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.