You are here:
Home > Research > Case Studies > Market Demand and Feasability Study - Sheffield Sands Regional Leisure Complex
Market Demand and Feasability Study - Sheffield Sands Regional Leisure Complex
Story published: Tuesday, 15 July 2008
METHOD
The research study comprised of four elements; on street primary research, drive time analysis, competitor analysis and hotel demand assessment, with the overall report forming part of the final planning application submission for the development.
KEY FINDINGS
Via on-street surveying, a demographic profile of visitors to the area was generated, providing the developers with a range of information crucial to the preparation of the planning and grant application, including average spend figures, method of transport and time and frequency of visits. In conjunction with the findings from the drive time analysis,which revealed those market segments within a 30 minute drive time most likely to show an interest in a multi-functional entertainment complex, it was possible to assess likely demand and market size for such a development in the proposed location.
In order to put the development in context, a
detailed competitor analysis was performed, comparing the proposed casino development with 16 existing casinos in direct competition (based on their target markets and location), and providing an
overview of the market place throughout the UK.
Finally, to assess demand for a new Bramall Lane Hotel, forming part of the proposed complex, further research was conducted to determine existing accommodation stock and occupancy level trends in the area, as well as profiling characteristics of the potential hotel user, and thus determine potential market size.
“Welcome to Yorkshire Market Intelligence were able to determine the key target segments for the development, along with target market size within the geographical catchment area, through using their TARGET geo-demographic system. This proved to be an effective method of establishing potential customer profile, trip numbers and overall visitor numbers, key factors in the production of a comprehensive transport statement, a statement of justification for need and central to our ability to bolster the argument for regeneration in support of the planning application”
Richard Baxter, Director, Turley Associates
View articles list