1. COLORADO LOTTERY 2010 IMAGE SURVEY Prepared By The Howell Research Group

2. PRIMARY OBJECTIVE Assess Awareness & Image of Colorado Lottery as an Organization & Its Contributions to Colorado

3. METHODOLOGY  Statewide Telephone Survey  501 Randomly Selected Adults  July 26 – August 19, 2010  Sample Proportionate to Population  Quotas: Gender, Age & Ethnicity  Overall Reliability = + 4.5% at 95% Confidence Level

4. Colorado Residents Have a Favorable Impression of the Colorado Lottery

5. Overall Favorability in 2010 Was Similar to Most Other Years

6. Attitudes Regarding Operation of the Lottery Improved Between 2009 & 2010  Support for a State Run Lottery in Colorado Continues to Remain High  Perception that “Lottery Officials Doing Good Job of Running Lottery” Improved Significantly  Increase in Agreement that it Is Appropriate to Offer New Games

8. Negative Perceptions about the Societal Impacts of the Lottery Have Remained Relatively Similar Over Time  None of these Negative Perceptions Are Held by a Majority of Residents

10. Unaided Awareness of How Lottery Proceeds Are Used Remains High  Six out of Ten Mentioned “Parks/Recreation”  One out of Five Could Not Name a Use

12. In 2010, Nearly One Out of Eight Residents Were Aware of at Least One Correct Lottery Purpose

13. Perceptions about the Use of Lottery Proceeds Improved Between 2009 & 2010  Residents Continue to be More Positive about State Parks/Recreation than Open Space or Local Parks/ Recreation  Only Small Segment Want More Spent for Prizes & Less for Public Purposes

15. More than 8 of 10 Had Recall of Lottery Advertising in Past 12 Months

16. Attitudes about Lottery’s Advertising Improved Between 2009 & 2010  “Is entertaining” (53% to 63% Agreed)  “Makes you feel good about playing Lottery” (44% to 51% Agreed)

18. Awareness of the Lottery’s “Play Responsibly” Message Reached Its Highest Level in 2010

19. MAJOR FINDINGS  Colorado Residents Continue to Express Strong Support for a State Run Lottery in Colorado  Nearly 8 of 10 Residents Have an Awareness of at Least One Public Purpose for Lottery Proceeds – Primarily “Parks/Recreation”  The Vast Majority of Residents Support Lottery Proceeds Being Used for Each of Its Current Purposes

20.  Colorado Residents Continue to Have High Awareness of & Express Support for the Different Lottery Games  Recall of Lottery Advertising Remains High & Perceptions Regarding the Advertising Improved 2009 – 2010  Awareness of “Play Responsibly” Message Reached All Time High in 2010 MAJOR FINDINGS