Market research??? I have been a member for many years and have never had anyone form the MOA ever ask how I feel about the July dates. I have also asked most of my fellow BMW riding friends and no one ever asked them either. Our group included several ambassadors as well as many long time members. September would make more sense. Most everyone has grown kids and I really dont think many teachers are mambers. Also, construction and heating/air conditioning workers would be better suited to September.