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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
• 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
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
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
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
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
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
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
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
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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Internal Metrics for Civic Impact | Keith Cerny

  • 1. May 9, 2015 Civic Impact and Internal Metrics
  • 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 Simulcasts at AT&T Stadium Simulcast attendees were drawn from all over the Metroplex—and beyond
  • 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. 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. 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. 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. 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. 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. 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