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PrincevilleCustomer Profile

Kelvironta HarveyKenan Institute Economic Development Analyst

Joint Masters in Information Systems and Business AdministrationNorth Carolina Central University

Faculty SupportDr. Paige Viren

Assoc. Professor, Dept. of Recreation & Leisure StudiesAffiliate Faculty, Center for Sustainability

East Carolina University

NCGrowthwww.NCGrowth.unc.edu

Summary ................................................................... 1

Festivals Reviewed .................................................... 2

The Essence Festival .................................................. 2Brief History .......................................................................2

Relevance ...........................................................................3

Target Market ..................................................................3

Marketing and Media Outlets ..........................................4

African American Cultural Festival .......................... 5Brief History .......................................................................5

Relevance ...........................................................................6

Target Market ...................................................................6


Boley Rodeo & BBQ Festival ..................................... 7Brief History .......................................................................7

Relevance ...........................................................................8

Target Market ...................................................................8


Reenactment Museums Reviewed ......................... 10

Freetown Village .................................................... 10Brief History .....................................................................10

Relevance .........................................................................11

Target Market .................................................................11

Marketing and Media Outlets ........................................12

Conner Prairie Interactive History Park ................. 12Brief History .....................................................................13

Relevance .........................................................................13

Target Market .................................................................13

Marketing and Media Outlets ........................................13

Recommend Customer Profile ............................... 14

Next Steps ............................................................... 16

Appendix ................................................................ 17

Table of Contents

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

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SummaryThe 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

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.

Shioh Landing, Princeville


2

Festivals ReviewedThis 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 ShotLocation New OrleansDates Held Annually every 4th of July weekendYear Founded 1995Organizer Essence MagazineWebsite www.essence.com/festivalContact Information 866-296-6779 or [email protected]

Brief HistoryThe 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

hasn’t missed a year except for 2005 following the devastating effects of hurricane


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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.

RelevanceThe 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 self-

empowerment 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

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 MarketEssence Target Population 18,069,244 12% of Total PopulationTotal US Population 308,739,316

This map is of New Orleans and the red arrow indicates the approximate place that the festival takes place


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Table 3: Women PopulationAfrican American Women 20,863,731 12% of Total Women PopulationTotal Women 156,960,864 51% of Total US PopulationTotal Population 308,739,316

Table 4: Other Important Demographics Information62% 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 OutletsEssence 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%


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African American Cultural Festival

Table 6: African American Cultural Festival Snap ShotLocation Raleigh, NCDates Held Annually every Labor Day WeekendYear Founded 2010Organizer Wake County Board of Commissioners and Raleigh City

Council appointed Artsplosure to plan and coordinate the event.

Website www.aacfestival.orgContact Information 919-800-3700 or [email protected]

Brief HistoryThe 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.


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RelevanceThe 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 MarketThe 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

allocation and much more.

Table 7: African American Cultural Festival Target MarketTotal Households in Triangle 184,926Total Population in Triangle 828,309

Table 8: African American Cultural Festival Target Market by CityPercentages by City Households in the Triangle Total Population in TriangleRaleigh 50% 52%Durham 30% 30%Cary 20% 18%

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.


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Marketing and Media OutletsArtsplosure 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 ShotLocation Boley, INDates Held Annually every Memorial DayYear Founded 1903Organizer Circle A Ranch & Rodeo CoWebsite www.travelok.com/listings/view.profile/id.19079Contact Information 918-667-3612 or [email protected]

Brief HistoryThe 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


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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.

RelevanceBoley 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 MarketThe Boley Rodeo & BBQ Festival target market is the African American family who

has deep Oklahoma roots. There is a strong community surrounding equestrian type

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%

of the total households as shown

in Table 10. Table 11 shows the

distribution of the households by

county.

Table 10: Household Breakdown in 5 Counties in Target MarketAfrican American Households in Target Market

316701 28% of Households

Total Households in Target Market 812,054

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.

Oklahoma

Okmulgee

Okfuskee

Boley

Seminole

Lincoln


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Table 11: Household Breakdown by CountyCounty Number of HouseholdsLincoln 33,887Okfuskee 10,963*Oklahoma 703,608Okmulgee 38,695Seminole 24,901

*Oklahoma City is located in Oklahoma County and has a very large population.

Marketing and Media OutletsThere 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.


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Reenactment Museums ReviewedThis 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 ShotLocation Indianapolis, INDates Held Open all yearYear Founded 1982Organizer Indiana Arts CommissionWebsite www.freetown.org/Freetown/Welcome.htmlContact Information 317-631-1870 or [email protected]

Brief HistoryOphelia 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

community as defined by the 1870 Indianapolis census. Freetown Village identified


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3,000 men, women, and children on that census to portray. They also host heritage

workshops, folk craft, and special events.

RelevanceThis 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.

Target MarketFreetown Village focuses on African

American households and children who

want to experience the life of African

Americans living in Indiana 5 years after

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

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 African American Households in Target Market

89,859 27% of Households


This map is of the Indianapolis, IN. The 3 arrows represent the 3 largest elementary schools that they use for their target market.

Indiana Connections

Academy

Irvington Community

School

Lillie IdellaKitley


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Table 14: Percentage of Students by School CategoryType of School PercentageElementary 79%Middle 9%High 12%

Marketing and Media OutletsFreetown 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

Table 15: Conner Prairie Interactive History Park Snap ShotLocation Fishers, INDates Held Open all yearYear Founded 1970Organizer Conner Prairie AdministrationWebsite www.connerprairie.orgContact Information 317-776-6000 or [email protected]


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Brief HistoryStarted 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 multi-

generational park that encompasses

science, history, art, and nature.

RelevanceConner 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 MarketConner Prairie Target Market is the

family in Indianapolis, IN. They focus

on memberships, school group visits, and special events such as balloon rides and

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 GroupMember Visits 80,432 22% of total VisitorsSchool Group 63,330 18% of total VisitorsTotal Visitors 359,554Total Households in Target Market 326,759

Marketing and Media OutletsConner 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

This map is of Fishers, IN and shows its relativity to Indianapolis, IN.


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it and if your goals align with theirs they will accept you. They require a $3000 one-

time 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 ProfileBased 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.

Edgecombe

Princeville

Pitt

Wayne

Johnston

Wake

Durham


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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 CountiesAfrican American Households in Target Market

120,000 23% of Households


Table 18: Target Market Expressed by CountyCounties in Target Market Breakdown PercentageEdgecombe 3%Wake 53%Durham 17%Pitt 10%Johnston 10%Wayne 7%

Table 19: Household Size by CountyCounties in Target Market Size of Household by CountyEdgecombe 2.6Wake 2.6Durham 2.4Pitt 2.5Johnston 2.8Wayne 2.5


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Next StepsThe 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

○ Program of Events


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○ 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.

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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