Spanning The Domain and Royal Botanic Gardens down to Sydney Harbour Foreshore, this major tourist attraction hosts over 6 million visitors per annum. With a widely varied customers base from beaming brides to busy CBD workers to leisurely tourists and lunchtime exercise fanatics, The Trust were curious as to how to develop a commercial F&B and retail response to entice the most amount of garden users to utilise the F&B and retail services.
The Trust had a long list of initiatives but couldn’t clearly identify which ones were of the most importance to invest in. B&P categorised 7 user group profiles from highest to lowest in terms of the ability for each group to
a) engage in F&B/retail and
b) spending power on F&B/retail.
This radically changed who The Gardens should be targeting as their primary, secondary and tertiary user groups.
As a result, B&P was able to build a justified business case for a multi-million dollar investment in an unplanned for capital project to accommodate high demand/high spend customers that were currently forced to go elsewhere to have their needs met.
The Trust was also able to shelve some lower cost initiatives they had been considering as it was proven by B&P that these strategies would not produce as significant or beneficial return on investment.
Centennial Parklands & Royal Botanic Gardens
Tarpeian Lawn by The Royal Botanic Garden Sydney.
