Our client (confidential) envisioned an extraordinary destination strategically situated between major cities and bustling thoroughfares, poised to capture the attention of tens of thousands of travelers daily. Spanning vast acres, this multi-building campus would feature a diverse array of indoor and outdoor businesses, services, and attractions, including dining options, a café, a brewery, private and public event venues, a retail showroom, a mercantile, and hospitality/lodging. With no established retail models akin to this concept, they sought the expertise of Fathom Marketing to conduct exploratory research, target insights, competitive intelligence, and viability assessments to realize this extraordinary opportunity.

Teaming up with our extended research experts, we initiated preliminary audits of products, services, and the competitive landscape. Leveraging dual-phase quantitative research studies, we executed Item Screening to identify the most enticing products, attractions, events, and facilities. Our Viability study gauged market size, measured interest and visitation rates, and identified top driving attractions, products, and services. Complementing this data-driven approach, targeted qualitative research involved insightful one-on-one interviews to gather in-depth information about the retail concept.

Throughout the project, our team presented key milestones, offering comprehensive data and profound insights. Utilizing this information, we formulated a robust brand value proposition that emphasized their unique selling points and differentiated them from competitors. Our findings not only informed and supported our client’s vision but also revealed the immense potential of this groundbreaking destination.