©2008 Infinia Foresight - TDF · ©2008 Infinia Foresight • We have reached the conclusion of our market research • We are currently synthesizing all of our inputs into insights

© 2008 Infinia Foresight

EXPANDING TOMORROW’S AUDIENCEUNDERSTANDING THEATRE’S AUDIENCE AND ITS PLACE IN CULTURE

December 22, 2008

CONSUMER & CULTURAL INSIGHT | STRATEGY | INNOVATION


AUDIENCE INSIGHTS

CULTURAL TRENDS

ENTERTAINMENT SHIFTS

THEATRE’S PLACE IN CULTURE

Theatre attendees don’t seek theatre for theatre’s sake, they seek fulfillment of a diverse range of needs and desires

Consumers now expect democracy and limitless options from things that once offered hierarchy and limited choice

Audiences are forming new perceptions of entertainment as freed from format, always-accessible and customizable

Theatre has moved from culture to subculture and must find new ways to re-engage with an evolving world

RECAP: UNDERSTANDING THEATRE’S CHALLENGES & OPPORTUNITIES


RECAP: THEATRE & ENTERTAINMENT

Always OnMultiple sizes, formats, lengths

Increasingly Occasion-lessIncreasingly Cross-Platform

PortableEasily Accessible

Can be social or privateIncludes grass-roots voices

Interacts with Pop-Culture

MODERN ENTERTAINMENTRestricted by performance timesFew formatsHighly occasion-basedExclusive to stageRequires fixed locationRequires TravelRequires social participationSpoken for by established voicesLargely absent from Pop-Culture

MODERN THEATRE


QUANTITATIVE RESEARCH REVIEW

• Full survey is complete– 1890 general population interviews – Oversample of 500 interviews from “Interested in the Arts” panel

• Basic statistics– Gender: 42% male | 58% female– Age: 26% 20s, 27% 30s, 21% 40s, 17% 50s, 10% 60s

• Does not reflect weighting by “frequency” – i.e. audience distribution

– Education: 33% completed graduate school | 38% completed college• Mirrors Broadway League numbers

– Race & Ethnicity: 77% Caucasian | 11% Asian | 5% Black | 7% Other• 7% Hispanic overall• Exclusion of non-participants likely skews racial balance

– Residence: 72% NY Net | 3% Bronx | 10% Brooklyn | 24% Manhattan | 15% Queens | 4% SI | 11% Westchester County | 18% NJ Net | 11% Fairfield County

• Results exclude the “hermit” segment, defined as those who attended less than 2 non-movie outings in the last two years

– Rejections equaled 20.5% of general population


• We have reached the conclusion of our market research• We are currently synthesizing all of our inputs into insights and

implications on which to build marketing solutions– Qualitative (primary and secondary)– Quantitative– Expert Interviews– TDF research

• The following pages represent emerging insights and implications from this initial synthesis

– Elaborating and clarifying ingoing hypotheses built on qualitative insights– New hypotheses driven by quantitative data and comparisons

• These insights will continue to evolve as we refine our research synthesis

– Today should be as much worksession as presentation– Full results of the quantitative survey will be shared with TDF and Sandra Kresch

THEMES & EMERGING INSIGHTS

© 2008 Infinia Foresight9

THEMES

1. Theatre’s Image in Culture2. Broadway Branding & Tourism3. Information Gathering & Awareness4. Event vs. Routine5. Ease & Accessibility6. Price & Perceived Value


Theater’s Image in Culture


THEATRE’S IMAGE IN CULTURE

EMERGING INSIGHTS:

• Awareness of theatre is high, but it is losing the pop-culture popularity contest

• Without a clear voice, theatre is falling prey to stereotyping and misinformation

• Theatre’s perception of itself is out of step with its mainstream perceptions

AUDIENCE OPINION“I’m not a huge theater buff. Unless I hear about it from friends, that they saw some great Off-Broadway show and I have to see it.”

“Broadway is kind of like going to Target or Wal-Mart. It’s more mainstream.”

EXPERT OPINION“Theatre is totally ghettoized. I have good friends in the theatre world and even they seem to have a delusional idea of their place in culture.” - Mo Rocca

“The real distraction is that there are so many other things that didn’t exist 5 or 10 years ago that are equally enjoyable to theatre. There’s just more stuff you can do at home or on your portable device.” - Tom Cott

“A community can only support so much art, and the really successful organizations have found how to make their mission relevant to the communities that support them.” - Zannie Voss


FOR ACTIVE ENTERTAINMENT CONSUMERS, BROADWAY HOLDS A DISTINCTIVE PLACE

S5 Which of the following kinds of professional entertainment have you attended in the past two years?General population sampleTotal base (n=1890)

In New York City: Not in New York City: Any (net): 97% Any (net): 79%Broadway musical 75% Musical theatre 23%Off or Off-Off Broadway musical 23% Broadway play 52% Play 24%Off or Off-Off Broadway play 36% Movie 68% Movie 61%Other live music 49% Other live music 33%Comedy 34% Comedy 19%Classical music 19% Classical music 10%Opera 19% Opera 4% Gallery opening 19% Gallery opening 9% Modern dance 13% Modern dance 5% Classical dance 10% Classical dance 4% Performance art 11% Performance art 6% Reading 9% Reading 4%


ASPIRATIONS TO SEE PERFORMING ARTS REPORT AS VERY HIGH

• With the exception of live dance, the majority of respondents have an interest in attending theatre

• Aspirations tend to be more passive than active for plays and Off and Off-Off Broadway

4%

5%

12%

16%

10%

18%

26%

30%

27%

41%

41%

33%

29%

26%

15%

13%

16%

7%

4%

5%

10%

2%

2%

3%

4%

1%

0% 20% 40% 60% 80% 100%

Dance performance

Off or Off-OffBroadwayproduction

Broadway play

Broadway musicalI attend as often as I can

I actively try to arrange this kind of outing

I'm pleased if someone suggests this kind ofoutingI might enjoy it if someone wants to do this,but I won't suggest itI go along to accommodate my friends / dates/ partner, but don't really enjoy itI make an effort to avoid this kind of outing

I absolutely won't go

Q8 How do you feel about each of the kinds of live performances listed below? Select the category that best fits your attitude.General population sampleTotal base (n=1890)


BROADWAY STILL DOMINATES “LIVE ENTERTAINMENT” IN THE NEW YORK AREA

0%

1%

1%

1%

1%

3%

15%

16%

17%

32%

3%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Reading

Gallery opening

Performance art

Classical dance

Modern dance

Classical music

Opera

Comedy

Play

Other live music

Movie

Musical

S6 Of all the listed kinds of performing arts, which one is your favorite?General population sampleTotal base (n=1890)


YET THE IMPORTANCE OF PERFORMING ARTS OVERALL IS IN SLOW DECLINE

Time spent attending is holding its value, but the value of money spent shows a worrisome trend, and the arts’ perceived cultural value shows some weakness

15%

13%

15%

16%

15%

64%

74%

66%

50%

71%

68%

21%

13%

19%

34%

14%

22%10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Value of money spent

Value of time spent

Dance: Importance tothe culture now

Value of money spent

Value of time spent

Theatre: Importance tothe culture now

More than 5 years agoAbout the sameLess than 5 years ago

Q34 Think about theatre now compared to five years ago. What is theatre’s importance to our culture now?How worthwhile is the investment of time in an evening at the theatre now? How worthwhile is the investment of money in an evening at the theatre now?Total base (n=1890)Q34a Think about dance now compared to five years ago. What is theatre’s importance to our culture now? How worthwhile is the investment of time in an evening at the theatre now?How worthwhile is the investment of money in an evening at the theatre now?Base = those who have attended any live dance performances in the past two years (n=426)General population sample


THEATRE’S IMAGE IN CULTURE: KEY INSIGHTS

THEATRE’S PLACE IN CULTURE IS BECOMING A SPECIALTY; NOT SOMETHING THAT ENCOURAGES SPONTANEOUS INVOLVEMENT

THEATRE’S COMPETITION IS NOT WITH OTHER LIVE ENTERTAINMENT, BUT WITH OTHER ENTERTAINMENT OPTIONS ENTIRELY

STRONG INTEREST IN BROADWAY HITS ALONE MAY NOT BE ENOUGH TO SECURE THEATRE A STABLE PLACE IN CULTURE


Broadway Branding & Tourism


BROADWAY BRANDING & TOURISM

EMERGING INSIGHTS:

• The strength of Broadway’s branding as a destination overshadows the diversity of its shows

• Broadway’s association with tourists turns off many local New Yorkers

• Appeal for tourist dollars has led to a “Disney-fication” of productions

AUDIENCE OPINION”It has a certain prestige… not 'I went to a bar' but 'I went to BROADWAY.’"

“When I think Times Square I think cattle call.”

EXPERT OPINION“There’s snobbishness from the theatre lovers who had a different behavior than the people who were newer to the art form and coming for different reasons. And until we find a way to accommodate both groups, that’s going to be an issue.” - Tom Cott

“Too often, stereotypes rule and good content is overlooked.” - Mo Rocca

“I don’t think we give people credit enough to know what Broadway is. People know what it is. It’s not a generic decision. People need to know why they need to see a particular thing.” - Tom Cott


BROADWAY OFF & OFF-OFF BROADWAY

AUDIENCE

+

-

OUT OF TOWNERS

NEW YORKERS

FAMILIES

TOURISTS

ADULTS

FREQUENT THEATRE-GOERS

PARENTS ACTORS

PURISTS

OLD PEOPLE

INSIDERS

BROADWAY BRANDING: IMPRESSIONS OF THE AUDIENCE



CONTENT

+

-

MAINSTREAM NICHE/ ACQUIRED TASTE

CANNED

LIKE NETWORK TV

AUTHENTIC

LIKE HBO

ENTERTAINING

CONSISTENT

CHALLENGING

RISKIER

MUSICALS

CONTRIVED

PLAYS

DISNEY ARTSYCHEESY

EDGY

BROADWAY BRANDING: IMPRESSIONS OF CONTENT



THE ATTENDANCE EXPERIENCE

+

-

RIGID

FORMAL/ GLAMOROUS CASUAL

MORE BELLS & WHISTLES/MOVIE- LIKE/EXTRAVAGANT

CATTLE CALL

BUDGET

SMALL THEATRE

SPECTACULAR INTIMATE

EMERGING TALENT

HIGH LEVEL OF TALENT

TIMES SQUARE DOWNTOWN

MINIMALIST

BROADWAY BRANDING: IMPRESSIONS OF THE EXPERIENCE

AMAZING SETS


BROADWAY IS MANY THINGS TO MANY PEOPLE, BUT ALWAYS ENTERTAINING

Even big budget productions are not considered formulaic

73%

60%55%

49%

21%

7%

40% 39%

14%

4% 4% 3% 3% 4%9%

68%

27%23%

30% 28%

9%

42%

32%

25%

33%36%

5%

13%7% 5%

17%

5%

46%

7%4%

8%

45% 44% 43%

20%

5% 4%

15%

39% 39%

25%28%

19%

2%

48%44%

17%

10%

25%

11%15%

18%

9%5%

39%

13%

21%

33%27%

17%

6%3%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Entertain-ing

Visuallyspectac-

ular

Extrava-gant

production

Wideaudience

appeal

Part of theNew York

insiderexperi-ence

Modestproduction

Thought-provoking

A greatescape

Whattourists do

Located inTimes

Square

Sophisti-cated

Located ininterest-

ingneighbor-

hoods /interest-

ingbuildings

Edgy Narrowaudience

appeal

Avantgarde

Challeng-ing

Formulaic

Broadway musical Broadway play Off or Off-Off Broadway production Dance performance

Q9 Now we want your impressions of PERFORMANCE TYPE. Based on everything you know or have heard, which of the words or phrases below best fit this type of performance?Select up to five words or phrases that you associate most with this kind of performance.General population sampleTotal base (n=1890)


MUSICALS APPEAR MORE TOURISTY THAN DESIRED

43%

31%

15%10%

47%51% 51%

36%

14%

43%

31%

14% 14%

46%

39%

23%

41%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Is an extravagantproduction

Has wide audience appeal Is located in Times Square Is a classic touristexperience

Is formulaic

User ideal (n=1155) User experience (n=1155) Non-user ideal (n=155) Non-user perception (n=155)

Q23 If you were to attend PERFORMANCEs, ideally how much would you want them to have each characteristic listed below? 1=Do not want it at all, 7=Want it very much Q24 Based on your recent experience, how much do you agree that each statement or phrase below describes PERFORMANCEs being produced today? (Users)Q24a Based on any impressions you have, how much do you agree that each statement or phrase below describes PERFORMANCEs being produced today? (Non-users)1=Strongly disagree, 7=Strongly agree, Top 2 boxGeneral population + oversampleBase = those who most prefer this performance type


PEOPLE’S STRONGEST DESIRES REMAIN ENTERTAINMENT AND FUN

83%

75%

62% 61%

51%

42%

35% 33%

73%

59%55%

37%41%

34% 34%

28% 30% 30%

62%

52%

39%

15%

34% 33%30%

22% 20% 20%

70%

63%

57%52%

56%

44%39%

31% 31%34%

42%37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Is entertaining Is fun Is exciting Is visuallyspectacular

Is energizing Engages theaudience as a

whole

Is a thing to dowith friends

There is little riskI won't enjoy the

performance

Is relaxing Is escapist

Broadway musical (n=1310) Broadway play (n=679) Off or Off-Off Broadway production (n=215) Dance performance (n=187)

Q23 If you were to attend PERFORMANCEs, ideally how much would you want them to have these characteristics? 1=Do not want it at all, 7=Want it very muchTop 2 boxGeneral population + oversampleBase = those who most prefer this performance type

• The desire for spectacle only applies to musicals and dance• The terms “Relaxing” and “Escaping” don’t resonate with most audience members


INTELLECTUAL DESIRES VARY WIDELY, AND ARE SURPRISINGLY LOW OVERALL

31%

37%34% 33%

23%

17%

11% 12% 12%

52%

45%48%

45%

30% 32%

20% 19%14%

19% 21%

59%

40%

50% 51%

22%

33%

15% 15% 17%

26% 25%

42%

54%51%

41%

34% 32% 33%

27% 27%23%

20%16%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Is thought-provoking

Is moving Expands myhorizons

Providesfodder for

discussionafterwards

Is sophisticated Is challenging Is a dose ofhigh culture

Is part of theNew Yorkinsider

experience

Is avant garde Is an intimateproduction

Reflects what isgoing on in the

world

Broadway musical (n=1310) Broadway play (n=679) Off or Off-Off Broadway production (n=215) Dance performance (n=187)

Q23 If you were to attend PERFORMANCEs, ideally how much would you want them to have these characteristics? 1=Do not want it at all, 7=Want it very muchTop 2 boxGeneral population + oversampleBase = those who most prefer this performance type


AT MUSICALS, THE COMMUNAL EXPERIENCE TRUMPS EXPECTATIONS

85%

76%

63% 62%

42%38%

35% 35%

77%72%

59% 59%

53%57%

51% 49%

75%

35%38%

72%67%

54% 54%

42%38%

35%30%

34%

25%

54%

47%

41%

52%48%

37%

29%

37%

55%

23% 25%

53%

43%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Is entertaining Is fun is a goodouting for

someone likeme

Is exciting Is visuallyspectacular

Is energizing Engages theaudience as a

whole

Is a thing todo withfriends

There is littlerisk I won'tenjoy the

performance

Is enjoyable Is relaxing Is escapist


Q23 If you were to attend PERFORMANCEs, ideally how much would you want them to have these characteristics? 1=Do not want it at all, 7=Want it very much Q24 Based on your recent experience, how much do you agree that each statement or phrase below describes PERFORMANCEs being produced today? (users)Q24a Based on any impressions you have, how much do you agree that each statement or phrase below describes PERFORMANCEs being produced today? (Non-users)1=Strongly disagree, 7=Strongly agree, Top 2 boxGeneral population + oversampleBase = those who most prefer this performance type

Audiences appear savvier about content than the unique benefits of live performance


PLAYS RELY ON INTELLECTUAL MERITS, BUT FALL SHORT OF EXPECTATIONS

54%

48%51%

47%

31%

21%

14%

21%24%

41%

35%32%

46%

29% 28%

21%24%

14%17%

21%

48%

39% 40% 40%

29%24%

17%21%

15% 17% 16%

25% 27% 26%

32%

21%18%

21% 22%

11% 12% 14%

18%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Providesfodder for




experience



world


Results also indicate low expectations around “high culture,” edginess or contemporary stories



OFF/OFF-OFF BROADWAY ARE AN EXCITING EXPERIMENT WITH MIXED RESULTS

65%

47%

54% 54%

23%

16% 18%

28% 29%

46%

36% 38%

58%

27%32%

16%

30%26%

41%

30%

46%

24%

41% 43%

19%

25%

13%9%

13%

22%18%

27%

21%

28%

38%

10%

22%

13%18%

13%18%

22%18%

37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Providesfodder for




experience



world


This format may have the most opportunity to benefit from clarity and targeted positioning



BROADWAY BRANDING & TOURISM: KEY INSIGHTS

A SINGLE “BROADWAY” EXPERIENCE DOES NOT MATCH THE DIVERSE EXPECTATIONS OF ITS AUDIENCE

BROADWAY’S STRONGEST DRAW—FUN AND ENTERTAINING THEATRE— SHOULDN’T BE CONFUSED WITH TOURISTY SPECTACLE

PLAYS AND MUSICALS ARE BOTH CONSIDERED ENTERTAINING, BUT WITH MARKEDLY DIFFERENT ATTRIBUTES

BROADWAY, OFF AND OFF-OFF BROADWAY SATISFY DIFFERENT DESIRES AND HAVE IMPLICITLY DIFFERENT BRANDS


Information Gathering & Awareness


INFORMATION GATHERING & AWARENESS

EMERGING INSIGHTS:

• Information about theatre is rich but difficult to navigate

• Knowledge about theatre is divided between the ‘haves’ and the ‘have-nots’

• Information about theatre must be sought out, and does not present itself readily to potential theatregoers

AUDIENCE OPINION“The only time I hear about it is around the Tony’s.”

“Time Out is only good if you already know what you are looking for.”

“Finding out about the high profile stuff is easy, you just look in the Times.”

EXPERT OPINION“To break through today’s crowded market you have to get out there. You need to share your content. Do Youtube 100%. Be generous with it.” - Mo Rocca

“For some events, really targeted marketing is your best approach. It might be that we do an event that we know will bring a particular audience, but if you don’t let them know, they won’t come.” - Alex Tyrell

“If you’re looking at where people are communicating and can invest yourself in those places, then you can curb complaints and put out the information you want to have out there.” - Zannie Voss


PEOPLE SEEM BROADLY CONFIDENT IN THEIR ABILITY TO RESEARCH OPTIONS

• Once they decide to see a show, they seem capable of navigating available sources• Off-Broadway and Dance may indicate an opportunity to increase considered options

21%

23%

47%

53%

13%

15%

22%

20%

20%

23%

17%

15%

21%

21%

10%

8%

12%

12%

3%

2%

9%

6%

1%

1%

4%

1%

0% 20% 40% 60% 80% 100%

Dance performance


Broadway play

Broadway musical

7 - very easy654321 - so hard my interest stops here

Q10 Thinking of the live performance types listed below, how easy is it for you to find information about specific shows so you can decide what you want to see?General population sampleTotal base (n=1890)


THEATRE HAS A LACK OF SELF-IDENTIFIED “EXPERTS”

• Some may confuse “awareness” with “fluency”• Off and Off-Off Broadway are off the collective radar; dance continues to be a specialized interest

1%

2%

3%

5%

10%

16%

36%

37%

30%

44%

41%

38%

29%

24%

14%

14%

30%

14%

6%

6%

0% 20% 40% 60% 80% 100%

Dance performance


Broadway play

Broadway musical

I consider myself an expert in thisareaI make a point of keeping up withwhat's going on in this areaI'm interested, but don't really makean effort to keep up on itI only occasionally read or listen toinformation about this areaI rarely read or listen to anythingabout this

Q6 How familiar do you feel with the opportunities in New York City for each of the kinds of live performances listed below? Select the category that fits best.General population sampleTotal base (n=1890)


INFORMATION GATHERING & AWARENESS: KEY INSIGHTS

PEOPLE CLAIM TO FIND THEATRE INFORMATION EASILY WHEN NECESSARY, BUT PASSIVE AWARENESS IS NOT DEEP—HENCE AN OPPORTUNITY

WORD OF MOUTH IS THE MOST INFLUENTIAL SOURCE OF THEATRE INFORMATION, BUT MOST PEOPLE DO NOT FEEL CONFIDENT IN THEIR ABILITY TO OFFER “EXPERT” OPINIONS—IDENTIFYING THE “INFLUENCERS” IS A CRITICAL MARKETING FOCUS

INFORMATION SOURCES ARE ONLY AS GOOD AS PEOPLE’S REASONS FOR SEEKING THEM; POTENTIAL THEATREGOERS MUST BE ACTIVATED IN OTHER WAYS


Event vs. Routine


EVENT VS. ROUTINE

EMERGING INSIGHTS:

• Theatre has struggled to translate its event-based format into a modern entertainment option

• Sparks of interest in theatre-going often lack kindling outside of the theatre

• Logistics like price point and intangibles like cultural awareness are barriers to routine attendance

AUDIENCE OPINION“It’s a New York thing to do, but for when you have family in town.”“It’s so expensive, I can’t afford to go often.”

EXPERT OPINION“I believe that a sense of ownership can be engendered in a local community to support a theater. Whether that’s making a really nice bar where people can come hang out or making them feel a part of the building and what’s happening there, if people feel like locals then they’ll want to go.” - Alex Tyrrell

“I think there is a fundamental human desire for social, cool events. People like to go out, to dress up, to be in a crowd that is collectively doing something special.” - Mo Rocca

“We can’t compete with mass art forms because we’re not television, we’re not anything mass. We’re a handmade, small business.” - Tom Cott


3-4 PERFORMANCES EVERY TWO YEARS IS A REMARKABLY COMMON AVERAGE

Popularity of a performing art form appears irrelevant to its frequency

9%

10%

10%

12%

19%

19%

34%

36%

49%

52%

68%

75%

19%

22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Reading

Performance art

Classical dance

Modern dance

Gallery opening

Classical music

Opera

Off or Off-Off Broadway musical

Comedy

Off or Off-Off Broadway play

Other live music

Broadway Play

Movie

Broadway musical

Any

S7 How many times in the past two years would you estimate that you attended…?General population sampleTotal base (n=1890)

Mean attendanceAll Attending

Resps: Resps.Bway musical 2.8 3.7Movie 7.6 11.2Bway play 1.7 3.3Other music 2.3 4.7O-Bway play 1.1 3.1Comedy 0.9 2.7O-Bway musical 0.6 2.7Opera 0.7 3.7Classical music 0.7 3.6Gallery opening 0.7 3.7Modern dance 0.4 3.2Classical dance 0.4 3.9Perf art 0.4 4.3Reading 0.3 2.8


TICKETS ARE LARGELY SEEN AS AN ADVANCE PURCHASE

• Advance purchases may be chosen to guarantee high-quality seats• Off and Off-Off Broadway are a more spontaneous ticket purchase - potentially because of

price point

6%

12%

2%

3%

5%

12%

11%

12%

13%

18%

11%

9%

19%

21%

16%

13%

16%

20%

23%

18%

16%

11%

18%

24%

16%

4%

13%

14%

9%

2%

6%

7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dance performance(n=109)

Off or Off-OffBroadway

production (n=147)

Broadway play(n=451)

Broadway musical(n=1155)

Night of showSame day as showLess than 1 week in advance1-2 weeks in advance2-4 weeks in advance1-2 months in advance2-4 months in advance4 or more months in advance

Q18 And the last time you attended a PERFORMANCE TYPE, when did you purchase the ticket?General population + oversampleBase = those who most prefer this performance type and have attended this type of performance in last two years


EXPECTATION AND EXPERIENCE INDICATE BROADWAY IS CASUAL BUT STILL SPECIAL

46%41%

20%

48% 46%

19%

37%33%

19%

40%44%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Is for a special night out Is a thing to do with a date / significant other Is a dress-up occasion


Non-users appear to strongly feel it would take something special to entice them to attend



LOW SCORES MAY INDICATE A LACK OF PASSION FOR THEATRE IN DAILY LIFE

Low scores overall – and throughout research, may indicate low levels of passion about the form

27%

28%

35%

36%

37%

42%

40%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I attend live performance as a way to celebrate a specialoccasion

I buy tickets for live performances well in advance

The performing arts are very important to me

I love to be transported out of my daily life

I love the spectacle of an elaborate production

I love to discuss a performance afterward

I seek ways to enrich my perspective on life

Q3 Now think only about live stage performances – plays, musicals, and dance. How much does each of the following statements describe you and your attitudes toward live (New York City) stage performances? 1=not at all, 7=very stronglyTop 2 box %General population sampleTotal base (n=1890)



18%

18%

19%

19%

20%

21%

20%

22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I decide which friends I want to see 1st, what we'll do for entertainment 2nd

I love being on the cutting edge of New York culture

I would much rather go out than spend the evening at home

Supporting local performers is important to me

I love knowing things about the entertainment scene that not everyone knows

I know more than most people about how to get special deals on tickets for liveperformances

I try lots of new things, even though I won't enjoy some of them

If I've heard a lot about a show from a lot of different sources I expect I'll probably like it



5%

7%

7%

14%

15%

17%

16%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I only go to a live performance if someoneelse plans it and talks me into it

For me the performance itself is secondaryto the social occasion of going out to see it

It's important to me to donate money toperformance groups I like

I enjoy following the careers of performersI've seen

I don't like to plan my social life very farahead

I like to be one of the first to try things

Friends turn to me for performancerecommendations





18%

18%

19%

19%

20%

21%

20%

22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I decide which friends I want to see 1st, what we'll do for entertainment 2nd

I love being on the cutting edge of New York culture

I would much rather go out than spend the evening at home

Supporting local performers is important to me

I love knowing things about the entertainment scene that not everyone knows

I know more than most people about how to get special deals on tickets for liveperformances

I try lots of new things, even though I won't enjoy some of them

If I've heard a lot about a show from a lot of different sources I expect I'll probably like it



EVENT VS. ROUTINE: KEY INSIGHTS

THEATRE’S PERCEPTION AS A ‘SPECIAL EVENT’ IS DEEPLY ENTRENCHED AND NOT LIKELY TO CHANGE

HOWEVER, THEATRE COULD BECOME A MORE FREQUENT SPECIAL EVENT THROUGH A COMBINATION OF POSITIONING AND MARKETING

THEATRE MARKETING HAS AN OPPORTUNITY TO MORE FULLY LEVERAGE PEOPLE’S VALUES AND MOTIVATIONS INTO SHARPER REASONS FOR ATTENDING


Ease & Accessibility


EASE & ACCESSIBILITY

EMERGING INSIGHTS:

• Theatre does not fit into people’s routines, habits and rituals

• Broadway theatre is difficult to get to, requiring advanced purchase, complex scheduling, transportation and other logistics

• Tickets are difficult to purchase and often suffer from a perception of unavailability

AUDIENCE OPINION“I know you can stand in line for an hour and get tickets, but it’s just not possible with my lifestyle.”

“It takes a lot of planning.”

EXPERT OPINION“We’re in the 21st century, still making it impossible for people to come see theater -- we put all these roadblocks in the way.” - Tom Cott

“Right now the hurdles to get over are the things we traditionally relied on: capacity filled with subscribers, critique in the local newspaper. A lot of that is just so unimportant to the generation that’s 26 and under.” - Zanie Voss

“If you had a better customer service experience and gave people the information they need when they want it, made them feel welcome and made the invitation appealing, I think we would have a much easier time of selling what we’re doing.” - Tom Cott


PUBLIC TRANSPORTATION IS NOT A MAJOR BARRIER TO ATTENDENCE

D2 If you were to go to a theatre in Manhattan from home, what mode of transportation would you most likely use?General population sampleTotal base (n=1890)

1%

3%

4%

7%

22%

38%

26%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Limo / car service

On foot

Taxi

Bus

Train

Personal automobile

Subway


THE TIMES SQ. REBIRTH HAS MADE THE AREA SAFE, FAMILY FRIENDLY, AND EASY

46%

33%

24%

22%

15%

18%

9%

17%

4%

7%

1%

3%

1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Navigating todestination on arrival

at Times Square

Getting from home toTimes Square

7 - very easy654321 - so hard interest ends

D3 How hard / easy is it for you to get from home to Times Square for theatre?D4 Once you reach Times Square, how hard / easy is it for you to navigate to your destination?General population sampleTotal base (n=1890)


PERCEPTIONS OF BROADWAY TICKET AVAILABILITY ARE LOWER THAN REALITY

May be partially due to marketing messaging emphasizing ticket scarcity for shows

3%

2%

16%

24%

5%

4%

20%

25%

14%

13%

26%

23%

26%

25%

20%

15%

22%

23%

9%

6%

15%

19%

5%

4%

15%

14%

4%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dance performance

Off or Off-OffBroadway production

Broadway play

Broadway musical

7 - very likely sold out654321 - not at all likely

Q14 How likely do you think it is that tickets for most performances of this kind of event would be sold out if you tried to buy some?General population sampleTotal base (n=1890)


INTERNET IS THE PRIMARY TICKET PURCHASE METHOD

33%

37%

42%

42%

26%

25%

19%

18%

4%

4%

10%

12%

6%

8%

8%

7%

16%

11%

5%

3%

5%

4%

3%

5%

3%

2%

2%

1%

1%

1%

1%

10%

8%

10%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dance performance(n=109)


(n=147)

Broadway play(n=451)

Broadway musical(n=1155)

InternetTheatre box officeTKTS boothTelephone chargeSubscription / membershipPart of groupBroadway ticket centerBroker / resellerSomething else

Q17 The last time you attended a PERFORMANCE TYPE, how did you purchase the ticket?General population + oversampleBase = those who most prefer this performance type and have attended this type of performance in last two years


RESPONDENTS REPORTED FEW MEANINGFUL HINDRANCES TO ATTENDING

16%12% 12% 12% 10%

22%

3% 2% 2% 1% 0%

8%

1%

30%

6% 8%3% 1%

28%

4%6%1% 2% 0% 1%

21%

1%

8% 7%1% 1% 1%

5%0%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Prefer to spendleisure time in other

ways

It’s what tourists do I don't want to dressup to go out

I feel uncomfortableor out of place

It's not what peoplemy age do

Transportation andparking issues

Performances are inunsafe or unfamiliar

locations

Q26 Which of the reasons below keep you from attending PERFORMANCEs in New York City more often?“Major issue”Total base


EASE & ACCESSIBILITY: KEY INSIGHTS

NEGATIVE PERCEPTIONS AROUND EASE AND ACCESSIBILITY MAY DISSUADE PEOPLE FROM INITIALLY CONSIDERING A TRIP TO THE THEATRE, BUT ARE NOT BARRIERS ONCE A DECISION HAS BEEN MADE

THE INTERNET IS DISPROPORTIONATELY THE TICKET-BUYING CHANNEL OF CHOICE, MAKING ITS POTENTIAL AS A KEY MARKETING CHANNEL SIGNIFICANT


Price & Perceived Value


PRICE & PERCEIVED VALUE

EMERGING INSIGHTS:

• Although theatre is fairly priced, people perceive it as too expensive

• Price is a major hurdle to regular theater attendance

• Prices are high compared to other forms of entertainment, creating a difficult risk/value equation

AUDIENCE OPINION“At first I thought it was expensive, but I loved it so much that I don’t regret it.”

“If i am sitting in front of my pc...and knowing i am going to spend those $100...in 2 sec (at that moment i am not thinking of the 3 hours of great entertainment ahead)...i hesitate. then you see the convenience fee. Tax. s & h.”

“Maybe it’s not all expensive. I just have the perception that it is.”

EXPERT OPINION“Price is definitely a factor which brings people to the movies, but I think it’s also that Hollywood is just better at coming up with relevant narratives more quickly.” - Natalia de Cuba Romero

“Broadway has priced itself out of the market.” – Anne Hamburger


PERCEPTION OF AVERAGE SEAT PRICE APPEARS ACCURATE

3%

5%

13%

23%

1%

1%

28%

42%

9%

5%

30%

22%

29%

20%

13%

6%

33%

33%

4%

1%

18%

26%

1%

1%

6%

9%

3%

5%

8%

1%

1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dance performance


Broadway play

Broadway musical$20$30$50$75$100$125$150More than $150Have no idea

Q12 What do you think is a typical price for an average seat at this kind of performance?General population sampleTotal base (n=1890)

Mean price:Broadway musical $106Broadway play $97Off Bway production $54Dance performance $67


PERCEPTION OF PRICE APPROPRIATENESS TENDS TOWARDS PREMIUM

• Broadway’s price, on average, is perceived as demanding a special night out• Off and Off-Off Broadway are priced more in line with a routine behavior

10%

3%

8%

10%

12%

7%

24%

30%

32%

26%

43%

39%

34%

44%

21%

17%

12%

20%

4%

4%

0% 20% 40% 60% 80% 100%

Danceperformance


Broadway play

Broadwaymusical

Too expensive, period

Too expensive for anything but a very specialnight outOkay for a special night out

Okay for an occasional night out

Okay for a usual night out

Q13 And how do you think about the cost of tickets to this kind of performance?General population sampleTotal base (n=1890)


PRICES ARE SEEN AS ABSOLUTELY HIGH, BUT WORTH IT

37%

17% 17%13%

39%

7% 5%1% 1%

67%

47%

21%

7% 5%

75%

19%

31%

16%

8%

51%

17% 17%

3% 5%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cost of tickets is too high I'm not sure I'll enjoy itenough to be worth the cost

of tickets

It's hard to make time to goout

It's hard to arrange childcare Performance times aren'tconvenient for me

Q26 Which of the reasons below keep you from attending PERFORMANCEs in New York City more often?“Major issue”Total base


PRICE & PERCEIVED VALUE: KEY INSIGHTS

THEATRE IS OFTEN DESCRIBED AS “TOO EXPENSIVE,” YET BY AND LARGE EVERYONE BELIEVES THE EXPERIENCE IS “WORTH THE PRICE”

BROADWAY’S PRICE REINFORCES ITS POSITION AS AN OCCASIONAL EVENT, BUT RESTRICTS IT FROM BECOMING A MORE REGULAR RITUAL

BROADWAY’S PREMIUM PRICE POINT MAY BIAS PERCEPTIONS OF THEATRE MORE GENERALLY AS A SPECIAL OCCASION

OFF/OFF-OFF BROADWAY PRICING COULD POSE AN ENTRY POINT FOR MORE ROUTINE BEHAVIOR FOR SOME AUDIENCES


DEFINING THEATRE’S CORE CHALLENGES

• Theatre currently has an image, price and positioning that support it being a special, worthwhile occasion, but may discourage regular attendance

• Theatre’s content and experience do not yet market themselves in a differentiated way to match the diversity of its audiences’ competing wants and desires

• Broadway Theatre is a luxury experience being packaged as a “mass” consumable

• Off and Off-Off Broadway’s distinct positioning and entry-level price point are underleveraged

• Theatre has relied too heavily on its live experience to forge connections and relationships with its audience, and seldom explicitly connects beyond the venue

• Theatre has approached its challenges from the standpoint of increasing volume rather than building consumer relationships

• Theatre’s key barriers seem to be less logistics-related and primarily due to low cultural relevance and pervasive competition from other entertainment options


TDF

• High-level operational implications from these new programs and goals

• Disseminate new insights and perspectives throughout the industry

• Enhance existing and/or create new programs and tools to promote audience growth initiatives

Build a stronger leadership platform to drive industry and audience growth

Patrons

• Promote the thrill of evolving “sustainable theatre practices,” vs. supporting an endangered species

• Innovate funding models to expand the base of resources in an additive way

• Position theatre to inspire greater support and a more nuanced understanding of its “value”

• Segment funding efforts and subsidies to better align with a diversity of content and formats

Increase support for TDF and theatre-arts

Producers Commercial &

NFP

• Set a new marketing standard in which producers consistently leverage theatre’s distinctiveness and latent consumer appeal to maximize their potential audience

• Develop a “toolkit” of modern technology, tactics, channels and messages that will drive faster word- of-mouth and broader awareness and excitement

• Aid in targeting differentiated audiences with tailored messages and marketing

Enhance audience reach and engagement through a more effective marketing toolkit

TRANSLATING INSIGHT INTO ACTION

Immediate Long-TermConstituent

• Leverage cutting-edge channels and technologies to help theatrical marketing reach its broadest potential audience

• Instigate dialog in the culture at large about theatre’s unique experience

• Update marketing channels and communications to help more people stay aware, engaged, attending

• Use motivational segmentation of consumers to sharpen targeting & relevance of marketing efforts

• Reposition theatre arts to reignite interest and attendance by a robust cross-section of people

Audience Current & Potential

Broaden and deepen attendance through strategic marketing

Goal


CONSUMER & CULTURAL INSIGHT | STRATEGY | INNOVATION

Infinia Foresight LLC 515 W. 20th St. 6th Floor New York, NY 10011 www.infiniaforesight.com 212-463-5140 [email protected]

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Documents

©2008 Infinia Foresight - TDF · ©2008 Infinia Foresight • We have reached the conclusion of our market research • We are currently synthesizing all of our inputs into insights