The URL can be used to link to this page

LTC 267-2003 CITY OF MIAMI BEACH Office of the City Manager Letter to Commission No. c.26j.c!2.lJOc m From: Mayor David Dermer and Date: November 17, 2003 Members of the City Commission Jorge M. Gonzalez f0.~ City Manager 'Q' v JACKIE GLEASON THEATER - PERFORMING ARTS CENTER SURVEY To: Subject: This Letter to Commission (LTC) is in response to the article entitled "Respondents ask: What Performing Arts Center?" by Fred Tasker in the Miami Herald's Business Monday section of November 3, 2004. As you may already know, the survey listed the Jackie Gleason Theater (JGT) as one of "South Florida's least favorite venues, due to acoustical and other problems" behind the Dade County Auditorium. The City and SMG feel the statement regarding acoustical problems is factually inaccurate and have contacted the Herald seeking a correction. The most common comments given for disliking the JGT were as follows: . . Not majestic like the Broward Center of Performing Arts (did not give you the sensation of a special evening) . Not intimate like the Lincoln Theatre . Audiences always come late and make noise as they enter. This ruins the whole evening. A "sense of event" and "intimacy" are key attributes mentioned by respondents as key components of a memorable venue experience. It is important to note that the study's objective was to develop an understanding of existing and potential audience segments for the PAC. Their methodology included a sampling of 1,502 respondents (1,002 in Miami-Dade County, 300 in Broward County and 200 in Palm Beach County). The 1,502 respondents included 1,400 Attendees, 100 non-Attendees, 302 Subscribers and 1,099 non-Subscribers. This breakdown also includes 300 Hispanics respondents. Surveys focused on residents between the ages of 25 and 79, with an annual household income of $40,000 or more. Reviewing the methodology of the survey clearly illustrates that it was designed for the PAC's potential audience and its content is largely not relevant to the City's cultural scene. The demographics represented are not the same demographics we find having a large presence in Miami Beach. For example, SMG's patron survey for the JGT, which was conducted by Strategy Research Group in 2000, indicates that Hispanics make up 53% of their attendees. More importantly, the JGT and the PAC are very different operations. The JGT is a rental facility and does not substantially present or produce its own series of programs tied to an artistic vision for the venue. In contrast, the PAC will present and produce its own programs which will reflect a central artistic vision or mission and will also contain resident organizations presenting their own programs. Finally, SMG will commission a research study intended to update the 2000 survey (a copy of which is forthcoming) that continues their efforts to better understand their audience and develop marketing strategies that will maint!~~ the Theater's place in the market. SMG is currently soliciting quotes for this work. JMG\~\1I" c: Christina M. Cuervo, Assistant City Manager Ramiro Inguanzo, Chief of Staff. Office of the City Manager Donna Shaw. Tourism and Cultural Development Director Max A. Sklar. Tourism and Cultural Development Assistant Director Doug Tober. General Manager, Miami Beach Convention Center and Jackie Gleason Theater Bob Papke. Marketing Director, Miami Beach Convention Center and Jackie Gleason Theater Nannette Rodriguez. Public Information Officer F:\infol$ALLlMaxITCDlL TCIGieason Survey L TC.doc ....~ c~ ....CDca ~ECD ... 01: caCD_ :::Ecn.... . (t.; ~ ~ ~ = ~ ~ ~ ~ ~ o = ~ ~ ~ U en ~ < ~ Z ~ ~ o ~ ~ ~ ~ E-4 ~ p ~ :I: u ~ en ~ ~ Co:) Z o ~ ~ Q ~ o ~ ~ Co:) ~ ~ U ~ r:J) ~ 8 :>., ~ N ~ Z ~ 1:1 ~ ~ ~ ~ ~ ""0 ~ 0 g ~ ~ u ~ U r:J) 0 ~ ~ ~ I ~~~?~ I . j I .V~ Madult '., ;;'~nt " . ReSearch THE PERFORMING ARTS CENTER OF GREATER MIAMI KNIGHT FOUNDATION GRANT RESEARCH STUDY Conducted by MARKET SEGMENT RESEARCH Pres=ted October 2003 i ~.,..,. ''I!!li~'s,''f'~::~':'' ! i ..... ~.::;;: MarIud. ,'I. Sqmant . ., Research QUANTITATIVE RESEARCH Telephone Research Advanced Analytics 2 1 ... ~ ~"~: Mat.Iul1 ."~t ...... Research 1p:;"~'T,',;:::=,.'1 ';-.f.T.T~'F' i ! Objectives...:..Q,!!an_t!t.a.tive The overall objective of this research is to develop a comprehensive understanding of existing and potential audience segments for PAC and individual resident companies and to identify psychographic and demographic insights that will be used to increase attendance and revenue. Additional objectives include: Understand overall behavior and psychographics as they relate to entertainment preferences, media habits. advertising awareness, entertainment habits, parking and food preferences, purchasing patterns and others. - Answer specific questions about the four resident companies: Miami Gty Ballet, Concert Association of Florida, Florida Grand Opera, and New World Symphony, , , . .j -L Methodology .' ,. ':'. IIaduI1 ,.., t~Re th . nare A sample of 1,502 respondents; 1,002 in Miami-Dade, 300 in Broward and 200 in Palm Beach. Quotas included a total of 300 Hispanic respondents, 1,400 .'\.ttendees and 100 non-Attendees, 302 Subscribers and 1,099 non-Subscribers. The telephone interviews were completed during July and August 2003. Qualifying p'dmClpants responded to a questionnaire involving queries on demographics, entertainment preferences, media habits, advertising awareness, entertainment habits, parking and food preferences, purchasing patterns, among many others. Statistical Note: TI,e margin of error for a sample proportion is no more than plu" or minus 1.1 percentage points for a sample of 1,500 at the 95% confidence level. 4 2 Methodology_(~o~ti~l1~d) .'j;;- . \ Madm1 , ';a~t , '. Research , ~~~~ "~""'.", . ";""". .. . '.' ~', '. " I < To participate in the survey, respondents were screened to: Be residents of Miami-Dade, Broward or Palm Beach, o Be between the ages of25 and 79, o Be the decision maker for purchasing tickets for live arts and entertainment perfonnances, Have an annual household income of $40,000 or more, o Have purchased and attended any live arts and entertainment performance in the past year, OR be interested in attending any live arts and entertainment performance, and Have no critical industry affiliation. 5 . , '.,,~,~~ ! < ..., .,,'~:J - .,. .IIadII1 ~~nt . ".' Res.arch MEDIA HABITS 6 3 ~~.. .";,,,.;~,:et~":~~ _L_~edia Habits .''';; ; ,+ Mar.Iult. I ." ,1~ntl : ., Research Various media (TV. radio, newspaper.; ond magazines) were measured for both English-language and Spanish-language usage. The key focus was to understand where arts and entertainment consumers go for information, the 2mount of usage and how this information can best be used to develop targeted marketing and conununications campaigns. Media - Key Findings: Television is the most used media across ~, culture and gender. OJdu respondents (ages 55-'4 and 65-79) watch signiilCandy higher ]evels of ,elevision than younger age cohorts. Nearly 9 of 10 respondents have: Intcmet access and men surf the Net a1 significantly higher levels than women. This and other indicatonl suggest the (utemct is a good place to market and inlOnD current attendees about live arts and cntcrtaimnent events. Hispanics cunsume significantly ]ess English-language TV, radio and newspapers tban Anglos. However, due to the level of acculturation of the Hispanics in the study, they still consume a great deal of English-language media. The mean differences arc in their use of Spanish-language media as weD. Targeted English- aDd Spanish-language commuDicatioDS arc highly desirable to achieve total reach. Non-subscribers had significantly lower levels of print media usage 7 ; ~..-.. ,,,. ':::"1".' - i .'." Media Habits : 'I' :. ::;:nt Eng5sh-L=guage M=1i~ - Me= Hours/W". '....... English Television English Radio English Ncw'papetS English Magazines Q8. In;a fJPicai _k. how many houn do you spend watching Engtish-Ianguage tdmsion~ Q9. In a typGI week, how ~y hours do you spend listening to Engli~.langwr.~ MO? QtO. In;l typiaJ W<<k. how many hours do,.ou spend n:ading Englilh-bngua&c _spapers? Ql1. tn a rypical week, how man,. hours do you spend readi,'g English-language magazines? Bue: Tow (1302) ... f SigniJic:Ulf differmcc 8 4 I I ~~'""-~:~ .j...... .~. : ,. :._,..'.:" i . .'~ ." ;,'" Madud. "~nt .. ~; Research ADVERTISING 9 I ~ I Advertising .~. .- ~ iaiiRi . ~~ , ~: Research Advertising recall was I1lClSUred for recognition of companies. location of the ads, preference: and frequency for n:wving event information. These fmdings will assist PAC and the resident companies in understanding which campaigns have the most visibility and where they a.rc: most recognized. Targeted campaigns CU1 be developed leveraging suang recall components and adjusting ads with less recognition. Adverliaing - Key Findiago: Pop Stars in concc:n, B......dway Serico, Opera and BaIJet were: the moot recognized advenising. Females bad higher levels of recall and combined with other indicatotS, femalel may be: a better target for advcnising communia.tiou than targeting men. For the mOlt pan, Dewspapers ~re most recognized :II the: places when: arts advertising was rec:aDcd. ChildrenJs shows were more oftca recognized on TV. Regular mail, ncwspapcn and Internet wen:: the most preferred ways to receive information. Around half want to receive commwtications monthly while one-third want information weekly. Nearly 7 of 10 respondents prdern:d communications in English, while t.S% said Spanish and 17% indicated both Ianguages were acceptable. Hispanics had significantly more recognition of Children's show ads. This with other iodic.&ton shows the suong link berwcen Hispanics and family activities. 10 5 ~:E101 I i Advertising Prefe-::.nc::~ for Re~f!.~n.!{ !nfonnation ii"" ; ~~ Market ;' ~WJ1Jlnt :' . 'Research 80 70 \_ Total _ Male III Femalel 60 50 40 30 20 10 2 2 2 1 2 1 0 Word of Magazine Email Mouth Q23. How do you pn:fu to receive infonnation on live 2l'tS and entftUinmcru perfonnances? lhse Total (1502), Males (537), Fcmaiel (965) ... t stgnificant difference 11 i ~~ . -, f <.....~ i : ."',- . '.', MaduIt " S!IlPmJrt .. .'. ., Research ATTENDANCE/SUBSCRIBERSHIP 12 6 I ~;~~ I l Attendance and Subscribership ......- ."'" 4, - . if, Marlud. ~ ~ -.1 s..am-nt ...., ", Research Data were compiled concemingpast-year attendance. attendance intent over the next 12 months, attendance interest and reasons for non-attendance by "non-attendees." Additionally, measures were examined to determine levels of subscribership and compwons of company subscription levels. Attendance and Subscriber.bip w Key Fiodings: W'omeD had significantly higher "palt-year anendance" than rIlen fOl' Children's .howa. Broadway mUlicals aDd BaUec _ aaother indicalOl" that . fair shan:- of markering comnnanic:ation. should target females. Hispanics hacl signilicantly lower leftls of attendance for m&DY of the main perfonning companies including Opera. Broadway musicals, Clasueal and Contemporary !heave. as weD.I C1uoical symphony. The Florid. Crud Opera ba. the nlO" season ticket lubscriptioal by a latge martin OYer seconcl-placc Coconut Grove PlayhoulIC' and Mi.....i City Baller. Lea, thalli onc--quancr (22"/.) indicared. they arc CuneD' lcason ticket subscriben. One-third have:: subscribed in the past. Non-attendees have the mo.t iotcn:st ia auendisag Broadway musica" followed in order by S.Uct. Comedy a.nd Opera. Aro..nd ODe-third. of fton-aucndca said tbey are uvcry interested." in aucDdwglM an. and entertainment CYCIltl. The richest weet ages of non-attend<<s with the '"very iDtcf'CStcd" are 35-44 aod 45-54. The bilPlt reama givca. for Don-attcndaacc by 1Io..nendcn wa. "tack. of time (27'/11)."" The other top reasonl wcne simply "tack of interest'" or .'do not enjoy." These rc:uon. indicale that thi. i. a smaD group of potential Dew COIISumCrs. However, if the non-attendees that exhibited interest were pen a c:hance to auclld with special offen luch .s. . 2 for 1 dc:als. they lDay become loyal con'Wllen. 13 i ~..~'ft ",<,';::';~'f... :c, I 1 Attendance Performances Purchased Tickets - Past Year .-.; IIadIIIt. ; .. hsIIJWIt .... " Research C1:wic:d MuslcJi SoloiSts J"" Popul3r Larin O;usic:JJ Symphony Comedy Children's ShOWI ~~ Ag,c/EJrperimanal LaOl:l Rock Folk,:\lusic/B~grass Pop Symphony Broadway Musicals Opera Ba,llp:f Pop Stan in Concert Cwslca/.Thcatrr I>g lbnd Ci~ de Soleil ChimlberMI.lIil.: Magic Contcmporuy ThC1;(I'e World M.U$ic QJ. Which typc oi pcdOrmanca (not venues ot' companie5) ha~ you pmonally purdwcd tickeb fOf ami >ftU>d<d"' ""'__ Sue: Amnder: (10434), Hispanlc (291), Son-Hispanic (1143) .. t ....ihan. ..ffi=>" 14 7 ~~ ,. ." MadIa1 . St9Dmnt " .' , Research ENTERTAINMENT HABITS 15 I ~ t _,i ~ Entertainment Habits .- - i-I . - ); IIadUI1 ;Slgmtnt ; "' Research Entertainment habits were measured in a variety of:areas including put~ycar attendance, attendance likelihood. next 12 months, average number of trips and people attend with. as well as venue attriburc importanCe, favorite events and favorite timC' and day. and resident company price elasticity among other. Entertainment Habit - Kq Findings: Women rate Classieal and Traditional artS as their favorites at signif-'cantly higber levels than men while the men rate Popular and Latin art!I as their favorites significautly more than women.. Broadway musical is the most mcotioned "favorite" event followed by classical theatre,. Pop stan in concert, opera and balkL The lOp J reasons attendees do not attend more events were: "pricc/ cost" fonowed by "lack of timc'" and "inconvenient timing!' The type of performance is the main motivator fol' attendees. VeDUC attribute importance ratings indicate thae a dean environment, a safe place to visit and excd1cnl acoustics arc most important to attendees overall Hispanics indicate significantly more willingness to make tax-deductible daDaboDS to PAC tban Anglo.. This .egmcnt needs to be reached more effectively ad engaged in the arts. Opera has the biggest range of price elasticity with 11'10 saying they wiD pay $'75 per tickeL 16 ~~t7i?J Entertainment Habits Favon.t.e ?:f1'..~_ ot:!.erfo:r!!~ce Favorite Fint Mention ~.lti.(~., ~ Mac:ke1 l' - ~ SIlImI-nt . " Research Non~Attendcc Subscriher Non- Broadway Musicals Oassical Theaue Pop Stars in Concert Openo Ballet Contemporary Theatre Oassical Symphony Comedy Oassical Music Soloists 9% 6-t. 2-/. 6% t 3"/. 4'1. 3% t Jazz QJOa. Which is your ~ type ofliw: am and etueminmcnt periormance? Ban: Total (1502), Anendce (1401), Non-Attendee (tOl), t t ~ber(302). Non.SublO'lber(I099) Significant differnK:c 17 I ~ . PARKING, FOOD & OTHER SERVICES .'~k ~... ~i:J' MadE81 : .,~~nt -, ReSearch 18 9 ; .~~~ ; Parking, Food and Other Services I ...---.---..- ".- .'''' .. .~ MadIet '.' lit9J]!I.nt .. c' Research Ancillary services and attitudes were me:lsured concerning parking usage and preferences, distance willing to walk to PAC, the likelihood of frequenting restaurnnts in the uea. dinnertime and dining preferences, as wc:ll as other services provided in Pac and in the local vicinity of the facility. ParlciDg, Food aDd Other Semces - ky FiadiDgs: AD attached covc..d parkiag glltagc with hridge access ..ceivcd the most "very likely" to use respODSc!I. Detaehed g2J'agC parJcillgJ Valet aDd local street parkiAg followed as "very likely" ..sage, Females and Hispuics were sigDificantly more likely to prefer the valet parkiDg option. Forty.fivc percent of total RSPOadCDtI said they wen: willi.og to walk some distaDCC to PAC. Mon: thaD ooe.dairdl che largest pcrceutage of those, said they would walk four or ..on: blocks. Mott than 7r/. of attendees aad DOo...t1Jtodccs ,aid they were "very/somewhat likely" to freqUCDt shops ia. and :uouud PAC. Twenty-eight pen:ent said they were "ua1ikdy" to frcqucut. restaurants aad shops in the area aroWld PAC. A PAC gift shop was met with enthusiasm aDd women had significa..tly higher levels thaa mCll of interest in books, souvenirs, jcwcby I post canis and Dotes cards. Coffee and snack services, cafes and automated ticket purchases wt:re the PAC services "very likely" 10 be used. Hispanics had siguific:antly higher Jcvcls of usage of ...ost PAC anc:illary- services. 19 - . I I .. " . - iblkBi , haIJHI.Ilt . . ^' Research ...,-.......""'~._._,...-....".......,. SUBSCRIPTION PACKAGES 20 11 i ''C~''f;~l : Subscription Packages ."" .', ::;';, MadIe1 :.~nt "'Research Subscription packages were explored for levels of in,...." onnual PAC mcmbe"hip possibilities and the e"petted benefits that would come with various subscription packages. Subscription Packages - Key Findings: Flexibility is a popubar option in getting people "vety interested" in subscriptions. Fifty-percent said they wanted fkxibility in choosing 5 out of 10 shOWll and 53% were enticed hy flexibility of exchanges. Parking also garnered 50% ''very intcrcsted." Females had significandy higher levels of preferring flexibility of exchanges and the flexibility of choosing 5 out of 10 .bOWll. Approximately one-half had some levels of interest in a subscription pacbge, but only 150/. indicated "very interested." Current subscriben indicated significant level. of preference options such as flexibility of exchanges, fkxibility of choosing 5 of 10 ShOWll, multiple company perfonnances, prefern:d p'....king and a loyalty program. Thi. indicates a need to develop new subscribcn, but perhaps even more so, to retaia CUll'CDI subscribers. Better pricing and priority seating were top expectations or an annual PAC membership (35%). Flexibility and parking expectations wen: also mentioned at 12-/.. 21 i ~~~)~ Subscription Packages , ~nterest in Subscri.etjon.J-:r.l!prams .t~ " ,~' MarlW. ,rs~t ., Research Bar scmce Hotel service Priority lCating Flexibilicy DC exchanges Parking A loyalty "",gr.ua F1cxibiliry of c:hooling 5 out of to shows NoD.. Subsc:ribC!J' 131/. Multiple company performances Restaurant service 80% 821/. 57"/1 7')'1. Q5i. How interested are you in subscribing; to . packqe if it included... Base: Total (15D2J. .\.ttendcc (1401). ~on+i\ttcndec: (101), Subsai~ (302). Non.Subsmbcr (1D9'1) 22 .. t signitic:2nr dlfferena: 11 i ~~:~_~;:z~~;; ) l -.1 ...~<;f - , " IlIaI:IuIl .. i~nt . - Research PURCHASING HABITS 23 ~ I \ Purchasing Habits ~...'_ '_0._ ,~~ ,._,"__.,~ .' '-'. IIIaIIuIl ; SQmI.nt .. . Research Purchasing habits wen: measured for purchase behavior including how tickets are purchased, who tickets are purchased for and avenge amount spent on each ticket. Also explored were last event attended, nc:ct event purchase intent and frequency of Internet purchases. These a.ttributcs can be used to focus improvements in the right areas where use is high. Purchasing Habits - Kq Fi...Jiags: The largest percentage of the respondCDIII pay aD avenge of S41-SSO per ticket for live arts ami entertainment performaaces. The meaD ticlo:t price spent per penoa. is $52.80. Telepbooe is the moat popular way to purchase tickets EoDowed by the IDle""'. or the [Dtemct PUrchaKIS, 46./. have priDKd tickets ODIillc.. Twenty-Dine pCrceDt purchase tickelS as soon as they go OD sale while 41'1. say two more more weeks in advaocc. Fifteen-percent say they pwchasc tickets ODe week in advaJlce while 14% say "at the bull miDUR'." Nearly half of rcspondea1S lItteDd performaaces with a spouse or sipiJicut other. Oae in five attead with frieads and iSO/. eDjoy live ans aDd entertainment performaaces with the wbole 1iuniIy. Broadway mWiicals (~/.) aad Pop stan in CODccrt (12-1.) are the most popular ~Dts purchased in the past yur and arc also the eveots most likely to be pun:hased aext, roUowed by opera aDd balleL 24 12 I ~ Purchasing Habits I How Usually Purchase Tickets I"---'~"-"'."'. ."',',,". .,." " '~, MarIuIl " ,1~nt . "Research Through a broker From a friend or rdativc Receive as :l gift/complimentary tickets Tdephonc Inrcmet/OnJi.ne TIcket outlet (fickctmastcr, etc.) Box offICe Use Intcmct to _ tickets fot' cntcrtainmcnt/uavd Q61a/b. H~ do you loIIUaI11 pun:huc lift 2rtI and entertainment perfom-.ce tickets? Any orhc:n? Q62. Do you IUC the internet to pnnt tickets at home or work 101' entertainment or m.yel? 25 Base: ^~ (1401) I .~ t ! .' t, IIaduIl .~t . . '.: Research NEW WORLD SYMPHONY Highlights 26 13 I ~ri~ New World Symphony i Ke Findin' .__.~___.__.'lJ!i..._..__._...- .~.,~. MaikIi " .;; !ilI.\JIM.nt , . Research New World Symphony - Key FiDdings: Eight~pen:CDt of respoadca.u weft very rlUlliliar while 241/. were somewhat familiar with the organization. Those expressing some level of sad.staction with New World Symphony was 85%.. Forty- &ve percent of those wen: "very satisfied." The most imp01'tallt pcnorm.aDCC atb1DUces ..re Nculturally earichcs" J -&m to shue with friends", aDd lIiJ exciting and stimulating." *As-.s of enure attendee sample. A. leverage/quadrant aDaIy.i. wu performed based on attribute importaD<<' aad New World Sympbooy'l pcrformaocc 00 those .....e a.tribu.es. The findiDgs lhow th.. MWS blAt lcverageablc Itft:OPS on "culturally emic:hiDc". Macibag aad. stimulating", "fun to share with friends" t "rdaxiDC', "is cducaticmal", aDd 6IfuD for the whole family." NWS 01 high expectation and low performance on "provides a magical c:xpericacc!' AmODg those .....ry Ilomewhat \ila:1y" to anead NWS, advuu:ed aaalytiCI sbow then: is conlCDllUS in agreement that key drivers to atlCDdaDCC iDdude ~rovides a magical experience" and "provides glamour and romance." As IlOccd above, NWS is Dot pcn:eived to be d.livcriDc on OM of th.se key cIriviDg attributeS. RespoDdeutl familiar ....th NWS f.l. the compauy could do better by providing better/mon: ..r,ertising (14%), lower prices (12%) and send brochun:s by mail (9%). 27 ~ l~ ... ......~ .. ~=~t ~--,.-,.-..,--....,~.., MIAMI CITY BAI1.RT Highlights 28 !\Ei"~ Miami City Ballet t Kev FindinP!J --;_.__~.._,,_,_._::D_~.____~.,-~ ..,., .'.: MarIW. .; llIgrMnt '. ". ;, Research Miami City BaBet - Key FUadiDgs: ThirteCD-p=eDt ofrespoadcats wen: vel)' familiar with Miami City BaBet ..hile 26% weft: somewhat familiar with the organization. Those c:xpreniDg sOIDe level of satisfactioo. with Miami. City BaI1et was 8,./,. Fifty- percent of those were "very satis&ed... It The: most importaDt pcnormaace attributes were "culturally enriches"', "fun to shal"C with mca.da" t and "is exciting and atim.ulatiDg... *AsJa:d of C'IIbre atteDdec sample. A leveragel quadraDt aaalysis was ped'onacd based OD attnDutc: impOlUllCc lUId Miami City BaBet's pctfonaaace oa those same attrihuteS. The 6adiDgs show that MCB has leverageable strengths OD "C1Ilturally Co.richiag" t IIIcxciting aad stimulatinC". u6m. to shan:: with friends", lIIrdaxiDg't. "is educatioaal"', "provides a magical cxpmeace" ad "fun for the whole family!' Miami City Ballet has DO attributes which were hich importance aod low peri'ormaace which i. very good DCWI for the compaay. Alaoag those "very/somewhat likely" to aucad Miami City BaIIcI, advaaccd ODaIytics show 1berc is CODSCIlSUS in agt'CeJDea.t that key drivel'll to a~daDce iacludc "culturally enriches" and "makes mc feci good about myself." Compared with other compaG)' attc:Ddaace drivers this may indicate ballet reaches . deeper persoaallcvel of fediDg aDd emichmcDt. Rcspoadeats Camiliar with the haBet felt the compaay could do hetter by providiag lower prices (1811/0), a c1oscr/coDvcDieDt location for performances (10-/0) aDd more shows aDd perfonaODccs (8%). 29 I ~ ~~..~:.,;'?;~ 1 .'., ,-.' Madud. .. .' .t, =:::.:. CONCERT ASSOCIATION OF FLORIDA Highlights 30 15 ~\"..,.~ } Concert Association of Florida Key Findings ."., .'.f MarJW. . ,;~nt ....... Resea~h CODeert AssociaooD ofFIDrida - Key FiDdiDgs: Six-percent of rcspoDdcaQ were very familiar while 13'Y. wcre somewhat familial' with the organization. Those expressing some level of satisfadioD with the Coacert Associacioll of Florida was 78%. Forty.six percent ohhosc: were "very satisfied."' The most important performaacc attributes were "culturally earic:hcs", "fun to shan: with friends", and "is exciting aad stimulating." .Askcd of eatire attendee sample. A levcrage/q,uadraat analysis was performed baaed aD attribute impOrtaDCC aad Concert AuodatioD of Florida'. performaace 00. those ..me attributes. The fiDdiacs show dla. CAF has levengcable strengths OD IIculttuaDy cnrichiDg", "exc:iliug aad stimulatinC', "fua to ShaK with &icDds" J ..relaxing", aDd -is educaaonal." The Coacert AssociatioD has high expec:tatioe aDd. low performance 00. "provides II m.agical experience'" aDd "fuD for the whole family.- Amoag those "very/somewhat likely" to attmd CAF, advanced lUlalytiCS show there is f:ODseDSU' in agn:cmcDt that key drivers to atte:nUaacc iDcludc "gives one a sense of &utus" aad "fun fot the whole family." As Doted above this is aD area WhClC dae CODCut Associatioa i. uader-dclivering compared to patron expectation. Rcspoadeatl felt the CAP could do better by providing changing the vcaue (10"/.). convenient/closer IocatioDI (10'/0) and better/100ft: advertising (S'I.). 31 . - ~"'~ I i .:,~ MarJW. . ,> Stsna.nt ", Research FLORIDA GRAND OPERA Highlights 32 16 ,~.",~ Florida Grand Opera Key Fincl.i!Jgs _______.. .";~l' ., MarJUlt. :'" SQml!.nt , :. Research Florid. Grand Opera -ltcy FiDdiDgs: Eleven-percent of respoDdents were very famw::ar wlWc 161/. were somcwhat familiar with the orpaizatioa& Those expressing SODlC level of satisfactioD with Florida GtaDd Opcra was 8S'Y.. Forty- eight percent of those were "very sadsfied." The most importaDt performance attn"butcs were "culturaDy enriches", "fun to share with frieads", aDd "i. excitiag aDd stimulabag." *Askcd of ea_ attendee sample. A ~rag</quadnD' ..wy.;. WlI8 performed b.lled 00 .nnDule impo....... aDd FGO'. pcrfonaaace 011 those same .nrihutcs. The findinr show that the baDet b.u lcYengcable .tn:agtb. on "culturally aarichiag", "exciting aad stimulac:iag", "fim. to share with friend.", "relaxing", Mprovidc:s a magical experience" and l'i. educatioDal. n FGO has high CXpectatioD and Jow performaac::e OD. "fuD for the whole family!' Amaag thole ''very I somewhat likely" to ancnd. FGO, adVUIICed aDalytics show thac i. consensus iD agreemeDt that key drivers to attaldaacc iDdude "fim. for the whole family" t "provides a magical expcriCDC:e" aDd to some directioaal extc1lt l'provides glamour aDd romaace." As Doted above, FGO is DOt perceived to be deIiveriDg Oft "fa.a for thc whole family." This is a major c:ompoDCDt iaquiry that should be focused 011 evCD mOff: becausetit could be based OD facton such a. cosl or the cl1tertaiamcnt value provided to the entin:: family. R'spoDd...u fel. du: FGO could dD b..... by providiog mo.. shows/perform...... (12%), b....r/mo.. .dv.rti.io.g (10%) and .end brochures by mail (7%). 33 j ~ i I .... .";t, MalIIlI1 .. SIlImtnt "'" Research BROADWAYSERIES Highlights 34 17 ~ Broadway Series Key FindinK!_.________ ..... ;" 't~, Malkat ....<;; 8-Qg[Unt Research Broadway Series - Key FiDdiDgs: Sixteen-percent of respondeuts were very familiar with the Broadway Series while 36% WC~ somewhat familiar with the organization. Those expressing some level of satisfactioD with the Broadway Senes was 87%. Thirty-six percent of those were "very' satisfied." The most important performance attributes were ItculturaUy euriches" J "fun to share with friend,", aDd Mi, cxcitiag and stimulatiDg. tt A leverage/quadnDt aaaIysis was performed bued 011 attn'1:ua:te importaDce aDd Broadway Series' perfOl"lllaDCC' oa those same attributes. The findings show that the Broadway Series h.. leverageable strragths OD "culturally emich.ill.g", "exciting aad stimulating", "fua to share wirh friends", "relaxing" aad "fu:.a. for the whole family." Broadway Series bas high expectation aDd low performaac:e OD "is educationaL n Amoag those "very /som.cwbat likelY' to .tread. Broadway Series, advanced analytics show there is consensus ia agreemeat that key drivers to attend:&llCc iDdude "cxcitiag and srimulat:in(' and "cultur.aUy nuic:hcs!' As indicated above, the Broadway Series bas high perform.ance OD thole attributes. Respondents felt the Broadway Series could do better by providing berter/lower prices (19%), more shows/performaaces (15%) and better quality pcri'OrDIallces (13./o). 35 I -~~~ "':". ..'f');:'~.. I --I- .~ 1. IIIaduIl ,. SQDmIrt ; ..:, Research QUALITATIVE RESEARCH Focus Groups 36 18 .~ " :'~ IIadlIIt. :. " SlIgnmnt ... . " Research ~~ ~ i Objectiv~s...:-_g~~~!a.~ye . Purpose of Focus Groups: - To take an initial pulse of the practices and attitudes of South Horida Arts consumers - To help shape the content and direction of the telephone survey . Who did wc speak to? - Group l~eason Ticket Subscribers - Group 2~ingle Ticket Purchasers - Group 3-Lapsed Subscribers - Group 4--Non Attendees 37 1 , ~"'- I Current PerforI!.~!!g~s Participation ." - . ':. IIaduIt ;' i,' hamlInt : ., , Research . Current performing arts consumers will continue to support traditional performing arts, but will be looking for variety and superior quality. . Cbaracteristics: - Strong appetite and passion for the arts - Attend anywhere from 4 to 15+ performances yearly - Are looking for breakthrough programming within and outside the resident company genres 38 19 '~... . ....:.j.,'" , ; 1 Curr~Et ~_~,r.f~,t.!!~!?:g~s Participation .'! .,. . MaduI1 . ~~t . '. Research . The non-attendee group faces multiple obstacles to participation. _ Attend 1-2 events/year or smaller venue programs (e.g., Cuban theater) - Three major constraints: . Time / Life Stage . Budget . Lack of whole-family-appropriate programming Other constraints: . "Not enough advertising" . ''Want to have a whole evening out" . Perception there's not enough to choose from 39 . _1-- Decisi~!?:~akingJ:,~,c.!()rs ...~: Mar.\uIt. ; d iI!lnmnt ., Research . Subscribers Loyalty -- Longstanding passion for the specific genre and emotional attachment to the'company Key Benefits -- Pteferred seating and consistent expectations . Lapsed Subscribers/Single Ticket Purchasers - Still attend select performances - Reasons for non-renewal: . Repetitive offerings, limited performance ranges, inconsistent quality . Time constraints Don't want to be limited to one genre choice Budget . All Respondents Looking for increased novelty, quality and flexibility _ Non attendees want big name performers and family programs 40 20 , '~'~~ l_Y en}les~."______ ."" "-.. '"11; MadUlt. , " :iIamllnt .. '. Research . "Sense of event" and "intimacy" are the key attributes of a memorable venue experience. . Attendees _ Sense of Event gravitas--a climate of special occasion including dress, audience deportment, and performances of the highest quality _ Intimacy: Smaller-sized locale, atmosphere, sense of history, comfort . Non-Attendees _ "Sense of venue" is not pronounced. 41 ~ '.~Wf!r~~~ I ; Venues ." ~ IIarlI81 ';i :iIamllnt : -. Research . Favorite Venues BrOWllrd Center for the Performing Arts _ Gusman Center's Olympia Theater Coconut Grove Playhouse Lincoln Theater Actor's Playhouse . Least Liked Venues - Dade County Auditorium _ Jackie Gleason Theater of the Perfoaning Arts 42 21 i ~ci~ i -+ PAC Venue Features .'~ /' .~ MaI:Im1 ~, llIamtnt ., :' Research · Acoustics and seating comfort are the two most important features a venue can offer. - Parking - Other top priorities: . Preftmd program scheduling . Pre-concert lectures and adult education . Climate control, good sight lines, and abundant, clean restrooms were other salient requests. 43 1 ~ I i Ticket Purchas}ng "~!1.c::J:~ricing ." ";~ - '., "", .~_..._. ~~.. ...-.aa&a. . , i Sll91nnt ., Research . The ticket purchase process is not a barrier to attendance. - Multiple channels are desired . While budget is a constraint, flexible pricing options might ameliorate cost issues. 44 22 i ~~,W~,'~ ..... \ ! ."'0 " ,;;., .Ma.r.ket . ~ SQme.nt .' Research Ideal Offer Attributes . Flexibility is key to arts consumers as they plan how to spend their entertainment dollar. - Venues - Schedules - Companies - Prices - Progr.un Genres - Number of Perfomwlces - "Build your own performing arts paclcage" Ease of Parking Priority Seating Other benefits: Safety Ease of switching perfonnances/priority / credit for missed perfonnances Discounts at restaurants/dinner and show packages 45 ; ~~_~~:1;~~ ! Programming Top Five Pr.EfE.!!E.qJi.!:.11f'Cs .'~... IIadud. , SQme.nt . ' Research The traditional pc:norming arts are popular among current arts consumers, but non-attendees want somewhat different options. Subscribers _ Oper:>., Classical Music Soloists, Ballet, Broadway Musicals, Classical Symphony Single Ticket Holders _ BroadWolY Musicals, Theater (comedy, dr:una), Ballet, Opera, Classical Symphony Lapsed Subscribers _ Broadway Musicals, Oper:>., Ballet, Theater (comedy, drama), Modem Dance Non-Attendees _ Children's ShoWl!, BroadWolY Musicals, Pop Stars in Concert, Classical Symphony, Pop Latin EntertainL-r5 46 23 ! ~ '-;:?':r:'.;~'~' ! i. Awareness of PAC .': " ~~-"; Market. . ., SIlInmnt . '. Research · Awareness of PAC among more involved patrons is high, but is skewed toward negative information. · Non-attendees are blank slates when it comes to awareness of PAC. They are also uninformed when it comes to identifying presenting companies in an unaided fashion. 47 24 .... .t '.... . "f.. . .. .. c:' .1IIaIUt. .,~ . ... RUelUCh THE PERFORMING ARTS CENTER OF GREATER MIAMI KNIGHT FOUNDATION GRANT RESEARCH STUDY Conducted by MARKET SEGMENT RESEARCH OCTOBER 2003 ..~:::-k:,... I - .. Table of Contents Background/Objectives Methodology Demographics Media Habits Advertising Attendance/Subsaibexship Entenllinment Habits Puking. Food &: Other Smices Subsaiprion p~ck:tges Purchasing Habits Broadway Series Concert Association of Flotida Florida Gaud Opera Miami Gty Ballet New World Symphony .. IIarUt. . .;.~ 'ReAllrcb 3 4 5 7 17 7:T 37 63 75 82 91 98 104 110 116 2 1 I :rr''j~T2ac~otind/Obi~~.tiy~s ,^>:;:;:.::",-:;:t'f;f .'''~ :-,,; MaWt . kgnmnt .'., ReSearch In an effort to better understand and target the Entertainment Conswner, The Perfonning Arts Center Foundation of Greater :Miami contracted Market Segment Research to conduct market tesearch with key segments of the Miami-Dade, Broward and Palm Beach population. The Perfonning Arts Center Trust and the Center's Resident Companies were interested in gathcring insights about the practices and perceptions of area residents regarding the perfonning arts in general and the Perfonning Arts Center in particular. The overall objective of this research is to develop a comprehensive understanding of e.'<isting and potential audience segments for PAC and individual resident companies and to identify psychographic and demographic insights that will be used to increase attendance and revenue. 3 , i 1 ! . m. :?c;,.',kt;;~,_ .' IIIarkat , llI\Im!lnt '. Research Methodology___.,,,,,. A sample of 1,502 respondents; 1,002 in Miami-Dade, 300 in Broword and 200 in Pohn Beach. QuotaS included a total of 300 Hispanic respondents. 1,400 Attendees and 100 non-Attendees. 302 Subscriben :md 1,099 non-Subscribers. The telephone interviews were completed duringjuly and August 2003. Qualifying porticipants responded to . questionnaire involving qucries on demographics. entertainment preference~ medi2 habits, advertising awareness, entertairunent habits. parking and food preferences, purchasing plltk'ms, among fIWly others. To participate in the survey, respondents were screened to: - Be residents of Miami-Dade, Broward or Pohn Beach, - Be between the ages of 25 and 79. _ Be the decision maker for purchasing tickets for live arts :md entertainment performances, - Ha.vc an annual household income of $40,000 or more., _ Have purchased and attended :my live artS and entr:ttainmcnr performance in the past ye-At, OR be interested in attending m.y live arts and entertainment perfonnance, :md ' - Have no critical industry affiliation. Statistical Note: The margin of error for a sample proportion is no more than plus or minus 1.1 percentage points for a sample of 1?500 at the 95% confidence level. 4 2 j ~ !~:~ (~", ,;-~-' ~M~J !frc;l!i i I .B... "'~._.,.,. ' Demograph.!~s__.... ; ,;.'$:~~\,:., ""..;-","," .",:c,'":"".,-.",': ~~GEND~;/;::"i: Male 360/. Female: 64% 2S to 34 15% 35 to 44 24~o 45 to 54 27% 55 to 64 22% 65-79 ]2"/. Mean 49 t;;~,{~~!f!fE~l~ Married or Panner Single., never married Divoreed/ sepanted/ widowed 67'/. 1~/O ]4'10 Demo~aphics .__.__~ ~~~~2;~-~<~~~~j Less than 550,000 10% $50,000 but less than 575,000 27% $75.000 but less than $100,000 22% $]00,000 but less than $]50,000 ]7% $150,000 butles. than $200,000 6% $200,000 and over 6% Mean $]13.3k :~:~~~,-~~~~~ Miami-Dade Broward Palm Beach 67'/. 20'10 13% .~ :~~.~~~:;: Yes 27'10 Mean Years in U.s. 25.] .~.. _ ~"n" ~' ,~,- " Madud. ; c'. SJ!llllltnt . . Research !Z~f~;[~.i~~~t'~;:;crW[f;i- High school graduate 7"10 Some coUegc: ] ]% CoUege graduate 50% Graduate school 30% Other education beyond high school 2"/. ~;eMPii:i'YME~A",l'Ij$ ~,""';;..,-.;."';^,...",..,,,," ;~;'''' .,':.,., '" "..,_,~.'c-";',,,.; ::::; ,,~.!,. r', Employed Full-time 59% Employed p2ft.time 8~/o Unemployed ]]% Self-employed 8% Retired ] 4% '~;~~p~~q~.:~l~A M~ 26 5 .. ~*, Madud. ; SlIgmI.nt ;. ., ReSearch CauC2sian/ Anglo Hispanic/Latino Mric:m American/Black Asi"" Other 68% 20% 7% 20/. 3% Hispanics only l~f~~~~" English Spani.h 69'% 31~/" 6 3 j f , I I ~~., ., "'" --'..:..."': ,.:,*.i ,..",-.".lf~ ."i!ii _ , ," Ma.rlul1 , , ' hArMnt " '. Research MEDIA HABITS 7 ! l I i lRB ' "~~<:'/"'::':'~'d' Media Habits English Media - M.!!.!!:.!!..o.urs Per Week .,:1' - ~_.!t; MaI:kel i'., ,,~t : ,..., '" Research T <levision has the most meon usage ""ong all respondents and is significantly higher among those ages 55+. Mean radio usage is highest among the age 25-34 and 35.44 cohorts. The", are no SignifiC2Ilt differences between males and females for English- language media usage. Total Ma1es Females 25.34 35-44 4S-S4 55-M 65-79 English Television 13.3 13-4 13.2 12.6 11.7 12.6 15.1t 15.7t English IUdio lOA 10.1 .. 10.6. 11.7 11.7 10.0 9.8 8.2.j, English Newspapers 5.5 .. 5.1" .'. 514 4.0 4.7 5.1 6.3 804 t English Maguines 3.0 3;1" 3.0 .. 3.0 2.7 2.8 3.1 4.2 Q8. In I typiC'll week, haw nnny hours do you spend watching Enghsh-bngua~ tdev1:Non? Q9. In:a. typical week. how man, houB do you spend hllening to English-Imguagc radio? Q1D. In I rypica! wed. hO\V many hours do ,"OU spend radsn& EngMsh-language newspapcn~ Ql1. In II typtcal wcclc., how many boun do you spend fading Eng!ish-Ianguagc rnagazana? ~~(1~.~(~.~~.S~~3~~&~~t~~~~~(t~ 8 .. t signiiic:anr diffuatce 4 j I I .~ Media Habits English Media - Me.~J!..ou.rs Per Week '..w< MarIuI1 .,~nt . ..' . . Research Hispanics are significantly less likely to watch television, listen to radio or read newspapers in English than all other ethnic sub-segments. 1bis is moSI likely due 10 the proliferation of Spanish-language media available in tIu: South Florida market Total Anglo Hispanic Other Non-Hispanic English Television 13.3 13.7 120.. 13.2 13.6 English Radio 10.4 10.4 8.Q 13.4 10.8 English Newspapers 5.5 5.8 4.0.. 6.3 5.8 English Magazines 3.0 3.1 2.7 3.4 3.1 Q8. In II typical ~ how many hours do you. spend ""ld1ing English-language tdcvUion? Qt. In II typical wed. how man,. hours do you )pend }i,rening to English.langullgt radio? Q10. In.. typioJ wen. how fTlany hours do you spend rradingEngtish-language newspapers? Ql1. In II rypjal_~ bow many houri do you spend nading English-language magazines? S;uc: Total (1502), Anglo (1027), Hispanic (300), Other (175), Non-Hispanic (1202) t f significant difference 9 ! ., .. Media Habits English Media -~J!.'!~ Per Week .. ..~ MarIuI1 t ,; SItgomnt ,. -, Research When it comes to media usage between subscribers wd non-subscribers~ non- subscribers have significantly lower levels of newspaper and magazine usage. Then: are no signiftcant differences in media usage betWeen attendees and non-attendees. Total Subscriber NOD- Subscriber English Television 13.3 13.4 13.1 English lUdio 10.4 9.1 10.8 English Newspapers 5.5 6.8 5.1-+ English Magazines 3.0 3.6 29 Q8. In a typtal wcU., how many hours do you spend....udting; Eraglilh.tangua.ge television? Q9. In.. typ$caI week, how many houn do ~u spend li.ncning to English -language adlo? QIO. in a typical wttk, how many houn de you spend.-eadJng English-language newspapers? Ql t. In a. typical Wftk, how many houn de you spend rcadang Engtish.lan~ mapzines? Base Temj (150Zl. Atft:Jldc:es (1401), :>:on.Attmdces (101), SubKriben (302), Non-Sub.aibtt ~10?9) 10 + t SlgnihcatU difference 5 I .MaWt ! Media Habits I I ., '-~t . i English Media Fav~~!e.s - Top 3 . , . Research t~~: English-Imguage media favorites include Miami's NBC affiliate channel 6, the Miami Herald, Time magazine and publie ....dio outlets 87.7 and 91.3. Males had significantly higher interest in Fox Channel 7. Tdevbion T.... M.... F~a1a Radio ToW M.... Fanalet. NBC 6 21", 18% ~. 87.7 & 91.3 /It,"PR 20% 19"/. 20% WSVN Fox 7 W. 11% t 7% Love 94 93_9 7% 7% 7% fiBS Qannd 2 9% 8", 9% 1360 WKAT 6% 7V. 6% Newl,.per ToW ...... F....... Mapziae T.oo1 M.... F_ Miami HenIcI 46'/. 43% ..IW. T_ 10"/. 12"'1. 9% Sun Sentinel JlW. ,..;. 17'1. N~... 7% 8% 6% New York Tames 15"-. 15'/, IS"!. People 6'/, 3% 8~. 'I' Q!2. What is your t3v0rire Englisb-language telnrision station? Q13. What is your faYOrin: English-language ndio ,mien? Qt... What is yew: favori~ English.language ncwaplpU? Qt5. What is JOUr favori~c Eng!ish.IanPF mapzinc? Ru~ Total (1502), Main (;37), FenWltS (965) ... t signiflanf diflmna II - - i I I - .'1'''' Media Habits - Hispanic :' ~, =~":nt Spanish vs. Engli!..1;__r:..~1!.s.umption - Mean HourS -, Research Hispanic respondents are consuming Spanish-Imguage media about one-half to DOC- third less than they use English-Ianguage media. Thirty-four percent of Hispanics surveyed do not watch Spanish.langwge tele,..j~-ion. another 37% do not listen to Spanish-Imguage radio and 66% do not read Spanish-Imguage magazines or newspapers. Please note these respondents are more accu1rocued, thus conswne less Spanish-Imguage media. Hispanic Males Females Spanish-language Television per week Spanish-Imguage Radio per week EngliSltc~1Qdioper"'@<;;; Spanish-language Newspapen; per week 'E~-],J]~Nt~~~~,..~;.;~ Spanish-language Magazines per week Eng!i$li2Iing.;og~1\l.g..';;'';;'p;;r~ .. Qt. In a typical Wft'k, bow mmy houn do you. spend warching Sparnsh-Ianguage te\emKln? Q2. In a typical_Ie., how many hours do you spend listening to Spanish.l~ ndio? Q3. In a rypal week. how man,. hours do ~ spend reading Spanish-bnguage new'!lpapen? Q4. In a typical week. how man~ houn do you spend reading Spanuh-~ ~incs? Bue Hispanic (300). M211C1 (116), Females (184) 12 6 i , ""'- ~~.:~~~~\,W Media Habits - Hispanic Spanish Media Favorites - Top 3 _______..._.A~.'~.. .., .- :~~~: MaJ:ke1 , ",. s.ame.nt :. . Research Hispanic media favorites include tele,'ision network Univision, radio station Zol 95.7 and HoIa magazine. Women favor romance radio stations and re:ld Va"j'datils more than men. Tdrvisioa Toe'" N.... F........ Radio Tow N"'.. F....... Univilion 23 37-;, 37';- 38'/_ 20193.7 14'10 16'/, 13'/, Tdemundo 51 :!4-;, 25'1, 23V, Romantc 106.7 111"/. 5'1, I.%t Amc:ria1V41 3% ~~/. 2'10 Classia92.3 8'10 11'/, 6'1, MalaDH Tow N.... F....... Hola ,''''. 11-;. 1r/. VanJdadcs 10'/, I'~ 16~. t People en Espaiicl 7'/, 5~. 8% QS. "'''hat is your fa-.oritt: Spanilh-language tclnisicn narion? Q6. What is your h.ante Sp2lluh-language r:adio St3tion? Q7. What 1s your &vorite Spanish-~ %lr.lguine? Bast:: Hispanic (300), Males (116), Females (184) .., signiflCal'\t diffetn\tc 13 I , I ~ Computer/Internet Usage Intemet Access at Home/Work ... .'1,+ MaJ:ke1 :,~nt . .... ~- Research Nearly nine out'of lfn respondents have Internet access at home while 6S~/o say they have access at work. 100 90 80 70 '" ;0 ..., 30 '" 10 Internet at Home 89 100 90 80 70 65 60 ;0 ..., 30 20 '0 Internet fIlt Work Yes No Yes No QI6a. Do ~Il currently"~ access to the 1l1l.emet at home? Q16b..Do you CWTenfly have acceu to the lntcmet at work? Base Total (tS02) 14 7 I . I Computer/Internet Usage :' ,:j~? Market i ;;' :: Se9ml.nt J ~~ Internet Acce!..s.!!.!J!l!r:!:/..Work - Mean Hours : . Research '7\;,(",;: . Men have significantly higher levels than women of Internet surfing at home and at work. Google and Yahoo are the favorite websites/search engines. Typical week - Mean Houn Total Males Females Surfing Internet at Home 6.7 7.7 t 6.2 Surfmg Internet at Work 5.5 6.4 t 4.9 Q17a. In a typical wm. haw many houn do you spend suriing tm Internet at home? Ql1b. At work? be: Acces. to Internet It Home (1332}, Males (471), FemaIeI (861) Base: Access to Internet at Work (981), Mala (385), FcrnaJn (596) Favorite site/search ~acine Total Male. Females Google 3~ID 330/0 31% Yahoo 19% 19% 19"10 AOL 9% 10"/. 8% MSN 7% 7% 6'1D cBay 1% 2% 1% Q 18. What.are. your thac faTOrite wc:baitn or snrch engines? Hue: Access to ]ntemct (1406), Males (499), Females (907) ... t significant ditTn'efU:e 15 - I . Computer/Internet Usage .- ,., Market i ". $a9lMnt , I Internet Access at Homc/Work- Mean Hours ~ . ; Research i .. ""'.....,,,,,-...''-..,.." . On average. most ethnic segments surf the web at home between 6 and 7 hours per week. Hispanics are the most likely to swf the w~b a.t work, approximAtely 8 hours per week. Interestingly. while most conSUfilefS use Google to surf the web, Hispanics are significantly more likely to rely on Yahoo. Typical week - Mean Houn Total Alogia Hi..,anic: Other Non-Hispanic Surfing lntemer at Home 6.7 6.3 7.0 8At 6.6 Surfing Intemet at Work 5.5 4.3 7.8 7.9 '.9 Qt7a..ln a typical week. how n'dD'y hours do JO'Ilpmd suning the: Inlemc:t at home? Qt7b. At work? Base:: Access to Intemnst Home: {t33Z}, :\nglo (9t6). Hispanic (258), Dthc:r (I~. Son-Hispanic (J074) Bue:: Access to Intc:metstWodt (9Bt)..o\ngto(645>, Hispanic (2:09), Other (J27).l'on-Hispanic rnz, Fnorite site/search eRline Total Aaglo Hispanic Other Non-HiapaDic Gaogle 32% J3Vo 27%t 31% 33% Y 01>00 19% 17"/" 24%t 20% l~J'o AOL 9% 9% 9% T% 9% MSN 7'% 7% 6"/, ~!o 7% eBav 10/0 1% 3%1' :!"/o 1% QIS. What are your three flR"Orite wc:bsitc:s Of scarcl1 engines? Base Access to lntl:fnet (1406), Anglo (961), Hisparnc (281), .. t significant difference: 16 Other (164), Non-Hispanic (1125) 8 I , , i ~ .',.,\ MadlIlt. , .. ;'.; l::~~~ ADVERTISING 17 .. Advertising Ads Seen Past 6 Months - Total Unaided . .' ". IlIaduI1 .,,~t . " Research T atal unaided recall of advertising for subc:uegories was highest for Pop stars in concert and Broadway musicals at 20%. Ballet and opera followed at 18% and 17%, respectively. FcmaJcs are significandy more likely than males to rccall advertising for Broadwoy Musicals, Ballet, and OUldrcn's Shows. Males are more likely to recall ClllSsical Symphony and Jazz odvertising. To.... Male Female Dou't Know/Refused 27% 2."/. 26'/, None 16'/, 28'/. 25'/. Pop stan: in concert 20% 20'/. 20% Broadway Musicals 20'1. 1"/. 22%t Bal1~t 18% 15"1. 20'/'" Opera 1~/. 16'/. 18"1. Cona:mporuy Thc:lttt 13% 12'/. 13'/. Ousical Theatre 131f. UIj. 14'/, aasslcal Symphony 11)1'/, 14%t 8% T..... Male Female Comedy ,iI. ,.". 6% Children's Shows 4% 2'10 6'lot Jau 3% 5%t 2% Oassial Music 3% 3% 3.,. Magic 2% 1% 2% B;g Band 2% 2'/. 2'1. Popular Latin Enttruincn: 2'/. 3"1. 2% G"l"C de Sol.. 2% lIlY. 2% Chamber Music W. 2% 11/. Spanish Langu~ Theatre t'/. IV. 1'/. N.... Age/Experimental 1", 1'/. 1'/. Q19. In the put 6 rnondu. for wbich types ot" live IUtS and entertainment perfonnanca (nor Vcnuc:li or companies) haYe you seen or h~ :wivertisingr Q20. What ollu::n? Bue: Total (1502), Mall: (5';7), Female (%5) .. t oigmfi'''' <tilT"""'" 18 9 I ; , Advertising Ads Seen Past 6 Months - Total Unaided .. " Madl.ll1 ',~nt ,/ '. Research II! '.~, -,.:' .," Ovenll. Hispanics are less Jikdy to !mve unaided recall of put six months advertising ree:ill for live arts .nd entertainment performances. Interestingly, Hispanics !md higher unaided advertising .w=ess of Children's Shows th2n Non-Hispanics. Tow N.... HitpaDic Hi.panic Don', Know /Rcfusod 2,'/, 2IY. 24% None 26'/. 24'/. 33%t Pop sun in concert 2lW. 20% 20% Broadway Musicals 20'/. 22'/. 14%. Ballet 18'/. 20'/. 1.3%. Open 17'10 lB'Io 1.3%. Contemporary Theattt 13'/, 13Y. 1." Qusa Theatre 1.3'10 13'/. 11% Classical Symphony 100/. 12'/0 5'1.. Total N__ Hispanic HiopW< Comedy 6'1, 6% 7% Children's Shows 4'10 4'10 r/.t J= 3'10 3'/, t'/. Oassical Music 3~. 3'/, 1%. Mag;.: 21,1. 1'/. 3'1ot B;g Band 2'10 2% 2% Popular Latin F.nteminers 2'10 1'/, 9%t Cirque de Solei! 2% Z'/, I'/. Chamber Music 1% IV, 2% Sparu.b Languoge Th..... 1'10 . 4'I.t N<w Ago/Experimental 1'/. tel. . Q19. 1n the:p.t6 months, for which IJPGoflive ans and Clltertainmentpafonnancn (not'falucs or compantes) h2ft you seen or heard ad'I'a'IUingi> Q20. \Vbat othm? I ... 19 Basc:Tora1{lS02'),Hispanic(300l,Son-Hispanic(t202) ... I signiJicantdifferen<< I I' I 'ill :'.........:.,_."",,. Advertising Ads Seen Past 6 Months - Total Unaided .tl _ . ,,~ Madud. ., lhgmRnt · ., "Research Over:ill, non-2.ttendees were significantly less likcJy to note awareness for any of the entertUnment options, with the exeeption of Comedy. Eighty-one percent of non- attendees have not seen or don't know about any advertising for live artS and entertainment. Tooal Act...... NOD- Aneader Comedy 6-1. 6% 1I'/ot Otildttn's ShOW5 4% 4'1, 3'1, Jazz 3'10 3'/, 1% Oassia! Mwic 3'/, 3% 1% Magic 2'/, 2% 1'1, B;g Band 2'10 2% 2% Popular Latin Entcnain~ 2% 3'1, 1'/. Cirque de Sold 2% 2% 3'/, Ownbcr Music 1'/. 1'/, 1% Sp.msh Lsnguoge Th..... 1'/0 1'/. 0% N.... Ag</E>p<rimmtal 1'/, tel. 1'/, Total A_ N..... Amod. Don't Know/Refused 27"/. 26~, 40'/. t Non. 26'/, ZS'I. 411'. t Pop stars i.n concert 20% 21-1, II~. . Broadway MusicaLs 20'/. 21-1. 16-/. Ballet IS-I. 19"1. 7%. Open 17'/, lB'Io 6'/.. Contcmpoary Theatre 13'/0 13'/. 9% Classical'Ibratte 13'/, 13.." 6'/.. Oassical Symphony lOU/, 11-1, 2'1.. Q19. In the past 6 months, iorwhich types o(liw: arts ud entertainment performances (not'ftnucs or comp-mlCS) hm: you ICCJI 01' heard adft:rtising? Q20. \t.'hat othc:n? I A. 20 BaK: TDt2I (1502'1. Attendee (1401), :\Ion-Attendee (tOl) " I signiflC3l'lt dilTerencc 10 i \ i i ~ '~~iF"'_"-'~' ","'....:..-":,,,",,'., Advertising Where Advertising Seen Past 6 Months .".., ..'l~" _ :1 ;'i .. Markel ,. "~nt : '. Research Advertising for Ballet and Classical Symphony was most likely seen in the newspaper. For Ballet, direct mail and television were recalled by one-qUllrter of respondents. For Classial Music, one-third recalled having heard advertising on the t:ldio, while about one.quarter had recalled receiving a direct mail piece. Ballet To'" H.puic N.... T.... Hi.paaic NOD' H;,pu;. HispaWc NC'\V,papcr 60'/. 53'/. 61'/i NewsP"JlC' 51'/, 31Y. 53'1. DUectMail 26Y. 1.5'10 27"1. Radio 3511. 31'/, 35'/. T dcvision 24'/. 33'/, 22% DilCct Mail 28'/, 25'/, 2.80/. lUd;o ISY. 1.5'10 lr/. Television 140/, 6-Y, 14'Y, !ntemet 6'Y. 3'10 6% Magazine 3.". 4'/. Billboud 3'10 5'/. 3'/. lnternet 2'/. 2'10 Magazine 3'1. 3% Billboud 2"/. 2..,. Q2I. Where did you I~ or hear the (INSERT PERFORMANCE) ..dnrrised? Due: Aware: of OasSG Symphony Ad Totil (155), Male (7".), FemUr (81-), Hispanic (I'.), Non-Hispanic (139) Base: AWIR of Ballet Ad ToW (215). Male (82"). Female (193), Hispanic (40'"), Non-Hispanic (235) 'Uurion, Sm" Bud,,, 21 I ! . i :.. Advertising Where Advertisirw....~!!.t;:.!a~t 6 Months -p, ." .,; . MarIlal .. s.;m.nt ... . . Research Approxirrutely one-half of respondents recalled seeing an advertisement 10 the newspaper for Classical Theatre and Opera. Those awan: of advertising for Opet:l were more likely to recall direct mail pi""" as the second moS! readIed advertising medium. After newspaper, recall of Classial Theatre was attributed to radio and television. Classical Theatre Opera T.... Mole F...... HiopuU< Non- To'" Mole F...... Hi.....c NOD' Hillp.mc Hi~c NEWspaper 55'/, .5%: ' 601If. 47'/. 57'10 Nrwspapa 46l1J. .::~h "~'."'1Ii 4S'/e 46-1. RacOO 23'1. 13'1. .. 24'1. 27'/, 23'1, Djrc:ctMail 3,.1, 5O'(.t 34';' 33'/0 4ll'Y. Television 2]-1. 21'Y. 21'10 21"'. 21'1. lUdio 21'/. ;'iW. ":23% 15'/. 22'/. DiroctMail 16'Y. WI. 15*1.: 9'(. la-I. idcvision 16'/, lJI'/. IB% la-I. 16"/. Internet 9'10 U% 8"/. 12'10 9'/. Internet 9"/. 1IJI'A: 9YO 18%t 7% Billboud 5-/. 8% .3"1. 6'10 4'Y. Billboud 4". 2". .....w.. J'/. 411f. Magazine 4'/, 2"10 5% .3"/. 4"/. Maguine: 4'1, '.'" .. 5%t . 4'/. Q21. 'l'heft did you Ke or heat the (lNSEllT PERFORMANCE) Mtvcrtiscd? Basr: Awvr ofC1asslcal ThaIR.J\d Total (194), ~aIe (62"'), Female (132), HispaPic (34-), Non-Hispanic (tOO) Base .o\\wcc ofOpm. Ad Total (258), M21c (84'), Fernale: \174). HisJnnic {40"', Non-Hisparuc (218) .. t sigNficant diffm!l'te 'Caution: Small B:ISC Size 22 11 1 .- i Advertising .' MarIW "'7~nt , ~ere Advertism.IL~~n Past 6 Months ' ^, Research ~~ ~!~:t..;:,i';~'}:,'" . As with other entertainment performances, newspaper and radio were the primary mediums associated with advertising awareness for both Broadway Musicals md Pop Sws in Concert. Broadway Musicals Pop Stars in Concert T.... Male F...... HitpllDic N... TOlal Mole F...... HisplUlic: No... HiepuUc Hiepanic N.....paper 53'/, 50% 54% 40'/, 55'/. Rawo 51'1, 51-;,: 52",: 59% 4"/, T elevisKm 36% 32.'/. 38-;, 23'/, 38'1, Newspaper 44'~ 4SY,: 44'1.: 39'/. 45'/. Ra<bo 16'/. 15'/, 1,." 23'/. 15'/11 Tele,,-ision 23'~ 21ty,: 25'/i. 16'/, 25'/. Intemet U'/. .,.;.~ 10% 19'/, 12% Internet 12% 811/. 14Y. 13"/. 11"111 Direct Mail 12'/, 13'/. ..12% 9% 13"/, Direct Mail 4'1, 3'/. 5~..: 2"1, S'/, Billl"md 7% JI'/, 5%': 5% 7% BilIboonl 3% 3'/0 ;.3% 3% 3'/, Maguine 6% 8'Ii, 5'1. 9% 5'/. Magazine 2'/, 3'/0 2'1. 2"/, 3'1. Q21. Where did you see or hear th~ (INSERT PERFORMANCE) adt-erused? Base: Aware of Brc:adway Musicals Ad Tow (306), Male (91"), Female (215), Hispanic (4Y). Non-Hispanic (263) Base: Aware: oiPop San Ad Toul (301), Male (109), Femaie (192). Hispalic (61'), :'Ilon.Hupanic (240) + t Significant difference -CilUtion: Srn:aIl Base Size' 23 , i 1 ; B.,........'... :"'b;""J:;;:....;;~ Advertising Preference for Recci~l[!nforrnation Half of respondents would prefer to receive infonnation on live arts and entertainment performances by mail One-third would prefer [0 see ads and references in newspapers and another one- fifth indicated emai1 or Internet is the preferred method. Women have a significant preference over men for receiving information by mail. while men prefer e:m:ail. .. - IIiu:k81 . ~ SlIAmant ., Research 80 70 I_Total _ Male IlilFcmalcl 20 2 2 2 I 2 I 50 50 40 30 10 o Regular Newspaper Internet or Television Mail Email Radio Word of Magazine Mouth Q23. How do you prefer to receive infotmation on 1fve 3J'tS and entertainment pertonlW1CCS( Base: Total (1502),.MaIe:s (537), Females (965) .. t Agnificant diffc:rrnce24 12 .' Advertising i ;,\ . MarD1 i. Frequency of R=iving Inrorm.aon . '. =.:: 1!1~ . The largest percent;g~- of ;~p~~d~;;~~~uld like to receive information monthly while about one-third prefer weekly arts communications. 90 80 70 60 SO .. 30 20 10 0 W'ltckly <l4 2 MODthly Quarterly Yearly Never Q24. How often would YO\.llilc.~ to n:cein information about ~'\-,: am 2nd entertainment performances? Bur: Total (1502) 25 ~ Advertising - Hispanic 'Language of Prcfe~f!.:.l!.{l!:e~civing Infonnation Hispanic respondents that fit this profile mostly prefer English-language, communications. Only 15% indicated Spanish-language communications were preferred. Due to the income saeener, more acculturated respondents qualified and that may have affected the language pteferrcd measure. .- .-,. IlIalke1 ..s.am-nt '. ." Research Both 68 Spanish English QZ2. In pen!, ill which language do you pretft' 10 n:ccivr infonnahon "n live am md cruenainmcnt performances? Basc.: Hispanic & OthCf" (372) 26 13 i ."h ~~ .':~~: MaduIt . ,- h9lM.nt : . .. Research , , , - ATTENDANCE/SUBSCRIBERSHIP 27 Attendance Performances Purchased Tickets - Past Year ..., " Market :' Sl9lUnt . ..... , Research ~-<<<-,~,-""..."..~'.' Broadwa.y musicals were the perfonnance in which the most tickets were purchased in the past y=. Open and ballet were second and third followed by pop stars in concert. Women are significantly more likely than men to have attended Bro:ldway Musicals, Ballet, CI.ssic.J Theaue and Children's Show, in the past year. T.... Mole F..... Broadway Musab 2&'/. :.1'1'.. JO% 0.... 22% 22% 21'Y. B"l<< 2lI% 13'1'.. ..% Pop Stan in Concut' 17% 20'1'. 15%J. Oauical Theam 15% 13% '6%f Conttmponry Theatre 15% 12'1. 15% OilSSlClll Symphony l2'I. ]5''' 12% Comtdy 6'1'. 6'Y. 6Y. Chi.kin:n's Shows "'. 3% .'Y.t Clusu:a1 MUSKa! SoloISts ''Y. 5% I ''Y. T.... Mole F...... J= 3"" .'/. 3% Popular Larin 2% 3% 2% Big Bond 2% 3"" 2% Cirque de Soles! 2"" 2% 1'/. Oamber Music 2% 2% t'/, Mllic: 1% 2% 1% World Music .% 1% 1% ~n.r .'\ge/Experiment21 1% !'Y. 1% Latin Rock !'Y. "'.f 0''' Folk MYlic/Blucgnss 1% 0% !'Y. Pop Symphonr 1'Y. "". !'Y. QJ. Which type ot perfoananca (not VU'lUCS or companies) have you pecsonaUy pun:haKd rickeu tOr and. a'tttnded in the~? Base-: :\mndec (t434), Malt: (512), Female (!}Z2) ... t significant differmce 28 14 I 1 ~ Attendance Performances Purchased Tickets - Past Year ."'" -!"" ~"_t/- Matke1 . .~nt .. ., Research .,_.~.__~_m__''''__~.'._ Hi'P'.uUcs were significandy less likely thon non-Hispanics to have purchased tickets for Broadway Musicals. Opern, Oassic:ll Theatre, Contemporary Theatre ond Oassi""l Symphony. However, Hispanics were significantly more likely than their non-Hispanic counterp= to have purchased tickets for Popular Latin and Big Band entertainment. T.... aa.puic Noa- HilpuUc Broadway Musicals 28'~ \,./0. 30... ap... m~ 160/.. 23'1. lloIIet 20'10 19% 21% Pop Stan in Concert '''~ 16% I"~ Clauical The:atn: 15% '''~~ 16'" Conwnporvy Thotre 13% 6%~ '50/. Oalllical Symphony 120/. 6%1 14~. Corned, ..~ 7% .... Children's ShOW1 5% ,.~ .... Ou.iat Mwical Soknsu ,... .... ,,,. Tot" HilIpaaic NOD' HlIpuic Jon 3'~ 2% ,.~ Popular Latin ,% 9'/,1' ,% Big Bond 2% 5%t 2% u.qu. de Solo;) 2% 20/. ,.~ Chamber Mwtc ,.~ 1% 2% Magic 1% "1. 1% WoridM""ic 1'/. 1% 1% N_^",/E"cperirnc:nal 1"/. ,.~ 1% Larin Ro~ ,% w. Folk MusiclBluegms 1% - 1% Pop Symphony 11/. ,% - QJ. Which type of performances (not fttlue5 or companies) haft you. penonaIly purdwed tidtn for md attended in the palL.JW? Bale: Attendee (104), Hispanic (291), Non-HispanK: (1141) ... t significant diffucnce 29 I I I ~.. ",'''' l:~.'"" . Attendance Performances Purchased Tickets - Past Year .'" : ., Madud. '-'(~~~nt . Research _"....__,,_....,0<...,,'- Subscnbers were significandy more likely to have purchased tickets to the Opem, Ballet, Classical Theatre and O..sictl Symphony than were Non-Subscribers. Interestingly, Non-Subscribers were significandy more likely to have purchased tickets to Broadway Musicals. T.... Sa"""'..... Noa- S.b 8r'oUway Mus,"ls ,..% 23"~ -t ap... 22'fo -.t 15% lbIlo< """ -t \7% Pop Stan in Concert 17% 9%. 20% QauiaJ Thcane 15% ,10/.+ 14-/. Conmnponry Th~ 13-1. 14-'" 13% Casso S~ny 12'10 15%1' 9% Comedy "/0 1"1.. 7% Children's Shows 50/. 1% . 7% Ousical Musw::a.l Soloists .... ..~ ..~ T.... SuUatbu Noa- S.b l"'" )'10 ,.~ ,% Populo< Lo.. ,% I'll )'lot a;g Bond 2% 1% 3'~ C.....deSoleil 2'1. ,.... CJ.amI><< MoP< 2% ,.~ ,.~ Magk: ,% 1% 1% WorldMwic 1% 1-/. ,% N~ Age/E.~uI 1% 1-/. Latin Rod. 1% - I'~ Folk M\l.sic/Blucgnss ,% 1% Pop s""pbony 1'/0 - 1'1. Q}'. Which type of pcrfomunces (not Va\UCI or comparUes) haft you penonaUy ~ bcken for IW1 anendcd in tlu: puum? Base: .\ttendce (1434), Subscribn- (302), Non-Subscriber (1099) .. t signifICant diffcttncc 30 15 i , ! .~ ;!~~~tl .(:'%;:~';;:c:; Non-Attendee Perfo~ances I.r:tt:n:.s.!':t!...~ Attending .- '., Market i'SJI.9!Mnt .. . . Research Broadway mwicaJs are also the arts and entertainment performance that respondents are most .nterested in attending fonowed by ballet. comedy and op=. Total Broadway Musicals 30'1. Ballet 21.." Comedy 191'/. Op... 18"" Oassica1 Theatre U'/, Pop Stars in Coracett 12% Cla.sstal Music Soloins 10-/. Classial Symphony 9% Children's Shows S'Y. Contemporary TheaUI: 4'Y. Popular Latin Entertainers 2..,. Folk Music 2% Mo~ Dance 2% QM. WhKb type: of perfomunc:cs (not VerJ,UU or companies) would you be intet"cs~d in attending? Base: Non-Attendee (lOt) 31 I , ! ,. ~ Subscribership Current Subscnbers.~E_ iI'?i IIWkBL :i l>tsmt.nt . ,., ., Research Less than one-quarter of attendees indicated they are current season ticket subscribers. Hispanics are significantly less likely to be cw:rent subscribe%S than are Anglos or Non- Hispanics. _Telal . ..... 61Femaie I I .1Iioo..... II N.....RiIpuic IDO 90f .. Bl 80 78 80 7. 70 .. 60 50 50 40 40 3D 38 .. 20 JJI 10 . 0 Yes No Yes No QN. Are you . CW1'Ull Seaon Ticket subsaiber? Base: Attendee (1401). Males (SOD), Femaks (901), Hupvtic (283), Noo-Hispanic. (1118) ... t signifiCVIt differmce 32 16 ~lil{"" ,:,,~!~,~:;~,,:~. , ! j 1 'm Subscribership Companies Subscribe _____m^_.._._n._^ JI" .' 'ell;', Market ; ." ~,.., Se.!l!Il\!.nt , Research The Rorid. G=d 0per:1 h"" the most Se:lSon ticket subscriptioos by . large n=gin over second-place Coconut Grove Playhouse and Miami City Ballet. Companies Subscn"bc T.... Male F....... Florida Grand Open. 42% 4..10 41" Coconut Gw't'c Playhouse 2t% 3)% f 19% Miami CityBallct 23% 12% 2.'Iot Broadway Series UV. .." ."'. Sew World Symph.ony 12% If% 11-'" ..o\ctor's Playhouse 5". S% 5'1. Judy Drucker's ConCI!l't AsIOt". 4". .". 4% GableSt. )'" )'10 )'/. NewThattc )% 4% 2% Ring Theatre 2% 4"1. W. M~ Dance Company 1% 2" ClryThealre W. 1% 1% tJniYttSity of Miami 'Tnnrre 1% , 1% QO. For which emmw are you a cwnnl (2002~03) SCISOII Ticket subscriber? Base: Subm;bcrs (302) . t tigni6C2Jl,f difference 33 Non-Attendance Interest in Attending .--....,---...-."."'-..-.. . .''l1; ,,-~- - '~.; . MaduIt. " i,~nt , . , Research Around one-third of respondents who are non-attendees indicate they arc uvery interested" in attending live arts and entertlinmcnt performances. v cry Interested SotnC'W'hat Interested QK. How interested are you in ilnmdmg 'my m acts and entertainment puformanccs? Bue-: Non-At1UIdea (tal) 34 17 ; ~ -~~ I i , -~ ~,/'<"~'':' 'C;&Ubon: Small Rasr Non-Attendance Interest in Attending ~._-',~.. ,----~ .c,:~ Market .' . ....... Sll!Lment . ., Research The oldest and youngest age cohorts exhibit less interest in attending live arts and entertainment perfonn:mces than do the 35-44 and 45-54 age groups. The age 45-54 group has the highest percentage of "'very interested"' from non-a.ttendees. Females exhibit significandy higher levels of "very interested". Age Yay I.......od So.._t IdlUattd Gender .25-34 c:I 35-44 13 45-54 11155-64 Yay Iatemtod So.....haI latercstal 77 QK. How interested are you in attending 2fl,!in: arts and entrtainmc:nt pcrfonnances? Base: Non-Anendees (tOt),:z5..l4 (25'). 35-44 (26*), 45-54 (20'). 55-64 (26'). M~ (37"), Ferna.le (64.) 35 .. t 5igniflQrlt difference "Caurion: $nQI1 Base Size Non-Attendance Reasons Why Not Attending ..-'-'.,"....-.......,.--""...,,,....< g- .' '-eo' IIaduIt , "..' " lItsmIlnt . ~ Research Lack of time is the biggest reason why people do not attend or are not interested. This is especially [roe of families with children. Only 60/0 mentioned cost as a. factor. Females are more likely to not attend because they do not ha.ve enough time while males do not attend mofC' because they don't enjoy or like it. Total Male Female Non-Hi.panic 00 not have rime Don't mjoy/don't like: Not iaterested Money/cOit/pricel espensiYe Puricip2.te 1n other activities Inconvenient timiD! CotH%ss:ions arc not to my liking Loarioa not eoavmimt/toO far Oon'ttikt: crowds Illness in &m11y/s1clc/diublcd Quality of pertonuanC('s I havt' kids/no babysitter AMys [be smae pc:rl:onuancn Z7'1. 20% 9'/. 6"/. 32"/. 26"1. 24% 1,./. 2% .\. 11't. 6~. 6% 6% 6'1, 7"/. 7"/. 7"/. 6% 3"1. 2% 3'/, J% "'/, 1'1, 2% 2% 2% 2% 1'/, 1"/. 11'. J% 1'/. 1% 2"/, 2% 18 I . i ! , ~, q>~'" , ....,.'.'.";Z'.:.~ ... .~ ~, Mar1l.eI. .~, lIq!mnt .~ . .. Research ENTERTAINMENT HABITS 37 I !. . i~ ~!l': :~~~~., "'::":"c:"",:.'.i . .',. . .'.. MalJult .lIq!mnt ..., Research Entertainment Habits Venue Attribute !.n.:'1!!!-!!.~ce - Top 3 Box When it comes to venue attribute importance., lOa clean environment" was the most important single attribute mentioned top 3 box. '"Excellent acoustics" and Ua safe place to visit" were mentioned second at 84%. Women tend. to ra.te most venue attribute scorc, signi6c:mtly higher than men. Total MaIc Pemale A clean environment 86% 10'10 lI9'Iof ExceUent ac:owrics 14"1, 10'10 86'/.f A safe place to visit 84"1. 7W, l7'1of Easy access puking 81'/, 76'/. 83'/.1 Comfortable seating 78% 74-1, 81'/.1 Easy to buy ticketS 76% 71'/0 71'1of Affordable 73'/, 65'10 77'1of Conveniendy 1000tcd 66'1. 58'10 71'1of Sufficient bathrooms 63% 53'/, 68~,f Acxiblt: ticket packages 54'/. 43'10 60'lof Discount packages 59"/. 48'/, 66'1of Bilingual sign:age 35~. :l3~, 36%. Q2S. How imponant are the folJowil'lS sutements when it comes to c:hoosilli a ~ (IlOl . performance) for live ut~ and allcrtainmeM pcrfol'1l'\aRCCl1 I ... 38 Sue: Total (1502), Male (537). Femalt (965) T T lignificantdUr"crena:: 19 I Entertainment Habits ..~ MarkDl , .. .; s.am.nl "'i~.!}~~~ ~erformance ~ttrik~~e.. Importance - Mean 'Research .~: ':":"'>~>: - The mem racing on a ten-point scale of perfonnance attribute importance showed that clean environment was the top important attribute. As would be expected. safety and parking also rn.d high me:m importancc cores. A clC3l1 environment 9.0 A safe place to v1Slt 8.9 Excellent acoustics 8.8 Easy access puking 8.7 Comfortable scating 8.5 Easy to buy tickets 8.4 Affordable 8.3 CoO\-enimdy located 8.0 SufficiulI bathrooms 7.8 Discount packages 7.4 Flexible ticket packages 7.2 Bilingual ,ignoge 5.4 Q29. How important an lhe fonowing anribules when it coma 10 'lIttcndillg aiM ;nn &. cntt"rtainment penonTlaftcc (nof a. 't'f:nue)? Buc: Total (1502) 39 J I j :_~ ....,.,...';".'J....\ Entertainment Habits Ever Been Season Ticket Subscriber .-j - .. MadIlI1 . .:, s.ame.nl :. , Research Around one-third of current non-subscribers indicated they have been a. SC3S00 ticket subscriber in the past. That level is similar to me current level of self-described current subscribers. '00 .. .. ,. .. SO .. 36 Jf 20 " .' Yes 64 No Q26. Haye )1)U ~ been . Scuon Ticket subscriber? Base: Son-Subsaibcn (1200) 40 20 I Entertainment Habits 1'{iI~~c.!!!?panie!,.!..,!~scribe.~!!!_!..ast .J... ".:.,~,C: . Coconut Grove Playhouse lS the organization most subscribed to in the past followed by Broadway Series and FGO. Females were sigci6canrly more likely than males to be past subscribers to the Coconut Grove Playhouse. ..i .Market :; SlI.aJ!!!1-nt ;., Research T..u1 Male Female Coconut Grove Playhouse 21'/. 16'/. 25%t Broadw~, Series 1,./, 14'/. 22'1. Ronda G....d Opera 18"/. 21-;. 16'1. Miami City Ballet 13% 6"/..1, 16% New World SymphorlY 7''10 S'I. 6'/. Actor's Pla.yhousc 6% 4'1. 7"/. Ronda Phalwmonic 5-1. 7"1. 5'/0 Judy Dt\1Cker's Concert Association 3-1. 3"/. 3"/. GablcStag< 1'/. 1"1. 2"/. Um"cnity of Miami Perf. Am 1% 2"/. t'/. Ciry ThcatJc IV. 1'/. 1"'. NeW' Theatte 1'/. . t-J. QZ1. For which compsny have you bem. i. * JMst.:a Season Ticket sublcribu? Due; Put JlC'IIOh ticket subscriber (432),:MaIe (1501). Fern. (278) to t stgmficatlt diffcrmce. 41 I l I ~. Entertainment Habits Years Ago Last Sub~cri?.e.'!. ... IIaJ:kel .' SlI..l1ID.1-nt .. '. Research New World Symphony. Miami City Ballet and Florid. Grand Opera have some of the highesr pc:reentage of "last subscribed" levels within the past twO years and the past 2 to 7 ye:us. Florida Gnnd Open.- Miami G'T Ballet* :-.l"cW Wmld Sympbon'" LaI ... 2 yan 8ocllDOfeynlS DKJRetu.ed. Actor's P1ayhowe. Bro:adw2., Senes. Coconut Grove l'tnhOUSE~ Non:: Concen ..o\ssDciation of Floritb not indu<<d due to iMufficient ba5e.. Q28. How 11'UIn1 ycan (or seasons) ago were you wt subsa1bed to (INSERT COMPANV)? Sue: Vari:lb5e 13 to 92" .Caution: ,maR hue 42 2] Entertainment Habits ~~i" Favorite Tjpe of Performance ;,:r;r~1:;~-'-- ~_._--_._.--,_._.~---^ .~- ".,."".",.: . Popular Arts and Classical/Trndic<malArts are the most popuhr performances among fIrst, second and third choices. Popular arts was the most popular for fust choice. ." .. ."." MadI.et .~ kgmInt . . Research Main Category Nets - Total 90 80 70 60 SO 45 40 30 20 10 0 Popular Arts . First Favorite Ii] Second Favorite IS Third Favorite 2 2 Clasllicall Traditional Contemporary Lalio Popular Ana Ana Q3Oa. Mith is your fJ.x2riK type oflive:JnS and enrensinmenrpufonnance? Q~b. Second lavonre? QJOc. Third fllYorite? 43 Base: Total (1502) . , !'~~~~f Entertainment Habits Favorite T[pe o~'!.:!?.rr::ance Women rate Classical/T raditioruU Arts as their favorite at signifiC2J'ltly higher levels than men. .Men prefer Contemporary Arts and Latin Popular Arts_ ..., IIarU1 .r SQrnllnt · . . Research Main Category Nets - Favorite First Mention .. . Male o Female I .. . Hispanic CJ Non-Hispanic so ,. 47 '" t Pep.1ar Ani a...iul/ T..ditiooal _Am aa.icalI CoaIclIIIpOI'UY UciaPopqIu T&adi~ ^'- An. Q30L Which is your ~l'Q1'i...R type of live :JI1S ~ cnta'Clinment performance? Hue: Toal (1302), :'\t::a.le: (:)37). Female: (%5). Hispanic (300). Non-Hispanic (1202) t t siKnif\anf difference: 44 22 I Entertainment Habits ..> ::;; :~::nt , ' Favoril< TypeoF_=ce :0"_... '~1----- --....--.-..-.-.. ....... .-. ;:*.:~~.~'\:~,. Broadway Musicals were mentioned by one in four respondents as their favorite arts and entert2inmcnt performance. Classical Thotre was a distant second fonowed closely by several entertainment categories including pop stars, opera and ballet. Non- Subscribers are significantly more likely to favor Broadway Musicals and Pop Stars in concert than subscribers. Favorite Pirst Mention Total Ancndcc No...Attcndcc Subscriber Non. Broadway Musicals 25'/, OassieaJ ThatIe 10'/. Pop Stan in Concert 9'/. Open 9% BaDet 9"/. Contcmponry Thcattc gel. Oassic.u. Symphony ,./. Comedy 5-1. Oassical Music Soloists 4'/. Jazz 3'/, Q3Oa. \'(fhich is your fJ.!miB: type of live am and mmuinmmc pmorm:anc:e? Base: Total (1502). Artl:ndee (l40l). Non-Attendee (tol), It... 45 Sublcnber (302). Non-Subscriber (1099) . sagr'llficanr difference I j I , ~ :~?i::,'~;"'/'~' Entertainment Habits Favorite Time/D~!..~~_A...ttend E"enings at 8 pm is the most popular time of day for live arts and entertainment perfonnances. The preferred days are Saturday and Friday. Women are significandy more likely to list matinees :e; their favorite time of day to attend likely due to children in the family. .'!!l .- 'T: iiiHii.iii , . ii Sqmtnt ., Research Favorite Time . Total . Male ,. .. so .. JO 2D . . M:atioce 12-2 guly EvCDing8 Late CTaaing pm Evmi.Dc 6-7 pm 11 pm + pm Favorite Day T .... Male F ...... Mooday )." W, T,eod2y 2% .". 2% Wednesday .~. SO" .~. Thunday 7% .". 7% Frida, >A'" 25% 25% Suunlay 48% 4J% -.t Sunda, 7''' S% .."t Ql2. What is your fuorite da, of the week to attena. Ifve :&rtS -and enrauinmcnt peri'ormance? Q3t. \\"hu i~ rour ~l'ome tune DC the day to anmd a live V1S and enteminlnCtlt perConnance Bale Tot:ll (1502), MaJe (537), Female (965) t t signiflCWlt diiCemlce 46 23 , Entertainment Habits Y}1il,,~"'1-~:rfor1!!.ances..-:1:tt.,:!!t!~d Past 2 Years -Aided ~':~~1,l!,'-'l1"/~ ..,~' ." .~~ Mawt ", ~:::~t On an aided basis, Broadway Scnc..'S perfonnances we're the most attended by respondents over the past two years fonowed by Mimli City Ballet" Florida Philhumonic and Florida Grand Opera. Ballet and Broadway Series attendance waS significantly higher for women than men in the past two years. 90 80 70 60 50 40 30 t 51 I - Total _Male IllI Fem.le I 20 10 o Broadw-ay Sc rics Miami Ciry Flol'jda Florid.a Grand NeW' World Concert: B.Uet: Philh.unonic Opera SytDphony Assadatiop or F1a. Q33. In the: past 2 yon. have yO\l attended a putOnTW1ce of. . ? Base: Total (1502), ~Ialc (537), Fcmlllc (965) t f signifICant difference 47 I r i j ~ ?!l.:. . .,...,....<' ",," "" ,.,..",." Entertainment Habits Times Per Year Attend ... ;. y, IIaJ:kel "~nt . '" Research New World Symphony and the Broad~y Series have the most mean visits per year. Males attend the Broadway Series significantly more than females. As would be expected, subscribers attend all performances significandy more per yeu than non- subscribers. Mean Nonnber of Times Attend Total Hispanic Non- Hispaaic: 2.4 2.9 2.5 3.3t 1.9 ut 2.3 2.5 2.7 2.7 N~ Wodd Symphony 2.8 Amida Gr.and Opcra 3.2 MianU C;'Y Bollet 2.Z Conc..-ert Association I,f FL 2.5 Broadway Series 2.7 Q34. How many TIMES pet ynr do you typiaDy attend...~ -CautiDn: !maiI bue- Variable Base: Attended pcrtormancc. 53- 10 717 t t slgnifinnr differCJ1ce 48 24 I i I - /.':J-;':i'_,~'tf" , i I I .~ ,-~~-: ~:,?:":.:'" Entertainment Habits Number of!..'!..l!pJe TJ1!!~aU~Attend With ...t~' ;' it MaI:kat. .' Sagme.nt . '. Research The companies with the largest mean "attendance with.. levels are the Broad\V~y Series foUowed by the Miami City Ballet. Mean Number of Persons Attend With Total Hispanic Non- Hilpaoic New World Symphony 2.Ii 2.4 2.6 Florida Gand Opera 2.4 2.4 2.4 Miami City BaUet 2.7 2.9 2.6 Concert Association ofFL 2.4 2.3 2.4 Broadway Series 2.9 2.9 2.9 Vari:abk Base: Ancnded PufotTl'W1ce 53- to 717 Q35. On av~. including yow1elf. how man.y PEOPLE U$UaUy attend wilh you indudmg yourself? .uuoon: smaU bue 49 Entertainment Habits Likelihood to Attend Next 12 Months - Total -." IIadIDt. '. SQnmnt . ' , ., Research The Broadway Series has by iar the highesllevels of "very/somewhat likely" 10 attcod in the ne."'t 12 months. The Concert Association of Florida has the highest levels of those sa.ying '4very/somewhat wilikely." . Very/Somewhat Likely [J Very/Somewhat Uo1ikcly New World Sympboay Florida Grand Opera Miouni City Ballet Jwly Drucker'. Coucer't AlUIOci.rlon Broadway Series S9 73 Q36. How likely arc: you 10 purc:bac tickets and attend (INSERT COMPANY) Ullhe am J2 months'!' Bale: TouI (1502) 50 25 , ! i :,~~~; Entertainment Habits Likelihood to Attend Next 12 Months .or. .. ~ MalIulI. : .; ll!!gmtnt , " Research There arc varying degrees of next 12.month attendance intent by gonde:<, cultural group and subscriber versus non-~ubscriber. Females are significantly more likely to choose Broadway Series wlule Hispanics are significantly more likely to choose Miami City Ballet. As would be expected, subscribers have significantly highe:< levels of intent than do non-subscribers. Very/Somewhat Likely Tuw Male FeJllale Hispanic Non- Non- m.panic Attendee New World Symphony 521% .. 55V. 51'/. 39% Aonda Grand Opera 47% 52'1. 4S'/... Jl"V. Miami Gty Ballet 57'/. 67%t 55'1. 58% 43'/. Concert Association of 38'/, 38% 37'1, 38-;. 2ge/. FL Broadway Series 730/. 72'10 73'/. 73'/, 73% e....To<>! (1502) Q36. How likely are yuu to purchase ticketS and attend (COMPANY) in the oext 12 monthl'1' t t signifK'2JIt difference 51 ...~; MalIulI. , . .i s.sm.nt , ..',. ., Research Entertainment Habits Likelihood to ~ttt;.nd ~e,w World Symphony Eighteen percent of respondents indicated they were "very likely" to attend New World Symphony in the next 12 months. Of those who are "no' likely" to attend, ,he re:u;;ons for non-attendance Wa$: '.not my taste,'" and to a lesser e.'Ctent "don't have tUne. .. ! , ~~" '~i'",:~'~:~ Likelihood to Attend Next 12 Months Not my taste/not intettsted Don't haft rime Not familiar/no knowledge Don'[ en;oy/boting Don'( like symphony Don't like type of nwsic Too expcosiv.: Q36. How likely are you to purchase tickets and anend NIEW World Sympla..,. in lhe next J2 monlh.I? QJ7 Why arc you unlikely to artend? v cry Likety Somewllat Likely 34 Somewhat Unlikely z... Very Unlikely Base.; TotaJ (1502.) _u........' 52 26 !. Entertainment Habits .~:~::nt \t~~~ Li!!:~l!...~o~t!.!..l!._~!!..end !!~rida Grand Opera' Research ,.... ,". . Nearly 50% of respondents said they were likely '0 attend Honda Grand Open in the ne."(t year. The biggest reason \vhy they would not likely attend is that they are not or= fans. Likelihood to Attend NCKt 12 Months 50_what likely Very likely . 24 5081._ Unlikely ~ VeryUDlikdy Why Ualikcly? Not an open fan Not my tastc/pttfcrcncc Don'f tmjoy/boring Not f:uniliar/no knowledge Don't like type of music No one to go ...;th Sue:: Total (1502) Q36. How likely IR)'UU to pwchae tidcets and Iltcnd JIloriQ Crud Open. in Ihc next 12 moDlhs? QJ7. Why are you unJikeJyto anead? 53 ! ! ~ .'~. ~". -', ...,<' ~.,.",...f ",,_u,.,' . Entertainment Habits Lik;.eJihood to ~!!.~r:.c!..~iami City Ballet ....: Mma1 , SqrnAnt .'" Research More than half of respondents said they were likely to attend the Miami City Balle, in ,he ne,,' 12 months. Of those who said they were no' likely to attend, the main =sons were ..do not like baUc~" and "it is boring/nor my taste." Reasons for not attending specific events uc mentioned significantly mon: by women when it comes to having children. Likelihood to Attend NCKt 12 Month. Very Likely Somewhat Likely 33 Somewhat Unlilcely ~ Vuy Unlikely Why u"'""'" Don', likt! baUet Not my taste/boring Don', dltDY it/boring Don', CillO' it/boong Don'thavetirnc famil,/kids don't like it Too tir Not t.uniiiar/no knowledge Noonc to go..;th Nced to lmpro~ qualdy' s.." Toni (1;02) Q36. How likely arc you to purchase cick:cu and..end Miallli 0.,. Ballet in the nCltll2 monlhs.? QJ1. Why are you unlikely to aRced? S4 27 ...'jZ :.t, Madte1 . I; hllmI1nt . . Research ! Entertainment Habits 1 ..""".1lJ!'l Likelihood to Attend Concert Assoc. of Florida ;~~:i~_~'_-v,,_,_w_'_,~-____"___"'_"'~'c'-' k,.:':',';', . Just over one in ten respondents said they were ICvery likdf' to attend a Concert Association of Ronda performance in the next year. The biggest reason given by the <Inot likely" group is that they were "not famjIiar with the organization" - mentioned by more than half of ",sponden... Likelihood to Attend Next 12 Months Very liliIy ~ Don't enjoy/boring Too fu I don't attend Don't like type of music Why Unlikely? Not famlJiar Somewhat Likely Not my taste/not interested Don't have time Somewhat Unlikely Very Unlikely 40 Q:!6. How likely arc you UJ purchase ticket. and attend .I_d, Drvdcer's CltDUrt AllKiatiOll ill. the next 12 months? Q37. Why arc )VU unlikely to attend? B..., Tow (1502) SS ! j. j ~ . ,"-....,. Entertainment Habits Likelihood to ~!!.c.:!."-.!!ro.a.dway Series .~ ,- ili Madult i , s.gnmnt . -, Research Nearly three-quarters of respondents said they were ccvery / somewhat likdy" to attend a Broadway Series perfonnance in the next 12 months. "Not my taste" was the biggest reuon for low likelihood of attendance. Likelihood 10 Attend Next 12 Month. V cry Likely Why Unlikely? Not my taste Don"t enjoy/boring Not familiar/no knowledge Too far' Don't likc: venue Need to improve quality 37 So_.. Likely S_at Ualikdy ~ Very Ualikdy Q:\6. How likely are you to purdtue lidcers and attClld The 8......,. Serin an the next 12 months? Q17. Why are you unlikely to attend? BI!IC Tood (1502) S6 28 t. Entertainment Habits .::::nt ,&.~l '. Top 3 Reasons Not Attend More PerfOnD311CeS "Research ~~Cost and money were the biF~. p~hibitions against attendance fonowed by time. Both of those reasons are hard to overcome. Easier fixes such as quality of pc:tfonnances and lack of advertising were also mentionai as reasons not to attend. Of the top reasons they do not anend more pc:rformances. women arc significandy more likc:ly than men to mention cost .md DOt wanting to alone. Men are !Ii '&candv more likel to mention "don't like it"', Total Male Faa.ae Need more varict}./somelhing ~ appealing 2"1. 2"/. 2"1. Q38. What:.lre the t~ rcIIOnl you.in nor 2ttfnd mo<< live an:s and enurramment performances? B:ase: Total (1502), Male (S3?), Female (965), Hispanic (300). Non.Hispanic (1202), Attendee (1401). ton'Att~dec (1~1) 23% 13% 7% 6% 5% 4". 4". J% ~oney/con/price/c~ensrvc 00 not haft rime Inconvenient timing Location not convenient/too fur Don't enjoy/don't Ilke them t'ut:iOf'2'tc mother Irtsure acciviric:s Lack of -adven:itinglinfonmrion Quality of perionnano:a I have kidl/don't MVC a babyslner Not interesu:d Don't want to go aione/no company Don't iiI<<: crowds 2"10 2% 1% 5% ",.I.t 4% 5% 4% 4% J% 2"1. 3% 1% 2% 1'1. 57 I , I I ~ Entertainment Habits Ticket Purchase Motivators .'. ': IIIaduIl . Slamtlnt , ., Research Self-described ticket purchase mouvotors were overwhelmingly towuds the type of performance (4"]0/0). Having ufun" or a <.good timen was the: second most mentioned. Total Hisp.... Aa:cadcC! NOD- Anend<< Type of perfonnancc 41". t 32'At Entcrtainrnrnt/havc fun/good times 1W. 9'10 t like itll want to see it 8% 8% 10-/. Recommendation from famiJy or friends 8% 7% U% Review/critic infonnation/cditorial 6"/. ,'/, t 1'/, If it 8'=ts my ~ttcnDOn/in inccn:sted/curiosity 5% 5'1. 4'1. .'\dvcnising 50/, ;0;, .".. Culrura1Iyenriching/educatioml 3"/. 3'1. 6'1, 1'bc actors/artists/authors 3% 3"1. 6'1. Spousel significant other 3'/, 3'/, 2% Locuion 2% 3'/. 2% Discounts 2% 2% 2'/, Promotions 2"/. 2"/, 3Of, 29 j i I. ~",.;,;~ :'~::'~:~':f I I I i 'm:~ Entertainment Habits Ticket Price Willing to Pay -,-_._,"--~._._.".....~.._.. ."c:?{ MaWIl '. Sqlmnt , . '.. Research The most agreable range of ticket prices for all companies was between $26 and $55. At least 12% of respondents agreed that that 546-$55 was a ticket price they would pay for each of the four companies. FGO had the highest tolerance for the morc than $75 pnce range. New' World Floriu I Miami City Conccn Symphony Graad BaDet A..ociation of Ope.. Florid. Le.. than $15 3'1. 3'/. 3'/. 5% '15 - '25 14-;. u'/. 12'1. 10'1. $26 - $35 1"/. U'/. 16V. 12';' S36 ' S45 14". U'/. 14"1. 10'/. S46 ' S55 15'1. 16"1. 1"/, 12'/. S56 ' $65 5". 8% 8'1, 5'1, $66 - $75 4'/. 7% 5% 3". MoI'It than $75 5'/. 11% 5% 3'/. Q40. How much do you expect to pay fO,. a performanec or (INSERT COMPANY)? Base: Total (1502) 59 Entertainment Habits Enrichment Pro~ ~~e.~st ..... " .. Miu:Iud. '.i~nt : . -, Research About one in five respondents would be "very interested.. in hands-on activities and workshops. while 3?-/0 were "very interested" in a nting system for children. There was at least 50% favorable interest for each of the potential enrichment programs. Sixty~scven percent are "very/somewhat interested" in pre-show lecture classes. Very Somewhat NOIVe.,. Notat.1I In&eraled Jnlerc.ccd IDtucstcd ID~rcstc:d Hands-on act:ivttics &. workshops 20'10 3t~, 22,.. :16.1. A rating systt:m/suitability fof' childrm 37"/, 20% 13"/. 3O'Y. SimultJlneous children/ adult programs 28'1. 25'Y, 15". 31'1, Pn=-show 1cct\U't' duscs/lectUres:in arts 31'1, 36'/, 15'/, tl'/, Q54. How interested are )'Ou in the follo.;ng types ofEftrichmcat ProJl'lllll at the Per1brmins AttJ Ccater? Bur. Totai (1502) 60 30 1 Entertainment Habits '{'.l~:;:; ~n?ch1!!.~nt P'!:.olf1':l!!!~~t,!:est _":1,. -~ ,':',: . Females show signific:mdy more inter~st in t..nrichmcnt activities than do males. Non~ subscribers show significantly more interest in three of the four potential programs except "pre-show lectures" which js significandy higher for subscribers. .'~ : ;;, MadI81 - . '. StAmltnt . " Research Very /Somcwhat Interested Total Hands.on activities at: workshops 51-1. A rnring system/suitability for childttn 5,./. Simultaneous children/ :ldwt programs 531f. Pre.show lecture duses/lcctures in ans 67'/0 QS4. How interested uc you in the fallowing types ofEnrichmcnt Prosrams at the pmnning Arts Center? Base Total (1502). ~a1e {537}, Female (965), Subscriber (302). Non-Subscribu (1099) t t signifiant difference 61 I , .. I .~~ Entertainment Habits Willingness to_~ay:'!!ol}~,tion to PAC SL'ty-percent of respondents are willing to pay a tax deductible donation to PAC The number for Hispanics willing to donate was significantly higher than Non-Hispanics. ."j; '^). iarut ,. .:~nt . ; Research Nn 60 Yes No 66t Yes Don't Know Don't Know . His poni. . Non-Hi. pooic Q43. Would you be w;lIing ro pay." pan oi the ticltct price for alme am and enruuinrnent perfOdNDl%, a IU- deductible: donatlon to thc: Pmorming Ans Center? Bue: Tom (1502), J-fupanic (300), Non-Hispanic (1202) ... t s'gnifiaru diffuc:f\cc: 62 31 , i I I . j ~- ~~~r--- ;,"",:.'._,~'.c.-:)., ..." .. ;." llIarIIat ; Sll9Imlnt .. ...... ., Research PARKING, FOOD & OTHER SERVICES 63 ! I j ~ ,',0 _: ," ;;~ ,: " Parking Services Usage Likcl!hoo'!.___,_ .,g.- ';r, llIarIIat r hgJMnt . '. Research An .ttached covered puking garage w.. the most "very likely" choice for parking options. Fifty-si."C percent of respondents said they were "very likely" to use valet "",king. The leas, desinble option was riding the Metro Rail. Ve"l Likely Somewhat SolllC'W'hal: VO'Y Likely Ualiloely UnDuly Valet Pa<king 30% 26% 14'1. 30% Detached covered parking garage 50% 31'/. 4~. 7% Anachcd COVCR:d parking gange with 69"1. nil. J-;. 6'/0 bridge access Srred level parking lor near the building 49'/. 33% 9% 10'/. Puking lot with shuttle Semel: 21'1. 19"/0 10% 31'/. Puk and ride Metro Rail n'/, 14'/, 1,'1. 59"1. Parking downtown., then walking 11% 28'/. 13'/t 41'1. Q44. How likely anI)O'l to uscme followin!l types ofparking options for"live arts and cntenaillment paformanc:es? 64 BUC':Toral(1S02) 32 , I Parking Services ..t;.ri~~Usage Likc!!}1ood__".__...... .i,:....i.-'>:',m"1~-~'. .~'?c;~,;: .,'",~,,": When it comes to parking options, Hispanics show signifiC4U1tly more mterest than non-Hispanics for ""jet parking. Hispanics arc significantly less likely to prefer puking downtown md then walking. Men have significantly morc preference fOf detached covered parlcing and puking downtown than women. ..,,:. ~. - ,I, Market . ,&~nt .' ReSearch Very /Somewbal Likely Total Male FemaJe Hispanic V2Iet P..king 56'/. 6.;'I.t Dctxhed covered parking gange 88'/, U'/. Attached covered parking gange with '111/, 92% bridge access Sttttl level parking lot ne-ar the building at'l. 80'/. Parking lot with shuttle service 4!r'/. 57% Park and ride Metro Rail 2S-Y. 28"/. Parking downtown, then walking 45'/. 3'1% 8S'/. 91V. Non- Hillpanic 54'/. 81'/. 4"/, 24V. 47"/. t Q.... Howlikdy are you lOUSl!llbc fullowing types of parking options fur Iiv~ aN and entertainment performances? ~ Total (1502). Male (537), Fernak (965), HispanIC (300), Non-Hispanic (1202), Subscriber (302), Non-Subscriber (t099) t t ~ignifiant diff~l'UIce 6S j I I I ~ Parking Services Distance l!:.~IIi'?!J!!!._~alk/Downtown . ...' - . " MalIud. . d lilIllDmnt . .. , Research Most people were willing to walk scvc=l blocks to get to PAC if they puked downtown. Thirty-eight percent said they would walk "four or more" blocks. ODe 38 Lc.. than one Two Three Four 01' mote Q4S. How many bH>dts woukt you be Willing to walk if you were to plrk downlOWl'if bt:: Willing 10 walle (679) 66 33 ; ! i ! ~~::l ~~~~~~~rl Food & Other Services Freq'!..~rl~ Re.~!~~/1!S ~/1d Shops Near PAC .~ 'J. MadIe1 ;SQlM.nt :' '. Research More than 700/0 of attendees and non-attendees said they were "very/somewhat likely" to frequent shops in and :l!Ound PAC Twenty-eight percent said they were "unlikely" to frequent restaurants and shops in the area around PAC. Younger respondents are significandy more likely than older respondents to frequent restaur.mts and shops in the downtown area. Somewhat Unlikely 46t Vel}' Likely Somewhat Likely ". Vel}' Unlikely . Tot21 . 25-34 Il3 35-44 lil 45-54 o 55-64 Ie 65-79 24 t Q47. How likely are you to frequent rem.urancs and sbops in the downtown arca near the Perfonnmg Am Center? B2st:: Total (1502), 25-34 (124), 35-44 (3i9). 44.>4 (412), 55-6-1 (329), 65.79 {178} It. or. ..,a_~u 67 . Ilgnlllotlt UlE~e ! Food Services i Restaurant Interest ~~-_._-,--_._-". .::~~:,;:S~;---- ----- .~' -'i'ol- .~. MalUt. '. L SqmRnt .. . Research Casual dining (700/0) h2S the most interest for pre and post performances meals. Fine dining i:i preferred at a significandy higher percentage (48%) by subscribers than non- subscribers Total Subocriber Non- Subscriber c.sual Dining 70'/. 66'/. 70'10 Fine:: dining 40'/. 47%t 38'10 Fast food 2% 10/. 3./. None 2'10 30/. 1./. Q48. What ~ of ronunnlt woWd most infC[ftt you to have near the PerfOnning Am emtel'? Due: Total (1502), Hispanic (300), Non~Hi5pmic (1202), Subscriber (JOt), Non-Subscriber (1099) t t SplC\nt difference 68 34 ! Food Services ; fJ:1~~Yinn~r T!!!!e!:~:!.:~:!1':':n Approxinmely two-thirds said they would rother dine before a performance. Hisponic respondents prefer dinner after a perfonnance significantly more than their Non- Hispanic counterparts. Anglos md Non-Hispanics overwhelmmgly prefer to eat before a performa.nce~ 67% Uld 66% respectively. ~.....~. Mar.IIe1 :.'\' /~t ,.. " Research IlIO '" .. " .. so .. '" 20 10 Total ... .. .. 70 .. SO 40 30 20 .0 o 61 66t Bclorc II. perfonnancc Aftc:r a pcrfonnancc Before a performance After a pcrfonnance Q49. When do you prefer to have dinner? t f signilic;uu difference 69 Buc: Total (1502), Hispanic (300). Non*Hisp:anic (1202) I ,...;a;...1lI}'1 ...... ...l".".'~'..' . ':~. ,',l.~"'., ",', Food Services Typical ~?~.t. Spenr._~~J?inner </> Perfonnance Nearly 40% of respondents said they spend from $21-30 per person when they dine before or after a performance. Only 7% said they spend 550 or more per person. Men are significantly mme likdy than women to spend in the $41+ category. while women spend $21-$30. ..":". .' ,:. IIIalIuIt. '. ..~nt : : Research 50 . Total t . Male 42 BI Female 40 30 20 10 0 Up to $20 $21- $30 $31- $40 $41- $50 More than . b' .11 ",,$50, QSO. When you go out to dlnncl" etore or after iI perronnance. how lnIJ(:h do you typln y spe 'Pet penon. &se~ Total (IS02),.\talc (j37), Fcm:Ur (965) .. t signitic:mt clitTerence 70 35 I , ; ! . i ~~ Food & Other Services Usage Likelihood -,------- -~ ." ." · c' Madle1 1 hQJMnt . . " Research Coffee ond snack semc.s h.d the highest percentage of respondmts who said they were "very likely" to use PAC services. More than 70% of respondmts said they ... "very likely/somewhat likely" to use automated ticketing services. More th:m half said they were "very unlikely" to use PAC for hosting services or private parries. I V.ry Likely Somewhat Somewhal Very Likely Untikdy Unlikcly ColFee or aaa.ck lervices 42% ,36'/. 9% 13% B... acmCCI .34'/, 2S"A 11% 2"/, Cafes 39% 42% 8% U% Girt Shops t5% 33% 201IJ. .nt/. Private: Panies 8% 16'1. 21'/, 55'/, RC'lauraal Service. 36'1. 4~/. 9% 14'1. ATM ,avice. 20% 23.". 13'/. 43% Automated bckcring services 37'1. 35'1, 10-1. 18'/. Pcnonal hOlting servicn 9% 15'/, 18'/, 58% Q52. How likely are )lOll to use the following t)'pa of services at the: Performing Ans Cent.er? ....,T"'" (1502) 71 . i Food & Other Services ~. t Usage Likelihood .:.... .........c...... '. ~ .""""'._~---,..."...,, ~.,-,. . Ovcrall, Hispanics..e .very/somewhat likely" to use all PAC services than their Non- Hispanic counterparts. As would be expected. women arc significantly more likely than men [0 frequent gift shops. ." .' .... Madle1 '. liQmRnt " Research v err /Somcwhat Likely Total Non-Hispanic Coffee or snack Scrv1.ces 78"_ 76~. Bar services 62"_ 641% Cafes 81% 78% Gift Shops 48% 48"/0 Private Parties 24-/_ 210/. Rcstaun.nt Services 770/. 76% ATM semc:c:s 440.... 38~. Automated ticketing services 72"/. 69% Personal hosting !JeMces 240/0 20"/. Q52. How likely.e )VU to use the fbllowing types ofsenica at the Pedormias Aru Ccater1 I 72 . t signifICant cbffermce Base: Total (1502), Male (i11), Female (965), Hgpanac (300), Non-Hispanc (1202) 36 ! I . ~ ,;..-.~:t';,':h,l:'~, ...".,t,.,...,..... j ~ """'":':'::........'e, Other Services Interest in TYEt!f!..of~~op.s/GaUeries .Hi! " ""." IIaIIu!t. ,f $UIDllnt " ReSearch Art galleries hod the most intaest from respondents for the types of shops they would like to see in the area around PAC. Women are significantly more interested than men in art galleries and gift shops. Men are signifieandy more intcrest<:d in music stores than their female cOWlterparts. Men are :Usa more likely to prefer no stores at aU. TOlal Male Female Art galleries 360/. 30% 40"4 None 27% 32"/.t 24~. Clothing stores 20'/, 17% 21'Y. Book slores 10010 10~. 100/. Gift shops 9"/. 6'/, U~.t Music stores '1"/. 9%t 6'/, Jewelry stores 4'/, 3Of. 4'/, Souvenir shops 4'/. 3Y. 4'/. Home decanting! furniture 3'/. 2"/. 3Of, QSI. What type of shops and galleries WIOwd most inlm:lt you to have nISI' the Periorming Ans Cent<<? Base: Tom (1502l. Male (537), Female (')65) ... t signiraant diffucncc 73 . ,- ". MarluIl ~ S8gmant . " Research Other Services Items Interested m..~!J::_~q{?ift Shop Souvenirs wu the top pick for items to be sold in the PAC gift shop. Women are significantly more int<:restcd than men in books, jewelry and cards. Total Male Female None 31~. 36~. t 28Of, Souvenirs 29% 26% 31~. Music/videos 19"10 19"/. 20% Books 13'.4 10"/. 15%t Clothing 12% 10"/. 12% Jcwclty 4-1, 2% W.t Cuds/postc:u:ds/note cards 2% 1'/. 3~. t Art work/ art cnft 2'/, 2"/. 2"/. Food/ snacks/candy t'/, t-l. tel. Programs l~. 1'/, tel. PostCtS lOf, 2"/. t'/, QS3. What items...auld you be IJ\EUelI~ in pW'thalu,!i: at a gafr ,hop in the Performing Am CenteS'? Sue; Toml (1502),:\bIe (531), Female (965) t t signific:ulldiffeunce 74 37 I [ i ;~~f:r-----'---~--~._--^" ~ .'" ~4,_ Mar.kB1 ," < '0' SlIlIDmnt ,"Research SUBSCRIPTION PACKAGES 75 ~ Subscription Packages Interest in S!!!!..~_:.~P..t!l!.I}_~:OlfF2DlS Flexibility is a popular option in getting people "very interested" in subscriptions. Fifty-percent said they wanted flexibility in choosing 5 out of 10 shows and 53% were enticed by flexibility of ,",changes. Porking also garnered 50% "very interested." ."" " ~}.' Marlud. , :. SlIlIDmnt " " Research Very Somewhat NarV..,. No. a. aU Inleftsted Inlercstcd Interested InleR.red Multiple company performaace. 40'4 35"'. 11". 13Y. RestauraG!: service 24./. 360/, t9'/, 2S.y, Bat service lS'I. 28'/. :zrl. 34-1. HoleIlCrvice 5'1. l1Y. 22~. 62~. Priority seatiog 33"" 37'/a 11% 19'/. F1csibiliry of achangc:1 53'/. 30"/. 7'10 11-1. PukiDg SO'/o 34'/. 6'1. 10'/, A loyalty propm 24./, 34'/, t,.l. Z3'Io Flexibility of choosing 5 out of 10 shows .0'10 320/. 7'/0 U./. Q5S. How interested are )'011 in subscribing to. padcap if'it iDc1ud.ed... BueT""'(15lI2) 76 38 I . . ..~~ ~ 1 Subscnptlon Packages . 'f.~nt ;!!" '. Interest in Subscription Programs .. Research ..,;~._-_.._---_._.......... J';,f":.~_:;~ . 11u:ee-quuters of respondents are cCvery/somewhat interested" in multiple company performances. Women are significantly more interested in flexibility of exchanges and flcxibility of choosing 5 out of 10 shows than their male countetput. Hispanics are significantly more interested in bar service, hotel service and a loyalty program than Non-Hi.-p=ics. Very/Somewhat Interested Total Hispanic No.~Hispanic Mu.ltiple compaay perfonnanccl 75% 80% '4'1. RclltauraDI service:: 60'.4 66'/. 5,-1. Bar service 46% 54'I,t 44'/. Holel service 16'/, 2'1"1,t 13'/. Priority Icatillg 70% 73~. 70% Flexibility of eschan~1 82"/, 8.'/. 83'1, PoriDog 84'.4 82"/, 84-1. A loyalty propam 51'/. 63Y,t 57'/, Flexibility of choosing S out 0110 shows 82Y, 82'/. 82'/, Q5S. How interated are you in subtaibing to . package if it included... Base: Toni (1502), :\b1e (537), Female (965), Hispanic (300), Non.-Hispanic (1202) . t .ignifiant difference 77 j I ! .'" \~.~.".,,,~k",,,,,,, Subscription Packages Interest m... S,!bs,:!p!!.'!.!!J:..~grams .- .. Malket. ... S9gmInt :, Research When it comes to interest in subscription programs, subscribers are significantly more interested in multiple company performances. flexibility of exchanges, parking. . loylllty program and flexibility of choosing 5 out of 10 shows. Non-.ttende.. mentioned more intereSt in restaurant service and hotel seMce than attendees. Q55. How iDterestcO are you in subscribing to a ,,"agl: if it included.... Base: TocU (1502), Attendee (1401), Non-Attendee: (tOt), Subscriber (302). Non-Subscriber (10991 78 t t significant diffcnnce Tow Multip~ company pc:rfomaanccs Restaurant :lCn'ice 75-/, 60'/00 au service H'owlsclMc:c Priority scaling Flexibility of cxchaages Parking A 1.,..l1y "",pam Flexibility of choosing 5 Oul of 10 show. 46iY. 16'/00 70-/. 82'/00 84-;, 58'/, 82'1. 80"/, 82'/00 57'1, 79'/00 39 I I i .~, Subscription Packages Interest in ~ua1 p'~_~~embership Program Just over 50% had some leyeJ of interest in suhscription pack~es. 1birty-nine percent said they were ~4some\Vhat interested" in a PAC membership while 130/0 were uvery interested." .'::}} ;Ii', . MadW. .- _~nt . '. Research Not Very Interested 39 Very Interested Somewhat IOlerested Not at AD Interested Q56. How interested are you in belonging to iIll3Rnual membership prognm for tbe PeriOrming Arts Center? Buc:Total (t502) 79 , I - ::.~.~,~c., ,:n~ Subscription Packages Expected Benef!!~_?!.~ua1 PAC Membership Bettc:r pricing and priority seating were top expcct2.tions of an annual PAC membership. Flexibility and parking e..'q)ectanons were also mentioned at 12%. Hispanics :ue significantly more interested in discounted pricing while N.on-Hispanics are more interested in priority seating. Interestingly, :tpproximately one-quarter of Non-Attendees expect to have flexible tickets and flexibility in exchanges. .- " Markllt -j SUml.nt : .. .., Research Total Male fcmaliE Ancnd~c No... Attendee Priority/preference seating/seats 35-/. 36'/, )4'/n 35'I,t 18% Di5COunted priccs/better/lower prices 35'/, 32'/, 3rl, 36'/, 2"/, Acxibiliry/prionty in choosing datcs, times, 12'1. 110/. 12'/. 12% 10-/, ~rfonmnces Priority/VIP parking 12'/. 9"1, 13"'''' 12% 8'1. OpportwUr,. to buy tickets couil'/pre-salcs 12% 10'/. 13'1, 12'1. 3% Flexible tickeu/f1exi.bility in exchange S'/. 5'/, IO'lot 8% Zl%t Good/ear/close to building parking 4'/, "'" 3'/0 5-;, Tickets service/easy to get bckcB 2'/0 1'/, 2'/, Z% 3'/, Package: deals 2'/. 2"1. 3% 2"/. 3'/. Q57. What beflefia would you l:Xpcct the membership to hue? -Caution: sm:.lllrue Base: Very Somewn;J.(Jlntue5red Total. (776), M..1e (266), Female (510). t t signiiinl'lt diffucnc!lO Hispanic ~160), Nl)n-H~pill1ic (616). .\ttm.dce (731), .NOIh\ttc:f1dtt (J9") 40 i Subscription Packages .~:~~;nt ~1 Int.!!!..c:st in l!;.oj';'rlte~:!!!lras Usher . .'Resean:h ., '.,< . The ma)ooty ot respondents are not mterested .111 volunreenng as an usher at PAC. Only 6% of all respondents said they were ,cvery interested" in such an opportunity while 9% of Hispanics are very interested Women are signific:mdy more Iikdy than men to show inrerest in volunteering as an usher. Notal All Interested IlIFcmale I V cry Interested Somewhat IntcrcltCd NOlVery Interested Q58. How interested arc you in volunteering as an usher or host at the Pcriorming Aru Center? Base: Total (1S02), '-laic (S37). Female (965) .. t significant diffe:uncc 81 I ! - ",,:,w".:."'~; .'''' ;iti ~=t t__-..__.___'_~''''" PURCHASING HABITS 82 41 i ! ,.,.~ ~r;:,?~~~ Purchasing Habits Purchase Behavior ..".,' - . "'" Malket " 1~nt ' " . ., Research Overall, more than 40% of attendees said they buy tickets two or more weeks in advance and 29% said "as soon as they go on sale:~ Hispanic respondents tend to purchase tickets much closer to the day of the event with more than 408/0 saying they purchase tickets either one week in advance or at the last minute. Subscribers are more likely purchase tickets as soon as they go on sale significantly more than Non-Subscribers . Total . HispaJlic rill Non.Hispanic . Total . Subscriber e Non-Subscriber Two or more weeks in advance One week in iIldvancc AI the lasI minute 49t Q59. Which of the toUowing 5tlllcmtnfS BEST dcscribC!l YOl,l when purmasing live 'Al1$ and en~namment performance tickets? Base: Ancndecs (1401), Hispanic (283), Non-Hu.p" (1118), SubscriblCl' (302). Non-Subsc:nber (1099) 83 .. t t signiflC2nt difference ! ~ Nculy half of attendees went to a perfonnances with a spouse or significant other. One in five attend with friends and 18% enjoy live arts and entertainment perfonnances wich the whole family. Males tend to purchase tickets for and attend with their ~-pouse a.t a significant highe1' level than females. Women md Non~ Hispanics purchase tickets for and attend with their friends at a significant higher percentage than men and Hispanics. t 59 · Total . Male. UII Female. o HitpaDic l;! Non-Hitpani. Purchasing Habits Purchase For and Attend 10 .. II .. .. ,. .. .~. ."'. .- - MarIult i SlIlIImnt . ., Research SPOURC or Sig Friends Whole fami.1y Self ollly Extended CbildttD othel' family Q60. Who do you pwmase foc:and ;Jnend with b,.e artS and mlemlnrnenf performances ma:l!.,Q.1pol 84 B:ue: A"cndces (14m), Male (500), Female.- ('JOt), Hispanic (283). Non-Bisp:anic (11111'1 + T slgJllnnot difference 42 j Purchasing Habits T~~;' How Usually Purch!!!..l!._Tickets : ,>'" "'1. Telephone is the most popular form of ticket purchases followed by Internet/online. Of those who have putehased online, 46% have printed ticket> at home. Hispanics and Non- Subscribers are significantly more likely than their counterpartS to purchase tickets online and through a ticket oudeL NOIt: Whit. Hi1fJmtia tJPi&Oi!J la& behind the lP'mtl wmrlul in intmrel lISage, tht diffmn<< in _n agt (42 us. 51 yum old) in /his f. if f,t....n! HUpmtil inl,",,1 .f.go 10 be higher. '.f" Markel :' Stgmult : · c;: Research Tow Hi.panic No.. Hi.plUlic Subacriber NOD- S...bKriber TcJrphone Intcmct/OnJine Ticket curle! (Tickctmastcr. ctc.) Box offICe 49% 37'/, .34Y. .38'/, SY. 1'/. W. Tow Hispllllic 55'/. 39'1. 1% 2% 28'/. 24". 35'/. Through . broker From a friend or relative Receive as a Hi-ft/ complimentary tickcu 1"/. w. 1'/, Non- ffispWc Yes. Use Intemd to ~ tickets 46'/. 45'/, 4?-1. 4l'/. Q6h/b. How do you l.ISually purchase live uti and enleminment perfonnance Ockeu? Any omen? Q6:z. Do you UK the mlemet to print rickca at home Dr WOC'k for entcnainmcnl or tnvel? 85 ~~ Attendees (1401), HiJpanic (28~, Non-Hispanic (1118), SubKribu (307), Son.Subscriber (1099) .. t s'BniflC3nt difference Subocrib<r Non- SUbocri..... 48'/ot I ! 1 I ~ ,'!')"..'J:;->_I\ Purchasing Habits Last Ticket Purchase and Attend .. .- ~ , Sqrnant '., ., Research --,-",~""-".",..,,.,--, Broadway musicals (18%) are the most popular live arts and enteruUnment perfonnance attended last by respondents. Pop stars and opera performances foUew in second and third place. respectively. Women are signif1eandy more likdy than men to Mve purchased and attended l..t a Broadway MusiC2! or Children's Shew. Qassical Music Soloists Toea! Malo Female Popular Latin Entettainen 2% 3'1.1 1"'. Big Band .'/. 2%1 1'1'. Jazz 1'l'. 2%1 1'1'. CiPJUC dE Sold 1'1, 1% 1'1'. Mag;.: 1'/, t'/. 1% <....'11amber Music .'/. .'/. . Spanish Language TheatTC' tel. 1'1'. 1'1'. Modem Dance 1% 1'1'. .'/. New Age/Experimental t'/. 1%1 . Broadway Musicals Pop Slats in Concert Opera Contemporary Thea~ Oassica11'bcattt Ballet Oassical Symphony Comedy Children's Show!' Q63. Whdl type. rn' liTe ua and dum;linmenl perfonnanc~ (not venue or company) did you !aat putrhuc rickets (or and mmd? Base: .\~dfts (140t). Male (500). FemUr (901) t t signirlClf\t difference 86 43 , , 1 I . :~ Purchasing Habits Last Ticket Purchase and Attend .' 1& Matket. .......... ... ~. ~iZ'a~~~ Consistent with past ye:l1' attendance, Hisp2Jlics ,vere significantly less likely to purchase and attend as the last performance a Broadway Music-.ls. Op<ra. Contempomry Th....,,, and Classical Symphony. ffispanics more so than Non-ffispanics are significantly more likely to have purchased and attended as the last "",fonnance, Comedy, Children's Show and Spanish Language Theatre. Total Hilpaaic Non- Hi.p_ic 'Total Hillpaaic Noft- Broadway Musi~;tls Hispaaic Popular Latin Entcrtmc:rs 2% 8% Pop Stars in Concert Big Band 1"1. 3'/. l'V- Ope'" Jaa. 1'1. 1% 1"1. Contemporary Theatre Cirque de Soleil 1"1, 1'/, 1'/, OassicaJ Theauc: Mogk te;. 1'/. 1'/. Ballet Chamber Music 1'/, 10/. Oassical Symphony Spanish Langumgc ThL"l1.trC 1'/, 2';' t Comedy Modem Dance: 1% 1-1, Children's Shows New A!:,I1:!Expcrimenal 1'/, t';' Oasslc:u Music SolOists I 1 , I , ~ Q63. WhKh type: oflivc am and cntcrtaifl,mcnr performance: (not \'enue or company) did you laaJ. pu<<hlUC tickets for and :lnend? Base: Atta1decs (1491), Hispanic (283), Non~Hispanic (\ 118) t' signiflC',1I\t ditTeren.ce 87 Purchasing Habits Next Ticket Purchase and Attend .. P MarlUl1 : ;{ SQmI.nt : .. .. " Research .------."...... Purchase intent for future ticket purchases indicates Broadway Musicals have the most interest. Pop stars, opera and 1nllet follow with similar percentages to each other. Women ace mote likely to purchase tickets for Broadway Musicals, Ballet and Children's Shows at .ignificmtly higher levels than men. Broadway Musicals Pop Stan in Concert Ope.. Ballet Contempon.ry Th~tre Oassical Theatre Taw Male Fcrnale Jazz 2'10 2% tY. Popular Latin Entenamm; "~I. 2'1ot IiI. Big Band 1'/. 1'10 IY. Ci<que de Soled 1% 1'/. 1'/. Mage - - - Chamber Music I-J. - 1'/. Spanish Language Theatre - 1'/, - Modem Dance - - - New Age/Experimental - .'/. Ga!uic::a.l Symphony Children's Shows Comedy Oassical Music SuioiSlS QI". Which rypc: of live :un and entertainment perfunMnCC do you think you will purchase uc:ltcts far:D:I anmd the n~r rime? be: Attendees (1401). Mak (500). Female (901) .. t stgnificant difference 88 44 I ! ! I ,. Purchasing Habits Next Ticket Purchase and Attend . ....,.<1.- ;a." , MaIkIlt . " s.amant . Research ,._-----~~._._..~...-.,- HiSJYoU1ics are least likely than Non-Hispanics to attend the Open and Contempornry Th...tre nexL Broadway Mu:;;cals is the most popular event all respondents are most likely to attend next time. TocaI HMpanic Non- Hisp..ic Broadwa.y Musicals Jazz 2'10 t'lo 2'10 Pop S~n in Concert Popubt Latin Entertainers 1-/0 4V.t Open B;gBond 1-1. 1'/. 1./. Ballet Cirque de Soled 1'/, 10/. 1-/. Contempoary Theatre Magic Oa:uical Tbc:1tre Cham1xr Music 10/. IV. Qassical Symphony Spanish Language Thone 1'/. OaiIdren's Shows Modem Dance Comedy New Age/E~rimenaJ. IY. Oassic:al Musi.c Soloists Q64. Which typeoftive artJ and cntertainmcnlpertCmnance do you think youwiR purchase tickm for:nd attend the next 'lime? Base Amndefl (1~1), MaIc (500), Female (901) t t ~igniflClnf cbffucncc 89 ! .~ Purchasing Habits Average Spen,! Per T~~~ .. ." . MiuIIIIt " IQIMnt ., Research The largest percentage of the respondents pay an avenge of $41.$50 per ticket fa< live arts and entertainment perfonnances. The me2I1 ticket price spent per pelSon is 552.80. The mean amount spent per ticket for arts and entert:linment perfonnances by Hispanics ($52.1) is similar to Anglos ($53.5). Mean Ticket Price $52.80 ToU! Male FCIlUlIe SubKribcr NOIl- SubM:ribcr $0-520 7'10 "'.t 6'1. 4'1. lI"I.t $21-$30 16"/. 17'10 150/. I.-I. 16-1, 531-$40 1,./. 17'/. 1"/. 11"1. 16'1. $41-550 24'/. 21"1. 26'1ot 21'10 25'10 $51-560 9'10 8'10 10'10 10'10 9% $61-570 7'1. 6'10 1"1. 1"1. 1"1. $71-$80 8'10 9'10 8'10 10'10 8"/. 581-$100 5". 6'10 5'/, 1"1. 5". $101+ 3'10 4'/. 2'10 3'10 3"1, Q65. On ;I"er.I~. approxanaldy how much do you spend ~ on ..lift :uu and entaUmmmt pett"onnance? Base-: _\ttendC!n (1401), Male (500), FC!nWe (962), Sub$criber (302), Non-Subscriber (lOW) .. t signiftcant d&fferenc;O 4S : ?~" ... .:~ Madul1 , ~.ll.I!Im!t.nt . . ", Research BROADWAY SERIES 91 ~~!1 Vcry Camiliar Somewhat familiar Somewhat unfamiliar Very unfamiJiar .'" ." '3; MaduI1 .; SI9mtlnt . ... , Research Broadway Series FamiJiari ._lJ!..__......_.......,... More than 500/0 of re::.-pondents are familiar with the Broadway Series at some levd. Thirty-one percent were "very unfamiliar." Hispanics'.ue significantly less familiar with the Broadway series th:an Non-Hispanics. I _Total EI Female I I_ Total- Hi.paaic III Non-Hi.paai4 . Male 36 37t 36 081. How familiar U'e you with the Broadur.ty Series? 92 Base: Total (880), :\Ialc: (334), Female (546), Hi.span1c (171), Non.Hi.sp2l\ic: (109) t t signiflC:II'\t differen&:c 46 ~.?~ ~,..:._::~ . ':-J,'.;)i;;:~lJ~.;".:~ Broadway Series Satisfaction Level ..~ :I}. IIarkat , ~. s'lIlllDllnt . . Research Of those familiar with the Bro-.ldway Series. the majority are satisfied at some level. Ten-percent said they were dissatisfied and 3% of those were "very dissatisfied" Very satisfied Somewhat satisfied Somewhat dissatisfied . Total . Male El Female I Very diaatisfied Q82. How satistied ~ you with the Broadway Series? Base: Very/50mt:9lnat tami1iar (448), M~e (153), FCfTUk (2lJS) 93 ~ ,:;~~:;,.,,:~~,~,r I ! ~:::::;;;P~O:-Advanc'd AnalytiCS _= What is Leverage Analysis? A quadrant analysis based on two factors: "Stated" importance of product or service attributes "Derived" importance based on Resident Company performance on those same attributes Leverage analysis is a tool driven by research discovery, which measures the importance that consumers place on attributes compared to actual performance of those attributes. It enables a description of company and competitor's leverageable strengths and opportunities for improvement in the marketplace. Ideally, the importance and rating should fall into the upper right quadrant where importance is high and performance is high. 94 47 i . " , Broadway Series - Advanced Analytics '., MarU1 j , .,~nt i , Lev,=~qe Anal!sj~" ' " Research $;~~ ,_, _~'_M'_'_."", .;.,"~. . ~'''',-< "'f'i .,.,.'.'/~. ! os: C.lturall. enricha as, KitiDc ad .._..tine . " -85: Fn ,. 8.0 ".rewitlll'ricml '" -85: b ftbImac ... "e ~"edlllUtieaal a 7.0 .. as: Pnwida ...al csperince eBS: F.. ferw." r...ily ... " :! ~,.. ,eel..... .bou'.......' .. -BS:M " ... .s .85:P....ld ~ inti..te CIIvira.mal .. 6,0 :; ... "E -BS: Pnwida Ii.. Ii r sod.lbia, :( -85: Proftdn ........r:l ... ........ S.O "BS,Ch tI )'Ou a IDle of'_... 4.0 S.O 6.0 7.0 8.0 Raring Q83 1 = Don DOC daoibe AI Ill! 10 = DltScn'bft Completely 95 I i ! ~ ~ '-~ ":-"'-''''-'''".'-.- Broadway Series Leve~e Analysjf!..::.~f!~Lls. .. ~ I!Iadult. " I.tamtnt ' '." Research Fun to share with those] attend with Provides intimate Cflvlronment Provides time for socializing! meeting others Makes you feel good about youtself Gives you a sense of status Provides a magical experience Imponance Provides glamour and romance Is exciting and snrnulating Is telaxing Is fun fot whole family Cultur:illy enriches Is eduC2tioruU Base: Verylsomewhar f.amiliar (448) 96 48 I j I i ! ~ ......,lol-'.,." ..,~, ':.,..,,~~ .:' .c.':' Broadway Series Wbat Could TheLIJ.2J'!.._~.t You to Attend? Of those familiar with the Broadway Series, better prices and more performances were the top re..ons given for how the Broodway Series could do better. Other top mentions included better/quality performances. One-quarter of Subscribns would ~ke to see more perfonnances on the menu. .~~ ,. ". IIarlull . . ; I.ll!lIlWlt .: Research Better/lower/good prices for tickets More performances/shows/performances Better/quality perfo""",,ces Better selection/better wriery Better / goodl more :Klvertising Nothing Convenient/closer location More information on shows Send brochures by mail Better schedules/times Discount packages Better actors/performers Q84. What coWd the Broachr.ay Series do to get you 10 attend more perionnarll:al I t 97 ~ uution: SnWI Base Bue: Very/somewhat famiiiu (448). Subto;nben (79"". Non.SubKriben (332) .. sigruflC2h.t diffetence i J ." IIarlull >hlllMnt · -j Research CONCERT ASSOCIATION OF FLORIDA 98 49 .. Concert Association of Florida Familiari . ____!X.___..._______ . A largt: majority of respondents wert: "very unfamiliar" with the Concert Association of Flurida. Only 6'% said they were uvery familiar" while 13% are "somewhat familiar." Women are significmcly morc familiar with CAF than men The same is true for Non-Hi~ipanics vs. Hispanics. ..fi - ,.., MaI:lulI. . i ll.IsIm!.nt ~. ... . , Research I r~\i'-i;~~ Very familiar _Male I!I Female I _Total - Hispaaic I!I Non.Hisplaic 1 Somewhal familiar Somewhat unfamiliar , Very unfamiliar Q74. How f:lmiliar :In! )'01.1 with the Concert .\ssex.:ubon or Florida? 99 Base: Tou! (T78), .Malc (294), Female (494), Hispanic 068), Non.f"'isPUlic (620') t ~ s.ignific:un diffttencc .~~ Concert Association of Florida Satismction Level .-. rif, MaI:lulI. , " lilIllnmnt , . , Research ~ -,_...--~.,. Of those:: familiar with the Concen Association of Florida most expressed some level of satisfaction. Only 6% expressed a lcvel of dissatisfaction. Men and women are equally satisfied with the Concert Association of Florida. at 78%. Somewhat satisfied 48 Very satisfied Somewhat dissariaficd I_Total _Male CI Female I Very di...tiofied Q75. How SolmnN :II"C you with the Concen: Auoci:lbon of Florida? Base: Very/somewhat ~ili:ar (1~7). Mak (40-). Fc:ma1e (107) 100 . C.AlDon: SrnalI. Base so , Concert Assoc~ation - Advanced Ana1YticS.=:~:nt ! , ; 1 Leveral!:._A:na1y~~_.__,__. . Research J:_~ 'J~; ?'~_'".":':7 CA': CUhnlty enrirllel CAF: Eac:itiAl .... ,u.ulati I . .CAr. F.n to ,liare Ifith friend. 8.0 '" .CAF: II rduiD, .... -CAP: b ed.cau.aI 0 .. 7.0 CAF: F.. far ",1aoIc ,....Iy. "CA..:..... . mqial upcrieIKC ... .. . 1: .eM: Mak Y.. red pod .boat y._1f' 8- ! .CA.F; Provida iati... cDvinlUDnl1 .. 6.0 'S "" 10 -cAF: ",""ida ,idle Ii rYCializi. < CAP: Pntvidcs Ca.....r a" nlUllCe 5.0 .c F: Giva )'011 . taI..r ....t.. 4.0 5.0 6.0 7.0 8.0 Rating Q76 1 = DOd not dacrihc al all 10 = Desc:nlNs Coat.pJeuIf 101 , ! 1 t . I ~ -~*":';~"',:-.,,~ Concert Association of Florida Leverage Af!alysis - M.~~s. ...~. ..'. Madud. ,;' llUmI-nt . '. Research Provides intimate environment Provides time for soci2lizing/ meeting others Makes you feel good about yourself Gives you a sense of status Provides a magical c."'Cperience 102 ImportaDCC Provides glamour -and romance [5 exciting and stimulating Is tela.xing Is fun for whole f.unily Culturally enriches Is educational Fun to share with those 1 attend with Base: VCI"J'/somewhat &milW (147) 51 I Concert Association of Florida i . ;~~lf. W1!atJ2l!..uJd 'IJlqPETo Get You to Attend? : "~'7 "-",::' , Changmg the venue and offering closer locations lOPped the lis, of things the Concert Association of Florida could do better. Non-Subscribers are signifianrly more likely than Subscribers to have :II. closer, more convenient location for CAP. .:< Mildta1 ir Sl9!Mnt ,.': . . Research Send brochures by mail Better selection/better vuiety Nothing Better/lower prices for tickets Change the venue Convenimt/doscr lootions Beller / good/more advertising Better schedules/ convenient times More shows/perfonnanccs/performances Better quality perfonnances Morc infonnation on shows Q16. WhaI' cauk! the Concert AstoQation of Florida do to fil=t you to attend more pufonnances? .. t signifir:u\t difference Bue: Very/somewhar fmUIiar (141), Subscrib~ -'51.). Non-Subscriben (87' . C..3Unan; SrmU BaSI: 103 , I fill .... MalIi8i )liIgmllnt -, Research FLORIDA GRAND OPERA 104 52 "'!I~ ~,'_;'Jt.r~~'!"I :;,-..,;.,.,:,,,".1. Florida Grand Opera Familiarity' ! I . II" ." J . MarlW. , ' !i; Stgmt.nt . ': Research More th:m half of responden's \Vcre "very unfamiliar" with the FGO while Z7% had some level of aWM"eness. One in ten respondents are lIvery familiar" with the Aorida Grand Opera. Older respondents arc signific:mtly "more familiar" with FGO than . their younger counterparts. V cry familiar Somewhat familiar Somewhat unfamiliar Very unfamiliar .tsignificatltdiffnence Qn. How bmiJiar an: you with the Florida Grand Opera? Base Toni (825),25-34 (139), 3544 (271), -15-54 (224). 55-64 (154), 65-79 (811 Florida Grand Opera Satisfaction Level 63 105 . C:aution: SmaBlt.a<: .~ .' ~( Marlud. .' SlgmInt , Research N Clltly half of those familiar with the FGO N'ed satisfaction as high. Only 7% ""Pressed dissatisfaction with the opera company. Males are significantly more likely than females '0 be "very satisfied" with the Florida Gt2I1d Opera. v cry satisfied Somewhat satisfied Somewhat diuatisfied Very dissatisfied t t Sig6ificar1t diff~ence Q78. How utisfl1ed ;lI'l! you with me Ronda Grand Open? Base: Very/somewhat funiliar (224), M:ale {SO-" Female (144) lD Female I 106 ~ CaUUOrl: Small Base 53 ~,~. .... '" o .. 7.0 ... " . 1: Q ... E - ~ 6.0 " .c 'E < I I I '!lllIm!!$=I' ~~t~ Florida Grand Opera - Advanced Analytics Leverage Analysis____ .... ..~. ,'". Marke1 : llIsmtnt .... Research 8.0 reo: Cult.....U e.ric:bn FGO: lIcitial aad ............& .-FGO: Faa to SM ~t" (rimell -FCO: Is rdI... -reo: Provida ~'pciaPh~=" -.cO: F..n r.r ... faaiIJ ka)'Oll fed IDOCI aboat )'oursdr . eI i_ai__ eIIvi......eat -FGO: Pnwida ~e ror -FGO: ,,"",ides I 5.0 ; Cives ,.. . ... tlllahls 4.0 5.0 6.0 7.0 8.0 Rating Q79 I = Doft aot ddcribe at aD 10 = Dncnba COIIl,&elcly 107 Florida Grand Opera Leverage An:!!Jsis :J!,!"e~s... .'. .- 'i~ Ma.dud. ! : liQmllnt ., Research Provides glamour ."d romance Is exciting and stimulating Is relaxing Is fun for whole filrnjJy Cullur.illy enriches Is eduouonal Fun to share with those I attend with Provides intimate environment Provides time for socializing/meeting others Makes you feel good .bout you<selr Gives you II sense of status Provides a magical experience Base: Very/somewhar F.tmiJiar (224) 10S 54 j I ~~,ft7i Florida Grand Opera Wl!f!~{;.l!.r:E.cf_.!.heyp_l!.roJi.t:t You to Attend? Of those who are familiar with FGD, more and better shows were mentioned as onc of the ways to get them to attend more performances. The majority said there was nothing that could be done to get them to attend more performances. .'" .:-~ Marlul1 i SlwMnt , . Research Nothing More perfomunces/ shows/performances Better/good/more advertising Send brochures by mail Better quality performances Send calendar of performances/schedules Better/good actors/performers Convenient/ closer locations More infonnation on shows Better selection/better variety Complimentary/free tickers QBO. Mat could the Florida Gnnd Open. do (0 get you to attmd morE pcrtixmanccs? Base VCIJ/sorncwhat familiar (224), Male (80"), Fern__ (144) 109 . Caution: Small B-.tSC I j I . ,. .~ .. ..... Ma1:Dt . ;of hgJM.nt '. Research MIAMI CITY BAT1.RT llO 55 I i i ~~,~ _~'J.:' t.....:>;:':? Somewhat familiar Very unfamiliar j I - .' " ',~ Mar:kll1 , "' ll!!.llII1I-nt " ". Research Miami City Ballet FamiJiari . ---~-,-'" .."." Nearly 40% of respondents had some level of awareness of the Mm,,; City Ballet. Howeyer, 4.26/0 said they were "very unfamiliar. n Women and Attendees are significantly more likely than men and non-attendees to be "very familiu" with MCB. II Fcmale I_ Total - Attendee r.1 Non-Attendee I l3ut sit . uuti')n: Small Bue Q70. How t":uniliu"Me you with the Miami City &.Ilet? Base: Total (875), Male (333), Female (542), Attendee (790), Non-Artcndu (3S.) .. t sigl'\ificant diifercncJ 11 Miami City Ballet Satisfaction Level .:~' Mar:kll1 .': liIllIMnt . ., Rnearch Of those familiar with the Miami City Baller. nearly ninety percent had some level of satisfaction. Only 60/0 expressed dissatisfaction. Women are signifiCUltly more likely than men (54% vs. 42%) to be "very satisfied" with the Miami City Ballet, Very satisfied Somewbat satisfied Som~bat diuatisfied Very di....tisfied so 54t I_ Total - Male l!l Female I Q71. How $aN6c:d arc youwid1 the Miami City lbIlet? &ue: Vcry/somcwhat: bmilial'" (338), Male (101), Female (237) 112 t t ,ignific:ant difference 56 1 Miami City Ballet - Advanced Analytics z, "J, Leverage Analysis ;)~---'-'--- ..,_..-,-", .' ':i MaduIt. t' kJJmJ.nt , .", Research '" ... 0- .. 7,0 ... " :l .. " ... E - i 6.0 ... :s :e I I DIIJ .,.,""!..'f'"*",,, 8,0 ..-.-.-.&-- ". MCD: E~ ing .nd ....tint . -MCB: Faa to -MeR: b rdad.c -MCB: r. edacatioal MCB: 'aa fOl' ..bole ..Uy " -MCB: Provida ....ic:aI ope . "01<:' Mikel yoa {nll.ad about J..nelf -MCB: Pnwides .thlllate enironment -Me.: l'roYides f e lor sedalldq: -MCB: PreYide It-lIIOIIr aad.......cc IC : CWes yoa . HIlle of stal.. ure witb rrial .... 5.0 "M 4,0 5,0 6,0 7,0 8,0 Rating Q72 1 ::; Doet 1101 dacribe at d 10:= Deacriba CaaapJeu:Iy 113 Miami City Ballet Leverage Analys!!.::.:~.,!,!!!~.... .-." isadUIt. ,.' &.IlIJnltnt ,,'. , Research Provides glamour and romance Is ...citing and stimuhting Is relaxing Is fun for whole family Cuitunlly enriches Is educatiorul Fun to share with those I attl.-nd with Provides intimate environment Provides time f01' socializing! ml,.-rUng others Makes you feel good about yourself Gives you a sense of status Provides a magical expetience Bur: VC(f/sotne'\\'hat t"amihat (338) 114 57 , i , I 1. ~~ ',,!,.r:~,~.'~r1 Miami City Ballet What Could They P..i!-[CJ,(;et You to Attend? Of those respondents who are very/somewhat familiar with MCB, lower prices and more convenient locations arc what respondents felt the Miami City Ballet could do better. Mote' penomtmces and better shows received mentions at 8% and is significantly more important to Subscribers than Non,Subscribers, 15% and 7% II,," .-::s. IlIadW. :r SI9mIJlt ' :. Research Lower/better prices for tickets Nothing Convenient/ closer location More performances/shows/performances Better/good/more advertising More information on shows Better schedules/better times Bettersdection/bettcrvarie~ Send brochures by mail Change the venue Better actors/d'llncers/penormers Q73. \Vhat could the l\liami City IhIkt do to gel you to ancnd man: performances? Bw:: V6Y/somewha1 familiar (3~, Subscribers (8'''), Son-Subtcriben (232) t t significant difference 115 . Caution: Small Bue: 1 j I I' ,. ..,; MarluIt. , ~i Slgmant " " Rnearch NEW WORLD SYMPHONY 116 58 I New World Symphony ~,~;i)). ,:::';:nl :a~~ P:uniliari ' .: Research ,,,',,"""0,_,.... """'....,0/..___ : ":,,,,:.. . Nearly half of respondents wcre "very unfamiliar" with the New World Symphony, Eight,pcrcent said they wcre "very familiar," Hispanics and women arc the least familiar with the New World Symphony, I _Total _ Male m Female I I_ To"'! - Hispanic 0 Non-HispllDi4 Somewhat familiar S2 Very famililll' Somewhat unfamiliar Very unfamiliar Q66. How familiar are you with The New World S!","phony? Base: Toal (839), Male (327), Female (512), Hispanic (175), SOfI-HispuUc (664) ... t s~iflCU1f difference 117 l 1 i I ~ New World Symphony Satisfaction Level ."!Il- '" IIIalIul1 , ,~nt ..' "' Research Of those f:uniliar with the New World Symphony, satisfaction is high, More than 80% of those fa.rniliar expressed some level of tiatisfaction with the symphony. There W2$ very little dissatisfaction at only 2%. Somewhat satisfied Very satisfied Somewhat dissatisfied I_ Total - Male I!I Femalel Very dissatisfied 1 Q67. How saristied ~ you with The New World Sympho...,.? Base: Vcrylsom..-what i:unilrar (268). Mak (t04), Fcm3le (164) 118 59 i ; I ! , ~~J :;~~;I~~~':':!i\ .. ..,' MarIuIt. New World Symphony - Advanced Analytic ", ;Slsml.nt Leven ~al 'Sis ' ' Research ._,-~-,-~--~--_..-, NWS: C...unlk t1Iriehes. '" .... C1 .. 7,0 .. .. :! .. " ... e - ~ 6.0 " .::. "S ~ i t' , ; ~ 8,0 NWS: E1citmC :and sti.ubtlnl . -NWS: ,.. sure wida frif: NWS: Prowidn _tical e:lpcrieo<< . -NWS: II ...:0111 -NWS: h ed cation" -NWS: )l'u for wlaole ,...uy .~s: Makes YD. feel pod about yo_neJf -Nl' 5: Provida iIltiMale eavi......nII1 -NWS: Pnridu ........r aad ,......ce -N'WS: Pnrrida time or ,.ializiDC 5,0 . N\'V : GiYn YO. . Hllae .t sbitlll 4,0 5,0 6,0 Rating Q68 7,0 8,0 1 = Don DOl clncribe at al 10 = Descl'li'bn eoa.lvtndr 119 New World Symphony Leveraf{C An:y.x..~is =M..e.~s,..,. Provides glamour and romance Is exciting and stimulating Is relaxing Is tUn for whole family Culturally enriches Is eduCltional Fun to share with I those attend with Provides intimate environment Provides time for socializing/meeting others Makes you fed good about yourself Gives you a sense of statuS Provi.des ;1 magical experience ..- ,-., IIIarIuIt. .. .' Slgnmnt , , Research Imponance 120 lluc, v"l'/Somcwhat P"""'" (268) 60 j I 'il!i""'iiil"; , "",,'tt~,;;;r: '::;,,(:<,:.~,,'~!i New World Symphony Wha!._t;..l!.'!!.Cf.. TheX.DcL!.l!,{?et You to Attend? Crea.ting more oI\V'Ueness through advertising and lower prices were two of the most conunon comments on how the New World Symphony could do better. Subscribers would like to see a change in venue at a significant higher level than the;. Non, Subscriber counterparts. .1\" ",,~, Madud. "~nt " ": Research Better/more advertising Lower Prices Nothing Send brochures by mail Change the venue Send calendar of pcrfonnances/ schedules Better schedules/more times More performances/shows/performances Better qualiry performances Complirnenouy tickets More modem performances . Uution: Small Sue Q6!J. What couJd the: New W~ld Symphony do to get you to anmd mo~ pcrfOnmnc,~ 121 Base: Very/iomnvhac familiar (268), Subscribm (60.), Non.Subscribm (190) t t signilic:Jl'It difference 61