2. The Problem
House of Blues reached out to The Caliber
Consulting Group
Negative feedback through word of mouth and
online towards its Chicago location
Contracted to advise House of Blues on how to
improve its Chicago venue
3. House of Blues
Mission to:
- Create a profitable, principled global entertainment company
- Celebrate the diversity and brotherhood of world culture
- Promote racial and spiritual harmony through love, peace, truth,
righteousness, and non-violence
Sold over150,000 tickets in 2014 /// 12 locations nationwide
Founded in 1992 in Cambridge, Massachusetts
Anaheim | Boston | Chicago | Dallas | Houston | Las Vegas | L.A. | Myrtle Beach | New Orleans | Orlando | San Diego
7. Meet Bro-Dee: HOB’s Ideal Customer
24 years old and
living in the
Chicago area
Attends at least one
concert every month
Income less than $30K
annual
Bases his concert choices
on artist, price, venue and
the day of the week
Subscribes to
music and
entertainment
magazines
Finds out about
concerts through
social media or
word of mouth
Goes to 2–4
music festivals
a year
Full time job:
raging
13. ● House of Blues was rated as the highest
perceived ticket fee of the Chicago venues
● According to our research, HOB does in fact
have the highest ticket fees
● Reduce ticket fees
Recommendation 1
18. - Free water + refill stations
- Indirectly addresses the overheating
problem at concerts
- From a safety perspective, keeps
people hydrated
Recommendation 3
19. Recommendation 4
Wi-Fi / Cellular Data Enhancer
● People want to showcase
their concert experiences via
social media
● Wi-Fi accessibility
● Observational research
20. Recommendation 4
• People plan
months in
advance
• More you plan,
the more you
want to share
because that
event becomes
special
21. Recommendation 5
● Streaming concerts
● Additional source of income for HOB
● Utilizes advantages of big brand with resources to give ourselves advantage
● Allows HOB to give back to fans with free trial
● Observational research
22. Campaign Strategy
Chicago HOB has
Twitter: 28.3K Followers
Facebook: Nearly 150,000 likes
Instagram: 5,235 Followers
● #weresorry
Change to chart with just Perceptual line and values
Conjoint
As we can see, 15+ ticket fees are the least popular trait out of everything we looked at.
Now you may notice that coat checks are not considered a crucial factor. We propose shutting down 2 of the 3 coat checks in order to free up some employees. And if you look at the opposite end of this analysis, you’ll see that we have fans/AC as a very important trait. This leads us into our third recommendation.
Another area that can be cut to make these changes is a decrease in seating. This will allow us to sell more tickets for each concert ca
Move employees from coat checks to water refill stations.
Value Curve
secondary research
Primary research interviews
Social Media Usage, Snapchat, instagram, sharing culture that we currently live in
Discuss our own observational research
Uncovered latent consumer needs
