THE ECONOMIC IMPACT OF THE EMBASSY THEATRE ON ALLEN

THEECONOMICIMPACTOFTHEEMBASSYTHEATRE

ONALLENCOUNTY,INDIANA

WITHSPECIALEMPHASISONTHEIMPACTTODOWNTOWNFORTWAYNE



PreparedfortheEmbassyTheatre

bytheCommunityResearchInstitute

atIndianaUniversity‐PurdueUniversityatFortWayne

October,2011

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Contents

ExecutiveSummary........................................................................................................................................................i

Introduction...................................................................................................................................................................1

Definitions.................................................................................................................................................................1

Methodology.............................................................................................................................................................3

TheImpactoftheEmbassyTheatreonAllenCounty...................................................................................................4

ImpactofVisitorstoAllenCounty.............................................................................................................................4

ImpactofSpecificEventsOtherThanFestivalofTrees........................................................................................5

Dining,Concessions,andOtherPurchases.......................................................................................................

7

Parking..............................................................................................................................................................7

OvernightVisitors.............................................................................................................................................8

OtherActivities.................................................................................................................................................8

EmbassyTheatre’sFestivalofTrees.....................................................................................................................9

Dining,Concessions,andOtherPurchases.....................................................................................................10

OvernightVisitors...........................................................................................................................................10

OtherActivities...............................................................................................................................................10

Parking............................................................................................................................................................10

VolunteersattheEmbassyTheatre....................................................................................................................11

AnnualImpacttoAllenCountyIndianafromVisitorsAttendingEmbassyTheatreEvents........................................12

SpecificEventsandtheFestivalofTrees................................................................................................................12

EmbassyOperations................................................................................................................................................12

SummaryofImpactbeforeConstructionProjects..................................................................................................13

ConstructionProjects..............................................................................................................................................13

EmbassyAttendeesandtheImpactonDowntownFortWayne.................................................................................14

Appendices..................................................................................................................................................................

16

AppendixA:Philharmonic.......................................................................................................................................16

AppendixB:SampleSurvey.....................................................................................................................................19

AppendixC:ResultsofPerceptionQuestions........................................................................................................24

AppendixD:AdditionalInformationfromtheFrightNightSurveys......................................................................29

AppendixE:IdentificationofActivitiesandEventsOccurringattheEmbassyduring2010‐2011Season............33

AppendixF:

GeographicOriginofAudiences..........................................................................................................35

AppendixG:Dine&Ride.........................................................................................................................................37

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CommunityResearchInstitute i



THEECONOMICIMPACTOFTHEEMBASSYTHEATREONALLENCOUNTY,INDIANAWITH

SPECIALEMPHASISONTHEIMPACTTODOWNTOWNFORTWAYNE

ExecutiveSummary

TheEmbassyTheatreisknownforitsartisticandculturalimpact,yetitsroleasacontributortotheAllenCounty,

Indianaeconomyisnotaswellknown.ThisreportdocumentstheeconomiccontributionoftheEmbassyTheatre

toAllenCountyeconomy.Inaddition,aspecialreportaddressestheEmbassyTheatre’s

relationshiptothe

economyofDowntownFortWayne.

Keyfindingsinclude:

Spendingbyout‐of‐countyvisitorstotheEmbassyTheatregenerateseconomicactivitythroughoutthecounty.

 TheEmbassyTheatreannuallydrawsanaudienceofover110,000individuals;ourstudysurveyedmostof

theseeventsanditwasfound

that34.3percentoftheattendeesarefromoutsideAllenCounty.

 Directspendingonlocalrestaurants,lodging,retail,andotheractivitiesbyout‐of‐countyvisitorswhocan

beattributedtotheEmbassyTheatrerepresentsapproximately$1.018milliondollarsflowingintoAllen

County.

 Theindirectandinducedactivities,i.e.

themultipliers,fromthebusinessesservingtheEmbassyvisitor

createfurthereconomicimpacts.Asaresult,thetotalimpactoftheEmbassyTheatrevisitorswithan

additional$583,000inmultiplierimpactresultsinanimpactexceeding$1.6milliondollars.

 ThereisalsodirectspendinginDowntownFortWayne.This

isnotasubsetofthevisitorimpact,but

ratherreflectsallpatrons,localandvisiting.Over$1.02milliondollarsofDowntownFortWayne’s

economyisdirectlyrelatedtoeventsattheEmbassy,and,notsurprisingly,themajorityofthisisrelated

todiningandaccommodations.TicketsalesattheEmbassy

arenotincluded.Thetotalimpactwhich

includesmultipliers,onDowntownFortWaynewasnotcalculatedduetothesmallgeographicarea.

ThedirectoperationsoftheEmbassyTheatrealsogeneratesignificantspendingandemployment.

 OperationsandeventspendinginAllenCountybytheEmbassyTheatreapproximates$1.35million



dollarsannuallyinAllenCounty,including$502,000inwagestoEmbassyemployeeswhoareresidentsof

AllenCounty.This$1.35milliondollarsisspentwithinAllenCountyonsuchitemsaslocalEmbassy

employeewagesandbenefits,marketingexpenses,professionalfees,contractlabor,andsupplies.This

impactalsoincludesthecontractualbusinessarrangementsrelatedtotheeventsoccurringatthe

Embassysuchasstagehandsandmarketing.

 DirectemploymentbytheEmbassyTheatretranslatesintoover17full‐timeorpart‐timepositionsby

AllenCountyresidents.Thisistheequivalentof10FTE,orfull‐time‐equivalentemployees.Therewas



significantlymoreemploymentgeneratedthroughcontractemployment.

Direct,indirect,andinducedspendingassociatedwithoperationsbytheEmbassyTheatresupportsignificant

economicactivitywithinDowntownFortWayneandAllenCounty.

 InadditiontothedirectoperationsspendingbytheEmbassyTheatreasnotedabove,whenthemultiplier

effectsare

included,anadditional$800,000iscreatedthroughtheindirectandinducedeffectswithAllen

ii CommunityResearchInstitute

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Countyfirmsandbusinesses.Togetherthis$2.15millionisthefullimpactfromthedirectoperationsand

themultipliers,i.e.theinducedandindirecteffects.



ThecombinedeffectsofoperationsandvisitorspendingassociatedwiththeEmbassyTheatreincludingthe

multipliers,generate$3.75milliondollarsinbusinessactivityforthe

county,oralmostfourmilliondollars

annually.

ConstructionandRedevelopmentactivitiesbytheEmbassyTheatrehavegeneratedadditionalbusinesssales,

earnings,andemploymentandwillcontinuetoimpactthelocaleconomyasfutureprojectsareundertaken.

 Finally,theimpactofamajorconstructionprojectalsohasanimpactonthe

county.Whenthepedestrian

bridgeacrossHarrisonwascompletedandthethirdflooroftheEmbassywasremodeled,thistwo‐year

projectaddedasubstantialimpacttothecounty’seconomicbaseespeciallythroughtheadditional

employmentduringthisconstruction.AstheEmbassyconsidersfurtherprojects,theadditionalimpacts

onthe

countyshouldnotbeoverlooked.Forthisprojectalone,thedirectconstructioneffectonAllen

Countywasover$1.5milliondollars.Afterthemultiplier,theeffectwas$2.16millioninadditionalimpact

inAllenCounty.Inaddition,thisprojectprovidedtheequivalentof14fulltimejobsannually,or22FTE



afterincludingmultipliereffects.





CommunityResearchInstitute 1

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THEECONOMICIMPACTOFTHEEMBASSYTHEATREONALLENCOUNTY,INDIANAWITHSPECIAL

EMPHASISONTHEIMPACTTODOWNTOWNFORTWAYNE

Introduction

TheEmbassyTheatre,Indiana’slargesthistoricaltheater,openeditsdoorsindowntownFortWaynein1928.With

morethan3,000seats

,itwasthelargestandmostimposingofthecity’stheaters,andvisitorsfromoutsidethe

cityweredrawntoFortWaynetoseethenation’stopperformersandmajormusicaleventsinabeautifuland

grandsetting.Bythemid‐1960s,itbegantoloseitspositionasa

performingvenueandeventuallyclosed.

Threatenedwithdemolitiontomakewayforaparkinglotandactuallywithindaysofbeingtorndown,asmall

groupoflocalcitizensformedtheEmbassyTheatreFoundation,Inc.anon‐forprofitfoundationthatnotonly

savedthehistoricbuilding,butprovidedthe

impetusformanyofthenecessaryimprovementsthatdefineittoday

asoneofthepremierperformingartscentersinthestate.

TheEmbassyismorethanaconcerthall.Everyyear,theEmbassyTheatrehostsmorethan100,000visitorsto

variousmusicalevents,showandstageperformances,andmanymore

cometousethebackdropoftheEmbassy

anditslobbyforprivateeventsandweddings.WhentheEmbassywasbuiltin1928,the150‐roomIndianaHotel

wrappedaroundthenorthandwestsidesofthetheatre.Manyoftheoriginalhotelareas,suchastheIndiana

HotelLobby,

havebeenrestoredandareinuseforcertainevents,suchastheFestivalofTreesandtheDowntown

FrightNight,aswellasforweddingsandconferences.

In2010,theCommunityResearchInstituteatIndianaUniversity‐PurdueUniversityFortWayne(CRI)wasengaged

bytheEmbassyTheatreFoundation,Inc.to

conductaneconomicimpactstudyoftheEmbassyTheatreandits

impactonAllenCounty.Inaddition,thereweretwootherareasofinterest.Asubcomponentofthisreportwould

focusontheimpactoftheEmbassyonthedowntownareaofFortWayne,andanotherwouldinvestigatethe

construction

activitieswithintheEmbassyintherecentpast.CRIcompletedayear‐longstudywhichinvolved

surveyingthepatronsateventswithintheEmbassy.Inaddition,CRIreviewedannualexpendituresoftheEmbassy

FoundationaswellasinvestigatedthefacilityrentalsinordertoevaluatetheannualeconomicimpactonAllen



County.

Definitions

ThepurposeofthisreportistoidentifytheeconomicimpactoftheEmbassyTheatreonDowntownFortWayne

andonAllenCounty,Indiana.FortWayne,acityofapproximately250,000,isthecountyseatofAllenCounty.

AllenCountyisinnortheastIndiana,andwithapopulationofover355,000,

istheurbancenterfortheregion.

TypesofEconomicImpact:ThepurposeistoidentifytheeconomiccontributionoftheEmbassyTheatreonthe

localeconomy,whichisdefinedasAllenCounty,Indiana,aswellastheimpactonDowntownFortWayne.An

organizationsuchastheEmbassyTheatre

makesaneconomiccontributionthroughfivetypesofimpacts.

 Directeffects:Thisisallthedirectexpenditures,includingemployment,bytheEmbassyTheatrethat

effectthelocaleconomy.Forexample,iftheEmbassyTheatredidalltheirprintingwithanAllenCounty

printshop,thosefundsstayinAllenCounty

andarerecirculatedbytheAllenCountyprintshop.Ifan

employeelivesinAllenCounty,agoodportionoftheirsalarygoestosupporttheirlivingexpensesinAllen



Thenumberofseatswasreducedto2,471duringremodelingin1980.

2 CommunityResearchInstitute



County.AlsoincludedwiththedirecteffectsaretheexpenseshandledbytheEmbassyTheatrefortheir

theatricaloperations,suchasexpensesforstagehandsandmarketing.

 Indirecteffects:ThebusinessesthatsupplytheEmbassyTheatrewithgoodsandservices,suchasthe

printshopintheaboveexample,havenew

incometopayitsemployees,buysupplies,andpayforthe

costsinvolvedwhendoingbusiness.Someofthesefundscirculateagaininthecountywhenthecompany

whichsellsthepapertotheprintshopnowhasincreasedsales,anditusesthosefundstopayits

employeesand

foritssupplies.Notallofthemoneyreceivedbyeitheroftheseestablishmentsstaysin

AllenCountyasitisrecirculated.Forthisimpactstudy,aneconomicmodeldevelopedbyEconomic

ModelingSpecialistsInc.(EMSI)forAllenCountyisbeingusedtoestimatehoweachsectorisimpactedas

funds

arerecirculated.

 Inducedeffects:ThisistheeconomicactivitygeneratedbytheEmbassyTheatreemployeesorthe

employeesofthesuppliersastheyspendtheirwagesonvariousconsumerpurchasesinAllenCounty.

Similartoindirecteffects,someofthismoneyisre‐spentinAllenCounty,andwe

usethemodelidentified

abovetoidentifytheeffectonspecificindustries.Themodelmaybeunderstatingtheeffectsinthis

particularcasesincethereissubstantialemploymentgeneratedbytheEmbassy’soperations.

 Visitoreffects:ThisisthebusinessactivitycreatedbythespendingofindividualswhoareinAllen

County

(orDowntownFortWayne)specificallytoattendaneventattheEmbassyTheatre.Thesevisitorsspend

moneyonlodging,restaurants,retailandotheractivities.Thereisalsoanindirectandinducedbusiness

activityofsuppliesandvendorstothevisitor‐servingestablishmentstocreatefurtherimpacts.

 Taxeffects:

AsvisitorspayspecificAllenCountytaxessuchastheInnkeepers’taxandtheFoodand

Beveragetax,thosefundsstaywithinAllenCountytosupportsuchentitiesastheGrandWayne

ConventionCenter,theAllenCountyWarMemorialColiseum,andVisitFortWayne.Inaddition,thereisa

specificincometaxon

AllenCountyresidentsthatremaininthecounty.Wehaveincludedthesetaxesas

partofourlocalimpact,butnotothers,eventhoughaportionofthetaxescollectedbythestateof

IndianawillbeallocatedtoAllenCounty.

Theindirectandinducedeffectsareoftenreferredto

asthemultipliereffects.

AsweanalyzetheeconomiccontributionsoftheEmbassyTheatreonDowntown,theactualmultipliereffectwill

besmall—sosmallthatwearenotevengoingtoestimateit.Weusemodelswhichhavebeendevelopedbasedon

aregion’semploymentinspecificindustries,itsearningsin

thoseindustrysectors,andbusinesssales.Notethat

thesmalleranarea,thesmallerthemultiplierssincethereismorechanceof“leakage”thatis,thechancesthat

DowntownrestaurantspurchasetheirsuppliesfromaDowntownsupplierentityaresmallsincethenumberof

firmsthatarelocatedinDowntown

arefew.Similarly,ifwebroadenedtheareatoincludeallofIndiana,the

multiplierwouldbemuchlarger.Forexample,iftheEmbassyTheatredidnothireanaccountingfirmfromwithin

AllenCounty,chancesaregreatthattheiraccountingfirmislocatedsomewherewithinIndiana.Thosefunds

receivedby

theIndianaaccountingfirmwouldre‐circulateamongotherIndianabusinesses,andthemultiplier

wouldbelarger.

Onemorewordaboutmultipliers:Therearevarioustypesofmultipliers.Salesmultipliersareeasyto

understand—onthesurface.Newmoneycomesinasasale,andvarioussalescontinuetooccurwith

thissame

dollar.Thereareprosandconsofdiscussingtheresultsofanimpactanalysiswithsalesmultipliers—thebiggest

pointinfavorofusingsalesmultipliersisthattheyarecommonlyusedinbasiceconomicimpactstudies.However,

thereisacommoncomplaintwhenusingsalesmultipliersthatshouldbe

addressed—veryfewstudiestakethe

marginintoaccount.Forexample,certainlynoteverydollarspentataHolidayInnisgoingtostayinAllenCounty,

eveniftheHolidayInnonlyemployedemployeeswholiveinAllenCountyandonlyboughtsuppliesfroma

companywithinAllenCounty.There

isnationalmarketing,executivemanagement,andshareholderswhowill



CommunityResearchInstitute 3



needtocollectsomeofthosedollars.Butwhensalesarereducedtothemargin,theactualdollaramountdoesnot

lookhelpfulbecausewearenotusedtoseeingasalesgivenatthemargin.Giventhatcaveat,wewillusetotal

salesandsalesmultipliersinthisreport.

Downtown

isdefinedastheareaborderingBroadway,theStMary’sRivertothenorth,LafayetteStreettothe

east,andMastersonStreettothesouth

.

TheFortWaynePhilharmonicusestheEmbassyTheatreastheirmajorvenueforperformances.ThePhilharmonic

hastwomajortypesofsubscriptions:theMasterworksareorchestral,classicalperformances,whilethePops

Concertsfeaturemorecontemporaryorshowmusic.Bothofthesefeatureguestartists,andwhilesingletickets

areavailable,

manyofthepatronsaresubscriptionconcert‐goers.ThebusinessoperationsofthePhilharmonic

werenotpartofthisstudy.InformationonPhilharmonicpatronsisshowninAppendixA,andthisisforgeneral

informationalpurposesincethePhilharmonicvisitorimpactsareincludedintheEmbassyseasonreport.

Methodology

TheCommunityResearchInstitute(CRI)preparedbothpaperandelectronicsurveystocapturevisitorspending

data.PatronsweresentanemailaftertheeventorgivenacarduponenteringtheEmbassyTheatreauditorium

whichlistedthewebsiteofthesurvey.Allsurvey‐takerswerenotifiedofanincentive

tocompletethesurvey:

therewasamonthlydrawingforagiftcertificatetoapopulardowntownrestaurant,ClubSoda.Inaddition,

patron‐interceptsurveysweredoneattheNovemberPhilharmonicMasterworksconcertandattheFestivalof

Trees.Whilesurveyswereoccasionallytailoredforaspecificevent

,thesamebasiceconomicimpactquestions

wereasked,andasamplesurveyisincludedasAppendixB.

TheimpactofvisitorsonAllenCounty’seconomyisdescribedinthenextsection,withTheFestivalofTrees(FOT)

eventbrokenoutindependently.Intotalfortheseason,CRIcollectedatotal

2,111usablesurveysfromEmbassy

Theatreeventsplusanadditional217surveysfromtheFOTsurveys

.Keepinmindthattheserepresent“parties”

andnotindividualpatrons.Weusedtheresultsfromthesurveystocalculatethedirecteffectsfromthevisitors.

Then,asidentifiedpreviously,weusedtheinput/outputmodelsuppliedbyEMSItocalculatethemultipliereffects

ofthevisitorpatronspending.

TheEMSI

modelwasalsousedwhencalculatingthemultipliereffectsofoperationalexpenseoftheEmbassy

Theatre.Thein‐countyexpenditureswereidentifiedbytheEmbassyTheatreFinanceOffice.CRIassigned

multipliersdependingonthesectororindustryandthosewereusedtocalculatethemultipliereffect.Asimilar

reviewwas

performedtoreviewtheconstructionimpact.

CRIusedconservativeestimatesandmethodologieswheneverpossible.Examplesofsomeofthechoiceswemade

inanefforttonotoverstatetheEmbassyTheatre’simpactonAllenCountyincludethefollowing:

 Wedidnotincludeweddingsorschooleventswhencalculatingthevisitor

impactonAllenCounty.The

EmbassyTheatreandlobbypresentauniquesettingforaspecialeventanditispossiblethatthisvenue

couldbetheover‐ridingfactorinchoosingalocation.However,weshallmaintainourpositionthatifa



Notethatthe”official”southernborderoftheDowntownImprovementDistrictmaybetherailroadtracksbetweenGrand

andBakerStreets,butweincludedtheOysterBaronourlistofdefineddowntownrestaurantsinoursurvey,sotheregionis

extendedtoMastersontoincludetheOysterBar.

CRIdevelopedover6uniquesurveysforthe2010‐11season.

Therewassufficientresponsefromthesurveystogiveusahighdegreeofconfidenceinthesurveyresults.



4 CommunityResearchInstitute



decisionwasmadetobemarriedinAllenCounty,thenoneofthelocalvenueswouldhavebeenbooked,

eveniftheEmbassyTheatrewasnotavailable.Thesameistrueforahighschoolgraduationorspecial

event.IntermsofaseparateimpacttoDowntownFortWayne,webelieve

thatmostlikelyanimpactwas

madeonthedowntownhotelswhenaweddingorgraduationoccurredattheEmbassyTheatre,anddid

includetheseeventswhenestimatingtheEmbassy’srelationshipwithdowntown.

 Weexcludedfromtheimpactallout‐of‐countyvisitorswhoattendedaneventbutwere

intownforother

reasons.Thisquestionwasincludedonallsurveys.

 WeexcludedallvisitorswhowereinvolvedwithtoursoftheEmbassyTheatre.

 Wedohaveanestimatefortheexpensesofvisitingperformers,butintentionallykeptthisestimatelow

andthiswasassignedonacase

‐by‐casebasis.

 WehavenotincludedthefulleffectofthetaximpactonAllenCounty;justspecifictaxesthatcanbe

directlyidentifiedandcalculatedasremaininginAllenCounty.

Throughoursurveys,wewereabletogatheradditionalinformationthatmayberelevanttotheEmbassy

Theatre

althoughnotallofthatdataisassociatedwithaneconomicimpact.Manyofthesewerecommentsand

suggestionswhichweredirectlysubmittedtotheEmbassyandarenotincludedinthisreport;howeverthereisa

limitedamountofnon‐impactanalysiswhichissummarizedlaterinthisreport.

Also,asweforwardedcomments

totheEmbassyduringtheseason,itwasrefreshingtoseethatEmbassymanagementlistenedcarefullytothe

suggestions.Manyofthesuggestionsresultedinupdatestobuildingandpatronservicesthisyear.



TheImpactoftheEmbassyTheatreonAllenCounty

ImpactofVisitorstoAllenCountyandResultsfromthePatronSurvey

TheEmbassyTheatrewasthevenueforover76“stage”eventsduringits2010‐11season,andtheseeventsare

representativeofatypicalseason.Therewereapproximately110,000patronsattendingthese76events.Someof

theseeventstakeplaceoveramulti‐dayperiod,suchastheFestivalof

Trees,butmostaresingledayevents.Each

yeartheseasongenerallybeginsinSeptemberandendsinMay.Afulllistofeventsforthe2010‐11seasonis

includedasAppendixE.Therewereseveralspecificeventsgearedtoyouthorschoolchildren,suchastheFort

WaynePhilharmonic

YouthPerformancesandBradleyField’s“MaththeMagic”thatbythenatureoftheaudience,

wereexcludedfromoursurvey,andalsofromcontributingtotheeconomicimpact.Thereareotherevents,such

aslocalhighschoolgraduationsandotherhighschoolprograms,thatwouldhavetakenplacesomewherein

Allen

CountyiftheEmbassyhadnotbeenavailable,andtheconservativenatureofthisreportexcludeseventssuchas

theseasbeingidentifiedasimpactsonAllenCountyduetothepresenceoftheEmbassy.Theseevents,plus“Bea

TouristinYourOwnHometown”mayhavehadanimpact

onDowntown,andthoseeventswillbeincludedwhen

weexaminethetiesbetweenEmbassyeventsandDowntown,butwearenotincludingthosetypesofeventsas

beingpartoftheEmbassy’simpactonAllenCounty.TheeventswhicharenotpartoftheimpactoftheEmbassy

Theatre

onAllenCountyarenotedintheAppendixE.

Severaloftheseeventswereevaluatedindependently.Theseincludethefollowing:

1) TheIndianaMusicEducatorsAssociation’s(IMEA)ConferencewasheldJanuary19‐22inFortWaynefor

thefirsttimein2011,andtheconferencewillbeheldatthis

locationforthenextseveralyears.The

decisiontohavethisconferenceinFortWaynewasduetoasuperbeffortmadebyanumberof

organizationsandindividuals,andalthoughtheEmbassy’sstageavailabilitywasafactorinthedecisionto



CommunityResearchInstitute 5



hostithere,itwasnotthesoledecidingfactor.TheGrandWayneConventionCenter,AllenCounty

Library,IPFW,andtheFirstPres

wereallpartnersinlandingthisconference.Someoftheimpactofthis

conferencewillbesharedwiththeEmbassy,sinceitwasacknowledgedasa“PrimeJewel”inthetotal

package.Thousandsofpeopleattendedthisconference:therewereeducators,studentperformers,and

theirfamilies.

2) Theotherevent

wastheFestivalofTrees,whichhasbeenaweek‐longfund‐raisingeventfortheEmbassy

Theatresince1985.Over15,000peopleannuallyattendthisevent.CRIconductedapatron‐intercept

methodofsurveyingalmostexclusivelyforthisevent,andthesomeoftheresultsfromthiseventare

shown

separatelyinthisreport,althoughtheeconomicimpactisincludedaspartoftheoverallimpact.

NotethatwewerepreparedtoanalyzethePhilharmonicseparatelyanddidinfactdoapatron‐intercept

surveyataMasterworksconcert.WhilesufficientresponseswerereceivedfromPhilharmonicpatrons

throughouttheyear

tomakethisstepunnecessary,wedidincludeanappendix(AppendixA)which

summarizesresultswhichpertaintothePhilharmonicpatrons.

ImpactofSpecificEventsOtherThanFestivalofTrees

Excludingtheattendanceandimpactofthetwoeventslistedabovewhicharereviewedindependently(IMEAand

FOT),andalsoexcluding

theeventsgearedforchildrenasdiscussedabove,thedatainthefollowingdiscussion

reflectstheeffectof57showsorperformancesinvolving73,573inattendanceforthe2010‐11season.

Itwasfoundthatalmostonepercentofattendeeswereintheareaforotherreasons,and“justdecided

totakein

aneventattheEmbassy”whiletheywerehere.Thesepeople,eventhoughtheyarefromoutsidethecounty,do

notmakeaneconomicimpactthatisdirectlyattributabletotheEmbassyTheatre,andarenotincludedaspartof

ourcalculations.

Theaveragepartysizewas2.65:

2.58personsperpartyforthosefromAllenCountyand2.78personsperparty

forvisitors.Thechartbelowidentifiesthefrequencyofthepartysizesforallgroups.Notethatbusgroupsare

popularattheEmbassyTheatre,butwedidnotwantasurveyrespondertoassumefinancial

knowledgefortheir

totalbusgroup.Oursurveyaskedmembersofbusgroupstoidentifythemselvesaspartofagroupforwhichthey

werefinanciallyresponsible.Forexample,ifacoupleattendedaneventattheEmbassyTheatreaspartofabus

group,theywouldidentifythemselvesasa

partyoftwo.Asinglepersonattendingwithfriendswouldidentify

herselfasapartyofoneifshewasresponsibleforpayingforjustherownticketorherowndinner.



FirstPresisthetheaterarmoftheFirstPresbyterianChurch,locatedindowntownFortWayne . 

6 CommunityResearchInstitute



Ofthe2,111surveystakenduringthese57events,35.3percentwerevisitorswhowereinAllenCountyspecifically

toattendanEmbassyevent.AppendixFidentifiesthegeographiclocationofthesepatronsaswellasthe

attendeesattheFestivalofTrees.Excludingtheout‐of‐countyvisitorswho

werehereforreasonsotherthan

attendinganEmbassyevent,visitorsatthese57eventsaredividedintothreetypes:



7.7%

62.2%

9.3%

13.8%

1.9%

2.4%

2.7%

10%

20%

30%

40%

50%

60%

70%

1234567andover

PartySize

FrequencyofPartySize

OnlyEmbassy;

nolocaldining,

26.5%

Embassyand

localdining,

60.5%

Stayed

overnight,

13.0%

TypeofVisitorsatanEmbassyEvent



CommunityResearchInstitute 7



Dining,Concessions,andOtherPurchases

73.5percentofallvisitorsdinedinarestaurantinAllenCountyinconnectionwiththeirEmbassyevent,amuch

higherpercentagethanAllenCountyresidentswhodineoutinconnectionwithanEmbassyevent(localsdinedout

39percentofthetime).Ofthosewho

dined,theaverageamountspentwas$63.55perparty

.TheaverageAllen

Countypartywhodinedspent$70.00perparty.Allvisitors,includingthosethatspentnothing,spentanaverage

of$44.91perpartyondining.

29.7percentofallvisitorspurchaseditemsattheconcessionareaorbarattheEmbassy.Thisislessthanthe38.1

percent

oflocalAllenCountyresidentswhovisitedtheconcessions.Ofthosewhovisitedtheconcessions,the

averageamountspentpervisitorpartywas$14.87.TheaverageAllenCountyresidentpartyspent$11.97.All

visitors,includingthosethatspentnothing,spentanaverageof$4.41perpartyonconcessions.

18.7percent

ofallvisitorsindicatedthattheypurchasedgasoline.Ofthosewhoboughtgas,theaverageamount

spentpervisitorpartywas$40.03.Allvisitors,includingthosethatspentnothing,spentan averageof$7.47per

partyongasoline.

Forinformationpurposessincetherelationshipbetweeneconomicimpactandshowmerchandiseis

handled

differently,14.1percentofallvisitorstotheEmbassypurchasedsouvenirsandofthosewhopurchased,the

averageamountspentperpartywas$39.95.(Visitorswhocamejustfortheeventandindicatedthattheydidnot

dineinAllenCountyspentthemost‐$49.49perparty).Only10

percentofAllenCountyresidentspurchased

souvenirsandtheaverageamountspentperpartywas$35.64.Whenconsideringallvisitorsincludingthosethat

spentnothing,theaveragevisitorpartyspent$5.65.

Theabovecanbesummarizedinthefollowingtable:

 Dining Embassy

Concessions/Bar

Embassy/Show

Merchandise

Gasoline

Purchases

Out‐of‐countyvisitor:Percentofthatgroup

whichdidtheactivity:

73.5%

29.7% 14.1% 18.7%

AllenCountyresident:Percentofthatgroup

whichdidtheactivity:

39.0% 38.1% 10.0% NA

Visitor:AverageAmountSpentPerParty $63.55 $14.87 $39.95 $40.03

Resident:AverageAmountSpentPerParty $70.00 $11.97 $35.64 NA



Parking

ParkingateventssuchasthoseheldattheEmbassynotonlygenerateseconomicimpactandjobs,butalso

providevisitorswithanimportantfirstimpressionofthecommunityanditsabilitytowelcomeguests.Withthe

openingoftheHarrisonSquaregarage,anewparkinggarageonHarrison

Streetwithbridgeaccesstothe

Embassy,therearenowtwoparkinggarageswithinablockoftheEmbassyTheatre

.Itwasthoughtthatwithtwo

parkinggaragesnearbywithveryreasonablerates

,thatcommentswouldbepositiveinthisarea.Commentshave

beenforwardedtotheEmbassyTheatreinaseparatedocument,butthereweremanycommentswith

suggestionsonhowparkinginthegaragescanbeimproved.



ThisincludestheaverageofthetotalamountspentbythosewhospentthenightinAllenCounty.

TheCivicGarage(borderingJefferson,Calhoun,andClintonStreets)alsohasbridgeaccessfromthegaragetotheEmbassy.

Formostevents,thegarageshavesetfees,either$2or$4perevent,anddonotchargebythehour.



8 CommunityResearchInstitute



VisitorstoAllenCountyusedtheseparkinggaragestoagreaterextentthanthelocalresidents.78.2percentofall

visitorsusedoneofthesegaragescomparedto62.9percentofAllenCountyresidents.Perhapslocalresidentsfelt

morecomfortableusingprivatelotsandon‐streetparking,asshowninthe

chartsbelow.TheRide&Dineprogram

mayhavehadanimpactinthisarea,althoughourdataisnotsufficienttomakeanyconnections.Formoreonthe

Ride&Dineprogram,seeAppendixG.



OvernightVisitors

Asmentionedearlier,13percentofallvisitors(oralmost5percentofallEmbassyparties)spendthenightinFort

WayneinconnectionwiththeEmbassyevent.Ninetypercentoftheseovernightvisitorswereinahotel;the

remaining10.4percentstayedwithfriendsorfamily.The

averagebillperpartywas$138.34(ofthosewhostayed

inahotel)andthisreflectsthetotalstay.

OtherActivities

ThesurveyincludedasectionwhichaskedthevisitorswhatotheractivitiestheyengagedinwhileinAllenCounty.

Only14.5percentofallvisitorsincludedadditionalactivities,otherthan

dining,whileinAllenCountytoattendan

eventattheEmbassy.Ofthosewhoindicatedanactivity,theaverageamountspentpervisitorpartywas$86.52.

Whenincludingallvisitorsincludingthosethatspentnothing,theaveragevisitorpartyspent$12.57inAllen

Countyonactivities.Themostpopular

eventwas“shoppingormovies”,andthefrequencyforalleventsisshown

inthetablebelow.Themostcommonresponse,otherthan“noactivity”,wasoneadditionalevent.

Notsurprisingly,thosewhostayovernightattendanotheractivityatmorethantwicetherateofthosewhodonot

spendthe

night,andtheyalsospendmoremoneyperpartyontheseactivities.



15.7%

12.5%

50.4%

2.8%

18.6%

ParkingatEmbassyEvents:

AllenCountyResidents

On‐street

HarrisonSquare

Garage

CivicCenter

Garage

Office/Reserved

Private/surface

10.2%

19.9%

58.3%

2.1%

9.5%

ParkingatEmbassyEvents:

VisitorstoAllenCounty

On‐street

HarrisonSquare

Garage

CivicCenter

Garage

Office/Reserved

Private/surface



CommunityResearchInstitute 9



Percentofallpartieswhoindicatedthefollowingactivitiesin

additiontoEmbassyevent:

Visitorwhodidnot

spendthenight

Overnight

visitor

Indicated“nootherevent” 79.9% 55.2%

ShoppingorMovies 12.2% 14.5%

Other‐PleaseSpecify(1)  

FortWayneAllenCountyLibrary,includingGenealogy 1.3% 1.0%

Lessthan1percentoftheparties:

AnyoftheFortWaynemuseums

EventatGrandWayneCenter

EventatAllenCountyColiseum

TheArtsScene‐ArtGalleries,ArtLink,CinemaCenter



FortWayneChildren’sZoo(2)

Foellinger‐FreimanBotanicalConservatory

ScienceCentral

NoResponsesIndicated:

College,HighSchool,orYouthevents

(1) Notethatrespondentsdidwrite‐inactivities,butnoneweresignificant,i.e.didnotexceedonepercentofthe

patrons’responses.

(2) Notethatthemanyoftheseeventsarenotoccurringthroughouttheyear.Forexample,thezoo’smainseasonis

theoppositeoftheEmbassy’s‐mostEmbassypatrons

wouldfindthezooclosedduring theirvisit.

TicketSales

AlthoughticketsalesarecertainlyanimpactfromvisitorstoAllenCounty,theeffectofticketssaleswillbe

consideredwhenwereviewtheEmbassy’soperationalexpenses.

EmbassyTheatre’sFestivalofTrees

TheFestivalofTreesisanannualtradition.ItbeginsthedaybeforeThanksgiving,isanon

‐goingweek‐longevent,

andisoneoftheEmbassy’smajorfundraisingevents.TheFestivalofTrees(FOT)hasalonghistoryinFortWayne‐

morethan25years‐andispartofmanyfamilies’holidayentertainmentplans.Thelobbiesandhallwaysare

decoratedwiththemedChristmastreesandwreaths,

andthestageisaconstantsourceofactivitywithmany

children’s’choirs,danceteams,bands,andotherentertainmentactivities.IndowntownFortWayneduringthis

time,therearemanyotherChristmas,holiday,or“winter‐themed”eventsoccurringduringthissameweek.Inan

efforttogaugetheeconomicimpactof

aneventsuchasthis,weattemptedtodesignasurveytohelpusidentify

theeconomicimpactoftheEmbassyTheatrewhiletakingotherfactorsintoaccount.Forexample,weonlywanted

toincludetheimpactfromthosewhoweredowntowneitherto“mainlyattendtheFOT”orto

“solelyattendthe

FOT”.ThereisagreaterimpactthanexpectedbecausetheEmbassyTheatreschedulesentertainmentfrommany

areasoutsideAllenCounty.Manyofthosegroupscomefromoutsidethecounty,andevenfromOhio,andhelp

expandtheimpactofvisitorssinceveryoften,parentsandrelativescometo

watchtheperformances.

Theaudienceforthe2010FestivalofTreeswas15,041,andthisrepresentedapproximately3,550parties.

Therewere217usablesurveystakenduringthisevent.

Almost25percentofthepartiessurveyedindicatedtheyhadatleastonememberoftheirgroupwhodidnotlive

in

AllenCounty,buttheactualpercentageusedinourcalculationsforoutoftownvisitorswas19.8percentofall

attendees.Someofthepartiesindicatedthattheyweredowntownforothereventsand“justdecidedtotakein

someofthedowntownholidayactivities”orthattheyenjoyedtheEmbassy’s

FestivalofTrees,butwereequally

interestedinotherdowntownholidayevents.ThesewereexcludedaspartoftheEmbassyTheatre’simpact.Those

whoindicatedtheywere“mainly”downtowntoattendtheFOTaswellasthosewhoindicatedtheywere“only”

downtownfortheFOTwillbethefocus

oftheimpacttoAllenCounty.Thesegroupsrepresent19.8percentofall

attendeesattheFOT,andarereferredtoasFOTvisitorsorimpactvisitorstodistinguishthemfromtheother

10 CommunityResearchInstitute



visitorswhoareintownduringthistimeforthemanyeventswhicharenotentirelyattributabletotheEmbassy

Theatre.

TheaveragepartysizeforallwhoattendedtheFOTwas4.24,andtheaveragesizefortheFOTvisitorswas4.27

personsperparty.

ActivitiesIdentifiedbyFOTVisitors

ShoppingorMovies 25.6%

AllenCountyColiseum 4.7%

FantasyofLights 4.7%

OtherActivitiesIdentified,butbylessthan2.5percentofallvisitorparties:

Museums

ArtCentered

College,HighSchool,orYouthEvents

ScienceCentral



Dining,Concessions,andOtherPurchasesattheFestivalofTrees

58.1percentoftheFOTvisitorsindicatedthattheydinedout,andtheaverageamountperpartywas$46.16.The

averageexpenditureforallFOTvisitorsincludingthosewhospentnothingwas$27.48perparty.

34.9percentofallFOT

visitorsvisitedtheconcessionareaorbarattheEmbassy.Ofthosewhowenttothe

concessions,theaverageamountspentpervisitorpartywas$8.20.TheaverageexpenditureforallFOTvisitors

includingthosewhospentnothingwas$2.86perparty.

25.6percentoftheFOTvisitorsindicatedthatthey

purchasedgasolineandtheaverageamountperpartywas

$37.50.Allvisitors,includingthosethatspentnothing,spentanaverageof$8.93perpartyongasoline.

OvernightVisitors

AlthoughsevenpercentofallFOTvisitorsindicatedthattheyspentthenightinAllenCounty,allindicatedthat

theydidnot

useahotel.Rather,theyallstayedwithfamilyandfriends.

OtherActivities

Thissectiondoesnotincludeattendanceatotherdowntownfestivaleventsheldduringthesametimeasthe

FestivalofTrees.AlthoughalmostallofourimpactvisitorsindicatedthattheyweredowntowntoattendtheFOT,

37.2

percentofthesewereabletotakepartinsomeotheractivityinAllenCountynotrelatedtothedowntown

activities.Notsurprising,giventhistimeofyear,shoppingwasapopularactivity.Withinthisgroup,theaverage

amountspentperpartywas$119.87.TheaverageexpenditureforallFOT

visitorsincludingthosewhospent

nothingwas$42.81perparty.

Parking

attheFestivalofTrees

ThereweresomeslightdifferencesinparkingpreferencesbytheFOTvisitorcomparedwiththeannualreviewof

parkingbyallEmbassyeventpatrons.Therewasmoreon‐streetparkingandlessgarageparking.Only74.3percent

ofthesevisitorsindicatedtheyusedagarage,comparedwith78.2percentduringthe

regularEmbassyTheatre

season.



CommunityResearchInstitute 11



Theactualperpartyimpactfrom

parkingwillbeslightlylessforFOT

visitorsbecausethemayorhas

traditionallydesignatedfreeparking

incitygaragesduringThanksgiving

Eve.Whenthedollarimpactis

showninthefollowingsection,an

adjustmentwillbemadetoadjust

forapproximatelyfivepercentwho

may

haveparkedinthegaragesbut

nothadtopayonThanksgivingEve.



VolunteersattheEmbassyTheatre

ThereisdefinitelyaneconomicvalueforthethousandsofhourscontributedbyvolunteersoftheEmbassy

Theatre.Inanaverageyear,over12,000hoursarecontributedbyboardmembers,specialmusical

technicians

especiallytheorgancrew,pianists,fundraisers,andbythosewhoassisttheEmbassyTheatreasushers,tour

guides,officeassistants,anddocents.Theannualvalueofthesehoursisconservativelyestimatedat$135,000

.If

theEmbassyneededtofilltheseaspaidpositions,theEmbassyTheatrewouldnotbeabletospendthatamount

ofmoneyinsomeotherarea,andthatimpactwouldbelost.Giventhis,itisentirelyappropriatetoincludethis

valueasaneconomicimpact,andthisamount

isincorporatedintothetotalEmbassyimpact.

Inaddition,CRImaintainsthatthosevolunteerswhotravelintoAllenCountytoassisttheEmbassynowareina

positiontoactasavisitortothecounty.Wepreparedasurveyforthevolunteerstoseewhatimpactthese

volunteersmight

makewhentheyarriveinAllenCountytoworkattheEmbassy.With63useablesurveys

returned

,itwasestimatedthatapproximately17.5percentofEmbassyvolunteersarenotfromAllenCounty.

Morethanhalfofthese“visitors”purchasedfoodfromafull‐serviceorfastfoodrestaurant.Wealsoaskedifthey

purchasedgasolinewhileinFortWayne,butdidnotaskanyotherimpactquestions,

suchasshoppingoractivities.

Itisestimatedthattheimpactfromthevolunteersasvisitorswasapproximately$5,372.





UsingvaluesforoccupationsdeterminedbythePointsofLightInstituteandisavailableattheHandsOnNetwork,

www.handsonetwork.org/tools/volunteercalculator.CRIusedtheoccupationsusher,musician,andmanagementanalyst,and

alsoreducedeachsuggestedhourlywageby5percenttoreflectAllenCounty’slaggingwagerates.

Weestimatethata9.1percenterrorrateata90percentconfidencelevelforthissurvey.Giventhesmallerdollarsinvolved,

wewillusethisdata,andifthereareerrors,atleastthesewillnotchangeourresultssignificantly.



50.0%

14.3%

23.8%

11.9%

ParkingatFestivalofTrees:

ImpactVisitorsToAllenCounty

CivicCenterGarage

HarrisonSquareGarage

On‐Street

Private/SurfaceLot

12 CommunityResearchInstitute



AnnualImpacttoAllenCountyIndianafromVisitorsAttendingEmbassyTheatre

Events

SpecificEventsandtheFestivalofTrees

ThetablebelowidentifiestheimpactofEmbassyvisitorsonAllenCounty.Alsoincludedinthetablearethefunds

spentbyperformersandtheirout‐of‐towncrewsforlodgingandperdiemswhileinFortWayne.Althoughthese

arrangementscanbehandledinvariousways,theEmbassystaffinvestigated

eachsituationandworkedwithCRI

toarriveatanestimateofthefundsspentwhilethegroupswereinthecounty.

Visitorscontributedoveronemilliondollars,andafterthemultipliereffects,thetotalimpactis$1.6milliondollars

inAllenCounty.

TotalImpactofVisitorsAttendingEmbassyTheatreEventsinAllenCounty,2010‐2011*



Direct Indirect Total

Lodging $205,403 $119,134 $324,537

RestaurantsandFood $486,854 $278,480 $765,334

Transportation‐relatedexpenses $101,306 $61,799 $163,105

Attractions&Retail $154,345 $85,919 $240,264

Volunteers&Performersasvisitors $50,803 $29,768 $80,571

AllenCountyFood&Beverage,InnkeepersTax $19,247 $7,907 $27,154

Total $1,017,958 $583,007 $1,600,965

*excludingthedirecteffectstotheEmbassy:ticketsales,concessions,merchandisewhichareincludedinEmbassy

operationssection



EmbassyOperations

TheEmbassyemploys19peopledirectly,andmanymorethroughcontractualarrangements.Ninetypercentofthe

directemployeesliveinAllenCountyandthereforetheirsalariesandwagesarepartoftheAllenCountyeconomy.

Astheybuygroceries,paytheirmortgagesandotherlivingexpensesinAllenCounty,thosefunds

becomepartof

theeconomyandarerecirculatedthroughthemultipliereffect.Therearemanyotherswhoseworkisdirectlytied

toeventsattheEmbassy,suchasthelocalstagehandsateachevent,buttheseareshownasexpensesrather

thanasemployment.Approximately$502,000isdirectlyspent

onemployeewagesandbenefitsonpersonswho

resideinAllenCounty.

Additionally,79percentoftheEmbassy’soperationalexpensesexcludingcompensationexpenses,eventexpenses,

andcapital‐excludingconstructionarespentinAllenCountyongoodsandserviceswhichtranslateinto$715,700

directdollarsannually.

Together,directoperationsspendingbythe

EmbassyTheatrewere$1,217,773in2010,whichinclude$502,000in

employeewagesandbenefits.

Direct,indirect,andinducedspendingassociatedwithoperationsspendingbytheEmbassyTheatresupports

significanteconomicactivitythroughoutthecounty.Asshowninthetablebelow,whentheinducedandindirect

effectsareincluded,thetotal

impactofoperationsis$2,148,243.Thisincludestheimpactofvolunteerhours

basedontherationalegivenintheprevioussection.Theeconomiceffectassociatedwiththere‐spendingof

wages,whichistheinducedeffect,generatesbusinesssaleswithAllenCounty.Inaddition,theindirecteffects

fromthere‐spending

ofgoodsandservicesalsogeneratefurthereconomicimpactwithmorejobsandmoresales.



CommunityResearchInstitute 13



AllenCountyImpactofOperationsandEventsofEmbassyTheatre



Direct Indirect Total

OperationalandEventExpense,

includingwage&benefits

$1,217,773 $798,470 $2,016,243

Volunteers $132,000 Notcalculated $132,000

Total $1,349,773 $798,470 $2,148,243



SummaryofImpactbeforeConstructionProjects

ThecombinedeconomicimpactoftheEmbassyTheatreis$3.75milliondollars,oralmost$4milliondollarsin

salesinputtoAllenCounty.

AllenCountyImpactofOperationsandEventsofEmbassyTheatre

 Direct Indirect Total

ImpactofVisitorstoAllenCounty $1,017,958 $583,007 $1,600,965

OperationalandEventexpenses $1,349,773 $798,470 $2,148,243

Total $2,367,731 $1,381,477 $3,749,208



ConstructionProjects

In2009,constructionwasperformedtorenovatetheEmbassyTheatre’sthirdfloorinpreparationforawalkwayto

jointheEmbassytothenewdowntownMarriotthotel.In2010,thebridgeconnectingthewalkwaywas

constructed.Theseeventsalonecostover$1.75milliondollars,andemployedmanyAllenCountyresidents.

Similar

toothereconomicexpenditures,theseconstructionjobsalsoinvolvethechurningofexpendituresas

businessesbuysuppliesfromotherAllenCountybusinessesandemployeesspendtheirwagesandrecirculate

thosefundsinAllenCounty.Itisestimatedthatthistwo‐yearprojectaddedasubstantialimpacttothecounty’s

economic

baseandalsocontributedthroughtheadditionalemploymentinthisconstruction.AstheEmbassy

considersfurtherprojects,theadditionalimpactsonthecountyshouldnotbeoverlooked.Forthisprojectalone,

thedirectconstructioneffectonAllenCountywasover$1.5milliondollars.Notethatasisthecasewithmany



constructionprojects,thebulkoftheexpensesstaywithinthecounty.Afterthemultiplierisapplied,theeffect

was$2.16millioninadditionalsalesinAllenCounty.Inaddition,thisprojectprovidedtheequivalentof14fulltime

jobsannually,or22FTEafterincludingmultipliereffects.



14 CommunityResearchInstitute



EmbassyAttendeesandtheImpactonDowntownFortWayne

Aspartofthisyear‐longstudyinvestigatingtheimpactoftheEmbassyTheatreontheeconomyofAllenCounty,an

additionalanalysiswasdonetoanalyzetherelationshipbetweentheEmbassyTheatre’spatronsanddowntown

businesses.Theresultspresentedbelowarenotanetadditionalimpacttothedata

presentedinthesection

above;norisitasubsetofthatdata.Rather,thedatacomesfrombothin‐countyresidentsaswellasfromout‐of‐

countyresidentsandseektoidentifytheamountofmoneythatisspentonadowntownbusinessasaresultofan

Embassy

event.

Notethatadditionaleventsareincludedinthisanalysis.SomeoftheeventsscheduledattheEmbassy,suchas“Be

ATouristinYourOwnHometown”,highschoolgraduations,andweddingswhichwerenotincludedaspartofthe

visitorimpact,areincludedinthissectionaswelook

attheimpactofEmbassyeventsondowntown.Therewere

certaineventsinwhichtheEmbassyplaysaroleindowntownactivities,suchasTheIndianaMusicEducators

Association(IMEA)conferenceaswellasforsomewhoattendedtheFestivalofTrees,butsimilartoourtreatment

inthemainreport,

“fullcredit”fordrawingthepatronsdowntownisnotgiveninthesesituations.

Dining:Over$770,000indowntownrestaurantdiningcanbedirectlyattributedtotheEmbassyTheatre.

Lodging:Giventhat88percentoftheEmbassypatronsarefromlessthananhouraway(seeAppendixF),itmay

be

expectedthatlodgingandaccommodationswerenotamajorfactor.However,arespectable$184,000in

downtownlodgingdollarsisattributedtotheEmbassy.ThenewCourtyardbyMarriottdowntownopenedatthe

beginningofthe2010‐11season,andbeginningthatyear,twohotelsarewithinablockoftheEmbassy

Theatre.

Parking:TheCivicandHarrisongaragesparkingincomeexceeded$55,000duringthepastseasondirectlyasa

resultofEmbassyevents.

GasolineandConvenienceStores:Afewyearsago,therewasonegasstationonBroadway,andnowthereare

threeinthedowntownarea.Thisprovidesaconvenience

tosomeEmbassypatronswhodonotliveinAllen

County

,andthereisatleast$11,000ofdowntowngasolinesaleswereattributedtoEmbassypatrons.Thisdoes

notincludeanypossiblegasolinepurchasesmadebyshowbusesandtrucks.Sincethereissomeuncertainty

wherethosegaspurchasesweremade,weexcludedthemfromconsideration.

Intotal,salesofat

least$1,021,095occurredindowntownFortWayneasaresultofEmbassyoperations.

Totrytoputthisinsomecontext,itmaybehelpfultohaveanideaofwhatconstitutesa“normaldowntownyear”

intermsofsales,especiallywithregardtothediningandlodgingportionof

theseexpenses.Thegeographic

bordersofDowntownFortWaynewereidentifiedinearlierinthisreport,andforthissmallofanarea,itisdifficult

togathergoodeconomicdatadefiningthisbasearea.Wearegoingtomaketheassumption,backedupbya

combinationofEMSIzipcode

datafor46802andtheCensus’OntheMapdata,thatthesalesdatafor

AccommodationsandFoodServicesfor46802closelyapproximatesthedowntownarea

.





Wedidnotsurveylocalcountyresidentsontheiruseofdowntownthegasstations.

Eventhoughdowntownonlyrepresentslessthan10percentofthelandin46802,therearealimitednumberofrestaurants

inthisarea.TheothermajorlocationforrestaurantsinthisareawouldbetheareanearJeffersonPointewhichisinadifferent

zipcode.



CommunityResearchInstitute 15



Totalsales

for46802

Adjustedfor

DowntownPortion

Attributedto

EmbassyTheatre

EmbassyPercent

ofAdjustedTotal

Accommodations $8.6M $8.6M $.184M 2.1%

Restaurants $23.2M $15M $.771M 3.3%



Thedowntownaccommodationsindustrycanattributeover2.1percentoftheirlodgingsalesdirectlytoeventsat

theEmbassy.Inaddition,theEmbassyeventsalsoaccountforover3.3percentofthedowntownfoodservices

restaurantsales.

Inaddition,wehaveincludedinformationontheDineandRideProgramin

DowntownFortWayneinAppendixG.

Thisisafreeparkandrideprogramwhichrecentlyexperiencedsomebudgetcut‐backsandinthe2011‐12season

isonlybeingofferedattheBroadwayattheEmbassyshows.Atthetimeofoursurvey,itwasalsoofferedfor

Philharmonicevents.



16 CommunityResearchInstitute



Appendices

AppendixA:Philharmonic

Theoriginalintentofthesurveywasnottoprovideseparateinformationoneachtypeofshowthatisofferedby

theEmbassy,butaseparatepatron‐surveywasdoneinordertomakecertainthatoursurveyresultsincludedthe

Philharmonicpatrons.SincethePhilharmonicpatronsrepresentalmost25percent

ofallEmbassypatron

attendees,itwasimportanttohavethisdemographicrepresentedinoursurveyresults.Sincethedataisavailable,

andstatisticallyvalidforthisgroup,thisinformationisofferedasanappendix,andthisadditionalbreakout

informationmayprovidesomeinsights.

AlthoughPhilharmonicpatronattheEmbassy

hadtheopportunitytocompleteanon‐lineweb‐basedsurveyasdid

allEmbassyattendees,apatroninterceptsurveywasconductedataMasterworksconcertinNovember.Thiswas

donetobecertainthatthePhilharmonicaudiencewasrepresentedwhentheimpactofvisitorswascalculated.It

turnedoutthat

overthecourseofayear,thePhilharmonicpatronscompletedtheon‐linesurveyataratejust

slightlylessthanthenon‐Philpatron.Wewerepreparedtoanalyzetheresultsonthepatroninterceptsurveyto

representtheMasterworksaudiences,butthatisnotnecessary.Thedatabelow

iscollectedfromtheentire

season,andsincethisisalargersamplewithmoreresponses,thedataismorereliable.

Therewereatotalof592surveyscompletedforPhilharmonicevents:Masterworksorfullorchestralworks,and

thePopsConcerts.AttendanceatallPhilharmonicPopsandMasterworksevents,excludingthe

OctoberFamily

Concertwas26,067duringthe2010season.

AlthoughthesurveyresultsdiscussedinthemainportionofthispaperrepresentanentireseasonfortheEmbassy

Theatre,withineachgroupcertainnuancesexist.Oneofthesehasalreadybeenintroduced‐thepercentageofthe

visitorsisdifferentdepending

onthetypeofevent‐anobservationwhichismostlikelyextremelyobviousto

Embassymanagement.Overall,thepercentageofvisitorsfortheentireseasonwas32.5percent,andforthe

FestivalofTrees,themixwasapproximately25percent.TheaveragepercentageofvisitorsforallPhilharmonic

eventsatthe

Embassywas16.2percent,butevenwithinthePhiltherearedifferences:ForMasterworksconcerts,

13.2percentoftheaudiencewerefromoutofcountyandforthePopsconcerts,thatpercentwas19.7.Alldata

shownbelowisrepresentativeoftheentireseason;thatis,itiscombinedand

representsbothPopsand

Masterworksconcerts.

Threepercentofallvisitors(or0.5percentofallPhilharmonicattendees)wereinAllenCountyforotherreasons

andindicatedtheydecidedtoattendaneventbecausetheywerehere.Thismaybegoodinformationforthe

DowntownImprovementDistrictandtheEmbassyto

know;thatis,thatvisitorswhoarehereforotherreasons

willaddanactivitysuchasaPhilharmonicConcerttotheirschedule.Thisisabaselinenumber;itmaybe

interestingtoseeifsometypeofmarketinggearedtohotelguestsorconferenceattendeeswouldincreasethis.



CommunityResearchInstitute 17



Regardingpartysize:Ourintentwastocapturefinancialinformation,andweaskedpeopletoidentifyapartyas

oneinwhichtheycouldidentifythesedetails.Forexample,wewantedthosewhotraveledinabusgroupto

respondtofinancialquestionsforthemselvesandnotforthetotal

groupbecausetheymostlikelywouldnotknow

thedetailsforthetotalgroup.Similarly,iftwocouplesmetanddinedtogetherpriortotheshow,iftheyhad

separatebills,wedidn’twantonecoupletoassumetheyknewwhattheothercouplewasspending.Therefore,

partysizeisnot

necessarilyagroupattendinganeventattheEmbassytogether.



Total

Fromout

ofcounty

Allen

County

AveragePartySize 2.43 2.69 2.39

Note:Modeforallwas2.



Fromthispoint,weareexcludingthosewhoattendedbutwereintownforotherreasonsfromtheanalysis.Note

thattheimpactdetailsbelowaresubsetsoftheamountsidentifiedinthemainbodyofthereport.

ThirtypercentofallPhilharmonicAllenCountypartiesvisitedarestaurantbeforethe

Embassyevent,and

practicallyalldiningfromAllenCountyresidentswasinanAllenCountyrestaurant.VisitorsfromoutsideAllen

Countyateoutatatwicetherateofthelocalresidents:64.5percentofallvisitorsvisitedarestaurant

.Bothof

thesestatisticsreflectlessdiningoutisoccurringatboththevisitorandresidentratesforallEmbassypatrons,as

wellasalowerdinnerbillperparty.

 Fromoutofcounty AllenCountyresidents

PercentofPartieswhoateinarestaurantinAllenCounty

beforeorafterEmbassyevent

64.5% 30.0%

Whatpercentusedadowntownrestaurant(e.g.ofthosedining,

thepercentofPhilharmonicpatronswhoatedowntown)

42.6% 55.4%

AverageDinnerBillPerParty $57.48 $51.93

DowntownImprovementDistrictmaybeabletomarketdowntowndiningtomorevisitorsintownforaPhilharmonicevent

sincenotasmanydineDowntownasAllenCountyresidents,althoughdiningoutisdonemorefrequentlyingeneralfor

visitors.Thatis,theyapparentlywanttodineinAllenCounty,butnotdowntown.



Thismayinfactbelarger.Wesurveyedthe6.3percentwhostayedovernightdifferently.Thosepartiesarecompletely

excludedfromthiscalculation.

56.3%

34.4%

3.1%

6.3%

PhilharmonicAttendeesfromOutsideAllenCounty

DinedinAllenCounty

OnlyAttendedtheevent

Intheareaforotherreasons

StayedOvernight

18 CommunityResearchInstitute



Visitors(excludingthosewhostayovernight‐theseareshownseparately):ApartywhoateinAllenCountyspentan

averageof$57.48.Inaddition,therewereovernightvisitorswhosedatawascollecteddifferently.Fortheirvisit,

theyspentanaverageof$112.50perpartyforthedurationoftheirstay.Together,

thisisanannualequivalentof

$63,823innewdirectdiningdollarsattributabletoPhilharmonicpatrons.

Excludingthosewhosaidtheywereintownforotherreasons,sixpercent(6.4)stayedovernight.Noneofthese

stayedinadowntownhotel:onethirdstayedwithfriendsorfamily;two‐thirdsstayed

inahotelinAllenCounty

notlocateddowntown.

Onaverage,apartystayingovernightspent1.3nightsinAllenCounty.Thisaveragepartyspent$87.50pernight,

oratotalof$140perpartyfortheentiretriponaccommodations.Thisisanannualequivalentof$13,702innew

direct

lodgingdollarsattributabletoPhilharmonicpatrons,butnoneofitisallocatedtodowntownhotels.

OtherObservations:

Approximately79percentofallvisitorstoAllenCountytoattendaPhilharmoniceventdonottakeinany

activities,suchasshoppingorvisitingmuseums,whiletheyareinAllenCounty.Of

thosethatindicatedthatthey

doincludeanotheractivity,themostcommonwasshoppingormovies.10.8percentofallvisitorsidentifiedthat

activity.OtheractivitieswhichwereindicatedincludetheAllenCountyLibraryforgenealogyresearch,eventsat

theGrandWayneCenter,theFoellinger‐FreimannBotanicalConservatory,ScienceCentral,and

visitingFortWayne

Parks,Downtownholidayexhibits,andfamilyevents.Theaverageamountspentperpartyontheseeventswas

(thosewhospent)$78.20,oranaverageof$16.82forallvisitingparties.

Philharmonicpatrons,bothvisitorsandresidentshaveonemajorparkingdissimilaritywiththeoverallseasonal

parkingpatterns‐

thereissubstantialmoreprivateorsurfacelotparkingwithPhilharmonicpatrons.



AgreaterpercentageofPhilharmonicvisitorswenttotheconcessionstandwhencomparedtothetypicalpatron

butspentlessperparty:37.4percentofPhilvisitorsspentanaverageof$8.26.Only29percentofAllenCounty

residentswenttotheEmbassy’sconcessionstand,andthiswasagreater

percentagecomparedtotheresidents

throughouttheseasonreandtheiraveragebillwas$7.48.



14.4%

8.6%

49.0%

1.9%

26.1%

ParkingatPhilharmonicEvents:

AllenCountyResidents

On‐street

HarrisonSquare

Garage

CivicCenter

Garage

Office/Reserved

Private/surface

15.4%

6.6%

54.9%

1.1%

22.0%

ParkingatPhilharmonicEvents:

VisitorstoAllenCounty

On‐street

HarrisonSquare

Garage

CivicCenter

Garage

Office/Reserved

Private/surface



CommunityResearchInstitute 19



AppendixB:SampleSurvey



AllenCountyResidentSurvey

1. AreyouaresidentofAllenCountyIndiana?Ifyes,pleasecontinue.Ifno,pleasepickupabluesurvey.



2. WhateventdidyoumostrecentlyattendattheEmbassyTheatre?_________________



3. Wheredidyouparktoattendthiseventatthe

Embassy?

a. CivicCenterGarage(connectedtoHiltonDowntown)

b. HarrisonSquareGarage(southwestoftheEmbassy)

c. On‐street

d. Private/surfacelot

e. Office/reservedparking



4. Doyouagreewiththestatement:“TheEmbassyandFortWayneareanaffordableexperience”?

a. Yes

b. No



5. Howdidyou

hearaboutthisevent?Selectallthatapply.

a. TV

b. Magazine

c. Newspaper

d. Radio

e. PriorCommunityEvent

f. SearchEngine

g. www.fwembassytheatre.org

h. www.VisitFortWayne.com

i. www.downtownFortWayne.com

j. TicketMaster

k. OtherInternetSite(pleasespecify)_____________________

l. Other(pleasespecify)_______________________



6. Willyoucomebackto

anothereventatTheEmbassy?

a. Yes

b. No



7. WouldyourecommendTheEmbassytoafriend?

a. Yes

b. No



8. Howmanywereinyourpartyattheeventindicatedabove?__________

Apartyisdefinedasagroupattendingtheeventtogetherandsharingexpenses.

Ifyouwereamemberof

agroupsaleorbustour,pleaserespondforjustyourself,i.e.“apartyofone”.



9. DidyourpartyvisitarestaurantbeforetheEmbassyevent?

a. Yes(continueontoquestion#10)

b. No(skiptoquestion#11)



20 CommunityResearchInstitute



10. Pleaseindicatewheretherestaurantyouvisitedislocated.

a. DowntownFortWayne‐pleasereferencetheDowntownDiningGuideattheendofthesurvey

foralistofDowntownrestaurants.Pleaseenteramount,includingtaxandtip‐

$_________________

b. FortWayne/AllenCounty,butnotinDowntownFortWayne



11. Didyourpartyvisitanestablishmentfordinner,desserts,ordrinksaftertheeventattheEmbassy?

a. Yes(continueontoquestion#12)

b. No(skiptoquestion#13)



12. Pleaseindicatewheretherestaurantyouvisitedislocated.

a. DowntownFortWayne‐pleasereferencetheDowntownDining

Guideattheendofthesurvey

foralistofDowntownrestaurants.Pleaseenteramount,includingtaxandtip‐

$_________________

b. FortWayne/AllenCounty,butnotinDowntownFortWayne



13. ThankyouforvisitingTheEmbassyTheatre.Isthereanythingadditionalwecandotomakeyour

experience

moreenjoyable?





CommunityResearchInstitute 21



Non‐AllenCountyResidentSurvey

1. DoyouliveinAllenCountyIndiana?Ifyes,pleasepickupayellowsurvey.Ifno,whatisyourzipcode?

________________



2. WhateventdidyoumostrecentlyattendattheEmbassyTheatre?______________



3. Wheredidyouparktoattendthis

eventattheEmbassy?

a. CivicCenterGarage(connectedtoHiltonDowntown)

b. HarrisonSquareGarage(southwestoftheEmbassy)

c. On‐street

d. Private/surfacelot

e. Office/reservedparking



4. Doyouagreewiththestatement:“TheEmbassyandFortWayneareanaffordableexperience”?

a. Yes

b. No



5. Howdidyouhearaboutthisevent?Selectallthatapply.

a. TV

b. Magazine

c. Newspaper

d. Radio

e. PriorCommunityEvent

f. SearchEngine

g. www.fwembassytheatre.org

h. www.VisitFortWayne.com

i. www.downtownFortWayne.com

j. TicketMaster

k. OtherInternetSite(pleasespecify)_____________________

l. Other(pleasespecify)_______________________



6. Will

youcomebacktoanothereventatTheEmbassy?

a. Yes

b. No



7. WouldyourecommendTheEmbassytoafriend?

a. Yes

b. No



8. Howmanywereinyourpartyattheeventindicatedabove?__________

Apartyisdefinedasagroupattendingtheeventtogether

andsharingexpenses.Ifyouwereamemberof

agroupsaleorbustour,pleaserespondforjustyourself,i.e.“apartyofone”.



9. Whichofthefollowingstatementsbestappliestoyouandyourparty?

a. We(I)onlyattendedtheeventattheEmbassyandreturned

home.(skiptoquestion#17)

b. We(I)ateinFortWayneorAllenCountybeforeoraftertheeventandreturnedhome.(continue

toquestion#10).

c. We(I)stayedovernightinFortWayneorAllenCounty.(skiptoquestion#12)

d. Weare(Iam)inthe

areaforotherreasons,eitherpersonalorbusiness,anddecidedtoinclude

anEmbassyeventwhilewewere(Iwas)here.(skiptoquestion#11)



22 CommunityResearchInstitute



10. Pleaseindicatewheretherestaurantyouvisitedislocated.

a. DowntownFortWayne‐pleasereferencetheDowntownDiningGuideattheendofthesurvey

foralistofDowntownrestaurants.Pleaseenteramount,includingtaxandtip‐$________(skip

toquestion#15)

b. FortWayne/AllenCounty,butnotin

DowntownFortWayne.Pleaseenteramount,

includingtaxandtip‐$________(skiptoquestion#15)

c. NotinFortWayne/AllenCounty(skiptoquestion#15)



11. DidyoustayovernightinFortWayne/AllenCounty?

a. Yes‐numberofnights:______________

b. No(skiptoquestion#13)



12. Whattype

ofaccommodationsdidyouhave?

a. DowntownHiltonorCourtyardbyMarriottDowntown.Pleaseenteramountspenton

accommodationsforyourstayinFortWayne/AllenCounty‐$_________________

b. OtherFortWayne/AllenCountyhotel.Pleaseenteramountspentonaccommodationsforyour

stayinFortWayne/AllenCounty‐$_________________

c. Bed&Breakfast

inFortWayne/AllenCounty.Pleaseenteramountspentonaccommodationsfor

yourstayinFortWayne/AllenCounty‐$_________________

d. Stayedwithfriendsorfamily



13. Approximatelyhowmuchdidyouspendonfood(includingtaxandtip)foryourpartyduringyourstayin

FortWayne/AllenCounty?_____________________



14.

Oftheabovetotalfromquestion#13,wouldyoupleaseindicateorbreakoutcosts,includingtaxandtip

whereapplicable.PleasereferencetheDowntownDiningGuideattheendofthesurveyforalistof

Downtownrestaurants.

a. Downtownrestaurants,hotelfoodandbeverage,coffeeshops,etc.:_______________

Restaurants,coffeeshops,etc.notinDowntownFortWayne:_____________________

c. FortWayne/AllenCountygrocerystores,conveniencestoresorsimilar:___________________

15. Pleasecircleallattractions,features,orspecialeventsyouvisitedwhileinFortWayne/AllenCountyon

thistrip.Ifyoudidnotparticipateinanyactivitiespleaseselect

“None”.

a. AllenCountyLibrary,includingtheGenealogyCenter

b. AnyoftheFortWayneMuseums

c. AttendedameetingoreventattheGrandWayneCenter

d. Attendedasportingevent,meeting,tradeshow,orexhibitionattheAllenCountyWarMemorial

Coliseum

e. CinemaCenter,ArtLink,ArtGalleries

College,HighSchool,orYouthEvents

g. FortWayneChildren’sZoo

h. Foellinger‐FreimannBotanicalConservatory

i. Holidayactivityoractivities(i.e.FestivalofLights,GingerbreadHouseFestival)

j. ScienceCentral

k. ShoppingorMovies(Rave,Carmike,Regal)

l. Other,pleasespecify:__________________________________________________________

m. None,we(I)didnotengage

inanyotherlocallysponsoredactivitieswhileinFortWayne/Allen

County



16. Approximatelyhowmuchdidyouandyourpartyspendintotalontheseactivities?

_______________________



CommunityResearchInstitute 23



17. Didyoupurchasegasolinew hileinFortWayne/AllenCounty?

a. Yes(continuetoquestion#18)

b. No(skiptoquestion#20)



18. ApproximatedollaramountspentongasolineinFortWayne/AllenCounty?____________________



19. Didyouvisitoneofthegasstationslocateddowntown?

a. Yes

b. No



20. WhileattheEmbassy,didyoupurchaseanysouvenirs(clothing,CDs,etc.)?

a. Yes‐Pleaseenteramount‐$______________

b. No



21. WhileattheEmbassy,didyouvisittheirconcessionstand?

a. Yes‐Pleaseenteramount‐$______________

b. No



22. ThankyouforvisitingTheEmbassyTheatre.Isthere

anythingadditionalwecandotomakeyour

experiencemoreenjoyable?





24 CommunityResearchInstitute



AppendixC:ResultsofPerceptionQuestions

AnumberofquestionswereaskedwhichcouldprovidefeedbacktotheEmbassyTheatreandareincludedbelow.

Thesewerenotdirectlyinvolvedintheeconomicimpactanalysis.

A. TheresponsesbelowarefromtheeventsattheEmbassyinwhichsurveyswereconducted,withthe

exceptionof“FestivalofTrees”,

whicharebrokenoutandarelistedinthesectionbelow.



1. Doyouagreewiththestatement“TheEmbassyandFortWayneareanaffordableexperience?”



 Yes,agree

AllenCountyResidents 95.8%

Visitors 95.3%



2. “Howdidyouhearaboutthisevent?”(morethanoneresponseaccepted)

Note:Embassyreceivedthisinformationimmediatelyfollowingeventsandcanmatchmarketingtospecificevent.



 AllenCounty

Residents

Visitors

TV 15.8% 10.6%

Magazine 1.9% 1.1%

Newspaper 27.7% 15.3%

Radio 18.8% 21.2%

PriorCommunityEvent(a) 8.3% 4.1%

SearchEngine 1.5% 6.1%

EmbassyWebSite 13.3% 13.6%

FortWayneWebSite(www.VisitFortWayne.com) 0.4% 1.4%

FWDowntownWebSite(www.downtownFortWayne.com) 0.7% 0.6%

TicketMaster 13.6% 24.9%

OtherInternetSite(b) 4.5% 13.2%

Other(c) 33.2% 10.2%

a) Manyoftheresponsesinthe“Other”categorycouldhavebeenassignedtothisoption.

b) Therewereresponsesinthe“Other”categorywhichmayhavebeeninternetsites.

c) Thesummaryofresponsesin“Other”arecategorizedorlistedbelow.



PERCENTOFRESPONSESTOTHEANSWEROF“OTHER”fromabovequestion“HowdidyouHearofthis

Event?”Notethat“Other”was33.2%oftotalresponsesforresidents,and10.2%forvisitors.

 AllenCountyResidents Visitors

SeasonTicket,subscription,tradition 41.2% 20.2%

Acontact(family,friends,etc.) 22.8% 37.7%

EmbassyorPhilMailing,Email 16.9% 16.7%

EmbassyMarquee 3.7% 3.5%

MiscellaneousOther 3.7% 4.4%

OtherMarketing(e.g.posters,phone) 2.7% 8.8%

Group 2.2% 1.0%

Gift 1.7% 1.8%

OtherwebsiteorFacebook 2.0% 2.6%

ConnectionwithEmbassyorPhil(manyresponseshereindicated

“member”)

1.5% 3.5%

InvolvedinEvent,usuallyasaperformer 1.5% 0%



CommunityResearchInstitute 25



3. “WillyoucomebacktoanothereventatTheEmbassy?”



Yes

AllenCountyResidents 99.4%

Visitors 98.9%



4. WillyourecommendTheEmbassytoafriend?



Yes

AllenCountyResidents 99.2%

Visitors 99.1%



B. Theresponsesbelowarefrom“FestivalofTrees”.Additionalinformationhasbeenincludedbelowfromthe

surveystakenduringthisevent.

1.Doyouagreewiththestatement“TheEmbassyandFortWayneareanaffordableexperience?”

 Yes:95.4%

 No:3.2%

 NotCertain:1.4%



2.“HowdidyouhearabouttheFestivalofTrees?”(morethanoneresponseaccepted)



*Other:Thevastmajorityofvisitorswhoindicated“Other”indicatedthattheirchildorfamilymemberwas

involvedintheperformanceattheFestivalofTrees.Additionalresponsesincludedsomeconnectiontothe

decoratedtrees:

“Friendworkedonatree,companyhastree,etc”.Therewereseveral“spurofthemoment”

typeresponses,suchas“hotelrecommendedit”,visitorswereatotherdowntownholidayeventsanddecided

tocheckouttheFestivalofTrees.

0% 10% 20% 30% 40% 50% 60% 70%

www.fwembassytheatre.org

www.VisitFortWayne.com

PriorCommunityEvent

www.downtownFortWayne.com

Magazine

Radio

Newspaper

Other*

Attendedinprioryear(s)

HOWDIDYOUHEAROFTHISEVENT?

Visitors

AllenCounty

AllResponses

26 CommunityResearchInstitute



3. “WillyoucomebacktoanothereventatTheEmbassy?”



Yes

AllenCountyResidents 99.4%

Visitors 98.0%



4. WillyourecommendTheEmbassytoafriend?



Yes

AllenCountyResidents 100%

Visitors 98.1%



5. NumberofeventsattendingwhiledowntownforFestivalofTrees

PatroninterceptsurveyingtookplacefromWednesday(aka“ThanksgivingEve”)November24,2010through

Sunday,November28,2010.Forthesepatroninterceptsurveys,thequestionsweretailoredtoonlyidentify

eventsoccurringonthedayofthesurveyso

thatrespondentswouldnotaccidentallyidentifyaneventthatthey

didnotattend.Inadditiontothesurveyinterceptmethod,electronicsurveyswerealsoavailabletopatrons.

Seventeenpercentofallsurveyswerecompletelyelectronically,andthoserespondentshadtheentirelistof

activitiestochoosefromalthoughtherewerereminders

thatcertainactivitieswereonlyopenoncertaindays.

Overall,66.1percentofallEmbassy

partiesindicatedthattheywouldbeattendingjusttheFestivalofTrees.



ResultswereslightlydifferentforpartiesfromoutsideAllenCounty(eitherconsistingofamixedAllenCountyand

outofcountyvisitorgrouporagroupentirelyfromoutsideAllenCounty).Morepartiesaddedaneventinaddition

totheFestivalofTrees:



Theremayhavebeenpartiesatonlyoneeventelsewheredowntown,butoursurveywasconcernedwithEmbassyparties.

66.1%

24.8%

6.9%

1.8%

0.5%

10%

20%

30%

40%

50%

60%

70%

12345

NumberofEvents

NumberofEventsAttendedbyaParty(OnDayOfSurvey)



CommunityResearchInstitute 27



6. Asshowninthenexttable,67percentofallrespondentsindicatedthattheirmainpurposeforthevisitto

downtownortheirtraveltoAllenCountywastoattendtheFestivalofTrees.Responsesweresimilarfor

bothincountyandoutofcountyvisitors.



Keepinmind

thattheattendeesattheFestivalofTreeswerethefocusofthesurvey.Everyrespondentattended

thisevent.Othereventsdowntownundoubtedlyhadtheiruniquepatrons,butitwasnotthepurposeofthis

surveytodeterminethepatronageofalleventsortowhatdegreetheseactivitiesworkedtogether

todrawpeople

downtown.

62.3%

30.2%

5.7%

1.9%

10%

20%

30%

40%

50%

60%

70%

1234

NumberofEvents

PercentofOutofCountyPartiesAttendingNumberofEvents

(OnDayofSurvey)

10%

20%

30%

40%

50%

60%

70%

80%

Wecamemainlytoattend

theEmbassy'sFestivalof

Treesandwillvisitother

attractions.

WeenjoytheFestivalof

Trees,butareequally

interestedinother

downtownholidayevents.

Wearedowntownforother

reasonsandjustdecidedto

takeinsomeofthe

downtownholidayactivities.

Weareonlyhereforthe

FestivalofTrees

ResponsestotheQuestion:Whichofthefollowingbestdescribesyourvisitto

downtownFortWaynetoseetheFestivalofTrees

AllResponses AllenCountyonly Partieswithoutofcountyvisitors

28 CommunityResearchInstitute



ThetablebelowindicatestheeventswhichwerevisitedinconjuncturewiththeEmbassyofTrees.Alarger

responserateforcertaineventsmayberelatedtothefactthattheactivitytookplaceoverseveraldays.Perhaps

themosthelpfulobservationisthefactthatathirdofthepeople

comingdowntownfortheFestivalofTreestake

inotheractivities.

DowntownEventsIndicated:

SameDayActivityResponse:

PercentofAll

Responses

Numberofdayseventoccurred

simultaneoustoFestivalofTreessurveying

(Wednesday‐Sunday)

WeonlyattendedtheEmbassy'sFestivalofTrees 66.1% 5

NightofLights 6.4% 1

Santa'sWorkshopattheCommunityCenter 0.0% 1

FestivalofGingerbreadattheHistoryCenter 11.0% 4

HolidayeventsattheBotanicalConservatory 8.3% 2

HolidayHousesforHabitatattheGrandWayne

Center

13.3% 5

FestivalofTrainsatScienceCentral 0.9% 3

HomefortheHolidaysatParkviewField 3.7% 2



Note:Indeterminingtheeconomicimpact,wewillnotincluderesponsesfromthosewhowereindowntownfor

otherreasons.







CommunityResearchInstitute 29



AppendixD:AdditionalInformationfromtheFrightNightSurveys

DowntownFrightNightwithEmphasisontheEmbassyandIndianaHotelLobbyPerceptionandGeneral

InformationResponses:

Thirty‐foursurveyswerecompletedforFrightNight2010.Thisrepresented111individuals.Eight‐twopercent

livedinAllenCounty,and17.6percenttraveledfromHuntington,Kosciusko,Steuben,andWellsCountyintoAllen

County

forthisevent.

TheHalloweenSpooktacular,ArchTours,T.A.G.ArtandArchstories,NosferatuandtheGrandePageOrgan,and

EmbassyTales:BeyondtheDarkness,and“Other”wereidentifiedaspartofDowntownFrightNight.Respondents

wereaskedtoidentifytheeventstheyattended,andweregiventheopportunityto

ratethatactivity.

Respondentsindicatedthat,onaverage,theyattendedmorethantwoevents(theaveragewas2.4events).The

chartbelowidentifiesthepercentageofeventsthatthepartiesattended.Notethatothereventssuchasthe

ZombieWalk,RockyHorrorPictureShow,musicandscavengerhuntatParkviewField

andothereventsoccurred

downtown,butthesurveywasdesignedtocaptureeventsoccurringattheEmbassyandIndianaHotelLobby.

Respondentsweregiventheopportunitytowrite‐inoneotherevent.



Respondentswerealsoasked“WhatdidyoulikebestaboutFrightNight2010?Thechartbelowidentifiesthose

responses,andthechoice“activitiesandprograms”wasidentifiedbyalmosthalfoftherespondents.

29.4% 29.4%

17.6%

11.8%

5.9%

2.9%

10%

15%

20%

25%

30%

35%

123456

NumberofEvents

FrightNight:NumberofEventsAttended

byanEmbassyParty

30 CommunityResearchInstitute



Someoftheresponsesassociatedwith“Other”include:Thechancetoexperiencesomethingunique;allofthe

above;andthebeautyoftheEmbassy.

Ofthosewhoidentified“activities”asthebestfeatureforFrightNight,therewasarangeofresponsesforthe

favoriteactivity:NostferatuwiththeGrandePage

Organledthewaywith37.5percentoftheresponses,followed

byatiewithHalloweenSpooktacularandEmbassyTales:BeyondtheDarknessat25percenteach,andARCH

Toursreceived12.5percentofthevote.Almosteveryrespondentinthiscategoryattendedmorethanoneevent,

sotherewas

someflexibilitytoactuallychooseoridentifyafavoriteactivityorprogram.

Howdidyouhearaboutthisevent(FrightNight)?

Therewasnolimitonthenumberofsourcesrespondentscouldindicate.Themajorityindicatedthattheyheard

abouttheeventfromanewspaperortheDowntownImprovementDistrict’swebsite,



www.downtownFortWayne.com.Totalresponsesareindicatedinthechartbelow.



9.1%

12.1%

30.3%

48.5%

0% 10% 20% 30% 40% 50% 60%

Other

TheLocation

ThePrice

Activities/Programs

PercentofResponsesIndicatingwhatwasLikedBestabout

FrightNight

024681012

Magazine

EmbassyCommunication

OtherInternetsite

PriorCommunityEvent

www.fwembassytheatre.org

Radio

Friend

www.downtownFortWayne.com

Newspaper

NumberofResponses

Howdidyouhearaboutthisevent?



CommunityResearchInstitute 31



PartiesfromoutsideAllenCountyindicatedthattheyheardabouttheeventmainlyfromthenewspaperandfrom

communicationsfromtheEmbassy(brochureandwebsite).

HowWouldYouRateYourExperienceattheFollowingEventsatFrightNight2010?



46.7%

33.3%

20.0%

0.0% 0.0%

10%

20%

30%

40%

50%

60%

70%

Excellent VeryGood Good Fair Poor

RateHalloweenSpooktacular

37.5%

0.0%

37.5%

12.5% 12.5%

10%

15%

20%

25%

30%

35%

40%

Excellent VeryGood Good Fair Poor

RateArchTours

28.6%

14.3%

28.6%

14.3% 14.3%

10%

15%

20%

25%

30%

Excellent VeryGood Good Fair Poor

RateArchStorytellingandT.A.G.Art

68.8%

18.8%

6.3% 6.3%

0.0%

10%

20%

30%

40%

50%

60%

70%

80%

Excellent VeryGood Good Fair Poor

RateNosferatuwithGrandePageOrgan

29.2% 29.2%

20.8%

12.5%

8.3%

10%

20%

30%

40%

50%

60%

70%

Excellent VeryGood Good Fair Poor

RateEmbassyTales:BeyondtheDarkness

32 CommunityResearchInstitute



AttendeeswereinvitedtoidentifyandrateothereventsgoingonduringFrightNight.



ZombieWalk/

parade

Historycenter/Old

CityJail

Magician

TerryOwens

ParkviewField/Music

andScavengerHunt

RockyHorror

PictureShow

Excellent 1 1 1 1 

VeryGood 3    1

Good  1  1 

PfeifferHouseGhostHuntwasidentified,butnoratingwasgiven.





CommunityResearchInstitute 33



AppendixE:IdentificationofActivitiesandEventsOccurringattheEmbassyduring2010‐

2011Season



Event: Date:

UsedinCalculationsfor

Impact?

FWPhilMW#1 9/11/10 Yes

BeATouristInYourOwnHometown 9/12/10 Yes‐justforDowntown

JameyJohnson 9/16/10 Yes

BillEngvallw/FWChildren'sFoundation 9/24/10 Yes

StraightNoChaser 9/25/10 Yes

FWPhilPops#1 10/2/10 Yes

GooGooDolls 10/5/10 Yes

TimAllen 10/7/10 Yes

FWPhilMW#2 10/16/10 Yes

LegallyBlonde 10/17/10 Yes

Cheech&Chong 10/21/10 Yes

RodneyCarrington 10/22/10 Yes

FWPhilFamilyConcert 10/23/10 No

NosferatuwithDennisJames 10/23/10 Yes

EmbassyTales:BeyondtheDarkness 10/23/10 Yes

MikeEpps 10/31/10 Yes

MaththeMagicw/BradleyFields 11/1/10 No

FWPhilMW#3 11/6/10 Yes

AChorusLine 11/7/10 Yes

JohnMellencamp 11/16/10 Yes

FWPhilPops#2 11/19/10 Yes

FWPhilPops#2 11/20/10 Yes

FestivalofTrees(FOT) 11/23‐30 Yes,reviewedindependently

CelticThunder 12/1/10 Yes

FWPhilHolidayPops 12/10/10 Yes

FWPhilHolidayPops 12/11/10 Yes

ConcordiaHSChristmasProgram 12/12/10 No

Grease 12/13/10 Yes

MannheimSteamroller 12/15/10 Yes

FWPhilHolidayPops 12/17/10 Yes

FWPhilHolidayPops 12/18/10 Yes

Bob&Tom 12/31/10 Yes

FWPhilMW#4 1/15/11 Yes

IMEA:GeneralSession 1/21/11

ReviewedIndependentlyofother

events,andpartiallyincludedas

acontributingimpact.

IMEA:JuniorAll‐StateBand 1/21/11

IMEA:Children's&MiddleSchoolHonorsChoir 1/21/11

IMEA:HeadlinerConcert 1/21/11

IMEA:HonorBand 1/22/11

IMEA:Orchestra 1/22/11

IMEA:Choir 1/22/11

TheColorPurple 1/25/11 Yes

LyleLovett&JohnHiatt 2/5/11 Yes

Riverdance:FarewellPerformance 2/9/11 Yes

FWPhilMW#5 2/12/11 Yes

MenopausetheMusical 2/15/11 Yes

MenopausetheMusical 2/16/11 Yes

MenopausetheMusical 2/17/11 Yes

TheColorPurple 1/25/11 Yes

DowntheLine5 2/19/11 Yes

34 CommunityResearchInstitute



SpringAwakening 2/23/11 Yes

FWPhilPops#3 2/25/11 Yes

FWPhilPops#3 2/26/11 Yes

ClayAiken 3/2/11 Yes

FWPhilSPPops#4VideoGamesLiveBonusRound 3/4/11 Yes

LarrytheCableGuy 3/5/11 Yes

GarrisonKeillor 3/8/11 Yes

FWPhilMW#6 3/12/11 Yes

JoeBonamsasa 3/15/11 Yes

YoungPeoplesOrganConcert‐IreneAtor 3/20/11 Yes

BillCosby 3/26/11 Yes

FWPhilPops#5Rogers&HammersteinCelebration 4/1/11 Yes

FWPhilPops#5Rogers&HammersteinCelebration 4/2/11 Yes

MadagascarLive 4/5/11 Yes

MadagascarLive 4/6/11 Yes

NexstarDanceCompetition 4/9/11 No

FWPhilMW#7 4/16/11 Yes

Embatini 4/20/11 No

JerrySeinfeld 4/22/11 Yes

FWPhilMW#8 5/7/11 Yes

BuddyNolanMemorialOrganCon. 5/8/11 Yes

FWPhilYouthPerformance 5/10/11 No

FWPhilYouthPerformance 5/11/11 No

MontyPython'sSpamalot 5/18/11 Yes

BishopDwengerGraduation 5/27/11 Yes‐justforDowntown

ConcordiaHSGraduation 6/5/11 Yes‐justforDowntown







CommunityResearchInstitute 35



AppendixF:GeographicOriginofAudiences

TheEmbassyTheatrewelcomedgueststothe2010‐2011seasonfrom44countiesinIndiana,15states,and

Canadaduringthe2010‐11season,aswellasamajorityfromAllenCounty.Notethatthisdataexcludesthose

attendingtheIMEAconference,aswellasanyweddings,specialevents,orother

conferences.Inaddition,there

areanumberofattendeeswhoindicatedtheywerenotfromAllenCounty,butdidnotindicateazipcode

.These

unknownsareexcludedfromthissummary.



Inadditiontothis

information,thetable

belowidentifiesthedrive

timestatistics,aswellas

thecountylocationofthe

patrons.



ExcludingtheAllenCountypatronswhichcompriseapproximately60percentoftheknownEmbassypatrons,the

tablebelowidentifiesthe

dominantareasfromwhichmostEmbassypatronsoriginated.

LocationofPatrons

ExcludingAllenCountyResidents

PercentofTotal

IncludingAllenCounty

PercentofTotal

ExcludingAllenCounty

DeKalb 4.29% 10.6%

Huntington 3.71% 9.1%

Whitley 3.42% 8.4%

Noble 2.68% 6.6%

Steuben 2.49% 6.1%

Adams 2.44% 6.0%

Wells 2.44% 6.0%

Kosciusko 2.24% 5.5%

Michigan 1.76% 4.3%

OtherStates 0.93% 2.3%

VanWert,OH 0.88% 2.2%

Wabash 0.83% 2.0%

Paulding,OH 0.78% 1.9%

Allen,OH 0.68% 1.7%

Marion 0.68% 1.7%

StJoseph 0.68% 1.7%

Defiance,OH 0.54% 1.3%

LaGrange 0.49% 1.2%

Illinois 0.44% 1.1%



Notethatthispercentageisslightlydifferentthanthe32.5percentoutofcountyvisitorsidentifiedinthereport.Thisisdue

tosomesurveynuances‐weaskediftheywerefromAllenCountyandweaskedforzipcodes.Thezipcoderesponsewas

optionalornotaforcedresponseforsomesurveys.Inaddition,inthemainbodyofthereport,weestimatedout‐of‐county

visitorsbasedonhotelregistrationsforIMEAconference,butwecannotidentifytheircountylocationfortheabovesummary,

andthereforethosenumbersareexcludedfromthisappendix.

Ohio,5.9%

Indiana,excl

Allen,31.7%

Allen,IN,59.3%

Michigan,1.8%

Illinois,0.4%

Other,0.9%

EmbassyTheatrePatrons,

excludingIMEAconferenceandunknowns

36 CommunityResearchInstitute



Asshowninthischart,

88percentofthe

patronstraveledless

thananhourtoattend

aneventattheEmbassy.

ThisincludesAllen

Countyresidents.





88.0%

7.5%

2.5%

0.8%

1.2%

TravelTimetoEmbassyEvents

lessthan1hour

1‐2hours

2‐3hours

3‐4hours

greaterthan4hours



CommunityResearchInstitute 37



AppendixG:Dine&Ride

Duringthe2010‐11season,afreeparkandrideprogramwasofferedbytheDowntownImprovementDistrict,the

FortWaynePhilharmonic,andtheEmbassyTheatre.Freetransportationwasavailablebeforeandaftereachshow

tooneofsevenparticipatingrestaurants

.Whiletheseorganizationsnodoubtkeptrecordsonthenumberof

participants,wehavethedatatocompareifthereweremeasureabledifferencesindiningpatternsonevenings

whenDine&Ridewasoffered.

Excludingthosewhostayedovernight,whenDine&Ridewasnotoffered,51.9percentofthe

patronsateina

restaurantbeforeashow,andofthese,46.1choseadowntownrestaurant.

WhenDine&Ridewasoffered,i.e.duringasubscriptionevent,44.8percentofthepatronsateinarestaurant,

andofthese,48.7choseadowntownrestaurant.

Thereisaslightadvantageto

thedowntownrestaurantswhenDine&Ridewasoffered.SincetheDineandRide

wasofferedatBroadwayattheEmbassyandatthePhilharmonicMasterworksandPopsconcerts(wecanreferto

theseasthe“subscriptionevents”althoughsingleticketsareavailable),thesecansometimesbeverydifferent

thanthe

comedyortouringacttypeof showandattractadifferenttypeofpatron.Morepeoplecamefromoutof

townforthecomedy/touringactshows

andthereforeitisnotsurprisingthatalargerpercentageattending

these“non‐subscription”eventsateinAllenCounty.Whatmaybeinterestingistodetermineifthecancellationof

Dine&RideforthePhilharmonicSeriesmadeanydifferenceinthesepatrons’diningdecisions.



In2010‐11,thoserestaurantswereClubSoda,Hall’sGasHouse(&Takaoka),Henry’s,JKO’Donnell’s,Toscani’s,Bourbon

StreetHideaway,andtheDash‐In.

Ourdataindicatesthatalmost40percentoftheaudiencewasfromoutofcountyforthenon‐subscriptiontypeshows.Inthe

report,westatethatapproximately32.5oftheaudienceoverallwasfromoutofcounty,andforPhilharmonic,thiswascloser

to19percent.