Effects of Residency and Entertainment Events on Quality, Satisfaction and Future Intentions: A Regional Visitor Survey in North Carolina Kakyom Kim, Johnson & Wales University Ann-Marie Weldon, Johnson & Wales University Michael Applegate, Charlotte Regional Visitors Authority

Background The arts and entertainment have been steadily growing as a highly profitable revenue source for local communities. According to the US Census Bureau (2006), approximately 93 million adults attended classical music, opera or live theater performances during 2005, spending an estimated $12.7 billion. Americans for the Arts (2007), estimated that in 2006 Mecklenburg County’s nonprofit arts and culture organizations generated a $158 million annual economic impact and that 35% of attendees were non-residents.

Study Purposes To explore the significant differences in “show quality”, “service quality”, “quality of staff interaction”, “overall satisfaction” and “future intentions” between local and non-local visitors and across various event types. To better understand the extent to which Charlotte’s CRVA-managed public assembly facilities and events influence visitation to and the visitor experience in our destination. Evaluate effectiveness of various marketing & communications tools.

Bojangles’ ColiseumOvens Auditorium

Methods Research Instrument –Captured respondents’ ratings on: quality of show, quality of services & facility areas, and quality of staff treatment/interaction –Measured these elements using a five-point Likert-type scale (1=Poor to 5=Excellent) –Respondents also rated Satisfaction using a five-point Likert-type scale (1=completely disagree to 5=completely agree) –Future intentions were measured by asking respondents the likelihood that they would attend another event at these facilities or would recommend an event at these facilities to family or friends.

Methods Data Collection –Survey data came from the Charlotte Regional Visitors Authority (CRVA) and included a variety of events at two different venues –The survey covered the July 2006 to June 2007 timeframe (fiscal year 2007) and was administered to patrons who attended at least one event and provided an address (TicketMaster purchase) –Each month, event attendees were contacted via and asked to participate by clicking on the web survey link provided

Methods Data Analysis –A total of 8,446 reliable responses were used for analysis. –Multivariate Analysis of Variance (MANOVA) was employed using SPSS 15.0 software.

Descriptive Results ResidencyN% Local Residents (NC)6, Non Local Residents (Non-NC)2, Show Type Broadway Comedy Concert3, Family2, Other (sports, school, play, fine arts) Information Resources Used 2, Other (non venue) Websites1, Radio1, TV1, Friend Newspaper Other Print Brochure (mail) Venue Website Billboard Posters/Flyers Ticket Purchase Method Internet8, Box Office Phone420.5

Results: Mean Scores on Dimensions Constructs/IndicatorsMeanStandard Deviation Quality of the Show Sound Music Lighting Value Overall Quality of the Show Quality of the Services, Facility Auditorium Restrooms Parking Concessions Ticket Services Security Quality of Staff Interaction Ticket Takers Ushers Concessions Overall Satisfaction Overall Satisfaction with Venue Experience Future Intentions Attend Another Event Recommend an Event to Friends/Relatives

Between Subject Effects: Quality Dimensions, Satisfaction & Future Intentions by Residency Quality of the Show by ResidencySum of Squaresdf Mean SquaresF-Valuep-value Sound Music Lighting Value Overall Quality of the Show Quality of the Services, Facility by Residency Auditorium Restrooms Parking Concessions Ticket Services Security Quality of Staff Interaction by Residency Ticket Takers Ushers Concessions Overall Satisfaction by Residency Overall Satisfaction with Venue Experience Future Intentions by Residency Attend Another Event Recommend an Event to Friends/Relatives

Between Subject Effects: Quality Dimensions, Satisfaction & Future Intentions by Show Type Quality of the Show by Show TypeSum of Squaresdf Mean Squares F-Valuep-value Sound Music Lighting Value Overall Quality of the Show Quality of the Services, Facility by Show Type Auditorium Restrooms Parking Concessions Ticket Services Security Quality of Staff Interaction by Show Type Ticket Takers Ushers Concessions Overall Satisfaction by Show Type Overall Satisfaction with Venue Experience Future Intentions by Show Type Attend Another Event Recommend an Event to Friends/Relatives

Mean Scores on Quality Dimensions, Satisfaction & Future Intentions by Residency Quality of the Show by ResidencyMean Differences NC (n=4,767) Non-NC (n=1,581) Sound Music Lighting Value Overall Quality of the Show Quality of the Services, Facility by Residency Auditorium Restrooms Parking Concessions Ticket Services Security Quality of Staff Interaction by Residency Ticket Takers Ushers Concessions Overall Satisfaction by Residency Overall Satisfaction with Venue Experience Future Intentions by Residency Attend Another Event Recommend an Event to Friends/Relatives

Mean Scores on Quality Dimensions, Satisfaction & Future Intentions by Show Type Quality of the Show by Show TypeMean Values BroadwayComedyConcertFamilyOthers Sound Music Lighting Value Overall Quality of the Show Quality of the Services, Facility by Show Type Auditorium Restrooms Parking Concessions Ticket Services Security Quality of Staff Interaction by Show Type Ticket Takers Ushers Concessions Overall Satisfaction by Show Type Overall Satisfaction with Venue Experience Future Intentions by Show Type Attend Another Event Recommend an Event to Friends/Relatives

Conclusions There are considerable differences in all dimensions between local and non-local visitors and across different types of entertainment events. Quality of restrooms, parking and concessions need to be addressed to the extent possible (55 year old venues). Quality dimensions of show, service/facility areas, and staff treatment were found to be reliable and can be used in future tests.

Conclusions has been an effective marketing device in informing patrons of upcoming events. Evaluations show where (local) visitors are least satisfied. Event & facility managers, promoters can improve these areas to maximize (local) attendance. Venues hosted patrons from at least 34 different states during FY07, showing they can draw visitors. The differences in the quality dimensions, satisfaction and future intentions between local and non-local visitors and across show types can be used to create targeted marketing strategies.

Limitations & Future Study Data from surveys does not contain other demographic information aside from residency (address). Data from other event centers is needed to generalize visitor, patron behavior. Events and ticket sales are often influenced by seasonality. Future study should identify differences in perceptions on a monthly or a quarterly basis.