artomatic 2009 survey final

1 SocialCompact| www.socialcompact.org

Artomatic 2009 Visitor Survey

Conducted by Social Compact for Artomatic

June, 2010


OverviewArtomatic 2009 Visitor Survey

The data in this presentation were collected from online survey questions distributed in two ways: • To a random sample of visitors on site at Artomatic 2009• Through a link on the official Artomatic website, and through

the NewsletterPeriod: June 12, 2009 through July 30, 200942 questionsA total of 1,375 responses from 76,000 Artomatic visitors and participants


Artomatic Visitors Demographics


43.8%

56.2%

Male Female

Visitors Gender Artomatic 2009 Visitor Survey

Highlights: Gender Distibution:

• 56.2% of the Artomatic Visitor Survey respondents were female

• The female to male ratio at Artomatic was slightly higher than the:

• National average:50.7%• DC Area average: 52.7%

Source: U.S. Census Bureau, http://quickfacts.census.gov/qfd/states/11000.html


5.8%

64.2%

26.3%

2.7% 1.0%

Under 18 18-44 45-64 65 or older Decline to answer

Visitors AgeArtomatic 2009 Visitor Survey

Highlights: Age Distibution:

• The majority (64%) of the survey respondents were in the age group 18-44

• 49% of them were between 25- 34• 25% were between 18-24 • 26% were between 35-44

• About ¼ of the total respondents were in the age group 45-64

• Only 2.7% of Artomatic visitors were persons 65 years old and over, compare to a DC average of 11.9%, and a national average of 12.8%

Source: U.S. Census Bureau, http://quickfacts.census.gov/qfd/states/11000.html


Visitors EducationArtomatic 2009 Visitor Survey

Highlights: Education:

• Artomatic 2009’s visitors were on average highly educated, most survey respondents had some form of higher education degree (80%)

• About 14% of respondents had some college education or an Associates degree

4.19%13.72%

80.23%

1.86%0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

High school or less

Some college or associates

degree

Undergraduate or graduate

degree

Other (please specify)


Visitors Employment StatusArtomatic 2009 Visitor Survey

Highlights: Employment:

• 75% of Artomatic 2009 visitors were either self-employed or employed by someone else

• 24% of those were self-employed• 76% of those were employed by

someone else• 12% were students

75.3%

2.6% 4.3%

12.2%

5.6% Full-time employed

Homemaker or stay-at-home parent

Retired

Student

Unemployed or disabled


Visitors OccupationArtomatic 2009 Visitor Survey

Highlights: Occupation:

• Artomatic 2009 visitors’ occupations were similarly distributed among the following sectors:

• Business: 22%• Government & Education: 18%• Other: 21%• Arts: 15%• Non-profit: 11%• Student: 9%

15.0%22.4% 17.9%

1.2%11.2%

21.0%

2.4%8.8%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%


33.3%

12.5%

41.7%

12.5%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Primary/middle school

Highschool College or university

Part-time

33.3%

12.5%

41.7%

12.5%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Primary/middle school

Highschool College or university

Part-time

What kind of Educator are you?Artomatic 2009 Visitor Survey

Highlights: Educators:

• The survey respondents who work in Education reported to be employed at:

• College or university: 41.7%• Primary/middle school: 33.3%• High school: 12.5%• Part-time: 12.5%among the


10.3% 9.2%

34.3%28.4%

17.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

< $35,000 $35,000 -$49,999

$50,000 -$99,999

> $100,000 Decline to answer

10.3% 9.2%

34.3%28.4%

17.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

< $35,000 $35,000 -$49,999

$50,000 -$99,999

> $100,000 Decline to answer

What is your household income?Artomatic 2009 Visitor Survey

Highlights: Household Income:

• About a third of survey respondents reported their household income to be between $50K and $99k

• 28% of respondents have a household income of more than $100K


Own a house, 42.9%

Own a condo, 10.6%

Rent an apartment or

condo or house, 31.8%

Other (homeless),

0.7%

Dorm, 1.4%

Rent a room (group home,

etc.), 3.5%

Live at home (rent free),

9.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Own a house, 42.9%

Own a condo, 10.6%

Rent an apartment or

condo or house, 31.8%

Other (homeless),

0.7%

Dorm, 1.4%

Rent a room (group home,

etc.), 3.5%

Live at home (rent free),

9.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Do you own/rent?Artomatic 2009 Visitor Survey

Highlights: Living Situation:

• 42% of survey respondents own a house• 32% rent an apartment, condo or house• 11% own a condo• 9% live at home• 1.4% live in a dorm


DC35%

MD29%

VA28%

DC MD VA PA

NY CA NC NJ

FL IL CT MA

TX LA MO TN

WA WV Colombia GA

IN KY MI MN

MS NE New Zealand OH

OK OR Puerto Rico WI

ZIP CodesArtomatic 2009 Visitor Survey

Highlights: Distribution by State:

• 93% of survey respondents who shared their ZIP code were from either DC, VA or MD

• A total of 32 different states/countries were represented in this survey


Getting to Artomatic


50.4%

1.8%

62.8%

2.7% 3.4%8.2%

1.5%0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Car Taxi Metro Bus Bike Walked Other (please specify)

What mode(s) of transportation did you use to get to Artomatic 2009?


Highlights: Method of Transportation:

• Half of the survey respondents reported traveling by car

• Most Artomatic visitors (63%) traveled to the event by Metro

• A back of the envelope calculation shows that Artomatic contributed to:

• 63% of 76,000 visitors x $2.50 for an average Metro ride= $119, 000 incremental revenue for WMATA


Is Metro Accessibility Important?Artomatic 2009 Visitor Survey

Highlights: Metro Accessibility:

• For the majority (76%) of Artomatic visitors Metro Accesibility is important

75.46%

24.54%

Yes No


87.7%

12.3%

Yes No

Did you come with friends or family?Artomatic 2009 Visitor Survey

Highlights: Friends or Family:

• Most Artomatic visitors came with their friends or family


At Artomatic and Beyond


75.8%

12.6%21.5%

6.4%

21.0%11.6% 7.0%

29.9%39.7%

10.5%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

What drew you to Artomatic 2009?Artomatic 2009 Visitor Survey

Highlights: Reasons for Visit:

• The majority (76%) of Artomatic visitors were drawn to the event by the Visual Arts

• 30% were there to support a friend, and about 40% visited to “just browse”


18.0%10.1% 4.0% 2.9%

10.6%

65.4%

5.4%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

What Artomatic activities did you attend? Artomatic 2009 Visitor Survey

Highlights: Activities Attended:

• Most visitors (65.4%) did not attend any activities

• The most popular activity among visitors who attended one was “Meet the Artists Night”, visited by 18.0% of survey respondents

• The second most attended activities were the Workshops


2.5%

50.4% 47.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

None Once More than once

How many times did you visit Artomatic 2009? Artomatic 2009 Visitor Survey

Highlights: Times Visited:

• 50.4% of survey respondents were one-time visitors

• 47.2% visited Artomatic more than once


22.7%

25.5%

14.1%

51.9%

43.1%

23.8%

Weekday afternoons Weekday evenings Weekday nights

Weekend afternoons Weekend evenings Weekend nights

Which time of the week did you visit Artomatic?Artomatic 2009 Visitor Survey

Highlights: Time of Week:

• About half of the survey respondents visited Artomatic visitors on a weekend afternoon

• 43.1% visited on a weekend evening• 25.5% visited on a weekday night


56.3%

43.7%

Yes No

Do you think it’s important for Artomatic to be open on weekdays during the day?


Highlights: Open Weekdays:

• 56% of visitors think that it’s important that Artomatic is open during the day on weekdays


How many floors did you visit?Artomatic 2009 Visitor Survey

Highlights: Floors Visited:

• About half of the survey respondents visited 3 or more floors

• Almost 40% visited all floors• Only 6% visited only 1 -2 floors

39.8%

6.3%

53.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

All 1 to 2 floors 3 or more floors


37.6%

56.1%

6.3%

Less than 2 hours 3 to 5 hours More than 5 hours

On average, how much time did you spend as a visitor at Artomatic 2009 on each visit?


Highlights: Time Spent:

• 56.1% of the survey respondents spent 3 to 5 hours at Artomatic

• 37.6% spent more than 5 hours• 6.3% spent less than 2 hours


88.6%

8.5%

2.9%

High or very high Average Low or very low

How do you rate Artomatic 2009?Artomatic 2009 Visitor Survey

Highlights: Visitor Rating:

• The majority (88.6%) of Artomatic 2009 visitors gave the event a “High” or “Very High” rating

• Only 2.9% of visitors rated the event as “Low” or “Very Low”


16.4%

0.9%

21.0%

51.9%

9.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Too big Too small Adequate Perfect Other (please specify)

How would you rate the size of Artomatic 2009?Artomatic 2009 Visitor Survey

Highlights: Size Rating:

• More than half (52%) of the visitors considered the size of Artomatic 2009 “Perfect”

• 21% considered it “Adequate”• 17% thought it was “Too big”• Fewer than 1% of respondents thought it was

“Too small”


91.6%

1.4%7.0%

Yes No Not sure/Do not know

91.6%

1.4%7.0%

Yes No Not sure/Do not know

Would you attend future Artomatic events?Artomatic 2009 Visitor Survey

Highlights: Future Attendance:

• 91.6% of Artomatic 2009 visitors said that they would attend future Artomatic events

• About 7% were not sure/didn’t know• Only 1.4% said that they would not attend a

future event


In which year(s) did you attend Artomatic?Artomatic 2009 Visitor Survey

Highlights: Artomatic Through the Years:

• Almost half (47.4%) of the respondents to the Visitor Survey attended Artomatic 2009

• About 20% attended Artomatic 2008

1.7% 5.8% 7.2% 8.0% 10.5%19.4%

47.4%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%


23.0%22.0%13.0%

21.5%24.0%18.4%

41.4%

20.7%12.8%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

What suggestions do you have for future programming during Artomatic?


Highlights: Programming Suggestions:

• 41% suggested closer access to local restaurants, coffee shops ,etc

• 24% suggested better outreach programs• 23% suggested better networking events• 22% suggested additional workshops• 22% suggested exhibit tours


43.7%

15.1%6.4% 5.2% 5.6% 1.9%

10.1% 12.1%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Noti

ce fr

om

parti

cipa

nt/f

rien

d/w

orth

of …

Inte

rnet

Art

omati

c e-

new

slett

er

Flye

rs

Ads

TV/R

adio

New

s co

vera

ge (n

ewsp

aper

, bl

ogs,

etc

.)

Oth

er (P

leas

e sp

ecify

)

43.7%

15.1%6.4% 5.2% 5.6% 1.9%

10.1% 12.1%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Noti

ce fr

om

parti

cipa

nt/f

rien

d/w

orth

of …

Inte

rnet

Art

omati

c e-

new

slett

er

Flye

rs

Ads

TV/R

adio

New

s co

vera

ge (n

ewsp

aper

, bl

ogs,

etc

.)

Oth

er (P

leas

e sp

ecify

)

How did you hear about Artomatic 2009?Artomatic 2009 Visitor Survey

Highlights: Sources of Information:

• Most visitors (44%) heard about Artomatic from a friend, participant, or word of mouth

• Around 15% heard about the event through the Internet, while about 10% found out about Artomatic through news coverage


89.5%

3.6% 2.0%

20.1%

2.9% 5.1% 5.9%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Did you visit the Artomatic 2009 websites?Artomatic 2009 Visitor Survey

Highlights: Online Presence:

• The majority (89.5%) of the survey respondents had visited the official Artomatic website at some point during the event

• 20.1% reported to have visited the Artomatic 2009 Facebook page


Merchandising at Artomatic 2009


29.4%

14.7%

34.3%

7.7% 6.3% 7.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Under $50 $51 to $100

$101 to $500

$501 to $1,000

$1,000 or more

Prefer not to answer

10.9%

89.1%

Yes No

Did you buy Art at Artomatic?Artomatic 2009 Visitor Survey

Bought Art: Spent on Art:

• 10.9% of survey respondents said that they bought art at Artomatic 2009

• About a third of the visitors who bought art, spent under $50, another third spent $101 to $500


24.7%

75.3%

Yes No

47.9%

52.1%

Yes No

Did you visit the Artomatic Store?Artomatic 2009 Visitor Survey

Visited: Made a Purchase:

• About 48% of survey respondents visited the Artomatic 2009 store

• A quarter of those who visited the store made a purchase


50.8%

3.8%

28.1%

17.3%

Did not know it was there Could not find it

Was not interested Other (please specify)

Why did you not visit the Artomatic store?Artomatic 2009 Visitor Survey

Highlights: Reasons for Not Visiting Store:

• Out of the respondents who did not visit the Artomatic store, the majority (51%) said that they did not know it was there

• 28% were not interested in the store• 3.8% said they could not find the store


2.6%

14.1%2.1%1.0%

2.1%3.1%

2.1%3.1%

1.6%1.0%

8.9%11.5%

3.6%0.0%

0.5%1.0%

12.5%

47.4%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Art

Bag

Book

Brac

elet

Butt

ons

Cap

Post

card CD

Food

Jew

elry

Mug

Peep

s

Pin

Post

er

Raffl

e Ti

cket

Soda

Stick

er

T-sh

irt

What did you purchase at the Artomatic store?Artomatic 2009 Visitor Survey

Highlights: Items Purchased:

• The most popular items at the Artomatic store were T-shirts

• Other items that were frequently purchased were stickers, tote bags, mugs, and Peeps


50.9%

6.8%

42.3%

Was not interested in merchandise

Too expensive

Other (please specify)

Why did you not make a purchase at the Artomatic store?


Highlights: Reasons for No Purchase:

• Out of the 75% of Artomatic store visitors who did not make a purchase, 51% cited that they were not interested in the merchandise

• About 7% said it was too expensive


21.8%

39.6% 45.4% 45.7% 41.7%

22.9% 26.2%33.1%

23.6%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

What would you like to see at the Artomatic Store next year?


Highlights: Store Items:

• The items most requested by survey respondents for the Artomatic 2010 store are:

• Postcards of art at Artomatic (46%)• Courier/shoulder bags (45%)• T-shirts (42%)• Planners/notebooks (40%)• Snacks (33%)


29.5%

19.2% 21.5%28.8%

4.7%

31.8%

17.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Beer Wine Sodas Water Red Bull None Other (please specify)

Which of the following did you consume at Artomatic?


Highlights: On Site Consumption:

• 68% of survey respondents consumed a beverage at Artomatic 2009

• The most popular beverages were:• beer (30%)• water (29%)• soda (22%)• wine (19%)• Red Bull (5%)

• 32% reported to not have consumed any beverages on site of the event


44.5%

12.3%

43.2%

Yes No It's irrelevant

Would more opportunities to purchase food make you more likely to attend Artomatic events?


Highlights: Importance of Food:

• 43% of survey respondents think that opportunities to purchase food are irrelevant to their likelihood to attend Artomatic events

• 45% responded that food would make them more likely to attend Artomatic events


30.1%

48.8%

69.9%

17.3%

0.0%

33.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Had visited before Likely to visit in the future

Yes No Not sure

Had you visited/are you likely to visit businesses near the Artomatic site?


Highlights: Visits to Local Businesses:

• Before attending Artomatic, 70% of respondents had not visited any businesses near the site

• After attending Artomatic, 49% of survey respondents said they are likely to visit businesses near the site (to shop, eat, look for housing or office space)


Social Compact738 7th St., SE, Washington, DC 20003

[email protected]

Analysis and Presentation by Mila Adamova


June, 2010

artomatic 2009 survey final

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