BlueCastle Research Presents:

Miami: Research

Bailey DunnMarianne Grebel

Melissa King

Nate LiaoAlex Lieppe

Stephen Webber& Lindsay Zenga

Welcome to Miami

• Objective: To uncover insights into spring break decisions of college students at UGA.

• Miami– Southeastern coast of Florida– On the Atlantic Ocean– Cruise liner hub– High class, yet open to everyone

Our target market…

• UGA college students– Age 18-24– Loves to have a good time– Majority is from the State of Georgia– HOPE Scholarship– Savings on tuition

Research Questions

• What draws UGA students to a particular spring break destination?

• How can Miami capitalize on UGA students desires to stand out as a top spring break destination?

Research Methods

• Online Survey– 19 questions– Facebook event – 626 responses– 35 % response rate

• Focus Group (2)– 11 questions– 25 minutes with 7-8 UGA

students– Both in-state/out-of-

state– Both groups recorded

with audio

What type of vacation do you prefer?

22 63

87

186

238

16

Students

CityMountainCruiseOverseasDomestic BeachHome

What is your method of travel?

330

7

255

32

Travel

Car/VehicleTrainplaneboat/ship

How much money would you be willing to spend?

179

279

105 50

Expenses

0-249350-499500-749750+

In US dollars($)

Demographics

23 70

129

182

86

37 25

Age18192021222324+

132

420

74

Sex

MaleFemaleDid Not Respond

Results continued

So what does it mean?

• Spring break is an important part of every college student’s life

• College students are willing to spend a good amount of money to have a memorable spring break

• Miami is the locale for college students who want a high class, yet affordable