An evaluation of attendee experience’s of the 2011 Galway St. Patrick’s festival parade: an ethnographic observation

Tomas Mangan

Overview• Purpose • Memorable experience• Value of study• “Experience factors”

Pine & Gilmore’s Experience factorsThe 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 study1. 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 FactorsGalway St. Patrick’s Festival parade

themed experience Defined theme that is suitable for the festival. The theme has to be reinforced and evident throughout the event.

The theme was “World of Wonder”. There is also a historical theme of Irishness associated with the festival. This should be evident in costume design, float decoration and character performance.

individualise guests’ encountersAudience members should feel that the experience is individual to them. This is achieved by personal encounters with the event.

When speaking about this experience an audience member might say that “St Patrick shook my hand or waved at me”. Cast interaction with the audience is key.

create targeted impressionsThis 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.

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”.

engage multiple sensesThe 5 senses, sight, sound, smell, touch and taste are all memory and experience cues.

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.

memorabiliaProviding memorabilia is an aid to allow the audience members to remember the event with a souvenir or merchandise of some description.

Shamrocks, tricolour hats, green balloons, Irish herbs, leprechaun hats and ginger beards are items that may be associated with memorabilia.

stay in characterThe performer must stay in their designated role the entire time they are engaged with the audience.

Performers continue in their designated role for the entire parade. St Patrick should not have a mobile phone to his ear.

perform to formThe style of theatre or acting that is required in the event. An experience can be fully scripted in advance that has minimal audience involvement (platform theatre) or a loose script is presented that allows for audience interaction (street theatre).

There should be a mixture of styles evident. Float performer would have a scripted performance while those performers closer to the audience should engage in street theatre.

Findings of researchFactor Strengths Weaknesses Threats Total

themed experience 13 11 5 29individualised guests' encounters 12 4 3 19create targeted impressions 14 6 5 25engage multiple senses 11 9 2 22memorabilia 18 4 2 24

stay in character9 9 0 18

perform to form 10 6 2 18

       

Total 87 49 19 155

StrengthsThe top three experience factors that had a strength classification were memorabilia, create targeted impressions and themed experience.

WeaknessesThe top three experience factors that had a weakness classification were themed experience, stay in character and engage multiple senses.

ThreatsThe top three experience factors that had a threat classification were themed experienced, create targeted impressions and individualised guests' encounters.

ConclusionExperience factors present for a memorable experience - yesMemorable experience – no why1 Theme experience – not clear or realisedabundant 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