Stadia

Motionworks Placecast™ provides visits and occupancy for Motionworks Places and Regions since 2019. These insights are produced with the Motionworks Population Intelligence Platform. Placecast™ is used for investigating visitation trends at locations through time.

The following document provides an overview of the validation of Motionworks Stadia. Motionworks currently measures visitation at 689 stadia. Places can be standalone or within a larger building or a complex. Out of the total number of places measured, 689 are standalone locations where they can be directly measured. The figure below indicates the distribution of all Motionworks Stadia across the United States.

Place Description

Large scale entertainment venue often associated with sporting events. Stadiums range in size from the extravagant oriented to towards large-scale professional and collegiate athletics to smaller venues such as a high school football stadium.

Place Stats

Weekly Visit Trends

The figure below shows the trend of weekly visits - median (red) as well as the 25th to 75th percentile band (green) - over time across all stadia. This is then compared to the median weekly first-party counts (blue) if available. For this place type, the median weekly visits estimate is based on 689 of places.

Weekly Visit Per 1K SQFT Trends (Standalone)

The figure below shows the trend of weekly visits per 1000 square feet of space (ksf) - median (red) as well as the 25th to 75th percentile band (green) - over time across only standalone stadia that can be directly measured or at least have a polygon/size. This is then compared to the median weekly first-party counts (blue) if available. For this place type, the median weekly visits estimate is based on 689 of places.

Day of Week and Hour of the Day Profiles

The figure below shows the average ratio of the weekly visits that fall within a specific hour of a specific day of the week. The color represents the year, and each band represents the variation over the months of the year.

Weekly Visit Scores

The table below presents the historic average scores for Stadia. Note that 1 is a good/perfect score and 0 is a bad/worst score. Scores for each place are calculated based on how well the place compares with their cohort of places, and how far off is the place’s observed (1) visitation, (2) dwell time, (3) hourly profile, and (4) trade area distance footprint from our best estimated place based on their location, size, urbanicity, and the type of place.

If a place's score is below a certain threshold, then the place is considered unfocused and therefore processed through the unfocused methodology, which results in their stats being estimated based on the location, size, and place type of other focused places in the vicinity.

The figures below shows the average and 25th/75th percentiles of the score across all of the Stadia for every month since January 2019.

Visit Score Graph

Dwell Score Graph

Profile Score Graph

Footprint Trade Area Distance Score Graph

Tradeareas

A trade area is where customers or visitors live and how far they are likely to travel to an establishment or neighborhood. Motionworks Placecast™ Trade Areas documents the home location of visitors by the number of visits to a Motionworks Place or Region every month since 2019. These insights are produced with the Motionworks Population Intelligence Platform.

Verification

Motionworks verifies Trade Area estimates to ensure confidence and illustrate the quality of our data. Motionworks maintains data on expected trade areas by place type from trusted third parties such as travel surveys and academic research. The following tables provide an overview of verification for each Motionworks place type nationally compared to target values Motionworks has identified for each place type. Due to the detail of Motionworks place types, there is not always a one-to-one relationship between Motionworks place types and those identified in studies and research. As a result, some values from studies and research are shared across multiple Motionworks place types.

Tradeareas visits distribution

Motionworks segments trade areas by 1) local, 2) hyper local, 3) non-local. Local is defined as the home to place distance is < 50 miles, Hyper local is defined as the home and place have the same Census block group, and Non-local is defined as the home to place distance is > 50 miles. The figure below illustrates the distribution of visits by trade area segment.

Local (< 50 miles from home) Statistics

Hyper Local (same home and place Census block group) Statistics

Non-Local (>50 miles from home) Statistics

Home to place distance distribution

The figure below illustrates the home to place distance distribution by distance bin.