RESEARCH REVEALS OPPORTUNITIES FOR ATTRACTING CONSUMERS AND ENHANCING THEIR EXPERIENCE ON THE AVENUE OF THE ARTS

Philadelphia, PA (April 5, 2004) - The Avenue of the Arts, Inc. (AAI), the non-profit organization responsible for the promotion, marketing and development of the Avenue of the Arts district, commissioned a consumer research study to determine public perceptions and attitudes about the Avenue. The research will assist AAI in strengthening its marketing strategy, message and plan.

The research, conducted by The Melior Group, surveyed 600 random households in the 8-county Delaware Valley region- Philadelphia, Bucks, Montgomery, Chester and Delaware Counties in PA and Camden, Burlington and Gloucester Counties in NJ. Consumers over the age of 18 were invited to participate in a 15-minute telephone survey focusing on topics such as frequency of visits, reasons for visiting the Avenue of the Arts and Center City as well as attitudes and perceptions regarding the Avenue.

The survey revealed that people highly value the city and it's cultural offerings. 75% of all respondents reported a high use of Center City and 64% say that they are regular or frequent attendees of cultural events. In particular, patrons who are aware of and visit the Avenue of the Arts attend each of six different cultural activities between 2 and 5 times a year. 55% of all respondents have visited the Avenue of the Arts with the top destinations being the Kimmel Center, Merriam Theater and the Pennsylvania Academy of the Fine Arts. In addition, Avenue of the Arts North continues to attract visitors with 52% surveyed having visited the area. According to the results, the Avenue of the Arts could very easily represent the arts and cultural center of downtown Philadelphia.

The research also revealed that the city is bustling at all hours of the day. In addition to the nighttime crowd, 53% of respondents reported visits to Center City during the daytime and cited shopping, business meetings, theater/shows and medical care as reasons for venturing into the city.

While awareness of the Avenue is very high, actually familiarity with it is low at 25%. Many people only connect the Avenue with arts and entertainment or the geographic area of South Broad Street but it appears that a large amount of people do not have a clear understanding of the Avenue, it's exact geographic location, and exactly what is found there. Highest familiarity seems to be with those residing within Philadelphia and with those in a younger age bracket.

"This situation opens up a lot of great opportunities to showcase the Avenue and inform the public about all there is to enjoy and experience," said Karen Lewis, Executive Director of AAI. Stronger ad campaigns in print advertising (the respondents' primary means of information) could help to improve consumer familiarity with the Avenue of the Arts. In addition, collaborative partnerships among Avenue constituents could highlight the broad array of arts and entertainment options available to consumers. Respondents felt that AAI's role should be that of directly promoting interest in the venues, destinations and establishments within the Avenue district. AAI has already made strides in providing services and products to patrons through its website (www.avenueofthearts.org) as well as through the "Getting to the Show on Time" transportation guide. However, future attempts by AAI and Avenue stakeholders to improve on current efforts and readily address the public's need for practical information and attractive deals for their money will only increase the appeal of the Avenue experience for consumers.

Avenue of the Arts, Inc. (AAI), the catalyst for the cultural and economic growth of the Avenue of the Arts, was created in 1993. Led by a committed volunteer board of business, cultural and community leaders, AAI works closely with the Commonwealth of Pennsylvania, the City of Philadelphia, the corporate community and every constituent cultural organization to develop its 3.5 mile segment of Broad Street into a world-class arts and entertainment district

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