2012 Audience Survey Results
Larry D. Gustke, Ph.D. – October 16, 2012
2012 Audience Survey Results
Internet based survey – Survey Monkey collected responses
Invitation to participate was made in different ways
Core of 25 questions – option to add or delete questions
Number of participating
Productions
Number of Respondents
Nine
340
Ten
1,516
2012 Audience Survey Results
The Lost Colony
Tecumseh
Living Word
Montford Park Players
Picture in Scripture
Drums Along the Mohawk
Last of the Mohicans
Serenbe Playhouse
Horn in the West
Colorado Shakespeare
Festival
2012 Audience Survey Results
Have you visited this outdoor theatre before?
NR, 1.3%
Yes, 47.7%
No, 51.0%
2012 Audience Survey Results
If yes, when did you last visit the theatre?
90.0%
78.3%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
9.5%
4.4%
2.1%
2.5%
3.4%
2009
2008
2007
0.0%
2011
2010
NR
2012 Audience Survey Results
Have you seen other outdoor productions?
NR, 1.3%
Yes, 43.7%
No, 54.9%
2012 Audience Survey Results
How did you hear about this event?
39.2%
40.0%
35.0%
30.0%
25.7%
24.1%
25.0%
15.0%
10.0%
5.0%
0.0%
17.8%
17.4%
20.0%
12.3%
9.2% 2.7% 9.8%
5.7%
5.9%
1.3%
4.9%
4.8%
2.8%
2.6%
1.1% 0.4%
0.0%
12.1%
5.8%
2012 Audience Survey Results
How important were these factors in making your decision to
attend?
3.075
Tradition
2.673
Previous Experience
1.502
Subject
1.796
Show Reputation
1.823
Weather
1.867
Price
1.499
Attend w/Family
0
0.5
1
1.5
2
2.5
3
3.5
2012 Audience Survey Results
When did you decide to come to this theatre?
39.1%
39.4%
40.0%
35.0%
30.0%
25.0%
17.0%
20.0%
15.0%
10.0%
5.0%
1.8%
1.8%
0.8%
0.0%
Today
Yesterday
Less than one
week
Several Weeks
4 weeks +
NR
2012 Audience Survey Results
How did you obtain your tickets?
79.6%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
8.4%
0.9%
10.0%
6.1%
4.4%
0.0%
Phone
Internet
Ticket Outlet
Box Office
No Ticket
0.6%
2012 Audience Survey Results
If you purchased through the internet, how much time did
you spend at the website before purchasing?
NR, 18.7%
5+ minutes,
31.9%
Not much,
23.5%
Several
minutes,
25.9%
2012 Audience Survey Results
What was your primary purpose for traveling to this area?
8.7%
NR
9.8%
Other
5.8%
Short Getaway
Business
0.8%
3.5%
Visit F&R
47.0%
Vacation
24.4%
Attend Drama
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
2012 Audience Survey Results
Which of the following best describes the people who came with
you?
Business
Associates, 0.2%
Alone, 2.4%
Friends, 16.0%
Organized Group,
1.0%
NR, 1.2%
Relatives, 79.3%
2012 Audience Survey Results
How many people were in your party seeing this production?
Party Size – Typical
Adults = 2.0
Children = 0.72 children
2012 Audience Survey Results
Which of the following best describes the people who came
with you?
Business
Associates, 0.2%
Alone, 2.4%
Friends, 16.0%
Organized
Group, 1.0%
NR, 1.2%
Relatives, 79.3%
2012 Audience Survey Results
Where will you stay tonight?
NR, 1.5%
Home, 31.2%
Cottage/
Condo 29.4%
Friends
Relatives, 3.9%
Camp/RV,
3.4%
B&B, 3.2%
Hotel/Motel,
27.4%
2012 Audience Survey Results
Which of the following meals did you eat at a local restaurant
today?
None, 26.6%
NR, 1.5%
Breakfast,
16.4%
Lunch, 34.2%
Dinner, 58.5%
2012 Audience Survey Results
How would you rate your total experience of attending this
theatre?
Poor, 1.5%
Fair, 2.8%
NR, 1.5%
Good, 20.4%
Excellent,
73.7%
2012 Audience Survey Results
How would rate the show itself?
Fair, 2.9% Poor, 1.0%
NR, 2.0%
Good, 18.3%
Excellent,
75.8%
2012 Audience Survey Results
Would you attend this outdoor theatre again?
Other, 15.3%
NR, 2.5%
No, 5.2%
Yes, 79.5%
2012 Audience Survey Results
Would you recommend this outdoor theatre to a friend/relative?
No, 2.4%
NR, 2.4%
Yes, 95.3%
2012 Audience Survey Results
Below is a list of terms commonly used to describe outdoor
productions. How do you feel about this production?
(On a 1 to 5 scale)
2.177
Spectacular
Entertaining
Educational
Exciting
1.49
1.691
1.732
2012 Audience Survey Results
Which category below includes
your age?
29.6%
30.0%
24.3%
24.2%
25.0%
20.0%
14.2%
15.0%
10.0%
3.9%
5.0%
0.3%
3.1%
1.0%
0.0%
<17
18-20
21-29
30-39
40-49
50-59
60+
NR
2012 Audience Survey Results
What is your gender?
NR, 3.5%
Male, 28.2%
Female, 68.2%
2012 Audience Survey Results
What is the last level of school you attended?
NR
2.3%
12.4%
Post Graduate
25.7%
Graduate School
37.5%
College Graduate
15.7%
1-2 College
6.4%
10 thru 12
7 thrun9
0.0%
1 thru 6
0.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
2012 Audience Survey Results
What is your household income?
30.8%
35.0%
30.0%
20.6%
25.0%
17.6%
20.0%
12.1%
15.0%
10.0%
4.6%
5.0%
0.0%
Under $30,000
$30-50,000
$50-75,000
$75-100,000
$100,000+
Thanks for listening