The document summarizes research on Bristlecone Shooting, Training & Retail Center in Denver. It describes observations of the facility on a weekday with few customers and good customer service, and notes a women's shooting league incorporated with Bristlecone. Secondary statistics show that women gun purchasers consider their purchase for months, prioritize fit, quality and practicality, and most take training classes. The marketing message emphasizes creating an "extraordinary recreational experience" through community, education and exceptional service.

1. Bristlecone Shooting,
Training & Retail Center
Olivia Braund, Ryan Erickson, Emma Forschler, Carly
Glotman

2. Primary Research
1. 10:30 am on a Weekday
- Few customers, 1 regular shooter
- Great customer service, helped
immediately
- Tour of the facility
2. Tuesday Ladies Night

3. Secondary Statistics
- Women say their purchases are mainly influenced by Fit, Quality and Practicality.
- Women purchasing a gun in the last 12 months spent on average $870 on firearms and more
than $400 on accessories.
- The majority of women report they are not driven to buy a gun on impulse but rather considered
their purchase for months before deciding.
- Nearly three-quarters (73 percent) of women reported having taken at least one training class.
- The report shows women are attracted to shooting activities such as practical pistol, clay target
shooting, long-range shooting and plinking; they were not as active, however, in gun collecting
or 3-gun and cowboy action shooting.

4. Segmentation
Ex- Military/ Law
Enforcement
Self Defense
Recreational
Shooting

5. Marketing Message
To be Denver’s premier indoor shooting, training and retail center by providing
an “Extraordinary Recreational Experience” for shooting enthusiasts of
all levels. Bristlecone Shooting, Training & Retail Center will be known for top-
rate, safe facilities, first-class retail, exceptional customer service delivered by
knowledgeable staff, as well as an unmatched dedication to the education,
training and development of sport shooters.
Emphasize COMMUNITY

6. A Girl & A Gun
Women’s shooting league
incorporated with Bristlecone
- Shooting League is a ladies-only organization
established by women shooters for women shooters
for pistol, rifle, and shotgun sports
- The league is designed to take beginners to whatever
skill level they wish to achieve and provide
experienced shooters with more opportunities.

7. Self-Defense Class Partnerships
- Pairing with groups that offer support for
people who have had a traumatic
experiences
IMPACT Personal Safety of Colorado

8. - Create more speciality nights
- Couple’s night
- Beginners
- Reserve local food trucks on days of events
- Eliminates need for food/beverage license
Special Days/Nights

9. Extras
- Groupon and/or Living Social deals for
membership packages
- helps improve awareness for locals who are apart of
these websites
- Improving Member Lounge
- More amenities available
- Popcorn machine/ drinks