A Market Segmentation and Targeting Study for the Lower Chattahoochee Region: Selected Counties

1. A Market Segmentation and Targeting Study for the Lower Chattahoochee Region: Selected Counties Rich Harrill, Ph.D. Senior Business Associate Tourism and Regional Assistance Centers (TRACS)

2. About the Tourism and Regional Assistance Centers (TRACS) • Georgia Tech’s Economic Development Institute • Tourism research to local, state, and regional clients • Customer segmentation, market profiling, market feasibility, economic impact, and tourism planning

3. Omaha Stewart Richland Lumpkin Georgetown Randolph Quitman Cuthbert Shellman Clay Coleman Fort Gaines Bluffton 0 5 10 15 Miles Lower Chattahoochee Region: Selected Counties

4. Claritas PRIZM ™ • Neighborhood lifestyle segmentation system based on the idea that “birds of a feather flock together.”

5. 62 Distinct Clusters or Segments Wide variety of information on each cluster • Income • Family type • Age • Education • Occupation • Purchase behavior • Media preferences

6. Obtain guest registers Chambers Hotels Cabins Campgrounds B & Bs Attractions Type in each record Purchase street address, if missing Match street address to latitude and longitude Use latitude and longitude to determine census block group Assign PRIZM ™ code based on block group Obtaining and Cleaning Data

7. Bagby State Park, Combined State Parks, and Local Chain Motel Top Cluster “God’s Country” • Affluent, well-educated, white-collar professionals • Live in exurbs • Married, some have children • Play tennis, golf, and own time-shares • Use the Internet • Read the newspaper travel, home and garden, and business and finance sections • Read Southern Living,Golf Digest, and Runner’s World

8. Florence Marina State Park Top Cluster “Middle America” • Family neighborhoods with many married couples • Enjoy fast food, sports, fishing, camping, and watching television • Enjoy power boating and auto races • Read home, furniture, and garden sections of the newspaper • Read Field & Stream, Working Woman, and Family Handyman

9. God's Country 14% Country Squires 6% New Homesteaders 5% Other 62% Red, White, & Blues 5% Norma Rae-Ville 4% River City, USA 4% Bagby State Park PRIZM ™ Clusters

10. God's Country 8% Middleburg Managers 5% New Homesteaders 5% Red, White, & Blues 5% Shotguns & Pickups 4% Other 64% Country Squires 4% Norma Rae-ville 3% New Eco-topia 2% Bagby Cabins PRIZM ™ Clusters

11. God's Country 15% Kids & Culs-de-Sac 7% Other 48% Country Squires 7% New Homesteaders 5% Red, White, & Blues 5% Norma Rae-Ville 5% River City, USA 4% Second-City Elite 4% Bagby Lodge PRIZM ™ Clusters

12. Middle America 13% Shotguns & Pickups 6% Scrub Pine Flats 6% Other 59% River City, USA 5% Red, White, & Blues 4% Sunset City Blues 4% Boomers & Babies 3% Florence Marina State Park PRIZM ™ Clusters

13. Middle America 12% Scrub Pine Flats 6% Shotguns & Pickups 5% Red, White, & Blues 4% Other 60% River City, USA 4% Boomers & Babies 3% New Homesteaders 3% New Eco-topia 2% Military Quarters 1% Florence Marina Two Bedroom Cabins PRIZM ™ Clusters

14. Middle America 15% Shotguns & Pickups 8% Other 51% River City, USA 6% Scrub Pine Flats 6% Sunset City Blues 5% Red, White, & Blues 5% Greenbelt Families 4% Florence Marina Efficiency CabinsPRIZM ™ Clusters

15. God's Country 11% Middle America 5% Country Squires 5% New Homesteaders 5% Other 54% Red, White, & Blues 5% River City, USA 4% Shotguns & Pickups 4% Norma Rae-Ville 4% Scrub Pine Flats 3% Combined State Parks PRIZM ™ Clusters

16. God's Country 9% Scrub Pine Flats 6% Norma Rae-Ville 5% Big Fish, Small Pond 4% New Beginnings 4% Other 64% Towns & Gowns 4% Red, White, & Blues 4% Local Chain Motel PRIZM ™ Clusters

17. Towns & Gowns 4% Sunset City Blues 4% 5% Shotguns & Pickups 4% 6% 5% 8% 4% Second-City Elite 4% Scrub Pine Flats 3% 6% 6% 6% 6% River City, USA 4% 5% 4% 6% 4% 4% Red, White, & Blues 5% 4% 4% 5% 5% 5% 5% 4% Norma Rae-ville 4% 4% 3% 5% 5% New Homesteaders 5% 3% 5% 5% 5% New Eco-topia 2% 2% New Beginnings 4% Military Quarters 1% Middleburg Managers 5% Middle America 5% 13% 12% 15% Kids & Culs-de-Sac 7% Greenbelt Families 4% God's Country 11% 14% 8% 15% 9% Country Squires 5% 6% 4% 7% Boomers & Babies 3% 3% Big Fish, Small Pond 4% 0% 10% 20% 30% 40% 50% 60% State Parks Florence Marina FM 2 Bedroom FM Efficiency Bagby Bagby Cabin Bagby Lodge Local Motel Summary Hot Clusters

18. = 1 Household Origin of Visitors to Bagby State Park

19. = 1 Household Origin of Visitors to Bagby State Park: Top Clusters

20. Washington D.C. Greensboro Nashville Greenville- Spartanburg Atlanta Macon Hot Warm Cool Cold Savannah Potential Markets for Bagby State Park

21. = 1 Household Origin of Visitors to Bagby Cabins

22. Origin of Visitors to Bagby Cabins: Top Clusters = 1 Household

23. Washington D.C. Greensboro Nashville Greenville- Spartanburg Atlanta Macon Hot Warm Cool Cold Savannah Potential Markets for Bagby Cabins

24. = 1 Household Origins of Visitors to Bagby Lodge

25. = 1 Household Origin of Visitors to Bagby Lodge: Top Clusters

26. Washington DC Greensboro Nashville Greenville- Spartanburg Atlanta Macon Hot Warm Cool Cold Savannah Potential Markets for Bagby Lodge

27. = 1 Household Origins of Visitors to Florence Marina State Park

28. = 1 Household Origins of Visitors to Florence Marina: Top Clusters

29. Washington D.C. Greensboro Nashville Greenville- Spartanburg Atlanta Macon Hot Warm Cool Cold Savannah Potential Markets for Florence Marina

30. = 1 Household Origins of Visitors to Florence Marina Two Bedroom Cabins

31. = 1 Household Origins of Visitors to Florence Marina Two Bedroom Cabins:Top Clusters

32. Washington D.C. Greensboro Nashville Greenville- Spartanburg Atlanta Macon Hot Warm Cool Cold Savannah Potential Markets for Florence Marina Two Bedroom Cabins

33. = 1 Household Origins of Visitors to Florence MarinaEfficiency Cabins

34. = 1 Household Origins of Visitors to Florence Marina Efficiency Cabins: Top Clusters

35. Washington D.C. Greensboro Nashville Greenville- Spartanburg Atlanta Macon Hot Warm Cool Cold Savannah Potential Markets for Florence Marina Efficiency Cabins

36. = 1 Household Origins of Visitors to Combined Lower Chattahoochee State Parks

37. = 1 Household Origins of Visitors to Combined Lower Chattahoochee State Parks:Top Clusters

38. Washington D.C. Greensboro Nashville Greenville- Spartanburg Atlanta Macon Hot Warm Cool Cold Savannah Potential Markets for Combined Lower Chattahoochee State Parks

39. = 1 Household Origin of Visitors to Local Chain Motel

40. = 1 Household Origin of Visitors to Local Chain Motel:Top Clusters

41. Washington D.C. Greensboro Nashville Greenville- Spartanburg Atlanta Charleston Macon Hot Warm Cool Cold Savannah Potential Markets for Local Chain Motel

42. 190,715 Albany, GA 198,361 Atlanta, GA 211,588 Columbus, GA Greensboro-High Point-Winston Salem, NC 213,623 232,901 Charleston, SC Charlotte, NC 363,711 Washington, DC (Hagerstown, MD) 376,423 Cincinnati, OH 407,553 Macon, GA 581,643 Savannah, GA 667,653 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Population of Top 10 DMAs (Designated Marketing Areas) in Hot Clusters for Bagby State Park

43. 226,393 Columbus, GA 242,635 Atlanta, GA 274,213 Charleston, SC 290,653 Augusta, GA Greensboro-High Point-Winston Salem, NC 373,382 Charlotte, NC 445,139 Washington, DC (Hagerstown, MD) 512,285 Cincinnati, OH 520,889 Macon, GA 754,259 Savannah, GA 803,773 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 Population of Top 10 DMAs in Hot Clusters for Bagby Cabins

44. Columbus, GA 247,913 Tallahassee-Thomasville, FL-GA 254,722 Charleston, SC 268,850 Albany, GA 279,778 Greensboro-High Point-Winston Salem, NC 302,776 Charlotte, NC 397,412 Cincinnati, OH 402,146 Washington, DC (Hagerstown, MD) 465,489 Savannah, GA 658,185 Macon, GA 892,222 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 Population of Top 10 DMAs in Hot Clusters for Bagby Lodge

45. Louisville, KY 293,607 Columbus, GA 299,687 Greensboro-High Point-Winston Salem, NC 307,923 317,591 Charleston, SC 336,065 Augusta, GA Charlotte, NC 431,381 Cincinnati, OH 454,494 Savannah, GA 555,466 663,005 Macon, GA Washington, DC (Hagerstown, MD) 670,332 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Population of Top 10 DMAs in Hot Clusters for Florence Marina State Park

46. 307,567 Atlanta, GA Greensboro-High PointWinston Salem, NC 307,736 347,028 Augusta, GA 389,160 Louisville, KY 397,387 Columbus, GA Charlotte, NC 400,436 Cincinnati, OH 507,908 Washington, DC (Hagerstown, MD) 659,386 Macon, GA 684,484 Savannah, GA 741,531 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Population of Top 10 DMAs in Hot Clusters for Florence Marina Two Bedroom Cabins

47. 307,032 Atlanta, GA 307,067 Albany, GA 312,508 Columbus, GA 356,829 Charleston, SC 361,849 Augusta, GA Charlotte, NC 484,089 Cincinnati, OH 493,599 Savannah, GA 575,369 Macon, GA 669,806 Washington, DC (Hagerstown, MD) 693,561 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Population of Top 10 DMAs in Hot Clusters for Florence Marina Efficiency Cabins

48. Atlanta, GA 359,753 Columbus, GA 387,528 Greensboro-High Point- Winston Salem, NC 440,173 Charleston, SC 449,706 Charlotte, NC 473,809 Augusta, GA 504,215 Cincinnati, OH 666,014 Washington, DC (Hagerstown, MD) 791,723 Macon, GA 903,725 Savannah, GA 1,094,066 200,000 400,000 600,000 800,000 1,000,000 1,200,000 Population of Top 10 DMAs in Hot Clusters for Combined State Parks

49. Greensboro-High Point-Winston Salem, NC 290,630 Columbus, GA 299,704 Augusta, GA 312,511 Miami-Ft. Lauderdale, FL 315,636 Charleston, SC 322,501 Charlotte, NC 370,571 Cincinnati, OH 384,774 Washington, DC (Hagerstown, MD) 595,400 Savannah, GA 641,044 Macon, GA 838,091 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 Population of Top 10 DMAs in Hot Clusters for a Local Chain Motel

50. 84 Country Squires 113 God's Country 119 New Homesteaders 124 River City, USA 138 Norma Rae-Ville 147 Red, White, & Blues 0 20 40 60 80 100 120 140 160 Average Miles Bagby State ParkDistance Traveled