TURNER, THOMAS F., Ph.D. Sustainable Business in the Experience Economy: An Examination of Marketplace, Consumers and Community in the Context of Americana Music Festivals. (2016) Directed by Dr. Nancy Hodges. 266 pp. With music fans attending festivals like Bonnaroo and Coachella in record numbers, festival revenues have grown from very little a decade ago to over $4.6 billion in 2011 (Grose, 2011). Americana music festivals are one such type of music festival currently enjoying increased popularity. The purpose of this dissertation is to understand consumption-related behaviors and experiences within the Americana music festival context. Thus, one of the primary goals of this dissertation is to understand the experience of the Americana music festival and to explore what this experience means for festivalgoers, fans, and the genre itself. Four research objectives were developed to address this purpose: (1) to explore the Americana music festival experience, (2) to investigate the role of consumption in this experience, (3) to examine how the Americana music festival functions as a marketplace, and (4) to investigate the ways that Americana music festivals link to the local community. Americana music festivals are settings that allow the emotive, affective properties of the consumption process to emerge through moments of fun, enjoyment and leisure. However, thus far, no academic research has investigated the Americana music festival as a particular experiential consumption context. Likewise, although research exists on festivals in general, there are gaps in this literature specifically related to festival consumption behaviors. An ethnographic approach was used to address the purpose and objectives of this study. Specifically, I immersed myself in the research by attending ten Americana music festivals conducting research in the field for a total of 33 days over the duration the festivals attended. Data collected consisted of interviews, fieldnotes and photographs. Data were analyzed to develop the thematic interpretations. Three thematic areas emerged that structure the interpretation: Crafting the Festival, The Marketplace, and Experiencing the Festival. Within each thematic area, dimensions of the meanings of the Americana music festival experience are examined. Findings indicate that the Americana music festival is a transformative commercial offering that is created by organizers for consumers to escape and explore new experiences. Findings also shed light on how the Americana music festival inspires consumption that shapes individual and group identities. Lastly, findings elucidate the importance of stakeholder support necessary for Americana music festivals to be successful. Although, this study addresses several gaps in the literature, it also points to the need for further exploration of the experiential consumption facets of festivals in general and Americana music festivals in particular. This dissertation would not have been possible without the undying love and support of my family, friends, and fellow colleagues. I would especially like to thank my wife, Michele, who supported my Ph.D. dream from beginning to end. I am grateful for the artists, music, and festivals that inspired me to pursue this monumental research endeavor. As I move forward in my academic and personal journey, I will preserve all of their songs of faith, hope, and encouragement to help carry me along my way. ii APPROVAL PAGE This dissertation written by Thomas F. Turner has been approved by the following committee of the Faculty of The Graduate School at the University of North Carolina at Greensboro. Committee Chair _______________________________ Dr. Nancy Hodges Committee Members _______________________________ Dr. Kittichai Watchravesringkan _______________________________ Dr. Jennifer Yurchisin _______________________________ Dr. Erick Byrd ____________________________ Date of Acceptance by Committee _________________________ Date of Final Oral Examination iii ACKNOWLEDGMENTS This dissertation has become a reality through the support, guidance, and cooperation of many individuals. I would like to first thank my committee chair and advisor, Dr. Nancy Hodges, for her patience, encouragement, and support during this endeavor. Dr. Hodges has been a guiding influence and I have learned a great deal from her related to the commitment and discipline required for conducting quality research. She is exceedingly dedicated to her students and works tirelessly to ensure they succeed at the highest standards. Secondly, I would like to thank my committee members: Dr. Kittichai Watchravesringkan, Dr. Jennifer Yurchisin, and Dr. Erick Byrd for their support during this process. They were always readily available to share their insights and provide kind words of encouragement throughout the entire dissertation. Lastly, I would like to thank the festivalgoers, the festival organizers, the festival vendors, and the festival artists that participated in the study, without whom this research would not have been possible. iv TABLE OF CONTENTS Page LIST OF TABLES ........................................................................................................... viii LIST OF FIGURES ........................................................................................................... ix CHAPTER I. INTRODUCTION .................................................................................................1 Background ..................................................................................................2 The Americana Music Festival Setting ............................................7 Consumption and the Americana Music Festival ..........................11 The Americana Music Festival in Community Context ................13 Purpose and Objectives ..............................................................................15 Methodological and Theoretical Considerations .......................................16 Scope and Significance ..............................................................................20 Summary ....................................................................................................22 II. THE LITERATURE THAT INFORMS THE RESEARCH ...............................24 Festival Research .......................................................................................24 Economic Impact ...........................................................................25 Socio-cultural Aspects ...................................................................26 Festival Consumers ........................................................................28 The Study of Experiential Consumption ..................................................31 Consumption and Social Identity ...............................................................35 Social Identity ................................................................................36 Symbolic Interaction ......................................................................39 Integration of Key Concepts ......................................................................42 Summary ....................................................................................................44 III. METHODOLOGICAL FRAMEWORK ............................................................45 Ethnography as Interpretive Inquiry ..........................................................45 Data Collection ..........................................................................................47 Fieldwork .......................................................................................48 In Depth Interviews........................................................................51 Visual Documentation ...................................................................53 Participant Selection and Sample ...................................................55 v Data Analysis and Interpretation ...............................................................60 Summary ....................................................................................................62 IV. INTERPRETING THE AMERICANA MUSIC FESTIVAL PART I: CRAFTING THE FESTIVAL .........................................................................63 Festival Ideation .........................................................................................64 Festival Organization .................................................................................71 Small: The Local Kids, Grass Roots / Ground Up ........................72 Mid-Level: The Middle Child .......................................................79 Large: The Heavy Hitter with Palpable Presence .........................83 Festival Orchestration ................................................................................89 Cash is King ...................................................................................89 Multi-Pronged Marketing ..............................................................92 Artistry in Motion ..........................................................................95 A Place to Call Home ....................................................................96 Committed Stewards ......................................................................98 Festivalscape Collective...........................................................................100 Festival Playscape ........................................................................100 Relational Community Space ......................................................107