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Charleston Boulevard Rod Run & Doo Wop StudENT Corps: Marshall University / West Virginia State University
Event Analysis
October 6 10
TABLE OF CONTENTS
Executive Summary
Background
Methodology
Findings
Appendix
15
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Executive Summary
The Charleston Boulevard Rod Run and Doo Wop provided an opportunity, for me as a multiple event attendee of a variety of automotive events east of the Mississippi, to compare and contrast what West Virginia has to offer. Additionally, it provided a fresh perspective from students of Marshall University and West Virginia State University that had never attended such an event, regardless of place. This five day event, including cruise-in, has now been held for five years and appears to have built a solid foundation, as evidenced in the Findings Word-of-mouth awareness accounts for a large percentage of those in attendance, next to Advertisement and Previously Attended. Additionally, of those that were interviewed for the Event Analysis, areas such as: Scotland, Canada, Michigan, Virginia, North Carolina, and Florida were represented.
Those that attended, planned to stay within the Charleston area, as evidenced in the Findings 26%, representing nearly 200 people for multiple nights in excess of 250 Overnight Stays, with various lodging price ranges that provided a multiplier effect for the local economy.
Staying Overnight
Lodging accommodations represented within the Charleston area: Holiday Inn, Days Inn, Hampton Inn, Embassy Suites, Marriott, Mardi Gras Casino Hotel, Comfort Inn, Red Roof Inn, and Recreational Vehicles, along with Friends.
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Adding to the local economy, those that were interviewed had or were planning to spend approximately $45,001 as evidenced in the Findings, which compounds the multiplier effect (using conservative estimate of $1 = $5), not to mention the Overnight Stays too.
Money Spent
Direct Indirect
The Charleston Boulevard Rod Run and Doo Wop, is much more than just a car show as evidenced in the Findings, when asking the attendees: What one event at the Rod Run and Doo Wop, do you like the most? Responses: Burnout, Fireworks, Music and Entertainment, Magic Island Events (Truck Pull, Mud Race, etc.), Womens World, FOOD, Hydraulics, Sternwheelers, Swap Meet, and Cars (naturally).
Lastly, as mentioned in 2009: ..the challenge remains in attracting a younger demographic and capturing life-long attendees / participants. The increase in exposure, targeting the younger demographic previously mentioned, can be accomplished by increased usage of social media (Facebook, YouTube, etc.), which will in-turn, increase exposure to all demographics.
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Background
This was our (StudENT Corps) second opportunity, with the first being in 2009, to work with the Charleston Boulevard Rod Run and Doo Wop organization. Unique to 2010 was the involvement of students in multiple classes, not only from West Virginia State University, as in 2009, but also Marshall University. Two schools and multiple classes within the Charleston area coming together for one project.
Many conversations and experiences were had from the students, both from an academic setting and community involvement. As in 2009, the students experienced first-hand, the importance of marketing research and all the intricacies of project management. Based upon several conversations with Rusty Flowers Charleston Boulevard Rod Run and Doo Wop, along with other individuals / organizations, it was determined the following attendee information would be of interest for 2010: Overnight stays number of days Hotel Name Amount of money spent during the event for: entertainment, food, shopping, etc.
Additionally, the following information was gathered: Demographic Promotional awareness Most liked event Likelihood of repeat attendance
Upon the conclusion of the 2010 Fall Semester, a Final Report Event Analysis would be available for review and discussion. The Event Analysis will provide not only an opportunity for the Charleston Boulevard Rod Run and Doo Wop to gather additional information in the years to come, but also for the students to be exposed to such a love affair that Americans have had with cars.
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Methodology
With the Charleston Boulevard Rod Run and Doo Wop covering five days Wednesday Sunday a sample representation of each day was desired to accurately provide a snapshot of those in attendance. The following days / times were represented: Wednesday PM (Cruise-in) Thursday AM Thursday PM Friday AM Friday PM Saturday AM Saturday PM Sunday AM
The cruise-in and boulevard was canvassed with each student given a goal of twenty completed interviews. Students were typically assigned times in teams of two, to ensure complete coverage of the boulevard. In essence, the following was conducted: Quantitative Research Descriptive: Questions - limited probing o Questionnaires read / responses gathered at the cruise-in and on boulevard, i.e. inperson intercept Sample size large o Random respondent selection / day time dependent upon student availability Three hundred twenty-four (324) questionnaires were completed Amount of information from each respondent varied o Questionnaire design consisted of nine (9) questions Type of analysis statistical, summation o Software Statistical Package for the Social Sciences
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Findings
Wednesday PM (Questionnaire reformatted and/or modified due to space limitation) Questionnaires Completed 10 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if not, then 3) a. If Yes, how many nights b. If yes, how many people? c. Name of Hotel (See listing in Executive Summary) 3. How many total days have you / will you be attending? 1 30% 2 10% 3 20% 4 40% Yes 50% Yes 10% 1 2 3 0% 0% 0% 1(self) 2-3 4-5 0% 100% 0% No 50% No 90% 4 100% 5+ 0%
4. How much money have you spent / anticipate on spending during the event for: Entertainment, Food, Shopping, and Other: $1,323 (Total) 5. Where do you currently reside (live)? Tri-State (WV-OH-KY) Outside Tri-State 100%
18-24 10%
25-34 10%
35-49 20%
50-64 40%
65+ 20%
7. How or where did you hear about the Rod Run & Doo Wop? Residence Advertisement (Radio, Television/Newspaper, Internet) Passing by/ Drive by/Billboard Attended last year or previously Word-Of-Mouth/Friend Different car show 8. What one event do you like the most? (See listing in Executive Summary) 9. Do you plan to attend next year?
Yes No 100% 0%
Maybe 0%
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Thursday AM (Questionnaire reformatted and/or modified due to space limitation) Questionnaires Completed 44 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if not, then 3) a. If Yes, how many nights b. If yes, how many people? c. Name of Hotel (See listing in Executive Summary) 3. How many total days have you / will you be attending? 1 27% 2 23% 3 7% 4 43% Yes 36% Yes 25% 1 2 3 9% 36.5% 18% 1(self) 2-3 4-5 27% 73% 0% No 64% No 75% 4 36.5% 5+ 0%
4. How much money have you spent / anticipate on spending during the event for: Entertainment, Food, Shopping, and Other: $3,995 (Total) 5. Where do you currently reside (live)? Tri-State (WV-OH-KY) Outside Tri-State 93% 7%
18-24 7%
25-34 14%
35-49 37%
50-64 25%
65+ 12%
7. How or where did you hear about the Rod Run & Doo Wop? Residence Advertisement (Radio, Television/Newspaper, Internet) Passing by/ Drive by/Billboard Attended last year or previously Word-Of-Mouth/Friend Different car show 8. What one event do you like the most? (See listing in Executive Summary) 9. Do you plan to attend next year?
Yes 84%
No 16%
Maybe 0%
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Thursday PM (Questionnaire reformatted and/or modified due to space limitation) Questionnaires Completed 80 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if not, then 3) a. If Yes, how many nights b. If yes, how many people? c. Name of Hotel (See listing in Executive Summary) 3. How many total days have you / will you be attending? 1 20% 2 25% 3 20% 4 35% 1 0% 1(self) 7% 2 29% 2-3 82% Yes 31% Yes 35% 3 50% 4-5 0% No 69% No 65% 4 21% 5+ 11%
4. How much money have you spent / anticipate on spending during the event for: Entertainment, Food, Shopping, and Other: $15,725 (Total) 5. Where do you currently reside (live)? Tri-State (WV-OH-KY) Outside Tri-State 86% 14%
18-24 14%
25-34 16%
35-49 20%
50-64 35%
65+ 15%
7. How or where did you hear about the Rod Run & Doo Wop? Residence Advertisement (Radio, Television/Newspaper, Internet) Passing by/ Drive by/Billboard Attended last year or previously Word-Of-Mouth/Friend Different car show 8. What one event do you like the most? (See listing in Executive Summary) 9. Do you plan to attend next year?
Yes 94%
No 1%
Maybe 5%
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Friday AM (Questionnaire reformatted and/or modified due to space limitation) Questionnaires Completed 20 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if not, then 3) a. If Yes, how many nights b. If yes, how many people? c. Name of Hotel (See listing in Executive Summary) 3. How many total days have you / will you be attending? 1 25% 2 25% 3 5% 4 45% 1 0% 1(self) 60% 2 40% 2-3 40% Yes 40% Yes 25% 3 20% 4-5 0% No 60% No 75% 4 40% 5+ 0%
4. How much money have you spent / anticipate on spending during the event for: Entertainment, Food, Shopping, and Other: $2,175 (Total) 5. Where do you currently reside (live)? Tri-State (WV-OH-KY) Outside Tri-State 80% 20%
18-24 10%
25-34 5%
35-49 10%
50-64 50%
65+ 25%
7. How or where did you hear about the Rod Run & Doo Wop? Residence Advertisement (Radio, Television/Newspaper, Internet) Passing by/ Drive by/Billboard Attended last year or previously Word-Of-Mouth/Friend Different car show 8. What one event do you like the most? (See listing in Executive Summary) 9. Do you plan to attend next year?
Yes 80%
No 20%
Maybe 0%
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Friday PM (Questionnaire reformatted and/or modified due to space limitation) Questionnaires Completed 70 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if not, then 3) a. If Yes, how many nights b. If yes, how many people? c. Name of Hotel (See listing in Executive Summary) 3. How many total days have you / will you be attending? 1 33% 2 31% 3 11% 4 25% 1 15% 1(self) 30% 2 35% 2-3 50% Yes 23% Yes 28% 3 30% 4-5 5% No 77% No 72% 4 20% 5+ 15%
4. How much money have you spent / anticipate on spending during the event for: Entertainment, Food, Shopping, and Other: $11,245 (Total) 5. Where do you currently reside (live)? Tri-State (WV-OH-KY) Outside Tri-State 84% 16%
18-24 16%
25-34 14%
35-49 26%
50-64 32%
65+ 7%
7. How or where did you hear about the Rod Run & Doo Wop? Residence Advertisement (Radio, Television/Newspaper, Internet) Passing by/ Drive by/Billboard Attended last year or previously Word-Of-Mouth/Friend Different car show 8. What one event do you like the most? (See listing in Executive Summary) 9. Do you plan to attend next year?
Yes 90%
No 10%
Maybe 0%
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Saturday AM (Questionnaire reformatted and/or modified due to space limitation) Questionnaires Completed 20 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if not, then 3) a. If Yes, how many nights b. If yes, how many people? c. Name of Hotel (See listing in Executive Summary) 3. How many total days have you / will you be attending? 1 50% 2 20% 3 15% 4 60% Yes 15% Yes 10% 1 2 3 0% 0% 100% 1(self) 2-3 4-5 0% 100% 0% No 85% No 90% 4 0% 5+ 0%
4. How much money have you spent / anticipate on spending during the event for: Entertainment, Food, Shopping, and Other: $850 (Total) 5. Where do you currently reside (live)? Tri-State (WV-OH-KY) Outside Tri-State 100% 0%
18-24 25%
25-34 20%
35-49 30%
50-64 15%
65+ 10%
7. How or where did you hear about the Rod Run & Doo Wop? Residence Advertisement (Radio, Television/Newspaper, Internet) Passing by/ Drive by/Billboard Attended last year or previously Word-Of-Mouth/Friend Different car show 8. What one event do you like the most? (See listing in Executive Summary) 9. Do you plan to attend next year?
Yes 95%
No 0%
Maybe 5%
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Saturday PM (Questionnaire reformatted and/or modified due to space limitation) Questionnaires Completed 40 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if not, then 3) a. If Yes, how many nights b. If yes, how many people? c. Name of Hotel (See listing in Executive Summary) 3. How many total days have you / will you be attending? 1 48% 2 27% 3 15% 4 10% 1 17% 1(self) 17% 2 50% 2-3 83% Yes 35% Yes 15% 3 33% 4-5 0% No 65% No 85% 4 0% 5+ 0%
4. How much money have you spent / anticipate on spending during the event for: Entertainment, Food, Shopping, and Other: $1,389 (Total) 5. Where do you currently reside (live)? Tri-State (WV-OH-KY) Outside Tri-State 95% 5%
18-24 23%
25-34 25%
35-49 12%
50-64 38%
65+ 2%
7. How or where did you hear about the Rod Run & Doo Wop? Residence Advertisement (Radio, Television/Newspaper, Internet) Passing by/ Drive by/Billboard Attended last year or previously Word-Of-Mouth/Friend Different car show 8. What one event do you like the most? (See listing in Executive Summary) 9. Do you plan to attend next year?
Yes 85%
No 15%
Maybe 0%
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Sunday AM (Questionnaire reformatted and/or modified due to space limitation) Questionnaires Completed 40 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if not, then 3) a. If Yes, how many nights b. If yes, how many people? c. Name of Hotel (See listing in Executive Summary) 3. How many total days have you / will you be attending? 1 8% 2 5% 3 13% 4 74% 1 0% 1(self) 27% 2 36% 2-3 36% Yes 70% Yes 28% 3 36% 4-5 10% No 30% No 72% 4 28% 5+ 27%
4. How much money have you spent / anticipate on spending during the event for: Entertainment, Food, Shopping, and Other: $8,299 (Total) 5. Where do you currently reside (live)? Tri-State (WV-OH-KY) Outside Tri-State 95% 5%
18-24 2%
25-34 8%
35-49 30%
50-64 33%
65+ 25%
7. How or where did you hear about the Rod Run & Doo Wop? Residence Advertisement (Radio, Television/Newspaper, Internet) Passing by/ Drive by/Billboard Attended last year or previously Word-Of-Mouth/Friend Different car show 8. What one event do you like the most? (See listing in Executive Summary) 9. Do you plan to attend next year?
Yes No 100% 0%
Maybe 0%
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Appendix
Questionnaire
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5th Annual Charleston Boulevard Rod Run & Doo Wop StudENT Corps: Marshall University & West Virginia State University
Please introduce yourself: name and organizations (above); prior to reading the introduction and each question carefully while circling the appropriate answer and notating responses for opened ended questions. Introduction Our success over the past four years could not have been achieved without you, the classic cars lovers. This year, as word of this special event spreads on TV networks, through newspapers, and other venues, we expect even more car owners and spectators to come to Charleston from throughout the United States and Canada. With that being said, we would like to gather some information about you. Rest assured all responses will be reported in statistical form. 1. Do you have an automobile in the Rod Run & Doo Wop? 2. Are you staying overnight? (If Yes, ask a. b. and c.; if No, skip to 3) a. How many nights b. How many people c. Name of hotel 3. How many total days have you attended / will be attending? Yes No 3 4-5 3 4 5+ 4
4. How much money have you spent / anticipate on spending during the event for: Entertainment Food Shopping Other 5. Where do you currently reside (live)? a. Country b. State c. Town 6. What is your age? Under 18 18-24 25-34 35-49 50-64 65 or older
7. How or where did you hear about the Rod Run & Doo Wop?
8. What one event at the Rod Run & Doo Wop, do you like the most?
Yes
No
Thank you for your time and information! Enjoy the show!!
Interviewer Name Date Time