HCP Associates Completes Zip Line & Aerial Park Market Studies in Virginia and Connecticut
CLEARWATER, Fla. (Sept. 6, 2016) HCP was engaged by Empower Adventures, a Florida-based company that has been a pioneer in the emerging sports category of Zip Lines and Adventure Sports. With current locations in Virginia, Connecticut and Florida, and three very different models of operation, the pioneering brand was seeking an outside perspective of their operations, specific market programs, their positioning, and emerging opportunities in this explosive category.
HCP approached the task with a customized market study, adapting their highly proprietary “Snapshot” process. The specific study plan included exploration of model adventure sports facilities across the country — both in the zip line category and others offering adventure sports with similar price/value programming. Secret shopping of the existing and competitive locations provided insight into the sales process, adding perspective on the positioning of the product to the various target audiences. Comprehensive on-site interviews with users, supporters and staff offered a perspective only possible by those closest to the product.
In the markets with the most experience (upstate Virginia and Connecticut) field studies were initiated which included secondary data on surrounding demographics, quantitative analytics from the region, visitation to competitive sites, and interviews with community and tourism leadership. Special efforts addressed the corporate team-building concept—a unique focal point in the Empower heritage. Positioning ideas were explored with both users and staff with feedback focused on net business increases.
HCP’s Senior Research Director Sarah Lindemuth said, “The study was completed over a 90-day period and resulted in a detailed plan of action including both long-term strategic considerations as well as short-term actions to enhance current business. One absolute finding was the realization that “one-size” does not fit all locations and applications. Individual markets, geographic locations and the presence of competitive offerings strongly dictated that the sites utilize unique plans to address the intricacies of each respective local marketplace.”
For more information on the Empower Adventures, visit www.zipontampabay.com.