Community Survey Report

Survey Report: 2010 City of Mississauga Community Survey (Online) Draft Report Research Commissioned by the City of Mississauga Research conducted by: AMS Planning & Research Corp. 2150 Post Road, Fairfield, CT 06824 (203) 256-1616 1 © 2010 AMS Planning & Research Corp. Study Objectives and Methodology Overall Purpose • To develop a deeper understanding of community engagement and support for existing arts and cultural programming, identify opportunities for new program development to fill perceived gaps, and test perceptions regarding the Living Arts Centre and Meadowvale Theatre. • Methodology – The survey was fielded during the months of August and September 2010 – A breakdown of responses: 703 total survey responses 88.5% of survey respondents identified themselves as having participated in a cultural activity within the past 12 months 73.5% of survey respondents identified themselves as having participated in a cultural activity in Mississauga within the past 12 months 73.3% of survey respondents identified themselves as having awareness of the Living Arts Centre 54.9% of survey respondents identified themselves as having awareness of the Meadowvale Theatre 2 © 2010 AMS Planning & Research Corp. Study Objectives and Methodology • Methodology (continued) – A link to the survey was sent to a variety of lists from the City. In addition, a link to the survey was available on several websites and a press release was issued noting the opportunity to participate. Specific distribution efforts are as follows: o Direct email to the Oct 2008 Cultural Master Plan public meeting /workshop attendees o Direct email to the 460 respondents of the Culture Master Plan general population survey o Direct email to the 2010 LAC/MT workshop participants o Direct email to major stakeholders of the arts, culture and heritage community in Mississauga o Direct email to selected community groups, organizations, individuals and artists engaged in the Cultural Mapping project development o Presence on the City of Mississauga’s Internet and Intranet websites o Presence on the Culture Division's Internet webpage o The Mississauga Library System's client contact list and presence on the Library's website o Distribution to the Living Arts Centre's client contact list o Social media - Facebook (Mississauga Arts Council, Culture Division, Library) o Press release 3 © 2010 AMS Planning & Research Corp. Highlights General Cultural Participation • The most commonly attended cultural activities among respondents were arts/cultural fairs and festivals (50.2% of respondents) and musicals (49.8% of respondents). • Over half of all respondents who participate in cultural activities learn about them from newspapers (56.8%) and email blasts (50.8%). • A small portion of respondents who participate in cultural activities learn about them from social networking sites like Facebook or MySpace (13.3%) or Twitter (1.3%). • 78.7% of all respondents frequently or regularly drive to cultural events. • 38.9% of respondents frequently or regularly have a full meal in conjunction with a performance. • A significant majority of respondents never or rarely have a drink at a pub (80.2%), take public transportation (90.8%) or go shopping in conjunction with attending a cultural activity (92.8%). • Survey respondents pay comparable prices for art classes for themselves, versus for their children, with a median price of $150 for children and $137.50 for themselves. • Survey respondents pay the most for popular music acts, with a median ticket price of $70 per person. Survey respondents pay the least for cultural fairs and festivals, with a median ticket price of $10 per person. • No single type of cultural activity was attended in the past year by a majority of survey respondents. Arts and cultural fairs and festivals were the most popular cultural activity attended by survey respondents, with 35.5% of respondents participating in the past 12 months. Musicals were the second most popular, with 25.7% of respondents participating in the past 12 months. 4 © 2010 AMS Planning & Research Corp. Highlights • 16.9% of respondents who participated in cultural activities in the past 12 months did not attend any activities in Mississauga and respondents were more likely to indicate attendance at musicals outside of Mississauga than in Mississauga. Living Arts Centre • Respondents were more likely to indicate attendance at dance performances inside of Mississauga than outside of Mississauga. • Of those respondents who attended cultural activities in Mississauga, all but two were aware of the Living Arts Centre. • 57.3% of respondents who were aware of the Living Arts Centre were aware of popular entertainment offerings and 52.0% were aware of art classes. No other use was identified by a majority of respondents. • Of respondents who were aware of the Living Arts Centre, 54.0% had attended 1 – 2 times in the past year. • 15.5% of respondents who were aware of the Living Arts Centre had not attended at all in the past year. When you consider all survey respondents (i.e., those who had not attended any cultural events in Mississauga or elsewhere), 38.1% have not attended the Living Arts Centre in the past year. • No one particular activity had been attended by survey respondents in the past year. Of those respondents who had attended the Living Arts Centre in the past year, popular music concerts were the most frequently attended (31.7%). • When asked about future programming, no one activity was selected by a majority of respondents. Over 40.0% of respondents indicated that they were very or extremely likely to attend musicals, yet only 23.4% of respondents who had attended the Living Arts Centre had attended one. 5 © 2010 AMS Planning & Research Corp. Highlights • Survey respondents who were aware of the Living Arts Centre were aware of the facility’s amenities, with over 90.0% being aware of the restaurant. • The most frequent reasons for attendance include the Living Arts Centre’s convenience (70.0%) and interest in the kinds of performances at the Living Arts Centre (56.1%). In open responses, the two most frequently cited reasons for attendance were free parking and convenience. • No barrier to attendance was selected by a majority of respondents. The most commonly selected barrier to attendance was that the Living Arts Centre does not present artists that respondents want to see (47.5%). • Nearly a third of infrequent and non-attendees selected as barriers to attendance that the Living Arts Centre does not present the kinds of performances that interest respondents (33.5%) and that ticket prices are too expensive (33.2%). Meadowvale Theatre • 74.7% of respondents who attended cultural events in Mississauga were aware of the Meadowvale Theatre. • 73.1% of respondents who were familiar with the Meadowvale Theatre identified its use for performances by community groups and 61.9% of these respondents identified its use for dramatic plays and musicals. • No other use was recognized by 50.0% or more of respondents who were familiar with the Meadowvale Theatre. 6 © 2010 AMS Planning & Research Corp. Highlights • Of those respondents who were aware of the Meadowvale Theatre, 67.0% had not attended a performance in the past year. Including those survey respondents who attended cultural events in Mississauga, but who were not aware of the Meadowvale Theatre, 81.7% of respondents had not attended in the past year. • 60.5% of respondents who had attended the Meadowvale Theatre had attended a musical. • 51.2% of respondents who had attended the Meadowvale Theatre had attended a performance by a community group. • In terms of potential future programming, no activity was selected as being “very likely” or “extremely likely” to attend by a majority of respondents. The most frequently selected activity as being “very likely” or “extremely likely” to attend was Broadway / theatre (40.4%). • No other activity was selected as being “very likely” or “extremely likely” to attend by more than 30.0% of respondents. • 62.3% of respondents who attended 2 or fewer times in the past year selected that they do not hear about the events at the Meadowvale Theatre. No other response was selected by a majority of these respondents. Survey Respondents’ Characteristics • 67.0% of respondents came from 19 postal codes. • 72.5% of respondents were female. • 32.7% of all respondents were between 45 – 54 years old. • 60.1% of respondents did not have children living in their household. • 84.1% of all respondents earned a college or post-graduate degree. 7 © 2010 AMS Planning & Research Corp. Highlights • 56.7% of respondents have lived in Mississauga for 15 or more years. • 22.7% of respondents did not live in Mississauga. • 49.2% of respondents work or attend school in Mississauga. • 60.5% of all respondents identified themselves as having Canadian ancestral origins. • 33.1% of all respondents identified themselves as having European ancestral origins. • 33.1% did not wish to disclose annual household income. Of those respondents that did disclose their income brackets, survey respondents had an evenly distributed range of household incomes, from $25,000 to greater than $150,000. 8 © 2010 AMS Planning & Research Corp. Arts and Culture Participation Question #1: Which of the following cultural activities and events have you attended in the past year? Please include those activities and events outside of Mississauga and please check all that apply. • The most commonly attended cultural activities among respondents

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