Long Island Awareness and Image Research · 200 Atlanta, Detroit, Philadelphia, Los Angeles and...
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Long Island Awareness and Image Research Presentation January 16, 2019
Transcript of Long Island Awareness and Image Research · 200 Atlanta, Detroit, Philadelphia, Los Angeles and...
Long Island Awareness and Image Research
PresentationJanuary 16, 2019
Program of awareness and image research
input into policy/communications for economic development and tourism
baseline measurement to track progress
Objectives of the research:
Awareness/knowledge, past visitation, intent to visit
Long Island
Competitors
Consideration of Long Island/competition as a place to live/work
Image and top drivers of interest
Long Island’s own USP
2
Online survey
1,250 respondents
200 Atlanta, Detroit, Philadelphia, Los Angeles and Chicago
250 residents of Long Island
4833 business travelers
National consumer panel.
Random sample of adults “in the market for travel”:
20-minute survey
Weighted
Fieldwork in August/September, 2018.
3
4
Main Findings
Awareness
62
44
22
19
9
7
6
6
5
4
3
3
3
2
2
0 10 20 30 40 50 60 70
New York Boston
Philadelphia Washington DC
Pittsburgh Portland
Baltimore Providence
Buffalo Hartford
Manhattan Long Island
Albany Cape Cod Lancaster
Percent6
All MentionsBase: Non-Residents
100
96
86
80
76
70
53
48
38
28
27
25
0 25 50 75 100
Long Island, NYSan Diego, CACharleston, SC
Hartford, CTTrenton, NJ
Westchester, NYNassau County, NYSuffolk County, NY
Marin County, CABeaufort County, SC
Mercer County, NJBergen County, NJ
Percent
7
Base: Non-Residents
60
42
33
26
19
17
17
12
9
8
7
6
0 25 50 75
San Diego, CALong Island, NYCharleston, SC
Trenton, NJHartford, CT
Westchester, NYMarin County, CA
Nassau County, NYSuffolk County, NYBergen County, NJMercer County, NJ
Beaufort County, SC
Percent
8
Base: Non-Residents
53
29
27
20
14
13
40
53
53
49
54
51
7
18
19
31
32
36
0 20 40 60 80 100
San Diego
Long Island
Charleston
Trenton
Hartford
Westchester
Percent
Know a lot Know a little Know name only
9
Base: Non-Residents
10
61
41
35
24
22
21
46
18
21
16
7
6
0 25 50 75 100
San Diego
Long Island
Charleston
Trenton
Hartford
Westchester
PercentBusiness Travelers Consumers
Base: Non-Residents
52
27
21
7
7
6
42
23
21
9
8
7
0 20 40 60
San Diego
Charleston
Long Island
Hartford
Westchester
Trenton
Percent
Advertising News Coverage
11
Base: Non-Residents
12
81
80
78
77
73
66
64
64
57
57
36
33
51
56
49
67
44
45
45
39
38
38
21
14
0 25 50 75 100
The HamptonsLong Beach
MontaukJones Beach
Fire IslandStony Brook
IslipOyster BayNorth Fork
Long Island MacArthur AirportSagamore Hill
Hauppauge Industrial Park
PercentAware Of Ever Visited
Base: Long Island Residents
13
67
48
34
33
30
20
19
17
17
15
9
4
15
21
6
7
5
8
4
4
7
6
2
0
0 25 50 75 100
The HamptonsLong BeachOyster Bay
MontaukFire Island
Jones BeachStony Brook
IslipLong Island MacArthur Airport
North ForkSagamore Hill
Hauppauge Industrial Park
PercentAware Of Ever Visited
Base: Non-Residents
14
76
70
65
63
62
55
38
38
37
37
34
26
62
55
43
39
22
28
18
29
18
10
15
13
0 25 50 75 100
Long Island Rail RoadNassau Coliseum
Splish Splash Water ParkBelmont Park
Long Island UniversityNorthwell Health
Vanderbilt MuseumAmericana Manhasset
Sagamore HillBrookhaven National Lab
Cold Spring Harbor LabGold Coast Mansions
PercentAware Of Ever Visited
Base: Long Island Residents
15
32
28
28
25
22
12
11
9
9
6
5
5
8
6
9
9
5
3
6
1
2
1
2
2
0 25 50 75 100
Belmont ParkLong Island University
Nassau ColiseumLong Island Rail Road
Vanderbilt MuseumGold Coast Mansions
Splish Splash Water ParkBrookhaven National Lab
Sagamore HillCold Spring Harbor LabAmericana Manhasset
Northwell Health
PercentAware Of Ever Visited
Base: Non-Residents
67
61
60
55
55
54
53
52
50
49
49
49
0 25 50 75
Dine overlooking ocean/lake/riverCastle or mansion
Stay at a resortScenic driving tour by car
Food/culinary festivalConcert/live music performance
Beach/swimmingHistoric lighthouse
Historic walking tour of townConservation area/state park
Short cruiseFine dining
Percent Very Positive
16
Base: Non-Residents
48
47
46
46
46
46
46
45
44
44
41
41
0 25 50 75
Historic townOther type of festival or fair
Farmers’ market/shop for local foodMusic/rock/folk festival
Historic monument/fort/homeVineyard
Live theatre performanceLocal history museum
Amusement/water parkBrewery
Visit a spaHiking
Percent Very Positive
17
Base: Non-Residents
41
41
40
40
39
38
37
37
34
34
34
33
0 25 50 75
Farm/harvest activityPublic/local garden
Pro sports eventMarine historic site
Science or research facilityOutlet Shopping
Art gallery/art showSailing/boating
Horseback ridingBrand-name/boutique shopping
CasinoCycling through countryside
Percent Very Positive
18
Base: Non-Residents
31
31
30
28
28
27
25
25
0 25 50 75
Canoeing/kayaking
Antiquing
Camping
Surfing/Paddle boarding
Fishing
Horse racetrack
Ice skating
Golfing
Percent Very Positive
19
Base: Non-Residents
Overall Perceptions
21
59
4034 34
28
20
0
20
40
60
80
100
San Diego Charleston Westchester Long Island Hartford Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
“I’d really enjoy living there”
22
73
60
47
38 35
27
0
20
40
60
80
100
San Diego Charleston Long Island Westchester Hartford Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
“I’d really enjoy visiting”
49
28
56
41
0
20
40
60
Business Travelers Consumers Business Travelers Consumers
Perc
ent W
ho S
trong
ly A
gree
23
“I’d really enjoy living there” “I’d really enjoy visiting”
Base: Non-Residents
47
34
65
43
0
20
40
60
80
Enjoy Visiting Enjoy Living Enjoy Visiting Enjoy Living
Perc
ent W
ho S
trong
ly A
gree
24
Pre Activity List Post Activity List
Base: Non-Residents
Long Island’s Image Profile vs.
Competition
30
39
31
38
35
39
31
28
23
40
35
38
31
39
34
36
42
29
30
39
0 20 40 60 80 100
Comfort Zone - LivabiityPeak Experience
Basics - High ProfileLifestyle - Attractions
Lifestyle - Social Services/InfrastructureLifestyle - EntertainmentComfort Zone - Climate
Basics - Business ClimateBasics - AffordabilityBasics - Accessibility
Percent Who Strongly Agree
Long Island Competition
26
Base: Non-Residents
30
25
31
29
35
26
25
27
28
37
35
31
37
36
43
36
36
36
37
38
0 20 40 60 80 100
Comfort Zone - Livability
The right size place/city for meA place I personally would feel welcome
A great place to raise a familyA great place for families to visit
Warm, friendly peopleNoted for cleanliness
A safe placeLots of protected green spaces
Great place for walking/exploring on foot
Percent Who Strongly Agree
Long Island Competition
27
Base: Non-Residents
* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
30
42
29
22
21
39
19
18
43
45
35
38
30
31
34
34
29
26
38
36
0 20 40 60 80 100
Comfort Zone - Livability
Interesting neighbourhoods to exploreSocial/political beliefs close to my own
Unpolluted and smog freeA relaxed/slower paced environment
A great place for young singlesNot too crowded
Traffic wouldn’t be a problem hereWelcome different nationalities/cultures
A very multicultural place
Percent Who Strongly Agree
Long Island Competition
28
Base: Non-Residents
29
4740
32 31 3024
0
20
40
60
80
100
San Diego Charleston Westchester Hartford Long Island Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
39
42
33
40
38
43
38
43
37
35
39
37
0 20 40 60 80 100
Peak Experience
A unique, interesting place
Region/city with a great future
An exciting/vibrant placeStrong local pride/community
involvementUpscale atmosphere
Percent Who Strongly AgreeLong Island Competition
30
Base: Non-Residents
* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
31
53
43 3936
32
25
0
20
40
60
80
100
San Diego Charleston Long Island Westchester Hartford Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
31
25
40
27
31
26
40
27
0 20 40 60 80 100
Basics - High Profile
Often notice advertising for thisplace
Popular with vacationers
Often notice news about this place
Percent Who Strongly Agree
Long Island Competition32
Base: Non-Residents
33
49
3631
28
20 20
0
20
40
60
80
100
San Diego Charleston Long Island Westchester Trenton Hartford
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
38
35
35
37
35
45
35
42
39
39
45
39
42
40
40
31
36
39
0 20 40 60 80 100
Lifestyle - Attractions
Truly beautiful scenery/settingUnique scenery/setting
Beautiful parks and gardensCharming and vibrant downtown area
Lots to see and doNoted for its architecture
Well-known landmarks and monumentsNoted for its history
Percent Who Strongly Agree
Long Island Competition
34
Base: Non-Residents
* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
35
5248
3834 34
25
0
20
40
60
80
100
San Diego Charleston Long Island Hartford Westchester Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
35
30
31
35
32
35
44
34
33
34
36
32
35
31
0 20 40 60 80 100
Lifestyle - Social Services/Infrastructure
Excellent public school (K-12) systemRoads/infrastructure kept in excellent
conditionExcellent colleges
Excellent facilities for sports/recreation
High quality/accessible health careConvenient public transit close to where
people live
Percent Who Strongly Agree
Long Island Competition
36
Base: Non-Residents
* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
37
46
35 32 32 3127
0
20
40
60
80
100
San Diego Long Island Charleston Hartford Westchester Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
39
33
34
36
41
36
28
44
38
41
48
45
39
47
36
42
33
39
36
34
28
38
38
31
41
35
34
41
0 20 40 60 80 100
Lifestyle - Entertainment
Great place for outdoor sports/activitiesNoted for its unique local cuisine
Great place for a conference/conventionVibrant arts community
Great live musicGreat professional sports
Excellent shoppingInteresting festivals/fairs/events
Great for theatre and the performing artsLots of good restaurants
Exciting nightlife/entertainmentExcellent museums and art galleries
First-class hotels
Percent Who Strongly AgreeLong Island Competition
38
Base: Non-Residents
39
54
39 39
3229
26
0
20
40
60
80
100
San Diego Charleston Long Island Westchester Hartford Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
31
20
22
36
37
39
42
36
36
46
48
44
0 20 40 60 80 100
Comfort Zone - Climate
Great place in the winter
Excellent climate overall
Great weather in spring
Great weather in fall
Great weather in summer
Percent Who Strongly Agree
Long Island Competition40
Base: Non-Residents
41
66
46
3532 31 28
0
20
40
60
80
100
San Diego Charleston Westchester Hartford Long Island Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
28
32
34
38
18
15
29
33
32
34
23
23
0 20 40 60 80 100
Basics - Business Climate
The economy is booming there now
Excellent job opportunitiesDiversified economy/opportunities in
many sectorsLow taxes
Low cost of living
Percent Who Strongly Agree
Long Island Competition
42
Base: Non-Residents
43
3731
28 27 25 24
0
20
40
60
80
100
San Diego Charleston Long Island Westchester Hartford Trenton
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
23
24
22
28
19
30
32
29
32
26
0 20 40 60 80 100
Basics - Affordability
Affordable restaurants
Affordable accommodations
Affordable to get to for visitors
Affordable to rent/buy a home
Percent Who Strongly AgreeLong Island Competition
44
Base: Non-Residents
45
3531 30
27 2623
0
20
40
60
80
100
Charleston San Diego Trenton Hartford Westchester Long Island
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
40
29
33
49
43
46
39
40
41
37
32
45
0 20 40 60 80 100
Basics - Accessibility
Easy to get around the area by car
Easy place to get to by road
Not too far away from other placesEasy to get around the area by public
transitEasy place to get to by air
Percent Who Strongly AgreeLong Island Competition
46
Base: Non-Residents
47
48
40 4037 36 34
0
20
40
60
80
100
San Diego Long Island Charleston Westchester Trenton Hartford
Perc
ent W
ho S
trong
ly A
gree
Base: Non-Residents
13
12
11
10
10
9
7
6
6
0 5 10 15
Convenient public transit close to where people live
Not too far away from other places
Easy to get around the area by public transit
Exciting nightlife/entertainment
Great for theatre and the performing arts
A very multicultural place
Lots of good restaurants
Excellent shopping
Upscale atmosphere
Difference in Percent Who Strongly Agree48
Base: Non-Residents
6
6
6
5
5
5
5
5
0 5 10 15
First-class hotels
Welcome different nationalities/cultures
Well-known landmarks and monuments
A great place for young singles
Vibrant arts community
An exciting/vibrant place
Diversified economy/opportunities in many sectors
Lots to see and do
Difference in Percent Who Strongly Agree
49
Base: Non-Residents
-16
-14
-13
-11
-11
-10
-10
-10
-10
-10
-9
-9
-9
-20 -15 -10 -5 0
Great place in the winterExcellent climate overall
A relaxed/slower paced environmentEasy to get around the area by car
Great weather in fallNoted for cleanliness
Great weather in springWarm, friendly people
A safe placeLots of protected green spacesTruly beautiful scenery/setting
Not too crowdedUnpolluted and smog free
Difference in Percent Who Strongly Agree
50
Base: Non-Residents
* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
Gap Analysis: Perception vs.
Reality
40
45
40
44
46
45
45
35
33
49
23
34
24
32
27
33
23
21
16
33
0 20 40 60 80 100
Comfort Zone - LivabiityPeak Experience
Basics - High ProfileLifestyle - Attractions
Lifestyle - Social Services/InfrastructureLifestyle - EntertainmentComfort Zone - Climate
Basics - Business ClimateBasics - AffordabilityBasics - Accessibility
Percent Who Strongly Agree
Recent Visitors* Never Visited
52
Base: Non-Residents
*Visited in past two years
29
29
28
28
27
27
25
25
25
24
23
23
0 10 20 30
Easy to get around the area by carA place I personally would feel welcome
Great weather in fallA great place to raise a family
Great place for outdoor sports/activitiesExcellent public school (K-12) system
The right size place/city for meHigh quality/accessible health care
Great weather in springLots of protected green spaces
A safe placeEasy place to get to by road
Difference in Percent Who Strongly Agree
53* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
Base: Non-Residents
22
22
21
21
21
21
20
20
20
20
20
19
0 10 20 30
Warm, friendly peopleGreat weather in summer
A great place for families to visitExcellent colleges
Excellent climate overallOften notice news about this place
Affordable to get to for visitorsUnpolluted and smog free
Often notice advertising for this placeTruly beautiful scenery/setting
Noted for cleanlinessLow cost of living
Difference in Percent Who Strongly Agree
54* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
Base: Non-Residents
19
18
18
18
18
17
17
16
16
15
15
15
15
15
15
0 10 20 30
Affordable restaurantsGreat professional sports
Low taxesRoads/infrastructure kept in excellent condition
Beautiful parks and gardensExcellent facilities for sports/recreation
Affordable accommodationsSocial/political beliefs close to my own
Unique scenery/settingGreat live music
A relaxed/slower paced environmentNot too crowded
Affordable to rent/buy a homeGreat place in the winterLots of good restaurants
Difference in Percent Who Strongly Agree
55
Base: Non-Residents
THERE ARE NO AREAS IN WHICH PRODUCT WAS PERCEIVED TO FALL SHORT OF IMAGE
56
23
20
19
17
16
15
15
15
14
12
12
11
0 10 20 30
Excellent public school (K-12) systemA great place to raise a family
Easy to get around the area by carA safe place
Great weather in fallA place I personally would feel welcome
The right size place/city for meGreat weather in summer
Easy place to get to by roadGreat place for outdoor sports/activities
Beautiful parks and gardensHigh quality/accessible health care
Difference in Percent Who Strongly Agree
57* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
11
10
10
10
8
8
8
7
6
6
5
5
0 10 20 30
Truly beautiful scenery/settingA great place for families to visitLots of protected green spaces
Great weather in springOften notice news about this place
Warm, friendly peopleExcellent shopping
Excellent facilities for sports/recreationExcellent climate overall
Noted for cleanlinessGreat place in the winter
Unpolluted and smog free
Difference in Percent Who Strongly Agree
58* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
-5
-5
-5
-5
-6
-6
-6
-7
-20 -10 0
Easy place to get to by air
Lots to see and do
Excellent job opportunities
A unique, interesting place
Charming and vibrant downtown area
Diversified economy/opportunities
Welcome different nationalities/cultures
Noted for its history
Difference in Percent Who Strongly Agree
59* Attributes marked with a chevron indicate some of the most important image hot buttons for a place to live
-8
-9
-10
-11
-11
-12
-13
-13
-13
-14
-14
-20 -10 0
Exciting nightlife/entertainmentWell-known landmarks and monuments
A very multicultural placeA great place for young singles
Great for theatre and the performing artsFirst-class hotels
Noted for its architectureVibrant arts community
Convenient public transitExcellent museums and art galleries
Easy to get around the area by public transit
Difference in Percent Who Strongly Agree
60
61
Conclusions and Implications
Universal name recognition.
Image trails big tourism destinations
Better image than regional competitors
tourism assets
borrowed interest of proximity to NYC
Main image wins:
transit and accessibility
big city amenities
diversified economy
upscale, exciting atmosphere
62
Excellent product delivery .
no areas of disappointment vs. expectations
Residents’ positive image on most top motivators
Non-residents’ strong interest in “tourism product”
Dramatic improvement in interest with exposure to “concept”
63
Few name Long Island spontaneously as desirable place to live/visit
Limited knowledge
Behind leaders on top hot buttons:
uniqueness, a great future, etc.
key aspects of livability
64
Large perceptual gaps suggest lack of familiarity
Resident issues:
Haven’t discovered/disbelieve Long island offers urban amenities
Believe Long Island is weak in key hot button areas:
Cleanliness
Warm and friendly
Unique
Place with a future
65
Long-term goal could be joining “A List”
More realistic to attain a contender’s spot in 2nd tier
Local desire to focus on business climate/economic development:
But not a perceived strength
Unimportant driver
Consumer perceptions on Business factor driven by tourism image.
e,g,, Charleston’s GDP is only ¼ Long Island’s
Not well differentiated vs. local competitors:
Many perceived advantages conflict with resident perceptions
66
Visitors’/ residents’ impressions change for the better
in-going concerns are not product problems
Most can be addressed via communications
Doesn’t mean there are no product issues
But most are secondary/ not key drivers
Can speak about hot buttons in communications
Without fear of overpromise
Actually deliver on promises
67
Business travelers more informed/better image
But they also know more/have better perceptions of competition
Same rating patterns as consumers
wear two hats = consumer and business
Won’t consider relocating if they wouldn’t visit on vacation
More product - greater marketing success
68
Awareness not an issue – problem is depth of knowledge
“Halo effect” of tourism image affects image as a place to live
69
Our positioning recommendations:
Focus on tourism side
Help build requisite image on the live/work side
Core message
“Long Island is an exciting place with lots to see and do”
Excitement/sightseeing variety are top tourism drivers
Two of your image strengths
Long Island has many appealing and attainable attractions
70
Build excitement and variety themes
highlight local assets that spark interest
To build image in important areas for visitors/potential residents
beautiful physical setting
unique, interesting place
71
Resist temptation to focus on business audience with business theme
Image not clear enough or differentiated to make impact:
Focus on new ways to lure/keep business travelers
creation of product
more reasons to extend stay
Ensure commitment of funding/resources
Enables you to compete.
72
