For the City of Dallas Parks and Recreation Department, HR&A performed market feasibility analyses to assess operating models for the possible expansion of the Dallas Aquarium at Fair Park. As part of the feasibility study, HR&A examined national market trends in the aquarium sector and conducted case studies on three other aquariums. In addition to this, HR&A, created a customer and operating profile of regional competitors and analyzed the Aquarium's attendance, costs, and revenue to determine the viability of expanding while facing increasing competition from other cultural attractions.