1. Objective 5: Impact Of Free Night Of Theater On Theatregoing Since The 2008 Program 57

2. u The Free Night of Theater program had a positive impact on encouraging participants to return to the theatres they visited. This is a clear benefit to the theatres that participate in the program, suggesting Free Night of Theater can help them build new audiences. –Among those who had not previously attended the theatre they chose for Free Night of Theater, 34 percent have gone back and purchased tickets to this theatre in the past year (see Figure 25). This represents a slight decrease from last year. –A third bought individual tickets to the theatre (33%). –A few even purchased a partial season subscription (2%) or a full season subscription (1%). –Among all respondents, 42 percent returned to their Free Night theatre. –This was true in all regions, with 27 percent in Utah to 64 percent in Wisconsin purchasing tickets to that theatre after visiting it at Free Night of Theater (see Figure 26). In 18 out of 28 regions, the number was 40 percent or higher. While return rates are not quite as high as last year, more regions were included in this analysis, and the results are still extremely positive. u Many, including non-traditional theatre participants and those in all regions, have attended live professional theatre since attending Free Night of Theater last October. –In total, 78 percent of program participants have returned to a professional theatre since the event (see Figure 27). –Over two-fifths of infrequent theatre attenders (0-2 theatre visits per year) have attended the theatre since Free Night of Theater (42%). –Most younger audiences, 35 years old or younger (75%) and 35 to 44 years old (77%) have returned to a theatre. –Most with lower to moderate household incomes under $50,000 (73%) and $50,000 to $99,000 (78%) have been back to a theatre. Impact Of Free Night Of Theater On Theatregoing Since The 2008 Program 58

3. –Most non-whites (74%) have also returned to a theatre since the Free Night of Theater event. –The number returning to professional theatre ranges from 46 percent in Oregon and Maine to 88 percent in New York City (see Figure 28). u Some theatres have voiced concerns that giving away free tickets will not motivate people to buy full price tickets in the future. Yet, of those going to the theatre after attending Free Night of Theater, many bought full price tickets. –Two-fifths (40%) of ticket buyers typically purchased full price tickets when returning to the theatre while another 9 percent typically buy a subscription. The remaining 51 percent typically purchased some type of discounted ticket, either directly from the theatre such as a student or rush ticket (22%) or a discounted ticket from outside sources such as a half price tickets booth or Goldstar (29%) (see Figure 29). u A significant number of program participants are attending the theatre more than they did prior to participating in the Free Night of Theater program. –Among all attenders, 34 percent say they attend theatre more since Free Night of Theater (see Figure 30), similar to last year. –This is true in all regions, with from 22 percent in Utah to 43 percent in Dallas, Kansas City, North Carolina and Oregon attending more theatre (see Figure 31). u This increase in attendance includes participants in the traditional and non-traditional theatre audience. These include: –Infrequent attenders (22% attend theatre more since Free Night of Theater) and more frequent attenders (39%) (see Figure 32) –Younger participants including those who are 35 years old and under (32%) and 35 to 44 years old (34%), as well as participants who are 45 or older (35%) Impact Of Free Night Of Theater On Theatregoing Since The 2008 Program 59

4. –Those with a lower/middle annual household income of under $50,000 (33%) and $50,000 to $99,000 (35%), and those who are more affluent making $100,000 or more (35%) –Non-whites (38%) and whites (33%) –Men (36%) and women (33%) u Free Night of Theater was directly responsible for the increased interest of many in attending the theatre. –Over four-fifths (84%) participants who reported attending the theatre more since Free Night of Theater said their increased interest was because of the program (see Figure 33). This is almost identical to last year. –Across regions, among those attending theatre more, from 68 percent in Wisconsin to 100 percent in Charleston, SC, Cleveland, Indianapolis, Maine and Utah say Free Night of Theater is responsible (see Figure 34). u Among those attending more theatre, Free Night of Theater influenced many of those in both traditional and non-traditional audience segments to do so. –Among those attending theatre more often, infrequent attenders (93%) attend more due to Free Night of Theater as well as more frequent attenders (82%) (see Figure 35) –Younger (81%), middle-aged (87%) and older (85%) –Male (85%) and female (84%) –Lower income (82%), middle income (86%), and highest income (86%) –Non-white (87%) and white (83%) Impact Of Free Night Of Theater On Theatregoing Since The 2008 Program 60

5. Figure 25:Respondents Returning To Venue Chosen For Free Night Of Theater After The Event Who Were First Time Visitors To That Theatre Base:First time visitors to their Free Night theatre who personally used tickets they reserved to Free Night of Theater Q.8:Since attending this particular theatre at the Free Night of Theater, have you: Note:Percentages shown represent those who answered “Yes.” Bought individual tickets to go to this theatre again Bought a partial season subscription to this theatre Bought a full season subscription to this theatre Returned to venue attended for Free Night of Theater (unduplicated) 61

6. Figure 26:Percent Of All Respondents Returning To Venue Chosen For Free Night Of Theater After The Event By Area Austin (n=123) Atlanta (n=187) Cinci- nnati (n=81**) Cleveland (n=78**) DC (n=536) Indian- apolis (n=30**) Kansas City (n=67**) LA (n=414) 62 (Continued on next page) Baltimore (n=155) Charleston, SC (n=27**) Chicago (n=377) CT (n=109) Dallas (n=292) Base:Total respondents answering who personally used tickets Q.8:Since attending this particular theatre for Free Night of Theater, have you: Bought individual tickets to go to this theatre again/Bought a partial season subscription to this theatre/Bought a full season subscription to this theatre. Note:Percentages shown represent those answering “Yes” to at least one of the three attributes. **Warning: Small base

7. Figure 26:Percent Of All Respondents Returning To Venue Chosen For Free Night Of Theater After The Event By Area (Cont’d) NJ (n=104) NC (n=70**) Oregon Festival (n=37**) Philly (n=98**) San Diego (n=201) Theatre Bay Area (n=531) Theatre Puget Sound (n=267) WI (n=104) 63 Maine (n=35**) NY State (n=107) Portland (n=142) South Florida (n=55**) St. Louis (n=155) Utah (n=64**) Base:Total respondents answering who personally used tickets Q.8:Since attending this particular theatre for Free Night of Theater, have you: Bought individual tickets to go to this theatre again/Bought a partial season subscription to this theatre/Bought a full season subscription to this theatre. Note:Percentages shown represent those answering “Yes” to at least one of the three attributes. **Warning: Small base NYC (n=583)

8. Figure 27:Percent Purchasing Tickets For Professional Theatre Since Free Night Of Theater By Segment Base:Total respondents answering who personally used tickets they reserved to the Free Night of Theater Q.9a:Excluding school performances, have you been to any live professional theatre since attending the Free Night of Theater last October? Note:Percentages represent those answering “Yes.” 0-2 theatre visits 3+ theatre visits 35 years old and under 35-44 years old 45+ years or older MaleFemaleUnder $50K $50-99K$100K+ White Non- White Total 2007 Total 2006 64 Total 2008

9. Figure 28:Percent Purchasing Tickets For Professional Theatre Since Free Night Of Theater By Area Austin (n=123) Atlanta (n=187) Cinci- nnati (n=81**) Cleveland (n=78**) DC (n=536) Indian- apolis (n=30**) Kansas City (n=68**) LA (n=416) 65 (Continued on next page) Baltimore (n=155) Charleston, SC (n=27**) Chicago (n=377) CT (n=109) Dallas (n=293) Base:Total respondents answering who personally used tickets Q.9a:Excluding school performances, have you purchased tickets to any live professional theatre since attending the Free Night of Theater last October? Note:Percentages shown represent those answering “Yes.” **Warning: Small base

10. Figure 28:Percent Purchasing Tickets For Professional Theatre Since Free Night Of Theater By Area (Cont’d) NJ (n=106) NC (n=70**) Oregon Festival (n=37**) Philly (n=98**) San Diego (n=198) Theatre Bay Area (n=533) Theatre Puget Sound (n=267) WI (n=105) 66 Maine (n=35**) NY State (n=107) Portland (n=142) South Florida (n=55**) St. Louis (n=155) Utah (n=64**) Base:Total respondents answering who personally used tickets Q.9a:Excluding school performances, have you purchased tickets to any live professional theatre since attending the Free Night of Theater last October? Note:Percentages shown represent those answering “Yes.” **Warning: Small base NYC (n=582)

11. Figure 29:Type Of Tickets Most Often Purchased Since Attending Free Night Of Theater Base:Total respondents answering who personally used tickets and have purchased tickets since Free Night of Theater Q.9b:For shows you have purchased tickets to since attending the Free Night of Theater, did you most often: Purchase a discounted ticket directly from the theatre such as a student or rush ticket Purchase a full price ticket Attend as part of a subscription you purchased 67 Purchase a discounted ticket from an outside source such as a half price tickets booth, Goldstar, or other discount source

12. Figure 30:Frequency Of Theatre Attendance After Participating In Free Night Of Theater Base:Total respondents answering who personally used tickets they reserved to Free Night of Theater Q.9c:Since the Free Night of Theater program last October, would you say you attend the theatre: Note: Balance of respondents answered “Not Sure.” More than I did before The same as I did beforeLess than I did before 68

13. Figure 31:Percent Attending Theatre More Often Since Attending Free Night Of Theater By Area Austin (n=123) Atlanta (n=186) Cinci- nnati (n=82**) Cleveland (n=77**) DC (n=537) Indian- apolis (n=30**) Kansas City (n=68**) LA (n=413) 69 (Continued on next page) Baltimore (n=155) Charleston, SC (n=27**) Chicago (n=376) CT (n=108) Dallas (n=292) Base:Total respondents answering who personally used tickets Q.9c:Since the Free Night of Theater program last October, would you say you attend the theatre: More than I did before. Note:Percentages shown represent those answering “More than I did before.” **Warning: Small base

14. Figure 31:Percent Attending Theatre More Often Since Attending Free Night Of Theater By Area (Cont’d) NJ (n=106) NC (n=70**) Oregon Festival (n=37**) Philly (n=98**) San Diego (n=201) Theatre Bay Area (n=530) Theatre Puget Sound (n=265) WI (n=105) 70 Maine (n=35**) NY State (n=107) Portland (n=142) South Florida (n=55**) St. Louis (n=154) Utah (n=64**) Base:Total respondents answering who personally used tickets Q.9c:Since the Free Night of Theater program last October, would you say you attend the theatre: More than I did before. Note:Percentages shown represent those answering “More than I did before.” **Warning: Small base NYC (n=583)

15. Figure 32: Percent Attending Theatre More Often Since Attending In Free Night Of Theater By Segment Base:Total respondents answering who personally used tickets they reserved to the Free Night of Theater Q.9c:Since the Free Night of Theater program last October, would you say you attend the theatre: More than you did before. Note:Percentages represent those answering “More than you did before.” 71 0-2 theatre visits 3+ theatre visits 35 years old and under 35-44 years old 45+ years or older MaleFemaleUnder $50K $50-99K$100K+ White Non- White Total 2007 Total 2006 Total 2008

16. Figure 33:Impact Of Free Night Of Theater On Increased Theatre Attendance Among Those Attending More Theatre Base:Total respondents answering who personally used tickets and attend theater more since Free Night of Theater Q.9d:You say you attend the theatre more since the Free Night of Theater. Is this because: Free Night of Theater interested me in attending moreI just started going more, but the Free Night of Theater had nothing do with it Don’t attend theatre more 72

17. Figure 34:Percent Attending Theatre More Because Of Free Night Of Theater By Area Austin (n=50**) Atlanta (n=61**) Cinci- nnati (n=27**) Cleveland (n=23**) DC (n=190) Indian- apolis (n=7**) Kansas City (n=29**) LA (n=129) 73 (Continued on next page) Baltimore (n=57**) Charleston, SC (n=9**) Chicago (n=124) CT (n=31**) Dallas (n=125) Base:Total respondents answering who have attended the Free Night of Theater and attended theatre more since Free Night of Theater Q.9d:You say you attend the theatre more since the Free Night of Theater. Is this because: The Free Night of Theater interested me in attending more? Note:Percentages shown represent those answering “The Free Night of Theater interested me in attending more.” **Warning: Small base

18. Figure 34:Percent Attending Theatre More Because Of Free Night Of Theater By Area (Cont’d) NJ (n=38**) NC (n=30**) Oregon Festival (n=16**) Philly (n=32**) San Diego (n=55**) Theatre Bay Area (n=204) Theatre Puget Sound (n=96**) WI (n=38**) 74 Maine (n=9**) NY State (n=27**) Portland (n=40**) South Florida (n=22**) St. Louis (n=38**) Utah (n=14**) Base:Total respondents answering who have attended the Free Night of Theater and attended theatre more since Free Night of Theater Q.9d:You say you attend the theatre more since the Free Night of Theater. Is this because: The Free Night of Theater interested me in attending more? Note:Percentages shown represent those answering “The Free Night of Theater interested me in attending more.” **Warning: Small base NYC (n=177)

19. Figure 35: Percent Attending Theatre More Free Night Of Theater By Segment Base:Total respondents answering who have attended the Free Night of Theater and attend more since Free Night of Theater Q.9d:You say you attend the theatre more since the Free Night of Theater. Is this because: The Free Night of Theater interested me in attending more? Note:Percentages shown represent those answering “The Free Night of Theater interested me in attending more.” 0-2 theatre visits 3+ theatre visits 35 years old and under 35-44 years old 45+ years and older MaleFemaleUnder $50K $50-99K$100K+WhiteNon- white Total 75