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 factors The 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 study 1.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 FactorsExperience Factors Galway 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’ encounters Audience 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 impressions This 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 senses The 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. memorabilia Providing 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 character The 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 form The 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 research FactorStrengthsWeaknessesThreatsTotal themed experience individualised guests' encounters create targeted impressions engage multiple senses memorabilia stay in character perform to form Total

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

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

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

Conclusion Experience factors present for a memorable experience - yes Memorable experience – no why 1 Theme experience – not clear or realised abundant 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