What can historical societies, historic sites, history museums, and other history organizations do to attract more visitors to their holiday events? What is the "competition"? What are they looking for? What will motivate them to find out more information? Where will they go to find more information? And what critical details should be included? Research conducted on October 25, 2013 provides insights and recommendations. Background: The goal of this project was to shed some light on activities that families do and their interest in learning about history-related holiday events, including those taking place at historic sites and in historic buildings. This was undertaken by The History List, the largest list of history-related events going on across the country. The History List was created to help history organizations of all types and sizes attract more visitors, members, and volunteers. This is no cost to list history-related sites and events. More information is at www.TheHistoryList.com/getting-started. Recommendations from the report: - You’re competing against the easy, known quantities of holiday shopping at the mall and going to a holiday movie or blockbuster. - Nearly half have never or rarely ever gone to a historic site or building at any time of the year. However, about half will find out additional information if they hear of a holiday event there. - The first place they’re going to look for more information is online. - Explain, in detail, your event. Include activities for kids as well as for older children and adults, and list this in your communications. - Add details that explain that this is a holiday tradition and that they’ll learn more about the history of their community. If you have handmade gifts for sale, note that, too.

1. Attracting visitors to holiday events at
historic sites and buildings
Research into different family activities over the holidays
October 25, 2013

2. Recommendations
• You’re competing against the easy, known quantities of holiday shopping at the mall and
going to a holiday movie or blockbuster.
• Nearly half have never or rarely ever gone to a historic site or building at any time of the
year. However, about half will find out additional information if they hear of a holiday
event there.
• The first place they’re going to look for more information is online.
• Explain, in detail, your event. Include activities for kids as well as for older children and
adults, and list this in your communications.
• Add details that explain that this is a holiday tradition and that they’ll learn more about
the history of their community. If you have handmade gifts for sale, note that, too.

3. Contents
Who conducted this research and why
Observations based on the results
Tips on printing this report
Methodology
Responses
“Make this holiday historic!” Materials to promote your history
organization’s holiday events
• Contact information
•
•
•
•
•
•
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

4. Background
• The goal of this small research project was to shed some light on activities that families do
and their interest in learning about history-related holiday events, including those taking
place at historic sites and in historic buildings.
• This was undertaken by The History List, the largest list of history-related events going on
across the country. The History List was created to help history organizations of all types
and sizes attract more visitors, members, and volunteers.
• This is no cost to list history-related sites and events.
• More information is at www.TheHistoryList.com/getting-started.

5. Background
• In 2012 we created a campaign that highlighted a different holiday event each day in
December.
• In 2013 we’re making all of the materials freely available so that history organizations can
promote their holiday events and gifts.
• Read more here: http://www.TheHistoryList.com/the-holiday-campaign-for-history
• Download the materials here: http://www.TheHistoryList.com/holiday-materials
 Additional information is at the end of this report.

6. Observations based on the results
• Respondents: The sample size was small (50) and was predominantly female (43 women and 7 men). We only
included people with at least one child. The other characteristics, including education, household income,
occupation, marital status, age, and location varied widely.
• Going to the mall and to the movies were the most popular last year, and were thought to be the most
enjoyable for the family this year.
• Three-fourths have never been to a holiday event at a historic site or in a historic building. Including activities
for kids was the single largest factor in generating interest in attending such an event.
• Half said the were likely, very likely or definitely would get more information if they heard about a
holiday event at a historic site or in a historic building.
• About half (52%) said that the web would be the first place they would look for additional information.
(Since the survey was conducted online, there was likely a bias toward this method.)

7. Notable comments
“Make it fun while also educational. Drive attention to it and get the word out. Lots of times,
these events go unnoticed or don't get enough exposure and folks just don't know that its taking place.”
“Engage children don’t make them or even the parents as an after thought.”
“There should also be events that everyone in the family can enjoy.”
“List what activities there would be for all ages. . . . Are there places to keep my children warm if the
weather is very cold? List all this in your ads.”

8. “Favorite family activities over the holidays”
Survey responses: 50
Survey conducted online on October 25, 2013
Screening criteria
• Survey language: English
• Gender: Males and Females
• Actual respondents: 7 males / 43 females
• Age: 24 - 65+ years old
• Ethnicity/Race: Any
• HH Income: Any
• Education: Any
• Employment: Any
• Career: Any
• Relationship: Any
• Parental status: One or more children
• Location: United States

9. Tips on printing out this report
Check the box, “Scale to Fit Paper.” This will ensure that
the slides, which are formatted for a computer screen,
print out correctly on letter-sized paper.
Note: This is the print dialogue box that appears on Macs.
There is a similar option for PCs running Windows.

10. Last December, did you and your family do something special outside of the house to celebrate the holidays?
Answer
Resp. (50)
A1: Went to a movie
24.0% (12)
A2: Went to the mall
28.0% (14)
A3: Attended a sporting event
6.0% (3)
A4: Attended a concert or other live
performance
8.0% (4)
A5: Attended an event at a historic
site or in a historic building
10.0% (5)
A6: Went to an art museum
0.0% (0)
Went to a
children's
A7: Went to a children's museum or
science museum
6.0% (3)
Went to a
religious
A8: Went to a religious service
28.0% (14)
A9: Another family activity not listed
here
16.0% (8)
A10: We didn't do anything outside
the house
28.0% (14)
Went to a
movie
Went to the
mall
Attended a
sporting
Attended a
concert
Attended an
event
Attended an event at a historic site or in a historic building
Went to an art
museum
Another family
activity
We didn't do
anything
0
2
4
6
8
10
12
14
16
18
20

11. Looking ahead to this December, please rate how much you think you and your family would enjoy these activities.
Rated from one to five stars, with one being the lowest rating.
120
Mall
Concert
20
Movie
Sporting
event
16
16
Event at art
museum
Event at historic
site/building
Event at
children’s
museum or
science museum
100
80
36
14
30
60
18
22
20
26
18
12
12
20
12
40
8
14
18
34
24
28
22
0
Going to a
holiday...
Holiday shopping Attending a major
a...
...
Attending a
holida...
Going to a
holiday...
Going to a
holiday...
**
*
22
14
20
*****
***
22
18
24
24
****
14
40
20
18
16
18
10
Going to a
holiday...

12. Looking ahead to this December, please rate how much you think you and your family would enjoy these activities.
1: Going to a holiday movie or blockbuster movie
Answer
*
**
***
****
*****
*
**
***
****
*****
0
2
4
6
8
10
12
14
16
18
20
Resp. (50)
14.0% (7)
8.0% (4)
24.0% (12)
18.0% (9)
36.0% (18)

13. Looking ahead to this December, please rate how much you think you and your family would enjoy these activities.
2: Holiday shopping at the mall
Answer
*
**
***
***
*****
*
**
***
****
*****
0
2
4
6
8
10
12
14
16
18
20
Resp. (50)
18.0% (9)
14.0% (7)
18.0% (9)
30.0% (15)
20.0% (10)

14. Looking ahead to this December, please rate how much you think you and your family would enjoy these activities.
3: Attending a major sporting event
Answer
*
**
***
****
*****
*
**
***
****
*****
0
2
4
6
8
10
12
14
16
18
20
Resp. (50)
40.0% (20)
14.0% (7)
16.0% (8)
14.0% (7)
16.0% (8)

15. Looking ahead to this December, please rate how much you think you and your family would enjoy these activities.
4: Attending a holiday concert or dance performance
Answer
*
**
***
****
*****
*
**
***
****
*****
0
2
4
6
8
10
12
14
16
18
20
Resp. (50)
24.0% (12)
20.0% (10)
18.0% (9)
22.0% (11)
16.0% (8)

16. Looking ahead to this December, please rate how much you think you and your family would enjoy these activities.
5: Going to a holiday event at an art museum
Answer
*
**
***
****
*****
*
**
***
****
*****
0
2
4
6
8
10
12
14
16
18
20
Resp. (50)
34.0% (17)
12.0% (6)
26.0% (13)
18.0% (9)
10.0% (5)

17. Looking ahead to this December, please rate how much you think you and your family would enjoy these activities.
6: Going to a holiday event at a historic site or in a historic building
Answer
*
**
***
****
*****
*
**
***
****
*****
0
2
4
6
8
10
12
14
16
18
20
Resp. (50)
28.0% (14)
22.0% (11)
12.0% (6)
20.0% (10)
18.0% (9)

18. Looking ahead to this December, please rate how much you think you and your family would enjoy these activities.
7: Going to a holiday event at children's museum or science museum
Answer
*
**
***
****
*****
*
**
***
****
*****
0
2
4
6
8
10
12
14
16
18
20
Resp. (50)
22.0% (11)
12.0% (6)
22.0% (11)
24.0% (12)
20.0% (10)

19. Which one would you and your family be most interested in learning more about?
Answer
A1: Going to a holiday moview or
blockbuster movie
22.0% (11)
A3: Attending a major sporting event
12.0% (6)
A4: Attending a holiday concert or
dance performance
18.0% (9)
A5: Going to a holiday event at an
art museum
2.0% (1)
A6: Going to a holiday event at a
historic site or in a historic building
4.0% (2)
A7: Going to a holiday event at a
children's museum or science
museum
Holiday
Holiday shopping
shopping
at the mall
22.0% (11)
A2: Holiday shopping at the mall
Going to a
Holiday movie or
holiday
blockbuster
Resp. (50)
20.0% (10)
Attending a
Major sporting
major
event
Attending
Holiday concerta
orholiday
dance
performance
Going to a
Holiday event at
holiday
an art museum
Holiday event at
Going to a
historic site or
holiday
building
Going to a holiday event at a historic site or in a historic building
Going to a
Holiday event at
children’s
holiday
museum or
science museum
0
2
4
6
8
10
12
14
16
18
20

20. Tell us more. Why is that one of the greatest interest?
Longest responses
“We are visiting families and friends this year in another states. Since my parents are
looking forward to see the kids, it would be a good time for me and my husband to see a
movie.”
“My children. Love going to the children's museum and I think the whole family would like
to continue enjoying the holiday festivities that the children's museum may be
throwing.”
“We love shopping and the mall presents lots of other things we can do at the same time
like eating, going to a movie, doing a kid activity, etc.”
“My son would love to go explore the stores and see what he could get for Christmas, and
he also loves choosing gifts for others.”
“Because my family enjoy going to the movies and it would be something that we could do
together at an affordable price.”

21. Have you ever been to a historic site or history museum at any time of the year?
Answer
A1: No
A2: Rarely
AtAt least
least once
a
once a year
A few times
A few times
every
every year
“A few times a year” or
“Several times each year”
14%
Several times
Several times
eacheach
year
0
2
4
6
8
10
12
14
16
2.0% (1)
10.0% (5)
A7: Several times each year
Every year or
two
8.0% (4)
A6: A few times every year
A few times
28.0% (14)
A5: At least once a year
Rarely
24.0% (12)
A4: Every year or two
“No” or
“Rarely”
48%
24.0% (12)
A3: A few times
No
Resp. (50)
4.0% (2)

22. Have you been to holiday event at a historic site in your community or surrounding communities?
Answer
Yes
No
74%
26.0% (13)
No
Yes
26%
Resp. (50)
74.0% (37)

23. If you heard of a holiday event at a historic site in or near your community, would you try to get additional details?
Very likely or
definitely
“Very likely or definitely will” or
“Likely”
50%
Likely
Answer
Resp. (50)
A1: Very likely or definitely will
18.0% (9)
A2: Likely
42.0% (21)
A3: It's a toss up
26.0% (13)
A4: Unlikely
10.0% (5)
A5: Very unlikely or definitely not
4.0% (2)
It's a toss up
Unlikely
“Unlikely” or
“Very unlikely or definitely not”
14%
Very unlikely
Very unlikely or
or
definitely not
0
5
10
15
20
25

24. Thinking about a holiday event at a historic site, how important is each of these in your interest in going?
Rated from one to five stars, with one being the lowest rating.
120
Popular
tradition
Critical
funding
Lots of
volunteers
12
12
10
18
Learn local
history
18
Includes kids Handmade
activities crafts for sale
National
campaign
100
80
26
16
18
44
26
20
18
***
34
**
22
40
16
20
44
24
24
22
14
20
26
20
16
14
20
12
12
8
14
14
2
0
The event is a
pop...
*****
****
34
34
60
16
It is a critical s...
Lots of
volunteers...
You will learn
mor...
The event
includes...
Handmade crafts It is part of a na...
ar...
*

25. Thinking about a holiday event at a historic site, how important is each of these in your interest in going?
1: The event is a popular annual family tradition in your community.
Answer
*
**
***
****
*****
*
**
***
****
*****
0
4
8
12
16
20
24
Resp. (50)
26.0% (13)
16.0% (8)
20.0% (10)
26.0% (13)
12.0% (6)

26. Thinking about a holiday event at a historic site, how important is each of these in your interest in going?
2: It is a critical source of funding for preserving local history, programs, and exhibits.
Answer
*
**
***
****
*****
*
**
***
****
*****
0
4
8
12
16
20
24
Resp. (50)
20.0% (10)
24.0% (12)
26.0% (13)
18.0% (9)
12.0% (6)

27. Thinking about a holiday event at a historic site, how important is each of these in your interest in going?
3: Lots of volunteers are involved in putting on the event.
Answer
*
**
***
****
*****
*
**
***
****
*****
0
4
8
12
16
20
24
Resp. (50)
16.0% (8)
22.0% (11)
34.0% (17)
18.0% (9)
10.0% (5)

28. Thinking about a holiday event at a historic site, how important is each of these in your interest in going?
4: You will learn more about the history of your community.
Answer
*
**
***
****
*****
*
**
***
****
*****
0
4
8
12
16
20
24
Resp. (50)
14.0% (7)
14.0% (7)
20.0% (10)
34.0% (17)
18.0% (9)

29. Thinking about a holiday event at a historic site, how important is each of these in your interest in going?
5: The event includes special activities for kids.
Answer
*
**
***
****
*****
*
**
***
****
*****
0
4
8
12
16
20
24
Resp. (50)
2.0% (1)
12.0% (6)
20.0% (10)
22.0% (11)
44.0% (22)

30. Thinking about a holiday event at a historic site, how important is each of these in your interest in going?
6: Handmade crafts are available for purchase.
Answer
*
**
***
****
*****
*
**
***
****
*****
0
4
8
12
16
20
24
Resp. (50)
14.0% (7)
12.0% (6)
24.0% (12)
34.0% (17)
16.0% (8)

31. Thinking about a holiday event at a historic site, how important is each of these in your interest in going?
7: It is part of a national campaign to raise awareness and support history organizations.
Answer
*
**
***
****
*****
*
**
***
****
*****
0
4
8
12
16
20
24
Resp. (50)
14.0% (7)
8.0% (4)
44.0% (22)
18.0% (9)
16.0% (8)

32. Where would you go first to get more information about a holiday event at a historic site?
Answer
A1: The newspaper
Other
0
5
10
15
20
25
30
2.0% (1)
A7: Other
Facebook
52.0% (26)
A6: Facebook
Search on the
web
6.0% (3)
A5: Search on the web
Local TV
8.0% (4)
A4: Local TV
Local radio
0.0% (0)
A3: Local radio
Local
magazines
30.0% (15)
A2: Local magazines
The newspaper
Resp. (50)
2.0% (1)

33. What recommendations do you have for an organization creating a holiday event for you and your family to enjoy?
Longest responses
“List what activities there would be for all ages. What activities would the historical place
be showing, would that interest an infant? Are there places to keep my children warm if
the weather is very cold? List all this in your ads.”
“Make it fun while also educational. Drive attention to it and get the word out. Lots of
times, these events go unnoticed or don't get enough exposure and folks just don't
know that its taking place.”
“Well-prepared. Have citizens from the organization on the board or planning committee.
Be innovative and different. Engage children don’t make them or even the parents as an
after thought.”
“To get the word out by using flyers, newspapers, radio and if they can t.v advertising. It
really helps. There should also be events that everyone in the family can enjoy.”
“What Happened To The Traditional Dinner And Entertainment Courtesy of The Young
Ones!! Holiday Plays Or Shows Are Tradition...We Eat, And We Celebrate!!”

34. Materials to promote your history organization’s holiday events
There is no cost to download and use all of these holiday materials, which are part of the 2013 holiday
campaign for history organizations and historic sites.
 Read more here: http://www.TheHistoryList.com/the-holiday-campaign-for-history
 Download all the materials here: http://www.TheHistoryList.com/holiday-materials

35. Lee Wright
Founder
Lee@TheHistoryList.com
Twitter: TheHistoryList