ARA Notes | Audience Research & Analysis (ARA): Market Research and Economic Analysis for the arts, cultural tourism, education and government

Audience Research & Analysis has been tracking the number of unique visitors to Lower Manhattan for The Alliance for Downtown New York since 2012. There has been steady growth since the pandemic.

In 2023, ARA interviewed 2,988 non-group visitors (exclusive of people who lived or worked in Lower Manhattan) at 14 locations. We coupled this survey data with visitor counts shared by Lower Manhattan institutions and businesses such as Statue Cruises, 9/11 Memorial Museum, One World Observatory, National Museum of the American Indian, Governors Island, Port Authority for the Oculus/Westfield World Trade Center, and South Street Seaport. ARA has ten locations where its Intelligent Digital Counting system powered by Exteros operates year-round. For this study, we utilized the visitor counts from the Charging Bull Sculpture on Lower Broadway and Wall Street at Broad Street (by the NYSE) sensors. We supplemented automated counts with hand counts at the 9/11 Memorial Grounds and Brookfield Place. To complete the picture, we obtained non-rush-hour passenger data from the Fulton Street station, which we adjusted – through onsite intercept surveys – for those (1) not living nor working in Lower Manhattan and (2) not planning to visit one of the attractions for which we already had visitor data.

GEOGRAPHIC ORIGIN OF VISITORS

INTERNATIONAL VISITATION TO LOWER MANHATTAN

ARA Conducts New Economic Impact of the NYC Marathon

In 2024, ARA will update its economic impact study of the 2019 TCS New York City Marathon which generated an estimated $427 million in economic impact for New York City significantly boosting tourism, tax revenues, and the economy. In 2019, NYRR hosted a wide-range of 45 annual races generating an estimated $593 million economic impact and more than 4,000 jobs (full-time equivalent) in New York City. The report, delayed by the pandemic, was released to coincide with the 50^thAnniversary NYC Marathon held on November 7, 2021.

East Hampton Airport Reopens with Limited Flights

In 2019 and 2021, we interviewed hundreds of passengers on summer weekends about their present and future travel plans and needs. Initially, the Town of East Hampton used this information to consider a way forward for the airport. East Hampton Settles On Restriction, Not Permanent Closure, For Airport – 27 East

Control of the airport remains a contentious issue in the community. Presently, the Town has taken over the running of the airport as a private enterprise which will curtail the number of flights. Officially, the airport will reopen just prior to this Memorial Day weekend (2022).

Helicopters vs. Homeowners: A Very Hamptons Fight

A Place to Heal in Safety

ARA conducted research for the Sculpture and Architecture Park Art Omi in Columbia County, NY. The study helped Art Omi understand how the Park instilled a sense of peace, inspiration, thankfulness, and inspiration during the COVID-19 crisis.

Spread over 120 acres, the Sculpture and Architecture Park at Art Omi currently offers more than 60 works of art and architecture. With most residents and visitors to Columbia County staying at home with limited opportunity to commune with nature among other human beings, Art Omi offers a safe way to recharge.

We conducted the pro bono research using an online survey accessed by evites and QR codes posted on the grounds. Art Omi was interested in learning why people visited, what their experience was, and whether they were able to maintain a safe distance from others.

The top ten words or phrases used to describe the visitor experience were led by “peaceful” and “inspiring.”

Among reasons for visiting Art Omi at this time, “taking a safe break outdoors” was chosen most often.

Ninety percent of visitors said they were “very” comfortable with maintaining a safe distance from others at Art Omi and seven percent were “somewhat” comfortable. Only three percent were “not comfortable.”

To Tip or Not to Tip: ARA Asks the Question

When the restaurant industry was considering change in how patrons handled service – fixed charge versus tipping – the NYC Hospitality Alliance came to ARA to ask frequent diners in all five boroughs what they thought. The study focused on dining preferences and price-sensitivity, and tested reaction to alternatives to traditional methods of tipping. Click here to see entire Crain’s New York Business article.

ARA Studies Tourism in the Upper Hudson Valley

Assembly member Didi Barrett Announces Grant to Bolster Tourism in Hudson
September 21, 2015

Assembly member Didi Barrett (D-Columbia, Dutchess) announced a $60,000 economic development grant has been awarded to Hudson Opera House to help promote tourism in the region. The grant is part of Governor Cuomo’s $16.7 million in funding for projects that spur growth and opportunity statewide.

“The Hudson Opera House has been a leader in the revitalization of historic downtown Hudson, which has rippled across the region,” Assemblymember Didi Barrett said. “This funding will play a crucial role in drawing visitors to enjoy our historic treasures and cultural assets—one of the economic drivers in our community.”
The grant will be used to commission a Visitor Demand Study based on primary market research to assess the needs of the growing tourism in the Upper Hudson Valley. The study will be conducted by George Wachtel of Audience Research & Analysis, who specializes in working with arts, cultural tourism, not-for-profit organizations and retailers.

“We’re thrilled to receive this grant from Market NY and work together with Assemblymember Didi Barrett, the various attractions, businesses and cultural organizations in the area to assess the needs of our growing tourism market,” said Tambra Dillon, Co-Director of the Hudson Opera House. “As the City of Hudson and the Hudson Valley continue to attract new generations of artists and audiences, the creative economy spurring the region’s renaissance is emerging as not only the core driver, but also a highly transformative one with the ability to attract new businesses and visitors to the area.”

ARA Expands the Capability of its Multilingual Survey App

With many US museums and other other destinations attracting more international visitors than ever before, ARA developed a survey app for use on iPads, iPhones and Android devices that allows the interviewer to quickly change the language of the questionnaire from English to other languages and alphabets. Expanding on its original capabilities in German, French, Italian, Spanish, Portuguese and Chinese, ARA now offers on-the-fly translations into Japanese, Korean, Arabic, Dutch, Russian, Finnish, Dansih, Turkish, Pashto and Farsi.

Using this multilingual technology, ARA conducts annual visitor survey for the Alliance of Downtown New York. Visitors are interviewd at about 20 attractions and locations including the 9/11 Memorial, Wall Street, Trinity Church, Smithsonian National Museum of the American Indian, South Street Seaport and Statue of Liberty. Other ARA clients now using our multilingual app include the Empire State Building Observatory and 9/11 Memorial Museum.

While ARA has conducted interviews in the past using paper questionnaires translated into different languages, the combination of the new technology and the ability to switch instantly to the respondents language will increase response rates and reduce bias.

Signature Theatre’s Continuing Success

A recent production from Signature Theatre NYC received accolades.

Click here→ Mysteries of Heaven and Earth.

ARA is proud to be the Signature’s market research company for ten years running.

Our Lady of Kibeho, at Signature Theatre

Demographics Track Where Theatregoers Are Going

The Broadway Theatre audience has changed, comments George Wachtel. More global, it is more diverse socio-economically, but less passionate about theatre. Click here to see entire Newsday article

50,815 People Walk By This Corner Every Day

ARA’s pedestrian counting services are put to good use in this beautiful and informative retail brochure for a retail location in Lower Manhattan.

120 Greenwich Retail Brochure Final