Transcript An evaluation of attendee experience’s of the 2011 Galway

An evaluation of attendee experience’s
of the 2011 Galway St. Patrick’s festival
parade: an ethnographic observation
Tomas Mangan
Overview
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Purpose
Memorable experience
Value of study
“Experience factors”
Pine & Gilmore’s
Experience
factors
The main elements required to
achieve a memorable
experience are:
clear discernable theme,
opportunities for participation
and absorption,
support of positive cues and
memorabilia,
sensory stimulation, satisfaction
of a psychological or internal
need,
and the perception by the
consumer that the experience is
personal to them
Methodology
of study
1. Described and set
experience factors for St
Patrick’s festival parade.
(HO1)
2. Measured by
Ethnographic
observation – Getz
(2008) – 28 – make
observations and
record.
Experience factors required to create a memorable
experience for St. Patrick’s festival parade
Pine and Gilmore’s Experience Factors
Experience Factors
Galway St. Patrick’s Festival parade
themed experience
The theme was “World of Wonder”. There is also a historical theme
Defined theme that is suitable for the festival. The theme has to be of Irishness associated with the festival. This should be evident in
reinforced and evident throughout the event.
costume design, float decoration and character performance.
individualise guests’ encounters
When speaking about this experience an audience member might
Audience members should feel that the experience is individual to say that “St Patrick shook my hand or waved at me”. Cast
them. This is achieved by personal encounters with the event.
interaction with the audience is key.
create targeted impressions
This is to impress upon the audience an idea or mindset for their
experience. This is constructed prior to the event and usually
involves pre publicity. Akin to film trailers for forthcoming cinema
releases.
engage multiple senses
The 5 senses, sight, sound, smell, touch and taste are all memory and
experience cues.
memorabilia
Providing memorabilia is an aid to allow the audience members to
remember the event with a souvenir or merchandise of some
description.
stay in character
The performer must stay in their designated role the entire time they
are engaged with the audience.
Media exposure by press releases, radio advertising or signage to
communicate the message and set the scene for the audience. The
organisers used phrases like “carnival atmosphere” “cultural
experience”.
Colour of costumes, floats, flags and banners. Music played and
performances acted. Sense of smell engaged. Performers interacting
with audience, shaking hands, hugging etc. Sweet and treats give by
performers to audience.
Shamrocks, tricolour hats, green balloons, Irish herbs, leprechaun
hats and ginger beards are items that may be associated with
memorabilia.
Performers continue in their designated role for the entire parade. St
Patrick should not have a mobile phone to his ear.
perform to form
There should be a mixture of styles evident. Float performer would
The style of theatre or acting that is required in the event. An have a scripted performance while those performers closer to the
experience can be fully scripted in advance that has minimal audience should engage in street theatre.
audience involvement (platform theatre) or a loose script is
presented that allows for audience interaction (street theatre).
Findings of research
Factor
Strengths
Weaknesses
Threats
Total
13
11
5
29
12
4
3
19
14
6
5
25
11
9
2
22
18
4
2
24
9
9
0
18
perform to form
10
6
2
18
Total
87
49
19
155
themed
experience
individualised
guests'
encounters
create targeted
impressions
engage multiple
senses
memorabilia
stay in character
Strengths
The top three
experience factors
that had a strength
classification were
memorabilia,
create targeted
impressions and
themed
experience.
Weaknesses
The top three
experience factors
that had a
weakness
classification were
themed
experience, stay in
character and
engage multiple
senses.
Threats
The top three
experience factors
that had a threat
classification were
themed
experienced,
create targeted
impressions and
individualised
guests'
encounters.
Conclusion
Experience factors present for
a memorable experience - yes
Memorable experience – no
why
1 Theme experience – not
clear or realised
abundant of community
groups and clubs but mostly
focused on their own unique
identity of sport, ethnicity or
commercial interests.
2 mis-match between theme
and memorabilia