Services, Clients & Case Studies

The National Aquarium

The National Aquarium view larger

Baltimore, MD

Client Contact:

Ms. Denise Aranoff-Brown
Senior Director of Marketing
National Aquarium Baltimore
501 East Pratt Street
Baltimore, MD 21202
Phone: 410-576-8234
E-Mail: Daranoffbrown@aqua.org

Project Scope:

Consultant was retained to review and evaluate the National Aquarium foodservices, facility rental and special event/catering services programing. This effort also included a local competition analysis and review comparing the products and services of the Aquarium against other cultural institutions in its competitive set. In addition, the Optimum Group was requested to review the existing 3rd party foodservice contracts with its cafeteria and catering partners. This study included an analysis of both foodservice partners, as well as its related operations and sales staff. It was ultimately the goal of the National Aquarium to determine if it was in its best interests to continue an exclusive contract management arrangement with the existing catering operator as opposed to providing multiple operators.