SINGAPORE ARTS FESTIVAL SURVEY 2006

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SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE
SURVEY - HIGHLIGHTS
30 Aug 2006
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Background

• Aims of Survey
• To understand SAF2006 Audience
• Profile
• Motivation to attend Satisfaction
• Attendance Spending Patterns
• Sources of Information
• Last survey commissioned
• 1999
• Methodology of SAF 2006 Survey
• Self-administered post-show survey
• Total sample of 4,536 respondents from 24
  Ticketed Productions and 7 Non-Ticketed
  Productions
• Local Tourists, 15 years and above

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Highlights

• Profile of SAF 2006 audience
• Age, Occupation, Local/Tourist
• Motivation
• Reasons for attending SAF 2006
• Sources of information on SAF2006
• Satisfaction
• SAF06 - Quality of production, Variety
• Individual performances - Quality of performance,
  Experience
• Top 10 ticketed productions
• Attendance patterns
• Frequency
• Type of performance for future Festivals
• Spending patterns
• Associated spending for attending SAF 2006
  ticketed performances

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Profile of SAF 2006 Audiences
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Age Profile of Attendees

• Tends to be younger than general population

(n4416)
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Age Profile of Attendees

• Dominance of teens in non-ticketed audience

Ticketed n 3596 Non-Ticketed n 852
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Occupational Profile of Attendees

• Nearly half professionals
• More than a third - students

(n2960)
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Occupational Profile of Attendees

• 4 in 10 at non-ticketed performances - students

Ticketed n 2414 Non-Ticketed n 561
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Changing Profile of Attendees

• Large increase in 15-19 y.o. attendees came at
  the expense of the 40-59 y.o. group

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Reasons for attending SAF 2006
Interest in this production
For entertainment
Attractive pricing / Free performance
For relaxation
For personal enrichment
Reputation of artists / arts company
Recommendation by friends / colleagues
/ relatives
Reviews by media
For networking and socialising
Others
Base, n 4536
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Top 3 Reasons

• Ticketed performance audience
• Interest in the performance (54)
• For entertainment (39)
• For personal enrichment (33)
• Non-ticketed performance audience
• For entertainment (16)
• Interest in the performance (14)
• Free performances (13)
• 72 happened to be passing by

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Sources of Information on SAF 2006
Base, n 4536
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Sources of Information on SAF 2006

• Ticketed performance audience
• Festival brochures and leaflets (46)
• Word of mouth (30)
• Newspaper articles (29)
• Internet (28)
• Non-ticketed performance audience
• Newspaper articles (24)
• Banners (22)
• Radio (22)
• Newspaper advertisements (21)

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Satisfaction with SAF 2006
Quality of Productions
Breakdown for those who attended Ticketed/
Non-ticketed performances as well as for Locals/
Tourists
Overall
Ticketed programmes
Non-ticketed programmes
Locals
Tourists

18
21
20
24
60
55
58
51
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Satisfaction with SAF 2006
Variety of Programmes
Breakdown for those who attended Ticketed/
Non-ticketed performances as well as for Locals/
Tourists
Overall
Ticketed programmes
Non-ticketed programmes
Locals
Tourists

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Satisfaction with SAF 2006
Being an International Arts Festival
Breakdown for those who attended Ticketed/
Non-ticketed performances as well as for Locals/
Tourists
Overall
Ticketed programmes
Non-ticketed programmes
Locals
Tourists

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Satisfaction with Individual Performances
Quality of Performance
Breakdown for those who attended Ticketed/
Non-ticketed performances as well as for Locals/
Tourists
Overall

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Satisfaction with Individual Performances
Overall Experience
Breakdown for those who attended Ticketed/
Non-ticketed performances as well as for Locals/
Tourists
Overall

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Top 5 Ticketed Productions
Productions with highest of Excellent ratings
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Attendance Patterns

• Frequency
• Average - 3 (ticketed non-ticketed)
  performances.
• 69 of respondents attended 1 or 2 ticketed
  performances
• 24 attended 3-5 ticketed performances
• 7 attended 6 or more performances
• First-time attendees
• Ticketed performances 39 of audience
• Non-ticketed performances 65 of audience
• Frequent flyers
• 35 repeat attendees
• More than half of repeat attendees have attended
  the festival 3 times or more

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Types of Performances
of audience who would be interested or very
interested in seeing these in future Festivals
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Types of Performances
of audience who would be very interested in
seeing these in future Festivals
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Spending Patterns

• Average total spending - 93
• (admission tickets, FB, local transport and
  shopping/souvenirs)
• Average amount spent on admission tickets - 60

when attending a ticketed performance
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Profile of Tourists _at_ SAF2006

• Information
• 62 first heard about the festival before their
  arrival in Singapore.
• Motivation
• For 41, SAF2006 was one of the reasons why they
  visited Singapore.
• Duration of Stay
• 52 - gt5 days
• 37 - 3-5 days
• 17 extended stay because of SAF2006
• Average spending for trip to Singapore - 2,100.
• (travel expense to Singapore, local
  accommodation, FB expenses)

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Comparisons with 1999 Survey

• Profile
• of 15-19 year olds, and student attendees
  doubled
• of gt40 years fell from 26 in 1999 to 21 in
  2006
• More males are attending SAF
• From 38 in 1999 to 49 in 2006
• Malay attendees have doubled
• Tourists attending SAF have trebled

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Comparisons with 1999 Survey

• Top 5 Motivations for attending SAF performances

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Comparisons with 1999 Survey

• Top 5 Main Sources of Information about SAF

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Comparisons with 1999 Survey
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Summary
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