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In 2011, the University of Minnesota Tourism Center conducted a profile of Irish Fair of Minnesota attendees. Several attendee characteristics were of interest beyond demographics, including information sources used to hear about the fair, spending habits, most enjoyable fair attributes, satisfaction, means of transportation, and willingness to pay a potential admission charge. To that end, a questionnaire was developed and administered to a sample of Irish Fair of Minnesota attendees.
Citation preview
Prepared for:
The Irish Fair of Minnesota
Prepared by:
Andrew Oftedal, Graduate Research Assistant
Ingrid Schneider, Ph.D.
A collaboration of the College of Food, Agricultural and
Natural Resource Sciences & University of Minnesota
Extension
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 1
ACKNOWLEDGEMENTS
The authors would like to acknowledge the Irish Fair of Minnesota 2011 organizers. Special
thanks are extended to Sarah VanSickle, Angela Mens-Eastman, and the many volunteers who
assisted with data collection efforts. Thank you to Art Nash of the University of Minnesota
Community Vitality Center for working with the zip code data and producing the visitor maps.
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 2
EXECUTIVE SUMMARY
In 2011, the University of Minnesota Tourism Center conducted a profile of Irish Fair of
Minnesota attendees. Several attendee characteristics were of interest beyond
demographics, including information sources used to hear about the fair, spending habits,
most enjoyable fair attributes, satisfaction, means of transportation, and willingness to pay
a potential admission charge. To that end, a questionnaire was developed and administered
to a sample of Irish Fair of Minnesota attendees.
Methods
An on-site questionnaire was administered to attendees. A convenience sample was
implemented with sampling throughout and across the event activities. A total of 786
parties were contacted and 550 questionnaires completed resulting in a 70.0% completion
rate. Completed questionnaires were entered, cleaned, and checked in SPSS version 19.0.
Results
Demographics: Most often respondents were female (53.1%), non-Hispanic (97.5%), White
(89.1%), and reported an average age of 43.4 years. The most frequently cited income was
between $50,000-74,999 (19.0%). The attendees were primarily from the local area (80%
within 25 miles), with 15% travelling 50 miles or more to attend the Fair.
Fair experience: A majority of respondents were repeat attendees (62.6%). Repeat
attendees had attended the Irish Fair of Minnesota an average of five times previously
(M=4.7), most often as recently as 2010 (72.0%). On average, respondents spent more
than five hours (M=5.39) at the Irish Fair of Minnesota. Attendees reported a diverse range
of reasons for attending the fair, as well as enjoying a diverse set of activities while there.
Two fifths (40.0%) of respondents cited the live music as the most enjoyable attribute of
the Irish Fair of Minnesota. Respondents reported high levels of satisfaction with the Irish
Fair of Minnesota, as evidenced by the high levels of repeat attendees and reported
satisfaction (89.9% either “very satisfied” or “satisfied”).
Fair expenditures: With the exception of the few attendees who paid for lodging, attendees
reported spending the most on souvenirs (M=$39.9). Three of four attendees paid for
parking and spent an average of $9.7 on parking. More than half of attendees purchased
food and beverage onsite and spent an average of $34.1.
Information sources: Most often, attendees heard about the fair through word of mouth
(47.6%). The second most frequently reported information source was “other” (25.6%),
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 3
including 11% family, 9% activity (e.g., rugby team, dance company), and 5% generic
internet sources (e.g., Google). Repeat attendees were significantly more likely to use
nearly all sources of information, but were especially more likely to rely on Irish-
community sources such as local Irish bars and restaurants, the Irish Fair webpage, and the
Irish Gazette.
Willingness to pay admission charge: The majority of respondents reported a willingness to
pay a potential admission charge (69.0%). The average response for amount attendees
would be willing to pay was $5.00 (M=4.97).
Discussion
The 2011 Irish Fair of Minnesota attracted a range of attendees from both the local area
and beyond who found a variety of the events enjoyable.
The majority of attendees expressed a willingness to pay an admission charge. However,
almost a third of attendees (30.8%) either reported they would not be willing to pay a
charge or refused to answer the question. Furthermore, 13% of respondents cited the fair’s
affordability and/or no entry charge as their main reason for attending. Such results
suggest an admission charge would have some impact on visitation levels.
Results indicated an interesting discrepancy between main reasons for attending the fair
and most enjoyable experience while at the fair. “Live music” and “food and beverages”
were listed as most enjoyable experiences while at the fair but not the main reasons to
attend the fair. Such results indicate future marketing could highlight the live music and
array of food and beverages as reasons for prospective attendees to attend the fair.
A few differences arose when comparing 2011 results with results from a similar
questionnaire administered at the 2007 Irish Fair of Minnesota. The 2011 fair attracted a
slightly younger audience and 2011 attendees were less likely to rely on traditional media
such as newspapers to obtain fair information. Fair managers should be aware of the
younger demographic and their reliance upon internet-based information sources.
Expenditure differences varied between 2007 and 2011. Attendees in 2011, on average,
spent more on parking than 2007 attendees, but less on souvenirs and “other” categories.
Results of the 2011 profile should enable better-informed decisions as organizers work to
expand and enhance an already well-established base of support.
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 4
TABLE OF CONTENTS
Acknowledgements .............................................................................................................................................. 1
Executive Summary.............................................................................................................................................. 2
Table of Contents .................................................................................................................................................. 4
Table of Figures and Tables .............................................................................................................................. 5
Introduction ............................................................................................................................................................ 6
Methodology ........................................................................................................................................................... 6
Study setting ...................................................................................................................................................... 6
Questionnaire .................................................................................................................................................... 7
Approach ............................................................................................................................................................. 7
Response rate .................................................................................................................................................... 7
Analysis ................................................................................................................................................................ 7
Results ....................................................................................................................................................................... 9
Respondents ....................................................................................................................................................... 9
Demographics ............................................................................................................................................... 9
Primary residence .................................................................................................................................... 11
Repeat and first-time attendees .............................................................................................................. 12
Information sources ..................................................................................................................................... 12
Irish Fair experience .................................................................................................................................... 14
Time and duration of visit ..................................................................................................................... 14
Purpose of attending ............................................................................................................................... 15
Most enjoyable attributes ...................................................................................................................... 17
Satisfaction .................................................................................................................................................. 19
Transportation .......................................................................................................................................... 19
Group composition ....................................................................................................................................... 20
Expenditures ................................................................................................................................................... 21
Potential admission charge ....................................................................................................................... 23
Comparison of 2007 & 2011 respondents ............................................................................................... 23
Discussion ............................................................................................................................................................. 26
References ............................................................................................................................................................ 28
Appendix A ........................................................................................................................................................... 29
Appendix B ........................................................................................................................................................... 29
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 5
FIGURES AND TABLES
Figure 1: Day respondents completed 2011 Irish Fair questionnaire (n=532) ....................... 8
Figure 2: Percentage of 2011 Irish Fair of Minnesota attendees in various age brackets (n=483) .........................................................................................................................10
Figure 3: Percentage of 2011 Irish Fair of Minnesota in pre-tax income groups (n=427) ............................................................................................................................................10
Figure 4: Regional map illustrating 2011 Irish Fair of Minnesota residences (n=513) ......11
Figure 5: Percentage of 2011 Irish Fair of Minnesota attendees using select information sources (n=532) ..................................................................................................12
Figure 6: Attendance and contact day of attendees to 2011 Irish Fair of Minnesota (n=532) ............................................................................................................................................15
Figure 7: Length of stay at the 2011 Irish Fair of Minnesota (n=456) .......................................15
Figure 8: Main reason to attend 2011 Irish Fair of Minnesota (n=525) ....................................16
Figure 9: Main reason to attend 2011 Irish Fair of Minnesota, by day (n=525) ....................17
Figure 10: Most enjoyable attributes of the 2011 Irish Fair of Minnesota (n=528)................18
Figure 11: Most enjoyable attributes of the 2011 Irish Fair of Minnesota, by day (n=528) ............................................................................................................................................18
Figure 12: Satisfaction reported by attendees of the 2011 Irish Fair of Minnesota (n=522) ............................................................................................................................................19
Figure 13: Means of transportation used by attendees to the 2011 Irish Fair of Minnesota (n=529) ......................................................................................................................20
Figure 14: Percent of groups attending 2011 Irish Fair of Minnesota containing selected age groups (n=532) ...................................................................................................20
Figure 15: Distribution of spending on select categories among attendees of the 2011 Irish Fair of Minnesota ...............................................................................................................22
Figure 16: Range of admission charges 2011 Irish Fair of Minnesota attendees willing to pay (n=532) ..............................................................................................................................23
Table 1: Response rate to questionnaire among 2011 Irish Fair attendees .................................. 8
Table 2: Demographic characteristics of 2011 Irish Fair of Minnesota attendees ..................... 9
Table 3: Comparison of information sources used by repeat and first-time attendees to 2011 Irish Fair ..............................................................................................................................13
Table 4: Comparison of information sources used across age brackets .......................................14
Table 5 : Attendee expenditures at 2011 Irish Fair of Minnesota ....................................................21
Table 6: Comparison of 2007 & 2011 Irish Fair of Minnesota attendee information sources ..................................................................................................................................................24
Table 7: Comparison of 2007 & 2011 Irish Fair of Minnesota attendee demographics .........25
Table 8: Comparison of 2007 & 2011 Irish Fair of Minnesota attendee experiences and expenditures ..............................................................................................................................26
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 6
INTRODUCTION
Community events and celebrations impact both residents and visitors. Residents and
visitors alike find an increased awareness and enjoyment of a place, and local pride toward
the culture and place is often enhanced. Additionally, festivals and fairs enhance exposure,
awareness, profitability and image of the host community and can serve as a vehicle for
other types of development (Felenstein & Fleischer, 2003; Getz, 1991; Hall, 1992;
Nicholson & Pearce, 2001).
The Irish Fair of Minnesota is one such event. The fair, based at Harriet Island Regional
Park since 2001, strives to provide attendees with a family-friendly, authentically-Irish, and
fun event benefitting St. Paul and its surrounding community. As with any attraction,
visitor profiles can assist marketing and managerial decision-making processes
(Tkaczynski, & Rundle-Thiele, 2010). To maximize benefit to the community and enhance
the events themselves, organizers need to continually assess and evaluate their event and
its market. Irish Fair of Minnesota recognizes this and embarked on an attendee
evaluation.
In July of 2011, the University of Minnesota Tourism Center (UMTC) was contracted to
profile attendees to the 2011 Irish Fair of Minnesota. The 2011 questionnaire was the
second such profile of Irish Fair attendees conducted in a 5-year span (the previous
questionnaire was conducted during the 2007 event). Attendee demographics, information
sources for the festival, experience and willingness to pay a potential admission charge
were of key interest. Further, analysis comparing the 2007 and 2011 data was conducted.
METHODOLOGY
An on-site questionnaire was administered to attendees during the 2011 Irish Fair of
Minnesota.
Study setting
The 2011 Irish Fair of Minnesota was held from Thursday, August 11 through Sunday,
August 14 at Harriet Island Regional Park in downtown Saint Paul, MN. The fair offers a
variety of activities for the approximately 100,000 attendees who attend annually: live
music; Irish dancing; food and merchandise vendors; cultural areas; Irish-themed
children’s activities; a 1K, 5K, and 10K run; a Gaelic sports arena; and a public Mass, among
other activities.
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 7
Questionnaire
An onsite questionnaire was developed based on past research and with the assistance of
the Irish Fair of Minnesota organizers. Questionnaire sections included event participation,
enjoyable attributes of the fair, information sources, expenditures, group composition,
satisfaction, mode of transportation, thoughts on a prospective admission charge, and basic
demographics (Appendix A).
Approach
A sampling plan was created to reach the range of Irish Fair of Minnesota attendees.
Sample schedules incorporated both time and spatial considerations to ensure coverage
across festival activities and grounds. A convenience sampling approach was implemented
where volunteers asked passing attendees to complete questionnaires. UMTC staff trained
and coordinated volunteers who administered the questionnaire.
Based on estimated attendance from previous years, a sampling quota target was set at 383
attendee contacts (95% confidence interval; ± 5% sampling error rate).
Response rate
Through three days of data collection, a total of 786 parties were contacted and 550
questionnaires obtained, resulting in a 70.0% compliance rate (Table 1). A total of 18
questionnaires were unusable, thus 532 questionnaires were used for analysis. Slightly less
than half (46.1%) of respondents were contacted on Saturday (Figure 1). Among those who
refused to participate, the most frequently specified reason was lack of interest (56.8%).
Analysis
Completed questionnaires were entered, cleaned and checked in SPSS version 19.0.
Analysis provided means, medians, standard deviations, and frequencies to describe the
sample of fair attendees and provide information on variables of interest. Comparative
analysis between 2007 and 2011 was conducted using t-tests to compare means and chi-
squares (χ2) to compare categorical variables.
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 8
Table 1 Response rate to questionnaire among 2011 Irish Fair attendees
Frequency (n)
Friday Saturday Sunday Overall People contacted 187 304 295 786 Declined to participate 52 51 133 236
Gender:
Female 28 29 67 124 Male 24 22 65 111 Reason given:
Lack of interest 33 17 84 134 In a hurry 12 23 21 56 Other 3 5 12 20 Already completed 3 4 10 17 Too hot 0 1 4 5 English as second language 1 1 2 4
Compliance rate 72% 83% 55% 70%
Figure 1 Day respondents completed 2011 Irish Fair questionnaire (n=532)
Friday25%
Saturday46%
Sunday29%
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 9
RESULTS
Respondents
Demographics
More than half (53.1%) of respondents were female and the attendee average age was 43
years (M =43.4, Mdn=43.0, SD =15.86; Table 2; Figure 2). A majority of respondents were
White (89.1%) and from non-Hispanic or non-Latino ethnic backgrounds (97.5%).
Furthermore, a majority of respondents were of Irish descent (69.3%). The most frequently
reported annual pre-tax household income was between $50,000 and $74,999 (Figure 3).
Table 2 Demographic characteristics of 2011 Irish Fair of Minnesota attendees
Frequency Percent (%) Gender Female 266 53.1 Male 235 46.9 Total 501 100.0 Ethnicity Non-Hispanic/Latino 434 97.5 Hispanic/Latino 11 2.5 Total 445 100.0 Race White 474 89.1
Other 23 4.3
Asian 7 1.3
Black or African American 7 1.3
American Indian or Alaska Native 5 0.9
Native Hawaiian or Other Pacific Islander 3 0.6
Total1 --- ---
Irish heritage
Yes 357 69.3
No 158 30.7
Total 515 100.0
1 Not applicable due to possible selection of multiple racial categories
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 10
Figure 2 Percentage of 2011 Irish Fair of Minnesota attendees in various age brackets (n=483)
Figure 3 Percentage of 2011 Irish Fair of Minnesota in pre-tax income groups (n=427)
28%
15%
20% 20%
13%
4%
0%
5%
10%
15%
20%
25%
30%
18-30 31-40 41-50 51-60 61-70 71 or older
4%3%
2%
7%6%
13%
19% 18%
14%
8%
7%
0%
5%
10%
15%
20%
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 11
Primary residence
Respondents’ predominately resided in the Minneapolis-St. Paul metropolitan area, as
indicated by a centroid analysis of their zip code from the event. A majority (80%) of
respondents’ primary residence was zero to 25 miles from Harriet Island Regional Park:
38% live within 10 miles and 44% lived between 11 and 25 miles (Figure 4).
Approximately 15% of respondents resided 50 or more miles from Harriet Island Regional
Park.
Figure 4 Regional map illustrating 2011 Irish Fair of Minnesota residences (n=513)
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 12
Repeat and first-time attendees The majority of attendees reported previously attending the Irish Fair of Minnesota
(62.6%). Previous attendees attended the Irish Fair an average of 5 times (M =4.7, Mdn=4,
SD=3.5), most often as recently as 2010 (72.0%).
Information sources Respondents heard about the 2011 Irish Fair of Minnesota most frequently through word
of mouth (47.6%; Figure 5). The second most frequently reported information source was
“other” (25.6%). Among the respondents who specified “other” sources, those sources
included: 11% family, 9% activity (e.g., rugby team, dance company), and 5% generic
internet sources (e.g., Google). Fewer respondents heard about the Irish Fair of Minnesota
through newspapers (16%), local Irish bars and restaurants (10%), television (8%), radio
(7%), and a variety of internet sources (Irish Fair webpage, 11%; Facebook, 7%; Twitter,
1%; and Four Square, 1%).
Interesting differences emerged when comparing the information sources used by first-
time and repeat attendees (Table 3). Repeat attendees were significantly more likely to use
nearly all sources of information, but were especially more likely to rely on Irish-
community sources such as local Irish bars and restaurants, the Irish Fair webpage, and the
Irish Gazette.
Figure 5 Percentage of 2011 Irish Fair of Minnesota attendees using select information sources (n=532)
47%
26%
16%
11%
10%
9%
8%
7%
7%
6%
5%
1%
1%
1%
0% 10% 20% 30% 40% 50%
Word of mouth
Other
Newspaper
Irish Fair webpage
Irish bar/restaurant
Pioneer Press
TV
Radio
Irish Gazette
Poster/flyer
Vita.mn Ad
Four Sqaure
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 13
Table 3 Comparison of information sources used by repeat and first-time attendees to 2011 Irish Fair (n=532)
Percentage (%) using source Statistics
Information source Repeat attendee
(n=326) 1st-time attendee
(n=195) χ2 Sig. Word of mouth 48.5 43.6 1.166 0.280 Other 24.2 27.7 0.768 0.381 Newspaper 19.0 10.8 6.200 0.013 * Pioneer Press 10.1 5.6 3.170 0.075
Irish Fair Webpage 15.0 5.6 10.557 0.001 *** Irish Bar/Restaurant 12.0 6.2 4.663 0.031 * Irish Gazette 8.9 1.0 13.505 0.000 *** Radio 8.3 4.6 2.551 0.110 TV 7.1 10.3 1.651 0.199 Facebook 7.1 6.2 0.158 0.691 Poster/Flyer 7.1 2.6 4.839 0.028 * Vita.mn1 1.2 1.5 --- --- Twitter1 0.9 0.0 --- --- Four Square1 0.9 0.0 --- --- 1 Response too low for statistical comparison. * p ≤ .05. ** p ≤ .01. *** p ≤ .001
In addition to varying by repeat and first-time attendees, information source use varied by
age brackets (Table 4). Those 51 years and older were significantly more likely to use
newspapers in general, specifically the Pioneer Press. Younger generations (ages 18-40)
were more likely to use online resources (i.e. the Irish Fair Webpage and Facebook) than
traditional media outlets such as newspapers, television, and the radio.
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 14
Table 4 Comparison of information sources used across age brackets (n=483)
Percentage (%) of age bracket using source Statistics
Information source
18-30
(n=137)
31-40
(n=74)
41-50
(n=95)
51-60
(n=63)
61+
(n=80) χ2 Sig.
Word of mouth 52.6 45.9 42.1 42.3 42.5 3.88 .423 Other 27.7 23.0 30.5 24.7 22.5 2.161 .706 Newspaper 5.1 9.5 13.7 32.0 25.0 37.735 .000 *** Irish Fair Webpage 10.9 14.9 5.3 11.3 12.5 4.577 .334 Irish Bar/Restaurant 9.5 12.2 9.5 6.2 6.3 2.674 .614 Pioneer Press 5.8 4.1 8.4 11.3 15.0 8.284 .082 TV 6.6 4.1 8.4 10.3 12.5 4.672 .323 Radio 5.1 6.8 6.3 6.2 10.0 2.029 .730 Facebook 7.3 12.2 5.3 4.1 1.3 9.283 .054 Irish Gazette 2.9 5.4 3.2 11.3 5.0 9.337 .053 Poster/Flyer1 3.6 5.4 7.4 6.2 3.8 --- --- Vitamin Ad1 2.2 2.7 1.1 0.0 0.0 --- --- Twitter1 0.7 0.0 0.0 1.0 0.0 --- --- Four Square1 0.7 0.0 1.1 0.0 0.0 --- --- 1 Response too low for statistical comparison. * p ≤ .05. ** p ≤ .01. *** p ≤ .001
Irish Fair experience
Time and duration of visit
The majority of respondents reported attending the fair on Saturday. When respondents
were asked what days of the 2011 Irish Fair of Minnesota they attended and/or planned to
attend, 59% reported Saturday, 43% Sunday, and 34% Friday. Only 2% reported attending
on Thursday. Notably, the distribution of days attended may be skewed due to the high
percentage of respondents who were contacted on Saturday (Figure 6).
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 15
Figure 6 Attendance and contact day of attendees to 2011 Irish Fair of Minnesota (n=532)
On average, respondents reported spending approximately 5 hours (M=5.39, Mdn=4,
SD=5.75) at the fair, with a range of 1 hour to 32 hours. More than 40% of respondents
stayed 3-4 hours (Figure 7).
Figure 7 Length of stay at the 2011 Irish Fair of Minnesota (n=456)
Purpose of attending
Reasons to attend the fair varied across a range of potential motivations. The most
frequently reported “main reason” to attend the 2011 Irish Fair of Minnesota was “To
celebrate my Irish heritage” (18.7%; Figure 8). Other frequent responses included because
the attendee was or knew someone performing (13.9%), the live music (13.1%), the
affordability of the event (13.1%), and the recommendation of a family member or friend
2%
34%
59%
43%
25%
46%
29%
0%
10%
20%
30%
40%
50%
60%
70%
Thursday Friday Saturday Sunday
Days attended
Day contacted
14%
43%
26%
9% 9%
0%
10%
20%
30%
40%
50%
1-2 hours 3-4 hours 5-6 hours 7-8 hours 9+ hours
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 16
(13.0%). Very few people reported their main reason as children’s activities (1.7%), buying
Irish merchandise (1.7%), or the pub experience (1.3%).
Respondents’ main reasons for attending the fair varied by day (χ2=32.16, p<.05; Figure 9).
Respondents on Sunday were more likely to report food and beverages and live music as
their main reasons to attend. Conversely, respondents on Friday and Saturday were more
likely to cite the personal recommendation of a friend or family member and the Irish Fair’s
affordability as their main reason for attending.
Figure 8 Main reason to attend 2011 Irish Fair of Minnesota (n=525)
To celebrate my Irish heritage
19%
I am/know someone
dancing/performing14%
Live Music13%
Affordable/No entry fee
13%
Recommended by family/friend
13%
Attended previously10%
Other8%
Food & Beverages5%
Children's Activities2%
Buy Irish Merchandise
2%
Pub Experience1%
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 17
Figure 9 Main reason to attend 2011 Irish Fair of Minnesota, by day (n=525)
Most enjoyable attributes
Among the fair attributes most enjoyed by attendees, by far the most frequently cited
response was the live music (40.0%; Figure 10). Other most enjoyed attributes included
the dance stage (14.0%) and the food and beverages (12.7%). The least frequently reported
‘most enjoyable’ attributes were children’s activities (2.5%), the pub experience (2.5%),
the Sunday-morning Mass (1.1%), and the Saturday-morning run (0.6%).
Unlike respondents’ main reason to attend the 2011 Irish Fair of Minnesota, attendees’
responses to most enjoyable attributes did not vary significantly by day (Figure 11).
0%
5%
10%
15%
20%
25%
Friday Saturday Sunday
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 18
Figure 10 Most enjoyable attributes of the 2011 Irish Fair of Minnesota (n=528)
Figure 11 Most enjoyable attributes of the 2011 Irish Fair of Minnesota, by day (n=528)
Live Music40%
Dance Stage14%
Food & Beverages13%
People Watching8%
Sports Area7%
Vendor Marketplace4%
Cultural Area4%
Other4%
Children's Activities2%
Pub Experience3% Mass
1%
0%
10%
20%
30%
40%
50%
Friday Saturday Sunday
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 19
Satisfaction
The vast majority of 2011 Irish Fair of Minnesota attendees reported being satisfied with
their fair experience (Figure 12): 55.6% of respondents were “very satisfied” and 34.3%
were “satisfied.” Only 6.7% of respondents were “dissatisfied” or “very dissatisfied.”
Figure 12 Satisfaction reported by attendees of the 2011 Irish Fair of Minnesota (n=522)
Transportation
Automobiles were the most frequently cited means of transportation among attendees to
the 2011 Irish Fair of Minnesota (Figure 13). Nearly 9 of 10 attendees arrived at the fair by
a car, van, or truck (89.2%). Conversely, only 4.0% arrived by walking, 3.0% arrived via
public transportation, and only 2.8% arrived by bicycle.
6%1%
3%
34%
56%
0%
10%
20%
30%
40%
50%
60%
Very dissatisfied Dissatisfied Unsure Satisfied Very Satisfied
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 20
Figure 13 Means of transportation used by attendees to the 2011 Irish Fair of Minnesota (n=529)
Group composition
Results indicate the 2011 Irish Fair of Minnesota was an intergenerational and family-
friendly event (Figure 14). A third of groups had members less than 18 years. Specifically,
more than a fifth of groups (21%) had a child under the age of 12, and a tenth of groups
(11%) had a child between the ages of 13 and 17. Almost half of all groups (46%) had an
adult aged 41-59 years, and a nearly a quarter of all groups (24%) included someone over
the age of 60.
Figure 14 Percent of groups attending 2011 Irish Fair of Minnesota containing selected age groups (n=532)
Car, van, truck89%
On foot4%
Public Transportation
3%
Bicycle3%
Motorcycle1%
21%
11%
26%
35%
46%
24%
0%
10%
20%
30%
40%
50%
0-12 year olds 13-17 year olds
18-25 year olds
26-40 year olds
41-59 year olds
60+ year olds
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 21
Expenditures
Attendees of the 2011 Irish Fair of Minnesota spent money in a variety of categories (Table
5; Figure 15) A majority of respondents paid for food and beverages (77%) and parking
(54%). 30% of attendees reported buying souvenirs. Very few respondents spent money
on off-site food and beverages (5%), lodging (2%), or “other” (6%).
Table 5 Attendee expenditures at 2011 Irish Fair of Minnesota (n=532)
Spent at least $1.00 Descriptive statistics of respondents
spending at least $1.00
Spending categories Yes (%) No (%) Mean ($) Median ($) S.D.
Food & Beverages 77.1 22.9 34.1 30.0 27.7
Parking 54.0 46.0 9.7 10.0 5.3
Souvenirs 29.9 70.1 39.9 25.0 41.9
Other 6.2 93.8 24.9 20.0 33.4
Off-site Food & Beverages 4.6 95.3 37.6 20.0 31.8
Lodging 1.8 98.1 169.9 204.5 96.7
While only 2% of respondents spent money on lodging, the few that did spent an average of
$170 (M=169.9, Mdn=204.5, SD=96.7). Beyond lodging, the highest average expenditure
was $40 on souvenirs (M=39.9, Mdn=25, SD=41.9), although food was a close second.
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 22
Figure 15 Distribution of spending on select categories among attendees of the 2011 Irish Fair of Minnesota
28%
62%
3%7%
$1-5 $6-10 $11-15 $15+
Money spent on Parking (n=287)
20%
10% 10%
60%
$1-50 $51-100 $101-105 $151+
Money spent on Lodging (n=10)
17%
29%
10%13% 12%
6%
13%
Money spent on Souveniers (n=159)
15%
30%
17% 16%
10%6% 7%
Money spent on Food & Beverages (n=410)
12%
40%
16%
8%
0%4%
20%
Money spent on off-site Food & Beverages (n=25)
33%
21%
4%
13%17%
0%
13%
Money spent on "other" (n=25)
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 23
Potential admission charge
A majority of respondents reported they would be willing to pay an admission charge to
the Irish Fair of Minnesota (approximately 69%). On average, respondents were willing to
pay $5.00 for admission, though there was a range of willingness to pay (M=4.97, Mdn=5,
SD =4.06; Figure 16).
Figure 16 Range of admission charges 2011 Irish Fair of Minnesota attendees willing to pay (n=532)
COMPARISON OF 2007 & 2011 RESPONDENTS
Original data from the 2007 profile was compared with 2011 data, where questions were
similar. Differences in select information sources, average age, and select expenditures
emerged.
While differences on the “information sources” question between years makes direct
comparison difficult, some differences are apparent (Table 6). In 2011, attendees more
frequently indicated they used non-traditional media to get information about the fair. In
2007, for example, 12% of respondents used the radio as an information source whereas in
2011, only 7% of respondents used the radio (p = .005). An even bigger difference can be
seen in attendees’ reliance on newspapers. In 2007, 41% of respondents listed newspapers
as a source of information whereas in 2011, the number of respondents listing newspaper
was 16%. Important to note, the 2007 and 2011 versions of the questionnaire listed
17.1%13.7%
54.7%
12.6%
1.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Did not answer
Zero $1-5 $6-10 $11 and over
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 24
“newspaper” differently; in 2007, respondents were given the choice to check “newspaper”
and then allowed to specify between the Pioneer Press, Star Tribune, City Pages, or a local
newspaper. In 2011, respondents were given a choice of checking “newspaper” and/or
Pioneer Press (See Appendix A and Appendix B for questionnaires). This difference in
question wording may impact the difference, but the percent using any newspaper-like
item were low across the categories.
Table 6 Comparison of 2007 & 2011 Irish Fair attendee information sources
2007 (%) 2011 (%) Statistics (n=395) (n=532) χ2 Sig. Irish community Irish Bar/Restaurant 8.1 9.8 0.77 0.380 Irish Gazette NA 5.8 - - Social community Friends 32.4 NA - - Family 20.5 NA - - Word of mouth NA 46.6 - - Traditional media Newspaper 41.0 16.0 72.69 0.000 ***
Star Tribune 21.8 NA - - Pioneer Press 9.9 8.5 0.55 0.458 Local newspaper 4.8 NA - - City Pages 4.8 NA - - Vita.mn NA 1.3 - -
TV 11.9 8.3 3.37 0.066 Radio 12.2 6.8 7.98 0.005 ** Poster/flyer 4.3 5.3 0.45 0.502 Online Internet 9.6 NA - - Irish Fair webpage NA 11.3 - - Facebook NA 6.6 - - Twitter NA 0.6 - - Four Square NA 0.6 - - Other 11.6 25.6 27.83 0.000 ***
* p ≤ .05. ** p ≤ .01. *** p ≤ .001
Attendee demographics were similar between 2007 and 2001 (Table 7). Beyond the 2011
Irish Fair of Minnesota attracting a slightly younger crowd (M=43.38 compared to
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 25
M=47.13, p=.001), no statistically significantly differences were found in male-female
composition, Irish descent, ethnicity, or racial background.
Table 7 Comparison of 2007 & 2011 Irish Fair of Minnesota attendee demographics
Statistics Age 2007 2011 t Sig.
Sample size (n) 335 483 Mean (years) 47.13 43.38 3.48 0.001 ***
Income Sample size (n) 329 427 Mean (bracket) 7.33 7.09 1.41 0.159
Gender χ2 Sig.
Sample size (n) 389 501 Female (%) 56.3 53.1 0.90
7
0.341 Male (%) 43.7 46.9
Irish heritage Sample size (n) 386 515 Yes (%) 65.8 69.3 1.25 0.260
Ethnicity Sample size (n) 364 445 Non-Hispanic/Latino (%) 97.8 97.5 0.07 0.800 Hispanic/Latino (%) 2.2 2.5
Race Sample size (n) 395 532 White (%) 89.6 89.1 0.06 0.800 Other (%) 2.5 4.3 2.12 0.140 Black or African American (%) 2.0 1.3 0.72 0.400 Asian (%) 1.5 1.3 0.07 0.800 American Indian or Alaska Native (%) 1.3 0.9 0.22 0.630 Native Hawaiian or Other Pacific Islander1 (%) 0.3 0.6 --- ---
1 Sample too small for statistical comparison. * p ≤ .05. ** p ≤ .01. *** p ≤ .001
Comparisons between attendee expenditures in 2007 and 2011 yielded additional
differences (Table 8). On average, attendees paid more for parking in 2011 (M=$9.71
compared to M=$7.29, p<.001), but spent less on souvenirs (M=$39.91 compared to
M=$50.87, p=.042) and “other” (M=$24.94 compared to M=$51.13, p=.05).
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 26
Table 8 Comparison of 2007 & 2011 Irish Fair of Minnesota attendee experiences and expenditures
2007 2011 Statistics n % n % t Sig.
Attendee experience Hours spent at Irish Fair 376 5.45 461 5.39 .22 0.828
Average expenditures ($)
Other 32 51.13 25 24.94 2.01 0.050 * Souvenirs 143 50.87 159 39.91 2.04 0.042 * Food & Beverages 251 31.78 410 34.13 -1.22 0.221 Parking 242 7.29 287 9.71 -5.88 0.000 ***
* p ≤ .05. ** p ≤ .01. *** p ≤ .001 DISCUSSION
An onsite questionnaire administered to 2011 Irish Fair of Minnesota attendees indicated
the fair attracted a range of attendees from the local area who found a variety of the events
enjoyable and were satisfied with the event. Further, given that more than two-thirds of
attendees are of Irish descent, it appears the fair is attracting its primary market. The
music and performances are critical to its success, as are the food and beverages.
While the degree of repeat attendees and satisfaction suggests that people will continue to
be drawn to the event, it remains unclear how a possible charge would impact attendance.
The majority of attendees reported a willingness to pay an admission charge. However,
almost a third of attendees either reported they would not be willing to pay a charge or
refused to answer the question. Additionally, 13% of respondents cited the fair’s
affordability and/or no entry charge as their main reason for attending. Such results
indicate the imposition of a charge would have at least a slight negative impact on
attendance. Additional data collection and analysis will be needed to explore this question
in greater detail.
The range of activities and offerings of the Irish Fair of Minnesota remains an important
draw for attendees, as it did in 2007. People attend the fair for a variety of reasons, but
celebrating Irish heritage, the array of live music, and knowing or being a performer were
the most frequently cited. Once at the fair, people chose the live music, dance stage, and
food and beverages as the most enjoyable aspects of the fair. Such results suggest the
importance of sustaining and expanding these activities. Interestingly, higher numbers of
respondents listed “live music” and “food and beverages” as the most enjoyable aspect of
the fair rather than main reasons for attending the fair (40% vs. 13% and 13% vs. 5%,
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 27
respectively). Such discrepancy may indicate future marketing could focus on highlighting
the fair’s offering of authentic music, food, and beverages.
Despite the near ubiquitous of the internet in everyday life, word of mouth still trumps
traditional and new media outlets as the main source of information for Irish Fair of
Minnesota attendees. This finding is consistent with past research (Salk & Schneider,
2006a; Salk & Schneider, 2006b; Salk, Schneider, & Monson, 2005). Considering the
importance of word of mouth for repeat and first-time attendees alike, early planning and
marketing is key in order to allow ample time for information to disseminate throughout
social groups. Interestingly, despite the importance of word of mouth, very few attendees
reported using internet-based social networking (i.e. Facebook, Twitter) to find
information about the Irish Fair of Minnesota. These online networks, however, are still
relatively new for all but the youngest generations, and their importance is likely to
continue growing in future years (respondents under the age of 40, for example, were more
likely to use internet sources than newspapers, television, and radio).
The vast majority of people arrive at the Irish Fair of Minnesota via automobiles, with only
11% of attendees using alternative means of transportation. In light of this finding, it is not
surprising that over half (54%) of attendees reported paying for parking. Anecdotal
observation found bikes locked to a variety of benches and other areas, so evaluation of
sufficient bike racks and information about biking to the Fair may be in order.
The most frequent expenditure was on food and beverages, which were purchased by more
than three fourths (77%) of respondents. In light of recent research documenting the
importance of providing products and services unique to the festival, Irish Fair organizers
should continue their emphasis on providing uniquely Irish food, beverages, and
merchandise (Kim, Choi, Agrusa, Wang, & Kim, 2009).
A comparison of expenditures between 2007 and 2011 attendees found 2011 attendees
paid more for parking but spent less on souvenirs and “other” categories. This decline in
expenditures may be due to the poorer economic conditions of 2011 compared to 2007.
Future monitoring is advised to track this important indicator for fair organizers.
On average, attendees spent approximately 5 hours at the Irish Fair of Minnesota. The fair
takes place during a usually hot time of year and efforts to keep attendees cool could
potentially extend their stay (and make it more enjoyable). As an anecdote, volunteers
collecting questionnaires during Sunday afternoon, in particular, frequently reported
attendees’ difficulties and complaints regarding lack of sufficient shade at Harriet Island
Regional Park. Increasing attendee access to shaded tents and inexpensive water might be
beneficial.
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
UNIVERSITY OF MINNESOTA TOURISM CENTER 28
Socio-demographically, attendees to the Irish Fair of Minnesota have not changed between
2007 and 2011. With the exception of 2011 attracting a slightly younger crowd, all other
socio-demographic characteristics remained statistically unchanged. While statistically
significant, a four year age difference may not be meaningful for event organizers.
Monitoring attendee age may be of interest.
Overall, measures included on the 2011 Irish Fair of Minnesota questionnaire suggest
attendees had an enjoyable experience. The frequency of return attendees, levels of
satisfaction, and willingness to pay a potential admission charge were all positive. This
profile, results of which suggest Irish Fair of Minnesota organizers already have a strong
foundation, should help facilitate future fair expansion and enhancement.
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in festival tourism. International Journal of Hospitality Management, 29, 308-318.
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Salk, R.J., & Schneider, I.E. (2006a). Profile of 2006 District del Sol Cinco de Mayo Fiesta. St.
Paul, MN: University of Minnesota Tourism Center.
Salk, R.J., & Schneider, I.E. (2006b). Profile of 2006 Highland Fest attendees. St. Paul, MN:
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UNIVERSITY OF MINNESOTA TOURISM CENTER 29
APPENDIX A
PROFILE OF IRISH FAIR OF MINNESOTA ATTENDEES 2011
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APPENDIX B