Old Sturbridge Village

The Project

The Clark University Consulting Group (CUCG) team reached out to the Old Sturbridge Village (OSV) team for a semester-long, pro-bono consulting project. The project kicked off in February and was completed in May. Throughout the project, both teams collaborated on the best course of action, tasks, and deliverables to provide the Village with the information they needed. 

Actions included:


  • Research of Old Sturbridge Village event venue, offerings, and marketing

  • Research of competitive set (both regional, and venues with similar historic interest)

  • Comparison of Village to a competitive set

  • Audience identification (both consumer and corporate)

  • Researching trends in bridal and corporate functions

  • Strategic recommendations for growth

The Process


With a few key meetings, CUCG was able to gather and synthesize input from the Old Sturbridge Village team, allowing for tight drafts prepared for discussion. The project was broken down into two phases – the research phase and recommendation phase.


Phase I


CUCG researched in competitive market research and strategic analysis of the event venue and experiences industry. The CUCG compared with the list of competitors given as well as to conduct outside research on trends in this field. 


Phase II

The second deliverable is the actual results of the research itself along with insights and a top-line executive summary. The CUCG team provided recommendations as a strategic plan based on this research. This also included a presentation given to the executive team at the end of the project.

The Results


The CUCG worked over 200 hours in total on this project and provided a final 150-page full report and samples of competitive organizations’ marketing materials, along with consolidating key points and strategies to deliver a presentation to the CEO, CFO, the GM of Sales, the entire marketing department, and Catering & Retail.


Mr. James Donahue, President & CEO of Old Sturbridge Village commended the CUCG’s work, “The report from the Clark students exceeded my expectations on just about every front. Having worked with consultants in various capacities in the past, I found the work of the Clark students to be smart, thorough and informative. We can actually operationalize their recommendations to grow the business. We could not have asked for more than that.”

© 2020 by Emilee Cocuzzo. 


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