audience * audience & marketing overview
AUDIENCE & MARKETING OVERVIEW AUDIENCE DEMOGRAPHICS Age
Under 18: 0.5% 18-24: 4.0% 25-34: 8% 35-44: 13% 45-54: 33% 55-64: 34% 65 and over: 8%
Gender Male: 39% Female: 61% Total Household Income $0 - $29,999: 4% $30,000 - $59,999: 14% $60,000 - $89,999: 21% $90,000 - $99,999: 9% $100,000 - $149,999: 27% $150,000 or more: 24% Education High school diploma / GED: 10% Some college: 17% Associate’s degree: 13% Bachelor’s degree: 30% Master’s degree or above: 30% Attendance by County (Top Regions) Orange: 26% Sullivan: 16% Ulster: 7% Dutchess: 7% NYC Metro: 3% Rockland/Putnam/Westchester: 6%
*Demographic information collected via voluntary surveys and provided ticket buyer information.
VISITORS & AUDIENCE* Total 2014 Venue Attendance: 301,900 2014 Pavilion Concert Attendance: 170,200 2014 Museum & Special Exhibit Visitors: 43,000 2014 Mysteryland Festival Attendance: 47,000 2014 Festivals at Bethel Woods: 26,250 2014 Event Gallery Performance Season: 4,150 2014 Community & Education Programming: 11,300 Annual Web Visitation & Social Media Attention* 2014 Total Web Visits to BethelWoodsCenter.org: 784,083 2014 Unique Visitors to BethelWoodsCenter.org: 472,837 Facebook Fans: 49,300 Twitter Followers: 3,700 Instagram Followers: 2,100 * Current as of 12/31/2014. Some figures estimated.
MARKETING REACH
Bethel Woods utilizes a strong combination of marketing materials and advertising to promote the venue and programming.
Regional Media Advertising Campaign Television: Ad placement with multiple cable channels, per event demographics, including MTV, VH1, A&E, Discovery, ESPN, Fox News, History Channel, TLC, Weather Channel, YNN, travel and food networks, etc.
Print: Ad placement with 40+ publications such as Times Herald Record, The Poughkeepsie Journal, Chronogram, Hudson Valley Magazine, etc.
Radio: Promotion with 30+ stations including Thunder 102, K104.7, WPDH, The Wolf, WSUL/WVOS, WMRV, etc.
Web: ‘Retargeted ads’ which follow viewers from one site to another and geographically targeted web ads with multiple sites, including New York Times, Times Herald Record, Pocono Record and Facebook
Bethel Woods Seasonal Marketing Materials Season Calendar Brochure & Poster: 25,500 pcs. BW Insider Summer Concert Program Journal: 75,000 pcs. The Harvest Festival Guide: 20,000 pcs.
Under 18: 0.5% 18-24: 4.0% 25-34: 8% 35-44: 13% 45-54: 33% 55-64: 34% 65 and over: 8%
Gender Male: 39% Female: 61% Total Household Income $0 - $29,999: 4% $30,000 - $59,999: 14% $60,000 - $89,999: 21% $90,000 - $99,999: 9% $100,000 - $149,999: 27% $150,000 or more: 24% Education High school diploma / GED: 10% Some college: 17% Associate’s degree: 13% Bachelor’s degree: 30% Master’s degree or above: 30% Attendance by County (Top Regions) Orange: 26% Sullivan: 16% Ulster: 7% Dutchess: 7% NYC Metro: 3% Rockland/Putnam/Westchester: 6%
*Demographic information collected via voluntary surveys and provided ticket buyer information.
VISITORS & AUDIENCE* Total 2014 Venue Attendance: 301,900 2014 Pavilion Concert Attendance: 170,200 2014 Museum & Special Exhibit Visitors: 43,000 2014 Mysteryland Festival Attendance: 47,000 2014 Festivals at Bethel Woods: 26,250 2014 Event Gallery Performance Season: 4,150 2014 Community & Education Programming: 11,300 Annual Web Visitation & Social Media Attention* 2014 Total Web Visits to BethelWoodsCenter.org: 784,083 2014 Unique Visitors to BethelWoodsCenter.org: 472,837 Facebook Fans: 49,300 Twitter Followers: 3,700 Instagram Followers: 2,100 * Current as of 12/31/2014. Some figures estimated.
MARKETING REACH
Bethel Woods utilizes a strong combination of marketing materials and advertising to promote the venue and programming.
Regional Media Advertising Campaign Television: Ad placement with multiple cable channels, per event demographics, including MTV, VH1, A&E, Discovery, ESPN, Fox News, History Channel, TLC, Weather Channel, YNN, travel and food networks, etc.
Print: Ad placement with 40+ publications such as Times Herald Record, The Poughkeepsie Journal, Chronogram, Hudson Valley Magazine, etc.
Radio: Promotion with 30+ stations including Thunder 102, K104.7, WPDH, The Wolf, WSUL/WVOS, WMRV, etc.
Web: ‘Retargeted ads’ which follow viewers from one site to another and geographically targeted web ads with multiple sites, including New York Times, Times Herald Record, Pocono Record and Facebook
Bethel Woods Seasonal Marketing Materials Season Calendar Brochure & Poster: 25,500 pcs. BW Insider Summer Concert Program Journal: 75,000 pcs. The Harvest Festival Guide: 20,000 pcs.
