1. Objective 7:Reasons For Not Attending Theatre More And Strategies To Overcome 84

2. Reasons For Not Attending Theatre More And Strategies To Overcome 85 u By far, ticket price is the primary obstacle for Free Night attenders to go to the theatre more often. However, there are other obstacles that include busy lifestyles and concerns about wasting money on something they may not like that could be addressed by non-profit theatres. –Nearly two thirds (65%) say a very important reason they don’t go to the theatre more is ticket prices (see Figure 40). The next biggest obstacles are not wanting to spend money on something they may not like (23%), not having the time (19%), its hard to commit to going in advance (18%), and not hearing about what is playing (16%). –Those under 35 years old have similar issues about going to the theatre. Most say ticket prices discourage them (70%) and they don’t want to go spend the money on something they may not like (23%) (see Figure 41). In addition to not having the time (21%), not hearing about what is playing (21%), and not wanting to commit in advance (16%), they also mention not being familiar with many of the titles (17%). –The strategies that test best in promoting more theatre attendance respond directly to most of these obstacles (no specify pricing strategy was tested). The top four are if they are allowed to change dates if they couldn’t attend (49% overall would be much more likely to attend–see Figure 42 and 46% of those under 35-see Figure 43), if they could get more information about all the plays running in town from one website (47% overall, 51% under 35), if tickets were set aside so they could buy them the day of the performance (34% overall, 35% under 35), and if they could know more about the play before they came (28% overall, 30% under 35).

3. Figure 40:Percent Rating Selecting Reasons For Not Attending Theatre More Often As Highly Important Base:Total respondents answering Q.12a:How important are each of the following reasons for not going to the theatre more often? Note:Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.” Ticket prices are too high (n=5767) 86 It’s hard to get good seats (n=5707) I don’t want to spend money on something I may not like (n=5739) I don’t have the time (n=5709) It’s hard to commit to go in advance (n=5733) I don’t hear about what is playing in theatres (n=5775) I am not familiar with many of the plays performed in area theatres (n=5744) I can’t find plays I’m interested in seeing (n=5710) (Continued on next page)

4. Figure 40:Percent Rating Selecting Reasons For Not Attending Theatre More Often As Highly Important (Cont’d) Base:Total respondents answering Q.12a:How important are each of the following reasons for not going to the theatre more often? Note:Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.” My friends do not go to the theatre (n=5720) 87 There aren’t many people in the theatre my age (n=5719) I just don’t think about theatre when planning social events (n=5710) Theatre is often not engaging or exciting (n=5703) I prefer to do something more interactive, rather than just sitting still for that long (n=5727) It’s hard for me to identify with the characters in many plays (n=5726) There aren’t many people in the theatre of my racial or ethnic background (n=5731) Theatre is elitist and not for people like me (n=5719)

5. Figure 41:Percent Rating Selecting Reasons For Not Attending Theatre More Often As Highly Important Among Respondents Under 35 Base:Total respondents under 35 answering Q.12a:How important are each of the following reasons for not going to the theatre more often? Note:Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.” Ticket prices are too high (n=1991) 88 It’s hard to get good seats (n=1980) I don’t want to spend money on something I may not like (n=1988) I don’t have the time (n=1973) It’s hard to commit to go in advance (n=1981) I don’t hear about what is playing in theatres (n=1983) I am not familiar with many of the plays performed in area theatres (n=1986) I can’t find plays I’m interested in seeing (n=1983) (Continued on next page)

6. Figure 41:Percent Rating Selecting Reasons For Not Attending Theatre More Often As Highly Important Among Respondents Under 35 (Cont’d) Base:Total respondents under 35 answering Q.12a:How important are each of the following reasons for not going to the theatre more often? Note:Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.” My friends do not go to the theatre (n=1981) 89 There aren’t many people in the theatre my age (n=1978) I just don’t think about theatre when planning social events (n=1972) Theatre is often not engaging or exciting (n=1981) I prefer to do something more interactive, rather than just sitting still for that long (n=1981) It’s hard for me to identify with the characters in many plays (n=1982) There aren’t many people in the theatre of my racial or ethnic background (n=1983) Theatre is elitist and not for people like me (n=1981)

7. Figure 42:Percent Saying They Would Be Highly Likely To Attend Theatre More Often Under Selected Circumstances Base:Total respondents answering Q.12b:How likely are you to attend theatre more often under the following circumstances? Q.12c:How likely are you to attend theatre more often if the following were true at or after the performance? Note:Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.” If I was allowed to change my date if I couldn’t attend (n=5749) 90 If I could come in any type of attire (n=5715) If I could get information about all plays running in town from one website (n=5736) If tickets were set aside so I could buy them the day I was going (n=5730) If I could know more about the play before I came (n=5726) If I could read recommendations about the play from others on MySpace, Facebook, Twitter or other social networks I use (n=5731) (Continued on next page) If the theatre had a bar or lounge open after performances where I could meet other theatregoers (n=5709) If I felt more welcome, more part of a community, at the theatre (n=5705) If I could bring food into the theatre (n=5699)

8. 91 If I could bring alcoholic drinks into the theatre (n=5709) If plays were shorter (60 to 90 minutes) (n=5701) Base:Total respondents answering Q.12b:How likely are you to attend theatre more often under the following circumstances? Q.12c:How likely are you to attend theatre more often if the following were true at or after the performance? Note:Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.” If I knew more about the etiquette of theatregoing before I went (n=5716) If I was able to purchase tickets by text message (n=5716) If there were actors on stage I could easily identify with (my age, my race, my ethnicity) (n=5699) If there were more people like me (my age, my race, my ethnicity) in the audience (n=5705) If theatre was more interactive, like a concert or sports event (n=5706) If I could take photos and videos and send them to friends while there (n=5708) If I could text message questions about a play during the performance and get back answers (n=5707) Figure 42:Percent Saying They Would Be Highly Likely To Attend Theatre More Often Under Selected Circumstances (Cont’d)

9. Figure 43:Percent Saying They Would Be Highly Likely To Attend Theatre More Often Under Selected Circumstances Among Respondents Under 35 Base:Total respondents under 35 answering Q.12b:How likely are you to attend theatre more often under the following circumstances? Q.12c:How likely are you to attend theatre more often if the following were true at or after the performance? Note:Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.” If I was allowed to change my date if I couldn’t attend (n=1975) 92 If I could come in any type of attire (n=1972) If I could get information about all plays running in town from one website (n=1978) If tickets were set aside so I could buy them the day I was going (n=1979) If I could know more about the play before I came (n=1977) If I could read recommendations about the play from others on MySpace, Facebook, Twitter or other social networks I use (n=1980) (Continued on next page) If the theatre had a bar or lounge open after performances where I could meet other theatregoers (n=1973) If I felt more welcome, more part of a community, at the theatre (n=1965) If I could bring alcoholic drinks into the theatre (n=1968)

10. 93 If I could bring food into the theatre (n=1964) If there were more people like me (my age, my race, my ethnicity) in the audience (n=1969) Base:Total respondents under 35 answering Q.12b:How likely are you to attend theatre more often under the following circumstances? Q.12c:How likely are you to attend theatre more often if the following were true at or after the performance? Note:Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.” If I knew more about the etiquette of theatregoing before I went (n=1972) If I was able to purchase tickets by text message (n=1976) If there were actors on stage I could easily identify with (my age, my race, my ethnicity) (n=1966) If plays were shorter (60 to 90 minutes) (n=1966) If theatre was more interactive, like a concert or sports event (n=1970) If I could take photos and videos and send them to friends while there (n=1968) If I could text message questions about a play during the performance and get back answers (n=1965) Figure 43:Percent Saying They Would Be Highly Likely To Attend Theatre More Often Under Selected Circumstances Among Respondents Under 35 (Cont’d)