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U.S. LIVE EVENT ATTENDANCE STUDY 
JUNE 2014 
In partnership with:
Sporting events 
•Similar to the previous year, one in four adults attended paid sporting events in the past year, which w...
The study is based on RDD phone interviews among N=3,000 U.S. residents during the month of May, 2014. The RDD sample was ...
LIVE EVENTS 
4
5 
Live Event Overview 
Half of Americans attended a live event in the past year, consistent with 2013. 
50% of Americans ...
6 
Live Event Attendance 
% Who Attended Event in Each Category 
(in the past 12 months) 
# of Events Attended: 
25% 
22% ...
Live Event Attendee Demographic Profile 
7 
70% 
16% 
9% 
2% 
3% 
ETHNICITY 
GENDER 
50% and 50% respectively in 2013 
15%...
Ethnicity Attendance Shares 
For all but Asians, sporting events dominated live event attendance. In the past year, Asians...
Attendance by Region 
Live event attendance was consistent across regions and in line with 2013. 
9 
Letters represent sta...
SPORTS 
10
11 
Sports Overview 
One in four adults attended a sporting event, similar to 2013. 
25% of Americans attended a sporting ...
Sporting Event Attendee Demographic Profile 
12 
71% 
15% 
8% 
2% 
3% 
ETHNICITY 
GENDER 
58% and 42% respectively in 2013...
Sporting Event Trends 
EXPECTED ATTENDANCE – NEXT 12 MONTHS 
13 
28% Expect to attend more often 27% in 2013 
57% Will att...
Sporting Event Ticket Purchasing 
14 
WEBSITES VISITED TO PURCHASE TICKETS 
26% VISIT FIRST 11% VISIT SECOND 
21% VISIT FI...
15 
Most Recent Sporting Event Ticket Purchase Method 
ONLINE 
41% 
40% in 2013 
BOX OFFICE 
17% 
18% in 2013 
SEASON TICK...
CONCERTS 
16
17 
Concerts Overview 
About 1 in 5 adults attended a concert in the past 12 months, consistent with the previous year. 
2...
Concert Attendee Demographic Profile 
18 
76% 
13% 
7% 
2% 
3% 
ETHNICITY 
GENDER 
49% and 51% respectively in 2013 
18% 
...
GENDER 
AVERAGE 
AGE 
AVERAGE HH INCOME 
59% 
41% 
39.2 
$72.1K 
58% 
42% 
38.6 
$72.9K 
57% 
43% 
41.9 
$75.3K 
53% 
47% ...
Concert Trends 
EXPECTED ATTENDANCE – NEXT 12 MONTHS 
20 
29% 
Expect to attend more often 
29% in 2013 
55% 
Will attend ...
Concert Ticket Purchasing 
21 
WEBSITES VISITED TO PURCHASE TICKETS 
43% VISIT FIRST 10% VISIT SECOND 
9% VISIT FIRST 10% ...
22 
Most Recent Concert Ticket Purchase Method 
ONLINE 
58% 
53% in 2013 
BOX OFFICE 
15% 
17% in 2013 
TICKET OUTLET CENT...
LIVE THEATER OR ARTS 
23
24 
Live Theater or Arts Overview 
Fewer adults attended a live theater or arts event compared to the previous year. 
17% ...
Live Theater or Arts Attendee Demographic Profile 
25 
75% 
10% 
9% 
2% 
4% 
ETHNICITY 
GENDER 
47% and 53% respectively i...
Live Theater or Arts Trends 
EXPECTED ATTENDANCE – NEXT 12 MONTHS 
26 
26% 
Expect to attend more often 
28% in 2013 
56% ...
Live Theater or Arts Ticket Purchasing 
27 
WEBSITES VISITED TO PURCHASE TICKETS 
25% VISIT FIRST 
8% VISIT SECOND 
18% VI...
28 
Most Recent Live Theater or Arts Ticket Purchase Method 
ONLINE 
40% 
38% in 2013 
BOX OFFICE 
26% 
29% in 2013 
SEASO...
LIVE FAMILY SHOWS 
29
30 
Live Family Show Overview 
Nearly one in five Americans attended a live family show, consistent with the previous year...
Live Family Show Attendee Demographic Profile 
31 
60% 
22% 
13% 
2% 
4% 
ETHNICITY 
GENDER 
44% and 56% respectively in 2...
Live Family Show Trends 
EXPECTED ATTENDANCE – NEXT 12 MONTHS 
32 
34% 
Expect to attend more often 
34% in 2013 
49% 
Wil...
Live Family Show Ticket Purchasing 
33 
WEBSITES VISITED TO PURCHASE TICKETS 
39% VISIT FIRST 
2% VISIT SECOND 
6% VISIT F...
34 
Most Recent Live Family Show Ticket Purchase Method 
ONLINE 
33% 
30% in 2013 
BOX OFFICE 
29% 
32% in 2013 
TICKET OU...
ADDITIONAL ANALYSES 
35
Expected Attendance by Geographic Location 
36 
ATTEND 
MORE 
ATTEND THE SAME 
ATTEND 
LESS 
Northeast 
Sporting event 
23...
Most Recent Live Event Ticket Purchase Methods 
37 
Concert attendees were the most likely to purchase tickets online. Sim...
Live Event Crossover (1 of 2) 
38 
Sporting event attendees attended all other event types more so than non-Sporting event...
Live Theater or Arts 
Events 
Live Family Show Events 
39 
Live theater or arts event attendees were most likely to also a...
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U.S. Live Event Attendance Study

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We called about 3,000 U.S. residents this year to ask about their live event frequency, where they buy tickets and more, plus captured some great demographic details. This report captures all of our findings.

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U.S. Live Event Attendance Study

  1. 1. U.S. LIVE EVENT ATTENDANCE STUDY JUNE 2014 In partnership with:
  2. 2. Sporting events •Similar to the previous year, one in four adults attended paid sporting events in the past year, which was heavily driven by males. Roughly one-third of sporting event attendees expect to attend more sporting events in the next 12 months. Expectations of increased attendance is highest among 18-24 year olds, consistent with 2013. Concerts •Roughly one in five adults attended a concert in the past 12 months, about a third of whom expect to attend more in the next 12 months. Over the past year, almost 7 in 10 concert attendees purchased a concert ticket online. This all falls in line with the previous year. Live theater or arts events •Significantly fewer adults attended a live theater or arts event in the past year than in the previous year (17% vs. 20%, respectively). Declining expected attendance for the next 12 months suggests the trend may continue. Event attendees still average about 3 events in the year, largely driven by females. Live family shows •Live family show attendance (18%) and average number of events attended (2.1) were in line with 2013. Only one in three attendees purchased their most recent live family show ticket online, considerably lower than in every other category. Executive Summary 2 Live event attendance overall showed similar patterns as in 2013. Half of Americans attended a live event in the past year, with an average of 5.3 events. Sporting events and concerts were the most commonly attended event types, consistent with 2013. Overall emerging trends •Fewer African Americans attended a live event in the past 12 months than in 2013. •StubHub.com, while still a smaller player for theater and family events, is gaining ground in ticket sales for concerts, and is the top seller for sporting events.
  3. 3. The study is based on RDD phone interviews among N=3,000 U.S. residents during the month of May, 2014. The RDD sample was supplemented with a cell phone sample for 30% of overall completed surveys. The study covers several areas, including the following: •How many Americans attend live events each year •How often they attend •Who attendees are •Where tickets are purchased Significant differences between last year and the previous year at the 95% confidence level are denoted with a letter. The final data set was weighted to ensure U.S. Census representation for age, ethnicity and region. Four major paid live event categories were tracked: Methodology Music concerts Professional & college sporting events Live theater or arts events Live family shows 3 Specs Weighting Categories Significance Testing
  4. 4. LIVE EVENTS 4
  5. 5. 5 Live Event Overview Half of Americans attended a live event in the past year, consistent with 2013. 50% of Americans attended a live event 51% in 2013 5.3 Average number of events attended 5.5 in 2013 Letters represent statistically significant difference (2014=A, 2013=B)
  6. 6. 6 Live Event Attendance % Who Attended Event in Each Category (in the past 12 months) # of Events Attended: 25% 22% 17% 18% 4.6 3.0 2.8 2.1 SPORTS CONCERTS LIVE THEATER/ARTS FAMILY
  7. 7. Live Event Attendee Demographic Profile 7 70% 16% 9% 2% 3% ETHNICITY GENDER 50% and 50% respectively in 2013 15% 20% 21% 19% 14% 11% 15% 20% 19% 20% 13% 12% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 23% 20% 18% 17% 10% 12% 22% 19% 20% 15% 9% 14% < $30K $30K - $49K $50K - $74K $75K - $99K $100K - $124K $125K+ INCOME AGE 2014 2013 2014 2013 Average = $69K $71K in 2013 Average = 44 44 in 2013 67% 16% 12% 2% 4% Caucasian Hispanic 2013 2014 African American Asian Other Letters represent statistically significant difference (2014=A, 2013=B) A Fewer African Americans attended a live event in the past 12 months than in 2013. 51% 49%
  8. 8. Ethnicity Attendance Shares For all but Asians, sporting events dominated live event attendance. In the past year, Asians attended more concerts than in 2013. Live family shows continue to have the highest attendance shares among African Americans and Hispanics. 8 42% 45% 26% 26% 20% 20% 11% 10% 2013 2014 35% 40% 29% 23% 12% 11% 24% 26% 2013 2014 35% 35% 21% 22% 18% 15% 26% 28% 2013 2014 42% 36% 18% 35% 25% 16% 16% 13% 2013 2014 Sporting events Concerts Live theater or arts events Live family shows CAUCASIAN HISPANIC AFRICAN AMERICAN ASIAN
  9. 9. Attendance by Region Live event attendance was consistent across regions and in line with 2013. 9 Letters represent statistically significant difference (2014=A, 2013=B) WEST SOUTH MIDWEST NORTHEAST 51% attended a live event 52% in 2013 5.3 live events attended 5.3 in 2013 53% attended a live event 52% in 2013 5.4 live events attended 5.7 in 2013 53% attended a live event 53% in 2013 5.0 live events attended 5.4 in 2013 47% attended a live event 50% in 2013 5.3 live events attended 5.5 in 2013
  10. 10. SPORTS 10
  11. 11. 11 Sports Overview One in four adults attended a sporting event, similar to 2013. 25% of Americans attended a sporting event 23% in 2013 4.6 Average number of events attended 4.8 in 2013 Letters represent statistically significant difference (2014=A, 2013=B)
  12. 12. Sporting Event Attendee Demographic Profile 12 71% 15% 8% 2% 3% ETHNICITY GENDER 58% and 42% respectively in 2013 16% 19% 23% 20% 13% 9% 14% 19% 23% 22% 13% 9% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 18% 19% 18% 19% 12% 15% 17% 17% 21% 17% 11% 17% < $30K $30K - $49K $50K - $74K $75K - $99K $100K - $124K $125K+ INCOME AGE 2014 2013 2014 2013 Average = $76K $78K in 2013 Average = 43 43 in 2013 70% 14% 10% 2% 3% Caucasian Hispanic 2013 2014 African American Asian Other Letters represent statistically significant difference (2014=A, 2013=B) 61% 39%
  13. 13. Sporting Event Trends EXPECTED ATTENDANCE – NEXT 12 MONTHS 13 28% Expect to attend more often 27% in 2013 57% Will attend the same 55% in 2013 15% Will attend less 18% in 2013 African American attendees were significantly less likely to say they expect to attend more sporting events in the next 12 months (40% in 2014, 57%A in 2013) 65% of season ticket holders expect to attend the same number of sporting events in the next 12 months; 26% expect to attend more Letters represent statistically significant difference (2014=A, 2013=B) Those in the Northeast were more likely to attend a sporting event in 2014 than in 2013 (26%B vs. 19%)
  14. 14. Sporting Event Ticket Purchasing 14 WEBSITES VISITED TO PURCHASE TICKETS 26% VISIT FIRST 11% VISIT SECOND 21% VISIT FIRST 14% VISIT SECOND 20% VISIT FIRST 6% VISIT SECOND 2% VISIT FIRST 2% VISIT SECOND 1% VISIT FIRST 0% VISIT SECOND 1% VISIT FIRST 2% VISIT SECOND 20% and 12% respectively in 2013 25% and 14% respectively in 2013 22% and 4% respectively in 2013 3% and 2% respectively in 2013 0% and 0% respectively in 2013 1% and 1% respectively in 2013 50% 48% in 2013 of attendees purchased a sporting event ticket online in the past 12 months Letters represent statistically significant difference (2014=A, 2013=B)
  15. 15. 15 Most Recent Sporting Event Ticket Purchase Method ONLINE 41% 40% in 2013 BOX OFFICE 17% 18% in 2013 SEASON TICKET HOLDER 7% 7% in 2013 TICKET OUTLET CENTER 3% 3% in 2013 PHONE 1% 3% in 2013 OTHER 31% 30% in 2013 ? Letters represent statistically significant difference (2014=A, 2013=B) Hello…
  16. 16. CONCERTS 16
  17. 17. 17 Concerts Overview About 1 in 5 adults attended a concert in the past 12 months, consistent with the previous year. 22% of Americans attended a concert 23% in 2013 3.0 Average number of events attended 3.2 in 2013 Letters represent statistically significant difference (2014=A, 2013=B)
  18. 18. Concert Attendee Demographic Profile 18 76% 13% 7% 2% 3% ETHNICITY GENDER 49% and 51% respectively in 2013 18% 20% 19% 18% 15% 11% 15% 20% 18% 22% 14% 10% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 23% 16% 18% 17% 10% 16% 21% 17% 21% 14% 10% 18% < $30K $30K - $49K $50K - $74K $75K - $99K $100K - $124K $125K+ INCOME AGE 2014 2013 2014 2013 Average = $74K $75K in 2013 Average = 43 43 in 2013 71% 15% 8% 2% 4% Caucasian Hispanic 2013 2014 African American Asian Other Letters represent statistically significant difference (2014=A, 2013=B) 52% 48%
  19. 19. GENDER AVERAGE AGE AVERAGE HH INCOME 59% 41% 39.2 $72.1K 58% 42% 38.6 $72.9K 57% 43% 41.9 $75.3K 53% 47% 44.8 $68.9K 53% 47% 42.7 $77.3K 50% 50% 41.8 $78.1K 19 Bar, major festival & amphitheater attendees were most likely to be male. Local festival attendees were the oldest, yet have the lowest household income. Arena and club/theater attendees had the highest household income. Bar Local festival Amphitheater Club/theater Arena Major festival Concert Attendee Demographics by Venue Type
  20. 20. Concert Trends EXPECTED ATTENDANCE – NEXT 12 MONTHS 20 29% Expect to attend more often 29% in 2013 55% Will attend the same 54% in 2013 16% Will attend less 16% in 2013 More concert attendees went to concerts at bars in the past 12 months than in the previous year (35%B in 2014, 30% in 2013) 18-24 year old attendees were the most likely age group to indicate that they expect to attend more concerts in the next 12 months (43%) Letters represent statistically significant difference (2014=A, 2013=B)
  21. 21. Concert Ticket Purchasing 21 WEBSITES VISITED TO PURCHASE TICKETS 43% VISIT FIRST 10% VISIT SECOND 9% VISIT FIRST 10% VISIT SECOND 4% VISIT FIRST 3% VISIT SECOND 3% VISIT FIRST 3% VISIT SECOND 2% VISIT FIRST 2% VISIT SECOND 1% VISIT FIRST 0% VISIT SECOND 45% and 9% respectively in 2013 6% and 9% respectively in 2013 8%A and 4% respectively in 2013 2% and 2% respectively in 2013 1% and 3% respectively in 2013 1% and 0% respectively in 2013 68% 66% in 2013 of concert-goers purchased a concert ticket online in the past 12 months Letters represent statistically significant difference (2014=A, 2013=B)
  22. 22. 22 Most Recent Concert Ticket Purchase Method ONLINE 58% 53% in 2013 BOX OFFICE 15% 17% in 2013 TICKET OUTLET CENTER 3% 6% in 2013 PHONE 5% 7% in 2013 OTHER 19% 17% in 2013 ? Letters represent statistically significant difference (2014=A, 2013=B) SEASON TICKET HOLDER N/A Hello…
  23. 23. LIVE THEATER OR ARTS 23
  24. 24. 24 Live Theater or Arts Overview Fewer adults attended a live theater or arts event compared to the previous year. 17% of Americans attended a live theater or arts event 20%A in 2013 2.8 Average number of events attended 2.7 in 2013 Letters represent statistically significant difference (2014=A, 2013=B)
  25. 25. Live Theater or Arts Attendee Demographic Profile 25 75% 10% 9% 2% 4% ETHNICITY GENDER 47% and 53% respectively in 2013 11% 17% 19% 20% 18% 16% 12% 17% 17% 22% 16% 16% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 16% 17% 18% 20% 14% 16% 15% 17% 21% 17% 11% 19% < $30K $30K - $49K $50K - $74K $75K - $99K $100K - $124K $125K+ INCOME AGE 2014 2013 2014 2013 Average = $80K $80K in 2013 Average = 47 47 in 2013 70% 13% 12% 2% 4% Caucasian Hispanic 2013 2014 African American Asian Other Letters represent statistically significant difference (2014=A, 2013=B) 41% 59%
  26. 26. Live Theater or Arts Trends EXPECTED ATTENDANCE – NEXT 12 MONTHS 26 26% Expect to attend more often 28% in 2013 56% Will attend the same 59% in 2013 18% Will attend less 14% in 2013 African Americans were less likely to attend a live theater or arts event in the past year (13% vs. 19%A) In 2014, 45-54 year olds were significantly less likely to attend a live theater or arts event (17% vs. 23%A) Letters represent statistically significant difference (2014=A, 2013=B)
  27. 27. Live Theater or Arts Ticket Purchasing 27 WEBSITES VISITED TO PURCHASE TICKETS 25% VISIT FIRST 8% VISIT SECOND 18% VISIT FIRST 3% VISIT SECOND 2% VISIT FIRST 6% VISIT SECOND 2% VISIT FIRST 0% VISIT SECOND 1% VISIT FIRST 0% VISIT SECOND 1% VISIT FIRST 0% VISIT SECOND 28% and 9% respectively in 2013 20% and 3% respectively in 2013 2% and 5% respectively in 2013 2% and 0% respectively in 2013 0% and 0% respectively in 2013 0% and 0% respectively in 2013 49% 46% in 2013 of attendees purchased a live theater or arts event ticket online in the past 12 months Letters represent statistically significant difference (2014=A, 2013=B)
  28. 28. 28 Most Recent Live Theater or Arts Ticket Purchase Method ONLINE 40% 38% in 2013 BOX OFFICE 26% 29% in 2013 SEASON TICKET HOLDER 7% 3% in 2013 TICKET OUTLET CENTER 2% 4% in 2013 PHONE 5% 9%A in 2013 OTHER 20% 18% in 2013 Letters represent statistically significant difference (2014=A, 2013=B) B ? Hello…
  29. 29. LIVE FAMILY SHOWS 29
  30. 30. 30 Live Family Show Overview Nearly one in five Americans attended a live family show, consistent with the previous year. 18% of Americans attended a live family show 18% in 2013 2.1 Average number of events attended 2.3 in 2013 Letters represent statistically significant difference (2014=A, 2013=B)
  31. 31. Live Family Show Attendee Demographic Profile 31 60% 22% 13% 2% 4% ETHNICITY GENDER 44% and 56% respectively in 2013 11% 25% 23% 17% 14% 10% 15% 25% 20% 19% 10% 11% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 26% 24% 18% 17% 7% 8% 28% 20% 20% 12% 6% 13% < $30K $30K - $49K $50K - $74K $75K - $99K $100K - $124K $125K+ INCOME AGE 2014 2013 2014 2013 Average = $62K $65K in 2013 Average = 43 42 in 2013 57% 21% 17% 2% 4% Caucasian Hispanic 2013 2014 African American Asian Other Letters represent statistically significant difference (2014=A, 2013=B) B A 49% 51%
  32. 32. Live Family Show Trends EXPECTED ATTENDANCE – NEXT 12 MONTHS 32 34% Expect to attend more often 34% in 2013 49% Will attend the same 51% in 2013 17% Will attend less 16% in 2013 •Hispanics were the largest ethnic group to attend a live family show (25%) •Yet, Hispanic attendees were significantly more likely to say they’d attend fewer family events in the next 12 months (22%B in 2014, 7% in 2013) Letters represent statistically significant difference (2014=A, 2013=B)
  33. 33. Live Family Show Ticket Purchasing 33 WEBSITES VISITED TO PURCHASE TICKETS 39% VISIT FIRST 2% VISIT SECOND 6% VISIT FIRST 3% VISIT SECOND 3% VISIT FIRST 6% VISIT SECOND 2% VISIT FIRST 3% VISIT SECOND 1% VISIT FIRST 0% VISIT SECOND 1% VISIT FIRST 0% VISIT SECOND 44% and 6%A respectively in 2013 7% and 3% respectively in 2013 4% and 7% respectively in 2013 4% and 3% respectively in 2013 1% and 0% respectively in 2013 0% and 0% respectively in 2013 39% 37% in 2013 of attendees purchased a live family show ticket online in the past 12 months Letters represent statistically significant difference (2014=A, 2013=B)
  34. 34. 34 Most Recent Live Family Show Ticket Purchase Method ONLINE 33% 30% in 2013 BOX OFFICE 29% 32% in 2013 TICKET OUTLET CENTER 6% 5% in 2013 PHONE 3% 7%A in 2013 OTHER 29% 26% in 2013 ? Letters represent statistically significant difference (2014=A, 2013=B) SEASON TICKET HOLDER N/A Hello…
  35. 35. ADDITIONAL ANALYSES 35
  36. 36. Expected Attendance by Geographic Location 36 ATTEND MORE ATTEND THE SAME ATTEND LESS Northeast Sporting event 23% 64% 13% Concert 30% 64% 6% Live theater or arts event 31% 56% 13% Live family show 37% 45% 18% South Sporting event 30% 51% 18% Concert 27% 53% 20% Live theater or arts event 27% 57% 16% Live family show 34% 47% 19% Midwest Sporting event 26% 62% 12% Concert 27% 55% 18% Live theater or arts event 21% 58% 21% Live family show 32% 55% 13% West Sporting event 31% 54% 15% Concert 31% 53% 16% Live theater or arts event 27% 51% 22% Live family show 32% 49% 19% In general, more attendees expect to increase attendance next year than decrease it, with the exception of live theater events in the Midwest where it remains neutral. Roughly a third expect family show attendance growth across all regions. The Northeast has high growth potential for all types of live events except sporting, where it already made significant gains in 2014.
  37. 37. Most Recent Live Event Ticket Purchase Methods 37 Concert attendees were the most likely to purchase tickets online. Similar to last year, the box office is mostly preferred by live theater or arts event and live family show attendees. Phone purchases, which were generally low in 2013, have declined further in 2014. SPORTING EVENT CONCERT LIVE THEATER OR ARTS EVENT LIVE FAMILY SHOW Online 41% 58% 40% 33% Box Office 17% 15% 26% 29% Season ticket holder 7% NA 7% B NA Ticket outlet center 3% 3% 2% 6% Phone 1% 5% 5% 3% Other 31% 19% 20% 29% 53% (2013) 17% NA 6% 7% 17% 40% (2013) 18% 7% 3% 3% 30% 38% (2013) 29% 3% 4% 9%A 18% 30% (2013) 32% NA 5% 7%A 26% Letters represent statistically significant difference (2014=A, 2013=B)
  38. 38. Live Event Crossover (1 of 2) 38 Sporting event attendees attended all other event types more so than non-Sporting event attendees, similar to 2013. Concert attendees demonstrate the same pattern. 40% 30% 23% 16% 13% 16% Concert 2.5X Live theater or arts event 2.3X Live family show 1.5X Sporting event attendees Non-Sporting event attendees More likely to attend other events 46% 34% 22% 19% 12% 16% Sporting event 2.4X Live theater or arts event 2.7X Live family show 1.4X Concert attendees Non-Sporting event attendees More likely to attend other events 2.2X in 2013 2.3X in 2013 1.5X in 2013 2.3X in 2013 2.4X in 2013 1.5X in 2013 Sporting Events Concerts * statistically significant difference between groups * * * * * *
  39. 39. Live Theater or Arts Events Live Family Show Events 39 Live theater or arts event attendees were most likely to also attend concerts and sports, while live family show attendees were most likely to attend live theater or arts events. 43% 43% 27% 18% 21% 16% Concert 2.4X Sporting event 2.1X Live family show 1.7X More likely to attend other events 28% 33% 26% 21% 23% 15% Concert 1.3X Sporting event 1.4X Live theater or arts event 1.7X More likely to attend other events 2.4X in 2012 2.2X in 2012 1.9X in 2012 1.5X in 2012 1.5X in 2012 1.9X in 2012 Theater/arts event attendees Non-Theater/arts event attendees Live family event attendees Non-Live family event attendees Live Event Crossover (2 of 2) * statistically significant difference between groups * * * * * *

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