San Diego Opera
Web Survey
Detailed Report
August 28, 2013
Table of Contents
2
Section A
Background
3
Section B
Performing Arts Attendance
9
Section C
Awareness and Usage
11
Section D
Familiarity with San Diego Opera
14
Section E
Event Attendance
16
Section F
Communications
22
Section G
Net Promoter Score
26
Section H
Demographics
30
Section A:
Background
Background
San Diego Opera is conducting a program of research in support of rebranding the
organization. The rebranding is expected to include revision of the look and feel of
all communications as well as updated messaging. Additionally, a campaign to
increase the number of season ticket holders is anticipated.
Phase Three of the research included a Web Panel Survey of potential San Diego
Opera patrons age 25 to 55. A total on n = 388 completed the entire survey.
The findings from Phase Three of this research project is reported herein.
4
Objectives
Awareness and Usage
• Evaluate unprompted and prompted awareness of San Diego Opera and other
ticketed performing arts events in San Diego
• Evaluate usage of San Diego Opera and other ticketed performing arts events in
San Diego
• Identify segments of the San Diego population likely to attend San Diego Opera
performances
• Determine how to maximize San Diego Opera grand opera performances (i.e.
46,000 tickets during each season)
5
Objectives
Triggers and Barriers to Attendance
•
•
•
Identify triggers and barriers to attending San Diego Opera performances:
Describe the preferred “opera experience”
o Location
o Time of year, week and day
o Combined with what (e.g. meal, champagne, hotel)
o Alignment with other events
Understand desired programming
Communications
•
Identify the criteria (messages) that the San Diego Opera must meet to
encourage attendance, including but not limited to:
Preferred Means of Communication
•
6
Identify the preferred means of communicating with ticketed performing arts
patrons
Objectives
Demographics
•
7
Assess impact of demographic characteristics on attendance at ticketed
performing arts events:
o Age
o Gender
o Total annual household income
o Ethnicity
Methodology
A sample size of n = 388 yields +/- 4.98% sampling error at 95% confidence. This
means that if the same Web Panel Survey were conducted 100 times, the same
results would be found in 95 out of 100 interviews and would differ from the true
ratings by less than +/-4.98%.
Q2 Insights programed and hosted the Web Panel Survey. A structured
questionnaire was employed for the study. The questionnaire took approximately 15
minutes to administer. Q2 Insights developed the questionnaire in collaboration
with the client.
Multi-sourcing was be used to gather study participants. Q2 Insights has the ability
to obtain Web Panel Survey respondents from the industry’s largest sample
suppliers in over 20 major global markets. Q2 Insights identified the unique
respondent characteristics required and recruited to these specific characteristics.
8
Section B:
Performing Arts Attendance
Attendance
Q5.) During the past 12 months have you attended a ticketed performing arts event in the San
Diego area, such as a concert, the ballet, opera, theatre (e.g., play or musical, or an orchestral
concert? Base = 400
One or Two
Times
62%
Three to Five
Times
29%
Six to Ten
Times
8%
Ten or More
Times
2%
0%
10
10%
20%
30%
40%
50%
60%
70%
Section C:
Awareness and Usage
Performing Arts Events Prompted Awareness
Q8.) Which of the following performing arts events and performances have you attended in the
past 12 months? Check all that apply. Base = 400
33%
Broadway San Diego
24%
La Jolla Playhouse Plays or Musicals
21%
San Diego Symphony "Pops" In the Park
16%
San Diego Symphony Concerts
14%
Shakespeare Festival at Old Globe Theatre
13%
California Center for the Arts in Escondido Events
11%
San Diego Ballet
11%
Pop Artist Concerts at the Sleep Train Amphitheater…
Lambs Players Theater in Coronado
8%
Moonlight Stage Productions
8%
4%
Starlight Theater Performances
San Diego Opera
0%
32%
Other
0%
12
10%
20%
30%
40%
Sources of Information for Performing Arts Events
Q9.) What sources do you use to find information about performing arts events in San Diego?
Check all that apply. Base = 400
34%
Community newspapers
31%
Websites that list a variety of performing arts events
30%
Union Tribune
29%
Individual performing arts websites
29%
Search engines
28%
Ticketmaster.com
Facebook
23%
The Reader
23%
10%
North County Times
6%
Yelp
18%
Other
0%
13
10%
20%
30%
40%
Section D:
Familiarity with San Diego Opera
Familiarity with San Diego Opera
Q10.) How familiar are you with the San Diego Opera?
Base = 400
19%
0%
Very Familiar
15
33%
20%
Familiar
40%
29%
60%
Neither Familiar Nor Unfamiliar
18%
80%
100%
Unfamiliar
Very Unfamiliar
Section E:
Event Attendance
Barriers for San Diego Opera Attendance
Q12.) To what extent do you agree or disagree that the following would deter you from attending a
San Diego Opera event? Base = 392
23%
Price of tickets
43%
18%
Friends and family are not interested in attending
47%
7%
19%
13%
Lack of familiarity with opera
15%
40%
22%
19%
Difficulty parking downtown
16%
39%
24%
16%
Lack of understanding of the story line
15%
36%
Lack of understanding of the music
12%
33%
Feeling like I do not belong with the opera crowd
13%
32%
Impression that opera is tedious
12%
Length of performance
9%
Overall effort to get to the event
7%
Civic Theater venue
16%
Agree
26%
29%
35%
27%
37%
37%
20%
34%
Neither Agree Nor Disagree
60%
Disagree
6%
11%
36%
40%
7%
25%
35%
33%
5%
27%
33%
Lack of an entire night out package 5% 11%
Strongly Agree
25%
23%
28%
6%
21%
26%
26%
16%
0%
26%
28%
Minimal opportunity to socialize with others during an opera
17
26%
10%
15%
80%
100%
Strongly Disagree
Triggers for San Diego Opera Attendance
Q14.) To what extent do you agree or disagree that the following would encourage you to attend a
San Diego Opera event? Base = 390
Reasonably priced tickets
Friends / family are interested in attending
Availability of a summary of the opera story beforehand
Understanding of the story line
Understanding of the music
Traditional opera story with a contemporary twist
Opera held at locations other than downtown San Diego
Casual dress standards
Famous performers
Explanation of key scenes during an opera performance
Shorter opera performances
Opera performed at outdoor venues
Opportunities for activities before and after an opera event
Opportunity to socialize with others
Ability to watch video interviews with performers beforehand
35%
47%
13%
20%
52%
22%
17%
51%
22%
7%
16%
52%
24%
7%
11%
50%
29%
8%
11%
43%
33%
7% 5%
11%
39%
35%
11%
15%
35%
30%
15% 5%
11%
37%
35%
13% 5%
11%
37%
32%
16%
6%
36%
43%
11%
7%
34%
37%
18%
5%
31%
40%
19% 5%
21%
49%
21% 6%
16%
38%
35%
8%
0%
Strongly Agree
18
Agree
20%
Neither Agree Nor Disagree
40%
Disagree
60%
80%
100%
Strongly Disagree
Importance of Elements in Decision To Attend SDO Event
Q16.) How important are the following elements when deciding to attend a San Diego Opera
event? Base = 388
Reasonably priced tickets
46%
Understanding of the story
45%
27%
The venue
8%
54%
16%
17%
54%
26%
Proximity of seat to the stage
12%
52%
29%
1.5 to two hour performances
11%
52%
32%
Level of enthusiasm from others about the opera
12%
48%
Availability of subtitles
12%
The reputation of the performers
8%
0%
Very Important
19
33%
33%
40%
33%
20%
60%
Important
6%
13%
45%
40%
5%
13%
80%
100%
Length of Performance
Q17.) How long would you prefer San Diego Opera events last? Base = 388
Less than
one hour
5%
One to two
hours
77%
Two to
three
hours
Three to
four hours
17%
1%
0%
20
20%
40%
60%
80%
Elements to Include in Opera Experience
Q18.) Which of the following would you like to include in your experience attending a San Diego
Opera event? Base = 388
Dinner
50%
Drinks
36%
After party
5%
Opportunity to meet
the performers
4%
Hotel
2%
Network opportunities
with other attendees
1%
None / Nothing
4%
0%
21
10%
20%
30%
40%
50%
60%
Section F:
Communications
Communication Preferences
Q19.) Where would you prefer to see or hear communications about San Diego Opera events?
Base = 388
38%
36%
Email
Union Tribune
The Reader
Radio
Social media
Community newspapers
Online news sources
Television
Magazines
Direct Mail
City Beat
North County Times
Outdoor
Online magazines
LGBT Weekly
Text messages
Telephone
Other
31%
30%
27%
25%
23%
23%
14%
14%
13%
12%
11%
9%
4%
3%
1%
3%
0%
23
10%
20%
30%
Other Responses
•
•
•
•
•
•
•
•
•
•
Groupon / Living Social (2)
Coupon websites
Event listings
Friends
Goldstar
iPhone app alert
J Company
Readercity deals
Search engines
Yelp
40%
50%
Sources for Information about San Diego Opera
Q20.) Where would you look for information about San Diego Opera events? Check all that apply.
Base = 388
45%
Search engines
35%
Ticketmaster.com
32%
utsandiego.com
29%
sandiegoreader.com
23%
23%
Newspaper
sdopera.com
18%
sandiegomagazine.com
12%
11%
sdcitybeat.com
sandiego.org
6%
6%
Blogs
sandiegofamily.com
3%
3%
1%
4%
YouTube
sdbetterevents.com
patch.com
Other
0%
24
•
•
•
•
•
•
•
•
•
•
•
20%
Yelp
10%
20%
Other Responses
30%
Do not seek out (4)
Email (2)
Goldstar (2)
Facebook
Friends / word of mouth
Search engines
Just My Ticket
KPBS
Readercity
Twitter
UT Daily
40%
50%
Social Media Usage for Information on San Diego Opera
Q21.) Would you use social media (such as Facebook, LinkedIn, Twitter, etc.) to find information
about San Diego Opera events? Base = 388
Q22.) Which social media sites would you visit to find information on San Diego Opera events?
Base = 126 Those that responded “Yes” to Q21
Social Media Sites
Don't
Know
17%
No
51%
25
Yes
33%
•
•
•
•
•
•
•
•
•
•
Facebook (94%)
LinkedIn (13%)
Pinterest (11%)
Twitter (10%)
Google Plus (9%)
Foursquare (6%)
Reddit (4%)
Instagram (1%)
San Diego Opera website (1%)
Yelp (1%)
Section G:
Net Promoter Score
Likelihood of Recommending San Diego Opera
Q23.) How likely are you to recommend the San Diego Opera to family, friends or colleagues?
Base = 388
Net Promoter Score
10
9
8
7
6
5
4
3
2
1
0
2.6%
1.3%
5.7%
14.2%
15.2%
25.8%
7.7%
6.4%
7.2%
5.2%
8.8%

3.9
27


76.3
- 72.4
Likelihood of Attending San Diego Opera
Q24.) How likely is it that you will attend a San Diego Opera performance?
Base = 388
Likelihood of Attending
28
10
9
8
7
6
5
4
3
2
1
0
2.3%
2.1%
7.7%
16.0%
13.1%
20.6%
7.7%
9.8%
7.0%
7.2%
6.4%
12.1%
67.2%
20.6%



Likelihood of Attending in Next 12 Months
Q25.) How likely is it that you will attend a San Diego Opera performance in the next 12 months?
Base = 388
Likelihood of Attending in Next 12 Months
29
10
9
8
7
6
5
4
3
2
1
0
2.1%
2.3%
7.7%
9.3%
14.9%
19.8%
6.7%
12.6%
7.5%
8.0%
9.0%
12.1%
63.3%
24.5%



Section H:
Demographics
Age
Q3.) Which of the following best describes your age? Base = 400
25 to 29
11%
30 to 34
22%
35 to 39
15%
40 to 44
15%
45 to 49
15%
50 to 55
22%
0%
31
5%
10%
15%
20%
25%
30%
Household Income
Q4.) Which of the following best describes your total annual household income? Base = 400
$75,000 to
$99,999
20%
$100,000 to
$124,999
24%
$125,000 to
$149,999
16%
$150,000 to
$174,999
16%
$175,000 to
$199,999
10%
$200,000 or
More
15%
0%
32
5%
10%
15%
20%
25%
30%
Gender
Q28.) Gender
Base = 388
Male
37%
Female
63%
33
Education
Q29.) What is the highest level of education you have completed?
Base = 388
Graduate Degree(s)
35%
Bachelor's Degree
46%
Associates Degree
5%
Some College, No
Degree
12%
High School Graduate
Grade 9 to 12
2%
0%
0%
34
10%
20%
30%
40%
50%
Occupation
Q30.) Which of the following best describes your occupation?
Base = 388
Professional / Technical
47%
Administration / Management
22%
Self Employed
8%
Sales / Service
5%
Housewife
4%
Retired
2%
Artist
2%
Craftsman
1%
Student
1%
Clerical
1%
Other
8%
0%
35
10%
20%
30%
40%
50%
Zip Code
Q31.) What is your zip code?
Base = 388
Zip Codes
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
36
92131 (17)
92130 (15)
92126 (14)
92009 (13)
92101 (13)
92127 (13)
92104 (12)
92122 (12)
92129 (12)
92037 (11)
92064 (11)
92128 (11)
92103 (10)
92040 (8)
92071 (8)
92108 (8)
92109 (8)
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
91941 (7)
92110 (7)
92120 (7)
91913 (6)
92008 (6)
92027 (6)
92081 (6)
92111 (6)
92117 (6)
92123 (6)
92014 (5)
92056 (5)
92069 (5)
92115 (5)
92116 (5)
91910 (4)
91915 (4)
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
91942 (4)
91950 (4)
92010 (4)
92020 (4)
92025 (4)
92026 (4)
92054 (4)
92078 (4)
92119 (4)
91978 (3)
92019 (3)
92024 (3)
92057 (3)
92107 (3)
92139 (3)
91901 (2)
91911 (2)
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
91977 (2)
92029 (2)
92058 (2)
92082 (2)
92102 (2)
92114 (2)
92121 (2)
92124 (2)
91902
91914
91932
91945
92007
92021
92028
92030
92036
•
•
•
•
•
•
•
•
•
•
•
•
•
92038
92065
92067
92075
92083
92084
92105
92106
92112
92113
92118
92161
92801
Length of Time in San Diego Area
Q32.) How long have you lived in the San Diego area?
Base = 388
Less than Two Years
3%
Two to Three Years
7%
Four to Five Years
9%
Six to Fourteen Years
25%
Fifteen or More Years
57%
0%
37
10%
20%
30%
40%
50%
60%
Marital Status
Q33.) Which of the following best describes your marital status?
Base = 388
Married / in partnership with
children
43%
Married / in partnership with
no children
39%
Single living alone
9%
Single sharing living quarters
with non-partner(s)
7%
Single with children
3%
0%
38
10%
20%
30%
40%
50%
Number of People In Household
Q34.) How many people do you have living in your household?
Base = 388
One Person Household
8%
Two Person Household
47%
Three Person Household
20%
Four Person Household
19%
Five or More Person
Household
7%
0%
39
10%
20%
30%
40%
50%
Ethnicity
Q35.) Which of the following best describes your ethnicity?
Base = 388
Caucasian
74%
Asian
14%
Hispanic
7%
African-American
2%
Caribbean-American
0%
Native American
0%
Other
3%
0%
40
20%
40%
60%
80%