Festival of Firsts Visitor Feedback

Summary Report

Intercept Interviews and Online SurveyJune 2013

N=275

An Analysis of Visitors’ Demographics and Feedback Regarding the 2013 Festival of Firsts.

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Executive Summary● A total of 275 patrons responded to on-site intercept interviews during the Pittsburgh Festival of

Firsts (September 27, 2013). The results from this survey are compared to benchmark surveys from previous festivals where identical questions were asked.

● The overall conclusion from this research is that the Festival of Firsts draws a moderately educated, low-income audience between the ages of 19-34. Most walk or drive to the Festival, and many heard of it through online, print or radio news stories. On average, attendees spend about $200 during their visit, excluding hotel costs.

● Additional Insights Include:● Of those who attended this year’s Festival, many did not report having attended a previous festival.● Two-in-five enjoy the performers (39%) and the audience/atmosphere (40%) the most at the Festival of

Firsts.● The average group size was nearly a half dozen. Most did not stay in a hotel during their stay.● One-third dined downtown during the Festival of Firsts.

Slide 2

Slide 3

Respondent Profile2013 Festival

of Firsts (N=275)

Benchmark

< 19 18% 3%

19 – 24 31% 17%

25 – 34 25% 16%

35 – 54 14% 29%

55 – 64 7% 24%

65+ 1% 10%

Some high school 6% 1%

High school graduate 9% 4%

Some college 37% 12%

College graduate 27% 25%

Post graduate 14% 19%

Business / trade 1% 1%

Male 35% 37%

Female 61% 54%

2013 Festival of Firsts (N=275)

Benchmark

< $25,000 27% 14%

$25,000 - $49,999 16% 20%

$50,000 - $74,999 15% 18%

$75,000 - $99,999 8% 12%

$100,000 - $124,999 5% 7%

$125,000+ 9% 12%

Caucasian / White 76% 72%

African American 8% 4%

Asian 6% 1%

Hispanic / Latino 3% 0%

Native American 1% 2%

Other 3% 21%

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Slide 4

Festivals Attended

Significantly more attended 2013 than previous festivals.

1 | Which Festival of Firsts have you attended?

Festival of Firsts 2013 Festival of Firsts 2008 Festival of Firsts 2004 I have never attended 0%

25%

50%

75%

100%

86%

4% 4% 10%

Base: 275

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Slide 5

Most Enjoyable Aspects

Two-in-five enjoy the performers and the audience/atmosphere the most at the Festival of Firsts.

2 | What did you enjoy most about today’s Festival?

Audience/Atmosphere Performers Venue Music Other0%

25%

50%

75%

100%

40% 39%

17% 16%

29%36%

21%

77%

30%

Festival of Firsts 2013 (N=275)

Benchmark (N=1,107)

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Slide 6

Source of Information

Print, radio and news are the most heard, seen or read outlets for the Festival of Firsts.

3 | How did you hear about the Festival of Firsts?

Print ad Radio ad News story Email Friend/family (word-of-mouth)

Billboard Other Brochure Website0%

25%

50%

75%

100%

39%

30%

20%15%

9% 8% 7%5%

1%

0.180.12

0.45

0.16

0.24

Festival of Firsts 2013 (N=275)

Benchmark (N=1,107)

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Slide 7

Mode of Transportation

Personal vehicles, walking and public transportation are the most used transportation methods to travel to all festivals. Respondents were twice as likely to have walked to the Festival of Firsts than the benchmark.

4 | How did you travel to the Festival?

Personal vehicle Walking Public transit (bus or T)

Bicycle Bus service (Greyhound,

Megabus, etc.)

Taxi Train Airplane0%

25%

50%

75%

100%

47%

31%

16%5% 3% 2% 1% 0%

59%

13%17%

6% 3% 0% 0% 1%

Festival of Firsts 2013 (N=275)

Benchmark (N=3,400)

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Festival of Firsts 2013 Benchmark0

2

4

6

5.7

3.0

Slide 8

Group Size

The average group size was a half dozen.

5 | Including yourself, how many people were in your group that attended the Festival?

Festival of Firsts 2013 (N=275)

Benchmark (N=1,107)

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Number of Nights Stayed (Mean) Number of Rooms Used (Mean)0

1

2

3

4

5

1.5 1.6

Yes; 5%

No; 92%

No Response; 3%

Slide 9

Hotel Usage

Most did not stay in a hotel during their stay for any festival.

6a | Are/will you stay in a hotel as a result of attending the Festival of Firsts? 6b | How many nights?6c | How many rooms did you use?

Yes; 11%

No; 89%

Stay in Hotel Nights and Rooms

Base: 1,107

Number of Nights Stayed (Mean)

Number of Rooms Used (Mean)0

1

2

3

4

5

2.31.2

Base: 14

Base: 118

Base: 275

Festival of Firsts

Benchmark

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Number of Times Dining Downtown (Mean)0

1

2

3

4

5

1.5

Yes; 36%

No; 64%

Slide 10

Dining Downtown

One-third (36%) dined downtown during the Festival of Firsts.

7a | Did you or will you dine downtown as a result of attending the Festival of Firsts?7b | How many times?

Dine Downtown How Many Times

Yes; 68%

No; 31%

Benchmark

Base: 1,107

Number of Times Dining Downtown (Mean)0

1

2

3

4

5

2.1

Base: 99

Base: 275

Base: 749

Festival of Firsts

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Slide 11

Average Money Spent

Excluding hotel costs, attendees of the Festival of Firsts spent on average over $200, while the benchmark spent over $300.

8 | What is the total amount you will spend on each during your visit?

Hotel Shopping Food / Beverage Recreation (not for Festival)

Transportation Other$0.00

$100.00

$200.00

$300.00

$400.00

$500.00

$464.38

$68.30$54.34

$35.45 $29.82$44.82

$295.00

$87.00 $76.00 $75.00

$33.00

$68.00

Festival of Firsts: $232.73Benchmark: $339.00

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013

Slide 12

Pittsburgh Cultural Trust2013 Festival of Firsts Visitor FeedbackOctober 2013