Cactus League Study 2012

DETAILS OF THE FINDINGS Attendee Gender – Six of ten head of game party 2012 Cactus League attendee respondents are men. This is the case among both local (Phoenix metro residents) and out-of-area (outside the Phoenix metro) attendees. In line with past studies, there continues to be a male skew regardless of team – especially among Reds (66%), Dodgers (66%) and Rockies (68%) attendees. Only among Rangers attendees is there a slight female lean (52%). Table 1 Attendee Gender (Head of Party) Place of Residence 2003 2007 2012 Phoenix Out of Total Total Total Metro Area Men 63% 70% 60% 61% 60% Women 37% 30% 40% 39% 40% N=2457 N=2406 N=3004 N=1254 N=1750 Team Chicago Kansas Arizona Chicago White Cincinnati Cleveland Colorado City Diamondbacks Cubs Sox Reds Indians Rockies Royals Men 58% 62%62% 66% 58% 68% 63% Women 42% 38%38% 34% 42% 32% 37% N=330 N=270N=192 N=108 N=132 N=320 N=135 Team Los Los San San Angeles Angeles Milwaukee Oakland Diego Francisco Seattle Texas Angels Dodgers Brewers Athletics Padres Giants Mariners Rangers Men63 63% 66% 58% 57% 65% 55% 56% 48% Women 37% 34% 42% 43% 35% 45% 44% 52% N=228 N=213 N=156N=102 N=162 N=294 N=180 N=182 Cactus League, March, 2012 1 Attendee Age – The median age of a 2012 Cactus League head of party game attendee is 49.9 years, reflecting some progressive aging from the 2003 (42.8 years) and 2007 (47.0 years) studies. As we found in 2007, the median age of out-of-area attendees (52.5 years) is “older” than Phoenix metro area residents (45.3 years). Median age distribution by team ranges from 44.6 years (Diamondbacks attendees) to 54.8 years (Cubs attendees). Cactus League, March, 2012 2 Table 2 Attendee Age (Head of Party) Place of Residence 1993 1998 2003 2007 2012 Phoenix Out of Total Total Total Total Total Metro Area 24 or younger 7% 8% 12% 7% 6% 8% 4% 25 to 34 24% 16% 19% 17% 15% 20% 12% 35 to 44 32% 24% 22% 21% 18% 21% 16% 45 to 54 18% 19% 18% 21% 22% 19% 24% 55 to 64 10% 17% 16% 19% 23% 18% 26% 65 or older 9% 16% 12% 15% 16% 14% 17% Refused – – – – 1% 0% 1% Median age 40.7 45.9 42.8 47.0 49.9 45.3 52.5 N=2457N=2406 N=3004 N=1254 N=1750 Team Chicago Kansas Arizona Chicago White Cincinnati Cleveland Colorado City Diamondbacks Cubs Sox Reds Indians Rockies Royals 24 or younger 4% 2% 4% 2% 6% 4% 6% 25 to 34 20% 10% 20% 11% 11% 14% 13% 35 to 44 27% 14% 17% 24% 16% 18% 21% 45 to 54 20% 24% 21% 22% 28% 27% 21% 55 to 64 20% 24% 22% 23% 23% 24% 21% 65 or older 9% 26% 15% 18% 16% 11% 17% Refused 0% 1%1% 0% 1% 1% 1% Median age 44.6 54.8 49.1 50.8 51.2 49.7 49.3 N=330 N=270N=192 N=108 N=132 N=320 N=135 Team Los Los San San Angeles Angeles Milwaukee Oakland Diego Francisco Seattle Texas Angels Dodgers Brewers Athletics Padres Giants Mariners Rangers 24 or younger 8% 8% 6% 3% 5% 7% 6% 12% 25 to 34 14% 18% 20% 17% 11% 18% 11% 18% 35 to 44 22% 14% 12% 20% 12% 18% 17% 14% 45 to 54 22% 20% 18% 24% 23% 20% 17% 21% 55 to 64 18% 22% 23% 22% 25% 25% 26% 21% 65 or older 16% 18% 19% 12% 24% 12% 23% 13% Refused 0% 0% 1% 2% 0% 1% 0% 2% Median age 48.1 49.9 50.7 49.2 54.7 48.5 54.4 47.7 N=228 N=213 N=156N=102 N=162 N=294 N=180 N=182 Question: I have just a few more questions for you to help us classify your survey. First, please stop me when I read the age category you belong to. Are you… Cactus League, March, 2012 3 Attendee Household Income – Four of ten attendee party heads report annual household incomes greater than $100,000. This represents a progressive increase from 2003 (23%) and 2007 (35%) levels. As a result, 2012 median household income ($88,462) is higher than we found in 2007 ($82,160). This continues to be much higher than 2010 American Community Survey (US Census) median income estimates for the United States ($50,046) and the State of Arizona ($46,789). Consistent with the 2007 survey, out-of- area attendees ($96,538) continue to have a much higher median household income than out-of-area attendees ($77,500). Still, local attendee median household income ($77,500) remains much higher than the median household income for all Maricopa County residents ($50,410). White Sox attendees have the highest median household income ($100,000), followed closely by Giants attendees ($97,692). Cactus League, March, 2012 4 Table 3 Attendee Annual Household Income (Head of Party) Place of Residence 1993 1998 2003 2007 2012 Phoenix Out of Total Total Total Total Total Metro Area Less than $25,000 13% 10% 9% 5% 4% 6% 2% $25,000 to $39,999 21% 19% 16% 7% 6% 9% 5% $40,000 to $54,999 18% 20% 16% 11% 9% 13% 7% $55,000 to $69,999 16% 17% 13% 14% 12% 14% 10% $70,000 to $84,999 10% 13% 12% 17% 16% 16% 16% $85,000 to $99,999 8% 7% 10% 12% 13% 13% 13% More than $100,000 14% 14% 23% 35% 40% 29% 48% Median income $52,900 $55,900 $65,400 $82,160 $88,462 $77,500 $96,538 N=2195 N=2047 N=2565 N=1096 N=1470 Team Chicago Kansas Arizona Chicago White Cincinnati Cleveland Colorado City Diamondbacks Cubs Sox Reds Indians Rockies Royals Less than $25,000 4% 1% 5% 1% 4% 6% 5% $25,000 to $39,999 8% 6% 6% 8% 5% 8% 6% $40,000 to $54,999 10% 14% 7% 8% 10% 12% 10% $55,000 to $69,999 13% 12% 7% 15% 13% 11% 15% $70,000 to $84,999 18% 20% 12% 15% 15% 14% 10% $85,000 to $99,999 11% 12% 13% 15% 16% 11% 12% More than $100,000 35% 34% 49% 39% 38% 39% 42% Median income $82,500 $82,750 $100,000 $88,000 $87,813 $83,929 $90,000 N=288 N=235 N=162 N=96 N=111 N=272 N=114 Team Los Los San San Angeles Angeles Milwaukee Oakland Diego Francisco Seattle Texas Angels Dodgers Brewers Athletics Padres Giants Mariners Rangers Less than $25,000 2% 6% 4% 6% 4% 2% 6% 4% $25,000 to $39,999 4% 9% 8% 12% 10% 3% 4% 2% $40,000 to $54,999 9% 11% 10% 9% 10% 2% 9% 10% $55,000 to $69,999 7% 9% 10% 12% 12% 12% 17% 13% $70,000 to $84,999 20% 7% 15% 15% 13% 20% 15% 19% $85,000 to $99,999 15% 13% 16% 12% 15% 13% 16% 9% More than $100,000 43% 45% 38% 34% 37% 48% 32% 44% Median income $93,000 $94,231 $87,813 $81,000 $86,000 $97,692 $84,000 $88,333 N=204 N=181 N=130 N=77 N=151 N=251 N=154 N=140 Question: Which one of the letters on this card best describes your total family income for last year, I mean before taxes and including everyone in your household? Just call off the letter in front of the correct amount. Cactus League, March, 2012 5 Place of Residence – Consistent with 2007 findings, more 2012 Cactus League attendees are residents from another state or country (56%) than are residents of the metropolitan Phoenix area (42%). This compares to a mix of 57% out-of-area and 39% “local” (Phoenix or Tucson) area residents in 2007. The balance (2%, down from 4%) are Arizona residents from outside the Phoenix metro area. Similar to previous findings, out-of-area attendees tend to be older and have higher annual household incomes than their local attendee counterparts. Which teams attract the most non-local attendees from another state or country? The Giants (68%, down from 74% in 2007), Rockies (63% up from 50% in 2007 when they trained in Tucson) and Dodgers (64%). Meanwhile, the Diamondbacks are the clear leader among local attendees (65%, up from 44% in 2007 when they trained in Tucson) – followed by the Brewers (53%, up from 31%). Overall, among the unweighted sample, there are 1,439 unique zip codes self-reported by United States resident attendees (182 from metro Phoenix, 50 from elsewhere in Arizona and 1,207 from another state). Refer to the Detailed Table 4b series for a frequency count by zip code. Among out-of-area attendees, 3% are from another country – primarily Canada (88%). Still, there were other foreign attendees from England, Belgium, Japan, Mexico and Puerto Rico. Cactus League, March, 2012 6 Table 4 Place of Residence 1993 1998 2003 2007 2012 Total Total Total Total Total Metropolitan Phoenix 41% (1) 39% (1) 48% (1) 39% (1) 42% Elsewhere in Arizona 4% 3% 4% 4% 2% Another state 55% (2) 58% (2) 48% (2) 57% (2) 53% Another country – – – – 3% N=2457 N=2406 N=3004 Team Chicago Kansas Arizona Chicago White Cincinnati Cleveland Colorado City Diamondbacks Cubs Sox Reds Indians Rockies Royals Metropolitan Phoenix 65% 46% 33% 45% 36% 34% 38% Elsewhere in Arizona 1% 1% 5% 1% 5% 3% 1% Another state 30% 50% 57% 50% 57% 60% 58% Another country 3% 3% 5% 4% 2% 3% 3% N=330 N=270 N=192 N=108 N=132 N=320N=135 Team Los Los San San Angeles Angeles Milwaukee Oakland Diego Francisco Seattle Texas Angels Dodgers Brewers Athletics Padres Giants Mariners Rangers Metropolitan Phoenix 41% 34% 53% 39% 48% 32% 38% 37% Elsewhere in Arizona 1% 2% 2% 3% 2% 1% 3% 5% Another state 54% 62% 44% 57% 48% 62% 57% 56% Another country 4% 2% 2% 1% 2% 6% 2% 2% N=228 N=213N=156 N=102 N=162 N=294 N=180N=182 (1) Was “Metropolitan Phoenix/Tucson,” depending on where game was held (1993-2007).

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