Who is the Broadway Investor? Survey results revealed!

Back in October last year, we launched the very first Broadway Investor survey, with the sole goal of trying to determine just who, who, who is the Broadway Investor (click here to read the original post).

We wanted to find out where Broadway Investors were from, what they did for a living, and why, why, why they chose to invest in Broadway.

Well, the results are in.  Thanks to you spreading the word out wide, we assembled quite a nice sized sample group of Broadway Investors, and I’m now ready to publish the results!

Are you ready to see the demographics of the Broadway Investor?  Here we go . . .

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BROADWAY INVESTOR DEMOGRAPHICS

Gender:
Male – 64.8%
Female – 35.2%

Age:
18-24 – 3.1%
25-34 – 10.3%
35-44 – 17.3%
45-54 – 30.8%
55-64 – 27.8%
65-74 – 8.9%
75+ – 1.8%

Race/Ethnicity:
White/Caucasian – 94.3%
Black/African American – 1.2%
Hispanic/Latino – 2.5%
American Indian/Alaska Native – 0%
Asian – 2%
Native Hawaiian/Other Pacific Islander – 0%

Religious Affiliation:
Christianity – 43.2%
Judaism – 25.7%
Hinduism – 0.7%
Buddhism – 1.7%
Atheism – 7.9%
Agnostic – 14.3%
Islam – 0%
Other – 6.5%

Marital Status:
Single – 31.3%
Married – 48.4%
Domestic Partnership – 12%
Divorced – 6%
Widowed – 1.3%
Separated – 1%

How many children do you have?
1 – 10.6%
2 – 18.3%
3 – 8.1%
4+ – 5.6%
None – 57.4%

Orientation:
Straight – 68.6%
Gay/Lesbian – 27.9%
Bisexual – 3.5%
Transgender – 0%

Job Field:
Accounting/Finance – 11.7%
Advertising/Marketing – 5.4%
Arts/Entertainment – 34.4%
Education – 5.4%
Engineering – 1.3%
Environment and Natural Resources – 0.7%
Fitness – 0.0%
Food/Culinary – 1.3%
Government/Politics – 1.0%
Health Care/Medicine – 5.0%
Human Resources – 1.7%
Insurance – 1.0%
Journalism – 2.0%
Law/Criminal Justice – 5.7%
Military – 0.0%
Psychology/Social Work – 0.0%
Real Estate – 2.0%
Retail – 0.7%
Sales – 1.7%
Sciences – 1.3%
Sports – 0.3%
Technology – 2.7%
Tourism/Hospitality – 0.3%
Travel – 0.7%
Visual Art/Design – 1.0%

In how many shows have you invested?
1 – 21.2%
2-5 – 50.0%
6-10 –16.0%
11+ – 12.8%

On average, what dollar amount do you invest in a Broadway show?
Under $10,000 – 22.1%
$10,000 – $25,000 – 38.9%
$25,000 – $50,000 – 20.0%
$50,000 – $75,000 – 6.3%
$75,000 – $100,000 – 5.3%
$100,000 – $200,000 – 3.2%
$200,000 – $500,000 – 4.2%
$500,000+ – 0.0%

How many commercial investments in theater have you made in the past 24 months?
None – 20.7%
1 – 41.5%
2-5 – 32.8%
More than 5 – 5%

What percentage of your total net worth does your theater investment represent?
Less than 1% – 49.5%
Between 1-5% – 34.2$%
Between 6-10% – 12.9%
Over 10% – 3.4%

For which of the following reasons do you invest in theater?
Enjoy supporting the arts – 82.8%
Industry Perks (tickets, parties, etc.) – 43%
Strong ROI Potential – 23.4%
As an alternative asset class – 14.8%
As a network tool – 22.7%
As an education towards deeper involvement – 39.9%
As a cashflow investment – 11%
Other – 12.4%

How would you describe your overall risk appetite for your entire portfolio?
Very conservative – 10%
Conservative – 21.1%
Moderate – 50.9%
Aggressive – 17%
Very aggressive – 1%

What other types of investments or monetary donations do you make?
Animal rights organizations – 23.1%
Antiques – 6.8%
Art (collectibles) – 26.7%
Bonds – 34.2%
Coin collections – 4.3%
Comic book collections – 3.6%
Disaster relief   – 29.9%
Educational institutions – 42.3%
Environmental organizations – 18.9%
Hedge funds – 10.0%
Human rights organizations – 36.3%
Jewelry – 10.3%
Medical organizations – 24.2%
Military organizations – 4.3%
Museums – 29.9%
Mutual funds – 55.2%
Political parties – 29.9%
Real estate – 37.4%
Religious organizations – 25.3%
Restaurants – 6.4%
Small/local businesses – 13.5%
Start ups – 16.0%
Stocks  – 65.1%
Thoroughbred horses   – 2.5%
Other – 12.1%

Overall, have your Broadway investments been profitable?
Yes – 23.8%
No – 61.3%
I Don’t Know – 14.9%

Overall, have you enjoyed your Broadway Investing Experience?
Yes – 85.2%
No – 5.5%
No opinion – 9.3%

Will you invest in a Broadway show again?
Yes – 57.8%
No – 2.1%
It Depends – 40.1%

What is your current household income?
Under $100,000 – 8.4%
$100,000 – $250,000 – 26.9%
$250,000 – $500,000 – 22.2%
Above $500,000 – 28.7%
Prefer not to answer – 13.8%

What is your approximate net worth?
Under $1,000,000 – 22.1%
Between $1,000,000 – $2,500,000 – 31.6%
Between $2,500,000 – $5,000,000 – 12.5%
Between $5,000,000 – $10,000,000 – 15.4%
Over $10,000,000 – 18.4%

Where did you grow up?
AR – .41%
CA – 6.58%
CO – .41%
CT – 3.29%
DC – .82%
FL – 2.06%
GA – .41%
IA – .82%
IL – 5.76%
KY – .82%
LA – .41%
MA – 2.05%
MD – 2.88%
MI – 1.65%
MN – 1.65%
MO – 2.88%
NC – .41%
NE – .41%
NH – .82%
NJ – 11.11%
NM – .41%
NY – 32.1%
OH – 2.06%
OK – .82%
PA – 4.94%
PR – .41%
RI – 1.23%
SC – .41%
TN – 1.23%
TX – 2.06%
VA – 1.23%
WA – .41%
WI – 2.47%
Australia – .41%
Canada – 2.06%
England – .82%
Germany – .41%
Israel – .41%
Spain – .41%

Where do you currently live?
CA – 9.65%
CO – 1.54%
CT – 3.08%
DC – .77%
FL – 2.7%
GA – 1.16%
IL – 3.47%
KY – .39%
LA – .77%
MA – 3.47%
MD – 1.93%
ME – .39%
MN – 1.16%
MO – 1.54%
NC – .77%
NE – .39%
NJ – 10.81%
NY – 47.49%
OK – 1.54%
OR – .39%
PA – 1.16%
TN – .39%
TX – .77%
VA – .77%
WA – .39%
WI – .77%
Australia – .77%
Canada – .77%
Germany – .39%
Spain – .39%

What is the highest level of education you have completed?
Some High School – 0.9%
High School Graduate or Equivalent – 0.8%
Trade or Vocational Degree – 0.5%
Some College – 7.9%
Associate Degree – 2.4%
Bachelor’s Degree – 42.4%
Advanced Degree – 46.1%

Which of the following best describes your employment status?
Employed Full-Time – 49.2%
Employed Part-Time – 5.8%
Self-Employed – 31.6%
Unemployed and looking – 2.6%
Unemployed and not looking – 0.7%
Student – 1.4%
Retired -9.7%
Unable to work – 0.0%

What is your political affiliation?
Republican Party – 15.9%
Democratic Party – 54.7%
Libertarian Party – 2.2%
Green Party – 0.4%
No affiliation – 19.2%
Prefer not to answer – 4.3%
Other – 3.3%

How often do you travel (for pleasure)?
Once a year or less – 10.9%
Twice a year – 21.9%
Three-four times a year – 36.9%
Five+ times a year – 30.3%

What type of cell phone do you own?
Regular mobile (not a smartphone) – 9.4%
Android – 17.6%
iPhone – 64.7%
Blackberry – 7.2%
Windows Mobile – 0.4%
Don’t have a mobile phone – 0.7%

What is your main source of news?
Television – 54.2%
Online news sites – 75.8%
Social Media – 33.2%
Print – 49.1%
Radio – 27.4%
Word of mouth – 14.1%
Other – 2.2%

Have you acted or performed before?
Yes, professionally – 28.1%
Yes, as a hobby – 35.4%
No – 36.5%

How many theatrical performances have you seen in the last year?
0 – 2.2%
1-5 – 15.5%
6-10 – 22.3%
11-15 – 16.5%
15+ – 43.5%

What is your favorite musical? (The top 5 answers to this question in order were . . .)
Les Miserables
Wicked
A Chorus Line
West Side Story
Pippin and Sweeney Todd – tied

What is your favorite play?  (The top 5 answers to this question in order were . . .)
Death of a Salesman
Who’s Afraid of Virginia Woolf?
August: Osage County
Noises Off and The Glass Menagerie  – tied
Macbeth, Our Town and War Horse  – tied

What is your favorite movie? (The top 5 answers to this question in order were . . .)
The Godfather
The Sound of Music
The Wizard of Oz
Singin’ in the Rain
Casablanca

What is your favorite TV show? (The top 5 answers to this question in order were . . .)
Breaking Bad and Homeland – tied
Scandal
The Good Wife
The West Wing
Downton Abbey, Law and Order: SVU, Mad Men and The Big Bang Theory – tied

How would you describe yourself?
Dependable – 79.2%
Creative – 62.6%
Generous – 61.1%
Enthusiastic – 60.8%
Independent – 60.8%
Confident – 60.4%
Ambitious – 55.1%
Cheerful – 52.5%
Happy – 52.5%
Realistic – 52.5%
Adventurous – 50.6%
Optimistic – 50.2%
Imaginative – 49.8%
Flexible – 49.4%
Successful – 48.3%
Charismatic – 46.0%
Assertive – 43.4%
Energetic – 43.0%
Decisive – 40.4%
Self-Assured – 38.9%
Idealistic – 36.6%
Humble – 33.2%
Trusting – 30.2%
Extroverted – 27.2%
Precise – 24.5%
Impulsive – 24.2%
Aggressive – 20.8%
Relaxed – 20.0%
Frugal – 18.9%
Picky – 18.5%
Serious – 18.5%
Meticulous – 17.7%
Shy – 15.8%
Introverted – 15.1%
Reserved – 14.0%
Unbiased – 9.8%
Rebellious – 8.7%
Dependent – 6.0%
Passive – 5.3%
Pessimistic – 3.4%
Unhappy – 0.8%

What are some of your other interests?
Travel – 57.4%
Cultural events – 54.7%
Reading – 53.6%
Film – 52.8%
Museums – 48.3%
Television – 48.3%
Food/Wine tasting – 43.0%
Fitness/Health – 36.6%
Exercise – 35.5%
Animals – 30.9%
Cooking – 30.6%
Writing – 28.3%
Visual arts – 26.4%
Dance – 25.7%
Volunteering – 25.7%
Sports – 24.9%
Shopping – 23.4%
Orchestra/Symphony – 21.9%
Outdoor activities – 19.6%
Photography – 18.5%
Word puzzles – 17.7%
Gambling – 17.4%
Opera – 16.6%
Recreational sports – 16.6%
Logic puzzles – 16.2%
Yoga/Meditation – 15.1%
Golf – 14.3%
Baking – 13.2%
Foreign languages – 12.5%
Crafts – 10.6%
Gardening – 10.2%
Magic – 10.2%
Religious events – 9.1%
Adventure sports – 8.7%
Boating/Sailing – 8.7%
Sewing/Knitting – 7.9%
Astrology – 7.2%
Blogging – 7.2%
Astronomy – 6.8%
Comics – 6.4%
Horseback riding – 6.0%
Camping – 5.7%
Fishing – 5.7%
Genealogy – 5.7%
Poetry – 5.7%
Video games – 5.3%
Martial arts – 4.9%
Woodwork – 3.8%
Bird watching – 2.6%
Hunting – 2.3%

Which of the following hotel frequent guest programs are you an active member of?
Best Western – 5.4%
Choice Hotels – 6.5%
Crowne Plaza – 7.7%
Hilton – 40.8%
Holiday Inn – 11.5%
Hyatt – 20.0%
La Quinta – 3.5%
Kimpton Hotels – 9.2%
Marriott – 45.8%
Starwood – 41.5%
Wyndham – 12.7%
None – 23.1%

Which of the following frequent flyer programs are you an active member of?
Alaska Airlines – 4.9%
American Airlines – 52.2%
Delta – 44.8%
JetBlue – 31.3%
Lufthansa – 2.2%
NetJets – 0.4%
Southwest Airlines – 18.7%
Spirit Air – 3.0%
United Airlines – 50.0%
US Airways – 22.0%
Virgin – 17.5%

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And that’s the survey!  Phew!  Lots of data there, right?

So what do you think?  Is the Broadway Investor who you thought they were?  Anything surprise you?  Not surprise you?

You know what surprised me?

I’ll tell you . . . on Monday.

Read my Monday blog for the 3 Things that Surprised me from my Broadway Investor Survey.

 

(Got a comment? I love ‘em, so comment below! Email Subscribers, click here then scroll down to say what’s on your mind!)

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Comments
  • Shane says:

    Ken, Ken, Ken… you can’t give me all these percentages without sample size information. How many responses did you end up getting? I’m guessing about 260, with some variation between questions when people skipped questions.

  • Bunny says:

    I’m surprised by the political affiliations, surprised by the list of favorite musicals – no Producers, no Jersey Boys, no Book of Mormon, no Lion King? Movies? Not exactly recent. No, I’m not a kid, just like to be marginally more up to date. Not surprised my category is pathetic – widow. Get out and give money, women!

  • Liz says:

    This was thoroughly informative and enjoyable. I’d be curious to know, under “reasons for investing,” how many people invest because they are close to (evrelated to) the soliciting producer.

  • Rich Mc says:

    Interesting results, but per Ken’s reply above, we need to know the both the sample size and estimate of percentage of total B-Way investors this survey represents to determine whether these results are meaningful.

  • shuizing@verizon.net says:

    Loved this! It surprised me how conventional their top musical choices were.

  • Great job, Ken. I keep learning more about theater from your observations. Thanks.

  • Rialtolover says:

    No big surprises here for me. As I think about my profile as an investor, I pretty much align with the survey results. The only major difference is the number of shows I’ve invested in. The survey says 2-5; I’ve been invested in 16 the past six years.

  • Christina says:

    There were a lot of things here that I would have expected, but I was very surprised at the percentage of investors that don’t have children.

  • Christina says:

    There were a lot of things here that I would have expected, but I was very surprised at the percentage of investors that don’t have children.

  • Zanne Hall says:

    Wonderful wonderful work – THANK YOU!

  • George says:

    My biggest “huh” was “white” Investors…

    I would think with all the shows in Broadway produced – specifically – for a Black audience… and all the wealthy Black Sports, Entertainment and Political figures…

    1.2% ?

    I would have assumed it would be much higher.

    g

  • Tom Hartman says:

    I read this today 1/17, just after reading the demographics of the Bway audience — computer repair for a week and big backlog.

    It surprised me that the gender breakdown of the investors is almost the inverse of the audience – audience is, if I remember correctly, about 65% female and investors are about 65% male.

    If you do the survey again, I would suggest adding a question – Who in your household is most responsible for making decisions about which productions you invest in? Or something along those lines.

    Having spent my career doing fundraising for non-profit human service and arts groups, I know that it is often the wife who makes the decision to contribute and the husband who writes the check and handles contracts, etc., particularly in Major Donors – thos who contribute $10K or more.

  • Akiko says:

    It is very interesting to see the survery.I expect that the investors have memberships at venues as well?

  • broadway says:

    Wow that was strange. I just wrote an really long comment but after I clicked submit my comment didn’t show up.
    Grrrr… well I’m not writing all that over again.

    Anyways, just wanted to say superb blog!

  • That is what I am talking about. bookedmarked indeed!

  • whole of the UK but of course most of our work is in London .

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