San Diego Opera Web Survey Detailed Report August 28, 2013

1. San Diego Opera Web Survey Detailed Report August 28, 2013

2. Table of Contents Section ABackground 3 Section B Performing Arts Attendance9 Section C Awareness and Usage11 Section DFamiliarity with San Diego Opera14 Section EEvent Attendance16 Section F Communications 22 Section GNet Promoter Score26 Section HDemographics30

3. Section A: Background

4. Background San Diego Opera is conducting a program of research in support of rebranding the organization. The rebranding is expected to include revision of the look and feel of all communications as well as updated messaging. Additionally, a campaign to increase the number of season ticket holders is anticipated. Phase Three of the research included a Web Panel Survey of potential San Diego Opera patrons age 25 to 55. A total on n = 388 completed the entire survey. The findings from Phase Three of this research project is reported herein.

5. Objectives • Awareness and Usage • Evaluate unprompted and prompted awareness of San Diego Opera and other ticketed performing arts events in San Diego • Evaluate usage of San Diego Opera and other ticketed performing arts events in San Diego • Identify segments of the San Diego population likely to attend San Diego Opera performances • Determine how to maximize San Diego Opera grand opera performances (i.e. 46,000 tickets during each season)

6. Objectives • Triggers and Barriers to Attendance • Identify triggers and barriers to attending San Diego Opera performances: • Describe the preferred “opera experience” • Location • Time of year, week and day • Combined with what (e.g. meal, champagne, hotel) • Alignment with other events • Understand desired programming • Communications • Identify the criteria (messages) that the San Diego Opera must meet to encourage attendance, including but not limited to: • Preferred Means of Communication • Identify the preferred means of communicating with ticketed performing arts patrons

7. Objectives • Demographics • Assess impact of demographic characteristics on attendance at ticketed performing arts events: • Age • Gender • Total annual household income • Ethnicity

8. Methodology A sample size of n = 388 yields +/- 4.98% sampling error at 95% confidence. This means that if the same Web Panel Survey were conducted 100 times, the same results would be found in 95 out of 100 interviews and would differ from the true ratings by less than +/-4.98%. Q2 Insights programed and hosted the Web Panel Survey. A structured questionnaire was employed for the study. The questionnaire took approximately 15 minutes to administer. Q2 Insights developed the questionnaire in collaboration with the client. Multi-sourcing was be used to gather study participants. Q2 Insights has the ability to obtain Web Panel Survey respondents from the industry’s largest sample suppliers in over 20 major global markets. Q2 Insights identified the unique respondent characteristics required and recruited to these specific characteristics.

9. Section B: Performing Arts Attendance

10. Attendance Q5.) During the past 12 months have you attended a ticketed performing arts event in the San Diego area, such as a concert, the ballet, opera, theatre (e.g., play or musical, or an orchestral concert? Base = 400

11. Section C: Awareness and Usage

12. Performing Arts Events Prompted Awareness Q8.) Which of the following performing arts events and performances have you attended in the past 12 months? Check all that apply. Base = 400

13. Sources of Information for Performing Arts Events Q9.) What sources do you use to find information about performing arts events in San Diego? Check all that apply. Base = 400

14. Section D: Familiarity with San Diego Opera

15. Familiarity with San Diego Opera Q10.) How familiar are you with the San Diego Opera? Base = 400

16. Section E: Event Attendance

17. Barriers for San Diego Opera Attendance Q12.) To what extent do you agree or disagree that the following would deter you from attending a San Diego Opera event? Base = 392

18. Triggers for San Diego Opera Attendance Q14.) To what extent do you agree or disagree that the following would encourage you to attend a San Diego Opera event? Base = 390

19. Importance of Elements in Decision To Attend SDO Event Q16.) How important are the following elements when deciding to attend a San Diego Opera event? Base = 388

20. Length of Performance Q17.) How long would you prefer San Diego Opera events last? Base = 388

21. Elements to Include in Opera Experience Q18.) Which of the following would you like to include in your experience attending a San Diego Opera event? Base = 388

22. Section F: Communications

23. Communication Preferences Q19.) Where would you prefer to see or hear communications about San Diego Opera events? Base = 388 • Other Responses • Groupon / Living Social (2) • Coupon websites • Event listings • Friends • Goldstar • iPhone app alert • J Company • Readercity deals • Search engines • Yelp

24. Sources for Information about San Diego Opera Q20.) Where would you look for information about San Diego Opera events? Check all that apply. Base = 388 • Other Responses • Do not seek out (4) • Email (2) • Goldstar (2) • Facebook • Friends / word of mouth • Search engines • Just My Ticket • KPBS • Readercity • Twitter • UT Daily

25. Social Media Usage for Information on San Diego Opera Q21.) Would you use social media (such as Facebook, LinkedIn, Twitter, etc.) to find information about San Diego Opera events? Base = 388 Q22.) Which social media sites would you visit to find information on San Diego Opera events? Base = 126 Those that responded “Yes” to Q21

26. Section G: Net Promoter Score

27. Likelihood of Recommending San Diego Opera Q23.) How likely are you to recommend the San Diego Opera to family, friends or colleagues? Base = 388   

28. Likelihood of Attending San Diego Opera Q24.) How likely is it that you will attend a San Diego Opera performance? Base = 388   

29. Likelihood of Attending in Next 12 Months Q25.) How likely is it that you will attend a San Diego Opera performance in the next 12 months? Base = 388   

30. Section H: Demographics

31. Age Q3.) Which of the following best describes your age? Base = 400

32. Household Income Q4.) Which of the following best describes your total annual household income? Base = 400

33. Gender Q28.) Gender Base = 388

34. Education Q29.) What is the highest level of education you have completed? Base = 388

35. Occupation Q30.) Which of the following best describes your occupation? Base = 388

36. Zip Code Q31.) What is your zip code? Base = 388

37. Length of Time in San Diego Area Q32.) How long have you lived in the San Diego area? Base = 388

38. Marital Status Q33.) Which of the following best describes your marital status? Base = 388

39. Number of People In Household Q34.) How many people do you have living in your household? Base = 388

40. Ethnicity Q35.) Which of the following best describes your ethnicity? Base = 388