Travel Characteristics Presentation of Needs Assessment Economic - PowerPoint PPT Presentation

Travel Characteristics Presentation of Needs Assessment Economic Development Committee May 10, 2013 1

Background & Objectives  An online survey of business and leisure travelers was conducted to gauge the needs and behaviors of travelers who reside in key markets for Kenner.  Mandala Research used the master plans and documentation related to development within the City of Kenner to gauge visitor interest in a number of potential tourism products and assets being considered.  The following document provides guidance for Kenner on identifying the most appealing features to include in Laketown and Rivertown development projects as well as investment in other city assets that can improve the visitor experience.  Kenner, Louisiana has a number of features that have potential to become great tourist attractors, including but not limited to its historic district, riverfront, lakefront, parks, convention center and proximity to the City of New Orleans. For this reason, this visitor survey was conducted primarily among those who had visited New Orleans or planned to visit in the next five years. 2

New Orleans has gained share of visitors, more than any other city in Louisiana. This increase in visitation to New Orleans presents opportunity for Kenner to capture market share. 3 Source: TNS 2012

Top Markets for Louisiana 4

Where Survey Respondents Reside The respondents were drawn from the top feeder markets to New Orleans and Louisiana. “Metro” markets include New York City, Chicago, Atlanta, and Los Angeles. Louisiana 35% Louisiana 35% Gulf States 42% 16% Texas 14% Florida Metro Areas 20% 7% Illinois Other States 3% 6% Alabama Georgia 6% Mississippi 5% New Jersey 3% New York 2% California 2% Arkansas 1% Other States 3% 5 Which of the following States do you reside in? [Base: Total respondents, n=1137]

Purpose of Trip in Past 12 Months On average, respondents have taken more than five trips for leisure purposes within the past 12 months. Average Trips Taken: Past 12 months Leisure within the U.S. 5.5 Business or convention purposes within the U.S. 4.3 Combined business and leisure within the U.S. 1.9 International travel for pleasure and/or business 0.9 S1. Thinking of all the trips you have taken away from home at least 50 miles one-way OR where you 6 spent at least 1 overnight in the past 12 months, approximately how many of these trips were for each of the purposes listed below? [Base: Total respondents, n=1137]

Destinations Visited The top competitive set for New Orleans/Kenner outside of Louisiana destinations includes Houston, Atlanta, San Antonio, Gulfport, Nashville, Memphis, and Galveston. New Orleans, LA 42% 39% 13% 5% 1% Baton Rouge, LA 38% 25% 12% 20% 5% Houston, TX 35% 40% 11% 12% 3% Atlanta, GA 31% 44% 13% 10% 2% Lake Charles, LA 25% 23% 12% 33% 7% Gulfport, MS 23% 33% 16% 24% 5% San Antonio, TX 19% 45% 21% 12% 3% Nashville, TN 16% 44% 27% 11% 3% Memphis, TN 15% 45% 22% 14% 3% Galveston Island, TX 15% 32% 24% 24% 6% Chattanooga, TN 12% 36% 21% 26% 5% Savannah, GA 9% 34% 38% 16% 4% Charleston, SC 9% 33% 40% 15% 3% Corpus Christi, TX 7% 27% 27% 33% 6% Past 2 years More than 2 years ago Never visited, but want to Never visited, don't want to Don't know 7 S2 . Have you traveled to or do you want to travel to any of the following destinations? [Base: Total respondents, n=1137]

Intent to Visit New Orleans Among those who have not visited New Orleans but want to, nearly three-quarters say they will do so within the next five years. No 27% Yes 73% 8 S3. Do you intend on visiting New Orleans within the next 5 years? [Base: Never visited New Orleans, but want to, n=149]

Primary Purpose of Last Trip For the majority of respondents, the primary purpose of their last trip to New Orleans was leisure only (cited by 72%); 17% combined business and leisure. Combined Business and Leisure 17% Leisure only 72% Business only 11% 9 Q4. What was the primary purpose of that trip? [Base: Visited New Orleans in the Past, n=918]

Type of Trip When asked to best describe the type of trip travelers last took to New Orleans, nearly half (46%) said it was a vacation or weekend getaway. An additional 12% were visiting friends and relatives. Nearly a quarter of travelers came to New Orleans at least partly for business purposes. 28% Vacation Weekend getaway 18% Visiting friends and relatives 12% Business Convention/Conference 12% Business Meeting 10% Business Leisure 23% 77% Sports event or competition 8% Girlfriend getaway 4% Getaway with the guys 2% Family Reunion 2% Collegiate/Membership org. or conference 1% Church/religious group outing/trip 1% Wedding 1% Visit a cultural heritage site 1% School reunion 0% 10 Q5a. What best describes the type of trip you took? [Base: Visited New Orleans in the Past, n=918]

Likelihood of Extending a Business Trip Two-thirds of business travelers have When leisure activities are available for extended one or more business trips business travelers and their families, 83% within the last 2 years in order to say they are very likely to extend their participate in leisure activities at a business trip. destination. Not at all 46% likely Not too 8% likely Very likely 9% 39% 33% Somewhat likely 44% 11% 6% 4% 0 Percent 1-25 Percent 26-50 Percent 51-99 Percent 100 Percent Q 6a . How likely are you to extend a business trip, conference or training if there are leisure activities available for you and your family? [Base: Business Travelers, n=482] 11 Q6b. In the past 2 years, what percentage of your business trips have you extended in order to participate in leisure activities at the destination? [Base: Business Travelers, n=482]

Amenities Testing 12

Kenner Amenities: Top 15, According to Likelihood to Visit Much MORE Somewhat Makes No Somewhat Much LESS Features Likely MORE likely Difference LESS likely Likely Great seafood restaurants 36% 39% 22% 1% 2% Seafood restaurants along the waterfront 33% 43% 22% 1% 2% Attractive historic district 25% 40% 33% 0% 1% Boardwalk along the Mississippi River 24% 45% 30% 0% 1% Boardwalk along the Lake Pontchartrain 24% 45% 30% 1% 1% Arts and Music festivals on the waterfront 24% 43% 31% 1% 2% Tram route connecting all site features 21% 42% 34% 2% 2% Pedestrian access to the Mississippi River 18% 39% 41% 1% 1% Botanical Garden 17% 44% 36% 1% 2% Variety of ethnic cuisine 16% 42% 38% 3% 2% Outdoor theater adjacent to the water 16% 38% 43% 2% 2% Great shopping 16% 40% 40% 2% 2% Local Seafood Market 14% 26% 54% 3% 3% Ability to get away from the crowds of New 13% 39% 45% 2% 2% Orleans Band shell/live music venue 12% 38% 44% 3% 4% 13 Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner, Louisiana. [Base: All respondents, n=1137]

Kenner Amenities: #1 – 11 In Rank Order according to Likelihood to Visit Great seafood restaurants 36% 39% 22% 1% 2% Seafood restaurants along the waterfront 33% 43% 22% 1% 2% Attractive historic district 25% 40% 33% 0% 1% Boardwalk along the Mississippi River 24% 45% 30% 0% 1% Boardwalk along the Lake Pontchartrain 24% 45% 30% 1% 1% Arts and Music festivals on the 24% 43% 31% 1% 2% waterfront Tram route connecting all site features 21% 42% 34% 2% 2% Pedestrian access to the Mississippi River 18% 39% 41% 1% 1% Botanical Garden 17% 44% 36% 1% 2% Variety of ethnic cuisine 16% 42% 38% 3% 2% Outdoor theater adjacent to the water 16% 38% 43% 2% 2% Much MORE Likely to Visit Somewhat MORE Likely to Visit Would Make No Difference Somewhat LESS Likely to Visit Much LESS Likely to Visit 14 Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner, Louisiana. [Base: All respondents, n=1137]

Kenner Amenities: #12 – 22 in Rank Order According to Likelihood to Visit Great shopping 16% 40% 40% 2% 2% Local Seafood Market 14% 26% 54% 3% 3% Ability to get away from the crowds of 13% 39% 45% 2% 2% NOLA Bandshell/live music venue 12% 38% 44% 3% 4% Farmer's market 11% 28% 54% 5% 3% Vibrant activity centers 10% 32% 54% 2% 3% A distinct sense of place that is different 9% 34% 52% 2% 2% from NOLA Environmental Trails 7% 27% 60% 2% 4% Bike paths along the waterfront 7% 13% 72% 4% 5% Bike trails that connect all the major 7% 13% 70% 5% 5% attractions Public bar-b-cue areas Public barbeque areas 6% 16% 68% 6% 4% Much MORE Likely to Visit Somewhat MORE Likely to Visit Would Make No Difference Somewhat LESS Likely to Visit Much LESS Likely to Visit 15 Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner, Louisiana. [Base: All respondents, n=1137]