Gender

Age
Attendees are mostly males (74%) who are between 18-44 years 17 & Under – 26% 45-54 – 9%
18-24 – 34% 55-64 – 3%
25-34 – 17% 65 & Over – 2%
35-44 – 13%

Occupations
Manager/Professional 17% CEO/Owner 11%
Teacher/Educator 2% Student 12%
Homemaker 2% Technical 13%
Sales/Marketing 7% Laborer 13%
Service Occupation 8% Other 16%

Household Income

Education Level
Under $25,000 19% High School or Less 33%
$25,000 – $49,999 31% Some College/Vocational 34%
$50,000 – $74,999 21% College/Vocational Grad 17%
$75,000 – $99,999 12% Some University 4%
$100,000 – $119,999 6% University Graduate 7%
$120,000 or more 12% Post Graduate Study 5%

Over half of our attendees own a project car and almost 80% perform some or all vehicle repairs themselves
Do they own a special Interest, modified or Restored vehicle?

YES 54% – NO 46%

 Do they repair their own vehicle?
Have all repairs done for them 21%
Do all repairs themselves 37%
Do some repairs themselves 42%

A large portion of the spectator base has a project planned. 37% of them are planning an engine project in the next 12 months.
What Projects are planned for the next 12 months:
Paint and Body 38%
Engine 37%
Tire & Wheel 35%
Interior Work 27%
Electrical 23%

Almost two-thirds of attendees can name the series sponsor. One-third said they have switched products because of sponsorship with the series.
Can you name the series sponsor

 

 YES 62%

NO 38%

 Have they switched product brandsbecause the product sponsored Autorama or World of Wheels

 

 YES 68%

NO 32%

Sponsor relevance and spectator loyalty are very high.
What is the favorite type of show vehicle Do they try to support companies who sponsor Autorama or World of Wheels events
Street Rod 32% YES 73% | NO 27%
Custom 23%
Motorcycles 11%
Tuners 9%
4×4’s 7%
Custom Trucks 6%
Luxury 4%
Other 9%