The older end of this demo who is finding independence and is digitally savvy.

Those Millennials who never go to a mall but are looking for a new reason and a new experience.

Street wise and fashionable, these guys have no problem spending on the hype. Avid gamers want new experiences.

A cross section of those who already are shopping at the mall but looking for new ways to shop and/or are looking for a new experience.

Those professionals who are commuting to a city center or a mall and looking for other things to do while they are in the city.

Older millennials who might have young children and looking for entertainment for the whole family and want to multi-task and get some shopping done.