Lake Tahoe Visitors Authority. Visitor Profile Study Top Line Results Preliminary Summer 2015

Transcription

1 Lake Tahoe Visitors Authority Visitor Profile Study Top Line Results Preliminary Summer 2015

2 Project Objectives Develop visitor profile data. Analyze the importance of various factors on decisions to visit Lake Tahoe. Analyze how visitors rate various Lake Tahoe offerings. Analyze the effectiveness of LTVA advertising in creating awareness of Tahoe South, influencing travel decisions, and driving traffic to

3 Project Methodology Surveys were conducted with Tahoe South visitors between July 5 and October 15, Locations included the casino hotels, the Heavenly Village, the area between the Y and Emerald Bay, Ski Run Marina and beaches, and Zephyr Cove Resort. Interviews were conducted on both weekends and weekdays.

4 Market Overview A changing landscape GDP (% Change) 2.2% - 2.4% 2.8% Unemployment % (California) 6.2% 11.4% 5.8% Unemployment % (United States) 5.5% 9.8% 5.0% Personal Income Growth (Real) 3.9% -1.7% 3.9% Consumer Price Index % 0%

5 Visitor Demographics and Patterns

6 Demographics 2015 Summer 2015 Summer Gender Household income: Male 42% 0 $29,000 3% Female 58% $30,000 39,999 3% Marital Status: $40,000 49,999 12% Single 20% $50,000 59,999 8% Married 58% $60,000 69,999 9% Living together 21% $70,000 99,999 15% Widowed 1% $100, ,999 20% Family Status: $150, ,000 10% No children 44% $200, ,000 11% Children at home 31% $250, ,000 2% Empty nester 25% $350, ,999 1% Age: Mean $136,000 Mean 42 Median $100,000 Median 37 Ethnicity: White 77% African American 4% Asian American 5% Hispanic/Latino 12% Native American 1% Other 1%

7 New vs. Repeat Visitors 32% 68% Repeat New

8 Visitor Mix 30% 70% Day Visitor Overnight Visitor

9 Visitor Patterns Average trip frequency over the past 12 months was 2.9 Average length of stay 3.0 days Average party size 3.0

10 Trip Frequency Past 5 Years 40% 35% 30% Casual/ Infrequent Visitors Loyal Visitors Passionate Visitors 36% 25% 20% 15% 23% 15% Average % 5% 8% 7% 5% 0% 1 Time 2 Times 3 Times 4 Times 5 Times 6-10 Times

11 Overall Satisfaction 2% 8% 90% Very Satisfied Somewhat Satisfied Very Dissatisfied

12 Advertising

13 Advertising Recall No, do not recall 51% Yes, recall advertising 49%

14 Elements you recall in advertising No recall 18% Other 27% 17% Photos of activities 29% Lake photography 45% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

15 Internet usage to plan or purchase any part of this trip. 44% 56% Yes No

16 Use of tahoesouth.com to plan or purchase any part of this trip. 25% 75% Yes No

17 How did you find out about the website? Other 26% Pinterest LTVA newsletter Article 2% 2% 2% Billboard Facebook 4% 4% Link from another website 28% Search engine 54% 0% 10% 20% 30% 40% 50% 60%

18 What activities did you research on tahoesouth.com? Other 61% Researched shopping activities 13% Researched dining activities 26% Researched places to see 33% Researched recreation activities 59% 0% 10% 20% 30% 40% 50% 60% 70%

19 About the Destination

20 Attribute Importance Rating (scale rating top box response combined) Gaming 16% Concerts 26% Special event Recommendation Distance to area Previous visit Price/value Outdoor recreation 40% 39% 37% 41% 39% 34% Weather 67% The lake itself 81% Scenic beauty 93% 0% 20% 40% 60% 80% 100%

21 Attribute Agreement Ratings Has the kinds of special events I like Provides good nightlife and entertainment Is improving as a destination Has a combination of day and night activities Is a good year-round vacation destination Provides a unique experience 51% 53% 61% 65% 66% 62% Has the kind of outdoor recreation I like Has a feel I like 73% 79% Is scenically beautiful with awe inspiring nature 97% 0% 20% 40% 60% 80% 100% 120%

22 Primary reason for choosing Tahoe South instead of other parts of Lake Tahoe Dining options Access to mountain bike trails Access to Emerald Bay Feel and a vibe I like Price/value Lodging choices Beaches Gaming options Entertainment Recreation activities 4% 4% 7% 7% 8% 9% 10% 13% 17% 20% 0% 5% 10% 15% 20% 25%

23 Which best describes the local culture? Is a foodie destination 31% Feel vibrant/energetic and interesting 43% Is a place I feel comfortable being myself and doing things I like Natural environment integral to a sense of place Music/entertainment oriented Gaming oriented 64% 64% 67% 74% Friendly and welcoming 83% Recreation oriented 96% 0% 20% 40% 60% 80% 100% 120%

24 What did you personally want to get out of this trip to Tahoe South? Other 30% Sense of well being Personal spiritual renewal Emotional well being 3% 3% 4% Sense of wonder 6% Connection to the environment 16% Connection with family members 21% Connection with friends 32% Rest & relaxation 37% 0% 5% 10% 15% 20% 25% 30% 35% 40%

25 How likely are you to recommend Tahoe South to a friend, family member or colleague? 10 = Extremely Likely 90% 80% 70% 60% 50% 40% 30% 80% 20% 10% 0% 10% 10%

26 Summary There is a strong interest in Tahoe South. Recreation is an important part of what LTVA is doing to attract visitors. However, a large percentage of people are looking to rest and relax. A good percentage of people are looking to connect with friends and family while on vacation. People are generally enjoying their trip.