First Night 2014 Visitor Feedback Summary Report Intercept Interviews and Online Survey January 2014...
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First Night 2014Visitor Feedback
Summary Report
Intercept Interviews and Online SurveyJanuary 2014
N=765
An Analysis of Visitors’ Demographics and Feedback Regarding First Night 2014.
Pittsburgh Cultural TrustFirst Night 2014January 2014
Executive Summary● A total of 765 patrons (Intercept= 342; Online=423) responded to a survey during and after First
Night Pittsburgh 2014 on December 31, 2013. Where possible, the results from this survey are compared to benchmark surveys from previous festivals (Festival of Firsts 2013, N=275; and JazzLive 2013, N=1,107) where identical questions were asked.
● The overall conclusion from this research is that First Night draws a highly educated audience between the ages of 25-64 with a wide range of incomes. Most drive to the event, and many heard of it through word-of-mouth, online, email or news stories. On average, attendees stay for over three hours and spend about $150 during their visit, excluding hotel costs.
● Additional Insights Include:● Of those who attended this year’s event, over one-third (43%) had attended three or more previous events. ● Two-thirds (64%) feel this year’s event was better or the same as previous years.● Nearly all (87%) say they will “definitely” or “probably” return to future events.● Half enjoy the music (47%) and while one-third enjoy theatre (17%) or visual arts (15%).● The average group size was pairs (1.9). Most did not stay in a hotel during their stay.● Three-in-five dined downtown during First Night.● Quality of programming, performances, variety of programming and festival staff were the things attendees
liked best. Food offers the biggest opportunity for improvement.● Seven-in-ten noticed sponsors at the event. The most common sponsors noticed were Highmark, Dollar
Bank, Equitable and FedEx.
Slide 2
Slide 3
Respondent Profile2014
First Night(N=765)
2013 Festival of Firsts (N=275)
2013JazzLive
International(N=1,107)
< 19 3% 18% 3%
19 – 24 11% 31% 17%
25 – 34 16% 25% 16%
35 – 54 35% 14% 29%
55 – 64 22% 7% 24%
65+ 8% 1% 10%
Some high school 4% 6% 1%
High school graduate 8% 9% 6%
Some college 17% 37% 22%
College graduate 35% 27% 34%
Post graduate 28% 14% 31%
Business / trade 2% 1% 2%
Male 35% 35% 53%
Female 61% 61% 46%
2014 First Night
(N=765)
2013 Festival of Firsts (N=275)
2013JazzLive
International(N=1,107)
< $25,000 12% 27% 14%
$25,000 - $49,999 15% 16% 20%
$50,000 - $74,999 15% 15% 18%
$75,000 - $99,999 12% 8% 12%
$100,000 - $124,999 7% 5% 7%
$125,000+ 10% 9% 12%
Caucasian / White 80% 76% 66%
African American 8% 8% 24%
Asian 2% 6% 2%
Hispanic / Latino 3% 3% 2%
Native American 0% 1% 2%
Other 2% 3% 3%
Pittsburgh Cultural TrustFirst Night 2014January 2014
One Two 3 - 5 times More than 5 times0%
25%
50%
75%
100%
38%
9%
23% 20%
Slide 4
Festivals Attended
.
1 | How many times have you attended First Night Pittsburgh?
Base: 765
Pittsburgh Cultural TrustFirst Night 2014January 2014
Slide 5
Attendance Frequency and Length of Stay (Online Only)
Three-in-five (62%) visited the event one time on their most recent visit.Four-in-five (81%) spent three or more hours at the event.
2 | How many times did you visit the event on your most recent visit?3 | Approximately how much time did you spend at the event?
Base: 423
Pittsburgh Cultural TrustFirst Night 2014January 2014
Once Twice Three or more times
0%
25%
50%
75%
100%
62%
9%
23%
< 1 hour 1 - 2 hours 3 - 4 hours 5 hours or more
0%
25%
50%
75%
100%
7%11%
36%45%
Base: 423
Times Visited Length of Visit
Slide 6
Most Enjoyable Aspects
Music is the aspect that nearly half (47%) of attendees enjoyed most.
4 | What did you enjoy most about today’s Festival?
Pittsburgh Cultural TrustFirst Night 2014January 2014
Music
Theatre
Visual A
rts
Childre
n's acti
vities
Dance
ComedyM
agicFo
odOther
0%
25%
50%
75%
100%
47%
17% 15% 15% 13% 13% 11%7%
28%
Base: 765
Festival of Firsts: 39%* (N = 275)JazzLive 2013: 77% (N=1,107)
*For Festival of Firsts survey, the category read “Performance / Exhibit”
Slide 7
Source of Information
Word of mouth, online, email and news stories were the most common sources of information for First Night 2014.
3 | How did you hear about First Night 2014?
Pittsburgh Cultural TrustFirst Night 2014January 2014
Friend / Fam-ily
Online Email News story Print ad Brochure Radio ad Billboard Other0%
25%
50%
75%
100%
33%
23% 21% 20%12%
7% 7%3%
16%
Base: 765
Festival of Firsts: 9% (N = 275)JazzLive 2013: 45% (N=1,107)
Slide 8
Mode of Transportation
Personal vehicles are the most likely mode of transportation to First Night, with three-in-four using their own vehicle.
13 | How did you travel to the Festival?
Pittsburgh Cultural TrustFirst Night 2014January 2014
Personal v
ehicle
Public tr
anspora
tion (bus o
r T)
Walki
ng
Bus servi
ce (G
reyh
ound, Megabus,
etc.)
Bicycle Taxi
Train
Airplane
Other 0%
25%
50%
75%
100%
77%
16% 10%2% 1% 1% 0% 0% 2%
Base: 765
Festival of Firsts: 47% (N = 275)JazzLive 2013: 64% (N=1,107)
Slide 9
Overall Satisfaction Ratings (Online Only)
Quality of programming, performances, variety of programming and festival staff were the things attendees liked best. Food has the biggest opportunity for improvement.
5 | Please rate your satisfaction with the following aspects of the event. (If you did not participate in an activity, please leave it blank.)
Pittsburgh Cultural TrustFirst Night 2014January 2014
Food
On-site Festival communications
Advance Festival communications
Festival staff
Variety of programming (overall)
Performance / exhibit
Quality of programming (overall)
Overall experience
0 25 50 75 100
62.0
74.0
76.0
80.0
82.0
83.0
84.0
83.0
Not at all satisfied Very satisfied
Base: 765
Slide 10
Festival Improvements: Selected Comments (Online Only)
While much constructive feedback was offered, many attendees also had many positive things to say about First Night 2014.
6 | What could we improve about First Night Pittsburgh?
Pittsburgh Cultural TrustFirst Night 2014January 2014
● “Some of the shows are so difficult to get into see. Two years in a row we haven't been able to see any of the comedy. We LOVE LOVE LOVE this event, Pittsburgh is such a hidden treasure!”
● “This is the same thing I'd say last time I went: the maps/program listings are HARD to follow, and even harder to preplan my visit. I'd like to be able to pick a place to start, and map out what I want to see between there and my next event.”
● “By 11pm, I really wanted a coffee or a hot cocoa. The food trucks were closing up by then and the only place to get something hot to drink was the corner 7-11. By then, the 7-11 was overrun with customers and had a hard time keeping up with the demand.”
● “I would like to see more signage at stop in and visit venues. Suggestions of how to schedule your evening to see the most that is offer. For example, maybe a schedule of how to fit in some of the awesome shows and still work in some of the other art galleries.”
● “The parade flow. Attendees were just milling about the streets as they thought parade was over after the cars. There was about an 11 minute lull. CHAOS. Add more comedy. These shows fill up immediately and many are left out.”
Slide 11
Compare to Past Years (Online Only)
Two thirds believe this year’s event is the same or better than previous years.
19 | How do you feel this year's event compares to past First Night Pittsburgh events?20 | Why?
Pittsburgh Cultural TrustFirst Night 2014January 2014
Compare Event Selected Comments
This year is better; 30%
This year is about the same; 34%
This year is worse; 8%
No Re-sponse; 28%
Base: 423
● “Loved last year and this year, seemed like less people but by the time fireworks came out seemed about the same. Every year you seem to add a little more in the right direction. Keep up the good work!”
● “I enjoyed the shows. I enjoyed the ice maze.”● “Only so much time to see everything - all the
music venues seem to break at the same time, so there is down time between performances (vs overlapping times), which means only 2-3 activities can be attended in an evening. All the ones I attended were good.”
Slide 12
Why Not Attend / Future Attendance (Online Only)
Nearly half (46%) did not attend past events because the timing was bad or they did not know about the event. However, nearly all (87%) said they would “probably” or “definitely” attend future events.
21 | Why did you not attend past First Night events?23 | How likely are you to attend future First Night Pittsburgh events?
Pittsburgh Cultural TrustFirst Night 2014January 2014
Why Not Attend Attending Future Events
Timing w
as bad
for m
e
I wasn
't aware
of the e
vent
Wea
ther was
bad w
hen I w
anted
to go
Wasn
't inter
ested
in th
e pro
grams
Planned
to go
but didn't m
ake i
t
Could not afford
cost
to trav
elOther
0%
25%
50%
75%
100%
28%18% 16%
10% 8%1%
31%
Definitely Probably Not Sure Definitely Not0%
25%
50%
75%
100%
56%
31%
9%
2%
Base: 423 Base: 423
Slide 13
Noticing Sponsors (Online Only)
Nearly three-fourths of attendees noticed sponsors.
7 | Did you notice any sponsors at the event?8 | Which sponsors did you notice?
Pittsburgh Cultural TrustFirst Night 2014January 2014
Yes; 70%
No; 29%
No Response; 1%
Notice Sponsors Most Noticed Sponsors (A-Z)
Base: 423
● Dollar Bank● Equitable● FedEx● Giant Eagle● Highmark● KDKA● Pittsburgh Cultural Trust● PNC
Came specifically for the event; 23%
In town for another reason and decided to stop by; 2%
Came to visit the event and for other reasons also; 6%
No Response; 70%
Slide 14
If Out of Town, Reason for Attending (Online Only)
One-fourth of out of town visitors came specifically for the event.
12 | If you are an out-of-town visitor, why did you attend the event?
Pittsburgh Cultural TrustFirst Night 2014January 2014
Base: 423
Slide 15
Group Size
On average, attendees came in pairs to First Night. Two thirds did not have children with them.
9 | Including yourself, how many people were in your group that attended the Festival?10 | Did you bring any children with you to the event?
Pittsburgh Cultural TrustFirst Night 2014January 2014
First Night 20140.0
1.0
2.0
3.0
4.0
5.0
1.9
No Age 2 or under
Age 3 - 4 Age 5 - 7 Age 8 - 10 Age 11 - 13
High school age
0%
25%
50%
75%
100%
67%
2% 2%6%
11% 14% 14%
Group Size Bring Children
Base: 765 Base: 423
Festival of Firsts: 5.7 (N = 275)JazzLive 2013: 2.9 (N=1,107)
Number of Nights Stayed (Mean)
Number of Rooms Used (Mean)0
1
2
3
4
5
1.3 1.5
Yes; 17%
No; 81%
No Response; 2%
Slide 16
Hotel Usage
Most did not stay in a hotel during their visit at First Night.
14 | Are/will you stay in a hotel as a result of attending the Festival of Firsts? 15a | How many nights?15b | How many rooms did you use?
Stay in Hotel Nights and Rooms
Base: 130
Base: 765
Pittsburgh Cultural TrustFirst Night 2014January 2014
NIGHTSFestival of Firsts: 1.5 (n = 14)JazzLive 2013: 2.3 (n=122)
ROOMSFestival of Firsts: 1.6 (n = 14)JazzLive 2013: 1.2 (n=122)
Number of Times Dining Downtown (Mean)0
1
2
3
4
5
1.7Yes; 61%
No; 37%
No Response; 2%
Slide 17
Dining Downtown
Three-in-five dined downtown during First Night 2014. On average, patrons dined more than once during their visit.
16 | Did you or will you dine downtown as a result of attending the Festival of Firsts?17 | How many times?
Dine Downtown How Many Times
Base: 470
Base: 765
Pittsburgh Cultural TrustFirst Night 2014January 2014
Festival of Firsts: 1.5 (n = 99)JazzLive 2013: 2.1 (n=753)
Hotel Shopping Food / Beverage Recreation (not for Festival) Transportation Other$0
$100
$200
$300
$400
$500
$139
$29
$72
$32$19 $16
$464
$68$54
$35 $29$45
$296
$88 $77 $75
$34
$69
Slide 18
Average Money Spent
Excluding hotel costs, attendees of First Night spent on average $168, while Festival of Firsts and JazzLive attendees spent on average over $200 and $300, respectively.
18 | What is the total amount you will spend on each during your visit?
First Night 2014: $168 (N = 765)Festival of Firsts: $231 (N = 275)JazzLive 2013: $343 (N=1,107)
Pittsburgh Cultural TrustFirst Night 2014January 2014