Branson is located within a day's drive of 1/3 of the country's population and this makes us very accessible to families looking for world-class entertainment, theme parks, shopping, and outdoor and lake recreation.
Branson will always be a slice of America. We never intend to alienate our base. . . . [But] we're aiming at a new market that might be more upscale -- people who have a preconceived notion that Branson is just country shows, traffic, buses and senior travelers.