Merriweather Park at Symphony Woods, located in the heart of Columbia, Maryland, has long served the region with the Merriweather Post Pavilion and park grounds. The Inner Arbor Trust, who oversees the park, believed there was more potential and established a goal of making the park an arts and cultural destination where the landscape itself will become the setting for arts, culture and civic uses. In addition to theatrical venues, the park will offer a canopy tree line walkway, sculpture and botanical gardens, unique park picnic areas and children’s fountains, interpretive venues and artist studios, new dining opportunities and event space for social and corporate gatherings.
Integrated Insight was engaged to conduct broad reaching analysis including a market assessment and competitive overview, quantitative concept and demand research among area residents and tourists to Washington, DC and Baltimore, MD, capacity planning, demand and revenue forecasting, and pro forma development. The primary research helped size the target market, determine which proposed aspects of the concept were most appealing, and understand willingness to pay for specific experiences. Attendance was projected for the venues and the park itself, and subsequently, capacity requirements determined. The robust analysis helped enable project approval. Recently, the “math” behind Merriweather was written up by an interested Howard County resident. Click here for more. https://civilityandtruth.com/2017/04/11/creating-the-chrysalis-attracting-the-public/
Capacity Planning and Optimization, Concept Testing, Demand and Revenue Forecasting, Market Assessment, Pro forma Development, Strategy Design