Fredericksburg gillespie county visitor tracking study final report march 2013
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Fredericksburg/Gillespie County VISITOR TRACKING STUDY FINAL REPORT March, 2013 PowerPoint PPT Presentation


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Fredericksburg/Gillespie County VISITOR TRACKING STUDY FINAL REPORT March, 2013. METHODOLOGY. Questionnaire and four-phase process mirrors prior three studies for tracking purposes. 2-sided card distributed at retail & tourist locations throughout the city.

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Fredericksburg/Gillespie County VISITOR TRACKING STUDY FINAL REPORT March, 2013

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Fredericksburg gillespie county visitor tracking study final report march 2013

Fredericksburg/Gillespie County

VISITOR TRACKING STUDY

FINAL REPORT

March, 2013


Methodology

METHODOLOGY

  • Questionnaire and four-phase process mirrors prior three studies for tracking purposes.

    • 2-sided card distributed at retail & tourist locations throughout the city.

    • Mobile (QR code) and online invitation (via Facebook and target emails)

  • Results of all four phases compared to prior tracking studies

    Year: Responses

    1999-20003,813

    2003-20043,793

    2007-20083,769

    2012-2013+3,746

    total 4 surveys 15,121

2012-’13


Sample characteristics

’12-’13

Party size %

1 - 261

3 +39

Gender

Women64

Male36

Age

Under 3520

35 – 4920

50 +60

’12-’13

Frequency %

First time26

1 - 3 times30

4 - 20 times30

20+14

Income

Under $40,00011

$40K - $60K13

$60K - $100K31

over $100K44

SAMPLE CHARACTERISTICS

2012-’13


Tracking sample characteristics

’00 ’04’08 ‘12

People in party % % % %

1 - 2 60 60 65 61

3 + 40 40 35 39

Gender

Women 67 62 63 64

Male 33 38 37 36

Age

Under 35 20 15 15 20

35 – 49 34 27 25 20

50 + 46 59 60 60

’00 ’04 ’08 ‘12

Times visited % % % %

First time 24 25 26 26

1 - 3 times 29 30 29 30

4 - 20 times 33 31 31 30

20+ 15 14 13 14

HH Income

Under $40,000 18 17 10 11

$40K - $60K 28 23 18 13

$60K - $100K 34 34 36 31

over $100K 20 26 35 44

TRACKING SAMPLE CHARACTERISTICS

The pattern is consistent, except the proportion with higher household incomes has increased.

2012-’13


Is fredericksburg the main destination

IS FREDERICKSBURG THE MAIN DESTINATION?

The pattern is consistent, with 80% of the visitors choosing Fredericksburg as their main destination

2012-’13


Staying overnight

STAYING OVERNIGHT

As in prior years, most visitors stay overnight

2012-’13


Overnight lodging

OVERNIGHT LODGING

Lodging patterns have not changed since the previous studies

2012-’13


Length of stay

LENGTH OF STAY

2012-’13


Length of stay1

LENGTH OF STAY

Over half of the visitors stay at least two days, more than in 2000

2012-’13


Visitor changes since 2000

VISITOR CHANGES since 2000

Income – top group ($100,000+) increased dramatically from 20% to 44%.

Gender – although women are still primary visitors (64%), the gap is narrower.

Overnight visits –a greater percent of visitors are staying overnight from 59% to 66%.

2012-’13


Profile of a frequent visitor

PROFILE OF A FREQUENT VISITOR

Those who have been to Fredericksburg 4+ times represent:

  • 44% of all visitors

  • from San Antonio, Austin or Hill Country

    They are more likely to be:

  • women 50-69

  • In higher income households

  • Shoppers!

  • spend an average of $545.00

  • looking for a great dining experience, wildflowers, peaches, or just visiting friends.

  • less impressed with the variety of attractions.

2012-’13


Top reasons to visit

TOP REASONS TO VISIT

Shopping continues to be the top motivation to visit. The wineries, historic sites and restaurants are also primary draws.

2012-’13


Top reasons to visit1

TOP REASONS TO VISIT

Shopping is not as dominant a motivator as in prior years. Touring wineries is the only activity that has increased substantially since prior surveys.

2012-’13


Visit motivations 2000 13

VISIT MOTIVATIONS 2000-’13

Shopping is still a big draw, but it has exper-ienced significant decline.

KEY:

2012=blue

2000=red

Direction:

Positive = green

Negative = brown

The wine industry is having a profound influence on visitors’ motivations.

2012-’13


Tracking the appeal of seasonal attractions

TRACKING THE APPEAL OF SEASONAL ATTRACTIONS

2012-’13


Purchase plans all visitors average 536

PURCHASE PLANS:All VisitorsAverage $536

2012-’13


Purchase plans overnight visitors average 665 90

PURCHASE PLANS:Overnight VisitorsAverage $665.90

2012-’13


Expectations texas hospitality is top draw

EXPECTATIONS:Texas hospitality is top draw

Fredericksburg continues to make the strongest impression as a place with Texas Hospitality. Chart displays only the “exceeded expectations” scores.

Note: this question added in 2004 survey

2012-’13


Top visitor homes

TOP VISITOR HOMES

5

4

3

6/7

2

1

9

8

2012-’13


Fredericksburg gillespie county visitor tracking study final report march 2013

TRACKING VISITORS’ HOMETOWNOur top metro shares have increased from 2008 for DFW, Austin & San Antonio residents.

2012-’13


Sources of information

SOURCES OF INFORMATION

Word of mouth is still the best medium, and Internet sites have jumped up to the top ad source

Includes CVB, TripAdvisor,

local merchants & FB sites

2012-’13


Internet sites

INTERNET SITES

Visitors conduct a range of web searches, which means all retail sites are valuable.

2012-’13


Top comments

TOP COMMENTS

Positives % of all comments

  • Great! No complaints33%

  • Don’t change a dang thing! 6%

    Concerns

  • Restaurant/lodging/retail15%

  • Keep the stores open longer12%

  • Parking/traffic/transportation 9%

  • Too expensive 3%

2012-’13


Implications for future marketing

IMPLICATIONS FOR FUTURE MARKETING

  • The visitor profile remains consistent, but many visitors are now more likely to come from:

    • higher income homes

    • DFW, Austin and San Antonio areas.

  • Visitors are planning to stay longer and spend more than in prior years.

  • Visitors continue to enjoy their experience – especially “Texas hospitality”

  • Motivations for visiting are consistent – with shopping topping the list, but Winery tours are becoming a bigger draw.

  • Internet is the primary information source (aside from word of mouth)

2012-’13


Implications for future product development

IMPLICATIONS FOR FUTURE PRODUCT DEVELOPMENT

  • Retail mix

    • Although shopping is still the top motivation to visit, the draw has declined, as visits to wineries and historic sites increases. New, distinctive retail will reinforce a key motivation to visit.

  • Open hours

    • Retail and attraction hours must expand to meet the needs of those visitors spending several nights in the area. If present facilities do not step up, new options for late night hospitality should be found.

  • Signage and transportation:

    • As the area expands, newcomers are confused about what to do, where to go, and how to park. Investments in clear and unique signage, maps and local transportation solutions will be greatly appreciated.

2012-’13


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