A single independent screening brought 82 verified attendees into downtown Peterborough on a Sunday evening in July, from 96 tickets sold and 114 issued in total (including complimentary, VIP and contest allocations). Ticket buyers were overwhelmingly local — 88.5% from Peterborough City and County — with the remainder travelling from elsewhere in Ontario and two US states.
Total measured direct revenue was $1,852.10: $1,710.60 in ticket sales and a further $141.50 in video-on-demand purchases after the event, more than half of the streams sold going to viewers outside Ontario.
What this report cannot show is what the audience spent downtown after the screening. Section 6 sets out why, and what it would take to measure it.
Origins are reported by forward sortation area (FSA — the first three characters of the postal code), the standard geographic unit for audience and market analysis. Counts are tickets, located by the billing postal code of each order.
| FSA | Communities | Tickets | Orders | Share |
|---|---|---|---|---|
| K9J | Peterborough | 22 | 11 | 22.9% |
| K9H | Peterborough | 21 | 10 | 21.9% |
| K0L | Bridgenorth, Lakefield, Buckhorn, Douro-Dummer | 18 | 6 | 18.8% |
| K9L | Peterborough | 13 | 7 | 13.5% |
| K9K | Peterborough | 11 | 6 | 11.5% |
| K9A | Cobourg | 2 | 1 | 2.1% |
| K0M | Fenelon Falls | 2 | 1 | 2.1% |
| L1A | Port Hope | 2 | 1 | 2.1% |
| L4G | Aurora | 2 | 1 | 2.1% |
| — | United States (Arizona, California) | 3 | 2 | 3.1% |
| Segment | Tickets | Share |
|---|---|---|
| Peterborough City (K9H · K9J · K9K · K9L) | 67 | 69.8% |
| Peterborough County (K0L) | 18 | 18.8% |
| Local total | 85 | 88.5% |
| Other Ontario | 8 | 8.3% |
| United States | 3 | 3.1% |
K0L is the third-largest single source area — ahead of two of the four city FSAs — on the strength of just six orders, meaning larger parties travelling in together. These county residents drove into the downtown core for the evening: the group most likely to combine a screening with a meal or other spending, and the group least visible to any downtown measure that assumes a resident population.
The same origin data arranged as a trade-area analysis — the structure ENVISION works in. Drive times are typical off-peak estimates to downtown Peterborough.
| Band | Areas | Tickets | Share | Typical drive |
|---|---|---|---|---|
| Local · 0–40 km | Peterborough City (K9H · K9J · K9K · K9L) · County (K0L) | 85 | 88.5% | 5–30 min |
| Day visitors · 40–100 km | Cobourg (K9A) · Fenelon Falls (K0M) · Port Hope (L1A) | 6 | 6.3% | ≈45 min |
| Long-haul · 100+ km | Aurora (L4G) | 2 | 2.1% | ≈1 h 20 |
| Remote / international | Arizona · California (US) | 3 | 3.1% | — |
What is deliberately not shown: PRIZM lifestyle segments, household income bands and spend-propensity overlays are produced inside the City's licensed ENVISION environment by importing the export below. They are not estimated in this report — every figure above derives from actual ticket records.
Attendance was verified by QR scan at the door — 105 scan events across three door staff, with duplicate and invalid attempts rejected. These are counted people, not estimates or projections.
This was the organizer's first ticketed event, so no audience-retention (returning-attendee) figure exists yet; retention becomes measurable from the second event onward.
| Category | Issued | Seats | Checked in | Rate |
|---|---|---|---|---|
| Paid | 95 | 95 | 71 | 75% |
| Comped | 7 | 10 | 7 | 100% |
| VIP | 8 | 11 | 5 | 63% |
| Contest / manual | 12 | 15 | 4 | 33% |
VIP and Comp are flags: a VIP ticket may also appear in the Paid or Comp counts. VenuScan recorded 95 paid tickets against 96 in the payment-processor export; the processor figure is used for revenue (§7).
Every valid scan at the door automatically issued the ticket holder a video-on-demand perk — a free stream of the episode. 82 perks were issued (one per verified attendee) and 76 were delivered by email; the remainder lacked a deliverable address. This is the redemption mechanic referenced in §6: the same scan that verifies attendance can grant and track a benefit.
After the screening, the episode was sold as paid video-on-demand ($7 CAD / $5 USD). This is revenue the event continued to generate after the night ended — and it maps the audience beyond driving distance.
| Location | Orders | Streams |
|---|---|---|
| Peterborough & area (K9H · K9J · K9L) | 5 | 5 |
| Kawartha Lakes / Bobcaygeon (K0M) | 2 | 2 |
| Smiths Falls · Belleville (Eastern Ontario) | 2 | 2 |
| California | 5 | 5 |
| Colorado · Arizona · Indiana | 3 | 5 |
More than half the streams sold went outside Ontario. A locally made production, screened downtown, carried a paying audience in four US states within weeks — small in dollars, but a direct measure of export reach for Peterborough-made cultural product.
Direct 56% · janetandsteveshow.com 33% · Instagram 4% · Facebook 5% · Google 2%
Eighty-two people were in one place downtown on a July evening. Some went on to a restaurant, a bar, a shop. None of that was measured — and with the systems currently in place, none of it can be.
This is not a shortcoming of the ticketing data. Ticketing shows who arrived and where they travelled from; it stops at the venue door. The instrument is missing at the point where the spending happens.
The perk mechanism in §4 is that instrument, already working at one venue: a scan that verifies a person and grants a tracked benefit. Deployed across participating downtown businesses, the same machinery — a phone, no additional hardware, no point-of-sale integration, tolerant of poor connectivity — would capture, on the same consent-gated aggregate basis as this report:
Sources. Shopify order records (payment processor of record) for ticket and VOD sales; VenuScan post-event scan report for attendance, categories and perk delivery. Where the two disagree on paid ticket count (96 vs 95), the processor figure is used for revenue and the scan report for attendance.
Revenue. Amounts are what customers actually paid, including HST where applicable. Ticket pricing moved from HST-inclusive ($16.95) to HST-added ($19.15) partway through the sales window; both cohorts are included at their paid amounts. HST component of ticket sales: $190.99. No refunds; no discount codes. Two late-capturing PayPal orders (5 tickets) were paid five days after the event and may not have attended.
Geography. Billing postal code of the purchaser, applied to all tickets on the order. Assumes party members share the purchaser's home area — standard for this analysis; slightly overstates concentration.
Privacy. Aggregate counts only. No names, email addresses, phone numbers or street addresses appear in this report or its exports. Origins are reported at forward sortation area level (approximately neighbourhood scale). Attendance counts come from scan verification.