The Marches Perception & Awareness Research

1. The Marches Perception & Awareness Research January 2012 Contacts: Ben.moxon@arkenford.co.uk

2. Introduction • The Marches Local Enterprise Partnership (MLEP) area covers the local authority areas of Herefordshire Council, Shropshire Council and Telford and Wrekin Council. • This research is being undertaken to inform the 3 component local authority areas about; • The profile (and relevance) of current visitors? • The types of trips taken • The emerging markets? • The markets that provide best ROI? • The types of message they will respond to? • How to package up the product for these markets? • In short the research will : • Demonstrate clearly the profile of existing visitors to the region (and specific local authority areas within it) • Provide the necessary strategic insight to identify types of potential visitors that could be targeted for a future visit

3. Methodology • Arkenford conducted an online survey using an online panel provider • A total of 1502 interviews conducted • Quotas set on respondent origin • 501 respondents living within 90 minute drive time from The Marches • 1001 respondents living further afield • And past visit or future visit consideration • At least 500 consider Shropshire as ‘My Type of Place’ • At least 500 consider Herefordshire as ‘My Type of Place’ • At least 500 consider Ironbridge Gorge as ‘My Type of Place’ • This ensures that we can produce stand alone reports for each destinations as well as wider report for The Marches • Fieldwork conducted in December 2011 • A review of other existing insight helps add context to the primary research

4. Destination awareness & Appeal

5. Awareness of Destinations • Awareness and appeal of areas within The Marches is greater than for the wider area itself • Awareness and appeal of Herefordshire and Shropshire is on a par with each other • Respondents are more likely to state that Ironbridge Gorge is ‘my type of place’ …… yet a higher % have never heard of the place

6. Index of Destination Appeal • The segments that are more likely to perceive all the destinations as ‘My Type of Place’ are Cosmopolitans and Traditionals • Cosmopolitans are generally keen to try new experiences / see new places and are generally very positive • Traditionals are more risk averse, prefer more rural holidays, relaxation and history and heritage • All the Marches destinations also appeal to Functionals • Functionals are a group who are fiercely indepenent and budget orientated • Ironbridge also appeals to Discoverers • This group like to learn … seek an experience that educates them

7. Awareness: Local vs. Non-local • There is not much difference in consideration and appeal of the destinations tested when comparing the local and non-local findings

8. Visit History

9. Visit History • More than two-thirds have never visited the Marches … or they don’t know they have ever visited! • Respondents are more likely to have visited Herefordshire and/or Shropshire than they are Ironbridge Gorge • % of sample who have visited is up on figures reported in 2008/9

10. Index of visit – Within past 2 years • Cosmopolitans are most likely to have visited within the last 2 years • They are one of the most active segments • Only Herefordshire has attracted a greater than average share of Traditionals • Shropshire has attracted mass market segment of Followers • Ironbridge Gorge over indexes on Discoverers • Visitors to Hereford & Shropshire tend to be older / empty nesters • Ironbridge Gorge has attracted a higher % of families

11. Destination visit: Local vs. Non-local • All the Marches destinations are more likely to have attracted a local market in the last 2 years as opposed to visitors from further afield

12. Destination PErception

13. Type of holiday • Herefordshire and Shropshire are predominantly perceived to be a place to visit as a couple / with other adults • Respondents are as likely to see Ironbridge Gorge as a place to visit with children as they are a place to visit as a couple

14. Length of Trip • Herefordshire and Shropshire are both predominantly viewed as place to visit as part of a short break • Around a third of respondents perceive Ironbridge Gorge as a day visit destination, a quarter seeing it as a destination to visit if staying nearby

15. Period of holiday • All destinations are considered to be suitable all year round • Interestingly, these destinations are more seen as places they would visit in off peak period as opposed to peak period

16. Awareness of location • The majority of people correctly placed Shropshire, Herefordshire and Ironbridge Gorge in the West Midlands • Is there really confusion around Herefordshire and Hertfordshire?!!

17. First 3 things that come to mind - Herefordshire • The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in relation to Herefordshire • Top of mind comments provide a real ‘rural’ feel … and little of anything else related to tourism

18. First 3 things that come to mind - Shropshire • The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in relation to Shropshire • Again, top of mind is the countryside, but here we have more spontaneous mention of attractions and the type of experience visitors can expect

19. First 3 things that come to mind – Ironbridge Gorge • The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in relation to Ironbridge Gorge • Strong association with history and heritage, and mention of the surrounding area, countryside and rivers

20. Product Preferences

21. Activities Enjoy • Visiting local towns / villages / countryside, scenic areas and landscapes is the most appealing activity when on holiday • Outdoor activity appears at the bottom of the list

22. Market Map; Segments preferred activities

23. Herefordshire Associations • The strongest Herefordshire associations are the market towns/ villages/ scenic countryside and landscapes • Herefordshire is the least associated with shopping and cultural exhibitions, eventsand festivals

24. Herefordshire Associations • Little difference between age / gender or origin in terms of associations • Those more likely to make stronger associations across different product offers are: • Cosmopolitans and Traditionals • Families • Current and lapsed visitors

25. Shropshire Associations • Similarly to Herefordshire, the strongest Shropshire association is the market towns/ villages/ scenic countryside and landscapes • Shropshire is the least associated with shopping and cultural exhibitions, events and festivals

26. Shropshire Associations • A very similar story to Herefordshire with little difference between age / gender or origin in terms of associations • Those more likely to make stronger associations across different product offers are: • Cosmopolitans and Traditionals • Families • Current and lapsed visitor

27. Ironbridge Gorge Associations • Ironbridge Gorge is strongly associated with historic sites • The least strong associations are shopping and food and drink

28. Ironbridge Gorge Associations • Those more likely to make stronger associations across different product offers are: • Locals • Younger consumers and families (especially for retail and food and drink) • Cosmopolitans and Traditionals • Big difference between associations of current and lapsed visitors indicating big changes

29. Types of Outdoor Activities People Enjoy • The more gentle the outdoor activity, the more people will enjoy! • River walks, forest trails and gentle strolls are the most appealing outdoor activities; • Extreme sports appeal to far fewer consumers • Golf & Angling have least appeal indicating what a niche activity they are

30. Who enjoys different activities? • Gentle exercise has appeal to wide cross section, especially older audience, and Traditional and Functional ArkLeisure segments • More physical activity (canoeing, cycle trails, etc. appeals to a younger, more leading edge segment groups • Families also enjoy this (supervised) offer

31. Destinations Offering Outdoor Activities • Herefordshire is perceived to be the destination that offers the outdoor activity that people enjoy by the largest percentage of people

32. Types of Food & Drink • Traditional pubs and tea rooms are amongst the most popular food and drink offer • What we also record is a huge increase in consumer interest and enjoyment of locally sourced produce, farmers markets and shops • Some interest in ‘learning’ about food • Less interest in the ‘top end’ food and drink offer indicating niche appeal

33. Who enjoys different food & drink? • Widespread appeal for traditional pubs and tea room • Style Hounds and Cosmopolitans (leading edge segments) will got for top end product • Cosmopolitans, Discoverers and Traditionals are segments likely to enjoy locally sources products and farm shops

34. Destinations Offering Food & Drink • Herefordshire and Shropshire are considered to be the destinations that offer the food and drink product consumers enjoy by the largest percentage of people

35. Types of History & Heritage • History and heritage is of interest to a large proportion of consumers • Most popular are areas of natural beauty and historic towns • Other ‘man made’ options such as monuments, castles and houses are as popular • Industrial heritage is one of the less enjoyed product offers

36. Who prefers different History & Heritage? • Because of the high % of interest, history and heritage appeals to a wide cross section of the population • Younger audiences / families are more likely to want guided tours (bring the product alive) • Most engaged Arkleisure groups are Cosmopolitan and Traditionals

37. Destinations Offering History & Heritage • Despite lower interest in Industrial Heritage, Ironbridge Gorge is seen by most people as the destination offering the history and heritage they enjoy • Part of this will be the power of being a ‘brand’ as well as the delivery of the product (living history)

38. Types of Places to Visit when Exploring • Outdoor space is a popular as towns and villages when it comes to enjoyment of exploration • Viewpoints, rivers, canals and waterways, and national parks all have great appeal • Cathedral cities have more appeal than larger cities • AONB sites are more appealing than WHS appear at the top of the list of the of the places people enjoy to visit when exploring a place

39. Who enjoys different places to explore? • Exploring outdoor areas has widespread appeal across all types of consumer • This is especially the case for Traditional & Functional segments • Younger, more leading edge segments are more likely to want to explore major cities

40. Destinations Offering Places to Sightsee • Herefordshire & Shropshire are seen by most people as destinations that offer the places to sightsee and explore that they enjoy

41. Types of Cultural Events & Festivals • Country fairs and food and drink events and festivals are the most appealing types of events and festivals • The most interesting art festivals are craft orientated • Theatre and art exhibitions also have some appeal

42. Who prefers different events & festivals? • Events and festivals are particularly appealing for younger consumers and families • Country fairs and food and drink events have widest interest • Younger audiences / families / leading edge segments more likely to enjoy sporting and music events • Traditionals and Cosmopolitans more likely to enjoy arts events

43. Destinations Offering Cultural Events & Festivals • Herefordshire is seen by most people as the destination offering cultural events and festivals that they enjoy

44. Types of Shopping • Towns with quirky / unique / independent retailers are enjoyed most • Consumers also have a passion for markets, both specialist and more general • Preference for high street offer over more up-market boutiques

45. Who prefers different types of shopping? • Independent segments are more likely to want to shop in towns that are unique • Younger audiences / mass market segments are more likely to enjoy the high street shopping option

46. Destinations Offering Shopping • Herefordshire and Shropshire are seen by most people as the destinations offering the types of shopping they enjoy

47. Destination Consideration

48. Value Associations • Herefordshire, compared to the other 2 destinations, is seen as the most: • Luxurious • Fresh • Vibrant • Shropshire is mostly seen as: • Vibrant • Fresh • Ironbridge Gorge represent the most nostalgic destination

49. Destination Perceptions • The collective area is seen: • As a place to explore the surrounding area • Is Safe • Offer lots to do • Has a range of quality accommodation • A year round destination • Region is not see as expensive or particularly touristy

50. Destinations consideration • Top 3 “My type of place” for a visit: • Shrewsbury • Hereford • Shropshire Hills • Smaller towns that have appeal include: • Ross on Wye • Hay on Wye • Ludlow