Objective 5: Impact Of Free Night Of Theater On Theatregoing Since The 2008 Program

57

The Free Night of Theater program had a positive impact on encouraging participants to return to the theatres they visited. This is a clear benefit to the theatres that participate in the program, suggesting Free Night of Theater can help them build new audiences.

– Among those who had not previously attended the theatre they chose for Free Night of Theater, 34 percent have gone back and purchased tickets to this theatre in the past year (see Figure 25). This represents a slight decrease from last year.

– A third bought individual tickets to the theatre (33%).

– A few even purchased a partial season subscription (2%) or a full season subscription (1%).

– Among all respondents, 42 percent returned to their Free Night theatre.

– This was true in all regions, with 27 percent in Utah to 64 percent in Wisconsin purchasing tickets to that theatre after visiting it at Free Night of Theater (see Figure 26). In 18 out of 28 regions, the number was 40 percent or higher. While return rates are not quite as high as last year, more regions were included in this analysis, and the results are still extremely positive.

Many, including non-traditional theatre participants and those in all regions, have attended live professional theatre since attending Free Night of Theater last October.

– In total, 78 percent of program participants have returned to a professional theatre since the event (see Figure 27).

– Over two-fifths of infrequent theatre attenders (0-2 theatre visits per year) have attended the theatre since Free Night of Theater (42%).

– Most younger audiences, 35 years old or younger (75%) and 35 to 44 years old (77%) have returned to a theatre.

– Most with lower to moderate household incomes under $50,000 (73%) and $50,000 to $99,000 (78%) have been back to a theatre.

Impact Of Free Night Of Theater On Theatregoing Since The 2008 Program

58

– Most non-whites (74%) have also returned to a theatre since the Free Night of Theater event.

– The number returning to professional theatre ranges from 46 percent in Oregon and Maine to 88 percent in New York City (see Figure 28).

Some theatres have voiced concerns that giving away free tickets will not motivate people to buy full price tickets in the future. Yet, of those going to the theatre after attending Free Night of Theater, many bought full price tickets.

– Two-fifths (40%) of ticket buyers typically purchased full price tickets when returning to the theatre while another 9 percent typically buy a subscription. The remaining 51 percent typically purchased some type of discounted ticket, either directly from the theatre such as a student or rush ticket (22%) or a discounted ticket from outside sources such as a half price tickets booth or Goldstar (29%) (see Figure 29).

A significant number of program participants are attending the theatre more than they did prior to participating in the Free Night of Theater program.

– Among all attenders, 34 percent say they attend theatre more since Free Night of Theater (see Figure 30), similar to last year.

– This is true in all regions, with from 22 percent in Utah to 43 percent in Dallas, Kansas City, North Carolina and Oregon attending more theatre (see Figure 31).

This increase in attendance includes participants in the traditional and non-traditional theatre audience. These include:

– Infrequent attenders (22% attend theatre more since Free Night of Theater) and more frequent attenders (39%) (see Figure 32)

– Younger participants including those who are 35 years old and under (32%) and 35 to 44 years old (34%), as well as participants who are 45 or older (35%)

Impact Of Free Night Of Theater On Theatregoing Since The 2008 Program

59

– Those with a lower/middle annual household income of under $50,000 (33%) and $50,000 to $99,000 (35%), and those who are more affluent making $100,000 or more (35%)

– Non-whites (38%) and whites (33%)

– Men (36%) and women (33%)

Free Night of Theater was directly responsible for the increased interest of many in attending the theatre.

– Over four-fifths (84%) participants who reported attending the theatre more since Free Night of Theater said their increased interest was because of the program (see Figure 33). This is almost identical to last year.

– Across regions, among those attending theatre more, from 68 percent in Wisconsin to 100 percent in Charleston, SC, Cleveland, Indianapolis, Maine and Utah say Free Night of Theater is responsible (see Figure 34).

Among those attending more theatre, Free Night of Theater influenced many of those in both traditional and non-traditional audience segments to do so.

– Among those attending theatre more often, infrequent attenders (93%) attend more due to Free Night of Theater as well as more frequent attenders (82%) (see Figure 35)

– Younger (81%), middle-aged (87%) and older (85%)

– Male (85%) and female (84%)

– Lower income (82%), middle income (86%), and highest income (86%)

– Non-white (87%) and white (83%)

Impact Of Free Night Of Theater On Theatregoing Since The 2008 Program

60

Figure 25: Respondents Returning To Venue Chosen For Free Night Of Theater After The Event Who Were First Time Visitors To That Theatre

32

4134 32

4133

2 22 2 1 2 1

0

20

40

60

80

100

Perc

ent

Had Not Previously Attended Theater Chosen for FNOT in 2006 (n=2353-2463)

Had Not Previously Attended Theater Chosen for FNOT in 2007 (n=1613-1693)

Had Not Previously Attended Theater Chosen for FNOT in 2008 (n=3350-3441)

Base: First time visitors to their Free Night theatre who personally used tickets they reserved to Free Night of TheaterQ.8: Since attending this particular theatre at the Free Night of Theater, have you:Note: Percentages shown represent those who answered “Yes.”

Bought individual tickets to go to this theatre again

Bought a partial season subscription to this theatre

Bought a full season subscription to this theatre

Returned to venue attended for Free Night of Theater (unduplicated)

61

Figure 26: Percent Of All Respondents Returning To Venue Chosen For Free Night Of Theater After The Event By Area

46

54

4541

39

49

36

52 49

41 4045 44

0

20

40

60

80

100

Perc

ent

Austin(n=123)

Atlanta(n=187)

Cinci-nnati

(n=81**)

Cleveland(n=78**)

DC(n=536)

Indian-apolis

(n=30**)

Kansas City

(n=67**)

LA(n=414)

62

(Continued on next page)

Baltimore(n=155)

Charleston, SC

(n=27**)

Chicago(n=377)

CT(n=109)

Dallas(n=292)

Base: Total respondents answering who personally used ticketsQ.8: Since attending this particular theatre for Free Night of Theater, have you: Bought individual tickets to go to this theatre again/Bought a partial season subscription to this

theatre/Bought a full season subscription to this theatre. Note: Percentages shown represent those answering “Yes” to at least one of the three attributes.**Warning: Small base

Figure 26: Percent Of All Respondents Returning To Venue Chosen For Free Night Of Theater After The Event By Area (Cont’d)

40 43 4137

4741

37 38 39

46

3235

38

27

64

0

20

40

60

80

100

Perc

ent

NJ(n=104)

NC(n=70**)

Oregon Festival(n=37**)

Philly(n=98**)

San Diego

(n=201)

Theatre Bay Area(n=531)

Theatre Puget Sound

(n=267)

WI(n=104)

63

Maine(n=35**)

NYState

(n=107)

Portland(n=142)

South Florida

(n=55**)

St. Louis(n=155)

Utah(n=64**)

Base: Total respondents answering who personally used ticketsQ.8: Since attending this particular theatre for Free Night of Theater, have you: Bought individual tickets to go to this theatre again/Bought a partial season subscription to this

theatre/Bought a full season subscription to this theatre. Note: Percentages shown represent those answering “Yes” to at least one of the three attributes.**Warning: Small base

NYC (n=583)

Figure 27: Percent Purchasing Tickets For Professional Theatre Since Free Night Of Theater By Segment

81 80 78

42

93

75 7782 81

7773

7885

7480

0

20

40

60

80

100

Perc

ent

Total 2006 (n=2663) Total 2007 (n=2650) Total 2008 (n=5048)Attended theater 2 or less times (n=1439) Attended theater 3 or more times (n=3589) 35 years or younger (n=1745)35-44 years old (n=1060) 45 years or older (n=2220) Male (n=1421)Female (n=3596) Earn less than $50K a year (n=1710) Earn $50K to $99K a year (n=1832)Earn $100K or more a year (n=1082) Non-white (n=1351) White (n=3601)

Base: Total respondents answering who personally used tickets they reserved to the Free Night of TheaterQ.9a: Excluding school performances, have you been to any live professional theatre since attending the Free Night of Theater last October?Note: Percentages represent those answering “Yes.”

0-2 theatre visits

3+ theatre visits

35 years

old and under

35-44 years old

45+ years or

older

Male Female Under $50K

$50-99K $100K+ WhiteNon-White

Total 2007

Total2006

64

Total 2008

Figure 28: Percent Purchasing Tickets For Professional Theatre Since Free Night Of Theater By Area

7778

74

63

8582

7679

7482

7378 80

0

20

40

60

80

100

Perc

ent

Austin(n=123)

Atlanta(n=187)

Cinci-nnati

(n=81**)

Cleveland(n=78**)

DC(n=536)

Indian-apolis

(n=30**)

Kansas City

(n=68**)

LA(n=416)

65

(Continued on next page)

Baltimore(n=155)

Charleston, SC

(n=27**)

Chicago(n=377)

CT(n=109)

Dallas(n=293)

Base: Total respondents answering who personally used ticketsQ.9a: Excluding school performances, have you purchased tickets to any live professional theatre since attending the Free Night of Theater last October? Note: Percentages shown represent those answering “Yes.” **Warning: Small base

Figure 28: Percent Purchasing Tickets For Professional Theatre Since Free Night Of Theater By Area (Cont’d)

46

81

88

76

64

46

7570 72

6973

79 80

55

78

0

20

40

60

80

100

Perc

ent

NJ(n=106)

NC(n=70**)

Oregon Festival(n=37**)

Philly(n=98**)

San Diego

(n=198)

Theatre Bay Area(n=533)

Theatre Puget Sound

(n=267)

WI(n=105)

66

Maine(n=35**)

NY State

(n=107)

Portland(n=142)

South Florida

(n=55**)

St. Louis(n=155)

Utah(n=64**)

Base: Total respondents answering who personally used ticketsQ.9a: Excluding school performances, have you purchased tickets to any live professional theatre since attending the Free Night of Theater last October? Note: Percentages shown represent those answering “Yes.” **Warning: Small base

NYC(n=582)

4952

40

13 11 9

38 37

22

NA NA

29

0

20

40

60

80

100

Perc

ent

2006 (n=2135) 2007 (n=2103) 2008 (n=3938)

Figure 29: Type Of Tickets Most Often Purchased Since Attending Free Night Of Theater

Base: Total respondents answering who personally used tickets and have purchased tickets since Free Night of TheaterQ.9b: For shows you have purchased tickets to since attending the Free Night of Theater, did you most often:

Purchase a discounted ticket directly from the theatre such as a student

or rush ticket

Purchase a full price ticket Attend as part of a subscription you purchased

67

Purchase a discounted ticket from an outside source such as a half price tickets booth, Goldstar, or

other discount source

Figure 30: Frequency Of Theatre Attendance After Participating In Free Night Of Theater

Base: Total respondents answering who personally used tickets they reserved to Free Night of TheaterQ.9c: Since the Free Night of Theater program last October, would you say you attend the theatre:Note: Balance of respondents answered “Not Sure.”

33 33 34

63 62 61

1 2 3

0

20

40

60

80

100

Perc

ent

2006 (n=2661) 2007 (n=2647) 2008 (n=5039)

More than I did before The same as I did before Less than I did before

68

Figure 31: Percent Attending Theatre More Often Since Attending Free Night Of Theater By Area

33

4137

33 33 3330 29

43

35

23

43

32

0

20

40

60

80

100

Perc

ent

Austin(n=123)

Atlanta(n=186)

Cinci-nnati

(n=82**)

Cleveland(n=77**)

DC(n=537)

Indian-apolis

(n=30**)

Kansas City

(n=68**)

LA(n=413)

69

(Continued on next page)

Baltimore(n=155)

Charleston, SC

(n=27**)

Chicago(n=376)

CT(n=108)

Dallas(n=292)

Base: Total respondents answering who personally used ticketsQ.9c: Since the Free Night of Theater program last October, would you say you attend the theatre: More than I did before.Note: Percentages shown represent those answering “More than I did before.” **Warning: Small base

Figure 31: Percent Attending Theatre More Often Since Attending Free Night Of Theater By Area (Cont’d)

26

3731

25

43 43

3328 28

40

25

39 37

22

36

0

20

40

60

80

100

Perc

ent

NJ(n=106)

NC(n=70**)

Oregon Festival(n=37**)

Philly(n=98**)

San Diego

(n=201)

Theatre Bay Area(n=530)

Theatre Puget Sound

(n=265)

WI(n=105)

70

Maine(n=35**)

NY State

(n=107)

Portland(n=142)

South Florida

(n=55**)

St. Louis(n=154)

Utah(n=64**)

Base: Total respondents answering who personally used ticketsQ.9c: Since the Free Night of Theater program last October, would you say you attend the theatre: More than I did before.Note: Percentages shown represent those answering “More than I did before.” **Warning: Small base

NYC(n=583)

Figure 32: Percent Attending Theatre More Often Since Attending In Free Night Of Theater By Segment

33 33 34

22

3932 34 35 36 33 33 35 35 38

33

0

20

40

60

80

100

Perc

ent

Total 2006 (n=2661) Total 2007 (n=2647) Total 2008 (n=5039)Attended theater 2 or less times (n=1440) Attended theater 3 or more times (n=3580) 35 years or younger (n=1747)35-44 years old (n=1061) 45 years or older (n=2208) Male (n=1420)Female (n=3590) Earn less than $50K a year (n=1706) Earn $50K to $99K a year (n=1832)Earn $100K or more a year (n=1081) Non-white (n=1350) White (n=3595)

Base: Total respondents answering who personally used tickets they reserved to the Free Night of Theater Q.9c: Since the Free Night of Theater program last October, would you say you attend the theatre: More than you did before.Note: Percentages represent those answering “More than you did before.” 71

0-2 theatre visits

3+ theatre visits

35 years

old and under

35-44 years old

45+ years or

older

Male Female Under $50K

$50-99K $100K+ WhiteNon-White

Total 2007

Total2006

Total 2008

Figure 33: Impact Of Free Night Of Theater On Increased Theatre Attendance Among Those Attending More Theatre

86 85 84

14 15 16

0 0 0

0

20

40

60

80

100

Perc

ent

2006 - Respondents who personally used tickets and attended theater more than before (n=869)2007 - Respondents who personally used tickets and attended theater more than before (n=869)2008 - Respondents who personally used tickets and attended theater more than before (n=1701)

Base: Total respondents answering who personally used tickets and attend theater more since Free Night of TheaterQ.9d: You say you attend the theatre more since the Free Night of Theater. Is this because:

Free Night of Theater interested me in attending more I just started going more, but the Free Night of Theater had nothing do with it

Don’t attend theatre more

72

Figure 34: Percent Attending Theatre More Because Of Free Night Of Theater By Area

79 78

97100

8278

100

9085

83

100

8388

0

20

40

60

80

100

Perc

ent

Austin(n=50**)

Atlanta(n=61**)

Cinci-nnati

(n=27**)

Cleveland(n=23**)

DC(n=190)

Indian-apolis(n=7**)

Kansas City

(n=29**)

LA(n=129)

73

(Continued on next page)

Baltimore(n=57**)

Charleston, SC

(n=9**)

Chicago(n=124)

CT(n=31**)

Dallas(n=125)

Base: Total respondents answering who have attended the Free Night of Theater and attended theatre more since Free Night of TheaterQ.9d: You say you attend the theatre more since the Free Night of Theater. Is this because: The Free Night of Theater interested me in attending more?Note: Percentages shown represent those answering “The Free Night of Theater interested me in attending more.” **Warning: Small base

Figure 34: Percent Attending Theatre More Because Of Free Night Of Theater By Area (Cont’d)

100

87

73

9397

88 88 8884 86

90 88

79

100

68

0

20

40

60

80

100

Perc

ent

NJ(n=38**)

NC(n=30**)

Oregon Festival(n=16**)

Philly(n=32**)

San Diego

(n=55**)

Theatre Bay Area(n=204)

Theatre Puget Sound

(n=96**)

WI(n=38**)

74

Maine(n=9**)

NY State

(n=27**)

Portland(n=40**)

South Florida

(n=22**)

St. Louis(n=38**)

Utah(n=14**)

Base: Total respondents answering who have attended the Free Night of Theater and attended theatre more since Free Night of TheaterQ.9d: You say you attend the theatre more since the Free Night of Theater. Is this because: The Free Night of Theater interested me in attending more?Note: Percentages shown represent those answering “The Free Night of Theater interested me in attending more.” **Warning: Small base

NYC(n=177)

Figure 35: Percent Attending Theatre More Free Night Of Theater By Segment

84

93

82 8187 85 85 84 82 86 86 87

83

0

20

40

60

80

100

Perc

ent

Total (n=1701) Attended theater 2 times or less (n=309) Attended theater 3 or more times (n=1389)35 years or younger (n=559) 35-44 years old (n=357) 45 years or older (n=777)Male (n=507) Female (n=1183) Earn less than $50K a year (n=555)Earn $50K to $99K a year (n=647) Earn $100K or more a year (n=380) Non-white (n=510)White (n=1164)

Base: Total respondents answering who have attended the Free Night of Theater and attend more since Free Night of TheaterQ.9d: You say you attend the theatre more since the Free Night of Theater. Is this because: The Free Night of Theater interested me in attending more?Note: Percentages shown represent those answering “The Free Night of Theater interested me in attending more.”

0-2 theatre visits

3+ theatre visits

35 years

old and under

35-44 years old

45+ years and

older

Male Female Under $50K

$50-99K $100K+ WhiteNon-white

Total

75