1. Objective 2: Ticket Usage 16

2. u Most people participating in the survey used their tickets personally and a few gave them away. Less than one in ten did not use the tickets at all. While this latter information was originally intended to project no show rate, it is likely that no- shows just werent motivated to complete the survey (based on data reported in the field, no show rates were significantly higher). –The majority of respondents personally used the tickets they reserved (86%) or gave the tickets to someone else to use (6%) (see Figure 1). –Less than one in ten (8%) respondents did not use their tickets, likely way below the true no show rate. u Among participants who did not personally use their tickets, most had something else come up on the day of the performance (see Figure 2): –Had a conflict on the day of the performance/too busy (58%) –Could not attend due to illness on the day of the performance (18%) –Reserved the tickets to give to someone else (7%), had transportation problems (6%), forgot to go (3%), simply didnt feel like going (2%), reserved tickets for more than one show and went to another one (1%) or the play subsequently got poor reviews (1%) –Wanted to attend but were unable to do so because the show date was changed/cancelled or overbooked (4%) u Reserving online was the dominant form of reserving tickets. –Ninety-one percent of participants reserved online with small numbers making reservations at a theatre box office (3%) or in person at a special event (3%) (see Figure 3). Ticket Usage 17

3. u Nearly half of attenders were NOT able to get tickets for their first choice of play. –Overall, 53 percent did get into their first choice of performance while 47 percent did not (see Figure 4). –The number getting their first choice varied from 38 percent in Cleveland to 90 percent in Maine. u Word of mouth was important in making people aware of Free Night of Theater, but online and print media also played an important role. –Over one-third of participants (37%) learned of Free Night of Theater from friends or colleagues. Over a quarter mentioned learning of it by email (29%) and almost a quarter through websites (23%). Other media used included major newspapers (11%), alternative newspapers (10%), social networking sites such as Facebook, MySpace, Twitter or blogs (3%), radio (3%) and posters placed around town (2%). (see Figure 5). Ticket Usage 18

4. Figure 1:How Tickets Were Used Base:Total respondents (n=5871) Q.6a:Did you: Personally use the tickets you reserved, give the tickets to someone else to use or not use the tickets at all? Personally used the ticketsGave the tickets to someone else to useDid not use the tickets at all 19

5. Figure 2:Reason For Not Personally Using Tickets (Aided) Base:Respondents who did not personally use tickets (n=804) Q6b:Why didn't you personally use the tickets? *Indicates a significant difference from other listed reasons at the 95% confidence level Had conflict/ too busy Was sickGot them to give away Forgot to go Transportation problems Show was cancelled/ overbooked Simply didn't feel like going Play subsequently got poor reviews Reserved tickets to more than one and went to another one * Since it was free, I didnt care if I missed the show 20

6. Figure 3:Method Used For Reserving Tickets To Free Night Of Theater Base:Total respondents answering (n=5314) Q.2a:Did you reserve your tickets: OnlineAt a theatre box officeIn person at a special Free Night of Theater event Don't recall 21

7. Figure 4:Percent Able To Get Tickets To First Choice Play By Area Base:Total respondents answering question Q.2b:Were you able to get tickets to your first choice play or was your first choice sold out? Note:Percentages represent those answering Got first choice. **Warning: Small base Austin (n=136) Atlanta (n=224) Cinci- nnati (n=100) Cleveland (n=94**) DC (n=610) Indian- apolis (n=32**) Kansas City (n=73**) LA (n=457) Total (n=5167) 22 (Continued on next page) Baltimore (n=178) Charleston, SC (n=30**) Chicago (n=460) CT (n=121) Dallas (n=341)

8. Figure 4:Percent Able To Get Tickets To First Choice Play By Area (Contd) Base:Total respondents answering question Q.2b:Were you able to get tickets to your first choice play or was your first choice sold out? Note:Percentages represent those answering Got first choice. **Warning: Small base NJ (n=122) NC (n=87**) Oregon Festival (n=40**) Philly (n=110) San Diego (n=233) Theatre Bay Area (n=609) Theatre Puget Sound (n=304) WI (n=121) 23 Maine (n=41**) NY State (n=125) Portland (n=174) South Florida (n=68**) St. Louis (n=185) Utah (n=74**) NYC (n=694)

9. Figure 5:Where Respondents Heard About The Free Night Of Theater Base:Total respondents answering (n=5848) Q.4:From which of the following did you hear about the Free Night of Theater program: Note:Percentages may add to more than 100 percent because multiple answers were accepted. From friends/ colleagues EmailMajor newspapers WebsitesCity Paper/alternative newspapers/arts newspapers Radio Other 24 Facebook, MySpace, Twitter, blogs or other social networking sites Posters around town Dont remember