Visitorship Patterns Pre- & Post-September 11: An Analysis and Benchmarking Initiative for a Leading Nonprofit Organization

The Capstone team presented an analysis of a leading nonprofit organization’s (LNPO) post-September 11 trends in visitorship and benchmarked these trends in comparison with other similar organizations and attractions. The team offered recommendations for improving LNPO visitor data collection process and identifying possible market segments for increased visitorship. The primary question posed was: “Who is visiting LNPO and why?” with the secondary question: “What can LNPO do to increase and sustain visitorship?” The team conducted baseline and zip code analyses of the LNPO’s data related to visitor demographics prior to and post-September 11.