market insights: the flagstaff visitor profile

Market Insights: The Flagstaff Visitor Profile 4.29.15

Market Insights: The Flagstaff Visitor Profile 4.29.15

2014 Flagstaff Intercept Study

Market Insights: The Flagstaff Visitor Profile 4.29.15

Thanks to… Arizona Snowbowl

Best Western Pony Soldier Inn & Suites

Drury Inn & Suites

Flagstaff Extreme

Flagstaff Visitor Center

Fort Tuthill County Park

Little America Hotel

Lowell Observatory

Museum of Northern Arizona

Arizona Hospitality Research and Resource Center at NAU

Market Insights: The Flagstaff Visitor Profile 4.29.15

Wait, that’s all?

Web Analytics

Social Interaction

nSight Data

Industry Trends

Market Insights: The Flagstaff Visitor Profile 4.29.15

of Americans take vacations source: fatwallet.com

#onemoreday

81 %

Market Insights: The Flagstaff Visitor Profile 4.29.15

Very Technical Calculation

4.6 Million Visitors

Market Insights: The Flagstaff Visitor Profile 4.29.15

Visitor Origin

Market Insights: The Flagstaff Visitor Profile 4.29.15

Livin’ in the AZ

Market Insights: The Flagstaff Visitor Profile 4.29.15

Canada

United Kingdom

Germany

Australia

France

Market Insights: The Flagstaff Visitor Profile 4.29.15

Who are these people?

99K A

ve

rag

e H

HI:

52

Ave

rag

e a

ge

:

$

Market Insights: The Flagstaff Visitor Profile 4.29.15

It’s a party

3.1 people per party

Market Insights: The Flagstaff Visitor Profile 4.29.15

It’s my party and I’ll invite who I want to.

60% Family Only

19% Family and Friends

12% Friends Only

7% Alone

Market Insights: The Flagstaff Visitor Profile 4.29.15

Travel Patterns

Market Insights: The Flagstaff Visitor Profile 4.29.15

Flagstaff is primary destination

9% Grand Canyon

5% Sedona

53 %

Market Insights: The Flagstaff Visitor Profile 4.29.15

return visitors 65 %

and visit more than 2x per year

Market Insights: The Flagstaff Visitor Profile 4.29.15

overnight visitors

averaging 2.5 days in Flagstaff

75 %

Market Insights: The Flagstaff Visitor Profile 4.29.15

stay in hotel/motel 75 %

Market Insights: The Flagstaff Visitor Profile 4.29.15

Majority Travel by Auto

69% private auto

22% rental car

Market Insights: The Flagstaff Visitor Profile 4.29.15

Travel Purpose

57% Leisure/Vacation

20% Passing Through

5% Business/Conference

Market Insights: The Flagstaff Visitor Profile 4.29.15

Market Insights: The Flagstaff Visitor Profile 4.29.15

Market Insights: The Flagstaff Visitor Profile 4.29.15

Market Insights: The Flagstaff Visitor Profile 4.29.15

Marketers love this question

42% Been Before

28% Word of Mouth

23% Online

Market Insights: The Flagstaff Visitor Profile 4.29.15

Bottom Line

553

$ Average per party per day expenditure

Market Insights: The Flagstaff Visitor Profile 4.29.15

By the #s

Market Insights: The Flagstaff Visitor Profile 4.29.15

Very complicated I-O Model

IMPLAN Analysis

Direct EI =

$458,691,000

Market Insights: The Flagstaff Visitor Profile 4.29.15

Total EI =

$575,121,000

Market Insights: The Flagstaff Visitor Profile 4.29.15

BBB = $6,261,106

Market Insights: The Flagstaff Visitor Profile 4.29.15

quality of life Recreation

Beautification

Economic Development

Arts & Sciences

Tourism is . . .

Market Insights: The Flagstaff Visitor Profile 4.29.15

Tourism is . . .

7,311 of them

jobs

Market Insights: The Flagstaff Visitor Profile 4.29.15

Market Insights: The Flagstaff Visitor Profile 4.29.15

40% AZ 65% Return 53% Primary

Top of Mind Climate Relief Unique to Flagstaff Targeted Cities

11% CA 4% TX

Los Angeles

San Francisco Impressions Targeted Promotions

Market Insights: The Flagstaff Visitor Profile 4.29.15

43% Other States Word of Mouth Online

Search Marketing Target by Type AOT Co-op

11% International Brand USA Sales/Media Efforts

Market Insights: The Flagstaff Visitor Profile 4.29.15

Tactics

Market Insights: The Flagstaff Visitor Profile 4.29.15

What does the future hold?

Market Insights: The Flagstaff Visitor Profile 4.29.15

General Messaging

ONLINE

Display

Search

Video

Social

Mobile

OTHER

Print

Content

Email

Fulfillment

Market Insights: The Flagstaff Visitor Profile 4.29.15

Elevating Our Efforts

Market Insights: The Flagstaff Visitor Profile 4.29.15

Participate

Market Insights: The Flagstaff Visitor Profile 4.29.15

PAT YOURSELVES ON THE BACK! JOB WELL DONE…

Now back to work making a huge impact on our

QUALITY OF LIFE!