5Th Annual Toronto Entertainment Survey Selected Highlights Report Date: April 10, 2016

5TH ANNUAL TORONTO ENTERTAINMENT SURVEY SELECTED HIGHLIGHTS REPORT DATE: APRIL 10, 2016

CONDUCTED BY

FOR MORE INFORMATION PLEASE CONTACT ANDREW ARNTFIELD [email protected] TEL 416-408-4446 EXT 226 INTRODUCTION

In February 2016, Field Day conducted its 5th annual Toronto METHODOLOGY Entertainment Survey to gauge the interest in, and attitudes The survey was conducted online. Survey invitations were towards, Toronto’s live entertainment offerings. distributed via email to Field Day’s database of 4,000 The survey looked at nearly 100 GTA attractions in six Southern Ontario residents who have opted in to receive categories: theatre & performing arts organizations; galleries survey and contesting information. The survey link was & museums; festivals, fairs and events; destinations; sports; also promoted via social media (Facebook and Twitter) and concert or arts venues. and on Canadian contesting websites. As an incentive In addition to Toronto attractions, the survey also included to participate in the survey, Field Day offered a chance major Southern Ontario attractions such as African Lion to win a Grand Prize of $1,000 CDN cash, or one of four Safari, the Stratford Festival and Shaw Festival. Second Place Prizes of $250 CDN cash. Respondents were required to complete the survey prior to entering The survey asked respondents to identify which attractions the contest. they attended in the 2015 calendar year, how often they attended each attraction in 2015, and the average size of Field Day gathered over 1,750 responses from adults their group. living in Southern Ontario. Respondents provided basic demographic information including their FSA (the first Respondents were also asked to identify their three three digits of their postal code), age, household income, “All-Time Favourite” attractions. education and gender. This demographic data was used Finally, respondents were asked where they typically learned to weight the responses to accurately reflect StatsCan about attractions, and their motivations for attending live demographics. attractions. The survey has a margin of error of less than 4% with a This document contains selected highlights of the survey confidence level of 95%. results and analysis. For more information please contact Andrew Arntfield at 416-408-4446 ext 226 or [email protected].

2 2016 SURVEY KEY FINDINGS

TORONTO BLUE JAYS TOP “ALL-TIME THE DECLINE OF PRINT MEDIA (SEE PAGE 13) FAVOURITE” LIST FOR FIRST TIME (SEE PAGE 4) The younger the audience, the less likely they are to rely on The Toronto Blue Jays move up from second to the top spot newspapers as sources of information. While respondents age in the “All-Time Favourites”. Meanwhile, Canada’s Wonderland 55+ still rely on newspaper advertising, that number declines which topped the list in both 2014 and 2015, dropped to third steadily with each age category. Only 13% of respondents age place overall. 18–24 rely on newspaper advertising.

AS JAYS RISE, LEAFS FALL (SEE PAGE 4) THE SOCIAL ERA (SEE PAGE 13) The Toronto Maple Leafs continued to lose popularity in the Word of mouth and social media – especially Facebook – are 2016 survey, falling from 5th place (12.35% of respondents the primary sources of information for all generations. While selected it as an All-Time Favourite) to 7th overall (10.95% of some reports claim that Facebook is no longer relevant with respondents). younger audiences, over 70% of respondents age 18–24 rely on it for information, along with Twitter and “other social media”. THE RISE OF RIPLEY’S (SEE PAGES 4 & 8) In its second full year of operation, Ripley’s Aquarium of Canada climbed from 9th place to 2nd place overall. As well, Ripley’s ranked 3rd overall for unique visitors during the 2015 calendar year – outdrawing other year-round museums and family destinations such as the Royal Ontario Museum, the Toronto Zoo, the Art Gallery of Ontario, and Ontario Science Centre.

SELLING “HIGH CULTURE” (SEE PAGE 9) With few exceptions, Toronto’s performing arts and theatre companies draw their audience almost exclusively from within the City of Toronto. 60–100% of their audience comes from postal code M, while only a small percentage of their audience comes from the surrounding GTA.

3 2016 ALL-TIME FAVOURITE ATTRACTIONS

Respondents were provided with a list of nearly 100 2016 CHANGE IN DESTINATION RANK PERCENTAGE OF RESPONDENTS RANK FROM 2015 GTA and several Southern Ontario attractions. They were then asked to select their top three All-Time Toronto Blue Jays 1 21.27% +1 Favourites. Attendance in 2015 – or at any other Ripley's Aquarium of Canada 2 20.71% +7 time – was not a criterion for selection. Canada's Wonderland 3 18.10% –2 ALL-TIME FAVOURITES: Royal Ontario Museum 4 14.18% +3 JAYS TAKE TOP SPOT Toronto Zoo 5 13.43% +1 The Toronto Blue Jays strengthened their hold on Air Canada Centre (concerts only) 6 11.92% –2 the hearts and minds of Ontarians, topping the Toronto Maple Leafs 7 10.95% –2 list of All-Time Favourites for the first time. The African Lion Safari 8 10.59% +4 Jays ranked #2 in the 2015 study, and #5 in 2014. Art Gallery of Ontario 9 9.80% +4 Meanwhile, Canada’s Wonderland slipped from #1 in CN Tower 10 9.68% –2 2015 to #3 in 2016. Mirvish Productions 11 9.09% +4 THE DECLINE OF THE LEAFS Distillery District 12 7.98% –1 The Toronto Maple Leafs slipped from #3 in 2014 to Toronto Raptors 13 7.90% –3 #5 in 2015, and continued to drop in popularity in Canadian National Exhibition 14 7.72% +3 2016, landing at #7 on the All-Time Favourite list. Molson Canadian Amphitheatre 15 6.48% +4 As well, 10.95% of voters selected the Leafs as an Stratford Shakespeare Festival 16 6.47% -1 All-Time Favourite in the current study vs. 12.35% in TIFF (Toronto International Film Festival) 17 6.04% +2 2015. Ontario Science Centre 18 5.79% –15 RIPLEY’S: THE NEW FAMILY FAVOURITE Rogers Centre (concerts only) 19 5.65% –3 Ripley’s Aquarium of Canada continued its rise in Massey Hall 20 5.08% –2 popularity, jumping from #9 in 2015 to #2 in the current 2016 study. The number of respondents who selected Ripley’s as an All-Time Favourite more than The percentage of respondents who selected each attraction as one of their three “All-Time Favourites”. doubled, from 9.43% to 20.71%. Responses are weighted using Statistics Canada Meanwhile, another major family attraction, the demographic data. Ontario Science Centre, slipped from #3 in 2015 to #18 in the current study – as many respondents seemed to switch allegiance from the Science Centre to Ripley’s.

4 ALL-TIME FAVOURITE ATTRACTION BY TYPE

The percentage of respondents who selected each attraction as one of their three “All-Time Favourites”. Responses are weighted using Statistics Canada demographic data.

DESTINATIONS FESTIVALS, FAIRS & EVENTS MUSEUMS & GALLERIES

1 Ripley’s Aquarium of Canada 20.71% 1 Canadian National Exhibition 7.72% 1 Royal Ontario Museum 14.18% 2 Canada’s Wonderland 18.10% 2 TIFF (Toronto International Film Fest) 6.04% 2 Art Gallery of Ontario 9.80% 3 Toronto Zoo 13.43% 3 Taste of the Danforth Festival 3.71% 3 Ontario Science Centre 5.79% 4 African Lion Safari 10.59% 4 Summerlicious / Winterlicious 3.69% 4 Casa Loma 4.12% 5 CN Tower 9.68% 5 Toronto’s Festival of Beer 3.13% 5 Hockey Hall of Fame 2.29% 6 Distillery District 7.98% 6 Pride Toronto Festival 3.09% 6 McMichael Canadian Art Collection 1.03% 7 Medieval Times 4.05% 7 Royal Agricultural Winter Fair 2.69% 7 Bata Shoe Museum 0.86% 8 Harbourfront Centre 2.59% 8 Nuit Blanche 2.54% 8 Fort York 0.77% 9 Yonge Dundas Square (events/concerts) 1.83% 9 Beaches International Jazz Festival 2.34% 9 Aga Khan Museum 0.60% 10 Black Creek Pioneer Village 1.64% 10 Doors Open Toronto 2.29%

THEATRE & PERFORMING ARTS CONCERT & ARTS VENUES SPORTS

1 Mirvish Productions 9.09% 1 Air Canada Centre (concerts only) 11.92% 1 Toronto Blue Jays 21.27% 2 Stratford Shakespeare Festival 6.47% 2 Molson Canadian Amphitheatre 6.48% 2 Toronto Maple Leafs 10.95% 3 Shaw Festival 3.77% 3 Rogers Centre (concerts only) 5.65% 3 Toronto Raptors 7.90% 4 Yuk Yuk’s Comedy Club 2.55% 4 Massey Hall 5.08% 4 Toronto FC 3.30% 5 Second City 2.54% 5 Sony Centre for the Performing Arts 2.43% 5 Woodbine Racetrack 2.01% 6 National Ballet of Canada 1.36% 6 Toronto Centre for the Arts 2.32% 6 Rogers Cup Tennis 2.00% 7 Toronto Symphony Orchestra 1.14% 7 Roy Thomson Hall (all performances) 2.08% 7 Honda Indy Toronto 1.49% 8 Soulpepper 0.73% 8 Danforth Music Hall 2.01% 8 Toronto Marlies 1.49% 9 Canadian Opera Company 0.51% 9 St. Lawrence Centre 1.09% 9 Toronto Rock 1.27% 10 Canadian Stage 0.50% 10 Four Seasons Centre for the Performing Arts 1.00% 10 Canadian Tire Racing Series (NASCAR) 1.22%

5 ALL-TIME FAVOURITE ATTRACTION BY REGION

THE CITY VS. THE REST OF SOUTHERN ONTARIO CITY OF TORONTO TOP 10 When it comes to favourite attractions, City of Toronto residents have markedly different opinions than the rest of Southern Ontario. 1 Toronto Blue Jays 19.79% 2 Art Gallery of Ontario 13.54% The Toronto Blue Jays were equally popular across all regions, with 18- 3 Ripley’s Aquarium of Canada 13.02% 4 Royal Ontario Museum 10.76% 20% of respondents in each region selecting the team as a favourite. 5 Distillery District 10.24% Meanwhile, Ripley’s Aquarium and Canada’s Wonderland were more 6 Toronto Raptors 9.38% 7 TIFF (Toronto International Film Fest) 8.85% popular with GTA and Southern Ontario residents than with City 8 Canada’s Wonderland 8.68% residents. 8.68% of City residents selected Canada’s Wonderland vs. Toronto Zoo 8.68% 23.59% of residents outside the GTA. 10 Mirvish Productions 8.51% The Art Gallery of Ontario was the second most popular attraction with City residents, but didn’t appear in the top 10 list of GTA residents. GTA TOP 10

The AGO, Distillery District, Toronto Raptors, and TIFF appear in the 1 Ripley’s Aquarium of Canada 20.25% top 10 list of City residents, but only the AGO made the top 10 lists of 2 Toronto Blue Jays 18.28% 3 Canada’s Wonderland 16.03% GTA and Southern Ontario residents. 4 Air Canada Centre (concerts only) 12.94% 5 Toronto Maple Leafs 12.80% 6 Toronto Zoo 12.10% 7 Royal Ontario Museum 10.97% 8 Mirvish Productions 10.27% 9 CN Tower 9.00% 10 Distillery District 8.58%

SOUTHERN ONTARIO TOP 10

1 Canada’s Wonderland 23.59% 2 Ripley’s Aquarium of Canada 21.77% 3 Toronto Blue Jays 19.35% 4 Royal Ontario Museum 15.52% African Lion Safari 15.52% 6 Toronto Zoo 15.32% 7 CN Tower 9.48% 8 Air Canada Centre (concerts only) 9.07% 9 Art Gallery of Ontario 8.27% tie Toronto Maple Leafs 7.86%

6 ALL-TIME FAVOURITE ATTRACTION BY AGE

CROSS REFERENCING AGE & LOCATION The Toronto Blue Jays had consistent appeal across all age groups. Meanwhile, the Toronto Raptors had strong appeal Ripley’s Aquarium ranked second with respondents age 18- with ages 18–44, but did not appear in the Top 10 of those 44, but topped the list for those age 45-64 – the age groups 45+. most likely to have children. A cross reference between the age and location charts indicates that Wonderland’s strongest appeal is with younger respondents in the GTA and beyond.

18-24 YEAR OLD TOP 10 25-34 YEAR OLD TOP 10 35-44 YEAR OLD TOP 10

1 Canada’s Wonderland 20.61% 1 Toronto Blue Jays 26.36% 1 Canada’s Wonderland 21.93% Ripley’s Aquarium of Canada 20.61% 2 Ripley’s Aquarium of Canada 18.74% 2 Ripley’s Aquarium of Canada 18.54% 3 Toronto Blue Jays 14.55% 3 Canada’s Wonderland 15.47% 3 Toronto Blue Jays 18.02% Royal Ontario Museum 14.55% 4 Distillery District 11.33% 4 Toronto Zoo 17.49% 5 Toronto Zoo 13.94% 5 Art Gallery of Ontario 11.11% 5 Royal Ontario Museum 11.23% Air Canada Centre (concerts only) 13.94% 6 Toronto Raptors 10.68% Toronto Maple Leafs 11.23% 7 CN Tower 11.52% Toronto Zoo 10.68% 7 Toronto Raptors 9.40% Toronto Raptors 11.52% 8 Royal Ontario Museum 9.80% 8 African Lion Safari 9.14% 9 Toronto Maple Leafs 10.30% 9 TIFF (Toronto International Film Fest) 8.93% 9 Air Canada Centre (concerts) 8.88% 10 African Lion Safari 9.70% 10 Toronto Maple Leafs 8.28% 10 CN Tower 8.36%

45-54 YEAR OLD TOP 10 55-64 YEAR OLD TOP 10 65+ YEAR OLD TOP 10

1 Ripley’s Aquarium of Canada 20.53% 1 Ripley’s Aquarium of Canada 18.93% 1 African Lion Safari 18.27% 2 Canada’s Wonderland 15.54% Toronto Blue Jays 18.93% 2 Royal Ontario Museum 17.31% 3 Toronto Blue Jays 14.66% 3 Royal Ontario Museum 15.71% Stratford Shakespearean Festival 17.31% 4 Air Canada Centre (concerts) 14.08% 4 Air Canada Centre (concerts) 12.50% 4 Art Gallery of Ontario 16.35% 5 Toronto Maple Leafs 12.02% 5 Mirvish Productions 11.43% Toronto Blue Jays 16.35% 6 CN Tower 11.73% 6 Toronto Zoo 10.36% 6 Mirvish Productions 12.50% 7 Mirvish Productions 11.44% 7 Canada’s Wonderland 8.93% 7 Canada’s Wonderland 11.54% Royal Ontario Museum 11.14% 8 African Lion Safari 8.57% Ripley’s Aquarium of Canada 11.54% 9 African Lion Safari 9.09% 9 Shaw Festival 8.21% Toronto Zoo 11.54% Toronto Zoo 9.09% Stratford Shakespearean Festival 8.21% 10 Canadian National Exhibition 10.58%

7 2015 UNIQUE VISITORS

WHICH ATTRACTIONS DID YOU ATTEND 2015 UNIQUE VISITORS

AT LEAST ONCE IN 2015? Percentage of ALL respondents who attended each attraction at least once in 2014. The survey determined which attractions had the most unique visitors in 2015. The results shown 2015 2015 2014 2014 here do not take into account repeat visits by the RANK DESTINATION PERCENT RANK PERCENT + / – same person. 1 Toronto Blue Jays 23.57% 3 22.34% +2 2 Distillery District 23.49% 2 22.54% -- The Toronto Blue Jays climbed from 3rd place in 3 Ripley’s Aquarium of Canada 20.22% 4 21.24% +1 attendance in 2014 to 1st place in 2015. Meanwhile, 4 Air Canada Centre (concerts only) 17.13% 5 18.84% +1 Canada’s Wonderland fell from 1st place to 5th 5 Canada’s Wonderland 16.37% 1 23.35% –4 overall. 6 Canadian National Exhibition 15.09% 12 14.13% +6 7 Royal Ontario Museum 14.56% 6 17.14% -1 8 Harbourfront Centre 13.78% 10 14.30% +2 FAMILY & FREE ENTERTAINMENT 9 Mirvish Productions 13.63% 13 13.66% +4 The Distillery District continued to be a popular 10 Art Gallery of Ontario 12.84% 11 14.25% +1 11 Yonge Dundas Square (events/concerts) 12.53% 7 15.40% -4 destination, remaining in 2nd place overall. 12 Toronto Zoo 12.17% 8 15.22% -4 The Canadian National Exhibition climbed from 12th 13 CN Tower 11.98% 9 14.53% -4 place in 2014 to 6th overall in 2015. 14 Toronto Maple Leafs 11.38% 14 12.71% -- 15 Molson Canadian Amphitheatre 9.69% 15 12.27% -- 16 Toronto Raptors 9.67% 17 9.83% +1 DECLINING ATTENDANCE 17 Summerlicious / Winterlicious 9.67% 18 9.54% +1 18 Ontario Science Centre 9.21% 16 11.62% -2 Overall, attendance was lower in 2015 than in 19 TIFF Bell Lightbox (exc. Film Fest.) 8.23% 19 9.47% -- 2014. Ripley’s Aquarium’s attendance dropped by 20 Taste of the Danforth Festival 7.22% 23 8.04% +3 1%, and yet they moved up from 4th place to 3rd place in the ranking. Some tourist-oriented attractions saw a decline in attendance in 2015. Both the Toronto Zoo and CN Tower lost 2.5 to 3% over the previous year.

8 UNIQUE VISITORS: SOME KEY FINDINGS

WHERE IS TOMORROW’S AUDIENCE FOR Both Shaw Festival and the Stratford Festival draw well PERFORMING ARTS? from all geographic areas. Shaw’s audience is more urban than Stratford’s, while Stratford is more likely to draw a rural Many performing arts organizations have seen declines in audience. attendance as their audience ages, and they are examining both their product and marketing with an eye to building an Lessons can also be learned from the audience breakdown by audience for the future. But where are their audience gaps? age. Many smaller performing arts organizations see a decline in attendance with the 35–44 year old age group, when their Most of Toronto’s performing arts and theatre organizations priorities are often focused on their children. Those customers share the same challenges: their greatest appeal is with will often return once their children have grown. residents of the City of Toronto proper (postal code M). However, Buddies in Bad Times, the Canadian Opera The anomalies are Mirvish Productions and Young People’s Company, and Canadian Stage have been successful at Theatre, who draw larger audiences from the suburbs (postal drawing equally from all age groups. code L).

PERFORMING ARTS AUDIENCE BASE BY REGION PERFORMING ARTS AUDIENCE BASE BY AGE POSTAL POSTAL POSTAL AGE AGE AGE AGE AGE AGE ORGANIZATION CODE M CODE L CODES K+N ORGANIZATION 18–24 25–34 35-44 45-54 55-64 65+

Buddies in Bad Times 57.89% 9.64% 32.46% Buddies in Bad Times 11.28% 19.99% 21.33% 23.67% 23.74% 0.00% Canadian Opera Company 63.67% 23.04% 13.29% Canadian Opera Company 3.32% 13.43% 22.99% 25.05% 16.75% 18.47% Canadian Stage 65.19% 22.07% 12.74% Canadian Stage 9.78% 11.55% 20.54% 19.15% 32.92% 6.05% Factory Theatre 65.40% 34.60% 0.00% Factory Theatre 6.00% 27.36% 15.13% 25.19% 15.16% 11.14% Mirvish Productions 31.42% 47.44% 21.14% Mirvish Productions 8.56% 16.74% 15.45% 19.91% 21.28% 18.05% National Ballet of Canada 57.55% 29.30% 13.15% National Ballet of Canada 8.55% 26.84% 15.09% 15.79% 11.51% 22.22% Opera Atelier 100.00% 0.00% 0.00% Opera Atelier 0.00% 0.00% 33.32% 22.18% 44.50% 0.00% Second City 55.76% 24.27% 19.97% Second City 13.09% 36.45% 14.43% 16.47% 16.52% 3.04% Shaw Festival 26.78% 58.67% 14.55% Shaw Festival 0.00% 5.47% 8.76% 31.10% 26.00% 28.66% Soulpepper 72.43% 21.72% 5.85% Soulpepper 4.16% 21.04% 10.48% 24.41% 24.49% 15.43% Stratford Festival 17.41% 33.40% 49.19% Stratford Festival 2.59% 7.86% 22.02% 19.55% 23.96% 24.02% Tafelmusik 75.01% 24.99% 0.00% Tafelmusik 0.00% 10.60% 6.59% 17.56% 26.42% 38.84% Tarragon Theatre 74.91% 10.70% 14.40% Tarragon Theatre 10.55% 18.70% 16.62% 22.14% 22.20% 9.79% Theatre Passe Muraille 78.70% 9.08% 12.22% Theatre Passe Muraille 0.00% 16.77% 5.22% 34.75% 27.88% 15.37% Toronto Symphony Orchestra 54.78% 39.69% 5.53% Toronto Symphony Orchestra 7.33% 19.30% 16.63% 17.22% 25.91% 13.60% Young People’s Theatre 37.67% 56.48% 5.85% Young People’s Theatre 4.48% 11.33% 25.39% 15.03% 18.84% 24.93% Yuk Yuk’s Comedy Club 25.43% 44.09% 30.48% Yuk Yuk’s Comedy Club 9.55% 24.16% 21.05% 14.68% 18.74% 11.81%

9 GEOGRAPHY MATTERS LARGEST CITY-BASED AUDIENCE (POSTAL CODE M) POSTAL POSTAL POSTAL CITY OF TORONTO ORGANIZATION CODE M CODE L CODES K+N Many attractions draw their audience almost exclusively from City residents (postal code M), while other attractions have strong Opera Atelier 100.00% 0.00% 0.00% Toronto Fringe Festival 88.80% 0.00% 11.20% appeal with those outside the city. Glenn Gould Studio 81.68% 0.00% 18.32% Toronto’s smaller theatre and performing arts organizations and International Fest of Authors 79.92% 8.56% 11.52% performing arts venues attract few attendees from the 905 or Theatre Passe Muraille 78.70% 9.08% 12.22% Hot Docs Film Festival 75.49% 21.84% 2.67% beyond. Tafelmusik 75.01% 24.99% 0.00% Tarragon Theatre 74.91% 10.70% 14.40% GTA (EXCLUDING CITY RESIDENTS) Four Seasons Centre 74.59% 25.41% 0.00% Family activities, auto racing, and football draw heavily from the Soulpepper 72.43% 21.72% 5.85% postal code L – the Greater Toronto Area surrounding the City of Toronto. LARGEST GTA-BASED AUDIENCE (POSTAL CODE L) The attractions on this list get their largest audience from the POSTAL POSTAL POSTAL GTA, but they also draw well across all three regions. Only ORGANIZATION CODE M CODE L CODES K+N the Toronto Caribbean Carnival failed to draw an audience from Southern Ontario outside the GTA – although it regularly Wild Water Kingdom 22.93% 63.84% 13.22% attracts tourists from outside of Ontario. Honda Indy Toronto 34.41% 61.25% 4.34% Shaw Festival 26.78% 58.67% 14.55% Young People’s Theatre 37.67% 56.48% 5.85% THE REST OF SOUTHERN ONTARIO Toronto Argonauts 30.64% 55.92% 13.44% Family and tourist-oriented entertainment and regional Toronto Marlies 37.86% 54.98% 7.16% attractions drew the majority of their audience from beyond Marineland 8.02% 54.97% 37.01% Canadian Tire Racing Series 12.21% 54.92% 32.87% the GTA. The attractions on this list count on Southern Ontario Canadian National Exhibition 33.68% 53.30% 13.01% residents for between 2/3rds and half of their audience base. Toronto Caribbean Carnival 39.11% 52.12% 8.77%

LARGEST SOUTHERN ONTARIO-BASED AUDIENCE (POSTAL CODES K+N) POSTAL POSTAL POSTAL ORGANIZATION CODE M CODE L CODES K+N

Stratford Festival 17.41% 33.40% 49.19% African Lion Safari 10.71% 40.44% 48.85% Marineland 8.02% 54.97% 37.01% CN Tower 23.86% 39.50% 36.63% Toronto Zoo 19.85% 45.34% 34.81% Hockey Hall of Fame 21.39% 44.33% 34.28% Canadian Tire Racing Series 12.21% 54.92% 32.87% Ontario Science Centre 57.89% 9.64% 32.46% Canada’s Wonderland 29.77% 37.92% 32.31% Yuk Yuk’s Comedy Club 25.43% 44.09% 30.48%

10 AVERAGE NUMBER AVERAGE # OF VISITS Average number of visits to each attraction in 2015 by adults age OF VISITS IN 2015 18+ who live in Southern Ontario, 1 St. Lawrence Centre 3.09 When a respondent identified that they had attended a 2 Toronto Centre for the Arts 3.06 3 Woodbine Racetrack 3.05 specific attraction, they were then asked to identify how often 4 Toronto Blue Jays 2.95 they attended that attraction in the 2015 calendar year. Only 5 Toronto FC 2.87 respondents who attended the attraction at least once were 6 Four Seasons Centre for the Perf. Arts 2.69 7 Yonge Dundas Square (events/concerts) 2.52 included in the “average number of visits” calculation (so as not 8 TD Toronto Jazz Festival 2.49 to skew the results with those who attended “0” time). 9 Roy Thomson Hall (all performances) 2.40 10 Toronto Argonauts 2.37 Attractions on this list typically host multiple events throughout 11 Toronto Rock 2.36 the year – often on a subscription basis – including sports 12 Canada’s Wonderland 2.33 13 TIFF (Toronto International Film Fest) 2.32 teams (Toronto FC and Toronto Blue Jays) and performing arts tie Young People’s Theatre 2.32 organizations & venues. 15 Harbourfront Centre 2.31 16 Tafelmusik 2.31 NOTE: This ranking is NOT related to overall attendance. 17 TIFF Bell Lightbox (exc. Film Festival) 2.23 An attraction may have low overall attendance, but a high 18 Tarragon Theatre 2.21 average number of visits per person. 19 Canadian Tire Racing Series (NASCAR) 2.20 20 Toronto Caribbean Carnival (Caribana) 2.19

AVERAGE GROUP SIZE AVERAGE GROUP SIZE Average size of group visiting each attraction in 2015 by adults age IN 2015 18+ who live in Southern Ontario, 1 Wild Water Kingdom 5.46 When a respondent identified that they had attended a specific 2 Toronto Caribbean Carnival (Caribana) 5.28 3 Pride Toronto Festival 5.19 attraction, they were then asked to identify the average size of 4 Medieval Times 5.14 the group with whom they attended the attraction in the 2015 5 Toronto’s Festival of Beer 5.07 calendar year. Only respondents who attended the attraction at 6 Marineland 4.97 7 Bata Shoe Museum 4.96 least once were included in the “group size” calculation (so as 8 Toronto Zoo 4.70 not to skew the results with those who attended “0” time). 9 Hockey Hall of Fame 4.60 10 International Festival of Authors 4.59 The top attractions are skewed towards those that are highly 11 Aga Khan Museum 4.53 social activites, or that offer family, school or corporate group 12 Black Creek Pioneer Village 4.52 13 African Lion Safari 4.37 sales. 14 Ontario Science Centre 4.30 NOTE: This ranking is NOT related to overall attendance. 15 Canada’s Wonderland 4.25 tie Casa Loma 4.24 An attraction may have low overall attendance, but a high 17 LEGOLAND Discovery Centre 4.13 average group size. 18 Toronto Santa Claus Parade 4.04 tie Fort York 4.03 20 Downsview Park 4.01

11 CONSUMER MOTIVATIONS

PLEASE INDICATE HOW MUCH EACH STATEMENT DESCRIBES YOU. We asked respondents to rank each statement from “Not at all” to “Quite a lot”. Scores from 1–4 were assigned to each of the four options (see below), and then the average response was determined, weighted against StatsCan data. The chart below shows the overall average ranking, as well as the average rankings by gender, location and age.

1 = NOT AT ALL | 2 = A LITTLE | 3 = SOMEWHAT | 4 = QUITE A LOT The numbers below represent the average ranking of all respondents.

POSTAL POSTAL POSTAL AGE AGE AGE AGE AGE AGE STATEMENT OVERALL MALE FEMALE CODE M CODE L CODE K+N 18-24 25-34 35-44 45-54 55-64 65+

I make most of my own arts/sports/ 3.09 3.06 3.08 3.08 3.04 2.96 3.13 3.15 3.10 3.09 2.90 2.86 entertainment attendance decisions.

I am highly interested in attending 2.90 2.81 2.94 2.90 2.89 2.77 3.08 3.07 2.90 2.87 2.67 2.58 live music experiences.

I am highly interested in attending 2.66 2.51 2.75 2.84 2.56 2.50 2.65 2.82 2.66 2.61 2.46 2.66 art or cultural experiences. I am highly interested in attending 2.59 2.75 2.47 2.49 2.64 2.40 2.61 2.74 2.56 2.57 2.32 2.29 live sports experiences. I enjoy easy, escapist arts/ 2.46 2.27 2.57 2.53 2.44 2.33 2.59 2.63 2.48 2.38 2.31 2.26 entertainment experiences. I enjoy challenging arts/ 2.27 2.19 2.31 2.38 2.19 2.16 2.36 2.45 2.25 2.19 2.09 2.07 entertainment experiences. My arts/sports/entertainment attendance 2.25 2.25 2.26 2.35 2.22 2.10 2.25 2.46 2.33 2.16 2.02 1.99 choices are numerous and very diverse. I often attend new or unfamiliar 2.03 2.02 2.04 2.12 1.98 1.91 2.12 2.23 2.05 1.94 1.83 1.74 arts/sports/entertainment experiences. Another family member or friend usually 1.94 1.95 1.90 1.84 1.97 1.84 1.90 1.98 1.86 1.89 1.86 2.03 makes my arts/sports/entertainment attendance decisions. If I can’t find a family member or 1.88 1.98 1.82 2.01 1.78 1.75 1.81 1.92 1.89 1.76 1.84 1.94 friend to attend with me, will attend an event or destination by myself.

12 WHAT TYPE OF EXPERIENCES ARE WHICH GROUPS ARE THE MOST RESPONDENTS MOST INTERESTED IN? ADVENTUROUS? While both male and female respondents ranked live music Overall, all demographic groups prefer escapist experiences experiences the highest, females were more likely to select to challenging experiences. art/cultural experiences than males, while males preferred Respondents aged 25-34 are the most adventurous group: sports. they are most likely to attend unfamiliar experiences, Suburban respondents are more interested in sports than they have the most diverse interests, and they enjoy both urban or rural respondents. Urban respondents are more challenging and escapist experiences. interested in cultural and live music experiences than As respondents age, they are less likely to attend unfamiliar suburband or rural respondents. experiences and to have diverse interests. They are also less Interest in cultural experiences does not vary by age. likely to enjoy both challenging AND escapist experiences. However, interest in both sports and live music declines as Urban respondents are more interested in attending respondents get older. unfamiliar experiences and they have more diverse interests than their suburban and rural counterparts. Urban WHO MAKES THEIR ENTERTAINMENT respondents are also more likely to enjoy challenging DECISIONS? experiences AND escapist experiences. On average, most respondents make their own attendance Females are more likely than males to enjoy both decisions. Respondents are most interested in live music challenging and escapist experiences. experiences, followed by art/cultural experiences, and finally, sports experiences. Older respondents are slightly more likely to let a family member or friend make their entertainment decisions.

13 CONSUMER MOTIVATIONS

IF YOU DIDN’T ATTEND IN 2015, WHY NOT? If respondents indicated that they didn’t attend any attractions or events in 2015, we asked why not. The chart below shows the overall average ranking, as well as the average rankings by gender, location and age. Over half of respondents cited cost as a reason for lack of attendance. Cost was less of an issue for males than for females, and also less of an issue with younger respondents and rural respondents. Lack of free time was more of a concern for urban respondents (living in postal code M) than others. It was also more of a factor for those aged 25-44 than other age groups. Travel distance an issue for rural respondents. Lack of awareness of events was less of a concern for females than for males. Repondents aged 25-34 also cited lack of awareness as an issue. Crowding was mentioned by respondents age 35-44 who are most likely to be parents with young children.

POSTAL POSTAL POSTAL AGE AGE AGE AGE AGE AGE REASON OVERALL MALE FEMALE CODE M CODE L CODE K+N 18-24 25-34 35-44 45-54 55-64 65+

Too expensive 51.16% 45.54% 55.17% 56.25% 56.78% 45.11% 46.43% 53.95% 51.85% 49.15% 53.33% 58.06%

Lack of free time 28.92% 27.68% 33.00% 40.63% 24.58% 32.33% 21.43% 43.42% 38.89% 30.51% 20.00% 9.68%

Too far to travel 26.69% 28.57% 23.65% 14.06% 21.19% 34.59% 32.14% 21.05% 29.63% 25.42% 20.00% 32.26%

Lack of awareness of events 18.65% 23.21% 15.76% 14.06% 22.03% 17.29% 17.86% 31.58% 14.81% 20.34% 5.00% 19.35%

Too crowded 18.46% 16.07% 20.69% 23.44% 25.42% 11.28% 21.43% 14.47% 27.78% 10.17% 21.67% 22.58%

Lack of interest 14.26% 19.64% 11.82% 23.44% 15.25% 9.77% 17.86% 21.05% 11.11% 11.86% 16.67% 6.45%

Prefer other leisure activities 11.63% 14.29% 10.34% 15.63% 11.02% 10.53% 3.57% 9.21% 11.11% 18.64% 15.00% 6.45%

No means of transportation 10.13% 8.04% 11.82% 12.50% 11.86% 8.27% 28.57% 9.21% 7.41% 10.17% 8.33% 6.45%

Prefer home entertainment 9.33% 14.29% 6.40% 12.50% 12.71% 4.51% 7.14% 10.53% 12.96% 5.08% 10.00% 9.68%

14 SOURCES OF INFORMATION

WHERE DO YOU LEARN ABOUT EVENTS? DIGITAL VS TRADITIONAL MARKETING Where do customers learn about events and attractions, The graphs on the following page show the marked swings in and do their sources of information vary by age, location or media use by different age groups. gender? Facebook is the top source of information for all respondents The survey asked respondents to identify their sources of – and dramatically so for those age 34 or younger. Facebook information. Respondents could select all choices that apply use declines with older respondents, but it is still a viable and could write in additional sources. (Write-in responses were source even for those age 65+. statistically insignificant and not included here.) Conversely, newspaper advertising ranks highest with those age 65+, and declines sharply with younger respondents. SHARING THE EXPERIENCE Online advertising and online news articles emails from More than half of all respondents selected “word of mouth” as attractions were highly ranked by all demographic groups. a source of information. Word of mouth was equally important across all demographic categories: gender, location and age. Emails from attractions were popular, especially with middle Friends and family are viewed as reliable information sources, aged respondents. so it is becoming increasingly important for attractions to Instagram was more popular than Twitter with the youngest develop advocates and encourage them to share their positive respondents and with females, but reliance on Instagram experiences with others. declined sharply over the age of 35.

POSTAL POSTAL POSTAL AGE AGE AGE AGE AGE AGE RESPONSE OVERALL MALE FEMALE CODE M CODE L CODE K+N 18-24 25-34 35-44 45-54 55-64 65+

Facebook 52.10% 46.30% 57.85% 55.03% 51.90% 53.43% 70.91% 68.19% 55.87% 50.15% 35.71% 26.92% Word of mouth recommendation 52.09% 49.40% 54.88% 57.64% 52.74% 45.77% 53.33% 55.77% 54.31% 49.56% 48.57% 57.69% Online advertising 40.14% 42.17% 40.12% 41.15% 39.80% 39.92% 49.09% 47.71% 39.16% 38.12% 35.00% 26.92% Online news articles or reviews 39.44% 40.62% 40.03% 44.10% 39.10% 35.48% 40.00% 45.53% 42.56% 40.18% 31.43% 34.62% Email from attraction 36.81% 34.77% 38.51% 37.33% 38.26% 34.07% 25.45% 32.90% 42.82% 41.35% 40.00% 36.54% TV advertising 32.62% 31.50% 31.55% 22.40% 37.13% 32.66% 27.27% 23.97% 25.59% 39.30% 40.71% 47.12% Print newspaper advertising 31.24% 29.95% 30.70% 28.99% 32.49% 27.82% 13.33% 21.13% 26.37% 38.42% 43.21% 54.81% Radio advertising 29.76% 29.60% 29.94% 22.57% 38.40% 24.60% 29.09% 25.71% 31.07% 33.72% 32.14% 25.00% Print newspaper articles/reviews 19.83% 19.10% 19.51% 21.01% 18.85% 17.34% 7.88% 14.16% 15.14% 21.70% 31.79% 36.54% Twitter 17.50% 18.42% 18.07% 20.66% 17.44% 15.52% 26.06% 22.88% 22.45% 14.37% 9.29% 7.69% Online blogs or vlogs 15.53% 16.87% 16.88% 25.17% 14.06% 10.48% 16.36% 27.67% 20.63% 9.68% 8.21% 4.81% Brochure/flyer received in mail 13.48% 10.15% 14.59% 11.11% 13.50% 14.31% 3.03% 8.28% 11.49% 16.72% 21.07% 25.96% Instagram 12.31% 8.43% 16.28% 18.75% 13.08% 8.06% 35.76% 24.40% 11.75% 4.40% 2.86% 0.00% Other social media 8.78% 8.26% 9.41% 10.24% 9.28% 6.85% 18.18% 10.68% 8.36% 6.45% 6.79% 5.77% Brochure/flyer from display rack 7.20% 5.68% 7.63% 4.51% 6.89% 9.68% 4.85% 3.92% 6.79% 9.09% 10.71% 8.65%

15 MARKETING ATTRACTIONS 2016 What are your sources for information about events and destinations?

Across all age groups, word of mouth and Facebook are by far the most popular sources of information about attractionsand events. Facebook far outperforms other social platforms and is a primary resource for those 54 or younger. Online articles, online advertising and emails from attractions are also popular resources for all generations. Direct mail, newspaper articles SOURCESand printOF advertising INFORMATION are increasingly irrelevant forIN younger 2016 consumers.

9.29% 53.33% 55.77% 54.31% 49.56% 48.57% 57.69% 70.91% 68.19% 55.87% 50.15% 35.71% 26.92% 26.06% 22.88% 22.45% 14.37% 7.69% 35.76% 24.4% 11.75% 4.4% 2.86% 0%

AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ WORD OF MOUTH FACEBOOK TWITTER INSTAGRAM

9.68% 8.21% 40.0% 45.53% 42.56% 40.18% 31.43% 34.62% 49.09% 47.71% 39.16% 38.12% 35.0% 26.92% 16.36% 27.67% 20.63% 4.81% 25.45% 32.90% 42.82% 41.35% 40.00% 31.45%

7.88% 8.28% 14.16% 15.14% 21.70% 31.79% 36.54% 13.33% 21.13% 26.37% 38.42% 43.21% 54.81% 11.49% 16.72% 21.07% 25.96% 27.27% 23.97% 25.59% 39.30% 40.71% 47.12% 3.03%

10.71% 10.68% 9.09% 8.36% 6.79% 6.79% 8.65% 29.09% 25.71% 31.07% 33.72% 32.14% 25.00% 18.18% 6.45% 5.77% 4.85% 3.92%

AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE AGE 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ RADIO ADVERTISING OTHER SOCIAL MEDIA BROCHURE IN DISPLAY RACK

Independent online survey of 1,800 Southern Ontario adults conducted in February 2016. Responses were weighted using Statistics Canada data 16 to accurately reﬂect Ontario demographics. The survey has a margin of error of less than 4% with a conﬁdence level of 95%.

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