new york pass -- telephone survey of new york city residents -- report and analysis final to client

8/14/2019 New York Pass -- Telephone Survey of New York City Residents -- Report and Analysis Final to Client

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To: Bill OReilly, Executive Vice PresidentNicholas & Lence Communications LLC

Ken Barrows, Vice PresidentLeisure Pass North America LLC

From: Kellyanne Conway, President & CEOKatie Musolino, Research Associatethe polling company, inc./WomanTrend

Date: December 14, 2009

RE: Report and Analysis of a Telephone Survey of 300 New York City Residents

IntroductionandMethodologythe polling company, inc./WomanTrend is pleased to present to Nicholas & LenceCommunications and Leisure Pass North America the results of a recent telephone survey of300 New York City adult residents (aged 18+).

The survey was fielded December 1-4, 2009 at a Computer Assisted Telephone Interviewing(CATI) phone facility using live callers. The sample was drawn using a targeted list of NewYork City residents.

Seventeen questions were included in the survey of New York City residents including 10trivia-focused inquiries and 8 demographic questions. All respondents were screened toensure that they currently reside in New York City. Sampling controls were used to ensure that aproportional and representative number of adults were interviewed across importantdemographic characteristics as age, gender, race and ethnicity, and geographic region. The finalquestionnaire was approved by an authorized representative of Nicholas & LenceCommunications prior to fielding.

The margin of error is calculated at +/- 5.7% at the 95% confidence level, meaning that in 19 outof 20 cases, the results obtained would differ by no more than five point seven percentage pointsin either direction if the entire population of adult residents in New York City were to besurveyed.

the polling company, inc./WomanTrend 1for Nicholas & Lence Communications and Leisure Pass North AmericaReport and Analysis: Telephone Survey of 300 New York City ResidentsDecember 2009


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ResultsOverview:SurveyofNewYorkCityResidentsInquiry Correct Answer Correct

Dont

Know

The Top of the Rock observation deck gives visitors a 360

degree panoramic view of New York City, and is located

in what famous skyscraper?

The GE/General

Electric Building

16% 34%

Which of the following two museums face each other

directly across Central Park?

The MetropolitanMuseum of Art and theAmerican Museum of

Natural History

28% 30%

What do the seven points of the crown on the Statue of

Liberty represent?

The seven seas and theseven continents

18% 32%

The main branch of the New York Transit Museum is

located in which borough of New York City?Brooklyn 44% 17%

In what borough can one visit the last section of original

forest that covered New York City before the arrival of

European settlers in the 17th century?

The Bronx, part of theNew York Botanical

Gardens

17% 26%

Decker Farm, the last working farm in New York City is

located in Historic Richmond Town in which borough?Staten Island 41% 22%

Which New York City museum is currently located in the

only remaining building from the 1939 Worlds Fair?

The Queens Museumof Art

45% 27%

In the holiday movie Miracle on 34th

Street, in what New

York City department store did Kris Kringle work?Macys 80% 14%

For over 30 years, the Origami Holiday Tree has marked

the beginning of the holiday season in which New York

City museum?

American Museum ofNatural History

11% 41%

KeyFindings The highlights of New York City were as varied as the people who frequent the city.While the Statue of Liberty and Ellis Island and the Empire State Building ranked as topattractions to recommend to newbies to the Big Apple, favorite spots were spread over anumber of sights.

Address does not breed awareness. New Yorkers in each of the five regions of the citywere not much more knowledgeable if at all than their neighbors about attractions intheir own borough. For example, familiarity with the New York Transit Museum and thelast remaining section of NYC forest was demonstrated by more than just those inhabitingBrooklyn and the Bronx, respectively.

More than just Manhattan. For those questions which asked New Yorkers to pinpointcertain NYC attractions on a map, Manhattan was a close, albeit incorrect, runner-up forlocation, including for the NY Transit Museum and the remaining section of forestry. Whilethe central island boasts a plethora of activities for visitors and native New Yorkers alike,many attractions lie across the bridges, prompting the need to peek around the corner in oneshometown.


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AnalysisofFindingsNewYorkersPlayTourGuidetoCitysVisitors

To begin, New Yorkers were asked toselect two activities from a list of thirteen

options which they would recommend toout-of-towners. This inquiry was askedfirst so as not to bias respondents withattractions explored later in the survey.

Assume for a moment that a total stranger to New

York came to visit the city and had time to enjoy justtwo attractions or activities. Which TWO of the

following list of attractions or activities would you

recommend? (RANDOMIZED, ACCEPTED TWORESPONSES)

39% THE STATUE OF LIBERTY/ELLIS

ISLAND

24% THE EMPIRE STATE BUILDING19% THE AMERICAN MUSEUM OF

NATURAL HISTORY18% BRONX ZOO18% ROCKEFELLER CENTER15% THE METROPOLITAN MUSEUM OF ART13% RADIO CITY MUSIC HALL TOUR12% MADISON SQUARE GARDEN TOUR

9% MUSEUM OF MODERN ART7% NEW YORK AQUARIUM3% CARNEGIE HALL TOUR3% TOP OF THE ROCK2% LINCOLN CENTER TOUR

2% OTHER (VOL., SPECIFIED)

3% ALL OF THE ABOVE (VOL.)2% NONE OF THE ABOVE (VOL.)1% I DONT KNOW (VOL.)

The plurality of the New York Cityresidents (39%) tipped their hat to LadyLiberty while nearly one-quarter (24%)steered visitors to see the city from aboveat the Empire State Building.

However, there was no runaway favoriteamong New Yorkers. In fact, marketingto those in NYC likely can include acombination of these classic NYCattractions given the smattering of supportamong many on the list.

Some residents would point guests to thecitys many established cultural centersincluding the American Museum ofNatural History (19%), the Metropolitan

Museum of Art (15%), and the Museum ofModern Art (9%). Still others wouldsuggest that visitors experience some ofthe Big Apples tourism and artisticcenters, such as Rockefeller Center (18%), Radio City Music Hall Tour (13%), Carnegie HallTour (3%), and the Lincoln Center Tour (2%).

Perhaps for the kids or the kids in all of us 18% of New Yorkers recommended the BronxZoo and an additional 7% pointed to the New York Aquarium for an afternoon adventure.



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CohortsofNewYorkCityresidentsmorelikelythanmosttorecommend______________

toatotalstrangervisitingthecity.

TheStatueofLiberty/EllisIsland(39%overall)

I may be old, but its all new to me: NewYorkers age 65+ (31%)

African Americans (47%) Those earning less than $50K per year

(46%)

TheEmpireStateBuilding(24%overall)

Men more so than women (31% vs. 17%) 18-34 year olds (30%) Hispanics (32%) Those who volunteered that they had lived

in the city their whole lives (30%)TheAmericanMuseumofNaturalHistory

(19%overall)

New Yorkers age 35-44 (25%) and55-64 (27%)

Those hailing from the Bronx (27%) City residents earning $100K or more

annually (27%)

TheBronxZoo

(18%overall)

City residents age 45-54(26%)

New Yorkers who callthe Bronx home (26%)

RockefellerCenter

(18%overall)

Those earningmore than $100Kper year (26%)

TheMetropolitanMuseumofArt

(15%overall)

White New Yorkers (23%) Those living in Manhattan (24%) City dwellers calling the Big Apple

home for 15 years or less (22%) New Yorkers earning more than

$100K annually (24%)

RadioCityMusicHallTour

(13%overall)

City residents age 45-54(19%)

African Americans (19%) Big Apple residents

earning more than $100Kannually (23%)

MadisonSquare

GardenTour

(12%overall)

18-34 year olds(18%)

Hispanics (21%)

TopoftheRocksLocationNotTopofMindforMajorityofNewYorkers


Just 16% of New Yorkers surveyed knew orcorrectly guessed the location of the Top ofthe Rock observation deck in the GEBuilding located at (and aptly named for) 30Rockefeller Plaza. In fact, the plurality ofrespondents (41%) believed the Top of theRock graced the skies in the Empire StateBuilding, located less than a mile from thecorrect spot.

The Top of the Rock observation deck gives

visitors a 360 degree panoramic view of NewYork City, and is located in what famous

skyscraper? (RANDOMIZED, ACCEPTED

ONE RESPONSE)

16% THE GE/GENERAL ELECTRIC

BUILDING (CORRECT)

41% THE EMPIRE STATE BUILDING5% THE CHRYSLER BUILDING2% THE NEW YORK TIMES

BUILDING2% BANK OF AMERICA TOWER

34% I DONT KNOW (VOLUNTEERED)

More than one-third of New Yorkers (34%)admitted they could not name the buildinghousing this famous spot and refused to

venture a guess even though five answerswere provided, one of which was correct.


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Other locations provided to the respondent for the Top of the Rock site received single-digitattention from residents, including the Chrysler Building (5%), the New York Times Building(2%), and the Bank of America Tower (2%).

The General Electric Building (16% overall, correct)

Men were nearly twice as likely as women in New York City tocorrectly identify the GE Building as host to the Top of the Rock(21% vs. 11%).

White city residents were more inclined than their minoritycounterparts to select the right answer for this trivia inquiry onthe Top of the Rock (23% of Whites vs. 11% of AfricanAmericans and 13% of Hispanics).

Other city dwellers more apt than most to know Top of the Rockincluded 35-44 year olds (24%), Manhattanites (21%), and thoseearning more than $100K annually (27%), compared to 16% of

respondents overall.The Empire State Building (41% overall, incorrect)

Cohorts of New Yorkers more likely than survey takers overall to incorrectly select theEmpire State Building for the Top of the Rock location included those age 55-64 (49%),Hispanics (52%), Bronx residents (56%), and those earning less than $50K (43%) or between$50K - $100K per year (41%), compared to 41% overall.

I Dont Know (34% overall)

More than two-in-five female New Yorkers (42%) withheld a response on this inquirycompared to 25% of their male counterparts.

Those on the bookends of the age spectrum were more likely than those in the middle toproffer no knowledge on the Top of the Rocks site (43% of those 18-34 and 41% of those65+ vs. 25%, 35-44; 26%, 45- 54; and 27%, 55-64).

ExploringtheTopoftheRockObservationDeck The observation deck was first opened to the public in 1933 The upper decks of the six-level observatory are 850 feet above

street level

The observation deck was originally designed to evoke thesilhouette of a 1930s grand ocean liner. It is outfitted with deckchairs, goose-neck fixtures, and large air conditioning ventsintended to look like the stacks on a ships deck.

Source: TopoftheRockNYC.com, About.com



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TheLocation,Location,Locationof

NYCsTopMuseumsWhich of the following two museums face each other

directly across Central Park? Please select two

museums. (RANDOMIZED, RESPONDENTSSELECTED TWO RESPONSES)

28% THE METROPOLITAN MUSEUM OF ARTAND THE AMERICAN MUSEUM OF

NATURAL HISTORY (CORRECT)

43% INCORRECT COMBINATIONS OF

MUSEUMS (NET)

10% THE AMERICAN MUSEUM OF NATURALHISTORY AND THE METROPOLITANMUSEUM OF ART

8% THE GUGGENHEIM MUSEUM AND THEMUSEUM OF MODERN ART

8% THE METROPOLITAN MUSEUM OF ART AND

THE AMERICAN MUSEUM OF MODERN ART5% THE MUSEUM OF MODERN ART AND THE

MUSEUM OF THE CITY OF NEW YORK3% THE AMERICAN MUSEUM OF NATURAL

HISTORY AND THE GUGGENHEIM MUSEUM3% THE AMERICAN MUSEUM OF NATURAL

HISTORY AND THE MUSEUM OF THE CITYOF NEW YORK

3% THE METROPOLITAN MUSEUM OF ART ANDTHE GUGGENHEIM MUSEUM

2% THE GUGGENHEIM MUSEUM AND THEMUSEUM OF THE CITY OF NEW YORK

1% THE METROPOLITAN MUSEUM OF ART ANDTHE MUSEUM OF THE CITY OF NEW YORK


Next, New Yorkers participating inthe survey were given a list of fivemuseums in the city and were asked

to select the two that border CentralPark at the same cross streets.

Only twenty-eight percent of NewYorkers correctly identified theMetropolitan Museum of Art andthe American Museum of NaturalHistory as facing-off across the Park.The plurality of city residents (43%)was mistaken as to what museumswere where around the Park. Three-

in-ten (30%) did not try their hand atCentral Park geography.

The MOMA and American Museum

of Natural History (28% overall,

correct)

Perhaps not surprisingly, thoseliving in Manhattan were morelikely that those from other NYCboroughs to identify the Parksmuseum layout (42% for

Manhattan vs. 30%, Brooklyn;27%, Staten Island1; 25%,Queens; and 15%, the Bronx).

By a significant margin, Whiteswere more inclined than theirminority counterparts to picture these museums on their mental map of NYC (38% of Whitesvs. 20% of Hispanics and 13% of African Americans).

As a testament to the need for New Yorkers to explore their own town,

the majority of those who volunteered that they had lived in New York

their whole life (58%) were off the mark on the question of CentralPark museum geography. Similarly, 36% of those who had lived in New

York City for sixteen years or longer would not guess on this inquiry.

1 The cell size for Staten Island is N=15, therefore, statistical conclusions cannot be made regarding Staten Islandresidents.


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MinusSevenPoints:theSymbolismBehindLadyLibertyMystifiesNewYorkers

When asked for the reason for the lady ingreens seven-pointed crown, most NewYorkers were uninformed. Less than one-in-five city residents (18%) could correctly

answer this query, and 32% admitted noexpertise on the topic.

What do the seven points of the crown on theStatue of Liberty represent? (READ LIST,

ACCEPTED ONE RESPONSE)

18% BOTH 1 AND 2 (THE SEVENSEAS AND THE SEVEN

CONTINENTS) (CORRECT)

23% THE SEVEN CONTINENTS12% THE FIRST SEVEN COLONIES

9% THE SEVEN SEAS1% THE SEVEN DEADLY SINS

5% BOTH 2 AND 3 (THE SEVENCONTINENTS AND THE SEVEN

DEADLY SINS)


Twenty-three of New Yorkers envisioned atie to the seven continents on the globeand 9%, a connection to the sevenoceans of the world. Both of theseresponses supplied a partially-correctanswer to the trivia question.

The first seven colonies set off a light

bulb, albeit incorrectly, in the minds of12% of New Yorkers and 1% attributedthe crowns seven points to the sevendeadly sins wrath, sloth, greed,gluttony, envy, pride, and lust.

Both The Seven Seas AND The Seven Continents (18% overall, correct)

Three-in-ten (30%) 55-64 year olds living in NYC were able to identify the crownssymbolism compared to just 7% of their older 65+ year old counterparts. Knowledge levelsof Lady Liberty were lower for 55-64 year olds younger neighbors (21% of 45-54 year olds;16%, 35-44; and 18%, 18-34).

Life-long New Yorkers were the group most likely to correctly answer this Statue of Libertyquandary (27%), whereas 16% of New Yorkers who have lived there for more than 16 yearswere as capable. Nine percent of those with a NYC-residency of 15 years or less providedthe true meaning of the crown.

City dwellers in the middle income range were more apt than their more and less affluentcounterparts to know the point of the points on Lady Liberty (24% of those earning $50K-$100K vs. 18%, less than $50K and 11%, $100K or more).

The Seven Continents (23% overall, incorrect)

Those cohorts of New Yorkers more inclined than most to equate the seven points with theseven continents included 35-44 and 55-64 year olds (both 29%), residents earning $50K-

$100K annually (29%) and $100K or more per year (36%).



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I Dont know (32% overall)

Women were 10 points more inclined than men to admit their lack of knowledge on EllisIslands tallest inhabitant (32% vs. 27%).

Hispanics were the least informed ethnicity when it came to explaining Lady Libertysheadgear (26% of Hispanics vs. 32% of Blacks and 36% of Whites did not know).

New Yorkers earning less than $50K annually (34%) were the cohort most likely to plead thefifth on this inquiry compared to those making $50K-$100K (19%) and $100K or more(29%).

LadyLibertyMeasuresUpasaNYCLandmark

TheheightoftheStatuefromherheeltothetopofherheadis111

feet,6inches.

TheStatuehasa35footwaistline.

Eachofthesevenraysonthecrownmeasuresupto9feetin

lengthandweightsasmuchas

150pounds.

Source:statueofliberty.org

BrooklynBoroughKnowsBest&BoaststheNewYorkTransitMuseum


Over 5 million people ride the New York City subway

system each weekday.

2

Not as many visit the NewYork Transit Museums main branch, but a great dealof New Yorkers thought they knew where it is.

The main branch of the New York

Transit Museum is located in whichborough of New York City?

(RANDOMIZED, ACCEPTEDONE RESPONSE)

44% BROOKLYN (CORRECT)

32% MANHATTAN4% QUEENS2% THE BRONX1% STATEN ISLAND

17% I DONT KNOW (VOL.

When asked which borough of NYC is home to themain branch of the New York Transit Museum, theplurality (44%) correctly named Brooklyn, 32% saidManhattan, 4% cast their vote for Queens, 2% selectedthe Bronx, and 1% settled on Staten Island. Seventeenpercent of New Yorkers claimed to be unaware of themuseums locale.

2MTA New York City Transit Subway Ridership 2008.
http://mta.info/nyct/facts/ridership/index.htmhttp://mta.info/nyct/facts/ridership/index.htm


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Brooklyn (44% overall, correct)

Surprisingly, Brooklyn residents had a contending borough for supreme knowledge of theirarea. Bronx residents were slightly more likely thanBrooklyn inhabitants to recognize the location of themuseum (51% vs. 48%). Manhattanites were equally as

inclined as Brooklyn-dwellers to be able to select themuseums home borough (both 48%).

Those in the middle-most age groups were more apt thantheir youngest and oldest counterparts to be able tocorrectly answer the transportation test, with 45-54 yearolds most likely to ace it (35%, 18-34; 52%, 35-44; 57%,45-54; 54%, 55-64; and 34%, 65+).

Manhattan (32% overall, incorrect)

While just 14% of Manhattan residents incorrectly answered that their borough was home tothe museum, more than double that proportion of residents from every other boroughmentioned Manhattan (40% of Queens residents, 33% of Bronx neighbors, and 31% ofBrooklyn dwellers).

Dont Know (17% overall)

Women were nearly twice as apt as men to note their quizzical response as to the location ofthe New York Transit Museum (21% vs. 11%).

Laidendtoend,NYCTransittraintrackswouldstretch

fromNewYorkCitytoChicago.With468subwaystationsNYCtransithasonly35fewerstationsthanthecombinedtotalofallothersubwaysystemsinthecountry.ThehighestSubwaystationisSmith9StsinBrooklyn(88feetabovestreetlevel). ThelowestSubwaystationis191StinManhattan,180feetbelowstreetlevel.

Source:NewYorkCityMetropolitanTransitAuthority

Nearly one-quarter of Hispanics could not name the location of the museum (25% vs. 17% ofWhites and 9% of Blacks who did not know).

1

2

3



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MajorityofNewYorkersCantSeetheForestfortheTrees

The last remaining section of originalNYC forest is located in the Bronx aspart of the New York Botanical Gardens,correctly identified by 17% of survey

takers. Twice that proportion (34%)believed one could travel to Manhattanto see this site.

In what borough can one visit the last section oforiginal forest that covered New York City before

the arrival of European settlers in the 17th century?

(RANDOMIZED, ACCEPTED ONE RESPONSE)

17% THE BRONX (CORRECT)

34% MANHATTAN10% BROOKLYN9% STATEN ISLAND4% QUEENS

26% I DONT KNOW (VOL.)

One-in-ten New Yorkers (10%)mistakenly thought this could be foundin Brooklyn, while additionalrespondents named Staten Island (9%)and Queens (4%) as home to thisattraction. More than one-in-four BigApple dwellers admitted they could not pinpoint this spot on a map of their

hometown.

The Bronx (17% overall, correct)

On this inquiry, age was wisdom. More than one-quarter of 55-64 year olds and 20% ofthose age 65+ were correct in their Bronx response compared to 19% of 45-54 and 14% ofboth those age 35-44 and 18-34.

Whites were more inclined than their minority counterparts to know the ins and outs of NewYorks forestry in the Bronx (28% of Whites vs. 17% of Hispanics and 9% of AfricanAmericans).

Interestingly, those residing in Manhattan were the most likely to correctly pick the Bronxfor this attraction compared to those living in the Bronx (23%), Queens (14%), Brooklyn(14%), and Staten Island

3(7%).

New Yorkers without kids were twice as likely as those with brood in the home to accuratelyidentify this Bronx claim-to-fame (22% vs. 11%).

Manhattan (34% overall, incorrect)

New Yorkers on the bookends of the age spectrum wereless apt than those in the middle to believe this section offorest inhabited Manhattan (28% 18-34 year olds and 29% ofthose age 65+ vs. 42%, 35-44; 38%, 45-54; and 33%, 55-64).

One-third of Bronx residents (33%) incorrectly identifiedManhattan as home to their boroughs wooded site, as did36% of Manhattanites, 39% of those in Queens, 28% ofBrooklyn residents, and 28% of Staten Islanders4.

3 Note the small N-size of Staten Island, 15 respondents overall.




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Women were more inclined than men in New York City to proffer an I dont know on thisinquiry (29% vs. 22%).

Nearly one-third of Hispanics and African Americans (both 32%) admittedly could not namethe borough on which the original section of forest still stands compared to 19% of White

respondents.

PluralityofNewYorkersKnowWheretoTraveltoHarmonizewiththeirHorticulturalSide


Fully 41% of city dwellers knew they could trek toStaten Island to visit NYCs last operable farm topick a pumpkin or enjoy a hay ride.

Decker Farm, the last working farm in

New York City is located in HistoricRichmond Town in which borough?

(RANDOMIZED, ACCEPTED ONE

RESPONSE)

41% STATEN ISLAND (CORRECT)

17% QUEENS9% BROOKLYN7% THE BRONX3% MANHATTAN

22% I DONT KNOW (VOL.)

Seventeen percent of respondents believed Queensboasted this attraction, while the remainingboroughs received single-digit attention (Brooklyn,9%; the Bronx, 7%; and Manhattan, 3%).

More than one-in-five New Yorkers (22%) wereunsure of which borough they should visit to gettheir farming fix.

Staten Island (41% overall, correct)

One-half of White New Yorkers (50%)indicated they would point to Staten Island on the map when looking for this attraction, while38% of African Americans and 33% of Hispanics said likewise.

Fourteen of fifteen respondents hailing from Staten Island correctly identified their ownboroughs site. Knowledge of Decker Farm differed by borough including correct identifiersof the site from Brooklyn (48%), the Bronx (41%), Queens (35%), and Manhattan (24%).

Nearly one-half of those earning $50K-$100K (48%) or more than $100K (49%) annuallycorrectly selected Staten Island as providing fertile soil for Decker Farm compared to 39%of those bringing home less than $50K per year.

New Yorkers calling the Big Apple home for 16 or more years and those that were born andraised in the city were more apt than those claiming 15 years or less to be aware of DeckerFarm in Historic Richmond Town (50% and 45% vs. 25%).

I Dont Know (22%)

Cohorts of New Yorkers more likely than surveytakers overall to abstain from answering this queryincluded those age 65+ (34%), African Americans andHispanics (30% and 32%), and Manhattanites (33%).


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PluralityofBigAppleResidentsCanGiveHistoryLessonontheQueensMuseumofArt


Fully 45% of New York City dwellerswere able to tell of the transformation ofthe 1939 Worlds Fair exhibition hall intothe current-day Queens Museum of Art.

Which New York City museum is currently located

in the only remaining building from the 1939

Worlds Fair? (RANDOMIZED, ACCEPTEDONE RESPONSE)

45% THE QUEENS MUSEUM OF ART

(CORRECT)

12% THE BROOKLYN MUSEUM7% THE WHITNEY MUSEUM OF

AMERICAN ART4% THE STATEN ISLAND CHILDRENS

MUSEUM3% THE MUSEUM OF THE MOVING

IMAGE

2% THE BRONX MUSEUM OF THE ARTS

27% I DO NOT KNOW (VOLUNTEERED)

Twelve percent of survey takers believedthe Brooklyn Museum was housed in thehistoric structure. Others pointed to theWhitney Museum of American Art (7%),the Staten Island Childrens Museum(4%), the Museum of the Moving Image(3%), and the Bronx Museum of the Arts(2%).

More than one-quarter of New Yorkers

refrained from selecting a specificmuseum in this inquiry, deferring to Idont know instead.

The Queens Museum of Art (45% overall, correct)

Men were 7 points more inclined than women to correctly select the Queens Museum of Artin this inquiry (28% vs. 21%).

As age increased, so did the proportion of right responses for Queens (30%, 18-24; 46%, 35-44; 56%, 45-54; 57%, 55-64; and 54%, 65+).

White New Yorkers were much more apt than their Black or Hispanic counterparts to aptlyidentify Queens connection to the 1939 Worlds Fair (58% vs. 39% and 32%).

Nearly one-half of residents in Queens (47%) recognized the locale of this attraction in theirown borough, compared to those in the Bronx (49%), Manhattan (46%), Brooklyn (38%),and Staten Island5 (59%).

In fact, the majority of those who volunteered their lifetime residency in the Big Apple (54%)were able to identify the address of this venue in Queens compared to those in the city forlonger than 16 years (47%) and residents of 15 years or less (33%).


More than three-in-ten women in New York City (31%)selected I dont know on this query compared to 23% of men.

Other cohorts more inclined than most to abstain from selectinga locale in this inquiry were 18-34 year olds (39%), Hispanics(36%), and those living in the city 15 years or less.



13/22

In the holiday movie Miracle on 34th

Street,in what New York City department store did Kris

Kringle work? (RANDOMIZED, ACCEPTEDONE RESPONSE)

80% MACYS (CORRECT)

4% BLOOMINGDALES1% SAKS FIFTH AVENUE1% BERGDORF GOODMAN- HENRI BENDEL



For over 30 years, the Origami Holiday Tree has

marked the beginning of the holiday season in

which New York City museum?(RANDOMIZED, ACCEPTED ONE RESPONSE)

11% AMERICAN MUSEUM OF NATURAL

HISTORY (CORRECT)

18% THE METROPOLITAN MUSEUM OFART

12% THE MUSEUM OF MODERN ART9% THE GUGGENHEIM MUSEUM8% MUSEUM OF THE CITY OF NEW YORK


NewYorkersIntheKnowonSantas

HolidaySpirit

An eye-popping 80% of New Yorkerswere familiar with Kris Kringlesemployer, Macys, in the movieMiracle

on 34th

Street. This response reflectedthe highest level of knowledge on any

inquiry in the survey.

In fact, a strong majority of New Yorkersof all genders, ages, ethnicities,geographic regions, income levels, andlength of residency in the city werefamiliar with this movie set. Just 14% of city dwellers were unsure on the location of this classicholiday film.

An astonishing 100% of respondents age 55-64 werefamiliar with Macys role inMiracle on 34th Street, aswere 90% of 35-44 year olds, 78% of both those age 45-54 and 65+. Slightly less than two-thirds of 18-34 yearolds (66%) were knowledgeable on this inquiry, perhapsreflecting the difference in their age and the release ofthe movie in 1947.

Eighty-eight percent of White New Yorkers accurately named Macys as the employerfor Kris Kringle compared to 83% of Hispanics and 72% of African Americans.

Surprisingly, those city residents without children were more likely than those with brood athome to recognize this famous movie set (83% vs. 74%).

OrigamiTreeDoesNotRinga(Holiday)

BellwithNewYorkers

Continuing with the holiday theme, just 11%of New Yorkers were aware of the OrigamiHoliday Tree in the American Museum ofNatural History. In fact, a larger proportionof respondents mistakenly placed thisholiday tradition in the MetropolitanMuseum of Art (18%) or the Museum of

Modern Art (12%).


14/22

Additional locations garnered single-digit interest from participants including the GuggenheimMuseum (9%) and the Museum of the City of New York (8%). Whats more, the plurality ofcity residents (41%) was unable to answer this inquiry and volunteered I dont know.


The

theme

of

the

2009

Origami

Holiday

Tree

is

Origami,

A

to

Z,

featuring

letterswithacorrespondinganimal. Forexample,Arepresentsan

Apatosaurus,G,agorilla,andS,asabertoothtiger. Volunteersbegan

foldinginJulytocompletethe500creationsdisplayedonthetree.

Source:amnh.org

The American Museum of Natural History (11% overall, correct)

One-in-seven women in the Big Apple (14%) correctly named the location of the OrigamiHoliday Tree compared to 8% of their male counterparts.

Those in Brooklyn and Queens were more apt than their neighbors in the Bronx andManhattan to accurately describe such holiday festivities (16% and 12% vs. 8% for both theBronx and Manhattan).

The Metropolitan Museum of Art (18% overall, incorrect)

Twenty-three percent of Hispanics believed the Origami Holiday Tree graces the halls of theMetropolitan Museum of Art each December, as did 17% of Whites and 11% of AfricanAmericans.

Those living in the Bronx and Manhattan were more likely than those in Brooklyn or Queensto pinpoint the Metropolitan Museum of Arts supposed holiday decorations (25% and 23%vs. 16% and 14%, respectively).

Nearly one-quarter of city dwellers earning $100K or more annually (24%) named thismuseum compared to 11% of those bringing home $50K-$100K and 13% of residentsmaking less than $50K.

The Museum of Modern Art (12% overall, incorrect)

Male New Yorkers were 10 points more inclined than their female counterparts to believe theMuseum of Modern Art features the Origami Holiday Tree (18% vs. 8%).

Additional cohorts more likely than most to select the Museum of Modern Art in this inquiryincluded 18-34 year olds (18%) and those in the middle income range ($50K-$100K, 19%).


Women were more inclined than men in New York City to supply a dont know responseto the inquiry on the Origami Holiday Tree (47% vs. 34%).

Forty-seven percent of African Americans were not able to name the location of the holiday-themed decorations compared to 43% of White New Yorkers and 38% of their Hispaniccounterparts.


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City residents living outside of Manhattan were more apt than those on the main island torefrain from highlighting a specific museum from the list of five (44%, the Bronx; 42%,Brooklyn; 41%, Queens vs. 38%, Manhattan).

Those with children in New York City were more likely than those without kids to say dontknow about the Origami Holiday Tree (45% vs. 39%).

ConclusionsandStrategicRecommendationsNew Yorkers City residents have some homework to do before they can call themselves

experts on their hometown. The Statue of Liberty and Ellis Island and the Empire StateBuilding were top of mind to suggest as activities to sightseers in the city. However, thesetemporary tour guides were unfamiliar with the very attractions to which they sent visitors. Themajority of New York City dwellers were incorrect or unable to answer the inquiry on LadyLibertys seven-pointed crown, and 41% mistakenly graced the skies on the Top of the Rockobservation deck in the Empire State Building. New Yorkers many need to get the basics on

the biggest attractions in NYC before serving as host to those visiting their hometown.

Over the bridge and across the river, New Yorkers can visit and vacation somewhere

new right at home. Results of the survey highlighted city residents varying level ofknowledge of attractions outside of Manhattans activity-packed center. Less than one-half ofNew Yorkers were familiar with the locations of the New York Transit Museum (44%,Brooklyn), Decker Farm, the last working farm in the city (41%, Staten Island), and the onlyremaining section of forestry in NYC (17%, the Bronx). Forty-five percent knew of the historicconnection of the Queens Museum of Art to the 1939 Worlds Fair. Activities like these areeasily accessible to residents and visitors planning on peeking just around the corner for fun thisholiday season.

New York Citys classic holiday history unites across multi-cultural and generational

lines. Classic holiday references to the Big Apple such as Macys employment of Kris KringleinMiracle in 34th Streetproduced the highest level of knowledge in the survey, more so thancurrent holiday traditions in the city. Just 11% of New Yorkers were familiar with The OrigamiHoliday Tree in the American Museum of Natural History, which represents a relatively newerpiece the citys holiday offerings. These ubiquitous holiday attractions provide the perfectopportunity for New Yorkers to take a closer look in their own hometown for Big Appleentertainment and enchantment this holiday season.


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AppendixA:ToplineReportthe polling company, inc./WomanTrend for

Nicholas & Lence Communications and Leisure Pass North America

Telephone Survey of 300 New York City ResidentsDecember 2009

TOPLINE DATA

Field Dates: December 1-4, 2009Margin of Error: 5.7%

A. Do you currently live in New York City?100% YES

B. In which borough of New York City do you currently reside? (READ LIST, ACCEPTEDONE RESPONSE)

31% BROOKLYN30% QUEENS18% THE BRONX16% MANHATTAN

5% STATEN ISLAND

* I DONT KNOW/REFUSED (VOLUNTEERED)


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TRIVIA QUESTIONS

1. Assume for a moment that a total stranger to New York came to visit the city and had time toenjoy just two attractions or activities. Which TWO of the following list of attractions oractivities would you recommend? (RANDOMIZED, ACCEPTED TWO RESPONSES)

39% THE STATUE OF LIBERTY/ELLIS ISLAND24% THE EMPIRE STATE BUILDING19% THE AMERICAN MUSEUM OF NATURAL HISTORY18% BRONX ZOO18% ROCKEFELLER CENTER15% THE METROPOLITAN MUSEUM OF ART13% RADIO CITY MUSIC HALL TOUR12% MADISON SQUARE GARDEN TOUR

9% MUSEUM OF MODERN ART7% NEW YORK AQUARIUM3% CARNEGIE HALL TOUR

3% TOP OF THE ROCK2% LINCOLN CENTER TOUR

2% OTHER (SPECIFIED)1% CENTRAL PARK* ACADEMY RECORDS* BROOKLYN BOTANICAL GARDENS* BROOKLYN MUSEUM* CONEY ISLAND* DEPENDS ON VISITORS

3% ALL OF THE ABOVE (VOLUNTEERED)2% NONE OF THE ABOVE (VOLUNTEERED)1% I DONT KNOW (VOLUNTEERED)

2. The Top of the Rock observation deck gives visitors a 360 degree panoramic view of NewYork City, and is located in what famous skyscraper? (RANDOMIZED, ACCEPTED ONERESPONSE)

16% THE GE/GENERAL ELECTRIC BUILDING (CORRECT)

41% THE EMPIRE STATE BUILDING5% THE CHRYSLER BUILDING2% THE NEW YORK TIMES BUILDING2% BANK OF AMERICA TOWER



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3. Which of the following two museums face each other directly across Central Park? Pleaseselect two museums. (RANDOMIZED, RESPONDENTS SELECTED TWO RESPONSES)

28% THE METROPOLITAN MUSEUM OF ART AND THE AMERICAN

MUSEUM OF NATURAL HISTORY (CORRECT)

43% INCORRECT COMBINATIONS OF MUSEUMS (NET)

10% THE AMERICAN MUSEUM OF NATURAL HISTORY AND THEMETROPOLITAN MUSEUM OF ART

8% THE GUGGENHEIM MUSEUM AND THE MUSEUM OF MODERN ART8% THE METROPOLITAN MUSEUM OF ART AND THE AMERICAN

MUSEUM OF MODERN ART5% THE MUSEUM OF MODERN ART AND THE MUSEUM OF THE CITY OF

NEW YORK3% THE AMERICAN MUSEUM OF NATURAL HISTORY AND THE

GUGGENHEIM MUSEUM

3% THE AMERICAN MUSEUM OF NATURAL HISTORY AND THE MUSEUMOF THE CITY OF NEW YORK3% THE METROPOLITAN MUSEUM OF ART AND THE GUGGENHEIM

MUSEUM2% THE GUGGENHEIM MUSEUM AND THE MUSEUM OF THE CITY OF

NEW YORK1% THE METROPOLITAN MUSEUM OF ART AND THE MUSEUM OF THE

CITY OF NEW YORK


4. What do the seven points of the crown on the Statue of Liberty represent? (READ LIST,ACCEPTED ONE RESPONSE)

18% BOTH 1 AND 2 (THE SEVEN SEAS AND THE SEVEN CONTINENTS)

(CORRECT)

23% THE SEVEN CONTINENTS12% THE FIRST SEVEN COLONIES

9% THE SEVEN SEAS1% THE SEVEN DEADLY SINS

5% BOTH 2 AND 3 (THE SEVEN CONTINENTS AND THE SEVEN DEADLYSINS)



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5. The main branch of the New York Transit Museum is located in which borough of New YorkCity? (RANDOMIZED, ACCEPTED ONE RESPONSE)

44% BROOKLYN (CORRECT)

32% MANHATTAN4% QUEENS2% THE BRONX1% STATEN ISLAND


6. In what borough can one visit the last section of original forest that covered New York Citybefore the arrival of European settlers in the 17th century? (RANDOMIZED, ACCEPTEDONE RESPONSE)

17% THE BRONX (CORRECT, IS NOW PART OF THE NEW YORKBOTANICAL GARDENS)

34% MANHATTAN10% BROOKLYN

9% STATEN ISLAND4% QUEENS


7. Decker Farm, the last working farm in New York City is located in Historic Richmond Townin which borough?

6(RANDOMIZED, ACCEPTED ONE RESPONSE)

41% STATEN ISLAND (CORRECT)

17% QUEENS9% BROOKLYN7% THE BRONX3% MANHATTAN


6 http://www.americantowns.com/ny/statenisland/news/pumpkin-picking-at-historic-richmond-town-219874


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8. Which New York City museum is currently located in the only remaining building from the1939 Worlds Fair?7 (RANDOMIZED, ACCEPTED ONE RESPONSE)

45% THE QUEENS MUSEUM OF ART (CORRECT)

12% THE BROOKLYN MUSEUM7% THE WHITNEY MUSEUM OF AMERICAN ART4% THE STATEN ISLAND CHILDRENS MUSEUM3% THE MUSEUM OF THE MOVING IMAGE2% THE BRONX MUSEUM OF THE ARTS

27% I DO NOT KNOW (VOLUNTEERED)

HOLIDAY-THEMED NEW YORK CITY QUESTIONS

9. In the holiday movieMiracle on 34th Street, in what New York City department store didKris Kringle work? (RANDOMIZED, ACCEPTED ONE RESPONSE)

80% MACYS (CORRECT)

4% BLOOMINGDALES1% SAKS FIFTH AVENUE1% BERGDORF GOODMAN- HENRI BENDEL


10.For over 30 years, the Origami Holiday Tree has marked the beginning of the holiday seasonin which New York City museum?8 (RANDOMIZED, ACCEPTED ONE RESPONSE)

11% AMERICAN MUSEUM OF NATURAL HISTORY (CORRECT)

18% THE METROPOLITAN MUSEUM OF ART12% THE MUSEUM OF MODERN ART

9% THE GUGGENHEIM MUSEUM8% MUSEUM OF THE CITY OF NEW YORK


7 http://www.queensmuseum.org/about/aboutbuilding-history8 http://www.amnh.org/programs/specials/holiday/


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DEMOGRAPHIC QUESTIONS

Now I have just a few questions for statistical purposes.

11.Which of the following categories best describes your age? (READ LIST, ACCEPTED ONERESPONSE)

12% 18-2419% 25-3420% 35-4416% 45-5415% 55-6417% 65+

2% REFUSED (VOLUNTEERED)

12.How would you describe your racial or ethnic background? (READ LIST, ACCEPTED ONERESPONSE)

40% WHITE/CAUCASIAN23% BLACK/AFRICAN AMERICAN19% HISPANIC/LATINO10% ASIAN

2% NATIVE AMERICAN

3% OTHER (VOLUNTEERED)3% DONT KNOW/REFUSED (VOLUNTEERED)

13.Which of the following ranges best describes your total household income before taxes?(READ LIST, ACCEPTED ONE RESPONSE)

15% UNDER $25,00018% $25,000 TO $49,99916% $50,000 TO $74,999

8% $75,000 TO $99,9998% $100,000 TO $149,9997% $150,000 OR GREATER

27% DONT KNOW/REFUSED (VOLUNTEERED)


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the polling company, inc./WomanTrend 22for Nicholas & Lence Communications and Leisure Pass North AmericaReport and Analysis: Telephone Survey of 300 New York City Residents

14.How many children under the age of 18 are living in your household currently? (READLIST, ACCEPTED ONE RESPONSE)

61% NONE

15% 113% 223% 3 OR MORE

3% DONT KNOW/REFUSED (VOLUNTEERED)

15.How many years have you lived in New York City? (READ LIST, ACCEPTED ONERESPONSE)

2% LESS THAN 1* 1-2

3% 3-54% 6-911% 10-1550% 16 OR MORE29% I HAVE LIVED IN NEW YORK CITY MY ENTIRE LIFE (VOLUNTEERED)

* DONT KNOW/REFUSED (VOLUNTEERED)

16.Gender (RECORDED BY OBSERVATION)48% MALE52% FEMALE

new york pass -- telephone survey of new york city residents -- report and analysis final to client

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