The hospitality industry is a dynamic and fluid industry with unbelievable growth potential and near endless profit possibilities. Current dining and entertainment trends are still developing toward people spending more time and money outside the home.
AEG seeks market share in every city. We gain market share through careful research of our target demographic. AEG's development staff examines where our demographic works, where our demographic lives and where our demographic uses their expendable income for
entertainment. We summarize this practice with the phrase, "Promote Where You Live, Work and Play."
Further, AEG must determine the most wide ranging media outlet to reach our demographic. Through market testing media research, demographic studies and in the field surveillance, we establish how our paid advertising dollar will go the furthest as well as the entertainment habits of our target market.
In addition, AEG investigates our competition and explores both their strengths and weaknesses. In every market, local competition must be respected, but AEG is not intimidated by any opposition. Positive aspects of any operation are capitalized upon, and negative facets are exploited.
Our strategy is based on serving our markets well. The sports enthusiast, the business entertainer and traveler, the local night crowd, as well as family dining out can all enjoy the AEG experience. What begins as a customized version of a standard product, tailored to the needs of a local clientele, can become a product that will fill similar markets across the US. We will
succeed by creating the most innovative entertainment experience in every market. We will give people a combination of excellent, interesting food and beverages in a environment that appeals to a wide and varied group of people, all serviced by a professional and friendly staff.
Our strategy is simple; we market ourselves everyday, all day, forever, "Where We Live, Work and Play." AEG employees will personally invite customers throughout the community with a straightforward hands-on approach. Employees are instilled with a sense of store pride that carries over to their promotional duties. Invitation to our venues are taken just as serious and
are just as personal as an invitation to an employee's very own dinner and cocktail party. By remaining true to our mission statement, we will maintain quality and establish a strong identity within every community. Our main focus in marketing will be to inundate the community with our brand and customer awareness. This will direct all of our tactics and programs toward the goal
of explaining who we are and what we do ... inviting everyone to our party. We will keep standards high and execute the concept so that word-of-mouth will be our main marketing force. Driving that marketing will be our scientific and proven grassroots campaign.
We will create an appealing, entertaining environment with unbeatable quality at an exceptional price. An exciting and friendly venue, we will be the talk of any market we enter. Keeping the individual concept in mind, employees are scouted, recruited and put through a rigorous interview and testing process. It is not enough to be a skilled employee; he/she must
also have the right attitude. New hires are expected to not only share the AEG vision, but embody it. AEG hires for personality; trains for performance.
We are building our infrastructure so that we can replicate the product, the experience, and the environment across broader geographic lines. Concentration will be on maintaining quality and establishing a strong identity in each store. The identity becomes the source of "critical mass" upon which expansion efforts add marketing muscle, but it also becomes the framework for further expansion.