A case study of the promotional communications of the International Country Music Fan Fair

The International Country Music Fan Fair is an annual event in Nashville co-sponsored by the Grand Ole Opry and the Country Music Association. Initiated in 1972, Fan Fair now attracts more than 20,000 tourists, who are treated to a week of concerts featuring more than a hundred country music stars. The performers also make themselves available for autographs and photographs at booths in exhibition halls.

This case study was undertaken to identify the various activities used to promote Fan Fair to fans and media alike. Data were collected through recorded, personal interviews with officers of the two sponsoring organizations. The author found that the communications duties of the CMA, which oversees the exhibit areas and scheduling of concerts, include public information and press relations. The Opry handles registration and logistics such as staging, sound, security and transportation, and it works with radio stations wanting to promote Fan Fair.

In addition, 377 questionnaires were distributed at the 1988 Fan Fair to learn how fans learned about the annual event. Interpersonal communication by far was the most selected source; 49 percent of the respondents said they learned about Fan Fair from a friend or relative.