A Segmentation of Volunteers at the 2013 Austin City Limits Music Festival: Insights and Future Directions

Abstract

Volunteers at music festivals play a critical role in festival operation and success. As the music festival industry continues to grow, the ability for these large productions to effectively execute a large volunteer program is augmented. Volunteers from the 2013 Austin City Limits Music Festival were surveyed in regards to their self-image congruency, motivation, satisfaction, and intent to return as a volunteer at the festival. Analysis resulted in three distinct segments which has significant practical implications for festival management. Academic implications exist with the addition of self-image congruency and further discovery of volunteers in the festival and event industry.

KEYWORDS:

• segmentation
• mega-events
• music festivals
• Austin City Limits
• volunteerism

ACKNOWLEDGMENTS

A special thank you is in order for C3 Presents, specifically Ms. Emily Stengel, event services manager. Thanks also go out to the volunteers at the 2013 ACL Music Festival, especially those who took the time to participate in this study. Without your work, ACL would not be the experience that it is today.