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Halloween Town 2006 In summary…

Halloween Town 2006 In summary…. Who attended?. 10,000 people, families with kids! The majority of attendees were new to Halloween Town (i.e., did not attend last year). Source: 332 surveys, Halloween Town, October 28-29, 2006. Average age of children?. Average age of children: 6 years old

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Halloween Town 2006 In summary…

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  1. Halloween Town 2006 In summary…

  2. Who attended? • 10,000 people, families with kids! • The majority of attendees were new to Halloween Town (i.e., did not attend last year) Source: 332 surveys, Halloween Town, October 28-29, 2006

  3. Average age of children? • Average age of children: 6 years old • Age groups with highest attendance: 3-5 year-olds and 6-8 year olds 2006 Age Distribution Source: 332 surveys, Halloween Town, October 28-29, 2006

  4. Average family size? • Majority of attendees came with one to two kids Source: 332 surveys, Halloween Town, October 28-29, 2006

  5. Where did they come from? • Families traveled from four New England states and from 12 counties within Massachusetts • Out-of-state guests also came from Delaware, Indiana, Michigan, New Jersey and New York Family Distribution By County Source: 332 surveys, Halloween Town, October 28-29, 2006

  6. How did they hear about Halloween Town? • General media (i.e., internet, print/radio/TV promotion and newspaper listings) and the companies involved (BMC, iParty and other sponsor companies)helped drive awareness for Halloween Town 36% and 32%, respectively How They Heard About Halloween Town Source: 332 surveys, Halloween Town, October 28-29, 2006

  7. Where did they buy their tickets to Halloween Town? • Majority of purchased tickets were from Shaw’s • 86% of tickets purchased at Shaw’s were purchased on the week/day of Halloween Town Source: 332 surveys, Halloween Town, October 28-29, 2006

  8. What activities did they like most? Number of Mentions Source: 332 surveys, Halloween Town, October 28-29, 2006

  9. How did they rate their experience at Halloween Town? • Satisfaction ran high at Halloween Town with expectations being met or exceeded for 92% of attendees Source: 332 surveys, Halloween Town, October 28-29, 2006

  10. Other Halloween events? • Competition for consumer attention continues to grow during Halloween holiday • In 2006, only 5% of guests had not attended another Halloween event (vs. 59% in 2005) • 43% attended one other Halloween event (vs. 18% in 2005) • 26% attended two other Halloween events Source: 332 surveys, Halloween Town, October 28-29, 2006; 400 surveys, Halloween Town, October 30, 2005

  11. How did Halloween Townhelp Boston Medical Center? • Gave back to the underserved, multi-ethnic population we serve • Over 5,000 tickets were donated to the community to kids who otherwise wouldn’t be able to afford to attend • Proceeds benefit BMC’s Kids Fund • Promoted the BMC philanthropic brand • 80% of attendees knew that Halloween Town benefited a charity • 70% of whom said it positively influenced them to attend • Expanded/strengthened relationships with corporate community • 13 out of 15 sponsors from 2005 renewed commitments for 2006 • 10 new sponsors added Source: 332 surveys, Halloween Town, October 28-29, 2006

  12. Looking ahead at 2007… • Continue to build broad awareness for Halloween Town • Leverage experience from 2006 to attract new and returning visitors • Leverage sponsor and family/friend networks • Optimize general media vehicles cost-effectively • Opportunity to further differentiate Halloween Town from other Halloween events

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