Sidewalk Survey Cites Surprising Entertainment Habits

SAN FRANCISCO, Nov. 6, 1997 — There are thousands of restaurants in the Bay Area. Dozens of movie houses. Parks to enjoy and getaways to discover. Clubs and bars. Theaters, galleries and museums. Yet, most residents admit they are not taking advantage of the many entertainment options in San Francisco regularly.

When it comes to entertainment, residents are missing out, according to a recent study of 500 San Franciscans commissioned by the Sidewalk
personalized city guide to entertainment for the San Francisco Bay Area, published by Microsoft Corp. Surprisingly, the research* showed the following conclusions:

  • Ninety-six percent of the San Francisco residents surveyed admit they either watch TV, order takeout food or rent videos because it is easier than going out.

  • Fewer than half (only 42 percent) of San Francisco-area residents take frequent advantage of the entertainment opportunities in San Francisco.

  • Seventy-nine percent claim they missed out on a performance or event they cared about because they didn’t find out about it in time.

  • Despite San Francisco’s strong reputation for cuisine, residents report that they try a new restaurant only four of every 10 times they go out to eat.

“People love going out in San Francisco,” said Kevin Wueste, general manager of San Francisco Sidewalk, noting that only four percent of residents report that their evenings out in San Francisco fail to meet their expectations. “The problem, according to our research, is that San Francisco residents are working longer hours and paying the price in their social lives. They are too busy or too tired at the end of the workday to make plans.”

San Francisco Sidewalk offers residents a way to make better decisions about what to do, where to go, what to see and when to see it. From concerts to movies and restaurants to sporting events, the Sidewalk editorial team provides previews, reviews and even customized suggestions about what’s happening in the Bay Area every day.

“People want information they can trust that is tailored to their tastes and interests,” said Beth Cataldo, executive producer of San Francisco Sidewalk. “That’s why we’ve designed Sidewalk to provide personalized entertainment recommendations for each and every user who customizes Sidewalk.”

Whether they’re interested in reggae, Shakespeare or a ballgame, Sidewalk will send users e-mail reminders about their favorite performers or events before tickets go on sale, so they will never miss out on the events they care most about.

Sidewalk Sponsors “Click On to Get Out Day”

In response to the study findings, Sidewalk is encouraging people to get out more by sponsoring “Click On to Get Out Day” on Thurs., Nov. 6. At a lunch-time celebration at Justin Herman Plaza at noon, Sidewalk and Vicki Lewis of television’s “News Radio” will hand out more than 2,000 entertainment giveaways, including tickets to see the Rolling Stones, passes to Great American Music Hall, dinners for two at Chez Panisse, The French Laundry and The House, theater tickets from Theater Bay Area, REI gift certificates, and passes for sea kayaking and indoor rock climbing. Overnight stays in the wine country, Barnes & Noble gift certificates, movie premiere passes for “The Jackal,” and passes to a Wine Brats bash also will be given away. Giveaways will be distributed on a first-come, first-served basis, while supplies last.

“We want to motivate people to get out and enjoy the city,” Wueste said. “That’s what Sidewalk does online every day. But on Nov. 6, we are going one step further and actually putting the tickets in people’s hands.”

Sidewalk Availability

San Francisco Sidewalk is available free on the World Wide Web at ( and as a featured offering on MSN
, the Microsoft Network (connect-time charges may apply).

Founded in 1975, Microsoft (NASDAQ
) is the worldwide leader in software for personal computers. The company offers a wide range of products and services for business and personal use, each designed with the mission of making it easier and more enjoyable for people to take advantage of the full power of personal computing every day.

*Source: San Francisco entertainment habits survey of 500 San Francisco-area residents by David Michaelson & Associates, 1997. The margin of error for a survey of this size is plus or minus 6 percentage points. Copies of this survey are available from Edelman Public Relations at (415) 433-5381.

Microsoft, Sidewalk and MSN are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries.

Other product and company names herein may be trademarks of their respective owners.

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