The Customer is Changing...Are You?

In 2010 the United States will be conducting a new census and we will all have the opportunity to look at the emerging demographic trends. While this data provides us with a snapshot of our population, it also tells us a great deal about who our festival customer is; and more importantly, how they are changing.

One thing is certain - Texas is growing. According to the Texas Data Center and Office of the State Demographer, the state's population is projected to grow to 35.8 million by 2040, which is an increase of more than 71 percent over the 2000 census count. This means more potential attendees for Texas festivals and events. But what do these new customers look like?

Demographers predict that Hispanics will outnumber Whites by the year 2020. Texas has been a "majority-minority" state since 2004, meaning that combined minority populations outnumber the white population. Other such states include Hawaii, New Mexico and California.

Understanding changes in the ethnic mix of our state is critical knowledge for our events. What programming changes to attract these growing, and potentially-lucrative, audiences are needed? How can the event maintain relevance and gain awareness? Do these audiences present sponsorship opportunities?

State demographers also predict the number of residents over the age of 65 will double by 2040. The percentage of Texans age 65+ remains slightly lower than the national average, but remains significant. How will our festival attendees interests change as they age? Are our events prepared to be more accessible to an increased number of attendees with special mobility needs?

Another significant change in our state's population will be the continued shift from rural to urban areas. Between 2000 and 2005, 11 of Texas’ “metro” counties – counties with one or more urban areas – saw population increases of at least 20 percent, while 93 non-metro counties experienced losses. This may mean greater population density and proximity for some events. But attracting these customers may also be more competitive as urban populations present more entertainment venues.

Soon we will see the latest numbers and put these predictions to the test. But the real test lies in how prepared festivals are to understand the information and use it to grow their event?

Penny C. Reeh - Owner, Indigo Resource Group and TFEA Executive Director