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6Th Toronto Entertainment Survey Selected Highlights Report Date: April 6, 2018

6Th Toronto Entertainment Survey Selected Highlights Report Date: April 6, 2018

6TH ENTERTAINMENT SURVEY SELECTED HIGHLIGHTS REPORT DATE: APRIL 6, 2018

CONDUCTED BY

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

In February 2018, Field Day conducted its 6th Toronto METHODOLOGY Entertainment Survey to gauge the interest in, and attitudes The survey was conducted online. Survey invitations were towards, Toronto’s live entertainment offerings. distributed via email to Field Day’s database of 4,500 The survey looked at nearly 100 GTA attractions in six Southern residents who have opted in to receive categories: theatre & performing arts organizations; galleries survey and contesting information. The survey link was & museums; festivals, fairs and events; destinations; sports; also promoted via social media (Facebook and Twitter) and concert or arts venues. and on Canadian contesting websites. As an incentive In addition to Toronto attractions, the survey also included to participate in the survey, Field Day offered a chance major attractions such as African Lion to win a Grand Prize of $1,000 CDN cash, or one of four Safari, the Stratford Festival and Shaw Festival. Second Place Prizes of $250 CDN cash. Respondents were required to complete the survey prior to entering The survey asked respondents to identify which attractions the contest. they attended in the 2017 calendar year, how often they attended each attraction in 2017, and the average size of Field Day gathered over 1,800 responses from adults their group. living in Southern Ontario. Respondents provided basic demographic information including their FSA (the first Respondents were also asked to identify their three three digits of their postal code), age, household income, “All-Time Favourite” attractions. education and gender. This demographic data was used Finally, respondents were asked where they typically learned to weight the responses to accurately reflect StatsCan about attractions, and their motivations for attending live demographics. attractions. The survey has a margin of error of less than 4% with a This document contains selected highlights of the survey confidence level of 95%. results and analysis. For more information please contact Andrew Arntfield at 416-408-4446 ext 226 or [email protected].

2 2018 SURVEY KEY FINDINGS

NO CHANGE AT THE TOP (SEE PAGE 4) THE DECLINE OF PRINT MEDIA (SEE PAGES 15-17) For the first time, the top three “All-Time Favourite” Audiences of all ages are less likely than ever to rely on attractions remained the same as the previous survey, with newspapers for information on events and destinations. the Toronto Jays, Ripley’s Aquarium and ’s Reliance on both newspaper advertising and newspaper Wonderland retaining their top positions. articles declined sharply with all age groups in the two years since the last survey. THE RESURGENCE OF THE LEAFS (SEE PAGE 4) THE SOCIAL ERA (SEE PAGES 15-17) The popularity of the rebounded in the Word of mouth and social media – especially Facebook – are 2018 survey. After falling in the “All-Time Favourite” list for the primary sources of information for all generations. While 3 consecutive surveys, the team bounced back to 4th place some reports claim that Facebook is no longer relevant overall this year. with younger audiences, it is still the most popular source of 2013: 1st place information for those age 19-34. 2014: 3rd place Since the previous survey, Facebook use declined somewhat 2015: 5th place with younger respondents, but increased with those 55+ years 2016: 7th place of age. 2018: 4th place Twitter use declined slightly with all age groups, while THE RISE OF THE RAPTORS (SEE PAGE 4) Instagram increased in popularity with all age groups. The saw their popularity rise in the current survey, reflecting their performance on the court. The team rose from 13th place in the 2016 survey to 9th place in the current results.

URBAN, SUBURBAN & RURAL: HOW THEIR CHOICES VARY (SEE PAGE 6) Depending on where you live, your entertainment choices vary. Some attractions are equally popular no matter where you live – particularly the , Ripley’s Aquarium and Royal Ontario Museum.

However, the Toronto Raptors and appeared in the top 10 All-Time Favourites of City of Toronto residents (postal code M) but they were not on the top 10 lists for suburban or rural respondents.

3 2018 ALL-TIME FAVOURITE ATTRACTIONS

Respondents were provided with a list of nearly 100 2018 CHANGE IN DESTINATION RANK PERCENTAGE OF RESPONDENTS RANK FROM 2016 GTA and several Southern Ontario attractions. They were then asked to select their top three All-Time Toronto Blue Jays 1 18.83% SAME Favourites. Attendance in 2017 – or at any other Ripley's Aquarium of Canada 2 17.18% SAME time – was not a criterion for selection. Canada's Wonderland 3 16.03% SAME ALL-TIME FAVOURITES Toronto Maple Leafs 4 14.14% +3 REMAIN THE SAME Royal Ontario Museum 5 12.68% –1 The Toronto Blue Jays remained Southern Toronto Zoo 6 11.29% –1 Ontarians’ All-Time favourite attraction for the Air Canada (concerts only) 7 11.16% –1 second straight survey. The Jays ranked #2 in the African Lion Safari 8 8.41% SAME 2015 study, and #5 in 2014. Meanwhile, Ripley’s Toronto Raptors 9 8.31% +4 Aquarium and Canada’s Wonderland maintained their respective #2 and #3 positions. Distillery District 10 7.97% +2 Art Gallery of Ontario 11 7.48% –2 THE RESURGENCE OF THE LEAFS AND CN Tower 12 7.41% –2 THE RISE OF THE RAPTORS Canadian National Exhibition 13 7.23% +1 The recent successes of Toronto’s sports franchises 14 6.12% +1 was reflected in the survey results. Toronto Maple 15 5.96% –4 Leafs’ popularity had steadily declined in the (concerts only) 16 5.50% +3 previous two surveys, slipping from #3 in 2014 to #5 in 2015, and finally landing at #7 in the 2016 survey. Ontario Science Centre 17 5.22% +1 This year the Leafs rebounded to the #4 position, TIFF (Toronto International Film Festival) 18 5.07% –1 and their rise mirrors their improvement on the ice. 19 4.90% +1 Meanwhile, the Toronto Raptors climbed from #13 Stratford Shakespeare Festival 20 4.31% –4 position to #9 in the most recent survey. The percentage of respondents who selected each attraction as one of their three “All-Time Favourites”. Responses are weighted using Statistics Canada demographic data.

4 ALL-TIME FAVOURITE ATTRACTION BY TYPE

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

DESTINATIONS FESTIVALS, FAIRS & EVENTS MUSEUMS & GALLERIES

1 Ripley’s Aquarium of Canada 17.18% 1 Canadian National Exhibition 7.23% 1 Royal Ontario Museum 12.68% 2 Canada’s Wonderland 16.03% 2 TIFF (Toronto International Film Fest) 5.07% 2 Art Gallery of Ontario 7.48% 3 Toronto Zoo 11.29% 3 Summerlicious / Winterlicious 3.14% 3 Ontario Science Centre 5.22% 4 African Lion Safari 8.41% 4 Toronto Christmas Market 2.58% 4 Casa Loma 3.73% 5 Distillery District 7.97% 5 Festival 2.55% 5 McMichael Canadian Art Collection 1.23% 6 CN Tower 7.41% 6 Royal Agricultural Winter Fair 1.99% 6 Aga Khan Museum 0.78% 7 Medieval Times 3.15% 7 Festival 1.88% 7 Bata Shoe Museum 0.55% 8 Toronto Island/Centreville 2.49% 8 Beaches International Jazz Festival 1.76% 8 Fort York 0.50% 9 Harbourfront Centre 2.42% 9 Toronto’s Festival of Beer 1.58% 9 Spadina Museum 0.11% 10 Black Creek Pioneer Village 1.81% 10 Taste of Toronto 1.32% 10 Gardiner Museum 0.06%

THEATRE & PERFORMING ARTS CONCERT & ARTS VENUES SPORTS

1 Mirvish Productions 5.96% 1 Air Canada Centre (concerts only) 11.16% 1 Toronto Blue Jays 18.83% 2 Stratford Shakespeare Festival 4.31% 2 Budweiser Stage 6.12% 2 Toronto Maple Leafs 14.14% 3 Yuk Yuk’s Comedy Club 2.84% 3 Rogers Centre (concerts only) 5.50% 3 Toronto Raptors 8.31% 4 Shaw Festival 2.78% 4 Massey Hall 4.90% 4 Toronto FC 3.94% 5 Second City 2.32% 5 Princess of Wales Theatre 3.51% 5 1.56% 6 National Ballet of Canada 1.34% 6 2.30% 6 Rogers Cup Tennis 1.52% 7 Toronto Symphony Orchestra 1.21% 7 (all events) 1.88% 7 Honda Indy Toronto 1.41% 8 0.73% 8 1.67% 8 1.30% 9 Canadian Stage 0.39% 9 Sony Centre for the Performing Arts 1.29% 9 0.95% 10 Soulpepper Theatre 0.26% 10 Elgin and Winter Garden Theatres 1.14% 10 0.76%

5 ALL-TIME FAVOURITE ATTRACTION BY REGION

THE CITY VS. THE REST OF SOUTHERN ONTARIO CITY OF TORONTO TOP 10 When it comes to favourite attractions, City of Toronto residents have markedly different opinions than the rest of Southern Ontario. 1 Toronto Blue Jays 14.20% 2 Toronto Raptors 14.02% The Toronto Blue Jays were equally popular across all regions, with 18- 3 Ripley’s Aquarium of Canada 13.45% 4 Art Gallery of Ontario 12.50% 20% of respondents in each region selecting the team as a favourite. 5 Royal Ontario Museum 11.36% Meanwhile, Ripley’s Aquarium and Canada’s Wonderland were more 6 Distillery District 9.47% 7 Toronto Maple Leafs 9.28% popular with GTA and Southern Ontario residents than with City 8 Canadian National Exhibition 9.09% residents. 8.68% of City residents selected Canada’s Wonderland vs. 9 Air Canada Centre (concerts only) 8.90% 23.59% of residents outside the GTA. 10 Canada’s Wonderland 7.95% The Art Gallery of Ontario was the second most popular attraction with City residents, but didn’t appear in the top 10 list of GTA residents. GTA TOP 10

The AGO, Distillery District, Toronto Raptors, and TIFF appear in the 1 Toronto Blue Jays 20.86% top 10 list of City residents, but only the AGO made the top 10 lists of 2 Canada’s Wonderland 17.94% 3 Ripley’s Aquarium of Canada 17.39% GTA and Southern Ontario residents. 4 Toronto Maple Leafs 16.27% 5 Royal Ontario Museum 12.10% 6 Air Canada Centre (concerts only) 11.82% 7 Toronto Zoo 11.27% 8 African Lion Safari 9.04% 9 Toronto Raptors 7.65% 10 Distillery District 7.09%

SOUTHERN ONTARIO TOP 10

1 Ripley’s Aquarium of Canada 21.46% 2 Canada’s Wonderland 21.08% 3 Toronto Blue Jays 19.22% 4 Toronto Zoo 16.60% 5 Royal Ontario Museum 14.18% 6 Toronto Maple Leafs 13.99% 7 Air Canada Centre (concerts only) 12.50% 8 African Lion Safari 11.57% 9 CN Tower 10.07% 10 Distillery District 8.40%

6 ALL-TIME FAVOURITE ATTRACTION BY AGE

The Toronto Raptors’ popularity skews the youngest of all of the city’s major sports teams: their highest popularity is with the 25-34 age group. Meanwhile the Toronto Maple Leafs are most popular with those age 45+. The Toronto Blue Jays have relatively consistent appeal across all age groups.

19-24 YEAR OLD TOP 10 25-34 YEAR OLD TOP 10 35-44 YEAR OLD TOP 10

1 Canada’s Wonderland 19.44% 1 Toronto Blue Jays 19.29% 1 Canada’s Wonderland 21.60% 2 Toronto Blue Jays 17.36% 2 Canada’s Wonderland 17.07% 2 Ripley’s Aquarium of Canada 20.12% tie Toronto Maple Leafs 17.36% 3 Ripley’s Aquarium of Canada 16.85% 3 Toronto Blue Jays 18.64% 4 Air Canada Centre (concerts only) 16.67% 4 Toronto Raptors 14.41% 4 Royal Ontario Museum 14.50% 5 Ripley’s Aquarium of Canada 13.89% 5 Toronto Maple Leafs 13.30% 5 Toronto Zoo 13.02% tie Distillery District 13.89% 6 Toronto Zoo 12.42% Toronto Maple Leafs 12.13% 7 Toronto Raptors 12.50% 7 Air Canada Centre (concerts only) 11.53% 7 Air Canada Centre (concerts only) 11.83% 8 Rogers Centre (concerts only) 11.11% 8 Royal Ontario Museum 10.86% 8 Toronto Raptors 8.88% 9 Budweiser Stage 10.42% 9 Distillery District 10.20% 9 African Lion Safari 8.58% 10 CN Tower 9.03% 10 TIFF (Toronto International Film Fest) 8.20% 10 Distillery District 7.99%

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

1 Toronto Maple Leafs 17.80% 1 Ripley’s Aquarium of Canada 19.46% 1 Toronto Blue Jays 23.53% 2 Ripley’s Aquarium of Canada 17.51% Toronto Blue Jays 18.26% 2 Royal Ontario Museum 16.18% 3 Canada’s Wonderland 16.10% 3 Royal Ontario Museum 13.77% 3 Art Gallery of Ontario 14.71% 4 Toronto Blue Jays 15.82% 4 Toronto Zoo 12.87% 4 African Lion Safari 13.24% 5 Royal Ontario Museum 12.15% 5 Toronto Maple Leafs 11.68% 5 Ripley’s Aquarium of Canada 10.29% 6 Air Canada Centre (concerts only) 10.17% 6 Air Canada Centre (concerts only) 11.38% 6 Mirvish Productions 9.56% 7 Toronto Zoo 9.89% 7 Mirvish Productions 10.48% 7 Canadian National Exhibition 8.82% 8 African Lion Safari 9.04% 8 Canada’s Wonderland 9.88% 8 Toronto Zoo 8.09% tie CN Tower 9.04% 9 African Lion Safari 8.68% tie Toronto Maple Leafs 8.09% 10 Canadian National Exhibition 7.63% Stratford Shakespeare Festival 7.49% 10 Canada’s Wonderland 7.35%

7 2017 UNIQUE VISITORS

WHICH ATTRACTIONS DID YOU 2017 CHANGE IN 2015 ATTEND AT LEAST ONCE IN 2017? DESTINATION RANK PERCENTAGE OF RESPONDENTS RANK FROM 2015 PERCENTAGE The survey determined which attractions Distillery District 1 22.69% +1 23.49% had the most unique visitors during the calendar year 2017. The results shown here Toronto Blue Jays 2 21.09% –1 23.57% do not take into account repeat visits by the Ripley's Aquarium of Canada 3 16.26% SAME 20.22% same person. Air Canada Centre (concerts only) 4 15.93% SAME 17.13% The results are compared to the responses Canada's Wonderland 5 14.91% SAME 16.37% from the previous survey, covering calendar Harbourfront Centre 6 14.00% +2 13.78% year 2015. Royal Ontario Museum 7 13.52% SAME 14.56% The Toronto Blue Jays dropped from 1st Canadian National Exhibition 8 13.34% –2 15.09% place in 2015 to 2nd place in 2017. Meanwhile, the relative rankings of three attractions Mirvish Productions 9 11.37% SAME 13.63% improved this year: Harbourfront Centre, the CN Tower 10 11.12% +3 11.98% CN Tower and Ontario Science Centre. Art Gallery of Ontario 11 10.98% –1 12.84% Toronto Christmas Market 12 10.55% NEW N/A DECLINING ATTENDANCE Yonge-Dundas Square (events/concerts) 13 10.42% –2 12.53% Overall, the of unique visitors was Toronto Zoo 14 10.37% –2 12.17% slightly lower for most attractions in 2017 than in 2015. The only attraction that saw a Toronto Maple Leafs 15 10.02% –1 11.38% slight rise was Harbourfront Centre. Ontario Science Centre 16 8.92% +2 9.21% Budweiser Stage 17 8.12% –2 9.69% Toronto Raptors 18 8.02% –2 9.67% Summerlicious / Winterlicious 19 6.81% –2 9.67% African Lion Safari 20 6.75% +1 8.53%

The percentage of respondents who attended each attraction at least one during the 2017 calendar year, compared to attendance during 2015. Responses are weighted using Statistics Canada demographic data.

8 UNIQUE VISITORS: SOME KEY FINDINGS

WHERE IS TOMORROW’S AUDIENCE FOR Second City, Soulpepper, the Toronto Symphony Orchestra PERFORMING ARTS? and Young People’s Theatre. Many performing arts organizations have seen declines in Out-of-town organizations like the Shaw Festival and the attendance as their audience ages, and they are examining Stratford Festival draw well from all geographic areas. Shaw both their product and marketing with an eye to building an is more likely to attract audiences from postal code L than audience for the future. But where are their audience gaps? Stratford. Many of Toronto’s performing arts organizations share the Lessons can also be learned from the audience breakdown by same challenges: their greatest appeal is with residents of age. Many smaller performing arts organizations see a decline the City of Toronto proper (postal code M). in attendance with the 35–44 year old age group, when their priorities are often focused on their children. Among Toronto performing arts organizations, the anomaly is Mirvish Productions which draws a larger audiences from the However, some organizations are increasing successful in suburbs (postal code L). drawing the 35-44 age group, including Canadian Opera Company, the National Ballet of Canada, Soulpepper, and Other organizations that draw well from either suburban or smaller organizations such as Factory Theatre, Opera Atelier, rural areas are Canadian Stage, the National Ballet of Canada, Tafelmusik and Tarragon Theatre.

PERFORMING ARTS AUDIENCE BASE BY REGION PERFORMING ARTS AUDIENCE BASE BY AGE POSTAL POSTAL POSTAL AGE AGE AGE AGE AGE AGE ORGANIZATION CODE M CODE L CODES K+N ORGANIZATION 19–24 25–34 35-44 45-54 55-64 65+

Buddies in Bad Times 83.73% 16.27% 0.00% Buddies in Bad Times 11.39% 51.24% 21.30% 16.07% 0.00% 0.00% Canadian Opera Company 73.80% 26.20% 0.00% Canadian Opera Company 10.09% 11.35% 18.87% 28.48% 6.21% 25.00% Canadian Stage 57.58% 26.12% 16.31% Canadian Stage 12.52% 30.98% 23.41% 17.67% 15.42% 0.00% Factory Theatre 79.67% 20.33% 0.00% Factory Theatre 18.49% 29.10% 28.81% 6.52% 17.08% 0.00% Mirvish Productions 34.15% 49.47% 16.38% Mirvish Productions 5.76% 17.43% 16.32% 21.06% 22.57% 16.86% National Ballet of Canada 51.39% 34.96% 13.64% National Ballet of Canada 11.75% 22.46% 23.80% 16.58% 10.85% 14.56% Opera Atelier 81.51% 18.49% 0.00% Opera Atelier 0.00% 10.55% 58.46% 16.55% 14.44% 0.00% Second City 44.56% 39.96% 15.49% Second City 10.50% 34.00% 17.01% 17.78% 15.52% 5.20% Shaw Festival 26.11% 59.69% 14.20% Shaw Festival 3.61% 7.30% 9.00% 25.46% 23.34% 31.29% Soulpepper Theatre 63.59% 13.66% 22.75% Soulpepper 11.94% 18.80% 29.77% 21.06% 11.03% 7.40% Stratford Festival 25.96% 34.19% 39.85% Stratford Festival 3.12% 7.03% 15.57% 23.14% 24.05% 27.09% Tafelmusik 80.47% 0.00% 19.53% Tafelmusik 0.00% 9.23% 38.37% 14.48% 37.92% 0.00% Tarragon Theatre 66.22% 25.74% 8.04% Tarragon Theatre 8.83% 27.80% 33.02% 24.92% 5.44% 0.00% Theatre Passe Muraille 62.04% 16.88% 21.08% Theatre Passe Muraille 23.29% 31.42% 14.51% 16.43% 14.34% 0.00% Toronto Symphony Orchestra 53.94% 40.44% 5.61% Toronto Symphony Orchestra 13.80% 16.84% 19.65% 27.81% 12.14% 9.77% Young People’s Theatre 46.49% 29.20% 24.31% Young People’s Theatre 0.00% 6.82% 37.78% 32.07% 23.33% 0.00% Yuk Yuk’s Comedy Club 19.83% 45.28% 34.89% Yuk Yuk’s Comedy Club 12.19% 24.66% 16.14% 22.57% 15.01% 9.43%

9 GEOGRAPHY MATTERS LARGEST CITY-BASED AUDIENCE (POSTAL CODE M) POSTAL POSTAL POSTAL CITY OF TORONTO ORGANIZATION CODE M CODE L CODES K+N Many attractions draw their audience almost exclusively from City residents (postal code M), while other attractions have strong Toronto Music Garden 88.99% 11.01% 0.00% Buddies in Bad Times 83.73% 16.27% 0.00% appeal with those outside the city. Opera Atelier 81.51% 18.49% 0.00% Toronto’s smaller theatre and performing arts organizations and Tafelmusik 80.47% 0.00% 19.53% performing arts venues attract few attendees from the 905 or Factory Theatre 79.67% 20.33% 0.00% Glenn Gould Studio 78.61% 21.39% 0.00% beyond. Spadina Museum 74.62% 25.38% 0.00% Canadian Opera Company 73.80% 26.20% 0.00% GTA (EXCLUDING CITY RESIDENTS) Hart House Theatre 68.80% 31.20% 0.00% Family activities, auto racing, and football draw heavily from the Koerner Hall 68.04% 26.45% 5.51% postal code L – the surrounding the City of Toronto. LARGEST GTA-BASED AUDIENCE (POSTAL CODE L) The attractions on this list get their largest audience from the POSTAL POSTAL POSTAL GTA, but they also draw well across all three regions. Only ORGANIZATION CODE M CODE L CODES K+N the Toronto Caribbean Carnival failed to draw an audience from Southern Ontario outside the GTA – although it regularly Carassauga Festival 8.66% 86.43% 4.91% attracts tourists from outside of Ontario. Wet’n’Wild Toronto 21.95% 67.88% 10.17% Shaw Festival 26.11% 59.69% 14.20% Woodbine Racetrack 29.74% 57.97% 12.29% THE REST OF SOUTHERN ONTARIO Black Creek Pioneer Village 30.63% 57.04% 12.33% Family and tourist-oriented entertainment and regional McMichael Can. Art Collection 31.15% 55.62% 13.23% attractions drew the majority of their audience from beyond NASCAR Pinty’s Series 8.79% 53.85% 37.36% Toronto Argonauts 31.09% 53.26% 15.65% the GTA. The attractions on this list count on Southern Ontario Medieval Times 19.99% 52.84% 27.17% residents for between 2/3rds and half of their audience base. Toronto FC 29.71% 52.73% 17.56%

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

African Lion Safari 10.31% 47.35% 42.34% Stratford Festival 25.96% 34.19% 39.85% NASCAR Pinty’s Series 8.79% 53.85% 37.36% Marineland 11.50% 51.20% 37.30% 18.23% 44.80% 36.97% Yuk Yuk’s Comedy Club 19.83% 45.28% 34.89% Ripley’s Aquarium of Canada 25.16% 40.32% 34.52% CN Tower 27.92% 40.62% 31.47% Ontario Science Centre 26.47% 43.12% 30.41% Canada’s Wonderland 20.34% 49.88% 29.78%

10 AVERAGE NUMBER AVERAGE # OF VISITS Average number of visits to each attraction in 2015 by adults age OF VISITS IN 2017 18+ who live in Southern Ontario, 1 Toronto FC 2.58 When a respondent identified that they had attended a 2 TIFF (Toronto International Film Fest) 2.55 3 Toronto Fringe Festival 2.54 specific attraction, they were then asked to identify how often 4 Roy Thomson Hall (all events) 2.51 they attended that attraction in the 2017 calendar year. Only 5 Buddies in Bad Times 2.29 respondents who attended the attraction at least once were 6 Yonge-Dundas Square (events/concerts) 2.28 7 Toronto Blue Jays 2.25 included in the “average number of visits” calculation (so as not 8 Woodbine Racetrack 2.24 to skew the results with those who attended “0” time). 9 Rogers Cup Tennis 2.23 10 Tarragon Theatre 2.19 Attractions on this list typically host multiple events throughout 11 Toronto Raptors 2.19 the year – often on a subscription basis – including sports 12 Toronto Argonauts 2.16 13 Harbourfront Centre 2.15 teams (Toronto FC and Toronto Blue Jays) and performing arts tie Danforth Music Hall 2.13 organizations & venues. 15 TIFF Bell Lightbox (excluding Film Fest) 2.12 16 Hot Docs Film Festival 2.12 NOTE: This ranking is NOT related to overall attendance. 17 Factory Theatre 2.08 An attraction may have low overall attendance, but a high 18 Theatre Passe Muraille 2.04 average number of visits per person. 19 Mirvish Productions 2.01 20 Toronto Centre for the Arts 2.00

AVERAGE GROUP SIZE AVERAGE GROUP SIZE Average size of group visiting each attraction in 2015 by adults age IN 2017 18+ who live in Southern Ontario, 1 Toronto’s Festival of Beer 4.62 When a respondent identified that they had attended a specific 2 Toronto Caribbean Carnival () 4.43 3 Medieval Times 4.32 attraction, they were then asked to identify the average size of 4 Marineland 4.29 the group with whom they attended the attraction in the 2017 5 NASCAR Pinty’s Series 4.22 calendar year. Only respondents who attended the attraction at 6 African Lion Safari 4.08 7 Canada’s Wonderland 4.02 least once were included in the “group size” calculation (so as 8 Black Creek Pioneer Village 3.82 not to skew the results with those who attended “0” time). 9 Toronto Zoo 3.77 10 LEGOLAND Discovery Centre 3.77 The top attractions are skewed towards those that are highly 11 Toronto Santa Claus Parade 3.76 social activites, or that offer family, school or corporate group 12 Ontario Science Centre 3.70 13 Wet’n’Wild Toronto 3.69 sales. 14 Toronto Island/Centreville 3.66 NOTE: This ranking is NOT related to overall attendance. 15 Casa Loma 3.53 tie Ripley’s Aquarium of Canada 3.49 An attraction may have low overall attendance, but a high 17 Toronto Blue Jays 3.46 average group size. 18 Carassauga Festival 3.40 tie Royal Agricultural Winter Fair 3.40 20 CN Tower 3.39

11 CONSUMER MOTIVATIONS

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

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

POSTAL POSTAL POSTAL AGE AGE AGE AGE AGE AGE STATEMENT OVERALL MALE FEMALE CODE M CODE L CODE K+N 19-24 25-34 35-44 45-54 55-64 65+

I make most of my own arts/sports/ 2.82 2.75 2.83 2.84 2.73 2.85 2.78 2.93 2.86 2.79 2.65 2.64 entertainment attendance decisions.

I am highly interested in attending 2.80 2.64 2.86 2.77 2.75 2.85 2.95 2.95 2.78 2.69 2.76 2.39 live music experiences.

I enjoy easy, escapist arts/ 2.58 2.42 2.64 2.59 2.54 2.55 2.79 2.71 2.57 2.48 2.43 2.38 entertainment experiences. My arts/sports/entertainment attendance 2.57 2.51 2.58 2.63 2.52 2.54 2.68 2.75 2.57 2.46 2.44 2.28 choices are numerous and very diverse. I am highly interested in attending 2.47 2.27 2.58 2.61 2.38 2.45 2.63 2.62 2.50 2.36 2.35 2.28 art or cultural experiences. I enjoy challenging arts/ 2.42 2.33 2.45 2.47 2.39 2.38 2.58 2.57 2.36 2.34 2.27 2.27 entertainment experiences. I often attend new or unfamiliar 2.14 2.05 2.18 2.22 2.08 2.12 2.29 2.38 2.16 2.01 1.96 1.79 arts/sports/entertainment experiences. If I can’t find a family member or friend to attend with me, will attend 2.06 2.19 1.97 2.26 1.91 2.00 1.96 2.17 2.11 1.99 1.93 1.91 an event or destination by myself. Another family member or friend usually makes my arts/sports/entertainment 1.66 1.69 1.63 1.62 1.69 1.63 1.81 1.88 1.60 1.56 1.47 1.42 attendance decisions.

12 WHAT TYPE OF EXPERIENCES ARE RESPONDENTS MOST INTERESTED IN? Live music is the most popular form of entertainment. Younger respondents are more interested in live music experiences. As well, younger respondents are more likely to be interested in “easy, escapist” experiences. Respondents of all ages are not likely to attend an event or destination by themselves. WHO MAKES THEIR ENTERTAINMENT DECISIONS? On average, most respondents make their own attendance decisions. Younger respondents age 19-24 are slightly more likely to let a family member or friend make their entertainment decisions. WHICH GROUPS ARE THE MOST ADVENTUROUS? Overall, all demographic groups prefer escapist experiences to challenging experiences. Repondents age 25-34 are most likely to try new or unfamiliar experiences. Respondents age 19-34 have the most diverse interests, and they enjoy both challenging and escapist experiences. As respondents age, they are less likely to attend unfamiliar experiences and to have diverse interests. They are also less likely to enjoy both challenging AND escapist experiences. Urban respondents are slightly more interested in attending unfamiliar experiences and they have more diverse interests than their suburban and rural counterparts. Urban respondents are also more likely to enjoy challenging experiences AND escapist experiences. Females are more likely than males to enjoy both challenging and escapist experiences.

13 CONSUMER MOTIVATIONS

IF YOU DIDN’T ATTEND IN 2017, WHY NOT? If respondents indicated that they didn’t attend any attractions or events in 2017, we asked why not. The chart below shows the overall average ranking, as well as the average rankings by gender, location and age. Over half of respondents cited cost as a reason for lack of attendance. Cost was particularly important for the youngest respondents, and less of an issue for older respondents. It was also more important for rural respondents than urban ones. Lack of free time was more of a concern for younger respondents – especially those age 25-34 – than for older respondents. Travel distance an issue for rural respondents. Males were more likely than females to cite “lack of interest” and preferences for entertainment or other leisure activities. Females were more likes to cite “lack of free time”, travel distance, lack of awareness and lack of transportation Lack of transportation was more important for those age 19-24 than other age groups. Crowding was mentioned by respondents age 25-44 and for respondents age 65+.

POSTAL POSTAL POSTAL AGE AGE AGE AGE AGE AGE REASON OVERALL MALE FEMALE CODE M CODE L CODE K+N 19-24 25-34 35-44 45-54 55-64 65+

Too expensive 55.91% 49.59% 51.83% 48.65% 49.57% 53.55% 65.38% 44.16% 56.45% 55.93% 52.00% 42.50%

Lack of free time 38.71% 30.58% 41.28% 35.14% 43.48% 32.90% 46.15% 50.65% 38.71% 35.59% 32.00% 15.00%

Too far to travel 27.66% 19.83% 27.98% 13.51% 17.39% 35.48% 30.77% 24.68% 16.13% 22.03% 28.00% 32.50%

Lack of awareness of events 23.18% 19.83% 22.94% 24.32% 28.70% 14.84% 61.54% 28.57% 20.97% 15.25% 13.33% 10.00%

Lack of interest 19.29% 20.66% 15.60% 17.57% 16.52% 18.06% 19.23% 19.48% 19.35% 15.25% 10.67% 22.50%

Too crowded 17.84% 17.36% 16.06% 16.22% 23.48% 10.97% 11.54% 19.48% 20.97% 11.86% 12.00% 22.50%

Prefer home entertainment 14.73% 15.70% 12.84% 16.22% 15.65% 10.97% 11.54% 12.99% 17.74% 15.25% 12.00% 10.00%

Lack of transportation 12.16% 8.26% 13.30% 13.51% 10.43% 10.97% 34.62% 12.99% 8.06% 11.86% 9.33% 2.50%

Prefer other leisure activities 11.95% 14.05% 9.63% 8.11% 15.65% 9.03% 11.54% 15.58% 9.68% 10.17% 9.33% 7.50%

14 SOURCES OF INFORMATION

WHERE DO YOU LEARN ABOUT EVENTS? DIGITAL VS TRADITIONAL MARKETING Where do customers learn about events and attractions, The chart on the following pages show the marked swings in and do their sources of information vary by age, location or media use by different age groups, and how it has changed gender? since our previous survey in February 2016. The survey asked respondents to identify their sources of Facebook is still the top source of information for all information. Respondents could select all choices that apply respondents – and dramatically so for those age 34 or and could write in additional sources. (Write-in responses were younger. Facebook use declines with older respondents, but it statistically insignificant and not included here.) is still a viable source even for those age 65+... and usage has increase with those age 55+ since the previous survey. SHARING THE EXPERIENCE Conversely, newspaper advertising and newspaper articles have Nearly half of all respondents selected “Facebook” and “word declined sharply with all age groups since the previous survey. of mouth” as sources of information. Word of mouth was Online advertising and online news articles emails from relatively equally important across all demographic categories: attractions were highly ranked by all demographic groups. gender, location and age. Friends and family are viewed as reliable information sources, so it is increasingly important for Emails from attractions were popular, especially with middle attractions to develop advocates and encourage them to share aged respondents. their positive experiences with others. Instagram has also increased in popularity with all age groups since the previous survey.

POSTAL POSTAL POSTAL AGE AGE AGE AGE AGE AGE RESPONSE OVERALL MALE FEMALE CODE M CODE L CODE K+N 19-24 25-34 35-44 45-54 55-64 65+

Facebook 48.55% 42.33% 53.20% 48.48% 48.54% 50.93% 61.81% 59.20% 52.07% 44.92% 36.83% 38.24% Word of mouth recommendation 47.08% 43.62% 49.52% 46.21% 48.96% 46.08% 47.22% 48.12% 51.18% 46.05% 47.01% 44.12% Online advertising 38.03% 36.83% 38.91% 36.17% 38.25% 40.30% 48.61% 41.69% 43.20% 36.16% 32.93% 24.26% Email from attraction 37.17% 34.73% 38.48% 38.26% 38.94% 33.40% 23.61% 28.38% 44.08% 40.11% 40.42% 49.26% Online news articles/reviews 31.22% 31.34% 31.20% 30.87% 29.90% 33.40% 29.86% 33.26% 34.32% 30.23% 29.34% 27.94% TV advertising 31.05% 29.89% 30.67% 23.48% 34.91% 30.41% 25.00% 18.63% 25.15% 37.57% 40.72% 44.85% Radio advertising 28.47% 27.30% 29.27% 22.54% 35.88% 24.25% 24.31% 23.06% 29.59% 32.49% 36.83% 21.32% Print newspaper advertising 21.67% 22.46% 20.33% 21.40% 21.56% 20.34% 9.72% 11.09% 18.93% 22.32% 33.53% 38.97% Instagram 17.69% 14.38% 21.21% 24.62% 17.39% 14.55% 40.28% 35.03% 16.57% 9.89% 4.19% 4.41% Online blogs/vlogs 17.12% 15.99% 18.84% 23.30% 16.83% 14.37% 25.69% 27.94% 21.01% 14.41% 8.38% 2.94% Print newspaper articles/reviews 16.11% 16.48% 15.43% 17.23% 15.86% 14.37% 4.17% 9.09% 14.50% 16.67% 24.85% 30.15% Other social media 15.46% 12.92% 17.53% 15.34% 16.41% 15.30% 20.83% 18.18% 18.34% 15.25% 11.08% 8.82% Twitter 13.61% 15.83% 12.88% 18.75% 12.93% 10.26% 25.00% 18.85% 17.46% 11.86% 4.49% 4.41% Brochure/flyer from display rack 13.42% 12.28% 13.94% 12.12% 13.21% 14.93% 6.25% 8.87% 14.79% 14.69% 17.66% 16.91% Brochure/flyer from mail 12.84% 12.12% 13.15% 12.88% 12.38% 13.06% 4.86% 7.54% 12.72% 13.84% 19.76% 18.38%

15 CHANGINGCHANGING MEDIAMEDIA USEUSE IN IN 2 2018018 WhatCHANGING are your sources for MEDIAinformation about USE events IN and destinations?2018 WhatSOURCESWhat are are your your sourcesOF sources INFORMATION: for for information information aboutabout 2018 events events andvs and destinations?2016 destinations? WhatCHANGING are your sources for informationMEDIA about USE events IN and 2 destinations?018 HowHow has has media media use use changedchanged since since 2016? 2016? WhatWe’veWe’ve arecompared compared your the sources the responses responsesHow has forfrom from media information our our February February use changed 2016 about studystudy since to to theevents the 2016? current current Februaryand February destinations? 2018 2018 study. study. How has media use changed since 2016? > WordWe’ve> Word of mouthcompared of mouth and andthe Facebook Facebookresponses are are fromstill still by ourby far far February the the mostmost 2016 popularpopular study sources sources to the of currentof information information February for forall 2018age all agegroups. study. groups. We’ve compared the responses from our February 2016 study to the current February 2018 study. > Word> Facebook >of Facebook mouth still and stilloutperforms FacebookoutperformsHow otherare other stillhas social social bymedia far platforms, platforms, the use most changed and popular eveneven since though sourcesthough 2016? use useof by information by younger younger demographics for demographics all age groups. > Word> Facebook ofWe’ve mouth comparedstill and outperforms Facebookhas thehas declined responses declined otherare sincestill fromsincesocial by 2016,our 2016,far platforms, February the it it has hasmost increased 2016and popular evenstudy for for sources thoughto those thosethe current age useof age information55+. by 55+.February younger 2018for demographics all study. age groups. > Facebook still> Emailoutperformshas from declined an attractionother since social is2016, still platforms, anit haseective increased and tool, even especially for though those foruse age those by 55+. younger age 35+. demographics > Reliance on newspapershas (both declined advertising since &2016, articles) it has has increased declined significantlyfor those age since 55+. 2016 across all age groups. 20162016 20182018 2016 2018 2016 2018 2016 2018

53.33% 47.22% 55.77% 48.12% 54.31% 51.18% 49.56% 46.05% 48.57% 47.01% 57.69% 44.12% 70.91% 61.81% 68.19% 59.20% 55.87% 52.07% 50.15% 44.92% 35.71% 36.83% 26.92% 38.24% 9.72% 11.09% 7.88% 9.09% 14.16% 15.14% 14.50% 21.70% 16.67% 31.79% 24.85% 36.54% 30.15% 13.33% 21.13% 26.37% 18.93% 38.42% 22.32% 43.21% 33.53% 54.81% 38.97% 53.33% 47.22% 55.77%4.17% 48.12% 54.31% 51.18% 49.56% 46.05% 48.57% 47.01% 57.69% 44.12% 70.91% 61.81% 68.19% 59.20% 55.87% 52.07% 50.15% 44.92% 35.71% 36.83% 26.92% 38.24% AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 53.33% 47.22% 55.77% 48.12% 54.31% 51.18% 49.56% 46.05% 48.57% 47.01% 57.69% 44.12% 70.91% 61.81% 68.19% 59.20% 55.87% 52.07% 50.15% 44.92% 35.71% 36.83% 26.92% 38.24% AGE 19-24 AGE 25-34 WORDAGE 35-44 OF MOUTHAGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGEFACEBOOK 35-44 AGE 45-54 AGE 55-64 AGE 65+ 53.33%AGE 19-2447.22% 55.77%AGE 25-3448.12% 54.31%AGE 35-4451.18% 49.56%AGE 45-5446.05% 48.57%AGE 55-6447.01% 57.69%AGE 65+44.12% 70.91%AGE 19-2461.81% 68.19%AGE 25-3459.20% 55.87%AGE 35-4452.07% 50.15%AGE 45-5444.92% 35.71%AGE 55-6436.83% 26.92%AGE 65+38.24% NEWSPAPER ARTICLES NEWSPAPER ADVERTISING AGE 19-24 AGE 25-34 WORDAGE 35-44 OF MOUTHAGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGEFACEBOOK 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ WORD OF MOUTH FACEBOOK WORD OF MOUTH FACEBOOK

11.75% 9.89% 9.29% 7.69% 26.06% 25.00% 22.88% 18.85% 22.45% 17.46% 14.37% 11.86% 4.49% 4.41% 35.76% 40.28% 24.4% 35.03% 16.57% 4.4% 2.86% 4.19% 4.41% 0% 11.75% 9.89% AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 9.29% AGE 55-64 7.69% AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 26.06% 25.00% 22.88% 18.85% 22.45% 17.46% 14.37% 11.86% 4.49% 4.41% 35.76% 40.28% 24.4% 35.03% 16.57% 4.4% 4.19% 4.41% 11.75% 9.89% 2.86% TWITTER 9.29% 7.69% INSTAGRAM 0% 26.06% 25.00% 22.88% 18.85% 22.45% 17.46% 14.37% 11.86% 35.76% 40.28% 24.4% 35.03% 11.75% 16.57% 27.27% 25.00% 23.97% 18.63% 25.59% 25.15% 39.30% 37.57%9.29%40.71%4.49%40.72% 47.12%4.41%44.85% 29.09% 24.31% 25.71% 23.06% 31.07% 29.59% 33.72% 4.4%32.49% 9.89%32.14% 36.83%2.86% 4.19%25.00% 21.32% 4.41% AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 7.69%AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 0%AGE 65+ 26.06% 25.00% 22.88% 18.85% 22.45% 17.46% 14.37% 11.86% 4.49% 4.41% 35.76% 40.28% 24.4% 35.03% 16.57% 4.4% 2.86% 4.19% 4.41% 0% AGE 19-24 AGE 19-24AGE 25-34 AGE 25-34 AGE TWITTER35-44AGE 35-44 AGE 45-54AGE 45-54 AGE 55-64AGE 55-64 AGEAGE 65+ 65+ AGEAGE 19-24 19-24 AGEAGE 25-34 25-34 AGE 35-44AGEINSTAGRAM 35-44 AGE 45-54AGE 45-54 AGE 55-64AGE 55-64 AGE 65+ AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ TVTWITTER ADVERTISING RADIO INSTAGRAMADVERTISING TWITTER INSTAGRAM

40.0% 29.86% 45.53% 33.26% 42.56% 34.32% 40.18% 30.23% 31.43% 29.34% 34.62% 27.94% 49.09% 48.61% 47.71% 41.69% 11.49%39.16% 43.20% 38.12% 36.16% 35.0% 32.93% 26.92% 24.26% 8.87% 10.71% 6.79% 9.09% 8.65% 8.28% 7.84% 6.25% 14.79% 14.69% 17.66% 16.91% 4.86% 12.72% 16.72% 13.84% 21.07% 19.76% 25.96% 18.38% 4.85% 3.92% 3.03% AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 40.0% 29.86% 45.53% 33.26% ONLINE42.56% 34.32% NEWS40.18% 30.23% ARTICLES31.43% 29.34% 34.62% 27.94% 49.09% 48.61% 47.71% ONLINE41.69% 39.16% ADVERTISING43.20% 38.12% 36.16% 35.0% 32.93% 26.92% 24.26% BROCHURE IN DISPLAY RACK DIRECT MAIL FROM ATTRACTION 40.0% 29.86% 45.53% 33.26% 42.56% 34.32% 40.18% 30.23% 31.43% 29.34% 34.62% 27.94% 49.09% 48.61% 47.71% 41.69% 39.16% 43.20% 38.12% 36.16% 35.0% 32.93% 26.92% 24.26% 40.0%AGE 19-2429.86% 45.53%AGE 25-3433.26% 42.56%AGE 35-4434.32% 40.18%AGE 45-5430.23% 31.43%AGE 55-6429.34% 34.62%AGE 65+27.94% 49.09%AGE 19-2448.61% 47.71%AGE 25-3441.69% 39.16%AGE 35-4443.20% 38.12%AGE 45-5436.16% 35.0%AGE 55-6432.93% 26.92%AGE 65+24.26% AGE 19-24 AGE 25-34ONLINEAGE 35-44NEWS AGEARTICLES 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34ONLINEAGE 35-44 ADVERTISINGAGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ ONLINE NEWS ARTICLES 10.68% ONLINE ADVERTISING11.08% 9.68% 8.21% 8.38% 8.36% 8.82% 16.36% 25.69% 27.67% 27.94% 20.63% 21.01% 14.41% 18.18% 20.83% 18.18% 18.34% 6.45% 15.25% 6.79% 5.77% ONLINE NEWS ARTICLES 4.81% 2.94% ONLINE ADVERTISING 16 AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+

ONLINE BLOGS / VLOGS 10.68% OTHER SOCIAL MEDIA 11.08% 9.68% 25.45%8.21%23.61% 8.38%32.90% 28.38% 42.82% 44.08% 41.35% 40.11% 40.00% 40.42% 31.45% 49.26%8.36% 8.82% 16.36% 25.69% 27.67% 27.94% 20.63% 21.01% 14.41% 18.18% 20.83% 18.18% 18.34% 6.45% 15.25% 6.79% 5.77% 4.81% 2.94% 11.08% 9.68% 10.68% 8.82% 8.21% 8.38% 8.36% 6.79% 16.36% 25.69% 27.67% 27.94% 20.63% 21.01% 14.41% AGE 19-24 AGE 25-344.81% AGE 35-44 AGE 18.18%45-54 20.83%AGE 55-6410.68% 18.18%AGE 65+ 18.34% 6.45% 15.25% 11.08% 5.77% Independent online surveys of 1,800+9.68% Southern Ontario8.21% 8.38%adults conducted2.94% in February 2016 and February 2018. Responses8.36% were weighted using Statistics Canada data 8.82% 16.36%AGE 19-2425.69% 27.67%AGE 25-3427.94% 20.63%AGE 35-4421.01% AGE 45-5414.41% AGE 55-64 AGE 65+ 18.18%AGE 19-2420.83% AGE 25-3418.18% AGE 35-4418.34% 6.45%AGE 45-5415.25% 6.79%AGE 55-64 5.77%AGE 65+ to accurately reflect Ontario demographics.EMAIL 4.81%The surveys2.94% FROM have a ATTRACTIONmargin of error of less than 4% with a confidence level of 95%. AGE 19-24 AGE 25-34ONLINEAGE 35-44 BLOGSAGE / 45-54 VLOGSAGE 55-64 AGE 65+ AGE 19-24 AGE 25-34OTHERAGE 35-44 SOCIALAGE 45-54MEDIAAGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ ONLINE BLOGS / VLOGS OTHER SOCIAL MEDIA Independent online surveys of 1,800+ Southern107 OntarioATLANTIC adults AVENUE, conducted SUITE in 204,February TORONTO, 2016 and ON February M6K 1Y2 2018. | TEL Responses 416.408.4446 were weighted | [email protected] using Statistics Canada data ONLINEto accurately BLOGS reflect / Ontario VLOGS demographics. The surveys have a margin of error of less than 4%OTHER with a confidence SOCIAL level of MEDIA 95%. Independent online surveys of 1,800+ Southern Ontario adults conducted in February 2016 and February 2018. Responses were weighted using Statistics Canada data to accuratelyhttp://www. eldday.com reflect Ontariohttp://www.facebook.com/ elddayinc demographics. The surveys havehttp://www.twitter.com/ elddayinc a margin of error of less thanhttp://www.youtube.com/user/ elddayinc 4% with a confidence level of 95%. Independent online surveys of 1,800+fieldday.com Southern Ontariofacebook.com/fielddayinc adults conducted in Februarytwitter.com/fielddayinc 2016 and February 2018. Responsesyoutube.com/user/fielddayinc were weighted using Statistics Canada data to accurately reflect Ontario demographics. The surveys have a margin of error of less than 4% with a confidence level of 95%. Independent online surveys of 1,800+ Southern Ontario107 ATLANTIC adults AVENUE,conducted SUITE in February 204, TORONTO, 2016 and ON FebruaryM6K 1Y2 2018.| TEL Responses 416.408.4446 were | [email protected] using Statistics Canada data to accurately reflect Ontario demographics. The surveys have a margin of error of less than 4% with a confidence level of 95%. 107 ATLANTIC AVENUE, SUITE 204, TORONTO, ON M6K 1Y2 | TEL 416.408.4446 | [email protected] http://www. eldday.com http://www.facebook.com/ elddayinc http://www.twitter.com/ elddayinc http://www.youtube.com/user/ elddayinc fieldday.com 107 ATLANTICfacebook.com/fielddayinc AVENUE, SUITE 204, TORONTO,twitter.com/fielddayinc ON M6K 1Y2 | TEL youtube.com/user/fielddayinc416.408.4446 | [email protected] http://www. eldday.com http://www.facebook.com/ elddayinc107 ATLANTIC AVENUE, SUITE 204,http://www.twitter.com/ elddayinc TORONTO, ON M6K 1Y2 | TELhttp://www.youtube.com/user/ elddayinc 416.408.4446 | [email protected] fieldday.com facebook.com/fielddayinc twitter.com/fielddayinc youtube.com/user/fielddayinc http://www. eldday.com http://www.facebook.com/ elddayinc http://www.twitter.com/ elddayinc http://www.youtube.com/user/ elddayinc fieldday.com facebook.com/fielddayinc twitter.com/fielddayinc youtube.com/user/fielddayinc http://www. eldday.com http://www.facebook.com/ elddayinc http://www.twitter.com/ elddayinc http://www.youtube.com/user/ elddayinc fieldday.com facebook.com/fielddayinc twitter.com/fielddayinc youtube.com/user/fielddayinc CHANGING MEDIA USE IN 2018 What are your sources for information about events and destinations?

How has media use changed since 2016? We’ve compared the responses from our February 2016 study to the current February 2018 study. > Word of mouth and Facebook are still by far the most popular sources of information for all age groups. > Facebook still outperforms other social platforms, and even though use by younger demographics has declined since 2016, it has increased for those age 55+.

2016 2018

53.33% 47.22% 55.77% 48.12% 54.31% 51.18% 49.56% 46.05% 48.57% 47.01% 57.69% 44.12% 70.91% 61.81% 68.19% 59.20% 55.87% 52.07% 50.15% 44.92% 35.71% 36.83% 26.92% 38.24%

AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ WORD OF MOUTH FACEBOOK

11.75% 9.89% 9.29% 7.69% 26.06% 25.00% 22.88% 18.85% 22.45% 17.46% 14.37% 11.86% 4.49% 4.41% 35.76% 40.28% 24.4% 35.03% 16.57% 4.4% 2.86% 4.19% 4.41% 0%

AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ TWITTER INSTAGRAM CHANGING MEDIA USE IN 2018 WhatCHANGING are your sources for MEDIAinformation about USE events IN and destinations?2018 What are your sources for information about events and destinations? 40.0%CHANGING29.86% 45.53% 33.26% 42.56% 34.32% 40.18% 30.23% 31.43% 29.34%MEDIA34.62% 27.94% 49.09% 48.61% USE47.71% 41.69% 39.16% 43.20%IN38.12% 36.16%235.0%032.93%1826.92% 24.26% What are your sourcesHow for has informationmedia use changed about since events2016? and destinations? WhatAGE 19-24We’ve areAGE 25-34compared yourAGE 35-44 sources the responsesAGE 45-54How for AGEhas from 55-64 informationmedia ourAGE 65+February use changed 2016 AGEabout 19-24study since toAGE 25-34 the events2016? currentAGE 35-44 FebruaryandAGE 45-54 destinations? 2018AGE 55-64 study.AGE 65+ We’ve comparedONLINE> Email NEWS fromthe responses ARTICLESanHow attraction has from media is our still February an use eective changed 2016 tool, study since especially to the 2016?ONLINE current for those ADVERTISING February age 35+. 2018 study. > Reliance on newspapers> Email from (both an advertising attraction is& stillarticles) an eective has declined tool, especiallysignificantly for since those 2016 age across35+. all age groups. We’ve compared the responsesHow has from media our February use changed 2016 study since to the 2016? current February 2018 study. > Reliance on newspapers (both advertising & articles) has declined significantly since 2016 across all age groups. We’ve compared> Email fromthe responses an attraction from is our still February an eective 2016 tool, study especially to the current for those February age 35+. 2018 study. > Reliance on newspapers> Email from (both an advertising attraction is& stillarticles) an eective has declined tool, especiallysignificantly for since those 2016 age across35+. all age groups. 10.68% 11.08% 2016 2018 9.68% 8.21% 8.38% 8.36% 8.82% > Reliance16.36% 25.69% on27.67% newspapers27.94% 20.63% 21.01% (both14.41% advertising & articles) has declined18.18% 20.83% significantly18.18% since18.34% 6.45%201615.25% across6.79% all age5.77% groups. 2016 2018 4.81% 2.94% AGE 19-242016 AGE 25-34 2018AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 2016 ONLINE2018 BLOGS / VLOGS OTHER SOCIAL MEDIA

Independent online surveys of 1,800+ Southern Ontario adults conducted in February 2016 and 9.72%February 2018.11.09% Responses were weighted using Statistics Canada data 7.88% 9.09% 4.17% 14.16% to accurately15.14% 14.50% reflect21.70% Ontario16.67% demographics.31.79% 24.85% The36.54% surveys30.15% have a margin13.33% of error of less21.13% than 4% with26.37% a confidence18.93% 38.42% level22.32% of 95%.43.21% 33.53% 54.81% 38.97% 9.72% 11.09% 7.88% 9.09% 4.17% 14.16% 15.14% 14.50% 21.70% 16.67% 31.79% 24.85% 36.54% 30.15% 13.33% 21.13% 26.37% 18.93% 38.42% 22.32% 43.21% 33.53% 54.81% 38.97% AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 9.72% 11.09% 7.88% 9.09% 14.16% 15.14% 14.50% 21.70% 16.67% 31.79% 24.85% 36.54% 30.15% 13.33% 21.13% 26.37% 18.93% 38.42% 22.32% 43.21% 33.53% 54.81% 38.97% AGE 19-244.17% AGE 25-34NEWSPAPERAGE 35-44 ARTICLESAGE 45-54107 ATLANTICAGE 55-64 AVENUE,AGE SUITE 65+ 204, TORONTO,AGE ON 19-24 M6K 1Y2AGE NEWSPAPER| 25-34 TEL 416.408.4446AGE 35-44 ADVERTISING | [email protected] 45-54 AGE 55-64 AGE 65+ 9.72% 11.09% 7.88% 9.09% AGE 19-244.17% 14.16%AGE 25-34NEWSPAPER15.14%AGE 35-4414.50% 21.70% ARTICLESAGE 45-5416.67% 31.79%AGE 55-6424.85% 36.54%AGE 65+30.15% 13.33%AGE 19-24 21.13%AGENEWSPAPER 25-34 26.37%AGE 35-4418.93% ADVERTISING38.42%AGE 45-5422.32% 43.21%AGE 55-6433.53% 54.81%AGE 38.97%65+ http://www. eldday.com http://www.facebook.com/ elddayinc http://www.twitter.com/ elddayinc http://www.youtube.com/user/ elddayinc fieldday.com facebook.com/fielddayinc twitter.com/fielddayinc youtube.com/user/fielddayinc AGE 19-24 AGE 25-34NEWSPAPERAGE 35-44 ARTICLESAGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGENEWSPAPER 25-34 AGE 35-44 ADVERTISINGAGE 45-54 AGE 55-64 AGE 65+ NEWSPAPER ARTICLES NEWSPAPER ADVERTISING

27.27% 25.00% 23.97% 18.63% 25.59% 25.15% 39.30% 37.57% 40.71% 40.72% 47.12% 44.85% 29.09% 24.31% 25.71% 23.06% 31.07% 29.59% 33.72% 32.49% 32.14% 36.83% 25.00% 21.32%

27.27% 25.00% 23.97% 18.63% 25.59% 25.15% 39.30% 37.57% 40.71% 40.72% 47.12% 44.85% 29.09% 24.31% 25.71% 23.06% 31.07% 29.59% 33.72% 32.49% 32.14% 36.83% 25.00% 21.32% AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 27.27% 25.00% 23.97% 18.63% 25.59% 25.15% 39.30% 37.57% 40.71% 40.72% 47.12% 44.85% 29.09% 24.31% 25.71% 23.06% 31.07% 29.59% 33.72% 32.49% 32.14% 36.83% 25.00% 21.32% AGE 19-24 AGE 25-34 TVAGE ADVERTISING 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34RADIOAGE 35-44 ADVERTISINGAGE 45-54 AGE 55-64 AGE 65+

27.27%AGE 19-2425.00% 23.97%AGE 25-3418.63% TV25.59%AGE ADVERTISING 35-4425.15% 39.30%AGE 45-5437.57% 40.71%AGE 55-6440.72% 47.12%AGE 65+44.85% 29.09%AGE 19-2424.31% 25.71%AGE 25-3423.06%RADIO31.07%AGE 35-4429.59% ADVERTISING33.72%AGE 45-5432.49% 32.14%AGE 55-6436.83% 25.00%AGE 21.32%65+

AGE 19-24 AGE 25-34 TVAGE ADVERTISING 35-44 AGE 45-54 AGE 55-64 AGE 65+ AGE 19-24 AGE 25-34RADIOAGE 35-44 ADVERTISINGAGE 45-54 AGE 55-64 AGE 65+ TV ADVERTISING RADIO ADVERTISING 11.49% 8.87% 10.71% 6.79% 9.09% 8.65% 8.28% 7.84% 6.25% 14.79% 14.69% 17.66% 16.91% 4.86% 12.72% 16.72% 13.84% 21.07% 19.76% 25.96% 18.38% 4.85% 3.92% 3.03% 10.71% 11.49% 8.87% 9.09% 8.65% 8.28% 7.84% 6.25% 6.79% 12.72% 16.72% 13.84% 21.07% 19.76% 25.96% 18.38% 4.85% 3.92% 14.79% 14.69% 17.66% 16.91% 4.86% AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 3.03%AGE 19-24 AGE 25-34 11.49%AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 8.87% 10.71% 6.79% 9.09% 8.65% 8.28% 7.84% 6.25% 14.79% 14.69% 17.66% 16.91% 4.86% 12.72% 16.72% 13.84% 21.07% 19.76% 25.96% 18.38% 4.85%AGE 19-24 3.92%BROCHUREAGE 25-34 AGE 35-44 IN DISPLAYAGE 45-54 RACKAGE 55-64 AGE 65+ 3.03%AGE 19-24 DIRECTAGE 25-34 MAILAGE 35-44 FROMAGE ATTRACTION 45-54 AGE 55-64 AGE 65+ 11.49% 8.87% 10.71% 6.79% 9.09% 8.65% 8.28% 7.84% 6.25% 14.79% 14.69% 17.66% 16.91% 4.86% 12.72% 16.72% 13.84% 21.07% 19.76% 25.96% 18.38% 4.85%AGE 19-24 3.92%BROCHUREAGE 25-34 AGE 35-44 IN DISPLAYAGE 45-54 RACKAGE 55-64 AGE 65+ 3.03%AGE 19-24 DIRECTAGE 25-34 MAILAGE 35-44 FROMAGE ATTRACTION 45-54 AGE 55-64 AGE 65+

AGE 19-24 BROCHUREAGE 25-34 AGE 35-44 IN DISPLAYAGE 45-54 RACKAGE 55-64 AGE 65+ AGE 19-24 DIRECTAGE 25-34 MAILAGE 35-44 FROMAGE ATTRACTION 45-54 AGE 55-64 AGE 65+ BROCHURE IN DISPLAY RACK DIRECT MAIL FROM ATTRACTION

25.45% 23.61% 32.90% 28.38% 42.82% 44.08% 41.35% 40.11% 40.00% 40.42% 31.45% 49.26%

25.45% 23.61% 32.90% 28.38% 42.82% 44.08% 41.35% 40.11% 40.00% 40.42% 31.45% 49.26% AGE 19-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ 25.45% 23.61% 32.90% 28.38% 42.82% 44.08% 41.35% 40.11% 40.00% 40.42% 31.45% 49.26% AGE 19-24 AGE EMAIL25-34 FROMAGE 35-44 ATTRACTIONAGE 45-54 AGE 55-64 AGE 65+

25.45%AGE 19-2423.61% 32.90%AGE EMAIL25-3428.38% 42.82% FROMAGE 35-4444.08% ATTRACTION41.35%AGE 45-5440.11% 40.00%AGE 55-6440.42% 31.45%AGE 49.26%65+ 17 Independent online surveys of 1,800+ SouthernAGE Ontario 19-24 adultsAGE EMAIL25-34conducted FROM AGEin 35-44February ATTRACTION 2016AGE 45-54 and FebruaryAGE 55-64 2018. ResponsesAGE 65+ were weighted using Statistics Canada data to accurately reflect Ontario demographics. The surveys have a margin of error of less than 4% with a confidence level of 95%. Independent online surveys of 1,800+ Southern Ontario adults EMAILconducted FROM in February ATTRACTION 2016 and February 2018. Responses were weighted using Statistics Canada data to accurately reflect Ontario demographics. The surveys have a margin of error of less than 4% with a confidence level of 95%. Independent online surveys of 1,800+ Southern Ontario adults conducted in February 2016 and February 2018. Responses were weighted using Statistics Canada data to accurately reflect Ontario107 ATLANTICdemographics. AVENUE, The surveys SUITE 204,have TORONTO, a margin of ON error M6K of 1Y2less than| TEL 4% 416.408.4446 with a confidence | [email protected] level of 95%. Independent online surveys of 1,800+ Southern Ontario adults conducted in February 2016 and February 2018. Responses were weighted using Statistics Canada data to accurately reflect Ontario107 ATLANTICdemographics. AVENUE, The surveys SUITE 204,have TORONTO, a margin of ON error M6K of 1Y2less than| TEL 4% 416.408.4446 with a confidence | [email protected] level of 95%. http://www. eldday.com http://www.facebook.com/ elddayinc http://www.twitter.com/ elddayinc http://www.youtube.com/user/ elddayinc fieldday.com 107 facebook.com/fielddayincATLANTIC AVENUE, SUITE 204, TORONTO,twitter.com/fielddayinc ON M6K 1Y2 | TEL 416.408.4446youtube.com/user/fielddayinc | [email protected] http://www. eldday.com http://www.facebook.com/ elddayinc http://www.twitter.com/ elddayinc http://www.youtube.com/user/ elddayinc fieldday.com facebook.com/fielddayinc twitter.com/fielddayinc youtube.com/user/fielddayinc 107 ATLANTIC AVENUE, SUITE 204, TORONTO, ON M6K 1Y2 | TEL 416.408.4446 | [email protected] http://www. eldday.com http://www.facebook.com/ elddayinc http://www.twitter.com/ elddayinc http://www.youtube.com/user/ elddayinc fieldday.com facebook.com/fielddayinc twitter.com/fielddayinc youtube.com/user/fielddayinc

http://www. eldday.com http://www.facebook.com/ elddayinc http://www.twitter.com/ elddayinc http://www.youtube.com/user/ elddayinc fieldday.com facebook.com/fielddayinc twitter.com/fielddayinc youtube.com/user/fielddayinc WE PUT YOU IN PLAY.

FIELD DAY INC., 107 ATLANTIC AVENUE, SUITE 204, TORONTO, ONTARIO M6K 1Y2 TEL 416.408.4446 WWW.FIELDDAY.COM FOR MORE INFORMATION PLEASE CONTACT ANDREW ARNTFIELD EMAIL [email protected] TEL 416-408-4446 EXT 226

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