Based on our research and analysis, we will evaluate the pricing structure of southern California theme parks. In addition, we hope to measure consumer price sensitivity. As applicable, we will make pricing recommendations to increase profitability. Our short term recommendations will focus on price promotions and adult general admission ticket prices. Our recommendations will be primarily based on the results of our conjoint study and market simulator. In addition, asking several demographic and psychographic questions will enable our team to segment consumers and possibly price discriminate.