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Article: Botanical Garden looks to cultivate upscale crowd.
- Article from:
- Crain's Cleveland Business
- Article date:
- May 29, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Cleveland Botanical Garden is marketing its new flower show to affluent customers who seriously dig gardening.
Indeed, the Cleveland Botanical Garden Flower Show was designed to appeal to the nonprofit organization's core audience -- college graduates who have traveled abroad within the past year and have annual discretionary income of around $100,000 as well as a declared affinity for gardening, said Karen Allport, director of marketing communications at the institution.
By pulling in that kind of attendee, Ms. Allport said, the Botanical Garden hopes to attract potential members, especially because it is in the midst of a $37 million capital ...