Atlanta Botanical Garden Children’s Garden Renovation

Who uses the Children’s Garden and surrounding areas today?

Which areas of the Children’s Garden are used the most? Which have the greatest impact on the experience?

How could the Children’s Garden be redeveloped to provide a better experience for current visitors and to attract more visitors? What can/should be changed? What should be left as is?

The Renovation: Our Big Questions

The Children’s Garden is bringing new visitors to the ABG; visitors skew very heavily female, with high household incomes and the majority have a child(ren) 3-5 years old

Atlanta MSA 2013

2012 ABG Visitor All Visitors

First Time Visitors

Repeat Visitors

Index vs. Atlanta

Total 5,365,250 1,432 299 115 184 Household Income

Less than $50,000 46% 13% 4% 7% 3% 9 $50,000-$74,999 18% 16% 16% 19% 13% 89 $75,000-$99,999 12% 15% 22% 21% 22% 183 $100,000-$149,999 13% 27% 36% 32% 39% 277 $150,000 or more 11% 28% 22% 20% 24% 200 Average HHI $68,516 $127,693 $127,928 $119,362 $133,415 187

Age

Female 51% 81% 83% 82% 84% 163 Male 49% 19% 17% 18% 16% 35

39%

62%

First Time vs. Repeat Visitors

7

18-24 13% 1% 2% 3% 2% 15 25-34 19% 14% 34% 37% 31% 179 35-44 20% 29% 50% 43% 54% 250 45-54 20% 28% 8% 9% 8% 40

First Time Visitors Repeat Visitors 55+ 28% 28% 7% 9% 5% 25 Average Age 44.3 47.4 38.1 38.1 38.1 86

Age of Child Child 0-2 N/A N/A 32% 29% 34% N/A Child 3-5 N/A N/A 60% 57% 62% N/A Child 6-8 N/A N/A 44% 53% 39% N/A Child 10+ N/A N/A 11% 10% 11% N/A

Gender

Overall, having areas with more adventurous play would have the greatest impact on increasing or extending visits (especially for repeat visitors), while first timers would like more educational activities

4% 4%

7%

10%

10%

6%

7%

8%

11%

0% 10% 20% 30% 40% 50% 60% 70%

Other

Increased ability to watch or monitor

Less crowded

Easier to access play areas

Safer children activities

First Time

Repeat

Q12. Which of the following would get you to either visit more often or visit longer when you come to the Children’s Garden?

23%

17%

22%

44%

40%

58%

12%

19%

21%

30%

44%

50%

More water play

More amenities like benches, bathrooms or water fountains

More educational classes or activities

More interactive features

A larger variety of physical activities

More adventurous play (slides and bridges)

What Would Increase Visitation? 55%

42%

39%

25%

21%

18%

8%

10%

9%

7%

4% All respondents

Kids 6+ = 65%

Kids 3-5 = 30%

9 ALEXANDER BABBAGE

© Copyright 2013, Alexander Babbage. All Rights Reserved, Confidential and Proprietary.

30%

Mary Pat Matheson, President and CEO

Amanda Bennett, Display Gardens Manager

Mildred Pinnell Fockele,Vice President, Horticulture

Tres Fromme, Landscape Design and Planning Manager

Art Fix, Chief Operating Officer

Kathryn Masuda,Youth Programs Manager

Tracy McClendon,Vice President, Programs

DENEEN POWELL ATEL I ER , INC .

Jeri Deneen, Designer/Artist

Jon Powell, Landscape Architect

AT L AN TA BOTAN I C A L G ARDEN 1

Atlanta Botanical Garden

The Renovation Team

The Splash

Edible Garden

Treehouse

“Play is often talked about as if it were a relief from serious learning. But for children play is serious

learning. Play is really the work of childhood.”

- Fred Rogers