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Princeville
Customer Profile
Kelvironta Harvey
Kenan Institute Economic Development Analyst
Joint Masters in Information Systems and Business Administration
North Carolina Central University
Faculty Support
Dr. Paige Viren
Assoc. Professor, Dept. of Recreation & Leisure Studies
Affiliate Faculty, Center for Sustainability
East Carolina University
NCGrowth
www.NCGrowth.unc.edu
Table of Contents
Summary.................................................................... 1
Festivals Reviewed..................................................... 2
The Essence Festival................................................... 2
Brief History........................................................................2
Relevance............................................................................3
Target Market ...................................................................3
Marketing and Media Outlets...........................................4
African American Cultural Festival........................... 5
Brief History........................................................................5
Relevance............................................................................6
Target Market....................................................................6
Boley Rodeo & BBQ Festival...................................... 7
Brief History........................................................................7
Relevance............................................................................8
Target Market....................................................................8
Reenactment Museums Reviewed.......................... 10
Freetown Village..................................................... 10
Brief History......................................................................10
Relevance..........................................................................11
Target Market..................................................................11
Marketing and Media Outlets.........................................12
Conner Prairie Interactive History Park.................. 12
Brief History......................................................................13
Relevance..........................................................................13
Target Market..................................................................13
Marketing and Media Outlets.........................................13
Recommend Customer Profile................................ 14
Next Steps................................................................ 16
Appendix ................................................................. 17
Understanding your customer
is important for many reasons
but at the forefront, it allows
you to build an event that your
customers will anticipate for
years to come.
PRINCEVILLE CUSTOMER PROFILE
Summary
The following customer profile was developed through a content analysis of existing
festival demographic profiles, individual interviews, and an inventory of available
festival marketing data. In an
attempt to focus on the Town of
Princeville’s vision of creating
a festival and a museum, case
studies were examined. In creating
a festival visitor profile, the
following festivals were utilized
as case studies: 1. Essence Music
Shioh Landing, Princeville
Festival, 2. African American Cultural Festival, and 3. Boley Rodeo. To understand
the consumer profile of those interested in reenactments data were assessed from
two locations: 1. Freetown Village in Indianapolis, Indiana and 2. Conner Prairie
Interactive History Park in Fishers, Indiana.
This document provides an inventory of the events listed above. Each of these events
is considered successful and can inform decision making for the town of Princeville’s
vision for their community. The purpose of this profile is to provide important
information regarding targeting and acquiring participants for a similar type attraction
in Princeville. The era of “build it and they will come” is over and now the common
theme is to build it for your customers. The profile used information from other
attractions to provide a snapshot of visitors to similar attractions. Understanding your
customer is important for many reasons but at the forefront, it allows you to build
an event that your customers will anticipate for years to come. Also, it will help with
advertising and retention of attendees. The profile is in the form of a literature review
and it shows highlighted customer data from these events. It will give us an in-depth
look at whom other successful events are targeting, where these events are located, and
how it relates to Princeville.
1
Festivals Reviewed
This section contains the review information on the Essence Music Festival,
African American Cultural Festival, and the Boley Rodeo. It will include important
demographic information such as Festival Snap Shot, Photos, Brief History, Relevance
and Target Market Information.
The Essence Festival
Table 1: Essence Festival Snap Shot
Location
New Orleans
Dates Held
Annually every 4th of July weekend
Year Founded
1995
Organizer
Essence Magazine
Website
www.essence.com/festival
Contact Information
866-296-6779 or [email protected]
Brief History
The Essence Festival is an annual gathering held in New Orleans, LA every 4th of July
Weekend for three days. The festival was started in 1995 by Essence Magazine and
2
hasn’t missed a year except for 2005 following the devastating effects of hurricane
Katrina. It offers concerts along with empowerment seminars targeted predominately
to the African-American women. It is known for having big names such as Prince,
Beyoncé, Mary J. Blige, Lionel Richie, and Chris Brown and has grown to be one of the
biggest African American Festivals. The event brings almost 200,000 visitors and over
1 billion dollars annually to the New Orleans Economy.
Relevance
The Essence Festival was chosen because of the specific
demographic data that it offered. Essence has teamed up with
Nielsen and they offer a comprehensive report on certain
aspects of African American’s income, spending habits, and
psychology behind decision making. Creating a festival the
size of Essences’ isn’t likely but they have offer a road map
for obtaining customer data and using that to grow year after
year. They also may provide a great advertising outlet for
future purposes.
Target Market
Essence Festival Target Market is the African American
Women between 24 and 55 who care about selfempowerment through education regarding health, finances,
self worth and spirituality. This is about 12% of the total United States population.
Table 2 shows this below. Essense has grown because they know their market better
This map is of New Orleans and the
red arrow indicates the approximate
place that the festival takes place
then anyone else and that allows them to grab a large section of their market. The
population consist of 51% women with 20 million being African American as shown in
Table 3. Essense is also interested in other demographics such as culture identity and
health. Some important highlights of this research is shown is Table 4.
Table 2: Essence Festival Target Market
Essence Target Population
18,069,244
Total US Population
308,739,316
12% of Total Population
3
Table 3: Women Population
African American Women
20,863,731
Total Women
156,960,864
Total Population
308,739,316
12% of Total Women Population
51% of Total US Population
Table 4: Other Important Demographics Information
62% of African American Women Believe Embracing and Supporting Their
Ethnic Culture is Important.
79% Of African-American Women
Agree That Pursuing Good Health is
Important.
44% of Attendees Annual Household
income is more then $50,000 and
23% more then $75,000.
Marketing and Media Outlets
Essence has a strong advertising arm due in part to their parent company, Time Inc.
They have over 7 magazines including Essence, People, and Entertainment Weekly.
These magazines reach millions of individual’s across all demographics. Essence uses a
cross platform approach to advertising that includes TV, Newspaper, Magazine, Radio,
and Internet. Table 5 below shows the percentage of African Americans who agrees
that the respective advertising platform provides useful information. Also, 62% of
users stated that content accessed via mobile phones and devices were very useful.
Table 5: Media Outlets Usefulness to African Americans
TV
53%
Newspaper
47%
Magazines
46%
Radio
39%
Internet
38%
4
African American Cultural
Festival
Table 6: African American Cultural Festival Snap Shot
Location
Raleigh, NC
Dates Held
Annually every Labor Day Weekend
Year Founded
2010
Organizer
Wake County Board of Commissioners and Raleigh City
Council appointed Artsplosure to plan and coordinate
the event.
Website
www.aacfestival.org
Contact Information
Brief History
The African American Cultural Festival of Raleigh and Wake County is an annual
celebration of African American culture. It is held for two days on Labor Day Weekend
in Raleigh, NC. The African American Cultural Festival Governing Board, whose
members were appointed by the Wake County Board of Commissioners and Raleigh
City Council, established the Festival in 2010. The event is an expression of African
American Culture through art, music, food and community.
5
Relevance
The African American Cultural Festival of Raleigh and Wake County is relevant
because it is close to home. The event occurs approximately 70 miles away from
Princeville and shares similar populations. Also, it is a relatively new event and served
15,000 attendees in its first year and 5 years later has attendances of over 38,000.
Target Market
The African American Cultural Festival of Raleigh and Wake County uses Artsplosure
for all their planning, organizational, and
financial expertise. This company is known for
throwing events in the Raleigh areas such as
First Night® Raleigh and Jazz & Blue Music
Festival. The company throws events in 16
sites around Raleigh. The markets they pursue
consist of family households in the Triangle
area, which consist of Durham, Raleigh, and
Cary. Table 7 illustrates the Target Market of the
Festival. Households make up about 22% of the
total population of the Triangle area. Where the
households are located can help with advertising
This map is of Durham and Wake
Counties. The three red arrows
indicate where the three cities of
the target market are located in
relation to one another.
allocation and much more.
Table 7: African American Cultural Festival Target Market
Total Households in Triangle
Total Population in Triangle
184,926
828,309
Table 8: African American Cultural Festival Target Market by City
Percentages by City Households in the Triangle Total Population in Triangle
Raleigh
50%
52%
Durham
30%
30%
Cary
20%
18%
6
Artsplosure specializes in promoting and advertising events. They use a variety
of methods to market to their target market. They have an extensive website that
has valuable information regarding their past and upcoming events. It includes
sponsorship, performance and vendor information. They also have a cell phone
application where you can get similar information, plus maps and event information.
In addition, close ties with major triangle news outlets and the community allows them
to get free publicity.
Boley Rodeo & BBQ Festival
Table 9: Boley Rodeo & BBQ Festival Snap Shot
Location
Boley, IN
Dates Held
Annually every Memorial Day
Year Founded
1903
Organizer
Circle A Ranch & Rodeo Co
Website
www.travelok.com/listings/view.profile/id.19079
Contact Information
Brief History
The Boley Rodeo & BBQ Festival dates back to 1903. The annual tradition is
held during Memorial Day Weekend and was all started by the BBQ Festival to
7
commemorate Boley’s history as a representative of African American started towns.
The Festival over time turned into a full day of activities with a Full Rodeo, featuring
steer wrestling, team roping, and, bull riding, and a Parade on Main Street in Boley,
OK.
Relevance
Boley is a rural town that is about 70 miles from Oklahoma City, OK, which is the
nearest city with a population above 500,000. The Triangle area is about 70 miles
away from Princeville, so it is a near perfect scenario. Also, it allows up to obtain some
niche customer profile information.
Target Market
The Boley Rodeo & BBQ Festival target market is the African American family who
has deep Oklahoma roots. There is a strong community surrounding equestrian type
Ok
m
ulg
ee
ee
sk
fu
Ok
a
hom
Okla
oln
Linc
Bole
y
activities with many attendees
bring their own horses and
participating in Rodeo events. The
Target Market for the Boley Rodeo
& BBQ Festival is Okfuskee County
and the surrounding counties of
Lincoln, Oklahoma, Okmulgee,
and Seminole. African American
households make up about 28%
le
Semino
of the total households as shown
in Table 10. Table 11 shows the
distribution of the households by
county.
This Map shows the target market
counties of Okfuskee, Lincoln,
Oklahoma, Okmulgee, and
Seminole as indicated by the red
arrows. The blue arrow indicates the
town of Boley, OK.
8
Table 10: Household Breakdown in 5 Counties in Target Market
African American Households in Target
316701
28% of Households
Market
Total Households in Target Market
812,054
Table 11: Household Breakdown by County
County
Number of Households
Lincoln
Okfuskee
*Oklahoma
Okmulgee
Seminole
33,887
10,963
703,608
38,695
24,901
*Oklahoma City is located in Oklahoma County and has a very large population.
There wasn’t much marketing and media information regarding the Boley Rodeo.
Their website was also nonfunctional, so the above information was comprised
from several outside sources. Boley Rodeo represents the roots of Oklahoma and is
considered a tradition. This tradition has been passed down since the first Festival in
1903. Word of mouth is the greatest form of marketing in this event. Generations pass
this tradition down and this fuels the numbers without any conventional marketing
strategies.
9
Reenactment Museums
Reviewed
This section contains the review information on the Freetown Village and Conner
Prairie Interactive History Park. It will include important demographic information
such as Festival Snap Shot, Photos, Brief History, Relevance and Target Market
Information.
Freetown Village
Table 12: Freetown Village Snap Shot
Location
Indianapolis, IN
Dates Held
Open all year
Year Founded
1982
Organizer
Indiana Arts Commission
Website
www.freetown.org/Freetown/Welcome.html
Contact Information 317-631-1870 or [email protected]
Brief History
Ophelia Willington established Freetown Village in 1982 and it dubbed the “living
museum without walls.” It is based on a mainly African American post Civil War
10
community as defined by the 1870 Indianapolis census. Freetown Village identified
3,000 men, women, and children on that census to portray. They also host heritage
workshops, folk craft, and special events.
Relevance
This is very similar to what you want
to do as a town. This museum has been
established more then 30 years and has a
very unique concept. There aren’t many
African American based reenactment
museums, so there maybe a niche market
that has been unsatisfied.
ns
tio
c
ne
on
C
a
ian emy
d
n
d
I a
Ac
on
ngt
Irvi ool
Sch
Target Market
ty
uni
m
Com
Freetown Village focuses on African
American households and children who
want to experience the life of African
Americans living in Indiana 5 years after
Lillie Idella
Kitley
the civil war. They offer several programs
that target children that are still in school, which includes summer camps and craft
workshops. They also offer several other events to the general public but offer special
This map is of the Indianapolis,
IN. The 3 arrows represent the 3
largest elementary schools that they
use for their target market.
discounts for students. African American households account for about 27% of
households in Indianapolis, IN as shown in Table 13. Table 14 displays the percentage
distribution of schools by type. Freetown Village has programs for all school grades but
focuses mainly on grades K-8. Which makes their target market about 88% of students.
Table 13: Household Breakdown in Indianapolis, IN
89,859 27% of Households
Market
326,759
11
Table 14: Percentage of Students by School Category
Type of School
Percentage
Elementary
79%
Middle
9%
High
12%
Freetown Village focuses its energy of its student programs, traveling trope, and
traveling theater. The main advertising for these initiatives comes from word of mouth.
They utilize their relationship with the school system to get students interested in early
African American culture in Indianapolis, IN. Also, they provide a monthly newsletter
that individuals can subscribe to that has updated information about events that are
coming up.
Conner Prairie Interactive
History Park
12
Table 15: Conner Prairie Interactive History Park Snap Shot
Location
Fishers, IN
Dates Held
Open all year
Year Founded
1970
Organizer
Conner Prairie Administration
Website
www.connerprairie.org
Contact Information
Brief History
Started in the 1970’s by a Museum curator who wanted to start an interactive guest
experience. It was coined the term “Conner Prairie Concept” because it was a very
new concept. It has grown into a multigenerational park that encompasses
science, history, art, and nature.
Relevance
Conner Prairie is the ideal model to
emulate. In 2013 and 2014 they have seen
over 600,000 visitors. It took them almost
40 years to get to this point but they have
expanded into a multifaceted model that a
reenactment museum should want to be.
Target Market
Conner Prairie Target Market is the
family in Indianapolis, IN. They focus
on memberships, school group visits, and special events such as balloon rides and
This map is of Fishers, IN and
shows its relativity to Indianapolis,
IN.
Headless Horseman exhibit in October. In 2014, Conner Prairie seen over 350,000
visits and 40% of those are membership and school group visits as shown in Table 16.
Table 16: Breakdown of Visits per Group
Member Visits
School Group
Total Visitors
80,432
63,330
359,554
326,759
22% of total Visitors
18% of total Visitors
Conner Prairie uses its affiliation with the Smithsonian for a lot of its marketing. This
affiliation was obtained by submitting a proposal to the Smithsonian, including non
profit status, mission statement and financial reports, after submitted they will review
13
it and if your goals align with theirs they will accept you. They require a $3000 onetime fee at joining and an annual fee. This affiliation allows you all the advertising that
the Smithsonian partakes in as well as unique opportunities to lease artifacts and help
with developing attractions. Also, they utilize their membership to help promote repeat
visits and have an outlet to inform individuals of current events.
Recommend Customer Profile
Based on the information provided above the recommended target customer for the
Festival and the Reenactment Museum are as families in Eastern and Central North
Carolina who has a keen interest in African American history and unique experiences
that has an annual income of more then 40,000. Six counties, including Edgecombe
County, where chosen as a sample set of target customers. These counties are Wake,
Durham, Pitt, Johnston, and Wayne. These six counties have a combined 655,039
households. We have identified 400,00 total households in the Target Market. 120,000
This map shows Princeville in
relation to the counties in the
recommended target market.
Edgecom
be
Wake
Pitt
Johnston
Wayne
14
ille
ev
inc
Pr
m
rha
u
D
of those households are African American as shown in Table 17. Table 18 illustrates
the total breakdown of households by county. The average number of individuals in
a household is 2.6 and the break down per county is in Table 19. If we round up to 3
per household we have a target audience of more then 1.5 million people. The median
income is $45,721 and that is 5,721 more then our target market. Table 20 shows the
average income by county.
Table 17: Household Breakdown in 6 Target Counties
120,000
Market
400,000
23% of Households
Table 18: Target Market Expressed by County
Counties in Target Market
Breakdown Percentage
Edgecombe
Wake
Durham
Pitt
Johnston
Wayne
3%
53%
17%
10%
10%
7%
Table 19: Household Size by County
Counties in Target Market
Edgecombe
Wake
Durham
Pitt
Johnston
Wayne
Size of Household by County
2.6
2.6
2.4
2.5
2.8
2.5
15
Next Steps
The Town of Princeville has indicted interest in organizing a festival in April of 2016,
which will require a number of steps. The very first step of festival management means
minimizing damage and maximizing opportunity. To help community leaders achieve
this balance training in the essentials of festival and event management is important.
Strategic planning, site management, budgeting and financial planning, marketing
and sponsorship, human resource management and volunteer recruitment, and event
evaluation are all important to an events success.
Not following these steps can be detrimental to the process of putting on a festival.
If not done correctly it causes the exact opposite of the results intended. Also, there
are other issues to consider such as: emergency, traffic, hospitality, and waste
management.
Some best practices for creating a successful event is as follows:
• Establish a festival committee and assign roles such as a chairperson, a secretary,
accountant and public relations. It will be helpful to have members who are well
versed in their assigned area.
• Create a business plan that has a summary of the festival, an analysis of the
present business that the festival attracts, and a financial and promotional
strategy for the future. Items that needed to be included in the business plan:
○○ Legal status of the Team/Committee
○○ History of the event
○○ Vision
○○ Mission Statement
○○ Goals
○○ Objectives & Strategies
○○ Market Analysis
○○ SWOT / Situation Analysis
16
○○ Program of Events
○○ Team/Committee Structure
○○ Organizing Committee
○○ Operational/Tactical Plans
○○ Control Systems
○○ Event Evaluation and Feedback.
○○ Establish the core theme of the festival as it relates to the business plan.
This customer profile ties directly into the Market Analysis portion of the business plan
and can serve as a great starting point for developing your events and festivals plan.
Using this report to help develop key segments such as mission statement, goals, and
programs of events will ensure that you are on the right track.
Appendix (see file)
1.
Festival and Events Best Practices Guide. This guide is comprehensive look
into the best practices of creating and hosting a festival. It includes important
information, such as detailed business plan, market analysis, and situation
analysis information. This guide will walk you though the entire process.
2.
Customer Surveys. We developed a survey to obtain my own data from customers
of several events. The attempt was to make the survey as generic as possible to
include many events. These answers will give you an insight on how customers
think and feel about events that they attend.
17
www.kenaninstitute.unc.edu
Since 1985, the Kenan Institute of Private Enterprise has encouraged
cooperative efforts among privately owned businesses, higher education
and government. More than a “think tank,” we find ways to connect people
and organizations, create opportunities and resources, and accelerate
the achievements of our partners. Our work currently centers on helping
innovative entrepreneurs, supporting North Carolina economic development,
and building bridges with other educational institutions for research activities.

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