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2007-08 FREDERICKSBURG CVB RESEARCH

2007-08 FREDERICKSBURG CVB RESEARCH. FINAL REPORT Four-phase Tracking Study comparing 1999-’00 and ‘03-’04 Results March, 2008. METHODOLOGY. Print questionnaire (2-sided card) distributed at retail & tourist locations throughout the city.

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2007-08 FREDERICKSBURG CVB RESEARCH

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  1. 2007-08 FREDERICKSBURG CVB RESEARCH FINAL REPORT Four-phase Tracking Study comparing 1999-’00 and ‘03-’04 Results March, 2008 Core Research 2007-08 Final

  2. METHODOLOGY • Print questionnaire (2-sided card) distributed at retail & tourist locations throughout the city. • Questionnaire and four-phase process mirrors 1999-00 & 2003-‘04 study for tracking purposes. • Results of all four phases compared to prior tracking studies Year: Responses • 1999-2000 3,813 • 2003-2004 3,793 • 2007-2008 3,769 Core Research 2007-08 Final

  3. People in party % 1 - 2 65 3 + 35 Gender Women 63 Male 37 Age Under 35 15 35 - 49 25 50 + 60 Times visited % First time 26 1 - 3 times 29 4 - 20 times 31 more than 20 14 Income Under $40,000 10 $40K - $60K 18 $60K - $80K 18 $80K - $100K 18 over $100K 35 2007-08 SAMPLE CHARACTERISTICS Core Research 2007-08 Final

  4. ’00 ’04‘07 People in party % % % 1 - 2 60 60 65 3 + 40 40 35 Gender Women 67 62 63 Male 33 38 37 Age Under 35 20 15 15 35 - 49 34 27 25 50 + 46 59 60 ’00 ’04 ‘07 Times visited % % % First time 24 25 26 1 - 3 times 29 30 29 4 - 20 times 33 31 31 more than 20 15 14 13 Income Under $40,000 18 17 10 $40K - $60K 28 23 18 $60K - $80K 19 18 18 $80K - $100K 15 16 18 over $100K 20 26 35 TRACKING SAMPLE CHARACTERISTICS Core Research 2007-08 Final

  5. IS FREDERICKSBURG THE MAIN DESTINATION? The pattern is consistent, with over three-quarters of the visitors choosing Fredericksburg as their main destination Core Research 2007-08 Final

  6. STAYING OVERNIGHT More visitors are choosing to stay overnight, a significant difference since the past two surveys Core Research 2007-08 Final

  7. OVERNIGHT LODGING Lodging patterns have changed slightly since the previous studies, with more people choosing an RV Park Core Research 2007-08 Final

  8. LENGTH OF STAY Core Research 2007-08 Final

  9. COMPARING LENGTH OF STAY Over half of the visitors stay for at least two days, up substantially from 2004 Core Research 2007-08 Final

  10. PROFILE OF A FREQUENT VISITOR For those who have been to Fredericksburg 4+ times, • They represent 45% of all visitors: • More women “of a certain age” than the overall visitor profile, • Higher household income than average visitor • Shoppers! (62% come to shop, compared to 51% overall) – also more likely to be looking for a great dining experience. • They evaluate the Fredericksburg experience more positively than others for all attributes – except variety of attractions. • Plan to spend an average of $634, which is up from $431 in the past survey Core Research 2007-08 Final

  11. TOP REASONS TO VISIT Shopping continues to be the top motivation to visit. The restaurants and historic sites are also primary draws. Core Research 2007-08 Final

  12. 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. Core Research 2007-08 Final

  13. TRACKING THE APPEAL OF SEASONAL ATTRACTIONS ** Wineries attract visitors year-round: Q1 20%, Q2 26%, Q4 27% Core Research 2007-08 Final

  14. PURCHASE PLANS • Averages for Q2 + Q3: • $635 • $432 • 2000 $317 Core Research 2007-08 Final

  15. EXPECTATIONS: Images Test is Consistent Fredericksburg continues to make the strongest impact as a place with Texas Hospitality and unique accommodations. “Exceeded” expectations only, excludes “no opinion” Core Research 2007-08 Final

  16. VISITORS’ HOME CITY It appears that our top metro share has decreased substantially, in favor of a wider range of hometowns throughout the country (22%) and abroad (8%). Core Research 2007-08 Final

  17. VISITORS’ HOME CITYOur top metro shares have decreased, in favor of a wider range of hometowns throughout Texas and the country. Core Research 2007-08 Final

  18. SOURCES OF INFORMATION Word of mouth is still the best medium, and Internet sites and publications remain constant Core Research 2007-08 Final

  19. CONCLUSIONS • The visitor profile remains consistent, but are now more likely to come from: • higher income homes • non-metro areas. • Visitors are planning to stay longer and spend more than in prior years. • Visitors continue to enjoy their experience – especially the “Texas hospitality” • Motivations for visiting are consistent – with shopping topping the list, but Winery tours are becoming a bigger draw. Core Research 2007-08 Final

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