NATIONAL CHERRY FESTIVAL REPORT
A Survey of Community Attitudes Toward the National Cherry Festival

Conducted by: Research Services, NMC

NCF Mission Statement
The mission of the NCF is to celebrate and promote cherries,
tourism, and community involvement.

Community Research Objective
The purpose of the research was to determine the views and opinions of area residents regarding the National Cherry Festival. Residents were asked to provide feedback on several aspects of the festival, including opinions and suggestions on Festival events and activities.

Survey Methodology
A telephone survey was conducted with:
A random sample of City of Traverse City residents AND a separate random sample of Grand Traverse County and Leelanau County residents combined. Surveys were conducted from December 15, 2005 to January 12, 2006.

Survey Criteria
• Age 18 and over
• 379 Surveys in City of Traverse City
• 387 Surveys in the Combined Counties
• 95% Confidence Level (+/- 5%)
• 33 Questions were asked

Survey Key Findings
• The majority of both the city and the combined county
   respondents rated their opinion of the Cherry Festival as Favorable.
   - 84% and 85% respectively assigned a "Very Favorable"
      or "Somewhat Favorable" rating.
• What types of events would respondents most like the Festival
   to offer:
   - Entertainment, Music / Concerts, Parades, Kids events, Air show
• What types of events respondents would like the Festival to eliminate:
   - "None"; "Don't Know"; "Beer Tent"; "Midway";
       "Too many parades"; "Air Show"
• The majority of both city and county respondents indicated that the
   current NCF schedule is the best week to hold the Festival.
   - 56% city and 61% county - YES
   - 36% city and 31% county - NO
   - 8% city and 8% county - Don't Know
• 18% of the total sample thought the 2nd week of July better.

Majority of Both City and County Respondents Strongly or Somewhat Agree
• NCF has a good reputation in the community.
   - 52% city & 54% county strongly agree, with 86% & 91% some
      level of agreement
• NCF is a valuable asset to the region's economy.
   - 75% city & 80% county strongly agree, with 95% & 97%
      some level of agreement
• NCF helps generate tourism to the region.
   - 84% city & 86% county strongly agree, with 97%
     & 99% some level of agreement
• NCF does a good job of getting the "cherry" message out.
   - 52% city & 47% county strongly agree, with 85% & 85% some
     level of agreement
• NCF provides information openly to the public.
   - 55% city & 55% county strongly agree, with 88% & 92% some
     level of agreement
• NCF is responsive to the needs of the community.
   - 42% city & 49% county strongly agree, with 73% & 72% some
     level of agreement
• NCF delivers excellence in everything they do.
  - 48% city & 56% county strongly agree, with 76% & 82% some
    level of agreement
• NCF meets their expectations.
  - 78% city & 79% county
• Respondents most frequently cited the newspaper as their
   major source of information on the Festival.
   - 73% city & 74% county
   - 56% city & 52% county cited the newspaper as their
     primary source of information on the Festival

What Word or Phrase Comes to Mind When You
Think of the Festival?
• Fun
• Tourists
• Cherries
• Parades
• Crowds/Traffic
• Family
• Commercial
• Celebration

A Festival Community Input Session will be held
Thursday, March 16, 7:00 PM in the
Governmental Center Cafeteria - Join Us!

The results of the research identify residents' views on these topics, providing Festival representatives with information that will be used in future planning and decision making.