Kansas State Fair Economic Impact and Marketing Study

Abstract

The study examines both the marketing aspects of Fair and Non-Fair activities and their economic impacts on the economies of Reno County, South Central Kansas, and the State of Kansas as a whole. Marketing aspects of the events include attendance, demographics, place of residence of event-goers, reasons for attending events, and perceptions of the quality of Fair and Non-Fair events and facilities. Economic impacts include per capita expenditures and the overall effect of these expenditures on payroll and employment in the aforementioned geographic areas.

Our study makes use of data from many sources. The most important data sources are original surveys that IPPBR developed in conjunction with the State Fair staff. An on-site survey of over 1,600 visitors was conducted during the State Fair in September, 1996. All State Fair exhibitors and concessionaires were surveyed by mail in October and November of the same year. Hutchinson tourism-related businesses were surveyed in November and December, 1996. A telephone survey of a random sample of 900 Kansans was conducted during December, 1996 and January, 1997 to find out opinions of people who had not attended the Fair. Finally, on-site surveys were conducted of visitors to and participants in Non-Fair events throughout the year. Survey data was supplemented by administrative statistics on Fair attendance, income sources, and expenditures. Finally, Fair-specific data were supplemented by data from the U.S. Bureau of the Census and the U.S. Bureau of Economic Analysis.