Document Type

Report

Publication Date

10-2026

Disciplines

Agricultural and Resource Economics | Leisure Studies | Nature and Society Relations | Other Social and Behavioral Sciences | Regional Economics

Abstract

This study was conducted to provide insight into the characteristics, spending patterns, and satisfaction levels of attendees at the 2026 River City Roots Festival in Missoula, Montana. A total of 251 attendees completed the survey. Approximately 85% of respondents were Montana residents, including 72% who resided in Missoula County. Among respondents from outside Missoula County, 74% spent at least one night away from home. Visitors spent an average of 3.9 nights in Montana and 2.9 nights in Missoula. Fifty-six respondent groups from outside of Missoula County provided expenditure information, reporting an estimated $44,397.38 in total visitor spending in Missoula. The largest expenditure categories were lodging and restaurants/bars. Attendees reported high satisfaction with the festival, particularly its location, organization, cleanliness, safety, duration, music, food, and beverages. The results provide organizers with useful information for future event planning, marketing, visitor services, and efforts to maximize the festival’s contributions to downtown Missoula businesses and the broader community.

Keywords

River City Roots Festival, Survey Kit

Rights

© 2026 ITRR

Download

Share

COinS