December Nights

Blog#6: Conduct market research for a potential event.

December is a month filled with events. The holiday season is upon us and with that comes many things to do. One event in December that is always exciting here in San Diego is December Nights in Balboa Park.


Balboa Park December Nights took place for the 35th consecutive year on Friday, Dec. 6, 3-11pm, and Saturday, Dec. 7, noon-11pm. As always, the event brought families and friends together to spread holiday joy, learn more about the cultural value of Balboa Park and kick-off the “most wonderful time of the year.”

Participating Balboa Park museums open their doors free of charge from 5-9 pm both evenings and more than 350,000 visitors are expected to experience the joy of San Diego’s largest free community festival. Those who attend will participate in a truly multicultural experience, enjoying food, music and entertainment from around the world.

The target market for an event of this excalibur is for really supposed to reach anyone who wants to experience Christmas cheer. I believe the demographics for this event usually falls into the family category, however.

Conducting a SWOT for this event will help us get a bigger and better picture of how to improve this event.


  • Has excellent resources to venues
  • Volume of attendees grows every year
  • Has a history within San Diego


  • The event only lasts for two days (6th &7th)
  • Parking is pretty much impossible
  • Does the same thing every year. Some new ideas could be good for the festival


  • They could make this event last for 2, or even 3 weekends, and attract way more people towards the actual date of christmas.
  • Improve parking by opening up the lots at SeaWorld, and doing some kind of sponsorship opportunity with SeaWorld.
  • With new technology being discovered everyday, Balboa Park could add new features.


  • Injuries due to the capacity of the event holding 300,000 people.
  • Competitors are doing similar events that could take some business
  • People could be detoured from coming to December Nights just due to traffic

My SWOT analysis of December nights is completely due to my own opinion. There are many positives and negatives that happen to revolve around this event, but some would say the positive drown the negatives. If you can get past the enormous amounts of people, and terrible parking and traffic issues, and manage to make it into the park – you will truly experience something like a mini wonderland. 




Analyzing Generations

Blog #3:Analyze market segments and their corresponding product, meeting or event needs


Assume you have to plan an event for Gen X/Y vs. Baby Boomers. What are the market segments for both, as well as the common demographics and psychographics. What type of event would you plan for both markets? To begin a task such as this, we must first define the demographics and psychographics of each of the generations.

Baby Boomers: is the generation who was born during the demographic Post–World War II baby boom between the years 1946 and 1964. They are risk-takers, idealistic, workaholics, confident, and visionaries.

Generation X: is the generation born after the Western Post–World War II baby boom. Demographers, historians and commentators use beginning birth dates from the early 1960s to the early 1980s. They are highly educated, active, balanced, happy and family oriented.

Generation Y: is the generation also known as the Millennials. are the demographic cohort following Generation X. Commentators use beginning birth years from the early 1980s to the early 2000s. This generation has a strong sense of community both local and global, and a marked increase in use and familiarity with communication, media, and digital technologies.

All generations are active, and have a sense of a good time in their own ideals. For a baby boomer event, a good evening for them would be an event to take them back in time to a sense of when they were young, confident, and simply having fun living life. With dancing, music, and backdrops of life when they were young, it would be a night to remember. For a Gen x event, a day event with activities for their family and friends with some good food and laughter would make for an event they would like to return to annually. And finally for a Gen Y event, something tangible and new and exciting for them to discover would be an ideal good time. Perhaps new technology in an innovative room.