Use this page from the New York State Department of Labor for population characteristics - look for information on Jefferson County in terms of age and sex. What makes this area unique?
Cornell Program on Appplied Demographics (PAD)
Jefferson County Profile from Cornell PAD
New York Quick Facts from Census.gov
Center for Community Studies Annual Survey of the Community, Jefferson Community College
Center for Community Studies Third Biennial Regional Economic Tracking Survey
Jefferson County website - interesting facts and trivia
Data USA - Jefferson County NY
Use keywords like "music festivals" and combine with other terms like sponsors, marketing, advertising, etc. and try using Google or some of the JCC databases to find ideas and current trends.