Who is the Rose Festival’s target audience?
The World Rose Festival is unique among public shows in that it is a one-time opportunity that is being hosted in parallel to the World Rose Convention. While the World Rose Convention is dedicated to those whose passion is breeding, growing, and caring for roses, the Festival program warmly welcomes visitors from an array of backgrounds and interest levels, and is expected to draw about 98% of its attendees from Metro Vancouver, the Fraser Valley, and the Pacific Northwest (namely Vancouver Island, Washington and Oregon states, with some draw from Californian rose enthusiasts). Additional visitors are expected to include the international participants of the World Rose Convention. The Festival’s aim is to introduce, celebrate, and share a passion for roses and gardening with 15,000+ visitors over the three-day event.
Weekenders
Garden-related events like the World Rose Festival draw diverse crowds. Many attend out of curiosity, as a family activity, and to enjoy the beautiful surroundings. “Weekenders” are those visitors who have a general interest in gardening, or do so to create curb appeal, functional backyards, or play spaces for children. In addition, the Weekender crowd is expected to:
- Comprise about 60% of the Festival’s attendees
- Have household incomes primarily over $70,000 (about 70%)
- Include people with household incomes over $100,000 (about 50%)
- Be homeowners (94%)
- Attend with the specific intention of gathering new outdoor décor and landscaping ideas (40%)
- Spend at least $500 on their yards each season (69%).
- Include more women (60%) than men (40%)
- Attend with children (15%)
- Be married / common-law (80%)
About 42% of Weekenders purchase most (but not all) of their novice gardening materials from mass merchants, opening up great potential to garden centres, retail nurseries, and specialty gift and décor shops, to make strides with this budding customer base.
Garden Enthusiasts
Garden Enthusiasts tend to have more time available to garden than the Weekender, and view gardening as a favourite pastime, hobby, or environmental endeavour. This group is more likely to dedicate growing space to more unique plant material, growing food and flower gardens, starting seeds, and caring for plants through pruning, winter care, and regular maintenance. You will find that Garden Enthusiasts tend to be:
- About 35% of the Festival’s attendees
- Have household incomes primarily over $75,000 (more than 50%)
- Homeowners (95%)
- Attendees at garden shows with the intention of making plant or gardening supply purchases (30-45%)
- Regular spenders of $500 to $1500+ on their gardens each season
- Regular shoppers of independent garden retailers.
- Avid gardening book readers and “appointment” media listeners who tune in to Thomas Hobbs, Brian Minter, and other experts’ shows
- Subscribers or regular readers of one or more gardening magazines
- Female (75%+)
- Interested in container gardening (39%)
Rose Devotees
A small but significant audience of the World Rose Festival will be Rose Devotees, who are expected to make up about 5% of the Festival’s visitors. Rose Society members from Vancouver, elsewhere in Canada, the U.S., and around the globe, will attend with the special intention of seeing the juried rose show, learning about the latest and most fascinating releases from rose breeders, and identifying local suppliers of roses and related collectibles, whether unique cultivars or art and lore.
The World Rose Festival is being held in conjunction with the World Rose Convention, which is designed particularly for Rose Devotees from around the globe. The convention organizers’ idea to hold their event alongside a public festival stems from their interest in advancing information about the ease and wonder of rose growing for gardeners of any skill or interest level, and their aim to spread rose love and lore. The Festival is uniquely positioned to provide a content-rich and enjoyable show with the support of this intimate but passionate group.
For growers and breeders, it is integral to capture the attention of Rose Devotees, as they are “early adopters” who trial and report on the best varieties. Devotees make it their business to share knowledge (many are master gardeners) with Weekenders and Garden Enthusiasts, request new products from their garden centres, and report on the viability and success of new varieties (many as garden writers).
Learn more about sponsorship and exhibitor opportunities at the World Rose Festival.
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Contact Jacque Pitts, Festival Sponsor and Exhibit Manager, for more information.