CASE STUDY

For my case study, I have chosen to research and learn about a company that has taken something that we have been doing for years, and is transforming it into a new industry. THE LOT Liberty Station is a movie theater and a dining experience all in one. They provide their guests with the utmost in service, high-quality dining, and cinema experience. They do this by providing high quality, signature luxury leather theater recliners in all theaters and also provide cocktails and food from your seat. You have been to the movies before, but never like this. The seats are made for you, and the menu is meticulously crafted from top tier chefs in San Diego. Their social cocktail scene is fantastic for breakfast, lunch, dinner and in-theater dining.

I chose to research this company because I am intrigued by the experiences that they are able to give. They turned just going to the movies into a more enjoyable experience for all. After reading many Yelp! reviews on THE LOT, it is clear that people that have gone have loved it and now find it hard to want to go to a “normal” movie theater. They have taken an age-old concept and turned it into a consumer experience that people want to have and are willing to pay a little more for. The concept of selling experiences is far beyond just the theme parks in our current day in age. People will pay extra to be wowed and to receive better service because it is important to them. Consumer’s wants have changed over the years, and movie theaters have not been able to change and adapt to these new wants that people have. THE LOT was able to take the idea of a movie theater and add their own touch to it. From the elaborate menus to the ambiance throughout the venue, it is clear that they want to set themselves above the rest and distinguish themselves as a place where people can have the movie and dining experience that they desire.