Market & Consumer Survey students at Loyola University Chicago partnered with the Greater North Michigan Avenue Association's Magnificent Mile Lights Festival presented by Harris Bank to explore creating a weekend-long event from the Lights Festival and branding the Mag Mile as one of the greatest avenues in the world. Initial results from a descriptive survey are presented here representing a sample size of 461 intercept interviews from a convenience sample. Data was collected on November 21, 2009 and presented in-class on December 4, 2009. This represents an application of service-learning in the context of a required marketing course to earn a Bachelors of Business Administration. Eighty-two students participated in the project to be renewed in the Fall of 2010.

4. Formulate Problem Determine Data Collection Method Determine Research Design Design Data Collection Forms Analyze and Interpret the Data Prepare the Research Report Design Sample and Collect Data

6. Where your research solutions begin… Group 7

7. Demographics Total Respondents – 55

8. Are currently living in the city of Chicago? * Have you ever attended the Magnificent Mile Lights Festival presented by Harris Bank? Cross tabulation

9. Are you aware of Sunday's "Extra Mile"?

10. Megan, Krysta, Gitana, Heather, Jessica

14. Team BAMMS

15. Awareness of the “Extra Mile”

16. Years Attended

17. Likelihood to Shop and Dine

18. Sladjana, Mishawn, Milda, Franco, Alex

22. Jenny, Emily, Ly, Austin

28. Lauren, Jenn, Mary Cate, Ainsleigh

33. Tara, Christina, Jackie, Mark

43. Caitlin, Jana, Lauren

45. Are you currently living in Chicago? * Have you ever attended the festival before? Crosstabulation Count Have you ever attended the festival before? Total Yes No Are you currently living in Chicago? Yes 3 4 7 No 18 22 40 Total 21 26 47

46. How did you hear about the lights festival? * Have you ever attended the festival before? Crosstabulation Count Have you ever attended the festival before? Total Yes No How did you hear about the lights festival? ABC 7 1 2 3 101.9 FM The Mix 0 3 3 Radio Disney 2 0 2 Chicago Tribune 2 0 2 Hotel Concierge 0 1 1 Facebook 1 0 1 www.themagnificentmile.com 3 3 6 street banner/ads 1 0 1 other 6 12 18 Total 16 21 37

47. Are you aware of Sundays Extra Mile shopping event? * Have you ever attended the festival before? Crosstabulation Count Have you ever attended the festival before? Total Yes No Are you aware of Sundays Extra Mile shopping event? Yes 3 9 12 No 18 17 35 Total 21 26 47 Are you aware of Sundays Extra Mile shopping event? Frequency Percent Valid Percent Cumulative Percent Valid Yes 12 25.5 25.5 25.5 No 35 74.5 74.5 100.0 Total 47 100.0 100.0

48. Are you aware of Sundays Extra Mile shopping event? * On a scale of 1-5 how likely are you to Shop Crosstabulation Count On a scale of 1-5 how likely are you to Shop Total will not not likely somewhat likely likely will Are you aware of Sundays Extra Mile shopping event? Yes 1 1 1 0 9 12 No 8 2 4 3 18 35 Total 9 3 5 3 27 47

50. Tell us about YOUR Magnificent Mile Experience! We hope that The Magnificent Mile Lights Festival® presented by Harris was where YOUR holidays began on Saturday, November 21, 2009. Now, we want to know what you thought of your Magnificent Mile experience! Participate in this brief survey and lend us your feedback about the event that kicked off the nation’s holiday season! Answer all the questions and enter for a chance to win tickets for the Chicago Bulls and the Chicago Blackhawks! Thank you for your time and feedback. We look forward to welcoming you back again and again to The Magnificent Mile®, One of the Great Avenues of the World!

52. And now let your holidays begin . . .