Abstract
ABSTRACTIdentification and characterization of two key visitor groups by age emerged from a year‐long visitor research project at the Chicago Botanic Garden. the two groups (seniors aged 55 and older, who dominated the audience profile in all four seasons, and younger guests, aged 18 to 34, who were minimally present) are discussed in relation to their differing leisure preferences, expectations of the Garden, psychographics, and demographics, and to the impact their distinct leisure interests and values will have on program planning and marketing. Applying the data to decision making and action requires prioritizing the Garden's responses to each of these audiences regarding use of interpretive materials/activities, design of special events and learning programs, development of a family discovery center, expansion of environmental programming, and emphasis on the social experience of a casual visit to the Garden.
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