Truckee Donner Chamber of Commerce Visitor Profile Study Four - PowerPoint PPT Presentation

Truckee Donner Chamber of Commerce Visitor Profile Study Four Season Visitor Profile Study 2013/14

Thanks You! Thanks to the Town of Truckee for funding this Visitor Profile Study through the marketing agreement with the Truckee Donner Chamber of Commerce.

Project Objectives • Identify factors affecting visitation to the Town of Truckee. • Identify key visitor markets and their unique profile and visitation characteristics. • Provide a profile of spending patterns, visitor behavior, opinions and preferences. • Provide a demographic profile of Town of Truckee visitors. • Collect feedback on vacation experiences and ratings including strengths and weaknesses of the destination.

A Note About Winter • During the collection of data the winter season was unique in it was significantly impacted by a lack of natural snow which in turn had a major impact on the winter sports industry and resulting visitor demand for Truckee.

Methodology • Intercept surveys were conducted with Truckee visitors during the months of August, October, February – March, and May – early June. • Visitors were interviewed at various Truckee locations. • Interviews were conducted on both weekends and weekdays, and visitors were provided a small gift to participate. No local residents were surveyed. • A total of 599 respondents completed the survey, – with 200 completed surveys for the summer and winter seasons, 99 for the fall season, and 100 for the spring season. – 65% of surveys were collected during the Friday-Sunday time period and 35% Monday – Thursday. Surveys

Demographic Profile Gender Ethnicity Male 45% White 82% Female 55% African American 1% Marital Status: Asian American 5% Single 19% Hispanic/Latino 10% Married 60% Native American 1% Living together 20% Other 1% Widowed 1% Family Status: No children 40% Children at home 31% Empty nester 29%

Demographic Profile Income Percent Age Percent 0–$29,000 4% Under 25 13% $30,000–39,999 8% 25-30 18% $40,000–49,999 7% 31-40 18% $50,000–59,999 7% 41-50 13% $60,000–69,999 8% 51-60 15% $70,000–99,999 18% Over 60 21% $100,000–149,999 21% Mean 43% $150,000–200,000 11% Median 41% $200,000-249,000 7% No Answer 2% $250,000-349,000 6% $350,000-499,999 3% Mean $126,000 Median $97,000

Place of Origin Market Pct. Market Pct. California: Other States Northeren California 46% Southwest 6% Bay Area 20% Northwest 3% Sacramento 11% Other states 19% Other N California 15% Other CA 12% International 2% Total CA 58% Nevada: Northern Nevada 9% Other Nevada 3% Total Nevada 12%

Visitor Type Local Resident, 9% Overnight Outside CA/NV, 22% Day Visitor, 46% Overnight CA/NV, 22%

First Time vs. Repeat Visitor Overall Average for Repeat Visitors 56% 62% 54% No 57% 59% 38% 46% Yes, first trip 43% 41% 0% 10% 20% 30% 40% 50% 60% 70% Spring Winter Fall Summer

Trip Characteristics • Trip Frequency 1.7 • Last 12 Months 1.0 • Party Size 2.6 • Length of Stay 2.6

Length of Stay by Market 0 0.5 1 1.5 2 2.5 3 3.5 Overall Trip Length 2.6 Sacramento/Stockton 1.7 Bay Area 2.4 Southern California 2.5 Non-California 2.9 First Time 1.8 Repeat 2.7

Primary Reason for Visiting Special event Wedding/ 1% Business Honeymoon 2% 2% Other 5% Visit friend/relative 14% Pleasure/Vacation 76%

Activities (Top Ten) Boating/jet ski/kayaking 10% Beach/water play 12% Alpine skiing 17% Snowboarding 18% Fine dining 31% Hiking/walking 34% Entertainment 38% Sightseeing 71% Shopping 73% - 10% 20% 30% 40% 50% 60% 70% 80%

Activities (Bottom Ten) Cross country skiing 0% Rock climbing 1% Snowshoeing 1% Horseback riding 1% Off-road mountain biking 3% Road/bike trail cycling 4% Snowmobiling 4% Art & cultural exhibits 5% Spa 6% Fishing 6% Special event 8% Golf ) 8% Visit museum 9% - 2% 4% 6% 8% 10%

Special Events • I t’s important to note that while only 1% indicated that special event was a primary reason for visiting, approximately 8% indicated it was an activity they participated in.

Type of Lodging Camping/RV Bed & 3% Other Breakfast 6% 2% Condominium Friends & Family 5% 25% Second Home Hotel/Motel 11% 17% Timeshare/ Fractional Rented Vacation Ownership Home 15% 16%

Places Visited on this Trip Other 29% Squaw Valley 33% Northstar 36% North Lake Tahoe 89% 0% 20% 40% 60% 80% 100%

Primary Method of Travel to the Area Bus (Greyhound, Amtrak) 0% Train (Amtrak) 2% RV 2% Rental car 16% Air via Truckee Airport 0% Air via Sacramento 1% Air via San Francisco 3% Air via Reno-Tahoe 23% Air (Net) 27% Private vehicle 67% - 10% 20% 30% 40% 50% 60% 70% 80%

Method of Travel by Market 60% Non Calif. 40% 21% So.Calif. 79% 4% Bay Area 96% 3% Sacramento 97% 0% 20% 40% 60% 80% 100% 120% Air Ground

Perception of Truckee (Repeat visitors) Improved 33% Don’t Know 45% Remain the same 22%

Destination Attribute Importance Previous visit 2.8 Recommendation 2.7 Price value 2.5 Distance to your area 2.5 Outdoor recreation 2.3 Weather 1.9 The overall perception of the town itself 1.5 Scenic beauty 1.3 0 0.5 1 1.5 2 2.5 3

Attribute Rating 20% Special events 29% Museums, cultural sites 34% Restaurant choice 36% Value, cost of visit 43% Lodging availability 43% Proximity to public lands 44% Lodging quality 46% Restaurant quality 56% Outdoor activities 57% Areas to stroll/walk 60% Lack of crowds 62% Friendly, helpful people 67% Climate/weather 72% Historic districts/downtown 87% Scenic beauty - 20% 40% 60% 80% 100%

Perception/Agreement Statements Provides a good value for the price paid 46% Has a combination of activities I like 52% Is different than Lake Tahoe 55% Provides a unique vacation experience 56% Is a good year-round vacation destination 56% Has a downtown I like 81% Is a casual, laidback place 86% Is scenically beautiful with awe inspiring nature 90% - 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

These are key elements that can be used to help build a competitive advantage for Truckee when competing for visitors. Scenically Beautiful Truckee’s competitive advantage within the Casual, region. laidback Downtown

Likelihood your will return to Truckee Within 12 Months Definitely Not 14% Definitely Unlikely 31% 15% Maybe Probably 19% 21%

Likelihood your will return to Truckee Within 12 Months by Market 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 33% Sacramento/Stockton 33% 33% 2% 42% Bay Area 31% 22% 5% 39% Southern California 18% 17% 26% 24% Non-California 14% 12% 49% Definitely Probably Maybe Unikely/Not

Season Most Likely To Visit Fall 10% Winter 44% Summer 35% Spring 11%

Trip Satisfaction Somewhat dissatisfied 1% Somewhat satisfied 20% Very satisfied 79%

Perception of Truckee as Part of NLT Part of North Lake Tahoe 28% Diffferent from North Lake Tahoe 72%

Net Promoter Score • Promoters are those who respond with a score of 9 or 10 and are considered loyal enthusiasts. Detractors are those who respond with a score of 0 to 6 - unhappy customers. Scores of 7 and 8 are ignored. Net promoter score is calculated by subtracting the percentage of customers who are detractors from the percentage of customers who are promoters.

Why your Net Promoter Score is Important • Relative measure of how strong your product experience is with your customer base. • States of Change – Does your score go up over time/ Comp Set go down – Does your score go down over time/ Comp Set go down – Does your score go up over time/ Comp Set go up – Does your score go down over time/ Comp Set go up

Net Promoter Score 70% 61% 61% 60% 54% 52% 50% 40% 29% 30% 20% 10% 0% Overall Summer Fall Winter Spring

Net Promoter Score 70% 62% 59% 60% 54% 54% 50% 38% 40% 30% 20% 10% 0% Overall Sac/Stockton Bay Area So. Cal Non-Cal

Seen or heard of Truckee in any of the following Other 41% Direct mail 1% Radio 4% Email 4% Newspaper 7% TV 9% Social media 19% Brochure/travel planner 19% Magazine 24% Internet/online 40% - 5% 10% 15% 20% 25% 30% 35% 40% 45%

Did advertising Influence your decision to visit Yes 49% No 51%

Use of Internet to plan or purchase any part of this trip Yes 38% No 62%

Use of Truckee.com Yes 17% No 83%

Use of Truckee.com 90% 83% 80% 70% 62% 60% 6% of visitors 50% used truckee.com 38% 40% 30% 17% 20% 10% 0% Used The Internet Visited Truckee.Com Yes No

Visitor Spending Number of Per person/ Length of Travel People Day Spending Stay Spending Hotel 106,636 $250 2 $53,318,000 Fractional 45,618 $393 2.6 $46,612,472 Condo/Rental home 62,308 $120 3.9 $29,160,144 Second Home 31,154 $437 3 $40,842,894 Camping/RV 19,994 $42 2.3 $1,931,420 Friends and Families 43,987 $265 2.4 $27,975,732 Day Visitors 306,579 $193 1 $59,169,747 Other 25,590 $241 2.3 $14,184,537 Total 641,866 $273,194,947