Pittsburgh International Children’s Festival 2014 Visitor Feedback Summary Report
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Transcript of Pittsburgh International Children’s Festival 2014 Visitor Feedback Summary Report
Pittsburgh International Children’s Festival 2014
Visitor FeedbackSummary Report
Intercept Interviews and Online SurveyJune 2014
N=461
An Analysis of Visitors’ Demographics and Feedback Regarding P.I.C.F. 2014.
Executive Summary● A total of 461 patrons responded to a survey during and after Pittsburgh International Children’s
Festival in June 2014. 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 Pittsburgh International Children’s Festival draws a highly educated audience between the ages of 19-64, with more then half those attendees being higher income families. Most drive to the event (79%), and many heard of it through word-of-mouth, online, email or news stories. On average, attendees stay for over three to four hours and spend about $150 during their visit, including hotel costs.
● Additional Insights Include:● Of those who attended this year’s event, over one-third (37%) had attended three or more previous events. ● Almost two-thirds (30%) feel this year’s event was better or the same as previous years.● Four-fifths (80%) say they will “definitely” or “probably” return to future events.● Almost two-thirds (61%) enjoy children’s activities while one-fourth enjoy theatre (27%) or music (16%).● A larger majority of people (83%) came in a group of at least 3 or more. Most did not stay in a hotel during
their stay.● Performances/exhibits, variety of programming and quality of programming were the things attendees liked
best. Food offers the biggest opportunity for improvement.● PNC (34%) and Giant Eagle (15%) were the two most noticed sponsors at the event.
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Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Slide 3
Respondent Profile
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
2014 Pitt Int.
Children’s(N=461)
2013 Festival of Firsts (N=275)
2013JazzLive
International(N=1,107)
< 19 0% 18% 3%
19 – 24 3% 31% 17%
25 – 34 34% 25% 16%
35 – 54 50% 14% 29%
55 – 64 7% 7% 24%
65+ 3% 1% 10%
Some high school 1% 6% 1%
High school graduate 6% 9% 6%
Some college 13% 37% 22%
College graduate 28% 27% 34%
Post graduate 39% 14% 31%
Business / trade 2% 1% 2%
Male 24% 35% 53%
Female 73% 61% 46%
2014 Pitt Int.
Children’s(N=461)
2013 Festival of Firsts (N=275)
2013JazzLive
International(N=1,107)
< $25,000 7% 27% 14%
$25,000 - $49,999 13% 16% 20%
$50,000 - $74,999 16% 15% 18%
$75,000 - $99,999 13% 8% 12%
$100,000 - $124,999 11% 5% 7%
$125,000+ 19% 9% 12%
Caucasian / White 77% 76% 66%
African American 10% 8% 24%
Asian 4% 6% 2%
Hispanic / Latino 2% 3% 2%
Native American 0% 1% 2%
Other 2% 3% 3%
One Two 3 - 5 times More than 5 times0%
25%
50%
75%
100%
45%
18%
27%
10%
Slide 4
Festivals Attended
.
1 | How many times have you attended Pittsburgh International Children’s Festival?
Base: 461
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Almost half (45%) have attended the Pittsburgh International Children’s Festival only once.
Slide 5
Attendance Frequency and Length of Stay (Online Only)
Over three quarters (76%) visited the event one time on their most recent visit.About half (46%) 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: 87Base: 87
Times Visited Length of Visit
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Once Twice Three or more times0%
25%
50%
75%
100%
76%
16%
5%
Online
< 1 hour 1 - 2 hours 3 - 4 hours 5 hours or more
0%
25%
50%
75%
100%
3%
21%
46%
28%
Online
Children's activ-ities
Theater Visual Arts Music Comedy Dance Food Magic Other0%
25%
50%
75%
100%
61%
27%
16% 16%12%
8% 6% 5%
14%
Slide 6
Most Enjoyable Aspects
The majority enjoyed the children’s activities the most out of all the festival’s aspects.
4 | What did you enjoy most about today’s Festival?
Base: 461
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Slide 7
Source of Information (Intercept Only)
Word of mouth, brochure, online and email stories were the most common sources of information for Pittsburgh International Children’s Festival 2014.
3 | How did you hear about International Children’s Festival 2014?
Base: 374
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Friend / family (word-of-mouth)
Brochure Online Email Print ad News story Billboard Radio ad Other0%
25%
50%
75%
100%
30%
24%20%
17%
11%
5% 4%0%
22%
Personal
vehicle
Public tra
nsportation (b
us or T
)
Walking
Bus serv
ice (G
reyhound, M
egab
us, etc.
)
Bicycle Tax
iTra
in
Airplan
eOther
0%
25%
50%
75%
100%
79%
15%7%
1% 1% 0% 0% 0% 2%
Slide 8
Mode of Transportation
Personal vehicles are the most likely mode of transportation to the festival.
13 | How did you travel to the Festival?
Base: 461
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Overall experience
Performance / exhibit
Variety of programming (overall)
Quality of programming (overall)
Festival staff
Advance Festival communications
On-site Festival communications
Food
0 25 50 75 100
67.3
80.2
75.9
75.6
75.0
72.1
68.5
51.1
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Overall Satisfaction Ratings (Online Only)
Quality of performance/exhibit received the highest rating by attendees.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.)
Not at all satisfied Very satisfied
Base: 461
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Slide 10
Compare to Past Years (Online Only)
Many attendees complained about the location, although they enjoyed the variety and quality of the festival’s performances.
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Compare Event Selected Comments● “Nothing was open for us to go to have a nice
lunch or dinner... went to subway.”● “I thought it being in Schenley Park last year was
more kid and family friendly.”● “Well, the events themselves (including the
excellent free music playing) were fantastic. However, the downtown location was worse and the main festival area felt very cramped.”
● “We love downtown, but the Oakland location was a better overall setting for the festival.”
This year is worse; 39%
I have never attended the festival before.; 26%
This year is about the same; 20%
This year is better; 10%
No Response; 5%
19 | How do you feel this year's event compares to past Pittsburgh International Children's Festival events?20 | Why?
Slide 11
Festival Improvements (Online Only)
Many of the people who attended believed that the Oakland location for the festival would have been a much better selection then downtown.
Compare Event Selected Comments
Base: 87
● “Don't have it downtown! Parking was awful and too expensive.”
● “Having it downtown was very challenging, especially with parking. Signs for events were hard to see.”
● “I would like a better schedule published on website showing dates, times of performances, and children's activities.”
● “I would maybe add another show for children in the 2-3 year range. Otherwise it is a wonderful event.”
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Change Location; 57%
Clearer Signs/Di-
rections; 9%
More Seating &
Food Choices;
14%
Stick to Sched-
ules; 9%
Other; 11%
6 | What could we improve about Pittsburgh International Children’s Festival?
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Why Not Attend / Future Attendance (Online Only)
A quarter of participants did not attend past events because they were not aware of them. However, nearly all (80%) said they would “probably” or “definitely” attend future events.
21 | Why did you not attend past International Children’s Festival events?23 | How likely are you to attend future International Children’s Festival Pittsburgh events?
Why Not Attend Attending Future Events
Base: 87 Base: 87
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
I wasn
't aware
of the e
vent
Timing w
as bad
for m
e
Planned
to go
but didn't m
ake it
Weather
was bad
when I w
anted
to go
Wasn't i
nterest
ed in
the p
rogra
ms
Could not afford co
st to tra
vel to
even
tOther
0%
25%
50%
75%
100%
25%16%
6% 5% 3% 1%14%
Definitely Probably Not Sure Definitely Not No Response0%
25%
50%
75%
100%
52%
28%
15%
2% 3%
Slide 13
Noticing Sponsors (Online Only)
PNC and Giant Eagle were the most noticed sponsors at the festival.
7 | Did you notice any sponsors at the event?8 | Which sponsors did you notice?
Notice Sponsors Most Noticed Sponsors (A-Z)
Base: 423
● CitiPark● Cultural Trust● Cyber● EQT● Giant Eagle● Museums (Children’s, Warhol,
Carnegie)● PNC
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
PNC; 34%
Giant Eagle; 15%
EQT; 13%CLO; 4%
Cultural Trust; 7%
CitiPark; 5%
Cyber; 4%
Museums (Children's,
Warhol); 8%
Aviary; 2%Other; 6%
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If Out of Town, Reason for Attending (Online Only)
Most (94%) 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?
Base: 16
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Came specif -ically for the event; 94%
In town for another reason and decided to stop by; 6%
One Two Three Four Five or more0%
25%
50%
75%
100%
2%
13%
29%26% 28%
Slide 15
Group Size
On average, attendees of the Pittsburgh International Children’s Festival came in groups of three or more. 70% had kids ages 8-10 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?
Group Size Bring Children
Base: 461 Base: 461
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
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%
2%
33%
48%
60%
70%
4%0%
Yes; 2%
No; 95%
No Response; 3%
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Hotel Usage
Most did not stay in a hotel during the festival.
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: 7
Base: 461
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Number of Nights Stayed (Mean) Number of Rooms Used (Mean)0
1
2
3
4
5
2.61.7
Slide 17
Dining Downtown
The split between those who dined downtown (51%) and those who didn’t (46%) was almost even.
16 | Did you or will you dine downtown as a result of attending the Pittsburgh International Children’s Festival?17 | How many times?
Dine Downtown How Many Times
Base: 237
Base: 461
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Yes; 51%No; 46%
No Response; 3%
Number of Times Dining Downtown (Mean)0
1
2
3
4
5
1.3
Slide 18
Average Money Spent
Attendees of the Pittsburgh International Children’s Festival spent the most money on hotel and food/beverage.
18 | What is the total amount you will spend on each during your visit?
Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014
Hotel Food / Beverage Shopping Recreation (not for Festival)
Transportation Other0
25
50
75
100
$56
$34
$17$13 $11
$19
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Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014