Research Assignment

Paragraph 1 - The Business

Club A.M., is a night club located in Austin, Texas that provides a venue for local artists to display and sell their work at the club such as Musicians, DJ’s, and Visual Artists. The club will operate on regular hours throughout the week with a full bar as well as hosting special events such as Period Costumed Balls.

Club A.M. will not only appeal to people who already enjoy Night Life and clubbing, but will also peak interest to artists, art appreciates, and those who are involved in events such as the Society for Creative Anachronism and Historical Reenactments. By providing these specific customers with an extra venue, they in turn will be more willing to support the club by investing their resources into Club A.M.

Drinks and Cover Charges will be the main source of income. Additional revenue can be brought in by renting out the club to groups for private parties and events. A large portion of advertisement comes from the artists promoting the work they will display. Visual artists who rent space to display their work will be charged a small fee.

Club A.M. benefits the community by supporting art and bringing people with diverse interests together. It provides work and marketing opportunities for Musicians, Photographers, Dance Teachers, and Caterers by contributing to the Balls. Also, artists who are involved in Club A.M. will be given opportunity to staff the club.

Paragraph 2 - Customer/Audience

The customer focus group are Young Adults between the ages of 18-35, male and female. Most of these are college students from undergraduate to graduate level, and even some post graduate. The basic lifestyle of the average college student consists of partying/drinking, spending time with friends, dancing, attending concerts, and going to movies. They live on campus or in close proximity of campus. College students spend most of their money aside from school on alcohol, clothes, fast food, entertainment which includes games, movies, dancing and concerts, and gas/transportation. They work sporadically throughout the week if at all and make an average of less than 10K a year. They shop at stores such as Local Shops, WalMart, Goodwill, Big Lots, and those with a larger budget can afford to shop at places like Target, Old Navy, Gap, and stores located in Malls. A few average prices of items that the typical college student spends money on are $6.50/movie ticket, $25-$60/concert ticket, $5 alcoholic beverage when out at a bar/night club.

Paragraph 3 - Local Competition in Austin, TX

• Dallas Nightclub in Austin. This is a Dance club with VIL (Very Important Lady) Nights, drink specials, Happy Hour and Buffet, and almost always has a cover.
• Barcelona is a dance club with the reputation of being a "See or Be Seen Bar" with a focus on singles. It has free admission and Dance and Lounge areas. The music varies on different nights with genres including Techno/Industrial, Hip/Hop and Rap, Funk and Soul, and Electronica.
• The Firehouse Lounge is an After work Bar with Happy Hour specials. Wednesday is ladies night, Tuesday is all day Happy Hour and can be rented for Private Paries and Special Events.
• Antone's Nightclub is a venue for live music with a variety of Blues and more.