Festivals, fairs, and events (FFEs) are becoming increasingly important to the hospitality and tourism industry in Iowa. For example, 33.6% of travelers to Iowa from surrounding states consider “Festivals and Events” to be of interest when traveling to Iowa (Travel Iowa, 2014). In addition to the economic impact of event attendees visiting a city that hosts an FFE, there are non-economic benefits, such as developing community identity and increasing a community’s social capital.