1 of 25

2013 Audience Survey ResultsLarry D. Gustke, Ph.D. – October 5, 2013

2 of 25

2013 Audience Survey Results

Internet based survey

Invitation to participate was made in different ways

Core of 22 questions – option to add or delete questions

Number of participating Productions

Number of Respondents

Three 1,600

3 of 25

2013 Audience Survey Results

The Lost ColonyHorn in the WestSerenbe Playhouse

Participating Productions

4 of 25

Yes; 45.6%

No; 53.3%

NR; 1.1%

Have you visited this outdoor theatre before?

5 of 25

6 of 25

Yes; 48.9%

No; 50.0%

NR; 1.2%

Have you seen other outdoor theatres?

7 of 25

Web

site

Broch

ure

Frien

ds/Rela

tives

Outdoor A

dE-m

ail

Search

Engin

e

Face

book/Twitt

er

Poster

Print A

dTV

Ad

Radio Ad

Hotel Cler

k or R

estauran

t Staff

Newsp

aper

or Mag

azine S

tory

Touris

m Broch

ure of A

rea

State

or Reg

ional Tra

vel G

uideOth

er0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

25.7%

12.3%

39.2%

5.9% 4.8%

9.2%

2.6% 2.7%

6.9%

1.7% 1.1% 1.4%

9.1%

20.6%

10.6%

How did you hear about this Event?

8 of 25

Attending w

ith fa

mily/p

artner

Attractive

ticket p

rice o

r disc

ount

Good Wea

ther that

day

Good reputati

on of the s

how

Previous e

xperi

ence

at this t

heatre

This i

s a tr

adition fo

r me

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

81.4%

44.9% 51.3%

70.1%

31.7%

13.8%

11.1%

37.0%32.4%

20.8%

13.3%

11.1%

2.3%10.4% 7.3%

3.4%

9.0%

15.2%

2.6% 3.1% 3.8% 1.3%

29.3%

38.5%

2.5% 4.6% 5.3% 4.5%

16.7% 21.5%

How important were these factors in making your decision to attend?

NRNot At All ImportantNot Very ImportantSomewhat ImportantVery Important

9 of 25

Today

Less t

han one w

eek b

efore

atten

ding

Seve

ral w

eeks

before

atten

ding

Longe

r than

a month befo

re att

ending NR

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

2.7%

29.8%

39.1%

29.6%

1.3%

When did you decide to attend?

10 of 25

Phone Internet Ticket Outlet Theatre Ticket Office

No Ticket Required

NR0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

21.6%

71.6%

0.5%4.2% 0.9% 1.7%

How did you purchase your tickets?

11 of 25

12 of 25

Attend Drama

Vacation

Visit F&R

Business

I Live Here

NR

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

17.4%

66.3%

3.9%

0.6%

10.1%

1.6%

What was your primary purpose to be in this area?

13 of 25

2012 Audience Survey Results

How many people were in your party seeing this production?

Party Size – Typical

Adults = 2.0

Children 1-5 Years old = 16-12 Years old = 1Young Adults13-8 years old = 1

14 of 25

Fam-ily;

83.6%

Friends;

13.8%

Alone; 1.9% Business Colleagues; 0.3%

Tour Group; 0.5%

Which of the following best describes the people who came with you?

15 of 25

Hotel/Motel; 51.7%

B&B; 6.9%Camp/RV; 4.0%

Friends/Relatives; 9.6%

Home; 22.4%

NR; 5.3%

Where did you stay when you visited?

16 of 25

Breakfast; 13.0%

Lunch; 27.0%

Dinner; 42.7%

None; 17.3%

Which of the following meals did you eat at a local restaurant today?

17 of 25

Excellent; 70.1%

Good; 22.8%

Fair; 3.6%

Poor; 1.8% NR; 1.8%

How would you rate your overall experience of attending this theatre?

18 of 25

Excellent; 66.1%

Good; 24.2%Fair; 5.3%

Poor; 2.1% NR; 2.4%

How would rate the particular show you saw?

19 of 25

Yes; 86.8%

No; 10.1% NR; 3.1%

Would you attend this outdoor drama theatre again?

20 of 25

Yes; 93.4%

No; 4.8% NR; 1.9%

Would you recommend this outdoor theatre to relatives or friends?

21 of 25

Yes83%

No14%

NR3%

Were you the primary decision maker in choosing to attend this theatre?

22 of 25

<19 20-29 30-39 40-49 50-59 60+ NR0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

0.4%

3.8%

9.6%

27.3% 27.3%29.1%

2.5%

What is your age range?

23 of 25

Male; 34.8%

Female; 61.8%

NR; 3.4%

What is your gender?

24 of 25

25 of 25

Under $30,000 $30-50,000 $50-100,000 $100,000+0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

2.8%

9.4%

32.1%

36.5%

What is your household income?