Summary of Attendance for Outdoor Theatres, 2014

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1 Summary of for Outdoor Theatres, 2014 A summary of year over year change in attendance for all outdoor theatres is provided below. The total number of reporting theatres and total attendance is shown by group and overall for 2013 and Overall summary by theatre grouping Theatres Theatres History , ,423 Variety* , ,075 Pay Shakespeare , ,114 Free Shakespeare , ,701 Total 67 1,388, ,601,313 ote: Variety includes Religious, Musicals, Children s Productions and Other on-historical shows. To account for fluctuations in the number of theatres that report in a given year, a summary of year over year change in attendance for locations with the same production as last year is provided below: Summary for theatres reporting in both 2013 and 2014 Pct Change (%) with attendance up from last year Change from Prior History , ,423 +3, % 7 (44%) Variety , ,248 +1, % 6 (50%) Pay Shakespeare , , , % 8 (50%) Free Shakespeare 8 192, ,987 +2, % 4 (50%) All Theatres 52 1,272,551 1,292, , % 25 (4)

2 over year trends for paid attendance from 2013 to 2014 are provided below. Paid attendance summary by theatre grouping Theatres Theatres History , ,319 Variety , ,979 Shakespeare , ,424 All Theatres** , ,119,722 Paid attendance for theatres reporting in both 2013 and 2014 Change Pct Change (%) with attendance up from last year History , ,794 +6, (60%) Variety , ,746 +7, % 6 (60%) Shakespeare , , , (60%) All Theatres , , , % 24 (60%) **Totals for All Theatres will not match subtotals as this is based on overall attendance at a production site. Ticket Income for theatres reporting revenue information in both 2013 and 2014 (%) with attendance, 2013:, Ticket Income 2014:, Ticket Income Change from Prior % Change revenue up from last year on-shakespeare , ,802 +9, % 7 (50%) $4,383,809 $4,476,266 +$92, % 6 (43%) Shakespeare , , , % 9 (69%) $12,493,780 $14,182,178 +$1,688, (62%) All Theatres , , , % 16 (59%) $16,877,588 $18,658,444 +$1,780, % 14 (52%) ote: ot all theatres that reported attendance provided ticket revenue information, therefore only the subset of theatres which provided both attendance and ticket revenue were compared. ote: Total revenue for all theatres driven by the larger Shakespeare festivals.

3 Percent Change, relative to , , , , ,260 (in Thousands) Outdoor Theatre ly Totals for 36 Consistently Reporting Productions Outdoor Theatre ly Totals for 36 Consistently Reporting Productions 20% 20% 10% 10% 0% 0% % -10% % -20%

4 A Company of Fools Theatres Reporting in 2014 Theatres that have reported in all years from are bolded American Folklore Theatre American Players Theatre Austin Shakespeare Festival Bacon Theatre, The Bard on the Beach Bard on the Beach Shakespeare Festival Canadian Badlands Passion Play Colorado Shakespeare Festival Commonwealth Shakespeare Company Driftwood Theatre Group Elm Shakespeare Company Emily Ann Theatre & Gardens First Folio Theatre Frolick Presents From This Day Forward Genesius Theatre Foundation Great Passion Play, The Green Word Tree, The GreenStage Harrisburg Shakespeare Festival Heart of America Shakespeare Hill Cumorah Pageant Horn in the West Hudson Shakespeare Company Hudson Valley Shakespeare Festival Idaho Shakespeare Festival Illinois Shakespeare Festival Jenny Wiley Theatre Kentucky Shakespeare Festival Laura's Memories Liberty: Saga of Sycamore Shoals Little Shepherd of Kingdom Come Living Word Outdoor Drama, The Lost Colony, The Man Who Ran, The Marin Shakespeare Miracle Worker, The Montford Park Players Mormon Miracle Pageant Mountain Play Association Muse of Fire Theatre Company ebraska Shakespeare Festival Oklahoma Shakespeare in the Park Oregon Shakespeare Festival Pennsylvania Renaissance Faire Piknik Theatre Festival Pine Knob Theatre Pioneer Playhouse Pulse Ensemble Theatre Salado Legends San Francisco Shakespeare Festival Santa Cruz Shakespeare Seattle Shakespeare Serenbe Playhouse Shakespeare by the Sea Shakespeare by the Sea Festival Shakespeare in Delaware Park Shakespeare in the Park Shakespeare Western Australia Shakespeare's Associates Shakespeare's Players Sleepy Hollow Theatre & Arts Park Starlight Theatre - Rock Valley College Stephen Foster-The Musical Sword of Peace/Pathway to Freedom Tecumseh! TEXAS Musical Drama Theatre Calgary Theatre In the Park Theatre SKAM Tom Dooley: A Wilkes County Legend Trumpet in the Land/ The White Savage Unto These Hills Utah Shakespeare Festival Victoria Shakespeare Society, The

5 Summary of Marketing and Budgets for Outdoor Theatres, 2014 A summary of marketing expenditure (percentage of total outdoor budget) for segments of the outdoor theatres is provided below. Summaries provided an account for theatres reporting income and budget along with attendance. Marketing as a Percentage of Outdoor Budgets # Mean Total Outdoor Budget Mean Outdoor Marketing Budget % Outdoor Budget for Marketing Small Outdoor on-shakespeare (< $100k) 9 $32,840 $2,146 7% Mid-size Outdoor on-shakespeare ($100k - $500k) 10 $274,101 $25,511 9% Large Outdoor on-shakespeare (> $500k) 8 $1,245,313 $68,549 6% Small Outdoor Shakespeare (< $250k) 13 $89,414 $6,288 7% Mid-size Outdoor Shakespeare ($250k - $2M) 13 $524,904 $23,538 4% Large Outdoor Shakespeare (> $2M) 6 $4,956,341 $230,570 Mean Income From Ticket Sales by Segment Paying Attendee Average Ticket Income Average Use Online Sales % OL tix* Small Outdoor on-shakespeare (< $100k) 1,659 $10,566 6 of 7 1 Mid-size Outdoor on-shakespeare ($100k - $500k) 9,605 $141,185 6 of 9 1 Large Outdoor on-shakespeare (> $500k) 30,159 $606,855 8 of 8 41% Small Outdoor Shakespeare (< $250k) 1,793 $41,430 7 of 8 41% Mid-size Outdoor Shakespeare ($250k - $2M) 9,760 $201,632 7 of 9 30% Large Outdoor Shakespeare (> $2M) 64,947 $2,926,484 6 of 6 47% * - Percentage of online ticket sales for theatres who have online sales capability ote: Ticket income figures do not include Free Outdoor Shakespeare Festivals.

6 Brochures Direct Mail Print Ads Radio/TV Ads Web Other 34% 29% 23% 20% 29% 2% 4% 21% 9% Small (<$100K) Medium ($100K to $500K) Large (>$500K) Distribution of Theatre Income, Outdoor Theatres Distribution of Marketing Budget Expenditures, Outdoor Theatres Brochures Direct Mail Print Adv Radio/TV Adv Web Other Small Outdoor on-shakespeare (< $100k) 9 34% 20% 9% 1 Mid-size Outdoor on-shakespeare ($100k - $500k) 10 29% 29% 2 4% 2% Large Outdoor on-shakespeare (> $500k) 6 23% 21% 2 Earned Gov't Indiv. Donation Corp. Small Outdoor on-shakespeare (< $100k) 9 54% 13% 1 0% Mid-size Outdoor on-shakespeare ($100k - $500k) % 16% 9% <1% Large Outdoor on-shakespeare (> $500k) 8 67% 7% 7% 3% Earned Income Government Individual Donations Corporations 54% 5 67% 13% 1 6% 16% <1% 9% 7% 7% 3% Small (<$100K) Medium ($100K to $500K) Large (>$500K)

7 Brochures Direct Mail Print Ads Radio/TV Ads Web Other 16% 19% 30% 2 2 7% 16% 1 22% Small (<$250K) Medium ($250K to $2M) Large (>$2M) Distribution of Theatre Income, Outdoor Shakespeare Distribution of Marketing Budget Expenditures, Outdoor Shakespeare Brochures Direct Mail Print Adv Radio/TV Adv Web Other Small Outdoor Shakespeare (< $250k) 13 19% 16% 2 7% 16% Mid-size Outdoor Shakespeare ($250k - $2M) 13 30% 1 Large Outdoor Shakespeare (> $2M) % Earned Gov't Indiv. Donation Corp. Small Outdoor Shakespeare (< $250k) 13 53% 26% 0% Mid-size Outdoor Shakespeare ($250k - $2M) 13 41% 10% 2 <1% Large Outdoor Shakespeare (> $2M) 6 7 3% 2% <1% Earned Income Government Individual Donations Corporations 53% 41% 7 26% 10% 2 <1% 3% 2% <1% Small (<$250K) Medium ($250K to $2M) Large (>$2M)