1. M A G G I E Z A M B E T T I
M E R E D I T H T A Y L O R
L A Q U I T T A B E L L
B R I T N E Y S A I L S
C L E V E J O Y N E R
Crosstown Brewery:
Changing the Game

2. Highlights
• Research Question
• Data Collection Process
• Results and Analysis
• Final Thoughts

3. Research Question
What amenities contribute to the
decision of the consumer on which
taproom to choose?

4. How We Collected Our Data
1. Survey Monkey
2. Observational Data

5. Target Groups
 Girls Pint Out
 Leadership Memphis
 Choose901
 UTHSC
 Joe’s Liquor Beer Club
 More groups detailed in paper

6. Data Analysis
We had a total of 340 Survey Monkey participants
answer the survey. The following slides will discuss
the survey results.

7. Demographics

8. Zip Codes

9. Outdoor Preferences
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Very Unimportant Unimportant Slightly Unimportant Slightly Important Important Very Important
Outdoor Preferences
Patio/Porch Table Seating (n=302) Covered Area (n=302) Fans, Heaters, and Misters (n=302) Patio/Porch Lounge Seating (n=302)
Green Space (n=303) Outdoor Games (n=303) Outdoor TV/Projector (n=300) Visual Art (n=300)

10. Indoor Preferences
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Very Unimportant Unimportant Slightly Unimportant Slightly Important Important Very Important
Indoor Preferences
Community Tables (n=301) Standing Tables (n=300) Lounge Seatings (n=298)
Quantity/Quality of Restroom Access (n=300) Event Space (n=300) Production Display (n=301)
TVs/Projectors (n=300) Size of Bar (n=301)

11. Forced Choice Outdoor Amenities
18%
6% 4%
22%
40%
3% 0% 6% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Covered Area
(n=54)
Green Space
(n=19)
Outdoor Games
(n=12)
Patio/Porch
Lounge Seating
(n=66)
Patio/Porch
Table Seating
(n=121)
Outdoor
TV/Projector
(n=8)
Visual Arts
(n=1)
Fans, Heaters,
and Misters
(n=18)
Indoor
Amenities
(n=4)
Forced Choice Outdoor Amenities

12. Forced Choice Indoor Amenities
17%
4%
19%
24%
4%
5%
8%
15%
4%
0%
5%
10%
15%
20%
25%
30%
Community
Tables (n=52)
Standing Tables
(n=12)
Lounge Seating
(n=57)
Quantity/Quality
of Restroom
Access (n=73)
Event Space
(n=12)
Production on
Display (n=16)
TVs/Projectors
(n=23)
Size of Bar
(n=45)
Outdoor
Amenities (n=12)
Forced Choice Indoor Amenities

13. Outdoor Space (n=301)
8%
75%
17%
Green Space Patio Fans, Heaters, and Misters

14. Table Seating (n=303)
45%
15%
40%
Community Tables Standing Tables Lounge Seating

15. Entertainment (n=304)
40%
39%
21%
TV/Projector Outdoor Games Event Space

16. Added Consumer Bonus (n=304)
29%
7%64%
Quality/Quantity of Restroom Access Size of Bar Top Seating Availability

17. Top Five Free Responses
• Music
• Games
• Information About Beer
• Food
• Pet Friendly

18. Overall Trends
• Major Outdoor Design
• Major Indoor Design
• Tables
• Outdoor Amenities
• Entertainment

19. Final Thoughts
&
Questions