COMMUNITY CULTURAL COLLECTIVE

CHALLENGE

The Community Cultural Collective, a vibrant culinary training and arts community space in Colorado Springs, was failing to gain traction with Gen Z

BRIEF

Develop a nuanced understanding of Gen Z’s wants, needs, and attitudes and craft a strategic recommendation for how to engage this target audience

RESEARCH APPROACH

To identify unmet consumer needs, a survey was designed and fielded among 700 active college students across four universities. This was complemented by focus groups and in-depth interviews, creating a blend of quantitative and qualitative research methodologies.

BIG INSIGHT

Downtown Colorado Springs struggled to pull in college students because businesses focused too much on tourists, creating a mismatch that kept the area from becoming an energetic and inviting space for young people. Specifically, the lack of early morning and late night options was failing to capture the needs of an always-on generation.

STRATEGIC RECOMMENDATION

• Introduce an innovative around-the-clock programming approach to this arts community space, providing consistently dependable offerings in entertainment, food and beverage, and coworking/socializing. This approach was built on insights gleaned from a consumer journey analysis informed by focus groups, IDIs, and quantitative research.