Post on 13-Feb-2016
description
1
Fredericksburg/Gillespie County
VISITOR TRACKING STUDYFINAL REPORT
March, 2013
2
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: Responses1999-2000 3,8132003-2004 3,7932007-2008 3,7692012-2013 + 3,746
total 4 surveys 15,121 2012-’13
3
SAMPLE CHARACTERISTICS
’12-’13 Party size %
1 - 2 613 + 39
GenderWomen 64Male 36
Age Under 35 20
35 – 49 2050 + 60
’12-’13 Frequency %
First time 261 - 3 times 304 - 20 times 3020+ 14
IncomeUnder $40,00011$40K - $60K 13$60K - $100K 31over $100K 44
2012-’13
2012-’134
TRACKING SAMPLE CHARACTERISTICS
’00 ’04 ’08 ‘12
People in party % % % %1 - 2 60 60 65 613 + 40 40 35 39
GenderWomen 67 62 63 64Male 33 38 37 36
Age Under 35 20 15 15
2035 – 49 34 27 25 2050 + 46 59 60 60
’00 ’04 ’08 ‘12
Times visited % % % %First time 24 25 26 261 - 3 times 29 30 29 304 - 20 times 33 31 31 3020+ 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
The pattern is consistent, except the proportion with higher household incomes has increased.
5
IS FREDERICKSBURG THE MAIN DESTINATION?
2000 2004 2008 2012
78% 76% 78% 80%
22% 24% 22% 20%
NO
YES
The pattern is consistent, with 80% of the visitors choosing Fredericksburg as their main destination
2012-’13
2012-’136
STAYING OVERNIGHT
2000 2004 2008 2012
59% 63% 69% 66%
41% 37% 31% 34%NO
YES
As in prior years, most visitors stay overnight
7
OVERNIGHT LODGING
RV Park
With friends
B&B/Guest House
Hotel/Motel
7%
7%
38%
47%
7%
8%
39%
43%
6%
39%
43%
20122008
Lodging patterns have not changed since the previous studies
2012-’13
8
LENGTH OF STAY
8 hrs or less29%
9-24 hrs17%
2 days33%
3+ days19%
not sure2%
2012-’13
9
LENGTH OF STAY
2000 2004 2008 2012
23%35% 28% 29%
27%
22%
19% 17%
28% 28%34% 33%
21%15% 19% 21%
3+ days
2 days
8-24 hr
under 8 hr
Over half of the visitors stay at least two days, more than in 2000
2012-’13
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%. 10
2012-’13
11
PROFILE OF A FREQUENT VISITOR
Those who have been to Fredericksburg 4+ times represent:
44% of all visitors from San Antonio, Austin or Hill CountryThey 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
12
TOP REASONS TO VISIT
Antiquing
Hiking/biking
Visiting family
Peaches
Family vacation
Wildflowers
German atmosphere
Romantic
Historic district
Historic sites, mu-seums
Eat at restaurant
Tour wineries
Shopping
10%
10%
10%
12%
17%
17%
20%
23%
25%
26%
27%
32%46%
Shopping continues to be the top motivation to visit. The wineries, historic sites and restaurants are also primary draws.
2012-’13
13
TOP REASONS TO VISIT
Peaches
Family vacation
Wildflowers
German atmosphere
Romantic
Historic district
Historic sites, mu-seums
Eat at restaurant
Tour wineries
Shopping
11%
17%
18%
24%
21%
32%
23%
32%
11%
63%
10%
17%
19%
22%
21%
27%
25%
28%
24%
51%
12%
17%
17%
20%
23%
25%
26%
27%
32%
45%
20122008
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
14
VISIT MOTIVATIONS
2000-’13
Germ
an a
tmos
pher
e
Rom
antic
Histor
ic di
stric
tHist
oric
sites
, mus
...Ea
t at r
esta
uran
tTo
ur w
iner
ies
Shop
ping
The wine industry is having a profound influence on visitors’ motivations.
2012-’13
KEY:2012=blue2000=redDirection:Positive = greenNegative = brown
Shopping is still a big draw, but it has exper-ienced significant decline.
TRACKING THE APPEAL OF SEASONAL ATTRACTIONS
15
Best Quarter
2000 2004 2008 2012
Romantic Getaway
1 32% 27% 28% 34%
Wildflowers 2 44% 52% 36% 36%
Peaches 3 25% 31% 22% 27%
Shopping 3 70% 64% 61% 47%
Tour Wineries
Q 1 or 4 10% (Q4)
27% (Q4)
29% (Q1) 38% (Q1)
2012-’13
16
PURCHASE PLANS:All Visitors
Average $536UNDER $10034%
$100 - $50039%
$500 - $1,00019%
OVER $1,0008%
2012-’13
17
PURCHASE PLANS:Overnight Visitors
Average $665.90
UNDER $10019% $
100 - $50044%
$500 - $1,00027%
OVER $1,00010%
2012-’13
18
EXPECTATIONS: Texas hospitality is top
draw
German heritage
Great stores
Fine dining
Variety of at-tractions
Unique accommo-dations
Texas Hospitality
42%
45%
43%
42%
51%
58%
37%
41%
40%
40%
41%
59%
2012
Fredericksburg continues to make the strongest impression as a place with Texas Hospitality. Chart displays only the “exceeded expectations” scores.
2012-’13
Note: this question added in 2004 survey
TOP VISITOR HOMES
2012-’1319
RANK SPEND
San Antonio 1 $410
Houston 2 $730
Dallas 3 $592
Ft. Worth/Arl. 4 $534
East Coast 5 $582
Hill Country 6 $517
Austin 7 $385
Galveston 8 $712Pasadena/ Pearland 9 $771
1
2
34
5
8
6/7
9
TRACKING VISITORS’ HOMETOWN
Our top metro shares have increased from 2008 for DFW, Austin & San Antonio residents.
0%2%4%6%8%
10%12%14%16%18%20%
14%
12%
14% 14%
18%17%
14%16%
13%
16%2000 2004 2008 2012
20 2012-’13
21
SOURCES OF INFORMATION
print ad
print article
brochures
internet
family
prior visit
4%
9%
9%
30%
44%
46%
10%
10%
8%
43%
50%
11%
17%
40%
42%
20122008
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
Trip Advisor
Fredericksburg CVB
Other Internet sites
Any Fred. Internet Site
0% 2% 4% 6% 8% 10% 12%
2%
5%
6%
7%
11%
Q1 '13Q4 '12Q3 '12Q2 '12
22 2012-’13
Visitors conduct a range of web searches, which means all retail sites are valuable.
TOP COMMENTSPositives % of all
commentsGreat! No complaints 33% Don’t change a dang thing!
6%ConcernsRestaurant/lodging/retail
15%Keep the stores open longer
12%Parking/traffic/transportation
9%Too expensive
3%
23 2012-’13
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) 24
2012-’13
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.
25 2012-’13