Profile of Irish Fair of Minnesota Attendees

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.



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%),



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.



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



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



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.



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.



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%



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



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%



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)



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

Facebook

Irish Gazette

Poster/flyer

Vita.mn Ad

Twitter

Four Sqaure



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.



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).



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



(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%



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



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



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



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



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.



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)



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



“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



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).



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%,



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.



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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Hall, C.M. (1992). Hallmark tourist events. London: Bellhaven.

Kim, S.M., Choi, S., Agrusa, J., Wang, K., & Kim, Y. (2009). The role of family decision makers

in festival tourism. International Journal of Hospitality Management, 29, 308-318.

Nicholson, R.E., & Pierce, D.G. (2001). Why do people attend events: A comparative analysis

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460.

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:

University of Minnesota Tourism Center.

Salk, R.J., Schneider, I.E., & Monson, V. (2005). 2005 Meander visitor evaluation: Profile and

possible improvements. St. Paul, MN: University of Minnesota Tourism Center.

Tkaczynski, A., & Rundle-Thiele, S.R. (2010). Event segmentation: a review and research

agenda. Tourism Management, 32, 426-434.



APPENDIX A



APPENDIX B

Documents

Profile of Irish Fair of Minnesota Attendees