TUACAHN AMPHITHEATRE

•  Tuacahn is located at 1100 Tuacahn Drive Ivins, Utah 84738.
• It hosts a variety of events including musicals and concerts at the venue, "plays, pageants, music and dance concerts, music and theater arts festivals, motion pictures, museums"
• Its first musical entitled "UTAH!", debuted in 1995 and the company has had several success stories and have engaged in the community by giving back.

• Tuacahn Amphitheater has 265,000 annual customers.

•  The company describes itself and thus events as unforgettable in its slogan, with a focus on growth and theater expansions.
• The company is also referred to as elegant and traditional.
• It offers ticket discounts for Preview Nights (35%), Military Appreciation Night (up to 50%), Freedom Days (up to 30%), Family 4-Pack Nights, Date Night/ Senior Nights (up to 30%) and Loco for Locals (up to 30%).
• It also has ongoing discounts for seniors, members of AAA, US Active or Retired Duty Military and "residents of Washington, Iron, Kane, and Virgin Valley counties".

•  Tuacahn offers six ways that customers or general supporters can make donations to the company and provides direct contact information to do so.
• It provides a wide variety of ticket discounts, some of which are ongoing.
•  The performance schedule provided is detailed with levels of availability for events and their respective tickets so customers can know exactly which tickets are available in high volumes, sold out or unavailable.

•  Tuacahn does not appear to use sustainable energy as The Smith Center does, which would make it less attractive for eco-conscious customers.
• Tuacahn does not provide garage parking options as The Smith Center does.
•  Tuacahn seems to have more facilities available for rental including a dance studio, black box, outdoor plaza and the plaza stage than HCT, which is likely to make Tuacahn a more attractive venue.

SMITH CENTER

•  The Smith Center is located at 361 Symphony Park Ave Las Vegas, NV 89106.
• It was opened in March 2012. The venue hosts a variety of events including Broadway shows, musicals, theater, dance and family-friendly events.
• This makes it a direct competitor to Tuacahn because they offer the same products/ services and are both competing in the U.S. market.

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•  The company prides itself as versatile and promises to give flawless services, provide stunning settings, and personalized planning.
•  The Smith Center offers discounts to students who may claim this via a mobile sign-up.
•  Partner Perks is another type of discount offered to "employees of partners and businesses" of The Smith Center using promotional codes which grants them priority purchasing for specific shows and special offers.

•  The Smith Center allows customers to have a smooth experience in making ticket purchases by enabling them to search for tickets by name, date, genre, and venue which makes it easier for customers who have preferences to get information quickly and easily.
• The center is LEED-certified, uses sustainable energy for windows, uses conservative restroom fixtures as well as natural lighting, which is likely to keep customers who support environmentally friendly initiatives.
•  Customers or visitors have the opportunity to visualize different areas of the center including the Grand Lobby, Reynolds Hall, and Cabaret Jazz via its interactive imagery on the website which provides detailed descriptions of each area.

•  When compared with Tuacahn, The Smith Center offers versatility in the use of its facilities which can cater to other events such as weddings and parties among others, making it more attractive to customers.
• It is an eco-friendly environment with energy-efficient windows, sustainable restroom fixtures as well as natural lighting which is likely to attract more eco-conscious consumers.
• It also offers garage and surface parking options which are more likely to be an attraction since there are more options for parking locations.
• On the other hand, Tuacahn offers many types of discounts, some of which are ongoing, while The Smith Center seems to offer only two types for the students and partners.

HALE CENTER

•  Hale Center Theater (HCT) is located at 9900 South Monroe Street, Sandy, UT 84070 and was opened in 1947.
•  The venue hosts a variety of events including musicals, musical comedy, theater and family-friendly events which makes it a direct competitor to Tuacahn because they offer the same products/ services and are both competing in the U.S. market.

• HCT has 530,000 annual visitors.

•  HCT donates season tickets to KSL's Teacher Feature on an annual basis and speaks of itself as a strong supporter for community outreach.
• It refers to its Salt Lake venue as "home" which is likely to engage customers and make them feel more comfortable as if they are a part of a family.
• HCT describes itself as innovative and a professional family theater.
• It offers season tickets discounts (33% off), group ticket discounts, student discounts and seat discounts.

• HCT is very involved in the community as it gives more than 11,000 tickets free of cost to groups such as at-risk youths, scouts, seniors and more which is likely to make customers more engaged when seen as such an active player in the community.
•  The company has strong recognition in Salt Lake County from its Zoo, Arts and Parks Program, is considered the Best of State and has Mountain America Credit Union as a major season sponsor.
• It also engages with customers on social media suggesting that it is active because it uses several platforms such as Facebook, Twitter, YouTube, Instagram and Flickr.

•  HCT offers private elegant and magical spaces for hosting events and also accommodates building rental for customers interested in a space for large groups (e g. 910 guests).
• This makes it more attractive for customers looking for elegance or to host events such as an evening of excellence.
• However, Tuacahn seems to have more facilities available for rental including a dance studio, black box, outdoor plaza and the plaza stage which is likely to make Tuacahn a more attractive venue.

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY

DILLON AMPHITHEATER

•  Dillon Amphitheater hosts music concerts and theater movies.
• This amphitheater also hosts festivals such as the 2019 Lake Dillon Beer Festival.
• Dillon Amphitheater directly competes with Tuacahn Amphitheater in the types of entertainment services (events, musicals, and concerts) it provides and the area/regions it serves.

AK-CHIN PAVILION

• Ak-Chin Pavilion is located in Phoenix, Arizona.
• This amphitheater is famous for music concerts and festivals. It also hosts live album launches.
• It can accommodate 20,000 people on a lawn surface and has "8,000 seats under the pavilion roof and another 12,000 seats on a hillside beyond the pavilion."
• Ak-Chin Pavilion has hosted festivals such as The Vans Warped Tour, Lollapalooza, and Ozzfest.
• Ak-Chin Pavilion and Tuacahn Amphitheater are direct competitors based on their similar services and area of operation.

USANA AMPHITHEATER

• Located in West Valley City in Utah, USANA Amphitheater is the state's famous music venue.
• This center hosts music festivals and live album recordings.
• It has a capacity of 13,000-20,000 lawn seats and 7,000 reserved seats.
• USANA is a direct competitor to Tuacahn Amphitheater because they provide similar services (music concerts and festivals) and serve the same region i.e., Western US.

USANA AMPHITHEATER

• USANA Amphitheater is owned by Live Nation; Live Nation had 93 million attendees at its concerts across all venues in 2018, which was an increase 8% increase of 6.5 million.
• USANA provides several parking options including Box Parking, Carpool Parking, General Parking, Gold Lot and Premium Parking but Tuacahn doesn't have so many options.

AK-CHIN PAVILION

• Ak-Chin Pavilion is also owned by Live Nation.
• Their mobile ticket entry would certainly make AK-Chin Pavilion very attractive, because of the convenience and not having to walk with a ticket that may be easier to get lost than a phone.

DILLON AMPHITHEATER

•  Dillon Amphitheater prides itself in showing and treating customers with respect, professionalism, creativity, gratitude, solutions, excellence, integrity and open communication.
• Dillon Amphitheater is an outdoor venue and does not provide a refund to customers even if there are adverse weather conditions. Customers are expected to dress for rainy weather but cannot use an umbrella once the performance starts.

RESEARCH STRATEGY: