Addison Mizner Pottery

CONSUMER AUDIT OF ARADIO ZAMBRANO POTTERY

Retail store specializing in custom-made pottery objects and housewares. The company has a carriage trade clientele, and mentions in its brochures that is has accessorized the homes of several Latin TV celebrities and several professional sports figures. The store also holds pottery classes designed to match the demographics of the Boca Raton Area.

Boca Raton is the invention of an architect named Addison Mizner who, in 1920, bought 17,000 acres of land and designed what was to be a new world resort, "a utopia of architectural beauty, centering around an exclusive resort hotel. Boca Raton became a playground for the wealthy who enjoyed staying at The Boca Raton Resort and Club, then known as The Cloisters" (Chamber of Commerce, 1999).

Until the early 1960s, Boca Raton remained a small town with an additional seasonal population. Like its South Florida neighbors, Boca Raton experienced a building boom during the 1970s. "The strict zoning standards that were adopted during that time, and continue to be implemented, are responsible for the beautiful Boca Raton that we enjoy today (Chamber of Commerce, 1999).

MARKET SIZE--(Boca Raton/Palm Beach/South Palm Beach/Lake Worth, Ft. Lauderdale)

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the largest at 27,000 square feet. It is apparent from customer response that the founder Zambrano has chosen the right merchandise, designed the displays, and added the finishing touches that make the shop unique. The store looks like it has gone for a European look, that kind of worn, but elegant feel that you see all over the continent. The shop is divided into a showroom, meeting rooms, and a large workshop with several kilns where classes are held. In the showroom is a collection of pottery how-to books and other supplies. The whole showroom has a relaxed and comfortable atmosphere where customers can come in with their floor plans and get advice on furnishing an entire house or just a single room by the piece. Customer service is very important in this kind of business. People like sitting down with people and talking with them to see what they want their places to look like. This is especially true in the upmarket area that is Boca Raton. The store boasts that its pottery can be used in every room in the home, and to prove it, the showroom has a wide variety of pottery accoutrements. This could be expanded it seems, to include other elements. Were I to open a shop, I would like my store to feature other ele

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