Results of Salmon Falls Street Fest Survey

Members want a greater say and longer lead times to plan

(11/13/09) Thirty five people completed the on-line survey on the Salmon Falls Street Fest representing businesses equally divided by location: approximately one third from each of the Shelburne side in village, Buckland side in village and outside the village. 44% of respondents described themselves as retail or artisan gallery.  32% described themselves as professional business or “other”.

The overall message to the Board and event planners was clear – involve us more in planning events; plan well in advance; and take into account all village and business members.

Thanks to all who volunteered to make the event a success and to all those who answered the survey. Information from the survey will be used by the SFABA Board and by event planners to ensure such future events meet the needs of members.

Following is a summary of the responses. A copy of the full survey is available in the SFABA Office.

Event Logistics
People seemed to like the time of year, the time of day, and the lack of admission cost. Opinion was nearly equally divided on the location of the event. Advertising was rated fair, while location of vendors was judged fair to poor.  Most respondents had no opinion on adequacy of parking or cost to participate as a vendor.

19 Comments
By far the greatest concerns among the respondents were the visibility and accessibility of the event.  Suggestions included having the event along Bridge and State Streets to bring shoppers into already existing businesses, and increased signage outside and within the village.  The Deerfield Avenue site was noted as being both a hill for elders and isolated from businesses. One person noted that vendor contracts should stipulate how late the vendors must remain, and not have them pack up early.  Several noted conflict with Fiber Twist weekend, and need to coordinate or at least not compete for customers.

Event Aspects
Only two respondents thought the food was poor, and the rest were nearly equally divided among excellent, fair, and no opinion. The choice of vendors was seen as fair to poor.  The same number of respondents labeled the music either excellent or fair, as had no opinion, indication, perhaps that the people who heard the music rated it excellent to fair.  Similarly with entertainment about half rated it excellent or fair, while slightly less than half had no opinion.  Most people had no opinion about children’s activities.  Over half the respondents rated the rest rooms fair to poor, while slightly less than forty per cent had no opinion.

11 Comments
Seven of the comments in this section asked for more diverse food choices, among other things. Concern about the adequacy, visibility and cleanliness of the restrooms were raised in three comments.  People loved music and family activities, but apparently couldn’t find some family activities.  Again there were pleas to spread out along the main streets.

Event planning
36.7% of respondents agreed at some level that they had an opportunity to participate in this event, while 43.3% disagreed and 20% had no opinion.  Approximately the same number of people felt that the goals of the event were clearly articulated and communicated, if responses are grouped into categories of “agree” and “disagree” only.  Nearly 17% had no opinion.  Nearly half of respondents agreed that they had been asked to participate in one or more aspects of the event, while somewhat over a third disagreed.  Again nearly 17% had no opinion.  Thirty per cent of respondents agreed that they had received timely and adequate information, while nearly 60% disagreed, with the remainder having no opinion.

13 Comments
Eight of these comments were concerned with inadequate planning or not being informed of or included in the planning process.  Of the remaining five, one praised the process, one blamed the lack of information on slow e-mail, one saw no reason to get involved, one suggested a more focused goal, and one suggested using our energy for existing businesses.

Benefit to My Business
75% of respondents agreed that the Street Fest benefitted their business by increasing the overall exposure of Shelburne Falls to the public, while only about 20% noted that it increased traffic to their business.  55% disagreed that it increased traffic to their business (remember that not all respondents are downtown businesses), and an even larger number,   approximately 59% disagreed that their sales were higher on the day.  17% of respondents did, however report higher sales on the day.  55% of the respondents felt that the festival benefitted their business by showing Shelburne Falls as a vibrant community, while 38% disagreed.  Responses were virtually equally divided on whether the event increased the visibility and or improved the image of the SFABA.

13 Comments
One respondent saw a 32% increase in business and grossed $1300 in sales as a vendor, one reported a significant negative effect from the event.  Three comments indicated that attendees were disappointed..  On the positive side, responders seemed to feel that this event has potential, and with more time for planning and input from the members, could be a learning experience on which to base future festivals.   One comment noted “one vandal roused the ire of several businesses”.

Benefits of major SFABA events to business
Thirty people responded to this question. Twelve respondents found the auction beneficial, eleven did not. Three found the golf outing beneficial, while twenty did not.  The Salmon Falls Street Fest was ranked beneficial by nine respondents, not beneficial, by seventeen. Twenty three found Moonlight magic beneficial, and four did not. Eight respondents described the Iron Bridge dinner as somewhat beneficial and seventeen as not so.  The Road race is seen as beneficial by 14, not so by 12.

10 Comments
Most events do little to meet needs of members, make Moonlight Magic a two day event, Upgrade auction with higher end merchandise and make into a major social event:   what are we doing to promote the whole area and all businesses? I don’t own a restaurant, so I don’t count.  I think any time the SFABA works to bring good attention to the town its worthwhile. Note—you could do better. … what we need is a summer or fall equivalent of moonlight magic (like a Harvest fest) that would be town wide(not just benefitting those businesses centrally located like at Deerfield ave) and have activities stages peppered throughout the walkable areas.   I’d like to see a renewed effort to promote business through the goodie bag promotions at the road race.   I do believe that bringing people into town always benefits my business as they may come back even if they do not shop that day.

Future events
Most respondents indicated they would be willing to assist in planning future events and in volunteering. While most felt they would offer a related promotion, and would participate in cooperative advertising, few indicated they would serve as a sponsor or set up a vendor table at the event.

1 Comment
Plan at least six months in advance for such events and I can put it in my marketing plan/budget—don’t come begging at the last minute.

For more information onm the survey or for a full copy of the results, please contact the SFABA office.