1. 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

2. 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.

3. 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.

4. Bojangles’ ColiseumOvens Auditorium

6. 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.

7. 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 email address (TicketMaster purchase) –Each month, event attendees were contacted via email and asked to participate by clicking on the web survey link provided

8. 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.

9. Descriptive Results ResidencyN% Local Residents (NC)6,43076.1 Non Local Residents (Non-NC)2,01623.9 Show Type Broadway5576.6 Comedy6387.6 Concert3,86845.8 Family2,46829.2 Other (sports, school, play, fine arts)91510.8 Information Resources Used Email2,18425.9 Other (non venue) Websites1,70420.2 Radio1,48717.6 TV1,19114.1 Friend99711.8 Newspaper8219.7 Other6607.8 Print Brochure (mail)3894.6 Venue Website3153.7 Billboard1652.0 Posters/Flyers1331.6 Ticket Purchase Method Internet8,04595.5 Box Office3374.0 Phone420.5

10. Results: Mean Scores on Dimensions Constructs/IndicatorsMeanStandard Deviation Quality of the Show Sound4.390.93 Music4.530.84 Lighting4.360.89 Value4.141.20 Overall Quality of the Show4.271.11 Quality of the Services, Facility Auditorium4.170.95 Restrooms3.990.95 Parking3.971.01 Concessions3.761.02 Ticket Services4.230.85 Security4.130.86 Quality of Staff Interaction Ticket Takers4.500.69 Ushers4.430.83 Concessions4.320.81 Overall Satisfaction Overall Satisfaction with Venue Experience4.380.99 Future Intentions Attend Another Event4.500.90 Recommend an Event to Friends/Relatives4.440.94

11. Between Subject Effects: Quality Dimensions, Satisfaction & Future Intentions by Residency Quality of the Show by ResidencySum of Squaresdf Mean SquaresF-Valuep-value Sound34.7051 38.3470.000 Music56.5171 72.8940.000 Lighting44.6701 52.7490.000 Value132.2911 86.6520.000 Overall Quality of the Show131.3391 96.7820.000 Quality of the Services, Facility by Residency Auditorium17.4611 18.6120.000 Restrooms20.4221 22.1820.000 Parking51.0451 50.2450.000 Concessions27.4921 26.3290.000 Ticket Services13.7701 18.6460.000 Security18.2771 24.3520.000 Quality of Staff Interaction by Residency Ticket Takers6.3061 12.7910.000 Ushers1.9961 3.0050.083 Concessions3.2601 4.9270.026 Overall Satisfaction by Residency Overall Satisfaction with Venue Experience32.2091 39.2340.000 Future Intentions by Residency Attend Another Event8.7451 10.6840.001 Recommend an Event to Friends/Relatives10.2601 11.2550.001

12. 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 Sound515.8784128.969155.4640.000 Music865.5734216.393333.8640.000 Lighting582.9634145.741191.1670.000 Value2144.3664536.091430.1490.000 Overall Quality of the Show1895.5644473.891438.9620.000 Quality of the Services, Facility by Show Type Auditorium626.8524156.713186.0060.000 Restrooms289.700472.42582.4230.000 Parking39.04649.7619.5860.000 Concessions114.572428.64327.7830.000 Ticket Services105.092426.27336.2650.000 Security122.506430.62741.7000.000 Quality of Staff Interaction by Show Type Ticket Takers93.794423.44848.9080.000 Ushers99.544424.88638.3410.000 Concessions87.674421.91933.7910.000 Overall Satisfaction by Show Type Overall Satisfaction with Venue Experience693.5234173.381193.3580.000 Future Intentions by Show Type Attend Another Event331.018482.755107.6200.000 Recommend an Event to Friends/Relatives374.146493.536109.4450.000

13. 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) Sound4.334.50-0.17 Music4.454.67-0.22 Lighting4.294.49-0.20 Value4.014.34-0.33 Overall Quality of the Show4.154.48-0.33 Quality of the Services, Facility by Residency Auditorium4.134.25-0.12 Restrooms3.964.09-0.13 Parking3.944.14-0.20 Concessions3.743.89-0.15 Ticket Services4.204.31-0.11 Security4.104.23-0.13 Quality of Staff Interaction by Residency Ticket Takers4.494.55-0.07 Ushers4.444.48-0.04 Concessions4.314.37-0.06 Overall Satisfaction by Residency Overall Satisfaction with Venue Experience4.334.51-0.18 Future Intentions by Residency Attend Another Event4.474.56-0.09 Recommend an Event to Friends/Relatives4.414.51-0.10

14. Mean Scores on Quality Dimensions, Satisfaction & Future Intentions by Show Type Quality of the Show by Show TypeMean Values BroadwayComedyConcertFamilyOthers Sound4.504.664.543.924.55 Music4.714.564.813.944.51 Lighting4.624.524.513.864.54 Value4.394.494.473.164.41 Overall Quality of the Show4.584.604.593.354.48 Quality of the Services, Facility by Show Type Auditorium4.304.414.343.664.44 Restrooms4.004.304.113.664.15 Parking3.893.804.043.944.08 Concessions3.823.803.853.573.95 Ticket Services4.264.404.284.034.37 Security4.154.264.213.924.28 Quality of Staff Interaction by Show Type Ticket Takers4.554.594.584.314.58 Ushers4.514.564.524.254.54 Concessions4.354.374.414.144.40 Overall Satisfaction by Show Type Overall Satisfaction with Venue Experience4.544.604.573.854.62 Future Intentions by Show Type Attend Another Event4.644.614.624.134.68 Recommend an Event to Friends/Relatives4.574.584.574.054.66

15. 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.

16. Conclusions Email 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.

17. 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.