Profiling Festivals & Events in Minnesota: Select Results

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Profiling Festivals & Events in Minnesota: Select Results

  1. 1. University of Minnesota Extension is an equal opportunity educator and employer. Profiling Festivals & Events in Minnesota: Select Results Introduction Discussion Methodology • Questionnaire: Based on a 1989 poll of festivals and events • Electronic questionnaire sent to 876 festivals and events across Minnesota • Email invitation & email reminder of survey participation • Response rate=21% (n=184) Completion rate=18% (n=156) • Descriptive statistics using SPSS • Sufficient sample sizes from the Metro (n=50) and Southern (n=45) regions to generate descriptive statistics Festival/event characteristics Location Purposes Activities Attendance Length Timing # years existed Operations Budget + Income information Sponsors & vendors Ticket charge Marketing information Insurance coverage Staffing & volunteers Sponsors for Festivals and Events (Statewide n=103, Metro n=39, Southern n=29) Income Range of Festivals and Events (Statewide n=147, Metro n=47, Southern n=43) Future Research Festivals and Events can: • Enhance the vision of a local community • Improve the perceptions of visitors • Serve as a vehicle for other types of development Purpose: Profile Minnesota festivals and events, update inventory from 1989 • Obtain insights on shift (or lack thereof) in festival & event purposes and trend of attendees’ needs • Desires for & constraints to promotional tools • Methods used to recruit & retain volunteers • Challenges of implementing sustainable practices University of Minnesota Tourism Center is a collaboration of University of Minnesota Extension and the College of Food, Agricultural & Natural Resource Sciences. Thank you to Carlson Chair for Travel, Tourism & Hospitality for sponsoring the project, Explore Minnesota Tourism for partnering, Witsinee Bovornusvakool for assisting with the survey process, Ingrid Schneider, Ph.D. for contributing to the report, and Katrina Nygaard for assisting with this poster. Xinyi Qian, Ph.D., Tourism Center & Patrick Simmons, Explore Minnesota Tourism Results: General Information 9 of 12 Most Prevalent Promotion Tools (statewide n=156, Metro n=50, Southern n=45) PercentageofRespondents 0 5 10 15 20 25 30 35 40 45 Minnesota Metro Southern Respondent Regional Distribution & Event Size (n=155) 6 of 11 Most Prevalent Festival & Event Purposes (Statewide n=156, Metro n=50, Southern n=45) PercentageofRespondents • Attracting visitors, developing a sense of community & providing local entertainment were the most prevalent purposes in all three geographic areas (Fig. 3) • Attracting visitors & providing local entertainment were more prevalent purposes in the Southern region than in Metro area 0 10 20 30 40 50 60 70 80 90 Attract Visitors Develop a Sense of Community Provide Local Entertainment Promote Arts and Crafts Promote Local Retail Sales Support Heritage of Community Minnesota Metro Southern 0 10 20 30 40 50 Private Businesses Non-profit Organizations City or County Government Chamber of Commerce Service Clubs Other Minnesota Metro Southern PercentageofRespondents Results: Financial Information Results: Marketing Information • Incomes above $50,000 were most common in all regions, particularly in Metro • Metro: more festivals & events in the three higher income ranges (Fig. 4) • Southern: more festivals & events in the three lower income ranges • 80%+ of festivals & events in all regions used word of mouth, posters, websites, & social media as promotion tools (Fig. 6) • Metro: festival & event website used more commonly than Southern region or entire state • Southern: EMT website, brochures, paid radio commercial, Chamber of Commerce materials used more commonly than in Metro or the entire state • Statewide & Metro: Private businesses most prevalent, followed by non-profit organizations (Fig. 5) • Southern region: City/County Government & private businesses most prevalent • Festivals & events fulfill the dual purposes of contributing to tourism development & entertaining local residents • Population density may be a reason for geographical distribution of respondents & higher attendance level in Metro area • Metro as state’s business center may explain the prevalence of private businesses as sponsors; demographic characteristics may explain more use of paid radio commercial in Southern region • Financing of festivals & events as U-shape: greater prevalence of small budget & low income and large budget & high income • Predominance of Internet-based promotion tools and tools that can be digitized • Southern region replies more on Chamber of Commerce for sponsorship & promotion 0 5 10 15 20 25 30 35 No Income $1,999 or less $2,000-$4,999 $5,000-$9,999 $10,000-$24,999 $25,000-$49,999 $50,000 or more Minnesota Metro Southern Percentage of Respondents 0 20 40 60 80 100 Word of Mouth Posters Event/Festival Website Social Media Explore Minnesota Tourism Website Paid Newspaper Ad Brochures Paid Radio Commercial Chamber of Commerce Materials Paid magazine Ad Minnesota Explorer Newspaper Paid TV Commercial Minnesota Metro Southern Percentage of Respondents © St Paul Winter Carnival Fig.1: Regional distribution of respondents in 2013 Fig.2: Size of festivals and events in the state, the Metro area, and the Southern region in 2013 Fig.3: Purposes of festivals and events in the state, the Metro area, and the Southern region in 2013 Fig.4: Income range of festivals and events in the state, the Metro area, and the Southern region in 2013 Fig.5: Types of sponsors festivals and events in the state, the Metro area, and the Southern region had in 2013 Fig.6: Promotion tools festivals and events in the state, the Metro area, and the Southern region used in 2013

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