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Pittsburgh International Children’s Festival 2014 Visitor Feedback Summary Report

Intercept Interviews and Online Survey June 2014 N=461. Pittsburgh International Children’s Festival 2014 Visitor Feedback Summary Report. An Analysis of Visitors’ Demographics and Feedback Regarding P.I.C.F. 2014. Slide 2. Executive Summary.

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Pittsburgh International Children’s Festival 2014 Visitor Feedback Summary Report

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  1. Intercept Interviews and Online Survey June 2014 N=461 Pittsburgh International Children’s Festival 2014 Visitor Feedback Summary Report An Analysis of Visitors’ Demographics and Feedback Regarding P.I.C.F. 2014.

  2. Slide 2 Executive Summary • A total of 461 patrons responded to a survey during and after Pittsburgh International Children’s Festival in June 2014. Where possible, the results from this survey are compared to benchmark surveys from previous festivals (Festival of Firsts 2013, N=275; and JazzLive 2013, N=1,107) where identical questions were asked. • The overall conclusion from this research is that Pittsburgh International Children’s Festival draws a highly educated audience between the ages of 19-64, with more then half those attendees being higher income families. Most drive to the event (79%), and many heard of it through word-of-mouth, online, email or news stories. On average, attendees stay for over three to four hours and spend about $150 during their visit, including hotel costs. • Additional Insights Include: • Of those who attended this year’s event, over one-third (37%) had attended three or more previous events. • Almost two-thirds (30%) feel this year’s event was better or the same as previous years. • Four-fifths (80%) say they will “definitely” or “probably” return to future events. • Almost two-thirds (61%) enjoy children’s activities while one-fourth enjoy theatre (27%) or music (16%). • A larger majority of people (83%) came in a group of at least 3 or more. Most did not stay in a hotel during their stay. • Performances/exhibits, variety of programming and quality of programming were the things attendees liked best. Food offers the biggest opportunity for improvement. • PNC (34%) and Giant Eagle (15%) were the two most noticed sponsors at the event. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  3. Slide 3 Respondent Profile Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  4. Slide 4 Festivals Attended 1 |How many times have you attended Pittsburgh International Children’s Festival? Base: 461 . Almost half (45%) have attended the Pittsburgh International Children’s Festival only once. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  5. Slide 5 Attendance Frequency and Length of Stay (Online Only) 2|How many times did you visit the event on your most recent visit? 3 | Approximately how much time did you spend at the event? Times Visited Length of Visit Base: 87 Base: 87 Over three quarters (76%) visited the event one time on their most recent visit. About half (46%) spent three or more hours at the event. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  6. Slide 6 Most Enjoyable Aspects 4 | What did you enjoy most about today’s Festival? Base: 461 The majority enjoyed the children’s activities the most out of all the festival’s aspects. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  7. Slide 7 Source of Information (Intercept Only) 3|How did you hear about International Children’s Festival 2014? Base: 374 Word of mouth, brochure, online and email stories were the most common sources of information for Pittsburgh International Children’s Festival 2014. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  8. Slide 8 Mode of Transportation 13 |How did you travel to the Festival? Base: 461 Personal vehiclesare the most likely mode of transportation to the festival. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  9. Slide 9 Overall Satisfaction Ratings (Online Only) 5 |Please rate your satisfaction with the following aspects of the event. (If you did not participate in an activity, please leave it blank.) Base: 461 Not at all satisfied Very satisfied Quality of performance/exhibit received the highest rating by attendees. Food has the biggest opportunity for improvement. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  10. Slide 10 Compare to Past Years (Online Only) 19 |How do you feel this year's event compares to past Pittsburgh International Children's Festival events? 20 |Why? Compare Event Selected Comments • “Nothing was open for us to go to have a nice lunch or dinner... went to subway.” • “I thought it being in Schenley Park last year was more kid and family friendly.” • “Well, the events themselves (including the excellent free music playing) were fantastic. However, the downtown location was worse and the main festival area felt very cramped.” • “We love downtown, but the Oakland location was a better overall setting for the festival.” Many attendees complained about the location, although they enjoyed the variety and quality of the festival’s performances. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  11. Slide 11 Festival Improvements (Online Only) • 6 |What could we improve about Pittsburgh International Children’s Festival? Compare Event Selected Comments • “Don't have it downtown! Parking was awful and too expensive.” • “Having it downtown was very challenging, especially with parking. Signs for events were hard to see.” • “I would like a better schedule published on website showing dates, times of performances, and children's activities.” • “I would maybe add another show for children in the 2-3 year range. Otherwise it is a wonderful event.” Base: 87 Many of the people who attended believed that the Oakland location for the festival would have been a much better selection then downtown. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  12. Slide 12 Why Not Attend / Future Attendance (Online Only) 21 |Why did you not attend past International Children’s Festival events? 23 |How likely are you to attend future International Children’s Festival Pittsburgh events? Why Not Attend Attending Future Events Base: 87 Base: 87 A quarter of participants did not attend past events because they were not aware of them. However, nearly all (80%) said they would “probably” or “definitely” attend future events. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  13. Slide 13 Noticing Sponsors (Online Only) 7 |Did you notice any sponsors at the event? 8 |Which sponsors did you notice? Notice Sponsors Most Noticed Sponsors (A-Z) • CitiPark • Cultural Trust • Cyber • EQT • Giant Eagle • Museums (Children’s, Warhol, Carnegie) • PNC Base: 423 PNC and Giant Eagle were the most noticed sponsors at the festival. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  14. Slide 14 If Out of Town, Reason for Attending (Online Only) 12 |If you are an out-of-town visitor, why did you attend the event? Base: 16 Most (94%) of out of town visitors came specifically for the event. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  15. Slide 15 Group Size 9|Including yourself, how many people were in your group that attended the Festival? 10 |Did you bring any children with you to the event? Group Size Bring Children Base: 461 Base: 461 On average, attendees of the Pittsburgh International Children’s Festival came in groups of three or more. 70% had kids ages 8-10 with them. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  16. Slide 16 Hotel Usage 14 | Are/will you stay in a hotel as a result of attending the Festival of Firsts? 15a | How many nights? 15b | How many rooms did you use? Stay in Hotel Nights and Rooms Base: 7 2.6 1.7 Base: 461 Most did not stay in a hotel during the festival. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  17. Slide 17 Dining Downtown 16 | Did you or will you dine downtown as a result of attending the Pittsburgh International Children’s Festival? 17 | How many times? Dine Downtown How Many Times Base: 237 1.3 Base: 461 The split between those who dined downtown (51%) and those who didn’t (46%) was almost even. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  18. Slide 18 Average Money Spent 18 | What is the total amount you will spend on each during your visit? Attendees of the Pittsburgh International Children’s Festival spent the most money on hotel and food/beverage. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

  19. Slide 19 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

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