Event Title

Spending Trends of Tulip Time

Location

Hager-Lubbers Exhibition Hall

Start Date

19-4-2016 3:30 PM

Description

PURPOSE: Tulip Time is an 86 year-old festival that continually offers entertainment, free programming and a $12.9 million economic impact to the Holland community. The purpose of this study was to gain a better understanding of how festival attendees discovered information about Tulip Time, and if it had an effect on how much money they spent while attending. SUBJECTS: The subjects include attendees, their reported annual income and potential ways of discovering information about Tulip Time. Those include Facebook, festival brochure, billboards, magazine advertisements, television advertisements, family or friend and repeat visitor. METHODS AND MATERIALS: Methods involved data previously collected through the Economic Impact Study survey conducted by the Anderson Economic Group during the 2015 Festival. For this specific research project, I used the reported annual income as a proxy for how much money people spent while at Tulip Time. ANALYSES: Statistical tests involved represent the significant findings and otherwise of the survey. RESULTS: After analyzing the research, I found that the reported income level only shows an increase when people found out about Tulip Time through a billboard. CONCLUSIONS: To conclude this research, the results proved only an increase in spending to the group of people who discovered Tulip Time through a billboard. Further recommendations to the organization are to focus more efforts and marketing dollars towards a billboard strategy to capture the audience that reportedly spends more money while attending Tulip Time.

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Apr 19th, 3:30 PM

Spending Trends of Tulip Time

Hager-Lubbers Exhibition Hall

PURPOSE: Tulip Time is an 86 year-old festival that continually offers entertainment, free programming and a $12.9 million economic impact to the Holland community. The purpose of this study was to gain a better understanding of how festival attendees discovered information about Tulip Time, and if it had an effect on how much money they spent while attending. SUBJECTS: The subjects include attendees, their reported annual income and potential ways of discovering information about Tulip Time. Those include Facebook, festival brochure, billboards, magazine advertisements, television advertisements, family or friend and repeat visitor. METHODS AND MATERIALS: Methods involved data previously collected through the Economic Impact Study survey conducted by the Anderson Economic Group during the 2015 Festival. For this specific research project, I used the reported annual income as a proxy for how much money people spent while at Tulip Time. ANALYSES: Statistical tests involved represent the significant findings and otherwise of the survey. RESULTS: After analyzing the research, I found that the reported income level only shows an increase when people found out about Tulip Time through a billboard. CONCLUSIONS: To conclude this research, the results proved only an increase in spending to the group of people who discovered Tulip Time through a billboard. Further recommendations to the organization are to focus more efforts and marketing dollars towards a billboard strategy to capture the audience that reportedly spends more money while attending Tulip Time.