Objective 3: Evaluation Of Program

25

Overall reactions to Free Night of Theater were extremely positive.

– Almost everyone (92%) who personally used their tickets rated their reaction to the overall program a 6 or 7 on a 7-point scale where 1 is poor and 7 is excellent. Most (76%) rated the program a 7 (see Figure 6).

– At least 88 percent in every market rated the program overall in the top two scale points (see Figure 7). Overall reaction was also strong in every demographic category (see Figure 8), including non-traditional theatregoing demographics (non-white - 91% rated the program a 6 or 7, incomes under $50,000 – 92%, 35 years and younger – 92%, 0-2 theatre visits in past year – 94%).

This year corrected some of the past problems with reserving tickets in selected markets, and picking up tickets remains easy.

– Nearly nine out of ten respondents rated the program as excellent/very good on the ease of picking up the tickets (89%). However, just over three-quarters (78%) did likewise for ease of making the reservation, although this is significantly higher than previous years (see Figure 9).

– The lower performance on ease of making the reservation seems to be due to problems in selected cities (see Figure 10), most noticeably DC (64%), Theatre Bay Area (64%), Cleveland (68%), and Indianapolis (70%). The remaining cities received top two box scores by at least 75 percent of respondents.

– All cities were rated excellent/very good on the ease of picking up tickets by at least 83 percent of attenders (see Figure 11).

Evaluation Of Program

26

Since participants enjoyed their experience, they say they would attend Free Night of Theater again.

– Almost everyone says they would be very likely (91%) or somewhat likely (8%) to participate in Free Night of Theater again in October 2009 (see Figure 12). These figures are almost identical to last year.

– Interest in participating is very strong in all markets (at least 85% per market would be very likely to attend next year) (see Figure 13).

– This finding is similar for traditional and non-traditional theatre segments (see Figure 14):

Infrequent theatre attenders going 0-2 times (88% are very likely to attend in 2009) vs. more frequent theatre attenders of 3 or more times (92%)

Younger participants who are 35 years old and younger (91%) and 35 to 44 years old (92%) vs. older participants who are 45 years and older (91%)

Lower and middle income brackets (91% of participants with an annual household income of under $50,000 and 93% of participants with an annual household income of $50,000 to $99,000) vs. participants who make $100,000 or more (90%)

Non-whites (90%) and whites (92%)

Men (89%) and women (92%)

– Intent to attend again, discussed earlier, may be a better measure of satisfaction with the program than what respondents will truly do next year. In markets that offered Free Night of Theater in 2007, moderate numbers say they participated in the 2 consecutive years (ranging from 15% in North Carolina to 35% in Cleveland) (see Figure 15). The exception in percent returning is for Oregon (5% attended the past 2 years), Charleston, SC (3%) and Utah (1%). In Oregon, this may be because theategoers have to travel much further to Ashland, Oregon to attend than the other markets participating. In South Carolina and Utah, this may be because these regions have only been participating in Free Night of Theater for the past 2 years so there is no prior history.

Evaluation Of Program

27

73 7176

1720

16

6 6 5 2 2 2 1 1 0 0 0 0 1 1 00

20

40

60

80

100

Perc

ent

7 6 5 4 3 2 1

2006 (n=2662) 2007 (n=2647) 2008 (n=5041)

Figure 6: Overall Reaction To Free Night Of Theater

Base: Total respondents answering who personally used tickets they reserved to Free Night of TheaterQ.7: As best as you can recall, please evaluate the following about the Free Night of Theater: You reaction to this program overall.

Excellent Poor

2008 - 92% Excellent/Very Good2007 - 91% Excellent/Very Good2006 - 92% Excellent/Very Good

28

Figure 7: Percent Rating Free Night Of Theater As Excellent/Very Good Overall By Area

9891

88

9693 95 95 94 95

9193

91 92

0

20

40

60

80

100

Perc

ent

Austin(n=123)

Atlanta(n=184)

Cinci-nnati

(n=82**)

Cleveland(n=78**)

DC(n=538)

Indian-apolis

(n=30**)

Kansas City

(n=68**)

LA(n=384)

29

(Continued on next page)

Baltimore(n=155)

Charleston, SC

(n=27**)

Chicago(n=377)

CT(n=108)

Dallas(n=293)

Base: Total respondents answering who personally used ticketsQ.7: As best as you can recall, please evaluate the following about the Free Night of Theater: Your reaction to this program overall. Note: Percentages shown represent those answering a 6 or 7 on a 7-point scale where 1 is “Poor” and 7 is “Excellent.”**Warning: Small base

Figure 7: Percent Rating Free Night Of Theater As Excellent/Very Good Overall By Area (Cont’d)

9794

88

99 99 10096

91 93 93 9489

9489

97

0

20

40

60

80

100

Perc

ent

NJ(n=106)

NC(n=70**)

Oregon Festival(n=37**)

Philly(n=98**)

San Diego

(n=199)

Theatre Bay Area(n=532)

Theatre Puget Sound

(n=265)

WI(n=105)

30

Maine(n=35**)

NYState

(n=108)

Portland(n=142)

South Florida

(n=55**)

St. Louis(n=153)

Utah(n=64**)

Base: Total respondents answering who personally used ticketsQ.7: As best as you can recall, please evaluate the following about the Free Night of Theater: Your reaction to this program overall. Note: Percentages shown represent those answering a 6 or 7 on a 7-point scale where 1 is “Poor” and 7 is “Excellent.”**Warning: Small base

NYC(n=580)

Figure 8: Percent Rating Free Night Of Theater Excellent/Very Good Overall By Segment

94 92 92 93 93 92 92 92 93 93 91 93

0

20

40

60

80

100

Perc

ent

Attended theater 2 times or less (n=1439) Attended theater 3 or more times (n=3583) 35 years or younger (n=1747)35-44 years old (n=1059) 45 years or older (n=2211) Male (n=1416)

Female (n=3593) Earn less than $50K a year (n=1708) Earn $50K to $99K a year (n=1829)Earn $100K or more a year (n=1083) Non-white (n=1350) White (n=3596)

Base: Total respondents answering who personally used tickets they reserved to Free Night of TheaterQ.7: As best as you can recall, please evaluate the following about the Free Night of Theater: You reaction to this program overallNote: Percentages shown represent those answering a 6 or 7 on a 7-point scale where 1 is “Poor” and 7 is “Excellent.”

0-2 theatre visits

3+ theatre visits

35 years old and under

35-44 years old

45+ years and

older

Male Female Under $50K

$50-99K $100K+ WhiteNon-white

31

Figure 9: Percent Rating Free Night Of Theater Excellent/Very Good On Selected Attributes

Base: Total respondents answering who personally used tickets they reserved to Free Night of Theater Q.7: As best as you can recall, please evaluate the following about the Free Night of Theater:Note: Percentages indicate those answering a 6 or 7 on a 7-point scale where 1 is “Poor” and 7 is “Excellent”

Reaction to this program overall The ease of picking up the tickets The ease of making the reservation

90 91 9289 89 89

69 67

78

0

20

40

60

80

100

Perc

ent

2006 (n=2638-2662) 2007 (n=2646-2649) 2008 (n=5041-5051)

32

Figure 10: Percent Rating Ease Of Making The Reservation As Excellent/Very Good By Area

7679

75

8985

76

68

7578

64

70

9185

0

20

40

60

80

100

Perc

ent

Austin(n=123)

Atlanta(n=185)

Cinci-nnati

(n=82**)

Cleveland(n=78**)

DC(n=538)

Indian-apolis

(n=30**)

Kansas City

(n=68**)

LA(n=416)

33

(Continued on next page)

Baltimore(n=155)

Charleston, SC

(n=27**)

Chicago(n=377)

CT(n=110)

Dallas(n=292)

Base: Total respondents answering who personally used ticketsQ.7: As best as you can recall, please evaluate the following about the Free Night of Theater: The ease of making the reservation. Note: Percentages shown represent those answering a 6 or 7 on a 7-point scale where 1 is “Poor” and 7 is “Excellent.”**Warning: Small base

Figure 10: Percent Rating Ease Of Making The Reservation As Excellent/Very Good By Area (Cont’d)

100

8375

9096

81

87 88 8680

86

64

78

9286

0

20

40

60

80

100

Perc

ent

NJ(n=105)

NC(n=70**)

Oregon Festival(n=37**)

Philly(n=98**)

San Diego

(n=200)

Theatre Bay Area(n=534)

Theatre Puget Sound

(n=267)

WI(n=105)

34

Maine(n=35**)

NYState

(n=108)

Portland(n=142)

South Florida

(n=55**)

St. Louis(n=154)

Utah(n=64**)

Base: Total respondents answering who personally used ticketsQ.7: As best as you can recall, please evaluate the following about the Free Night of Theater: The ease of making the reservation. Note: Percentages shown represent those answering a 6 or 7 on a 7-point scale where 1 is “Poor” and 7 is “Excellent.”**Warning: Small base

NYC(n=583)

Figure 11: Percent Rating Ease Of Picking Up Tickets As Excellent/Very Good By Area

93 89 88

9691

9490

9389 91

83

9491

0

20

40

60

80

100

Perc

ent

Austin(n=123)

Atlanta(n=184)

Cinci-nnati

(n=82**)

Cleveland(n=78**)

DC(n=537)

Indian-apolis

(n=30**)

Kansas City

(n=68**)

LA(n=415)

35

(Continued on next page)

Baltimore(n=155)

Charleston, SC

(n=27**)

Chicago(n=377)

CT(n=110)

Dallas(n=292)

Base: Total respondents answering who personally used ticketsQ.7: As best as you can recall, please evaluate the following about the Free Night of Theater: The ease of picking up the ticketsNote: Percentages shown represent those answering a 6 or 7 on a 7-point scale where 1 is “Poor” and 7 is “Excellent.” **Warning: Small base

Figure 11: Percent Rating Ease Of Picking Up Tickets As Excellent/Very Good By Area (Cont’d)

9792

83

9491

100

8885

90 8983

85 8794 92

0

20

40

60

80

100

Perc

ent

NJ(n=105)

NC(n=70**)

Oregon Festival(n=37**)

Philly(n=98**)

San Diego

(n=200)

Theatre Bay Area(n=533)

Theatre Puget Sound

(n=267)

WI(n=105)

36

Maine(n=35**)

NY State

(n=108)

Portland(n=142)

South Florida

(n=55**)

St. Louis(n=153)

Utah(n=64**)

Base: Total respondents answering who personally used ticketsQ.7: As best as you can recall, please evaluate the following about the Free Night of Theater: The ease of picking up the ticketsNote: Percentages shown represent those answering a 6 or 7 on a 7-point scale where 1 is “Poor” and 7 is “Excellent.” **Warning: Small base

NYC (n=580)

Figure 12: Likelihood Of Returning To Free Night Of Theater Again In 2007/2008/2009

Base: Total respondents answering question Q.11b: How likely would you be to attend the Free Night of Theater again in October 2007/2008/2009?

89 89 91

9 10 8

1 1 1 1 0 0

0

20

40

60

80

100

Perc

ent

Very likely Somewhat likely Not too likely Not at all likely

2006 (n=3095) 2007 (n=3050) 2008 (n=5856)

Very/Somewhat Likely:

2006: 98%2007: 99%2008: 99%

Not too/Not at all Likely:

2006: 2%2007: 1%2008: 1%

37

Figure 13: Percent Very Likely To Attend Free Night Of Theater Again In 2009 By Area

9394

90

97

89 8987

92 9290

9795

91

0

20

40

60

80

100

Perc

ent

Austin(n=136)

Atlanta(n=224)

Cinci-nnati

(n=100)

Cleveland(n=94**)

DC(n=609)

Indian-apolis

(n=32**)

Kansas City

(n=74**)

LA(n=459)

38

(Continued on next page)

Baltimore(n=179)

Charleston, SC

(n=30**)

Chicago(n=454)

CT(n=120)

Dallas(n=341)

Base: Total respondents answering questionQ.11b: How likely would you be to attend the Free Night of Theater again in October 2009? Note: Percentages shown represent those answering “Very Likely” on a scale of “Very Likely,” “Somewhat Likely,” “Not Too Likely” or “Not At All Likely.” **Warning: Small base

Figure 13: Percent Very Likely To Attend Free Night Of Theater Again In 2009 By Area

8591 92

9792 93 92 91

9490 91 89 90

9793

0

20

40

60

80

100

Perc

ent

NJ(n=122)

NC(n=87**)

Oregon Festival(n=40**)

Philly(n=109)

San Diego

(n=233)

Theatre Bay Area(n=607)

Theatre Puget Sound

(n=304)

WI(n=122)

39

Maine(n=41**)

NY State

(n=125)

Portland(n=174)

South Florida

(n=68**)

St. Louis(n=185)

Utah(n=74**)

Base: Total respondents answering questionQ.11b: How likely would you be to attend the Free Night of Theater again in October 2009? Note: Percentages shown represent those answering “Very Likely” on a scale of “Very Likely,” “Somewhat Likely,” “Not Too Likely” or “Not At All Likely.” **Warning: Small base

NYC(n=695)

Figure 14: Percent Very Likely To Attend Free Night Of Theater Again In 2009 By Segment

91 8892 91 92 91 89 92 91 93 90 90 92

0

20

40

60

80

100

Perc

ent

Total (n=5856) Attended theater 2 or less times (n=1791) Attended theater 3 or more times (n=4042)35 years or younger (n=2026) 35-44 years old (n=1266) 45 years or older (n=2537)Male (n=1602) Female (n=4218) Earn less than $50K a year (n=1991)Earn $50K to $99K a year (n=2121) Earn $100K or more a year (n=1260) Non-white (n=1595)White (n=4147)

Base: Total respondents answering questionQ.11b: How likely would you be to attend the Free Night of Theater again in October 2009?Note: Percentages shown represent those answering “Very likely” on a scale of “Very Likely,” “Somewhat Likely,” “Not Too Likely” or “Not At All Likely”

0-2 theatre visits

3+ theatre visits

35 years

old and under

35-44 years old

45+ years and

older

Male Female Under $50K

$50-99K $100K+ WhiteNon-white

Total

40

Figure 15: Percent Who Previously Attended Free Night Of Theater In October 2007 In Markets Participating The Last 2 Years

Base: Total respondents answeringQ.11a: Did you attend a performance of Free Night of Theater the previous year, October 2007? Note: Percentages indicate those answering “Yes.”**Warning: Small base

1924

3

26

35

21 22 24

1722

15

5

30 30 30

1

17

0

20

40

60

80

100

Perc

ent

Austin(n=136)

Atlanta(n=222)

Cleveland(n=94**)

DC(n=607)

LA(n=457)

NJ(n=122)

NC(n=87**)

Oregon Festival(n=38**)

Philly(n=110)

Theatre Bay Area(n=607)

Theatre Puget Sound

(n=304)

WI(n=122)

41

Charles-ton, SC(n=30**)

Cinnci-nati

(n=99**)

Indian-apolis

(n=32**)

Kansas City

(n=74**)

Utah(n=74**)