Community Survey Report

Survey Report:

2010 City of Mississauga Community Survey (Online)

Draft Report

Research Commissioned by the City of Mississauga

Research conducted by:

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

• 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

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.

• 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.

• 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.

• 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.

• 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 were arts/cultural fairs and festivals (50.2% of respondents) and musicals (49.8% of respondents). • Among the “other” responses, “comedy,” “comedy shows” and “stand-up comedy” were the most frequently listed activities.

Cultural Participation in the Past 12 Months (n=703)

Arts/Cultural fairs and festivals Musicals Popular music acts Non-musical plays Dance performances Visual art galleries or museums Jazz or blues concerts

Activity Family/Children's performances Orchestral/Choral performances Opera performances I have not participated in any cultural activities Other Visual art classes for children Visual art classes for myself

0 50 100 150 200 250 300 350 400 # of respondents

9 © 2010 AMS Planning & Research Corp. Arts and Culture Marketing Question #2: Which of the following are the top four ways that you hear about cultural events and activities? Please do not select more than four choices.

• 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 (13.3%) or Twitter (1.3%).

Sources of Information for Cultural Activities (n=622)

Newspapers/Magazines

Email blasts

Word of mouth

Radio

Online event calendars other than the City of Mississauga

Postcards / Newsletters received in the mail

City of Mississauga website

Information Sour Information Billboards / Bus stop kiosks / Other outdoor advertising

Social networking messages and postings (e.g., Facebook, MySpace)

Other

Twitter 'tweets'

0 50 100 150 200 250 300 350 400 # of respondents

• 78.7% of respondents frequently or regularly Complementary Activities (n=622) drive to cultural events. Never Rarely Sometimes Frequently Regularly

• 38.9% of respondents Drive your car to the event

frequently or regularly Have a full meal (lunch, dinner) before or have a full meal in afterwards conjunction with a performance. Have a cup of coffee before or afterwards Activity Have a drink at a pub or bar before or aftewards • In contrast, over half of

respondents never, or Take public transportation rarely, have a drink at a

pub, take public Go shopping transportation or go shopping in conjunction 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of respondents with attending a cultural activity.

11 © 2010 AMS Planning & Research Corp. Cultural Activity Pricing Question #4: Of the cultural activities and events that you have attended, what is the average admission price that you paid per person?

• 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.

12 © 2010 AMS Planning & Research Corp. Cultural Participation Question #5: Of the cultural activities and events that you have attended, which ones have been in Mississauga? Please check all that apply.

• 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. • 16.9% of respondents who participated in cultural activities in the past 12 months did not attend any activities in Mississauga.

Cultural Participation in Mississauga the Past 12 Months (n=622)

Arts/Cultural fairs and festivals Musicals Dance performances I have not attended any cultural activities in Mississauga Family/Children's performances Jazz or blues concerts

Orchestral/Choral performances

Activity Visual art galleries or museums

Popular music acts Non-musical plays

Other

Visual art classes for children Opera performances Visual art classes for myself

0 50 100 150 200 250 # of respondents

• Respondents were more likely to indicate attendance at musicals outside of Mississauga than in Mississauga. • Respondents were more likely to indicate attendance at dance performances inside of Mississauga than outside of Mississauga.

14 © 2010 AMS Planning & Research Corp. Living Arts Centre Awareness Question #6: Are you aware of the Living Arts Centre? Question #7: What is your understanding of the top four uses of the Living Arts Centre? Please do not select more than four choices.

• Of those respondents who attended cultural Awareness of the Living Arts Center (n=517) activities in Mississauga, all but 2 were aware of Yes No the Living Arts Centre. • Over 50.0% of respondents who were aware of the Living Arts Centre were aware of popular entertainment offerings and art classes. Aw areness of Liv ing Arts Centre • Of the “other” responses, the most common response was community performances and

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% uses, city use and summer camps. % of respondents

Awareness of Living Arts Centre Activities (n=515)

Popular entertainment

Art classes

Family entertainment

Classical music concerts

Dramatic plays and musicals

Dance performances

Activity Arts or cultural restivals

Meetings and conferences

Performances for schools

Jazz concerts

Business expos and job fairs

Other use

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15 © 2010 AMS Planning & Research Corp. % of respondents Frequency of Attendance Question #8: Over the past 12 months, how many times have you attended an activity at the Living Arts Centre?

• Of respondents who were aware of the Living Arts Centre, 54.0% had attended 1 – 2 times in the past year. 15.5% had not attended at all. • 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.

• No activity was identified by a majority of respondents. • Of those respondents who had attended the Living Arts Centre in the past year, popular music concerts were the most frequently attended (31.7%).

Liklihood of Attending Various Programs - Living Arts Centre (n=515)

Not at all likely Not very likely Somewhat likely Very likely Extremely likely Not applicable

Popular Music Concerts

Musicals

Comedy

Arts or Cultural Festivals

Dance

Non-musical plays

Activity Family Productions

Jazz Concerts

Classical Music Concerts

Cabaret

Art Classes

Meeting / Business Expo / Conference / Job Fair

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of respondents

• Over 40.0% of respondents indicated that they were very or extremely likely to attend musicals, while only 23.4% of respondents who had attended the Living Arts Centre had attended one.

Awareness of Living Arts Centre Amenities (n=515)

Yes No

Full service restaurant

Available for event rentals

Gift shop Amenity Art gallery

Coffee shop

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of respondents

• 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.

• Respondents who had attended the Living Arts Centre in the past year were asked why they attend. • 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 2 most frequently cited reasons for attendance were free parking and convenience. • Respondents also mentioned multiple times, but with less frequency: – It is not a hassle to attend, especially compared to Toronto – Want to support a community asset – LAC is clean and safe – LAC has something for everyone – LAC has an appreciation of programs for (and by) youth – The studio arts programs are not offered elsewhere • In open ended responses, respondents did not share a consensus on the quality of programs. Some liked the programming and some did not. • Respondents also did not have a consensus on the cost and value of LAC programs. Some felt that the programming was fairly priced and others did not.

Question #14: What are the top four reasons that you do not attend Living Arts Centre performances more frequently? Please check no more than four options.

• Respondents who were aware of the Living Arts Centre, who attended 2 times or less in the past year, were asked about why they do not attend more frequently. • The most common response was that the Living Arts Centre does not present artists that respondents want to see (47.5%). • Virtually tied for the second most common response were 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%).

Question #15: Please use the space below to share any additional comments you might have about the Living Arts Centre, including what might motivate you to attend the Living Arts Centre more frequently.

• A variety of additional reasons for not attending were offered in open responses: – There is no interest in events offered – There is lack of name recognition of performing artists – There is a lack of awareness of events; and respondents felt that they did not see LAC in the media – Events and classes are cost prohibitive for some respondents – Many respondents viewed LAC as expensive – The Rose Theatre was described as a significant competitor with better events and a better value – The business hours of the coffee shop, gallery and gift shop were described as inconvenient

• Respondents offered many programming opinions and suggestions.

Question #16: Are you aware of the Meadowvale Theatre? Question #17: What is your understanding of the top four uses of the Meadowvale Theatre? Please do not select more than four choices.

• 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.

• 61.9% of respondents who were familiar with the Meadowvale Theatre 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.

• Of those respondents who were aware of the Meadowvale Theatre, two-thirds 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% 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. • “Other” responses included camp, an art exhibit, ballet school, high school performance and an award show.

• 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” attend by more than 30.0% of respondents.

27 © 2010 AMS Planning & Research Corp. Reasons for Attendance Question #21: What are the top four reasons that you attend the Meadowvale Theatre? Please check no more than four. Question #22: Please use the space below to share any additional comments on why you attend the Meadowvale Theatre (Maximum space - 500 characters).

• Respondents who had attended the Meadowvale Theatre in the past year were asked for their top reasons for attending. • A majority of these respondents selected: – The experience is a good value for the price (68.2%) – Interest in the kinds of performances at the Meadowvale Theatre (63.6%) – Convenience (57.4%) • In open ended comments, respondents also cited: – An appreciation for community talent – Reinforced convenience – Described parking as a problem; especially in regards to handicap accessibility – Meadowvale Theatre as a good value – Meadowvale as a good venue for youth performances – A lack of promotion and awareness of programs

28 © 2010 AMS Planning & Research Corp. Barriers to Attendance Question #23: What are the top four reasons that you do not attend Meadowvale Theatre performances more frequently? Please check no more than four reasons. Question #24: Please use the space below to share any additional comments you might have about the Meadowvale Theatre, including what might motivate you to attend more frequently. (Maximum space - 500 characters)

• Respondents who were aware of the Meadowvale Theatre, but had attended 2 times or less in the past year, were asked why they did not attend more frequently. • 62.3% of these respondents selected that they do not hear about the events at the Meadowvale Theatre. • No other response was selected by a majority of these respondents.

• In open ended responses, respondents also suggested more varied offerings, better advertising, website improvements and offering some professional productions.

Question #25: What is the postal code of your primary residence? Question #26: Your gender?

• 67.0% of respondents came from 19 postal codes. • 72.5% of respondents were female. POSTAL CODES WITH 1% RESPONDENTS OR MORE Number of % of Total Postal Code Respondents Respondents L5N 94 13.4% L5M 66 9.4% L5L 38 5.4% L5B 35 5.0% L5J 30 4.3% L5A 23 3.3% L5G 22 3.1% L5C 21 3.0% L4Y 19 2.7% L5V 18 2.6% L5H 16 2.3% L5K 16 2.3% L4W 15 2.1% L5R 14 2.0% L4Z 13 1.8% L4X 9 1.3% L5W 8 1.1% L6M 8 1.1% L5E 7 1.0% Total 472 67%

Question #27: What is your age?

• Nearly a third of all respondents (32.7%) were between 45 – 54 years old.

Question #28: How many people in your household are under age 18?

• 60.1% of respondents did not have children living in their household.

• 84.1% of all respondents earned a college or post- graduate degree.

• 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. • Of those respondents who marked “other,” the most commonly cited ancestral origin was British.

Question #33: What is your approximate household income?

• A third of survey respondents (33.1%) did not wish to disclose annual household income. • Survey respondents had a very evenly distributed range of household incomes from $25,000 to $150,000 or more.

2010 City of Mississauga Community Survey (Online)

Appendix I: Verbatim Responses

• All verbatim responses are randomized in order to maintain anonymity of the respondents. • All verbatim responses are presented without any alterations or edits by AMS. • Respondents were notified that they may type up to 500 characters in open ended questions. Some respondents exceeded this limit. As a result, some responses are cut off.

38 © 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. (Other)

• comedy choes • dance classes for myself • Concerts • Buskerfest, Cirque du Soleil • non headliner music concerts • comedians, comedy tours (ie "just for laughs") • comedy acts • Wizard of Oz, Spring Festival(Buddy Holly),Lord of the Dance • "Bugs Bunny in the Park"; also have attended many LAC events over the past 10 years - concerts, operas, Colin Mochrie/Brad Sherwood, Women Fully • literary readings Clothed ... • ballet • Comedy cafe Living Arts Centre • Summer Camps • Studio tours • Chamber music concerts • Zoos and parks • Mississauga's summer events • school performances • writing class • an Artists Cafe at my church in Clarkson highlighting visual and dramatic • Comedy Nights artists from the community • theatre, classical music concerts • high school graduations • stand up comedy • Try some better Popular music acts ("Headliners" • summer camps • Car Show • historical sites, • school performances • pottery show/exhibition • musicals /plays and choirs that my children attended • heritage sites • lectures, documentary films • Comedy • comedians shows • ballet • Pride Festival in Toronto • Chamber music concerts • Le Grand Cirque (Niagara) • Dance classes through Brampton Parks and Rec • Studio Tour, Musical Theatre • Writing course at LAC • Science Centre-Harry Potter Exhibition • school recital/concert • Ballet • comedy shows • Polish performances • Gaming • Alex Cuba • Comedy shows • Mississauga Festival Choir concerts • music concerts • Film Festival • church programs • Comedy/Improv. • Concerts • Underground Musical Acts • 39 © 2010 AMS Planning & Research Corp. comedy act 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. (Other)

• PHOTOGRAPHY • dance classes at OIP for my adult daughter • classic albums live • high school graduation • music festivals • Comedies • live theatre • Ukrainian Festival in Toronto; • performance art classes for myself • Tupperware Party • Misissauga Pops Concert Band • bearns friday evenings • Hot Docs, TIFF, studio tours • local music venues • museums • musicals/plays/choirs-that children were in/school/LAC • Bravo Broadway summer camp for children • Heritage Events • White Night, Toronto/Movies, music and book rental at the Library • Justus Christmas Show/Tap Dogs • The Rom and the Bata Shoe Museum

40 © 2010 AMS Planning & Research Corp. 41 © 2010 AMS Planning & Research Corp. Arts and Culture Marketing Question #2: Which of the following are the top four ways that you hear about cultural events and activities? Please do not select more than four choices. (Other)

• favorite artists' web sites • Subscriber • MAC news letter • Library • look it up on web • mac newsleter • LAC subscribers' brochures • spoke with someone at a kiosk in the Square One mall • Brochures from specific performing arts groups • Mississauga Arts Council; personal involvement with musicals • school board web site • Organizational Newsletters and Websites • Performance brochures • I have a couple of subscriptions to ballet and Mervish • the Living arts website • direct mail from centre • google • sites I subscribe to • program specific brochures • Mississauga Arts Council Weekly Newsletter • specifically, CityTV's Breakfast TV, w/advance notice of event • dance studio • Past attendance • online blogs • ticketmaster • LAC Newsletter • Inside Mississauga • Mississauga Arts Council • Brochures for different venues • NOW Entertainment Guide • event hosts email • Cawthra Park S.S. • already have season's tickets; • blogs • internet • monitor websites of performers we'd like to see in person • Mississauga Arts Council • Ticket master • LAC E-Mails • brochures • Memberships to Arts Organizations • MAC news letter 42 © 2010 AMS Planning & Research Corp. Living Arts Centre Awareness Question #7: What is your understanding of the top four uses of the Living Arts Centre? Please do not select more than four choices. (Other)

• opera (blah ) • All of the above • artist studios • Other types of music (folk) • Religious activities, Internal City events/meetings • Community performances • non community events (professional touring companies) • City use • all of the above • dance classes • MARTY'S • Lunch at the live cuisine restaurant • summer camps • community specific concerts/shows/events • Business Promotion • classes • Hands-on visual and performing arts programs for schools • Resource Fairs • Education, musical/dance/dramatic performances • summer camps

• my child's school choir/Cawthra Park S.S. • Barbershop Concerts • dance classes • creative writing course Fall 2009 • RWTO luncheons • school commencement • School Concerts • REstaurant • Folk Music • restaurant • PHOTOGRAPHY CLASSES • gallery • Opera • Classical Choral Concerts • a horrible opera • summer camps • school art exhibit • summmer camps • craft display/sale • Lecture • Poetry Readings • Probus luncheon • School performances and graduations • Lecture/Presentation • School graduation • Salvation Army Christmas Concert • performed in classical concert • MARTY'S • comedy cafe, art show • Peel Music Showcase • smooth jazz award show • Fashion Show • AWARDS • Opera • summer camp for my daughter • Choral, wedding, anniversary • film festival • Canada day festivities • 2010 winter games Olympic flame • Gallery opening • opera • Fundraisers • Relay for Life, School Performances • Opera • Specific ethnic events/festivals • Mississauga Children's Choir concerts • food prep class • school recital • schhol arts showcases • Canada Day • kid's dance recital • school choir/Cawthra Park S.S. • Choral Group • Rotary Ribfest; Indian Pageant; Latin Pageant; Asian Pageant • school play • Opera • high school performance • Community concerts • Adult Dance classes 44 © 2010 AMS Planning & Research Corp. Motivation for Attendance – Living Arts Centre Question #13: Please use the space below to share any additional comments on why you attend the Living Arts Centre (Maximum space - 500 characters).

• I enjoy seeing new talent plus my favourites. I enjoy the atmosphere. I like to dress up for the occasion. It is a very pleasant way to spend an evening. • We do attend popular concerts but lately don't find enough performers we want to see at Living Arts. It is both convenient and comfortable and we like the theatre space. We enjoyed Blue Rodeo, Connie Kauldor there and classical concerts. We often go to Hugh's Room and like their range performers eg Justin Rutledge, Ian Tyson, Tom Russell: singer songwriters, blues, older singers now doing smaller venues and young talented singers getting started. Would pay in the $25 to $60 range. More for headliners. • I like the atmosphere at LAC. It is kept clean and parking is convenient/free. I would attend more if the class fees were lower. I attend evening classes and would love to pick up a coffee and bagel. The coffee shop is closed and I have to go outside to 2nd Cup. Can you extend the coffee hours. Thank you. • ALL FESTIVALS AND OUTDOOR CONCERTS THIS YEAR WERE EXTREMELY PROFESSIONAL AND AMAZING - I WENT TO EVERY ONE AND TOLD MANY OTHERS ABOUT THEM. GREAT WORK AND THANKS FOR MAKING MY SUMMER SO AMAZING. OF SPECIAL NOTE WAS THE INTERNATIONAL DRUMMING AND DANCING-SPECTACULAR THEY MUST COME BACK NEXT YEAR. HEATHER SINNETT • I can eat or shop at Square One, park for free and have a night out watching comedy/show at the Living Arts Centre. • School performances, camps, entertainment, arts • We have enjoyed the many past performances that we have attended at the LAC. We have attended a variety of shows, including kid's shows such as Big Comfy Couch and Miss Spider; and adult shows such as Rik Emmett and Jesse Cook. The venue is wonderful. There is always parking available... and it is free!!! • LAC is a wonderful venue which the City of Mississauga should be very proud of. Good line ups for the Fall with a good variety of talent...something for everyone. • - Children in dance classes that have year end recitals at LAC. - One child in Mississauga Youth Orchestra • I attend for children's shows ... that is all! • Best theatre shows for the value and it is usually very nice to actually talk to the performers after the show. That makes it when they sign the CD and actually chat with one. • I came from Buffalo to see Sass Jordan. Your facility is very nice with convenient parking. I hope you bring Sass Jordan back again soon! • I live in Mississauga and I like the idea I can get quality shows and entertainment in my city. • I like that it is close to home, which means that the commute is short. The price for parking is fair. • FYI, the Living Arts Centre does not have a coffee house. From past visits, I understand the restaurant runs a post-show coffee and dessert after certain performances. May I suggest the City do their research carefully before putting out something that does not match? Thank you. • Because it's a great venue to see really good artists in. • Clean and comfortable setting and good maintenance within the facility • It is so convenient to drive and park at the LAC, saving time and money when compared to the alternative of driving downtown Toronto. It is nice to know you are supporting a local venue. • I do find it expensive for a family of 4 or 5 to attend. We could only go l or 2 at a time. • I wish that you would bring more musicals. • Modern, seats are very comfortable. Very clean, in an easy to get at location, compared to downtown Toronto. I often go to MAssey Hall in Toronto, but would prefer to see the events at the Living Arts Center, due to seating. I live outside of Miss. in Stouffville. 45 © 2010 AMS Planning & Research Corp. Motivation for Attendance – Living Arts Centre Question #13: Please use the space below to share any additional comments on why you attend the Living Arts Centre (Maximum space - 500 characters).

• I like having an arts centre in my own city, versus having to go all the way into Toronto for a concert or other performance. I also like the fact that the LAC is involved with the community, and with local school, and has summer programs to keep children engaged. I like Hammerson Hall very much - well-laid out and with comfortable seats. However the front rows are way too close to the stage. I attended one performance where I was literally staring up the actors' noses, and was spat on a few times (un • GOOD SHOWS AND VERY CLOSE TO WHERE WE LIVE • Attended for a particular musical act. • Location is great and have free parking. • I know people involved in the performances or am involved myself. • Free parking in an underground space. Don't forget to advertise that. • excellent environment,clean andsafe • free parking, reasonably priced tickets, interesting event • My child's school choir performances are held there. I would attend The Living Arts Centre more if they offered live theatre such as the Mirvish Productions offers or similiar to Stratford • I would attend more events at the living arts centre if the public transit in our city was better. It is cheaper to do downtown and take the transit within the city to go to a restaurant and art gallery and theatre and so on. And no one has to drink and drive. • I have had good experiences there and the the quality you get for the money is good. It is also only 20 minutes away. • Some of the performances are of interest but many are not. • It is a unique setting in that you have Hammerson Hall or the more interactive performances are in the RBC theatre. The cabaret style is an excellent idea and more personable which is great for the customer • It is a really nice building. • Initially started attending due to Sean Botulier yearly performances my child was involved in. I like the center for its variety, excellent selection of performers, reasonable prices. • Free parking • I work close by but live in TO so it's convenient to go to performaces after work but not on weekends and not in the winter when the weather is bad. • LAC is a lovely facility and it's close to home, so I go when I can. I would take the art classes, but they're a bit pricy. • We live out of town (Hamilton) however find the LAC very convenient with road access, parking and good restaurants nearby. Furthermore we like the venue itself having attended concerts in both the auditorium and in 'cabaret.' • NO COMMENT • My son had a music concert there so we all went to support him. We don't live in Mississauga so I'm more likely to go to those events in Brampton • host community events and local dance schools • Conference palnning staff

46 © 2010 AMS Planning & Research Corp. Motivation for Attendance – Living Arts Centre Question #13: Please use the space below to share any additional comments on why you attend the Living Arts Centre (Maximum space - 500 characters).

• My daughter participated in the All about me visual arts camp the week of Aug 9-13/10 and the instruction & experience were absolutely fabulous for her. We were impressed on so many levels, specifically the skilled leadership she received from her instructor. Taylor's instructor is a kind, gifted with children, friend who gracefully, and passionately shared her love for all things artistic with my daughter, (who cannot remember her instructor's name!) • I strongly believe that the City should fund the arts more generously. Ticket prices should not be the main source of funding for the arts. The LAC was built for the enjoyment of the arts by the community, not primarily for business lunches, meetings, etc. A sophisticated, world class society, as Mississaug aspires to be, treasures and supports its artists. I strongly believe that"Paying your own way" is not a suitable model for the growth of the arts community. • I am paricularly interested in shows that I can take my grand daughter to, and the family shows are good value. • My husband, my friends and family have attended all different types of entertainment at the centre and always enjoy ourselves and find the theatre to be as good as and often better than theatres in Toronto for acoustics and comfort. Parking and the proximity to our home is a plus. I am looking forward to the shows I have already purchased tickets for during the upcoming season. • LAC is a great space. I'd like to see it made more affordable for community theatre and other arts groups to help them use it for their shows. • The Living Arts Centre is convenient and Hammerson Hall has good site lines. There are no bad seats in the house. • only for fundraisers • LIKE THE FREE PARKING! Concert admission is expensive enough, parking should remain free with perfomance tickets. • I work at the Living Arts Centre. • We like to support our local venues, However, recenlty we find the selection very limited at LAC. • Especially enjoy seeing Natalie McMaster!! • They offer free parking • I like the fact that the parking is free and accessible. • I would like bigger name performers like Colin Wilkenson or Michael Burgess • I work at the Living Arts Centre. • I just love the ambience at the Living Arts Centre. The building itself is beautifull and inviting. The staff at the LAC is very courteous and helpfull. The ticketed shows are reasonable. Of course there are free festivals and shows too. The cost of the coffee and snacks at the counter is reasonable. But the restaurant is frightfully expensive. • I would attened all the time but never sure the gallery is open, the gift shop is not really a gift shop, and shows hit and miss for the money. parking is also getting more difficult • Conveniently located. Has programs of my interest. • The one show I attended was expensive for the value. We switched to going to The Rose Theatre in Brampton because of the cost, parking and local restaurants there. • free parking is good only usually go to perform would attend musicals, broadway type • For parking convenience, LAC is the choice for most of our cultural presentations, it should remain affordable for public enjoyment. • I wish the LAC provided more musical theatre productions. I have also been interested in some artists in the past but they were all on Thurs evenings when I have not been free. Recently I have found the programs at The Rose Theatre attract me more, but I would much rather support the LAC if they had the same type of concerts and plays. 47 © 2010 AMS Planning & Research Corp. Motivation for Attendance – Living Arts Centre Question #13: Please use the space below to share any additional comments on why you attend the Living Arts Centre (Maximum space - 500 characters).

• I would like to attend events at the LAC but the cost for the local artists is not practical and does not support the community development of the artists and arts in Mississauga. I would also like to be able to see larger productions and musical artist performers at the LAC. A chain restaurent or cafe would be a smart link for the LAC to connect with the community. The Art Gallery and Store are not open when they should be. Too many Volunteers that are not train to serve the public. No progressive art pr • Great courses and workshops available at reasonable rates, however, would be nice to have better rates for single parents with more than one child. • Art classes offered are good for me • proximity to square one and lots of free parking • Free parking...once the city changes this in April 2011, I will make a different cultural decision. • Since I live directly across the street from the LAC, the convenience tops my list of reasons to attend functions at the LAC....no transportation needed, time saved thus I take the opportunity to attend a concert that I otherwise may not have without the hassel of travelling, parking, etc. • Close to home. • I am retired...cost is a major factor in deciding what to attend. Ensure costs are manageable for all. Good to have accessible parking. • We have thoroughly enjoyed many performances at the LAC - bring our family and grandchildren ages 11 & 9 & 5 Pleased to receive our brochure early to choose our next year's events • I have enjoyed the restaurant quite often over the past several years. • If there is an event I would like to participate in or a show I would like to see and the price is reasonable, then I would consider attending. Love the free parking...which is about to change! That might make me think twice! • Atmosphere, community, proximity, content. Course sizes kept small and intimate. Know some of the local performers from time to time. • I attended a grad ceremony and a hight school music concert. • My daughter's school choir • I don't attend very often, because I can get cheaper prices in Toronto for similar events. • I like the location and free parking. The facility is excellent. • It is the only space of its kind in Mississauga and attracts the type of performances and events that I am interested in. • Notice on latest venue that there is little of interest for the 7-12 age group. Have had positive experiences at all LAC performances attended - mostly with my granddaughter age 6. • I am not interested in the kinds of performances the arts centre has (mostly geared towards families and older stakeholders, they do not present artists that I want to see, it is convenient by public transportation but not by car if there is more than one event that night, square one parking does help, I like to spend my time attending cultural events where they appreciate the mississauga artistic popluation, the events are sometimes of high quality, sometimes not, for me, tickets are too much, I can find s • Events that have no other venue available • I attend for the reasons above. I would not ever attend another food class - demo - was with George Brown I believe. It was not beneficial, a few attendees were permitted to dominate, the demo was too far away and didn't show the detail expected of a "live" presentation, and there wasn't enough food for everyone. Given the price, not good value and not enjoyable. 48 © 2010 AMS Planning & Research Corp. Motivation for Attendance – Living Arts Centre Question #13: Please use the space below to share any additional comments on why you attend the Living Arts Centre (Maximum space - 500 characters).

• I attend as many performances of the Ballet Jorgen as I can - The Living Arts Centre provides me with thuis opportunity • The Living Arts Centre is of great importance to the city of Mississauga and its residents. keep up the fantastic work that is going on and I strongly urge all residents of the Peel region to extend their support and participaction to make LAC a national name. • Our dance school has it's recital performances there. • We appreciate having such an excellent facility so close to home and so easy to reach. We are disappointed that there will now be a parking fee as we think many seniors and young people will find this a deterrent. I was very disappointed with Dixie's Tupperware Show - was definitely not what I had expected. Do appreciate that what a ticket says is what it costs without a whole lot of additional charges that make us angry. Being included initially is much more palatable. It was also a lovely venue for • Shows are always very high caliber. Parking great. Convenient, pricing excellent • I absolutely loved taking my art classes. The small group size, teaching, and the overall environment was amazing. I love the building lots of windows, its calm and clean, lots of heated parking is also a big bonus in the winter. • I always enjoy the performances, get good seats, free parking is a real bonus and I love having dinner before the show. I plan to take art classes in the future. The staff has always been very courteous and helpful. The theatres are beautiful with excellent sound systems and great seating. The choice of entertainment is excellent. Keep up the good work! • Since I live in Aurora, the Centre isn't as close for me to come often. However, since attending the Smooth Jazz Awards two years ago, (have attended the awards ever since) I intend to continue to attend every year. If there is an event I wish to see, coming to the Living Arts Centre is a venue I have no problem coming to. • dance recitals are held here - there is no other venue. • We live within 500 metres of the building and will continue to attend things that interest us including art shows and theatre experinces. Also have attended Photography classes and will take more this season • was the only place i found online to take a photography course • I take my daughter to dance classes at the LAC. I love the building and the dance studio but the rates to rent are very high. Because I'm there twice a week we usually attend whatever is there and open to the public. Because my other children are dragged along I've been putting them in art classes at the same time, which are reasonably priced and enjoyable. The so called coffee shop is only open when there is a fair or performance so we usually walk to the mall or second cup. We have been to several pe • I find the 'one night only' most of the time presentations a bit inconvenient as there is no choice of evening to go to a particular offering and we are active with other cultural persuits/ hobbies/mtgs, so have limited times open. • It is a beautiful theatre. Whe my son was young we had a subscription to the show and they were excellent. I'd like to see Daniel O'Donnell again. • I attend frequently as it hosts a large amount of Ukrainian (my background) dance performances. The other entertainment is varied and is as high calliber as downtown Toronto, but at a cheaper ticket price, closer to home and offers free on-site parking. (eg - I could pass up seeing Riverdance downtown and watch Lord of the Dance in the comfort of the Living Arts Centre.) • The LAC is the venue for significant concerts featuring local and internationl talent such as the Symphony, the Choral Society and the Festival Choir. It is a pleasing venue with many ancillary features...restaurant, gallery, etc. It has been short on delivering significant drama/plays, and high on musical events, dance, and popular entertainment. 49 © 2010 AMS Planning & Research Corp. Motivation for Attendance – Living Arts Centre Question #13: Please use the space below to share any additional comments on why you attend the Living Arts Centre (Maximum space - 500 characters).

• It is always a good experience going to the Living Arts Centre. I especially like to enjoy the restaurant before the perfomance and buy the combination dinner & show tickets when possible. • Less traffic than Toronto. Always very clean and well organized. • I go because of an event. It's not a preferential destination. • As a handicapped person I enjoy the underground parking and accessability into the building. Thank you for thinking of the inclusion for all and making it easy to attend functions. • entertaining • Although I travel from Burlington, I find the run convenient and appreciate the free parking. The full-service restaurant is excellent and makes any outing that much more enjoyable! Browsed the Gift Shop and would likely buy if something caught my fancy. Like the venue, but would never cut cost by sitting in 'the gods' section again since accoustics are not the greatest. Other than that, a positive experience and an outing I always enjoy! • I haven't yet attended a "high" quality show here...The Opera I saw was horrible and The Temptations sounded horrible. • convenience, especially for parking • I usually attend a show at LAC because I have friends performing in the production • It is easy to get to, parking is excellent and free. The programs I chose are usually great. and of high quality. The price is right. • I perform with the Mississauga Symphony, so LAC is my hall. I enjoy many of the other performances that are given there. I like to support my community, so if I can see something here instead of having to drive to Toronto, I will do so. A nice feature is the free parking, which is apparently going to change - and this will change attendance at LAC events for everyone. Other groups I am affiliated with have already left. • To attend the Smooth Jazz Awards Show • Summer camp idea - partner with YCMA to have combination arts/sports/swimming camps. This would be extremely popular for boys and girls. • The Living Arts Centre is an excellent facility! Mississauga is a large city that should attract better entertainment eg. plays, music productions! • you should offer a greater variety of dance classes • i attend the occasional musical event, I really enjoyed Nikki Yanofsky last Decembe. I find your children's shows really expensive so have never attended, which is a pity because as grand parents it would be nice to attend the concerts with our grandchildren. • I HAVE ATTENDED TIFF SHOWINGS AT THE LAC THE FIRST YEAR (I BELIEVE THAT WAS 2 YRS AGO). I THINK THAT BECAUSE IT WAS A "FIRST" THERE WERE A FEW FOIBLES (I.E. OVERHEAD LIGHTS KEPT ON, ISSUES WITH THE SCREENING), BUT I STILL THINK ITS A GREAT WAY TO GET TIFF OUT TO MISSISSAUGA. I THINK THAT WAS A GREAT IDEA. • 1/ Lately, the appeal is very limited. We don't have kids any more so we totally ignore the family venue. 2/ Bring back 'Life Drawing without instruction'. No one else offers it in Mississauga. • I love Live Cusine it's a great restaurant, I have also attended the City Of Mississauga events on the development of the City's downtown. I'm very interented in this subject. • I love the free parking • should have a more universal subscription series and bring more long term events or create their own 50 © 2010 AMS Planning & Research Corp. Motivation for Attendance – Living Arts Centre Question #13: Please use the space below to share any additional comments on why you attend the Living Arts Centre (Maximum space - 500 characters).

• Generally, prices are too high! • Heated parking (free) • I am a volunteer at the Living Arts Centre. We rarely offer dramatic performances. This is probably because we usually just offer one-night events. This years performance lineup is one of the best in recent years. There is no coffee shop. The restaurant offers desert and coffee after some performances. The Summer Grill plus buffet option seemed to be popular this summer. • Last year my husband and I enjoyed several shows at the Living Arts Centre, however, we were VERY disappointed with the performances we saw in the brochure this year! -All ballets, choirs and operas. I'm afraid we won't be attending anything this year. I hope next year will have a better line up! • am only likely to attend arts festivals and convocations, etc. • Love jazz, big bands, army bands • I have been a volunteer at the Living Arts since inception. I know the value that the patrons receive.The centre is a beautiful place and Mississauga should be very proud of it. • LAC isn't very inviting. Doors to theatres and Exhibition Gallery are closed most of the time. Don't usually have good visuals of artists' in studios, e.g. Harbourfront - which is all open concept where you can speak to the artist while they're creating their work. Restaurant is expensive for lunches. • Work related event • The LAC is convenient, much better cost than downtown Toronto, has indoor parking which is tremendous in winter and they have great shows. • The LRC is a beautiful venue for performances of all types as well as being comfortable and having good acoutistics. Free parking is a big draw in the winter. • More family productions would be good. Somehat limited to what I can take my children to see. Family pricing would also be appreciated. (i.e. special deal for 2 adults and 2 children). • Attend dance competitions and summer camps • Family friendly. Reasonable ticket prices. Interesting acts for children. Close proximity to Square One means I can shop, eat and go see a show. • Free parking, handicap accessible, good leg room in Hammerson Hall, good accoustics. • I like the location, free parking, good entertainment value, and you have shows that are not available anywhere else in the GTA • Your productions are wonderful and there is no bad seats. Keep up the good work! • I find that the price of the shows are too expensive. As mentioned I have subscriptions to the Ballet and Ed Mervish which are much more reasonable. • Love that we don't have to go downtown (Toronto) to see name artists. We do not have to pay for parking. • I attend the Living Arts Centre to see the art gallery that it has for two main reasons: 1) I like a lot of the works of art that they present and 2) City Centre only has 2 galleries, both of which are only a hallway long. For a city the size of Mississauga, the fact that we don't have a major art gallery is very saddening. I find myself having to travel to Toronto to find more galleries, which I feel should not be the case in such a great city like Mississauga • I have two children who like musicals and are themselves budding musicians. The LAC often presents performances that cannot be seen elsewhere, such as The Wizard of Oz or Mark DuBois. It is not very convenient for us, as we live north of Toronto, but we will go if there is something interesting that we really want to see and cannot see elsewhere • It is where the Canadian Smooth Jazz Awards are held. 51 © 2010 AMS Planning & Research Corp. Motivation for Attendance – Living Arts Centre Question #13: Please use the space below to share any additional comments on why you attend the Living Arts Centre (Maximum space - 500 characters).

• the events I've attended have been of excellent value and convenience. Not having to deal with the drive to Toronto is a great plus. The venue is excellent. I miss the opera and love to see more smooth jazz artists. • We bought many different tickets to shows/performances in 2009/2010, and look forward to attending many more great performances in the future. • Please continue your contests for tickets. This is a wonderful way to fill seats and give people the experience of the Living Arts Centre. • Dance Recitals • convenient parking avoids downtown traffic support mississauga arts culture

• Although you had a max and ruby show. More shows for kids would be good. There are a lot of popular childrens shows that could be used. I.e. Diago, Dora, Franklin, toy story etc. • I live in Aurora Ontario. Travelling via car to LAC is a pleasure. The performances have been quality and the venue/atmosphere is excellent. Great Job , LAC! • last time i went, i had to move seats due to strong fragrances. the time before that i had to completely leave because i could not find an area where the fragrances were not overwhelming for me • I look forward to seeing the line-up but haven't been very excited about it the last 2 years. I think it was three years ago when I was a subscriber & enjoyed quite a few events. I attended a painting class a few years ago but the teacher was not very good, especially for the price. Suggestion: more workshops • better selection and variety of artists. • I wish we could attend more concerts/events, but we have a limited budget. • More destinations in City Centre • For performances, I know that it is hard for the LAC to book major performers, due to the capacity of the main theater (Hammerson hall). With the completion of the new City Centre Square due next year, I think it would be nice if the LAC hosted events/concerts there since is has the potential to hold more people. For art galleries, I know that there really isn't much space in the LAC to host huge exhibits, but maybe a Centre wide gallery with exhibits everywhere (I think it would work nicely since the inte • It is interesting that in the past year that I have had to go to venues of the same size outside of Mississauga to see popular music. Take a chance, advertise on the radio. • Poor public transportation. • I would attend more often if you presented more musical theatre productions and well knownindividual artists • Although we'd love to attend the events more frequently, we have an issue with the distance between you and us. We are from Timmins and takes us 8 hours to drive, but whenever we travel to the Toronto/Mississauga area for our holiday we will definitely look into the events at your center. We enjoyed ourselves last Christmas. • Maintaining quality with affordable pricing. • is it possible to book some of the performers who have appeared at the ROSE THEATER IN BRAMPTON-e.g.RUSSELL PETERS • Live theatre/musicals similiar to Mirvish Productions or Stratsford. • Get well known artists, & lower the admission price. • more big name acts. • We have been attending Concerts and Shows, from Year One of the Living Arts Centre, and have every intention of doing so for years to come. • scheduling events/performances I am interested in • Most performances are reasonably priced but as for classes they are very expensive. Before this centre was built it was promoted for all but it only reaches those with a lot of money. As for meeting rooms they too are very expensive for small non profit groups. • AMAZING PROFESSIONAL ENTERTAINMENT AT ALL THE OUTDOOR FESTIVALS THIS YEAR. SOMETHING FOR EVERYONE AND I WENT TO THEM ALL. EVERYTHING RAN ON TIME AND WAS IN A GREAT SETTING. 53 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Living Arts Centre

• I will probably not go any more often - it is not the programs but my time. I really enjoy the LAC and recommend it to other people. We here in Mississauga are lucky to have this facility. Thank you. • The Living Arts Center, like all performance venues in the Western World today, must cater to an atistically illiterate public to stay in business. (i.e. rock'n roll is neither art nor music). The only place one generally hears "art music" today is in some local churches. • Free Parking Restaurant open for dinner before performances. • I think there should be more shows for youth, as well as expanding upon space allocated for programming as there is currently more need for programming than there are viable spaces to fill. • Reduce the price for subscribers. I find the restaurant very well priced with excellent food. • I am physically disabled and have twice come to the LAC and twice had TERRIBLE experiences with staff who seemed completely ill-prepared to deal with someone using a walker. Also your seating and entry to the theatre is very poor both for people using wheelchairs or walkers. I simply refuse to come anymore and be made to feel like a second class citizen. I thjink your voluteers and staff need some serious training about how to deal with those needing some help. The theatre also needs some modification. • I live in South Missisauga and generally do not venture north of the QEW (seriously!). There are a few exceptions of course. I think LAC and surrounding area is not very pedestrial friendly (reminds me of the fictional Gotham city) which is one reason I avoid the area. Perhaps once the "vision" for area is fully realized I will revisit it. Helena • I need some financial incentive. Your presentations are worth the money but I am a single entrepreneur with a young business and all the money goes back into the business. • I'm away from 1st Nov til mid April. Many of the events take place while I'm away • If you gave a discount to people who attend your activities frequently that would be an incentive to continue. If you could develop a more personalized eblast system or mailer where it recognized that an individual has continually used the LAC services and received some sort of small discount or invitation to a workshop (they would still pay) those little things (personalized messages) I find often keep people interested. Also.. not 100% sure if I would go or not but your restaurant always seems to be close • I think the LAC should jump on the "live broadcast" bandwagon - many theatres and other venues are broadcasting live operas or other classical performances, including Shakesperian plays, etc. I just found out that Cineplex theatres will soon be broadcasting classic movies for $5/person. I'd love to see this kind of thing at the LAC!! • convenience. • I find learning about events in Mississauga is difficult. I have to remember to check the web site from time to time and don't always do it. I have been used to going to events in Toronto, but would now prefer to go in Mississuaga. • You need to get more varried performers, including Pop, Rock, Folk • Recent attendance infrequent because of caregiving responsibilities and costs associated with chronic illness. Will attend 2 or three LAC events this year. I like to try to support my local centre but most friends are in Toronto so I tend to go to that city. If there was better and frequent Go train service, they might come here! Prices with HST and service fees are getting prohibitive on pension income that is reasonably static. Package discounts help. 54 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Living Arts Centre

• We spend hundreds of dollars on the arts each year, almost none of it at the LAC. Your prices are very expensive for what you offer. You are pretending that this is the Hummingbird Center but it isn't and the kind of entertainment you offer reflects this disparity. Either get good acts and charge accordingly or drop your prices for the tired acts that you seem to resurrect because of union rates. • I used to attend the Living Arts Centre often, but for the last five or six years they do not have interesting people. They have th same performers over and over. Why not have an annual Mississauga talent show at a reasonable cost, this would bring people into the building and make them aware of it. These type of things are very popular on TV. The Living Arts Centre originally was supposed to be a people place, with strolling minstrels outside so that young mothers and their children cold sit outside • community based less expensive musicals • more acts/events that interest me. • The seats feel too close together at the living arts centre and i am uncomfortable. My husband is tall and does not like to go because of this. We prefer the Meadowvale Theatre or Stage West I like the art shows but find the art classes pricey compared to VAM classes, if the prices were more comparable to VAM I would go more. • I like the theatre, the acoustics and the seating. My only complaint is the people wearing perfume. To be blunt, why don't they just shower!!! • You used to have some main stream performers like Jann Arden come. Need more like that. • I need family passes. I am a mother of 4 kids. I am interested in classes about oil painting that I can effort. Also I interested in classes about to framing an oil painting. My 11 years old daughter wants to learn drama as a professional, but there is no a continuous program for that. • Too expensive, does not cater to a local audience, too mainstream and not enough for the 20-30 age group. • Too much emphasis on family/children's entertainment. • More notice on upcoming events. Send out emails once an act as been confirmed to perform. • The Mississauga Pops Concert Band would like to do a concert there. The rental cost is prohibitive. • Have affordable ticket prices. • BETTER RESTAURANT AND MORE PARKING CONVENIENCE • More suitable pricing. More information from other than the LAC enews. Assurance that parking will be available. • As above...if I can afford it, I'll be there all the time. • A collaboration with the Young Centre for Performing Arts and Soulpepper Theatre (and others perhaps) to allow for some performances in Mississauga might be a good idea. So might a film series devoted to truly classic films of, say, pre-1960 vintage, even if predominantly foreign language with subtitles, might also be a good idea. • I really like the LAC venue (location adn free parking), and I am a "big" fan of the arts (theatre, music, etc), the events presented this past year have not interested me. • There are excelelent programs (classes) and performances for children. The place is very convenient. When waiting you can visit the art galery for free. The park outside with the waterfalls is a nice place to sit or just walk around. • I am happy with events at the Meadowvale Theatre - walking distance of my residence • 1. Less cost 2. More promotion 3. Diversity of cultures 4. Low cost large size art exhibitions 55 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Living Arts Centre

• To be honest...the advertising is very poor. If I happen to read the paper, I might see what is playing, but there is very little continued promotion of an event. Promoting in the GTA would be a bonus...maybe a billboard on the QEW? • I always read the brochue and check out the attrations coming to the ALC. Also, I look into the summer camps. • If I see an event that interests me I attend if I can afford the "luxury" at the time. • Unfortunatelly I can't afford the prices of the LAC activities. Not beacause they are or not expensive, I can't comment on that. I can't comment on the quality of the artists and performances because I haven't attended • More comedy\jazz\family entertainment • It's a beautiful facility and I think as prices for entertainment go, they are reasonable at LAC - I just think that entertainment prices everywhere have become too expensive for regular attendance. Having said that, I would love to see shows at LAC more often if time permitted. • What would motivate me to attend more events at the LAC would be lower ticket prices and programming that isn't aimed exclusively at seniors. • I would like to see more live theatre • I feel that LAC is not as user friendly to all of the arts, eg. quilters and the rental fee for space is beyond what most not for profit organizations can afford or a regular basis. • Motvated solely on the offering of entertainment at the Living Arts Centre • Appears to target upper middle class, cost of activities and classes are quite high. Parking is an issue. Transit is not an option with children. By the time you get to city centre the kids would be hysterical. • More ballet performances • I live in Clarkson and do my best to avoid the Square 1 area, as it seems such an awkward location as well as unattractive. I go the lakefront events and wish that our downtown was in Port Credit. I have lived in Clarkson for 32 years and have always thought that the City was trying to 'create' a fake downtown in the Square 1 area, when the logical spot for a thriving downtown would be Port Credit (close to the GO, the QEW, water....) • Live performances by popular kid's bands are always appreciated. Edgy comedians and rock concerts for adults as well. • The line up of entertainers, in many cases, is below par. The LAC needs to attract more mid-level performances of all genres and varieties with name recognition. Many of your past performances of these types such as Great Big Sea, Roch Voisine, Michelle Wright, etc. have attracted crowds at the LAC. Unfortunately, the Rose Theatre in Brampton seems to be attracting those type of acts now. In the Rose Theatre's line up this Fall and Spring, they have attracted a wide variety of acts from the Pointer Sis • very little of the programming is of interest. Would love to see more professional dance, like when Tap Dogs performed several years ago. Entrance is not very inviting. Outdoor cafe or some life around it would help. • Would love to see more multi-cultural shows. • You used to bring in acts that we liked to see -- Murray McLauchlan, Lynn Miles, Chantal Kreviazuk -- but the line-ups for the past few years have been consistently disappointing. And we are not interested in seeing plays/musicals that we've already seen elsewhere 5 years ago (or longer). • Passed experiences with poor quality performances. 56 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Living Arts Centre

• Limited amount of money to spend on entertainment. Love the free shows and the art gallery. • Enjoy the ease of getting around the building. • The headliners you have motivates me to go to those shows • There are many performances of many wonderful shows, musicians, etc., but our money is limited and you have lots of competition with shows throughout Southern Ontario that are totally accessible to us. We have no loyalty to any commercial venue. For example, this year we're off to see The Tempest at Stratford, Nexus at U of T's Faculty of Music, the Beatles White Album at Massey Hall, we saw Melody Gardeau at Harbourfront, Billy Bishop Goes to War at the Distillery, Love Lies & What I Wore, Ringo Starr at • I am single - it is challenging to schedule friends with whom to attend an event- especially if it costs any more than about twenty bucks. • I would like to see more cultural events, comedy shows and the price should be affordable. • Parking is a bonus, especially in the winter months The "comedy" performance we saw was obscene, more suited to a llow grade bar. Will never go again • I would like to see more plays (various companies) going on on a continual basis. • I think the LAC is on the right track; however, more access for community groups to rent the space (ie cost issues) as well as attracting even more high-quality acts (similar to the Rose Theatre in this regard) would be welcome. • I would rather support events in Mississauga but I go to CanStage because it has a full schedule of plays that I can subscribe to. I don't find that in Mississauga. If I could I would go to theatre here. • I feel there should be a student admission price. This would encourage high school students to experience the arts, and eventually, become patrons. • Make it more affordable, and not just priced for the rich and affluent. I will never go, the way it stands now. There are many more affordable venues to attend in and around Mississauga. • Since I have 5 grandchildren, more weekend activities/shows for children would be welcome. More Canadian talent is always welcome • include information in your e-blasts about art shows that are happening. • It varies. Some years there are several things that interest me and some years there are none. • Time and money are the reasons we don't attend more often. • I was interested in the MET Operas that I thought you were considering but apparently not. I am on the email list and check it out every time but there is almost nothing that appeals to me. I find the LAC boring. I would rather pay more to get 10,000 % more and go downtown for the night. I really want to support you but I continually see nothing of interest. I sure hope you can change this. Now it looks like you are just trying to appeal to low level popular. Go for it if that is what sustains you. Not • Promotions and discounts • Variety of acts for children, family and adults. • With not living in Mississauga, it is not always easy for us to attend performances there. We are usually booked two weekends out of every month, and therefore, do not have a lot of free time to attend many performances. • Musical theatre, comedy or plays with good moral values or with an inspirational message 57 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Living Arts Centre

• The Living Arts Centre appears like a convention centre and not an arts centre. The arts programs are very expensive and are not for advanced or experimental artists. They are the same programs the Recreation and Parks Dept offers but very expensive. The gift shop is also very expensive and does not include community artists work. Various community arts groups should have space to work and offer classes. Not a very inviting place. • Need to put on more attractive shows and musicals for adults (similar to what's available in downtown T.O.). Guess cost of hosting such events is the main deterrent. How about some Shakespeare plays? • Unfortunately; we will not be attending during the 2010/2011 season. We are not thrilled with the season schedule. • more headliner artists. • Where is the coffee shop? • Better prices • One wonders why the LAC cannot book appealing talent! Other community based theatres such as The Rose, Markham theatre, and even cottage country theatres - The Opera House(Gravenhurst) and the new theatre in Bracebridge have more appealing headliners! Thus, our attendance is not at the LAC. • It's beautiful • Toronto venues offer much better urban context for events and better world class acts • Cheaper for the the high end shows. • Price matters. • Have more big box office events. • I like to attend lots of classical music concerts, and conflicts with dates cause me to miss some things. I think classical music and opera could be better advertized using media that would apply to those audiences: Whole Note, Opera Canada, flyers at Roy Thompson etc.... • I called about a photography class. The woman returned my call saying she did not know the answer, but she would find out and get back to me. That was 4 weeks ago and still has not returned my call. I went elsewhere to find the class and it is cheaper. Had she called me back, I was more than willing to spend my money at the LAC but if she does not care, why should I? • purchasing tickets is not user friendly. Ihave a daughter who has disabilities and getting seating with Rush Tickets" (Miss. Choral Soc) is a hastle. Line up in the foyer are overly long. Too many seats reserved for guest etc, and accessible seats higher up on stairs. • I am currently unemployed so attending anything is out of the question. When employed, I did go to a few performances at the LAC but I was scared afterwards about my safety in going home on the bus. It is a long dark walk from the LAC over to the bus terminal. I feel much safer walking downtown Toronto or taking the subway down to Union Station then taking the GO train home. • My son and husband would really like to attend the comedy shows but they find the tickets too expensive. • Get better live acts - Russell Peters was awesome a few years back - and is still my favourite memory of Living Arts centre. Please bring more newer entertainment geared towards 25 - 40 year olds. Such as: Concerts: Dane Rumble, Spirit of the West, LIlly Allen, Ani Defranco. Have a kick ass New Years eve party concert - can you remove the seats for dancing near the stage? Theatre: Wicked, Zumanity (currently in Vegas)- or a sexual/nude performance for over 18 years old. It was great in Vegas! 58 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Living Arts Centre

• Keep the quality high and prices reasonable and we will continue to participate. • - more Exhibit Space - more cultural events - more flexible ticketing system • I am a student and cannot afford to see the types of performances presented at the Living Arts Centre as frequently as I might like to. In addition, I am not among the target audience for many of the shows and events put on. • Get the gallery on the main floor, have it open regularly, have the gift shop with more items and with items of more Mississaugans rather than just a few select things from residence. Getting a real reutation as a conference centre/ job fair. Parents & others in there have to walk past all these tables etc. Make more creative use of great hall. Kiosks? a glassed in gallery along the front would be great. • I don't hear about some performances until it's too late. Better known artists/performances would be a big draw. Ticket prices match Toronto's but for lesser known performers. I would be willing to pay for something Cirque de Soleil in the future. If they've already been, then see the first comment I made here. :) • Please mark the parking garage in some way so that it is easier to find your car. Use coloured or numbered pillars. I am nervous wandering around there at night, sometimes alone, looking for my car. There are no landmarks. Even when I've tried to note where the car is, I have a hard time finding it. • I like the Living Arts but everytime I go to see a performance, the restaurant is usually closed. It is frustating! • Bring in good entertainers like Niky Yavaosky • discounts for small events, children's events so that rentals will be possible for these groups. • I personally enjoyed the opera. Love the smooth jazz awards and having the same caliber of artists would be a definite plus. • LAC needs to review the timing of the release of their new series each year as the other venues post theirs a month or more ahead of LAC. This means that I book tickets at Hamilton Place, Oakville Centre and Rose Theatre for artists that LAC books, but I already have tickets since I don't know if I will be able to see them at LAC. • If you have professional musicians performing.. If you would have a permanent theatre (professionals)... If you would have world famous artists as guests... • Perhaps a 'package offering' such as a discount at the restaurant. More Jazz events as this is my favourite venue. • Childcare provided would help me attend more things during the day i.e classes etc. More classes for young children. Knowing whether the restaurant is open before the show I am going to may encourage me to eat there instead of at the other restaurants near by. Coupons/discounts are alsways good. I was once contacted with info about discounts for tickets of shows happening the same week and I loved that! • The Living Arts Centre and Meadowvale Theatre are too expensive for the local community theatre groups to be able to make any money as profit .The caliber of the Encore Series shows at Meadowvale far exceeds those that have been seen in the Living Arts Centre .The Living Arts Centre seems to cater to Opera Mississauga which is financially propped up by The City of Mississauaga whereas the 4 local Mississauga Community Theatre groups in the Encore Series get no support from Mississauga and the user fees at M • More kids shows & better pricing. • if teh entertainment appeals and I am free, i will go. • As mentioned above, more choice of days for performances instead of mostly one night stands for many of the presentations. Perhaps a Celtic musical presentation or group of tenors etc may be an idea if not already considered or presented 59 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Living Arts Centre

• I think it is too bad that no one "in the ivory tower" of Mississauga City seems to recognize Meadowvale Theatre as a great place to see some great shows!! The Encore Series is fabulous as are the actors that present the shows. How about promoting it more? Or better still, how about making the Living Arts Centre more accessible to these groups?? • Good comments: parking is free, warm and dry from the weather. ease to get to the theatre sections of the building. refreshments and snacks are available. very warm and helpful staff/volunteers. large variety of shows/performances. Motivators for future attendance: keeping the cost down so that we don't feel that we are paying Toronto prices. • Ticket packages offered are not planned very logical and not allowed buying packages across the different selections to acquire discounts. As 10 year subscriber to Mirvish productions we look at the best packages and deals including single event pricing. Facility is good and well kept up • more variety in the events • Some of the shows coming in to the Living Arts Centre are one or two night performances, and although I would like to see some of them, the personal schedule doesn't always meet the availability offered for the shows. Also, there doesn't seem to be much of a more up to date variety of performers, shows or overall selection. • I attend when the artists and shows fit my schedule. • *last minutes ticket sale *family discounts *bigger gift shop • I have enjoyed the arts classes that I have taken at the LAC, but they are quite overpriced so I am more likely to take them elsewhere (for example, a pottery class at the LAC costs almost 20% more than a similar course at the Mississauga Potters Guild). • cheaper seats

Question #17: What is your understanding of the top four uses of the Meadowvale Theatre? Please do not select more than four choices. (Other)

• theatre space for rent • Volunteer with local theatre groups • n/a • Haven't attended anything there • MAC awards ceremony • I'm not sure of the uses • Dance recitals • all of the above • I am not aware of what is on! • dance competitions • actually there are rarely plays at Meadowvale due to price of rent • no understanding of the uses • Pops concerts • don't know, never been there • art exhibits • recital performances for performing arts schools/dance companies • No idea - I've never attended this theatre

• drama and best of broadway camps • art exhibit • Ballet performance - Ballet school • Presentation for High school kids • Award Show

62 © 2010 AMS Planning & Research Corp. Motivations for Attendance – Meadowvale Theatre Question #22: Please use the space below to share any additional comments on why you attend the Meadowvale Theatre (Maximum space - 500 characters).

• Encore Series is fabulous! The community talent in these productions is incredible and the ticket value is great • Great theatrical performances by a variety of talented groups. • i love this venue as there are no bad seats • We live 5 minutes from the Meadowvale Theatre • Its time to give the local musical theatre groups a leg up and not the 'family compact' theatre group (you know; where the director and the orchestra leader and the producer are all in the same family) • I love the musical theatre series at Meadowvale theatre. The shows are great, they provide a wonderful opportunity for community members to be involved in theatre and they are a great value for the money. • This location is wonderful for honing young talent and providing an opportunity for local musical community theatre groups to show off their talent. It's a wonderful venue. I just wish that the overhead costs weren't so expensive for community theatre. • We have season tickets for the encore series, we perform in that series at least once a year as a family and then individually. We are very involved and go to see all of our friends. It's excellent value and convenient for us. The kids love it. • I attend the Meadowvale Theatre because my daughters dance recitals are held there. I wasn't aware that there were performances open to the public, as with LAC. • The Encore Series,although performed by amateurs,is as close to professional as one can get. • Only attended once to see FOOTLOOSE • I attend an annual community group event • Dance recitals • I live a few blocks away, so it is very handy. I have been involved in community theatre as performer, musician and audience member since the theatre opened. I don't attend as often as I'd like, but I do support the Theatre Alliance. • Like the LAC, the theatre has been short on presenting significant drama/plays, either mounted locally or imported. The annual series of musicals are usually of high quality. Classical performances, choral or instrumental, are practically non-existent. • It is situated within walking distance of my address. When I know about a good program I usually will go. But I do not always know what is on. • Suitable size and space for my own productions • We have been attending as members for almost 15 years-what a bang for your buck! • I have a subscription to your theatre productions with my neighbours and we enjoy the shows very much. We have been coming for about 5 years now. We are seniors so we get a little break on the price and we feel it is good entertainment. • To support community actors/artists and it is close to my home. • Belong to a group and we buy season tickets. Love the theatre and all the plays, so far. Perfume is still a problem • Specifically to see the Encore Series. That is about all that there is to see at Meadowvale. No longer is the Professional Series happening, nor is there any drama/comedies happening there. 63 © 2010 AMS Planning & Research Corp. Motivations for Attendance – Meadowvale Theatre Question #22: Please use the space below to share any additional comments on why you attend the Meadowvale Theatre (Maximum space - 500 characters).

• could use the stand up sign stands on more roads in the city (mississauga) • close to home, friendly staff and volunteers • We enjoy supporting community groups and want them to continue their efforts. There is nothing worse than preparing for months and noone comes to see your program. • The seating always allows for a good view. I enjoy community theatre and the prices are good. I would like it if the theatre had more productions. • Needs more regular parking and more handicapped parking spaces. Theatre is looking dingy~especially conpared to The Rose in Brampton. I like the intimacy/size and the accoustics. • I usually go to see dance recitals • As a theatre that presents local productions I believe it should be supported. • Promote Meadowvale Theatre and the Encore series more!! The community Theatre groups of Mississauga have always presented show of the highest caliber. I am an Encore subscriber and will continue to be. • Parking is the problem here. • The quality of the artists (especially the Encore Series) are excellent. The staff at the theatre are also very good and helpful. • would like to know more of what is going on, sometimes I hear about good events after they have been there or after they are sold out. • REALLY JUST BEEN THERE THROUGH KIDS SCHOOL PLAYS • I go for my daughter's ballet performance. The theatre is very good - I would like to go there for different kind of performances but for me is too far. • The groups in the Encore Series are struggling due to costs of rent even though selling out .There is no support of Community Theatre groups by the City . The rent of starge space , the lack of a rehearsal space plus large theatre expenses are a drain . The costs are prohibitive to maintain a spoken word group like Mississauga Players has been supported at Burnhamthorpe Library Theatre .The City should take a trip to Brampton and Georgetown to see what those cities provide for Community Theatre groups --the • It is quite convenient. I have not been there recently- hope the sound system has been improved. At the last event I was there the system malfunctioned and was screechy. • The shows are top quality and very reasonably priced, also the free parking helps. • I play there as a member of the Mississauga Pops Concert Band.

64 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Meadowvale Theatre Question #24: Please use the space below to share any additional comments you might have about the Meadowvale Theatre, including what might motivate you to attend more frequently. (Maximum space - 500 characters)

• There need to be more productions. At the moment these are limited to community theatre and dance recitals. It is a great little theatre and should be used more. • Too many other venues attract my dollars, loyalty and attention. • I think the city should help some of these community musical groups financially since they provide excellent entertainment at a great price to the community year after year. People tirelessly give of their time year after year with no financial reward just for the love of the art. Meadowvale theatre is like our second home. • Urban context is an inactive wasteland • Not aware of the shows. • While the Encore Series provides some high quality shows, there doesn't appear to much of anything else aside from Dance School shows and other one night performances. There should be more affordable variety made available at the theatre. The theatre is more of a warm and intimate atmosphere, and although there are at times acoustacle issues, it is generally a very enjoyable experience. • Too busy with other events. • As a handicapped person the parking is not as convenient at the Living Arts centre • I enjoy shows at MT because the venue space is more intimate. I also prefer to sit in a full house rather than watch a performance in a half empty venue. • Lovely facility, easy access, good sound quality for elderly, very accommodating, quaint, and you feel very welcomed. The performances are usually excellent. They also have great group rate for Guides/Pathfinders etc. and a lot of the shows involve youth on stage which makes it appealling to the community. • It is a great theatre but have not been interested in recent performances and it is not close to home. • I responded that I do not hear about events at the meadowvale theatre. However to be clear, I would hear about the events from time to time. Perhaps an increase in promotion of the events would be better to increase attendance. • I would LOVE to be a regular at the Meadowvale Theate. I read the kiosk regularly. It is similar to the LAC, just not appealing enough to pay the price for that level of entertainment - I am better off to invest more and see the best, • If they played more musicals we would go more • I'm away from 1st Nov til mid April. Many of the productions take place while I'm away. • Don't know enough about it. • I would love to see a calendar of events for the year, so I could plan ahead. • seating too difficult to acess. • I mainly think fo the Meadowvale Theatre as prsenting amateur groups' performances and concerts. • The Meadowvale theatre facility needs updating. • need more parking space and closer to the front door. Those January performances are very cold walks back to the car on the adjacent street. larger foyer - too squooshy during intermission. a well-signed 2nd snack area - didn't always know it was there and wasted the intermission standing in line at the main snack counter. Then we didn't have enough time to drink the hot coffee or gobble down the freezing cold ice cream.

65 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Meadowvale Theatre Question #24: Please use the space below to share any additional comments you might have about the Meadowvale Theatre, including what might motivate you to attend more frequently. (Maximum space - 500 characters)

• I live in Toronto and only come to Mississuaga to work therefore, because headliners don't often come to Mississauga (Artists, Musicians etc.) and they do go to Toronto, I would prefer to see them in Toronto near to my home. The prices to see the headliners that do come to Mississauga are higher than in Toronto as well so I wouldn't be willing to pay those prices. • I just need to remember to check out what is on from the website. I forget it is just around the corner. The shows are always great! I would rather attend the Meadowvale Theatre than the LAC. More comfortable setting. • Meadowvale Theatre has not had too many performances of interest recently. That theatre is very good for local plays and I enjoyed "Into The Woods" many years ago. Up until recently, the Meadowvale Theatre website was very poor, however, that has been vastly improved by on-line ticket sales. The advertising needs to improve so that the average customer is aware of the performances there. • Improve website and online ticketing. • I have been to the Meadowvale Theatre in the past and think that there is good value for money. • Classical ensembles and folk music are my primary interests. Both of these are chronically under-represented in Mississauga. • More to do with babysitting/children. The last production we saw we really enjoyed. My grandparents were season ticket holders and they always loved the Meadowvale Theatre. • Don't know enough about it to comment. • NOT VERY ORGINIZED FACILITY/STAFF • By the time I learn of activities, time is too short to do anything to attend! • I have a health issue that makes sitting uncomfortable • musicals or theatre performances similiar to Mirvish productions/stratford Christian theatre/comedy groups • More musicals and dramas of the high quality that are already evident at Meadowvale....more information about what is going on at Meadowvale.... • good musicals/plays/comedies with a good moral message or a good plot and story • Ever since their web presence has been put on the city site, it has been near impossible to discover what events are available to the public. I usually find out about them long after ticket sales have started. I can find no event listing on their site. • I think it is very hard to compete with Toronto. If I'm going to spend my money on a night out I would rather spend a little more for the guarantee of a great performance. • I have attended Oakville theatre series for years and haven't been inclined to switch. Price and value would have to be compatible • Improve the sound • As a senior I have to proportion my recreation dollars very carefully • I almost never hear about shows happening at Meadowvale Theatre. • too far from my home • I think this theatre is a real gem in the City. The space is a great facility. I would like to see more cabarets and concerts at his facility. Perhaps it could be used more in this regard as a venue larger than RBC Theatre and smaller than Hammerson Hall. 66 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Meadowvale Theatre Question #24: Please use the space below to share any additional comments you might have about the Meadowvale Theatre, including what might motivate you to attend more frequently. (Maximum space - 500 characters)

• More good quality professional programing • Reasons for not attending 1. Too small 2. Too Old 3. Unfriendly staffs • I was interested in drama classes but I can't effort. And the location doesn't looks attractive. • Season passes are rasonably priced. I like supporting local theatre groups. • I am afraid that I would be much more likely to attend the Living Arts Centre if they upgrade their performances than Meadowvale Theatre • I do not know anyone who has attented any events. • I need to get a subscription so that I go to the things I want to see. It's all too easy to say, I'll get a ticket when the show is on; and then I don't... I already subscribe to several theatre, dance and music companies in Toronto, so I don't have much time for other performances. • Advertising could be more aggressive. It's a lovely small theatre! • The parking lot is not really big enough when there is a big audience and we have had to find parking on the streets. You have to get there early! • I never lived near Meadowvale theatre and so I would never have thought to attend events there. I would consider going to theatre now that I live in NW Mississauga. • I live in the south of Mississauga and dont have that much free time, it is my loss. • Box Office service needs major improvement. Insufficient information on programs generally available. Parking can be difficult • none • Support a Spoken Word Community Theatre endeavour like Georgewtown Little Theatre is supported in Georgetown • I unfortunatly do not even know where the theatre is. • We live in Cooksville, and Meadowvale is not on our radar. • Better advertising!! • Broadway musicals or popular headliners • lack of advertising until it is too late • Perhaps more variety of shows to include a spoken word series and other performances by well known professional artists. • The Living Arts Centre is more conveniently located. • I like at Square One, and work in the evenings. It is not convenient for me to attend. I have attended in years past, however, and thought the location, price and productions were terrific! • To be honest, I don't know what to say. I've only ever been in Meadowvale Theater once (out of shear curiosity). The main problem I have is that I never hear about anything that happens there. And of the things i do hear about, they aren't very interesting to me. What may motivate me more is awareness of the events that go on there, and having an art gallery (or exhibits) there which would entice me to visit more often (since I live down the street from it) • this is just too far for someone who takes public transit...a lot of activities in Mississauga need to be more accesible...don't even get me stated on lack of parks and rec activities in eastern mississauga...my kids end up taking most of their classes in etobicoke...they have more activities, better prices, more accesible by public transit • Maybe have an open house for the public. The image I get of this place is that it's meant for kids, done by kids. Not my cup of tea. 67 © 2010 AMS Planning & Research Corp. Barriers to Attendance – Meadowvale Theatre Question #24: Please use the space below to share any additional comments you might have about the Meadowvale Theatre, including what might motivate you to attend more frequently. (Maximum space - 500 characters)

• It would be beneficial if the box office was more attentive. The addition of the online tickets is wonderful but when you need to speak to someone, they never answer the phone or put you on hold for too long. If I take the time to call then I expect the box office to take the time to answer. • We have a limited budget. • It is too far to go by transit from Port Credit. • If I know about the performances I would probably go if the program was to my liking. It is conveniently located and is a nice intimate size. The price is right too. • LAC is much closer • poor acoustics • Can only afford a few outings and choose to go to more professional productions infrequently, or to church/small group fund raising events. • Some of the performances I have attended in the past have been wonderful, however, some have also been so amateurish as to be unworthy of my time and effort to get there. I find it difficult to weed out the bad from the good by just the write ups in advertising materials. I would enjoy a Celtic music presentation. Our attending Community group and Cabaret presentations would depend on what is presented and by whom. We regulaly attend cabaret type presentations by the Windmill Theatre Group and find a • Professional actors performing regularly...good plays • I would go to see local Independant musical artists and bands and be willing to pay for larger name bands. Knowing that the theatre supports the development of local artists. Being engagement to participate. Receiving a coupon, flyer or seeing advertising in the local paper. Seeing costume development and support. Knowing that the centre has local business sponsorship.

• British • South East Asia • Scotish • english • British (N. Ireland) • Scottish • UK • United Kingdom • and what does this have to do with your company • Irish • african american • Boholano Filipino • Great Britain • Scottish • French • Ukrainian • Russian • Scottish • british • Great Britain • INDIA • British • British • South America • Armenian • England + Ireland • England • Ukrainian • Celtic (NOT british) • England • U.K. • dravidian • British • english • Italian • mexico city • England • Irish and Ukrainian • The United Kingdom • British • Southeast Asia • Pakistani • English, Irish • Ireland and Scotland • UK • British • Wales, Scotland • UK • South East Asia (Philippines) • Great Britain • English!!!!!!! • British • Irish also • indian 69 © 2010 AMS Planning & Research Corp.