Turnage Theater Turnage Theater FoundationFoundation

Mission StatementMission StatementThe mission of the Turnage Theaters

Foundation is to enrich and cultivate the heritage of the community by authentically restoring, and effectively operating the Turnage Theaters, establishing a cultural center to be used for the performing arts, community gatherings, educational programs, corporate expos and meetings, and private functions for residents and visitors of Eastern North Carolina.

IssuesIssuesPeople under the age of 50 are not

regularly attending plays. Average attendance ranges only from

about 50 to 60%. There is insufficient marketing techniques. There is an uncertainty of customer

satisfaction which shows through the lack of membership at the Turnage Theater.

ObjectivesObjectives Find out how many people are

aware there is a theater in Washington (College Students)

Determine what types of people in surrounding communities are willing to travel.

Examine how customers (members/nonmembers) feel about their experience at the Turnage Theater.

Identify what factors influence customers to attend the Turnage Theater.

Distinguish what marketing techniques are most effective.

ObjectivesObjectives Detect if potential

customers are interested in encountering new experiences.

Discover how aware customers are about performances in general.

Uncover how to get people to return to Turnage Theater.

Examine what attracted current membership holders to join.

Establish what method of communication would be most efficient for customers and members.

Data Collection PlanData Collection PlanThrough email, survey current members,

customers, and former customers to find out current satisfaction level.

Look at previous years numbers and analyze what was the most effective.

Conduct a general survey to students of a wide range of majors at East Carolina University.

Basic AnalysisBasic Analysis

DemographicsDemographics

AgeAge

GenderGender Current StudentCurrent Student

Average number of children in peoples households is 1.27

EducationEducation

OccupationOccupation

Household IncomeHousehold Income

Zip CodesZip Codes

BackgroundBackgroundInformationInformation

Attendance in Any TheaterAttendance in Any Theater(past 5 years)(past 5 years)

Theater Decision FactorsTheater Decision Factors

Additional Factors: Cleanliness (1) Theaters Comfortably (1) Concession Stands (1) Programming (17) Sound Quality (2) Friendly Atmosphere (2) Price (4) Quality of Production (2) Leg Room (2)

1=Not important at All5=Extremely Important

People go to plays that…People go to plays that…

Methods of finding a theater Methods of finding a theater production:production:

1=Very Unlikely3= Neither5=Very Likely

Maximum Travel TimeMaximum Travel Time

Maximum Ticket PriceMaximum Ticket Price

Length of time shows Length of time shows should last:should last:

Days Preferred:Days Preferred: Times Preferred:Times Preferred:

1=Very Unlikely3=Undecided5=Very Likely

Preferred Company: Preferred Company:

Potential Prevention Potential Prevention

Additional Reasons:o Work (1)o Budget (1)o Babysitter (1)

1=Extremely False3=Undecided5=Extremely True

oDistance (1)oLack of choice (2)oWeather (1)oIllnesses (2)

Turnage TheaterTurnage Theater

Level of FamiliarityLevel of Familiarity

1=Very Unfamiliar 3=Kind of Familiar5=Extremely Familiar

Level of AwarenessLevel of Awareness

1=Extremely Unaware3=Aware5=Extremely Aware

Information about Information about Turange TheaterTurange Theater

Ways people have learned Ways people have learned about Turnageabout Turnage

Interest in live Theater Interest in live Theater ProductionsProductions

Additional Interest: Dance Performances (2) Classical Music (2) Opera (2) Lectures (1) Classical Country (2) Movies (10)

1=Extremely Disinterested3=Neutral5=Extremely Interested

Interest Live Musical Interest Live Musical PerformancesPerformances

1=Extremely Disinterested3=Neutral5=Extremely Interested

Turnage Attendance Turnage Attendance (past 5 years)(past 5 years)

Satisfaction Turnage Satisfaction Turnage QualitiesQualities

Additional Concerns: Pricing (1) Sound System (1) Parking (1) Seating (5)

1=Extremely Dissatisfied3=Neutral5=Extremely Interested

Typical things people are Typical things people are not satisfied with: not satisfied with: Shows appeals to 70+ crowdsNo leg roomPrices; performances is not always

worth the ticket priceExpand the snack and beverage

areaLobby is to plain

Turnage Member Turnage Member AnswersAnswers

Member of the Member of the Turnage TheaterTurnage Theater

MembershipsMemberships

Typical responses to why Typical responses to why people become members: people become members:

Love for the theaterSupporting live performancesSupporting the communitySupporting local theatersEnjoys the shows

Why did people chose that Why did people chose that type of membership?type of membership?

Only one they can afford, budget wiseBenefits offeredFor advanced show listings and

discount ticketsSupport the theaterFriends of people who work at Turnage

Satisfaction with Satisfaction with membership at Turnage?membership at Turnage?

Who current members Who current members know?know?

Benefits Members WantBenefits Members Want

Additional Benefits: Shows for Members Only Group Discounts Dinner/Show Packs Special Events None

HypothesisHypothesis

Are people more likely to come on a Are people more likely to come on a Friday or Saturday?Friday or Saturday?

In conclusion, there is not a significant difference between people coming on a Friday or Saturday night even though they are the most popular days to attend. However,

there is a significant difference of attending on Monday-Thursday and Sunday. Attending on Monday-Thursday has the lowest attending rate and Sunday has second

lowest attending rate.

What time is most desirable for What time is most desirable for people ages 18-29?people ages 18-29?

In conclusion, people aged 18-29 rated going to a show between 2-4 and 8-10 significantly higher that people 30 years or older. However, 18-29 year olds are

more likely to go to a performance after 6pm.

Will younger people be more likely Will younger people be more likely to attend late show times?to attend late show times?

In conclusion, 12-2 is the only time there is a significant difference; however it is least preferred. There is not a significant difference between the rest of the

times, but 6-8 does have the highest average likelihood.

Do full time students and non students Do full time students and non students differ in willingness to see a differ in willingness to see a production?production?

In conclusion, non-students are significantly more likely to see a production on all of the days over full-time students. However, students

are more likely to see a show on a Friday, Saturday, and Sunday.

Will the younger age groups be more Will the younger age groups be more interested in live musical interested in live musical performances?performances?

In conclusion, there is a significant difference, that states that younger people are more interested in watching live Musical Performances, Musical Comedies,

Play/Theatricals, and Other performances; over older people.

Will younger people be more Will younger people be more interested in Comedies?interested in Comedies?

In conclusion, people ages 18-29 is more likely to be interested in musical performances, musical comedies, plays/theatricals, and other performances

than people 30 and older.

What types of musical performances What types of musical performances do the 18-29 group prefer?do the 18-29 group prefer?

In conclusion, people ages 18-29 is more likely to be interested in all of the musical performances than people 30 and older.

Will married couples rate musical Will married couples rate musical comedies the highest?comedies the highest?

In conclusion, married couples were significantly satisfied with musical performances, musical comedies, and plays/ theatricals, but musical performances

were rated the highest.

Will people interested in learning about Turnage Will people interested in learning about Turnage attend musical performances?attend musical performances?

In conclusion, there is a significant relationship between learning more about the Turnage Theater and all of the musical performances except for country

performances.

Will the likelihood of attending musical Will the likelihood of attending musical performances correlate with other performance performances correlate with other performance types?types?

In conclusion there was a significant differences between musical performances and everything except for children shows.

Continue…Continue…

In addition, to musical performances children shows is not significantly related to blue grass, country, folk, and jazz

Then, impersonators is not significantly related with blue grass and jazz

Finally, jazz is not significantly related with classical comedians and country.

Is someone who has seen at least 5 Is someone who has seen at least 5 productions likely to watch a longer productions likely to watch a longer one?one?

In conclusion, people who have seen less than 5 performances have a significantly higher chance of watching a longer performance for Plays/ Theatricals, Musical

Performances, and Musical Comedies.

Will customers with 5 or more Will customers with 5 or more attendances rate a high satisfaction attendances rate a high satisfaction level?level?

In conclusion, people who have attended the Turnage Theater less than 5 times were significantly more satisfied with the box office and the show selection that people who have attend more than 5 performances. However, overall people rated everything above a 3.0

satisfaction level, except for other.

Are people more inclined to learn about Turnage if Are people more inclined to learn about Turnage if they have been to 5 performances in the past 5 they have been to 5 performances in the past 5 years?years?

In conclusion, people who have attended less than 5 productions in the last 5 years are significantly more likely to be interested in learning about the Turnage Theater.

Interest in Learning more about the Turnage Theater.

Will people who rated high interest in Will people who rated high interest in learning about Turnage travel farther?learning about Turnage travel farther?

In conclusion, people who rated a interest level of less than or equal to a 3.0 in learning more about the Turnage Theater are more willing to travel further.

Will full time students have minimal Will full time students have minimal familiarity of Turnage?familiarity of Turnage?

In conclusion, people who are not students are extremely more familiar with the Turnage Theater; however, full-time students are a little more aware

than expected.

Is it unlikely for younger people to Is it unlikely for younger people to become members?become members?

In conclusion, there is a significant difference between people becoming members of the Turnage Theater, in which younger people are less likely to attend than older

people, as you can see demonstrated in this graph.

Will younger population most Will younger population most likely purchase a ticket online?likely purchase a ticket online?

In conclusion, younger people are significantly more likely to use the Theater’s Website and the Newspaper and older people are significantly more likely to use the

Yellow Pages, Bulletin Boards, and Ticket Master.

Will ways people are informed of Will ways people are informed of productions effect amount spent?productions effect amount spent?

In conclusion, there is a significant difference between the majority of the ways you can find out about a production and the price. Such as people that are more willing to pay less than $50 if they found out about it through the internet, newspaper, box office, or ticket master; and the

people that are willing to pay more than $50 are more likely to use the yellow pages or a bulletin board.

Is unawareness the main reason Is unawareness the main reason people don’t attend?people don’t attend?

In conclusion, people not being aware is not significant over any other reason for not attending and for the most part there is not a significant differences between all the reasons expect for having no one to go with is significantly less likely to be the reason why people

wont go.

Are times performances are available Are times performances are available the most important theater feature?the most important theater feature?

In conclusion, times performances are available is not significantly more important than any of the other qualities; however, theater parking is significantly different than all the other

qualities.

Do females care more about Do females care more about theater aspects than males?theater aspects than males?

In conclusion, only show availability and location were rated significantly more important for females than males.

Will women rate satisfaction of Will women rate satisfaction of Turnage features higher than males?Turnage features higher than males?

In conclusion, females rated satisfaction of the Turnage Theater generally higher than males but significantly higher in box office, theater website, show

quality, and show prices.

RecommendationsRecommendations People look for a theater to attend through the:

◦ Internet◦ Theater Websites◦ Newspaper◦ Friends, Family, and Co-Workers.

Ways people learned about Turnage:◦ Online◦ Email◦ Word of Mouth◦ Newspaper

People have the same awareness status of the Turnage Theater to any other theater, so increase your advertising in:◦ Internet◦ Theater Websites◦ Newspaper◦ Friends, Family, and Co-Workers. ◦ Word of Mouth.

RecommendationsRecommendationsPeople don’t like to be at any performance over 2

hours. Try to focus show times on a Friday or Saturday

past 6pm. Try to price under $40Travel time does not seem to be an issuePeople ages 18-29 years old prefer:

◦ Musical Performances◦ Musical Comedy◦ Plays/Theatricals

Specifically, Musical Performances that are Rock & Roll or Jazz

RecommendationsRecommendations Important deciding factors for theaters:

◦ Theaters Quality◦ Location◦ Times Available.

People attend plays that were:◦ Recommended to see ◦ Have heard of before

Popular live theater productions:◦ Musical Performances◦ Plays

Unpopular live theater productions:◦ Impersonators ◦ Children Shows

Most popular live musical performances- Rock and Roll

RecommendationsRecommendations Satisfied Theater Qualities:

◦ Box Office◦ Website◦ Facility◦ Quality of Shows

Unsatisfied Theater Qualities: ◦ Bar and snack area (Expand beverage and snack choices)

Benefits Members Want◦ Show Discounts (Like buy 5 tickets get 1 free)◦ Preferred Seating (Reserve 2 rows on the bottom level for members

only)◦ Shows for Members Only

A way could be to encourage current members to network others for show discounts.

There is a positive relationship between the people who are familiar with Washington, NC and being familiar with the Turnage Theater.