St. Louis Mardi Gras

CUSTOMER EXPERIENCE MAPPING

How can we attract more sponsors to support a major festival at a more significant level?

RESEARCH OBJECTIVES

  • Profile the current and potential St. Louis Mardi Gras visitor and average spend for sponsors
  • Determine which media channels will most cost-effectively attract the largest numbers of highest potential “spending” participants

KEY INSIGHTS

Twenty six percent (26%) of St. Louis Mardi Gras attendees have household incomes of at least $75,000. Forty percent (40%) of attendees live outside the St. Louis metro area. Half of Grand Parade attendees said they would spend between $50 and $200 celebrating Mardi Gras on Grand Parade Day.

Mardi Gras Pic

Attendees most frequently rely on friends and family to learn about Mardi Gras events. Facebook (25%), radio (22%) and websites (19%) are key information sources.

HOW ST. LOUIS MARDI GRAS USED THE KEY INSIGHTS

Mardi Gras, Inc. used attendee data to gain more sponsorships in 2015 and enhance event offerings like higher profile bands to attract more visitors. More advance publicity in the major channels indicated by the survey also helped build attendance.

WHAT WE DID

We conducted 311 “on the street” intercept interviews with adults 21 and older during the Grand Parade on Saturday, March 1, 2014 in three high traffic locations. Survey respondents were offered a free drink incentive at the time of the interview and entered into a drawing for two tickets to the 2015 Bud Light Party Tent.

“Hard data about our guests help convince our current and prospective sponsors that they have both strong co-branding and revenue building opportunities with St. Louis Mardi Gras. The visitor survey also told us how far in advance, and where and how to promote our 12 separate events during the two and one-half weeks of our 2015 Mardi Gras celebration.”

Tim LorsonDirector, Mardi Gras, Inc.