Prepared for: Events Intercept Survey Services - PowerPoint Presentation

Prepared for: Events Intercept Survey ServicesReport of Findings

Table of Contents Page Number Background & Objectives………………………………………………………………………………… 3 Methodology …………………………………………………………………………………………………… 4How To Read This Report………………………………………………………………………………… 5Clematis By Night……….…………………………………………………………………………………… 6GreenMarket……..……………………………………………………………………………………………… 24Screen on the Green..……………………………………………………………………………………… 42Sunday on the Waterfront..……………………………………………………………………………… 60Appendix – Events Summary & Comparisons………………………………………………… 78 Profile Marketing Research, a Radius Company

Background and Objectives The City of West Palm Beach offers a variety of community events in downtown West Palm Beach. The City seeks to better understand visitors to specific events held in the downtown area (Clematis District and the Waterfront). These events include: Clematis By Night West Palm Beach Greenmarket Screen on the Green Sunday on the WaterfrontSpecific informational goals for each event include:Motivations to attendSources of event information (TV, radio, newspaper, online, WOM, etc.)Satisfaction (overall and specific components such as entertainment, food, beverage, etc.)Visitor lifestyle (media, visit locations, other events, etc.)Visitor demographic profile (age, income, race/ethnicity, presence of children, etc.) Visitor residency (County vs. Out-of-County, Full-time vs. Part-time) Economic impact to the area The following report serves to outline key project findings. Profile Marketing Research, a Radius Company

Methodology Personal intercept survey Qualified respondents are those visiting the event (not working at the event) – one member of each party Survey length of 5 minutes The City of West Palm Beach was identified as the sponsor of the survey The interviews were conducted as follows:SAMPLE SIZEEvent Event Dates/Times Anticipated Attendance (# of parties)Completed Surveys Error Interval @ 90% LOC Clematis By Night 4/3, 4/10, 4/24 (6 p.m. to 9 p.m.)1,500-2,500 272+/-5%WPB Greenmarket4/5, 4/12, 5/17(9 a.m. to 1 p.m.)5,000256+/-5%Screen on the Green4/11(7:30 p.m. to 10:30 p.m.)13349+/-9%Sunday on the Waterfront4/13(4:30 p.m. to 7:30 p.m.)667126+/-6%TOTAL703+/-3% Profile Marketing Research, a Radius Company

How To Read This Report Circled numbers and capital letters ( ABCD ) indicate the number is significantly higher than the column indicated at 95% level of confidence. Top 2 box represents the sum of those who rated a 9 or a 10 on a 10 point scale.Affinity groupings are categorized as follows:Adorers: those who feel the statement that best describes their feelings for the event is either “This is one of my favorite events, I come/will come every time and would not miss it” or “This is one of my favorite events, I come/will come almost every time but miss it occasionally.” Middle of the roaders: those who feel the statement that best describes their feelings for the event is “I come/will come regularly but it is not a priority,” “I come/will come occasionally,” or “I might come sometime again in the future.”Rejecters: those who feel the statement that best describes their feelings for the event is “I will not come again.”Profile Marketing Research, a Radius Company

Clematis By Night Profile Marketing Research, a Radius Company

Key Findings Clematis By Night On an overall basis, visitors are relatively satisfied with the event – 57% rate it 9 or 10 on a 10-point scale (top-2 box). In fact one-quarter of visitors consider themselves to be Clematis By Night adorers while very few are rejecters (5%).Visitor satisfaction is further supported by the fact that 60% are repeat visitors; average number of visits in the past year is 7.7.Atmosphere and quality of entertainment are viewed positively by most (top-2 box scores of 59% and 55% respectively.) With considerably fewer visitors being highly satisfied (top-2 box) with parking fees (15%), parking availability (24%), and quality of food and beverages (38%), these areas present the biggest opportunity for improvement.One-third of Clematis By Night visitors are solely visiting for the event. For others, dining (30%), bar/nightclubs (18%), and entertainment (13%) are cited as other reasons for their visit during the event.Word of mouth (57%) and the Palm Beach Post (18%) lead the way in terms of how visitors are learning about the event. Social media is utilized by about 20% of visitors to learn about events held in downtown West Palm Beach; Facebook is the most utilized service for this.On average, visitors to Clematis By Night are spending $57 at the event and $42 elsewhere in West Palm Beach related to the event. This equates to an estimated economic impact for the area of between $2.9MM and $3.5MM annually.About one-half of Clematis By Night visitors are also visiting the downtown area for other events such as the WPB Greenmarket, Screen on the Green, and Sunday on the Waterfront. Profile Marketing Research, a Radius Company

Recommendations Clematis By Night Parking fees and parking availability are ‘pain points’ among visitors to Clematis by Night. It is not known to what extent these visitors are knowledgeable regarding their parking options. It may help to include messages in promotions about where attendees can park and pricing options for each.‘Not enough going on’ is cited as a reason visitors may not return. To encourage future visitation, it is suggested that event organizers include/increase communications and on-site visibility of the various activities offered (such as Cornhole.)There is some crossover between downtown events and other activities (Clematis By Night, Greenmarket, dining establishments, etc.), suggesting that, if not already doing so, cross-promotional efforts should be undertaken at/for each.Continue/increase marketing through Facebook and the Palm Beach Post as these are feeding current visitation directly, and, given the large impact of word of mouth, indirectly. Profile Marketing Research, a Radius Company

Satisfaction with Event Overall On an overall basis, visitors are relatively satisfied with the event – 57% rate it 9 or 10 on a 10-point scale. Top 2 Box 57% Clematis By Night 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know < 35 35-49 50+ Top 2 Box Ratings By Age n=272 Younger visitors (under age 35) are the most likely to be satisfied with Clematis By Night. Profile Marketing Research, a Radius Company

Top 2 Box 55% Top 2 Box38%Top 2 Box15%Top 2 Box 59% Top 2 Box 24%Top 2 Box43%Top 2 Box 49% Attribute Ratings Clematis By Night is rated highest when it comes to atmosphere and quality of entertainment . Parking fees and parking availability are rated lowest . 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know Quality of food & beverages Quality of entertainment Atmosphere Parking fees Parking availability Safety Cleanliness n=272 Profile Marketing Research, a Radius Company

Affinity n=272 Clematis By Night – Affinity Just over one-quarter (27%) of these Clematis By Night visitors are Adorers, claiming to come either every time or every chance they get. Two-thirds are Middle of the Roaders, who come occasionally but do not necessarily make it a priority. Only 5% are Rejecters, claiming they won’t come again. Most common reasons for rejection include ‘not enough going on’ and ‘too far away’. This is one of my favorite events, I come/will come every time and would not miss it (Adorer) This is one of my favorite events, I come/will come almost every time but miss it occasionally (Adorer ) I come/will come regularly but it is not a priority (Middle of the Roader) I come/will come occasionally (Middle of the Roader) I might come sometime again in the future (Middle of the Roader ) I will not come again (Rejecter ) Top Reasons for Not Visiting Again Among those who stated that they might not or will not come again’ Total n=69 Not enough going on 38% Too far away from my home 19% Too expensive 12% Event attendees 12% Event doesn't appeal to me 12% It depends on the event 12% Profile Marketing Research, a Radius Company

Suggestions for Improvement When visitors were asked if they had any suggestions for improving Clematis By Night, about eight-in-ten could not provide any suggestions. Note: Parking issues are possibly being relegated to the domain of the City of West Palm Beach in general, and as a result may not have been mentioned here. Total (n=272) More vendors Improve parking Improve music/entertainment More seating Can’t think of anything/ Do not change anything “More food trucks, vendors and liquor drinks” “ A dd more diversity in music.” “Band was too loud.” “Parking should be free during events.” Profile Marketing Research, a Radius Company

First-time Visitation n=272 First Time Visitation Roughly four-in-ten of these Clematis By Night visitors were first-time visitors to the event. 51% are between the ages of 35-49 60% are Caucasian , 25% are African-American20% are of Spanish, Latino, or Hispanic origin59% are Married or Living as Married, 37% are single 30% have children under 18 living at home Average income = $ 77K 59% are year-round residents, 24% are non-Florida residents 65% learned about this event through word of mouth 13% are using social media to find out about events in WPB Who Are First-Time Visitors? 40% are between the ages of 25-44 63% are Caucasian, 23% are African-American 12% are of Spanish, Latino, or Hispanic origin 63% are Married or Living as Married, 33% are single 34% have children under 18 living at home Average income = $75K80% are year-round residents52% learned about this event through word of mouth, 20% learned about it through the PB Post25% are using social media to find out about events in WPBWho Are Repeat Visitors?Profile Marketing Research, a Radius Company

Visitation Frequency Among Repeat Visitors Repeat visitors are visiting Clematis By Night about 8 times on average in a year and tend to be fairly frequent visitors to the downtown area in general – going about 23 times on average in a year, or twice a month. As would be expected, Adorers are visiting much more often ( 14 times a year on average) than Middle of the Roaders and Rejecters (5 times a year). n=163 Clematis By Night Visitation 1 time 2-3 times 4-5 times 6-10 times 11-20 times 2 1+ times Visitation in Past yearVisitation in Past 2 yearsDowntown West Palm Beach Visitation Visitation in Past year Visitation in Past 2 years 7.7 Avg. visits in past year 14.7 Avg. visits in past 2 years 22.7 Avg. visits in past year 39.2 Avg. visits in past 2 years 1 time 2-3 times 4-5 times 6-10 times 11-20 times 2 1+ times Profile Marketing Research, a Radius Company

Event Discovery 57% of these visitors learned about the event via word of mouth; another 18% learned about it from The Palm Beach Post. Top Ways Visitors Are Finding Out About Clematis By Night n=272 Profile Marketing Research, a Radius Company

Other Downtown WPB Destinations When asked if they had any other reasons for visiting the downtown area, 30% cited dining at area restaurants, 18% cited bars/nightclubs, and 13% cited entertainment. Just over one-third (35%) stated they came for the event, nothing else. Other Downtown West Palm Beach Destinations n=272 Profile Marketing Research, a Radius Company

Clematis By Night Total n=272 Party Size Average party size 3.0 % with children (under age 18) in party 24% Spending at Event None 7% $1-$49 45% $50-$99 24% $100-$199 19% $200 or more 4% Average amount spent at this event today $57.18 Spending elsewhere in West Palm Beach, related to event None 45% $1-$49 24% $50-$99 14% $100-$199 10% $200 or more 7% Average amount spent elsewhere in downtown WPB today $42.35 Party Size & Spending Visitors spent, on average, $57 at the event and another $42 elsewhere in downtown West Palm Beach. Profile Marketing Research, a Radius Company

Economic Impact NOTE: These projections are based on survey results projected to attendance figures provided by The City of West Palm Beach. The sampling error is 5%. Annual impact assumes 48 event occurrences per year. Clematis By Night Number of Visitors 2,000 Average Party Size 3.0 Number of Parties 665 Average spending per party at Clematis By Night $57.18 Projection – Economic Impact at Clematis By Night $34,289 - $41,888 Average spending per party in total – in relation to Clematis By Night $42.35 Projection – Total Economic Impact Per Event $59,865 - $72,912 Projection – Total Economic Impact Annually $2.9 MM - $3.5 MM Profile Marketing Research, a Radius Company

Visitation at Other Events While, more than half (54%) of these Clematis By Night visitors have not visited any of these other downtown West Palm Beach events, one-third also visit the WPB Greenmarket Total (n=272) The West Palm Beach Greenmarket Screen on the Green Sunday on the Waterfront None of the above Profile Marketing Research, a Radius Company

Satisfaction with Downtown West Palm Beach Satisfaction with the downtown area in terms of being a destination for shopping, dining, arts, culture, and entertainment is fairly high; 46% rating in the top 2 box.Satisfaction with the downtown area is somewhat lower than it is with the event (Clematis By Night - 57% top 2 box). Top 2 Box 46% Downtown West Palm Beach 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know < 35 35-49 50+ Top 2 Box Ratings By Age n=272 Profile Marketing Research, a Radius Company

Social Media Use Do Visitors Use Social Media? n=272 Top Social Media Sites Used To Learn About Events in WPB Do They Use Social Media To Learn About Events in Downtown WPB? n=127 Less than half of those using social media are using it to learn about events in downtown West Palm Beach. Those who are doing so mainly cite Facebook as a source of information to learn about WPB events. n=56 Profile Marketing Research, a Radius Company

Clematis By Night - Demographics Total n=272 Residency Year-round 72% Seasonal 16% Not a resident 12% Area Residency Palm Beach County resident 81% Florida resident/Non-Palm Beach County 2% Out of state resident 9% Refused 8% Marital status Single 34% Married or Living w/partner 62% Separated/Divorced 3% Widowed 1% % have children under age 18 in household 33% Ethnic background White 63% Black 24% Mixed racial background 6% Other 4% Refused /Don’t know 3% Spanish/Hispanic/Latino origin 15% Demographics Profile Marketing Research, a Radius Company

Clematis By Night - Demographics Total n=272 Age 18 to 24 9% 25 to 34 15% 35 to 44 25% 45 to 49 17% 50 to 54 14% 55 to 59 6% 60 to 64 6% 65 to 74 5% 75+ 1% Refused 2% Average age 43.4 Income Under $35,000 13% $35,000 to $49,999 12% $50,000 to $74,999 17% $75,000 to $99,999 21% $100,000 to $149,999 11% $150,000 or over 5% Refused/Don’t know 21% Average income $75.7K Demographics Profile Marketing Research, a Radius Company

WPB Greenmarket Profile Marketing Research, a Radius Company

Key Findings West Palm Beach GreenMarket GreenMarket visitors are extremely satisfied with the event. More than 8 in 10 give it a top-2 box rating. Almost half of these attendees are adorers , and the rest are middle of the roaders. We did not find any rejecters.Reflecting this level of satisfaction, two-thirds of visitors are repeat visitors, visiting an average of 9.2 times in the past year.Most of the attributes we asked about are viewed very positively, including atmosphere, safety, quality of vendors, and cleanliness. The areas with the most room for improvement include parking fees, parking availability, and quality of entertainment.For those visiting for more than just the event itself, dining (18%) and shopping (14 %) are the most common other reasons. About half of visitors are solely visiting for the GreenMarket . The most common ways for visitors to learn about the GreenMarket are word of mouth (58%), and the Palm Beach Post (16%). One-quarter of these visitors learn about events in downtown West Palm Beach via social media, and in particular, Facebook.At the event, GreenMarket attendees spend about $47 on average, plus an additional $37 elsewhere in the area, equating the an economic impact of approximately $4.7 MM to $5.7 MM per year.Sixty-four percent of GreenMarket attendees have also visited Clematis By Night.Profile Marketing Research, a Radius Company

Recommendations West Palm Beach GreenMarket Nearly half of GreenMarket visitors adore the event, coming every chance they get. However, of those who say they might not come again, more than half cite ‘not enough going on’ as their reason. Including some entertainment, such as live music or children’s activities may draw in people looking for more than shopping.Repeat visitation at this event is high. Mixing up and bringing in new offerings may help to reduce churn.Parking fees and parking availability are ‘pain points’ among visitors to downtown in general. It may help to include messages in promotions about where attendees can park and pricing options for each.There is high crossover between downtown events and other activities (Clematis By Night, Screen on the Green, dining establishments, etc.), suggesting that, if not already doing so, cross-promotional efforts should be undertaken at/for each. Profile Marketing Research, a Radius Company

Satisfaction with Event Overall Visitors are very satisfied with the GreenMarket overall. In fact, 82% rate it 9 or 10 on a 10-point scale. Top 2 Box 82% West Palm Beach GreenMarket 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know < 35 35-49 50+ Top 2 Box Ratings By Age n=256 Profile Marketing Research, a Radius Company

Top 2 Box 63% Top 2 Box70%Top 2 Box75% Top 2 Box50% Top 2 Box 40%Top 2 Box35%Top 2 Box 6 6% Top 2 Box 71% Attribute Ratings Visitors rated the GreenMarket highest in terms of atmosphere, safety, and quality of vendors , and they rated parking fees and parking availability lowest . Quality of vendors 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know Quality of food and beverages Quality of entertainment Atmosphere Parking fees Parking availability Safety Cleanliness n=256 Profile Marketing Research, a Radius Company

Affinity n=256 GreenMarket – Affinity Forty-five percent of GreenMarket visitors come either every time or every chance they get. Middle of the Roaders, who come occasionally but do not necessarily make it a priority, make up 55% of the visitors. Of the people surveyed, no one claimed they would not come again. As for those who might not come again, the most common reasons for saying so include ‘not enough going on’ and ‘too far away’.This is one of my favorite events, I come/will come every time and would not miss it (Adorer) This is one of my favorite events, I come/will come almost every time but miss it occasionally (Adorer ) I come/will come regularly but it is not a priority (Middle of the Roader) I come/will come occasionally (Middle of the Roader) I might come sometime again in the future (Middle of the Roader ) 0% stated they will not come again (Rejecter ) Top Reasons for Not Visiting Again Among those who stated that they might not or will not come again Total n=42 Not enough going on 62% Too far away from my home 21% Too crowded 12% Event doesn't appeal to me 7% Profile Marketing Research, a Radius Company

Suggestions for Improvement More than three-quarters of visitors were not able to provide a suggestion to improve the GreenMarket. Total (n=256) More vendors Improve music/entertainment More seating Improve parking Can’t think of anything/ Do not change anything “More tables and chairs and shade ” “More local crafts and offerings.” “More things for kids.” “More local growers -not shipped in stuff.” Profile Marketing Research, a Radius Company

First-time Visitation n=256 First Time Visitation About two-thirds of GreenMarket visitors have previously attended the event. 43% are between the ages of 25-44 56% are Caucasian, 20% are African-American 13% are of Spanish, Latino, or Hispanic origin 76% are Married or Living as Married 26% have children under 18 living at homeAverage income = $82K72% are year-round residents,72% learned about this event through word of mouth 30% are using social media to find out about events in WPB Who Are First-Time Visitors? 29% are between the ages of 35-49 76% are Caucasian, 10% are African-American 11% are of Spanish, Latino, or Hispanic origin 61% are Married or Living as Married 16% have children under 18 living at home Average income = $ 85K 79% are year-round residents 51 % learned about this event through word of mouth 2 2 % are using social media to find out about events in WPB Who Are Repeat Visitors? Profile Marketing Research, a Radius Company

Visitation Frequency Among Repeat Visitors On average, repeat visitors visit the GreenMarket about 9 times a year and visit the downtown area slightly more than once a week – about 53 times on average per year, which is more frequently than visitors of any other event . Adorers are visiting about twice as often (12 times a year on average) as Middle of the Roaders (6 times a year). n=163GreenMarket VisitationVisitation in Past yearVisitation in Past 2 years Downtown West Palm Beach Visitation Visitation in Past year Visitation in Past 2 years 9.2 Avg. visits in past year 16.8 Avg. visits in past 2 years 53.2 Avg. visits in past year 97.9 Avg. visits in past 2 years 1 time 2-3 times 4-5 times 6-10 times 11-20 times 2 1+ times 1 time 2-3 times 4-5 times 6-10 times 11-20 times 2 1+ times Profile Marketing Research, a Radius Company

Event Discovery Most visitors heard about the event via word of mouth (58%), while 16% learned about it from The Palm Beach Post. Top Ways Attendees Are Finding Out About GreenMarket n=256 Profile Marketing Research, a Radius Company

Other Downtown WPB Destinations About one-half of visitors (48%) stated they came for the event, nothing else. Of those that did cite another reason for visiting the downtown area, the most commonly mentioned reasons were dining (18%), and shopping (14%). Other Downtown West Palm Beach Destinations n=256 Profile Marketing Research, a Radius Company

GreenMarket Total n=256 Party Size Average party size 2.6 % with children (under age 18) in party 20% Spending at Event None 4% $1-$49 51% $50-$99 29% $100-$199 14% $200 or more 2% Average amount spent at this event today $46.91 Spending elsewhere in West Palm Beach, related to event None 51% $1-$49 20% $50-$99 15% $100-$199 11% $200 or more 4% Average amount spent elsewhere in downtown WPB today $36.67 Party Size & Spending On average , GreenMarket visitors spent $47 at the event, plus an additional $37 elsewhere in downtown West Palm Beach. Profile Marketing Research, a Radius Company

Economic Impact NOTE: These projections are based on survey results projected to attendance figures provided by The City of West Palm Beach. The sampling error is 5%. Annual impact assumes 32 event occurrences per year. GreenMarket Number of Visitors 5,000 Average Party Size 2.6 Number of Parties 1,946 Average spending per party at GreenMarket $46.91 Projection – Economic Impact at GreenMarket $82,366 - $100,619 Average spending per party in total – in relation to GreenMarket $36.67 Projection – Total Economic Impact Per Event $146,753 - $179,274 Projection – Total Economic Impact Annually $4.7 MM - $5.7 MM Profile Marketing Research, a Radius Company

Visitation at Other Events Most (64 %) of these GreenMarket visitors have also visited Clematis by Night; visitation to Screen on the Green and Sunday on the Waterfront is considerably lower.Total(n=256) Clematis By Night Screen on the Green Sunday on the Waterfront None of the above Profile Marketing Research, a Radius Company

Satisfaction with Downtown West Palm Beach Satisfaction with the general downtown area, in terms of being a destination for shopping, dining, arts, culture, and entertainment, is considerably lower than it is with the GreenMarket (49% top 2 box vs. 82% top 2 box, respectively). Top 2 Box 49% Downtown West Palm Beach 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know < 35 35-49 50+ Top 2 Box Ratings By Age n=256 Profile Marketing Research, a Radius Company

Social Media Use Do Visitors Use Social Media? n=256 Top Social Media Sites Used To Learn About Events in WPB Do They Use Social Media To Learn About Events in Downtown WPB? n=139 Of those visitors who use social media, 46% are using it to learn about events in downtown West Palm Beach. Facebook is the most commonly cited source of information to learn about WPB events, among those who use social media to learn about them. n=64 Profile Marketing Research, a Radius Company

West Palm Beach GreenMarket - Demographics Total n=256 Residency Year-round 77% Seasonal 17% Not a resident 5% Area Residency Palm Beach County resident 86% Florida resident/Non-Palm Beach County 4% Out of state resident 6% Refused 4% Marital status Single 25% Married or Living w/partner 66% Separated/Divorced 6% Widowed 3% % have children under age 18 in household 19% Ethnic background White 70% Black 13% Mixed racial background 3% Other 5% Refused /Don’t know 6% Spanish/Hispanic/Latino origin 12% Demographics Profile Marketing Research, a Radius Company

West Palm Beach GreenMarket - Demographics Total n=256 Age 18 to 24 4% 25 to 34 12% 35 to 44 21% 45 to 49 12% 50 to 54 10% 55 to 59 10% 60 to 64 15% 65 to 74 11% 75+ 5% Refused 1% Average age 50.2 Income Under $35,000 8% $35,000 to $49,999 9% $50,000 to $74,999 15% $75,000 to $99,999 18% $100,000 to $149,999 15% $150,000 or over 5% Refused/Don’t know 30% Average income $83.6K Demographics Profile Marketing Research, a Radius Company

Screen on the Green Profile Marketing Research, a Radius Company

Key Findings Screen on the Green Visitors are relatively satisfied with Screen on the Green, with nearly one-half rating it a 9 or 10 out of 10. About one-third of these visitors are adorers, while the remaining two-thirds are middle of the roaders. There are not many repeat visitors for Screen on the Green – almost two-thirds were first-time visitors. Those that have visited the event multiple times in the past year have done so about 3.4 times on average.There are a number of attributes that could use improvement, such as parking fees, parking availability, quality of food and beverages, and safety.Most visitors to Screen on the Green are doing something else downtown as well. Almost two-thirds of those visiting Screen on the Green also dined out in downtown West Palm Beach. Additionally, 20% went shopping in the area. Only 18% visited solely for the event.Nearly two out of three attendees heard about Screen on the Green through word of mouth, while 14% read about it in the Palm Beach Post. Twenty-seven percent use social media, and especially Facebook, to learn about events going on in downtown West Palm Beach Attendees are spending approximately $46 per party at the event itself, and about $39 elsewhere in downtown West Palm Beach. The estimated annual economic impact of Screen on the Green is $106,540 to $130,150 per year. Many Screen on the Green visitors have also visited Clematis by Night (82%) and the West Palm Beach GreenMarket (55%).Profile Marketing Research, a Radius Company

Recommendations Screen on the Green Some of the lowest rated attributes for Screen on the Green are parking fees and parking availability. Including more prominent messages about where visitors can park, especially for free or a discounted price, in promotional materials may help to draw in more visitors.The most commonly cited reason for not visiting again is ‘it depends on the event.’ Keeping up-to-date on which movies visitors would most like to watch is likely the best way to get first-time visitors to become repeat visitors.As two-thirds of visitors also dine in the area when they attend Screen on the Green, it may be beneficial to work with local restaurants to craft “dinner and a movie” promotions.There is crossover between downtown events and other activities (Clematis By Night, Greenmarket, dining establishments, etc.), suggesting that, if not already doing so, cross-promotional efforts should be undertaken at/for each.Profile Marketing Research, a Radius Company

Satisfaction with Event Overall Screen on the Green visitors appear to be satisfied with the event. Only 2% rated the event as less than a 6 on a 10-point scale. First time visitors were significantly less satisfied with the event (29% top 2 box) than repeat visitors (78% top 2 box). Top 2 Box 47% Screen On The Green 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know < 35 35-49 50+ Top 2 Box Ratings By Age and Whether Have Kids or Not n=49 Profile Marketing Research, a Radius Company

Top 2 Box 39% Top 2 Box31%Top 2 Box12%Top 2 Box 49% Top 2 Box 29%Top 2 Box45%Top 2 Box 33% Attribute Ratings The highest-rated aspects of the event are the atmosphere and the cleanliness . In contrast, parking fees is the lowest-rated attribute by far. 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know Quality of food & beverages Quality of entertainment Atmosphere Parking fees Parking availability Safety Cleanliness n=49 Profile Marketing Research, a Radius Company

Affinity n=49 Screen On The Green – Affinity More than one-third (37%) of Screen on the Green visitors can be classified as Adorers. Sixty-three percent of visitors are Middle of the Roaders. None of those visitors interviewed were Rejecters. The most common reason for an visitor to say they might not come again was ‘it depends on the event,’ possibly regarding the movie selection. This is one of my favorite events, I come/will come every time and would not miss it (Adorer) This is one of my favorite events, I come/will come almost every time but miss it occasionally (Adorer ) I come/will come regularly but it is not a priority (Middle of the Roader) I come/will come occasionally (Middle of the Roader) I might come sometime again in the future (Middle of the Roader ) Top Reasons for Not Visiting Again Among those who stated that they might not or will not come again Total n=20 It depends on the event 65% Too far away from my home 15% Not enough going on 10% Event attendees 5% Event doesn't appeal to me 5% 0% stated they will not come again (Rejecter ) Profile Marketing Research, a Radius Company

Suggestions for Improvement While most visitors could not think of any suggestions to improve Screen on the Green, 14% recommended improving the parking. Total (n=49) Improve parking Improve music/entertainment More seating Improve vendors Can’t think of anything/ Do not change anything “More G-rated films” “Market it a bit better.” “More beverage availability.” “More chairs.” Profile Marketing Research, a Radius Company

First-time Visitation n=49 First Time Visitation Whereas at other events the majority of visitors were repeat visitors, 63% of Screen on the Green visitors were experiencing the event for the first time. Older: 48 % are between the ages of 35-49 65% are Caucasian, 26% are African-American 10% are of Spanish, Latino, or Hispanic origin 65% are Married or Living as Married, 29% are single 32% have children under 18 living at homeAverage income = $92K58% are year-round residents, 26% are seasonal residents 74% learned about this event through word of mouth 29% are using social media to find out about events in WPB Who Are First-Time Visitors? Younger: 67% are between the ages of 25-44 67% are Caucasian, 6% are African-American 39% are of Spanish, Latino, or Hispanic origin 72% are Married or Living as Married, 28% are single 56% have children under 18 living at home Average income = $ 98K 83% are year-round residents 50% learned about this event through word of mouth, 50% learned about this event through word of mouth, 28 % learned about it through the PB Post 22% are using social media to find out about events in WPB Who Are Repeat Visitors? Profile Marketing Research, a Radius Company

Visitation Frequency Among Repeat Visitors Those who have visited Screen on the Green on the past have only done so about 3 times in the past year, on average. They also tend to visit downtown West Palm Beach on an almost weekly basis, averaging about 51 visits per year. On average, Adorers visit the Screen on the Green event more than twice as often per year than Middle of the Roaders. However, that is still only 5 and 2 times a year, respectively. n=18* Screen On The Green Visitation 1 time 2-3 times 4-5 times 6-10 times 11-20 times 21+ times Visitation in Past yearVisitation in Past 2 yearsDowntown West Palm Beach Visitation Visitation in Past year Visitation in Past 2 years 3.4 Avg. visits in past year 6.4 Avg. visits in past 2 years 50.5 Avg. visits in past year 90.5 Avg. visits in past 2 years 6-10 times 11-20 times 21+ times *Caution: low base Profile Marketing Research, a Radius Company

Event Discovery The majority (65%) of visitors learned about Screen on the Green through word of mouth. Top Ways Visitors Are Finding Out About Screen On The Green n=49 Profile Marketing Research, a Radius Company

Other Downtown WPB Destinations Most Screen on the Green visitors are not visiting downtown solely for the event – most are combining the visit with other activities such as dining (65%) and shopping (20%). Other Downtown West Palm Beach Destinations n=49 Profile Marketing Research, a Radius Company

Screen On The Green Total n=49 Party Size Average party size 3.5 % with children (under age 18) in party 47% Spending at Event None 24% $1-$49 33% $50-$99 18% $100-$199 20% $200 or more 4% Average amount spent at this event today $46.18 Spending elsewhere in West Palm Beach, related to event None 47% $1-$49 22% $50-$99 8% $100-$199 18% $200 or more 4% Average amount spent elsewhere in downtown WPB today $39.16 Party Size & Spending On average, visitors spent about $46 at Screen on the Green. This is on addition to the $39 they spent on average elsewhere in downtown West Palm Beach. Profile Marketing Research, a Radius Company

Economic Impact NOTE: These projections are based on survey results projected to attendance figures provided by The City of West Palm Beach. The sampling error is 5%. Annual impact assumes 12 event occurrences per year. Screen on the Green Number of Visitors 400 Average Party Size 3.5 Number of Parties 115 Average spending per party at Screen on the Green $46.18 Projection – Economic Impact at Screen on the Green $4,804 - $5,869 Average spending per party in total – in relation to Screen on the Green $39.16 Projection – Total Economic Impact Per Event $8,878 - $10,846 Projection – Total Economic Impact Annually $106,540 - $130,150 Profile Marketing Research, a Radius Company

Visitation at Other Events Most of those visiting Screen on the Green have also visited Clematis by Night (82%) and more than half have visited the West Palm Beach GreenMarket (55%). Total (n=49) Clematis by Night The West Palm Beach Greenmarket Sunday on the Waterfront None of the above Profile Marketing Research, a Radius Company

Satisfaction with Downtown West Palm Beach Satisfaction with downtown West Palm Beach is somewhat lukewarm among Screen on the Green visitors, with only 33% giving the area a top 2 box rating. However, it is interesting to note none of these visitors rated their satisfaction with downtown West Palm Beach as less than a 5 on a 10-point scale. Top 2 Box 33% Downtown West Palm Beach 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know < 35 35-49 50+ Top 2 Box Ratings By Age n=49 Profile Marketing Research, a Radius Company

Social Media Use Do Visitors Use Social Media? n=49 Top Social Media Sites Used To Learn About Events in WPB Do They Use Social Media To Learn About Events in Downtown WPB? n=22 Almost six-in-ten of visitors who use social media, use it to learn about events in downtown West Palm Beach. Of those, all cite Facebook, and nearly half (46%) cite Twitter, as sources of information. n=13 Profile Marketing Research, a Radius Company

Screen On The Green - Demographics Total n=49 Residency Year-round 67% Seasonal 22% Not a resident 10% Area Residency Palm Beach County resident 82% Florida resident/Non-Palm Beach County 4% Out of state resident 6% Refused 8% Marital status Single 29% Married or Living w/partner 67% Separated/Divorced 4% Widowed 0% % have children under age 18 in household 41% Ethnic background White 65% Black 18% Mixed racial background 6% Other 2% Refused /Don’t know 8% Spanish/Hispanic/Latino origin 20% Demographics Profile Marketing Research, a Radius Company

Screen On The Green - Demographics Total n=49 Age 18 to 24 0% 25 to 34 18% 35 to 44 33% 45 to 49 18% 50 to 54 8% 55 to 59 10% 60 to 64 6% 65 to 74 0% 75+ 0% Refused 6% Average age 43.5 Income Under $35,000 6% $35,000 to $49,999 2% $50,000 to $74,999 18% $75,000 to $99,999 16% $100,000 to $149,999 29% $150,000 or over 4% Refused/Don’t know 24% Average income $ 93.6K Demographics Profile Marketing Research, a Radius Company

Sunday on the Waterfront Profile Marketing Research, a Radius Company

Key Findings SUNDAY ON THE WATERFRONT Visitors are relatively satisfied with this event on an overall basis – 56% rate it 9 or 10 on a 10-point scale; another 23% rated the event an 8. In fact one-quarter of visitors consider themselves to be Sunday on the Waterfront adorers (27%) and only 1% are rejecters.Safety (63%), atmosphere (59%), and cleanliness (56%) are the event attributes garnering the highest levels of satisfaction (top 2 box). Parking availability (15%), the quality of food and beverages (19%) and parking fees (21%) are not viewed as favorably (top 2 box).In particular, parking fees (23%) and parking availability (18%) are viewed very negatively by visitors to this event; both of these garnered high levels of dissatisfaction (ratings of 1-3 on a 10-point scale).While most Sunday on the Waterfront visitors could not provide a suggestion for improvement, adding vendors (10%) and improving the music/entertainment (7%) were mentioned most frequently.About one-half of Sunday on the Waterfront visitors have visited in the past; averaging 4 visits in the past year and 8 visits in the past two years. One-half of Sunday on the Waterfront visitors are visiting only for the event. For others, dining (19%) and entertainment (15%) are cited as other reasons for their visit during the event. Word of mouth (48%) and the Palm Beach Post (33%) are cited most frequently in terms of how visitors are learning about Sunday on the Waterfront. Social media is utilized by about 22% of visitors to learn about events held in downtown West Palm Beach – typically via Facebook.On average, visitors to Sunday on the Waterfront are spending $51 at the event and $58 elsewhere in West Palm Beach related to the event. This equates to an estimated economic impact for the area of between $730K and $894K.About three-quarters of Sunday on the Waterfront visitors are also visiting for other events such as Clematis By Night, the WPB Greenmarket, and Screen on the Green.

Recommendations Sunday on the Waterfront Despite the fact that parking is free for the event, parking fees is one of the lowest-rated attributes for Sunday on the Waterfront, as is parking availability. Making the locations of free parking more well-known, be it through messaging or signage, will likely improve satisfaction with the event. Another common complaint is a lack of vendors, in particular food vendors. Sunday on the Waterfront visitors would like to see a greater variety of snacks available to them while they listen to the music. Adding a variety of quality food and beverage vendors would improve satisfaction in this area. There is high crossover between downtown events and other activities (Clematis By Night, Greenmarket, dining establishments, etc.), suggesting that, if not already doing so, cross-promotional efforts should be undertaken at/for each.Continue/increase marketing through Facebook and the Palm Beach Post as these are feeding current visitation directly and, given the large impact of word of mouth, indirectly.

Satisfaction with Event Overall More than half of those visiting Sunday on the Waterfront rate the event as 9 or 10 out of a 10-point scale. Top 2 Box 56% Sunday On The Waterfront 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know < 35 35-49 50+ Top 2 Box Ratings By Age n=126 Profile Marketing Research, a Radius Company

10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know Top 2 Box 44% Top 2 Box 19% Top 2 Box 21% Top 2 Box 59% Top 2 Box 15% Top 2 Box 56% Top 2 Box 63% Attribute Ratings Safety , atmosphere , and cleanliness are the three highest-rated attributes for Sunday on the Waterfront. On the other hand, parking availability , quality of food and beverages, and parking fees are rated relatively low in comparison. Quality of food & beverages Quality of entertainment Atmosphere Parking fees Parking availability Safety Cleanliness n=126 Profile Marketing Research, a Radius Company

Affinity n=126 Sunday On The Waterfront – Affinity Slightly more than one-quarter (27%) of Sunday on the Waterfront visitors are Adorers. The majority (72%) are Middle of the Roaders. Only 1% can be classified as Rejecters. Of those who either will not or might not come again, the most common reason given as to why is there is ‘not enough going on.’ This is one of my favorite events, I come/will come every time and would not miss it (Adorer) This is one of my favorite events, I come/will come almost every time but miss it occasionally (Adorer ) I come/will come regularly but it is not a priority (Middle of the Roader) I come/will come occasionally (Middle of the Roader) I might come sometime again in the future (Middle of the Roader ) I will not come again (Rejecter ) Top Reasons for Not Visiting Again Among those who stated that they might not or will not come again Total n=42 Not enough going on 71% Too expensive 24% It depends on the event 14% Too far away from my home 7% Event attendees 5% Profile Marketing Research, a Radius Company

Suggestions for Improvement Of the few suggestions given to improve Sunday on the Waterfront, more vendors and improving the music/entertainment were the most common.Total(n=126) More vendors Improve music/entertainment Improve parking Can’t think of anything/ Do not change anything “Need more food vendors” “More variety in acts and entertainment.” “Better food and snack choices.” “Better parking availability.” Profile Marketing Research, a Radius Company

First-time Visitation n=126 First Time Visitation The event visitors were almost split evenly among first-time visitors (48%) and repeat visitors (52%). 34% are between the ages of 50-59 74% are Caucasian, 5% are African-American 15% are of Spanish, Latino, or Hispanic origin 75% are Married or Living as Married, 15% are single 18% have children under 18 living at home Average income = $92K82% are year-round residents62% learned about this event through word of mouth15% are using social media to find out about events in WPB Who Are First-Time Visitors? 32% are between the ages of 45-54 82% are Caucasian, 5% are African-American 14% are of Spanish, Latino, or Hispanic origin 54% are Married or Living as Married, 31% are single 11% have children under 18 living at home Average income = $ 76K 89% are year-round residents 34% learned about this event through word of mouth 29% are using social media to find out about events in WPB Who Are Repeat Visitors? Profile Marketing Research, a Radius Company

Visitation Frequency Among Repeat Visitors On average, repeat Sunday on the Waterfront visitors visited 4 times in the past year. They also visited downtown West Palm Beach slightly less than 3 times a month – averaging about 33 times last year. n=65 Sunday on the Waterfront Visitation Visitation in Past year Visitation in Past 2 years Downtown West Palm Beach VisitationVisitation in Past yearVisitation in Past 2 years 4.1 Avg. visits in past year 7.9 Avg. visits in past 2 years 33.1 Avg. visits in past year 71.2 Avg. visits in past 2 years 1 time 2-3 times 4-5 times 6-10 times 11-20 times 21+ times 1 time 2-3 times 4-5 times 6-10 times 11-20 times 21+ times Profile Marketing Research, a Radius Company

Event Discovery As we’ve seen with the other events, the most common ways for visitors to have heard about Sunday on the Waterfront are word of mouth (48%) and the Palm Beach Post (33%). Top Ways Visitors Are Finding Out About Sunday on the Waterfront n=126 Profile Marketing Research, a Radius Company

Other Downtown WPB Destinations More than half (52%) of these visitors visited the downtown area solely for the event, nothing else. Other Downtown West Palm Beach Destinations n=126 Profile Marketing Research, a Radius Company

Sunday on the Waterfront Total n=126 Party Size Average party size 3.0 % with children (under age 18) in party 19% Spending at Event None 20% $1-$49 33% $50-$99 31% $100-$199 11% $200 or more 6% Average amount spent at this event today $51.33 Spending elsewhere in West Palm Beach, related to event None 36% $1-$49 17% $50-$99 24% $100-$199 17% $200 or more 7% Average amount spent elsewhere in downtown WPB today $58.14 Party Size & Spending On average, Sunday on the Waterfront visitors spend $51 at the event and another $58 elsewhere in the downtown West Palm Beach. Profile Marketing Research, a Radius Company

Economic Impact NOTE: These projections are based on survey results projected to attendance figures provided by The City of West Palm Beach. The sampling error is 5 %. Annual impact assumes 11 event occurrences per year. Sunday on the Waterfront Number of Visitors 2,000 Average Party Size 3.0 Number of Parties 673 Average spending per party at Sunday on the Waterfront $51.33 Projection – Economic Impact at Sunday on the Waterfront $31,196 - $38,109 Average spending per party in total – in relation to Sunday on the Waterfront $58.14 Projection – Total Economic Impact Per Event $66,530 - $81,273 Projection – Total Economic Impact Annually $731,827 - $894,005 Profile Marketing Research, a Radius Company

Visitation at Other Events More than half of Screen on the Green visitors have also attended Clematis by Night (53%) and the West Palm Beach GreenMarket (56%) Total (n=126) Clematis by Night The West Palm Beach Greenmarket Screen on the Green None of the above Profile Marketing Research, a Radius Company

Satisfaction with Downtown West Palm Beach About one-third of these visitors rate downtown West Palm Beach as a 9 or 10 out of 10 in terms of being a destination for shopping, dining, arts, culture, and entertainment. Top 2 Box 33% Downtown West Palm Beach 10 Excellent 9 8 7 6 5 4 3 2 1 Poor Don’t know < 35 35-49 50+ Have kids No kids Top 2 Box Ratings By Age and Whether Have Kids or Not n=126 Visitors with no children under the age of 18 living at home are significantly more likely to give downtown West Palm Beach a top 2 box rating. Profile Marketing Research, a Radius Company indicates a significant difference between subgroups

Social Media Use Do Visitors Use Social Media? n=126 Top Social Media Sites Used To Learn About Events in WPB Do They Use Social Media To Learn About Events in Downtown WPB? n=66 About half of visitors use social media, and of those, 42% use it to learn about events in downtown West Palm Beach. The most commonly-used social media platform for that purpose is Facebook, used by 89% of those who use social media to learn about downtown West Palm Beach events. n=28 Profile Marketing Research, a Radius Company

Sunday On The Waterfront - Demographics Total n=126 Residency Year-round 86% Seasonal 8% Not a resident 6% Area Residency Palm Beach County resident 78% Florida resident/Non-Palm Beach County 5% Out of state resident 6% Refused 12% Marital status Single 23% Married or Living w/partner 64% Separated/Divorced 10% Widowed 2% % have children under age 18 in household 14% Ethnic background White 78% Black 5% Mixed racial background 6% Other 6% Refused /Don’t know 6% Spanish/Hispanic/Latino origin 14% Demographics Profile Marketing Research, a Radius Company

Sunday On The Waterfront - Demographics Total n=126 Age 18 to 24 5% 25 to 34 10% 35 to 44 15% 45 to 49 13% 50 to 54 17% 55 to 59 16% 60 to 64 7% 65 to 74 10% 75+ 2% Refused 6% Average age 49.3 Income Under $35,000 6% $35,000 to $49,999 6% $50,000 to $74,999 19% $75,000 to $99,999 17% $100,000 to $149,999 13% $150,000 or over 5% Refused/Don’t know 35% Average income $ 83.5K Demographics Profile Marketing Research, a Radius Company

Appendix - Events Summary and Comparisons Profile Marketing Research, a Radius Company

Summary Event Clematis by Night (A) n=272 WPB GreenMarket (B) n=256 Screen on the Green (C) n=49 Sunday on the Waterfront (D) n=126 Visitation % first time visitors 39% 32% 63% AB 48% B Avg. # of visits in past year 7.7 D 9.2 CD 3.4 4.1 Avg. # of visits in past 2 years 14.7 D 16.8 CD 6.4 7.9 Affinity Adorers 27% 45% AD 37% 27% Middle of the Roaders 67% B 55% 63% 72% B Rejecters 5% BCD 0% 0% 1% Other, Non-Event Reasons For Visitation (Top mentions) Dining 30% BD 18% 65% ABD 19% Bar/nightclub 18% BD 6% 12% 10% Entertainment 13% B 7% 4% 15% BC Shopping 10% 14% D 20% AD 7% Event Summary and Comparisons Capital letters (ABCD) indicate a significant difference between subgroups Profile Marketing Research, a Radius Company

Summary Event Clematis by Night (A) n=272 WPB GreenMarket (B) n=256 Screen on the Green (C) n=49 Sunday on the Waterfront (D) n=126 Event Discovery (Top mentions) Word of Mouth 57% 58% 65% D 48% Palm Beach Post 18% 16% 14% 33% ABC Radio 8% BC 4% 0% 4% Party Size and Spending Avg. number of people in party 3.0 B 2.6 3.5 B 3.0 B Avg. number of children under 18 in party 2.0 1.7 2.1 1.6 Avg. amount spent at event $57.18 B $46.91 $46.18 $51.33 Avg. amount spent in WPB $42.35 $36.67 $39.16 $58.14 AB Event Summary and Comparisons Capital letters (ABCD) indicate a significant difference between subgroups Profile Marketing Research, a Radius Company

Summary Event Clematis by Night (A) n=272 WPB GreenMarket (B) n=256 Screen on the Green (C) n=49 Sunday on the Waterfront (D) n=126 Attribute Ratings - % Satisfied (rating 9 -10 on 10-point scale) Quality of Vendors N/A 70% N/A N/A Quality of food and beverages 38% D 63% ACD 31% 19% Quality of entertainment 55% CD 50% 39% 44% Atmosphere 59% 75% ACD 49% 59% Parking fees 15% 35% ACD 12% 21% Parking availability 24% D 40% AD 29% D 15% Safety 49% C 71% AC 33% 63% AC Cleanliness 43% 66% AC 45% 56% A Satisfaction with event overall 57% 82% ACD 47% 56% Satisfaction with downtown WPB overall 46% D 49% CD 33% 33% Event Summary and Comparisons Capital letters (ABCD) indicate a significant difference between subgroups Profile Marketing Research, a Radius Company

Summary Event Clematis by Night (A) n=272 WPB GreenMarket (B) n=256 Screen on the Green (C) n=49 Sunday on the Waterfront (D) n=126 Visitation - Other events Clematis by Night N/A 64% D 82% BD 53% WPB Greenmarket 35% N/A 55% A 56% A Screen on the Green 19% 21% N/A 19% Sunday on the Waterfront 21% 27% 39% A N/A Social Media Use % use social media 47% 54% 45% 52% % use social media to find out about event 44% 46% 59% 42% Event Summary and Comparisons Capital letters (ABCD) indicate a significant difference between subgroups Profile Marketing Research, a Radius Company

Demographics Event Clematis by Night (A) n=272 WPB GreenMarket (B) n=256 Screen on the Green (C) n=49 Sunday on the Waterfront (D) n=126 Residency Status Year-round FL resident 72% 77% 67% 86% ABC Seasonal FL resident 16% D 17% D 22% D 8% Not a FL resident 12% B 5% 10% 6% Area Residency Palm Beach County resident 81% 86% D 82% 78% Florida resident/Non-Palm Beach County 2% 4% 4% 5% Out of state resident 9% 6% 6% 6% Refused 8% B 4% 8% 12% B Marital Status Single 34% BD 25% 29% 23% Married 55% 52% 65% 53% Living with partner 7% 14% AC 2% 11% Separated/divorced 3% 6% 4% 10% A Widowed 1% 3% 0% 2% Event Summary and Comparisons Capital letters (ABCD) indicate a significant difference between subgroups Profile Marketing Research, a Radius Company

Demographics Event Clematis by Night (A) n=272 WPB GreenMarket (B) n=256 Screen on the Green (C) n=49 Sunday on the Waterfront (D) n=126 Avg. Age 43.4 years 50.2 years 43.5 years 49.3 years % with children under 18 33% BD 19% 41% BD 14% Avg. Income $75,700 $83,600 A $93,600 A $83,500 % Spanish, Hispanic, of Latin 15% 12% 20% 14% Race White 63% 70% 65% 78% A Black 24% BD 13% D 18% D 5% Mixed racial background 6% 3% 6% 6% Native American or Alaskan Native 1% 1% 0% 0% Asian or Pacific Islander 2% 2% 2% 2% Other 1% 2% 0% 4% Event Summary and Comparisons Capital letters (ABCD) indicate a significant difference between subgroups Profile Marketing Research, a Radius Company

Thank You! Profile Marketing Research, a Radius Company