1. Festival of Firsts Visitor Feedback Summary Report Intercept Interviews and Online Survey June 2013 N=275 An Analysis of Visitors’ Demographics and Feedback Regarding the 2013 Festival of Firsts.

2. Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013 Executive Summary ● A total of 275 patrons responded to on-site intercept interviews during the Pittsburgh Festival of Firsts (September 27, 2013). The results from this survey are compared to benchmark surveys from previous festivals where identical questions were asked. ● The overall conclusion from this research is that the Festival of Firsts draws a moderately educated, low-income audience between the ages of 19-34. Most walk or drive to the Festival, and many heard of it through online, print or radio news stories. On average, attendees spend about $200 during their visit, excluding hotel costs. ● Additional Insights Include: ● Of those who attended this year’s Festival, many did not report having attended a previous festival. ● Two-in-five enjoy the performers (39%) and the audience/atmosphere (40%) the most at the Festival of Firsts. ● The average group size was nearly a half dozen. Most did not stay in a hotel during their stay. ● One-third dined downtown during the Festival of Firsts. Slide 2

3. Slide 3 Respondent Profile Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

4. Slide 4 Festivals Attended Significantly more attended 2013 than previous festivals. 1 | Which Festival of Firsts have you attended? Base: 275 Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

5. Slide 5 Most Enjoyable Aspects Two-in-five enjoy the performers and the audience/atmosphere the most at the Festival of Firsts. 2 | What did you enjoy most about today’s Festival? Festival of Firsts 2013 (N=275) Benchmark (N=1,107) Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

6. Slide 6 Source of Information Print, radio and news are the most heard, seen or read outlets for the Festival of Firsts. 3 | How did you hear about the Festival of Firsts? Festival of Firsts 2013 (N=275) Benchmark (N=1,107) Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

7. Slide 7 Mode of Transportation Personal vehicles, walking and public transportation are the most used transportation methods to travel to all festivals. Respondents were twice as likely to have walked to the Festival of Firsts than the benchmark. 4 | How did you travel to the Festival? Festival of Firsts 2013 (N=275) Benchmark (N=3,400) Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

8. Slide 8 Group Size The average group size was a half dozen. 5 | Including yourself, how many people were in your group that attended the Festival? Festival of Firsts 2013 (N=275) Benchmark (N=1,107) Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

9. Slide 9 Hotel Usage Most did not stay in a hotel during their stay for any festival. 6a | Are/will you stay in a hotel as a result of attending the Festival of Firsts? 6b | How many nights? 6c | How many rooms did you use? Stay in Hotel Nights and Rooms Base: 1,107 Base: 14 Base: 118 Base: 275 Festival of Firsts Benchmark Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

10. Slide 10 Dining Downtown One-third (36%) dined downtown during the Festival of Firsts. 7a | Did you or will you dine downtown as a result of attending the Festival of Firsts? 7b | How many times? Dine Downtown How Many Times Base: 1,107 Base: 99 Base: 275 Base: 749 Festival of Firsts Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

11. Slide 11 Average Money Spent Excluding hotel costs, attendees of the Festival of Firsts spent on average over $200, while the benchmark spent over $300. 8 | What is the total amount you will spend on each during your visit? Festival of Firsts: $232.73 Benchmark: $339.00 Festival of Firsts: $232.73 Benchmark: $339.00 Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013

12. Slide 12 Pittsburgh Cultural Trust 2013 Festival of Firsts Visitor Feedback October 2013