Objective 1: Profile Free Night Of Theater Participants

9

As it has since its inception, the Free Night of Theater program continues to attract a diverse group of participants. This includes individuals with the demographic profile of the typical theatre audience member, as well as many outside of these demographics (including infrequent theatre attenders, young people, less educated people, those with lower incomes and non-whites).

– Infrequent, moderate and frequent theatregoers all participated in Free Night of Theater (see Table 1):

Infrequent attenders/those attending the theatre 2 times or less in the past year represented 31 percent of those participating in the program

Moderate attenders/attended the theatre 3 to 5 times in the past year (35%)

Frequent attenders/attended the theatre 6 or more times in the past year (34%)

– Younger and older audiences both participated:

Under 35 years old (35%)

35 to 44 years old (22%)

45 to 54 years old (22%)

55 or older (21%)

– Respondents with various levels of education attended:

Less than college graduate (20%)

College graduate (45%)

Graduate or professional degree (35%)

Profile Free Night Of Theater Participants

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– A significant number of non-whites were included:

Non-white or multiracial (30% including 10% Asian American, 8% African American, 8% Hispanic/Latino, and 5% other – note: respondents could specify more than one race or ethnicity)

White, not Hispanic only (70%)

– Those with lower annual household incomes and those who are more affluent were in the audience:

Less than $50,000 (36%)

$50,000 to $99,999 (40%)

$100,000 or more (24%)

The profiles of each region are also diverse and are shown in Appendix C.

Profile Free Night Of Theater Participants

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Table 1: Profile Of Free Night Of Theater Participants

2006(n=3090

)

2007(n=3047

)

2008(n=5847

)

FREQUENCY OF PROFESSIONAL THEATRE ATTENDANCE IN THE LAST YEAR

0 Times 4% 4% 8%

1 Time 7% 8% 9%

2 Times 13% 13% 14%

3 Times 16% 16% 15%

4-5 Times 24% 25% 20%

6-9 Times 16% 15% 14%

10-14 Times 10% 10% 9%

15+Times 10% 9% 11%

Mean 7 Times 6 Times 8 times

Q.10a: Not including Free Night of Theater, about how many times have you attended any live professional theatre (do not include school performances) in the last year?

(Continued on next page)

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Table 1: Profile Of Free Night Of Theater Participants (Cont’d)

2006 2007 2008

AGE (n=3086) (n=3043) (n=5843)

Under 25 7% 6% 8%

25 to 34 24% 22% 27%

35 to 44 19% 22% 22%

45 to 54 26% 25% 22%

55 to 64 18% 19% 17%

65 or older 6% 6% 4%

Mean44 years

old45 years

old42 years

old

GENDER (n=3082) (n=3037) (n=5833)

Male 29% 29% 28%

Female 71% 71% 72%

Q.13: What is your age?Q.14: What is your gender? 13

(Continued on next page)

Table 1: Profile Of Free Night Of Theater Participants (Cont’d)

2006 2007 2008

EDUCATIONAL BACKGROUND (n=3084) (n=3037) (n=5842)

High school graduate or less 2% 3% 3%

Some college 16% 17% 17%

College graduate 42% 44% 45%

Graduate or professional degree 40% 36% 35%

ETHNICITY* (n=3034) (n=3081) (n=5755)

White, not Hispanic 74% 72% 72%

Asian American/Pacific Islander 10% 10% 10%

African-American 6% 6% 8%

Hispanic/Latino 4% 5% 8%

Native American 0% 1% 1%

Multiracial 2% 2% 3%

Other 4% 4% 5%

* More than one answer was accepted

Q.16: What is the highest level of education you completed? Q.17a: What is your racial or ethnic category? 14

(Continued on next page)

Table 1: Profile Of Free Night Of Theater Participants (Cont’d)

2006(n=2715)

2007(n=2698)

2008(n=5383)

HOUSEHOLD INCOME

Less than $25,000 9% 10% 10%

$25,000 to $34,999 8% 8% 10%

$35,000 to $49,999 16% 17% 16%

$50,000 to $74,999 25% 25% 23%

$75,000 to $99,999 18% 18% 17%

$100,000 to $149,999 17% 15% 16%

$150,000 or more 7% 7% 8%

Mean $74,400 $75,500 $76,000

Q.18: What is your annual household income before taxes? 15