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RENAISSANCE FAIRES AND FESTIVALS:
MOTIVATIONS AND PERCEIVED VALUE
OF VISITORS TO A SMALL TEXAS FAIRE
by
DEDDE BARBER, B.S.
A THESIS
IN
NUTRITION HOSPITALITY AND RETAIL DEPARTMENT
Submitted to the Graduate Faculty
of Texas Tech University in
Partial Fulfillment of
the Requirements for
the Degree of
MASTERS OF SCIENCE
Approved
Dr. Betty L. Stout
Chairperson of the Committee
Dr. Jessica Yuan
Accepted
Dr. Dominick Casadonte, Jr.
Interim Dean of the Graduate School
December, 2013
Copyright 2013, Dedde Barber
Texas Tech University, Dedde Barber, December 2013
ii
ACKNOWLEDGMENTS
First of all, I want to thank and praise my Savior Jesus Christ. Without Him as the
foundation of my life my accomplishments would be as nothing. He is my strength and my
fortress. I give Him thanks and the glory for His guidance while completing this thesis.
I would not have been able to accomplish as much as I have if it weren’t for my research
partner, Wayne Barber. He has given me financial, as well as, moral support during my
undergraduate and master’s degree. He has been with me through my pilot study and my data
collection for this thesis. He has been a truck driver, handyman, my greatest critic, my best
friend, and my husband of 31 years. Thank you for making me laugh when I wanted to cry. You
were given to me from God above and I thank Him for you.
I would like to convey my sincere thanks to Dr. Betty Stout, my thesis chair and travel
and tourism instructor. She has inspired me to explore a segment of hospitality I had not
consider in my career choice. Without her encouragement I would not have enrolled in the
Travel and Tourism College or Texas Event Leadership Program. These two programs have
opened opportunities never before imagined. I have known Dr. Stout for 4 years and have been
blessed to be her student during this time. She will forever be in my thoughts and prayers.
Thank you again, Dr. Stout for your patience and perseverance in helping me through my thesis.
Another individual I would like to thank is my thesis committee member, Dr. Jessica
Yuan. To be honest, Dr. Yuan can be a little intimidating, but she has guided me through a
couple finance and research classes as an undergraduate and master’s student. Finance is a weak
area for me; however, with her guidance, instruction, and patience I was able to survive these
classes. Dr. Yuan inspired me toward choosing Renaissance Festivals/Faires for my thesis topic.
Texas Tech University, Dedde Barber, December 2013
iii
It was under her guidance that my pilot study was executed at a small Texas faire. She will
forever be in my thoughts and prayers as well. Thank you again, Dr. Yuan for your patience and
perseverance in helping me through SPSS analysis for my thesis.
A gracious thank you for two of the knights of the realm: Dustin Stephens and Keith
Waddoups. These gentlemen graciously granted us access into Four Winds Renaissance Faire to
gather the research data needed for this thesis. These fine knights bestowed free tickets for the
two drawings we organized to next year’s (2014) faire. Also, special thanks to the entire Four
Winds community for making us feel welcome.
Last of all I would like to thank my long-time friend Yvonne Lackey, my sister Robin
Mastin, and Hyeryeon Lee. These wonderful friends have listened to my tales of woe for over a
year. Thank you, ladies. A special thanks to Christina Dimitriou whose advice was valuable in a
decision made over 2 years ago. Another special thank you to I Hsuan Shih: thank you for the
fresh fruit when I most needed it and the discussions we had about thesis writing. You all are
dear to my heart and I am blessed to have you in my life. Thank you again, dear friends. You
are in my thoughts and prayers.
Texas Tech University, Dedde Barber, December 2013
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TABLE OF CONTENTS
ACKNOWLEDGMENTS ............................................................................................... ii
ABSTRACT ..................................................................................................................... vi
LIST OF TABLES .......................................................................................................... vii
LIST OF FIGURES ....................................................................................................... viii
I. INTRODUCTION ..........................................................................................................1
Brief History .....................................................................................................................1
Purpose of the Study ........................................................................................................4
Objective of the Study ......................................................................................................4
II. REVIEW OF LITERATURE ......................................................................................5
Overview ..........................................................................................................................5
Renaissance Era and Renaissance Festivals/Faires ......................................................... 5
Motivation to Attend Festivals .........................................................................................7
Perceived Value ................................................................................................................9
Intrinsic/Extrinsic Motivation Theory ............................................................................12
Plog’s Push/Pull Motivation Theory ..............................................................................12
III. METHODOLOGY ....................................................................................................14
Purpose of the Study ......................................................................................................14
Objective of the Study ....................................................................................................14
Instrument Development ................................................................................................14
Pilot Study ......................................................................................................................15
Study Site .......................................................................................................................15
Research Procedures ......................................................................................................18
Conceptual Framework ..................................................................................................20
IV. FINDINGS/RESULTS ..............................................................................................22
Data Analysis .................................................................................................................22
Open-Ended Comments .................................................................................................28
V. CONCLUSIONS/LIMITATIONS/RECOMMENDATIONS .................................30
Conclusions ....................................................................................................................30
Texas Tech University, Dedde Barber, December 2013
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Limitations of the Study ...................................................................................................32
Recommendations ............................................................................................................32
Event Management Recommendations ............................................................................33
REFERENCES ...................................................................................................................35
APPENDICES ....................................................................................................................39
A. HUMAN SUBJECT PROPOSAL AND SUPPORTING DOCUMENTS ...............39
B. SOLICITATION LETTER AND ACCEPTANCE ...................................................50
C. SAMPLE OF INSTRUMENTS ...................................................................................53
D. MAPS AND EVENT PROGRAM ...............................................................................61
E. RESPONDENTS’ OPEN-ENDED COMMENTS .....................................................64
Texas Tech University, Dedde Barber, December 2013
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ABSTRACT
Although there is increased popularity of Renaissance Festivals/Faires throughout the
United States there has been little current research on visitors’ motivation for attending these
events. The purpose of this research was to discover visitors’ motivations for attending small
Renaissance Festivals/Faires and to explore the visitors’ perceived value for attending the
Renaissance Festival/Faire. The study was conducted in April 2013 at the Four Winds
Renaissance Faire in Troupe, Texas. A questionnaire on motivations and perceived value for
attending the faire was distributed by researchers in Renaissance attire to attendees during the
two days of data collection. Results of the study indicate respondents enjoyed the variety of
activities that a Renaissance Festival has to offer. The respondents liked being with others who
enjoyed the same experience involved with Renaissance Festivals/Faires. The majority of the
respondents’ perceived value for attending Renaissance Festivals/Faires was that Festivals/Faires
are good for the community. Demographic analysis disclosed that attendees were willing to
travel a distance of 128 miles to attend the faire. Males comprised 35.8% of the sample of 123
respondents; females 64.2%. Lower income respondents were more involved with the
Renaissance Festival/Faire atmosphere and culture than those at middle and high incomes.
KEYWORDS: motivation, perceived value, Renaissance Festivals/Faires
Texas Tech University, Dedde Barber, December 2013
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LIST OF TABLES
4.1 MOTIVATIONS FOR ATTENDING RENAISSANCE FESTIVALS/FAIRES ................ 22
4.2 PERCEIVED VALUE OF RENAISSANCE FESTIVALS/FAIRES ............................... 23
4.3 ANOVA MOTIVATION AND INCOME GROUP RESULTS .................................... 24
4.4A ANOVA MOTIVATION GENDER RESULTS ....................................................... 25
4.4B GENDER PERCENTAGES . ................................................................................... 25
4.5 RESPONDENTS INTENT TO REVISIT A RENAISSANCE FESTIVAL/FAIRE ............. 26
4.6A DEMOGRAPHICS ON AGE AND ATTENDANCE . .................................................. 26
4.6B MILEAGE DEMOGRAPHICS ................................................................................ 27
4.6C OCCUPATIONAL DEMOGRAPHICS ..................................................................... 28
Texas Tech University, Dedde Barber, December 2013
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LIST OF FIGURES
1.1 FOUR WINDS RENAISSANCE VILLAGE ........................................................... 2
1.2 CENTAUR, A MYTHICAL CHARACTER ............................................................. 3
2.3 TEXAS RENAISSANCE FESTIVAL ..................................................................... 6
2.4 SHERWOOD FOREST FAIRE .............................................................................. 6
2.5 FOUR WINDS RENAISSANCE FAIRE. ................................................................ 7
2.6 INDIVIDUALS COME TOGETHER TO HAVE FUN ................................................ 13
3.7 FAIRE FOUR WINDS RENAISSANCE FAIRE FRONT GATE ................................. 16
3.8 DUSTIN STEPHENS, CEO/FAIRE DIRECTOR .................................................... 16
3.9 KRISTIN STEPHENS, CO-OWNER .................................................................... 17
3.10 KEITH WADDOUPS, CO-OWNER .................................................................... 17
3.11 RESEARCHER AND ASSISTANT IN RENAISSANCE COSTUME ........................... 18
3.12 RESEARCH AND DATA COLLECTION SITE....................................................... 19
3.13 OPENING GATHERING AT FOUR WINDS RENAISSANCE FAIRE.......................... 20
Texas Tech University, Dedde Barber, December 2013
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CHAPTER I
INTRODUCTION
Brief History
The Renaissance Era, as we know it today, started in Italy and spread throughout Europe
from 1450 - 1600 A.D. thus ending the Middle-ages (erasofelegance.com, 2012). Renaissance
derives its meaning from the Italian word, “rebirth”. This era demonstrated a thirst for
adventure, new ideas and learning, new inventions, and an explosion of music and the arts
(History-world.org, 2012). In addition, this period brought about a change in the social concept
of the day where the nobility was declining and the merchant class was ascending (History-
world.org, 2012).
The culture of the Renaissance Festivals in the United States dates back to the 1950’s.
Folk Musician John Langstaff conducted a music festival using traditional Renaissance revels to
entertain the audience (Revels, 2013). Mr. Langstaff’s productions inspired a schoolteacher to
host a small Renaissance Faire in her backyard in Agoura, California in 1963 (renfaire.com,
2013). This schoolteacher used the Renaissance festival as a tool to teach her students about
Elizabeth I and the Renaissance Era (Swayze, J., 2013). Large and small Renaissance
Festivals/Faires are re-enacted across the country all year around due to the actions of this
schoolteacher (Swayze, J., 2013).
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Renaissance Festivals/Faires are laid out to depict an English country village (Swayze, J.,
2013) (see Figure 1). Shops are set up to house Renaissance-themed gifts, carpentry, blacksmith,
Figure 1: Four Winds Renaissance Village in Troupe, Texas
and so forth (Swayze, J., 2013). Food and beverage vendors are established to meet the needs of
shop owners and visitors. The men dress as knights, Lords, highwaymen, or plain country folk
(Swayze, J., 2013). The women dress as wenches, Ladies, and maidens (Swayze, J., 2013).
Additionally, most vendors and some guest revert to speaking Renaissance Festivals/Faires talk
(Marten, 2007). For example, “thee” means you and “thine” means your; “yea” for yes and
“nay” for no; also greeting each other with “good morrow” and “fair thee well” (Marten, 2007).
Furthermore, at larger Renaissance Festivals/Faires you may encounter fairies, mythical
Texas Tech University, Dedde Barber, December 2013
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creatures, and maybe Chewbacca from Star Wars, and many other science-fiction characters (see
Figure 2).
Figure 2: Centaur, a Mythical Character
The majority of motivational research on Renaissance Festivals/Faires have been
conducted and documented on the International stage. Very little current motivational research
has been conducted and documented in the United States. The research being conducted for this
study will bring better understanding on a visitor’s motivation for attending small Renaissance
Festivals/Faires in the State of Texas in the United States of America.
Texas Tech University, Dedde Barber, December 2013
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Purpose of the Study
Festivals and events create and environment for individuals to come together to have fun
and improve the quality of life for both residents and visitors. Therefore, the purpose of this
research was to discover the motivation that leads visitors to attend Renaissance Festivals/Faires.
An additional purpose of this study was to explore the visitors’ perceived value for attending this
type of event.
Objectives of the Study
The first objective of this study was to determine the motivation for the respondents’
attendance to a small Renaissance Festival/Faire. The second objective of this study was to
reveal the respondents’ perceived value for attending a small Renaissance Festival/Faire.
Texas Tech University, Dedde Barber, December 2013
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CHAPTER II
REVIEW OF LITERATURE
Overview
The review of the literature includes an introduction to Renaissance Faires and Festivals
in the U. S. and their growth as a way to celebrate the Renaissance Era. Three Renaissance
Faires in Texas are briefly described. A sampling of theories on motivations to attend festivals is
included. The importance of determining the perceived value of festivals generally and
Renaissance Festivals specifically to individuals and communities included
Renaissance Era and Renaissance Festivals/Faires
The Renaissance Era started in Italy and spread throughout Europe from 1450 - 1600
A.D. (Anno Domini) ending the Middle-ages Era. Renaissance derives its meaning from the
Italian word, “rebirth”. This era demonstrated a thirst for adventure, new ideas and learning,
new inventions, and an explosion of music and the arts. In addition, this period brought about a
change in the social concept of the day where the nobility was declining and the merchant class
was ascending. Finally, Renaissance Festivals/Faires attempt to recreate this era.
Renaissance Festivals/Faires have existed in the United States for approximately 50 years.
The largest Texas festival is the Texas Renaissance Festival hosting from 38,000 to
60,000 visitors on any given weekend during their fall season (see Figure 3).
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Figure 3: Texas Renaissance Festival
A medium Texas faire example would be Sherwood Forest Faire hosting approximately 6,000
during their spring season (see Figure 4). Sherwood Forest Faire opened its gates approximately
Figure 4: Sherwood Forest Faire
4 years ago. The Four Winds Renaissance Faire is a small Texas faire hosting approximately
250 during their spring season (see Figure 5).
Texas Tech University, Dedde Barber, December 2013
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Figure 5: Four Winds Renaissance Faire
Renaissance Festivals/Faires create an environment for individuals to come together,
have fun, and improve the quality of life for residents, visitors, and vendor of the faire.
Furthermore, the atmosphere of a Renaissance Festival/Faire is very social and can be
stimulating, educational, and exciting no matter the size.
Studies have revealed that motivation is a multifaceted area in tourism and event
(festivals/faires) research (Nicholson & Pearce, 2001). Challenges regarding motivation stem
from various motivational measurements,
A component of a successful festival is a visitor’s satisfaction with the event and their
willingness to repeat the experience (Yolal, Woo, Cetinel & Uysal, 2012). For example, if
the visitors like the variety of things to see and do at a Renaissance Festival/Faire they are more
likely to come back next year or in some cases seek out additional Renaissance Festivals/Faires
to attend.
Motivation to Attend Festivals
Individuals have an innate drive. This innate drive is referred to as motivation (Farlex,
2012). Motivation may be defined, “as the process that initiates, guides, and maintains goal-
Texas Tech University, Dedde Barber, December 2013
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oriented behaviors” (Cherry, K., 2012). Motivation gives the individual a purpose and direction
for everyday actions (Farlex, 2012). Motivation physically involves our biological, social and
cognitive capabilities, as well as our emotions (Cherry, K. 2012).
In the field of psychology, some authors maintain that motivation has three major
components: activation, intensity, and persistence (Cherry, K., 2012). An example of activation
related to this study reported herein would involve the decision to attend a Renaissance
Festival/Faire, stay at home, or choose to participate in another activity. An example of intensity
would consist of whether to dress in Renaissance attire, or to dress as a science-fiction character,
or wear normal “everyday” clothing. Lastly, an example of persistence would be to attend the
Renaissance Festival/Faire no matter the weather, admittance price, or parking difficulty.
Studies have shown that small festivals and events in the United States have experienced
growth in the past few years (Nicholson & Pearce, 2001). These small festivals/faires impact the
local communities, visitors who attend, vendors who participate, and sponsors who invest in the
festival/faire (Kim, Kim, Ruetzler, & Taylor, 2010). Renaissance Festivals/Faires help revitalize
the past and provide members of their community with additional revenue (Yolal, Cetinel, &
Uysal, 2009).
Over the past several years festivals and events have increased in size and attendance
(Yolal, Cetinel, & Uysal, 2009). Locations have expanded to include not only rural areas, but
urban areas as well. In addition, festivals are becoming competitive because of an increase in the
frequency of these events (Yolal, Cetinel, & Uysal, 2009). Therefore, understanding what
motivates visitors to attend festivals is essential for the events success.
A crucial component for a successful festival is understanding visitor motivation for
attending the event. By understanding visitor motivations festival coordinators can better design
Texas Tech University, Dedde Barber, December 2013
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their products and services to meet the needs of the consumer (Nicholson & Pearce, 2001).
Small festivals are more dependent on the fervor of the community and its organizers than larger
festivals (Kim, Kim, Ruetzler, & Taylor 2010).
Renaissance Festivals/Faires whether large or small, offer visitors a wide range of things
to do, see, and experience. For example, carpentry, blacksmith, singing minstrels, knights, lords
and ladies, just to name a few. Identifying the motivating factors for attending Renaissance
Festivals/Faires may help determine the different theme elements included at the event (Yolal,
Cetinel, & Uysal, 2009). One motivational analysis concluded that respondents liked the variety
of things to do when attending a Renaissance Festival/Faire as their number one motivation for
attending the event. Finding the dominate motivation is directly related to the theme of the event
(Yolal, Cetinel, & Uysal, 2009). As a final point, “identifying and prioritizing” the motives of
visitors to an event is vital to understanding the “decision process” of the participants (Yolal,
Woo, Cetinel, & Uysal, 2012).
Perceived Value
Perceived value is a cognitive response which leads to an emotional response that is often
used in researching festivals and events. To fully understand perceived value the visitors
perceptions and satisfaction are recorded and evaluated (Kim, Kim, Ruetzler, & Taylor, 2010).
Moreover, studies have shown that perceived value, satisfaction, and the concept of personal
values are linked with motivation (Woosnam, McElroy, & Winkle, 2009). Additional studies
indicate perceived value and personal values are interrelated (Kubat, E., 2011).
Perceived value is an emotional and cognitive response while personal values are defined
as “abstract beliefs about behaviors or end-states of existence that transcend specific situations
Texas Tech University, Dedde Barber, December 2013
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and guide the selection or evaluation of behavior and events” (Woosnam, McElroy, & Winkle,
2009). Motivation assessments and personal values are frequently used in tourism literature and
marketing (Woosnam, McElroy, & Winkle, 2009).
Customer satisfaction is considered an important ingredient in the success of any
business. In the travel and tourism industry customer satisfaction is a significant component
when forecasting future festivals and events (Kim, Kim, Ruetzler, & Taylor, 2010). Personal
values, one researcher suggests, is a concept created on the idea of guided values of a consumers’
attitudes, judgments, actions, and responses to any give object or situation (Kubat, E., 2011).
Furthermore, studies have shown that retaining customers, repeat shoppers, and returning
customers are influenced by their perceived satisfaction (Kim, Kim, Ruetzler, & Taylor, 2010).
Therefore, the key to designing better products and services is in the satisfaction of the
consumer (Nicholson & Pearce, 2001). Festival motivation lies in consumer satisfaction with the
event (Yoon, Lee, & Lee, 2009). Understanding the visitor’s decision-making process helps
comprehend festival motivations (Nicholson & Pearce, 2001). Findings have revealed that the
underlying factor for customer’s future intentions is whether the customer was satisfied with the
festival or event (Kim, Kim, Ruetzler, & Taylor, 2010).
Small festivals appear to attract individuals who desire to participate, watch, learn, taste,
feel and enjoy the experience (Kim, Kim, Ruetzler, & Taylor, 2010). If the individuals enjoy
their experience they are likely to revisit and have a favorable outlook on the community hosting
the event (Kim, Kim, Ruetzler, & Taylor, 2010). Likewise, perceived value is considered one of
the most significant marketing strategies in maintaining competitiveness (Kubat, E., 2011). In
the State of Texas there are over twelve Renaissance Festival/Faire that compete in this market
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(thebards, 2013). So it goes to reason, that knowing the consumers motivations and perceived
values will gain greater understanding of this specific market and increase attendance to these
Festivals/Faires.
Motivation is a condition that leads an individual to choose the action that will garner
their satisfaction (Nicholson & Pearce, 2001). A previous study concluded that there are three
reasons why it is important to understand the motivation behind individuals attending festivals
(Yolal, Cetinel, & Uysal, 2009). The first reason for understanding a visitors motives and
perceived value is so coordinators and event planners can design the festival to meet the needs
and wants of the attendees. The second reason for better understanding a visitors motives and
perceived value is the intimate relationship with customer satisfaction. Motive takes place
before the actual experience while satisfaction will soon follow. Thirdly, analyzing the motives
and perceived value is vital to understanding the attendees’ decision making process (Yolal,
Cetinel, & Uysal, 2009).
Several studies have shown that seven dimensions were obtained through an analysis of
attendee motivations (Yolal, Cetinel, & Uysal, 2009). The motivation dimensions to be found
were educational value/intellectual enrichment, escape, prestige/status, relation/family
togetherness, novelty, rest and relaxation, and enhancing kinship (Nicholson & Pearce, 2001).
Additionally, the type of festival may determine the motivations behind the attendees selecting
the event (Yolal, Cetinel, & Uysal, 2009). For example, a Food & Wine Festival or in the case
of this study a small Texas Renaissance Faire.
There are several benefits for hosting a festival or event. These benefits include revenue
for the community and civic projects. Festival and events leave the community with tangible and
intangible by-products, such as, new facilities and venues (Yolal, Cetinel, & Uysal, 2009).
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Billboard advertisements are widely used in promoting Renaissance Festivals/Faires that can
build images in the minds of tourists new to the area. In addition, hosting a festival and event
can enhance the social life and structure of the community (Yolal, Cetinel, & Uysal, 2009).
There can be negative social, cultural, and environment impacts for a community when
hosting a festival and event. Overcrowding, traffic congestion, and crime can result in
community and visitor dissatisfaction (Yolal, Cetinel, & Uysal, 2009). Overcrowding and traffic
congestion is minimal with smaller rural Festivals/Faires. Community support for festivals and
events is important and working together with local governments, policymakers, and organizers
can minimize the negative impact of the festival or event (Yolal, Cetinel, & Uysal, 2009).
Intrinsic/Extrinsic Motivation Theory
Motivation is frequently portrayed in the field of psychology as either intrinsic or
extrinsic (Cherry, K., 2012). An example of intrinsic motivation is attending a Renaissance
Festival/Faire because the individual receives pleasure from the activity. “Intrinsic motivation
comes from within” (Luke, A., 2012). An example of extrinsic motivation is when a spouse,
friend, or family member persuades an individual to attend a Renaissance Festival/Faire and the
reward for attending the festival/faire is the pleasure the others receive from the individual’s
participation. “Extrinsic motivation comes from the outside” (Luke, A., 2012).
Plog’s Push/Pull Motivation Theory
Often when motivation is studied the analyst will utilize the push/pull construct (Pesonen,
Komppula, Kronenberg, & Peters, 2011). The internal motivation for a visitor to attend a
Renaissance Festival/Faire is the push construct. An example of the push construct is the desire
to be with others who enjoy the same things they enjoy (see Figure 6). The marketing of the
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Figure 6: Individuals come together to have fun
Renaissance Festival/Faire event is an example of the external motivation or the pull construct.
Visitors to Renaissance Festivals/Faires are often “pulled” to attend these types of events by the
variety of things to see and do. Some researchers believe more studies need to be performed
when comparing push and pull motivation (Pesonen, Komppula, Kronenberg, & Peters, 2011).
The methodology for accomplishing the goals of this study is included in Chapter III.
The review of the literature provided the foundation for the instrument used for the study
reported herein.
Texas Tech University, Dedde Barber, December 2013
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CHAPTER III
METHODOLOGY
Purpose of the Study
The purpose of this research was to discover the motivation that leads visitors to attend
Renaissance Festivals/Faires. An additional purpose of this study was to explore the visitors’
perceived value for attending this type of event.
Objectives of the Study
The first objective of this study was to determine the motivation for the respondents’
attendance to a small Renaissance Festival/Faire. The second objective of this study was to
reveal the respondents’ perceived value for attending a small Renaissance Festival/Faire.
Instrument Development
The final questionnaire for the study contained eight motivation questions, three
perceived value questions, one intention to re-visit question, Festival/Faire questions totaling 19
items (for in-depth study and future research), six demographic questions, and a section for
respondents’ comments (see Appendix B). A five-point Likert-type scale from Strongly
Disagree to Strongly Agree was used for all items with the exception of the demographics and
open-ended comments. The instrument focused on two constructs: motivation and perceived
value of attending a small Texas Renaissance Faire.
Approval for the study was granted on 3 April 2013 by the Protection of Human Subjects
Committee (IRB), Office of the Vice President for Research at Texas Tech University (see
Appendix A).
Texas Tech University, Dedde Barber, December 2013
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Pilot Study
The pilot study was conducted at Sherwood Forest Faire on 17 March 2012. Sherwood
Forest Faire is approximately 34 miles from Austin, Texas (see Appendix D). The research
instrument used was a questionnaire with direct motivation questions, demographic questions,
and Likert scale items. The sample selection was ages 17 years and above. The requirement for
the pilot study was 30 to 35 samples. There were 38 questionnaire collected, but only 35 were
usable.
Insight gained from the pilot study was to stay focused on the variables of motivation and
perceived value instead of the wide variety of variables found at Renaissance Festivals/Faires.
Additionally, the researchers realized the advantage of conducting the study from inside the faire
gates. For the pilot, the attempt was to recruit participants from outside the faire grounds. Once
the gates were opened, during the pilot study, visitors did not want to stop and fill out
questionnaires even with incentives offered.
Study Site
The selection of the event to be studied was determined by the availability, time frame
and owners’ willingness to accommodate the study. The Four Winds Renaissance Faire is a
small Texas Faire and the ideal setting for research on visitor motivation and perceived value for
attending these types of events. The Four Winds Renaissance Faire operates their venue for
eight weeks in March and April and is located 15 miles south of Tyler, Texas at 21852 CR 2178,
Troup, Texas (see Figure 7). Troup is approximately 122 miles southeast from Dallas, Texas
(see Appendix A).
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Figure 7: Four Winds Renaissance Faire Front Gate
Initial contact on 26 October 2012 to gain permissions to conduct the research was
through e-mail correspondence with Dustin Stephens, CEO and co-owner of Fours Winds
Renaissance Faire (see Figure 8). Dustin Stephens is also a Four Winds career jouster. His wife
Kristin is also a co-owner (see Figure 9). Keith Waddroups is the other co-owner of Four Winds
and the initial contact once we arrived at the Four Winds site (see Figure 10). Keith was
responsible for the eight free tickets for the incentive drawings.
Figure 8: Dustin Stephens, CEO/Faire Director, Wedding Coordinator, Career Jouster
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Figure 9: Kristin Stephens, Co-Owner
Figure 10: Keith Waddoups, Co-Owner, Merchant and Performer Coordinator
On 28 October 2012, Dustin responded to my initial contact and sent an e-mail offering
the use of Fours Winds Renaissance Faire for the location of the study. Upon acceptance to
conduct the research at Four Winds Renaissance Faire a $100 site rental fee was paid for the
vendor space.
The sample selection was based on researchers’ knowledge of Renaissance
Festivals/Faires. The sample selection age group was 21 years and older. The sample selection
for the pilot study was 17 years and above. The pilot study led to the changing of the minimum
age to 21 years for the thesis study reported herein.
The sample size was believed to be greater than the 242 visitors recorded during the
study weekend based on direct information from the CEO of Four Winds Renaissance Festival.
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During e-mail correspondence with the researcher, the question of approximate attendance on
any given weekend at the Four Winds Renaissance Faire was estimated to be in the thousands.
Research Procedures
Items were bought by the researcher for the upcoming Renaissance Festival/Faire.
Renaissance attire was purchased for the researcher and assistant from Renaissance and
Medieval web-sites. The attire included costumes and shoes in keeping with the theme of the
faire (see Figure 11). A rustic table with 4 stools, a Renaissance style tent, parchment paper,
branch & twig pencils and two small chests to keep the respondents’ questionnaires and
incentive drawing private were purchased from on-line vendors (see Figure 12).
Figure 11: Researcher and Assistant in Renaissance Costume
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Figure 12: Research and Data Collection Site
An attempt was made to preserve the Renaissance Era theme when the respondents were
filling out their questionnaires. The questionnaires were printed on parchment paper in keeping
with the Renaissance Era theme and were distributed to visitors attending the Faire on the
weekend of 21-22 April 2013. Incentives for completing the questionnaire included a piece of
Texas Tech University-themed candy and a chance to enter a drawing for a family of four to the
2014 Four Winds Renaissance Faire (see Appendix C).
The questionnaires were administered as the visitors were arriving or leaving the faire.
Individuals were approached and were invited to take part in the thesis study. The
Questionnaire, Introduction Letter, and Oral Script are shown in Appendix C. Attendees who did
not meet the age requirement of 21 years and above were screened. Some male members of a
family chose not to participate because their wives or girlfriends agreed to fill out the
questionnaire.
Incentives were used as a thank you to the respondents’ for completing the questionnaire.
A wooden chest was used for collection of questionnaires. The vendor site, where the
Texas Tech University, Dedde Barber, December 2013
20
questionnaire was administered, was operated from 9:45 AM until 6:00 PM on Saturday and
Sunday. The faire gates opened at 10:00 AM and closed at 5:30 PM (see Figure 13).
Figure 13: Opening gathering at Four Winds Renaissance Faire
At approximately 6:00 PM on 21 April, the process of tearing down the research site
commenced.
At the close of each day, a faire vendor was asked to select the winning name for the free
tickets to the 2014 Four Winds Renaissance Faire. The researcher contacted the winners via
phone and mailed the winning tickets to each with a thank you for participation.
On Sunday, 22 April 2013, the front gate attendant provided the summary for attendance
for the two days of the study for those considered adults (ages 12 years and older). There was a
shortage of faire programs; therefore, the researcher created the program shown in Appendix D
from information provided by an organizer.
Conceptual Framework
The inspiration for the Renaissance Festival/Faire study progressed from self-interest in
the subject. This self-interest was a motivating factor in this thesis study. Additional motivation
Texas Tech University, Dedde Barber, December 2013
21
for this study was derived from a pilot study that was developed for a graduate-level Research
and Issues course assignment at Texas Tech University.
The instrument for the pilot study was developed by previous research on international
festivals and events. Very little current research in the United States on Renaissance Era
Festivals was available for study on visitor motivation and perceived value. Therefore, the
instrument for Four Winds Renaissance Faire was developed from the researcher’s previous
Renaissance Faire experience, other studies of festivals and events, and the pilot study.
Texas Tech University, Dedde Barber, December 2013
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CHAPTER IV
FINDINGS/RESULTS
Data Analysis
The data collected from Four Winds Renaissance Faire was analyzed using IBM SPSS
20. The first data to be analyzed was the respondents’ motivations for attending Renaissance
Festivals/Faires (see Table 1).
Table 1
Motivations for Attending Renaissance Festivals/Faires
Rank Motivations (N=123) Mean
Standard
Deviation
1 I like a variety of things to see and do. 4.20 .72
2 Gives me a chance to be with others. 4.03 .89
3 I want to be outside surrounded by nature. 4.02 .94
4 Gives me a chance to laugh and feel better about myself. 3.88 .91
5 My spouse/friends/family wanted me to attend. 3.68 1.35
6 An opportunity to dress in Renaissance/other attire. 3.60 1.23
7 To relieve boredom. 3.50 1.22
8 Price of festival/faire. 3.38 1.18
These motivations were ranked on Table 1 from one to eight. Rank one was the number one
motivation for respondents’ attending Fours Winds Renaissance Faire which was because they
like a variety of things to see and do with a Mean of 4.20. Rank eight was the least motivating
reason for respondents’ attending the faire was the price which showed a Mean of 3.38.
Texas Tech University, Dedde Barber, December 2013
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The second data to be analyzed was the respondents’ perceived value for attending
Renaissance Festivals/Faires (see Table 2).
Table 2
Perceived Value of Renaissance Festivals/Faires
Rank Perceived Value (N=123) Mean
Standard
Deviation
1 Renaissance Festivals/Faires are good for the community. 4.30 .75
2 Nurtures a relationship between residents and visitors. 4.08 .77
3 Offer more value than expected. 3.94 .99
These motivations were ranked on Table 2 from one to three. Rank one was the number one
perceived value for respondents was that Renaissance Festivals/Faires are good for the
community with a Mean of 4.30. Renaissance Festivals/Faires offer more value than expected
was ranked three and was the lowest perceived value with a Mean of 3.94.
A comparison of the data was processed using the SPSS ANOVA for the respondents’
motivation and income group (see Table 3).
Texas Tech University, Dedde Barber, December 2013
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Table 3
ANOVA Motivation and Income Group Results
Income
Group Mean (N=123) I want to
be outside
surrounded
by nature.
My
spouse/
friends/
family
wanted
me to
attend.
To
relieve
boredom.
I like a
variety
of
things
to see
and do.
An
opportunity
to dress in
Renaissance/
other attire.
To
laugh
and
feel
better
about
myself.
Be with
others
who
enjoy
the
same
things
I do.
Price is a
motivating
factor.
Low 4.20 3.86 3.66 4.36 3.90 4.10 4.12 3.44
Middle 3.89 3.89 3.46 4.05 3.38 3.73 3.92 3.32
Higher 3.77 3.38 3.35 4.12 3.38 3.65 4.08 3.27
F-Value 2.10 1.35 0.65 2.21 2.50 2.81 0.55 0.20
p-value .12 .26 .52 .11 * .08 * .06 .58 .81
* p-value < 0.10 shows that there is a significant difference in income when dressing in
Renaissance/other attire at .08 p-value, and to laugh feeling better about oneself at .06 p-value.
These two motivations had a significant response in the low income group.
The p-value was less than 0.10 in order to have significance within the income group. The
results of the ANOVA showed low-income respondents attached more importance to dress in
Renaissance/other attire than the other two income groups. In addition, low income respondents
gave higher importance rating to the motivation to laugh and feel better about oneself than the
other two income groups.
Another comparison of the data processed using the SPSS ANOVA was for the
respondents’ motivation and gender (see Table 4A).
Texas Tech University, Dedde Barber, December 2013
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Table 4A
ANOVA Motivation Gender Results
Gender Mean (N=123) I want to
be outside
surrounded
by nature
My
spouse/
friends/
family
wanted
me to
attend
To
relieve
boredom
I like a
variety
of things
to see
and do
An
opportunity
to dress in
renaissance/
other attire
To
laugh
and
feel
better
about
myself
Be with
others
who
enjoy
the
same
things
I do
Price is a
motivating
factor
Male 3.89 3.39 3.36 4.14 3.36 3.84 4.02 3.32
Female 4.10 3.85 3.58 4.23 3.57 3.90 4.04 3.42
F-Value 1.47 3.37 0.91 0.69 0.15 0.11 0.01 0.20
p-value .23 * .07 .34 .41 .70 .74 .93 .66
*p-value < 0.10 is significant at .07 p-value because females, at a mean of 3.85, thought their
spouse/friends/family wanted them to attend the festival/faire more than the males did at a mean
of 3.39.
The p-value was less than 0.10 in order to have significance with the gender. The one
motivational item showed that females thought their spouse/friends/family wanted them to attend
the festival/faire more than the males did.
Additional data was compiled using SPSS. The frequency and percentage of gender was
analyzed (see Table 4B).
Table 4B
Gender Percentages
Frequency Percentage
Male 44 35.8
Female 79 64.2
The percentage of males attending Four Winds was 35.8% and the percentage of females
attending the faire was 64.2%. Furthermore, respondents’ intent to revisit a Renaissance
Festival/Faire was 82.9% for Yes while 15.4% said No and 1.6% said Maybe (see Table 5).
Texas Tech University, Dedde Barber, December 2013
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Table 5
Respondents Intent to Revisit a Renaissance Festival/Faire
Frequency Percentage
Yes 102 82.9
No 19 15.4
Maybe 2 1.6
Adult admissions into Four Winds was ages 12 years and older. The Four Winds
management team set the age requirement for adults at 12 years and older (see Table 6A).
Table 6A
Demographics on Age and Attendance
Day
Number of
Attendance
Saturday 154 adults
Sunday 88 adults
TOTAL Weekend 242 adults
However, for this study the age requirement was set at 21 years and older. On Saturday,
20 April 2013, adult attendance was 154. On Sunday, 21 April 2013, adult attendance was 88
placing the weekend total attendance of 242. The number of adult questionnaires captured for
the weekend was 123 out of the 242 attendance total.
From the zip codes collected from the demographic information on the questionnaire
visitors were willing to travel to participate in a Renaissance Festival/Faire (see Table 6B).
Texas Tech University, Dedde Barber, December 2013
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Table 6B
Mileage Demographics
The respondents’ average distance by vehicle to Four Winds Renaissance Faire was 128
miles. The respondents’ longest distance traveled by vehicle to Four Winds was 2,001 miles.
The mileage was measured in US Statue Miles and rounded to the nearest mile based on the zip
code of the respondents.
2 Arkansas
2 California
2 Louisiana
2 Oklahoma
1 Pennsylvania
2 Utah
112 Texas
Texas Tech University, Dedde Barber, December 2013
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Likewise, the number one occupation of respondents was the business and self-employed
category at 17.9% of respondents’ (see Table 6C). Out of the 123 questionnaires administered
5.7% of the respondents´ chose not to answer the occupation question.
Table 6C
Occupational Demographics
17.9% Business/Self-Employed
16.3% High Tech/Engineer/Skilled Tradesman
15.4% Medical/Healthcare
11.4% Education/Trainers
8.9% Retired/Volunteer
6.5% Culinary/Hospitality/Retail
4.9% Homemaker
3.3% Financial Profession
3.3% Law Enforcement/Legal
2.4% Church Ministry/Pastorship
1.6% Media/Artist
0.8% Health & Beauty
0.8% Military/First Responders
0.8% Unemployed
5.7% Did not answer question
Respondents’ Open-Ended Comments
Out of the 123 respondents’ there were thirty-eight open ended comments (see Appendix
E). The positive comments ranged from “Rockin’ Awesome” to “We love it!” There were also
comments on how much Renaissance Festivals/Faires are relaxing, fun, and is good for families
and the community.
There were several constructive comments made. For example, the comment about
wishing the characters at the faire was actually in character when visitors were around. Several
respondents were disappointed due to the absence of more activities and vendors even though
Texas Tech University, Dedde Barber, December 2013
29
there is space enough to accommodate growth. A respondent felt the use of undecided in the
questionnaire should be changed to neutral. Furthermore, some respondents felt that more
advertisement was needed to promote Four Winds Renaissance Faire.
Lastly, there were several encouraging comments for the researcher. Comments like
“Good Luck” and “GUNS UP!.” One respondent felt questionnaires should be performed more
often and the results submitted to “Renaissance Magazine.”
Texas Tech University, Dedde Barber, December 2013
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CHAPTER V
CONCLUSIONS/LIMITATIONS/RECOMMENDATIONS
Conclusions
The respondents’ primary motivation for attending Four Winds Renaissance Faire was
that they liked a variety of things to see and do (Mean 4.20). Other motivations for attending a
Renaissance Faire which were ranked 4.0 Agree to 5.0 Strongly Agree were gives me a chance to
be with others (Mean 4.03) and I want to be outside surrounded by nature (Mean 4.02). Price of
the faire had the lowest Mean score of 3.38.
The respondents’ perceived value which ranked highest for attending Renaissance
Festivals/Faires was that they are good for the community (Mean 4.30). The primary motivation
and the highest ranked perceived value are meaningful to this study and coincide with studies
from the international research on festival motivation. Respondents agreed that other values of a
Renaissance Faire are that they nurture a relationship between residents and visitors (Mean
4.08) and that the faires offer more value than expected (Mean 3.94).
Visitors were willing to travel an average distance of 128 mile to attend Four Winds
Renaissance Festival/Faire which is a small Texas Faire. Other Renaissance Festivals/Faires
have reached attendance of up to 60,000 on a given weekend where individual will travel a
greater distance than 128 miles.
Additionally, respondents’ reported that they would revisit a Renaissance Festival/Faire
in the future: 82.9% Yes; 15.4% No; and 1.6% Maybe. This high percentage who responded
that they would revisit a faire demonstrates that respondents’ enjoy attending Renaissance
Festivals/Faires.
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An effort was made to determine frequency of attendance at Renaissance Faires with the
question: Not including today, how many Renaissance Faires have you attended in the past five
years? Data were missing for the response to this question for a majority of respondents to the
questionnaire.
The attempt to control for variation in motive responses based on income level and
gender led to the following conclusions. Low income respondents attached a significantly
greater importance (p-value < 0.10) to the opportunity to dress in Renaissance/other attire than
middle or higher income level respondents. Lower income respondents also attached a
significantly greater motivation importance (p-value < 0.10) to laughing and feeling better about
oneself than middle or higher income level respondents. Though not significant, the primary
motivation for higher income respondents was I like a variety of things to see and do (Mean
4.12) and to be with others who enjoy the same things that I do (Mean 4.08).
For the middle income respondents, though not significant, the primary motivations for
attending a Renaissance Faire were the same as the high income group: I like a variety of things
to see and do (Mean 4.05) and to be with others who enjoy the same things that I do (Mean
3.92).
There was a significant difference between males and females with regard to the
following motivation for attending a Renaissance Faire: My spouse, friend, family wanted me to
attend (p-value < 0.10). Both male (Mean 4.14) and female (Mean 4.23) respondents attached a
high motivation for I like a variety of things to see and do. Female respondents ranked the
following motivating factor highest: I like to be outside surrounded by nature (Mean 4.10). Male
respondents ranked to be with other who enjoy the same things I do highest among the
motivating factors (Mean 4.02).
Texas Tech University, Dedde Barber, December 2013
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Limitations of the Study
A limitation of this study is the number of variables considered and the size of the faire.
The faire was advertised to be larger than it was in the final count of attendees. The attendee
count for the week-end of data collection was 242 adults.
A wide range of variables relate to a Renaissance Festival/Faire. The importance of the
quality and type of food served at Renaissance Festivals/Faires (i.e. turkey legs), or the
relationship between vendors and management are examples. The recommendations section of
this chapter implies other limitations.
Another limitation for the study involves festival managers’ willingness to open the gates
to their event in order to conduct a study. Owners do not want the integrity of their faire
compromised; so, they are often reluctant to allow non-vendors inside the gates. The researcher
attempted to conduct the study at four other Renaissance Faires but was denied access for a
variety of reasons including two who did not respond to the request; conduct our own study.
One response replied too late to the request.
Recommendations
Further study is recommended on visitor motivation and perceived value at a large
Renaissance Festival/Faire. A larger faire would have a greater sampling pool and would garner
considerably more data for evaluation than a small Texas faire. At a large Renaissance
Festival/Faire such as the Texas Renaissance Festival, the researcher could capture a larger
sample given the 38,000 to 60,000 attendees.
Moreover, there are many possible variables for festivals, faires, and events. For
example, food, shopping, beverages (alcoholic, non-alcoholic), vendors, perceptions of the local
community, visitor satisfaction, and event management and marketing are just a few other
Texas Tech University, Dedde Barber, December 2013
33
variables for future studies of Renaissance Festivals/Faires. The program offerings at a
Renaissance Faires warrants study, i.e., artisans, craftsmen, competitive events (jousts and axe
throwing), entertainment shows (Punch & Judy and Renaissance music). Information on
variables such as the primary purpose of the trip, distance traveled, tourist or local attendee, age,
and occupation could be requested in future studies.
Another recommendation would be to design the questionnaires to be shorter in length.
Visitors come to the faire to escape from everyday life and some of the visitors do not want to
fill out a long survey. Designing a questionnaire related only to the pertinent study like
motivation and perceived value, demographic, and open ended questions would have shortened
the survey used for this study.
Event Management Recommendations
Renaissance Festivals/Faires management is another area of study that could be pursued.
Participants in the study were given the opportunity to provide written comments. The majority
of the responses related to management of the event (see Appendix E).
Organizers must ensure that the faire has an adequate number of vendors, shows, and
other activities. There should be a wide variety of things to see and do which was the number
one respondents’ motivation. Make sure attendees have a good time at the Festival/Faire so they
will continue to be highly motivated to return. Advertise within a 150 miles radius which is
based on the zip code results showing the average driving distance was 128 miles.
Become engaged with the local and regional community by performing Renaissance Era
activities and demonstrations at area schools. The number one perceived value was that festivals
are good for the community; so perform activities within the regional communities. For
example, participate in local and regional parades in full Renaissance costumes. Finally, as with
Texas Tech University, Dedde Barber, December 2013
34
the school teacher in 1963 who performed the first Renaissance Festival in the United States,
provide Renaissance Era demonstration, in complete costume, in regional schools, which in turn
is good for the community and the United States.
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35
REFERENCES
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Renaissance Fair. In Wikipedia, the free encyclopedia (March 2012). Retrieved from
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Guisepi, R. A. (2012) The Renaissance (November 2012). Retrieved from
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Yoon, Y., Lee, J., & Lee, C. (2009). Measuring festival quality and value affecting visitors’
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Lee, J., Lee, C., & Choi, Y. (2010). Examining the role of emotional and functional values in
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Yolal, M., Woo, E., Cetinel, F., & Uysal, M. (2012). Comparative research of motivations
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Quintal, V., & Polczynski, A. (2010). Factors influencing tourists’ revisit intentions. Asia
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Crotts, J., Pan, B., & Raschid, A. (2008). A survey method for identifying key drivers of guest
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Inventions of the Renaissance (2013). Inventions of the Renaissance (February 2013). Retrieved
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Woosnam, K., McElroy, K., & Winkle, C. (2009). The role of personal values in determining
tourist motivations: An application to the Winnipeg fringe theatre festival, a cultural
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Devine, A., & Devine F. (2012). The challenge and opportunities for an event organizer during
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Kim, Y., Suh, B., & Eves, A. (2010). The relationships between food-related personality traits,
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Khodr, H. (2012). Exploring the driving factors behind the event strategy in Qatar.
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Litvin, Stephen W., (2006). Revisiting Plog’s model of allocentricity and psychocentricity …
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APPENDIX A
HUMAN SUBJECT PROPOSAL AND SUPPORTING DOCUMENTS
Texas Tech University, Dedde Barber, December 2013
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Research Proposal for Human Subjects
RENAISSANCE FESTIVALS/FAIRES VISITOR MOTIVATIONS
1. RATIONAL
Rational:
1. Describe the Problem:
With the increase and popularity of Renaissance Festivals/Faires throughout the United
States there has been little current research on visitor’s motivation for attending these events
(Nicholson & Pearce, 2001). This study will discover visitor motivations and perceived value
for attending a Renaissance Festival/Faires. A description of the demographic profile of visitors’
will provide the foundation for understanding visitor motivations.
2. Present State of Problem:
The Renaissance Era, as we know it today, started in Italy and spread throughout Europe
from 1450 - 1600 A.D. thus ending the Middle-ages (erasofelegance.com, 2012). Renaissance
derives its meaning from the Italian word, “rebirth”. This era demonstrated a thirst for
adventure, new ideas and learning, new inventions, and an explosion of music and the arts like
never before. In addition, this period brought about a change in the social concept of the day
where the nobility was declining and the merchant class was ascending (History-world.org,
2012).
The culture of the Renaissance Festivals in the United States dates back to the 1950’s.
Folk Musician John Langstaff conducted a music festival using traditional Renaissance revels to
entertain the audience. Langstaff’s productions inspired a schoolteacher to host a small
Renaissance Faire in her backyard in 1963. Henceforth, Renaissance Festivals have been
re-enacted within the United States for approximately fifty years (Swayze, J., 2013).
Texas Tech University, Dedde Barber, December 2013
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The majority of motivational research conducted in the past few years has been on the
international stage. Very little motivational research has been documented for the United States.
The research being conducted for this study will bring better understanding on visitor’s
motivation for attending a Renaissance Festival/Faire in the southern United States.
3. Study Aims:
Festivals and events create an environment for individuals to come together to have fun
and improve the quality of life for both residents and visitors. The purpose of this study will be
to discover visitor motivations and perceived value for attending a Renaissance Festival/Faires.
The first objective of this study is to discover the motivating factors of visitors attending
the festival/faire? The second objective is to create a profile of the visitors based on their gender,
level of income, age, education, and occupation, and to ascertain any significant differences in
the demographic profiles. The third objective is to discover if the participants have the intention
of visiting Renaissance Festivals/Faires in the future. The fourth objective is to determine the
attendee’s perceived value in attending Renaissance Festivals/Faires.
4. Participant Benefits:
Studies have shown small festivals and events have had recent growth in the past
several years (Nicholson & Pearce, 2001). These small festivals impact the local communities
and the visitors who attend the event (Kim, Kim, Ruetzler, & Taylor 2010). Renaissance
Festivals/Faires assist in providing members of the community with additional revenue and
“revitalize the past” (Yolal, Cetinel, & Uysal, 2009).
Over the past several years Renaissance Festivals/Faires have increased in size and
attendance. Locations have been altered to include not only rural areas, but urban areas as well.
In addition, festivals/faires are becoming competitive because of an increase in the frequency of
Texas Tech University, Dedde Barber, December 2013
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these events (Yolal, Cetinel, & Uysal, 2009). Therefore, understanding what motivates visitors
to attend festivals/faires is essential for the events success.
The participants of this research will benefit by receiving a Texas Tech University
incentive upon completion of the questionnaire and the opportunity to enter a drawing for a
certificate for 4 people to the 2014 Four Winds Renaissance Faire.
5. Importance:
A crucial component for a successful festival is understanding visitor motivation for
attending the event. By understanding visitor motivations, festival/faire coordinators can better
design their products and services to meet the needs of the consumer (Nicholson & Pearce,
2001). Small festivals/faires are more dependent on the fervor of the community and its
organizers than larger festivals (Kim, Kim, Ruetzler, & Taylor 2010). The study will be useful
for the Four Winds Renaissance Faire organizers and vendors, as well as other similar
Renaissance Festivals/Faires organizers and vendors.
II. SUBJECTS (PARTICIPANTS)
1. Type:
A total of 400 to 500 visitors to the Four Winds Renaissance Faire will be randomly
selected to complete the questionnaire.
2. Sources:
All participants will be recruited during Four Winds Renaissance Faire in Whitehouse,
Texas on April 20 and 21, 2013.
(a) Four Winds Renaissance Faire organizers have given their written consent through
e-mail on 28 October 2012 (Appendix A). The contact at the Faire is Dustin Stephens,
Texas Tech University, Dedde Barber, December 2013
43
CEO/Faire Director. The locations of Four Winds Renaissance Faire is 710 Hwy. 110 S.,
Whitehouse, TX 75791.
(b) The researcher and faire director communicate regularly through e-mail.
3. Process:
All participants will be randomly recruited during Four Winds Renaissance Faire. The
base location for the study will be in a 16’ X 16’ area in the front gate tower in view of attendees
as they arrive and depart. An attempt is being made to keep with the theme of the Renaissance
era by using roughhewn all wood tables and chairs. Clip boards with questionnaires will be used
as the researcher solicits participation throughout the faire grounds. Wood twig pencils and
parchment paper will be used for the questionnaires. Renaissance attire will be worn by both the
researcher and the assistant who will conduct the survey.
4. Data Collection:
The study will be conducted at Four Winds Renaissance Faire the weekend of 20-21
April 2013. The researcher and an assistant will approach visitors to the faire and request their
participation in completing a questionnaire. They will explain that participants must be 21 years
of age and older. The researchers will provide a pencil, the introduction letter, and the
questionnaire. The participants will receive instructions regarding their participation in the
research. A letter of introduction will explain that involvement in the study will be voluntary,
confidential, anonymous, and that they may withdraw at any time. When the questionnaire is
returned to the researcher the participant will receive a small token of appreciation and a chance
to enter a drawing for a free certificate for 4 people to 2014 Four Winds Renaissance Faire.
Texas Tech University, Dedde Barber, December 2013
44
5. Recruitment:
Participants will be recruited during their time at the faire. An introduction letter will be
given to the participants with the understanding their involvement will be voluntary, confidential,
anonymous, and they may withdraw at any time. After the researcher receives their consent to
participate they will be given the questionnaire to complete. The researcher will provide pencils,
the introduction letter, and the questionnaire. Once the questionnaire is complete the participants
will return the survey to the researcher and receive a small token of appreciation. At this time,
the participant may enter a drawing for a certificate for 4 people to the 2014 Four Winds
Renaissance Faire.
III. PROTOCOL
Procedure
a. Step-by-step procedures
b. The researcher will set up a base site for conducting the study near the entrance/exit to
the faire.
1. Visitors to Four Winds Renaissance Faire will be approached by the researcher
and an assistant within the faire grounds. If the visitors are willing to participate
they will receive the introduction letter and then the questionnaire will be
provided.
2. The participants will have an opportunity to make additional comments at the end
of the questionnaire.
3. Once the participants are finished, the participants return the questionnaire to the
researcher and receive a small token of appreciation.
Texas Tech University, Dedde Barber, December 2013
45
4. The participants will be thanked for their assistance with the research and will
have the opportunity to sign-up for a certificate for 4 people to 2014 Four Winds
Renaissance Faire. Participants will place the sign-up slips into a wooden trunk
chest and one of the organizers of Four Winds Renaissance Faire will draw from
the chest at the end of each day. The researcher will contact the winners.
IV. ADVERSE EVENT AND LIABILITIES
The proposed research does not involve risk exceeding the ordinary risks of everyday life
and no specific liability plan is offered.
V. CONSENT FORM
No consent form will be presented, but the research purpose and procedures will be
verbally conveyed to the participants in a one-page letter which explains that completing
the questionnaire will be voluntary, confidential, anonymous, and the participant may
skip questions or withdraw at any time from completing the questionnaire.
Texas Tech University, Dedde Barber, December 2013
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Human Subject Proposal Cover Sheet
Texas Tech University, Dedde Barber, December 2013
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Claim for Exemption
Texas Tech University, Dedde Barber, December 2013
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Texas Tech University, Dedde Barber, December 2013
49
Texas Tech University Protection of
Human Subjects Committee Approval
April 3, 2013
Dr. Betty Stout Nutrition, Hospitality and Retailing (NHR) Mail Stop: 1240
Regarding: 503891 Renaissance Faires and Festivals: Motivations and Perceived Value of Visitors to a Texas Faire
Dr. Betty Stout: The Texas Tech University Protection of Human Subjects Committee approved your claim for an exemption for the protocol referenced above on April 3, 2013.
Exempt research is not subject to continuing review. However, any modifications that (a) change the research in a substantial way, (b) might change the basis for exemption, or (c) might introduce any additional risk to subjects must be reported to the Human
Research Protection Program (HRPP) before they are implemented. To report such changes, you must send a new claim for exemption or a proposal for expedited or full board review to the HRPP. Extension of exempt status for exempt protocols that have not changed is automatic.
The HRPP staff will send annual reminders that ask you to update the status of your research protocol. Once you have completed your research, you must inform the HRPP office by responding to the annual reminder so that the protocol file can be closed
Sincerely,
Rosemary Cogan, Ph.D., ABPP Protection of Human Subjects Committee
Box 41075 | Lubbock, Texas 79409-1075 | T 806.742.3905 | F 806.742.3947 | www.vpr.ttu.edu
Texas Tech University, Dedde Barber, December 2013
50
APPENDIX B
SOLICITATION LETTER AND ACCEPTENCE
Texas Tech University, Dedde Barber, December 2013
51
Solicitation Letter
Dear Dustin Stephens,
My name is Dedde Barber and I am a graduate student at Texas Tech University in
Lubbock, Texas.
I am working on my Master's thesis and my pilot study was conducted at the Sherwood
Forest Faire in McDade, Texas this past March. The topic of my thesis concerns the motivation
behind renaissance festival attendance.
I have attended several renaissance festivals in the past and my family and I have enjoyed
the experience tremendously. So, when I had the opportunity to perform a pilot study at
Sherwood Forest Faire I leaped at the chance.
I would like to conduct a survey during your 2013 festival. This survey is critical to my
research and the survey will be voluntary, confidential, and anonymous. I would willing share
any information on the research data with Four Winds Renaissance Faire.
I would like, for the weekend of 20-21 April, to rent a stall or booth to conduct this
survey. I would be in keeping with the theme of the faire in all that I do. I will need to have 250
plus participants in my survey and that is why I would like to rent a stall or booth for the entire
weekend.
I would like, as a thank you, to offer a small Texas Tech memorabilia to the participants,
if that is allowed. The survey will include several motivation questions, demographic questions,
and several satisfaction questions. The questionnaire will be one page and can be completed is
less than 5 minutes.
This request may seem a bit unusual, however, I am an older graduate student. I've been
married for 30 years and I have raised two children. I've completed my bachelor's degree in
December 2010. I tell you this, only to assure Four Winds Renaissance Faire of my sincerity.
I look forward to hearing from you.
Respectfully,
Dedde Barber
Master's Student
College of Human Sciences
Nutrition, Hospitality and Retailing Dept.
Texas Tech University
Lubbock, Texas
dedde.barber@ttu.edu
832-512-7958
Texas Tech University, Dedde Barber, December 2013
52
Acceptance E-Mail
Texas Tech University, Dedde Barber, December 2013
53
APPENDIX C
SAMPLE OF INSTRUMENTS
Texas Tech University, Dedde Barber, December 2013
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Study Questionnaire
RENAISSANCE FAIRES AND FESTIVALS:
Motivations and perceived value of visitors to a small Texas faire
How many Renaissance Festivals/Faires have you attended in the last 5 years, not including
today? _____
Indicate Your Degree of Agreement with the Following Statements
1. I decided to attend this festival/faire to be entertained.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
2. I decided to attend this festival/faire to escape the stress and concern of daily life.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
3. I decided to attend this festival/faire because I enjoy special events/festivals.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
4. I decided to attend this festival/faire to have a change in daily routine.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
5. Renaissance Festivals/Faires give me a chance to observe the other visitors attending the
festival/faire.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
6. I enjoy the array of food and drinks at Renaissance Festivals/Faires.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
7. I enjoy shopping for unique and different things at Renaissance Festivals/Faires.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
Texas Tech University, Dedde Barber, December 2013
55
8. I enjoy the animal attractions (The Joust, Birds of Prey, etc.) at Renaissance Festivals/Faires.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
9. I was motivated to attend this festival/faire today because I wanted to be outside surrounded
by nature.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
10. I was motivated to attend this festival/faire today because my spouse/friends/family wanted
me to attend.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
11. I was motivated to attend this festival/faire today to relieve boredom.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
12. I was motivated to attend this festival/faire today because I like a variety of things to see and
do here.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
13. Renaissance Festivals/Faires gives me an opportunity to dress in Renaissance/other attire, if I
so choose.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
14. Renaissance Festivals/Faires gives me a chance to laugh and feel better about myself.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
Texas Tech University, Dedde Barber, December 2013
56
15. Renaissance Festivals/Faires give me a chance to be with others who enjoy the same things I
do.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
16. I enjoy the variety of theatrical performances at Renaissance Festivals/Faires.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
17. I think Renaissance Festivals/Faires are a fun place to bring family and/or friends.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
18. I think Renaissance Festivals/Faires offers family and/or friends a chance to do something
together.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
19. I think Renaissance Festivals/Faires are a fun place to learn about the Renaissance Era
(music, joust, etc…).
Strongly Disagree Undecided Agree Strongly
Disagree Agree
20. I think Renaissance Festivals/Faires are stimulating and exciting.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
21. I think Renaissance Festivals/Faires are good for the community.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
22. I think Renaissance Festivals/Faires nurtures a relationship between residents and visitors.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
Texas Tech University, Dedde Barber, December 2013
57
23. Renaissance Festivals/Faires offer more value than expected.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
24. Renaissance Festivals/Faires provide educational opportunities (animal shows, leather works,
etc…).
Strongly Disagree Undecided Agree Strongly
Disagree Agree
25. Renaissance Festivals/Faires offer employment opportunities.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
26. Price is a motivating factor in attending Festivals/Faires.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
27. Will you visit a Renaissance Festival/Faire in the future?
Yes Maybe No
Demographics
1. Gender:
Male Female
2. Year of birth: ____________
3. Education:
High School 2 year degree 4 year degree Graduate
or less Vocational degree Professional
4. Occupation: _________________________________________________
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5. Annual Income (US$):
$24,999 $25,000 - $40,000 - $70,000 - $90,000
and below $39,999 $69,999 $89,999 and above
6. Zip Code __________________________
Incentives
Drawing for Certificate for 4 to
Four Winds Renaissance Faire 2014
Name: ___________________________
Phone: (_ __)______________________
E-Mail: ___________________________
Please complete and place in the
Wooden Trunk Chest
Include your email and check this box if you would like a copy of the results:
Texas Tech University, Dedde Barber, December 2013
59
INTRODUCTION LETTER
Welcome to Four Winds Renaissance Faire
20-21 April 2013
Your Grace; My Lords; My Ladies; Knights & Peers,
My name is Dedde Barber and I am a graduate student in the College of Human Sciences
at Texas Tech University, in Lubbock, Texas. I am conducting a study on visitor motivations for
attending Renaissance Festivals/Faires. The questionnaire should take 5 minutes or less to
complete.
You must be at least 21 years or older to participate. Your contribution to this research is
voluntary and your response will remain confidential and anonymous. There is no right or
wrong answer to the questions. Data will be destroyed when the project is complete. If so
desired, you may skip questions and you may withdraw from completing the questionnaire at
any time.
Your input will be useful and greatly appreciated. A small token of appreciation will be
given when the completed questionnaire is returned. Once the completed questionnaire is
returned and placed in the larger wooden trunk chest, please take the opportunity to enter a
drawing for a certificate for 4 to 2014 Four Winds Renaissance Faire. Place your entry slip into
the small wooden trunk chest and you will be contacted if your name has been drawn. The odds
of winning the certificate for 4 are 1 out of 200 or better each day.
If you would like the results of the data collected please include your e-mail address on
the Certificate for 4 drawing slip or contact me at dedde.barber@ttu.edu.
Dr. Betty Stout, Associate Professor at TTU can answer questions you may have about
this study. Phone (806)742-3068 Ext. 233. For questions about your rights as a subject, contact
the Texas Tech University Institutional Review Board for the Protection of Human Subjects,
Office of Research Services, Texas Tech University, Lubbock, Texas 79409, or you can call
(806)742-2064.
Thank you for assisting with this study. Enjoy your time at the Faire!
Sincerely,
Texas Tech University, Dedde Barber, December 2013
60
ORAL SCRIPT
To be used by the researcher and her assistant.
Hear Ye! Hear Ye!
Lords, ladies, knights, and peers -- come participate in a research study about Renaissance
Faires.
Please accept this short Introduction Letter explaining this tourism-related research project that is
being conducted at Texas Tech University. Should you decide to complete the questionnaire,
you may keep the Introduction Letter. Please take a moment to read the letter.
There are tables here or you may use one of the clip boards the researcher has made available for
your convenience.
When the questionnaire is completed, please place it in the large Wooden Chest. Please, return
the twig pencil to its holder or give it to the researcher so other individuals of the realm may use
it shortly.
Before you continue on your journey, come and receive your token of appreciation and enter the
drawing for a certificate for 4 to attend Four Winds Renaissance Faire 2014.
Researchers – Thank you for support. Fair thee well!
Texas Tech University, Dedde Barber, December 2013
61
APPENDIX D
MAPS AND EVENT PROGRAM
Texas Tech University, Dedde Barber, December 2013
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Distance Map to Troup, Texas
Location of Four Winds Renaissance Faire
Approximately 476 mile from Lubbock, TX to Troup, TX
Distance Map to McDade, Texas
Location of Sherwood Forest Faire
Approximately 397 miles from Lubbock, TX to McDade, TX
Troup
Texas Tech University, Dedde Barber, December 2013
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Four Winds Renaissance Faire Event Program
Four Winds Renaissance Faire Events Program Show Tower Sherwood Dragon Dream
Times Stage Stage Stage Gazebo Harem Tavern
10:00
AM Gates Open
10:15 AM Punch & Judy
10:30 AM
Dublin
Doubles
10:45 AM
Factotum of
Fun
11:00 AM Triskelion
11:15 AM
11:30 AM
Capt. Tom
Bedlam
Dream
Harem
11:45 AM
12:00 PM
Dublin
Doubles
12:15 PM Punch & Judy
12:30 PM Triskelion
1:00 PM Joust
2:00 PM
Capt. Tom
Bedlam
2:15 PM Punch & Judy
Dream
Harem
2:30 PM
Factotum of
Fun Triskelion
3:30 PM
Capt. Tom
Bedlam
4:00 PM
4:14 PM Punch & Judy Triskelion
Dream
Harem
4:30 PM
Factotum of
Fun
Dublin
Doubles
5:00 PM Joust
5:30 PM
Capt. Tom
Bedlam
5:30 PM Gates Close
Texas Tech University, Dedde Barber, December 2013
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APPENDIX E
RESPONDENTS’ OPEN-ENDED COMMENTS
Texas Tech University, Dedde Barber, December 2013
65
Respondents’ Open- Ended Comments
1
The faire in Arizona is much more professional and educational.
Wish characters were actually in character.
2
We love it and come every year. It's a lot of fun, keep it going please
3
Enjoyable!
4
It's lots of fun
5
ROCKIN' AWESOME
6
Needs more shops
7
Visit Houston area one of nearly 30 years
8
If you keep coming, you make friends
9
I enjoy the sense of community found at Ren. Faires, and the
interactions with the vendors
10
Need more vendors.
11
It was very much a stress reliever. Much appreciated.
Gave me a different perspective of our times past & present.
12
Faires are stimulating and educational. This one is very much so.
13
Great faire needs some work to make it a little bigger. More
advertisements.
Plenty of space for growth.
14
Let anyone you know, know about them. They are great for families.
15
Ren Faire are a great opportunity for people of all kinds to mingle,
socialize and learn from each other
Texas Tech University, Dedde Barber, December 2013
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16
Love the music!
17
Undecided should be changed to neutral
18
Good luck on your masters!
19
Love this place to bring my children. It's so peaceful & everyone is so
friendly to us.
20
Best wishes! :)
21
I think this should be done at more faires & results submitted to
Renaissance Magazine.
22
I have been a fan of Renaissance Faires for over 20 years now
23
I wish there was more to see and do. A little disappointed with the price
we paid and what we didn't get
24
We all enjoyed
25
We enjoyed ourselves a lot. Thank you.
26
I am focusing my major in environmental science and was a bit shocked
at the # of animals used to make tails & purses. Also I didn't
understand the elves & fairy's mixed in. Archery was great!
27
I love the 4 Winds faire and the people are nice and great!!
28
Undecided was used as not in my thought process.
29
Since coming back to TX, this is absolutely fantastic to see our
community have such a festival.
30
I did enjoy the different events it was just a bit frustrating that all the
little activities were additional expense.
Texas Tech University, Dedde Barber, December 2013
67
31
Four Winds needs to do more advertisement! News, Radio, etc.
32
GUNS UP!
33
We had a great time! :)
34
E-mail address
35
I would love to find out your results. Good luck! E-mail address
36
No Thank You!
37
Excited about visit. First time
38
1st time attendees
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