We gathered a list of 13 events in the Fargo/Sioux Falls area of North Dakota, which will take place in 2018, and which we expect to draw a large crowd of millennials (over 2,500). These events are produced in a short list below, and are described in more detail along with source links in the following excel spreadsheet. Below we describe the reasons why we believe these events will bring in large numbers of millennials.
1. Fargo Force Hockey Games
2. NCAA Men's Ice Hockey Regional Championship
3. Harlem Globetrotters Basketball Game
4. MercyMe Concert
5. Brad Paisley Concert
6. Jim Gaffigan (comedian)
7. Chris Young Concert
8. Home Free Vocal Band Concert
9. Fargo Junk Market
10. Fargo Marathon
11. Happy Harry's Rib Fest
12. Streets Alive
13. Sioux Falls Stampede Hockey Games
Many of the events on this list are sporting events. We found that several sports were likely to be especially popular with millennials: these included hockey, basketball and cycling. Hockey is coming to be dominated by millennial players, which suggests that millennials will also comprise the biggest audience. Basketball is a sport that is also increasingly popular among younger generations. Finally, trends show that millennials are beginning to ditch their cars more for alternative methods of transportation, suggesting open-streets events will be popular with this demographic. Finally, we included a marathon event because many people in the 18-34 age range are getting increasingly involved in running events. Some of the other events include food or lifestyle festivals with live music, because it has been documented that live music is a good way to attract millennials. Many of the events on this list are concerts, partially for that reason. The concerts we included tend to feature performance artists who were making music between the 1990s and early 2000s, when many millennials were coming of age and developing their music tastes. Some of these artists are themselves millennials. We also included a comedian, Jim Gaffigan, who is popular with this demographic. Finally, we included a local festival of artisans called the "Junk Market", which showcases vendors of handmade products, eco-decor and vintage lifestyle offerings, and will feature food and alcohol. Since economical "chic" decor is very popular with millennials, this event has the potential to draw large crowds in this demographic.
In order to estimate the number of people attending the events, we looked at past attendance (if the events had been hosted before) or looked at the seating capacity at the venues where they would be hosted.
The events that will be most popular with millennials will differ by region. In the Fargo/Sioux Falls area, many of these events seem to fall into the categories of sports, food, music and crafts. The most popular music tends to be country music, which may not be popular with millennials everywhere, but certainly has a large following in this region. The most popular type of sporting event tends to be hockey, which also has a large college following.