2007-08 fredericksburg cvb research
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/1.jpg)
Core Research 2007-08 Final 1
2007-08 FREDERICKSBURG CVB
RESEARCHFINAL REPORT
Four-phase Tracking Study comparing 1999-’00 and ‘03-’04 Results
March, 2008
![Page 2: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/2.jpg)
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
![Page 3: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/3.jpg)
Core Research 2007-08 Final 3
2007-08 SAMPLE CHARACTERISTICS
People in party %
1 - 2 653 + 35
GenderWomen 63Male 37
Age Under 35 15
35 - 49 2550 + 60
Times visited %First time 261 - 3 times 294 - 20 times 31more than 20 14
IncomeUnder $40,000 10$40K - $60K 18$60K - $80K 18$80K - $100K 18over $100K 35
![Page 4: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/4.jpg)
Core Research 2007-08 Final 4
TRACKING SAMPLE CHARACTERISTICS
’00 ’04 ‘07 People in party % % %
1 - 2 60 60 653 + 40 40 35
GenderWomen 67 62 63Male 33 38 37
Age Under 35 20 15
1535 - 49 34 27 2550 + 46 59 60
’00 ’04 ‘07
Times visited % % %First time 24 25 261 - 3 times 29 30 294 - 20 times 33 31 31more than 20 15 14 13
IncomeUnder $40,000 18 17 10$40K - $60K 28 23 18$60K - $80K 19 18 18$80K - $100K 15 16 18over $100K 20 26 35
![Page 5: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/5.jpg)
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
![Page 6: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/6.jpg)
Core Research 2007-08 Final 6
STAYING OVERNIGHTMore visitors are choosing to stay overnight, a significant difference since the past two surveys
![Page 7: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/7.jpg)
Core Research 2007-08 Final 7
OVERNIGHT LODGINGLodging patterns have changed slightly since the previous studies,
with more people choosing an RV Park
![Page 8: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/8.jpg)
Core Research 2007-08 Final 8
LENGTH OF STAY
![Page 9: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/9.jpg)
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
![Page 10: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/10.jpg)
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
![Page 11: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/11.jpg)
Core Research 2007-08 Final 11
TOP REASONS TO VISITShopping continues to be the top motivation to visit. The restaurants and historic sites
are also primary draws.
![Page 12: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/12.jpg)
Core Research 2007-08 Final 12
TOP REASONS TO VISITShopping is not as dominant a motivator as in prior years. Touring Wineries is the only activity that
has increased substantially since prior surveys.
![Page 13: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/13.jpg)
TRACKING THE APPEAL OF SEASONAL ATTRACTIONS
Quarter
2000 2004 2007
Romantic getaway
1 32% 27% 28%
Wildflowers
2 44% 52% 36%
Peaches 3 25% 31% 22%
Shopping 3 70% 64% 61%
Tour Wineries
4 10% 27% 23%**
Core Research 2007-08 Final 13
** Wineries attract visitors year-round: Q1 20%, Q2 26%, Q4 27%
![Page 14: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/14.jpg)
Core Research 2007-08 Final 14
PURCHASE PLANS
Averages for Q2 + Q3: 2007 $6352008 $4322000 $317
![Page 15: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/15.jpg)
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”
![Page 16: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/16.jpg)
Core Research 2007-08 Final 16
VISITORS’ HOME CITY
15%12%
13%
16%
11%
17%
14%13%
19%14%
11%
17%16%
14%
other Texas
Houston
San Antonio
Aust & Hill Co.
DFW
2000 2004 2007
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%).
![Page 17: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/17.jpg)
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 17
![Page 18: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/18.jpg)
Core Research 2007-08 Final 18
SOURCES OF INFORMATION
Word of mouth is still the best medium, and Internet sites and publications remain constant
![Page 19: 2007-08 FREDERICKSBURG CVB RESEARCH](https://reader035.vdocuments.site/reader035/viewer/2022062322/56814f9d550346895dbd5b4c/html5/thumbnails/19.jpg)
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 19