Marketing 403: Marketing Research Final Project

Monday/Wednesday 9:30am

Jared Payne Tori Deatherage Kimberly Clark Andrew Simon

Table of Contents
Festival Length .......................................................................................... 3 Concert Entertainment and Pricing .......................................................... 5 Essential Festival Activities ....................................................................... 7 Prior Experience with Gangbuster Events .............................................. 18 Button Pricing, Wristbands, and Perceived Value .................................. 29 Respondent Profile & Demographics...................................................... 39 Perceived Importance of Button Sales ................................................... 43 Whats Missing?...................................................................................... 45 Conclusion .............................................................................................. 47

Festival Length
For this section of our survey analysis, we will examine how members of the Wichita community as represented in the survey sample feel about the current format, as well as the present length of the river festival. Also included within this section are indicated preferences for various performing artists, as well as the demand relationship for those artists paired with various ticket pricing. Relevant questions pertaining to these topics include 7, 8, 15, & 16.

As indicated in the heading of this chart, the graph relates to responses given on question 16. When asked to indicate preference for festival length, 41% of respondents selected the 9 day event over a 4, 5, or 7 day event.

Question 16 of the festival survey added further specification by adding the month in which Riverfest is currently being held, in addition to festival length. Here, 64.9% responded that the current month/length format was satisfactory. 23.4% felt that the format was too long, 3.4% indicated it was too short, and 8.4% abstained from responding.

Concert Entertainment and Pricing

Next we will examine favorability among a various selection of performing musical artists, as well as the demand for seeing those artists based on possible new ticket prices charged in addition to the standard festival admittance button.

The chart/table combination shown above represents a cross tabulation analysis of the price/demand relationship for paying an additional fee for concert tickets at a ticket price of $10. Base on survey response data as indicated in the table above, over 40% of those surveyed indicated that they would be inclined to purchase a separate concert ticket if it were priced at $10.

Here we have illustrated another cross tabulation analysis based on the demand for tickets priced at $15. As the price increases to $15, we see a fairly dramatic drop in the likelihood of purchase, down to 16.5%. Additional ticket price options included $20 and $25 however the results for the demand in these prices were not included. The demand fell by an additional 9% when the price increased from $15 to $20, and another 9% from $20 to $25. Survey Data also yielded information regarding the most sought after performing musical artists. LeAnn Rimes was most favored, with 19% favoring her at the $10 ticket price, and 6% at the $15 price. Second was a tie between Meatloaf and the B-52s with 16% at the $10 price, and 5% at the $15 price.

Essential Festival Activities

The next portion of this report will look at which events are considered to be most essential to the Riverfest experience. Events included were fireworks, the food court, sundown parade, concerts, river run/tot trot, block party, kids corner, ice cream social, and the zip line. Base on survey data, the fireworks had a high significance at 78.7%. The zip line was shown to be the least essential, with only 13.2% of respondents rating it as a more essential event.

Here is a table that consists of data from each activity questioned. There were 741 responses for each portion of this question. 1 represented being absolutely essential as where 5 means not at all essential. One of the important things to notice is the mean. The mean is the average response. The mode is the most chosen answer.

Statistics River Run/Tot Trot 741 49 2.10 .050 2.00 1 1.374 1.887 4 Statistics Kid's Corner N Valid Missing Mean Std. Error of Mean Median Mode Std. Deviation Variance Range 741 49 2.56 .051 2.00 1 1.396 1.950 4 Cream Social 741 49 2.58 .048 2.00 3 1.305 1.704 4 Zip Line 741 49 3.20 .051 3.00 5 1.376 1.894 4 Opening Parade Fireworks 741 49 1.80 .043 1.00 1 1.168 1.365 4 741 49 1.37 .032 1.00 1 .881 .777 4 Block Party 741 49 2.41 .047 2.00 1 1.270 1.612 4 Food Court 741 49 1.58 .037 1.00 1 .996 .992 4

Concerts N Valid Missing Mean Std. Error of Mean Median Mode Std. Deviation Variance Range 741 49 1.96 .045 1.00 1 1.234 1.523 4

Below is a breakdown of responses for each activity. All graphs are based off percentage, not count, and all percentages are derived from valid responses only. A. Concerts Q9a Essential to Riverfest experience Concerts Cumulative Percent 50.7 73.1 87.0 92.8 100.0

Frequency Valid 1 Absolutely Essential 2 3 4 5 Not at all Essential Total Missing Total System 376 166 103 43 53 741 49 790

Percent 47.6 21.0 13.0 5.4 6.7 93.8 6.2 100.0

Valid Percent 50.7 22.4 13.9 5.8 7.2 100.0

B. River Run/Tot Trot

Q9b Essential to Riverfest experience - River Run/Tot Trot Cumulative Percent 49.1 69.6 83.1 88.1 100.0

Frequency Valid 1 Absolutely Essential 2 3 4 5 Not at all Essential Total Missing Total System 364 152 100 37 88 741 49 790

Percent 46.1 19.2 12.7 4.7 11.1 93.8 6.2 100.0

Valid Percent 49.1 20.5 13.5 5.0 11.9 100.0

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C. Sundown Parade

Q9c Essential to Riverfest experience - Opening Parade Cumulative Percent 57.2 78.9 90.1 93.5 100.0

Frequency Valid 1 Absolutely Essential 2 3 4 5 Not at all Essential Total Missing Total System 424 161 83 25 48 741 49 790

Percent 53.7 20.4 10.5 3.2 6.1 93.8 6.2 100.0

Valid Percent 57.2 21.7 11.2 3.4 6.5 100.0

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D. Fireworks

Q9d Essential to Riverfest experience - Fireworks Frequency Percent Valid Percent Valid
1 Absolutely Essential

Cumulative Percent 78.7 92.2 95.4 96.6 100.0

583 100 24 9 25 741 49 790

73.8 12.7 3.0 1.1 3.2 93.8 6.2 100.0

78.7 13.5 3.2 1.2 3.4 100.0

2 3 4 5 Not at all Essential Total Missing Total System

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E. Block Party Q9e Essential to Riverfest experience - Block Party Cumulative Percent 29.3 58.2 82.5 89.2 100.0

Frequency Valid 1 Absolutely Essential 2 3 4 5 Not at all Essential Total Missing Total System 217 214 180 50 80 741 49 790

Percent 27.5 27.1 22.8 6.3 10.1 93.8 6.2 100.0

Valid Percent 29.3 28.9 24.3 6.7 10.8 100.0

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F. Food Court Q9f Essential to Riverfest experience - Food Court Cumulative Percent 65.6 85.6 94.6 96.0 100.0

Frequency Valid 1 Absolutely Essential 2 3 4 5 Not at all Essential Total Missing Total System 486 148 67 10 30 741 49 790

Percent 61.5 18.7 8.5 1.3 3.8 93.8 6.2 100.0

Valid Percent 65.6 20.0 9.0 1.3 4.0 100.0

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G. Kids Corner Q9g Essential to Riverfest experience - Kid's Corner Cumulative Percent 30.0 53.8 75.7 84.6 100.0

Frequency Valid 1 Absolutely Essential 2 3 4 5 Not at all Essential Total Missing Total System 222 177 162 66 114 741 49 790

Percent 28.1 22.4 20.5 8.4 14.4 93.8 6.2 100.0

Valid Percent 30.0 23.9 21.9 8.9 15.4 100.0

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H. Ice Cream Social Q9h Essential to Riverfest experience Ice - Cream Social Cumulative Percent 26.2 50.1 78.4 87.4 100.0

Frequency Valid 1 Absolutely Essential 2 3 4 5 Not at all Essential Total Missing Total System 194 177 210 67 93 741 49 790

Percent 24.6 22.4 26.6 8.5 11.8 93.8 6.2 100.0

Valid Percent 26.2 23.9 28.3 9.0 12.6 100.0

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I. Zip Line Q9i Essential to Riverfest experience - Zip Line Cumulative Percent 13.2 34.0 59.1 73.8 100.0

Frequency Valid 1 Absolutely Essential 2 3 4 5 Not at all Essential Total Missing Total System 98 154 186 109 194 741 49 790

Percent 12.4 19.5 23.5 13.8 24.6 93.8 6.2 100.0

Valid Percent 13.2 20.8 25.1 14.7 26.2 100.0

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Prior Experience with Gangbuster Events

Next we will look at receptiveness to gangbuster type events, and which are most or least preferred. Statistics River Run/Tot Trot N Valid Missing 484 306 Statistics Ice Cream Social N Valid Missing 410 380 Water Walk Pavilion 335 455

Opening Parade 557 233

Block Party 481 309

Food Court 645 145

Kid's Corner 298 492

Zip Line 228 562

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This graph depicts respondents previous exposure to festival gangbuster events by percentage of respondents. The intervals displayed on the Y axis are respondent percentages, and the X axis shows the list of responses given in the survey. As shown above, most events had a trend of being usually worthwhile, however the top three events are food court, concerts, and the sundown parade all rank between 25-35%.

A. Concerts There were 215 missing answers and 575 responses. Statistics Q4a Experience with Concerts N Valid Missing 575 215 Q4a Experience with Concerts Cumulative Percent 15.8 61.0

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total 91 260

Percent 11.5 32.9

Valid Percent 15.8 45.2

161 44 19

20.4 5.6 2.4

28.0 7.7 3.3

89.0 96.7 100.0

575

72.8

100.0

19

Missing

6 Not Familiar with This Event System Total

108 107 215 790

13.7 13.5 27.2 100.0

Total

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B. River Run/Tot Trot Q4b Experience with River Run/Tot Trot Cumulative Percent 33.9 77.7

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total Missing 6 Not Familiar with This Event System Total Total 164 212

Percent 20.8 26.8

Valid Percent 33.9 43.8

80 8 20

10.1 1.0 2.5

16.5 1.7 4.1

94.2 95.9 100.0

484 199 107 306 790

61.3 25.2 13.5 38.7 100.0

100.0

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C. Sundown Parade Q4c Experience with Opening Parade Cumulative Percent 25.1 65.5

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total Missing 6 Not Familiar with This Event System Total Total 140 225

Percent 17.7 28.5

Valid Percent 25.1 40.4

148 22 22

18.7 2.8 2.8

26.6 3.9 3.9

92.1 96.1 100.0

557 126 107 233 790

70.5 15.9 13.5 29.5 100.0

100.0

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D. Water Walk Pavilion Q4d Experience with Water Walk Pavilion Cumulative Percent 15.2 51.9

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total Missing 6 Not Familiar with This Event System Total Total 51 123

Percent 6.5 15.6

Valid Percent 15.2 36.7

124 22 15

15.7 2.8 1.9

37.0 6.6 4.5

89.0 95.5 100.0

335 348 107 455 790

42.4 44.1 13.5 57.6 100.0

100.0

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E. Block Party Q4e Experience with Block Party Cumulative Percent 16.4 50.1

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total Missing 6 Not Familiar with This Event System Total Total 79 162

Percent 10.0 20.5

Valid Percent 16.4 33.7

157 42 41

19.9 5.3 5.2

32.6 8.7 8.5

82.7 91.5 100.0

481 202 107 309 790

60.9 25.6 13.5 39.1 100.0

100.0

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F. Food Court Q4f Experience with Food Court Cumulative Percent 16.9 59.5

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total Missing 6 Not Familiar with This Event System Total Total 109 275

Percent 13.8 34.8

Valid Percent 16.9 42.6

200 42 19

25.3 5.3 2.4

31.0 6.5 2.9

90.5 97.1 100.0

645 38 107 145 790

81.6 4.8 13.5 18.4 100.0

100.0

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G. Kids Corner Q4g Experience with Kid's Corner Cumulative Percent 15.1 54.7

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total Missing 6 Not Familiar with This Event System Total Total 45 118

Percent 5.7 14.9

Valid Percent 15.1 39.6

97 14 24

12.3 1.8 3.0

32.6 4.7 8.1

87.2 91.9 100.0

298 385 107 492 790

37.7 48.7 13.5 62.3 100.0

100.0

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H. Ice Cream Social Q4h Experience with Ice Cream Social Cumulative Percent 25.6 68.3

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total Missing 6 Not Familiar with This Event System Total Total 105 175

Percent 13.3 22.2

Valid Percent 25.6 42.7

104 15 11

13.2 1.9 1.4

25.4 3.7 2.7

93.7 97.3 100.0

410 273 107 380 790

51.9 34.6 13.5 48.1 100.0

100.0

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I. Zip Line
Q4i Experience with Zip Line Cumulative Percent 30.7 60.1

Frequency Valid 1 A Wonderful Experience 2 Usually a Worthwhile Experience 3 An OK Experience 4 Generally Disappointing 5 Not Something I Will Do Again Total Missing 6 Not Familiar with This Event System Total Total 70 67

Percent 8.9 8.5

Valid Percent 30.7 29.4

62 12 17

7.8 1.5 2.2

27.2 5.3 7.5

87.3 92.5 100.0

228 455

28.9 57.6

100.0

107 562 790

13.5 71.1 100.0

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Button Pricing, Wristbands, and Perceived Value

To look at the reaction to the tiered button pricing we looked at question 14. 91.9% of surveyors responded to this question so we felt comfortable that the results were accurate. 57.7% of those who responded thought a $7 button for adults 13-64 as a good idea or the next highest range. 62.5% of those who responded thought that a $5 button for seniors 65 and older was a good idea. 59.9% of those who responded felt that a $3 button for children 5-12 was a good idea. 76.9% of those who responded felt that giving children under 5 a free button was a good idea. Looking at these results it would be fair to say that the vast majority of respondents thought that tiered button prices were a good idea. What would be important to investigate further would be the number of children, adults, and senior citizens that attend the festival each year and determine if the tiered button pricing would result in more or less revenue than charging $5 per button. The River Festival would not want to implement this new tiered pricing if it causes a drop in revenue because button revenue is one of the major fundraisers for the festival. Below are bar graphs showing the results of question 14:

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To find the perceived value of the River Festival button we looked at question 12c. 92.2% of

those surveyed responded to this question so we felt comfortable with the results. When asked if they thought that buying a Riverfest button at its current price of $5 was a good entertainment value 89.8% responded that they strongly agreed or chose the next highest range. Based on these results we feel comfortable saying that most people feel that the Riverfest button has a good entertainment value. Below is a bar graph displaying the results of question 12c:

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To determine the impact that a shortened festival would have on the perceived value of the

Riverfest button we cross tabulated the results from question 12c asking if the button was a good entertainment value and question 16 about the most favorable festival length. 51% of respondents felt that a 4 day festival was not at all favorable and 78% of those respondents agreed that a $5 button was a good value. 32% of respondents felt that a 5 day festival was not at all favorable and 79% of those respondents agreed that a $5 button is a good value. 34% of respondents felt that a 7 day festival was very favorable and 78% of those respondents agreed that a $5 button was a good value. 47% of respondents found a 9 day festival very favorable and 85% of those respondents strongly agreed that a $5 button was a good value. Many of the results from this cross tabulation were in the middle range of favorability but it was clear that a majority of respondents liked a longer festival and as the festival length increased the perception that the $5 button was a good value increased. If the festival were

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shortened the value of the $5 button would remain favorable but a majority of respondents were in favor of the longer festival. Below are tables showing the results of the cross tabulation:

Q12c Buying a Riverfest button at its current price of $5 is a good entertainment value. * Q16a Most favorable festival length - Four days Crosstabulation Count Q16a Most favorable festival length - Four days 1 Very Favorable Q12c Buying a Riverfest 1 Strongly Agree button at its current price of $5 is a good entertainment value. 2 3 4 5 Strongly Disagree Total 36 12 7 6 2 63 2 40 24 6 3 2 75 3 84 19 5 4 2 114 4 83 16 4 1 1 105 5 Not at all Favorable 287 49 23 4 4 367 Total 530 120 45 18 11 724

Q12c Buying a Riverfest button at its current price of $5 is a good entertainment value. * Q16b Most favorable festival length - Five days Crosstabulation Count Q16b Most favorable festival length - Five days 1 Very Favorable Q12c Buying a Riverfest button at its current price of $5 is a good entertainment value. 3 4 5 Strongly Disagree Total 7 7 1 98 8 5 0 116 9 2 4 167 9 0 0 109 12 4 6 234 45 18 11 724 1 Strongly Agree 2 68 15 2 74 29 3 127 25 4 76 24 5 Not at all Favorable 185 27 Total 530 120

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Q12c Buying a Riverfest button at its current price of $5 is a good entertainment value. * Q16c Most favorable festival length - Seven days Crosstabulation Count Q16c Most favorable festival length - Seven days 1 Very Favorable Q12c Buying a Riverfest button at its current price of $5 is a good entertainment value. 1 Strongly Agree 2 3 4 5 Strongly Disagree Total 192 37 14 4 0 247 2 150 38 6 6 1 201 3 84 18 10 1 2 115 4 32 9 5 2 1 49 5 Not at all Favorable 72 18 10 5 7 112 Total 530 120 45 18 11 724

Q12c Buying a Riverfest button at its current price of $5 is a good entertainment value. * Q16d Most favorable festival length - Nine days Crosstabulation Count Q16d Most favorable festival length - Nine days 1 Very Favorable Q12c Buying a Riverfest button at its current price of $5 is a good entertainment value. 1 Strongly Agree 2 3 4 5 Strongly Disagree Total 288 33 12 4 4 341 2 90 30 7 4 0 131 3 53 14 4 2 1 74 4 39 21 6 3 0 69 5 Not at all Favorable 60 22 16 5 6 109 Total 530 120 45 18 11 724

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In order to check the reaction of changing the button to a wristband, the question was asked to rate from 1 to 5. 1 representing most preferred and 5 representing least preferred. The question resulted in 723 people answering with 27% rating the wristband most preferred and 30% rating the wristband least preferred. With these results the best decision would be to not go with the wristbands, when more people find them undesirable than desirable they should be chosen. The next part of the questions was to do the same rating for the option to keep the button. This resulted in 59% rating the button most preferred and only 9% rating it least preferred. The best choice would be to keep the button since it is clearly the most popular. We wanted to dig deeper into this question and look at the age group that rated for both the wristband and to keep the button. Of the 27% that rated the wristband most preferred, 51% of them were between the ages of 35-54. Of the 59% that rated the buttons most preferred, 40% of them were 55 and older. That really shows that the older generation wants to keep the tradition of the button. The next part of the question we wanted to look at is what each gender preferred. From the people that most preferred wristbands 59% of them were women and 41% were men. From the people that most preferred the buttons 62% were women and 38% of them were men.

Wristbands

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Buttons

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Crosstabs

Q18 Which category includes your current age? * Q13a Prefer as admission - A silicone wristband for admission. Crosstabulation Count Q13a Prefer as admission - A silicone wristband for admission. 1 Most Preferred Q18 Which 18-24 category includes 25-29 your current age? 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65 or older Total

2 7 16 17 20 15 5 20 17 15 13 145

3 2 8 12 13 16 13 17 18 13 10 122

4 1 4 4 1 3 6 7 5 1 5 37

5 Least Preferred 8 15 9 15 13 33 28 31 36 34 222

Total 28 61 71 73 77 78 96 91 75 72 722

10 18 29 24 30 21 24 20 10 10 196

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Q18 Which category includes your current age? * Q13b Prefer as admission Riverfest button for admission. Crosstabulation Q13b Prefer as admission - Riverfest button for admission. 1 Most Preferred Q18 Which category includes your current age? 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65 or older Total
Q17 What is your gender? * Q13a Prefer as admission - A silicone wristband for admission. Crosstabulation Count Q13a Prefer as admission - A silicone wristband for admission. 1 Most Preferred Q17 What is your gender? Total Male Female 80 116 196 2 57 88 145 3 41 82 123 4 15 23 38 5 Least Preferred 89 133 222 Total 282 442 724

2 4 14 16 12 21 12 18 11 13 8 129

3 3 8 10 12 9 7 8 13 9 1 80

4 2 2 2 4 3 1 4 0 1 1 20

5 Least Preferred 3 2 16 7 11 10 7 7 2 2 67

Total 28 61 71 73 77 78 96 91 75 72 722

16 35 27 38 33 48 59 60 50 60 426

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Q17 What is your gender? * Q13b Prefer as admission - Riverfest button for admission. Crosstabulation Count Q13b Prefer as admission - Riverfest button for admission. 1 Most Preferred Q17 What is your gender? Total Male Female 162 265 427 2 53 77 130 3 33 47 80 4 10 10 20 5 Least Preferred 24 43 67 Total 282 442 724

Respondent Profile & Demographics

95.8% of those surveyed responded to question 18 that asked about age. The highest percent of were those who responded were between ages 50-59. Below is a bar graph of the breakdown of all ages:

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To look at gender we looked at question 17. 96.1% of those surveyed responded to this question

with 58.9% of the respondents being female. Below is a graph on the complete results:

To look at the number of events that respondents have attended on average over the last 3 years

we looked at question 2. 91.6% of those surveyed responded to this question with the highest percentage having attended between 2-3 events per year at 42%.

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To look at the number of children in the household under 12 and between 13-17 we looked at

questions 19 and 20 respectively. 95.7% of those surveyed responded to each question. For children under 12 68.5% of respondents had no children in the household and 80.1% of respondents had no children age 13-17 in the household. 11.6% had one child under that age of 12 and 10.6% had 1 child between 13-17 living in the household. These numbers are skewed because of the large number of respondents who were in their 50s and more than likely have had their children leave the household. Below are charts that show the results for questions 19 and 20:

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To analyze where the respondents of the survey lived we looked at question 24. 100% of those surveyed responded to this question but a few gave false zip codes and many zip codes had just 1 or 2 respondents. To get over this we decided to look at those who responded from Wichita zip codes. 90 respondents or 11.4% lived in the zip code 67212. Most respondents lived in northwest and northeast Wichita. To get an idea of where the respondents lived we created this detailed map of the Wichita area zip codes:

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Perceived Importance of Button Sales

We wanted to find out if people understood how important the button sales truly are for Riverfest. In order to figure this out, we had the respondents rate from 1 to 5. 1 being strongly agree and 5 being strongly disagree, for the question: Riverfest is mostly funded through button sales. 16% of the respondents strongly agreed and 7% strongly disagreed. This shows that over a third of the respondents do not know how truly important the button sales are for Riverfest.

Riverfest is mostly funded through button

sales

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Q18 Which category includes your current age? * Q12b Riverfest is mostly funded through button sales. Crosstabulation Count Q12b Riverfest is mostly funded through button sales. 1 Strongly Agree Q18 Which category 18-24 includes your current 25-29 age? 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65 or older Total 9 12 19 12 18 24 30 30 22 23 199 2 7 20 22 29 25 29 24 23 18 21 218 3 6 18 21 26 21 16 26 22 22 18 196 4 3 7 7 3 4 2 9 13 9 8 65 5 Strongly Disagree 3 4 2 3 9 7 7 3 4 2 44 Total 28 61 71 73 77 78 96 91 75 72 722

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Q17 What is your gender? * Q12b Riverfest is mostly funded through button sales. Crosstabulation Count Q12b Riverfest is mostly funded through button sales. 1 Strongly Agree Q17 What is your gender? Total Male Female 78 121 199 2 81 139 220 3 76 120 196 4 28 37 65 5 Strongly Disagree 19 25 44 Total 282 442 724

Whats Missing?
The next question we asked was if anything was missing from Riverfest, 41% of respondents answered yes, there is something missing. After they answered yes there is something missing. After they answered yes they were asked to tell us what was missing. By far the most popular answers were: Bed Races, Bath Tub Races, Sporting Tournament and Walkfest. The list of their responses is included in the Appendix.

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Q17 What is your gender? * Q10 Are there any activities/events that you feel are missing from the Riverfest experience? Crosstabulation Count Q10 Are there any activities/events that you feel are missing from the Riverfest experience? Yes, what? Q17 What is your gender? Total Male Female 123 174 297 No 159 268 427 Total 282 442 724

Q18 Which category includes your current age? * Q10 Are there any activities/events that you feel are missing from the Riverfest experience? Crosstabulation Count

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Q10 Are there any activities/events that you feel are missing from the Riverfest experience? Yes, what? Q18 Which category 18-24 includes your current 25-29 age? 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65 or older Total 8 24 26 29 38 40 41 38 23 30 297 No 20 37 45 44 39 38 55 53 52 42 425 Total 28 61 71 73 77 78 96 91 75 72 722

Conclusion
Based on our interpretation of the data brought forth from the findings in this survey, our team has developed a list of suggestions to be considered in order to facilitate ongoing success of the Riverfest. Firstly, the festival should undoubtedly continue for the foreseeable in its present 9 day June format. Nearly half of the respondents in this survey indicated that this is a good thing. The Riverfest should also explore the different possibilities for musical artists that could be contracted based on projected ticket sales at $10 ticket pricing. It might be beneficial to consider implementing the use of both a button and a wristband as the admittance badge for the festival. This would help to keep attendance numbers up the in the older demographic ranges, while still garnering larger numbers in the target market. Lastly, the festival might consider bringing back some of the older events, such as the bath tub races. This event was repeatedly mentioned in the comment section.
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