Caprock Partners engaged IDEAS design group and Integrated Insight to explore opportunities for developing a shopping, dining and attraction experience in San Juan, Puerto Rico. Integrated Insight first conducted a robust market assessment of the tourist and resident base, with key insights into cruiser and overnight tourist behaviors, competitive experiences and preliminary opportunity sizing. Following the market assessment, Integrated Insight designed a quantitative concept and branding research study among these consumer groups. In addition to capturing past and anticipated travel behaviors, the study explored the overall San Juan concept and a set of potential experiences to understand appeal, visit intent and pricing expectations. The market assessment and research drove further concept development and provided necessary inputs for demand modeling.