Profile of the 2011 Irish Fair of Minnesota


Published on

This visitor profile of the 2011 Irish Fair of Minnesota includes items such as visitor demographics, willingness to pay admission, information sources, as well as a comparison of 2007 and 2011 visitors.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Profile of the 2011 Irish Fair of Minnesota

  1. 1. Leading, preparing & supportingthe tourism industryfor success & sustainabilityThe 2011 Irish Fair of Minnesota attracted approximately 100,000 visitorsto Harriet Island Regional Park August 11-14. To inform marketing &programming efforts, a visitor profile was conducted.The 2011 questionnaire was the second such profile of Irish Fair attendeesconducted in a 5-year span (the previous questionnaire was conductedduring the 2007 event). For the 2011 visitor profile, several attendee itemswere of key interest:Fair experience:• Majority repeat attendees (62.6%)• Diverse set of activities (Figure 1)• High satisfaction (Figure 2)• Expenditures across a range ofcategories (Figure 4)• Average 5 hour stay at fair• Top reasons for attending the fair:o Celebrate Irish heritage (19%)o Know a performer (14%)o Live music (13%)Information sources:• Fair information primarilydisseminated through socialnetworks.• Repeat attendees more likely touse Irish-community sources(Table 1).Origin:• 80% within 25 miles (Figure 3) • 5% traveling 50 miles or moreDemographics:• Female (53.1%)• non-Hispanic (97.5%)• Average age 43 years• White (89.1%)• of Irish descent (69.3%)• $50,000-$74,999 income (19%)Table 1 Comparison of informationsources used by repeat and first-timeattendees to 2011 Irish Fair (n=532)% using sourceInformation sourceRepeat(n=326)1st-time(n=195)Word of mouth 48.5 43.6Other 24.2 27.7Newspaper 19.0 10.8 *Pioneer Press 10.1 5.6Irish Fair Webpage 15.0 5.6 ***Irish Bar/Restaurant 12.0 6.2 *Irish Gazette 8.9 1.0 ***Radio 8.3 4.6TV 7.1 10.3Facebook 7.1 6.2Poster/Flyer 7.1 2.6 *Indicates difference is significant at* p .05. ** p .01. *** p .001Willingness to pay admission potential admission charge:• Majority of attendees willing to pay potential charge (Figure 5).Compared to 2007 visitors, 2011 attendees…• Younger (43 years vs. 47; p = .001)• Less reliant on newspapers for information (16% vs. 41%; p < .001).• Spent more on parking ($9.71 vs. $7.29; p < .000) but less on souvenirs($39.91 vs. $50.87; p < .05)Results: Fair Attendees and ExperienceA collaboration of the University of Minnesota Extension& College of Food, Agricultural & Natural Resource SciencesProfile of the 2011 Irish Fair of MinnesotaAndrew Oftedal, Graduate Research Assistant & Ingrid Schneider, Ph.D.MethodsOnsite questionnaire: Based on 2007 questionnaireSampling: Varied to ensure coverage across festival activities and grounds.Administered onsite by trained volunteersResponse: 550 completed (70% compliance rate)Introduction & PurposeLive Music40%Dance Stage14%Food & Beverages13%People Watching8%Sports Area7%Vendor Marketplace4%Cultural Area4%Other4%Childrens Activities2%Pub Experience3%Mass1%Figure 1 Most enjoyable attributes of the 2011 Irish Fair of Minnesota(n=528)17%14%55%13%2%NoanswerZero $1-5 $6-10 >$112% 5% 6%30%54%77%$21 $20 $20$25$10$30Lodging (in$10s)Off-site food& beveragesOther Souvenirs Parking On-site food& beveragesSpent at least$1.00 (%)Mediandollars spent($)Figure 4 Attendee expenditures at the 2011 Irish Fair of Minnesota(n=528)Figure 5 Range of admissioncharges 2011 Irish Fair ofMinnesota attendees willing topay (n=532)Special thanks to Sarah VanSickle, Angela Mens-Eastman, and the manyvolunteers who assisted with data collection. Additional thanks to ArtNash of the U of M Community Vitality Center for working with the zipcode data. All photos courtesy of the Irish Fair of Minnesota.Results: ComparisonsVerySatisfied56%Satisfied34%VeryDissatisfied6%Unsure3%Dissatisfied1%Figure 2 Satisfaction with 2011Irish Fair of Minnesota (n=522)ImplicationsAdmission charge would likely impact visitation:• 30.8% would not pay a charge or refused to answer the question.• 13% cited the fair’s affordability as their main reason for attending.Marketing focus:• “Live music” and “food & beverages” most enjoyable but not mainreasons for attending. Marketing should use a mix of customer pulls.Shift in information sources:• 2011 attracted a younger demographic who relied heavily upon internet-based sources for information• Word of mouth still significant information sourceAcknowledgementsFigure 3 Regional map of attendeeplaces of residence (n=513)Results: Experiences and Expenditures• Demographics• Experiences & satisfaction• Expenditures• Information sources• Willingness to pay admission• Comparison of 2007 & 2011 visitorsLeading, preparing & supporting thetourism industry for success & sustainability