1. First Night 2014 Visitor Feedback Summary Report Intercept Interviews and Online Survey January 2014 N=765 An Analysis of Visitors’ Demographics and Feedback Regarding First Night 2014.

2. Pittsburgh Cultural Trust First Night 2014 January 2014 Executive Summary ● A total of 765 patrons (Intercept= 342; Online=423) responded to a survey during and after First Night Pittsburgh 2014 on December 31, 2013. 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 First Night draws a highly educated audience between the ages of 25-64 with a wide range of incomes. Most drive to the event, and many heard of it through word-of-mouth, online, email or news stories. On average, attendees stay for over three hours and spend about $150 during their visit, excluding hotel costs. ● Additional Insights Include: ● Of those who attended this year’s event, over one-third (43%) had attended three or more previous events. ● Two-thirds (64%) feel this year’s event was better or the same as previous years. ● Nearly all (87%) say they will “definitely” or “probably” return to future events. ● Half enjoy the music (47%) and while one-third enjoy theatre (17%) or visual arts (15%). ● The average group size was pairs (1.9). Most did not stay in a hotel during their stay. ● Three-in-five dined downtown during First Night. ● Quality of programming, performances, variety of programming and festival staff were the things attendees liked best. Food offers the biggest opportunity for improvement. ● Seven-in-ten noticed sponsors at the event. The most common sponsors noticed were Highmark, Dollar Bank, Equitable and FedEx. Slide 2

3. Slide 3 Respondent Profile Pittsburgh Cultural Trust First Night 2014 January 2014

4. Slide 4 Festivals Attended. 1 | How many times have you attended First Night Pittsburgh? Base: 765 Pittsburgh Cultural Trust First Night 2014 January 2014

5. Slide 5 Attendance Frequency and Length of Stay (Online Only) Three-in-five (62%) visited the event one time on their most recent visit. Four-in-five (81%) 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: 423 Pittsburgh Cultural Trust First Night 2014 January 2014 Base: 423 Times Visited Length of Visit

6. Slide 6 Most Enjoyable Aspects Music is the aspect that nearly half (47%) of attendees enjoyed most. 4 | What did you enjoy most about today’s Festival? Pittsburgh Cultural Trust First Night 2014 January 2014 Base: 765 Festival of Firsts: 39%*(N = 275) JazzLive 2013: 77%(N=1,107) Festival of Firsts: 39%*(N = 275) JazzLive 2013: 77%(N=1,107) *For Festival of Firsts survey, the category read “Performance / Exhibit”

7. Slide 7 Source of Information Word of mouth, online, email and news stories were the most common sources of information for First Night 2014. 3 | How did you hear about First Night 2014? Pittsburgh Cultural Trust First Night 2014 January 2014 Base: 765 Festival of Firsts: 9%(N = 275) JazzLive 2013: 45%(N=1,107) Festival of Firsts: 9%(N = 275) JazzLive 2013: 45%(N=1,107)

8. Slide 8 Mode of Transportation Personal vehicles are the most likely mode of transportation to First Night, with three-in-four using their own vehicle. 13 | How did you travel to the Festival? Pittsburgh Cultural Trust First Night 2014 January 2014 Base: 765 Festival of Firsts: 47% (N = 275) JazzLive 2013: 64%(N=1,107) Festival of Firsts: 47% (N = 275) JazzLive 2013: 64%(N=1,107)

9. Slide 9 Overall Satisfaction Ratings (Online Only) Quality of programming, performances, variety of programming and festival staff were the things attendees liked best. 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.) Pittsburgh Cultural Trust First Night 2014 January 2014 Not at all satisfiedVery satisfied Base: 765

10. Slide 10 Festival Improvements: Selected Comments (Online Only) While much constructive feedback was offered, many attendees also had many positive things to say about First Night 2014. 6 | What could we improve about First Night Pittsburgh? Pittsburgh Cultural Trust First Night 2014 January 2014 ● “Some of the shows are so difficult to get into see. Two years in a row we haven't been able to see any of the comedy. We LOVE LOVE LOVE this event, Pittsburgh is such a hidden treasure!” ● “This is the same thing I'd say last time I went: the maps/program listings are HARD to follow, and even harder to preplan my visit. I'd like to be able to pick a place to start, and map out what I want to see between there and my next event.” ● “By 11pm, I really wanted a coffee or a hot cocoa. The food trucks were closing up by then and the only place to get something hot to drink was the corner 7-11. By then, the 7-11 was overrun with customers and had a hard time keeping up with the demand.” ● “I would like to see more signage at stop in and visit venues. Suggestions of how to schedule your evening to see the most that is offer. For example, maybe a schedule of how to fit in some of the awesome shows and still work in some of the other art galleries.” ● “The parade flow. Attendees were just milling about the streets as they thought parade was over after the cars. There was about an 11 minute lull. CHAOS. Add more comedy. These shows fill up immediately and many are left out.”

11. Slide 11 Compare to Past Years (Online Only) Two thirds believe this year’s event is the same or better than previous years. 19 | How do you feel this year's event compares to past First Night Pittsburgh events? 20 | Why? Pittsburgh Cultural Trust First Night 2014 January 2014 Compare Event Selected Comments Base: 423 ● “Loved last year and this year, seemed like less people but by the time fireworks came out seemed about the same. Every year you seem to add a little more in the right direction. Keep up the good work!” ● “I enjoyed the shows. I enjoyed the ice maze.” ● “Only so much time to see everything - all the music venues seem to break at the same time, so there is down time between performances (vs overlapping times), which means only 2-3 activities can be attended in an evening. All the ones I attended were good.”

12. Slide 12 Why Not Attend / Future Attendance (Online Only) Nearly half (46%) did not attend past events because the timing was bad or they did not know about the event. However, nearly all (87%) said they would “probably” or “definitely” attend future events. 21 | Why did you not attend past First Night events? 23 | How likely are you to attend future First Night Pittsburgh events? Pittsburgh Cultural Trust First Night 2014 January 2014 Why Not Attend Attending Future Events Base: 423

13. Slide 13 Noticing Sponsors (Online Only) Nearly three-fourths of attendees noticed sponsors. 7 | Did you notice any sponsors at the event? 8 | Which sponsors did you notice? Pittsburgh Cultural Trust First Night 2014 January 2014 Notice Sponsors Most Noticed Sponsors (A-Z) Base: 423 ● Dollar Bank ● Equitable ● FedEx ● Giant Eagle ● Highmark ● KDKA ● Pittsburgh Cultural Trust ● PNC

14. Slide 14 If Out of Town, Reason for Attending (Online Only) One-fourth 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? Pittsburgh Cultural Trust First Night 2014 January 2014 Base: 423

15. Slide 15 Group Size On average, attendees came in pairs to First Night. Two thirds did not have children 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? Pittsburgh Cultural Trust First Night 2014 January 2014 Group Size Bring Children Base: 765Base: 423 Festival of Firsts: 5.7 (N = 275) JazzLive 2013: 2.9 (N=1,107) Festival of Firsts: 5.7 (N = 275) JazzLive 2013: 2.9 (N=1,107)

16. Slide 16 Hotel Usage Most did not stay in a hotel during their visit at First Night. 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: 130 Base: 765 Pittsburgh Cultural Trust First Night 2014 January 2014 NIGHTS Festival of Firsts: 1.5 (n = 14) JazzLive 2013: 2.3 (n=122) NIGHTS Festival of Firsts: 1.5 (n = 14) JazzLive 2013: 2.3 (n=122) ROOMS Festival of Firsts: 1.6 (n = 14) JazzLive 2013: 1.2 (n=122) ROOMS Festival of Firsts: 1.6 (n = 14) JazzLive 2013: 1.2 (n=122)

17. Slide 17 Dining Downtown Three-in-five dined downtown during First Night 2014. On average, patrons dined more than once during their visit. 16 | Did you or will you dine downtown as a result of attending the Festival of Firsts? 17 | How many times? Dine Downtown How Many Times Base: 470 Base: 765 Pittsburgh Cultural Trust First Night 2014 January 2014 Festival of Firsts: 1.5 (n = 99) JazzLive 2013: 2.1 (n=753) Festival of Firsts: 1.5 (n = 99) JazzLive 2013: 2.1 (n=753)

18. Slide 18 Average Money Spent Excluding hotel costs, attendees of First Night spent on average $168, while Festival of Firsts and JazzLive attendees spent on average over $200 and $300, respectively. 18 | What is the total amount you will spend on each during your visit? First Night 2014:$168 (N = 765) Festival of Firsts: $231 (N = 275) JazzLive 2013: $343 (N=1,107) First Night 2014:$168 (N = 765) Festival of Firsts: $231 (N = 275) JazzLive 2013: $343 (N=1,107) Pittsburgh Cultural Trust First Night 2014 January 2014

19. Slide 19 Pittsburgh Cultural Trust First Night 2014 January 2014