The demand for uptown theaters is growing nationally. They are especially popular in the American Midwest, where many cities have rejuvenated their downtowns through increased renovation and construction. In this lesson, you own a vacant 10,000 square-foot building in the entertainment district of downtown Des Moines, Iowa. You want to convert the building into an exclusive, three-screen movie theater that features independent films, serves upscale meals, and offers local beers. You need research tools to determine whether your movie theater is a feasible option for your building. Using ArcGIS Business Analyst Web App, you'll create market profile reports with enough information to justify whether downtown Des Moines is a good location for an upscale movie house.
In the first lesson, you'll create a map of your proposed theater's trade area. (If you don't currently have access to Business Analyst Web App, the first few steps will provide instructions for how to license your ArcGIS organizational account.) Then, you'll run a report to see whether Des Moines meets or exceeds the minimum demographic criteria to support your proposed upscale movie house. In the second lesson, you'll develop a site suitability analysis to compare your proposed trade area in Des Moines with the trade areas of seven other Midwestern cities—all of which already have existing, and successful, upscale theaters. Ultimately, your analysis will give you an idea about how your proposed theater might perform.