METH-7024 Client Project Phase 1 Group 2

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

➔ 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?

Data - Demographic, Personality and Attitudes Source - Recurring patrons and staff Problem - Failure in past ad campaigns on the Tik Tok app Decisions - Staff allocation; outside firm; Questions - Is it worth revisiting the idea, as Tiktok continues to grow into the largest and most popular social media application? Would it be beneficial to outsource online ad campaigns Data - Motivation, Awareness and Demographic Source - Staff and Students Problem - Does the past issues of bundling activities change post pandemic Decisions - Staff handling the overload of activities; People flip flopping activities. Questions - Will there be a major bundle for all activities? Only bundle the more popular activities? Will there need to be more staff for the influx of people doing different things? Time limits for activities? Data - Motivation, Awareness and Attitudes Source - Recurring patrons, students, staff Problem - How to get families that attend the London South location to the downtown location Decisions - Offer new events, bowling lessons, more international food Questions - Will new chefs need to be brought in? Full time, part time or seasonal? Will families located in South London want to commute to the downtown location? Data - Demographic, Socioeconomic and Awareness Source - London South patrons Problem - Holiday themed events have failed in the past Decisions - Which holidays; special drinks or food; costumes / dress up Questions - Will there be a budget for decorating and adjusting the menu? Will the dress code be affected? Will we offer religious holidays? Data - Intentions, Socioeconomic and Demographic Source - Recurring patrons, students and staff Problem - Failed reservations Decisions - Reduce walk ins; booking fee with reservations Questions - How will guests react to having to pay a fee for booking? Will the booking fee be refundable? Will walk-ins be treated differently? Data - Attitudes, Awareness and Intentions Source - Recurring patrons, potential patrons, staff Problem - Are “sociable” events for business worth losing out on regular walk ins Decisions - Set fee for booking entire venue; cost for opportunity lost Questions - Will it only be London based companies booking for events? Will Palasad reach out to businesses outside of the London region? How will the walk-ins know that the location will be closed for the night? How will they take the news of not being able to use Palasad’s services and attractions? Will they take their business to a competitor? Will they come back?

18-24 ☐ 25-34 ☐ 35-44 ☐ 45-54 ☐ 55-64 ☐ 65-74 ☐ 75 years or older ☐ 2. What is your marital status? Single ☐ Dating ☐ Married or domestic partnership ☐ Divorced ☐ Separated ☐ Widowed ☐ 3. What social media platforms do you use regularly? Please check all that apply Facebook ☐ Instagram ☐ Tik Tok ☐ Snap Chat ☐ You Tube ☐ Twitter ☐ Other please name below: ☐ 4. How likely are you to use a social media platform to discover local entertainment? Very unlikely ☐ Somewhat unlikely ☐ Neutral ☐ Somewhat likely ☐ Very Likely ☐ 5. How likely are you to watch a reel or a recording of a live entertainer to determine if you want to attend an event? very unlikely ☐ Somewhat unlikely ☐ Neutral ☐ Somewhat likely ☐ Very likely ☐ 6. How often in 6 months do you attend a venue that includes live entertainment?

1-3 ☐ 4-6 ☐ 7-10 ☐ 11-13 ☐ 13-15 ☐ 15+ ☐ Please provide an estimate if more than 15. 1. How do you feel about being charged a cover charge? 8. How do you feel about being charged a cover charge? Too expensive, I do not attend events that charge cover ☐ Expensive but worth is for certain events ☐ Affordable if geared to event ☐ Not worried about the cover charge ☐ 9. How likely would you be to pay a $10 cover charge to watch a live band? Very unlikely ☐ Somewhat unlikely ☐ Neutral ☐ Somewhat likely ☐ Very likely ☐ 10. How likely would you be to pay a $20.00 cover charge to watch a popular live band. Very unlikely ☐ Somewhat unlikely ☐ Neutral ☐ Somewhat likely ☐ Very likely ☐

Somewhat important ☐ Neutral ☐ Somewhat important ☐ Very Important ☐