{"id":27820,"date":"2023-12-22T15:07:40","date_gmt":"2023-12-22T15:07:40","guid":{"rendered":"https:\/\/habo.studio\/?p=27820"},"modified":"2025-07-14T12:54:50","modified_gmt":"2025-07-14T12:54:50","slug":"addressable-market-out-of-home-entertainment-product","status":"publish","type":"post","link":"https:\/\/habo.studio\/addressable-market-out-of-home-entertainment-product\/","title":{"rendered":"Out-of-home Entertainment: The importance of assessing the addressable market when choosing a location"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"27820\" class=\"elementor elementor-27820\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4b0c8b9 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"4b0c8b9\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d672f10\" data-id=\"d672f10\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-96a4401 elementor-align-left elementor-hidden-phone elementor-widget elementor-widget-button\" data-id=\"96a4401\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/insights\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-chevron-left\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Back <\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6037086 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"6037086\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ed4a4dc\" data-id=\"ed4a4dc\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d8e376 elementor-widget elementor-widget-spacer\" data-id=\"3d8e376\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-18556b9 elementor-widget elementor-widget-heading\" data-id=\"18556b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Out-of-home Entertainment: The importance of assessing the addressable market when choosing a location<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a957c7d elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"a957c7d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d245334\" data-id=\"d245334\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b3d33b9 elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"b3d33b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"412\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_Assess-the-market-potentiel.png\" class=\"attachment-full size-full wp-image-27903\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_Assess-the-market-potentiel.png 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_Assess-the-market-potentiel-300x121.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_Assess-the-market-potentiel-768x309.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_Assess-the-market-potentiel-180x72.png 180w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a6e182 elementor-widget elementor-widget-text-editor\" data-id=\"3a6e182\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Out-of-home entertainment (OOH) is thriving, drawing record numbers of visitors across markets. Whether it&#8217;s a permanent theme park or a new touring immersive experience, people are actively seeking local activities that enable them to create memories and engage socially outside of their homes. When deciding on their next experiences, consumers prioritize concepts that align with their interests, fit their budget, and are easily accessible. Producers and operators must take these factors into account when selecting a location, ensuring that the target audience aligns with the concept and its business model.<\/p><h3>Understanding the addressable market is crucial to assess the product\/market fit of an OOH entertainment concept.<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0956c02 elementor-widget elementor-widget-image\" data-id=\"0956c02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"321\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Out-Of-Home-Entertainment-Concept-3.png\" class=\"attachment-large size-large wp-image-27856\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Out-Of-Home-Entertainment-Concept-3.png 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Out-Of-Home-Entertainment-Concept-3-300x120.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Out-Of-Home-Entertainment-Concept-3-768x308.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Out-Of-Home-Entertainment-Concept-3-180x72.png 180w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-813be67 elementor-widget elementor-widget-text-editor\" data-id=\"813be67\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Habo developed a methodology to assess the total addressable market and evaluate the local serviceable obtainable market (SOM) for any potential location. The size of the SOM is driven by the proximity of entertainment consumers and their interest in the concept as a whole, which includes their perception of the chosen location.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-601fac8 elementor-widget elementor-widget-image\" data-id=\"601fac8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"299\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Methodology-to-assess-local-servicable-market.png\" class=\"attachment-large size-large wp-image-27826\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Methodology-to-assess-local-servicable-market.png 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Methodology-to-assess-local-servicable-market-300x112.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Methodology-to-assess-local-servicable-market-768x287.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Methodology-to-assess-local-servicable-market-180x67.png 180w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a098d90 elementor-widget elementor-widget-text-editor\" data-id=\"a098d90\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Let&#8217;s take <em>The Queen&#8217;s Ball: A Bridgerton Experience<\/em>, an immersive event based on the Netflix series, as an example to understand how to assess the local serviceable obtainable market.<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e734f3 elementor-widget elementor-widget-image\" data-id=\"6e734f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"322\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_The-Queens-Ball_A-Bridgerton-Experience_Photo-Credit_Scott-Strazzante_The-Chronicle-1.png\" class=\"attachment-large size-large wp-image-27831\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_The-Queens-Ball_A-Bridgerton-Experience_Photo-Credit_Scott-Strazzante_The-Chronicle-1.png 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_The-Queens-Ball_A-Bridgerton-Experience_Photo-Credit_Scott-Strazzante_The-Chronicle-1-300x121.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_The-Queens-Ball_A-Bridgerton-Experience_Photo-Credit_Scott-Strazzante_The-Chronicle-1-768x309.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Bandeau_The-Queens-Ball_A-Bridgerton-Experience_Photo-Credit_Scott-Strazzante_The-Chronicle-1-180x72.png 180w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a01564 elementor-widget elementor-widget-text-editor\" data-id=\"7a01564\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Created in 2022 by Fever, in partnership with Netflix and Shondaland, this experience offers a complete immersion into the world of the Bridgerton series.<\/p><p>Participants, dressed in costumes from the high society of 19th-century Britain, attended a dancing musical ball while enjoying themed cocktails. Interaction with characters from the series and the opportunity to take photos within recreated sets allowed audiences to relive the beloved setting of their favorite show.<\/p><p>This 90-minute experience toured in 10 cities in North America but is currently not available.<\/p><p>When comparing the experience&#8217;s addressable markets in Toronto and in San Francisco, two areas with similar populations, a contrast emerges in the local serviceable obtainable market. Despite the comparable overall population, each location&#8217;s unique dynamics shape the audience interested in <em>The Queen&#8217;s Ball: A Bridgerton Experience<\/em>. In this context, the immersive event demonstrates a notably better product\/market fit in San Francisco.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b92438 elementor-widget elementor-widget-image\" data-id=\"0b92438\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"304\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Potential-local-visitors_A-Bridgerton-Experience_San-Francisco-vs-Toronto_4.png\" class=\"attachment-large size-large wp-image-27982\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Potential-local-visitors_A-Bridgerton-Experience_San-Francisco-vs-Toronto_4.png 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Potential-local-visitors_A-Bridgerton-Experience_San-Francisco-vs-Toronto_4-300x114.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Potential-local-visitors_A-Bridgerton-Experience_San-Francisco-vs-Toronto_4-768x292.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Potential-local-visitors_A-Bridgerton-Experience_San-Francisco-vs-Toronto_4-180x68.png 180w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34e5372 elementor-widget elementor-widget-text-editor\" data-id=\"34e5372\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Beyond assessing the serviceable obtainable market, four main factors will strongly impact the conversion rate of an experience in a given location.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ef8751 elementor-widget elementor-widget-image\" data-id=\"1ef8751\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"300\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Four-Main-Factors_Conversion-Rate_Market_3.png\" class=\"attachment-large size-large wp-image-27965\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Four-Main-Factors_Conversion-Rate_Market_3.png 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Four-Main-Factors_Conversion-Rate_Market_3-300x113.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Four-Main-Factors_Conversion-Rate_Market_3-768x288.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2023\/12\/Four-Main-Factors_Conversion-Rate_Market_3-180x68.png 180w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f0bf69b elementor-widget elementor-widget-text-editor\" data-id=\"f0bf69b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Within various feasibility studies, Habo has conducted over 1,000 market assessments to understand the addressable and serviceable obtainable markets of out-of-home entertainment products in different geographies. <span class=\"ui-provider a b c d e f g h i j k l m n o p q r s t u v w x y z ab ac ae af ag ah ai aj ak\" dir=\"ltr\">Beyond confirming the commercial potential of an OOH concept, such feasibility studies can inform the creative process, lead to concept optimization recommendations and review whether the business model can support the ambitions and offer adequate returns.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-087a646 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"087a646\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-df67396\" data-id=\"df67396\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-01ea29a elementor-widget elementor-widget-text-editor\" data-id=\"01ea29a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>SHARE<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-70f6a95\" data-id=\"70f6a95\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-59f67c5 elementor-icon-list--layout-inline elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"59f67c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items elementor-inline-items\">\n\t\t\t\t\t\t\t<li 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