Chincoteague Visitor Transportation Study Draft Presentation November 1998 The Marketing Source,...

Chincoteague Visitor Chincoteague Visitor Transportation Study Transportation Study

Draft PresentationDraft Presentation

November 1998November 1998

The Marketing Source, Inc.The Marketing Source, Inc.

THE MARKETING SOURCE, INC.

2

Study ObjectiveStudy Objective

To assess transportation impacts, travel patterns and mobility needs of visitors to Chincoteague and Assateague Islands

during the peak tourist season.


3

Study ComponentsStudy Components

Chincoteague Assateague Surveys Surveys


4

MethodologyMethodology

Chincoteague Chincoteague SurveysSurveys

310 intercept surveys 310 intercept surveys completed in towncompleted in town

Self-administeredSelf-administered Tourists only Tourists only Incentive: Ice cream Incentive: Ice cream

coupon coupon Conducted August 20-Conducted August 20-

23, 199823, 1998

Assateague Surveys 224 surveys completed 224 surveys completed

while visiting Assateaguewhile visiting Assateague Distributed randomly at toll Distributed randomly at toll

boothsbooths Self-administeredSelf-administered Some residents allowed Some residents allowed Incentive: $5.00Incentive: $5.00 License plate survey License plate survey

conductedconducted Conducted August 20-23, Conducted August 20-23,

19981998


5

Who was interviewed?Who was interviewed?


6

Profile of respondentsProfile of respondents

Gender: Gender: 41% men; 59% women41% men; 59% women

Age: Age: Under 30 yearsUnder 30 years 8% 8%

30-39 years30-39 years 3030

40-49 years 40-49 years 3636

50+ years50+ years 2626

Income: Income: Under $35KUnder $35K 14%14%

$35-49K$35-49K 2121

$50-74K$50-74K 2929

$75-100K$75-100K 1717

Over $100KOver $100K 1818


7

Who comes to Who comes to Chincoteague and Chincoteague and Assateague Islands?Assateague Islands?


8

Many visitors come from Many visitors come from Pennsylvania, Eastern Shore, Pennsylvania, Eastern Shore,

and other parts of Maryland.and other parts of Maryland.

Other States10%

DE3%

NY5%

PA21%

Eastern Shore22%

VA4%

NJ8%

MD23%

Source: License Plate Survey; Base = 5,150

9

Origin points differ by Origin points differ by length of visit.length of visit.

State Weekday WeekendMaryland 21% 27%

Pennsylvania 25% 21%

Accomack 7% 6%

Northhampton 3% 1%

Other Eastern Shore 10% 17%

New Jersey 8% 7%

Virginia 5% 3%

New York 6% 4%

Delaware 2% 4%

Source: License Plate Survey; Base = 5,150


10

Question:Is this your first visit to Chincoteague? (Base = 534)

Three-fourths (76%) of those surveyed had previously visited Chincoteague Island.

Repeat Visitors 76%

First-time Visitors 24%

Among repeat visitors…

• 33% had visited 1-3 times; 67% had visited 4+ times (over past 5 years).

• Most stay for a week or more.• Frequent visitors (4+ times in

5 years) are more likely to rate weekend traffic a problem and also rate parking at Assateague Beach a problem.

• Repeat visitors are more likely to not want any changes to occur.


11

Question:Is this your first visit to Chincoteague? (Base = 534)

First-time visitors

Repeat Visitors 76%

First-time Visitors 24%

First time visitors tend to be…

• more likely to be “stopping by” on their way to another destination.

• stay for shorter lengths of time.• less likely to be biking or

shopping compared to other tourist types.

• less likely to think that traffic or parking is a problem.

• more likely to express interest in a trolley system.


12

Question: How long will you be staying in Chincoteague during this visit? (Base = 534)

Day only visitors.

More than one day87%

One day 13%

Day only visitors are more likely to be:

first time visitors also.

visiting as a stop off to another destination.

Day only visitors are less likely to:

participate in outdoor activities.


13

The majority (71%) of the persons The majority (71%) of the persons interviewed have at least 3 persons interviewed have at least 3 persons in their party..in their party..

29%

41%

30%

0% 20% 40% 60%

1 to 2

3 to 4

5+

Question: How many people, including yourself, are in your party? (Base = 533) Average = 4.2 persons

Number in Party

14

Over half (56%) of tourist travel with Over half (56%) of tourist travel with children under 12 years old.children under 12 years old.

37%

56%

21%

0% 20% 40% 60%

No children

Children<12 years

Children13-16 years

Presence of Children in Party

Question: How many children under 12 years old are in your party? How many children 13-16 years old are in your party? (Base = 531)

Those with young children..

• are more active in outdoor activities.

• use their car more often.• stay longer.• say they would visit more

often with pedestrian friendly downtown.

• receptive to proposed enhancements (trolley, additional bike trails/racks, bike lanes, and new interpretive center.

• tend to be 30-39 years old.


15

For the majority (89%), Chincoteague Island is the

final trip destination. Only 1 in 10 (11%) say it is a stop-off point to another destination.


16

Major destinations visiting while on this trip include:

Williamsburg 11%

Ocean City 9%

Virginia Beach 7%

Washington DC 5%

Maryland (unspecified) 12%

Virginia (unspecified) 16%

Caution: Small sample size; Base =46


17

Length of stay is split equally among Length of stay is split equally among weekend (33%) visitors and week-weekend (33%) visitors and week-long (34%) tourists.long (34%) tourists.

13%8%

33% 34%

6% 6%

0%

10%

20%

30%

40%

Day O

nly

2-6

Days

(mid

-wee

k)

Wee

kend/L

ong Wee

kend

Entire

Wee

k

Longer th

an a

Wee

k

Part/F

ull-Tim

e Res

iden

t

Question: How long will you be staying in Chincoteague during this visit? (Base =532)


18

What are the spending habits?

Amount Spent by Length of Stay

Length of Stay Day Only Weekend Week (Base) (58)* (156) (162)

Less than $300 88% 34% 8%$300-499 5 28 14$500-999 5 29 30$1,000-1,499 2 6 30$1,500 or more 0 3 18

* Caution: Low sample size

Question: What is the approximate total amount of money you will spend while on this trip to the islands?


19

What do Tourists do while visiting the islands?


20

The most popular activities among The most popular activities among tourists are the beaches and the tourists are the beaches and the wildlife.wildlife.

18%

29%

39%

53%

68%

74%

77%

80%

91%

0% 20% 40% 60% 80% 100%

Camping

Boating

Fishing

Biking

Nature trails

Shopping

Dining

Observe wildlife

Go to beach

Question: What activities have you participated in or plan to participate in while on this visit to the islands? (Base = 534; multiple responses)

21

Activities by tourist type

First-time With Young Activity Visitors Children Day Only

Go to beach 88 96 66

Observe wildlife 82 80 66

Dining 73 79 44

Shopping 63 75 41

Nature trails 69 72 39

Biking 44 59 17

Fishing 31 45 14

Boating 19 33 3

Camping 11 20 6


22

Assateague Beach, Main St. Assateague Beach, Main St. attractions and the Wildlife Refuge attractions and the Wildlife Refuge are the most popular destinations are the most popular destinations for visitors.for visitors.

70%

75%

95%

83%

92%

95%

98%

0% 20% 40% 60% 80% 100%

Tom's Cove

Visitors' Center

Shopping/dining on Maddox

Shopping/dining - other island

Wildlife Refuge

Shopping/dining on Main St.

Beach

Question: During your stay, approximately how many times do you anticipate visiting the

following destinations?

% who visit this destination


23

The average number of visits to each destination varies by length of visit.

Average Visits by Length of Visit Destination Day Only Weekend Week

Shopping or dining on Main Street 2 3 4 Shopping or dining on Maddox Rd. 2 3 4Shopping or dining at other places 2 2 3 on the island Assateague Beach 1 3 6 Chincoteague National Wildlife Refuge 1 2 4Chincoteague Refuge Visitors’ Center 1 1 2 Tom’s Cove Visitors’ Center (on beach) 1 1 2


24

How do visitors travel around Chincoteague and Assateague Islands?


25

Over a third (36%) of the respondents Over a third (36%) of the respondents say they will use their car over 11 times say they will use their car over 11 times during their trip.during their trip.

2%

14%

22%

26%

36%

0%

10%

20%

30%

40%

0 1 to 2 3 to 5 6 to 10 11+Question: By the end of your visit, how many times do you think you will have used your car to travel to

destinations within Chincoteague and Assateague Islands? (Base =521)


26

Over half (57%) of week-long visitors use their vehicles 11 or more times.

Over half (57%) of week-long visitors use their vehicles 11 or more times.

Length of Visit Day Only Weekend Week

(Base) (68) (168) (180)

None 6% 2% 0%

1-2 times 62 12 2

3-5 times 20 38 13

6-10 times 9 34 28

11+ times 3 14 57

Question: By the end of your visit, how many times do you think you will have used your car to travel to destinations within Chincoteague and Assateague Islands?

Vehicle U

se


27

Most visitors drive their cars to destinations.

% % % Combin- Auto Walk Bike ation

Shopping or dining at other places 86% 6 % 3 % 5% on the island Assateague Beach 82 9 6 3 Tom’s Cove Visitors’ Center (on beach) 75 14 7 4Shopping or dining on Maddox Rd. 74 10 7 9Shopping or dining on Main Street 72 16 4 8Chincoteague Refuge Visitors’ Center 69 23 3 5Chincoteague National Wildlife Refuge 64 23 7 6

Question: Please fill in the number of times you anticipate visiting each destination as well as the way you will most often travel there.


28

Do visitors think that traffic congestion and parking conditions are a problem?


29

Visitors acknowledge that traffic is Visitors acknowledge that traffic is more congested on the weekend. more congested on the weekend. However, only about a third say that However, only about a third say that it is a problemit is a problem..

7%

15%

11%

28%

40%

38%

0% 10% 20% 30% 40% 50%

WildlifeRefuge

Maddox St.

Main St.

Weekend

Weekday

Question: How would you rate the overall automobile TRAFFIC CONGESTION on the islands both during the week and on the weekend? Use a scale of 1 to 5, where “5” is a big problem and “1” is no problem at all.

% “4” and “5” responses


30

Over a third of visitors say Over a third of visitors say weekend parking on Main St. and weekend parking on Main St. and Maddox is a problem. Maddox is a problem.

5%

10%

13%

14%

23%

23%

47%

36%

0% 10% 20% 30% 40% 50%

WildlifeRefuge

AssateagueBeach

Maddox St.

Main St.

Weekend

Weekday

Question: How would you rate the OVERALL PARKING CONDITIONS on the islands both during the week and on the weekend? Use a scale of 1 to 5, where “5” is a big problem and “1” is no problem at all.

% “4” and “5” responses


31

What do visitors think about possible improvements?

Pedestrian-Friendly Downtown

Trolley Service

Additional Bike Trails/Racks

New Educational/Interpretive Center

Visitors’ Input


32

10%

9%

18%

30%

53%

0% 20% 40% 60%

Other

Lengthen stay

Visit islands more often

Visit downtown moreoften

Would not influenceplans

Nearly a third (30%) of visitors say Nearly a third (30%) of visitors say they would visit downtown more they would visit downtown more often if it were more pedestrian-often if it were more pedestrian-friendly.friendly.

Those visitors who support the pedestrian-friendly downtown are more likely to:

• visited 1-3 times in the past 5 years.

• be visitors with children under 12 years. (36%)

Downtown changes are less likely to influence frequent visitors (4+ times in 5 years).Question: A proposed idea is a pedestrian-friendly downtown

with wide sidewalks, bike lanes, and a trolley system that would provide central access to shopping and restaurants. Which of the following describe how this pedestrian-friendly downtown might affect your future plans to visit the islands? [Check all that apply] Base = 534

Reaction to Pedestrian-Friendly Downtown Proposal


33

About one-third (36%) say they About one-third (36%) say they would be “very likely” to use a 15-would be “very likely” to use a 15-minute trolley service.minute trolley service.

be first time visitorsbe first time visitors have children under 12 have children under 12

yearsyears be high among tourists be high among tourists

that have visited 1-3 that have visited 1-3 times in 5 yearstimes in 5 years

Those who support Trolley Service tend to: Those who Do Not support Trolley Service tend to:

be seasoned visitors (4+ be seasoned visitors (4+ times in 5 years) times in 5 years)

have no children. have no children. be older visitors age 50+be older visitors age 50+

34

15%

25%

32%

28%

36%

29%

19%

16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Very Likely Somewhat Likely Not Very Likely Not At All likely

30 minute 15 minute

Support for 30-minute trolley versus Support for 30-minute trolley versus 15- minute trolley.15- minute trolley.

Question: If trolley service were available every 15 minutes (every 30 minutes) to take you around the island of Chincoteague, how likely would you be to use that service? [Check one]


35

Suggested Trolley Suggested Trolley Destinations outside of Destinations outside of Chincoteague IslandChincoteague Island

Those that responded mentioned:Those that responded mentioned:

Assateague BeachAssateague Beach 42%42%

Assateague Island (unspecified)Assateague Island (unspecified) 3434

NASA/Wallops IslandNASA/Wallops Island 1111

Wildlife areas/RefugeWildlife areas/Refuge 8 8

Tom’s Cove Visitors’ CenterTom’s Cove Visitors’ Center 3 3

Question: What destinations, other than the Island of Chincoteague, would you like the trolley to go? Base =175


36

Nearly half of visitors say they would Nearly half of visitors say they would likely use additional bike trails/racks likely use additional bike trails/racks or bike lanes adjacent to major or bike lanes adjacent to major thoroughfares. thoroughfares.

13%

7%

16%

17%

14%

8%

15%

18%

46%47%

0% 10% 20% 30% 40% 50% 60%

"1" Not at all likely

"2"

"3"

"4"

"5" Very likely

Bike lanes nearthoroughfares

Additional bikelanes/racks

Question: To what extent would you use additional bike trails and bike racks around Chincoteague (Base = 525) or bike lanes adjacent to the major thoroughfares in Chincoteague (Base = 520) if they were made available to you? Please use a scale of 1 to 5, where “5” is very likely to use and “1” is not at all likely to use.


37

5%

7%

16%

37%

57%

0% 20% 40% 60%

Other

Lengthen stay

Visit more often

Would not influenceplans

Would visit center

Over half (57%) say they would visit Over half (57%) say they would visit a new educational/interpretive a new educational/interpretive center.center.

Those visitors who would visit the educational center tend to:

• Be visitors with children Be visitors with children under the age of 12 under the age of 12 years. years.

• Those who were already Those who were already visiting Assateague visiting Assateague Island.Island.

Those less likely to visit the center:

• Full/part-time residentsFull/part-time residents• Those visitors without Those visitors without

childrenchildren

Question: An educational and interpretive center is proposed for the Chincoteague National Wildlife Refuge to replace the existing small contact center. This center will offer visitors more wildlife education programs, hands-on displays, classrooms, day camps, seminars, and an auditorium. Which of the following describe how this center might affect your future plans to visit the islands? [Check all that apply] Base = 534

Reaction to Educational/Interpretive

Center


38

Visitors’ suggested Visitors’ suggested improvements.improvements.

Do not change anythingDo not change anything 14% 14%

Better transportationBetter transportation 13 13

More/better bike trailsMore/better bike trails 1212

Improve beach areaImprove beach area 6 6

Better accommodationsBetter accommodations 2 2

Question: What improvements would enhance your visit to the islands? Base =534


39

What do visitors think about Assateague Island?


40

On average, tourists visit On average, tourists visit Assateague Island about 1.6 times Assateague Island about 1.6 times each day.each day.

51%

7% 9%

33%

0%

10%

20%

30%

40%

50%

60%

1 2 3 4+Average number of visits each day

Question: On average, how many times did you visit Chincoteague Refuge/Assateague Island each day? (Base = 202)


41

On the days surveyed, over half (56%) On the days surveyed, over half (56%) of the visitors spent 3-5 hours at the of the visitors spent 3-5 hours at the Refuge.Refuge.

6%

23%

56%

14%

1%0%

20%

40%

60%

< 1 Hour 1-2 Hours 3-5 Hours 6-8 Hours 8+ Hours

Question: What was the total length of time you spent at the refuge today? (Base =219)


42

The majority (68%) of visitors travel to Assateague Island by auto.

Walk1%

Combination16%

Auto68%

Bike15%

Question: On average, how did you typically travel there? (Base = 214)


43

Most (59%) visitors purchase Most (59%) visitors purchase weekly passes and the majority weekly passes and the majority (89%) believe that the pass price (89%) believe that the pass price is “just right”.is “just right”.

Too low6%

Just Right89%

Too high5%

Question: Do you feel that the price of your entrance pass was too high, too low or just right? Base =213

Reaction to Pass PriceType of pass purchased:

Weekly 59%

Annual 10

Federal Duck Stamp 9

Golden Age 7

Cyclist/Walk-in 4

Golden Eagle 1

Unsure 9

Question: What type of Refuge entrance pass did you use? Base = 220


44

““Beaches” and “wildlife observation” Beaches” and “wildlife observation” are the most frequently stated are the most frequently stated reasons why tourists come to the reasons why tourists come to the Assateague. Assateague.

27%

17%

19%

43%

71%

88%

0% 20% 40% 60% 80% 100%

Other

Wildlife programs

Wildlife photography

Biking

Wildlife observation

Beaches

Question: Why did you select Assateague as your vacation destination? (Base = 224; multiple responses)


45

The beach and area trails are The beach and area trails are rated the highest among rated the highest among Assateague attractions.Assateague attractions.

35%

36%

37%

42%

31%

36%

36%

45%

45%

63%

0% 20% 40% 60% 80% 100%

Interpretiveprograms

Visitors' Center

Wildlife viewing

Trails

Beach

Good

Excellent

94%

87%

82%

72%

71%

Question: How would you rate the following? Use a scale of 1 to 5, where “5” is excellent and “1” is poor.

Base = Those who responded


46

Why Assateague Beach was Why Assateague Beach was chosen over other beaches.chosen over other beaches.

Not commercializedNot commercialized 33%33%

Nice beach areaNice beach area 2222

Not as crowdedNot as crowded 2222

Nature/wildlifeNature/wildlife 2020

Close proximity to homeClose proximity to home 1212

Quiet/private/slow paceQuiet/private/slow pace 1010

Beautiful sceneryBeautiful scenery 8 8

Question: If you checked “Beaches”, why did you choose Assateague Beach over other beaches on the East Coast? Base =198


47

Summary Findings: Points of Origin

Assateague tourists are primarily Assateague tourists are primarily traveling from Maryland, Virginia, traveling from Maryland, Virginia, Pennsylvania, and New Jersey.Pennsylvania, and New Jersey.

Approximately 10% of weekday visitors Approximately 10% of weekday visitors and 17% of weekend visitors are and 17% of weekend visitors are residents of the Eastern Shore.residents of the Eastern Shore.


48

Summary Findings: Visitation

About one-quarter (24%) of the tourists are About one-quarter (24%) of the tourists are visiting Chincoteague for the first-time. These visiting Chincoteague for the first-time. These visitors are more likely to be staying for visitors are more likely to be staying for shorter periods. shorter periods.

Three-quarters of the tourists are repeat Three-quarters of the tourists are repeat visitors, with many having been at least 4 visitors, with many having been at least 4 times over the past 5 years. times over the past 5 years.


49

Summary Findings: Length of Visit

Close to 10% of the island visitors are Close to 10% of the island visitors are stopping off on their way to a primary stopping off on their way to a primary destination.destination.

Only 13% of tourists are visiting for the Only 13% of tourists are visiting for the day only. A third are staying for the day only. A third are staying for the weekend and another third are week-weekend and another third are week-long visitors.long visitors.


50

Summary Findings: Composition of Tourists

Although one-third of tourists are traveling Although one-third of tourists are traveling alone or with one other person during their alone or with one other person during their visit, the majority are traveling with children.visit, the majority are traveling with children.

Families with young children (under 12 years) Families with young children (under 12 years) tend to be participating more in outdoor tend to be participating more in outdoor activities. They also are staying longer.activities. They also are staying longer.

Families with young children would likely use Families with young children would likely use new bike trails, bike lanes and they would use new bike trails, bike lanes and they would use a trolley system if made available.a trolley system if made available.

In addition, most families with small children In addition, most families with small children would visit a new educational/interpretive would visit a new educational/interpretive center.center.


51

Summary Findings: Activities

The beach and observing wildlife are the The beach and observing wildlife are the most popular activities among tourists, most popular activities among tourists, followed by shopping and dining out on followed by shopping and dining out on Main Street and visiting the Wildlife Refuge.Main Street and visiting the Wildlife Refuge.

Most visitors use their car to travel to these Most visitors use their car to travel to these attractions.attractions.

Biking is most popular to the Wildlife Biking is most popular to the Wildlife Refuge, to Tom’s Cove and shopping and Refuge, to Tom’s Cove and shopping and dining on Maddox Blvd.dining on Maddox Blvd.


52

Summary Findings: Perceived traffic and parking problems

Few people noted problems on the Few people noted problems on the weekday. But about a third categorize weekday. But about a third categorize traffic congestion as a “problem” on traffic congestion as a “problem” on the weekend.the weekend.

A similar pattern was found for A similar pattern was found for perceived parking problems. perceived parking problems. Respondents particularly noted Respondents particularly noted weekend parking problems on Main St. weekend parking problems on Main St. and Maddox St. and Maddox St.


53


.. Over half of the tourists polled say they would consider using trolley service. Many would like to see the trolley go to Assateague Island, specifically the beach area.

Tourists with young children and first time visitors and more likely to use a trolley system, while seasoned visitors (4+times in 5 years) and older visitors are less likely to use a trolley system.

About a third say they would visit the downtown area more often if it were pedestrian-friendly.

The majority support additional bike trails/racks and bike lanes adjacent to major thoroughfares.

54


Most (57%) would visit a new Most (57%) would visit a new interpretive and educational center. interpretive and educational center. Groups with children under 12 years Groups with children under 12 years would be more likely to visit while would be more likely to visit while fulltime/part-time residents were less fulltime/part-time residents were less likely to visit a new center.likely to visit a new center.

55

Summary Findings: Assateague Island

Like Chincoteague visitors, Assateague Like Chincoteague visitors, Assateague Island tourists are most likely to be repeat Island tourists are most likely to be repeat visitors.visitors.

Cars (68%) are the main mode of Cars (68%) are the main mode of transportation used by tourists to travel transportation used by tourists to travel to Assateague. Biking (15%) is the next to Assateague. Biking (15%) is the next most popular mode of travel used.most popular mode of travel used.

Tourists are visiting Assateague Island Tourists are visiting Assateague Island multiple times each day (1.6 times ).multiple times each day (1.6 times ).


56


Over half of Assateague Island visitors Over half of Assateague Island visitors spent 3-5 hours at the refuge.spent 3-5 hours at the refuge.

Most visitors to Assateague purchase a Most visitors to Assateague purchase a weekly pass. In addition, most feel weekly pass. In addition, most feel that the entrance fee is fairly priced.that the entrance fee is fairly priced.

The beaches , wildlife and biking are The beaches , wildlife and biking are the most popular activities on the most popular activities on Assateague Island.Assateague Island.


57


Visitors chose Assateague as their Visitors chose Assateague as their vacation destination over other vacation destination over other beaches because the beach was not beaches because the beach was not commercialized and crowded. In commercialized and crowded. In addition, they also mentioned that addition, they also mentioned that wildlife was an appealing attribute of wildlife was an appealing attribute of the island.the island.

Chincoteague Visitor Transportation Study Draft Presentation November 1998 The Marketing Source,...

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