Key findings
- Overall, attendees are satisfied with The Great Northern festival.
- 96 percent of surveyed attendees responded they were “highly satisfied” or “satisfied” with the event.
- 38 percent of attendees specified they learned about the festival via word of mouth, which indicates a positive reputation.
- Slightly more than one-quarter (28 percent) of respondents attended more than one event at the festival.
- The Great Northern festival is growing and attracts people to new locations in the Twin Cities.
- Seventy percent of surveyed attendees were at their first Great Northern festival.;
- Only 30 percent were repeat attendees. This indicates the festival is growing, which is positive. This also means the festival has the opportunity to develop a following, or people who regularly attend events.
- More than one-third of festival attendees (37 percent) visited the event location for the first time due to the festival.
- The Great Northern festival’s diverse and eclectic programming is valued by attendees.
- When asked to list one unique feature of the festival, 157 respondents cited the eclectic mix of programming and locations.
- Included in the most common responses were the welcoming sense of community and the diverse nature of the programming, artists, and attendees.
- Showcasing winter in a uniquely “Minnesota” way is an underpinning of the festival’s success.
- For the most highly valued aspect of the festival, the most commonly selected answers were “bringing unique opportunities to the Twin Cities” and “increasing enthusiasm for winter.”
- When asked to list the most enjoyable aspect of the festival, the most commonly shared answer was the sauna village.
- Many respondents commented how the sauna village and other programming made it feel like a uniquely Minnesota event.
- The Great Northern festival generates economic activity in the Twin Cities.
- On average, people spent $47.10 per person, per day to attend The Great Northern festival.
- In total, events directly sponsored by The Great Northern festival generated $2.1 million of economic activity in Hennepin County. This includes $683,226 in labor income.
- The industry sectors that benefited the most from the festival include real estate, professional and technical services, and performing arts and related.
About the report
The Great Northern festival celebrates Minnesota’s cold, creative winters. It encourages Minnesotans and visitors to embrace the wonders of winter through 10 days of diverse programming. Held annually in late January and early February, the festival draws thousands of people to the Twin Cities. In 2024, the festival ran from January 25 through February 4 and featured more than 50 events at locations throughout the Twin Cities region.
With the festival’s recent growth, leaders were interested in understanding the economic and social contributions of the event. Thus, they collaborated with University of Minnesota Extension to conduct this economic impact analysis study.
Reviewed in 2024