Setting up an Entertainment Center at The Boulevard

This report discusses the project of setting up an entertainment center at The Boulevard to generate income. It includes an analysis of the target market, SWOT analysis, and various ideas for attracting visitors. The report also outlines a timeline for the project and emphasizes the importance of project management.

The Boulevard
Banbridge

Contents
INTRODUCTION.....................................................................................................................................3
Project Aim................................................................................................................................................3
Objectives...................................................................................................................................................3
Timeline for the Project............................................................................................................................8
CONCLUSION..........................................................................................................................................9
REFERENCES........................................................................................................................................10

INTRODUCTION
The Boulevard is the premier outlet shopping destination in the Northern Ireland and has
redefined the overall retail experience for the customers. The owners of the property continue to
invest in the necessary elements for its success. This includes hiring qualified and experienced
people, making on-site improvements, increased integrated marketing and so on (Choi, Kim and
Kim, 2018). Various analyses of the place have been conducted in order to gain useful insights
about the place. It has been found that nearly 75% of the people who visit The Boulevard are
between the age group of 25-54 years. Also, the average age of the visitors at the shopping
destination was identified to be 41 years. The project that has been chosen for this report is to set
up an entertainment center at the current unused space around the Omniplex at The Boulevard.
The main aim behind this project is to generate income.
Project Aim
The main aim behind undertaking the project of setting up different businesses at the
current unused space around the Omniplex at The Boulevard is to generate income through
vacant units.
Objectives
Analysis: To analyze the strategy by using different frameworks such as competitive
analysis, target market analysis etc. The strategies of competitors as well as their performance in
the market. Also, there is an analysis of target market so as to develop strategies to attract a
greater number of people.
It has been analyzed that there are a lot of shopping destinations in the United Kingdom
across various locations. With the outbreak of the pandemic in 2020, there have been many
innovative strategies implemented across different shopping destinations across the United
Kingdom to ensure the safety of the staff members as well as the visitors (Harvey, Morris and
Müller Santos, 2017). The target market for the unused spaces will include people who visit the
Omniplex Theatre. The owners of the multiplex will invest in the project so as to make
improvements and make the project attractive so that more people visit the same.
SWOT Analysis

Strengths – One of the major strengths of the unused place is that it is located near the
Omniplex Theatre. Due to this, it will be able to attract a greater number of visitors.
Weaknesses – The budget as well as space available for setting up the Entertainment
Centre is limited. So, this is one of the weaknesses.
Opportunities – The owners of the Entertainment Centre have the opportunity of using
the vacant space in such a way that it attracts more people.
Threats – Intense competition from other Entertainment Centers in the same location can
affect the position of the respective project to a great extent.
Business Strategy for the Project: From the above analysis, it has been found that it is
very important to take in account the different competitors of The Boulevard before setting up
the business (Lessard and et.al., 2019). This will help the owners in developing as well as
executing effective strategies.
Solutions and Visuals: This is another objective that will be considered while setting up
the entertainment center near The Boulevard (Oh and Polidan, 2018). The main ideas that are
proposed in this section can be considered as some of the suggestions for setting up the
entertainment center.
Idea 1: Gym
One of the best ways of attracting the target audience is to set up a gym. This will attract
the young people and help in generating income.
Idea 2: Pop-up stores

Pop-up stores are temporarily established to fill in the empty spaces in a mall. Different
brands can set up their pop-up stores. This will help in filling the empty space and generate
income.
Idea 3: Food Court
Food courts are another way of generating income outside the OmniPlex. The food courts
will sell different food items in order to attract a greater number of people.
Idea 4: Coworking spaces

One of the other ideas is to generate income is to set up co-working spaces outside the
Omniplex. The space can be leased out to an operator and people who come to coworking space
will be interested in visiting the mall.
Idea 5: Supermarket
Supermarket is another idea for using the unused space around the Boulevard Banbridge.
The space will also get filled and it will be an extra source of generating income.
Idea 6: Escape Rooms
Escape rooms have become famous for both human beings searching out fun and
business team constructing. The rooms are essentially puzzles wherein a collection of people
ought to work together with a purpose to figure out the way to get out of the room. In well
known, an get away room enterprise would possibly fill an inside-the-mall area abandoned by
way of a mid-size retailer.
Idea 7: Local Store

In some situations, they're operating with business proprietors to begin at a low lease
after which ramp up for that reason depending upon how the enterprise does. In general, mall
proprietors are being extra bendy when it comes to what agencies they rent to and are making
more attempt to ensure the businesses that open places in their shops prevail.
Idea 8
Keeping in mind the safety of the staff members as well as the visitors, social distancing
as well as masks will be made compulsory.
Idea 9
Parking space will be made available for the visitors so that they can easily park their
vehicles and enjoy their time at the shopping center.

Idea 10: Event Spaces
While arcades had been a mall staple within the Eighties, they in large part went away as
home online game consoles became popular and stepped forward.
Plans for Monitoring and Evaluation: The project plan will have different parts and it
is important for the owners of the entertainment center as well as the project manager to
determine the effectiveness of the same. This will help them in keeping a track of the different
activities of the project. For this, regular meetings will be conducted wherein the team members
will be asked to share ideas and updates regarding the individual tasks assigned to them (Stroh,
2019).
Timeline for the Project
The project will be completed in a time span of 8 months and thus, there will be different
tasks that will have to be completed at the end of each week. This will help in completion of the
project on time and in an effective manner. Not only this, the aim and objectives of the project
will be attained. A Gantt chart can be used in order to keep a track of the different activities and
it will be a very useful tool for the project manager. The team members will be encouraged to
share their ideas and thoughts regarding a particular thing during the decision-making process.
The employees will have to report the progress of the project to the project manager and the
owners of the entertainment center to keep them informed about the same. Therefore, it is
important to follow the timeline of the project so as to complete the same well within time.
CONCLUSION
From the above proposal, it can be concluded that project management is important for
completing the project. This is because with a proper plan for a project, the project manager can

keep a track of the progress of the project. There are different strategies that can be adopted in
order to ensure that the project is completed within the given time frame and also, there is no
compromise on the overall quality or outcomes of the project. In order to analyze the
competition, SWOT analysis can be used. As a result, various strengths, weaknesses,
opportunities as well as threats can be identified. Therefore, appropriate strategies can be
developed and informed decisions can be made.

REFERENCES
Books & Journals
Choi, Y. K., Kim, J. R. and Kim, S. B., 2018. A Study on the Effect of Branding of Consulting
Company. Journal of the Korea Convergence Society. 9(4). pp.241-249.
Harvey, W. S., Morris, T. and Müller Santos, M., 2017. Reputation and identity conflict in
management consulting. Human Relations. 70(1). pp.92-118.
Lessard, D. and et.al., 2019. Evaluation of a project to engage patients in the development of a
patient‐reported measure for HIV care (the I‐Score Study). Health Expectations, 22(2).
pp.209-225.
Oh, H. and Polidan, M., 2018. Retail consulting class: Experiential learning platform to develop
future retail talents. Journal of Marketing Education. 40(1). pp.31-46.
Stroh, L. K., 2019. The basic principles of effective consulting. Routledge.