San Diego OperaWeb Survey

Detailed Report

August 28, 2013

Section ABackground 3

Section B Performing Arts Attendance 9

Section C Awareness and Usage 11

Section DFamiliarity with San Diego Opera 14

Section E Event Attendance 16

Section F Communications 22

Section GNet Promoter Score 26

Section HDemographics 30

2

Table of Contents

Section A:Background

4

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.

Background

5

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)

Objectives

6

Triggers and Barriers to Attendance

• Identify triggers and barriers to attending San Diego Opera performances:• Describe the preferred “opera experience”

o Locationo Time of year, week and dayo 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

• Identify the preferred means of communicating with ticketed performing arts patrons

Objectives

7

Demographics

• Assess impact of demographic characteristics on attendance at ticketed performing arts events:o Ageo Gendero Total annual household incomeo Ethnicity

Objectives

8

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.

Methodology

Section B:Performing Arts Attendance

AttendanceQ5.) 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

10

Ten or More Times

Six to Ten Times

Three to Five Times

One or Two Times

0% 10% 20% 30% 40% 50% 60% 70%

2%

8%

29%

62%

Section C:Awareness and Usage

Performing Arts Events Prompted AwarenessQ8.) Which of the following performing arts events and performances have you attended in the past 12 months? Check all that apply. Base = 400

12

Other

San Diego Opera

Starlight Theater Performances

Moonlight Stage Productions

Lambs Players Theater in Coronado

Pop Artist Concerts at the Sleep Train Amphitheater in Chula Vista

San Diego Ballet

California Center for the Arts in Escondido Events

Shakespeare Festival at Old Globe Theatre

San Diego Symphony Concerts

San Diego Symphony "Pops" In the Park

La Jolla Playhouse Plays or Musicals

Broadway San Diego

0% 10% 20% 30% 40%

32%

0%

4%

8%

8%

11%

11%

13%

14%

16%

21%

24%

33%

Sources of Information for Performing Arts EventsQ9.) What sources do you use to find information about performing arts events in San Diego? Check all that apply. Base = 400

13

Other

Yelp

North County Times

The Reader

Facebook

Ticketmaster.com

Search engines

Individual performing arts websites

Union Tribune

Websites that list a variety of performing arts events

Community newspapers

0% 10% 20% 30% 40%

18%

6%

10%

23%

23%

28%

29%

29%

30%

31%

34%

Section D:Familiarity with San Diego Opera

Familiarity with San Diego OperaQ10.) How familiar are you with the San Diego Opera? Base = 400

15

Series1

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

19% 33% 29% 18%

Very Familiar Familiar Neither Familiar Nor Unfamiliar Unfamiliar Very Unfamiliar

Section E:Event Attendance

Barriers for San Diego Opera AttendanceQ12.) To what extent do you agree or disagree that the following would deter you from attending a San Diego Opera event? Base = 392

17

Lack of an entire night out package

Civic Theater venue

Minimal opportunity to socialize with others during an opera

Overall effort to get to the event

Length of performance

Impression that opera is tedious

Feeling like I do not belong with the opera crowd

Lack of understanding of the music

Lack of understanding of the story line

Difficulty parking downtown

Lack of familiarity with opera

Friends and family are not interested in attending

Price of tickets

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

5%

7%9%12%13%12%14%16%15%18%

23%

11%16%16%

26%28%

28%32%33%

36%39%40%

47%43%

33%37%

33%35%

35%29%23%26%

26%24%22%

19%26%

36%34%

37%27%

25%27%

26%25%

21%16%19%

13%7%

15%10%11%

6%

7%5%

6%

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Triggers for San Diego Opera AttendanceQ14.) To what extent do you agree or disagree that the following would encourage you to attend a San Diego Opera event? Base = 390

18

Ability to watch video interviews with performers beforehandOpportunity to socialize with others

Opportunities for activities before and after an opera eventOpera performed at outdoor venues

Shorter opera performancesExplanation of key scenes during an opera performance

Famous performersCasual dress standards

Opera held at locations other than downtown San DiegoTraditional opera story with a contemporary twist

Understanding of the musicUnderstanding of the story line

Availability of a summary of the opera story beforehandFriends / family are interested in attending

Reasonably priced tickets

0% 20% 40% 60% 80% 100%16%

21%31%

34%36%

37%37%

35%39%43%

50%52%51%

52%47%

38%49%

40%37%

43%32%35%30%

35%33%

28%24%22%

22%13%

35%21%19%18%

11%16%13%

15%11%7%

8%7%7%

8%6%5%

5%5%

5%

5%7%6%11%11%15%

11%11%11%

16%17%20%

35%

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Importance of Elements in Decision To Attend SDO EventQ16.) How important are the following elements when deciding to attend a San Diego Opera event? Base = 388

19

The reputation of the performers

Availability of subtitles

Level of enthusiasm from others about the opera

1.5 to two hour performances

Proximity of seat to the stage

The venue

Understanding of the story

Reasonably priced tickets

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

8%

12%

12%

11%

12%

16%

27%

46%

33%

33%

48%

52%

52%

54%

54%

45%

45%

40%

33%

32%

29%

26%

17%

8%

13%

13%

6%

5%

Very Important Important Neither Important Nor Not Important Not Important

Length of PerformanceQ17.) How long would you prefer San Diego Opera events last? Base = 388

20

Three to four hours

Two to three hours

One to two hours

Less than one hour

0% 20% 40% 60% 80%

1%

17%

77%

5%

Elements to Include in Opera ExperienceQ18.) Which of the following would you like to include in your experience attending a San Diego Opera event? Base = 388

21

None / Nothing

Network opportunities with other attendees

Hotel

Opportunity to meet the performers

After party

Drinks

Dinner

-10% 0% 10% 20% 30% 40% 50% 60%

4%

1%

2%

4%

5%

36%

50%

Section F:Communications

Communication PreferencesQ19.) Where would you prefer to see or hear communications about San Diego Opera events? Base = 388

23

OtherTelephone

Text messagesLGBT Weekly

Online magazinesOutdoor

North County TimesCity Beat

Direct MailMagazinesTelevision

Online news sourcesCommunity newspapers

Social mediaRadio

The ReaderUnion Tribune

Email

0% 10% 20% 30% 40% 50%3%

1%3%

4%9%

11%12%

13%14%14%

23%23%

25%27%

30%31%

36%38%

Other Responses•Groupon / Living Social (2)•Coupon websites•Event listings•Friends•Goldstar•iPhone app alert•J Company•Readercity deals•Search engines•Yelp

Sources for Information about San Diego OperaQ20.) Where would you look for information about San Diego Opera events? Check all that apply. Base = 388

24

Otherpatch.com

sdbetterevents.comYouTube

sandiegofamily.comBlogs

sandiego.orgsdcitybeat.com

sandiegomagazine.comYelp

sdopera.comNewspaper

sandiegoreader.comutsandiego.com

Ticketmaster.comSearch engines

0% 10% 20% 30% 40% 50%4%

1%3%3%

6%6%

11%12%

18%20%

23%23%

29%32%

35%45%

Other Responses•Do not seek out (4)•Email (2)•Goldstar (2)•Facebook•Friends / word of mouth•Search engines•Just My Ticket•KPBS•Readercity•Twitter•UT Daily

Social Media Usage for Information on San Diego OperaQ21.) Would you use social media (such as Facebook, LinkedIn, Twitter, etc.) to find information about San Diego Opera events? Base = 388Q22.) Which social media sites would you visit to find information on San Diego Opera events? Base = 126 Those that responded “Yes” to Q21

25

Yes33%

No51%

Don't Know17%

Social Media Sites

• 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 OperaQ23.) How likely are you to recommend the San Diego Opera to family, friends or colleagues? Base = 388

27

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 76.3 - 72.4

Likelihood of Attending San Diego OperaQ24.) How likely is it that you will attend a San Diego Opera performance? Base = 388

28

Likelihood of Attending

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 MonthsQ25.) How likely is it that you will attend a San Diego Opera performance in the next 12 months? Base = 388

29

Likelihood of Attending in Next 12 Months

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

AgeQ3.) Which of the following best describes your age? Base = 400

31

50 to 55

45 to 49

40 to 44

35 to 39

30 to 34

25 to 29

0% 5% 10% 15% 20% 25% 30%

22%

15%

14%

15%

22%

11%

Household IncomeQ4.) Which of the following best describes your total annual household income? Base = 400

32

$200,000 or More

$175,000 to $199,999

$150,000 to $174,999

$125,000 to $149,999

$100,000 to $124,999

$75,000 to $99,999

0% 5% 10% 15% 20% 25% 30%

15%

10%

16%

16%

24%

20%

GenderQ28.) Gender Base = 388

33

Male37%

Female63%

EducationQ29.) What is the highest level of education you have completed? Base = 388

34

Grade 9 to 12

High School Graduate

Some College, No Degree

Associates Degree

Bachelor's Degree

Graduate Degree(s)

0% 10% 20% 30% 40% 50%

0%

2%

12%

5%

46%

35%

OccupationQ30.) Which of the following best describes your occupation? Base = 388

35

Other

Clerical

Student

Craftsman

Artist

Retired

Housewife

Sales / Service

Self Employed

Administration / Management

Professional / Technical

0% 10% 20% 30% 40% 50%

8%

1%

1%

1%

2%

2%

4%

5%

8%

22%

47%

Zip CodeQ31.) What is your zip code? Base = 388

36

Zip Codes• 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 AreaQ32.) How long have you lived in the San Diego area? Base = 388

37

Fifteen or More Years

Six to Fourteen Years

Four to Five Years

Two to Three Years

Less than Two Years

-10% 0% 10% 20% 30% 40% 50% 60%

57%

25%

9%

7%

3%

Marital StatusQ33.) Which of the following best describes your marital status? Base = 388

38

Single with children

Single sharing living quarters with non-partner(s)

Single living alone

Married / in partnership with no children

Married / in partnership with children

0% 10% 20% 30% 40% 50%

3%

7%

9%

39%

43%

Number of People In HouseholdQ34.) How many people do you have living in your household? Base = 388

39

Five or More Person Household

Four Person Household

Three Person Household

Two Person Household

One Person Household

0% 10% 20% 30% 40% 50%

7%

19%

20%

47%

8%

EthnicityQ35.) Which of the following best describes your ethnicity? Base = 388

40

Other

Native American

Caribbean-American

African-American

Hispanic

Asian

Caucasian

0% 20% 40% 60% 80%

3%

0%

0%

2%

7%

14%

74%