PREVIEW Titles VERSION ENIGMA INDEPENDENT EVENT AUDITS ENIGMA INDEPENDENTUnbiased Intelligence EVENT for SeniorAUDITS Marketers Unbiased Intelligence for Senior Marketers
2017 AUSTIN CITY LIMITS MUSIC FESTIVAL 2016 STATE FAIR OFAustin, TEXAS Texas Dallas, Texas
October 6-8 and 13-15, 2017
September 30-October 23, 2016 P2 Highlights P3 Event Experience P5 Sponsor Recall and Appreciation P6 Activation Evaluations PageP10 2: BeverageHighlights Consumption PageP11 3- 4 Product: andEvent BrandExperience Preferences P17 Demographics CONFIDENTIAL PageP18 5- 8 Tourism: andSponsors Economic andImpactActivations For paid subscribers only. P20 Comments and Methodology Unauthorized duplication or sharing strictly prohibited. Page 9-12: Auto and Truck Show Exhibits Page 13: Beverage Consumption Page 14-19: Product and Brand Preferences CONFIDENTIAL Page 20: Demographics For paid subscribers only. Page 21-22: Tourism and Economic Impact Unauthorized duplication or sharing strictly prohibited. Page 23-24 Comments and Methodology PREVIEW Highlights VERSION
Most popular reasons for attending Most popular features within brand activations
1 To see a specific artist or artists 1 Honda Rebel motorcycle 2 Enjoy the festival atmosphere 2 Aviator Nation merchandise display 3 Enjoy all types of music 3 Tito’s Plinko Parlor free merchandise
Most popular performers Most popular feature attractions
1 Red Hot Chili Peppers 1 ACL Eats 2 The Killers 2 Camelbak Hydration Stations 3 Jay-Z 3 Festival Stores
Most recalled sponsors Most popular brands used
1 American Express Vehicle: Toyota 2 Honda Soda: Coca-Cola 3 Miller Lite Cigarettes: Camel and Marlboro
Most visited brand activations Tourism and economic impact
1 Red Bull and Water Stations Percentage non-local: 33% 2 Honda X Waterloo Records Signing Stage and Record Store Estimated hotel room nights: 22,700 3 Tito’s Plinko Parlor Estimated economic impact: $49.6M
Most appreciated brand activations Best attendee comments
1 State Farm #HERETOHELP “ACL has been my family reunion for 11 years. I can’t imagine a sibling reunion without the music, beer, laughing, and life-loving experience.” 2 HomeAway UpsideDown House “Amex Experience Lounge was the single best amenity at ACL and greatly added to my experience!” 3 Honda X Waterloo Records Signing Stage and Record Store “Stay weird!”
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 2 PREVIEW Event Experience VERSION
Reasons for attending event (aided) Performances watched (aided)
2016 One of reasons To see a specific artist or artists Red Hot Chili Peppers Main reason The Killers Jay-Z Enjoy the festival atmosphere Ice Cube Gorillaz Enjoy all types of music Foster the People Portugal. The Man Chance the Rapper To socialize with friends and family Run the Jewels Milky Chance To learn about new artists Martin Garrix The XX Tove Lo To people-watch Glass Animals Vance Joy To meet new people The Head and the Heart Russ A$AP Ferg To express myself with clothing, hair, signs, etc. Spoon Crystal Castles To eat a meal Dram Louis the Child Zhu To relax or drink in lounge areas Rüfüs du Sol Ryan Adams To purchase arts, crafts, or clothing First Aid Kit Solange Skepta To look at or photograph art, sculptures, or interesting things Alison Wonderland Bonobo To visit brand and corporate sponsor displays Cut Copy Watched Royal Blood Favorite
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 3 PREVIEW Event Experience VERSION
Featured attractions visited
2016 ACL Eats
Camelbak Hydration Stations (water)
Festival Stores (merchandise)
ACL Cashless
Barton Springs Beer Hall
ACL Wine Lounge
ACL Art Market
RideAustin
ACL Bodegas
Silent Disco
Rock and Recycle Center
ACL Cares exhibits
Austin Kiddie Limits
Platinum viewing
Event ratings excellent good fair poor
2016 2016 2016 2016 2016 2016
Quality Variety Variety Quality Cleanliness Value of entertainment of entertainment of food and beverage of food and beverage for admission price
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 4 PREVIEW Sponsor Recall and Appreciation VERSION
Sponsor recall Sponsor recall (top 3 unaided among those who could recall sponsors)
2016 62% ---
47% 34%
40% 40%
28% 32%
20% 12%
17% 11% 2016
Could recall at least one sponsor 13% 10% Could not recall any sponsors 5% ---
Extent to which brands and corporate sponsors enhanced experience 4% ---
3% 3%
2% 68% Did not enhance 2% 1% Greatly enhanced 2% ---
2% --- Somewhat enhanced 1% 2% 2016 1% 2%
1% ---
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 5 PREVIEW Activation Evaluations VERSION
Red Bull and Water Stations Honda X Waterloo Signing Stage and Record Store PARTICIPATION RANKING 1 2 2016 1 ENHANCEMENT RANKING
PARTICIPATION Entered exhibit Saw from outside Did not see
ACTIONS TAKEN (among those who entered) Purchased water Looked at Honda Civic
Purchased Red Bull Purchased vinyl or CDs
Received autographs from Purchased Vita Coco artists Purchased Red Bull and Vita Coco combo Took photos with artists
Sat in Honda Civic
Purchased other products
Used $8 bag check service
EXTENT ENHANCED EVENT EXPERIENCE (among those who entered)
Greatly enhanced
Somewhat enhanced
Did not enhance
MORE LIKELY TO PURCHASE THAN BEFORE THE EVENT (among those who entered) Red Bull preferred brand Honda-Acura owners
Other preferred brand Other owners
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 6 PREVIEW Activation Evaluations VERSION
Tito’s Plinko Parlor Chipotle Mexican Grill
PARTICIPATION RANKING 3 4
ENHANCEMENT RANKING
PARTICIPATION Entered exhibit Saw from outside Did not see
ACTIONS TAKEN (among those who entered) Received branded merchandise Purchased burrito
Played plinko game Took photo with #LIFEISBURRITOFUL sign Took photo with sign for Purchased other food $1 Emancipet donation or beverage Received branded merchandise
EXTENT ENHANCED EVENT EXPERIENCE (among those who entered)
Greatly enhanced
Somewhat enhanced
Did not enhance
MORE LIKELY TO PURCHASE THAN BEFORE THE EVENT (among those who entered) Tito’s preferred brand Fast food consumers
Other preferred brand All who entered
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 7 PREVIEW Activation Evaluations VERSION
Miller Lite Bar 75 American Express Experience State Farm #HERETOHELP
PARTICIPATION RANKING 5 2016 6 7 2016 3 5 ENHANCEMENT RANKING
PARTICIPATION Entered exhibit Saw from outside Did not see
ACTIONS TAKEN (among those who entered) Purchased Miller Lite Used charging stations Received State Farm merchandise
Relaxed with friends or family Received bandana Used charging stations
Puchased other beverages Saw giant armadillo craft Learned about State Farm causes and volunteering Looked at can display on wall Visited Cardmember area Relaxed with friends or family (upstairs)
Used complimentary wi-fi Used tablets to scan posters Registered for ACL Cashless on wall
Wrote on What’s Your Jam wall Took “boomerang” photo Watched stage performance with bat wings
Received Miller Lite Received flag craft Assembled musician travel kit merchandise Received bandage or Visited member desk emergency supply
Received embroidery service Used lockers
EXTENT ENHANCED EVENT EXPERIENCE (among those who entered)
Greatly enhanced
Somewhat enhanced
Did not enhance
MORE LIKELY TO PURCHASE THAN BEFORE THE EVENT (among those who entered)
Miller preferred brand All who entered State Farm customers
Other preferred brand Other customers
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 8 PREVIEW Activation Evaluations VERSION
Honda Rebel motorcycle Homeaway UpsideDown House Aviator Nation Store
PARTICIPATION RANKING 8 9 10
ENHANCEMENT RANKING
PARTICIPATION Entered exhibit Saw from outside Did not see
ACTIONS TAKEN (among those who entered) Took upsidedown photo Looked at Aviator Nation Looked at Honda Rebel merchandise
Used photo kiosk Received branded Spoke with representative merchandise
Received branded Registered at entrance Purchased Aviator Nation merchandise merchandise Received photo via email or text
EXTENT ENHANCED EVENT EXPERIENCE (among those who entered)
Greatly enhanced
Somewhat enhanced
Did not enhance
MORE LIKELY TO PURCHASE THAN BEFORE THE EVENT (among those who entered)
All who entered Locals All who entered
Non-locals
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 9 PREVIEW Beverage Consumption VERSION
Pre-drinking Purchased at event Average daily Average daily Type of liquor or spirits consumed most Beverages consumed on-site Percentage consumption Percentage consumption (among those who consumed liquor or spirits) consumed at event consumed at event (among consumers) (among consumers)
Free water from stations 61%
65% Beer 16% Bottled or boxed water 11%
Wine or wine drinks 9%
6% Soda 5%
Liquor or spirits 5%
Juice 2%
4% Energy drinks 2%
Coffee or coffee drinks 0%
Other beverages 1%
0%
4%
9% Pre-drinking Purchased at event
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 10 PREVIEW Product Ownership and Use VERSION
Product ownership Products purchasing within next 30 days
2016 2016 Fast food Smart phone
Beer
Car or light truck Liquor or spirits
Home or auto insurance Soda or soft drink
Airline ticket Dog or cat
Energy drink House or condo
Cigarettes
Vacation home or cottage Vaping e-liquid
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 11 PREVIEW Vehicle Preferences VERSION
Vehicle ownership Type of vehicle driven (among owners)
25%
21%
14%
12%
8%
8%
4%
4% Own car or light truck 1% Do not own 1%
Total vehicles 2%
Total cars Total SUVs Total pickup trucks Total other
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 12 PREVIEW Brand of Vehicle Driven (among owners) VERSION
15% 14% 10% 10% 8% 6% 5% 5% 4% 3% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1%
1% Total Japanese 1% Total General Motors brands 1% 1% Total Ford-Lincoln 0% Total FCA 0% Total Korean 0% Total European 0% 0%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 13 PREVIEW Telecommunications Brand Preferences VERSION
Smart phone or tablet used most often (among owners) Wireless service provider (among users)
74% 41%
19% 18%
2% 18%
2% 17%
1% 2%
1% 1%
2% 3%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 14 PREVIEW Beverage Brand Preferences VERSION
Beer brand drink most often (among beer drinkers) Preferred liquor or spirits brand (among liquor drinkers)
37% 33% 5% 15% 5% 7% 4% 4% 6% 4% 6% 3% 5% 3% 3% 4% 3% Total 3% 3% other 3% 3% Total 3% 2% vodka 2% Total 1% 2% 1% tequilla Total 1% 1% whisky or 1% 1% bourbon 1% 1% 1% 1% 1% 7% 14%
Soda brand drink most often (among soda drinkers) Preferred energy drink brand (among energy drink consumers)
32% 57% 22% 10% 23% 9% 7% 3% 4% 3% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 4% 11%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 15 PREVIEW Other Brand Preferences VERSION
Bank use most often Auto insurance company
20% 19% 17% 15% 17% 12% 6% 11% 4% 8% 3% 7% 1% 5% 1% 3% 1% 3% 1% 2% 1% 1% 1% 1% 1% 1% 1% 1% 25% 11%
Preferred US airline (among those flying within 30 days) Preferred cigarette brand (among smokers)
48% 38% 19%
8% 38%
8% 3% 4%
3% 3%
3% 1% 2%
2% 1% 2% 16% 1%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 16 PREVIEW Demographics of Attendees VERSION
Male 2016 Female
Age categories Occupation
2016 2016 0-5 Student 6-10 Sales/business/management Health care 11-15 Service/retail/restaurant 16-20 Professional 21-25 Teacher/professor Office/clerical 26-30 Self-employed 31-35 High-tech/Internet 35-40 Government 41-45 Consultant/specialist Social work 45-50 Unemployed 51-55 Homemaker 56-60 Labor/factory/construction Retired 61-65 Note: ages and genders include respondent plus all members Police/fire/military Over 65 of their group Other
Current living situation Ethnicity Household income (before taxes) 2016 Caucasian or white (non-Hispanic) 2016 Single - with parents Under $49,999 Hispanic Single - on own/with roommates $50,000-$74,999 Asian Single - with children $75,000-$99,999 African-American or Black Couple - no children $100,000-$149,999 Native American Couple - with children $150,000-$199,999 Middle Eastern Couple - children grown $200,000-$299,999 South Asian Other $300,000 or over Other
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 17 PREVIEW Tourism and Economic Impact VERSION
Place of residence (among non-locals) Estimated attendance
93% Total person-visits 2017 2016 (from published attendance) 1% 1%
1% Average visits per person 1%
1% 1% Estimated unique attendees 1%
Total locals Transportation to region (among non-locals) (Greater Austin)
Private or personal vehicle Total non-locals (Outside Greater Austin) Air Rental vehicle Other Estimated unique attendees
Accommodations in region (among non-locals) Average nights stayed (all non-locals) Private home Hotel or motel Attendee hotel/motel room nights Vacation home, condo, or AirBnB Camp site Did not stay overnight
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 18 PREVIEW Economic Impact of Attendees VERSION
2017 2016 Spending by non-local attendees Spending by local attendees Total spending by non-locals (not economic impact) Admission tickets and wristbands Admission tickets and wristbands Economic impact (Industry output) Accommodations Concessions at festival Concessions at festival Restaurants outside festival site Direct and indirect Restaurants outside festival site Shopping and retail Induced Shopping and retail Ride share services Parking, fuel, and repairs Parking and fuel Total employment supported (full-year job equivalents) Groceries Retail clothing Other entertainment Public transit or taxisr Total taxes supported Ride share services Total spending by locals Federal Retail clothing Public transit or taxis State Car rentals
Local Total spending by non-locals
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 19 PREVIEW Comments from Attendees VERSION
“ACL has been my family reunion for 11 years. I can’t imagine a sibling reunion without “It would be awesome if there was some sort of liquor sold. Since Tito’s is already there the music, beer, laughing, and life-loving experience.” they should just limit how many drinks a person can have with a wristband hole punch.”
“ACL needs an ice vendor because water at hydration stations is warm!” “Let us bring umbrellas again! There is not enough shade and it was hot this year. 20+ mins waiting for water is crazy!”
“Add Dr Pepper the the bars.” “More gluten-free drinking options! Multiple cider choices should be provided.”
“Amex Experience Lounge was the single best amenity at ACL and greatly added to my “On the ACL website, please add where you can click the artist name and it takes you to experience!” their video on YouTube. Other music festivals do this.”
“Can you have more brands that are willing to give freebies to attendees just like “Please bring back the Quiet Events Silent Disco. It was our favorite part of ACL. at Lollapalooza?” We went every night.”
“Could not find any vodka vendors and two types of wine were sold out by “Stay weird!” mid-afternoon on Day 2.”
“Great experience for myself and my teenagers enjoying a music experience.” “Thank you for flushing toilets. I was able to have more drinks with out being worried to go to a dirty porta potty.”
“Have fire trucks at the main stages to spray people and in return they can set up a boot “The beer garden with good beer is only on one end of the festival. It would be nice to for donations.” have one near each main stage.”
“The cashless wristband form of paying was clever and helped a lot. It made payments “I love Austin City Limits with all my heart. 2017 was my fourth year in a row.” go by quicker so customers did not have to wait as long.”
“Took too long getting in and I missed a show I really wanted to see. We waited in line “I wish they had more places to take pictures. For example, the big ACL frame.” over 1.5 hours in the heat with no water.”
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 20 PREVIEW Methodology VERSION
Enigma Independent Event Audits provide unbiased data for senior Verification marketers. Leading event marketing brands subscribe to confidential reports. Event promoters and marketing agencies are not involved in Skill-testing questions at end of survey verify actual attendance the data collection. Unauthorized copying or distribution is strictly Names and email addresses of respondents collected prohibited. Subscribers may request skill-testing response data or email lists for independent verification Survey technique
Survey method Unbiased, online post-event survey About Enigma Research Corporation® World’s leading event research firm Field dates One week commencing Sunday evening Approximately 1000 events surveyed since 1993 Sampling Proprietary algorithm featuring targeted Offices in New York, Toronto, and Santa Monica method pay-per-click ads and other databases
Sample size Approximately 1000 respondents Other Enigma Independent Event Audits
Incentive for $200 Visa gift card No list of events is publicly distributed. Consultants must be respondents contacted for a list of scheduled events.
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 21