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May 9, 2015
Civic Impact and Internal Metrics
41.6 41.6
31.5
27.2
58.7
Mainstage opera
performance
Simulcast and community Education Total patron contact
100.3
• Simulc...
3
Simulcasts at AT&T Stadium
Simulcast attendees were drawn from all over the Metroplex—and beyond
91%
81% 76%
63%
5%
10%
11%
23%
2%
3%
5% 9%
1%
4% 6% 5%1% 2% 2% ~0
Subscribers Single Ticket
Buyers
AT&T Stadium
Simulcast
...
Income Demographics
5
48%
33%
9% 12%
18%
19%
31% 28%
28%
36%
40% 40%
6%
12%
20% 20%
Subscribers Single Ticket
Buyers
AT&T ...
Patron Age Distribution
6
26%
8% 5% 2%
43%
28% 31%
17%
21%
28%
35%
37%
10%
36%
29%
44%
Subscribers Single Ticket
Buyers
AT...
Comparison of TDO simulcasts and Met HD Broadcasts
(% of total)
7
Age < 65
Age 65-74
Age >75
25% of the Met’s American HD ...
1. Mainstage
Full Price
Subscriptions
Single Tickets
Discounted
Single tickets from promotions
AFM/AGMA
Corporate discount...
2. Simulcast and Community Programs
2. Simulcast and
community
Simulcast
Cowboys Stadium simulcast
DATP Global simulcast
O...
3. Education Programs
3. Education
Programs
School-focused
Vocal Competition
Out-of-School
Programs
Linked to
Mainstage
Yo...
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Internal Metrics for Civic Impact | Keith Cerny

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Internal Metrics for Civic Impact | Keith Cerny

  1. 1. May 9, 2015 Civic Impact and Internal Metrics
  2. 2. 41.6 41.6 31.5 27.2 58.7 Mainstage opera performance Simulcast and community Education Total patron contact 100.3 • Simulcasts • Family performances • Lobby activities • Audience development (e.g. Composing Conversations, Music & Masterpieces) • Community performances • Community partnerships (e.g. Perot Museum) • Dress rehearsals • School focused performances and teacher training • Camp and after-school programs • Young Artist program • Vocal competition • Mankoff pre-performance lectures TDO’s Total Community Impact 2014-2015 Season (000s of patron contacts) TDO reached just over 100,000 patrons in the 2014-2015 season 2
  3. 3. 3 Simulcasts at AT&T Stadium Simulcast attendees were drawn from all over the Metroplex—and beyond
  4. 4. 91% 81% 76% 63% 5% 10% 11% 23% 2% 3% 5% 9% 1% 4% 6% 5%1% 2% 2% ~0 Subscribers Single Ticket Buyers AT&T Stadium Simulcast Simulcast in Klyde Warren Park Other Asian American African American Hispanic Caucasian Patron Ethnic Background 4 100% 100% 100% (N=352) April 13, 2013 (N=436) April 13, 2013 (N=454) April 11, 2014 100% (N=233) October 24, 2014 The Park simulcast patrons were much more representative of the overall community than even the stadium simulcast, and attracted far more people of Hispanic origin
  5. 5. Income Demographics 5 48% 33% 9% 12% 18% 19% 31% 28% 28% 36% 40% 40% 6% 12% 20% 20% Subscribers Single Ticket Buyers AT&T Simulcast Stadium Simulcast in Klyde Warren Park Under $40K $40K to $80K 80K to $150K Over $150K (N=352) April 13, 2013 (N=450) April 13, 2013 (N=409) April 11, 2014 Up to $40K $40K+ to $80K $80K+ to $150K Over $150K 100% 100% 100% 100% (N=225) October 24, 2014 The simulcasts appeal to a much more representative mix of income levels than do paid tickets
  6. 6. Patron Age Distribution 6 26% 8% 5% 2% 43% 28% 31% 17% 21% 28% 35% 37% 10% 36% 29% 44% Subscribers Single Ticket Buyers AT&T Stadium Simulcast Simulcast in Klyde Warren Park 40 and under 41 to 55 56 to 70 Over 70 40 and under 41 to 55 56 to 70 Over 70 100% 100% 100% 100% (N=352) April 13, 2013 (N=436) April 13, 2013 (N=454) April 11, 2014 (N=246) October 24, 2014 The Park simulcast attracted the youngest audience yet, even relative to football stadium simulcast patrons
  7. 7. Comparison of TDO simulcasts and Met HD Broadcasts (% of total) 7 Age < 65 Age 65-74 Age >75 25% of the Met’s American HD broadcast is under 65. By contrast, ~80% of TDO’s stadium simulcast audience is under age 65, and more than 90% of the KWP audience is under 65 <10% of total
  8. 8. 1. Mainstage Full Price Subscriptions Single Tickets Discounted Single tickets from promotions AFM/AGMA Corporate discount Student Rush Comps Artistic Staff Production Press 1. Mainstage performances Standard Restricted View Subscriber 20% discount Artists Chorus Orchestra Supers Lightwalkers
  9. 9. 2. Simulcast and Community Programs 2. Simulcast and community Simulcast Cowboys Stadium simulcast DATP Global simulcast Opening Night/Klyde Warren Park Community Programs Family Performances Audience Development Community performances Invitation only Dress rehearsals (Patrons, Chorus, Orch, Lightwalkers) Opera 1 (x2) Opera 2 (x2) Concert (x2) DMA Music & Masterpieces Composing Conversations Brown Bag (KWP/Sammons) Food/Beverage Tastings Book Club Movie Screenings Latino Cultural Center Libraries Dallas Farmer’s Market NorthPark Center Etc. GD Roundtable Opera Insights Private recitals Backstage Tours Artistic Salons Inner Circle Lunch&Learn Dallas Children’s Theater Subscriber concerts
  10. 10. 3. Education Programs 3. Education Programs School-focused Vocal Competition Out-of-School Programs Linked to Mainstage Young Artist Professional Development Performances Teacher Training In Winspear (multiple) In Schools (multiple) Camp TDO Performance After-school TDO in a Suitcase Hands-on Dress rehearsals for students (Sneak Peek) Mankoff Pre-performance Lectures Restricted view seats for students (Sightlines) Master Classes (2) Brown Bags at Booker T. Washington Coachings (2 per student) Stage-craft (4) Dallas Other Metroplex Wichita Falls

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