1. Pittsburgh International Children’s Festival 2014 Visitor Feedback Summary Report Intercept Interviews and Online Survey June 2014 N=461 An Analysis of Visitors’ Demographics and Feedback Regarding P.I.C.F. 2014.

2. Executive Summary ● A total of 461 patrons responded to a survey during and after Pittsburgh International Children’s Festival in June 2014. 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 Pittsburgh International Children’s Festival draws a highly educated audience between the ages of 19-64, with more then half those attendees being higher income families. Most drive to the event (79%), and many heard of it through word-of- mouth, online, email or news stories. On average, attendees stay for over three to four hours and spend about $150 during their visit, including hotel costs. ● Additional Insights Include: ● Of those who attended this year’s event, over one-third (37%) had attended three or more previous events. ● Almost two-thirds (30%) feel this year’s event was better or the same as previous years. ● Four-fifths (80%) say they will “definitely” or “probably” return to future events. ● Almost two-thirds (61%) enjoy children’s activities while one-fourth enjoy theatre (27%) or music (16%). ● A larger majority of people (83%) came in a group of at least 3 or more. Most did not stay in a hotel during their stay. ● Performances/exhibits, variety of programming and quality of programming were the things attendees liked best. Food offers the biggest opportunity for improvement. ● PNC (34%) and Giant Eagle (15%) were the two most noticed sponsors at the event. Slide 2 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

3. Slide 3 Respondent Profile Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

4. Slide 4 Festivals Attended. 1 | How many times have you attended Pittsburgh International Children’s Festival? Base: 461 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014 Almost half (45%) have attended the Pittsburgh International Children’s Festival only once.

5. Slide 5 Attendance Frequency and Length of Stay (Online Only) Over three quarters (76%) visited the event one time on their most recent visit. About half (46%) 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: 87 Times Visited Length of Visit Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

6. Slide 6 Most Enjoyable Aspects The majority enjoyed the children’s activities the most out of all the festival’s aspects. 4 | What did you enjoy most about today’s Festival? Base: 461 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

7. Slide 7 Source of Information (Intercept Only) Word of mouth, brochure, online and email stories were the most common sources of information for Pittsburgh International Children’s Festival 2014. 3 | How did you hear about International Children’s Festival 2014? Base: 374 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

8. Slide 8 Mode of Transportation Personal vehicles are the most likely mode of transportation to the festival. 13 | How did you travel to the Festival? Base: 461 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

9. Slide 9 Overall Satisfaction Ratings (Online Only) Quality of performance/exhibit received the highest rating by attendees. 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.) Not at all satisfiedVery satisfied Base: 461 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

10. Slide 10 Compare to Past Years (Online Only) Many attendees complained about the location, although they enjoyed the variety and quality of the festival’s performances. Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014 Compare Event Selected Comments ● “Nothing was open for us to go to have a nice lunch or dinner... went to subway.” ● “I thought it being in Schenley Park last year was more kid and family friendly.” ● “Well, the events themselves (including the excellent free music playing) were fantastic. However, the downtown location was worse and the main festival area felt very cramped.” ● “We love downtown, but the Oakland location was a better overall setting for the festival.” 19 | How do you feel this year's event compares to past Pittsburgh International Children's Festival events? 20 | Why?

11. Slide 11 Festival Improvements (Online Only) Many of the people who attended believed that the Oakland location for the festival would have been a much better selection then downtown. Compare Event Selected Comments Base: 87 ● “Don't have it downtown! Parking was awful and too expensive.” ● “Having it downtown was very challenging, especially with parking. Signs for events were hard to see.” ● “I would like a better schedule published on website showing dates, times of performances, and children's activities.” ● “I would maybe add another show for children in the 2-3 year range. Otherwise it is a wonderful event.” Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014 6 | What could we improve about Pittsburgh International Children’s Festival?

12. Slide 12 Why Not Attend / Future Attendance (Online Only) A quarter of participants did not attend past events because they were not aware of them. However, nearly all (80%) said they would “probably” or “definitely” attend future events. 21 | Why did you not attend past International Children’s Festival events? 23 | How likely are you to attend future International Children’s Festival Pittsburgh events? Why Not Attend Attending Future Events Base: 87 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

13. Slide 13 Noticing Sponsors (Online Only) PNC and Giant Eagle were the most noticed sponsors at the festival. 7 | Did you notice any sponsors at the event? 8 | Which sponsors did you notice? Notice Sponsors Most Noticed Sponsors (A-Z) Base: 423 ● CitiPark ● Cultural Trust ● Cyber ● EQT ● Giant Eagle ● Museums (Children’s, Warhol, Carnegie) ● PNC Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

14. Slide 14 If Out of Town, Reason for Attending (Online Only) Most (94%) 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? Base: 16 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

15. Slide 15 Group Size On average, attendees of the Pittsburgh International Children’s Festival came in groups of three or more. 70% had kids ages 8-10 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? Group Size Bring Children Base: 461 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

16. Slide 16 Hotel Usage Most did not stay in a hotel during the festival. 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: 7 Base: 461 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014 2.6 1.7

17. Slide 17 Dining Downtown The split between those who dined downtown (51%) and those who didn’t (46%) was almost even. 16 | Did you or will you dine downtown as a result of attending the Pittsburgh International Children’s Festival? 17 | How many times? Dine Downtown How Many Times Base: 237 Base: 461 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014 1.3

18. Slide 18 Average Money Spent Attendees of the Pittsburgh International Children’s Festival spent the most money on hotel and food/beverage. 18 | What is the total amount you will spend on each during your visit? Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014

19. Slide 19 Pittsburgh Cultural Trust International Children’s Festival 2014 June 2014