The IllumaCooler is patent pending and will be marketed to a wide and diverse consumer base. Its functionally and attractive construction and lighting will appeal to tailgaters, outdoorsmen, and much more. Potential consumers for the IllumaCooler include the more than 115 million households in the U.S., as well as 45 million campers and RVers, 46 million fishing participants, 14 million hunters, and 12 million boaters.