Feasibility Analysis of Grounds For Sculpture

Grounds For Sculpture (GFS) is a 42-acre sculpture park, museum, and arboretum founded on the site of the former New Jersey State Fairgrounds.  It contemplated a ceramics studio that would offer classes, provide workspace for artists, and strengthen its ability to serve as a meeting and event site. It desired to assess the feasibility of such a venture, from the standpoint of market demand, competitive landscape, appropriate programming and pricing, and financial ramifications.

Econsult Solutions, Inc. (ESI) was hired by Grounds for Sculpture (GFS) to produce a feasibility analysis component in support of GFS’s proposed ceramics studio. ESI provided a mission framework reference guide, along with a customer archetype and competitor landscape analysis, as well as an interactive pro forma model and a case-making report.

GFS’s proposed ceramics studio held great promise for helping GFS to fulfill its core mission and to extend its offerings to new audiences. A high-level analysis of selected customer types and nearby competitors yielded three areas of particular promise, including children/schools, seniors/facilities and events.