Thesis Sp Com 1994 C222w
c. 2
Canfield, Nila Y.
What makes a special
event? : A case study
1 00/1

What Makes a Special Event?
A Case Study of the Spring Highlands Festival
of Edinboro University of Pennsylvania
By: Nila Y. Canfield
Submitted in Partial Fulfillment of the
Requirements for the Master of Arts Degree in Communication Studies
Edinboro University of Pennsylvania
Edinboro, PA

/O- 2-t/- 91/
Dr. Timothy Thompson, Chairperson

Date

ittee Member

Date

Dr. Kathleen Golden, Committee Member

Date

Dr. Mary Alive Dye, Co:

48b-3,^1/
C.2.

Acknowledgements
"It is in the whole process of meeting and solving problems that
life has meaning."
Scott Beck

Many friends and colleagues have helped this problem-solving project
come to its completion. These people - by their encouragement and support have given a meaning to my life.
Special thanks to my close friend Maryann Wilkinson for her constant
creativity and help throughout my graduate academic career - through many
papers and projects and especially through this thesis. Thanks to the Edinboro
University of Pennsylvania’s Speech and Communication Studies faculty for
their direction on this thesis and for their sharing of knowledge. Thanks
especially to Dr. Timothy N. Thompson, Dr. Kathleen Golden and Dr. Mary
Alice Dye for their willingness to actively participate in this thesis. Fellow
graduate students Pamela Alesky, Donald Capan, and PJ Strait also helped me.
Thanks also to Metro Health Center for financial assistance, allowing
me to complete my graduate studies.

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Table of Contents
Abstract ................................................................
Chapter One - Basis for Study..............................
Research Problem .........................................
Definition of Key Terms................................
Significance of Research................................
Chapter Two - Research Methods Used................
Method ..........................................................
Problems/Limitations of Acquiring Data
Sampling Methods.........................................
Techniques for Data Collection ....................
Data Analysis ..............................................
Chapter Three - Literature Review .....................
Introduction ...................................................
Defining Special Events ................................
Purpose of Special Events..............................
Determining Special Events.........................
Planning Details ..........................................
A Word to the Sponsors..............................
Evaluation ...................................................
Conclusion...................................................
Chapter Four - Development of the Festival ....
The History of Scottish Highlands Games . .
Events at Scottish Festivals.........................
Implementing the Idea ................................
Research Conducted.....................................
Festival Planning..........................................
Message Plan ..............................................
Media Plan...................................................
Schedule of Events/tasks..............................
Chapter Five - Presentation of Data.....................
Observation Grid Method............................
Participant Survey ........................................
Observation Methods ...................................
Vendor Survey ............................................
Chapter Six - Conclusions and Recommendations
References
Appendices
Appendix A - Interviews
Appendix B - Observation Grid
Appendix C - Participant Survey with Results
Appendix D - Vendor Survey with Results
Appendix E - Recording of Field Notes

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Abstract

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This thesis determines the relationship of theoretical opinion with actual
practices for successful special events. As a growing segment of marketing
plans, special events constitute a strong and evolving public relations practice.
Substantial funding from corporate organizations often accompany these events.
As well, special events serve as fund-raising methods for many non-profit
organizations. Despite their increasing use in professional arenas, special
events require specific planning elements and criteria for success.
Preliminarily, this thesis begins with a review of special event-related
literature from speech communication experts to detect recommendations for
special event planning. Next follows a developmental history of the 1993
Edinboro University of Pennsylvania (EUP) Spring Highlands Festival and its
planning efforts. This is followed by quantifiable research data gathered at the
1994 festival through interviews, surveys and other response mechanisms.
Special event elements, practices and procedures determined through
these festival research methods are then compared and contrasted with the
theoretical opinions defined in the literature review. Recommendations for
future Spring Highlands festivals, and a comparison of theoretical vs. actual
practices conclude this thesis.

Chapter One
Basis for Study

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Research Problem
Special events provide an integral element of the complete public
relations plan for modem day organizations. These events range from
sponsorships to grand openings to community related activities to fund-raising.
Some prove successful, some do not. Public relations practitioners should
familiarize themselves with the planning and use of special events, and with the
elements that constitute a successful event.
This applied research thesis identifies elements affecting a special event’s
success, based on theoretical recommendations of media experts. With the
knowledge gathered, the researcher defined which characteristics are most
common in successful special events, which types of events work best with
segmented audiences and criteria that ensures success. This knowledge is then
applied to a specific event - the Spring Highlands Festival of EUP. In a case
study format, both the 1993 and 1994 festivals were reviewed and then
compared to the criteria for successful events provided through the literature
review. A critique and recommendations for future Spring Highlands Festival
events, applicable to special events for any audience, conclude the thesis.
Upon completion, this thesis provided insight into "how the theoretical
relates to the applied." Using a compare-and-contrast method, the researcher
then developed a list of elements needed for a successful special event. This

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list proves useful to any public relations practitioner or any professional who
must plan special events, and specifically provides suggestions for a more
successful University event.

Definition of Key Terms
Special Events - Any event or activity designed specifically for an
increased level of favorable recognition. Often special events, are planned in
conjunction with other media-related efforts. The forms of media used for
promoting special events could include television broadcasts, newspaper
coverage, and direct mail. Success of the event is usually measured by
audience participation - number of television viewers, attendance at the event,
or levels of increased awareness, for example.
Target Audience - The group of persons to whom the special event is
directed.

This audience may be very narrowly or very broadly defined. For

example, the target audience for a supermarket grand opening could include all
women ages 18-35, who live within a ten mile radius of the store, who hold a
household income of $30,000 and who shop for food every Thursday morning.
In contrast, the target population for an art auction fund-raising event for
charity could include a population targeted simply by income level and
probability of philanthropy.

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Participant Observation - A method of research that places a researcher
into a natural setting to observe and collect empirical data. Recurring themes,
elements and patterns are noted in this longitudinal method.
Public Relations Practitioner - A professional in the field of, and
actively involved in, public relations activities. These activities include the
planning of special events, media relations and promotional efforts.
Spring Highlands Festival - An annual three-day event celebrating the
Scottish heritage of Edinboro University of Pennsylvania, and providing a
vehicle of interaction between the University and local communities.

Significance of Research
This research held significance for several groups of professionals. The
Eup festival staff, being most important, received a formal critique of the event.
Recommendations for the future may help to enhance the event, thus improving
the image of the University to its target audiences.
In a more general sense, those who sponsor special events require a high
level of success in return for their efforts. The practitioner planning special
events requires a high level of success for personal career assurance and
corporate favorableness. Knowledge of special event planning can equip the

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professional for success. Lastly, audiences involved with events require success
for increased sponsor awareness.
Each event holds its own unique characteristics, and each expert holds
varying opinions on elements for success. Through testing current expert
opinions, a list of elements for an effective event was developed and may prove
a useful tool for any professional involved in future special event planning.

Chapter Two
Research Methods Used

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Method
Data for this case study initially included a literature review of selected
expert opinions to determine common theoretical elements of successful special
events. Upon completion of the review, a synopsis of the 1993 and 1994 Spring
Highlands Festivals at EUP was performed, using several evaluative methods. The
final stage of the research includes a comparison of elements in the literature
review with those obtained from the festivals, allowing recommendations for
future events.
Part one of this research specifically studies experts in the speech
communication field for scholarly themes.

Public Relations expert Cutlip

(1964,1992) was reviewed, as well as other definitive authors of publications,
academic texts, and current periodical authors from related fields (business
periodicals).
Part two of the thesis provides a historical record of the planning for the
1993 EUP’s Spring Highlands Festival. Data retrieved through the review of
planning documents, as well as interviews with key festival planners (Dr. Timothy
Thompson, Professor of Speech and Communication Studies at EUP, and Ms.
Pamela Alesky and Ms. PJ Strait, Graduate Assistants to Dr. Timothy Thompson),
allowed for historical recording of the event’s development.

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Part three presents research instruments used for evaluating responses from
the 1994 Spring Highlands Festival, including surveys and observation grids
developed by the researcher.
Part four of the thesis provides a contrast between the literature review and
the actual performance of the 1993 and 1994 festivals.

This is followed by

recommendations for future successful events. Concluding remarks summarize the
applied research project.

Problems/Limitations of Acquiring Data
Special events have been used throughout history for promotional effects.
However, special event planning has only developed into a major promotional tool
during the past ten to fifteen years. Therefore, much of the "how-to" material for
the literature review consists of current writings. The definitive Public Relations
authors do not specifically address special event planning. However, inferences
to the effectiveness of this promotional tool may be made from these original
writings. This limitation required the researcher to interpret historical writings and
evaluate them in the realm of special events and not necessarily in the realm for
which they were originally written. This problem was resolved by condensing the
genre of literature reviewed to a current, narrowed focus.

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Data objectivity served as a second limitation of this study,

Some

organizations warily permit a researcher to access the planning details of events
and to attend events for observational purposes. Fortunately, EUP (the university
the researcher attends) sponsored this special event, so access to the data and
historical records did not pose a problem. However, parts of the initial planning
were performed by EUP students and faculty closely involved with this thesis,
namely the researcher and Dr. Timothy N. Thompson, professor of Speech and
Communication Studies. As a graduate student at EUP, the researcher began work
on the 1993 festival while a student in Dr. Thompson’s graduate class of
Managing Public Relations. During the fall 1992 semester, the researcher worked
with over 20 other graduate students to formalize the plans for the 1993 festival.
Additionally during this semester, the researcher contacted undergraduates directed
by Dr. Thompson to supervise the data collection for the festival’s initial research
phase. Upon selecting this case study as an applied thesis study, Dr. Thompson
was chosen as the Chairperson for the project due to his public relations expertise.
Other committee members included Dr. Mary Alice Dye and Dr. Kathleen Golden,
professors for the EUP department of Speech and Communication Studies.
While simultaneously directing the thesis, Dr. Thompson actively planned
the 1994 Spring Highlands Festival.

The researcher’s interaction with Dr.

Thompson may have influenced the objectivity of this study. However, this

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problem was addressed by consciously choosing to remain objective during the
process, and by postponing the presentation of data findings to Dr. Thompson until
after the completion of the 1994 festival.
Thirdly, developing a measurement scale for all successful events proved
difficult, since each special event is individualized to achieve specific, yet different
goals. One organization may hold a perceived level of success by meeting all the
criteria for a successful event, while the event itself may not appear successful
when evaluated in other settings or using other criteria.

This problem was

resolved by basing success on several factors, not simply the number of people
who attended, the money raised or the press coverage received. Instead, criteria
for a successful event was developed to include how the event met predetermined
goals of the organization.

Sampling Methods
Sampling methods included a literature review, interviewing, a review of
historical documents, and participant observation at both the 1994 festival planning
meetings and the festival itself. Surveys were also used during and immediately
following the 1994 festival.

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Techniques for Data Collection
Literature Review - Summarizing the works of various authors on a topic
to detect recurring themes and elements for successful events. Variables included
availability of selected sources, and the application of the author’s work to the
special event arena.

The availability problem was controlled by beginning a

literature review at an early stage in the study, allowing enough time for loans of
material, and by obtaining access to several libraries or literature sources so that
a variety of material was obtained.
Participation Observation - Recording of the event’s planning activities often through actual participation- for the purpose of later analyzing these elements
into qualitative summaries. The recording of the 1994 festival activities was
performed through video taping and recording of selected verbal and non-verbal
communications.
Interviewing - Discussing and recording details, goals and objectives of the
festival planners. Availability of planners was a limiting factor in this method,
since one graduate assistant who played a large role in the 1993 planning (Pam
Alesky), resided out of town,

Fortunately, a face-to-face interview proved

feasible, allowing additional insight into the festival’s planning.
On-site surveying of vendors and participants - Recording comments and
suggestions during the 1994 festival. A standard evaluation was developed for this

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method. Physical limitations of the researcher limited the number of interviews
possible during the event. To provide a higher percentage of surveys from festival
participants, the researcher trained several undergraduates to collect empirical data
during the festival.
Observation Grid -

Following Bales’ (1970) small group observation

method, the researcher developed categories appropriate to the large group setting,
then surveyed participants at the 1994 festival.
Recording of verbal cues - Field notes of selected verbal communications
recorded during the 1994 festival, then categorized into the criteria groupings used
in the observation grid method.
Evaluation forms - Critiquing the success of the event by using 1994
festival response vehicles.

Data Analysis
Upon completion of the literature review and the observation of the special
event, these data collected on-site were analyzed to determine the correlation
between the two. Preliminarily, several criteria were stated relating to the specific
elements of a successful special event. This list was later compared to elements
used in the Spring Highlands Festival.

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Since the observed elements correlated with the stated criteria, this case
study reinforced the writings of experts. A developed list of elements for special
events can be used by public relations practitioners and special event planners for
more effective events.

Chapter Three
Literature Review

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Introduction
Current research on special events examines factors to produce
successful outcomes. Experts and practitioners have developed checklists for
specific elements of a special event, based on a review of actual occurrences.
These conclusions specifically define successful elements, without a contrast to
theoretical assumptions. This literature review provides an overview of
writings about special events, their factors of success, and their place in an
organization’s total marketing plan.
Corporate marketing combines a variety of mass media methods and
tools that serve to promote an organization. Traditionally, this field of
marketing is divided into two major areas - public relations and
sales/advertising. According to Seitel (1984), the primary objective of sales
and advertising is to promote an organization’s services and products through
paid vehicles. In contrast, the practice of public relations manages the
communications between an organization and its publics.
Broadly defined, public relations is as old as civilization because
underlying all public relations activity is the effort to persuade
Persuasion is still the driving force of public relations, and many of the
tactics that modern public relations people use to persuade have been
used by leaders of society for thousands of years ... The earliest formal

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public relations activities were used largely to promote something or to
’spread the faith’ - the original definition of propaganda (Grunig &
Hunt, 1984, pp. 14-15).
Grunig & Hunt also record that historically, the term "public relations,"
first used by lawyer Dorman Eaton in his 1882 address to the Yale Law
School, signified "looking out for the welfare of the public" (p. 14). The term
had not been used to describe the communications professional known today
until Bernays, in 1921, coined the term "public relations counsel".
Two years later, he wrote the first book on the subject, Crystallizing
Public Opinion, and taught the first college course in public relations
(PR) at New York University. Thus it was around the turn of the
twentieth century that PR came into being as a term, as a profession and
as an academic discipline (Newsom & Scott, 1985, p. 25).
Before that time, the practice was known as "press agentry" or "publicity
direction." Press agentry - aimed at attracting attention rather than gaining
understanding - developed from the entertainment and political worlds of the
nineteenth century. This model still flourished in the mid-60s, according to
Cutlip & Center (1964). At that time, one of its most common forms was
arranging for a product or person to be seen in association with celebrities - for
example, being photographed with a motion-picture star, or giving away a

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product as a prize on a television program. Most notably, Phineas T. Bamum,
who formed the Barnum and Bailey Circus, used the press agentry publicity
model and according to Grunig & Hunt (1984), served as "a leading historical
figure" (p. 18) for this model.
Today’s special event falls under a broad umbrella of public relations,
and press agentry (one-way communication) method. As a growing segment of
an organization’s public relations efforts, special events form a strong and
evolving method of promotion.

This type of publicity effort often

accompanies substantial funding from a variety of sponsoring organizations.
Special events may also serve as fund-raising techniques for non-profit
organizations. Despite their increasing use in professional arenas, successful
special events require specific planning elements and criteria.

Defining Special Events
Initially, this literature review requires a definition of special events so a
uniform understanding of the term and its connotations may be obtained.
Public relations practitioners, marketing professionals and authors have
described special events in a variety of ways, each presenting an individual and
differing perspective. Over twenty years ago, Leibert and Sheldon (1972)
simply described the special event phenomenon as a dramatic effort to promote

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an idea, a cause, or a program. At that time, the special event’s purpose was to
improve relationships with an organization’s publics, to develop understanding
of an organization, and to strengthen support for an organization through
increased levels of participation and contributions. Special events were
considered a primary method of promotion for charitable causes and public
serving institutions. The events also created interest and understanding of a
cause or institution, provided the basis for increased volunteer participation,
dramatized a program, or raised donated funds.
During the 1980s, Prior (1983) redefined this marketing tool by
describing a special event as an assembly of people who gather to be informed,
to be entertained, or to accomplish some worthwhile purpose. Continuing,
Prior explained the publicity efforts that accompany special events by noting
most special events (particularly if invited affairs) receive most publicity after
the fact, not before. Events were becoming more targeted in the messages, the
motives and the markets. Ukman (1984) explained that the days of
philanthropic corporate sponsorships were long gone. Companies entered into
sponsorships because they expected a financial return. If the event also
provided a tax break and furthered a worthy cause while reaching the right
audience, so much the better.

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Parkhurst (1985) offered a more simplistic definition of special events
relating to publicity by stating that "event publicity is the gathering of exposure
for a specific occurrence at a specific time" (p. 163). A few years later, Harris
(1988) revised the definition by deciding that events serve as an occasion to
invite an organization’s outsiders in-house for a close and personal look. These
special events provide the opportunity to deliver a marketing message
personally to constituents by showcasing an institution or an organization in
interesting, time-effective, and creative ways. While helping to educate, make
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a point, build friendships, enable constituents to feel like "insiders," and foster a
sense of community, special events can take the form of annual events, on-time
events, or off-site events. As well, special events may be one element of a
bigger and more grandiose marketing or public relations theme.
Now, at the start of the ’90s, the marketing and public relations
community continues to see an increase in the frequency, extravagance, and
sponsorship of special events. The focus has changed from discretely
presenting an organization to its publics, into major promotions included in
both an organization’s general mass media and targeted marketing plans. The
need to strategically market a sponsoring organization has forced changes
toward a wider variety of events, including corporate sponsorships of annual
functions and grand openings of new facilities.

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The form of special events has also expanded to include the observance
(Lesly, 1991) - a type of event which constantly stimulates interest and
publicity coverage. Techniques used in the observance serve to build a
program around a symbolic event or to give evidence of an accomplished fact,
such as a centennial or anniversary. Successful anniversaries, according to
Gable (1991), require a strategic approach that goes beyond a creative visual, or
an uncreative one, such as the "typical ribbon cutting featuring executives
holding a giant pair of scissors, or the ground breaking with silver- or goldplated shovels" (p. 25). Creative anniversaries hold the potential to influence
more than the number of column inches in the paper or the seconds of sound
bites on the news. When strategically approached, an event - whether a one­
time or extended program - can generate benefits beyond the obvious. These
benefits, explained Gable (1991), include serving multiple marketing
requirements, positioning the company, and positively affecting the bottom line.
With the increasing need to position a company in the minds of its audiences,
the role of special events has changed to not only presenting the name or image
of an organization, but to specifically delivering a marketing message to a very
targeted audience. "Special events of every description ... are created to tell
a public relations story and influence public opinion. (They) are acts of news
development. The special event is a publicity splash" (Lesly, 1991, p. 334).

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The special event often serves as the central focus for the public relations plan,
_ and "all press release, photo opportunities and other public relations functions
are directly related to this activity" (Goldblatt, 1990, p. 119).
Special events continue to grow in today’s marketing world. Ten years
ago, Ukman (1984) estimated that corporate sponsorships of special events for
the year totalled over $850 million, with over 1,600 companies sponsoring
events. Stevens (1984) forecast that special events would alter the relationship
between the private sectors and the public, becoming the "fastest-growing
segment of corporate promotion campaigns" (p. 30). Later, McKenna (1992)
noted that special event marketing had become a multibillion dollar business
with hundreds of companies vying for available marketing funds. "More
companies are getting into (event marketing) as a way of getting visibility in a
highly cluttered category" (Brunelli, 1993, p.9).
Yet special event publicity occurs only at a cost. Ensman (1992)
believed that special events could be excellent public relations and fund raising
opportunities, but demand financial risk of large dollar amounts. Randall
(1993) lists three types of special event hidden costs - direct costs, usually
requiring 25-to-50 percent of gross revenue; indirect costs, including dollars for
staff time; and opportunity costs, the "benefits lost by investing resources into
one activity instead of another" (p. 16). A general rule of thumb for

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promotional expenses of an event, given by Ukman (1984), spends
approximately twice the cost of the actual event.
The public relations practitioner experiences an increasing demand to
stage special events within a pre-determined budget while effectively
persuading and informing target audiences of desired underlying
communications. Blackwell and Crihfield (1991) term these elements as
subliminal embedded communications messages, and contend these messages
construct a principal element of special events. Some messages are more
defined, bypassing the subliminal elements to send harder hitting messages
through cause marketing.
Cause marketing (will) be a winner in the 90’s. Boomers are middleaged and more concerned about issues that affect their lives. And causes
that not too long ago were ’fringe,’ like saving the rain forest and
recycling household trash, are today part of . . . kids’ curriculum and
vocabulary. That’s a big change which will drive the creation of events
and decision-making by corporate sponsors (D’Alessandro, 1993).
Of course, the limitations and disadvantages of special events have been
addressed during this period of marketing growth. For example, "most often by
the very nature of special events, the programs are regionally restricted"
(McKenna, 1992, p. 72). Langley (1992) noted the narrow target by explaining

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that events are designed "to import a specific message to a specific audience."
Bowman (1989) believed that special events proved the best option for the
regionalized marketing plans used extensively in the ’80s, but appear too
outdated for marketing plans of the ’90s.
Historian Daniel Boorstin coined the term ’pseudo-events’ to describe a
technique used today by public relation practitioners. A pseudo-event
would not have occurred except to gain news coverage. The Boston Tea
Party was one of the first pseudo-events; a staged dumping of tea into
Boston Harbor to crystallize public opinion against what the
revolutionaries considered to be unfair taxation (Grunig & Hunt, 1884,
p. 18).
Randall (1993) discredited special events and conferred that most special
events do little to promote understanding of an organization, cause or project.
Some special event activities may literally cheapen the cause since the events
may be perceived as irrelevant, silly or morally questionable in the eyes of the
audience. "If an enterprise is not worthy of public esteem, it had better resist
the temptation to mount an event to say it is. In that case, the event becomes a
stunt and soon will be seen for what it is. Rather, the enterprise should get its
house in order first, then tell the world" (Maund, 1991, p.33). Many
practitioners are often tempted to create a full-blown, grand scale event, but if

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the event is not in line with the institution’s mission, strategies, and goals, it
may prove a waste of time and money.

Purpose of Special Events
Despite a practitioner’s confidence in the relevance of special events, the
effect of an event and its purpose remain consistent: to create publicity and,
ideally, news. Cutlip (1982) gives a well-defined distinction between the two:
The main difference between publicity and news is, that with publicity,
it is »its sponsor that considers it newsworthy; the media receiving it may
or may not agree . . .

The origination, planning, staging, timing,

invitations, and almost all preparations that go into special events have
become increasingly significant in the public relations scheme of things.
They feed the pride, vanity, and togetherness within a sponsoring
organization, and they help compete for public notice outside the
organization (Cutlip, 1982, pp. 10-12).
The special event of today’s marketing world provides a variety of
opportunities to generate publicity and to promote and market an organization.
Curtis (1989) reported whatever the reasons for producing a special event, the
overriding purpose of all special events should be to attract the attention of
specific target audiences. Randall (1993) reported most professionals agree a

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special event should raise money, provide an opportunity for people to have fun
and possibly become involved ("Friend Raising"), help reach people that might
not otherwise be reached, and call attention to an organization, cause or project.
Therefore, a clear definition of the objectives and the audiences is vital for the
success of a special event. Like publications, events are persuasion tools.
They should ultimately be evaluated on their ability to move the target audience
from a general awareness of an organization to a specific commitment to it.
Two other elements of successful special events are defined by
Blackwell and Crihfield (1991). First, critical non-verbal communication
/

patterns allow audiences to respond to the event. "To be successful, an event
must be made up of elements that are designed to appeal to specific attitudes
and to trigger specific interactive communication responses" (p. 34).
A second element of selectively choosing the mediums through which
the special events will be promoted allows the target audience to respond to the
event. Blackwell and Crihfield (1991) termed this as "congruence of messagemedia-response cycles" and suggested that for a most successful event,
determination of the media mix should be based on the desired audience results.
A Values and Lifestyles (VALS) program can present knowledge of the
psychographics, demographics and the psychological profiles of the target

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audience, along with media usage of this audience, providing useful
information when considering an event’s media mix.
Blackwell and Crihfield (1991) also present four conditions that must be
met simultaneously for a member of the target audience to accept the
communication presented in a special event. First, the receiver can and does, at
some level, understand the communication. Second, the receiver experiences
consistency with the communication and the purposes of the transmitter, at least
to the extent the receiver understands those purposes. Cognitive dissonance
elements may manifest themselves if this second criterion is not fulfilled. If,
for example, a tobacco company sponsors an athletic event, attendees at the
event may realize any relationship between cigarettes and athletics is
incongruent. Third, at the message receipt and the time of decision by the
recipient (if any is made at all), the recipient believes the message is
compatible with his or her own interest. And last, the recipient may physically
and psychologically comply with the explicit or subliminal message
imperatives.
When used properly, special events can produce a positive effect on
customers, trade and employees, and provide several benefits. Stevens (1984)
credits this phenomenon with the ability to test ideas, focus on specific
demographics segments, create long-term visibility and generate more "media

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power" than other marketing forms. Since the evolved special event represents
one of the newest waves of media, marketers must become more focused on
what events can do, and to begin scrutinizing special events more like
traditional media.

Determining Special Events
Before considering what type of event to sponsor, many experts advise
first determining the objectives and goals for the event and how the event
blends ^vith an organization’s overall media mix. "Do not create special events
in isolation, but weave them into (the) total advancement program" (Harris,
1988, p. iii). Events must warrant the time, effort and money involved.
Because special events constitute such powerful communication and marketing
tools, practitioners are warned to use them wisely. "Never lose sight of the
long-range goals of (an) advancement program" (Harris, 1988, p. 1). A
professional must decide how each event fits into the organization’s
promotional plan and why each event is unique and deserves coverage.
Other experts (Leibert & Sheldon, 1972) agree that the most important
guideline for successful special events is deciding whether the proposed event is
important enough, is identified sufficiently with an organization’s purpose, and
justifies the effort and cost necessary to assure the event’s success. Despite the

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frequent- use of special events by many organizations, events cannot erase years
of neglect by a company’s executives; nor can they instantly turn the tide of an
institution’s image or act as a Band-Aid to cover up bad policies or poor
leadership.
Small-shop professionals should not, then, be asking whether
special events should be pursued, but under what circumstances
should they be pursued. To be effective, special events should be
planned strategically. They should be geared toward a precise,
clearly defined objective, formulated within the context of the
organization’s overall fund raising efforts (Ensman, 1992, p. 59).

Planning Details
No single element ensures the success of a special event. Practitioners
and marketing professionals agree a combination of elements, implemented
through careful planning, provides the best recipe for success. The event must
target specific audiences, demographics and psychographics, so a practitioner’s
goal is to find which event most effectively reaches the desired target audience.
Different audiences prefer different types of events. For example,
D’Alessandro (1993) concluded that "men are more interested in sporting
events. But more women (51 percent vs. 31 percent of men) and younger

33

people (51 percent of adults age 25-44 vs. 31 percent of adults age 45-64)
prefer local family oriented activities like concerts, art festivals, and free days
at the zoo." One event rarely covers a multitude of audiences, although this is
not an impossible feat. The one special event, according to D’Alessandro
(1993), with the broadest appeal to consumers is the Olympics. Eighty-three
percent of a national sample found the Games appealing - an appeal that cuts
across all ages and income levels.
Once the audience has been targeted, consensus varies among authors as
to the element most critical in the planning of successful special events. Lesly
/

(1991) believes staffing stands as the most important detail of publicity and
special events. Leibert & Sheldon (1972) hold a similar mind-set, saying that
"success depends on the joint efforts of volunteers and staff. Volunteers are the
’backbone’ of special events. Many events fail due to lack of men and women
volunteers" (p. 16). The success of any event, according to Russell (1989),
rests on the shoulders of every individual involved, after matching the right
people to the right job.
A differing criterion is given by Curtis (1989), who feels the one
essential ingredient for producing and benefiting from a special event is careful
planning. For many authors, the element of planning plays a large role in the
success of the special event. "To plan, consult first with the institution’s chief

34

Public Relations officer. Then make a planning committee" (Harris, 1988, pp.
3-4). The planning committee, according to Harris, should be carefully
selected and should include persons with knowledge of the organization,
communication specialists, and a selection of community leadership.
If planners are to be properly equipped to make a successful special
event, Gable (1991) recommends starting with goals and strategies for the
event. Then brainstorm and create a critical path, while developing strategic
alliances or partnerships with community organizations. In addition, budgeting
of human and financial resources with an agreed upon means of measurement
/

must be completed. "The most important watchwords are plan carefully,
proceed according to plan - alert to see that every detail is handled, check and
double check in advance, and don’t relax until the final curtain is down"
(Leibert & Sheldon, 1972, p. 21). However, with any type of special event, an
organization’s top management must be frequently briefed and actively included
in the planning process, and Cantor (1989) believed that "it is valuable in
special events planning to allow media access to top officers when feasible" (p.
255).
The professional planning a special event must remember that flexibility
can serve as a key to success. A plan must be developed and committed to,
realizing there may be times when one may have to bend to meet the

35

objectives. It is also important to develop contingency plans. But in the real
world, one cannot foresee every problem that might arise, so "avoid planning
an event that’s too complicated" (Parkhurst, 1985, p. 166). Parkhurst also
listed several pointers for planning a successful event. These included choosing
an event that no one else is doing, carefully selecting the event’s location,
allowing for plenty of time to complete planning of the event, and selecting a
date which will not conflict with any competing events. A memorable event
requires planners to begin early to get approvals from the community. Pre­
event publicity and planning may be as critical as the actual event.
/

Russell (1989) offered her six secrets for great events:
identify the objective, break down the task into the activities needed to
reach that goal, determine a timetable, figure out the actual skills needed
by supervisors in the various areas, delegate authority, and set up a
schedule of weekly meetings or written reports for key managers (p. 77).

A Word to the Sponsors
For each special event, a sponsor will hold a varying set of self-serving
objectives and goals that often serve to complicate the planning and
implementation of the event. D’Alessandro (1993) addresses this concern with
"Do’s and Don’ts" for sponsors and organizers, which include working around

36

biases and listing each party’s needs and expectations at the start of planning.
Most event sponsors require a specific return for their money. Dealing
with these expectations may become more difficult for practitioners than
organizing an event.

McKenna (1992) provides ten special event principles

that serve as tips in working with sponsors:
sales and marketing expectations must be clear, derived from consensus,
well discussed before the fact, and in writing; expectations must evolve
into specific plans and measurable results; special event programs should
be designed with (the user in mind; keep the event’s product expandable;
look for events that are long-term; the event should enhance brand and
customer image; if possible, think big; the event should eventually pay
out; planners can always improve a program; and decide whether the
event should be managed in-house or out-of-house (pp. 41-53).
A practitioner must not forget the impact of the event on the audience,
in light of its appropriateness to the mission of the organization. "What is
more important ... is the increased emphasis such activities place on better
long-range, pre-planning retailer tie-ins and the right strategic fit" (Bowman,
1989, p. 108). Gable (1991) presents criteria for this evaluation. A sponsor
may consider questions such as: Is the mission and the position of the business
supported? Is the event appropriate? Is it relevant? Will the audience

37

remember the event for the right reasons? Will anyone be offended by the
event? Will relationships be built from the event to the community or target
audience?

A special event should hold some essential characteristics for

success. These include a publicity value of its own, innovation, and a
positioning of the sponsoring organization, according to Stevens (1984).

Evaluation
Evaluation of the special event may serve as the most crucial element of
planning. Sponsors may require specific numbers and results for their dollar
donations. An organization’s administration may demand a review of the
number of participants and a report of the media coverage received. These
evaluative factors can determine an event’s success and its level of excellence.
McKenna (1992), for example, believes that special events have the potential to
excel because of four basic reasons: 1) special events are generally not
duplicated by competition, 2) special event promotions are usually non-price
related events, 3) the assimilation factor - special events help products gain
acceptance within a market, and 4) special events can be fun for sellers and
buyers. While these methods for evaluating may be critical to the successful
planning of future special events, Kaatz (1989) believes other evaluating
methods may include determining the targeted audience, pre- and post- event

38

sponsorship surveys, sponsor or product name recall, attitude changes, increased
awareness of the sponsor’s image, actual responses delivered, sales leads
experienced, and/or visibility of the company’s identity in media coverage.
A well executed event guarantees editorial coverage. There are so many
facets to any given activity that it is not uncommon to see it reported on
entertainment pages, sports pages, metro pages and editorial pages.
Because of the visual opportunities, television coverage and live on-site
radio broadcasts are good bets (Ukman, 1984, p. 21).
Leibert & Sheldon (1972) stress that an organization should write a final
report, telling of the event’s mistakes and successes, for use in planning the
next special event (if a repeat performance is desired) and for financially
justifying the event. However, practitioners may face a challenge in assigning
quantifiable figures to a promotional event.
Advertising is, in general, an inexact science, and quantifying the impact
of event marketing can result in even more nebulous findings. It really
depends on what an advertiser is looking to get out of [the event].
There are a lot of variables. But with other marketing costs escalating,
clients are going to keep looking at events to make their dollars work
more effectively (Brunelli, 1993, p.9).
For a more effective event, D5Alessandro (1993) measures success by an

39

event’s ability to do seven things: enhance the name brand, elevate awareness
and consideration of the company, increase productivity and sales, boost
morale, promote the sponsor as good a corporate citizen, gain hospitality out of
the event, and provide the right mix of corporate sponsors. Other elements to
consider during the critique of an event include networking with community
organizations and generating community involvement.
Zahradnik (1987) points out that companies must find ways to measure
the impact of media special events without crippling other advertising efforts.
"With clients nervously watching their bottom lines, how will they fund their
i

increasingly passionate romance with event marketing? The answer is that the
money will be pulled from funds earmarked for traditional media advertising"
(Brunelli, 1993, p.9).

Conclusion
The special event provides an option for the marketing efforts of many
organizations. As special event usage increases, as events accomplished their
objectives, and as success is more firmly critiqued, a definitive list of elements
should emerge. Yet, despite the practitioner’s effort to categorize and quantify
successful special event elements, particular variables about events will not
allow measurement or control. These variables, such as weather and media

40

"emergencies" which require immediate attention (fires, natural disasters,
deaths, etc.), provide an element of contingency that even the best practitioner
cannot anticipate.
However, literature does suggest three major themes or variables over
which a practitioner may have control. When these elements are addressed and
planned for, the likelihood of a successful event may be significantly improved.
The first element for successful special events, consistently addressed by
experts, relates to the purpose of the event. A special event, despite theme or
topic, may not be appropriate for every type of target audience. When
implemented, an event can serve as a persuasion tool to affect an audience, to
attract attention to an organization, and to create news. But planners must use
the special event only when most appropriate to gain these responses. One
special event, as mentioned in the literature review, cannot make up for years
of neglect by an organization. And one event, when presented to the wrong
type of audience, may have disastrous effects for an organization. Matching
audiences and objectives is key to the successful use of special events.
This matching process leads to the second element for success: careful
planning. Planning should be applied to every detail of an event, from
audience targeting, to staffing needs, to contingency plans, to defining goals
and objectives. A practitioner should start early in the planning process, and

41

should plan to keep the event logistically as simple as possible. Early in the
planning process, sponsors should address their expectations for the event, and
the details should be reviewed in light of several questions: Is the event
appropriate? Will the event position the sponsoring organization favorably?
Does the event hold a publicity value of its own? Once these planning
questions are considered, event planners can note these expectations more
accurately and realistically.
Thirdly, and possibly most important, a method for evaluation is needed
to determine the level of success. If the .event’s preliminary planning was
completed, these objectives should already be in place and ready to measure
success. Criteria for each event will vary, depending on the target audience
and the sponsor’s objectives. Some organizations will measure success simply
by the visibility of the sponsor’s name or the number of people who attend the
event. Other criteria may include an increase in product name recall, coverage
received from the media, number of responses generated, networking
opportunities with other organizations, a boost in company morale or
identification of the sponsor as a good corporate citizen.
Whatever the specific criteria used to evaluate the success of a special
event, a final report summarizing the event and its elements, should be written.

42

This allows planners of future events to quantify and justify their activities,
since the report also serves as a historical record of marketing efforts.
These three elements - purpose, planning and evaluation - provide public
relations practitioners and event planners with a basis for entertaining and
purposeful special events.

/

I
I

Chapter Four
Development of the Spring Highlands Festivals

45

established in Scotland. The Ancient and Honorable Order of St. Patrick
was established first in New York by a group of Ulster-Scots. The
Caledonian Society of Montreal, founded in 1855, even incorporates a
hammer thrower in its badge. Most Scottish Societies, such as the
Robert Bums Society, have a living history group that camps out and act
out the living history (T. Thompson, class handout, 1993).

Events of Scottish Festivals
Highlands Dancing - This activity mixes beauty and grace with music.
The Highland Fling, the Word Dance and the Seann Triubhas were originally
performed only by men. Modern day competitions are based on timing,
expression and proper dress. Historically, males wore kilts while females wore
the Aboyne - a full skirt, white blouse with an over-the-shoulder plaid.
Today’s dancers still don this traditional costume.
Scottish Country Dancing - Originally restricted by the Scottish Church,
the roots of Scottish country dancing are difficult to determine. Researchers
have tried to discover the elements of the original Scottish country dance, but
without success. According to Dr. Thompson,
"in 1923, Scottish Country Dancing was revived through the efforts of
two people meeting in a small Glasglow office. The two founders

46

wanted to keep the dances as traditional and correct as possible. They were
determined to get as much information as possible from elderly people who had
really danced the dances. The founders gathered a wealth of knowledge, and
the description of all dances and dancing methods collected and taught by the
Royal Scottish Country Dance Society is based on the spoken word" (T.
Thompson, class handout, 1993).
Scottish country dancing performed today mirrors the ballroom dancing'
originally performed in Scotland.
Tossing the Caber - In this most traditional Scottish athletic event,
contestants attempt to flip a 100-130 pound, 17-21 foot long caber end over
end so the caber lands with the small end pointing directly away from the
contestant. The straightest toss is named the winner.
Weight Toss and Weight Throw - These two events, usually combined,
challenge contestants to throw a 28-pound weight, and a 56-pound weight for
distance and height.
Tossing the Sheaf - A burlap sack filled with a bale of hay weighing
about 16 pounds, is pitched over a bar. Each contestant is allowed three
attempts, each with the bar being raised about 6 inches.

47

Putting the Stone - A stone weighing 16-25 pounds is thrown in a
method similar to modern day shot put.
Scottish Hammer Throw - A long handled 16-22 pound hammer is
thrown for distance.

Implementing the Idea
The purpose of the Spring Highlands Festival at Edinboro University
was two-fold: to raise funds for Edinboro Lake Restoration and Conservation
Foundation and to establish an annual event celebrating spring and the Scottish
i

heritage of EUP. Before 1993, no Scottish-type festival or games had been
held at EUP and no large festival or celebration of spring currently existed.
To initiate the event, festival planners first designated target markets and
demographics, as follows:
Primary audience: EUP audiences (students, faculty and
administration)
Secondary audience: Edinboro residents, Scottish community
groups, EUP parents and alumni.
EUP demographics (1993): freshmen 34%; sophomores 18%;
juniors 17%; seniors 18%; graduate students 8%;
transfers 5%.
EUP student housing (1993): dormitory 30%; private 2%;
commuters 42%; off campus 26%.
Based on these assumptions, work began on the implementation of the
1993 festival. Dates for the festival were set for April 23-24, 1993. University

48

facilities were first secured by Dr. Thompson, who initially projected
attendance of 5,000 people (later revising this projection to 1,000 attendees).
The fields at Perry Lane, the lawns and fields at the north side of the Towers
building, the cross country course, the outdoor volleyball courts near McComb
Fieldhouse, and the University Center’s multi-purpose rooms were reserved,
plus a local golf course for the proposed golf tournament.
Twenty students in Dr. Thompson’s fall 1992 graduate class in
Managing Public Relations then began the initial festival work by contacting
the Robert Burns Scottish Club of Erie, the SAGA Scottish Group and Mr.
/

David Peet - the primary planner of Ligonier Scottish Festival and Games.
Students listed their individual areas of expertise, then divided into four task
groups to address the topics of message design, media planning,
research/marketing, and event planning.
Meanwhile, Dr. Thompson represented the festival planners at a campus
organizational fair on September 26, 1992. A strong interest in the event was
shown by the students present, which allowed various campus organizations to
promote their organization and recruit new interested students. Following the
fair, Dr. Thompson estimated approximately 70 graduate students and
undergraduates from all areas of the University were involved in planning the
event. By end of the fall 1992 semester, Dr. Thompson estimated at least 100

49

students were "committed to working through the completion of the event" (T.
Thompson, personal communication, September 26, 1992).
Graduate students continued working to summarize the conception of
event and to suggest critical paths to implementing ideas. Suggested activities
included: Scottish music, dance, heritage exhibitions, games (caber toss,
throwing of the weight, tug of war), golf tournament, volleyball tournament,
softball tournament, mountain bike race, canoe races, and smaller scaled games.
Other Scottish ideas included "a best legs in a kilt" contest, a "Mad about
Plaid" race (possibly some type of relay), a bonfire, camping on a hill near the
University’s cross country course and Scottish food provided by the campus
food service contractors.
A logo, developed by University students and staff, was affectionately
dubbed "Nessy," and used for promotional materials. Graduate students also
suggested a variety of fund raising methods including t-shirts for purchase by
participants, allowing entry into games; selling of admission buttons; restricting
the festival area and charging an admission fee; printing a program booklet
with advertisements from local businesses; donating a percentage of food sales
and proceeds from the mountain bike race and golf tournament to the Lake
project.

50

Several questions of planning and logistics were also addressed during
this semester. Students concentrating on the event promotion worked to
identify audiences. Message design students determined the planning,
scheduling, and production of the media, the design of all collateral - programs,
tickets, and certificates, public service announcements and feature stories, and
wrap around events, such as Scottish Week at Miller School (the University’s
day care center).

Research Conducted
While the graduate class worked to manage the event and to provide
notes for future festivals, undergraduates in Dr. Thompson’s fall semester 1992
public relations class worked to detail the promotion and execution of the
event. These students surveyed 250 fellow EUP students to determine interest
level in Scottish festival, events, games, media usage. Results were as follows.
Events: Fifty-one to sixty-two percent of those surveyed expressed at
least some interest in watching Scottish event exhibitions. The highest interest
occurred toward the tug of war, volleyball, and softball events. Thirty-one to
thirty-nine percent of those surveyed definitely expressed interest in
participating, with sixteen to twenty-five percent partially interested depending
on the type of event. Twenty percent of surveyed students expressed interest in

51

watching cultural events. (Researchers considered the result of cultural interest
to measure higher among EUP Administration/staff and community members).
Costs: Fifty-five percent of all those surveyed were willing to pay a $12 admission fee. Forty-six percent were willing to pay this fee if they received
an event souvenir (a button, for example). Fifty-seven percent of all surveyed
stated they would pay $6-8 for a commemorative t-shirt. Forty-one percent of
all surveyed would pay an entry fee for competitive team athletic events.
Media: The most frequently used and effective media were word of
mouth, the Spectator (University newspaper), a faculty announcement in,class,
campus bulletin boards, WFSE (University radio station), and table tents in
student dining areas.
This "research indicated a significant level of student interest in all
aspects of this event and a demonstrable potential as a successful fund raiser"
(T. Thompson, class handout, 1993).
Based on completed research, event planners decided to keep all
proposed festival events. While the cultural events gained low interest from the
surveyed student population, planners believed these could be maintained
because of non-student interest. A recommendation of a one-to-two dollar
admission fee with a complimentary button or nominal gift was proposed.

52

Also, based on research, an $8 maximum price was proposed for
commemorative festival t-shirts.

Festival Planning
Upon completion of the research, Dr. Thompson’s undergraduates
developed three global objectives for the project: 1) to provide a celebration of
spring, 2) to sponsor an event denoting the Scottish heritage of the university,
and 3) to raise monies for the Edinboro Lake restoration project.
Next, immediate objectives and a schedule of tasks were developed by,
the graduate student class. "Initially, we planned a festival with limited games,
entirely for EUP students, faculty, staff and administrators. As planning
progressed however, it became evident that various Scottish groups from the
Northwestern Pennsylvania region were interested in participating." (T.
Thompson, class handout, 1993). Because of this extended interest by outside
groups, the festival’s scope grew to include Scottish vendors, performers, EUP
alumni and parents, and residents of Edinboro.
Proposed events included (on Friday) a golf tournament, a display by the
Robert Burns Society, a "What’s Under the Kilt" contest, a bonfire, a euchre
tournament, and possibly a community event at The Highlander (a local golf
course facility). Saturday’s proposed events included a "snake around the lake"

53

parade and opening ceremonies, softball and volleyball tournaments, Scottish
bands and athletics, student/children’s events, closing ceremonies, and a ceilidh.
A mountain bike race and an exhibition rugby match were proposed for
Sunday.
Festival planning began with the assumption of no available budget
dollars. Staying with a budget (monies received from the festival could pay for
all festival expenses) served as a measurement of success, as did meeting the
festival’s global and terminal objectives.

Message Plan
A task group of the graduate students proposed ideas for the message
plan. First, objectives for advertising copy were defined to include an
invitation to EUP and the community to join the festival. Nessy, the festival
mascot created a visual link to the message plan. "The creation of a logo
(specifically a mascot) seemed to be the most logical way to create an identity
for the festival" (T. Thompson, class handout, 1993). Proposed advertisements
to EUP students emphasized fun and festival participation, while messages to
the community emphasized efforts to raise money for the Edinboro Lake
restoration project.

54

Based on previous research, the graduate students suggested using a
variety of vehicles in the media mix- printed programs, banners around
campus and in the community, table tents in student dining areas, EUP student
bill inserts, change jars in local bars, a poster contest for local elementary
schools, EUP television station (ENN) and radio station (WFSE), the Spectator,
the Independent-Enterprise (weekly community newspaper) and posters to area
merchants.

Media Plan
Two goals of the media planning were identified. First, increase
awareness and knowledge of the festival, to be accomplished through traditional
means and reinforced with repeated exposure. Second, persuade to action,
achieved through personal contact upon the establishment of individual
relationships. Most importantly, the media plan was required to meet
guidelines of the proposed budget.
Considering the ideal and the probable media, graduate students
proposed a traditional media mix which included television, newspaper, radio,
direct mail, billboard, giveaways, and one-to-one promotion. Specifically, the
following mediums were proposed:

55

Print: The Spectator and the Independent-Enterprise. Expand in later
years to include Erie newspapers, especially the "Showcase" (weekly
tabloid for arts and entertainment).
Television: Four area stations from Erie (Channels 24/ABC affiliate,
35/CBS affiliate, 12/NBC affiliate and 54/public broadcasting), two local
cable companies, student television stations (ENN/EUP station and Fox
66/Gannon University station).
Radio: Public service announcements on all area stations.
Direct Mail: Personal invitations, flyers, brochures, order forms.
Person-to-Person: Applied Communicators of Edinboro (ACE) members
to attend sorority, fraternity, and other campus organization meetings
such as the Student Government Association, and Dorm Council. Other
- outdoor advertising, gimmicks or promotions, ads. Create a "Love the
Lake" promotion at local bars. Hold a window decorating among EUP
dorms.
Event Planning: Contact representatives from the Ligonier Highlands
Festival for EUP Scottish games ideas. Contact EUP Outdoor
Recreations Center for rules, entry forms, and regulations of team
athletic events. Contact local universities for rugby exhibition match.
Fund Raising Ideas: Athletic team entry fees, admission tickets to
cultural events, sell specialty items, ask local bars to sell special "Nessy
drink", sell raffle tickets for a trip to New York City or Toronto,
message-grams sold at local retailers, print a program booklet with ads
of sponsors.

56

Schedule of events/tasks 1993
2/1-4/25

Fund raising Promotions

4/1-4/25

Logo Cups, Souvenir Sales

4/18-23

Scottish Week, Window Painting, "Dress’n Nessy"
Art Contest

4/23

4/24

4/25

noon

11:00 AM

Golf Tournament

5:00 PM

Robert Burns Exhibit

7:00 PM

Euchre Tournament

7:30 PM

"Highlander" Movie

8:00 PM

Bonfire

11:00 AM

Opening Ceremonies

11:00 AM

One-Pitch Softball

11:00 AM

Volleyball Tournament

11:00 AM

Scottish Bands

Noon

Athletic Events, Scottish Student and Children’s
events

4:00 PM

Tug of War

5:00 PM

Closing Ceremonies

7:00 PM

Ceilidh, Spring Jam/World Music

i

Mountain Bike Race, Rugby Exhibition

57

1993 Vendor Clans: Rampant Lion, Clan Ferguson, The Gaelic House, The
British Shop, Clan MacBean, Clan MacNeal & Maclnnis, Celtic Imports, House
of Boyd, Clan MacNicol, Harry’s British Isles, Hunter Clan, MacPherson Clan.

1993 Children’s Events: Mini caber toss, pony rides, egg-on-spoon, face
painting, ring toss, dunking booth, pie throwing, tossing the brick, frisbee toss,
sheaf toss, haggis throw.

1993 Student/Adult events: Haggis throw, tossing the sheaf, putting the stone,
hammer throw, tossing the caber, tug of war, volleyball tournament, softball
tournament, mountain bike race, golf tournament. Highland and Country
Dancers performed at intervals throughout Saturday afternoon.

1993 Festival Completion
The first annual Spring Highlands Festival attracted approximately 300
participants and festival volunteers to the three day event. Cold, rainy weather
caused the festival’s activities to end early on Saturday. Despite these adverse
conditions, the festival was deemed a success by Dr. Thompson and the event
planners, who completed thank you letters and appropriate festival follow-up.

58

Monetarily, the first Spring Highland Festival covered its expenses and did not
allow a donation to be presented to the Edinboro Lake Restoration Fund.

1994 Planning
Immediately following the completion of the 1993 festival, planning
began for the 1994 festival. Throughout the fall 1993 and spring 1994
semesters, Dr. Thompson’s public relations students worked planning the
second annual festival. The 1993 festival - with its successes and failures provided an excellent basis to begin the 1994 planning process. Some areas of
activities were adjusted to align more with the Scottish festival theme. For
example, the 1994 festival included an expanded Kid’s Fair area, a Highlands
Dancing competition and a pipe and drum competition.
Additionally, Dr. Thompson organized a small festival planning
committee which consisted of selected EUP faculty and students plus
community members skilled in specific areas relating to the festival - Scottish
bands, art design, Highland dancing, athletic events and fund raising. This
committee met occasionally to discuss the 1994 planning and specifically
addressed problems of logistics and proposed activities for the day.
According to Dr. Thompson, over 1200 persons attended the 1994
Spring Highlands Festival. Demographics of festival participants and

59

comments about the festival are including in Appendix D. Since the festival’s
revenue simply covered its expenses, no donation to the Edinboro Lake
Restoration Fund was presented.

i

Chapter Five
Presentation of Data

i

i

61

Observation Grid Methods
Six observation grid categories were duplicated directly from Bales
(1970). The researcher added six new categories and descriptions, tailored to
the festival participants. These categories were then divided into positive
reactions (seems friendly, agrees, dramatizes, laughs, claps, encourages, chats
with friends and buys, eats, browses) and negative reactions (seems unfriendly,
shows tension, disagrees, alone, and frowns). Bales (1970) divided his
categories (for small group interaction) into "acts initiated" and "acts received,"
but this was not probable for a large group observation activity.

Participant Survey
A survey was developed by the researcher to determine levels of
participation and satisfaction of those attending the 1994 festival. Dr. Timothy
Thompson and Dr. Kathleen Golden both reviewed the survey instrument and
provided input into survey questions, form and methodology. Dr. Phil
Kerstetter approved the Human Subjects Review form on May 5, 1994, with
the assistance of Ms. Cheryl Lossie, EUP Graduate Office Assistant.
On May 4, four EUP undergraduate communication students, selected
with recommendations by Dr. Kathleen Golden, were provided instructions on
the survey methodology and the survey form. Surveyors included:

62

Tacie Tonks, with assistance from Mark Thomas, who surveyed at the
Friday night festival activities (movie, highland dance workshop). The
researcher estimated 200 attendees at these events, therefore Tonks received 50
surveys (25%) to complete.
Dorothy Feidler surveyed at the Ceilidh on Saturday evening. With an
estimation of 250 in attendance at this event, the researcher presented Feidler
with 60 surveys (24%) to complete.
Surveyors at various sites at the festival on Saturday, included Kristen
Homer, EUP undergraduate, Barbara Best, Maryann Wilkinson, and the
researcher herself. With an estimated 500 attendees at the festival, Kristen and
Barb were presented with 40 surveys each (15.9% of total). Wilkinson and the
researcher completed additional surveys when not conducting other observation
techniques. A complete report of the results is included in Appendix D.
Highlights of the participant survey results include:
75.8 %

did not currently attend college

27.2 %

listed the Edinboro zip codes (16412) as
their current residence
listed the EUP zip code (16444) as their
current residence

6.0%

32.9%
24.8 %

travelled 0-5 miles to attend the
festival
travelled 15-40 miles to attend the
festival

63

54.8%

38.1%
43.0%

14.0%
78.1%
59.1%
60.1%
92.3%

attended with family
attended with friends
learned of the festival through word of
mouth
learned of the festival through posters
did not attend the 1993 festival
rated the festival as "very good"
had not attended similar Scottish
festivals
would attend next year’s festival

Overall, comments from those surveyed during the festival weekend
proved very positive. Only 24.2% of those surveyed attended college full time
- a demographic that was initially considered by festival planners to be much
higher. Much of the event marketing and activities were directed at the
festival’s primary audience - the EUP student body. Almost thirty-three
percent of those surveyed travelled zero to five miles to attend the festival.
This response included those on campus who walked to the festival, as well as
community members from the Edinboro area. Since over half of participants
surveyed attended the festival with their family, the conclusion may be made
that the festival attracted area families from Edinboro.
Again, the overall opinion of the festival proved very positive, with
59.4% of those surveyed rating the festival as "very good." An overwhelming

64

92.3% responded that they would attend next year’s festival. This strong
response offers an excellent case for continuing the festival into future years.

Observation Methods
During the festival activities on Saturday, the researcher completed an
observation grid by surveying for three minutes intervals every twenty minutes,
stroking every three seconds. Locations varied, depending on the current
centers of activities. However, this method was not conducted inside McComb
Fieldhouse during the Scottish Dance competition. Maryann Wilkinson
simultaneously recorded festival participants’ verbal segments for three minutes
every twenty minutes. Results of the grid observations are presented in
Appendix C. Overall, positive non-verbal cues totalled 313 observed acts
(94.6%), with negative non-verbal cues totalling 18 acts (5.4%).

These results

lead to the following conclusion: with such a high percentage of positive acts
recorded, festival participants expressed their positive feelings about the festival
through positive actions.
Results of the verbal recordings are presented in Appendix F.
Categorizing these cues proved difficult since upon review, the statements were
out of context. However, the researcher grouped the cues into three categories,
aligning as much as possible with the categories developed by Bales and used

65

for the observation grid technique. To clarify, three categories were
determined:
Positive cues (+) - comments which expressed positive words or a
statement of positive future action.
Neutral cues (N) - comments which presented no sign of positive or
negative attitudes, or comments which could not be determined due to
the lack of context.
Negative cues (-) - comments which expressed negative words or a
statement of negative future action.
In retrospect, the data collector for this method should have marked each
comment, when recorded, with a "+", "N", or

depending on the context of

the comment as well as the tone of voice, facial expression and other non­
verbal cues which accompanied the verbal comments. This would have helped
to categorize the comments at a later date. Additionally, this method of data
collection may not be as appropriate as first determined by the researcher. The
purpose of this technique was to provide an additional method of categorizing
the participants’ interactions. However, simply listening to pieces of one’s
conversation, it was difficult to determine whether those being observed were
discussing the festival or the social affair they attended last week.
In total the results were almost evenly divided into the three categories,
and are as follows:
Positive - 58 comments (38.4%)
Neutral - 61 comments (40.4%)
Negative - 32 comments (32%).

66

Kate Shaw, EUP undergraduate, videotaped the festival events and
participants, so that the researcher could later analyze the participants’ non­
verbal communication using the identical Bales-based observation grid. This
video may be edited and used at a later date to promote next year’s festival.
Overall, positive non-verbal cues totalled 79 observed acts (98.7%), with
negative non-verbal cues totalling 1 act (1.3%). These numbers align closely
with the observation grid findings from the festival in that the majority of acts
recorded were positive.

Vendor Survey
To identify responses by the clans represented at the festival, a survey
was mailed to 11 clan representatives. Dr. Timothy Thompson reviewed the
survey instrument prior to mailing. A complete report of the results is included
in Appendix D. Highlights of the participant survey results include:
60.0 %
20.0 %

20.0%

37.5%
12.5%

learned about the festival through a
personal invitation from festival planners
learned about the festival through a
brochure
learned about the festival through other
methods - Scottish publications, vendors, etc.
travelled 76-150"miles to attend the
festival
travelled 0-75 miles to attend the
festival

67

100%
100%
100%

expressed no difficulty in setting up
their booth
have attended similar Scottish festivals
at other locations
would attend next year’s festival.

Most of the vendors learned about the festival from word of mouth - an
initiation from Dr. Thompson or festival planners. This leads to the conclusion
that paid publicity to attract vendors may be an expense not needed, and should
be carefully evaluated should this question arise in future festivals.
While a few vendors felt that their expense in travelling to the festival ,
did not justify their attendance, it should be noted that not all vendor booths
gain income from the festival. Some clan booths simply hold the goals of
promoting themselves to festival participants. Therefore, this type of cost
analysis is not appropriate for all vendors. A better method of categorizing the
booths would be to label the vendors (income generating) separately from the
clans (non-income generating).

Chapter Six
Conclusions and Recommendations

f

/

69

Critiquing a special event often proves difficult for any practitioner due
to the wide variety of planning elements. No two special events finish the
same - each holds different objectives and criteria for success. However, as
noted in the literature review, a special event must hold basic elements for
effective implementation. Using these basic foundations, the researcher
performed a critique of the 1994 Spring Highlands Festival.
First, a special event may be given a critique on the purpose of the
project; that is, does the special event suit the target audience and does it
demand an appropriate response by the participants? As stated, the 1994
Spring Highlands Festival held a three-fold purpose: to raise money for the
Edinboro Lake Restoration project, to celebrate spring, and to commemorate
the Scottish heritage of EUP. With a primary target audience of EUP students,
faculty and staff, and a secondary audience of area community residents and
Scottish band participants, the event clearly relates to these audiences.
However, the event’s purpose did not clearly address the desired responses by
the target audiences. Raising money for the lake restoration project stood out
as a desired response, but a further delineation on this would assist in future
events. For example, public relations experts note three basic responses to
special events - attracting attention, creating news, and persuading an audience.
The Spring Highlands Festival fit nicely with the first two of these responses;

70

however, its ability to persuade an audience was not listed as a strength. Of
course, an effective special event may not require all three responses. One
response may satisfy a sponsor and festival planner. But whatever the desired
response(s), they must be clearly detailed prior to the event’s implementation.
Perhaps the desired response is simply to attend the festival. Planners must
determine how this response can be measured. If another response is to donate
to the Edinboro Lake restoration fund, planners must also develop methods of
measuring response.
Secondly, careful planning makes a special event effective. Details
relating to audience targeting, adequate staffing levels, sponsor expectations and
goals and objectives must be determined early in the planning stages. The
planning also includes the effective and efficient use of planning staff members
- matching members’ abilities to specific tasks for an event.
Originally, planners roughly defined the goals and objectives for the
Spring Highlands Festival and target audiences. The research conducted at the
start of the planning process assisted with these two areas. However, as the
planning developed, no further development of the goals and objectives
occurred. Such an exercise could help to define more closely the event and to
keep its purpose in the forefront of the planners’ minds.

71

Staffing the event was affected somewhat by the students taking Dr.
Thompson s public relations classes. Therefore, little matching of planners to
their areas of expertise occurred. Because of this situation, Dr. Thompson and
his graduate assistants provided the only consistency between the two years of
festivals. Delegating specific planning areas to volunteers will allow for a
more effective match of staff. Through the process of delegation, this will
provide for a more organized event. Staff from each area may report to one
event chairperson, helping to address any problems of physical limitations of
the planners. Additionally, festival planners should not ignore the valuable
resource of community members willing to help with the festival. Should
future festival events specifically hold the objective to more fully involve the
community, this resource will prove valuable. Caution should be exercised,
however, if festival planners personally contact community members. The
University should be fully aware of this recruitment effort, so that any activity
of this type may fall in line with University policies and procedures.
A more formal method of delegation should allow for better planning of
the many details of the event - how much food to order for the Ceilidh, how
many admission tickets have sold in advance, how much to charge for program
booklets, etc. These details, while overwhelming to one planner, could be
handled much more effectively through delegation to event planners.

72

Finally, an evaluation of the event is imperative to ensure a level of
success for the event. Through a combination of methods, participants and
sponsors must be able to provide feedback about the event. The Spring
Highlands Festival successfully allowed for responses. However, these data
have not been developed or recapped into a final report - a critical element for
future success.
This case study provides a baseline of responses for festival vendors and
participants. Future festivals should build on this baseline to show
improvement each year. A post-event evaluation by festival planners would
also be helpful for continuous improvement. This information should then be
compared to the festival’s original criteria for success, so that recommendations
for future events may be recorded. In conclusion, the basis of the Spring
Highlands Festival of Edinboro University has set the stage for an effective
special event in years to come. Using these recommendations, which are based
on expert opinion, planners should be equipped to improve the festival of 1995
and of years beyond.

I

i

References

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I

Appendix A
Interviews

Interview with Dr. Timothy N. Thompson (edited)
February 22, 1994

NC: I want to get a historical perspective of the festival. What was your
initial purpose when you started planning?

TT: Initially, I was looking for something for an undergraduate Public
Relations class to do as a project. Then, as it turned out, we had both an
undergraduate and graduate class in the same semester. I had them try to work
with each other, so the graduate class ended up working on it as well. So that
was it - to establish some kind of event and to give them a project to do. We
knew there was homecoming at Edinboro in the fall, and people said there
wasn’t an equivalent spring type of party or festive event. So the initial plan
was to have some kind of thing in the spring.

NC: Who did you talk to that said we needed something in the spring?

TT: I just got the feeling. I didn’t talk to anybody who said we needed it.
Students just kind of said it’d be nice. Let’s do something fun. Then I talked
to the president and some vice-presidents - this would have been in December
of ’91. I wrote to the President’s office and said "Hey, have we ever thought

of having a Scottish festival?" They took me out to lunch. I went with the
President, John Fleischauer (Provost) and Cliff Cox. They essentially said that
it had been thought of before and they had contacted the Association of
Scottish Games and Festivals and it was just too expensive. It was going to
cost for judges, awards, prize money and travel ... and all kinds of things. I
said "Oh, okay. Maybe I’ll just try to have student games." So we originally
started off to do something for the students and do it cheap, for free. Just
make up some fun and games. We took off from that.

NC: That was in ’90?

TT: My first experience with Scottish games was June of ’90 when I went to
the Ohio Scottish games. It was very rainy and cold in Oberlin that day. The
fall of ’92 is when Public Relations classes, the undergraduate and the graduate
classes, started working on it. When I went to lunch with the President, he
gave his approval and said he would put up $500 out of his discretionary fund
to get it started. Right after that lunch, we presented the festival plans. The
graduate and undergraduate classes presented them. We had a small crowd. I
saved the news until afterwards and announced that we had approval. "The
games will go on", I said. We had Art Makynen, a bagpiper, come in and play
the pipes. He played "Scotland the Brave" after we said "Let the games begin."

So in December ’92, we got the approval from the President and we started
planning in the spring of ’93. April 23-24 were the dates of the first festival
that fateful Saturday when it rained and poured. Pam Alesky (a graduate
assistant) evolved as the one to be assisting with the festival. She had done
similar things with Red Cross, so she was used to organizing things. She rose
out of nowhere to take over certain things and start planning like the vendors
and plans. Elaine Surma (a graduate student) was instrumental because she
suggested bringing in some Scottish bands. I didn’t think it was possible. I
thought we’d have to pay all kinds of money. She thought these people like
the Grotto band and Zem-Zem come to play for free. So she put ;me in contact
with them and the planners of the Ligonier games. I got a long initiation
talking to Dave Peet, who heads up the Ligonier games. On the phone he gave
a long list of all kinds of things that go into a festival - like planning for the
vendors to come, the clans, the dancers, what we typically pay dancers, what
we pay bands, what kind of prize money we have, athletics, kids events. He
covered all the things, and my head was swimming. I had sheet upon sheet of
scribbled down notes of what we could do. Out of all that, we tried to pick
and choose and see what we could do. Just locking a few bands in place was
enough for the first year. I’d contacted Eripa Grotto and then went to one of
their band practices to present the idea. They agreed to play. Then we thought
that we had better ask Zem-Zem because they come down and play the

homecoming every year. They might be offended, so we asked them. Through
Kip Allen and Gary Means they confirmed and went ahead and played. I guess
that was the first time they’d played together in 25 years. Somewhere back in
history - they’re in some kind of a disagreement or fight or something - they
hadn’t played together for a long time. This brought them together.

NC: So it expanded and evolved from your idea of just a student activity to
more?

TT: Right, moving more toward Scottish games. The actual Scottish/games.
There are many different kinds, but they have all kinds of band and dancing
competitions, solo drum and solo pipe competition and dancers. And they all
have formal heavy athletics, prizes and people who know what they’re doing.
They have "putting the stone," the caber toss, and the sheaf. Sometimes they
do the hammer. So we moved somewhere between the original idea of a
student thing and actual Scottish games. Now we’re moving more in the
direction of the Scottish games, and eventually we’ll start offering
competitions.

NC: What was the significance of the Scottish festival?

TT: Well, that tied in with Edinboro. It was a surprise to me that Edinboro
didn’t have any kind of Scottish event, being those are the roots here. The
Fighting Scots and all that. And partly from my own background. I am part
Scottish, so I’m interested because of that.

NC: Once you started the planning and implementing the first festival, what
was your role during that time?

TT: Essentially coordinating it all and coming up with ideas. Like making
decisions about where, and when and what we were going to have. Last year,
we tried to combine Scottish with student oriented things - volleyball, a softball
tournament. We had a band in on Saturday night, for Spring Jam alternative
music at the University Center, at the same time we had the Ceilidh over at the
Fire Hall. There were all kinds of different events. We were trying to please
everyone. I’m not sure that worked very well, especially because it stretched
us too much. We had too many things going on at once.

NC: So some of the things that happened were not strictly Scottish oriented?

TT: Right. We were trying to combine the American and Scottish to give
some people things that were familiar so they’d come play. This year, we’ll

probably streamline it more into Scottish. My role in coordinating is to
maintain the contact between all of the different people who are in charge of
their particular area - like the leader of each band, the drum band, the leader of
any dancers, and the people who are setting up the Ceilidh at the fire hall. The
student organizations, like the Tri Sigs, ran the kids’ thing; the Beta Chis ran
the athletics; the Alpha Omegas helped with selling buttons and tickets and prepromotional types of things. Coordinating the advertising and making sure the
advertising got out to the right places on time ... making sure there are people
to do the program, or the brochure, or the flyers, and getting the copy done on
them. So I was a jack-of-all-things. Last year, I was setting up at Giant Eagle,
SureFine, and Ames, selling buttons. Anything from that to going out on a
button blitz trying to sell buttons - which is how we got money for the festival
last year. We made the buttons.

We still have 3,000 left. But we did make

our money back on them, which was good. We did get hit very hard with the
weather, and we only had the kids’ games indoors. The rest stayed outdoors,
and it blew away with the wind. Just like "Nessy" the float did. Even though
we took a hit, we ended up making $517 after all expenses. There were a few
decisions that were made right at the very last minute. We were thinking
"what if we get thousands of people and all these people have to go to the
bathroom?" We didn’t want them going in Towers to use the bathrooms. So
we paid $300 to get toilets out here that no one used at all. A few of the

decisions, like the buttons, I could take back. I wouldn’t take it back, I would
take back putting M1993n on them. Those decisions, even though they made us
some money, cost us $1500 to be made. After giving so many away, we made
1850 total buttons. So we made $350. That wasn’t bad. We had a formal
caterer for the Ceilidh at $8 per plate. We had to estimate plates and ate a few
dinners. So you definitely learn about things like estimation, what you do and
don’t need, and what’s worth it to actually enhance the festival. One of the
decisions this year ... I’m in contact with some of the professional pipe and
drum bands. One of the North Coast bands in Cleveland is the only Division
Two or Grade Two band in America. The guy originally said the band could /
come for $500. As he kept talking, he said for sure for like $600. "I’m sure
we could go," he said. He kept on going and said "Yeah, like I said, $700 and
we’ll put on a show you will not believe. We’ll bring Scottish dancers, Irish
dancers, you name it, we’ll bring them." So he kept pushing upward to where
he eventually asked for $700 plus 14 double rooms at the Edinboro Inn. I’ve
had to call him and tell him "Sorry, we can’t pay it, but I hope you’ll come
still play. How about a couple dollars for travel? That’s it." So there’s
always these decisions on whether you can justify the cost for what it would do
for the festival. This band and their dancers will add a dimension to it, there’s
no doubt about it. But we can’t pay that kind of money. The decisions where
to advertise and how much advertising is necessary, trying to get as much free

publicity as we can

I feel I’m in a sales mode a lot. Initially, we had a

certain "to do" list with dates of when things were due. But then, things came
up. Like tomorrow, I’ll get interviewed by someone in PR to do stories, to do
press releases and getting as much free publicity. Janice Edwards, at the
luncheon yesterday for Academic Festival, is going to try to work with Channel
24 again. We’ve got Jim from WVCC talking to us about coming out and
doing it. I’m contacting McDonald’s. I went in there with the kids to eat one
day and those place mats had Mountain View on them. I though that we could
do that too. So I contacted Chelsea down in Meadville. She got back to me
the other day and said we could do it. So they’re printing them up for us.

NC: Looking back on the evaluation from last year, there are certain things
that you’ve learned differently to do this year. Any major changes or any
major mistakes last year?

TT: Last year, I was aware that we needed a rain plan, but never quite got
around to really doing it. We didn’t have the facilities even if we made one. I
was really worried about doing damage to the University property, so I chose a
place that was pretty well off campus. It was on campus but it was the Perry
Lane fields that were way out. And we really didn’t have any place to go in
case of rain. This year, we’ve set that up. In case of the weather, we’re set to

go inside the field house. That was big ... having contingency plans for bad
weather ... knowing what you’re going to do ... trying to figure out... Any PR
text will tell you to try and figure out everything that could go wrong and what
are you going to do about it. Plan it so you don’t have to be scrambling that
day. And to a certain extent we had made some plans. We had the Red Cross
there, and we were ready for certain things. We knew what we were doing
with the money. A number of things. But there were still things that came up,
like the wind knocking the tents down and blowing them across. So we were
there holding tents in the ground. We weren’t quite ready for the weather to
get that bad. We had the tents ready for rain, but we weren’t ready for cold.

NC: About how many people attended last year?

TT: Between 400-500. We started at 11 AM over by the lake. We had about
200 in attendance at the opening ceremony. It was supposed to go to 4:30 or
5:00, but by 3:00 the temperature had dropped to about 20 degrees. These high
winds came that were uprooting tents, pulling stakes out of the ground. It blew
"Nessy" - this 15-feet-tall float that we had built on wheels so guys could walk
inside it and move her around - across the field into the pony trailer. No one
was riding the pony. The pony woman packed up and left at 3 PM. So really
by 3:00 we had cleared out. Then at 6 PM we went out for the Ceilidh at the

fire hall.

NC: Was it mostly students that attended?

TT: No, it was mostly the Scottish group. When we targeted last year, we did
most of our advertising and promotion for students and the campus faculty and
administration. If half of those people were students, I’d be surprised. I don’t
think we had the numbers. It was mainly families with kids and people from
the Scottish community that liked to travel around to these things. They were
the people whom the weather didn’t really affect. We did surveys right there.
They said that most of the people thought this is just the way it goes. The
weather does this to you. So they still had fun.

NC: What about the interplay between you and the University bureaucracy?

TT: That’s a good question. If I had an answer, I’d tell you.

NC: Was it difficult?

TT: Yes and no. For some reason, I feel I was lucky. For instance, for the
University to decide "Where does this baby lie? Who are we going to give

Thompson to have them direct him on this thing?" Originally, they had led me
to one person who was going to put up a lot of road blocks. It was very
obvious right from the beginning. Through some miracle, at the meeting where
the President approved it and Vice President O’Dessa decided where to place it,
they had been talking and they decided to put it over in Institute for Research
and Community Service (IRCS). At the time was through Ray Dombrowski
and I was working with Donna Hall. She was wonderful. So everything in
that respect went well. The approvals that we needed for University space and
facilities went fairly well. There’s so many people to contact. Emil Magdik to
contact about facilities, then David O’Dessa and Bill Coleman for facilities as
well. What the needs are going to be, how many risers we were we going to
need for the platform and the stage, sound system, trash cans, safety, things like
that had to be worked out. And all the space assignments need to be figured
out for the vendors and clans. Who’s going to be where. To get all the
facilities secured, I started right away in September. I asked for the Fieldhouse
and got that right around October. That was a big thing. People went "You’re
kidding, he’s going to let you use the Fieldhouse." Because the guy in charge
wants to protect it. So I had to sell my soul to guarantee that I was responsible
if anything happened. Now I’m hooked in with IRCS because this is a
community service type of thing. I’m also in contact with the President s
office because I had to get approval from him on a number of things. We

wanted to give part of the proceeds to the Edinboro Lake, so I had to get
approval on that. I worked with Provost Fleischauer because there were
students involved and it did affect the University’s calendar of events. It’s
right in between the Honors Convocation one week and Graduation the next, so
I worked with him. I worked with David O’Dessa who’s charge of institutional
advancement and all the facilities. So I needed to stay in contact with each of
these people. I wrote and sent them letters and Festival literature. Then I did
a report to the President and made 10 copies to each of the different people
who were working. One aspect was to keep all those people up on what went
on, and to work out any possible kinks. There were concerns about having a
raffle - whether that was illegal or if we needed a small games license. Elaine
Surma checked with the DA’s office and they said no. So things came up like
that I found out. You had to check into it, so you started in another group of
communication.

NC: Those people were an informal committee working on the project because
of their position?

TT: Right. Just because of their position. At the University it falls within
their domain and their responsibility.

NC: Did you feel that you were supported?

TT: Yes. The President’s been very supportive. From what I hear, he’s
always been interested in getting something like this going. So he’s been
supportive. David O’Dessa loves fun stuff, so he’s been very supportive.
Dean Weber’s been very supportive. John Fleischauer ... everyone that’s been
involved has been supportive. Maintaining that support is a kind of courtship.
When I think of Public Relations, I think more of one-to-one relationships with
people, writing letters, going to see them, talking to them. It’s an ongoing
courtship. You are trying to please your loved one. You’re trying to keep
people appeased, to make it easy for them to say yes and to enjoy what you’re
doing. You don’t create too many questionable situations.

NC: Since all of those networks have been established from last year, should
that make it easier for this year?

TT: It has made it easier. But at the same time, I’ve had to be sure to not get
overconfident and think that they know. I ve gotten some memos asking
what’s going on. Sometimes it’s due to miscommunication. I had typed up
and sent ten copies of a letter to the President, then gave them to his office and
asked them to pass them around to all the names on the list... provosts, deans,

whoever. And they didn’t because they were very busy right before Christmas
break. So after we got back from Christmas break in January, the provost was
asking what was going on with the festival. I said "Didn’t you get the report?
I wrote a full report that everything’s planned." He said no. And everyone
else said they hadn’t seen it. It was also supposed to go to food services, to
Bill Coleman and facilities, David O’Dessa, John Fleischauer, Weber and IRCS
to let them know what was going on. It didn’t. So the Dean’s office contacted
the President’s office to see what happened to the report. So things like that
happen. Even though the network is established, there’s still uncertainty. Even
though certain things seem like clockwork, there’s always uncertainty.

NC: What about your satisfaction of this? Do you feel satisfied with what
happened last year?

TT: Yes, I do. I feel more satisfied that we got it off the ground. It’s that
cliche "It’s the journey, not the destination." Last year, preparing for the
festival was all the fun. Making a float, getting people together, selling
buttons, producing and creating this thing out of nothing was a blast. Then the
day it happened we got nailed with the weather. I had a dream three or four
months before of this torrential storm and I was sitting under what I thought
was a tent, looking out. I was cuddled and afraid. The day of the festival, I

was running around with this raincoat on and there was my dream. I did what
needed to be done. We tried to keep things in whatever order we could while
it all fell apart around us. I still enjoyed it, and I enjoyed the Ceilidh.

NC: What was the benefit of the festival to the groups involved - you, the
students, the University, the community?

TT: It gave us something to look forward to. It gave us something to do. It’s
one thing that brought University and the community together. There are
others, but this was one of the big ones. It really encouraged people from the
community to come on over. It helped that relationship. It will eventually
help in the recognition of Edinboro - who were are, what we are.

NC: Do you have a vision of what you’d like the festival to be five years down
the road?

TT: Five years down the line, unless by some miracle I would get release time
or whatever, the festival will be someone else’s. That’s not only me speaking,
that’s my wife speaking. (Laughs) Five years would be a nice target date. I
really haven’t thought of five years. I’ve made initial plans for ’95, but I
hadn’t even thought about five years. I have this rough vision of a full blown

festival with pipe and drum competitions, dance competitions, all kinds of
different music, and entertainment. I’m not sure we’ll get to be huge, and at
the same time, try to keep it as much like right now so that it’s almost
guaranteed to make money. That’s one thing Dave Peet told me. Sometimes
people start out with their first festival and make a little bit of money, and
think it was easy. So they start doing all these grandiose things, and inviting
all kinds of bands, and paying all kinds of travel money, awards or whatever.
A lot of them end up losing money. He said don’t plan on making money.
But I think we can keep it small enough and manage it. What we want to do
is turn it into charity, like even at the Lake this year or eventually go towards a
study-in-Scotland scholarship.

Interview with Pam Alesky (edited)
March 10, 1994

NC: Can you tell me about your role in the Spring Highlands Festival?

PA: One of the reasons I got my assistantship was because I had experience in
organizing and coordinating special events and activites like that. So basically
my role was to coordinate it. Tim (Thompson) was the creative person and the
official contact. He got the ball rolling, he got all the approvals, and he did
most of the work with the university. As a coordinator, I was the liaison with
everybody else, particularly the outside groups. I did some coordinating of the
internal things, such as the students who were doing course work with it. They
were kind of neat. In the fall semester is really when I got all of this going
and laid the ground work, and then I took more of a role once by virtue of the
fact that I was sitting in the office and that was what I was supposed to be
doing. So I took more of a lead role, but really I was primarily there to
coordinate with all the external people. I had to do all the clan letters and the
vendor letters, to keep up with the phone contacts when they started calling in
asking questions and wanting information. I made sure that the Public
Relations information got out, particularly the Edinboro Newspaper (The
Independent). I was the person responsible in making sure that all of

the news got there. I guess just coordinating while I really didn’t have to do
specific things so much as to make sure that everything got done. It was more
like organizing. I made up forms on the computer. I did letters. I had the
time lines all down. I did quite a lot of work on one brochure. I did flyers
and layout stuff like that. Part of that came by way of the Advanced Message
Design Class with Tim and some of it came since I had more time than other
people to work on it.

NC: So you really assisted Tim?

PA: Yes. I was Tim’s organizational factor, because organization isn’t Tim’s
strongest point. He’s creative. It worked out well because we balanced each
other. I’m the one that made sure the right forms got sent to the right people
and I reminded him of who he needed to touch base with on certain things. He
did all those things, but I made sure that it didn’t get overlooked along the
way. When I left at the end of the year, I left a file of masters form. If you
need any historical information or original material, the computer has the
original plan, original vendor letters, and original types of forms that we used.
Many of the press releases that I had access to are there. Copies of the
brochure and copies of any of the flyers and other things that we did are on
file. We also put together a final evaluation report of the event. It’s in rough

form on disk. I had finished it, but it needed some touching up. Ask Tim
about it. I don’t think it has ever been done. It was like a final advertising
report, encompassing advertising and some of the things of the event itself.
Our goal was to get that done and produce two or three books on this event so
if anyone took this information to look at it, they would have all the PR,
advertising, and hands-on organizational materials.

NC: Was there any type of evaluation at the event?

PA: As a matter of fact, they ran around with a couple of surveys and
evaluated vendors and clans, got evaluations from spectators. I can’t remember
who else we evaluated but I know they ran around by hand and interviewed
people. Part of that went into the final advertising report because it was geared
toward advertising and how did people learn about the event.

NC: Is there an evaluation on that disk because I would like to use that same
form this year?

PA: There are other copies of it. Tim has them. I will say that it’s not the
best type of evaluation but for continuity’s sake you need to reuse it.

It is

certainly re-do-able. There was also an evaluation that went out to students.

Mostly as an awareness thing, because we were trying to gauge how well the
advertising was doing. We had 200 students. There was not only just the
evaluative information, but also the general demographics. I wrote that one.

NC: In your opinion, was the event successful?

PA: Oh yes. The final conclusions on what we did, despite the fact that the
weather was really bad... We were pretty low on attendance, but we thought
that for a first time event we broke even. We are doing it inside this year so it
will be terrific. The clans and the vendors were wonderful people to work
with. They were really good at providing advice.

NC: You worked under Tim. Was there any other kind of committee?

PA: They weren’t as organized last year as they are this year. As I understand
it, they have an organization committee this year. We didn’t have a formal
committee. We had an informal committee. The PR was also kind of
indirectly related. We had some trouble last year getting everybody together to
meet.

NC: What was the big strength of the festival last year?

PA: The biggest strength was probably the psychological momentum and the
fact that everyone was excited and keyed up. It was a first time event. Tim
was a great help. He was really enthusiastic from the beginning to the end.

NC: And the biggest weakness?

PA: I guess the lack of organization and the ability of being about to make a
final decision and keep it final. I mean, up to the day before, we were
changing major things. Our goal was to have a plan drawn up by December or
January. We never really got that solidly done. We were working as we went.
And that made me uptight because I am a very organized person. So a lot of it
was lack of organization. There were 49 people going 49 different directions.

NC: If it would have been organized a bit more, would that have had an effect
on the festival?

PA: Probably not. The things that really affected the festival were out of our
control. It would have made it seem more coordinated for those of us
planning, but I’m not sure anybody attending it or participating would have
known the difference. Maybe the approach to the community got out
differently than I would have liked. I’m not sure the message that got out to

the community was very organized.

NC: You mean about the festival or the benefits?

PA: Not about the benefits - just about what we were doing. Obviously we
did not do a good job in the pre-sale of the buttons. The fraternities and
sororities were supposed to sell them on campus. That was a total disaster.
But part of the problem was that we didn’t contact them soon enough.

NC: Were there any other major players involved?

PA: The people who were doing the radio and TV and the public relations.
They were really working on their own with that.

NC: What about the marketing of the event? What could have been done
differently?

PA: More organization. We were trying to do too much at one time. Our
goal was to be focused, but we ended up being not so focused. Like the thing
with the messages.

NC: What were the messages?

PA: You know how around Christmas you have the little things you can by for
a buck in the bar? We had the little Nessy Monster. They were called
"Nessages" and for a buck you could buy your message and hang it on the
board. But nobody got interested in that. We were behind schedule on getting
some of those things going.

NC: Was there a budget for the event?

PA: No. But I’ve been in many non-profit organizations and the budget kind
of forms as we go along. Saying this is what we have and this is what we can
allocate. We really didn’t have any budget until March. We revised it all the
time after that too.

NC: Were did the funding come from? You said the president kicked in $500
from his discretionary fund. Some of it was from the sale of the buttons,
right?

PA: Rental fees for vendors, buttons, messages. The clans put up a booth, but
we didn’t charge them because they are more of an educational type of thing. I

guess this year Tim is asking them for donations.

NC: So most of the money came in through vendors?

PA: Yes. Besides charging them for the land, we charged them for renting a
tent. We had advertising sponsors also, but because of lack of organization we
didn’t do too well with that.

NC: What about the golf tournament?

PA: That raised a lot of money because we plugged into a golf tournament
that happens every year. So I don’t think we had any problems with that.

NC: Where will the festival be in five years?

PA: It will be where Tim’s vision of the first one would have been like. It
will be very successful. Real potential is showing, but it will take more than
two or three years to get it going. Then it will be an annual event.

NC: Were there any political battles that you had to fight?

PA: Well, with the University you have to tread lightly and be sure not to
offend anyone, make sure you go through the appropriate people. I think we
did okay.

Interview with PJ Strait (edited)
June 28, 1994

NC: What was your overall feeling from the festival - the good, the bad and
things to improve?

PS:

The festival went extremely well. We had decent weather. We had

lot of community participation, as well as groups and clans and Scottish-related
individuals. I was disappointed that there weren’t many college students. I
saw a lot of community people, but we need to enhance college student
attendance. Overall, there was a lot of positive response from the people there,
and it was affordable and enjoyable for the kids. In other aspects - in the
planning of it - we needed to implement the decisions in a more timely manner.
The timeline was well done, but things could have been implemented better,
and been delegated a little more. Tim did an outstanding job, but he could
have delegated more. He needs to do so for his own sanity, as well as his
wife’s!

NC: Were there specific areas that really suffered because of this lack of
delegation?

PS: The band area. In the middle of the project some new developments
occurred which were creative. They were thrown in, and weren’t done very
thoroughly. For instance, with the band competition, at the last minute I had
few glitches because I wasn’t well informed. The bands needed things and I
wasn’t that knowledgeable on it. We had a committee of good people, but
decisions weren’t always made. We discussed, but we didn’t come to an
agreement at the end of a meeting.

NC:

The planning committee was new this year? There wasn’t a committee

the first year’s festival?

PS: Right. So it was definitely better organized. The committee could have
been made up of more University people. It was just Tim, myself, Dr. Stone
and a gentleman from the art department. I would have liked more support,
even from our department. Tim did most of it himself. It would have been
nice to have other people from our department share with him in some of those
responsibilities.

NC: Was that a lack of not wanting to delegate or a lack of available people?

PS. It s a combination.

I was happy with the fraternities and sororities that

came and volunteered the day of the event. They did an exceptional job. They
were dependable. They were there even when it started to rain. I trusted them
and they were good with the money and with sharing the responsibilities. The
clans and the vendors were very good to work with. We did a much better job
informing them - sending letters and information - so they were more aware
this year.

NC: On the day of the festival, was there anything you should have developed
a contingency plan for?

PS: Initially, the opening ceremonies were delayed. That was unfortunate
because we could have started on time. With our set up and our information
tent - we could have done a better job there. Even though we had good people
working the tent, I knew a lot but I wasn’t always right there. I should have
made a list of some important information, so that everybody didn’t need to
find Tim or myself for answers. Also, for the competition, there weren t a lot
of people involved.

NC: In the dancing?

PS:

No, the dancing was quite good. But for the haggis throw and the

running kilt race, there were only a few people involved. Yet there were some
good prizes. I don’t know if it wasn’t understood or advertised enough, but
that could have been improved. The Ceilidh was a huge success. Elaine
Surma helped with that. She did a lot of work and a nice job. Carl Peterson
was outstanding and did a fabulous job. We did well, I’m sure, with the fund
raising there, because it was packed and the food was excellent. We presented
some plaques - some Nessy medals.

NC:

For the games?

PS:

No, for the volunteers like Tim and his wife. Tim’s said "Coordinator

Extraordinaire." His wife’s said "Dee-Dee #1 Nessy Supporter." I was glad
we were able to do a little more. This year, we had t-shirts with Nessy on the
front. These were good for identification purposes, and helped to do something
for the volunteers. The other problem is that we didn’t have a wrap-up
meeting of everyone saying good and bad, giving their input. When I did the
planning for this year, I found very little from last year. I found a few notes
from Pam, but not much for key areas to improve upon. There’s a need to still
do that - to get some key people together and say what can we do better.

NC: Hopefully, some of the comments that I’ve received from the surveys will
help.

PS:

Those surveys were excellent because the people really gave the insight.

They were there, and were much more objective.

NC: We received good comments overall. The biggest complaint was that the
opening ceremonies started late. A haggis throw or another activity was
scheduled right after. But there was a lag and the schedule got pushed back.
People were grumbling about that.

PS: We could have done better on signage. Maybe a listing out front with the
times and locations where things were going on. Some people were wandering
around asking and not everyone knew. The directional signs were well done
this year. Much better than before, so that was a plus.

NC:

What about the goals of the festival? Do you think they were met?

PS:

As far as it being a fun-filled, community and University activity, yes.

And providing good entertainment and some cultural aspects, yes. But as far as

the fund raiser, no. I don’t know if Tim donated anything. At this point, I
have not seen the final budget. I would like to see a nice contribution.

NC:

Was the budget unrealistic or did a lot of added expenses come in?

PS:

The budget was initially in good shape. More expenses were later

added. Since it’s a major public relations event for the University, they could
do more to help fund the event. They donated five hundred dollars, but not
anywhere near the cost in exchange for what it gives them. In the future, it
would be nice if they would contribute for the overhead costs and support it
financially. Because it does benefit them greatly. Good public relations, good
public affairs.

NC: Ideally, it would become a University-sponsored event, instead of just a
department-sponsored event?

PS:

Yes. And it could do very well if it’s managed right and supported.

NC:

What about staffing? Was it adequate?

PS:

Not in any regard. I did the organizational aspects and Tim did the

planning and creativity aspects. He did a wonderful job. But it was mostly
him and I. In the department, there were problems because people weren’t
thrilled about the thought of the event. I had to make sure I was available so
they weren’t frustrated. It was the attitude. It wasn’t more work for them,
because Tim and I did most of it. But it wasn’t well received. Some students
did some really creative things which were helpful to our department and the
Art department. But overall, there weren’t enough people to manage it. Even
The Spectator published their article on the festival too late. And they are our
own newspaper. It wasn’t due to a lack of our planning. Another thing - the
golf tournament. Dr. Stone tried very hard, but it wasn’t very well attended. I
don’t know if it’s worth it to put the time and energy into it. We didn’t have
good weather, and it’s contingent upon the weather. That’s one thing we spent
time, energy and money on, but it didn’t give us back much. We need to
reassess that.

NC:

How did the the mountain bike race go?

PS:

I wasn’t there on Sunday, but it did very well. The other thing we

could have done was to better track the actual counting of the monies.

NC:

Was that centralized with you?

PS:

Yes, I did most of it myself and had some help from Nancy in the

Grants Department. Someone different should have done it, because I was
busy with other things. I did it the best I could, but not as efficiently or
effectively as it could have been done. You need a separate individual to do
that. That’s key in certain areas. One person to handle one thing, rather than
being scattered all around. I thought Carl Peterson was well received and lots
of fun. That was a good choice in the entertainment. He was easy to get along
with. When I asked him to sing or do anything, he was very helpful.

NC:

Were there mostly Scottish band people or community people at the

Ceilidh?

PS:

A good mix of both. A lot of community people. Not as many

students though.

NC:

Any more suggestions for next year? We talked about delegating

more...

PS:

and more support from the University ... just trying to find a way to

intrigue the students and to get more participation from them. We had good
advertising overall, and the selling the program booklet ads went very well.
Acquiring more University resources and personnel would be key.

Appendix B
Observation Grid

Explanation of Observation Grid Categories

Positive Cues
Seems Friendly - socially positive attitude shown through non-verbal cues of
smiling, approaching others, touching others.
Agrees - nodding head while talking interpersonally.
Dramatizes - Uses hand and arm gestures to explain positive verbal
communication.
Claps - Shows enjoyment and appreciation of festival entertainment by
applause.
Laughs - Uses non-verbal clues of pleasure and humor.
Chats with friends - exhibits non-verbal cues of talking to others within a
personal length of space. Also communicates verbally with others in an
informal manner.
Buys, Eats, Browses - Purchases souvenirs, food from vendors. Verbally
interacts with vendors.
Encourages - Provides verbal support and whistling, clapping to performers
and participants.
Negative Cues
Seems Unfriendly - Withdrawn non-verbally, little interaction, attempts to
control others, verbally giving demands, pushes others.
Disagrees - Fails to pay attention when others are speaking, fails to give a
request, tone of voice and emotions are negative.
Shows Tension - Wringing of hands, furrowed brow, nervous twitching or
habits, does not laugh, raising of voice volume, verbal interruptions.
Frowns - Show non-verbal signs of frowning, negative facial expressions.
Withdraws - Yawning, slouching, retiring from crowd, quitting, leaving,
resignation, sleeping.

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re
A
7
3

3
03

-* 00
CO

00

cn

o
o

ro
cn

4*

o
ro

oo

cd

03
CD

00

ro

ro
ro

o

CO

CD

ro

ro

cn
CD

00

03

-P>
cn

03

00

4*
oo

00
00

o

o

o

:
!

Observation Grid Results

Bales’
Median

Observed

Range

Variance*

Seems Friendly

2.6-4.8

10.0

+5.2

Agrees

8.0-13.6

4.8

-3.2

Dramatizes

5.4-7.4

13.6

+6.2

Laughs

17.8

Claps

2.7

Encourages

2.7

Chats with Friends

22.1

Buys, Eats, Browses

20.9

Seems Unfriendly

2.4-4.4

0.3

-2.1

Shows Tension

3.5-6.0

1.2

-2.2

Disagrees

3.1-5.3

0

-3.1

Alone

1.5

Frowns

2.4

* Negative totals calculated from lowest medium range value; positive totals
calculated from highest medium range value

Appendix C
Participant Survey with Results

1994 Spring Highlands Festival On-Site Survey
1)

What is your age?

2)

Sex?

3)

Are you a full time college student?
yes
If yes, which college do you attend?

4)

What is the zip code of your current residence?

5)

How far did you travel to come to the festival?
miles

6)

If you travelled to the festival, were the directional signs
yes
no
easy to follow?

7)

Are you here at the Festival

Male

13-17
19-22
23-30
31-40
41-55
56 +
Female
no

alone
with friends
with family
other

8)

How did you find out about the festival?

apply.

Check all that

Television. Which Station?
Radio. Which Station?
Newspaper. Which One?
Word of Mouth
Brochure
Poster
Other, describe
yes

9)

Did you attend last year' s festival?

10)

Which Scottish events have you...
attended
Movie: Local Hero
Scot. Country Dance Workshop
17th Century Battles
Clan/Craft Displays
Opening Ceremonies
Mass Pipe Bands
Pipe and Drum Bands
Carl Peterson
Highland Dancing
Ceilidh
Athletic Events
Sunday Picnic and Games

no
plan to attend

1994 Spring Highlands Festival
11)

On-Site Survey, Page 2

Which athletic events have you...
attended
Golf Tournament
Kilted Race
Caber Toss
Putting The Stone
Sheaf Toss
Tug-of-War
Scottish Hammer Throw
Mountain Bike Race

plan to attend

12)

Did you bring children with you to the festival today?
yes
no
If yes, did they attend the kid's Highland Fair in
McComb Fieldhouse?
yes
no

13)

Have you tried any of the food at the festival?
yes no
If yes, how would you rate the food on a scale of 1-4
(with 1 being excellent and 4 being poor)
Taste
_________
Ethnicity
_________
Value for $$

14)

Did you purchase any souvenirs from the festival?
yes
no

15)

Overall, how would you rate the festival?
Very Good
Average
Excellent

Poor

16)

Have you attended similar Scottish festivals at other
no
yes
locations?

17)

Do you feel you will attend next year's Spring Highlands
no
yes
Festival at EUP?

18)

Do you have any suggestions to help improve next year's
festival?

Surveyor's Name
Day of Survey__
Time of Survey_
Location_________

1994 Spring Highlands Festival On-Site Survey - Results
1)

What is your age?

13-17:
18 :
19-22
23-30
31-40
41-55
56+ :

2)

Sex?

(44.2%)

3)

Are you a full time college student?

4)

Male:

65

5
3
24
13
38
35
33

( 3.3%)
( 1.9%)
(15.9%)
( 8.6%)
(25.2%)
(23.2%)
(21.9%)
Female: 82

yes: 36
no: 113
If yes, which college do you attend?
Edinboro University:
30
University of Pittsburgh:
1
Waynesburg College:
1
Xavier University:
1
Gannon University:
1

What is the
12065
13673
15025
15046
15116
15140
15206
15227
15239
15618
16059
16063
16123
16125
16127
16146
16150
16157
16335
16403
16410
16412
16415
16424
16426
16433
16438
16444
16502
16504
16505
16506

zip code of your current residence?
2
(East Worcester, NY):
3
(Philadelphia, PA):
1
(Clairton, PA):
3
(Glenwilliard, PA) :
2
(Glenshaw, PA):
1
(Pitcarin, PA):
1
(Pittsburgh, PA):
1
(Pittsburgh, PA):
1
(Pittsburgh, PA):
1
(Avonmore, PA) :
1
(Valencia, PA):
2
(Zelienople, PA):
2
(Fombell, PA):
1
(Greenville, PA):
1
(Grove City, PA):
1
(Sandy Lake, PA):
1
(Sharpsville, PA):
1
(Wampum, PA):
3
(Meadville, PA):
11
( 7.3%)
(Cambridge Sprgs, PA):
1
(Cranesville, PA):
(27.2%)
41
(Edinboro, PA):
1
(Fairview, PA):
1
(Linesville, PA) :
1
(McKean, PA):
2
(Saegertown, PA):
1
(Union City, PA):_
( 6.9%)
9
(Edinboro University):
5
(Erie, PA):
3
(Erie, PA):
2
(Erie, PA):
3
(Erie, PA):

(55.8%)
(24.2%)
(75.8%)
(88.2%)

16507
16508
16509
16510
16511
18053
18080
18092
22042
22043
22986
26440
43402
44004
44041
44095
44111
44116
44135
48098
69103

(Erie, PA):
(Erie, PA):
(Erie, PA):
(Erie, PA):
(Erie, PA):
(Germansville, PA):
(Slatington, PA):
(Zionsville, PA):
(Falls Church, VA):
(Falls Church, VA):
(Ruckersville, VA):
(Thorton, WV):
(Bowling Green, OH):
(Ashtabula, OH):
(Geneva, OH):
(Willoughby, OH):
(Cleveland, OH):
(Cleveland, OH):
(Cleveland, OH):
(Troy, MI):
(North Platte, NE):

4
5
5
2
7
1
1
2
1
2
1
1
1
1
1
1
1
1
1
1
1

( 4.6%)

5)

How far did you travel to come to the festival?
0-5 miles:
49
(32.9%)
5-15 miles:
21
(14.1%)
15-40 miles:
37
(24.8%)
21
(14.1%)
41-100 miles:
(14.1%)
21
100+ miles:

6)

If you travelled to the festival, were the directional signs
(12.5%)
no: 13
(87.5%)
yes: 91
easy to follow?
Saw one at "T" of 6Nn
Comments: "Didn't see any.
"Did not need themI"
"Called two times to get directions"
"Yes, except for one "Y" in the road
eastbound out of. Edinboro"
"Could have been a little bigger"

7)

Are you here at the Festival

8)

How did you find out about the festival?
apply.
2
Television:
4
Which Station? WJET:
3
ENN:
1
WICU:

alone:
with friends:
with family:
work:
band:
business:

5
64
92
2
4
1

( 2.9%)
(38.1%)
(54.8%)
( 1.2%)
( 2.4%)
( 0.6%)

Check all that

Radio:
5
Which Station? WQLN:
6
Rocket:
1
WFSE:
2
WVCC:
1
Newspaper:
3
Which One?
Erie Times:
15
Independent:
5
Showcase:
3
Spectator:
2
Tribune:
1
New Castle News:
1
Word of Mouth:
70
(43.0%)
Brochure:
13
( 8.0%)
Poster:
23
(14.1%)
Son of American Revolution:
1
Highland Magazine:
1
Here last year/letter invite: 2
Work (bartender):
1
Festival staff/planner:
2
Dance teacher:
1
Competition:
2
Pipe band member:
1
Dr. Thompson:
9
Miller School:
3
Dr. Golden:
2
Nila Canfield:
1
1
Ed Best:
13
( 8.0%)
Family Member:
2
Fellow EUP student:
1
EUP faculty:
4
Burns Club:
9)

Did you attend last year's festival?

10)

Which Scottish
attended
( 1.7%)
7
( 6.1%)
25
( 1.2%)
5
( 8.5%)
35
( 9.0%)
37
(15.5%)
64
(12.6%)
52
(15.5%)
64
(12.6%)
52
(10.2%)
42
( 6.6%)
27
( 0.5%)
2

yes: 32
no: 114

(21.9%)
(78.1%)

events have you...
plan
Movie: Local Hero
Scot. Country Dance Workshop
17th Century Battles
Clan/Craft Displays
Opening Ceremonies
Mass Pipe Bands
Pipe and Drum Bands
Carl Peterson
Highland Dancing'
Ceilidh
Athletic Events
Sunday Picnic and Games

to attend
0
5
( 2.1%)
10
( 4.2%)
17
( 7.2%)
19
( 8.1%)
23
( 9.8%)
27
(11.5%)
22
( 9.4%)
26
(11.1%)
27
(11.5%)
36
(15.3%)
23
( 9.8%)

Comments:

11)

"Carl Peterson was excellent"
"We
have attended all had we planned better.
Nicely done."
"Great announcers"

Which athletic
attended
3
( 2.6%)
14
(11.9%)
31
(26.5%)
22
(18.8%)
17
(14.5%)
18
(15.4%)
7
( 6.0%)
5
(4.3%)

events have you...
Golf Tournament
Kilted Race
Caber Toss
Putting The Stone
Sheaf Toss
Tug-of-War
Scottish Hammer Throw
Mountain Bike Race

plan
3
26
20
21
19
29
18
3

to attend
( 2.2%)
( 2.2%)
(14.3%)
(14.3%)
(13.7%)
(20.8%)
(13.0%)
( 2.2%)

12)

Did you bring children with you to the festival today?
yes: 37
(25.7%)
no: 107
(74.3%)
If yes, did they attend the kid's Highland Fair in
McComb Fieldhouse?
(60.5%)
no: 15
(39.5%)
yes: 23

13)

Have you tried any of the food at the festival?
(53.6%)
no: 59
(46.4%)
yes: 51
If yes, how would you rate the food on a scale of 1-4
(with
1 being excellent and 4 being poor)
"2": 13
(46.9%)
(26.5%)
"1": 23
Taste
"4": 2
(22.5%)
( 4.1%)
"3": 11
Ethnicity

"1": 18
"3": 3

(45.0%)
( 7.5%)

"2": 13
"4":
6

"2": 18
(33.3%)
"1": 15
"4":
4
8
(17.8%)
"3" :
"Get Smith's hot dogs"
"Get rid of food service from college"

Value for $$
Comments:

(32.5%)
(15.0%)
(40.0%)
( 8.9%)

14)

Did you purchase any souvenirs from the festival?
no: 73 (59.8%)
(40.2%)
yes: 49

15)

Overall, how would you rate the festival?
(23.2%)
Very Good: 82
Excellent: 32
(17.4%)
Poor: 0
Average: 24

16)

Have you attended similar Scottish festivals at other
no: 95
(60.1%)
(39.9%)
yes: 63
locations?

17)

Do you feel you will attend next year's Spring Highlands
no: 11
(7.7%)
yes: 132
(92.3%)
Festival at EUP?

(59.4%)

18)

Do you have any suggestions to help improve next year's
festival?
"Add solo piping and drumming contests"
"Have the weather warm"
More publicity/advertising" (7 responses)
"More
More bands, continuous bands. They're wonderful!"
"Invite and have a pipe-band contest. This ______
should „
attract
bands from far and wide, ie. Canada and other US
states, maybe bands from either Scotland and/or
Ireland. Best wishes for the future!"
"Better weather"
"Have it in June"
"Better directions. Advertise better"
"Dancing access to refreshments. More ads for students"
"Weather
all else is terrific"
"The Highland dance competition was very organized and well
run. Mini-band competition was great."
"Larger war re-enactment, if possible"
"Better organized for children's activities"
"Keep performance events on time"
"Hold dance workshop in more danceable location - no
carpet!!"
"Have full band competitions with grading. Advertise
earlier. Have professionals run athletics for
professionals. Advertise more widely. Get sponsorship
for prize money for bands to attract more bands with a
big purse."
"These games have great potential at EUP. My recommendation
is to hold them a little later in the year. First week
in June my provide warmer weather. Also, need to
ADVERTISE more. Ceilidh should serve draft beer!"
"More/better children's activities"
"More food!"
"June would be a good time to have this event"
"More organization"
"Have one ticket price that includes beer for the Ceilidh"
"Relaxed, welcoming"
, _ , _ „
"Make time of events more clear and stay on schedule better"
"Excellent"
"More events _ get more people involved
"More demonstrations"
"Better weather, different weekend"
"Great, convenient, relaxed"
"Have family/children rates for Ceilidh. Staff was great"
"Later in year - June or July"
"Instead of $2 per drink, have beer and pop free and charge
for mixed drinks. At the dinner, it was quite
expensive to pay $2 per beer when a beer at even an
established business is not that expensive"
"Get the 17th century battles to occur. Serve the food
sooner at the Ceilidh. Some of us have to travel
Saturday night"
"Stripers and more chips"

"Move it to Miami, Make beer drinking mandatory for all
athletics. Saran wrap kilts. Mud wrestling. Free
liquor at the Ceilidh"
"Sunshine!"
"Have family/children rates for Ceilidh, Bring sunny
weather"

"You might consider charging only $1 for programs - have a
can for donations - leave it to the people to decide
how much they want to donate. Have Scottish music
playing at all times in McComb. Ceilidh - you need a
keg/beer, should be included or BYOB"
"Just great"
"Keep things rolling faster. Bring better weather"
"Have ticket sellers better informed about schedule,
where to go"
"Good idea!"
"More mass bands. More field events (heavy events)"
"Staff is very cooperative and responsive and very pleasant
to deal with. Excellent kids are involved"
"Last year, a person directed us at the entrance - needed
that this year. Give directions for clan set-up. Have
one vendor selling tea. If chilly, put clans inside,
if possible"
"Kids' bagpipe tournament. Kids' chanter tournament. Kids'
drum tournament"
"Later in May - better weather"
"Very unorganized - more organization.

Keep to schedule.

More information on activities"
"Disorganized. Information booth. No one knew where tent
was to be set. More organized"
"More bands"
"Keep it moving! Behind schedule. Not organized. Lovely
location"
"More food booths"
"More weapons"
"Serve liquor"
"More variety of food"
t
"Better/different activities for kids (pony rides)"

"Needs to be more organized. More bands. Kids events were
great"
"Better scheduling of events"
"More bands. More advertising. More advance notice"
"More organized. Don't know where to go"
"Disjointed - needs to be better organized, More
advertising"
Total Number of Surveys: 151
Tacie Tonks/Mark Thomas
Maryann Wilkinson
Kristen Horner
Nila Canfield
Barb Best
Dorothy Feidler
Unknown

24
4
37
16
11
54
5

(15.9%)
( 2.7%)
(24.5%)
(10.6%)
( 7.3%)
(35.7%)
( 3.3%)

Friday Night Events
Saturday Festival
Saturday Festival
Saturday Festival
Saturday Festival
Ceilidh

Appendix D
Vendor Survey with Results

May 13, 1994
Dear Spring Highlands Festival Vendor,
Thank you for your participation in the 1994 Spring
Highlands Festival held recently at Edinboro University of
Pennsylvania.
As a graduate student at EUP, I am conducting research on
the festival event for my thesis project. The information
gathered as a result of this research will help to improve the
festival in future years.
Please take a few moments to complete the enclosed survey.
Your comments and suggestions are very much welcome. Listing
your name on the survey will also be helpful, but is not
necessary. I'm asking for your response by June 1, 1994. A pre­
addressed stamped envelope is provided for your convenience.
Again, thank you for your participation and your input into
the annual Spring Highlands Festival. I look forward to seeing
you at the 1995 event.
With regards,
Nila Canfield

1994 Spring Highlands Festival Vendor Survey
i)

How did you find out about the festival? Check all that
apply.
Television. Which Station?
Radio. Which Station? ____
Newspaper. Which One? _____
Word of Mouth
Brochure
Poster
Personal Invitation from
Other, describe

2)

Is there a better, more effective way to let you know about
the festival? yes
no
If yes, what would you suggest?

3)

How far did you travel to join the festival?

4)

Were the directional signs easy to follow?
Comments

5)

Did you have any problems setting up your booth? yes no
Comments
____________________________________________

6)

Was the vendor fee set at a reasonable cost?
Comments
_____________ ________________________

7)

Did you purchase any food at the festival? yes no
If yes, how would you rate the food on a scale of 1-4
(with 1 being excellent and 4 being poor)
Taste
______
Ethnicity
_________
Value for $$
_________
Comments

8)

Have you attended similar Scottish festivals at other
no
yes
locations?

9)

Did your income from the Spring Highlands Festival justify
no
yes
the cost/efforts of attending?
Comments
____________

over, please

miles
yes

no

yes

no

Spring Highlands Festival Vendor Survey, Page 2
10)

Please rate the following elements by circling your choice
Festival attendance
Overwhelming
1234
Poor
Vari®fcy of Scottish events at festival
Good Variety
l
2
3
4
Limited
Selection of Ethnic Foods
Limited
1
2
3
4
Good Variety
Quality of Scottish Bands
Poor
1
2
3
4
Outstanding
Availability of parking
Limited
1
2
3
4
Adequate
Floor Plan of festival (for flow of traffic)
Confusing
1
2
3
4
Easy to follow
Overall rating of festival
Excellent
1
2
3
4
Poor

11)

Did you attend last year's festival?

12)

Do you feel you will attend next year's Spring Highlands
Festival at EUP?
yes
no
Comments

13)

Do you have any suggestions to help improve next year's
festival?

14)

Additional Information

Male

no

19-22
23-30
31-40
41-55
56 +

What is your age?

Sex:

yes

Female

Please return by June 1, 1994 to Nila Canfield, RD 3
Cambridge Springs, PA 16403. Thank You!

Box 204,

1994 Spring Highlands Festival Vendor Survey - Results
1)

How did you find out about the festival?

apply.

0
0
0
0
2
0
6
2

Check all that

Television
Radio
Newspaper
Word of Mouth
Brochure
(20.0%)
Poster
Personal Invitation from Dr. Thompson,
festival organizers (60.0%)
Other: Scottish publication, vendor (20.0%)

2)

Is there a better, more effective way to let you know about
the festival? yes: 2
(25.0%)
no: 6
(75.0%)
If yes, what would you suggest?
"Handouts- try to get free notices in area newspapers
and tv, if possible"
"By letter, as early as March 15th, if possible"

3)

How far did you travel to join the festival?
(12.5%)
0-75 miles:
1
(37.5%)
3
76-150 miles:
(25.0%)
151-300 miles: 2
2
(25.0%)
300+ miles:

4)

Were the directional signs easy to follow?
no: 0
(100%)
yes: 7
Comments: "More signs would be helpful- also direction in
mailing to vendors would help"

5)

Did you have any problems setting up your booth?
(100%)
8
no:
yes: 0
"Very
nice
location
this year"
Comments:

6)

Was the vendor fee set at a reasonable cost?
(12.5%)
no: 1
(87.5%)
yes : 7
$50
would
have
been enough for what
Comments: "Too high.
you had"
"As long as you limit the number of vendors"

7)

Did you purchase any food at the festival?
(33.3%)
no: 2
(66.7%)
yes: 4
If yes, how would you rate the food on a scale of 1-4
^ (with 1 being excellent and 4 being poor)
Taste
"1": 1
(33.3%)
"2": 0
(66.7%)
"4": 2
"3": 0

Ethnicity

" 1" : 1
"3 " : 1

(16.7%)
(16.7%)

"2": 2
"4": 2

(33.3%)
(33.3%)

Value for $$

" 1" : 1
"3" : 0

(25.0%)

"2" : 3
"4": 1

(75.0%)
(25.0%)

Comments: 'Try to get really Scottish meat pies and
sausage
rolls"
8)

Have you attended similar Scottish festivals at other
locations?
yes: 8
(100%)
no: 0

9)

Did your income from the Spring Highlands Festival justify
the cost/efforts of attending?
yes: 6
(75%)
no: 2
(25%)
Comments: "Clan tent does not derive income"
"Never has.
It comes out of my own pocket"

10)

Please rate the following elements by circling your choice
Festival attendance
"Overwhelming": 0
"3": 3 (42.8%)

" 1" : 0
"4": 1 (14.3%)

"2" : 2
(28.6%)
"Poor": 1 (14.3%)

Variety of Scottish events at festival
"Good Variety": 0
"1": 1 (25.0%)
" 4 " : 1 (25.0%)
"3": 1 (25.0%)

"2 " : 0
"Limited": 1 (25.0%)

Selection of Ethnic Foods
"1": 1 (20.0%)
"Limited": 0
"4":
2 (40.0%)
"3": 1 (20.0%)

"2": 1 (20.0%)
"Good Variety": 0

Quality of Scottish Bands
" 1" : 0
"Poor": 1 (14.3%)
"4": 1 (14.3%)
"3": 4 (57.1%)

"2": 1 (14.3%)
"Outstanding": 0

Availability of parking
" 1" : 0
"Limited": 0
"4": 2 (40.0%)

"2": 1 (20.0%) "3": 1 (20.0%)
"Adequate": 1 (20.0%)

Floor Plan of festival (for flow of traffic)
"2": 2 (28.5%)
" 1" : 0
"Confusing": 0
"4":
3
(42.9%)
"3": 1 (14.3%)
"Easy to follow": 1 (14.3%)
Overall rating of festival
" 1" : 0
"2": 3 (50.0%)
"Excellent": 0
"3": 2 (16.7%) "4": 1 (16.7%) "Poor": 0
Comments: "Very good for second year
11)
12)

Did you attend last year's festival?
no: 5
(44.4%)
yes : 4

(55.6%)

Do you feel you will attend next year's Spring Highlands
no: 0
(100%)
yes : 6
Festival at EUP?
Hope
to
see
it grow"
Comments: "Very good day !
"Undecided"

13)

14)

Do you have any suggestions to help improve next year's
festival?
"Need to put out trash containers around clan tents excellent kids programs (games) . Need ribbons or
badges for prizes (not so much candy). Could use
better PA system. Need more advertising in regional
papers - maybe try some handout notices to place in
other location bulletin boards. Keep up the good work"
"It was great to see the dancing competition do so well.
I
would like to see the pipe do the same. Add some more
pipe bands if possible"
"Someone to be assigned to assist clan set up and location.
Tim and PJ cannot be everywhere all the time. When I
had questions, I had to search for them and usually
they were available but busy with all the other events
taking place"
"Best children's events I've seen at a festival. Keep up
the good workl Are dogs allowed? the dog trials are
another interesting event at other festivals. Have
athletics in a more visible location"
"Get more pipe bands. Do more competition between
individual pipers and drummers"
"none at present, but this year's festival was greatly
improved over last years"
Additional Information
0
19-22
What is your age?
(12.5%)
1
23-30
0
31-40
(37.5%)
3
41-55
(50.0%)
4
56+ :
Sex:

Male: 7

(77.8%)

Number of Surveys Sent:
Surveys returned:

11
8

Female: 2 (22.2%)
(72.7%)

Appendix E
Recording of Field Notes

Site # 1
These are pretty (+)
Wow, what is that? (N)
I’m looking for your hat (N)
Let’s see what you’ll take (+)
American Express (N)
Can’t over do (-)
Yes (laughter) (+)
Looking at something (N)
I know exactly what I’m looking for (+)
Look at this great jacket (+)
That’s what it is when you’re not married (-)
When did you know a Scotsman not to float a loan? (+)
Yes, this is great (+)
This one’s better (+)
Going to wait on this (-)
He and daddy are shooting the breeze (N)
Site # 2
Yes, alright (+)
How you doing? (N)
A gift for mother’s day (+)
Let’s go to the tents to see what’s going on (+)
Can we buy something? (+)
Would you like a hot dog? (+)
Want a hot dog, Willie? (+)
Is it hot? (-)
I’m following you (N)
This isn’t bad (+)
An enjoyable weekend (+)
I like this (+)
Look what’s inside (+)
Scottish bag (N)
Anyone for a brochure? (+)
Haven’t seen you since last year (N)

Site # 3
Look at the pretty flowers (+)
I’ve gotta have it (+)
I like some of that jewelry (+)
I’ll have to come back (+)
A lot of people just don’t like it (-)
Hey, did you see this? (N)
Here it is (N)
I wonder where they’re from (N)
Site # 4
Where are they at? (N)
It’s okay (N)
Want to get a book? (+)
He has really done well (+)
It doesn’t matter, Joan (N)
I’ve got to go find my wife (+)
Boy, did you thin out (+)
Blame it on your father (-)
This map doesn’t make sense (-)
I can’t find it (-)
There it is (N)
We need to buy a Scottish flag (+)
Where’s your kilt? (N)
I’ll put money on you (+)
Site # 5
I didn’t want to come over here (-)
"Happy Birthday Song" (+)
They are running a little behind (-)
I said if you behave (+)
I don’t know, there must be something soon (-)
Maybe a re-enactment (N)
Give me your hand now (+)
Is that the Kilt Shop? (N)
No, I said Ligonier (-)
When the wind dies down, it’s actually okay (+)

Site # 6
One’s for Pittsburgh (N)
Sure are good (+)
Finish the rest so I can wipe my hands (+)
Aren’t they pretty (+)
Go ahead. You’ll get in trouble (-)
Daddy will be done in a little bit (N)
Hey, dad (N)
Now if they’d sell Scotch, we’d be okay (N)
It’s over (N)
Not it’s not (N)
Mom, can I get one of them things? (+)
They are going to have more, aren’t they? (N)
Site # 7
Where’s my hat? (-)
Hey give me that (-)
My hat (N)
Did you get a large or extra large? (+)
I can’t decide (-)
I’m telling on you (-)
Escape ... now (-)
Mommy, I have to go potty (N)
I’m going to my mom (N)
Where’d he get that popsicle? (+)
At the ring toss (N)
Give me my hat (+)
See the bubbles (+)
Don’t make me fall (-)
Can I try? (+)
No, I want a sucker (+)

Site # 8
Daddy, let me (+)
You have to open your mouth more (+)
That’s expensive (-)
If I end up not being able to buy it later (N)
I’m not playing (-)
It depends if you know where you’re going (N)
You could get ripped off (-)
Dad, I’m hungry (-)
A lot of walking today (N)
Am I holding you back or anything? (N)
Site # 9
What’s in there? (+)
Kid’s Fair (N)
Asking the wrong person (-)
Ask a true Scotsman (+)
What the hell do you mean by that? (-)
You ready to walk some more? (+)
The tapes and records are great (+)
That’s the truth (N)
Everybody could go for some Scotch now (+)
Not bad for the second year (+)
Site # 10
You’re eating that Scottish thing? (N)
Probably made here (N)
It’s hot though (-)
You guys playing today? (+)
In about an hour (+)
I wish I was sleeping (-)
Here’s another pipe band (N)
I think Zem-Zem had to cancel (-)
They are expensive (-)
They are playing (+)
Come on (N)
Boy, this is nice (+)
Great jacket, isn’t it? (+)
It’s on sale (+)
Hey, look at this (N)
Wait, I see something (N)

Site# 11
How cute (+)
It was unbaked in the middle (-)
No, no he didn’t do as well as the other one (-)
How heavy is that? (N)
It’s something about the angle (N)
That’s the end of the first round (N)
Everyone gets three turns (N)
What else would you like to know from your youngest son?

(+)

Oh, yes. Nice (+)
Didn’t bounce in the right place (-)
Some say the origin was tossed over streams to walk
across (N)
Dispute the origin of this (N)
I thought the caber had to be bigger (N)
Site # 12
Who’s that playing? (N)
What does he know (N)
He’s not here today (-)
You mean that’s him? (N)
They don’t count till you start playing (N)
They’re gonna kill us (-)
That drummer’s into it (N)
You sleep at all, or just work? (N)
They are together (N)
It’s obviously not mine (N)
So far, the rain’s holding off (+)

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