04-21-88 Agenda & Packet - Laserfiche WebLink

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• • Exhibit 1: • Process for Selecting and Programming for Appropriate Sub-Segments of the Market Family Status Psychographics Singles . Traditionalists DINKS Select 1 Group EmptyNesters Designation from "Making the 1`losts" "New" Parents Each Factor Adventuresomes • Develop appropriate programs/services for identified sub- segments of market and leisure delivery systems. What toddlers everywhere. come. They now are free to follow makes them even more attractive is This group is having one or possi- their own paths for recreation ac- the fact that they possess the discre- bly two children and is focusing tivities. tionary dollars to spend upon these upon the growth and development types of activities. Moving into mid- of these offspring with a vergence. !though there are a plethora of life without the involvement or ex- They may appear as a potential tar- other factors that can be in- pense of family,and possibly with a get market by requiring "quality- cluded under the umbrella of socio- reduced commitment to career,this time" activities in which to partici- demographic descriptors,this over- group has had little previous in- pate with their children. The new, view of various stages in the family volvement with public or non-profit mature mother who at midlife lifecycle should provide recreators recreation agencies because they elects to stay at home forsaking the with a starting point for considering were able to afford private and com- work world will require stimulat- segments of baby boomers who mercial establishments. ing, re-creative, and social outlets may participate in recreation and The "new but mature" parents for their restructured lifestyle. leisure programs and services. represent the group that either mar- "Empty-nesters" are the couples However, socio-demographic fac- ried or remarried later in adulthood who had their children as young tors such as stage in the family lifecy- • or chose to postpone child rearing adults and are now witnessing the cle are only one indicator of interest in pursuit of career establishment. flight of these children from home. to marketers.Another area of inter- These boomers are responsible for Seemingly overnight, this group of est is the behavioral patterns of pos- the baby boomlet and the seeming- baby boomers possess newly dis- sible participants or customers. ly sudden appearance of infants and covered discretionary time and in- Psychographics relates to an in- 40/FEBRUARY 19881P&R