1. Spencer Gadd, Diego Gorayeb, Sam Warren
Apr. 18, 2016
MKT Group Project: Rock City
Rock City is a popular tourist attraction located on top of Lookout Mountain in
Georgia. It offers amazing sceneries such as Mothers Goose Village, Fairyland Caverns,
and Lover’s Leap, where you can see seven states that border Tennessee. Rock City also
has restaurants such as Café 7, Dippin’ Dots, Starbucks, and Fudge Chicken, where you
can have lunch while enjoying the amazing scenery. You will also find many gift shops
for tourists wanting to take memories back with them. Ticket prices range from $20 to a
premium $50 VIP day admission but it is more convenient for tourists to go ahead and
purchase an annual pass for only $34 or a $58 VIP annual pass. Rock City was founded
by a man named Garnet Carter and opened it to the public on May 21, 1932. Continuing
under a familial ownership, Rock City today has earned its reputation as a destination to
visit if you love the outdoors and exploring.
SWOT Analysis:
Strengths:
· Rock City has a wide range of scenic views to all tourists to witness such as seeing 7
states from the Lovers Leap rock that nowhere else can be experienced. Has many
destinations to hike or see such as Lovers Leap, Fairyland Caverns, Mother Goose
Village, Swing-a-Long Bridge, and Rock City Gardens. So from incredible rock
formations to caverns and amazing views out to the valley, you will never be bored.
· Very family oriented for those with kids. Has imaginative gnome displays
throughout the trail with fairy tale aspects that all kids would enjoy.
· They have many special timed events throughout the whole year such as Fairytale
Nights where kids will enjoy how to swing a sword with a knight, help little red riding
hood in her adventures, and interact with Jack as he travels up the beanstalk to the
Giant’s lair. The other events such as Earthdayz, Southern Blooms Festival, Summer
Music Weekends, Rocktober Fest, and many more have their own unique experience that
tourists will enjoy.
· Is located between Georgia and Chattanooga so everyone close to the area can drive
to see the spectacles of human nature.
· There’s a wide variety of dining restaurants such as Big Rock Grill, Café 7, Cliff
Terrace, Starbucks, Dippin Dots, Fudge Kitchen, and Push carts that travel around the
area. Dining at Café 7 is located on top of Lover’s Leap so enjoying a nice steak while
also enjoying the view is something to be remembered.
· Variety at Rock City is its strongest suit since its mission statement is to “Create
memories worth repeating for our guests and partners" so customers all around the
country come to either witness the beautiful scenic views or enjoy a nice dinner while
seeing the seven different states.
Weaknesses:
· During holiday weekends there seem to be large influx of visitors so lines to the
admission booths are backed up and could take hours just to get in. No real organization
when there is a large group of visitors wanting to enter.
· Tourists also feel rushed when there is a large traffic of visitors since they have to
stay on the trail so they can’t really stay and witness some areas as people are pushing

2. and walking through the same trail as you. May feel pressured to just walk and not really
experience everything when it’s really busy.
· Doesn’t offer senior or handicapped discounts so those that are handicapped have to
pay full adult/children admissions to tour parts of Rock City where it is only handicap
accessible.
· The admission prices are nothing short of cheap. It is $20 for adults and $11.95 for
children but this is just for one time visit and you have to follow the path they paved for
you so many different customers complain that its boring for the price they paid.
· May feel too commercialized in the fact that customers have to take a photo at the
entrance of the trail to where they are led to funnel cake and cotton candy stands, then see
all the gnomes and man made garden paths. Then to conclude, at the end you are met
with a gift shop so you can maybe buy a souvenir. You can argue that you are there to
experience the natural wonder Rock City has to offer but customers are also hit with all
the commercial aspects that follow and most people are there for the views and the
beauty of nature.
Opportunities:
· Most customers that feel that Rock City is too commercialized may expand and
share their negative experiences to others so Rock City needs to revitalize its “natural
feel” rather than promote its corporate “feel”.
· The U.S. Census shows that from 2010 to 2014 there was a 2.9% increase in the total
population of Chattanooga raising it from 167,674 to 173,779. In 2010 it was the fastest
growing city in the state beating Nashville and Knoxville. So Rock City in the near future
needs to expand its main services such as fast ticket transactions and parking places to
accommodate the increase of expected customers in the future.
From 2010 to 2014 the family with presence of own children or related has only
increased .03% so Rock City can maintain its family oriented tour but adding anymore
kid friendly attractions would hurt the company more than help it. U.S. Government.
"Your Geography Selections." American FactFinder. U.S. Census, n.d. Web. 15 Apr.
2016.
Threats:
· The weather affects sales of the company since many people don’t visit Rock City
when it’s cold season. Cold season lasts between November to February so tourists
usually tend to avoid these times unless there is a special holidays such as Christmas.
· Chattanooga has other national parks in the area such as Chickamauga National
Military Park where the entrance fee is free and only $5 per adult to see Point Park at
Lookout Mountain Battlefield where they can view out the open valley.
· Competitors are the many other destinations for hiking and sightseeing such as
Cravens House, Glen Falls, Red Clay State Park, North Chickamauga Gorge, Lula Lake
Land Trust, and many others that tourists can travel to and see all the natural views.
Environmental Scan:
There are many various aspects of Rock City's Environmental Scan that would
impact its business and how it is marketed to the public. One of the main factors is the
social commodities that Rock City provides, as it is a destination where families and
friends both can visit and take part in adventurous activities together. This social aspect
would impact the business as it would drive bigger groups of people to Rock City, rather

3. than just a few people at a time. Another main factor in the way Rock City is marketed is
through the technological means of social media, as visitors can then share their
experience afterwards with their friends on Facebook and Twitter. This can also affect the
notoriety of the business as more people will then hear about it and may become
interested in visiting it. Another one of the main factors is the demographical aspect
that Rock City provides, as it accommodates all ages, genders, and races. This factor will
become more appealing to families and friends that want to experience Rock City
together. These are a few of the different aspects which would impact Rock City's
business and how it is marketed to the public.
Additionally, there are still many other elements of Rock City that would help
impact its business. Economically, Rock City has many advantages that would help
promote its business such as the low costs that customers would pay for the wide variety
of things to do. As well, the annual passes are relatively close to the same cost as a day
pass. This would promote people to want to go ahead and purchase the annual pass,
thereby receiving a natural return of customers and recurring business. Through political
and legal aspects, Rock City has many drivers that would promote its business such as the
ownership of "merit goods" and the naturally lower sales taxes in Georgia. In these
factors, customers would be drawn to Rock City due to the lower sales tax which would
increase and continue to regulate business. One of the last aspects that would affect
business is in its local competition, as the main competitor that Rock City deals with is
Ruby Falls. Typically this would be hard to compete with, although unlike Ruby Falls,
Rock City provides more of a variety of activities like Lover's Leap, seeing the seven
states, and the Fairyland Caverns. These are a couple of the various environmental factors
that would affect Rock City's business and how it can be marketed.
Competitive Advantage:
 The competitive advantage of Rock City product differentiation.
 Rock City is a popular tourist attraction due to its wide appeal to all individuals.
 The main attraction is obviously Rock City, a 4100-foot trail on Lookout
Mountain in Georgia.
 While at Rock City you can make your way to Lover’s Leap, a rock that juts out
from the mountain with a small waterfall to the side.
 While you are at Lover’s Leap, there is a spectacular view from the top allowing
the viewer to see up to 7 total states including, Georgia, Tennessee, South
Carolina, North Carolina, Kentucky, Alabama, and Virginia.
 Another advantage that Rock City offers is the Fairyland Caverns. Here you can
wander through caves seeing some of your favorite fairytale stories brought to life
through beautiful sculptures.
 Within Fairyland Caverns is where Mother Goose Village is located. In this
location you will find more scenes depicted from your favorite nursery rhymes
such as The Three Little Pigs and Humpty Dumpty.

4.  Rock City also offers a place for customer to get the perfect picture at the Swing-
a-Long Bridge. This is a 180 foot suspension bridge that gives a perfect viewing
of the Chattanooga Lookout Valley.
 The adventures of Rock City are not just for adults, but also appeal to kids as
well. Whether your child loves adventures or playing in the dirt, there is
something here for all types. We offer a 25 foot climbing wall for the kids as well
as an area for them to mine for mini gemstones. There is also an area for them to
be dressed up and get a new makeover for Fairyland Caverns.