1. Decorate the Future: An Evaluation of Decorating Day 2014 Prepared for: Interior Decorating and Kitchen & Bath Design Programs Presented by: Isabella Deng and Stephanie Wang (Students from Research Analyst Program)

2. + Agenda Background Research Purpose & Objectives Methodology & Sampling Plan Findings Exhibitor Satisfaction Survey Visitor Satisfaction Survey Student Organizer Feedback Comparison Analysis Recommendations Future Research Considerations

3. + Background 3 rd annual event held on March 25 Organized by students and faculty of Interior Decorating and Kitchen & Bath Design Programs Event goals: Showcase student work Raise awareness of programs in community Provide a platform for networking for students and connecting to industry Become a signature event at the College

4. + Purpose & Objectives Evaluate Decorating Day from perspectives of exhibitors, visitors and student organizers. ExhibitorsVisitorsStudents  Understand motivations for attending  Assess satisfaction with event  Collect highlights and suggestions for improvement  Develop visitor profile  Determine how visitors discovered event  Understand motivations for attending  Assess satisfaction with event  Collect highlights and suggestions for improvement  Assess satisfaction with event  Collect highlights and suggestions for improvement  Gauge achievement of learning outcomes  Determine intent to return

5. + Research Process Secondary Data Analysis Survey Visitors (Mar. 25) Survey Exhibitors (Mar. 27-3) Survey Students (Mar. 8) Phase 1 Phase 2

6. + Methodology and Sample Exhibitors Online Attempted Census Population Size: 64 Achieved Sample: 36 Margin of Error: +/- 8% Visitors Mobile Computer-Assisted Convenience Sample Population Size: 350 Achieved Sample: 72 Margin of Error: +/-11% Student Organizers Group-Administered Attempted Census Population Size: 46 Achieved Sample: 37 Margin of Error: +/-6%

7. Findings

8. + Results: Exhibitors Highlights revolve around networking and student interactions Suggestions offer ideas for organization and expansion Some outcomes achieved More focus needed in a few areas Looking to the future… High Satisfaction with many aspects

9. + Two thirds were first-timers… Q: How many times have you attended the event as an exhibitor? (n=33) High Respondent Rate Individual Exhibitors Total 64 Responded 36 Companies Total 37 Responded 31

10. + High satisfaction with many areas! Q: Rate your satisfaction with the following aspects of the event (n=33) 73% of exhibitors rated event as “Above Average” or “Excellent” overall.

11. + Highlights emphasize social aspects Networking (30%) Interaction with Students (30%) Company Exposure (17%) Event Growth (11%) Seminars (4%) Exhibit Number (4%) “show students the features and benefits of the products available for their current (and future) work projects!”  “We were able to showcase a new product line and met many people who weren't familiar with it and now are.”

12. + Suggestions focus on organization and increasing participation Event Organization (45%)  “It would be nice to be longer and more open to the public if possible..”  “Having coffee and light snacks available would be convenient…”  “1. Combine this event with the Interior Design School. 2. Have promotional material available earlier to exhibitors to share with outside designers and trades. 3 Indication the entrance. 4 Parking: for outside show guests....better signage.” More participants (34%)  “To attract more ""outside"" attendees from the Interior Design community.”  “Would be great to have more Designers / Decorators visit the Show.”  “Did not see many students, which is what my focus was on. There should be some passport system forces them to visit the various exhibits. ” Event organization (45%) More participants (34%) No suggestions (13%) Better publicity (8%) Q: What suggestions do you have for improving next year’s event? (n=32)

13. + Great progress on some outcomes; opportunity to strengthen others 79% 54% 48% 18% 55% 73% Q: Rate your agreement with these statements about the event. (n=33) More efforts needed to strengthen this outcome

14. + The future of DD is bright… 100% of exhibitors were expecting to attend another Decorating Day based on this year’s experience. Q: What time of year is most suitable to host Decorating Day? (n=32) No exhibitor thought February is the most suitable to host the event

15. + Conclusions: Exhibitors High satisfaction with many aspects Highlights revolve around networking and student interaction Suggestions offer ideas for organization and expansion Some outcomes achieved, more focus needed in a few areas Better plan for event schedule and seminars

16. + Results: Visitors General high satisfaction among visitors Visitors highlighted variety in products, samples and friendly people Suggestions point to expansion, organizational refinements and better advertising Event created interest, despite mixed prior experience Keep it in March, be thoughtful about charging admission Event attracted mature local females Motivations speak to curiosity about new ideas and supporting students

17. + Mostly mature local females 75%25% Q: Age Group (n=72) Q: Gender (n=72) Q: Where are they from? (n=72) 3% (P) 1%(K) 90%(L) 1%(N)  90% from Simcoe & Central Ontario  59% from Barrie

18. + Mix of public, students & supporters Q: Are you a current student or employee of the College? (n=72) Q: If you are not related to the College, which is best describe you? (n=72) About 30% of all visitors were members of the general public.

19. + Word of mouth got them here! Q: How did you learn about this year’s event? (n=72) Word of mouth dominated awareness, even across age groups.

20. + Want ideas, know-how and to support Q: I am going to read you a list of reasons why visitors might be attending today. How IMPORTANT is each reason to you? [1=Not at All; 5=Very] (n=72) 75% 45% 43% 42% 40% 34% 72% 71% 55% Door prizes attract general public

21. + A highly rated experience 77% 75% 70% 69% 44% Q: What did you think about the event? Rate the following aspects of Decorating Day: [1=poor; 5=excellent] (n=72) “Well organized & good layout” “Finding vendors that will be useful for future projects”

22. + Highlights: products, samples and socializing Exhibits, Products, Samples (31%) Networking (27%) Exhibitor Variety & Quality (23%) Support Students (12%) Seminars (12%) Event Organization (10%) “Learn new way of furnishing” “Meeting people like distributors and displaying people” “The welcoming feel from vendors”

23. + Suggestions focus on organization, expansion, student involvement Event organization (31%)  More direction  Place for food & drink  Parking More products & displays (22%)  More products with affordable prices  More decorating accessories More student involvements (11%)  More student works  See more students Event organization (31%) More products & displays (22%) More exhibitors (33%) More student involvements (11%) Better publicity & advertising (13%) Q: What suggestions do you have for improving upon this year’s event? (n=46)

24. + Event has influence on visitor decisions Q: Have you ever hired an interior decorating professional or kitchen & bath designer? (n=72) Q: Are you likely to hire an interior decorating professional or kitchen & bath designer in the next 12 months? (n=72) Almost 59% of those who said they would use a professional in the next 12 months indicated that the show influenced their decision to do so “a good deal” (45%) or a “great deal” (14%) Only 2 had hired both before

25. + Mixed opinions on charging admission Q: What time of year is most suitable to hold this event? (n=72) 100% of the visitors are expecting to attend another Decorating Day based on this year’s experience Q: Would you be willing to pay admission to attend next year? (n=72)

26. + Conclusions: Visitors Event attracted mature local females, most with no direct affiliation to Georgian Event created interest, despite mixed prior experience Motivations speak to curiosity about new ideas, and supporting students Generally high satisfaction among visitors Visitors highlighted variety in products and samples, and friendly people Suggestions point to expansion, organizational refinements and better advertising Keep it in March, be thoughtful about charging admission

27. + Results: Students High satisfaction among students Students valued networking and seeing new products Suggestions point to organizational improvements and future expansion Learning outcomes achieved, more focus needed on skill showcasing and exposure Students will come back next year

28. + Students loved it! Q: How would you rate these aspects of Decorating Day? (n=37) “I was inspired by the event!” “More vendors in the future event!”

29. + Great opportunity for networking and learning Networking (57%) Product Learning (27%) Exhibitor Variety & Quality (24%) Industrial Learning (16%) Event Organization (17%) Seminars (11%) Students Organizers (4%)  “Being able to meet potential co-op in a relaxed atmosphere!”  “Talking to vendors about their products and collecting their samples!”

30. + Suggestions focus on organization, student roles and exhibitor ideas Event organization (46%)  “Put the information of our program on the helping and greeting VIP area.”  “A stronger team of students to go out to local companies and try and get more people at the show or more media.”  “Trying to figure a way to provide food and drinks.” Student organizers (31%)  “To get more people to volunteer, therefore people won’t be just walking around.”  “I felt rushed to see all the vendors, possibly less volunteer time at the actual event.”  “Organize jobs to people better, and maybe divide work up more evenly. ” Exhibitors (26%)  “Have more variety of vendors, longer event, and food/drink.”  “Have vendors that are not only in the high prices range but mid to low range so people of all class can buy.”  “Maybe a better way to get people involved so they become more interested.” Event organization (46%) Student roles (31%) Exhibitor ideas (26%) No suggestions (9%) Q: What suggestions do you have for improving next year’s event? (n=35)

31. + Students were inspired and learned Q: Rate your agreement with these statements about Decorating Day from your perspective as a student learner. (n=37) 95% 94%94% 87% 84% 76% 40% 97% of the students said they will come back to the event as alumni!

32. + Conclusions: Students High satisfaction among students Students valued networking and seeing new products Inspired by the event and it was worth to attribute Learning outcomes achieved, more focus needed on skill showcasing and exposure

33. + Results: Exhibitors, Visitors and Students Three groups highlighted networking, exhibitors, students and seminars Different groups valued different aspects Three groups’ suggestions fell into areas like organization event expansion, student roles, and seminars Minor refinements needed to meet various demands

34. + Highlights: Exhibitors, Visitors and Students Networking Student Participation Exhibitor Number & Variety Seminars Exhibitors 30% Visitors 27% Students 57% Exhibitors 30% Visitors 12% Students 3% Exhibitors 4% Visitors 23% Students 24% Exhibitors 4% Visitors 12% Students 11% Event met students’ needs in networking with the industry Visitors also valued the importance of student participations Exhibitors also impressed by the exhibitor growth Exhibitors less interested in seminars

35. + Suggestions: Exhibitors, Visitors and Students Event Organization Event Expansion Student Participations Seminars Exhibitors 45% Visitors 31% Students 46% Exhibitors 34% Visitors 33% Students 26% Exhibitors 25% Visitors 11% Students 31% Exhibitors 4% Visitors 12% Students 11% Exhibitors & visitors hope better services, additional activities All look forward to bigger event & better publicity Exhibitor call for more students; students hope better work arrangement Visitors hope more seminars on tech, trends

36. + Conclusion: Exhibitors, Visitors and Students Networking, student participations, exhibitor variety and quality and seminars are highlights for all Different groups value different aspects Improvements related to event organizations, expansion, student roles and seminars are suggested Minor refinements needed for various demands

37. Recommendations

38. + Recommendations: Exhibitors Event organization Expand the event to a new level Improve aspects of the events, such as signage, parking services. Event refinements Minor efforts could be made, such as advertising to increase the awareness of the event in the community. Event activities Create networking opportunities between students. More seminars involving latest decorating tools and trends

39. + Recommendations: Visitors Event Logistics. Provide more guidance and directions Additional services could be considered Event Awareness. Increase awareness and visitors from other Introduce marketing and awareness channels Attract more Georgian staffs/faculties and alumni to the event. Event Organization. March would be an ideal time More thoughtful about charging admission fees

40. + Recommendations: Students Event Refinements Create more networking opportunities for students Divide the works among students more evenly Event Logistics Expand the event to a new level Improve areas such as signage, parking services and event schedule Event Outcomes Increase students’ exposure to employers

41. + Overall Recommendations Refine it. Logistically, keep the event the way it was…with only few refinements. Grow it. Promote more and anticipate more visitors. Highlight students. Involve, coordinate and promote them as much as possible.

42. Future Considerations

43. + Future Research Considerations Repeat the evaluation next year with just a few refinements: Exhibitors: When registering exhibitors, send them a small survey to gather their needs. Visitors: Get more samples with a goal of 100/one out of every five. Students: May have a “mini focus group”/ discussion with students to collect their ideas.

44. + Thank You ISABELLA DENG isabella.deng1116@gmail.com STEPHANIE WANG stephanie.yy.wang@gmail.com