This document analyzes survey data from attendees of Opera on the Mall compared to Opera Philadelphia's general patron segments. It finds that Opera on the Mall attendees are more likely to be female, younger, and live in households with more people compared to general patrons. Free tickets were overwhelmingly the primary factor for attending. The document also notes Opera Philadelphia's strengths in outreach, reputation, and that overall satisfaction is very high across patron segments.

1. 1
24%
76%
32%
39%
24%
5%
6%
22%
14%
15%
25%
17%
Nabucco
Who attends Opera on the Mall?
Opera on the Mall attendees are more heavily female, are less likely to share a household with
just one other person, and are on average younger than general Opera Philadelphia patrons.
Male
Female
1 in HH
2 in HH
3-4 in HH
5+ in HH
18-24
25-34
35-44
45-54
55-64
65+
Demographics – Opera on the Mall Survey vs. Retention Survey Segments
*may not total to 100% due to respondents
who answered “prefer not to identify”
41%
59%
26%
52%
15%
2%
0%
9%
7%
11%
39%
33%
Lapsed Sub
47%
51%
31%
47%
14%
4%
1%
5%
5%
9%
27%
52%
Active Sub
37%
62%
26%
48%
17%
5%
5%
27%
14%
14%
20%
20%
Active STB
42%
56%
28%
46%
17%
3%
3%
22%
12%
19%
25%
19%
Lapsed STB

2. 2
Why do they come to Opera on the Mall?
Unsurprisingly, the fact that the tickets are free is by far the biggest driver of attendance. Many
other factors influence a person’s decision to attend Opera on the Mall, including the opportunity
to enjoy Opera Philadelphia in an outdoor setting and the basic logistics of date/time/location.
44%
9%
9%
8%
6%
6%
4%
3%
3%
2%
2%
4%
Free tickets
Previously attended OOTM
Attended with friend / family member
Outdoor setting
Reputation of Opera Philadelphia
Title of the opera
Location
Composer of the opera
Date and time
Weather
Particular performer in the opera
Other
Primary factor in decision to attend
Single Select
84%
66%
63%
56%
53%
50%
43%
32%
28%
25%
6%
7%
Free tickets
Outdoor setting
Location
Attended with friend / family member
Date and time
Reputation of Opera Philadelphia
Weather
Composer of the opera
Previously attended OOTM
Title of the opera
Particular performer in the opera
Other
Influenced decision to attend
Multi-Select

3. Civic footprint
and
brand strength

4. 4
Opera Philadelphia:
Brand Strengths
• Innovative, young, fresh, exciting, on the move
• Educational/community outreach
• Professional reputation, part of how Philly is preserving culture in its city
and making a mark as a credible arts city
• High production value/artistry most of the time
o Everything from talent to sets
• We are credited with actively working to bring in new, younger audiences
• Direct mailers are well-liked, marketing is accessible
• Among Subscribers
o Progressive, modern, risk-taking
o Not all the way to “edgy” (that’s good)
o Smaller series, partnerships (Aurora, Svadba)

5. 5
Opera Philadelphia:
Community Outreach
• Several mentions of OOTM; all glowingly positive
• Random Acts of Culture were also well-regarded; a sign of vibrancy and an
indicator that we’re part of the fabric of Philadelphia
• School programs were described as successful and generous
o People really appreciate OP’s efforts to expose kids to opera in accessible ways
o People expressed desire for even more community outreach from OP,
particularly in high-need communities
o This indicates a
• These programs are not just add-ons to our brand
• They contribute directly to OP’s core brand equity:
o Innovation, passion, quality
o We are seen as catalysts for growth, not just
producers of product

6. 6
Overall Satisfaction
Opera Philadelphia patrons in all segments report a very high Net Promoter Score (NPS), which
is an indication that satisfaction levels are very high.
1%
1%
1%
1%
1%
4%
5%
9%
19%
16%
44%
0 - Not At All
Likely
1
2
3
4
5
6
7
8
9
10 - Extremely
Likely
Active STB
n = 386
NPS = 48
0%
0%
1%
1%
1%
7%
5%
13%
21%
17%
36%
0 - Not At All
Likely
1
2
3
4
5
6
7
8
9
10 - Extremely
Likely
Lapsed STB
n = 160
NPS = 38
2%
2%
0%
0%
0%
7%
10%
15%
21%
10%
34%
0 - Not At All
Likely
1
2
3
4
5
6
7
8
9
10 - Extremely
Likely
Lapsed Subscriber
n = 61
NPS = 25
0%
0%
0%
0%
0%
2%
2%
8%
19%
22%
47%
0 - Not At All
Likely
1
2
3
4
5
6
7
8
9
10 - Extremely
Likely
Active Subscriber
n = 247
NPS = 64
Likelihood to recommend
DetractorsPassivesPromoters