Abstract

Texas festivals are given credit for providing benefits for both the festival's community and for the people who visit the community. As a result of these perceived benefits, communities across Texas stage a broad range of festivals and events. These events require substantial planning and skilled management to be successful. Those involved in the planning are often volunteers and have little or no background in event planning and management. Regardless of their experience level however, most event coordinators have ongoing needs for information that will help them produce successful events. To produce a successful event, coordinators seek information from a variety of sources. These sources may include their personal network of friends and colleagues to professional consultants or formal workshops, conferences, and seminars. The primary purpose of this project is to provide information that will help the Texas Agricultural Extension Service Recreation, Park & Tourism Program evaluate its future role in responding to the needs of Texas festival coordinators. To accomplish this end, this study seeks to identify information needs of Texas festival coordinators and to describe how current sources of information are utilized by festival coordinators. This paper outlines the development and implementation of an information needs assessment of Texas festival coordinators and a description of current information sources being used by them. The project seeks to identify gaps in the provision of information and the access Texas festival coordinators perceive they have to information. The "importance"/"access" scale of this survey clearly identifies a range of important information topics which organizations could address. The following are the top 10 information needs of Texas festival coordinators as indicated by mail survey respondents: 1. Writing press releases 2. How to measure advertising success 3. Regulations for food, fire, safety, etc. 4. How to find regional talent 5. Insurance issues 6. Americans with Disabilities Act (ADA) 7. How to find and contract for professional entertainment 8. How to determine space requirements for event activities 9. How to create a layout for people/vehicle flow and activities 10. Estimating amount and type of security need It is indicated that most coordinators are aware of the six organizations and agencies that serve the needs of the festival industry. 1. International Festivals & Events Association (IFEA) 2. Texas Agricultural Extension Service (TAEX) - Department of Recreation, Park & Tourism at Texas A&M University 3. Texas Travel Industry Association (TTIA) 4. Texas Festivals & Events Association (TFEA) 5. Texas Department of Economic Development (TDED) 6. Texas Department of Transportation (TxDOT) Of respondents to the needs assessment mail survey, 82.8% to 72.6% of Texas festival coordinators are aware of the programs and services of these organizations and agencies. While coordinators show a high level of awareness of conferences, seminars, and workshops, only 13% to 24.7% have attended. Coordinator networks and the internet are viable sources of information. The majority (88%) of festival coordinators (n=216) indicated they have access to the internet and 81.9% of respondents (n=215) said they use the internet. Organizations can use this study and its results to focus on information needs that coordinators indicate are important and have low accessibility. January and February followed by June and July would be the best months for conferences, seminars, and workshops. Seminars may be held during the "off peak" months of January and February while brochures about how to better market an event can be distributed during the peak festival times of September and April. Coordinators' responses as to the best months they would be able to attend Certified Festival Manager (CFM) training also corresponded with event seasonality patterns. Using multiple distribution methods can improve access to festival planning information. Workshops, internet sites, brochures, and publications are just a few of the ways organizations may vary their distribution of information resources. Coordinators indicted their main source of information comes from coordinator networks (48.9%). This finding should be used to note the importance of networking at coordinator informational events. The internet is a viable source of information. Of the respondent coordinators, 98% indicted they have access to the internet. It is reasonable to suggest that more information can be provided via the internet. There are clearly overlapping functions among these organizations', however, many programs are carried out as partners in serving the festival industry. While this study did not examine these overlapping roles, it would be appropriate that areas of overlap should be examined more closely