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Abstract

Cities regularly explore major events, festivals, and activities to drive tourism, visitors, and customers to their businesses. Celina, Texas, a rapidly growing city in north Texas has proven particularly adept at promotion and no event there is bigger than Cajun Fest. This case examines their annual Cajun Fest and has students conduct a SWOT Analysis for the event. The case also has a virtual reality video component that was filmed with special full-surround video that can be used with appropriate video headsets for a full immersive experience in Cajun Fest and hear first-hand the interviews conducted as well as sights and sounds of the festival. Teaching notes, and access to the virtual reality video components are available from the lead author.
VOLUME 20 | MAY 31, 2023
CELINA TEXAS CAJUN FEST .............................................................................................................. 3
Robert Stevens, Lawrence Silver, David W. Whitlock, Rhonda Richards
Distinguished Paper, Federation of Business Disciplines SWCRA 2022
RACHEL MILLER’S AMISH KITCHEN ............................................................................................... 19
Martin Bressler
SHARPWORX: CUTTING EDGE OF GROWTH ................................................................................. 26
Rhonda Richards, Courtney Kernek, Kendra Ingram
Distinguished Paper, Federation of Business Disciplines SWCRA 2023
SPIRIT AIRLINES, INC: A TAX AND MANAGERIAL ACCOUNTING CASE......................................... 32
Amanda Marino, Hung (Leon) Chang
TWICE BANKED: FRAUD IN EMPLOYEE ACCOUNTS RECEIVABLE ................................................. 38
Stephanie Metts, Liz Mulig
JOHNNY MORRIS AND BASS PRO SHOP ....................................................................................... 48
Timothy Wise
VOL 20 | MAY 31 2023
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The Journal of Applied Case Research
The Journal of Applied Case Research (JACR) is a publication of the Southwest Case Research
Association (SWCRA). The Journal accepts cases and critical incidents, as well as research
and pedagogical articles about the case method and teaching. This journal is double-blind peer
reviewed with an acceptance rate of less than 40%.
Teaching Notes for cases are available to members of SWCRA, a non-profit organization
dedicated to the development and transmission of knowledge utilizing the case method.
Membership in SWCRA is $100 annually. See www.SWCRA.net.
VOL 20 | MAY 31 2023
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CELINA TEXAS CAJUN FEST
Robert Stevens
Lawrence Silver
David W. Whitlock
Rhonda Richards
ABSTRACT
Cities regularly explore major events, festivals, and activities to drive tourism, visitors, and
customers to their businesses. Celina, Texas, a rapidly growing city in north Texas has proven particularly
adept at promotion and no event there is bigger than Cajun Fest. This case examines their annual Cajun
Fest and has students conduct a SWOT Analysis for the event. The case also has a virtual reality video
component that was filmed with special full-surround video that can be used with appropriate video
headsets for a full immersive experience in Cajun Fest and hear first-hand the interviews conducted as
well as sights and sounds of the festival. Teaching notes, and access to the virtual reality video
components are available from the lead author.
Keywords: Festivals, city events, growth, downtown business, city marketing, community marketing
This case was awarded the McGraw-Hill Federation of Applied Disciplines Distinguished Paper Award
for SWCRA at the 2022 FBD Conference. Papers selected as the Distinguished Paper during the annual
conference are double-blind reviewed and automatically accepted for publication in the Journal of
Applied Case Research.
VOL 20 | MAY 31 2023
4
INTRODUCTION
The City of Celina focuses on events to help create recognition, attract visitors, and boost business
throughout the area. In addition to “Cajun Fest,” the city hosted six annual events Due to the pandemic
some of these events were cancelled the previous year. Likewise, Cajun Fest had also been rained out the
previous year. Fortunately, event insurance compensated the city for the expenses it had already incurred
in their commitment for several bands from Louisiana and Texas and for the 5,000 pounds of crawfish
that had been purchased and guaranteed for the event. This demonstrates the importance of proper
planning and risk management for such events. Most of these events attract between 2,000 to 7,000
visitors and are publicized in the area media. These events, usually lasting from 11:00 AM through 9:00
PM, generated heavy foot traffic for the city and brought in thousands of dollars for local businesses and
vendor booths set up for the events. These events, therefore, not only generate tremendous publicity, but
also increase retail revenue for local businesses. Events are all admission-free, and many guests bring
lawn chairs and make a full day of the events.
However, there is still potential for new events to be added to the calendar and to build off the
other events. But what type of events could be accommodated and be counted on to attract visitors? There
seemed to be a large list of possibilities to consider, but there was a concern for using effective target
marketing in the event selection. In other words, what types of events best serve the community,
promoted the culture and aesthetics of the local community, and promote the local and downtown
business community. As you view the videos, consider what kind of additional events might be
appropriate for Celina city leaders to consider?
CASE OVERVIEW
Celina History and Current Growth Trends
Established in 1879, and named Celina by the first postmaster, John T. Mulkey in honor of his
hometown of Celina, Tennessee, the original townsite was located one mile south of the present town
VOL 20 | MAY 31 2023
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square. As the St. Louis and San Francisco Railroad was built through the area, Old Celina was relocated
to a row of frame buildings facing the railroad on the west side. Later, J. Fred Smith rebuilt this section of
uniform brick buildings around a square. Celina was officially incorporated in 1907, and Will L Newsom
was the first mayor (Hall, 1975; Stambaugh 1958; Hammond's New Supreme World Atlas, 1955). Jack
Ousley is a member of one of the founding families of Celina. He is a fourth-generation family member
and current president of the Main Street board of directors. In an interview, Ousley discussed the progress
of the city from the historical square in the early 1900s to its designation by then Texas First Lady (later
U. S. First Lady) Laura Bush’s announcement twenty-five years ago of Celina as a Texas Main Street
City, designating it as a city that recognizes its roots and preserves and sustains its history. Ousley also
gives a brief overview of the establishment of the Cajun Fest that was established to bring in tourists and
visitors and promote the historic square and local business community (Ousley, 2021). [Virtual Reality
Video of Donna Lynch is available]
Population in Celina grew from 150 in 1884 to 1,126 in 1920. Like many other rural communities
during the Great Depression, however, the population in 1940 had shrunk to 994. Since then, Celina has
grown exponentiallyfrom 1,051 in 1950 to 1,520 in 1980, and by 1990 to 1,737. From 2000 Celina
increased from 1,861 to 5,500 by 2009 (CelinaTexas.gov, 2021). Celina’s population growth parallels the
growth of Collin County, which is set to have over 2.4 million residents by 2050 according to the Texas
Demographic Center—more than three times its population was in 2010. Other estimates put the county’s
2050 population as high as 3.5 million. For perspective, according to 2017 population estimates from the
U.S. Census Bureau,
Dallas County had 2.6 million residents and Tarrant County just over 2 million (Scudder, 2019).
Currently Celina’s population is over 30,000 and is the fastest-growing city in North Texas (Adjamy,
2020). Current estimates indicate that by 2050 the Celina population will be upwards of 350,000
(CelinaTexas.gov, 2021). See Graphic 1.
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Graphic 1: Population Growth of Celina, Texas since 1990 (BiggestCities.com., 2019)
The City of Celina is approximately 33 square miles and sits between the major arteries of
Preston Road on its east, and future Dallas North Tollway on its west. The ultimate boundary is roughly
78 square miles, and as stated previously, has a projected build-out population of 350,000 residents
(CelinaTexas.gov, 2021). Residential building permits were up 50% in 2020 and are expected to grow
even more in 2021. The city’s population has tripled in the past four years and is expected to hit 160,000
by the end of this decade. Corson Cramer Development, a
Dallas-based land development company, is developing a new community named North Sky
Celina west of Preston Road off Louisiana Drive that will have 783 residential homesteads ranging from
$200,000 to the $400,000s (Hethcock , 2021). The Dallas Builders Association estimates that even Celina
just over 6,000 people, according to the 2010 census will grow to more than 300,000 residents by
2050 (Scudder, 2019).
VOL 20 | MAY 31 2023
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Celina Annual Events
Celina has a well-organized Chamber of Commerce and organization called Downtown Celina,
which cooperate in promoting the city and its downtown merchants. Originally, called “Celina Main
Street,” the Downtown Celina Program is a “volunteer-run organization with a mission to develop
downtown Celina into a center of cultural and economic vitality and safeguard Celina’s rich history
through target revitalization and preservation.” On this same page, it is stated that “Downtown Celina’s
mission is to use the 4-Point approach to revitalizationorganization, promotion, design, economic
restructuringto encourage reinvestment and preservation; and to entice businesses, customers, visitors
and downtown residents to the historic district” (Downtown Celina, 2021).
1
.
Cajun Fest, scheduled each May, has become a highlight of the annual event calendar in Celina.
In 2021 alone, Downtown Celina organized and scheduled over twenty-five events, with Cajun Fest
having become the biggest and most anticipated event of the calendar year (see Graphic 2). [Virtual
Reality Video interview with Joel Stevens available].
Graphic 2: Celina, Texas 2021 Events (Downtown Celina, Texas, 2021)
1
Event home page - 28th Annual Downtown Celina Golf Tournament (eventcaddy.com). This may be an item
students should address to advise clarification of mission and purpose of the Downtown Celina Program.
VOL 20 | MAY 31 2023
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But the city and Downtown organization hosts a variety of events throughout the year to promote the City
and the downtown merchants. Other events scheduled by Downtown Celina (listed in calendar order)
include:
Friday Night Markets (March 5; April 2: May 7; June 4; July 9; August 6; September 3;
October 1; November 5, 2021): Held once a month, these are open-air markets held in
Downtown Celina offering a variety of vendors. Shopping, food, and live music are
featured on the Square.
Movie Nights on the Square (April 24; July 23; September 25, 2021): With seating on
bleachers or on the lawn at the Square, families are invited Downtown to enjoy movies on
an outdoor screen reminiscent of the old outdoor drive-ins. Vendors and children’s
activities that are coordinated with each movie’s theme are held, and many wear movie-
theme oriented costumes.
Annual Downtown Celina Golf Tournament (May 4, 2021): Begun in 1997, this event is
the Downtown Celina Program’s largest fundraising effort. This helps underwritealong
with corporate sponsorships (“hosted by”), the various activities held each year.
Cajun Fest (May 8, 2021): Highlights include live music on the historic square [Virtual
Reality Video Available] and a massive crawfish boil [Virtual Reality Video Available].
This year’s crawfish boil—Celina’s Ninth Annual Cajun Fest—served 13,500 visitors. In
addition to the crawfish boil, the day features a live gator show [Virtual Reality Video
Available] and downtown shopping.
Street Dance on the Square (June 12, 2021): Free western style dance classes are offered
on the Square by Arthur Murray Dance Studios. From the Texas two-step to line dancing,
VOL 20 | MAY 31 2023
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and a free country music concert by featured musicians, this night promotes shopping and
dining downtown.
Make Music Day (June 19, 2021): Celebrating music around the world, this day features
free activities including instrument making classes, a drum circle with a local non-profit,
and a Bluegrass jam session. Local performers are featured and hosted by local downtown
businesses throughout the day. Over 1,000 cities in 120 countries participate in this annual
event.
Splash and Blast (July 4, 2021): This annual celebration is held the weekend before
Independence Day each year and features a free Kid’s Zone with water slides and water
games. Outdoor markets and food vendors, as well as live music are featured and capped
off with a fireworks show.
Summer Music Series (July 16; July 30; August 14): Concerts on the Square are presented
free featuring a variety of musical artists. This year the following are featured: D City
Rock, a local classic rock cover band; GoodnGone, a local country band playing originals
and classic country covers; and 80s Gadgets, a cover ban playing 1980s hits.
Touch-A-Truck (September 18, 2021): Children are invited to come meet city employees
from various departments who will show how their equipment and tools keep Celina
running, as well as to hand out treats.
National Night Out (October 5, 2021): Celina participates in the national effort to promote
police and community partnerships and neighborhood camaraderie. Various neighborhoods
host block parties for the evening and an annual Downtown Celina block party are feature
each year.
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Beware! of the Square (October 23, 2021): This evening features trick-or treating,
traditional haunts, shopping, activities for children, pumpkin carving and costumes for
children and adults alike.
Craft and Cork (November 13, 2021): A night of outdoor wine and craft beer tasting is
held annually on the square and in front of the downtown businesses.
Christmas on the Square / Countdown to Christmas (December 1, 2021): Live musical
performances, amusements, food, and an annual tree-lighting ceremony are held each year.
Free family-friendly amusements are provided in the Kid’s Zone including train rides, live
reindeer, bounce houses, and photo opportunities with Santa. Activities and events are
scheduled during the day to promote shopping in downtown Celina.
Annual Gift Tour (December 4, 2021): Described as a festive gift tour during the peak of
the holiday shopping season, tickets are purchased, and a gift bag is given along with a map
of all participating stores. At each store, participants receive a special free gift to fill their
bag as well as enjoy shopping at the downtown merchants (Downtown Celina, Texas,
2021).
Central to the success of these Downtown events in Celina is the community cooperation, tireless
efforts of local organizers, and the enlistment of corporate sponsors. While the annual golf tournament
generates the primary funds necessary to conduct such an active community calendar, the Downtown
Celina organization also utilizes corporate sponsorships for most of the events. Both on their primary
website, and on their corresponding Facebook pages promoting each event, the individual event’s
business sponsor is listed. For example, the “Beware of the Square” event is “presented by Mario
Sinacola & Sons” (Beware of the Square | Facebook).
VOL 20 | MAY 31 2023
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Promotional efforts are extended primarily through their website (LifeinCelinaTexas.com), and their
Facebook page (Life In Celina TX | Facebook) and Instagram account (Instagram.com/celinamainstreet).
2
The main website for the organization appears well-coordinated and linked with their Facebook page(s),
but is not integrated with their other social media efforts. Overall, the City and the Downtown Celina
organization have built an enviable infrastructure of support and activities that promote the community
and area merchants. Other cities should consider Downtown Celina as a model organization for success.
Events vs. Festivals
The terms ``event” and “festival” are used interchangeably in the literature on the topic of event
management as well as in common language usage by event management professionals. There is,
however, a difference between an “event” and a “festival.” An event is generally considered a one-time or
infrequent event that occurs outside of the regular program of the sponsoring entity (e.g., a town or city).
Examples include such megaevents as the Super Bowl or the Olympics and smaller events such as a high
school football play-off game (Wilson, et al., 2017). A festival, on the other hand, is a “public, themed
celebration that is held regularly” (Wilson, et al., 2017, p. 196). A festival’s theme helps promote
community pride, highlighting things that make a town special. The regularity of a festival strengthens the
relationship between attendees and the town’s citizens as well as instilling civic pride among the town’s
residents (Grames and Vitcenda, 2012).
Festivals as a Marketing Tool
An important aspect of a festival is its environment, known as the “festivalscape” (Lee, et al.,
2008). The festivalscape is a combination of tangible factors relating to the festival as well as the
intangible atmosphere of the festival, such as social and aesthetic factors. As you watch the case video,
identify the tangible and intangible factors that make up Celina’s Cajun Fest festivalscape. Another aspect
2
Students may take note, that no Twitter account could be located, and that the Instagram account still utilizes the
former “Main Street” moniker replaced by “Downtown Celina.” Integrated marketing and branding for their
activities and coordination between their website and various social media sites should be investigated.
VOL 20 | MAY 31 2023
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of festivals is that, as recurring events, they become better associated with the host destination (Draigin-
Jensen & Kwiatkowski, 2017). Further, it is often unlikely that a single festival, such as the Celina Cajun
Fest, can build a destination image or brand. Thus, it is beneficial for festival planners to have a portfolio
of events to generate a long-lasting and positive image of the destination (Westerbeek & Linley, 2012).
Origins of Celina Cajun Fest
Celina’s Cajun Fest was an idea originally presented to the city administration by the Main Street
Advisory Board in 2013. This advisory board has since been renamed The Downtown Commission. As a
member of the Main Street Advisory Board, Joel Stevens took a lead role in creating and facilitating the
festival downtown in the spring to attract visitors and give the town a signature event that would
differentiate it from other small towns in the area. Mr. Stevens is a former resident of Louisiana and
proposed a festival themed on the Cajun motif. The city administration liked the idea and Celina’s Cajun
Fest was born. [Virtual Reality Video of Joel Stevens available].
To create the atmosphere for the event, two key elements were needed: First, a Zydeco band (a
band specializing in Cajun style music) and second, Crawfishthe most recognizable Louisiana cuisine
associated with Cajuns or the Indigenous people of Louisiana. Locating and hiring a Zydeco band was
fairly easy as Mr. Stevens had experience managing events and bands from his time in Louisiana. As a
Grammy Award winning artist and arguably the country’s most famous Zydeco performer, Wayne Toups
was an obvious choice. Toups manager, Susan Champagne with Kingsland Entertainment Agency, was
the first call that was made, and a contract was signed for him to play at Cajun Fest on a portable stage in
the town square. Toups was one of several bands hired to perform. The second element, crawfish, was
more of a challenge. Not only did the company catering the event have to bring fresh crawfish, but they
also had to prepare the crawfish at the event and provide other typical Cajun cuisine like boiled corn and
potatoes along with all of the necessary plates and utensils. Mr. Stevens was able to leverage his contacts
in Louisiana to secure a catering company to prepare 5,000 pounds of crawfish for consumption the day
of the festival. After vetting potential suppliers, a company was secured, and a contract was signed.
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Celina, Texas hosted the city’s first Cajun Fest Saturday, March 23, 2013. The festival attracted a
crowd of an estimated 3,500 with seven sponsors and 25 booths of exhibitors. Cajun Fest became an
annual festival, with the exception of the two cancelled events, mentioned earlier. Cajun Fest 2021 was
held on Saturday, May 8 with much anticipation for a great crowd. The festival broke all other festivals
for the city in terms of attendance, sponsors, and exhibitors. In 2021, Celina’s Cajun Fest had over 13,500
attendees, with 90 booths and exhibitors, and 6,000 pounds of crawfish served. [Virtual Reality Video of
Lucy’s owner, Moises Callisa available]. The Wayne Toups Band was again the featured performers with
another band opening for him. The portable stage set up featured professional lighting and sound and an
area for attendees to sit and listen or dance while the band played. Interviews with vendors, guests, and
local businesses owners echoed the excitement of the festival and the crowd it drew. [Virtual Reality
Video with Vendor, Orthodontist Blake Hemphill, and video with visitors available].
Financial analysis of Cajun Fest 2021
For Cajun Fest 2021, the City of Celina budgeted $86,200 with an additional $56,300 expected to
come in from sponsors for a total budgeted revenue of $142,500. Once the festival was complete, the
actual expenses were $148,759 resulting in a $6,259 deficit. In addition to sponsorships, the city brought
in $53,700 from vendors and crawfish sales leaving the city with $47,441. With a festival like the Cajun
Fest, return on investment (ROI) is difficult to completely grasp. Revenue and attendance are especially
important to analyze year to year, but neither can point directly to the full quantifiable return to the city on
their investment, given the multitude of area businesses and vendors whose retail sales are not tracked but
are anecdotally reported as greatly increased as a result of the festival. Likewise, tracking goodwill and
future increased sales as a result of repeat customers and sales generated by first-time customers from the
festival is not fully and accurately known. The $86,200 budgeted by the city of Celina was expected to be
covered by vendor booth rentals and crawfish sales. Vendors could rent a booth for $150 nonfood; $300
food; and $50 nonprofit. Sponsor levels varied from $10,000 Title; $7,500 Gold; $5,000 Purple;
VOL 20 | MAY 31 2023
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$2,500 Green; $1,000 Activity. At the time the budget was proposed for approval, sponsorships had
already been secured for the $56,300.
Decisions to participate in future events are based on past performance. While attendance and
revenue are important numbers, growth and a greater return on investment require further analysis of
other key performance indicators (KPI). KPIs are quantifiable indicators of the success of a festival.
Festival goals and desired outcomes should drive the KPIs used to measure the success of the festival. The
goal may be profit, social engagement or a variety of other measures such as new businesses, population
growth or anything that can help grow and thrive the city of Celina. Eventbrite is an online tool for
organizing events, building a community, and making data driven decisions. Based on years of
experience, Eventbrite bloggers list KPI that can be analyzed both before and after the festival. Before the
festival even begins, the City of Celina can begin analyzing sales by ticket type, sales by marketing
source, attendee geography, website conversion rate, email marketing engagement rate. After the event,
Eventbrite recommends analyzing total revenue, attendance, new vs. returning attendees, top attendees by
money spent, feedback surveys, content engagement, social media engagement, speaker/performer
engagement and sponsorship page engagement (Eventbrite, 2018).
Based on the City of Celina’s goals and desired outcomes, the KPIs analyzed for the Cajun
Festival are listed in the table below. The expected and actual numbers will result in a variance that will
allow the city to not only identify if goals are met, but also to analyze the variance. Variance analysis is
simply looking at the difference in actual and expected to determine the cause of the variance. Variance
can be attributable to quantity or price.
VOL 20 | MAY 31 2023
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*City investment of $86,200 was expected to be covered with revenues from crawfish sales and vendor booths.
Planning for the future
A planning group of City Council members, business owners, and volunteers conducted a
brainstorming session to address two questions: (1) What can be done to make the festival even more
successful in terms of attendees, sponsors, and exhibitors? (2) What other types of festivals might be
added to the annual calendar that would attract large numbers of attendees, sponsors, and exhibitors but
still be unique and appropriate to Celina? (3) Given the anticipated growth over the next few decades,
how will Celina’s ability to host theses festivals and events be affected? (4) What steps should Celina
festival and event coordinators begin to take to plan for the attempted growth of the city and what
strategic partnerships should be developed to enable the continued success of their robust schedule?
QUESTIONS
1. What approach should be used to evaluate the festivals/events sponsored by the city?
2. What other types of festivals might be added to the annual calendar that would attract large
numbers of attendees, sponsors, and exhibitors but still be unique and appropriate to Celina?
VOL 20 | MAY 31 2023
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3. Given the anticipated growth over the next few decades, how will Celina’s ability to host
theses festivals and events be affected?
4. What steps should Celina festival and event coordinators begin to take to plan for the
attempted growth of the city and what strategic partnerships should be developed to enable the
continued success of their robust schedule?
TEACHING NOTES
Available to SWCRA members.
Contact: Robert Stevens, rstevens@SE.edu
VOL 20 | MAY 31 2023
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REFERENCES
Adjamy, D. (2020, November). “North Texas Fastest-Growing Cities Ranked by Population
Growth Rate 2015-2019,” Dallas Business Journal, bizjournals.com.
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BiggestCities.com., (2019) Celina, Texas Population History 1990 - 2019. Celina, Texas
Population History | 1990 - 2019. https://www.biggestuscities.com/city/celina-texas.
City of Celina. (June 2021.). Brief History of Celina - City of Celina, Texas.
https://sites.google.com/site/celinatestsite/Home/brief-history-of-celina.
City of Celina. (June 2021). Doing Business in Celina - City of Celina, Texas.
https://sites.google.com/site/celinatestsite/Home/brief-history-of-celina.
Downtown Celina, Texas. (n.d.). Events: Life in Celina TX. LifeinCelinaTexas.com.
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Draigen-Jensen, C. and Kwiatkowski, G.(2019). Image interplay betweenevents and
destinations. Growth and Change, 50, 446-469. https://doi.org/10.1111/grow12272
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Ousley, Jack, (2021, May 2021). Personal Interview with Lawrence Silver. Southeastern
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Article
Full-text available
A later version of this article has been accepted for publication in IJMR. Festivals are an important sub-field within event studies which, until recently, have not been studied as separate experiences. A systematic review of the emerging literature on festivals reveals several key characteristics. While festivals are diverse in nature and geographical location, scholarly interest focuses on five main themes across these variations: the motivations for organising, funding, and attending festivals; the experiences of festival attendees; the relationship between festivals and their local environments; the economic and socio-cultural impacts of festivals; and the management of festivals. Despite growing interest in festivals as research sites, little attention has been afforded to investigating festival processes. In particular, considerations of how festivals are established, and which individuals are involved in their initiation and regular staging, offer opportunities for research. This article highlights the significant role festivals play within their local communities, including their facilitation of social cohesion and regional identity. Our study reveals that the literature rarely discusses the development of festivals over time and the wider networks in which festivals are embedded. This critical review of festival research identifies various research gaps and directions for future research to develop theory and practical understanding of festivals.
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This paper reflects theoretically and empirically on destination marketing and destination branding, with a specific focus on creating strong city brands. It will be argued why a strong destination brand makes it easier for marketers to attract visitors, new residents and investors to the destination. Focus is on how city brands are connected to major sporting events in order to achieve a number of branding objectives. Using an established city brand evaluation instrument, preliminary data from a four-country general population sample are presented, foreshadowing that some approaches may work better than others when choosing to use sport events to build strong city brands. In particular, it was found that building a strong event portfolio seems important in building long-lasting positive impressions about a city and its image.
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Despite the enormous impact of major festivals, very little theory exists addressing exactly what makes a festival a marketing success. Linking festivalscapes, patron emotions, satisfaction, and loyalty in a theoretical model, this study employs an on-site survey of more than 500 visitors attending a major international festival to test the theory. The results suggest that controllable environmental characteristics, such as food quality and planned program content, affect patron emotions including consumer satisfaction, and these emotions mediate the impact of the festival environment on loyalty to the festival.
Image interplay betweenevents and destinations
  • C Draigen-Jensen
  • G Kwiatkowski
Draigen-Jensen, C. and Kwiatkowski, G.(2019). Image interplay betweenevents and destinations. Growth and Change, 50, 446-469. https://doi.org/10.1111/grow12272
TheDefinitive Listof KPIs for EventManagement
  • Eventbrite
Eventbrite, (2018). TheDefinitive Listof KPIs for EventManagement. https://www.eventbrite.com/blog/key-performance-indicators-event-management-ds0c /. Accessed August 1, 2021.
Community festivals-Big benefits, but risks
  • E Grames
  • M Vitcenda
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