REPORT DEMOGRAPHICS

The Event

• Baltimore’s FREE celebration of the literary arts: September 28-30, 2012
• 55,000 visitors / 215 exhibitors / 225 author appearances / 85 volunteers / 15 food and beverage vendors
• Total economic impact on the City of Baltimore: $4.51 million
• Top attractions:
  • browse and shop for books (73%)
  • author appearances and book signings (50.3%)
  • music (46%)
  • food and beverage vendors (39.2%)

The Audience

• 59% can identify two or more Baltimore Book Festival sponsors
• 89% have a positive attitude about Baltimore Book Festival sponsors because of their association
• 68% are more likely to purchase the brands of Baltimore Book Festival sponsors
• 2009 attendees spent $1.32 million with Baltimore Book Festival vendors
• 55.7% female
• 71% - Caucasian
• 22% - African-American
• 4.2% - Hispanic
• 2.8% - Asian
• 43% - single
• 37% - married
• 12% - partnered
• 22.5% - live with dependent children
• 17% - visited Baltimore Book Festival with children
• 73.6% - have earned an undergraduate degree or higher
• 55.6% - household income is $60,000 and above
• 13.5% - age 18-24
• 24.6% - age 25-34
• 27.3% - age 35-49
• 26.5% - aged 50-64