Version 8 (6/29/2005)

DSO Impromptu Survey

Q1. Do you remember receiving a flier from the Dallas Symphony Orchestra (DSO) regarding its new Impromptu program?

1 Yes 2 No - SKIP TO Q15

Q2. Did you read the flier?

1 Yes 2 No - SKIP TO Q15

Q3. Thinking about the promotional materials you received, please describe any details you

remember about the Impromptu program. ALLOW 2,500 CHARACTERS- NOT REQUIRED

Q4. How clearly did the flier explain the benefits of the Impromptu program? Would you say

the message was…

5 Extremely clear 4 Very clear 3 Somewhat clear 2 Not too clear 1 Not at all clear 9 Don’t remember

Q5 What do you like most about the Impromptu program concept? ALLOW 2,500

CHARACTERS- NOT REQUIRED Q6 What do you like least about the Impromptu program concept? ALLOW 2,500

CHARACTERS- NOT REQUIRED Q7. Have you decided to become an Impromptu member?

1 Yes 2 No - SKIP TO Q10

Q8. What are the primary reasons you chose to become an Impromptu member? ALLOW 2,500

CHARACTERS Q9 About how many times do you expect to attend DSO Classical concerts per month, on

average, under the Impromptu program? SKIP TO Q20 Q10. How likely are you to enroll in the Impromptu program?

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5 Extremely likely 4 Very likely 3 Somewhat likely 2 Not too likely- SKIP TO Q13 1 Not at all likely- SKIP TO Q13

Q11. Why are you likely to purchase an Impromptu membership? ALLOW 2,500 CHARACTERS-NOT REQUIRED

Q12.If you do decide to join, how many Classical concerts do you think you will attended per

month, on average, under the Impromptu program? SKIP TO Q20 Q13. Why are you unlikely to purchase an Impromptu membership? ALLOW 2,500

CHARACTERS-NOT REQUIRED Q14.If you were to join, how many Classical concerts do you think you would attend per month,

on average, under the Impromptu program? SKIP TO Q20 Q15. Impromptu cardholders are granted an unlimited season pass to the Dallas Symphony

Orchestra. You can attend as many DSO concerts as you’d like with or without reservations. Simply show up, present your Impromptu card at the box office, and receive the best available seats in the house. Impromptu cardholders pay a $100 one-time enrollment fee and a recurring fee of $50 per month. There is no long-term obligation. You may cancel at any time.

Impromptu cardholders receive 10% off purchases at the Symphony Store and a 10%

discount at Opus and Pavilion restaurants. Also, for every fourth concert you attend, you’ll receive one free ticket for a guest. Additionally, Impromptu cardholders can purchase tickets to special events before they’re on sale to the general public.

Q16. What do you like most about the Impromptu program concept? ALLOW 2,500

CHARACTERS- NOT REQUIRED Q17. What do you like least about the Impromptu program concept? ALLOW 2,500

CHARACTERS- NOT REQUIRED Q18. How likely are you to enroll in the Impromptu program?

5 Extremely likely 4 Very likely 3 Somewhat likely 2 Not too likely 1 Not at all likely

Q19.If were to join the Impromptu program, how many Classical concerts do you think you

would attend per month, on average?

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Q20. Please indicate the degree to which you agree or disagree with the following statements.

ROTATE ORDER OF STATEMENTS.

a. DSO events are a good value for the money. b. I rarely have the time to attend DSO concerts. c. I’m much more likely to attend cultural outings if someone else invites me. d. Classical music is an important part of my life. e. DSO concerts rank high on my list of entertainment options. f. I’m the kind of person who likes to organize cultural events for my friends. g. I like to plan my weekend activities at least one week in advance.

5 Strongly agree 4 Somewhat agree 3 Neither agree nor disagree 2 Somewhat disagree 1 Strongly disagree

Q21. The following events may be offered in combination with an Impromptu membership. If

each of the following events were added to an Impromptu membership, how likely would you be to become an Impromptu cardholder? PROGRAM AS MATRIX

a. Cooking lessons b. Wine tasting c. Meet and greet events with DSO musicians d. Lunchtime access to DSO rehearsals e. Architectural tours of the Meyerson f. Music discussions g. Book discussions

5 Extremely likely 4 Very likely 3 Somewhat likely 2 Not too likely

1 Not at all likely

Q22. Are there any other events that would make the Impromptu program more appealing? ALLOW 2,500 CHARACTERS-NOT REQUIRED

Assuming an initial setup fee of $100 and a recurring monthly fee… Q23. At what monthly fee would the Impromptu program be so inexpensive that you would

doubt its quality or value and would not consider purchasing it? Q24. At what monthly fee would you consider the Impromptu program to be inexpensive, but at

which you would consider buying it?

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Q25. At what price would the Impromptu program be getting expensive, but you would still

consider purchasing it? Q26. At what price would the Impromptu program be too expensive, and you would not consider

purchasing it, regardless of the benefits?

1 $10 2 $15 3 $20 4 $25 5 $30 6 $35 7 $40 8 $45 9 $50 10 $55 11 $60 12 $65 13 $70 14 $75 15 $80

Q27.The following four statements could be used to describe the DSO. Please indicate how

closely each statement matches your perception of the DSO. ROTATE ORDER.

a. A really good orchestra that plays classical music in a great hall. b. To people who hunger for enrichment, the DSO is the entertainment experience that

transforms your mind, body and soul through the power of music. c. A premier cultural experience worth sharing. d. The symphony everyone can enjoy.

5 Exactly my perception 4 Very close to my perception 3 Close to my perception 2 Somewhat close to my perception 1 Not at all close to my perception

Q28. If you were to create your own statement to describe the DSO, what would it be? ALLOW 2500 CHARACTERS. NOT REQUIRED. Q29. How would you rate your level of satisfaction with current DSO concert offerings?

5 Extremely satisfied – SKIP TO 31 4 Very satisfied – SKIP TO Q31 3 Somewhat satisfied – SKIP TO Q31 2 Not too satisfied

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1 Not at all satisfied Q30. What types of concert offerings would improve your satisfaction with DSO programming?

ALLOW 2,500 CHARACTERS-NOT REQUIRED Q31. Are you a current subscriber to any DSO program? 1 Yes – SKIP TO 34 2 No 3 Don’t know Q32. Have you been a subscriber to any DSO program in the past?

1 Yes 2 No – SKIP TO Q34 3 Don’t know- SKIP TO Q34

Q33. When were you last a subscriber to a DSO program? 1 Less than 1 year ago 2 1 to 2 years ago 3 3 to 4 years ago 4 More than 5 years ago 5 Don’t remember Q34. Have you attended any of the following DSO events in the past year?

a. Classical concert – IF NO OR DK, SKIP TO Q36 b. Pops concert c. Seasonal concert d. Family concert e. Special event (such as a distinguished artist concert)

1 Yes 2 No 3 Don’t know

Q35. How many DSO Classical concerts did you attend in the 2004-2005 season?

1 None 2 1 to 2 3 3 to 5 4 5 to 10

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5 More than 10 6 Don’t know

Q36. Into which of the following ranges does your age fall?

1 Under 21 2 21 to 30 3 31 to 40 4 41 to 50 5 51 to 60 6 61 to 70 7 Over 70 9 Refused

Q37. Which of the following best describes your race or ethnicity?

1 Caucasian 2 African American 3 Hispanic 4 Asian 5 Other (please specify) ________________________

9 Refused Q38. Please indicate your current marital status.

1 Single, never married 2 Married 3 Divorced 4 Widowed 9 Refused

Q39. How many children under the age of eighteen currently live in your household?

1 None 2 One to two 3 Three to four 4 Five to six 5 More than six

9 Refused

Q40. Please indicate your gender.

1 Male 2 Female

9 Refused

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Q41. Into which of the following ranges does your annual household income fall?

1 Under $30,000 2 $30,000 to less than $50,000 3 $50,000 to less than $75,000 4 $75,000 to less than $100,000 5 $100,000 to less than $150,000 6 Over $150,000 9 Refused

Q42. Please type your email address in the space below. We will use this information to contact you regarding your pair of free Classical concert tickets. Q43. Please your email address for verification purposes. Q44. Please provide your name and address in the spaces below. Name: Address 1: Address 2: City, State, Zip code:

Those are all of our questions. Thank you for taking the time to complete this survey.