pittsburgh international children’s festival 2014 visitor feedback summary report

Pittsburgh International Children’s Festival 2014

Visitor FeedbackSummary Report

Intercept Interviews and Online SurveyJune 2014

N=461

An Analysis of Visitors’ Demographics and Feedback Regarding P.I.C.F. 2014.

http://www.trustartssurvey.org/

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.

Slide 2

Pittsburgh Cultural TrustInternational Children’s Festival 2014June 2014

Respondent Profile


2014 Pitt Int.

Children’s(N=461)

2013 Festival of Firsts (N=275)

2013JazzLive

International(N=1,107)

< 19 0% 18% 3%

19 – 24 3% 31% 17%

25 – 34 34% 25% 16%

35 – 54 50% 14% 29%

55 – 64 7% 7% 24%

65+ 3% 1% 10%

Some high school 1% 6% 1%

High school graduate 6% 9% 6%

Some college 13% 37% 22%

College graduate 28% 27% 34%

Post graduate 39% 14% 31%

Business / trade 2% 1% 2%

Male 24% 35% 53%

Female 73% 61% 46%

2014 Pitt Int.

Children’s(N=461)

2013 Festival of Firsts (N=275)

2013JazzLive

International(N=1,107)

< $25,000 7% 27% 14%

$25,000 - $49,999 13% 16% 20%

$50,000 - $74,999 16% 15% 18%

$75,000 - $99,999 13% 8% 12%

$100,000 - $124,999 11% 5% 7%

$125,000+ 19% 9% 12%

Caucasian / White 77% 76% 66%

African American 10% 8% 24%

Asian 4% 6% 2%

Hispanic / Latino 2% 3% 2%

Native American 0% 1% 2%

Other 2% 3% 3%

One Two 3 - 5 times More than 5 times0%

25%

50%

75%

100%

45%

18%

27%

10%

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.

Attendance Frequency and Length of Stay (Online Only)

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.

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?

Base: 87Base: 87

Times Visited Length of Visit


Once Twice Three or more times0%

25%

50%

75%

100%

76%

16%

5%

Online

< 1 hour 1 - 2 hours 3 - 4 hours 5 hours or more

0%

25%

50%

75%

100%

3%

21%

46%

28%

Online

Children's activ-ities

Theater Visual Arts Music Comedy Dance Food Magic Other0%

25%

50%

75%

100%

61%

27%

16% 16%12%

8% 6% 5%

14%

Slide 6

Most Enjoyable Aspects

The majority enjoyed the children’s activities the most out of all the festival’s aspects.

4 | What did you enjoy most about today’s Festival?

Base: 461


Source of Information (Intercept Only)

Word of mouth, brochure, online and email stories were the most common sources of information for Pittsburgh International Children’s Festival 2014.

3 | How did you hear about International Children’s Festival 2014?

Base: 374


Friend / family (word-of-mouth)

Brochure Online Email Print ad News story Billboard Radio ad Other0%

25%

50%

75%

100%

30%

24%20%

17%

11%

5% 4%0%

22%

Personal

vehicle

Public tra

nsportation (b

us or T

)

Walking

Bus serv

ice (G

reyhound, M

egab

us, etc.

)

Bicycle Tax

iTra

in

Airplan

eOther

0%

25%

50%

75%

100%

79%

15%7%

1% 1% 0% 0% 0% 2%

Slide 8

Mode of Transportation

Personal vehicles are the most likely mode of transportation to the festival.

13 | How did you travel to the Festival?

Base: 461


Overall experience

Performance / exhibit

Variety of programming (overall)

Quality of programming (overall)

Festival staff

Advance Festival communications

On-site Festival communications

Food

0 25 50 75 100

67.3

80.2

75.9

75.6

75.0

72.1

68.5

51.1

Slide 9

Overall Satisfaction Ratings (Online Only)

Quality of performance/exhibit received the highest rating by attendees.Food has the biggest opportunity for improvement.

5 | Please rate your satisfaction with the following aspects of the event. (If you did not participate in an activity, please leave it blank.)

Not at all satisfied Very satisfied

Base: 461


Compare to Past Years (Online Only)

Many attendees complained about the location, although they enjoyed the variety and quality of the festival’s performances.


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.”

This year is worse; 39%

I have never attended the festival before.; 26%

This year is about the same; 20%

This year is better; 10%

No Response; 5%

19 | How do you feel this year's event compares to past Pittsburgh International Children's Festival events?20 | Why?

Festival Improvements (Online Only)

Many of the people who attended believed that the Oakland location for the festival would have been a much better selection then downtown.

Compare Event Selected Comments

Base: 87

● “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.”


Change Location; 57%

Clearer Signs/Di-

rections; 9%

More Seating &

Food Choices;

14%

Stick to Sched-

ules; 9%

Other; 11%

6 | What could we improve about Pittsburgh International Children’s Festival?

Why Not Attend / Future Attendance (Online Only)

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.

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


I wasn

't aware

of the e

vent

Timing w

as bad

for m

e

Planned

to go

but didn't m

ake it

Weather

was bad

when I w

anted

to go

Wasn't i

nterest

ed in

the p

rogra

ms

Could not afford co

st to tra

vel to

even

tOther

0%

25%

50%

75%

100%

25%16%

6% 5% 3% 1%14%

Definitely Probably Not Sure Definitely Not No Response0%

25%

50%

75%

100%

52%

28%

15%

2% 3%

Noticing Sponsors (Online Only)

PNC and Giant Eagle were the most noticed sponsors at the festival.

7 | Did you notice any sponsors at the event?8 | Which sponsors did you notice?

Notice Sponsors Most Noticed Sponsors (A-Z)

Base: 423

● CitiPark● Cultural Trust● Cyber● EQT● Giant Eagle● Museums (Children’s, Warhol,

Carnegie)● PNC


PNC; 34%

Giant Eagle; 15%

EQT; 13%CLO; 4%

Cultural Trust; 7%

CitiPark; 5%

Cyber; 4%

Museums (Children's,

Warhol); 8%

Aviary; 2%Other; 6%

If Out of Town, Reason for Attending (Online Only)

Most (94%) of out of town visitors came specifically for the event.

12 | If you are an out-of-town visitor, why did you attend the event?

Base: 16


Came specif -ically for the event; 94%

In town for another reason and decided to stop by; 6%

One Two Three Four Five or more0%

25%

50%

75%

100%

2%

13%

29%26% 28%

Slide 15

Group Size

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.

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


No Age 2 or under

Age 3 - 4 Age 5 - 7 Age 8 - 10 Age 11 - 13

High school age

0%

25%

50%

75%

100%

2%

33%

48%

60%

70%

4%0%

Yes; 2%

No; 95%

No Response; 3%

Slide 16

Hotel Usage

Most did not stay in a hotel during the festival.

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

Base: 461


Number of Nights Stayed (Mean) Number of Rooms Used (Mean)0

1

2

3

4

5

2.61.7

Dining Downtown

The split between those who dined downtown (51%) and those who didn’t (46%) was almost even.

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

Base: 461


Yes; 51%No; 46%

No Response; 3%

Number of Times Dining Downtown (Mean)0

1

2

3

4

5

1.3

Average Money Spent

Attendees of the Pittsburgh International Children’s Festival spent the most money on hotel and food/beverage.

18 | What is the total amount you will spend on each during your visit?


Hotel Food / Beverage Shopping Recreation (not for Festival)

Transportation Other0

25

50

75

100

$56

$34

$17$13 $11

$19


http://www.corcom-inc.com/

pittsburgh international children’s festival 2014 visitor feedback summary report

Documents