Institute for Tourism and Recreation Research
This study was conducted for the Downtown Missoula Partnership to provide insight into the characteristics of attendees of the 2018 River City Roots Festival. Paper surveys on site were completed by 168 attendees of the event. Results show that residents of Montana made up 84% of the respondents and of those Montana residents, 86% were from Missoula County. Out-of-county respondents spent an average of 3.49 nights away from home. Of those nights, an average of 5.00 were in Missoula. Hotel/motel/bed & breakfast purchases received the highest total dollars spent during the event. Respondents to the survey reported total spending of $17,984 in Missoula County. Results provide event organizers and the Downtown Missoula Partnership with useful data for future event planning, making improvements to the event, event marketing/promotion, and understanding the visitor spending associated with the event.
© 2018 ITRR