The Challenge:
Scottsdale, Arizona wanted to create more than just a new attraction. The city envisioned a Discovery Center that would honor the Sonoran Desert while providing residents and visitors with meaningful educational, recreational, and social experiences. To succeed, planners needed clarity: Would the community support the project? Would the architecture resonate? Would the exhibits inspire? And at what price point would locals actually visit?
What Olinger Did:
To answer these questions, Olinger designed a two-phase research approach:
Quantitative surveys captured broad awareness levels, gauged visitation interest, and measured price expectations.
Qualitative interviews explored emotional responses to the proposed architecture, exhibits, and amenities, revealing the deeper motivations and expectations of Scottsdale residents.
Insights Uncovered:
Low Awareness, Strong Enthusiasm: While awareness of current offerings was minimal, the concept of a Discovery Center generated significant interest — not only among residents but with clear potential to attract tourists as well.
Education with Emotional Depth: Locals expressed a strong desire to better understand the desert ecosystem, but equally emphasized the importance of emotional connection and engaging experiences that would make the center a lasting community asset.
The Balance of Learning and Leisure: Residents highlighted that the center’s success depended on striking the right balance — delivering valuable education while also ensuring entertainment, convenience, and visitor-friendly amenities.
The Impact:
The research gave Scottsdale’s leadership the confidence to move forward with a plan that reflects both the spirit of the desert and the aspirations of its residents. By grounding design, exhibits, and pricing in local sentiment, the proposed Discovery Center is positioned to become a hub for education, entertainment, and community pride — an experience that doesn’t just inform but connects people emotionally to the Sonoran Desert.