San Diego Opera Web Survey Detailed Report August 28, 2013

Section ABackground3 Section B Performing Arts Attendance9 Section C Awareness and Usage11 Section DFamiliarity with San Diego Opera14 Section EEvent Attendance16 Section FCommunications22 Section GNet Promoter Score26 Section HDemographics30 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 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 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 Age o Gender o Total annual household income o 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

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 =

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 =

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 =

Section D: Familiarity with San Diego Opera

Q10.) How familiar are you with the San Diego Opera? Base =

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 =

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 =

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 =

Length of Performance Q17.) How long would you prefer San Diego Opera events last? Base =

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 =

Section F: Communications

Communication Preferences Q19.) Where would you prefer to see or hear communications about San Diego Opera events? Base = 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 Opera Q20.) Where would you look for information about San Diego Opera events? Check all that apply. Base = Other Responses Do not seek out (4) (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 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 25 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 Opera Q23.) How likely are you to recommend the San Diego Opera to family, friends or colleagues? Base = Net Promoter Score %1.3%5.7%14.2%15.2%25.8%7.7%6.4%7.2%5.2%8.8%  

Likelihood of Attending San Diego Opera Q24.) How likely is it that you will attend a San Diego Opera performance? Base = Likelihood of Attending %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 = Likelihood of Attending in Next 12 Months %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 =

Household Income Q4.) Which of the following best describes your total annual household income? Base =

Gender Q28.) Gender Base =

Education Q29.) What is the highest level of education you have completed? Base =

Occupation Q30.) Which of the following best describes your occupation? Base =

Zip Code Q31.) What is your zip code? Base = Zip Codes (17) (15) (14) (13) (13) (13) (12) (12) (12) (11) (11) (11) (10) (8) (8) (8) (8) (7) (7) (7) (6) (6) (6) (6) (6) (6) (6) (5) (5) (5) (5) (5) (4) (4) (4) (4) (4) (4) (4) (4) (4) (4) (4) (3) (3) (3) (3) (3) (3) (2) (2) (2) (2) (2) (2) (2) (2) (2) (2)

Length of Time in San Diego Area Q32.) How long have you lived in the San Diego area? Base =

Marital Status Q33.) Which of the following best describes your marital status? Base =

Number of People In Household Q34.) How many people do you have living in your household? Base =

Ethnicity Q35.) Which of the following best describes your ethnicity? Base =