NEW YORK CITY

ARBORETUM
BY GROUP B3(2012)
SITUATION ANALYSIS
Due to the anticipated decline in public funding and the
expected non-increase in the private funding levels , the NYC
arboretum is exploring new avenues for revenue generation.
One proposed method is the solicitation of donations from
every visitor.
There are also concerns about the increasing presence of
man-made facilities such as cafes and the fences. The
horticulture staff feel that the arboretum is losing its sense of
tranquility and becoming more like an amusement park on the
lines of disneyland.
Revenue generated per visitor was currently .12$ translating
to about 36000$ in revenue.
CONCERNS ABOUT THE
PROPOSED PLAN
Conflict with the institution principles of providing free public
access.
The existing marketing and advertising ventures may be
inadequate in increasing the number of visitors. Staff
reasoned that they were better served by using these funds
for other more important areas.
PEST ANALYSIS
POLITICAL: The government is expected to slash the funding
next year. A possible reason could be the increased spending
in the gulf war.
ECONOMICAL: The trend has been positive in recent years and
there has been an increase in the purchasing power of the
people.
SOCIAL: Increase in drug trafficking. Familial traditions also
witnessed a shift towards nuclear families.
TECHNOLOGICAL: Increase in consumer knowledge due to the
presence of newer avenues for information.
OPTION EVALUATION
OPTION 1: Positioning as main-stream park.
Increased footfall. This might translate to greater revenues.
Deviation from the vision and mission of the arboretum.

OPTION 2: Positioning as a nature park.

Preserve the beauty and sanctity of the place. Aligned with
the vision and mission.
Caters to a niche audience. This might result in decrease in the
number of mainstream visitors.
RECOMMENDATION
Introduce a minimum price charge of $1 for adults and $.5 for
children. This would result in increased revenues of about
25000$.
Introduce annual membership schemes of 75$ to encourage
high frequency visitors.
Active policing of the area to weed out unsocial elements.
Also discourage littering and sabotage by introduction of fines.
Joint campaign with local magazines to increase visibility.