The URL can be used to link to this page

Home My WebLink About2001/06/06 - Agenda Packet - Spcl (study session) AGENDA RANCHO CUCAMONGA CITY COUNCIL Special Study Session June 6, 2001 - 2:00 p.m. Civic Center - Training Conference Room 10500 Civic Center Drive Rancho Cucamonga, California A. CALL TO ORDER 1. Pledge of Allegiance 2. Roll Call: Alexander , Biane , Curatalo , Dutton __., Williams __ B. ITEM OF BUSINESS 1. REVIEWAND DISCUSSION OF FEASIBILITY STUDY REPORT PRESENTED BY AMS PLANNING AND RESEARCH C. COMMUNICATIONS FROM THE PUBLIC This is the time and place for the general public to address the City Council. State law prohibits the Council from addressing any issue not previously included on the agenda. The Council may receive testimony and set the matter for a subsequent meeting. Comments are to be limited to five minutes per individual. D. ADJOURNMENT MEETING TO ADJOURNN TO JUNE 6, 2001, 4:00 P.M. IN THE TRAINING CONFERENCE ROOM OF THE CIVIC CENTER LOCATED AT 10500 CIVIC CENTER DRIVE, RANCHO CUCAMONGA, CALIFORNIA, FOR A PRESENTATION BY RELIANT ENERGY. I, Debra J. Adams, City Clerk of the City of Rancho Cucamonga, hereby certify that a true, accurate copy of the foregoing agenda was posted on May 31, 2001, per Government Code 54954.2 at 10500 Civic Center Drive, Rancho Cucamonga, California. Performing Arts Feasibility Study City of Rancho Cucamonga FINAL REPORT MAY 2001 AMS Planning & Research 915 D Street Petaluma, CA 94952 707,778.8445 http://AMS-online.com Rancho Cucamonga Performing .Ins Feasibility Study Contents Introduction ............................................................................................1 Background .................................................................................................1 Methodology ...............................................................................................1 The Local Context ..................................................................................3 Key Leader Interviews .................................................................................3 Conclusions .................................................................................................9 Market Analysis ....................................................................................11 Demographics ............................................................................................11 Lifestyle Analysis ......................................................................................16 Arts Potential Index ...................................................................................18 Summary ...................................................................................................18 Public Survey ........................................................................................19 Methodology .............................................................................................19 Profile of the Survey Respondcuts .............................................................19 Analysis of the Data. ...................' ...............................................................19 Analysis Groups ........................................................................................20 Survey Results ...........................................................................................21 Attitudes and Opinions about the Arts ........................................................30 Summary ...................................................................................................33 Competitive Facilities ...........................................................................34 Conclusions ...............................................................................................39 Prospective Users ..................................................................................41 Potential Users ...........................................................................................41 Other Potential Users .................................................................................43 Conclusions ...............................................................................................45 Conclusions ...........................................................................................48 partnerships/Joint Use Possibilities ............................................................48 Free-standing Development Options ..........................................................51 Recommendation ..................................................................................56 Comparable Facilities ...........................................................................58 Appendices Appendix I: Persons Interviewed Appendix It: Market Data Appendix III: Hebert Research Profile Appendix IV: Survey Instrument and Topline Data Appendix V: Comparable Facilities ,4MS Planning & Research May 2001 Rancho Cucamonga Performing Arts Feasibility Study List of Figures Figure 1: Population growth ..........................................................................11 Figure 2: Market Area ....................................................................................12 Figure 3: Age, 2000 .......................................................................................r3 Figure 4: Income, 2000 ..................................................................................14 Figure 5: Education, 1990 ..............................................................................15 Figure 6: Race and Ethnicity, 2000 ................................................................15 Figure 7: Household composition, 1990 ........................................................16 Figure 8: Arts Potential Indices* ...................................................................18 Figure 9: Interest level ...................................................................................21 Figur~ 10: Role of arts ...................................................................................22 Figure 11: Attendance by type of event .........................................................23 Figure 12: Frequency of attendance ...............................................................24 Figure 13: Attendance by location .................................................................25 Figure 14: Program Preferences ....................................................................27 Figure 15: Support for a Performing Arts Center ..........................................28 Figure 16: Potential Interests .........................................................................29 Figure 17: Proximity to amenities ..................................................................30 Figure 18: Principal user summary ................................................................46 Figure 19: Seating capacity preferences ........................................................46 AMS Planning &Research 3 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Introduction Background AMS Planning & Research was commissioned by the City of Rancho Cucamonga, with funding from Forest City Development to study the feasibility of a new performing arts facility for the community. AMS commenced work on Phase I of the study in February 2001. During this phase, research was conducted to determine if citizens, relevant organizations in the area and key community leaders identify a new performing arts facility as a priority for civic development. As the consultants proceeded with this research, care was taken to present the study in terms of"does this community need" a performing arts center rather than "what kind of performing arts center should be in this community." Over the course of the following three months, the consultants held numerous interviews, facilitated meetings and conducted research to identify needs of potential users and document potential audience and community support. Phase II of the study preliminary design, cost estimates and an operational plan, will be completed pending a decision by City Council. Methodology Phase I of the study was conducted between February and May 2001. Key leaders from business, government, arts and education spheres were interviewed to determine their potential interest and/or support for a new cultural facility. These interviews explored attitudes and awareness of cultural activity in and around Rancho Cucamonga, anecdotal information regarding market character, and possible uses of a new performing arts center. The consultants also conducted input sessions with the Community Services Departmcnt's Community Action Network and Superintendents and Principals from Rancho Cucamonga School Districts. Personal interviews and surveys were also conducted with prospective user groups to assess facility needs, current progrants offered, organizational structure and capacity for using a new performance space in the city. A workshop meeting ,4MS Planning &Research 1 May 2001 Rancho Cucamonga Pe~corming ,4rts Feasibility Study was held on March 28t~ at the Lions Community Center with potential user groups, individual artists, instructors and interested citizens. To gauge audience potential, AMS gathered and analyzed available census data for residents of the city and a 10-mile radius around Rancho Cucamonga. AMS's ~4rtsFision® market analysis system was utilized to provide an analysis based on current and projected demographics and psychographic (lifestyle) data. The analysis provided insight into residents of the market area with respect to their arts and cultural interests. In addition to census data analysis, AMS conducted a telephone survey of 300 randomly selected adults age 18+ residing in the city and surrounding communities. The survey provides a base level of understanding of the public's experience with, perceptions of and potential interest in attending performing arts events and facilities, as well information regarding regional competition. To further evaluate market conditions, AMS gathered information on other performing arts facilities and organizations in the area. This data was gathered by conducting site visits, personal interviews and telephone interviews. Finally, a number of comparable community arts facilities were studied to determine the physical characteristics and operating parameters that might be expected for a new cultural arts facility in Rancho Cucamonga. Criteria in considering these facilities included audience capacity, ownership and management models, and community characteristics. ,4MS Planning &Research 2 May 2001 Rancho Cucamonga Performing Arts Feasibility Study The Local Context Key Leader Interviews More than 50 key leaders from the business, government, arts and education spheres were interviewed to provide insights into related local and regional issues such as new cultural, civic and private facility development, funding support for non-profit organizations in the area and to determine perceptions and attitudes about cultural development in Rancho Cucamonga. AMS also conducted one workshop session with arts supporters and potential users and held input sessions with the Community Actions Network and the Principals in Rancho Cucamonga School Districts. Nearly all feel that the City ofRancho Cucamonga has done an admirable job enhancing the quality of life for residents, but that there is a great need at this time to begin to provide cultural outlets for the citizens. Nearly all informants expressed a desire to see more cultural development in the area. Nearly all stated that this development begins with some type of cultural facility. All key informant interviews are confidential and were conducted solely by AMS consultants. The following text summarizes many of the themes that emerged from these interviews and workshop sessions. (See Appendix I for list of interviewees.) Performing Arts in the Inland Empire · There is broad awareness of community arts programs and organizations · Most feel that the area is underserved by top-quality, professional performing arts events · Regional performing arts organizations have difficulty attracting audiences from other communities; the Inland Empire is not a cohesive market .4MS Planning & Research May 2001 Rancho Cucamonga Performing .4rts Feasibility Study Performing Arts in Rancho Cucamonga , , Informants expressed disappointment that very few performing arts activities occur within Rancho Cucamonga · Most art groups based in the city are in early stages of development and are struggling with "growing pains" related to a lack of resources, management skills, marketing and inadequate facilities · Informants often stated that "there isn't a place" that residents can immediately identify as a focus for performing arts events in Raneho Cucamonga · Most informants support an increased level of arts activity and feel that it is "time" for Rancho Cucarnonga to add "cultural arts" as a quality of life enhancement · Most believe that the City should play a significant role in supporting arts activities and cultural development · A majority stated that they believe that the market for performing arts in the city was likely to be favorable; especially for performances and activities aimed at children and families · Several informants expressed some concern about the City's role, such as: · Perception that the City may attempt to "control" content of programs provided by independent arts organizations wishing to use a new facility · Perception that the City would be inflexible in its dealings with local user groups · Informants unanimously voiced that more arts programs suitable for children and families are needed · P, ancho Cucamonga's Community Foundation has made raising funds for performing arts programs and a facility its top priority Other Cultural Facility Developments The interviews revealed a number of new performing arts initiatives in the region: · Ontario Arena - A 7,000-seat sports arena that will have capability to convert to 3,500-seat theater for touring Broadway shows and concerts - City is providing land through its redevelopment agency - Building is being financed by a Los Angeles-based investor - Programming will include a mix of minor league sports teams (hockey) sports events (boxing and wrestling), popular music concerts and, proponents claim, Broadway Theater ,4MS Planning &Research 4 May 2001 Rancho Cucamonga PerformingArts Feasibility Study - City hopes that the Arena will lead to the development of an "entertainment district" and retail area at historic winery · New High School Auditoriums - Two 1,250-seat auditoriums will be constructed in the Chaffey Joint Union High School District (Los Osos in Rancho Cucamonga and Liberty High in Ontario) - The auditoriums are being designed primarily for school use District officials indicate possibility for joint-use arrangements - Auditoriums will not be equipped to accommodate professional performing arts events - Community use is desired, but priority will be given to school use · Chaffey College Campus master plan - Chaffey College is proposing a large (1,000 or more seats) performing arts center. The College is preparing a campus master plan to be completed in October. Administration officials indicate that detailed feasibility studies will be done prior to decisions regarding the size of the theater. - Intended programming would include professional touring performing arts events, lectures, large-scale productions by the College's performing arts departments and community uses - College intends to raise funds by means of a bond measure and will also seek funding from state budget appropriations - College officials indicated interest in joint-nse with the City · Ontario Convention Center - Within 10 years they would like to add a multi-use, fixed-seat auditorium to accommodate demand from conference planners for assembly events - Programming may include lectures, media presentations, seminars with modest use from local performing arts groups - There is no plan in development at the present time · Riverside Fox Theater - A new (private) owner is reported to be considering restoring and renovating this historic theater - Intended use(s) not known at present · Redlands Fox Theater - A new (private) owner is reported to be interested in restoring and renovating this venue - Intended use(s) not know at present · Fontaria Civic Auditorium - City Council is discussing possible renovation of this venue or construction of a new performing arts facility - Programming would include a mix of touring events and local uses .4MS Planning &Research 5 May 2001 Rancho Cucamonga Perforrning Arts Feasibility Study - Request for proposals to conduct feasibility study may be forthcoming pending council approval Fundraising Climate · A majority of informants expressed concern about the area's ability to support the building and operation of large cultural facility with private donations or sponsorships - There are no major corporations headquartered in the area - There is a limited track record of corporate or private donations for the arts or other charities in Rancho Cucamonga · However, many informants indicated that participation in fundraising activities could be high, citing the popularity of the Library's telethon and other fundraising events · Rancho Cucamonga's Community Foundation has made funding a performing arts facility its top priority Visions · Informants expressed divided opinions regarding who would be the primary audience for a performing arts facility - Some feel that there is an opportunity for Rancho Cucamonga to create a performing arts center that draws audiences from the region - Some feel that a new performing arts center should serve the community of Rancho Cucamonga with community-based programs · Similarly, there is a divergence of opinion regarding the type and size of facility needed among informants: Many believe that the community needs a facility that is large enough to accommodate professional touring performances (i. e., over 1,000 seats) Others feel that the city needs a small community theater venue (under 500 seats) that encourages development of locally based groups · Most informants stated that a new performance center should be designed to include meeting rooms and exhibit spaces - Business leaders indicate that there is demand for meeting space - There are very few location within city limits to hold business meetings - Rancho Cueamonga loses business to surrounding communities with ample supplies of hotel rooms and attached conference and meeting facilities .~MS Planning &Research 6 May 2001 Rancho Cucamonga Performing .4rts Feasibility Study Potential Site · The potential site at the new Victoria Gardens mall development received mixed responses from some key informants Most believe that locating a performing arts center adjacent to a new retail center would contribute to the success of both the performing arts center and the mall Some expressed concern that the location of Victoria Gardens (I-15 and Foothill) is not a central location for Rancho Cucamonga residents (traditionally, residents have traveled west for services) A minority of informants expressed concern that Victoria Gardens may not be successful and fear the potential negative impact on an arts center located there. School District Input AMS consultants interviewed all five school district superintendents that serve Rancho Cucamonga. The superintendents all indicated that the schools are providing music, art and drama programs at the middle and high school levels. Some are providing exposure to the performing arts at the elementary school level, however, only a few provide performing arts in the regular curriculum. · All of the superintendents indicated that supplemental opportunities for their students to participate in and attend performing arts events as an extracurricular activity is needed · Most mentioned possible uses for a community performing arts center Holiday concerts - Inter-district music and drama festivals - Graduation ceremonies · Most of the superintendents indicated a strong desire to increase student's exposure to professional performances. However, most cited limited opportunities for students to attend performing arts events on field trips due to the time and distance between Rancho Cucamonga and venues in the region (including the Inland Empire, L.A. and Orange County). - The time and distance involved requires additional buses and, therefore, additional costs. Having performances for school children in Rancho Cucamonga eliminates the largest barrier teachers have in exposing their students to the arts. If the busses are able to stay local for field trips, and are available for their regularly scheduled routes, they are available at no additional cost to the districts. Additionally, local opportunities increase the amount of time students have for in- class learning about the performances they have seen (or ere about to see). · There is a possibility forjoint-use of new high school auditoriums - School district would have priority in scheduling AMS Planning &Research 7 May 2001 Rancho Cucamonga Performing Arts Feasibility Study - City would need to make an investment in equipment upgrades to accommodate increased use and professional performing arts events Chaffey College Performing Arts Representatives from Chaffey College faculty, staff and administration were interviewed and a site visit made to the theater. The 300-seat theater on campus is used extensively by the College's Theater d~partment for education purposes. The theater is the only teaching, workshop, and performing space available for the academic program and is the only auditorium space on the campus. Because of this, the theater is available on an extremely limited basis for outside uses. The college is undergoing a master planning process which includes a proposed large theater (see page 35 and discussion of joint use interest on page 48). The Theater Department expressed interest in developing opportunities for performing arts and technical theater studeats to interact with professionals at a city performing arts center (e.g., work-study, internships, etc.). Workshop Notes On March 28th AMS consultants held a workshop session with approximately 15 people consisting of representatives of prospective user groups, interested citizens and individual artists and instructors. The consultants asked to group for feedback on topics such as "Culture in Rancho Cucamonga", "Challenges", "Needs and Possibilities", and what role the city should play in cultural development. The following is a summary of the top brainstorm items from each topic. Culture in Rancho Cucamonga - Non-existent - Has improved - School music progrants area active - Chaffey college has strong performing and visual arts programs - Rancho-based groups have to perform outside of the city because there is no facility Challenges - Audience development - People only want to see "stars" - Difficult to find availability at school facilities for community arts events - Quality of talent in area is not recognized; public has perception of low quality - Media does not give adequate coverage to Inland Empire performing arts events - Arts community lacks strong leadership - Funding is difficult to find AMS Planning &Research 8 May 2001 Rancho Cucamonga Performing Arts Feasibility Study - Infrastructure needed - performance facility, box office, marketing - Increase public awareness of arts through better media coverage and internet Hire a leader and form an arts committee/council/commission Role of City Assist with communications Support growth of arts organizations Does .Rancho Cucaraonga need a Facility ? - Participants unanimously agreed that a dedicated performing arts facility is needed in Rancho Cucamonga - New facility would serve residents of the city and the region - Don't build it too small Programming - Professional touring performing arts - Community produced theater productions - Children's theater, children's museum, "exploratorium" - Visual arts gallery - Arts education programs for children and adults - Recording, broadcasting, multi-media Funding - Support operations with earned and contributed revenue + commitment from city - Start s.mall } Group was divided - II and plan for continued growth on this issue Capacity - All participants favored seating capacities between 800 and 1,600 Amenities and Features - Include rehearsal room(s) and smaller performing space in addition to larger auditorium - Visual art gallery - Close to shopping, tinning and parking - Kid-friendly features - Multi-media capabilities - Backstage support spaces (dressing rooms, workshop areas, etc.) - Orchestra pit - Fly system Conclusions I~ There is strong support among key informants for increasing the scope and quality of cultural activities and facilities in the market area II. Lack of approptiate facilities in the community directly contributes to the lack of programs offered within the city boundaries AMS Planning &Research 9 May 2001 Ratwho Cucamonga Performing ,4rts Feasibility Study II~ Lack of appropriate facilities in the community directly contributes to the lack of programs offered within the city boundaries II~ Informants are divided on what type and size of facility would be most appropriate, who the primary audience should be (regional vs. local) and what types of programs should be offered I~ There is agreement that City should play a role in supporting cultural development l*- Chaffey College officials expressed interest in exploring joint use opportunities in planning, developing and operating their proposed new performing arts center II~ Chaffey Joint Union School District would consider a proposal from the City for joint use of the new auditorium at Los Osos High School II~ Opportunities exist for the city to partner with all five school districts in the region and Chaffey College to enhance the arts curriculum of Rancho Cucamonga students of all ages by providing opportunities for field trips, extra-curricular activities, work-study, etc. I~ No informants cited other quality of life enhancements that the city should be considering instead of cultural development II~ Opportunity for significant financial support from private and corporate sources is limited ) 99% of key informants stated that programs and performances for children are needed in Rancho Cucamonga II~ Informants indicate that finding funding and political support for a performing arts center would be less difficult if it serves children and families ~' Informants believe that the market would support family and children's programs .4MS Planning &Research 10 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Market Analysis The market analysis component of this study provides a demographic and lifestyle analysis of the population living within a 1 O-mile radius of Rancho Cueamonga (radius centered on the Victoria Mall site). The current and projected population of the trade area surrounding Raneho Cucamonga is documented and evaluated in the context of demand for arts programs and the market environment in which a performing arts center would operate. Where available, updated census information was utilized for this analysis drawing on the resources of Claritas, the leading provider of consumer and demographic information in the US. The data are updated twice annually. Demographics Population The population of the City of Rancho Cucamonga in 2000 is estimated to be 123,692, a 22% increase since 1990. Since 1980, the population has more than doubled. While the population of the market area is still increasing, the growth has slowed and the population of the city is projected to expand to 134,063 by 2005. 5 mile radius of 10 mile radius 15 mile radius City of RC RC of RC of RC POPULATION 2005 PROJECTION 134,063 203,928 713,897 1,438,243 2000 ESTIMATE 123,692 189,592 667,050 1,346,761 1990 CENSUS 101,409 159,951 575,068 1,175,518 1980 CENSUS 55, 150 94,992 378,355 790,421 GROWTH 1980-1990 83.9% 68.4% 52.0% 48.7% Figure 1: Population growth AMS Planning & Research 11 May 2001 Ratwho Cucamonga Performing ,4rts Feasibility Study MicroVision was created by combining information from the a consumer marketing database with updated US eensns demographic data. Over 100 unique characteristics for more than 160 million individual consminers are documented, including financial and consumer activity, demographic, socioeconomic, leisure activity and housing dam. A detailed MicroVision Lifestyle analysis is located in Appendix II. Descriptions of the frequent lifestyle categories follow (percent concentration for the city and 5- and 10-mile markets. Great Beginnings (25.8% of Ranclto Cucamonga, 18.5% of 5-mile radius, 10. 3 % of 1 O-mile radius) Within the 5-mile market area, the dominant MicroVision segment is Great Beginnings, (#15) comprising almost one-quarter of honseholds in Rancho Cucamonga and 10% in the greater market area. This classification is predominantly young (ages 20-39), white, adult singles and couples, most of whom have graduated from college and/or post-graduate studies and have medium level incomes. While only one in three households in this segment have children living at home, most of the children are younger than 9 years old. Generally, these households are occasional or infrequent arts attenders at traditional arts programs (but represent a target market for youth and family activities). Prosperous Metro Mix (25%, 21. 7% and 11.4%) Prosperous Metro Mix (#5) households contain high percentages of non-White households and have two breadwinners working in managerial/professional fields. With an average age of 40 the majority own their own homes and have large families. Although this segment has generally high demographics, they are generally less likely than other top segments to be arts attenders at traditional arts events such as symphony, opera and classical dance. Family Ties (13.6%, 9.6% and&9%) The Family Ties (#11) segment is characterized by large, young families (in their 20's and 30's) who live on the edge of urban areas. They are predominantly white, with medium education levels, and medium-high incomes. Nationally, segment #11 households are about half as likely as the average household to attend traditional arts programs, but, as many have young children at home, they are important targets for family-oriented arts programs. Mid Life Success (12.4~ 10.3% and 6~1%) The Mid-Life Success (#4) segment tends to be White, well educated and between the ages of 35 to 44, often with teenage children at home. In urban markets, these households are very high propensity arts attenders. Stars and Stripes (4.3%, 12.9% and 25.9%) The Stars and Stripes segment (# 17) represents young (early 30s), largely blue- collar families, with a high percentage of Latinos. Households in this segment make-up over one quarter of the 10-mile market area, six times the proportion of City households. The average family in this segment has 3 or more children. AMS Planning &Research 17 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Arts Potential Index In evaluating the existing arts market for the area, AMS analyzed the population demo.graphics and lifestyles using a proprietary geodemographic mapping system. The data for this analysis were drown from a wide range of national data on attendance at arts events, including art museums and the live performing arts. Comparison of the demographic and lifestyle data for the market areas reveals that residents of the market area have close to average likelihood to attend an arts program, exhibit or event compared to national figures. Figure 8, below, shows an index number for each radius that compares the potential for attendance to the national average. As an example, the index of 94 for Symphony shown in the 10- mile radius indicates that residents are 94 percent as likely to attend a symphony concert than average. For comparison, indices for Cerritos, Escondido and the State have also been included. Figure 8: Arts Potential Indices* Arts 93 77 84 129 110 Adendee Live Theater 95 94 89 90 90 Symphony 114 97 113 173 151 * Relative to US; index of 100 = average Summary The resident population of the primary market areas (City and 5-mile radius) offers a strong base for potential attendance at family and children's events. Within the 5-mile radius, residents' educational levels and household incomes, both indicators of attendance at arts events, are slightly higher than the averages for the State. The income and education levels of city residents are considerably higher than for the surrounding communities. The predominance of a number of young families points to high potential for ehildren's and family-oriented events. The market data further suggest that the high-income population (Prosperous Melxo Mix and Mid-life Success lifestyle segments) could be sources of funding for a charitable campaign. AMS Planning &Research 18 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Public Survey Methodology AMS and Hebert Research (a professional market research firm; see Appendix Ill for corporate profile) conducted a telephone survey of Rancho Cucamonga and area residents within a 10-mile radius of the centroid coordinates of the city about their interests in the arts and likelihood of supporting a performing arts center. The survey consisted of 20 questions and took approximately 15 minutes to administer. A random sample of market area residents over 18 years of age was selected to participate in the survey using a Random Digit Dial process. A total of 309 interviews were completed. A copy of the survey instrument and the summary data are included in the Appendix 1V of this document; detailed tabulations have been submitted separately. Highlights of the survey results follow. Profile of the Survey Respondents The survey results mirror the population of the market area and the findings are within a 95% confidence level for a 6 percent variation in responses (i.e., if the survey were to be repeated, the results would be within +/-6% 95% of the time). Most of those who participated in the survey are married (62.9%). The respondents were well educated; 32.8% have Bachelors degrees or higher, 12.8% have Associates Degrees and 28.7% have completed some college. They represent all age groups over 18 years, with a majority failing between ages 35 and 5.4. The respondents represent households in all income brackets; over 50% reported household income of $50,000 or greater. Analysis of the Data Respondents to this survey were drawn randomly from two geographical areas: · City of Rancho Cucamonga (150 completed interviews) · Residents within a ten mile radius of Rancho Cucamonga (159 completed interviews) AMS Planning &Research 19 May 2001 Rancho Cucaraonga Performing Arts Feasibility Study To ensure that the survey is representative of the entire population the data were weighted to adjust for the variance between the observed education levels of survey respondents and actual education levels found in the market area based on the 1990 census. Previous research has proven that educational attainment is the single best predictor of arts participation, and it is AMS's normal procedure to adjust survey figures based on this factor. Generally, with telephone surveys of this type, survey respondents exhibit higher education levels compared to the base population. Analysis Groups Throughout this report, results are reported in aggregate (representing all adults in Rancho Cucamonga and 10-mile market area, N=309), as well as for the following sub-groups (or "analysis groups"): 1. CityofRanchoCucamonga(N=lS0) 2. Residentswithinaten-mileradiusofRanchoCucamonga(N=159) The survey results were analyzed using the total sample as well as a number of subsets. The subsets include breakdowns by household characteristics (presence of children) and employment (retired vs. non retired). To assist with understanding and characterizing the performing arts audience, AMS classified the respondents into one of six arts consumer segments, based on their answers to three key questions: - Level of interest in arts activities - The role the arts play in their life - Frequency of participation in arts activities The six arts consumer segments are: · "Core Arts Patrons," characterized by very high frequency of attendance (10+ times/yr.); (6% ofRancho Cucamongapopulation, 4.5% of S-mile radius population, 5% of the 1 O-mile radius population) "Repeat Attenders," are personally invested in the arts, but get out less often than "Core Patrons;" (19.5% RC, 12. 1% 5-mile, 13. 7% lO-mile) · "Grazers & Tng-Alongs" get out regularly, but are not very interested in the arts; (30.2%RC, 30.6% 5-mile, 30.3% lO-mile) · ".Blockbuster Audiences" attend rarely, and have little connection to the arts; (1&8% RC, 17.8% 5-mile, 18.1% lO-mile) · "Hidden Arts Audiences" rarely get out, but have high interest levels. It is likely that "Hidden Arts Audiences" in Rancho Cucamonga are made up of households with young children, which hinders their ability to attend events outside the home frequently; (14.8% RC, 15.3% 5-mile, 15. 1% lO-mile) · "Outreach Targets" have no interest or frequency of attendance. (10. 7% RC, 19.7% 5-mile, 17.9% lO-mile) AMS Planning &Research 20 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Subscriptions Eight pement ofRancho Cucamonga mspondents reported having a season subscription, while only 5.7% of those outside the city claim to subscribe. Attendance by Venue In the last year, residents of Rancho Cucamonga were most likely to attend events at the Blockbuster Pavilion (41.3%), free concerts in the park in Rancho Cueamonga (40%), the Candlelight Pavilion (32.9%) and the Bridges Theater in Claremont (30.7%). Similarly, residents within a ten-mile radius were most likely to attend events at the Blockbuster Pavilion (27.7%), the Bridges Theater (25.3%), the Candlelight Pavilion (22.2%) and the Orange County Performing Arts Center (16.4%). Preferences Respondents were asked to rate, on a ten-point scale, their preference levels for attending certain kinds of arts programs, independent of what is actually offered in their area. The strongest preferences were reported for live country or popular music (strongly enjoyed by 38.3% ofrespondents), musical theater (31.4%), children's theater (21.4%) and stage plays (19.3 %). The weakest preferences were reported for opera (strongly disliked by 49.3% ofrespondents), classical music concerts (27.4%), and live folk, gospel or traditional concerts. These results mirror surveys conducted by AMS in other communities. Popular concerts, country music and musical theater usually rank near the top. Rancho Cucamonga residents tended to rank ehildren's theater higher than average. Whether or not a respondent has children at home is also a significant factor when determining preferences. Not surprisingly, the findings show that people with children at home expressed a higher level of interest in attending children's theater than people with no children in the household (37.6% would be extremely or very interested vs. 14.7% of people with no children in the home). And, only 12.8% of those with children at home would not be interested in attending a children's theater production. .4MS Planning &Research 26 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Highlights of the responses follow: 1. Almost 85% of total respondents would attend more arts and cultural events if there were more available locally. Residents outside of Rancho Cucamonga were slightly more likely to respond affirmatively (87.2%) than city residents (83.5%). While just over three-quarters of Anglo respondents responded affirmatively to this question, a vast majority of non-Anglo respondents (92.6%) would attend more local arts and cultural events, Core Arts Audiences responded that they would increase their attendance with a local venue (73.3%), and Hidden Arts Audiences would also increase attendance (95.4%). Again, Outreach Targets (57.1%) are the least likely to patronize a local arts center. 2. A vast majority of respondents agreed that a performing arts center in Rancho Cucamonga should present professional touring performances. Responses did not vary significantly by location. Respondents with children at home were slightly more supportive of touring companies (94.1%) than respondents with no children under 18 at home (89.5%). 3. Overall, respondents are extremely supportive of more opportunities for children to be exposed to the arts in the community (95.6%). Corresponding to their response to similar questions, citizens outside of Rancho Cucamonga are slightly more in favor of arts education (81.5%) than people who live in the city (69.5%). And, while white respondents supported this question (93.3%), non-whites were almost unanimously in favor of it (98.5%). 100% of Hidden Arts Audiences and Core Ar~s Patrons support exposing children to the arts, and 90% of the Outreach Targets support arts education. 4. Over 88% of all respondents agree or strongly agree that the Rancho Cucamonga should help fund the center and its programs. More people from outside Rancho Cucamonga believe the city should fund the center (91% agree or strongly agree vs. 79% of Rancho Cucamonga residents). Consistent with other responses, Hidden Arts Audiences are most in favor of city funding (95.4%), while 91.5% of the Outreach Targets support it. 90% of Repeat Attenders are in favor of City funding. 5. 86.4% of the total sample believes that the area needs a large performing arts center that hosts world-class performances. 81.3% of Rancho Cucamonga residents agreed with the statement with just over 87% agreement from residents out-side city limits. However, this question was asked independently of any funding or tax consequences that the respondent may or may not support. 6. Over 85% of respondents believe there should be more cultural events in the market area geared towards family attendance. People from outside Rancho Cucamonga are slightly more likely to want events closer to home (86%) than people from the city (83.8%). 100% of Hidden Arts AMS Planning &Research 31 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Audiences favor family oriented cultural events closer to home. The statement was also supported by 73.4% of Outreach Targets. 7. Over 90% ofrespondents believe that the area needs a place for local artists to perform. This opinion does not significantly vary depending on geographic location. Again, 100% of Core Arts Patrons and Hidden Arts Audiences support the idea of a place for local artists to perform in Rancho Cucamonga. 8. AlmostS0%ofallrespondentssupporttheideathataperformingarts center should be supported, at least partially, by private donations. There is no statistically significant difference between responses by city residents and those in the neighboring areas. 9. Over 84% ofrespondents believe that it is important for the theater to be close to good restaurants and shops. It is more important for people outside ofRancho Cucamonga for the theater to be located close to these businesses (84.8% vs. 81.2% for city residents). Similar to other responses, people with children at home (86.8% of both groups) are more likely to want the theater to be located near restaurants and shops. 10. A majority (68.9%) ofrespondents believe that the center should be supported by local tax dollars. While more people from outside of Rancho Cucamonga are more strongly in favor of this statement, overall the positive response is similar based on geographic location (67.3% from the city; 69.3% from outside the city). One hundred percent of Core Arts Patrons would like their tax dollars to support the center while 60% of Outreach Targets support this statement. I 1. While most people seem to be in favor of using tax dollars to support the theater, few respondents gave any money in the last year to any arts organizations. One-quarter of those surveyed contributed money last year to an arts group, and most of those contributors were located in the city (31.5%). Repeat Attenders were the most likely to make a contribution (57.5%), while 50% of Core Arts Patrons made contributions. 12. Almost 40% of mspondents said that they would be willing to make a tax deductible contribution to a performing arts center in Rancho Cucamonga. Consistent with the other answers, the groups most likely to make a contribution are Core Arts Patrons (53.9%) and Hidden Arts Audiences (52.3%). Over 60% of Blockbuster Audiences and over 66% of Outreach Targets stated that they would be unlikely or very unlikely to make a contribution. AMS Planning &Research 32 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Summary · About a third of mspondents consider themselves to be very or extremely interested in arts and cultural activities, comparable to other cities surveyed. However, just over a quarter of respondents are not too interested or not at all interested in the arts. · A quarter of respondents believe that the arts play a major role in their lives, as opposed to only 13% of people who believe that the arts do not play any role. · Almost a third of Rancho Cucamonga adults may be termed "Grazers and Tag Alongs." Only 6% may be termed "Core Arts Patrons" (the Core audience for traditional performing arts events such as Symphony, Ballet and Opera) and 10.7% "Outreach Targets" (very little involvement). A long-term goal for cultural development would be to convert another 10% to 15% of "Grazers" into "Arts Patrons." · Reported attendance (Figure 11 ) for Rancho Cucamonga adults is highest for popular music (43%), children's theater (38%) and folk or traditional music (29%). The lowest participation rates were reported for opera and ballet (both approx. 12%). · Preferences for different types of performances differ significantly based on race and ethnieity (Figure 14). Rancho Cueamonga adults are much more likely to prefer children's theater, musical theater as well as popular music concerts. Interest in family programs and culturally-specific programs among non-Anglo respondents was a recurring theme throughout the analysis. · Lack of awareness for current programs is the most cited reason for not attending cultural events (45%), suggesting that attendance could be increased with improved marketing and a dedicated facility. · Support for increased arts education programs is very high. Almost all (96%) respondents agree or strongly agree there should be more opportunities for our children to be exposed to art in this community. · Only 6% of all respondents reported currently subscribing or belonging to any arts organization. While only 25% of respondents reported making a financial contribution to any arts or cultural group during the past year, almost 40% would consider making a tax- deductible contribution to a new performing arts center located in Rancho Cucamonga. · Overall, almost 90% of respondents are in favor of building a performing arts center in Rancho Cucamonga. · Over 82% of respondents stated that they are more likely a performing arts venue located near shops and restaurants. This suggests that if a performing arts center is located at the Victoria Gardens mall site, there would be substantial economic benfit for shop owners at the mall. AMS Planning &Research 33 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Competitive Facilities In order to accurately determine the feasibility of a new performing arts facility, it is important to evaluate the competitive situation with respect to other performance venues in the market area. To obtain this data, AMS consultants conducted site visits, personal interviews and telephone interviews with key personnel at each facility. In addition to the facilities inventorled in this section, there are a number of school district multi-purpose rooms, community centers and empty storefronts that are utilized for community performing arts events. However, these facilities are available on a limited basis and lack many of the amenities and specialized theatrical equipment necessary to support heavy use for performing arts. Gardner Springs Auditorium Gardner Springs is located on the campus of Chaffey Joint Union High School in Ontario. The facility is owned and /5 . - managed by the School District and has a seating capacity ; of 2,100 (1,500 on main floor, 600 in balcony). Gardner Springs was built in 1939 and is in need of renovations, including new seats and air conditioning. Frequent users include the school district, Mercer Community Band, Inland Empire Symphony, and the local Community Concerts Association who book in classical events. Gardner Springs is also utilized for dance academy recitals, dance competitions, beauty pageants and church events. During peak use months (Oct. - Dec., Feb. - May) there are two to three events per week. Auditorium staff reports that there are over 100 use days per year including - ~i:~;~ high school theater productions (two productions per year). The auditorium schedule gives top priority to School District events with secondary consideration given to the local arts groups (Mercer Community Band, Inland Empire Symphony and Community Concerts). AMS Planning &Research 34 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Remaining dates are available on a first-come first served basis. The facility is not used during the summer months, as there is no air conditioning. Chaffey College Theater The theater at Chaffey College is located on the College campus and is the primary instructional space for the College's theater program. The theater has 300 seats and is utilized almost exclusively by the college and is therefore unavailable to outside users. Every other year the college Theater Department produces a children's show and "tours" it to local schools. Staff reports that demand for this program is extremely high. As has been mentioned in previous sections, Chaffey College is undergoing a campus master planning process that includes a large performing arts center (1,000 seats or more). Intended use of this facility is for presenting professional touring performing arts events for the benefit of the student body and the community at large. Secondary use is for College events, ceremonies and lectures. The master planning process will be completed by fall of 2001. The administration intends to complete a detailed needs assessment and facility plan for the new performing arts center at an ai yet undetermined time. At~er the plan has been approved, the college intends to seek approval of a bond measure and state appropriations to fund the development. Bridges Auditorium Bridges Auditorium is located on the campus of Pomona University in Claremont and has a maximum seating capacity of 2,500. Bridges was built in 1931, has been well maintained but is in need of renovation and upgrading. The College commissioned a study for this work but has chosen not to implement the plan due to other priorities. Management occasionally books and presents popular concerts but it is primarily rented to regional theater, music and dance companies. Recently, Bridges contracted with a private promoter to present events. This effort was unsuccessful. The auditorium was in use a total of 40 days last year. At present, Bridges plans to continue operating on four-wall rental basis. However, it was indicated to AMS that developing a new strategic plan has been discussed. Candlelight Pavilion Candlelight Pavilion, located in Clammont, is home to a commercial dinner theater company operated by the Bollinger family for over 15 years. The theater seats approximately 300 and runs year round. The company produces Broadway musicals and draws over 100,000 people annually. In January 2001, Candlelight completed $300,000 in renovations and upgrades to the theater with assistance from the city of Claremont. The company has established a loyal audience consisting of 18,000 season subscribers and has no intention of AMS Planning &Research 35 May 2001 Rancho Cucamonga Performing Arts Feasibility Study relocating. However, the management indicated to AMS that if a facility were available in Rancho Cucamonga that perhaps Candlelight would consider producing "second stage" shows there. Civic Auditorium The 900-seat Fontana Civic Auditorium was built as a union hall in ~ ~ 1956. In the 1980's the city assumed ownership and presented ~ performing arts events, popular music concerts and comedians until ~ 1994. Currently, the auditorium is made available on a "four-wall" rental basis. Approximately 300 events per year take place, .-.~ '_~ including events held in the basement banquet room, and range ~ "'--, from touring children's theater productions (California Theater :',,,~ Center and TheaterWorks) to rock concerts. California Theater ..... :; :I Center expressed a desire for a more suitable, better-equipped , ; venue. The Auditorium has a small stage (approx. 20' deep) which severely limits its usability. Haugh Performing Arts Center The Haugh Performing Arts Center is located on the campus of Citrus College in Glendora. It was built in 1971 and has 1,400 seats. Citrus College owns, operates and funds the facility and presents a number of programs. Programs include productions and concerts by Citrus College students as well as a full season of professional touring productions. There are approximately 230 public events held per year at the Haugh. When not in use for college-sponsored events, the center is rented for School District events, dance academy recitals and beauty pageants. The Haugh receives approximately $700,000 annually in operating subsidy from the College. The Grove Theater The Grove is located in Upland and is the home of Grove Productions, a small professional producing theater company. The theater has approximately 300 seats and is utilized exclusively by Grove Productions. In the 2001 season the Grove is producing five shows (plays and musicals) running for approximately 95 performances. The Grove caters to an adult audience and has reportedly been successful in terms of ticket sales with over 3,000 season subscribers and has built a reputation of producing quality performances. AMS Planning &Research 36 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Fontana Theater The Mummer' s community theater group has been active for 27 years. They have recently been given a permanent home by the city at the 100-seat Fontana Theater on Sierra Avenue in Fontaria. The City of Fontana has funded approximately $100,000 in improvements and the theater group is hoping to obtain more funds from private and public sources to continue the renovations. The Mummer's community theater is currently producing a full season of five prodactions consisting of 36 performances. The company is operated entirely by volunteers and intends to remain an all-volunteer community theater group. Their productions range from small cast plays to large musicals with broad audience appeal. Riverside Civic Auditorium Located in Riverside's Mission Inn district, the 1,000-seat Civic Auditorium is owned and maintained by the City and a private company is contracted to book and staff events. The Inland Empire Symphony, Riverside Ballet and the University of California among others utilize the facility on a regular basis. The contractor also books touring theater, concerts and comedians and manages rental activity. The theater is reported to be booked over 100 days annually. The Redlands Bowl The Redlands Bowl has been in existence since 1924 and has established a summer tradition of free, outdoor concerts and events for area residents. The Bowl'has bench seating for up to 4,000 with adjacent lawn space available for an additional 3,000. Annual attendance is 80,000 to 100,000. California Theater AMS attempted to interview representatives from the principal user group of the California Theater, Theatrical Arts International, to gain insights into the their operations, markets, experience with Inland Empire audiences and to explore possible collaborative opportunities with a new facility in Raneho Cueamonga. However, representatives from the company refused to be interviewed for this project. The consultants have utilized information from the company's website, newspaper articles and other secondary sources. The group is in their second year of operating and is presenting a full season of professional Broadway touring shows. Their third season will include performances of Cats, Chicago, and Ragtime. The web site reports that over 5,000 subscriptions have been sold for next season with a goal of selling 10,000 to 11,~00. The theater is located in downtown San Bernardino. It does not appear that the company is offing any programs aimed at specifically at young audiences. AMS Planning &Research 37 May 2001 Rancho Cucamonga Performing Arts Feasibility Study School District Facilities In addition to Gardner Springs Auditorium, all five school dis~'icts have assembly facilities that are available for public use. With the exception of the 700-seat Alta Loma High School auditorium, these facilities are multi-purpose rooms that can be utilized for performing arts events. They have significant drawbacks that severely limit their use and appeal for performing arts groups and audience members. - They are intensively used for curriculum - related programs, assemblies and extra-curricular activities - Scheduling priority is given to school activities, which greatly reduces the number of dates available. This also creates difficulty for groups who require multiple days or weeks in a facility. - Facilities are generally not equipped with many of the necessary and/or desired pieces of specialized theatrical equipment - Audience amenities such as padded chairs, favorable sight lines and adjacent restaurants am not available The "pro" of the school district facilities is that they are either free or low cost for the community to utilize and the Districts are willing to make dates available to outside users when possible. Competitive Projects in Development It is important to also keep in mind the other cultural facilities in the market area under consideration. More information on these projects can be found in the previous "Community Context" section of this report. · Two new 1,250-seat high school auditoriums (Los Osos and Liberty High) · Fox Theater, Riverside (may have 1,000 - 1,400 seats depending on renovations) · Fox Theater, Redlands (may have 700 - 1,200 seats depending on renovations) · Ontario Arena will have a maximum capacity of 7,000 with capability to convert to a 3,500-seat theater for touring Broadway productions and concerts · Chaffey College is proposing a large (1,000 or more seats) performing arts center on their campus · Fontana City council is discussing renovation of Civic Auditorium and/or building a new performing arts facility Conclusions There are a number of facilities throughout the Inland Empire that are attempting to cultivate the regional audience for performing arts. However, most are having only marginal success. Contributing factors seem to be: AMS Planning & Research 38 May 2001 Rancho Cucamonga Performing Arts Feasibility Study · Competition with venues in Los Angeles and Orange Counties for touring shows and audience · Traditional pattern of attending cultural activities taking place in L.A. and Orange County · PerceptionoflowerqualityofInlandEmpire-basedperfurmingarts events · Moderate income and education levels within the market area for fine arts offerings · Competition for leisure time and money The most successful operation appears to be the Candlelight Pavilion, which has 18,000 subscribers, affordable ticket prices (average of $30 for dinner and show) and markets directly to senior citizens through group and affinity programs. The Grove Theater also reports success in building a loyal base of 3,000 subscribers and patrons. Opportunity An analysis of the competitive situation in the market indicates that, while there are ample opportunities for residents to attend and participate in the performing arts without driving great distances, most large venues in the region are not attracting regional audiences. The reasons for this are many and complex. First, some of the venues (Bridges, Gardner Springs) are not "first class" theaters and are identified with an educational institution rather than an entertainment desti~ation. blaugh Performing Arts Center, which offers a limited number of touring events is located some 25 miles from Rancho Cucamonga, a distance only the core patron is willing to travel for a performance. None of the venues is located near amenities such as restaurants and retail shops, ivhich add to the appeal of an event. Bridges and Gardner Springs both lack technical capacity and Bridges is in need of renovation. Only Haugh Performing Am Center has invested in presenting quality programs and marketing them to a regional audience; the Citrus College Campus, however, is at the outer limit of normal travel time for a performing arts event for a Rancho Cucamonga resident. Finally, both Bridges Auditorium and Haugh are somewhat limited in their ability to book first class shows since they are located within the 30-60 mile "exclusionary" zone of other Los Angeles and Orange County theaters. In summary, the large venues that serve the region lack most of the attributes that performing arts patrons are seeking (easy access, nearby amenities, elegant ambience) and are deficient with respect to technical capabilities (scenery handling, loading) for accommodating first class shows. Finally, none of the competitive operations offers extensive programming for children and families (residents under 18 years of age make-up over one third of the population of the market area). Some competitive facilities (e.g., Fontana, Bridges) have successfully offered programs for young people, but none serve this audience on a regular basis or have a primary mission to serve children and AMS Planning &Research 39 May 2001 Rancho Cucamonga Performing Arts Feasibility Study families. AMS believes that there is a significant opportunity in the market area for a professional children's theater (professional actors performing for young audiences). ,,tMS Planning &Research 40 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Prospective Users AMS conducted a needs assessment of prospective facility users in the area. Through this process the consultants discovered that there are relatively few producing groups from Raneho Cucamonga, no dedicated performing arts facilityties) and, consequently, a comparatively small number of performances currently occur within the city. The survey included many groups in surrounding communities to determine their interest in performing at a theater in Rancho Cueamonga. Information was gathered by conducting in-person and telephone interviews with principal leaders of each organization documented. AMS also held a workshop meeting with interested citizens and potential user groups. The following text summarizes the findings. Potential Users · tarlight Productions Starlight Productions is a newly formed, non-profit, community theater group based in Raneho Cucamonga. The group has presented several productions in collaboration with the City. These events have taken place at the Lion's Community Center, a storefront a Town Center Mall, and at Ruth Musser Middle School. The group is seeking a pennanent home that will allow them to develop into a local resource for talented people of all ages. · Potential use: three to four productions per year + rehearsals; three-week mn of each production · Optimum capacity: 200 - 250 seats · Theater type: Black box · Rent: 10% - 15% of gross box office receipts · Other needs: Set construction space, rehearsal space, storage space, lobby with concession space AMS Planning &Research 41 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Mountain High Entertainment Mountain High is a full-service entertainment booking company that has previously worked for the City to produce headline events for the Grape Harvest O Festival and concerts at Epicenter stadium. The company also manages and books events at venues throughout the Inland Empire and the State. In some venues such as the Town Center Plaza in Santa Fe Springs and several Indian .~,m.-~ Casinos, Mountain High Entertainment administers all aspects of programming. · Potential use: Could administer an entire season of entertainment and performing arts events · Optimum capacity: 1,800 · Theater Type: Prosecnium · Rent: Negotiable or would contract with city to provide booking and event services for full season of performances · Other needs: Ample backstage support and truck loading/unloading areas Inland Pacific Ballet The Inland Pacific Ballet is a professional dance company based in Upland. They perform primarily at Bridges Auditorium in Claremont. The company also tours productions to the 1,500-seat Luckman Theater at California State University, Los Angeles, Riverside Civic Auditorium, The California Theater in San Bernardino, Palm Springs and the Redlands Bowl. The Inland Pacific Ballet produces an annual Nutcracker at Bridges Auditorium. Their season will expand next year to include four productions accounting for over 30 individual performances. The company is adding more performances for school groups and is planning to focus on serving a "family market." Inland Pacific Ballet's other activities include an Arts Outreach Program sponsored by the Los Angeles Times and Edison International's Arts For the Community Initiative, which now serves 10,000 children annually in the four county area of Los Angeles, Riverside, San Bernardino and Orange Counties. · Potential use: Would consider primary residency in Rancho Cucamonga; 30+ performance days plus technical rehearsals. · Optimum capacity: 1,000 - 1,500 · Theater type: Proscenium · Rent: Maximum of$1,800 per pefformance (if l,500 seats) · Other needs: Fly system, large stage and wing areas, sprung floor, ample support areas AMS Planning &Research 42 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Children's Theater Experience Children's Theater Experience produces large cast musicals using children ~ actors, singers and dancers in communities throughout Southern California. The group has also produced community theater productions with adults in the cast and crew. Previous shows have included popular musicals such as Annie, Bye Bye Birdie, and Guys and Dolls. They also operate summer camp programs in Walnut and Mission Viejo. Children from Rancho Cucamonga currently participate in Children's Theater Experience productions at Bridges Auditorium in Claremont. · Potential use: two to three productions per year; one week of rehearsal and one weekend of performance · Optimum capacity: 750 seats (max. - 2,600; min.- 550) · Theater type: Proscenium · Rent: $10,000 -14,000 per production (7 -10 days) depending on capacity · Other needs: Fly system, large stage and backstage areas (casts can be as large as 300), convenient loading/unloading Dillstar Productions Dillstar Productions produces interactive dinner theater for private events, jgEyF, corporate nctionsandp.hlicperorm=es. pe ormances take place in many locations throughout Southern California and, recently, the company has M expanded to include locations in other states. Venues utilized range from ARIAl S ': restaurants and clubs to conference rooms and theaters. The company's Comedy Italian Wedding "flagship" production is entitled Joey andMaria's F~edding. · Potential use: one weekend per month plus private and corporate shows · Optimum capacity: up to 400 · Theater type: any flat floor configuration (black box, conference room, etc.) · Rent: 7% - 10% · tither needs: catering kitchen Other Potential Users Through key informant interviews, analysis of the competing facilities, and prospective user interviews a number of other potential users were identified. These groups would utilize a facility on an occasional basis rather than the regular, frequent users described above. School District Uses The elementary and intermediate schools in Rancho Cucamong~ indicated interest in occasional use of a performing arts facility for their own programs. /IMS Planning &Research 43 May 2001 Rancho Cucamonga Performing Arts Feasibility Study These would include special ceremonies, large performances, and performing arts festival events. All school district representatives interviewed also expressed interest in student field trips to performances. A local venue would greatly reduce transportation costs and simplify logistics, thereby increasing opportunities for students to experience professional performing arts. If the study continues to Phase II, further research will be done to discover additional collaborative programming opportunities such as internships for theater students, artist residencies and other arts curriculum enhancements. These possibilities are best explored once a general idea of what type of facility is under consideration and what the programming will be. Dance Academies There are several dance academies in Rancho Cucamonga offering a wide variety of classes to children (and some adults). The academies produce recitals on regular basis utilizing area venues as available and include the Inland Valley Dance Academy, the Dance Gallery and Encore Performing Arts. Presently, these groups most often utilize school district facilities. Encore Performing Arts reports that a facility consisting of no fewer than 1,200 seats located in Rancho Cucamonga would be ideal for recital and performance use. Encore would anticipate utilizing a facility up to eight days per year (four productions, each with two performances). Conference and Business Meeting Uses Several representatives from the convention and tourism industry were interviewed to gauge potential use of a performing arts facility for meetings, seminars and other related uses. Uses of this type could be easily accommodated in a performing arts facility, and an apparent demand for fixed-seat auditorium space exists in the market area. However, the proximity of Rancho Cucamonga in relation to the major tourist and convention facilities in Ontario will limit the marketability of the facility for this type of use. Informants did indicate that there is demand from local businesses for meeting space. Many performing arts facilities accommodate these kinds of uses and can often times be designed to include smaller, fiat-floor, multi-purpose rooms. AMS recommends that, if this study proceeds to Phase II, a flat-floor room be considered in order to capture use from local businesses, social events, receptions and meetings. Miscellaneous Uses Other possible uses include: · Run-out performances by Inland Empire community theater groups AMS Planning &Research 44 May 2001 Rancho Cucamonga Performing Arts Feasibility Study · Run-out performances by Southern California professional performing arts groups · Professional touring productions presented by the city · Community cable TV productions · Seminars, meetings and private events · Recitals by local private music students · Use from other city agencies and departments (i.e. - Library Telethon) Residencies AMS surveyed a number of professional theater companies in an effort to explore the possibility of a facility in Rancho Cucamonga hosting a "resident" company. Musical Theater West of Long Beach, California and California Theater Center of Sunnyvale, California both expressed interest in having further discussions regarding this prospect. However, until the eity's commitment and intent has been determined, the depth of interest by both companies is difficult to discern because issues such as facility configuration, seating capacity and possible terms of a resident agreement are not known. Musical Theater West will be performing a run-out in Riverside in the coming months to test the Inland Empire market. The California Theater Center is a ehildren's theater company that has been looking for a suitable "home" for a number of years. The company currently uses a small theater in Sunnyvale and does extensive tours of their productions throughout the western U.S. Conclusions It is clearly demonsu'ated that there is substantial demand and support for a new performing arts facility in Rancho Cucamonga. Data collected from prospective user groups indicates that 214 performances or more per year could take place in Rancho Cucamonga (if a "full season" of 100 performances were presented by Mountain High Entertainment). This estimate does not include City Community Services programming or prospective productions by a resident performing arts company. Requirements for seating capacity) differ greatly amongst the principal prospective users and it is clear that one venue cannot serve all users. Figure 18 and Figure 19 below illustrate the range of seating capacities and theater types desired by major potential users.. AMS Planning &Research 45 May 2001 Rancho Cucamonga Performing Arts Feasibility Study The conclusion from this analysis is that one venue would not accommodate all of the prospective principal users. If the project continues into phase II, further discussions will need to occur with these users to discuss details of programming and use agreements. Unresoived issues that would impact use projections: II~ Seating capacity I~' Theater type I~ Management sWucmre II~ Rental rates I~ Facility use policies I~ A resident (children's) theater company AMS Planning &Research 47 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Conclusions Based on the research for this study, there is significant support from community leaders for the creation of a performing arts facility in Rancho Cucamonga. The market analysis and public survey show further support for a new facility and strong potential interest in family and children's programming (which was also strongly supported by key informants). The analysis of competitive performing arts facilities in the market area indicates that only modest success has been achieved in attracting arts audiences and reveals that them are program areas that are underserved. The greatest of these areas is in professional productions of theater for young audiences (professional actors performing for children). With 30% of the market area's residents under the age of 18, AMS believes that this represents a significant opportunity for Rancho Cucamonga. In response to the input and data collected, AMS has developed three options for City Council and City staff to consider and has elaborated on two joint use opportunities. Each option is not mutually exclusive, that is, all options and joint use arrangements could be implemented or any combination thereof. Additionally, the last option listed might be considered as an initial or interim step to facilitate audience and product development. Partnerships/Joint Use Possibilities In determining potential options for development of performing arts facilities, AMS first considered opportunities for partnerships and joint use arrangements with Raneho Cucamonga educational institutions. These opportunities can be considered as separate alternatives to creating a new performing arts facility or in combination with the free-standing options discussed below. Los Osos High School A joint use agreement with the Chaffey Joint Union School District for use of the proposed Los Osos High School Auditorium might be considered. This facility will accommodate 1,250 and, according to District officials, will be utilized for AMS Planning &Research 48 May 2001 Rancho Cucatnonga Performing Arts Feasibility Study . schoql programs, assemblies, ceremonies and performing arts presentations. District officials indicated that there will time available for outside users but could not specify how much. A joint use agreement must give priority use to the schools they said, but community use would be welcome during the summer months or other periods when the schools would not have need for the facility. The proposed theater will be equipped for school use; additional equipment and upgrades would be required to accommodate increases usage and the technical demands of professional performing arts programs. Design modifications may be necessary to accommodate non-school uses, such as dressing rooms, a larger loading dock, and lobby improvements. Pros I~ Reduces capital cost for City I~' On-going operating costs shared with school district II~ Site has been secured and is under development Cons. ) Location lacks amenities (i.e., retail, restaurants) that would serve regional audience II~ Will have "Institutional" ambience II.- Cannot serve alcoholic beverages I~ Anticipated heavy use by school district during school year will limit opportunities to book touring performing artists who may only be in the region during specific windows of time II.. Anticipated heavy use by school district will limit availability for community performing arts groups, dance studios and commercial and private events I~' Perception of low quality based on high school earnpus location Chaffey College Performing Arts Center Chaffey College's new earnpus master plan will incorporate plans for a performing arts center of at least 1,000 seats. Proposed utilization, according to College officials, will include large-scale college productions, professional touring shows, and college meetings and ceremonies. Representatives of the college indicated to AMS that they would be strongly interested in exploring joint use possibilities with the city. The master planning process will be completed by October 2001. Pros I~ Initial investment likely to be smaller than other options for a large performing arts center I*' On-going operating costs can be split AMS Planning &Research 49 May 2001 Rancho Cucamonga Performing Arts Feasibility Study I~ Likely to be opportunities to share artist fees, marketing costs, etc. for touring performing arts presentations I~' Location is near freeway exit Cons ~' Location lacks atmosphere and amenities that would attract a regional audience ~' College has not yet established priorities in developing the master plan II~ College has not yet established how project will be funded (the College intends to seek passage of a bond measure for partial funding) ~ City share of cost (see estimated cost for large theater below) likely to be higher than other options II~ Perception of low quality based on community college campus location Conclusion The joint use options that appear to have potential for development, are limited to large (1,000-seats or more) performance facilities and are located some distance from the City's commercial amenities. The only existing small theater in the City is located at Chaffey College and is only available for outside use on a very limited basis There appears to be no plans by any institution for a new venue of less than 1,000 seats. It is AMS's experience that joint use theaters, particularly those located on school campuses, are fraught with difficulty and are far from an ideal solution for community users or touring professional performances. In general, successful joint use theaters on school campuses have been jointly funded and are managed by a quasi-independent authority comprising community representatives and appointees from the participating entities. Examples of these are located in Poway, California, Chandler, Arizona and Auburn, Washington. At these venues, which were jointly funded, policies, priorities and procedures are clearly defined and were agreed upon from the outset. The venues are overseen by quasi- independent authorities. If the City chooses to pursue a joint effort with the School District or Chaffey College, discussions should begin immediately, as these institutions are progressing with their plans. In Phase Two of this study the feasibility of joint ventures should be explored in detail. It is clear however, that neither of the theaters being proposed by Chaffey College or the School District would meet the demand for a small venue of less than 1,000 seats or one that will fulfill the interest in family and children's programming. Following is a discussion of options for a free-standing performing arts facility. AMS Planning &Research 50 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Free-standing Development Options Three options are described below for a free-standing performing arts facility. As noted above, these options can be considered alone or in combination with the joint-use possibilities that have been described. In general, the free-standing options can best meet the needs and market opportunities described in this study. L Large-scale Performing Arts Center (1,000+ seats) In response to the high level of potential audience interest in the market area (based on both the market data and public survey results) in attending professional "first class" touring performances, a large-scale performing arts center and program might be considered. · Seats: 1,800 - 2,500 · New construction · Programming: professional touring artists and popular performers, regional symphony, large-scale musical theater, large assembly events · tEstimated Square Feet: 50,000 - 70,000 (excluding parking) · Probable construction cost: $35 - $65 million · Estimated annual attendance 150,000 - 250,000 Pros I~ There is potential interest from a private company to book professional performing arts and entertainment events It. Would draw a regional audience, similar to that anticipated by Victoria Gardens mall development I~ Could be utilized by Inland Pacific Ballet, Children's Theater Experience and Mountain High Entertainment I~ Public survey results indicate strongest support forthis type of facility and programming I~' Highest percentage audience segments indicated in survey results are "Blockbuster Audiences" and "Grazers and Tag-Alongs" who tend to support popular entertainment II.. Many key informants indicated strong support for a large venue I~ Opportunitytobecomethepremierperformingartsvenueofthelnland Empire; direct competition appears to be on weak footing Sq re footage estimates for each option are preliminary, order of magnitude ranges and could change substantially. .4MS Planning &Research 5 I May 2001 Rancho Cucamonga Performing Arts Feasibility Study Colts. i~- Highest construction cost I~ Annual financial subsidy likely to exceed $1 million2 I~ Community's ability to raise this amount on an annual basis is questionable at present I~ Site requirement is large and a suitable location has not been identified I~ There are many similar existing venues in the region (e.g., Bridges, Riverside Civic and Haugh) that are currently underutilized I~- High School district is constructing similarly sized venue II~ Chaffey College is including a similar facility in their master plan, which would create a strong possibility for a duplication of services in the market I~' Would compete for audiences with performing arts centers in Orange County and Los Angeles (although Raneho Cucamonga is outside the traditional 30-60 mile exclusionary clause in touring artist contracts) ~' Would compete with proposed arena/theater in Ontario 2. Professional Children's/Community Theater This option responds to the high level of potential audience interest (as indicated by the market data and public survey results) in family and ehildren's programming. A theater of this size would be ideal for professional children's theater and is sized to meet the needs of many community-based organizations. Small-scale touring productions would also be appropriate for avenue of this size. · Seats: 500 - 700 · New construction · Programming: resident theater company (children's, adult), community performing arts groups, small music ensembles, film, youth education programs, City-run programs Estimated square feet: 18,000 - 30,000 (excluding parking) · Estimated annual attendance: 100,000 - 200,000 · Probable construction cost: $10 - $20 million Estimated annual subsidy is net operating cost after all earned revenues from ticket sales, rentals, and fees. AMS Planning &Research 52 May 2001 Rancho Cucamonga Performing Arts Feasibility Study I~ Smaller annual financial requirement; range from $200,000 - $750,0003 II~ A professional theater would gradually create regional audience I~ lfthe theater produced professional children's theater (adults performing for children) there is vimally no competition in the market area I~ Moderate use by Starlight Productions, Inland Pacific Ballet, Children's Theater Experience, School Districts, dance academies and private events ~, Economic impact would be favorable due to frequent attendance by season subscribers and consistent schedule of performances, as well as employment created by producing company (construction materials, costume materials and production labor is local) ~' Public survey and key informant interviews indicate extremely strong support for children' s theater and children's educational programs ~ Cooperative programming with schools and library is likely ~ Incentive for more children's attractions to be available at mall site ~ Producing theater company will "run" shows for a longer period, thereby increasing overall number of use days and of facility ~ Children's theater companies traditionally require less fundraising that adult theater companies I~ Rancho Cucamonga's Community Foundation has made funding a performing arts facility its top priority Cons I~ Lacks "excitement" that a large venue and celebrity attractions can create I~ Does not address interest in large-scale professional touring theater and music I~ Could take several years to develop audiences and reputation ~' Number of seats limits ability to present professional touring events cost effectively I~ Resident producing company will limit the type of performances offered (a childran's theater company will not produce Opera or Modern Dance) 3 Esnmated annual subsidy is net operating cost after all earned revenues from ticket sales, rentals, a~I fees. AMS Planning &Research 53 May 2001 Rancho Cucamonga Performing Arts Feasibility Study 3. Temporary or Long-Term use of Existing Space As an interim measure, a small community theater could be developed within an existing space such as a store~'ont or warehouse. Such a theater would primarily serve community-based events and organizations, as well as Community Services Depafhnent activities. In general, avenue of this size would not meet the needs of a professional theater company. It would primarily draw a local audience such as the Mummers Theater in Fontarm or Grove Theater in Uplands. As a result the economic impact would be considerable less than other options Seats: 200 Adapted use of existing space(s) or new construction Program: community performing arts groups, youth education programs, children's theater · Estimated square feet: 8,000 - 15,000 (excluding parking) · Probable construction cost: $2 - $4 million (does not include purchase of land/site/building) · Estimated annual attendance: 15,000 - 30,000 I~ Annual financial requirement could range from $100,000 - $200,000 (does not include lease or acquisition costs)4 II~ An existing space could be adapted at low cost l~ City would have the opportunity to develop arts education programs and support the growth of community-based groups before making a large investment in a theater ~- Localized draw and use would minimize competition with other venues II.. Extensive use by Starlight Productions with some use possible by community theater groups based in surrounding communities; possible use by Dillsmr Productions depending on configuration I~ Concept is supported by a number of key informants II~ Public survey indicates strong support for arts educational opportunities for children II~ Does not compete with other venues in market area or with proposed performing arts facilities at Los Osos High School and Chaffey College 4 Estimated annual subsidy is net operating cost after all earned revenues fi~om ticket sales, rentals, and fees. AMS Planning &Research 54 May 2001 Rancho Cucamonga Performing Arts Feasibility Study II~ Facility type lends itself to developing grass-roots coalitions and partnerships with community groups Cons I~ No professional component to draw a regional audience 1' Lacks impact and excitement of a new, larger development l, Does not serve market iracrests in large-scale professional performances Ill. Limited scope ofpreductions due to probable stage and support space configurations II~ Facility type does not serve audiences as well as other options )' Reduced audience drawing power will reduce economic impact AMS Planning &Research 55 May 2001 Ratwho Cucamonga Performing Arts Feasibility Study Recommendation Considering the options, AMS recommends that the City conduct further planning and analysis for two options. First, it is recommended that the City proceed with Phase T~vo planning for a flee-standing Professional Children's/Community Theater Facility. This option best meets the needs and opportunities identified in this study. Second, and in addition, it is recommended that Phase Two should also examine the feasibility of joint use development of a large performing am facility in conjunction with Chaffey College or The Chaffey Union School District. Professional Children's Community Theater The Professional Children's Conununity Theater option seems to offer the best response to the community's interests, use potential, the City's financial capacity and potentially available sites. A professional ehildren's theater company (professional actors performing for children) would also not directly compete with any other performing arts facility or group in the market area; it would be unique in the Inland Empire. An appropriately designed theater of 500 to 700 sects could accommodate a professional theatrical company that would attract family audiences from throughout the region. The results of the market survey and analysis of the regional population suggest that there is a significant opportunity for family and ehildren's theater. This option also complements existing and planned performing arts facilities in the City at Chaffey College (300-seat existing and 1,000+ sect proposed) and the School District (proposed 1,250 seat auditoriums at Los Osos and Liberty schools). During the next phase of this study efforts should be made to identify a chitdren's theater company or producer to develop or relocate an organization to be based in Rancho Cucamonga. While planning and development of a theater is undertaken, programs could be created using existing or rented space. ,4MS Planning &Research 56 May 2001 Rancho Cucamonga Performing .4rts Feasibility Study Joint-Use Development Joint development and opgration of a large performing arts venue might offer the City an affordable opportunity to meet the identified needs and interests in large- scale professional theater, music and popular programs. During Phase Two, detailed investigation and discussions with College and School District officials should be undertaken to determine the feasibility of joint development/use of their proposed venues. Summary A combination of these two options, if implemented would provide Rancho - Cucamonga with a complete range of performing arts venues, ranging from the 300-seat theater at Chaffey College, to a mid-size theater for professional and community theater to a large-scale venue suitable for touring events. These theaters would set the stage for growth and development of the arts in the city providing a significant enhancement to the quality of life of its residents. AMS Planning &Research 57 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Comparable Facilities AMS has assembled information on relevant comparable facilities from around California and the Western U.S. In selecting sites and programs for study, consideration has ~ given to size and composition of the market, similarity of facilities, local cultural organizations, and other factors. Delail~d descriptions of each facility ~an be found in the Appendix section. Highlights of the findings follow. City Funding AMS has included facilities comparable to the proposed options. The facilities all represent various relationships with city governments. For example, The City of Rohnert Park, CA owns, operates and funds its performing arts center and subsidizes 100% of any remaining shortfall that may result (usually less than $300,000 annually). On the other end of the spectrum is the Norris Theater in Palos Verdes, CA, which receives virtually no support from city government. The Norris draws upon support from private citizens in the community, which would most likely not be the case for a facility in Rancho Cucnmonga. Operating Models Performing arts facilities offer three different types of operating modes; all are represented in the comparable research. Many facilities, including the Cerritos Center (which is not a comparable facility), are "presenting houses." This designation indicates that professional touring productions make-up the bulk of the programming. Tours come to the centers for short runs of one to four performances, which makes having a higher seating capacity a necessary feature to maximize earned revenue. Producing theaters are venues where a theater company builds, rehearses and performs shows with professional actors. Two of the most prominent children's theater producing companies, Seattle Children's Theater and the Children's Theater Company of Minneapolis, are documented to illustrate how a producing children's theater company can become a significant regional draw with extremely high standards of quality. Community theater groups are also ~4MS Planning &Research 58 May 2001 Rancho Cucamonga Performing ,4rts Feasibility Study producing theaters except these groups are community-based and utilize amateur talent. These groups generally have a mission to provide any and all members of the community the opportunity to participate theater productions. This is in contrast to a professional producing theater where the emphasis is on providing a high quality, professional product to the audience and maintaining the institutional capacity required. The third operating model is often referred to as "four-wall space." These facilities operate as buildings for rent by performing arts groups, touring shows (who will pay rent) and any other private and/or public uses that are appropriate. Renters are provided with "four walls" in which they may do whatever they choose. All of the comparable facilities operate, in varying degrees, as four-wall spaces. The Rohnert Park facility is perhaps the best example of a facility that incorporates all of these operating scenarios. The manager is also the artistic director of the resident, city subsidized, producing theater company and also coordinates all four-wall users and presents tours and rumout performances by regional groups. Staffing Staff levels range from three full-thne employees in Rohnert Park to over 65 at the Arvada Center. Determining factors range from the size of facility and scope of programming to the amount of staff required to raise annual supporting funds. Producing theaters generally require more regular pro-t-time and full4ime staff, however, these operations usually receive a higher amount in earned revenue by running productions over a longer period of time in a smaller facility. Conclusion The consultants intend to utilize the data on comparable facilities to assist with facilitating discussion with City staff and City Council members regarding future direction for this study. In Phase II, these comparable theaters will serve to inform estimates regarding staffing requirements, governance recommendations, programming plans and construction estimates. .4MS Planning &Research 59 May 2001 Rancho Cucamonga Performing/Ins Feasibility Study Persons Interviewed Appendix I: Persons Interviewed Bill Alexander, Mayor Tamarya Lyne, Finance Director Don Berz, Chaffey College Dave Masterson/Student technician, Gardner Springs Paul Blanc, Council Member Auditorium Nell Bimbaum, Ex. Dir. Inlnd Empire Symphony Keyin McArdle, Cornre. Services "Mick" Bollinger, Candlelight Pavillion Dr. Sharon McHolland, Superintendent Alia Loma SD Brad Buller, Planning Dept. Norm McKenzie, Ex. Dir. RC Chamber Chuck Buquet, Community Foundation Steve Menzel, Chaffey College Barry Cadwallader, Superintendent Chaffey Joint Union HS Diane Mitchell, YMCA President Debbie Clark, Library Director Tim Morison, Bridges Auditorium Director Jim Curatalo, Council Member Keyin Myers, Inland Pacific Ballet Linda Daniels, Redevelopment Chris Robertson, Children's Theater Experience Greg Devereanx, ONT City Manager Michael Ramos, Superintendent Cucamonga SD Bob Dutton, Council Member Michael Scafuto, Mt High Entertainment Sherry Frymer, Producer, Child. Theater Exp. Art Sheppard, Chaffey College, Theater Paul Carman, Music Theater West Bob Stein, Riverside Aud. Manager John Golden, Superintendent Etiwanda SD Ty Stroh, ONT CVB Ms. Lee Grammer, Xpressions of Youth Ray Tater, CA Arts Council Multicultural Arts Larry Watson, Fontaria Civic Auditorium Victor Grgas, Forest City Steve Wesson, Forest City, Consultant Scott Grossberg, Starlight Productions Robin Whiles, Encore Performing Arts Greg Hinrichson, Haugh PAC, Citrus College Diane Williams, Mayor Pro Tern Rick Haffner, Marketing Dir. California Theater Ms. B.J. Williems, Mummer's Theater, RC Center Dr. Sonya Yates, Superintendent Central SD Karen Holmes, Ex. Dir. Redlands Bowl Andy Holtz, Willow's Theater Sherry Kinison, Grove Productions, Upland Vicky Koenig, Inland Pacific Ballet Chuck Kutm, RC High School Theater Jack Lain, City Manager Randall Lewis, Lewis Investment Co. Jeaunie Lockhart, Rhodes College /IMS Planning &Research Page 1 - 1 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 412J2001 Analysis Geography 2: 5 mile radius of RC Analysis Geography 3: 10 mile radius of RC Comparison Geography: Califomia AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC California 2000 Estimated Population 123,692 189,592 667,050 33,560,448 Age Analysis: # of Children, Ages 5-14 20,051 31,328 113,103 5,023,920 % Children, Ages 5-14 16.2% 16.5% 17.0% 15.0% # of Adults, Ages 35-59 46,394 68,513 226,407 11,653,363 % Adults, Ages 35-59 37.5% 36.1% 33.9% 34.7% #of Adults, Ages60+ 10,927 18,489 71,173 4,895,374 % Adults, Ages 60+ 8.8% 9.8% 10.7% 14.6% 2000 Est. Households 40,841 61,554 209,192 11,728,753 Income Analysis: # of Households with Income > $75,000 11,522 15,560 44,701 3,203,258 % Households with Income > $75,000 28.2% 25.3% 21.4% 27.3% Median Household Income* $54,554 $50,849 $45,560 $47,358 *half above, half below Average Household Income (mean) $65,015 $61,875 $57,264 $65,731 % 1990 Households Below Poverty 5.0% 6.7% 8.5% 10.1% Educational Attainment % Adults (25+) with Bachelors Degree or Higher 21.1 % 19.2% 16.2% 23.4% Race/Ethnlclty % Population Hispanic (independent of race) 25.2% 32.0% 41.1% 32.1% % Population Black/African American 5.9% 6.2% 7.1% 7.0% % Popula6on Asian/Pacific Islander 7.4% 7.5% 6.2% 12.0°/ Marital Status & Childran % Single 24.8% 25.6% 27.0% 30.1~ % Married 60.9% 58.8% 56.5% 51.9I % Previously Married 14.3% 15.5% 16.5% 18.0' # of Households with Children 16,870 25,842 89,425 3,906,23 % Households with Children 50.2% 49.5% 49.2% 37.6% Travel Time to Work, 1990 Pop. 15+ Yra. % Under 10 Mins./Work At Home 11.8% 11.8% 13.6% 15.9% % 60+ Mins. Travel to Work 17.6% 17.1% 16.3% 7.6% Average Commute Time (in minutes) 30.9 30. 1 29.4 23.8 Data reflect resident population only. Transient populations (e.g., seasonal residents, students) are not included. Data source: Claritas, U.S. Consus, and updates. AMS Planning & Research May 2001 Page I1-1 Rancho Cucarnonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 4/2/2001 Analysis Geography 2: 5 mile radius of RC Analysis Geography 3: 10 mile radius of RC Comparison Geography: Califomia AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC California POPULATION 2005 PROJECTION 134,063 203,928 713,897 35,616,28(: 2000 ESTIMATE 123,692 189,592 667,050 33,560.448 1990 CENSUS 101,409 159,951 575,068 29,760,022 1980 CENSUS 55,150 94,992 378,355 23,667,91(: GROVV'rH 1980-1990 83.9% 68.4% 52.0% 25.7% HOUSEHOLDS 2004 PROJECTION 44,447 66,475 224,582 12.529,551 2000 ESTIMATE 40,841 61,554 209,192 11.728,753 1990 CENSUS 33.635 52,161 181,836 10,381,206 1980 CENSUS 16,910 30.006 124,421 8.629,867 GROWTH 1980 - 1990 98.9% 73.8% 46.1% 20.3% POPULATION GROWI'H CHANGE IN POPULATION, 1980-1990 46,259 64,959 196,713 6,092,11~ CHANGE IN POPULATION, 1990-2000, EST. 22,283 29,641 91,982 3,800,42E CHANGE IN POPULATION, 2000-2005, PROJ. 10,371 14,335 46.847 2,055,832 CUMULATIVE CHANGE IN POP., 1980-2005 78,913 108,936 335,542 11,948,37(: COMPARATIVE POPULATION GROWTH, 1980 -2005 90% 80% ~- 70% 50%- ~ ~: 30% - ~-- 20% · 10% 0% r{/~ i i 1980 * 1990 (Census) 1990 - 2000 (Est.) 2000 - 2005 (Proj,) BCity of RC 83,9% 22.0% 8.4% 15 mile radius of RC 68,4% 18.5% 7.6% 13 10 mile radius of RC 52,0% 16.0% 7.0% ~ 25.7% 12.8% 6,1% AMS Planning & Research May 2001 Page 11-2 Rancho Cucamonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 4/2/2001 Analysis Geography 2: 5 mile radius of RC Analysis Geography 3: 10 mile radius of RC Comparison Geography: Califomia AMS Planning &Research Corp. 5 mile radius of l0 mile radius City of RC RC of RC California 2000 EST. POPULATION BY AGE 123,692 189,592 667,050 33,560,448 UNDER 5 YEARS 8.7% 9.0% 9.4% 7.7% 5 TO 9 YEARS 8.4% 8.6% 8.9% 7.6% 10 TO 14 YEARS 7.8% 7.9% 8.1% 7.4% 15 TO 17 YEARS 4.3% 4.3% 4.4% 4.0% 18 TO 20 YEARS 4.1% 4,1% 4.4% 4.0% 21 TO 24 YEARS 5.4% 5.2% 5.5% 5,2% 25 TO 29 YEARS 7.3% 7,2% 7.1% 7.1% 30 TO 34 YEARS 7.6% 7.7% 7.6% 7.7% 35 TO 39 YEARS 8.5% 8.5% 8.3% 8.4% 40 TO 49 YEARS 17.7% 16.8% 15.5% 15,7% 50 TO 59 YEARS 11.4% 10.9% 10.1% 10.7% 60 TO 64 YEARS 2.8% 2.9% 2.9% 3.6% 65 TO 69 YEARS 2.1% 2.2% 2.3% 3.1% 70 TO 74 YEARS 1.6% 1.8% 2,0% 2.8% 75+ YEARS 2.4% 2.8% 3.4% 5.1% MEDIAN AGE 32.6 32.3 31.5 34.6 AVERAGE AGE 32.4 32.5 32.3 35.2 % OF EST. 2000 TOTAL POPULATION, CHILDREN BY AGE GROUP 35,0% I 30.0% ~ 20.0% Ei15To 17Years a 5 To 9 Yearn 10.0% Ci~ of RC 5 mile radius ~ 10 mile radius of Cal~omia RC RC AMS Planning & Research May 2001 Page 11-3 Rancho Cucarnonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 4/2/2001 Analysis Geography 2: 5 mile radius of RC ~,nalysis Geography 3: 10 mile radius of RC ~omparison Geography: California AMS Planning &Research Corp. % OF EST. 2000 TOTAL POPULATION, GENERATION X (18-34) BY AGE GROUP 30.0% 25.0% 20.0% ~ ~ [] 30 To 34 Years 15.0% ...-.v. ~ 10.0% [] 18 To 20 Years City of RC 5 mile radius of 10 mile radius of Califomia RC RC % OF EST. 2000 TOTAL POPULATION, ADULTS 35+ 50.0% 45.0% :llllqlll ~'~ r,-/.~,~ 40.0°, 5.o% L ..... ~; 30.0% ~ 25.0% 1360 TO 64 Years u, / ~50 To 59 Years · -~!~ ~:~Si~'/j:~ a35 To 39 Years 15.0% 10.0% ~ 5.0% 0.0~ City of RC 5 mile radius of RC 10 mile radius of RC AMS Planning & Research May 2001 Page fi-4 Rancho Cucamonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 4/2/2001 ~,nalysis Geography 2: 5 mile radius of RC ~.nalysis Geography 3: 10 mile radius of RC ~omparison Geography: Califomia AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC California 1999 EST. HOUSEHOLDS BY INCOME 40,841 6~1,554 209,192 11,728,753 U nder$15,000 8.0% 10.1% 13.2% 13.7% $15,000 -$24,999 9, 1% 9.6% 11.7% 12.0% $ 25,000 -$34,999 10.3% 11.3% 12.6% 11,5% $ 35,000 -$49,999 17.7% 18. 1% 17.7% 15.5% $ 50,000 -$74,999 26.6% 25.6% 23.4% 20.0% $ 75,000 -$99,999 14.9% 13.3% 11.4% 11.5% $100,000 -$149,999 9.4% 8.3% 6.8% 9.1% $150,000+ 3.9% 3.6% 3.2% 6.7% 1999 EST. AVERAGE HH INCOME $65,015 $61,875 $57,264 $65,731 1999 EST. MEDIAN HH INCOME $54,554 $50,849 $45,560 $47,358 1999 EST. INCOME PER CAPITA $21,472 $20,098 $18,004 $23,231 3'~Clty of RC: Median = $54,550 EST. 2000 HOUSEHOLD INCOME 2 : n 0 ' 1:3California: Median = $47,360 =- 20% o := o -r =. o ~ 10% 5% 0% AMS Planning & Research May 2001 Page 11-5 Rancho Cucarnonga Performing Atfs Feasibility Study Market Data Analysis Geography 1: City of RC 4/2/2001 Analysis Geography 2: 5 mile radius of RC Analysis Geography 3: 10 mile radius of RC Comparison Geography: California AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC Callfomla POPU LATIO N ENROLLED IN SCHOOL (1990) 32,166 49,220 170,450 8,360.046 PUBLIC PRE- PRIMARY 3.7% 3.5% 3.7% 3.5% PRIVATE PRE- PRIMARY 3.8% 3.4% 2.7% 2.7% PUBLIC ELEM/HIGH 60.1% 61.1% 63.5% 56.8% PRIVATE ELEM/HIGH 5.1% 5.3% 5.0% 5.8% ENROLLED IN COLLEGE 27.4% 26.7% 25.1% 31.2% 1990 POPULATION (25+) BY EDUCATION LEVEL 59,453 93,152 329,454 18,695,500 ELEMENTARY (0-8) 4.5% 7.0% 9.7% 11.2% SOME HIGH SCHOOL (9-11 ) 9.5% 11.7% 14.9% 12.6% HIGH SCHOOL GRAD. (12) 23.3% 23.7% 25.4% 22.3% SOME COLLEGE (13-15) NO DEGREE 30.2% 27.9% 25.1% 22.6% ASSOCIATES DEGREE ONLY 11.4% 10.4% 8.7% 7.9% BACHELORS DEGREE ONLY 14.5% 13.2% 10.7% 15.3% GRADUATE DEGREE 6.6% 6.0% 5.5% 8.1% ADULTS (25+) BY EDUCATION LEVEL (1990) I Graduate Degree [] California ~ ICity of RC ] Bachelors Degree []5 mile radius of RC Only 110 mile radius of RC Associates Degree Only Some College (13- 15) No Degree High School Grad. (12) Less Than High School (0-11 ) 0% 5% 10% 15% 20% 25% 30% 35% % OF ADULTS (25+) AMS Planning & Research May 2001 Page 11-6 Rancho Cucamonga Performing Arts Feasibility Study Market Data {Analysis Geography 1: City of RC 4/2/2001 Analysis Geography 2: 5 mile radius of RC Analysis Geography 3: 10 mile radius of RC Comparison Geography: California AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC Callfomia 1999 EST. POP. BY RACE & HISP. ORIGIN 123,692 189,592 667,050 33,560,448 WHITE 74.4% 70.4% 64.9% 63.9% BLACK 5.9% 6.2% 7.1% 7.0% ASIAN &PACIFIC ISLANDER 7.4% 7.5% 6.2% 12.0% HISPANIC ORIGIN (INDEPENDENT OF RACE) 25.2% 32.0% 41.1% 1999 HISPANICS BY RACE 31,190 60,656 274,418 10,769,107 WHITE 51.2% 50.3% 46.7% 46.2% BLACK 1.0% 0.9% 1.0% 1.5% ASIAN 1.1% 1.0% 0.8% 1.4% OTHER 46.8% 47.8% 51.5% 50.9% I HISPANIC POPULATION BY TYPE (1999) 101,409 159,951 575,068 29,760,025 NOT OF HISPANIC ORIGIN 80.0% 74.9% 69.0% 74.2% MEXICAN 15.9% 20.7% 26.1% 20.6% PUERTO RICAN 0.5% 0.5% 0.5% 0.4% CUBAN 0.4% 0.3% 0.3% 0.2% OTHER HISPANIC 3.2% 3.6% 3.9% 4.6% RACE/ETHNICITY 2000) White ] Black ~; 1:3California · City of RC I AsianlPac. Isl. ~ n 5 mile radius of RC · 10 mile radius of RC I Hispanic* '1 I I '. 0% 10% 20% 30% 40% 50% 60% 70% 80% % OF POPULATION *Independent of Race AMS Planning & Research May 2001' Page 11-7 Rancho Cucamonga Performing Arts Feasibility Study Market Data ~nalysis Geography 1: City of RC 4/2/2001 ~,nalysis Geography 2: 5 mile radius of RC ~,nalysis Geography 3: 10 mile radius of RC Comparison Geography: California AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC California MARITAL STATUS PERSONS 15+ 73,967 116,807 418,716 23,160,984 SINGLE MALE 13.70% 14:39% 15.35% 17.42% SINGLE FEMALE 11.10% 11.26% 11.70% 12.69% MARRIED 60.87% 58.83% 56.48% 51.86% PREVIOUSLY MARRIED MALE 4.84% 5.16% 5.46% 5.99% PREVIOUSLY MARRIED FEMALE 9.48% 10.37% 11.01% 12.04% HOUSEHOLDS WITH CHILDREN ('1990) TOTAL HOUSEHOLDS 33,635 52,161 181,836 10,381,206 HOUSEHOLDS WITH CHILDREN 16,870 25,842 89,425 3.906,232 % HOUSEHOLDS WITH CHILDREN 50.2% 49.5% 49.2% 37.6% % MARRIED COUPLE FAMILY 40.2% 38.3% 37.0% 27.0°,~ HOUSEHOLDS BY TYPE 33,635 52,161 181,836 10,381,20I SINGLE MALE 8.0% 7.9% 7.7% 10.3% SINGLE FEMALE 8.1% 8.6% 9.5% 13.1% MARRIED COUPLE 64.2% 62.2% 60.4% 52.7% OTHER FAMILY-MALE HEAD 3.8% 4.4% 4.9% 4.6% OTHER FAMILY-FEMALE HEAD 9.8% 11.0% 11.8% 11.5% NON FAMILY-MALE HEAD 3.9% 3.9% 3.6% 4.8°/ NON FAMILY-FEMALE HEAD 2.2% 2.0% 1.9% 3.0°/ HOUSEHOLD COMPOSITION ANALYSIS (1990) 70% I ~lCity of RC r'15mile radius of RC II0milb radius of RC rlCalifornlaI I~. ' i0% : __ I0% t.. --- I i u. 90% ~ O L ;0% ~ -- L Single Adult Single Parent HH with Married Couple % Females 16+ % Females HH HH Ghildren Families who are Working who Working are not Mothers mothers AMS Planning & Research May 2001 Page 11-8 Rancho Cucarnonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 4/2/2001 Analysis Geography 2: 5 mile radius of RC Analysis Geography 3: 10 mile radius of RC Comparison Geography: California AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC California OWNER OCCUPIED PROPERTY VALUES 20,956 30,337 101,614 4,690,264 UNDER $25,000 0.27% 0.28% 0.37% 0.63% $25.000 TO $49,999 0.28% 0.41% 0.67% 1.90% $50.000 TO $74,999 0.74% 1.16% 2.66% 5.37% $75,000 TO $99,999 2.69% 4.58% 8.86% 8.20% $100,000 TO $149,999 22.30% 25.96% 33.45% 17.31% $150,000 TO $199,999 33.76% 30.84% 27.37% 18.16% $200,009 TO $299,999 25.42% 24.04% 17.33% 24.54% $300,000 TO $399,999 10.07% 8.15% 6.08% 11.50% $400,000 TO $499,999 3.01% 2.78% 1.83% 5.16% $500,000 + 1.46% 1.79% 1.36% 7.21% 1990 MEDIAN PROPERTY VALUE $185,134 $178,546 $157,272 $195,645 YEAR ROUND UNITS IN STRUCTURE 36,367 56,553 194,574 11,182,882 SINGLE UNITS DETACHED 67.5% 64.9% 64.8% 54.7o/~ SINGLE UNITS ATTACHED 6.2% 5.9% 5.4% 7.3°/ DOUBLE UNITS 0.3% 0.7% 1.3% 2.9°/ 10 TO 19 UNITS 5.6% 5.6% 5.4% 20 TO 49 UNITS 3.2% 3.2% 3.1% 5.8% 50 + UNITS 3.6% 3.1% 4.0% 5.0% MOBILE HOME OR TRAILER 3.8% 4.9% 4.9% 5.0% ALL OTHER 0.5% 0.6% 0.7% 1,1% SINGLE/MULTIPLE UNIT RATIO 3.33 2.98 2.90 1.94 HOUSING UNITS BY YEAR BUILT 33,635 52,203 181,791 10,381,206 BUILT 1989 TO MARCH 1990 6.9% 6.8% 3.7% 2.5% BUILT 1985 TO 1988 33.2% 27.2% 20.0% 10.5% BUILT 1980 TO 1984 13.5% 13.3% 12.8% 9.0% BUILT 1970 TO 1979 32.5% 28.0% 24.4% 21.7o/ BUILT 1960TO 1969 8.3% 11.3% 15.3% 18.7~ BUILT 1950 TO 1959 3.4% 8.4% 14.9% 17.7~ BUILT 1940 TO 1949 0.9% 2.6% 5.0% 9.3~ BUILT 1939 OR EARLIER 1.3% 2.3% 3.8% 10.7% POPULATION BY URBAN VS. RURAL URBAN 100.0% 99.9% 99.4% 92.6% RURAL 0.0% 0.1% 0.6% 7.4% AMS Planning & Research May 2001 Page 11-9 Rancho Cucamonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 4/2/2001 Analysis Geography 2: 5 mile radius of RC Analysis Geography 3: 10 mile radius of RC Compadson Geography: California AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC California HOUSEHOLDS BY NO. OF VEHICLES 33,635 52,203 181,791 10,381,206 NO VEHICLES 2.3% 4,0% 5.4% 8.9% 1 VEHICLE 25.4% 26.5% 28.5% 33.2% 2 VEHICLES 46.7% 44.8% 42.0% 37.7% 3+ VEHICLES 25.6% 24.7% 24.1% 20.1% 1990 POP. 16+ BY TRAVEL TIME TO WORK 49,941 76,355 261,118 13,940,250 UNDER 10 MINUTES 11.8% 11.8% 13.6% 15.9% 10 TO 29 MINUTES 42.1% 44.1% 44.1% 49.6% 30 TO 59 MINUTES 28.5% 26.9% 25.9% 26.8% 60 TO 89 MINUTES 11.8% 11.7% 10.9% 5.5% 90+ MINUTES 5.8% 5.4% 5.4% 2.1% AVERAGE TRAVEL TIME IN MINUTES 30.9 30.1 29.4 23.8 1990 POP. 16+ BY TRANSPORTATION TO WORK 49,941 76.355 261,118 13,940,250 DRIVE ALONE 80.9% 79.3% 75.9% 71.6% CAR POOL 14.0% 14.8% 16.5% 14.6~ PUBLIC TRANSPORTATION 0.5% 0.7% 0.8% 4.9~ DRIVE MOTORCYCLE 0.5% 0.6% 0.7% 0.5'~ WALKED ONLY 1.2% 1.6% 2.4% 3.4% OTHER MEANS 0.8% 1,1% 1.3% 1.7% WORKED AT HOME 2.1% 2.0% 2.4% 3.2'~ 1990 POPULATION (16+) BY DRIVE TIME TO WORK II60+ Minutes Cl30 To 59 Minutes · 10 To 29 Minutes [] Under 10 Minutes / Work At Home 1 California ~ ~1 ~i27%: ,,)e, 16% 6 2 14% 10 mile mdius of RC 5; ~ i 6%~i 5 mile radius of RC E;7", ' 21%~! 14~t 12% City of RC 8:'~ 29% 12~t 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % OF ADULT POP. AMS Planning & Research May 2001 Page 11-10 Rancho Cucamonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 4/2/2001 Compadson Geography: California AMS Planning 5 mile radius of 10 mile radius City of RC RC of RC California FEMALES IN THE LABOR FORCE FEMALES 16+ (1990 BASE) 36,968 58,460 208,632 11,479,705 WORKING WITH CHILD 0 - 5 6.5% 6.2% 5.6% 4.8°/, WORKING WITH CHILD 6 - 17 15.1% 13.8% 12.6% 10.3°/, WORKING WITH CHILD 0 - 5 & 6 - 17 4.8% 4.6% 4.6% TOTAL WORKING MOTHERS 26.4% 24.5% 22.8% 18.7°/, WORKING WITH NO CHILDREN 33.3% 32.6% 31.4% 35.2°/, TOTAL WORKING FEMALES 59.7% 57.2% 54.2% 53.9°/, NOT WORKING WITH CHILD 0 o 5 5.1% 5.2% 5.7% 4.3°/~ NOT WORKING WITH CHILD 6 - 17 6.6% 6.5% 5.9% 4.9% NOT WORKING WITH CHILD 0-5 & 6-18 5.3% 5.4%' 5.4% 3.9% TOTAL NON-WORKI N G MOTH ERS 17.0% 17.1% 17.1% 13.1% NOT WORKING WITH NO CHILDREN 23.2% 25.8% 28.7% 33.0% TOTAL NON-WORKING FEMALES 40.3% 42.8% 45.8% 46.1% FEMALES 16+ IN THE LABOR FORCE (1990) 40% 35% ~ ~+ 30% [] Non-Working Mothers ~ [] Working Mothers ~ 25% IIWorking with No Children ~ 20% SNon-Working with No Childran .J .j < 15% u. ,-~ 10% 5% 0% City of RC 5 mile radius of 10 mile radius of California RC RC AMS Planning & Research May 2001 Page II-f I Rancho Cucamonga Performing Arts Feasibility Study Market Data Analysis Geography 1: City of RC 412/2001 Analysis Geography 2: 5 mile radius of RC Analysis Geography 3: 10 mile radius of RC Comparison Geography: Callfomia AMS Planning &Research Corp. 5 mile radius of 10 mile radius City of RC RC of RC Califomla 1990 POPULATION 16+ BY OCCUPATION 50,962 78,084 267,332 13,996,309 EXECUTIVE AN D MANAGERIAL 17.2% 15.8% 12.6% 13.9% PROFESSIONAL SPECIALTY 12.7% 12.1% 11.2% 14.7% TECHNICAL SUPPORT 3.3% 3.0% 3.0% 3.8% SALES 14.3% 13.4% 12.1% 12.1' ADMINISTRATIVE SUPPORT 17.5% 16.8% 17.2% 16.6' SERVICE: PRIVATE HOUSEHOLD 0.3% 0.3% 0.4% 0.7' SERVICE: PROTECTIVE 3.1% 2.7% 2.4% 1.7% SERVICE: OTHER 7,5% 8.3% 9.1% 10.0% FARMING FORESTRY &FISHING 0.7% 1.1% 2.0% 2.7% PRECISION PROD UCTI ON & CRAFT 12.7% 13.3% 13.8% 11.1% MACHINE OPERATOR 4.0% 5.1% 6,6% 5.7% TRANS. AND MATERIAL MOVING 3.8% 4.1% 4.9% 3.4% LABORERS 2.9% 3.9% 4.7% 3.7% 1990 % POPULATION 16+ BY OCCUPATION Ii10 mile radius of RC r15 mile radius of RC ICity of RC [] { Professional Specialt Manufactu~n 0% 5% 10% 15% 20% 25% % 1990 POP. 16+ AMS Planning & Research May 2001 Page 11-12 Rancho Cucamonga Performing Arts Feasibility Study Market Data Seg. SEGMENT Rancho Cucamonga 5-Mile Radius USA # NAME # of Hholds % Index # of Hholds I % Index # of Hholds I % UPPER CRUST.: ~t70 042 · t5. 600 0,97 34 2959214 2,87 2 LAP OF LUXURY 53t t .30 272 557 0.90 189 493217 0.48 3 ESTABLISHED WEALTH . :~."0,02 t 106 0,17 12 1486199 1,44 4 MID-LIFE SUCCESS 5,070 12,41 342 6,365 10.34 285 3741885 3.63 5 PROSPEROUSMETRO MIX 10 204 24 98 'ii i1025 .'i' ~33i372 s: ::21,73~ '892 !:. 2514419 2.44 5 GOOD FAMILY LIFE ' 0:00 ' 0 1 0,0C 0 1357265 1,32 7 COMFORTABLE TiMES.':: 208 ' i i 05i 8~: ~ ~: ~30~ ' 0:5 84 605686 0,59 8 MOVERS AND SHAKERS 0,00 0 374 0,61 21 2961871 2,87 9 BUILDING A HOME: LIFE :'.: : 83' 0,20 182 : 95 0, 15 138 115347 0, 11 10 HOME SWEET HOME 3,215 7,87 116 4,280 6,95 102 7030493 6,81 11 FAMILY TIES :.. 5 56t 13.62: 405 ': 5;906' 9 60 286 3466645 3.36 12 A GOOD STEP FORWARD 0,00 0 - 2 0 00 0 2960151 2,87 13 SUCCESSFUL SINGLES ' "::..:'0,00; .0 'i.::, · 00a :~.::0 718442 0,70 14 MIDDLE YEARS 225 0,55 91 383 0,62 103 622531 0,60 15 GREAT BEGINNINGS . t0 543 25.81 524 3t,392 '18.53 376 5085799 4.93 16 COUNTRY HOME FAMILIES 38 0,09 1 61 0,10 2 6531795 6.33 17 STARSANDSTRIPES ·:: ~;7,72 434 208 7,953 32.92 619 2152659 2.09 18 WHITE PICKET FENCE 423 1,04 20 1,630 2,6f 52 5247872 5,09 19 YOUNGANDCAREFREE' ~ :~: ..11 003 33 12 002 :.24 85023 0:08 20 SECURE ADULTS 728 1,78 70 906 1,47 58 2626506 2,55 21 AMERICAN CLASSICS '~ '24 ': o,oe 13 ';~; ;:36:: o06 13 455389 0,44 22 TRADITIONAL TIMES 126 0,31 15 459 0,7~ 35 2186789 2,12 23 SETTLED IN O,0G 0 33 0,05 1 3878965 3,76 24 CITY TIES 0,0(3 0 2 0.00 0 2185557 2.12 25 BEDROCK AMERICA 282i : E0~6~ : 15;: 586 0.95 25 4003027 3.88 Z6 THE MATURE YEARS 21 0.05 37 74 0.12 88 141676 0.14 ~7 MIDDLE OF THE ROAD. 39 0 ~d 30 73 0 ;12 38 324374 0,31 Z8 BUILDING A FAMILY 98 0,24 13 248 0,4( 23 1836299 1,78 Z9 ESTABLISHING ROOTS 27': 0,07 12 · 58;. 0;09 ' 17 581897 0,56 ]0 DOMESTIC DUOS 5 0,01 2 16 0,0: 3 813232 0,79 31 COUNTRY CLASSICS 0,0(3 0 13 0,02 4 537033 0,52 32 METRO SINGLES 897 2,21 96 920 1,4,< 65 2362226 2,29 33 LIVING OFF THE LAND - .. · 0i00 0 0,00 0 148541 0,14 34 BOOKS AND NEW RECRUITS 57 0,14 40 57 0,09 26 363792 0,35 35 BUY AMERICAN ":::: :'0.0O :0:: ' '331 . 054:17 3384680 3.2C 36 METRO MIX 0.0Q 0 0,00 0 1558053 1.51 37 URBAN UP AND COMERS :': '~' :: '0:00 0 - 0.00 0 539939 0.52 38 RUSTIC HOMESTEADERS 0.00 0 0.00 0 9570059 9.27 39 ON THEIR OWN 13 0~03 2 . 1,052 1.71 89 1990802 1,93 40 TRYING METRO TIMES 0.00 0 1,161 1.89 50 3899295 3.78 41 CLOSE-KNITFAMILIES 2:'18.' 0 5:~ 31 . . 1~837 . 2 98 ;175 1757910 1,70 42 TRYING RURAL TIMES 0.00 0 - 0.00 0 1551889 1.50 43 MANt~F~CTURING USA : :' -: 0 O0: O:: ':: ~7': 0,03 5 582773 0,56 44 HARDYEARS 13 0,03 30 26 0,04 40 108591 0,11 45 STRUGGLtNGMETROMIX: 8 0,02 · t : ·: 18 0,03 2 1725870 1,67 46 DIFFICULT TIMES 0.00 0 0.00 0 2584148 2,50 47 UNIVERSITY USA 212 0,52 142 : 212 0,34 94 376706 0,37 48 URBAN SINGLES 0,00 0 0,00 0 879594 0,85 49 ~,NOMALIES .: !12::: .003 .: 23: ::: .22 004 28 .131821 0,13 50UNCLASSIFIED 0,00 0 0,00 0 48629 0,05 AMS Planning & Research May 2001 Page II - 13 Rancho Cucamonga Performing Arts Feasibility Study Market Data Key Microvision Lifestyle Profile Descriptions M V#1: Upper Crust Households classified as segment #1 Upper Crust are very high propensity arts attenders living in suburban areas, primarily around Washington DC, New York, Chicago, and San Francisco. Over half earn more than $100,000 annually, and a third earn over $150,000. They have very high education levels, and 90% work in white collar jobs (mostly executive, managerial, and professional occupations). While 93% are white, 4% are Asian (50% above average). They are very likely to be orchestra and ballet buyers. MV#2 Lap of Luxury Suburban family home owners with children, very high income and education, white collar, two workers in household MV#3: Established Wealth Established Wealth households are suburban families with and without children, clustered in such cold weather areas as Denver and Mirmeapolis. Almost two-thirds are married, with 80% working in white collar jobs. These households typically contain two or three workers. Average income is high -- $77,828. Almost half earned a Bachelors degree or higher. Over 93% are white, and 77% live in suburban areas. Established Wealth households are more likely than average to attend live performances, although at a lower rate than Upper Crust and Mid-Life Success households. MV~4: Mid-Life Success Members of the Mid-Life Success segment #4 are generally White, well-educated and between the ages of 35 to 44, often with teenage children at home. They own newer homes (built after 1974), enjoy rock music, theatre, video games, and live on the outskirts of major cities along both coasts. Tennis and aerobics are popular recreational pursuits. In many urban markets, these households are very high propensity arts attenders, especially classical music. MV#5: Prosperous Metro Mix Prosperous Metro Mix (segment #5) households have two breadwinners in the technical/sales, managerial/professional fields with an average age of 40. Among the top 10 MicroVision segments, Prosperous Metro Mix contains the highest percentages of non-white households, including 11% Asian, 6% Black, and 8% Hispanic. The majority own their own homes and have large families. Although this segment has generally high demographics, they are generally less likely than other top segments to be arts attenders. MV#8: Movers and Shakers In segment #8, Movers and Shakers are young/middle age (18-45 years old), single, and predominantly White. Many are recent college graduates or still attending college. In the high- income bracket, they work in snanagerial or professional fields. As singles, many rent one-unit residences. They tend to attend live theatre and travel to foreign countries. They watch 60 Minutes, read USA Today and The Wall Street Journal, do aerobics, and purchase items by mail or phone. Households classified in this segment are consistently found to be high-propensity arts attenders. AMS Planning &Research Corp. Page II- 14 May 2001 Rancho Cucaraonga Performing.Arts Feasibility Study Market Data MY#10: Home Sweet Home Individuals in the Home Sweet Home segment #10 are generally white with teenage children. Most have an academic background and are employed in the technical or sales fields. With a head-of- household age range of 35 to 64 years old, the majority are homeowners earning a medium-high combined income (two workers). They tend to read The Wall Street Journal, watch the CBS Evening News, listen to newsltalk radio, play video games and work out at health clubs. Segment #10 households have an average propensity to attend live classical music and theatre programs, although since this is such a large segment, Home Sweet Home households account for a sizable portion of arts attenders nationally. MY#11: Family Ties The Family Ties segment #11 (named for the television situation comedy) is characterized by large, young families (in their 20 's and 30 's) on the edge of urban areas. They are predominantly white, with medium education levels, and medium-high incomes. The majority of occupations are in technical, sales, and adminisl~:ative support areas, and both spouses typically work outside the home. They are the second highest segment in terms of home ownership with 85% owning their own homes. Members of this segment are very likely to listen to news/talk radio and read Sports Illustrated, while bowling and golf are popular pursuits. Nationally, segment #11 households are about half as likely as the average household to attend arts programs, as many have young children at home. However, in some areas (such as Green Bay, Wisconsin), Family Ties households account for a large percentage of Broadway attenders. MY#12: A Good Step Forward Members of.4 Good Step Forward segment (#12) are urban singles (many divorced) with no children, predominantly White and well-educated. Most fall into the medium income category, and employment is typically in the managerial/professional and technical/sales occupations. Most households are renters in multi-unit complexes (10-plus units). As young singles, their leisure pursuits include jogging, aerobics, foreign travel, attending live theatre, and purchasing items by mail order or telephone. Northern and Eastern European ancestry is quite common. California, Florida, Nevada and Texas have the highest concentration of this segment, though 19% have moved across state lines in the last five years. Overall, just over 2% of U.S. households are classified in this segment. They are generally ~onsumers of mass-market entertainment, including Broadway shows and popular entertainers. These are urban renter-occupied, non-family households, usually containing one person and sometimes two. They have very high income and education levels, and work in white-collar occupations. MY#13 Successful Singles Adults in this segment are typically between the ages of 25 and 54, and this segment ranks first for the share between the ages of 35 and 44 years. They more than twice as likely to be non-family households, and they are the second least likely to have children. They are two times as likely to have one person in the household and they have the second smallest average household size. This segment has a median household income 75% above average, and ranks first in per capita income (over 3.2 times the national average). These households are found in the highest concentrations around New York, Washington D.C., and Chicago. Over 32% have a bachelor' s degree and another 31% have a graduate degree (ranking them first in this category). They rank second in executive and managerial occupations, and first in the professional specialty occupations. They are over twice as likely to live in renter-occupied housing, and UW rank first in living in structures with 50 or more .4MS Planning &Research Corp. Page I1~ 15 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Market Data units. Over 50% take public transportation to work and another 21% walk (ranking them second and fourth, respectively). They are the least likely segment to work in blue-collar occupations, car pool to work, and live in mobile homes This segment ranks first for traveling to a foreign country, eating in various types of upscale and fine-dining restaurants, visiting a museum, and drinking imported wine and beer. Successful Singles are the most likely to exercise at fitness clubs, listen to classical music, NPR, and all news format radio stations. MV#14 Middle Years These adults are over 25% more likely than average to be between 50 and 64 years of age, and score above average for all age groups over 40. These households are less likely than average to have children, slightly more likely to be married and to contain two people. Their median household income is 75% above average, while their per capita income is more than twice the national average (ranking them third). Although predominan~y white, this segment has almost 2.5 times the national concentration of Asian households. Almost 52% of these households are in the suburbs and 27% are located in urban areas. They are found in the highest concentration along the California Coast. Middle Years adults are more likely than average to have attended some college, and rank tenth and seventh in having a bachelors degree and a graduate degree. They are 29% more likely than average to work in white-collar occupations, scoring highest in sales, professional specialty, and executive and managerial positions. They score just above the national average in living in owner-occupied units, and their property value is almost four times the national average. While most live in single unit, detached homes, they are also over 20% more likely than average to live in structures with 10 or more units. Middle Years are the most likely to take six or more domestic trips a year, shop at upstale department stores, and drive a luxury car. They also like to read airline, travel, and food magazines and listen to all news radio. MV#15: Great Beginnings The members of the Great Beginnings segment # 15 are young (ages 20-39), white, adult singles and couples, most of whom have graduated from college and/or post-graduate studies. They are purchasing managers, teachers, and pharmacists with medium income and tend to rent apartments in large complexes. They listen to the news and talk radio shows, watch morning news programs, frequent health clubs and tennis courts, and read Newsweek. Generally, segment #15 households are occasional or infrequent arts attenders. MV#16: Country Home Families The Country Home Families segment (#16) is characterized by parents in their late 30s and 40s with mostly pre-teen and teenage children. They own their own homes, are predominantly white, have average education levels, and tend to work in precision production, crafts and repair occupations. They enjoy country music and fishing, and are likely to read USA Today and Reader's Digest. Nationally, 5.34% of U.S. households are classified in this market segment. Michigan is second only to Ohio in terms of concentration of this segment (7.61% to 8.75%, respectively). In rural markets, absent the urban market segments associated with arts attendance, segment #16 households are often the highest-propensity arts attenders in the market. .4MS Planning &Research Corp. Page H- 16 May 2001 Rancho Cucamonga Performing .4rts Feasibili(y Study Market Data MV#17: Stars and Stripes The Stars andStripes segment #17 represents young (early 30s), largely military families, with a high percentage of Latinos. The average family in this segment has 3 or more children. Employment is often in precision production, craft, or repair occupations. For relaxation, rock or country music is popular as are bowling and video games. Households classified as Stars and Stripes are less than one-fifth as likely to be arts attenders, compared to the average household. MV#18: White Picket Fence Households which make up the White Picket Fence segment (#18) are categorized as young parents in their late 20s and early 30s with young children. Most are White, living on the borders of metropolitan areas. Their education is low to medium and income levels tend to be medium. The heads of households work in precision production, craft and repair occupations, as well as operators and laborers. The majority own their own single-family homes. Recreational enthusiasts, they typically enjoy billiards, bowling and golf, and primarily listen to rock and easy-listening radio. They are frequent readers of USA Today and Better Homes and Gardens. California leads the nation in concentration of this segment with 10.87% of the population. Generally, they are consumers of mass culture. MV#20: Secure Adults Found in high concentrations in Florida and northern California, Secure Adults households are older singles and couples with no children and a household income near the national average. Over 70% own homes, and over 90% are whim. They have typically graduated from high school and attended some college. Many are civilian veterans living on retirement incomes. They are among the least likely of all segments to listen to radio, but they watch a great deal of daytime television. They are roughly 20% more likely than the average household to attend theatre or Broadway, and have avenge propensity for symphony attendance. MV#23: Sealed In SealedIn households (segment #23) are predominantly older couples with no children, or single- person households. They live in suburban areas, have medium income and education levels, and a high likelihood of being retired. With large amount of leisure time and some discretionary income, these households are likely to be arts attenders. MV#28: Building A Family Found in large concentrations in the rural south, BuildlngA Family households (segment #28) are slightly younger than average, and have larger than average families. Most have low incomes and education levels. (Median household income is 25% below the national average.) Approximately 25% are non-Anglo. Generally, they are television watchers, and have a low propensity to attend live arts programs. MV#30: Domestic Duos Households classified as Domestic Duos (MV segment #30) are clustered in urban areas in Florida, Arizona, and along the west coast. This segment has the highest average age of any MV segment -- forty-five percent are over 55 years of age and nearly 20% are veterans. This segment ranks first of all MV segments in the numbers receiving some form of retirement income. Education levels and occupational characteristics are nearly average. Median income is 8% below the national average. Approximately 90% are white and live in urban areas. Arts attendance is average. .4MS Planning &Research Corp. Page H - 17 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Market Data MV#39: On Their Own The On Their Own segment #39 are young (20s and 30s) and senior (60+) white urbanites with no children at home. With average educational backgrounds, many work in technical, sales, end administrative support fields. Over 50% have incomes under $25,000. The majority live in rented apartments. These individuals listen to "easy listening" radio, shop at convenience stores, and are heavy TV-watchers.' They are about half as likely as the average household to attend arts programs. MV~40: Trying Metro Times This segment typically consists of younger, single adults with young children, and seniors, located in urban and suburban areas. Trying Metro Times households are typically renters, with very low income and education, working in blue collar occupations. Schooling beyond high school is below the national average. On average, they are 14% Hispanic (any race), end 13% Black. Median income is $24,286 - 41% below the national average. They are more likely than average to smoke cigarettes and shop at convenience food marts. In terms of arts attendance, they are about one-fifth as likely as the average household to attend live performances. MV~MI: Close Knit Families With over 68% of Hispanic origin (independent of race), Close Knit Families households (segment #41) are found predominantly in the southwest, from Texas to California. They are typically urban households with relatively young adults end a large number of children. They are typically renters, with very low income (they rank lowest of all 50 segments in per capita income), little education, and work as laborers and in other blue collar jobs. They listen to contemporary hits radio and read People magazine, and have very little propensity to attend live performing arts programs, except those of a family nature and related directly to their specific culture. AMS Planning &Research Corp. Page H- 18 May 2001 Rancho Cucamonga Performing ,4rts Feasibility Study Hebert Research Profile Appendix III Hebert Research Inc. Hebert Research is a supplier of proactive, quality, research products and services based in Belleview, Washington. Our commitment is to be the most progressive reseereh company in the markets we serve, providing for our customers' needs better than any competitor. We believe that through our commitment to the following standards we will continue to attract the best researchers possible and earn our customers' business, thus assuring the long-term success of Hebert Research. The firm offers quality research in the following areas: · Market Analysis - New products · Market/Customer Analysis · Current Products and Upgrades · Internet Economy · Competitive Analysis · Channels of Distribution Analysis · Advertising Analysis · Company Image/Positioning Analysis · Customer Satisfaction Analysis · Site Evaluations AMS Planning &Research Page II1 - I May 2001 Rancho Cucamonga Performing Arts Feasibility Study Public Survey APPENDIX IV - SURVEY RESULTS CITY OF RANCHO CUCAMONGA, COMMUNITY SERVICES DEPARTMENT PUBLIC TELEPHONE'SURVEY - TOPLINE SUMMARY - WEIGHTED DATA SAMPLING FRAME SAMPLE: N=300 (150 from Rancho Cucamonga zips; 150 from all other zips w/in the radius) Residents within 10 mile radius of Rancho Cucamonga SOURCE OF SAMPLE: ELIGIBILITY: Adults, Age 18+ 1. Arts and cultural activities include attending live performances of music, dance or theater, visiting museums and galleries, or creating art yourself, such as painting, writing poetry, singing, or playing a musical instrument. Would you say that you are {READ LIST AND RECORD ANSYVER} in arts and cultural activities? Extremely interested .................... 8.2% Very interested 21.4% Somewhat interested 43.7% Not too interested 14.4% Not at all interested 12.3% [VOLUN'I'EERED] DiedRefused ....................... 0.0% 2. Would you say that arts and cultural activities play a major role, minor role, or no role at all in your life? Major role 25.7% Minor role 60.1% No role at all .... 13.4% [VOLUNfEERED] DK/Refused 0.8% 3. With the exception of elementary, middle, or high school performances, did YOU go to a [READ AND ROTATE] during the last 12 months? YES NO Ref. Children's theater or special family program 36.3% 63.7% 0.0% Live concert by a popular entertainer 35.2% : 64.7% 0.1% Stage play (without music) 24.4% 75.6% 0.0% Live jazz performance 23.8% 76.2% 0.0% Live gospel music concert 23.2% 76.8% 0.0% Live concert of folk or traditional music of any culture 23.0% 76.5% 0.5% Musical theater performance such as a Broadway show 22.0% 78.0% 0.0% Live classicel music concert such as a symphony or recital 19.4% 80.5% 0.1% Perfom~ai~ce of folk or traditional dance from any culture 17.0% 83.0% 0.0% Modern dance performance 11.5% 88.5% 0.0% Live country music concert 10.4% 89.2% 0.5% Ballet performance 8.7% 91.3% 0.0% Live opera performance 6.3% 93.7% 0.0% 4. Altogether, about how many live performing arts events did you attend in the last 12 months? [A ROUGH ESTIMATE IS OK - DO NOT COUNT SCHOOL PERFORMANCES] Mean ........................... 3.22 [VOLUNTEERED] DKJRefused ............. 0.3% AMS Planning &Research IV-1 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Public Survey 5. In the past twelve months, did you attend any performing arts events In ~.? [READ AND ROTATE, CHECK ALL THAT APPLY] YES NO Ref. Los Angeles City 35.7% 64.3% 0.0% Orange County 24.4% 75.6% 0.0% Claremont 17.3% 82.7% 0.0% Pasadena 15.7% 84.3% 0.0% San Bemardino City 14.1% 85.1% 0.8% Riverside 10.8% 89.2% 0.0% Rancho Cucamonga 8.1% 91.7% 0.2% Cerritos 5.1% 94.9% 0.0% Palm Spdngs / Palm Desert 2.3% 97.7% 0.0% 6. Where else have you attended performing arts events in Southern California? [RECORD UP TO FIVE RESPONSES] 7. Do you subscribe to, or are you a member of any arts and cultural organization? YES [GO TO Q8] 6.0% NO [SKIP TO Q9] 93.5% [VOLUNTEERED] DK/Refused ..................... 0.5% 8. Which ones? [RECORD UP TO FIVE] 9, Have you ever ? [READ LIST AND RECORD ANSWER] IYES NO DK/Ref. Attended a concert at the Blockbuster Pavilion 30.1% 69.5% 0.3% Attended an event at the Bridges Theater in Claremont 26.3% 73.2% 0.5% ~ Attended a show at the Candlelight Pavilion 24.0% 75.3% 0.7% Attended an event at the Orange County Performing Arts Center 16.8% 83.1% 0.1% Attended an event at the theater at Chaffey College 16.6% 83.1% 0.3% ~ Attended the free concerts in the park in Rancho Cucamonga 16.1% 83.9% 0.0% , Attended a concert at the Epicenter Stadium in Rancho 15.0% 84.3% 0.7% ~ Cucamonga Attended an event at the Cerritos.Performing Arts Center 13.7% 86.0% 0.3% Attended a Grove Productions show in Upland 13.6% 86.4% 0.0% Attended an event at the Redlands Bowl 8.5% 91.4% 0.1% Attended an event at the California Theater in San Bernardino 8.2% 91.0% 0.7% Attended an event at the Haugh Performing Arts Center at Citrus 7.8% 92.2% 0.0% College Attended an Inland Empire Philharmonic concert 5,9% 94.1% 0.0% ,4MS Planning & Research 1I/.2 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Public Survey 10. We're interested in learning about your likes and dislikes for different types of activities, independent of what is actually offered in your area. Using a scale of 0 to 10, where 0 is strongly dislike and 10 is strongly like, h6w much do you like to attend ? [READ AND ROTATE] STRONGLY STRONGLY OK/ LIKE REF. 0 1 2 3 4 5 6 7 8 9 10 99 Live popular 9.2% 1,9% 1.5 .3.6% 3.4.2% 7.6% 6.4% 10.5% 17.1% 10.7% 27.2% 1.1% music Musical 15.3% 3.5% 2.5% 3.0% 3.0% 11,0% 6.4% 10.0% 13.3% 8.9% 22,2% 0.9% theater Children's 15.2% 2.9% 8.1% 3.4% 5.4% 14,1% 8.8% 8.5% 11,3% 5.3% 15.9% 0.9% theater or family programs Live concerts 15.0% 4.8% 6.2% 4.6% 6.4% 19.9% 4.2% 8.8% 11.8% 3.6% 13.9% 0.8% of folk, gospel or traditional Stage plays 14.9% 4.5% 6.3% 4.3% 6.0% 16.9% 6,3% 12.2% 8.2% 7.3% 11.8% 1.3% Live jazz 16.8% 2.0% 6.2% 7.0% 4.5% 15.6% 10.3% 7.6% 11.7% 5.9% 11.8% 0.8% Dance 14.7% 3.4% 3.2% 6.0% 5.9% 14.0% 9.8% 9.0% 14,6% 6.5% 11.7% 1.2% Live classical 19.0% 3.4% 5.0% 7.8% 9.0% 14,7% 6.6% 9.3% 14.1% 3.7% 7.4% 0.0% music Live opera 32.7% 6.5% 9.8% 7.6% 6.4% 11.9% 6.2% 2.7% 8.2% 1.8% 5.6% 0.6% 11. I'm going to list a few reasons why you might not attend local arts and cultural programs more often than you do now. Tell me if each reason is very important, somewhat important, or not important to you: [READ AND ROTATE] VERY SOMEWHAT NOT DK/ IMPORTANT IMPORTANT IMPORTANT Ref. Not aware of programs that are offered 44.6% 32.3% 22.0% 1.1% Don't have time 41.0% 34.6% 23.4% 1.0% Family obligations keep me at home 35.1% 23.8% 40.6% 0.5% Cost of tickets is too high 34.8% 34.4% 29.5% 1.4% Venues are too far away from m~/home 30.2% 24.4% 44.9% 0.5% Quality of performances is poor 28.9% 30.3% 35.9% 4.8% Safety concerns 27.5% 18.5% i 53.4% 0.5% Parking problems 26.8% 19.4% 52.5% 1.3% There are not enough events that I can enjoy 26.3% 18.3% 52.2% 3.3% with my children Not interested in what is available 25.5% 37.3% 34.9% 2.3% Difficulty obtaining tickets 21.4% 25.3% 52.3% 1.0% Difficulty getting to events 20.9% 20.7% 58.5% 0.0% Lack of accommodations for the physically 18.5% 9.9% 70.5% 1.2% challenged AMS Planning &Research IV-3 May 2001 Rancho Cucamonga Performing ,lrts Feasibility Study Public Survey 12. The City of Rancho Cucamonga is currently conducting a feasibility study to determine if a Performing Arts Center should be built and, if built, what kinds of programs should be offered. Do you think that a performing arts center should be built in Rancho Cucamonga? Yes ................................. 83.8% No ...................... 10.4% DK/Refused ........................ 5.8% 13. We would like to know your opinion regarding some potential uses of a Performing Arts Center in Rancho Cucamonga. For each potential use I read, tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with its inclusion. [ROTATE THROUGH LIST BELOW, REPEAT SCALE AS NECESSARY] Strongly Somewhat Somewhat Strongly DI(/ AGREE AGREE DISAGREE DISAGREE Ref. A. Performances for children and families 76.1% 17.3% 1.6% 2.2% 2.8% B. Popular performances or concerts 65.3% 26.4% 2.3% 3.0% 3.0% C. Ads education classes 60.1% 29.0% 4.0% 3.0% 3.8% D. Professional stage plays 57.6% 33.8% 2.7% 2.7% 3.3% E. Community theater performances 57.0% 35.9% 3.2% 2.6% 1.4% F. Art exhibits 51.4% 37.2% 4.7% 2.8% 4.0% G. Classical or concerts or performances 50.5% 37.9% 4.9% 4.0% 2.7% H. Community meetings, banquets and trade 38.5% 39.5% ; 8.2% 10.6% 3.2% shows I. Experimental theater performances 32.7% 43.0% 13.5% 6.6% 4.2% 14. Are there any other potential uses that you think should be considered? [RECORD UP TO THREE ANSWERES] 15. Would you be more likely, somewhat more likely, or less likely to attend a Performing Arts Center if it was close to shops and restaurants? MORE SOMEWHAT MORE LESS DK] LIKELY LIKELY LIKELY Ref~ 58.2% 17.6% ....... 16.2% 8.0% 16. We would like to know your likelihood of attending some potential activities at a Performing Arts Center in Rancho Cucamonga. Using a scale where I is Least Likely and 5 is Most Likely, how likely would you be to attend ? [ROTATE THROUGH LIST BELOW, REPEAT SCALE AS NECESSARY] LEAST MOST D/K LIKELY LIKELY RE,__EF 1 2 3 4 5 A. Concerts by popular entertainers 5.1% 4.3% 11.0% 16.0% 60.6% 3.0% B. Touring Broadway shows/musicals 15.4% 7.1% 12.0% 16.8% 46.3% 2.4% C. Performing arts classes for you or your 26.9% 7.4% 15.7% 12.6% 34.4% 2.9% children D. Performances for young audiences 19.1% 12.2% 13.5% 18.3% 33.9% 2.9% E. Wodd Music and other multi-cultural 13.8% 8.5% 21.3% 24.4% 29.6% 2.3% performances. F. Touring stage plays 14.7% 11.2% 18.9% 23.8% 28.6% 2.8% G. Concerts by local musicians and bands 11.7% 9.9% 30.8% 15.9% 28.5% 3.1% H. Community theater performances 12.9% 14.8% 21.8% 20.5% 27.9% 2.1% I. Classical concerts and recitals 24.1% 9.7% 26.9% 16.4% 20.0% 2.9% AMS Planning &Research IV-4 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Public Survey 17. Would you expect to pay more, the same or less for a comparable event at a performing arts center in Rancho Cucamonga than in Los Angeles or Orange County? MORE SAME LESS Ref__=. 2.9% -- 35.8% ----57.1% .... 4.2% 18. Some people have made the following statements. For each one I read, tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree. [ROTATE ORDER] Strongly Somewhat Somewhat Strongly DK/ AGREE AGREE DISAGREE DISAGREE Ref. A. There should be more opportunities for our 75.8% 15.4% 2.0% 2.2% 4.5% children to be exposed to the arts in this community B. This area needs a place for our local artists 60.7% 25.2% 4.3% 3.8% 6.0% to perform. C. There needs to be more cultural events 56.6% 24.9% 10.3% 3.4% 4.9% closer to my home for my family to attend D. I would attend more arts and cultural events 55.2% 25.0% 10.2% 5.0% 4.5% if there were more available locally E. The City should help fund a performing arts 49.5% 32.8% 4.8% 6.4% 6,5% center F. A performing arts center in Ran~:ho 48.3% 39.3% 6.5% 1.3% 4.6% Cucamonga should present professional touring performances G. This area needs a large performing arts 47.9% 34.4% 7.8% 5.2% 4.8% center where I can see wodd class performances H. It's important for a Theater to be close to 46.2% 34.0% 8.8% 6.3% 4.7% good restaurants and shops I. A performing arts center in this community 35.2% 40.8% 11.4% 7.8% 4.7% should be supported by private donations J. A performing arts center in this community 22.0% 43.9% 12.0% 17.8% 4.4% should be supported by local tax dollars We are interested in your views regarding funding to support local arts and cultural programs. Before I ask you this next set of questions I Just want to remind you that this survey is being conducted for research purposes ONLY and that your identity and your answers are confidential. 19. Within the past year, did you personally or your immediate family contribute any money to an arts and cultural organization or fund? YES 23.7% NO 69.6% [VOLLrNTEERED] DK/Refused 6.8% 20. Would you be very likely, likely, indifferent, unlikely, or very unlikely to make tax-deductible donations to a performing arts center in Rancho Cucamonga? Very Very Likely Likely Indifferent Unlikely Unlikely Re.._/f. 13.2%--- 23.0% ----17.5%--- 14.9% 24.9%. 6.6% AMS Planning &Research IF-5 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Public Survey And finally, we'd like a few facts about you. Again, this information is strictly confidential. Are you: [READ] Married or with a lifetime partner- ............51.5% Single/never married ...................... 30.1% Divorced or separated ................... 10.9% Widowed : -- 2.8% [VOLUNTEERED] DK/Refused 4.7% A. Which of the following best describes your cultural or ethnic background? [READ] Asian/Pacific Islander ..................... 1.5% Black/African American .................. 10.4% Hispanic/Latino odgin .................... 27.1% White, not Hispanic .................... 49.7% Amedcan Indian/Native American 1.6% Other 3.3% [VOLUNrP;ERED] DK/Refused 6.4% B. Altogether, how many people live in your household, including yourself, and all other adults as well as children? [READ] [WRITE IN NUMBER, ASK QC] If more than one: ..............83.0% [SKIP TO QE] One/self only .... 9.9% [VOLUNrP:ERED] DK/Refused -- 7.1% C. Of these other people, how many are children ages ? [WRITE IN NUMBER] 6 and under: ..................... 29.1% 7 to 12 ...... 27.0% 13 to 17 ........ 27.9% [VOLUNTEERED] DK/Refused 0.0% D. What is the last level of school you completed? [READ] High school graduate (or less) 35.5% Vocational school after high school ......... 4.2% Some college ............................. 25.3% Associates Degree ........................ 10.8% Bachelors Degree 11.7% Post graduate study ..................... 5.8% [VOLUNTEERED] DK/Refused 6.7% E. What year were you born? [RECORD ANSWER] Age Group: 18to24 .........................................................13.1% 25 to 34 .........................................................23.6% 35 to 44 .........................................................21.9% 45 to 54 .........................................................22.7% 55 to 64 .........................................................11.6% 65+ .................................................................7.1% [VOLUNTEERED] DK/Refused .......................................................0% AMS Planning &Research IV-6 May 2001 Rancho Cucamonga Performing Arts Feasibility Study Public Survey I F. Stop me when I reach the category that includes your total annual household income. [READ] (Includes employment and other sources of income, before taxes, for all members of your household) Less than $15,000 ...............................9.3% $15,000 to $24,999 ..............................8.9% $25,000 to $34,999 ............................10.7% $35,000 to $49,999 ............................11.4% $50,000 to $74,999 ............................17.4% $75,000 to $99,999 ............................13.0% $100,000 to $149,999 ..........................7.0% $150,000 or more ................................1.3% [VOLUN't'I~ERED] DK/Refused .......................................21.0% G. What is your home ZIP Code and the name of the city where you live? [GENDER - BY OBSERVATION ONLY] Male 39.6% Female 60.4% DK/Refused 0.0% H. Do you have any additional comments? [RECORD VERBATIM ANSWER] AMS Planning & Research IV- 7 May 2001 Appendix V; Comparable EaciHties A:vada Center' ~o: ~he A~s & Humanities, Arvada CO Lancaste: Perfo:nfing Arts Cen~e:, Lancaster, CA Operating Struc~u:e; Rancho Cucamonga Performing Arts Feasibility Study Comparable Facilities Attendance/usage: The theater was used 300 days last year. One-third of those were presenting events and two-thirds were rentals. Contact: Mary Tanner Executive Director Lancaster Performing Arts Center 661-723-5950 AMS Planning & Research Page V- 4 May 2001 Mountain View Performing Arts Center, Mountain View, Norris Theatre for the PeSos'ruing Artsl Rolling Hi~s~ CA Rancho Cucamonga Performing Arts Feasibility Study Comparable Facilities ushering, helping with bulk mailings and other tasks as needed. In return, they receive free tickets to theater programs. Programming: The Norris Theatre presents a wide array of programming. The center presents professional touring performances and has an Off-Broadway Series, Theatre Series, Worldwide Wonders Series, Big Band Series and a Dance Series. There is also a Children's series that takes place in the fall and spring. Outreach programs include the "50 and oldor acting troupe" which performs shows such as Oklahoma and Once Upon a Mattress. The Norris Center also hosts the Chamber Orchestra of the South Bay and a play reading series of new scripts from all over the country. Attendance/usage: Approximately 55,000 people attend events at the Norris Center annually. Rental Procedures and Policies: Rates for profit making organizations is $300-$500 per performance, plus a percentage of the box office receipts. Non-Profit organizations are charged between $200 and $250 per performance for events with no admission and rehoarsals that are less than three hours. All equipment is included in rentals. Labor costs are extra. Coiltact: Debbie Martinez, Marketing Director Norris Theatre for the Performing Arts 27570 Crossfield Drive Rolling Hills, CA 90274 310-544-0403 AMS Planning & Research Page F- 8 May 200,1 Spreckejs Performing Arts Center~ Rohne~ Park, CA set~'~t~g Renl'ai P~Dcedu~'es and Policies: Seattle CBi~d~ea/s Thea~e~ Seat~ae/WA