, as well as the thousands of new students that visit from the University of Western and Fanshawe College. With London being isolated from the Greater Toronto Area, the threat of new entrants into the market isn't as severe as a similar attraction would be based in that area. Key Decisions ➔ Opening Hours - Closing hours are mandated already ie. booze sales ➔ Cover? - Freebies with cover? ➔ Types of music - different bands? DJs? Top 40 hits? ➔ Different music nights? Country night? Electronic music night, date night ➔ Do more “sociable” events with businesses where entire location is rented out ➔ Just rely on walk ins and smaller reservations ➔ Stick with the meshing of different types of consumers i.e.. college, kids parties, elderly bowling league ➔ With the new stage location, are we able to determine if there are enough people coming to see the music ➔ Are Facebook group posts working on bringing in new clientele ➔ Are the email blasts working on bringing in new clientele ➔ Would Spotify be a more suitable form of music instead of live bands

➔ Is the demand for bigger name artists worth the gig fee ➔ Themed events based on holidays ➔ With Tiktok’s popularity in the younger market, would it be beneficial for running an ad campaign ➔ Hire an outside firm to run social media ie. Tiktok as it failed in the past ➔ International students / families attend the South location more, how can we get them to the downtown location? ➔ Bowling lessons for beginners ➔ Create a larger bundle for bowling, escape room, food, drinks and music ➔ Friday and Weekend promotions along with the weekday promotions ➔ Remove reservations altogether unless its a large party ➔ Add in a non refundable fee for reservations so the guests are more guaranteed to arrive on time Research Objectives Problem - Are the opening hours set at the correct time that will bring the highest amount of people Decisions - Open earlier or later; Keep different hours for weekdays and weekends Questions - Will opening earlier bring in more customers that will make the extra costs worth it; Will people be aware of the new hours; will it affect closing hours Data - Behavior,. Lifestyle, Awareness and motivation Source - Recurring patrons, students and staff Problem - Does charging a cover fee deter potential customers or Recurring patrons Decisions - Set a fair price for cover; will they need a front door position; Questions - Would we charge the industry average? Charge less than industry average to work into the idea of cover? Where will the new funds be allocated? Data - Motivation, Intentions and Attitudes Source - Recurring and potential patrons Problem - What type of live music would attract the most attainable crowd Decisions - Add capacity; more staff; stage location; sound system upgrade Questions - What type of genre will be played; will there be bands available for each specific genre? Will their guests be receptive to the new genres? Data - Personality, Demographic and Attitudes Source - Recurring patrons, students, staff and potential patrons Problem - Would having a set spotify playlist be more beneficial or is it too tacky Decisions - Cost of streaming; remove stage for more seats Questions - Will people come out for this form of music over a live band? How will the playlists be determined? Will it be family friendly or offer expletive options?

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