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 Marketing and Media Outlets...... 7 Boley Rodeo & BBQ Festival...... 7 Brief History...... 7 Relevance...... 8 Target Market...... 8 Marketing and Media Outlets...... 9 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 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 PRINCEVILLE CUSTOMER PROFILE Festivals Reviewed

This section contains the review information on the Essence , 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 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 hasn’t missed a year except for 2005 following the devastating effects of hurricane 2 PRINCEVILLE CUSTOMER PROFILE

Katrina. It offers concerts along with empowerment seminars targeted predominately to the African-American women. It is known for having big names such as , Beyoncé, Mary J. Blige, , and 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 self- empowerment through education regarding health, finances, This map is of New Orleans and the self worth and spirituality. This is about 12% of the total United States population. red arrow indicates the approximate place that the festival takes place 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 Market Essence Target Population 18,069,244 12% of Total Population Total US Population 308,739,316

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

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 44% of Attendees Annual Household Agree That Pursuing Good Health is income is more then $50,000 and Important. 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 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 PRINCEVILLE CUSTOMER PROFILE 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 919-800-3700 or [email protected]

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.

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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 allocation and much more. This map is of Durham and Wake Counties. The three red arrows indicate where the three cities of the target market are located in Table 7: African American Cultural Festival Target Market relation to one another. Total Households in Triangle 184,926 Total Population in Triangle 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%

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Marketing and Media Outlets 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 918-667-3612 or [email protected]

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 PRINCEVILLE CUSTOMER PROFILE

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 activities with many attendees Oklahoma Okmulgee Lincoln bring their own horses and Okfuskee participating in Rodeo events. The Target Market for the Boley Rodeo

Boley & 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 Seminole 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 Table 10: Household Breakdown in 5 Counties in Target Market Seminole as indicated by the red African American Households in Target 316701 28% of Households arrows. The blue arrow indicates the town of Boley, OK. Market Total Households in Target Market 812,054

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Table 11: Household Breakdown by County County Number of Households Lincoln 33,887 Okfuskee 10,963 *Oklahoma 703,608 Okmulgee 38,695 Seminole 24,901 *Oklahoma City is located in Oklahoma County and has a very large population.

Marketing and Media Outlets 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 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 PRINCEVILLE CUSTOMER PROFILE 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 community as defined by the 1870 Indianapolis census. Freetown Village identified 10 PRINCEVILLE CUSTOMER PROFILE

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 Indiana Connections Academy that has been unsatisfied.

Irvington Community Target Market School Freetown Village focuses on African American households and children who want to experience the life of African Lillie Idella Kitley Americans living in Indiana 5 years after the civil war. They offer several programs This map is of the Indianapolis, that target children that are still in school, which includes summer camps and craft IN. The 3 arrows represent the 3 largest elementary schools that they workshops. They also offer several other events to the general public but offer special 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 African American Households in Target 89,859 27% of Households Market Total Households in Target Market 326,759

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Table 14: Percentage of Students by School Category Type of School Percentage Elementary 79% Middle 9% High 12%

Marketing and Media Outlets 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

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 317-776-6000 or [email protected] 12 PRINCEVILLE CUSTOMER PROFILE

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 multi- generational 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 This map is of Fishers, IN and family in Indianapolis, IN. They focus shows its relativity to Indianapolis, on memberships, school group visits, and special events such as balloon rides and 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 80,432 22% of total Visitors School Group 63,330 18% of total Visitors Total Visitors 359,554 Total Households in Target Market 326,759

Marketing and Media Outlets 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 PRINCEVILLE CUSTOMER PROFILE

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 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.

Princeville Durham

Edgecombe

Wake Pitt

Johnston

Wayne

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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 Counties African American Households in Target 120,000 23% of Households Market Total Households in Target Market 400,000

Table 18: Target Market Expressed by County Counties in Target Market Breakdown Percentage Edgecombe 3% Wake 53% Durham 17% Pitt 10% Johnston 10% Wayne 7%

Table 19: Household Size by County Counties in Target Market Size of Household by County Edgecombe 2.6 Wake 2.6 Durham 2.4 Pitt 2.5 Johnston 2.8 Wayne 2.5

15 PRINCEVILLE CUSTOMER PROFILE 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 ○○ Program of Events 16 PRINCEVILLE CUSTOMER PROFILE

○○ 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.

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