SNOWBIRD DINING FACILITIES A MARKET RESEARCH PROJECT CONDUCTED BY Jeremy Killpack Cris Garthe Matt Barlow

Objectives What are the basic demographics of snowbird destination guests including sex, age, and household income? What do Snowbird destination guests desire in their dining experience? What types of food do Snowbird destination guests seek when visiting Snowbird? What do Snowbird destination guests feel about current meal pricing at Snowbird?

Demographics

Gender

Age

Income

Is there an association between gourmet eating habits and demographical segments?

Eating Habits

When Respondents Last Dined at Snowbird

Frequency of Meals Eaten Out by Snowbird Guests

Where Guests Eat While Visiting Snowbird

Guest Awareness of Snowbird Dining Facilities

Advertising Effectiveness

Eating Preferences

Vacation Food Preferences

Breakdown of Guests Meat Preferences

Restaurant Mean Scores

Restaurant Mean Ratings vs Restaurant Preferences

Is Price an Issue?

What Would Entice Guests to Dine Out

Conclusions The higher a guest’s annual household income, the higher they generally rate themselves on the gourmet eater scale. The majority of Snowbird’s destination guests prefer gourmet dining. The Forklift, the Steak Pit, the Lodge Bistro, and the Aerie restaurants are the more popular dining facilities at snowbird. Mid-Gad and Superior snacks are not up to the Snowbird standard, and Mid- Gad is the least preferred facility at Snowbird Keyhole Junction is preferred by many guests, but a number of others think it is sub-par. Guests prefer both steaks and healthy foods while also looking for a variety. Snowbird guests want more value out of Snowbird dining facilities. The majority of guests are willing to pay higher prices as long as the quality of food is congruent with those prices.

Recommendations Snowbird should increase the number of gourmet dining facilities at the resort. Snowbird should increase the number of gourmet entrees on the menus throughout the resort. Snowbird should discover and fix the problems with the Mid-Gad and Superior Snacks. Snowbird should examine their distribution of steak and healthy foods in dining facilities and add these types of items to as many menus as possible. Snowbird should add more variety and selection to their menus Increase the quality of the food served at the resort