To: Bill O’Reilly, Executive Vice President

Nicholas & Lence Communications LLC

Ken Barrows, Vice President
Leisure Pass North America LLC
From: Kellyanne Conway, President & CEO
Katie Musolino, Research Associate
the polling company™, inc./WomanTrend
Date: December 14, 2009
RE: Report and Analysis of a Telephone Survey of 300 New York City Residents

Introduction and Methodology 
the polling company, inc./WomanTrend is pleased to present to Nicholas & Lence
Communications and Leisure Pass North America the results of a recent telephone survey of
300 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 New
York City residents.

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

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

the polling company™, inc./WomanTrend 1

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
 Results Overview: Survey of New York City Residents
“Don’t
Inquiry Correct Answer Correct Know”
The Top of the Rock observation deck gives visitors a 360
The GE/General
degree panoramic view of New York City, and is located 16% 34%
Electric Building
in what famous skyscraper?
The Metropolitan
Which of the following two museums face each other Museum of Art and the
28% 30%
directly across Central Park? American Museum of
Natural History
What do the seven points of the crown on the Statue of The seven seas and the
18% 32%
Liberty represent? seven continents
The main branch of the New York Transit Museum is
Brooklyn 44% 17%
located in which borough of New York City?
In what borough can one visit the last section of original The Bronx, part of the
forest that covered New York City before the arrival of New York Botanical 17% 26%
European settlers in the 17th century? Gardens
Decker Farm, the last working farm in New York City is
Staten Island 41% 22%
located in Historic Richmond Town in which borough?
Which New York City museum is currently located in the The Queens Museum
45% 27%
only remaining building from the 1939 World’s Fair? of Art
In the holiday movie Miracle on 34th Street, in what New
Macy’s 80% 14%
York City department store did Kris Kringle work?
For over 30 years, the Origami Holiday Tree has marked
American Museum of
the beginning of the holiday season in which New York 11% 41%
Natural History
City museum?
Key Findings 
™ 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 top
attractions to recommend to “newbies” to the Big Apple, favorite spots were spread over a
number of sights.
™ Address does not breed awareness. New Yorkers in each of the five regions of the city
were not much more knowledgeable – if at all – than their neighbors about attractions in
their own borough. For example, familiarity with the New York Transit Museum and the
last remaining section of NYC forest was demonstrated by more than just those inhabiting
Brooklyn and the Bronx, respectively.
™ More than just Manhattan. For those questions which asked New Yorkers to pinpoint
certain NYC attractions on a map, “Manhattan” was a close, albeit incorrect, runner-up for
location, including for the NY Transit Museum and the remaining section of forestry. While
the 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 one’s
hometown. 

the polling company™, inc./WomanTrend 2

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
Analysis of Findings 
 
New Yorkers Play Tour Guide to City’s Visitors 
To begin, New Yorkers were asked to
select two activities from a list of thirteen Assume for a moment that a total stranger to New
options which they would recommend to York came to visit the city and had time to enjoy just
out-of-towners. This inquiry was asked two attractions or activities. Which TWO of the
first so as not to bias respondents with following list of attractions or activities would you
attractions explored later in the survey. recommend? (RANDOMIZED, ACCEPTED TWO
RESPONSES)
The plurality of the New York City
residents (39%) tipped their hat to Lady 39% THE STATUE OF LIBERTY/ELLIS
Liberty while nearly one-quarter (24%) ISLAND
steered visitors to see the city from above 24% THE EMPIRE STATE BUILDING
at the Empire State Building. 19% THE AMERICAN MUSEUM OF
NATURAL HISTORY
However, there was no runaway favorite 18% BRONX ZOO
among New Yorkers. In fact, marketing 18% ROCKEFELLER CENTER
to those in NYC likely can include a 15% THE METROPOLITAN MUSEUM OF ART
combination of these classic NYC 13% RADIO CITY MUSIC HALL TOUR
attractions given the smattering of support 12% MADISON SQUARE GARDEN TOUR
among many on the list. 9% MUSEUM OF MODERN ART
7% NEW YORK AQUARIUM
Some residents would point guests to the 3% CARNEGIE HALL TOUR
city’s many established cultural centers 3% TOP OF THE ROCK
including the American Museum of 2% LINCOLN CENTER TOUR
Natural History (19%), the Metropolitan
2% OTHER (VOL., SPECIFIED)
Museum of Art (15%), and the Museum of
3% ALL OF THE ABOVE (VOL.)
Modern Art (9%). Still others would
2% NONE OF THE ABOVE (VOL.)
suggest that visitors experience some of
1% I DON’T KNOW (VOL.)
the Big Apple’s tourism and artistic
centers, such as Rockefeller Center (18%), Radio City Music Hall Tour (13%), Carnegie Hall
Tour (3%), and the Lincoln Center Tour (2%).

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

the polling company™, inc./WomanTrend 3

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
 Cohorts of New York City residents more likely than most to recommend “______________”  
to a total stranger visiting the city. 
The Statue of Liberty/Ellis Island (39% overall)  The Empire State Building (24% overall) 
• I may be old, but it’s all new to me: New • Men more so than women (31% vs. 17%)
Yorkers age 65+ (31%) • 18-34 year olds (30%)
• African Americans (47%) • Hispanics (32%)
• Those earning less than $50K per year • Those who volunteered that they had lived
(46%)  in the city their whole lives (30%)
The American Museum of Natural History  The Bronx Zoo   Rockefeller Center  
(19% overall)  (18% overall)  (18% overall) 
• New Yorkers age 35-44 (25%) and • City residents age 45-54 • Those earning
55-64 (27%) (26%) more than $100K
• Those hailing from the Bronx (27%)  • New Yorkers who call per year (26%)
• City residents earning $100K or more the Bronx home (26%) 
annually (27%) 
The Metropolitan Museum of Art   Radio City Music Hall Tour  Madison Square 
(15% overall)  (13% overall)  Garden Tour  
• White New Yorkers (23%) • City residents age 45-54 (12% overall) 
• Those living in Manhattan (24%)  (19%) • 18-34 year olds
• City dwellers calling the Big Apple • African Americans (19%) (18%)
home for 15 years or less (22%)  • Big Apple residents • Hispanics (21%) 
• New Yorkers earning more than earning more than $100K  
$100K annually (24%)  annually (23%)
 
Top of the Rock’s Location Not Top of Mind for Majority of New Yorkers 
Just 16% of New Yorkers surveyed knew or
correctly guessed the location of the Top of The Top of the Rock observation deck gives
the Rock observation deck in the GE visitors a 360 degree panoramic view of New
Building located at (and aptly named for) 30 York City, and is located in what famous
Rockefeller Plaza. In fact, the plurality of skyscraper? (RANDOMIZED, ACCEPTED
respondents (41%) believed the Top of the ONE RESPONSE)
Rock graced the skies in the Empire State
Building, located less than a mile from the 16% THE GE/GENERAL ELECTRIC
correct spot. BUILDING (CORRECT)

41% THE EMPIRE STATE BUILDING

More than one-third of New Yorkers (34%) 5% THE CHRYSLER BUILDING
admitted they could not name the building 2% THE NEW YORK TIMES
housing this famous spot and refused to BUILDING
venture a guess even though five answers 2% BANK OF AMERICA TOWER
were provided, one of which was correct.
34% I DON’T KNOW (VOLUNTEERED)

the polling company™, inc./WomanTrend 4

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
Other locations provided to the respondent for the Top of the Rock site received single-digit
attention 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 to
correctly identify the GE Building as host to the Top of the Rock
(21% vs. 11%).
• White city residents were more inclined than their minority
counterparts to select the right answer for this trivia inquiry on
the Top of the Rock (23% of Whites vs. 11% of African
Americans and 13% of Hispanics).
• Other city dwellers more apt than most to know Top of the Rock
included 35-44 year olds (24%), Manhattanites (21%), and those
earning 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 the
Empire 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 Don’t Know (34% overall)

• More than two-in-five female New Yorkers (42%) withheld a response on this inquiry
compared to 25% of their male counterparts.
• Those on the “bookends” of the age spectrum were more likely than those in the “middle” to
proffer no knowledge on the Top of the Rock’s site (43% of those 18-34 and 41% of those
65+ vs. 25%, 35-44; 26%, 45-54; and 27%, 55-64).

Exploring the Top of the Rock Observation Deck 
 
• 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 the
silhouette of a 1930s grand ocean liner. It is outfitted with deck
chairs, goose-neck fixtures, and large air conditioning vents
intended to look like the stacks on a ship’s deck.
Source: TopoftheRockNYC.com, About.com

the polling company™, inc./WomanTrend 5

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
The Location, Location, Location of 
NYC’s Top Museums 
Next, New Yorkers participating in
the survey were given a list of five
museums in the city and were asked
to select the two that border Central
Park at the same cross streets.
Only twenty-eight percent of New
Yorkers correctly identified the
Metropolitan Museum of Art and
the American Museum of Natural
History as facing-off across the Park.
The plurality of city residents (43%)
was mistaken as to what museums
were where around the Park. Three-
in-ten (30%) did not try their hand at
Central Park geography.
The MOMA and American Museum
of Natural History (28% overall,
correct)
• Perhaps not surprisingly, those
living in Manhattan were more
likely that those from other NYC
boroughs to identify the Park’s
museum layout (42% for
Manhattan vs. 30%, Brooklyn;
27%, Staten Island 1 ; 25%,
Queens; and 15%, the Bronx).  THE MUSEUM OF THE CITY OF NEW YORK
Which of the following two museums face each other
directly across Central Park? Please select 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 THE METROPOLITAN
MUSEUM OF ART
8% THE GUGGENHEIM MUSEUM AND THE
MUSEUM OF MODERN ART
8% THE METROPOLITAN MUSEUM OF ART AND
THE AMERICAN MUSEUM OF MODERN ART
5% THE MUSEUM OF MODERN ART AND THE
MUSEUM OF THE CITY OF NEW YORK
3% THE AMERICAN MUSEUM OF NATURAL
HISTORY AND THE GUGGENHEIM MUSEUM
3% THE AMERICAN MUSEUM OF NATURAL
HISTORY AND THE MUSEUM OF THE CITY
OF NEW YORK
3% THE METROPOLITAN MUSEUM OF ART AND
THE GUGGENHEIM MUSEUM
2% THE GUGGENHEIM MUSEUM AND THE
MUSEUM OF THE CITY OF NEW YORK
1% THE METROPOLITAN MUSEUM OF ART AND

• By a significant margin, Whites 30% I DON’T KNOW (VOLUNTEERED)

were more inclined than their
minority counterparts to picture these museums on their mental map of NYC (38% of Whites
vs. 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 Central
Park 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 Island
residents.

the polling company™, inc./WomanTrend 6

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
Minus Seven Points: the Symbolism Behind Lady Liberty Mystifies New Yorkers 
When asked for the reason for the lady in
green’s seven-pointed crown, most New What do the seven points of the crown on the
Yorkers were uninformed. Less than one- Statue of Liberty represent? (READ LIST,
in-five city residents (18%) could correctly ACCEPTED ONE RESPONSE)
answer this query, and 32% admitted no
expertise on the topic. 18% BOTH 1 AND 2 (THE SEVEN
SEAS AND THE SEVEN
Twenty-three of New Yorkers envisioned a CONTINENTS) (CORRECT)
tie to the seven continents on the globe 23% THE SEVEN CONTINENTS
and 9%, a connection to the seven 12% THE FIRST SEVEN COLONIES
oceans of the world. Both of these 9% THE SEVEN SEAS
responses supplied a partially-correct 1% THE SEVEN DEADLY SINS
answer to the trivia question.
5% BOTH 2 AND 3 (THE SEVEN
The first seven colonies set off a light CONTINENTS AND THE SEVEN
bulb, albeit incorrectly, in the minds of DEADLY SINS)
12% of New Yorkers and 1% attributed
the crown’s seven points to the seven 32% I DON’T KNOW (VOLUNTEERED)
deadly 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 crown’s
symbolism compared to just 7% of their older 65+ year old counterparts. Knowledge levels
of 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 Liberty
quandary (27%), whereas 16% of New Yorkers who have lived there for more than 16 years
were as capable. Nine percent of those with a NYC-residency of 15 years or less provided
the true meaning of the crown.
• City dwellers in the middle income range were more apt than their more and less affluent
counterparts 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 the
seven continents included 35-44 and 55-64 year olds (both 29%), residents earning $50K-
$100K annually (29%) and $100K or more per year (36%).

the polling company™, inc./WomanTrend 7

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
I Don’t know (32% overall)
• Women were 10 points more inclined than men to admit their lack of knowledge on Ellis
Island’s tallest inhabitant (32% vs. 27%).
• Hispanics were the least informed ethnicity when it came to explaining Lady Liberty’s
headgear (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 the
fifth on this inquiry compared to those making $50K-$100K (19%) and $100K or more
(29%).

Lady Liberty Measures Up as  
a NYC Landmark 
 

• The height of the Statue from her 
  heel to the top of her head is 111 
  feet, 6 inches. 
  • The Statue has a 35‐foot 
  waistline. 
 
• Each of the seven rays on the 
 
crown measures up to 9 feet in 
 
length and weights as much as 
 
150 pounds. 
   

Source: statueofliberty.org
 
 
Brooklyn Borough Knows Best & Boasts the New York Transit Museum 
Over 5 million people ride the New York City subway
system each weekday. 2 Not as many visit the New The main branch of the New York
York Transit Museum’s main branch, but a great deal Transit Museum is located in which
of New Yorkers thought they knew where it is. borough of New York City?
(RANDOMIZED, ACCEPTED
When asked which borough of NYC is home to the ONE RESPONSE)
main branch of the New York Transit Museum, the 44% BROOKLYN (CORRECT)
plurality (44%) correctly named Brooklyn, 32% said
Manhattan, 4% cast their vote for Queens, 2% selected 32% MANHATTAN
the Bronx, and 1% settled on Staten Island. Seventeen 4% QUEENS
percent of New Yorkers claimed to be unaware of the 2% THE BRONX
museum’s locale. 1% STATEN ISLAND

17% I DON’T KNOW (VOL.)

2
MTA New York City Transit Subway Ridership 2008.

the polling company™, inc./WomanTrend 8

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
Brooklyn (44% overall, correct)
• Surprisingly, Brooklyn residents had a contending borough for supreme knowledge of their
area. Bronx residents were slightly more likely than
Brooklyn inhabitants to recognize the location of the
museum (51% vs. 48%). Manhattanites were equally as
inclined as Brooklyn-dwellers to be able to select the
museum’s home borough (both 48%).
• Those in the middle-most age groups were more apt than
their youngest and oldest counterparts to be able to
correctly answer the transportation test, with 45-54 year
olds 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 to
the museum, more than double that proportion of residents from every other borough
mentioned Manhattan (40% of Queens residents, 33% of Bronx neighbors, and 31% of
Brooklyn dwellers).

Don’t Know (17% overall)

• Women were nearly twice as apt as men to note their quizzical response as to the location of
the New York Transit Museum (21% vs. 11%).
• Nearly one-quarter of Hispanics could not name the location of the museum (25% vs. 17% of
Whites and 9% of Blacks who did not know).

 
  Laid end to end, NYC Transit train tracks would stretch 
  1 from New York City to Chicago. 
 
  With 468 subway stations – NYC transit has only 35 
  fewer stations than the combined total of all other 
  2 subway systems in the country. 
   

  The highest Subway station is Smith‐9 Sts in Brooklyn 
  3 (88 feet above street level).  The lowest Subway station 
  is 191 St in Manhattan, 180 feet below street level. 
 
  Source: New York City Metropolitan Transit Authority 
 
 

the polling company™, inc./WomanTrend 9

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
Majority of New Yorkers Can’t See the Forest for the Trees 
The last remaining section of original
NYC forest is located in the Bronx as In what borough can one visit the last section of
part of the New York Botanical Gardens, original forest that covered New York City before
correctly identified by 17% of survey the arrival of European settlers in the 17th century?
takers. Twice that proportion (34%) (RANDOMIZED, ACCEPTED ONE RESPONSE)
believed one could travel to Manhattan
17% THE BRONX (CORRECT)
to see this site.
34% MANHATTAN
One-in-ten New Yorkers (10%) 10% BROOKLYN
mistakenly thought this could be found 9% STATEN ISLAND
in Brooklyn, while additional 4% QUEENS
respondents named Staten Island (9%)
and Queens (4%) as home to this 26% I DON’T KNOW (VOL.)
attraction. More than one-in-four Big
Apple 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% of
those age 65+ were correct in their “Bronx” response compared to 19% of 45-54 and 14% of
both those age 35-44 and 18-34.
• Whites were more inclined than their minority counterparts to know the ins and outs of New
York’s forestry in the Bronx (28% of Whites vs. 17% of Hispanics and 9% of African
Americans).
• Interestingly, those residing in Manhattan were the most likely to correctly pick the Bronx
for 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 accurately
identify this Bronx claim-to-fame (22% vs. 11%).

Manhattan (34% overall, incorrect)

• New Yorkers on the “bookends” of the age spectrum were
less apt than those in the “middle” to believe this section of
forest inhabited Manhattan (28% 18-34 year olds and 29% of
those age 65+ vs. 42%, 35-44; 38%, 45-54; and 33%, 55-64).
• One-third of Bronx residents (33%) incorrectly identified
Manhattan as home to their borough’s wooded site, as did
36% of Manhattanites, 39% of those in Queens, 28% of
Brooklyn residents, and 28% of Staten Islanders 4 .

3
Note the small N-size of Staten Island, 15 respondents overall.
4
Note the small N-size of Staten Island, 15 respondents overall.

the polling company™, inc./WomanTrend 10

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
I Don’t Know (26% overall)
• Women were more inclined than men in New York City to proffer an “I don’t know” on this
inquiry (29% vs. 22%).
• Nearly one-third of Hispanics and African Americans (both 32%) admittedly could not name
the borough on which the original section of forest still stands compared to 19% of White
respondents.

Plurality of New Yorkers Know Where to Travel to Harmonize with their Horticultural Side 
Fully 41% of city dwellers knew they could trek to
Staten Island to visit NYC’s last operable farm to Decker Farm, the last working farm in
pick a pumpkin or enjoy a hay ride. New York City is located in Historic
Richmond Town in which borough?
Seventeen percent of respondents believed Queens (RANDOMIZED, ACCEPTED ONE
boasted this attraction, while the remaining RESPONSE)
boroughs received single-digit attention (Brooklyn,
41% STATEN ISLAND (CORRECT)
9%; the Bronx, 7%; and Manhattan, 3%).
17% QUEENS
More than one-in-five New Yorkers (22%) were 9% BROOKLYN
unsure of which borough they should visit to get 7% THE BRONX
their farming fix. 3% MANHATTAN
Staten Island (41% overall, correct) 22% I DON’T KNOW (VOL.)
• One-half of White New Yorkers (50%)
indicated they would point to Staten Island on the map when looking for this attraction, while
38% of African Americans and 33% of Hispanics said likewise.
• Fourteen of fifteen respondents hailing from Staten Island correctly identified their own
borough’s site. Knowledge of Decker Farm differed by borough including correct identifiers
of 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%) annually
correctly 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 and
raised in the city were more apt than those claiming 15 years or less to be aware of Decker
Farm in Historic Richmond Town (50% and 45% vs. 25%).

I Don’t Know (22%)

• Cohorts of New Yorkers more likely than survey
takers overall to abstain from answering this query
included those age 65+ (34%), African Americans and
Hispanics (30% and 32%), and Manhattanites (33%).

the polling company™, inc./WomanTrend 11

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
Plurality of Big Apple Residents Can Give History Lesson on the Queens Museum of Art 
Fully 45% of New York City dwellers
Which New York City museum is currently located
were able to tell of the transformation of
in the only remaining building from the 1939
the 1939 World’s Fair exhibition hall into
World’s Fair? (RANDOMIZED, ACCEPTED
the current-day Queens Museum of Art.
ONE RESPONSE)
Twelve percent of survey takers believed 45% THE QUEENS MUSEUM OF ART
the Brooklyn Museum was housed in the (CORRECT)
historic structure. Others pointed to the
Whitney Museum of American Art (7%), 12% THE BROOKLYN MUSEUM
the Staten Island Children’s Museum 7% THE WHITNEY MUSEUM OF
(4%), the Museum of the Moving Image AMERICAN ART
(3%), and the Bronx Museum of the Arts 4% THE STATEN ISLAND CHILDREN’S
(2%). MUSEUM
3% THE MUSEUM OF THE MOVING
More than one-quarter of New Yorkers IMAGE
refrained from selecting a specific 2% THE BRONX MUSEUM OF THE ARTS
museum in this inquiry, deferring to “I
don’t know” instead. 27% I DO NOT KNOW (VOLUNTEERED)

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

• Men were 7 points more inclined than women to correctly select the Queens Museum of Art
in 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 aptly
identify Queens’ connection to the 1939 World’s Fair (58% vs. 39% and 32%).
• Nearly one-half of residents in Queens (47%) recognized the locale of this attraction in their
own borough, compared to those in the Bronx (49%), Manhattan (46%), Brooklyn (38%),
and Staten Island 5 (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 for
longer than 16 years (47%) and residents of 15 years or less (33%).

I Don’t Know (27% overall)

• More than three-in-ten women in New York City (31%)
selected “I don’t know” on this query compared to 23% of men.
• Other cohorts more inclined than most to abstain from selecting
a locale in this inquiry were 18-34 year olds (39%), Hispanics
(36%), and those living in the city 15 years or less.

5
Note the small N-size of Staten Island, 15 respondents overall.

the polling company™, inc./WomanTrend 12

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
New Yorker’s In‐the‐Know on Santa’s  In the holiday movie Miracle on 34th Street,
Holiday Spirit  in what New York City department store did Kris
An eye-popping 80% of New Yorkers Kringle work? (RANDOMIZED, ACCEPTED
were familiar with Kris Kringle’s ONE RESPONSE)
employer, Macy’s, in the movie Miracle
on 34th Street. This response reflected 80% MACY’S (CORRECT)
the highest level of knowledge on any
inquiry in the survey. 4% BLOOMINGDALE’S
1% SAKS FIFTH AVENUE
In fact, a strong majority of New Yorkers 1% BERGDORF GOODMAN
of all genders, ages, ethnicities, - HENRI BENDEL
geographic regions, income levels, and
14% I DON’T KNOW (VOLUNTEERED)
length of residency in the city were
familiar with this movie set. Just 14% of city dwellers were unsure on the location of this classic
holiday film.

• An astonishing 100% of respondents age 55-64 were

familiar with Macy’s role in Miracle on 34th Street, as
were 90% of 35-44 year olds, 78% of both those age 45-
54 and 65+. Slightly less than two-thirds of 18-34 year
olds (66%) were knowledgeable on this inquiry, perhaps
reflecting the difference in their age and the release of
the movie in 1947.
• Eighty-eight percent of White New Yorkers accurately named “Macy’s” as the employer
for 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 at
home to recognize this famous movie set (83% vs. 74%).

“Origami Tree” Does Not Ring a (Holiday)  For over 30 years, the Origami Holiday Tree has

Bell with New Yorkers  marked the beginning of the holiday season in
Continuing with the holiday theme, just 11% which New York City museum?
of New Yorkers were aware of the Origami (RANDOMIZED, ACCEPTED ONE RESPONSE)
Holiday Tree in the American Museum of
Natural History. In fact, a larger proportion 11% AMERICAN MUSEUM OF NATURAL
of respondents mistakenly placed this HISTORY (CORRECT)
holiday tradition in the Metropolitan
Museum of Art (18%) or the Museum of 18% THE METROPOLITAN MUSEUM OF
Modern Art (12%). ART
12% THE MUSEUM OF MODERN ART
9% THE GUGGENHEIM MUSEUM
8% MUSEUM OF THE CITY OF NEW YORK

41% I DON’T KNOW (VOLUNTEERED)

the polling company™, inc./WomanTrend 13

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
Additional locations garnered single-digit interest from participants including the Guggenheim
Museum (9%) and the Museum of the City of New York (8%). What’s more, the plurality of
city residents (41%) was unable to answer this inquiry and volunteered “I don’t know”.

 
The theme of the 2009 Origami Holiday Tree is Origami, A to Z, featuring 
letters with a corresponding animal.  For example, “A” represents an 
Apatosaurus, “G,” a gorilla, and “S,” a sabertooth tiger.  Volunteers began 
folding in July to complete the 500 creations displayed on the tree. 
 
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 Origami
Holiday Tree compared to 8% of their male counterparts.
• Those in Brooklyn and Queens were more apt than their neighbors in the Bronx and
Manhattan to accurately describe such holiday festivities (16% and 12% vs. 8% for both the
Bronx and Manhattan).

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

• Twenty-three percent of Hispanics believed the Origami Holiday Tree graces the halls of the
Metropolitan Museum of Art each December, as did 17% of Whites and 11% of African
Americans.
• Those living in the Bronx and Manhattan were more likely than those in Brooklyn or Queens
to pinpoint the Metropolitan Museum of Art’s supposed holiday decorations (25% and 23%
vs. 16% and 14%, respectively).
• Nearly one-quarter of city dwellers earning $100K or more annually (24%) named this
museum compared to 11% of those bringing home $50K-$100K and 13% of residents
making 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 the
Museum 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 inquiry
included 18-34 year olds (18%) and those in the middle income range ($50K-$100K, 19%).

I Don’t Know (41% overall)

• Women were more inclined than men in New York City to supply a “don’t know” response
to 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 Hispanic
counterparts.

the polling company™, inc./WomanTrend 14

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
• City residents living outside of Manhattan were more apt than those on the main island to
refrain 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 “don’t
know” about the Origami Holiday Tree (45% vs. 39%).
 
Conclusions and Strategic Recommendations 

New 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 State
Building were top of mind to suggest as activities to sightseers in the city. However, these
temporary tour guides were unfamiliar with the very attractions to which they sent visitors. The
majority of New York City dwellers were incorrect or unable to answer the inquiry on Lady
Liberty’s seven-pointed crown, and 41% mistakenly graced the skies on the Top of the Rock
observation 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 of
knowledge of attractions outside of Manhattan’s activity-packed center. Less than one-half of
New 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 only
remaining section of forestry in NYC (17%, the Bronx). Forty-five percent knew of the historic
connection of the Queens Museum of Art to the 1939 World’s Fair. Activities like these are
easily accessible to residents and visitors planning on peeking just around the corner for fun this
holiday season.

New York City’s classic “holiday history” unites across multi-cultural and generational
lines. Classic holiday references to the Big Apple such as Macy’s employment of Kris Kringle
in Miracle in 34th Street produced the highest level of knowledge in the survey, more so than
current holiday traditions in the city. Just 11% of New Yorkers were familiar with The Origami
Holiday Tree in the American Museum of Natural History, which represents a relatively newer
piece the city’s holiday offerings. These ubiquitous holiday attractions provide the perfect
opportunity for New Yorkers to take a closer look in their own hometown for Big Apple
entertainment and enchantment this holiday season.

the polling company™, inc./WomanTrend 15

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
Appendix A: Topline Report 

the polling company™, inc./WomanTrend for

Nicholas & Lence Communications and Leisure Pass North America

Telephone Survey of 300 New York City Residents

December 2009

TOPLINE DATA

Field Dates: December 1-4, 2009

Margin 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, ACCEPTED
ONE RESPONSE)

31% BROOKLYN
30% QUEENS
18% THE BRONX
16% MANHATTAN
5% STATEN ISLAND

* I DON’T KNOW/REFUSED (VOLUNTEERED)

the polling company™, inc./WomanTrend 16

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
TRIVIA QUESTIONS
1. Assume for a moment that a total stranger to New York came to visit the city and had time to
enjoy just two attractions or activities. Which TWO of the following list of attractions or
activities would you recommend? (RANDOMIZED, ACCEPTED TWO RESPONSES)

39% THE STATUE OF LIBERTY/ELLIS ISLAND

24% THE EMPIRE STATE BUILDING
19% THE AMERICAN MUSEUM OF NATURAL HISTORY
18% BRONX ZOO
18% ROCKEFELLER CENTER
15% THE METROPOLITAN MUSEUM OF ART
13% RADIO CITY MUSIC HALL TOUR
12% MADISON SQUARE GARDEN TOUR
9% MUSEUM OF MODERN ART
7% NEW YORK AQUARIUM
3% CARNEGIE HALL TOUR
3% TOP OF THE ROCK
2% 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 DON’T KNOW (VOLUNTEERED)

2. 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? (RANDOMIZED, ACCEPTED ONE
RESPONSE)

16% THE GE/GENERAL ELECTRIC BUILDING (CORRECT)

41% THE EMPIRE STATE BUILDING

5% THE CHRYSLER BUILDING
2% THE NEW YORK TIMES BUILDING
2% BANK OF AMERICA TOWER

34% I DON’T KNOW (VOLUNTEERED)

the polling company™, inc./WomanTrend 17

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
3. Which of the following two museums face each other directly across Central Park? Please
select 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 THE
METROPOLITAN MUSEUM OF ART
8% THE GUGGENHEIM MUSEUM AND THE MUSEUM OF MODERN ART
8% THE METROPOLITAN MUSEUM OF ART AND THE AMERICAN
MUSEUM OF MODERN ART
5% THE MUSEUM OF MODERN ART AND THE MUSEUM OF THE CITY OF
NEW YORK
3% THE AMERICAN MUSEUM OF NATURAL HISTORY AND THE
GUGGENHEIM MUSEUM
3% THE AMERICAN MUSEUM OF NATURAL HISTORY AND THE MUSEUM
OF THE CITY OF NEW YORK
3% THE METROPOLITAN MUSEUM OF ART AND THE GUGGENHEIM
MUSEUM
2% THE GUGGENHEIM MUSEUM AND THE MUSEUM OF THE CITY OF
NEW YORK
1% THE METROPOLITAN MUSEUM OF ART AND THE MUSEUM OF THE
CITY OF NEW YORK

30% I DON’T KNOW (VOLUNTEERED)

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 CONTINENTS

12% THE FIRST SEVEN COLONIES
9% THE SEVEN SEAS
1% THE SEVEN DEADLY SINS

5% BOTH 2 AND 3 (THE SEVEN CONTINENTS AND THE SEVEN DEADLY

SINS)

32% I DON’T KNOW (VOLUNTEERED)

the polling company™, inc./WomanTrend 18

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
5. The main branch of the New York Transit Museum is located in which borough of New York
City? (RANDOMIZED, ACCEPTED ONE RESPONSE)

44% BROOKLYN (CORRECT)

32% MANHATTAN
4% QUEENS
2% THE BRONX
1% STATEN ISLAND

17% I DON’T KNOW (VOLUNTEERED)

6. 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? (RANDOMIZED, ACCEPTED
ONE RESPONSE)

17% THE BRONX (CORRECT, IS NOW PART OF THE NEW YORK

BOTANICAL GARDENS)

34% MANHATTAN
10% BROOKLYN
9% STATEN ISLAND
4% QUEENS

26% I DON’T KNOW (VOLUNTEERED)

7. Decker Farm, the last working farm in New York City is located in Historic Richmond Town
in which borough? 6 (RANDOMIZED, ACCEPTED ONE RESPONSE)

41% STATEN ISLAND (CORRECT)

17% QUEENS
9% BROOKLYN
7% THE BRONX
3% MANHATTAN

22% I DON’T KNOW (VOLUNTEERED)

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

the polling company™, inc./WomanTrend 19

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
8. Which New York City museum is currently located in the only remaining building from the
1939 World’s Fair? 7 (RANDOMIZED, ACCEPTED ONE RESPONSE)

45% THE QUEENS MUSEUM OF ART (CORRECT)

12% THE BROOKLYN MUSEUM

7% THE WHITNEY MUSEUM OF AMERICAN ART
4% THE STATEN ISLAND CHILDREN’S MUSEUM
3% THE MUSEUM OF THE MOVING IMAGE
2% THE BRONX MUSEUM OF THE ARTS

27% I DO NOT KNOW (VOLUNTEERED)

HOLIDAY-THEMED NEW YORK CITY QUESTIONS

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

80% MACY’S (CORRECT)

4% BLOOMINGDALE’S
1% SAKS FIFTH AVENUE
1% BERGDORF GOODMAN
- HENRI BENDEL

14% I DON’T KNOW (VOLUNTEERED)

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

11% AMERICAN MUSEUM OF NATURAL HISTORY (CORRECT)

18% THE METROPOLITAN MUSEUM OF ART

12% THE MUSEUM OF MODERN ART
9% THE GUGGENHEIM MUSEUM
8% MUSEUM OF THE CITY OF NEW YORK

41% I DON’T KNOW (VOLUNTEERED)

7
http://www.queensmuseum.org/about/aboutbuilding-history
8
http://www.amnh.org/programs/specials/holiday/

the polling company™, inc./WomanTrend 20

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
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 ONE
RESPONSE)

12% 18-24
19% 25-34
20% 35-44
16% 45-54
15% 55-64
17% 65+

2% REFUSED (VOLUNTEERED)

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

40% WHITE/CAUCASIAN
23% BLACK/AFRICAN AMERICAN
19% HISPANIC/LATINO
10% ASIAN
2% NATIVE AMERICAN

3% OTHER (VOLUNTEERED)
3% DON’T KNOW/REFUSED (VOLUNTEERED)

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

15% UNDER $25,000

18% $25,000 TO $49,999
16% $50,000 TO $74,999
8% $75,000 TO $99,999
8% $100,000 TO $149,999
7% $150,000 OR GREATER

27% DON’T KNOW/REFUSED (VOLUNTEERED)

the polling company™, inc./WomanTrend 21

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009
14. How many children under the age of 18 are living in your household currently? (READ
LIST, ACCEPTED ONE RESPONSE)

61% NONE

15% 1
13% 2
23% 3 OR MORE

3% DON’T KNOW/REFUSED (VOLUNTEERED)

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

2% LESS THAN 1
* 1-2
3% 3-5
4% 6-9
11% 10-15
50% 16 OR MORE
29% I HAVE LIVED IN NEW YORK CITY MY ENTIRE LIFE (VOLUNTEERED)

* DON’T KNOW/REFUSED (VOLUNTEERED)

16. Gender (RECORDED BY OBSERVATION)

48% MALE
52% FEMALE

the polling company™, inc./WomanTrend 22

for Nicholas & Lence Communications and Leisure Pass North America
Report and Analysis: Telephone Survey of 300 New York City Residents
December 2009