Orlando Ballet - Alexander Babbage Research Report

Orlando Ballet Patron and Market Study Report

August 2024

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

1

1

3

2 Profile current visitors

› Enhance data on current visitors using ticket buyer database

› Segment and analyze the current visitor profile

Understand market opportunity

› Primary research in the Orlando market with current and potential visitors

Executive Report

›

Executive report and presentation with findings and recommendations including the following: – Current strengths and opportunities – Recommended actions to drive attendance and improve marketing efficiency.

– Marketing and communication recommendations based on visitor preferences – Findings segmented by key demographic and geographic segments

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

2

Phase 1 - Executive Summary

› The Orlando Ballet serves two geographic audiences – 16% of visitors live more than 50 miles from the center, while the majority (68%) live within 20 miles.

– The Top 25 ZIP codes deliver 56% of visitors. These ZIPs are growing at 5.8% over the next five years with an average HHI of $124,000

› Orlando Ballet Visitors are affluent (Avg HHI $107,518), Educated (33.5% College & Post Grad), and Diverse (49.6%). Three audience psychographics are identified:

– Young professionals and families, often with children.

– Young, educated professionals in their twenties and thirties.

– Older individuals, often aged 55 or older, and singles transitioning either into retirement or starting new careers.

› Orlando Ballet Audiences have strong digital engagement. Traditional media remains most valuable for donors

› Both Earned and Contributed revenues are showing strong, positive trends.

– Single tickets and segment targeted tickets (Discount, Group, VIP) are the strongest with subscriptions fading in importance – similar to other cultural attractions.

– Contributed is nicely balanced between individuals and organizations but sees significant churn each year. While counts of donors have decreased since the 2020 peak, the total gift given have grown driven by increases in average gift.

Source: Analysis of Tessitura data, mobile data of visitors to performances, 2023 demographic data, ESRI 2023 Tapestry.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

3

Phase 2 - Executive Summary

› The Orlando Ballet has high awareness, yet relatively low conversion to attendance. Among those who

attend, their experience is highly rated, and frequency is high – An opportunity is to improve conversion, 16% of respondents were extremely interested in attending – Barriers to attendance are the plethora of alternative entertainment opportunities in the market, ticket prices, parking cost and overall perception of ballet

› Expand the overall market:

– Shape perceptions of the Orlando Ballet as an entertaining alternative to theatre/musicals.

– Use social media to drive discovery. Use family matching to reach multiple decision makers in a family simultaneously – Use email to maintain awareness of upcoming performances and maintain/expand use of CRM to segment and target audiences based on frequency - one size does not fit all

› Key opportunities are:

– Families with children - Focus on attracting them to ballets that have recognizable brands, are family friendly in length (shorter). To the extent possible, include meet and greet opportunities, activity kits and provide ticket flexibility – Young, educated professionals in their twenties and thirties

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

4

Phase 2 - Executive Summary

› The show (brand familiarity) is the key driver of interest in attending for new audiences. Shows that are adaptions of other branded productions are strong candidates for expanding audience

› Ticket packages are serving different audience segments well, with the lowest satisfaction with standard

tickets – Pursue a “barbell” strategy - increase pricing and features for VIP tickets in parallel with selective use and targeting of discount tickets – Promote pre-paid parking as an option during ticket purchase to mitigate the impact on the experience

› The Orlando Ballet School has relatively low awareness, but among those who are aware, conversion is high.

– Fitness classes are the best introduction to the school with a focus on Millennials, but cost is a concern. Explore the use of promotional introductions, friend-bring-a-friend discounts and monthly subscription programs at discounted rates to increase participation

› Overall, satisfaction scores and experiences are excellent - the opportunity lies in refining the positioning of ballet in the market and expanding audience through segmentation and targeting

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

5

Visitor Profile © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

6

Ticket buyers are concentrated within 20-miles of the center

➢ This Map shows where the most tickets for CY2023 were purchased

by ZIP Code

Source: Orlando Ballet Tessitura Data, 12 months ending on Dec 31, 2023, CY2023

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

7

Geographically, visitors to the Dr. Phillips Center / Orlando Ballet are very similar to ticket buyer map ➢ This Map shows where the most visits to Orlando Ballet Center (for any purpose) in CY2023 based on mobile data ➢ There is strong similarity to the ticket buyer map

Source: TruTrade, 12 months ending Dec 31, 2023, CY2023; Mobile Data

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

8

Most visitors live within 20 miles (68%). One in six are tourists - who live more than 50 miles from the center

Orlando Ballet - Visitor Distance from home to Dr. Phillips Center

Average Distance (mi)

Average Local Distance (mi)

Percent <5 Miles

Percent 5-10 Miles

Percent 10-20 Miles

Percent 20-50 Miles

Percent Tourist (>50 Miles)

71.5

12.7

19.5%

18.9%

29.5%

15.9%

16.1%

68% of visitors live within 20 miles

16% are tourists

Source: TruTrade, 12 months ending on Dec 31, 2023; Esri; Orlando Ballet Tessitura Data, 12 months ending on Dec 31,2023, CY2023,

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

9

Orlando Ballet Visitors are affluent (Avg HHI $107,518), Educated (33.5% College & Post Grad), and Diverse (49.6%)

AGE 18-24 25-34 35-44 45-54 55-64 65+ Average Age HOUSEHOLD INCOME Less than $50,000 $50,000-$74,999 $75,000-$99,999 $100,000-$149,999 $150,000 or more Average HH Income CHILDREN IN HOUSEHOLD EDUCATION Less than college Some college College degree Post-graduate degree ETHNICITY Caucasian/White African-American/Black Hispanic/Latino Asian Other

Orlando-Kissimmee-Sanford, FL Metropolitan Statistical Area

Orlando Ballet Tickets Calendar Year 2023

Index VS MSA

12.7% 19.8% 16.2% 16.0% 15.7% 19.5% 46.2

11.4% 18.3% 15.9% 15.5% 16.8% 22.0% 48.0

90 93 98 97 107 113 104

44.0% 18.9% 12.4% 13.5% 11.2% $79,437 34.3%

38.6% 18.9% 13.5% 15.3% 13.7% $107,518 28.2%

88 100 109 113 123 135 82

36.1% 31.8% 21.5% 10.6%

36.1% 30.3% 21.5% 12.0%

100 95 100 114

45.1% 15.7% 32.0% 4.4% 2.7%

50.4% 15.3% 27.6% 3.9% 2.7%

112 97 86 89 102

Source: TruTrade, 12 months ending on Dec 31, 2023, CY2023,

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

10

The Top 25 ZIP codes deliver 56% of visitors. These ZIPs are growing at 5.8% over the next five years with an average HHI of $124,000 ZIP

32803 32789 34787 32801 34786 32804 32751 32806 32829 32765 32779 32792 32746 32836 32708 34711 32828 32819 32832 32825 32814 34747 32827 32771 34761

City

Orlando Winter Park Winter Garden Orlando Windermere Orlando Maitland Orlando Orlando Oviedo Longwood Winter Park Lake Mary Orlando Winter Springs Clermont Orlando Orlando Orlando Orlando Orlando Kissimmee Orlando Sanford Ocoee

Distance from Orlando Ballet

2 2 16 2 13 2 4 4 11 12 11 5 13 14 10 23 13 10 17 9 3 22 12 17 10

Percent of Visits

6.5% 4.6% 4.3% 3.3% 3.0% 2.9% 2.5% 2.4% 2.4% 2.2% 2.2% 2.1% 1.7% 1.6% 1.6% 1.4% 1.4% 1.4% 1.4% 1.3% 1.2% 1.2% 1.2% 1.1% 1.0% 55.9%

Total Population

24,504 27,871 100,824 18,422 47,716 20,280 25,202 26,314 19,653 65,791 30,947 53,162 45,465 24,973 48,975 72,293 69,661 34,205 39,465 62,817 9,160 29,570 20,555 60,025 49,175 1,027,025

Total Households

12,532 12,047 33,826 10,651 15,933 9,224 10,894 11,667 6,787 23,041 11,968 23,254 18,012 8,963 19,216 27,908 23,489 13,709 13,064 21,823 4,204 11,626 7,355 22,648 16,588 390,429

Population per Household

2.0 2.3 3.0 1.7 3.0 2.2 2.3 2.3 2.9 2.9 2.6 2.3 2.5 2.8 2.5 2.6 3.0 2.5 3.0 2.9 2.2 2.5 2.8 2.7 3.0 2.6

5-Year Population Growth

3.3% 0.3% 5.6% 10.3% 1.9% 3.2% 1.7% 2.7% 2.0% 1.6% -0.1% 1.9% 2.2% 13.9% 2.0% 3.6% 0.2% 9.2% 46.8% 1.8% -1.0% 14.6% 12.1% 4.3% 1.5% 5.8%

Average HH Income

$114,079 $145,701 $131,586 $97,042 $151,361 $129,865 $124,135 $112,592 $100,685 $129,206 $154,680 $92,886 $137,528 $166,992 $120,584 $99,675 $112,840 $131,737 $127,885 $89,807 $168,302 $103,197 $149,435 $99,142 $108,484 $123,977

Source: TruTrade, 12 months ending on Dec 31, 2023; Esri; Orlando Ballet Tessitura Data, CY 2023,

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

11

Orlando Ballet Visitors cluster into three psychographic segments 1. Suburban Family Aspirants (26%) – Demographics: Young professionals and families, usually with children.

– Lifestyle: Primarily homeowners living in suburban areas where housing is more affordable. They are ambitious, focused on career advancement, and willing to take risks to improve their living standards. The preference is for newer housing developments in the suburbs.

– Segments: Up and Coming Families (10.7%), Boomburbs (8.0%), Urban Edge Families (6.8%)

2. Young Urban Professionals (26%) – Demographics: Young, educated professionals in their twenties and thirties.

– Lifestyle: Highly mobile, often renting apartments or condos in urban areas. They are career-oriented, working in professional, technical, or STEM fields. Their lifestyle is dynamic, with a focus on convenience and urban living.

– Segments: Enterprising Professionals (7.3%), Bright Young Professionals (6.0%), Young and Restless (4.5%), Metro Renters (3.8%), Emerald City (4.4%)

3. Older, Stable Residents (8%) – Demographics: Older individuals, often aged 55 or older, and singles transitioning either into retirement or starting new careers.

– Lifestyle: Many are homeowners in suburban areas where they have lived for a long time. Their focus is on stability and convenience, with a tendency to prioritize economy over consumerism. This group includes empty nesters and individuals on a budget.

– Segments: Comfortable Empty Nesters (4.8%), Old and Newcomers (3.2%) Source: Summary of top 10 Tapestry segments. ESRI Tapestry and TruTrade mobile data, CY 2023,

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

12

Example detailed description of segments, see Appendix for all

› #1 - Up and Coming Families

› 10.7% of visitors

Source: TruTrade, CY2023, 12 months ending on Dec 31, 2023; ESRI Tapestry and Mobile Data

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

13

The top 10 visitor psychographics show common themes - aspiration, education, across a wide range of income and age segments Rank

Percent of Florida Residents

Percent of Index – Orlando Ballet Orlando Ballet v Visitors Florida

Segment Name

Segment Description

1

Up and Coming Families

Up and Coming Families is a market in transition—residents are younger and more mobile than the previous generation. They are ambitious, working hard to get ahead, and willing to take some risks to achieve their goals.

3.5%

10.7%

306

2

Boomburbs

This is the new growth market, with a profile similar to the original: young professionals with families that have opted to trade up to the newest housing in the suburbs.

1.6%

8.0%

500

0.6%

7.3%

1217

4.9%

6.8%

139

3.0%

6.0%

200

2.5%

4.8%

192

2.3%

4.5%

196

1.5%

4.4%

293

1.0%

3.8%

380

2.7%

3.2%

119

23.6%

59.5%

3

Enterprising Professionals

4

Urban Edge Families

5

Bright Young Professionals

6

Comfortable Empty Nesters

7

Young and Restless

8

Emerald City

9

Metro Renters

10

Old and Newcomers

Enterprising Professionals residents are well educated and climbing the ladder in STEM (science, technology, engineering, and mathematics) occupations. They change jobs often and therefore choose to live in condos, townhomes, or apartments; many still rent their homes.

Located throughout the South and West, most Urban Edge Families residents own their own homes, primarily single-family housing—out of the city, where housing is more affordable.

Bright Young Professionals is a large market, primarily located in urban outskirts of large metropolitan areas. These communities are home to young, educated, working professionals.

Residents in this large, growing segment are older, with nearly half of all householders aged 55 or older; many still live in the suburbs where they grew up.

Gen Y comes of age: Well-educated young workers, some of whom are still completing their education, are employed in professional and technical occupations, as well as sales and office and administrative support roles.

Emerald City’s denizens live in lower-density neighborhoods of urban areas throughout the country. Young and mobile, they are more likely to rent.

Residents in this highly mobile and educated market live alone or with a roommate in older apartment buildings and condos located in the urban core of the city. This is one of the fastest-growing segments; the popularity of urban life continues to increase for consumers in their late twenties and thirties.

This market features singles’ lifestyles, on a budget. The focus is more on convenience than consumerism, economy over acquisition. Old and Newcomers is composed of neighborhoods in transition, populated by renters who are just beginning their careers or retiring.

Segment Average Source: TruTrade, CY2023, 12 months ending on Dec 31, 2023; Esri

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

14

Revenue Strengths and Opportunities © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

15

45% of Subscribers are Donors while only 5% of Ticket Buyers are Donors

Class Attendees are more likely to be Ticket Buyers (13%) while only 3% of Ticket Buyers and 6% of Subscribers attend classes Class Attendees 6,028

Ticket Buyers 35,505

264

5.8%

4.3%

Subscribers 1,520

Donors 4,485 Source: Orlando Ballet Tessitura Data, FY2020, FY2021, FY2022, FY2023

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

25

Phase 2 - Market Opportunity © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

26

Phase 2 - Executive Summary

› The Orlando Ballet has high awareness, yet relatively low conversion to attendance. Among those who

attend, their experience is highly rated, and frequency is high – An opportunity is to improve conversion, 16% of respondents were extremely interested in attending – Barriers to attendance are the plethora of alternative entertainment opportunities in the market, ticket prices, parking cost and overall perception of ballet

› Expand the overall market:

– Shape perceptions of the Orlando Ballet as an entertaining alternative to theatre/musicals.

– Use social media to drive discovery. Use family matching to reach multiple decision makers in a family simultaneously – Use email to maintain awareness of upcoming performances and maintain/expand use of CRM to segment and target audiences based on frequency - one size does not fit all

› Key opportunities are:

– Families with children - Focus on attracting them to ballets that have recognizable brands, are family friendly in length (shorter). To the extent possible, include meet and greet opportunities, activity kits and provide ticket flexibility – Younger audiences - Millennials and Gen Z

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

27

Phase 2 - Executive Summary /2

› The show (brand familiarity) is the key driver of interest in attending for new audiences. Shows that are adaptions of other branded productions are strong candidates for expanding audience

› Ticket packages are serving different audience segments well, with the lowest satisfaction with standard

tickets – Pursue a “barbell” strategy - increase pricing and features for VIP tickets in parallel with selective use and targeting of discount tickets – Promote pre-paid parking as an option during ticket purchase to mitigate the impact on the experience

› The Orlando Ballet School has relatively low awareness, but among those who are aware, conversion is

high.

– Fitness classes are the best introduction to the school with a focus on Millennials, but cost is a concern.

Explore the use of promotional introductions, friend-bring-a-friend discounts and monthly subscription programs at discounted rates to increase participation

› Overall, satisfaction scores and experiences are excellent - the opportunity lies in refining the positioning of ballet in the market and expanding audience through segmentation and targeting

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

28

Contents

› Research Objectives & Methodology › Summary of Findings › Respondent Profile › Respondent Behavior and Associations with Ballet › Orlando Ballet Perceptions, Visitation, and Behavior

› Ticket and Ticket Price Perceptions › Respondent Interest and Preferences › The Orlando Ballet School

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

29

Research Objectives

› Orlando Ballet was seeking a deeper understanding of who is visiting, what motivates them and how to increase ticket sales, season subscriptions, and donations.

› The specific objectives of the research were:

– Orlando Ballet’s awareness in the market – Attitudes towards Orlando Ballet and willingness to consider/barriers to visitation – Deliver visitor and market insights to support the sales and marketing strategy.

– Support audience development - who the Ballet is serving today and what the opportunity is in the future.

– Profile of who is visiting from both a demographic and geographic perspective.

– Provide empirical data to help drive development by sharing key demographic data with current and potential funders.

– Strengthen Diversity, Equity, Accessibility, and Inclusion (DEAI) initiatives.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

30

Research Methodology

› An online study was fielded among participants of an opted-in panel of consumers living in

Orlando Ballet’s geographic footprint (select counties in and around Orlando). The survey was fielded from 6/28/24 to 7/11/24 and yielded 321 completed surveys, which yields an average margin of error of +/- 5.5% at a 95% degree of confidence.

› Participants were screened based on the following:

– Geography (select FL counties in and around Orlando) – Age (13-100 years) – 20% of households with children <18 were targeted – White/Caucasian respondents were capped at 60% to mirror the diversity of the area – 60/40 target of Female/Male – Must have interest in visiting cultural destinations/attractions – Must have interest in ballet

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

31

Respondents reside in a similar geography to current visitors Respondent geography: zip codes

Q. Please provide your 5-digit home ZIP code:

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

32

Summary of Findings © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

33

Summary of Findings

› Demographics/Respondent Profile – The majority of respondents were female and White, with a notable representation of Millennials and Boomers.

– Most respondents earn under $100K annually, and one in four have children under 18 at home.

– The majority are full-time Florida residents, primarily from Orange County and Hillsborough County.

› Cultural Engagement and Ballet Attendance – Respondents showed varied interest in cultural destinations, with theme parks being the most popular attraction. Only 5% attended ballet or dance performances.

– Among those who have attended ballet or dance performances, most have attended three to five times, frequently at Orlando Ballet or the Dr. Phillips Center.

– Two in five respondents expressed strong interest in ballet, with Millennials and parents of children under 18 showing the highest levels of interest.

– Ballet is associated with qualities such as grace, elegance, and specific fan-favorite performances.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

34

Summary of Findings

› Awareness and Perceptions of Orlando Ballet – Nearly three in five respondents are aware of Orlando Ballet, with awareness highest among Gen Z and parents.

– Those familiar with Orlando Ballet associate it with performances, artistry, entertainment, professionalism, and beauty.

› Attendance and Satisfaction – Satisfaction with performances is driven by live music, atmosphere, the specific show, live orchestral accompaniment, seating comfort, and acoustics.

– The primary barriers to attendance are distance and ticket cost. Many who live too far would be more likely to attend if hotel packages were available.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

35

Summary of Findings

› Performance Preferences – Respondents are most interested in family-friendly ballets, traditional full-length works, and those with a contemporary twist.

– Classics like The Nutcracker, Cinderella, Alice in Wonderland, and Sleeping Beauty are key drivers of interest.

– Evening performances, particularly on Fridays or Saturdays in December, are preferred, though many respondents had no specific preference for the month.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

36

Summary of Findings

› Venue and Performance Importance – One in five respondents find the venue very important, while half prioritize the performance itself, indicating a stronger focus on the show across all audiences.

› Communication and Booking Preferences – Social media is the leading source for discovering performances, with the ballet company or venue’s official website being the preferred booking method.

– Email is the preferred method for receiving information about Orlando Ballet events and programs, with a preference for monthly updates.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

37

Summary of Findings

› Orlando Ballet School – One in three respondents aware of Orlando Ballet are also aware of the Orlando Ballet School, with over one in five having a child enrolled.

– Youth dance programs are the top choice for enrollment, generating the most awareness.

– Fitness classes are the most popular program of interest, regardless of prior awareness or enrollment in the School.

– The main barriers to enrollment are the School’s location, cost, and potential schedule conflicts.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

38

Respondent Profile © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

39

The majority of respondents were female and White, with Millennials and Boomers being more heavily represented than other generations Gender

Age

Race/ethnicity

Gen Z

White/Caucasian

19%

54%

Black/African American

Female

28%

62% Millennials

31% Hispanic/Latinx

Gen X

Boomers Male

Avg age: 45.3

17%

18%

Asian

6%

Multiracial

3%

Native American

2%

Other

1%

27%

37%

Traditionalists

0%

20%

40%

60%

All respondents

80%

100%

6%

0%

20%

40%

60%

80%

100%

All respondents

0%

20%

40%

60%

80%

100%

All respondents

Q. What gender status do you identify with? / Q. Please select the year in which you were born: / Q. Which of the following best describes your race or ethnicity?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

40

The majority of respondents make under $100K and one in four reported having children under the age of 18 at home HHI

Ages of children at home

Children <18 at home

0-1 years <$50K

12%

Avg age of children: 9.3

46%

No $50K-$99K

76%

36%

2-3 years

17%

4-5 years

14%

6-7 years

$100K-$149K

8-9 years

9%

Avg HHI: $73,948 $150K-$199K

14%

10-11 years

4% Yes

$200K+

21%

22%

12-13 years

24%

29%

14-15 years

18%

16-17 years

21%

5%

0%

20%

40%

60%

All respondents

80%

100%

0%

20%

40%

60%

80%

100%

All respondents

0%

20%

40%

60%

80%

100%

All respondents

Q. Please select the annual income category of your entire household (before taxes): / Q. Do you have children under the age of 18 living at home? / Q. What age group(s) does your child(ren) belong to? Please select all that apply

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

41

Most respondents are full-time Florida residents, with Orange County and Hillsborough County being the primary counties of residence Type of resident 100%

Respondent geography: FL counties Orange

17%

Hillsborough

16%

94%

Polk

9%

Duval

9%

Pinellas

8%

Volusia

7%

Brevard

6%

Osceola

5%

Lake

4%

St. Lucie

3%

Seminole

3%

Sarasota

3%

Manatee

3%

Flagler

3%

80%

60%

40%

20%

4%

1%

1%

I am visiting the area

Other

Sumter

1%

Okeechobee

1%

Miami/Dade

1%

Martin

1%

0% I reside in my Florida residence full time

I reside in my Florida residence seasonally

0%

20%

All respondents

40%

60%

80%

100%

All respondents

Q. Which of the following best describes you? / Q. Which of the following counties do you currently reside in full time or seasonally?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

42

Respondent Behavior and Associations with Ballet © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

43

POTENTIAL MARKET APPEAL

INTEREST BARRIERS

VISITATION

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

44

Respondents' interest in visiting cultural destinations ranged from occasional to frequent, with theme parks being the most popular attraction, while only 5% attended ballet or dance performances Interest in visiting cultural destinations/attractions

Orlando attractions visited in the last 12 months

100%

Theme parks

60%

Water parks

80%

60%

40%

37% 31%

31%

20%

0% I visit them occasionally, but have other interests that go beyond that

I visit these attractions every I visit them regularly and chance I get consider them a priority when it comes to how I spend my free time

38%

Aquariums

35%

Zoos/animal attractions

34%

Museums

33%

Family entertainment centers

28%

Sporting events

26%

Dinner theaters/cruises

26%

Botanical gardens

25%

Historical landmarks

24%

Theatre performances/musicals

23%

Art galleries

20%

Historic homes & mansions

19%

Science centers

17%

Sightseeing tours

17%

Brewery/winery tours

17%

Philharmonic

7%

Ballet/dance performances

5%

Opera

3% 0%

All respondents

20%

40%

60%

80%

100%

All respondents

Q. Please tell us which of the following statements best describes your interest in visiting/attending cultural destinations and attractions: / Q. Which of the following different types of attractions in the Orlando area have you visited or attended in the past 12 months? Please select all that apply:

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

45

Respondents who have attended ballet/dance performances reported attending three to five times; Orlando Ballet & Dr. Phillips Center were frequently mentioned when asked where they saw performances Number of times attending a ballet performance*

1-2 times

Where attended ballet + what performance did you see?*

› “The Nutcracker.” › “Orlando Ballet.” › “…winter Shrek ballet at a theater in Tampa, FL.” › “Doctor Phillips Center.” › “Lakeland Ctr.” › “New York City.” › “It was the Orlando Ballet and the Nutcracker.” › “USF theater and Stratz.” › “Dr. Phillip’s Center – The Nutcracker and the Frida

29%

3-5 times

35%

6-10 times

Avg times attending ballet performance: 5.4

18%

performance.”

More than 10 times

18%

0%

20%

40%

60%

All respondents*

80%

100%

› “Orlando Ballet.” › “Phillips Center.” › Tampa Ballet.” › Orlando Russian Ballet Company, Carmen.” › I saw the Nutcracker at the Dr. Phillips Center.” *indicates small sample size, n < 50 › “Sydney Opera House.”

Q. Where have you attended a ballet or dance performance recently? What was the performance? / Q. How many times, in total, have you attended a ballet performance? (Does not have to be within the last 12 months)

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

46

Two in five respondents are very or extremely interested in ballet; interest is highest among Millennials and those that have children at home Interest in ballet

TruTrade Generation Definitions ESRI (ages are based on 2024)

100%

80%

60%

% Extremely Interested

•

Alpha (Born 2017 or later); 7 yrs or younger

Gen Z

13%

•

Gen Z (Born 1999 to 2016); 8-21 yrs

Millennials

21%

•

Millennial (Born 1981 to 1998); 22-43 yrs

Gen X

20%

•

Gen X (Born 1965 to 1980); 44 – 59 yrs

Boomers

10%

•

Baby Boomer (Born 1946 to 1964); 60-78 yrs

Children at home

23%

No children at home

13%

Top 2 Box: 42%

40%

32% 26%

26%

20%

16%

0% Slightly interested

Moderately interested

Very interested

Extremely interested

All respondents Q. Please indicate your level of interest in attending a ballet:

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

47

Ballet is associated with grace and elegance, specific fan favorite performances, and dance Top of mind associations with ballet Grace/elegance

24%

Classical performances

21%

Dance/movement

16%

Artistic/creative expression

10%

Beauty/inspiration

8%

Cultural

6%

Strength/athleticism

6%

Childhood/personal memories

4%

Don't know/not sure

3%

Entertainment

3% 0%

20%

40%

60%

80%

100%

All respondents Q. What are the first words or phrases that come to mind when you think of ballet?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

48

Orlando Ballet Perceptions, Visitation, and Behavior © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

49

Nearly three in five respondents are aware of Orlando Ballet; awareness is highest among Gen Z and those with children at home; one in four of all respondents (n=321) have attended a performance Aware of Orlando Ballet

Have attended a performance

All respondents

All respondents

57%

Conversion rate 42%

24%

Gen Z

61%

Gen Z

30%

49%

Millennials

59%

Millennials

29%

49%

Gen X

59%

Gen X

28%

47%

Boomers

Boomers

55%

Children at home

Children at home

61%

No children at home

0%

20%

40%

60%

35%

No children at home

55%

80%

100%

29%

16%

38%

21%

0%

20%

57%

40%

60%

80%

100%

Q. Are you aware of the Orlando Ballet? / Q. Have you ever attended a performance by Orlando Ballet?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

50

Among those familiar with Orlando Ballet, respondents associate it with a diverse array of qualities, including performances, artistry, entertainment, professionalism, locality, dance, ballet, and beauty Top of mind associations with Orlando Ballet (if aware) Performance/artistry

15%

Entertainment/experience

15%

Professionalism/quality

13%

Local/community impact

13%

Prestige/reputable

11%

General positive

10%

Specific productions/events

9%

Interest in attending

7%

Venue/location

7%

Cultural/educational

6% 0%

20%

40%

60%

80%

100%

All respondents Q. What is the first word or phrase that comes to mind when you think of the Orlando Ballet?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

51

Over half have attended a performance in the last year; most attend performances with friends and/or family Recency of attending performance

Who do you attend performances with?

Attended in past 12 months

In past 6 months

31%

7-12 months ago

23%

Gen Z* (n=18)

67%

Millennials* (n=29)

48%

Gen X* (n=15)

73%

Boomers* (n=14)

36%

Family

44%

Friends

44%

Spouse

1-2 years ago

19%

2+ years ago

27%

0%

20%

You indicated visiting a ballet/dance performance in the past 12 months. Where have you attended and what was the performance?

• “The Nutcracker” • “Orlando Ballet” • “Doctor Phillips Center” • “It was the Orlando Ballet and the Nutcracker” • “Dr. Phillip’s Center – The Chocolate Nutcracker” • “Phillips Center” 40%

60%

80%

100%

36%

No one/myself

12%

Ladies’ Night Out

6%

Other

1%

0%

20%

All respondents Q. How recently have you attended an Orlando Ballet performance? / Q. Who do you typically attend ballet performances with?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

40%

60%

80%

100%

All respondents

*indicates small sample size, n < 50 52

Satisfaction is driven by live music, the overall atmosphere, the specific performance, live orchestral show, comfort of seating/their seats, and the acoustics Satisfaction with elements of experience Live music

34%

Overall atmosphere

38%

The specific ballet performance

93%

66%

Comfort of seating

42%

My seats

47%

Information before the performance

46%

89%

43%

88%

57% 39%

Accessibility for persons with disabilities or needing special assistance

87%

48%

44%

86%

42%

36%

84%

48%

Parking availability

43%

Price of ticket(s)

41%

Price of concessions/beverages

41%

77%

36%

73%

32%

62%

31% 20% Satisfied

79%

36%

31% 0%

92%

45%

31%

Parking cost

92%

53%

Acoustics

Sight lines

93%

51%

39%

Variety of concessions/beverages

94%

62%

27%

Quality of productions (sets, costumes, lighting)

94%

56%

32%

Live orchestral show

95%

61%

40%

60%

80%

100%

Very satisfied

Q. Thinking about your most recent experience at an Orlando Ballet performance, please rate your satisfaction with each of the following

:

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

53

Top reasons for not attending a performance were living too far away and the cost of tickets; however, the majority of those that live too far would be more likely to attend if hotel packages were available Reasons for not attending a performance

What would increase your likelihood of attending?

I live too far away

28%

Cost of tickets

27%

Unaware of performances

19%

No one to go with

16%

Inconvenient location/times

15%

Performances conflict with my schedule

14%

Found out about performances too late

13%

Not enough information about performances

13%

Prefer other forms of entertainment

11%

Transportation issues

8%

Inconvenient/difficult parking

6%

Difficulty purchasing tickets

6%

I don’t think the ballet is for people like me

6%

Health/safety reasons

5%

None of the scheduled performances have…

4%

Difficult to find childcare

4%

Lack of parking at the venue

3%

Limited accessibility for people with disabilities

1%

Not interested in ballet

1% 0%

48%

Friends or family attending with me

47%

Convenient showtimes

Would you be more likely to attend a performance if hotel packages were available for booking when purchasing a ticket?

Yes No Not sure

72% 17% 10%

5%

Performance theme is not appealing

Discounted ticket prices

35%

Performances that appeal to my interests

28%

More information about performances

27%

Invitations to special events or previews

24%

Accessible venue

21%

Live music

16%

VIP or special seating options

14%

Enhanced health and safety measures

13%

Group discounts

13%

Engaging in pre-show or post-show activities

12%

Improved parking options

12%

Availability of childcare services 20%

40%

60%

80%

100%

All respondents

Gen X: 53%

9% 0%

20%

40%

60%

80%

100%

All respondents

Q. Why haven’t you attended a performance? Please select all that apply: / Q. Which of the following would increase your likelihood of attending a performance? Please select all that apply:

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

54

Ticket and Ticket Price Perceptions © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

55

Three in five respondents purchased a standard ticket and one in five purchased a VIP package; 84% of respondents felt the value was good, very good, or excellent Type of ticket purchased (if attended)

Value for price of tickets (if attended)

Standard full-priced ticket

59%

Group ticket

Poor

Of the n = 12 that selected poor/fair:

1%

21% Fair

VIP package

15%

2 were dissatisfied with the price of tickets 2 were dissatisfied with parking cost 2 were dissatisfied with price of concessions

21% Good

Subscription ticket

36%

Top 2 Box (very good + excellent)

18%

Very good Discounted ticket

33%

17%

I did not purchase tickets

Excellent

6%

0%

20%

40%

60%

80%

100%

15%

0%

20%

All respondents Q. What type of ticket(s) did you purchase? / Q. How would you rate the value for the price of tickets?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

Standard* (n=46)

39%

Group* (n=16)

69%

VIP* (n=16)

81%

Subscription* (n=14)

71%

Discounted* (n=13)

54%

40%

60%

80%

100%

All respondents

*indicates small sample size, n < 50 56

Most respondents believe a standard ticket price of $20 to $60 is reasonable, while VIP packages should ideally be priced under $350 based on their feedback Reasonable standard ticket price Under $20

Reasonable VIP package price

7% Under $250

$20-$40

46%

31%

$41-$60

$251-$350

29%

$61-$80

34%

14% $351-$450

$81-$100

11%

10%

$101-$150

3%

$151-$200

2%

$201-$250

2%

$251-$300

Average reasonable standard ticket price: $61

$451-$550

Majority (67%) think $41+ is a reasonable ticket price

$551-$650

2%

More than $650

2%

Average reasonable VIP package price: $311

5%

Majority (80%) think $251+ is a reasonable package price

0%

More than $300

2% 0%

20%

40%

60%

80%

100%

0%

20%

All respondents

40%

60%

80%

100%

All respondents

Q. What range do you consider reasonable for standard tickets, including fees? / Q. What price range do you consider reasonable for VIP packages for two guests at the Orlando Ballet?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

57

29% of respondents expressed interest in purchasing a VIP package, with premium seating, complimentary refreshments, and meet-andgreets being the most valued inclusions Interest in VIP package

Most valued VIP package inclusions

All respondents

14%

27%

30%

Gen Z

15%

25%

31%

Millennials 3%

30%

20%

16%

29%

9%

58%

Complimentary refreshments

13%

29%

Premium seating

10%

49%

Meet and greet with performers

Gen X

8%

20%

38%

18%

35%

16% Exclusive merchandise

Boomers

Children at home

22%

6%

No children at home

28%

21%

17%

31%

32%

16%

29%

29%

30%

29%

20%

40%

60%

Not at all interested

Slightly interested

Very interested

Extremely interested

Gen Z: 40%

3% Signed poster

24%

Gen Z: 42%

Loge seating

24%

Boomers: 31%

12%

17%

8% None of the above

0%

Gen X: 50%

41%

Backstage tours

Gen X: 58%

80%

Moderately interested

12%

100% 0%

20%

40%

60%

80%

100%

All respondents

Q. How interested would you be in purchasing VIP packages for our performance? / Q. Which of the following inclusions would drive you to purchase a VIP Package? Please select all that apply.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

58

Respondent Interest and Preferences © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

59

Respondents are mostly interested in family-friendly ballets, fulllength traditional works performed in a classical manner, and fulllength traditional works with a contemporary twist Interest in different types of ballet performances

Family-friendly ballets 5% 13%

What would encourage you to attend a family-friendly show?

28%

32%

Convenient showtimes

56%

Discounted family ticket packages

55%

21%

Appropriate length (not too long)

Full-length traditional works performed in a 4% 15% classical manner

28%

33%

45%

21% Flexible ticket exchange or refund policies

Full-length traditional works with a contemporary twist

7%

17%

28%

31%

18%

37%

Post-show meet and greet

26%

Take-home activity kits

New works from current choreographers

One-act contemporary works

10%

25%

10%

36%

28%

33%

20%

19%

10%

10%

Sensory friendly offerings

17%

Educational workshops

16%

Pre-show crafts

14%

None of the above 0%

20%

Not at all interested

Slightly interested

Very interested

Extremely interested

40%

60%

80%

Moderately interested

Children at home: 35%

23%

6%

100% 0%

20%

40%

60%

80%

100%

All respondents

Q. Please rate your interest in each of the types of ballet performances below: / Q. Which of the following would encourage you to attend a family-friendly show? Please select all that apply.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

60

Classics like The Nutcracker, Cinderella, Alice in Wonderland, and Sleeping Beauty are key drivers of interest in specific shows Interest in specific shows The Nutcracker

28%

36%

64%

Carmen

24%

21%

45%

Cinderella

30%

33%

63%

The Firebird

27%

17%

44%

Alice in Wonderland

26%

36%

62%

Frida

24%

18%

42%

The Sleeping Beauty

25%

36%

61%

Romeo & Juliet

31%

59%

Casanova

28%

22%

18%

40%

Peter Pan

27%

32%

59%

Works by George Balanchine

23%

16%

39%

Swan Lake

27%

32%

59%

Anna Karenina

20%

18%

38%

Dracula

29%

30%

59%

Chanel

18%

19%

37%

A Midsummer Night's Dream

33%

24%

57%

La Fille mal Gardee

22%

15%

37%

Mary Poppins

24%

32%

56%

Coppelia

19%

17%

36%

Moulin Rouge

24%

31%

55%

La Sylphide

22%

14%

36%

The Great Gatsby

26%

26%

52%

The Merry Widow

20%

14%

34%

Three Musketeers

30%

21%

51%

Works by Martha Graham

18%

16%

34%

La Bayadere

18%

14%

32%

Jekyll and Hyde

25%

24%

49%

Hamlet

25%

24%

49%

A Streetcar Named Desire

28%

20%

48%

Le Corsaire

16%

15%

31%

46%

Onegin

14%

16%

30%

20%

40%

Giselle

22% 0%

24% 20%

Very interested

40%

60%

80%

100%

0%

Extremely interested

Q. How interested would you be in attending the following shows

Very interested

60%

80%

100%

Extremely interested

*enthusiasm index: proportion of top 2 box that is extremely interested © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

61

Classics like The Nutcracker, Cinderella, Alice in Wonderland, and Sleeping Beauty are key drivers of interest in specific shows Interest in specific shows The Nutcracker

28%

36%

64%

Carmen

24%

21%

45%

Cinderella

30%

33%

63%

The Firebird

27%

17%

44%

Alice in Wonderland

26%

36%

62%

Frida

24%

18%

42%

The Sleeping Beauty

25%

36%

61%

Romeo & Juliet

31%

59%

Casanova

28%

22%

18%

40%

Peter Pan

27%

32%

59%

Works by George Balanchine

23%

16%

39%

Swan Lake

27%

32%

59%

Anna Karenina

20%

18%

38%

Dracula

29%

30%

59%

Chanel

18%

19%

37%

A Midsummer Night's Dream

33%

24%

57%

La Fille mal Gardee

22%

15%

37%

Coppelia

19%

17%

36%

La Sylphide

22%

14%

36%

The Merry Widow

20%

14%

34%

Works by Martha Graham

18%

16%

34%

La Bayadere

18%

14%

32%

Mary Poppins

24%

32%

56%

Moulin Rouge

24%

31%

55%

The Great Gatsby

26%

26%

52%

Three Musketeers

30%

21%

51%

The Sleeping Beauty Alice in Wonderland Mary Poppins Moulin Rouge The Nutcracker Swan Lake Peter Pan Onegin Romeo & Juliet Cinderella

Enthusiasm Index* 59% 58% 57% 56% 56% 54% 54% 53% 53% 52%

Jekyll and Hyde

25%

24%

49%

Hamlet

25%

24%

49%

A Streetcar Named Desire

28%

20%

48%

Le Corsaire

16%

15%

31%

46%

Onegin

14%

16%

30%

20%

40%

Giselle

22% 0%

24% 20%

Very interested

40%

60%

80%

100%

0%

Extremely interested

Q. How interested would you be in attending the following shows

Very interested

60%

80%

100%

Extremely interested

*enthusiasm index: proportion of top 2 box that is extremely interested © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

62

Those with children at home are primarily interested in kid-friendly shows; Gen Z and Millennials show a strong preference for classics like A Midsummer Night’s Dream and Dracula, while Boomers have expressed particular interest in Carmen Audience segments vs all respondents: top box scores for interest (extremely interested)

› Children at home <18 (Suburban Family Aspirants) – The Nutcracker (46% vs 36%) – Peter Pan (43% vs 32%) – Alice in Wonderland (47% vs 36%) – Cinderella (44% vs 33%) – Mary Poppins (40% vs 32%)

› Gen Z/Millennials without children <18 (Young Urban Professionals) – A Midsummer Night’s Dream (29% vs 24%) – Dracula (38% vs 30%)

› Boomers without children <18 (Older, Stable Residents) – Carmen (27% vs 21%)

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

63

Preferences for attending a ballet performance were strongest for evening shows, particularly on Fridays or Saturdays, and in December, though the plurality had no specific preference for the month Preferred time slots 12:00 PM

Preferred day of the week Monday

10%

1:00 PM

2:00 PM

Boomers: 38%

27%

2:30 PM

39%

7:00 PM

39%

27%

I don’t have a preference

Millennials: 36% Gen X: 39%

0%

20%

20%

Saturday

28%

Sunday

40%

All respondents

60%

80% 100%

Millennials: 33%

10%

I don’t have a preference

12%

Gen Z: 13%

8%

Friday

Millennials: 49% Gen X: 46%

January

16%

February

18%

March

20%

April

18%

May

19%

June

19%

July

20%

7%

Thursday

6:00 PM

7:30 PM

6%

Wednesday

30%

Gen Z: 13%

5%

Tuesday

18%

Preferred months

17% 0%

20%

August

13%

September

13%

40%

60%

80% 100%

All respondents

Gen Z: 28% Children at home: 30% Children at home: 29%

October

18%

November

20%

December

24%

I don’t have a preference

Children at home: 29%

32% 0%

20%

40%

60%

80% 100%

All respondents

Q. What time slots are most convenient for you to attend a ballet performance? / Q. Which day of the week is most preferred for attending a ballet performance? / Q. Which months are most preferred for attending a ballet performance? Please select all that apply:

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

64

One in five respondents consider the venue very important, while half prioritize the show or performance itself, indicating that the performance holds greater importance across all audiences Importance of venue

Importance of show/performance

All respondents 4% 10%

Gen Z

5%

13%

Millennials

6%

9%

Gen X 0%

24%

36%

21%

15%

15%

Boomers 3% 8%

24%

Children at home 1% 12%

19%

No children at home

5%

10%

0%

38%

28%

39%

20%

Millennials 1%4%

31%

Gen X

40%

Not at all important

Somewhat unimportant

Somewhat important

Very important

Neutral

No children at home 2% 6%

20%

80%

100%

33%

15%

36%

29%

51%

33%

56%

34%

55%

12%

34%

11%

0%

49%

16%

11%

Children at home 1% 3%

34%

60%

33%

Boomers 3%3% 5%

19%

40%

11%

13%

28%

45%

34%

Gen Z 2%

18%

36%

25%

All respondents 2%5%

24%

51%

33%

20%

40%

Not at all important

Somewhat unimportant

Somewhat important

Very important

49%

60%

80%

100%

Neutral

Q. How important is the venue in your decision to attend a ballet performance? / Q. How important is the show/performance itself to your decision to attend?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

65

Social media is the leading source for respondents to discover performances, while the preferred method of booking is through the ballet company or venue’s official website How do you find out about performances?

What is your preferred method of booking?

Social media

46%

TV ads

29%

Online event listing websites

29%

Word of mouth

29%

Search engine results/Google

Ballet company or venue’s official website

Boomers: 38%

42%

Mobile apps for ticket purchases

Gen X: 57%

38%

In-person ticket purchases

32%

Phone reservations through a box office

Gen X: 30%

21%

25% Social media booking features

Posters/flyers in public spaces

20%

Arts and culture magazines or publications

17%

Radio ads

14%

Millennials: 29% Children at home: 26% Children at home: 25%

Exclusive presale opportunities for members or subscribers

13%

Calendar listings

12%

Subscription services for season tickets or packages

12%

Things to do listings

10%

Direct mail

14%

Digital ads

12%

Email newsletters from ballet companies/venues

12%

Group bookings options for large parties

I do not see/get information about ballet performances

11%

I do not have a preferred method for booking ballet tickets

0%

20%

40%

60%

80%

100%

All respondents

Gen Z: 30%

17%

Gen X: 24%

7% 10% 0%

20%

40%

60%

80%

100%

All respondents

Q. How do you typically find out about ballet performances? / Q. What methods do you prefer for booking ballet tickets?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

66

One in four respondents consider discounts or special offers very important, with this being especially important to Gen X; over half indicated they would attend ballet performances more often if they were more aware of them Importance of discounts/special offers All respondents 2% 12%

Gen Z

27%

8%

Millennials 2% 11%

Boomers 1%

30%

30%

19%

Children at home 1% 12%

27%

13%

0%

37%

40%

60%

Not at all important

Somewhat unimportant

Somewhat important

Very important

62%

Gen X

63%

41%

58%

No children at home

27%

80%

Millennials

Children at home

21%

30%

59%

Boomers

27%

39%

27%

20%

23%

38%

53%

Gen Z

16%

36%

31%

All respondents

26%

23%

28%

16%

No children at home 3%

32%

23%

Gen X 2%

Would attend more ballet performances if more aware

100%

51%

Not aware of Orlando Ballet

41%

Neutral 0%

20%

40%

60%

80%

100%

Q. How important are discounts and special offers in your decision to attend a ballet performance? / Q. Would you attend more ballet performances if you were more aware of them, even without discounts?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

67

Email is far and away the preferred method of receiving information about Orlando Ballet events/programs with the plurality of respondents preferring monthly updates Preferred method of receiving information

Preferred frequency of receiving updates

Email

55%

Gen X: 63% Weekly

Social media

38%

Direct mail

36%

Gen Z: 54% Millennials: 49% Children at home: 49% Bi-weekly

Text messages

30%

Flyers/posters

Gen Z: 38% Children at home: 28%

18%

Millennials: 37%

23%

Gen X: 49% Children at home: 40%

18% Monthly

Newsletter

Boomers: 44%

40%

60%

Gen X: 30%

18%

Phone calls

34%

11% Only when there are major announcements

I do not wish to receive information about Orlando Ballet events or programs

25%

10% 0%

20%

40%

60%

80%

100%

All respondents

0%

20%

80%

100%

All respondents

Q. How would you prefer to receive information about Orlando Ballet events and programs? Please select all that apply: / Q. How frequently would you like to receive updates from the Orlando Ballet?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

68

The Orlando Ballet School © Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

69

Of those aware of Orlando Ballet, one in three are aware of the Orlando Ballet School; 7% of all respondents (n=321) report having a child enrolled in the School Orlando Ballet School awareness

All respondents

32%

Gen Z

Conversion rate

Enrolled in School

57% of all respondents are aware of the Orlando Ballet

All respondents

43%

22%

7%

Gen Z

2%

5%

3%

9%

Millennials

33%

Millennials

Gen X

33%

Gen X

1%

3%

Boomers

1%

4%

Boomers

27%

Children at home

42%

No children at home

30%

0%

20%

40%

60%

80%

100%

Children at home

4%

10%

No children at home

3%

10%

0%

20%

40%

60%

80%

100%

Q. Are you aware of the Orlando Ballet School? / Q. Do you have a child enrolled in the Orlando Ballet School? / Q. Who is the primary decision maker for purchasing tickets and/or enrolling in programs, schools, or events?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

70

Youth dance programs generate the most awareness and are the top choice for enrolling their children along with fitness classes, trainee & OBII program, young dancer program, and academy program Program awareness (32% are aware of School) Youth dance program

Programs enrolled in

48%

Conversion rate

Youth dance program

6%

13%

Camps/summer classes

39%

Camps/summer classes

4%

10%

Fitness classes (e.g., tap, ballet, yoga)

38%

Fitness classes (e.g., tap, ballet, yoga)

6%

16%

Young dancer program

6%

18%

5%

16%

Young dancer program

34%

Academy program

31%

Academy program

Workshops/masterclasses

29%

Workshops/masterclasses

Pre-professional program

24%

7%

2%

Pre-professional program

5%

21%

6%

38%

Trainee & OBII programs

16%

Trainee & OBII programs

Placements/auditions

15%

Placements/auditions

1%

7%

None of the above

14%

None of the above

2%

14%

0%

20%

40%

60%

80%

100%

0%

All respendents

20%

40%

60%

80%

100%

All respondents

Q. Which of the following school programs are you aware of? Please select all that apply / Q. Which of the following school programs have you enrolled yourself or your child(ren) in?

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

71

Fitness classes are the most popular program of interest among respondents, regardless of their prior awareness of or enrollment in the School Interest in programs Millennials: 40% Fitness classes (e.g., tap, ballet, yoga)

31%

13%

12%

44%

Gen Z: 30% Workshops/masterclasses

19%

18%

10%

53%

8%

54%

Gen Z: 20% Camps/summer classes

12%

Youth dance program

26%

9%

26%

9%

56%

6%

57%

Gen Z: 20% Young dancer program

11%

Academy program

26%

13%

20%

9%

58%

Gen Z: 22% Placements/auditions

13%

Pre-professional program

18%

16%

14%

10%

59%

9%

60%

Millennials: 22% Trainee & OBII programs

14% 0%

13%

11%

20%

62% 40%

Myself

My child

Both

60%

80%

100%

Not interested

Q. Which of the following programs would you be interested in enrolling yourself or your child in at the Orlando Ballet School? Please select all that apply:

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

72

The main reasons for not enrolling in the School are its location, cost, and potential schedule conflicts Reasons for not enrolling Location

43%

Cost

42%

Schedule conflicts

Millennials: 55%

35%

Lack of interest

26%

Unaware of school/programs

Millennials: 23% Children at home: 21%

15%

Prefer other activities

11%

Other

10%

0%

20%

40%

60%

80%

100%

All respondents Which of the following factors contribute to you not enrolling yourself or your child(ren) in the Orlando Ballet School or any of its programs? (Select all that apply)

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

73

Phase 1 - Executive Summary

› The Orlando Ballet serves two geographic audiences – 16% of visitors live more than 50 miles from the center, while the majority (68%) live within 20 miles.

– The Top 25 ZIP codes deliver 56% of visitors. These ZIPs are growing at 5.8% over the next five years with an average HHI of $124,000

› Orlando Ballet Visitors are affluent (Avg HHI $107,518), Educated (33.5% College & Post Grad), and Diverse (49.6%). Three audience psychographics are identified:

– Young professionals and families, often with children.

– Young, educated professionals in their twenties and thirties.

– Older individuals, often aged 55 or older, and singles transitioning either into retirement or starting new careers.

› Orlando Ballet Audiences have strong digital engagement. Traditional media remains most valuable for donors

› Both Earned and Contributed revenues are showing strong, positive trends.

– Single tickets and segment targeted tickets (Discount, Group, VIP) are the strongest with subscriptions fading in importance – similar to other cultural attractions.

– Contributed is nicely balanced between individuals and organizations but sees significant churn each year. While counts of donors have decreased since the 2020 peak, the total gift given have grown driven by increases in average gift.

Source: Analysis of Tessitura data, mobile data of visitors to performances, 2023 demographic data, ESRI 2023 Tapestry.

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

74

Phase 2 - Executive Summary

› The Orlando Ballet has high awareness, yet relatively low conversion to attendance. Among those who

attend, their experience is highly rated, and frequency is high – An opportunity is to improve conversion, 16% of respondents were extremely interested in attending – Barriers to attendance are the plethora of alternative entertainment opportunities in the market, ticket prices, parking cost and overall perception of ballet

› Expand the overall market:

– Shape perceptions of the Orlando Ballet as an entertaining alternative to theatre/musicals.

– Use social media to drive discovery. Use family matching to reach multiple decision makers in a family simultaneously – Use email to maintain awareness of upcoming performances and maintain/expand use of CRM to segment and target audiences based on frequency - one size does not fit all

› Key opportunities are:

– Families with children - Focus on attracting them to ballets that have recognizable brands, are family friendly in length (shorter). To the extent possible, include meet and greet opportunities, activity kits and provide ticket flexibility – Young, educated professionals in their twenties and thirties

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

75

Phase 2 - Executive Summary /2

› The show (brand familiarity) is the key driver of interest in attending for new audiences. Shows that are adaptions of other branded productions are strong candidates for expanding audience

› Ticket packages are serving different audience segments well, with the lowest satisfaction with standard

tickets – Pursue a “barbell” strategy - increase pricing and features for VIP tickets in parallel with selective use and targeting of discount tickets – Promote pre-paid parking as an option during ticket purchase to mitigate the impact on the experience

› The Orlando Ballet School has relatively low awareness, but among those who are aware, conversion is high.

– Fitness classes are the best introduction to the school with a focus on Millennials, but cost is a concern. Explore the use of promotional introductions, friend-bring-a-friend discounts and monthly subscription programs at discounted rates to increase participation

› Overall, satisfaction scores and experiences are excellent - the opportunity lies in refining the positioning of ballet in the market and expanding audience through segmentation and targeting

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

76

THANK YOU! STRATEGY // INSIGHTS // ACTION Alan McKeon President & CEO amckeon@alexanderbabbage.com Stacy Sheldon Vice President Client Insights ssheldon@alexanderbabbage.com Haley Gibbs Client Success Manager hgibbs@alexanderbabbage.com Cole Wilson Client Experience Coordinator cwilson@alexanderbabbage.com

1349 WEST PEACHTREE STREET NW // SUITE 1525 ATLANTA, GEORGIA 30309

© Copyright 2024, Alexander Babbage // All Rights Reserved, Confidential and Proprietary

77