Millennial Events

Part
01
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Part
01

Millennial Events - Chicago

We have compiled a list of consumer events in Chicago taking place between March 20th through the end of June 2018, which are targeting millennials.

These events include festivals, concerts, and sporting events. While most events do not list their actual number of attendees, and calculating the number of millennial attendees to fit within the 2,500+ millennials range would be next to impossible given the general lacking of attendance data from specific local events, we have identified events which we feel are most likely to host this large number of millennials.

In order to determine this, we focused on events which the attendance was clearly enormous, such as a country music festival, based on viewing photos from previous events. We also focused on events which spanned across several days, as we assume multi-day events are likely to attract attendance figures in the range you are seeking.

In order to determine which events were targeting millennials specifically, we analyzed photos from previous years to gauge the overall age of attendees, and also linked the topics of the events to data which reveals significant millennial interests. More details are given within the spreadsheet, which you can access here.
Part
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Part
02

Millennial Events - Minneapolis

Millennials will appreciate the variety of musical experiences, craft brews, artisanal fare that abound within the Twin Cities' (Minneapolis and Saint Paul). Given the metro area's multiple athletic stadiums, there are a variety of large events. In particular, music concerts/celebrations of popular artists (Barenaked Ladies, Eagles and Jimmy Buffett, Little Big Town, Mercy Me, Paisly Park Prince Celebration, Kenny Chesney, Thomas Rhett, and Brandon Lay, and Lorde), craft beer and culinary festivals (COCHON 555, Bacon and Beer Classic, Stanley's Craft Beer and Bacon Festival, and Minneapolis Beer Fest), and other art/dance events (Midwest Lindy Fest, Art-A-Whirl, and Maker Faire). While there is an athletic event (Color Fun Fest), fitness events are not as numerous as in other locales (likely due to the climate and time of year). There is also a large festival, the Pride Festival, to celebrate the LQBTQ+ community. Please note, the assumption was made that participants would prefer events within easy commuting distance of Minneapolis.

All information is in the attached spreadsheet, as requested.
Part
03
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Part
03

Millennial Events - Des Moines, IA

Ten consumer events targeting millennials in Des Moines, Iowa between March 20th and the end of June are Iowa Craft Brew Festival, ArtFest Midwest, Des Moines Art Festival, Goodguys 27th Speedway Motors Heartland Nationals, CelebrAsian, Des Moines On Tap, Wizard World Comic Con, The Eagles Concert, Lorde Concert, and Snake Alley Criterium. The details for these 10 events, including the rationale for selecting them, have been entered on the "Des Moines" tab of the attached spreadsheet.

Methodology

Although the 10 events I found that will be occurring in Des Moines, Iowa between March 20th and the end of June 2018 are not directly targeting millennials, there will be a large number of millennials attending each event. This is because the events I selected all include some aspect that appeals to the younger generations. For example, the Iowa Craft Brew Festival and the Des Moines On Tap event are both going to lure millennials because that generation considers themselves "foodies." They enjoy participating in food and beverage tasting events, which is something that is on the schedule for both events. For this reason, the CelebrAsian festival will be popular among millennials as well, since the event features the opportunity to try authentic Asian dishes.

Arts festivals are also attractive to millennials who are looking to own unique items. They do not tend to look at art as valuable for its beauty, but instead as assets "expected to increase in value over time." For this reason, they enjoy attending events like ArtFest Midwest and the Des Moines Art Festival, since they will have the opportunity to purchase fine art. The first is held inside without the addition of music and family activities. The second is held outside and is more of a festival atmosphere with live music and entertainment.

Concerts and live music are important to millennials. Eventbrite recently found that "29% of millennials have attended a music festival in the last 12 months," and it appears this number is only going to increase as millennials see music as a way to "escape the daily grind." They especially like the community that live music builds as "81% of millennials attend music festivals specifically to engage with a like-minded community." Although the concerts on the list are not festivals, they are live music events, one of which features a millennial artist and the other of which features a classic rock band that millennials tend to enjoy. Therefore, millennials will likely attend these concerts heavily.

The remaining events on the list, Wizard World Comic Con, Goodguys 27th Speedway Motors Heartland Nationals, and Snake Alley Criterium, are all events that will likely attract a number of millennials due to their theme. All Comic Cons tend to have a high number of millennial attendees because 97% of millennials identify as fans of something. They enjoy attending events that celebrate their passion. The Heartland Nationals is a car show that is more of a festival in nature than a traditional show. It has live music, food, and entertainment, all of which are appealing to millennials. Finally, the Snake Alley Criterium is an athletic endeavor that challenges bicyclists to an endurance ride up a winding road. Many millennials will enter the race to challenge themselves and experience something their peers have not experienced, and even more millennials will line the race's route. Since millennials are known to be health conscious, they are drawn to active events such as bicycle races.

Conclusion

Of the 10 events listed on the attached spreadsheet for Des Moines, Iowa, The Eagles Concert is the one occurring the soonest, with a date of March 21, 2018, with the Lorde Concert following on March 25, 2018.
Part
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Part
04

Millennial Events - Kansas City, KS

Between March 20th and June 2018, there were ten events that drew over 2,500 millennial consumers. The "Kesha and Macklemore Concert", the "NCAA Women's Basketball Regionals", "Kegs 'n' Eggs", and the "New York Yankees vs Kansas City Royals" were the main events. The "Oceans of Fun Opening Day", and the "Wild Women KC Timber Challenge 5K" would both be attractive to the younger generation.

Additional millennial events covered were the "3rd Annual Strawberry Hill 5K Run/Walk". "NASCAR Racing Series: Toyota Tundra 250 & Monster Energy NASCAR Cup Series", "Disney On Ice Dare To Dream" show, and the "Original River Market Food Tour" round out the selections. The Kansas City Visitor Center listed most of the events profiled.

METHODOLOGY

These events are detailed and recorded on the "Kansas City" tab of the attached spreadsheet. It outlines events name, website address, overview, and sources. The focus was on concerts, party events, festivals, and sports events as you requested. 5K runs, and an ice-skating event was added because they are fun for the millennial in Kansas City.

1. Macklemore's music is extremely popular with the millennial because his lyrics resonate with them. "Thrift Shop" clothes shopping was a hit.

2. The winner of the 2018 Women's Basketball Region semifinals and championship game will advance to the final four. The millennial from the Midwest enjoy sporting events.

3. Millennial drinkers who are interested in both beer and festivals will attend the "Kegs 'n' Eggs Festival" on April 7th. It includes a live band, craft beer tastings from several breweries, games, and contests.

4. May 25th is the "Oceans of Fun" opening day in Kansas City. Due to the attraction and excitement of a new theme park, many millennial attendees will be at the event.

5. Millennial females strive to improve their overall health. The "Wild Women KC Timber Challenge" obstacle course is for women and men in full drag. The 5k obstacle course with thirty unique challenges. Foam, mud pits, bluff climbs, vertigo bus, handheld zip lines, inverted monkey bars, rope climb, and cargo nets fill 140 acres.

6. The Kauffman Stadium at Kansas City will host a baseball event between the "New York Yankee and Kansas City Royals". Millennial sports-fans can cheer for either team.

7. "3rd Annual Strawberry Hill 5K Run/Walk"s DJ will provide the music while the millennial participants have an opportunity to raise money for a historical piece of Kansas City's diverse culture.

8. Millennial race fans will attend the NASCAR racing event at the Kansas Speedway in Kansas City. "NASCAR Racing Series: Toyota Tundra 250 & Monster Energy NASCAR Cup Series" event is popular with millennial fans.

9. Since many millennial parents want to entertain their children, the "Disney On Ice Dare To Dream" show at the Sprint Center in Kansas City is sure to be a popular one.

10. The "Original River Market Food Tours" are offered every week on Thursdays, Saturdays, and Sundays. These culinary tours around the River Market neighborhood visit four locally owned establishments. Kansas City history is fed to the individuals as they taste tidbits while walking. Based on the millennial desire for information as well as food, the tour gives them an entertaining place to go to satisfy both needs.

Conclusion:

The majority of events identified here found in the Kansas City Official Visitors Guide. All the pertinent information is detailed in the google spreadsheet. These events were recreational activities, concerts, festivals, sporting events, tours and shows.





Part
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of six
Part
05

Millenial Events - St. Louis, MO

Ten consumer events targeting millennials in St. Louis, Missouri that are occurring between March 20 and the end of June 2018 are St. Louis Earth Day Festival, St. Louis Storytelling Festival, Twangfest, Color Run, Go! St. Louis Marathon, Art Outside, St. Louis Microfest, Pointfest, IndiHop, and S.L.U.M.Fest. The requested details for all events, including rationale for why they were included on the list, have been entered on the St. Louis tab of the attached spreadsheet.

Methodology

St. Louis is home to many music festivals, of which Twangfest, Pointfest, and S.L.U.MFest are occurring in the requested time frame. Millennials enjoy going to live music festivals and in fact, Eventbrite found that "29% of millennials have attended a music festival in the last 12 months." Millennials enjoy attending music festivals for a variety of reasons, but in particular, they are looking for community and a way to "escape the daily grind." They are looking for unique experiences and music festivals provide that for them.

Millennials are also attending more running events, as they "grew up familiar with the appeal of running and have fully embraced the sport as a lifestyle phenomenon." In fact, the Washington Post found that 18 million millennials consider themselves runners. This is why I included the Color Run and the Go! St. Louis Marathon events on the spreadsheet. While there will be runners of all ages attending these events, there will definitely be a significant proportion of millennials among the runners.

St. Louis Microfest and IndiHop are two craft beer-tasting events that will appeal to millennials' desire to experience new foods and beverages. A recent Goldman Sachs report showed that millennials prefer craft and imported beers over domestic brands and one way for them to experience these niche beers is to attend brewery festivals like the two that are occurring in St. Louis in the spring.

The remaining three events, the St. Louis Earth Day Festival, the St. Louis Storytelling Festival, and Art Outside also all appeal to millennials, but for different reasons. The Earth Day Festival will draw millennials because it centers on taking care of the environment. The Storytelling Festival will attract millennials because it is hosted by a major university and it celebrates a variety of cultures, which is something millennials have deemed important. Finally, the Art Outside festival combines culture, art, music, and beer, all of which are aspects of entertainment that millennials enjoy.

Conclusion

Of the 10 events on the spreadsheet that are scheduled to occur in St. Louis, Missouri between March 20 and the end of June 2018, the one occurring the soonest is Go! St. Louis Marathon on April 6-8, 2018, followed by the St. Louis Earth Day Festival and the Color Run on April 21, 2018.
Part
06
of six
Part
06

Millenial Events - Fargo, ND/ Sioux Falls, SD

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

METHODOLOGY

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.

SUMMARY

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.
Sources
Sources

From Part 06