Bend Area Visitor Survey Summer 2016 Final Results

Transcription

1 Bend Area Visitor Survey Summer 2016 Final Results October 2016 Prepared for: Visit Bend Prepared by: RRC Associates, Inc Baseline Road, Suite 360 Boulder, CO /

2 INTRODUCTION / METHODOLOGY... 1 EXECUTIVE SUMMARY... 2 RESPONDENT PROFILE... 3 Visitor Type... 3 Demographic Profile... 3 GEOGRAPHIC ORIGIN... 4 Visitor Mix (Oregon vs. Out-of-State)... 4 Key Geographic Markets... 4 LODGING DATA / OCCUPANCY... 7 Lodging Occupancy... 7 Average Daily Rate (ADR) and Revenue per Available Room (RevPAR)... 8 TRIP CHARACTERISTICS / TRAVEL PLANNING Other Destinations Considered for this Trip Proportion of First-Time vs. Repeat Visitors to Bend Summer-Winter Crossover Visitation Travel Party Composition How did you hear about Bend? What information sources did you use to plan your trip to Bend? PURPOSE OF VISIT / METHOD OF TRAVEL / ACCOMMODATIONS Main Purpose of Visit to Bend Method of Travel Length of Stay (overnight and seasonal visitors only) Location & Type of Accommodations (overnight and seasonal visitors only) ATTRACTION VISITATION AND ACTIVITY PARTICIPATION Attraction Visitation Activity Participation EXPENDITURES Average Per Capita Daily Expenditures Average Expenditures Per Person Per Trip Average Expenditures Total Travel Party Per Trip VISITOR CENTER USAGE / NET PROMOTER SCORE (NPS) Visitor Center Usage Net Promoter Score SUGGESTIONS / OPEN ENDED COMMENTS... 30

3 INTRODUCTION / METHODOLOGY This report presents the final results of a visitor intercept survey conducted for Visit Bend by RRC Associates of Boulder, Colorado during the summer of The summer visitor intercept survey was conducted at a variety of locations throughout Bend and is based on 1,812 completed interviews with visitors to the area over the summer. This summer survey was the continuation of a summer survey project occurring every two years for Visit Bend, with prior summer studies conducted in 2013 (n=1,285), 2012 (n=1,126), 2009 (n=723) and 2008 (n=744). A similar winter survey was also conducted in winter 2015/16 (n=1,053), which further strengthens the overall sample database available for analysis and comparison and adds another layer of data by incorporating a new season. One underlying goal of the Visit Bend research program is to provide the most accurate baseline of data available for tracking of the visitor profile year after year. Survey results generated from the 2016 sample of respondents interviewed have a margin of error of approximately +/- 2.3 percentage points calculated for questions at 50% response 1. We direct the reader to a copy of the survey form, included in the Appendix A section of the report, as a reference to all questions addressed in the intercept survey this past summer. Open-ended comments from the survey, including visitor suggestions for improving the Bend summer experience, are included in the Appendix B section. Tables showing detailed survey results for the visitor intercept survey are provided in Appendix C. 1 For the total sample size of 1,812 respondents interviewed during the summer of 2016, margin of error is +/- 2.3 percent calculated for questions at 50% response (if the response for a particular question is 50% the standard way to generalize margin of error is to state the larger margin, which occurs for responses at 50%). Note that the margin of error is different for every single question response on the survey depending on the resultant sample sizes, proportion of responses, and number of answer categories for each question. Comparison of differences in the data between various market segments and from year to year, therefore, should take into consideration these factors. As a general comment, it is sometimes more appropriate to focus attention on the general trends and patterns in the data rather than on the individual percentages. RRC Associates, Inc. 1

4 EXECUTIVE SUMMARY Key findings from the Bend Summer Visitor Survey are summarized below: Occupancy, ADR, and RevPAR Improve. Summer lodging occupancy rates remained consistently strong, with growth noted in May, June, August, and September, and off just slightly in July (July still at 89% occupancy, however). Growth in both ADR and RevPAR was also noted in all months this summer. Key Markets. Slight gains in particular are noted from California (18%) and Washington (16%). Oregon was solid and mostly unchanged in percentage terms at 37%, although also likely up in real numbers given growth in occupancy. Idaho (3%), Texas (2%), and Arizona (2%) were also strong. International Visits. International visitation was somewhat softer this year (4%), particularly from Canada (1%), likely related to strength of the US dollar. Demographics. The profile was slightly younger and more affluent this summer (growth in millennials noted approximately 30% of total). Party sizes were also slightly smaller, with greater numbers of couples and singles without children. Repeat Visitors Grow. Significant growth in repeat visitors was apparent this past summer (67% vs. 57% in 2013 highest level of repeat visitors ever), although the level of first-time visitors is still strong at 33%. Number Traveling by Air Increasing. The number of visitors traveling by air to reach Bend has steadily been increasing (22%), in part, related to a stronger out-of-state market. The majority of air arrivals are generally split between Redmond (RDM) and Portland (PDX). Shorter Length of Stay. Length of stay was slightly shorter at 3.8 nights vs. 4.2 in 2012 and Most overnight visitors continue to stay in either hotel/motels (31%), with family or friends (31%), or in a condo/house/vacation rental (20% steadily increasing). Per Capita Daily Expenditures Up Slightly. Per capita daily expenditures were up slightly ($114 vs. $106 in 2013, $96 in 2012). Expenditures per person for the trip ($362) and total party expenditures for the trip ($876) appear off slightly, in part, due to shorter stays and smaller party sizes. Visitor Center Usage Increasing. More people are going to the Visit Bend Visitor Center (about 11-12%). Net Promoter Score Strongest Ever. Likelihood to recommend Bend or Bend s net promoter score (NPS) is at its strongest level ever at 82%. Suggestions for Improvement. Major themes this summer differed somewhat from themes noted in past summer surveys, with a focus on perceived poor road infrastructure and increased traffic, overcrowding and heightened growth, and accessibility and ease of air travel. The need for more options for dining/lodging/retail and greater availability/less expensive housing was also noted. RRC Associates, Inc. 2

5 RESPONDENT PROFILE Visitor Type Similar to prior summer and winter studies, a dominant majority of those interviewed this summer were overnight visitors (91 percent), while day visitors accounted for 5 percent and seasonal residents/second homeowners accounted for the remaining 4 percent (Figures 1 and 2). Demographic Profile Specific demographic results from the visitor intercept survey include the following observations: Gender. Respondents this summer were slightly more heavily female (60 percent) than male (40 percent), similar to previous studies. Age. Summer 2016 respondents exhibited a very similar although slightly younger age profile (45.9) compared to prior summer survey years, including 2013 (46.5), 2012 (49.1) and 2009 (47.8). Two in five respondents (40 percent) were between the ages of 25 and 44. An additional 17 percent were age 45 to 54, 18 percent age 55 to 64, and 15 percent age 65 or older. Perhaps unsurprisingly, seasonal residents were generally older on average (47.4 years old) than overnight visitors (46.2) or day visitors (40.4). Repeat summer visitors (average age 46.9) were also slightly older than first-timers (44.0). The age profile of winter 2015/16 respondents skews notably younger (average age 36.1). Household Status. Summer 2016 respondents most frequently reported living in households with children (30 percent) or being couples without children (27 percent). Twenty-two percent are empty nesters, and 19 percent are singles without children. University students made up another 2 percent of visitors. Results were generally in line with prior summers, although visitors this summer were slightly more likely to be couples and singles without children, and less likely to be empty nesters (consistent with the slightly younger profile this summer). Day visitors were more frequently singles without children or university students compared to overnight visitors or seasonal residents. With a much younger profile in winter, couples and singles without children comprise the majority of winter visitors, while families and empty nesters tend to be more prevalent during the summer months. Annual Household Income. The median annual household income of summer visitors to Bend was around $87,500 (identical to winter 2015/16 and summer 2013). The average annual household was approximately $116,000, somewhat higher than prior years (generally around $105,000). More than two in five respondent households (forty-two percent) earn $100,000 or more annually, with 10 percent earning $200,000 or more. Twenty percent reported incomes of less than $50,000, and an additional 38 percent make between $50,000 and $100,000 each year. Seasonal residents were the most affluent visitors (average household income $151,000), while day visitors were the least affluent ($78,000). RRC Associates, Inc. 3

6 GEOGRAPHIC ORIGIN Visitor Mix (Oregon vs. Out-of-State) Sixty-three percent of visitors this summer were from outside of Oregon. Conversely, 37 percent of visitors reside within the state (generally comparable to prior surveys, summer and winter). Repeat summer visitors had a considerably greater likelihood of being Oregon residents (48 percent) than first-time summer visitors (14 percent 86 percent of first-timers are from out-of-state). As has been the case historically, in-state residents are the most frequent visitors of Bend, with California (18 percent) and Washington (16 percent) being the leading states of origin among out-of-state visitors (with Washington being much stronger in winter and California consistently at about the same level summer and winter). Together, these three states comprised 71 percent of the visitor base this summer season, similar to 69 percent in summer Key Geographic Markets The most frequently identified markets within Oregon include the Portland Designated Market Area (DMA) (28 percent of visitors), followed by the Eugene DMA (8 percent), and the Medford/Klamath Falls DMA (3 percent), all very similar to historical results. As noted, California and Washington were the largest out-of-state markets for Bend this summer, representing 18 percent and 16 percent of visits respectively, indicative of strong regional representation among Bend visitors. The second tier of states of origin for Bend area visitors include Idaho (3 percent), Texas, Arizona, and Florida (each about 2 percent). Outside of Oregon, Seattle-Tacoma accounts for the largest proportion of visitors by DMA (11 percent of total visits), followed by Los Angeles (5 percent), San Francisco-Oakland-San Jose (5 percent), Sacramento-Stockton-Modesto (3 percent), and Boise (2 percent). International visitors accounted for approximately 4 percent of visitors to Bend this summer (off slightly although generally within the historic range of prior summers), with the strongest representation from Canada. At 1 percent of visitors, Canada is down from 2 to 3 percent historically, likely due to the strength of the U.S. Dollar. As mentioned in previous studies, some markets of note that are typically strong sources of visitors at other comparable destinations in the western U.S., that do not show up in significant numbers in the Bend survey data, include New York/New Jersey, Georgia, Minnesota, along with Texas and Illinois. Whether Bend is perhaps just too far for a trip for potential visitors in these markets or the issue is lack of awareness, these markets do typically represent good sources of relatively frequent, more affluent travelers with good air access, which should at least be considered and evaluated for future marketing strategies. RRC Associates, Inc. 4

7 Figure 1 Visitor Type, Demographic Profile, and Geographic Origin RRC Associates, Inc. 5

8 Figure 2 Visitor Type, Demographic Profile, and Geographic Origin by Year RRC Associates, Inc. 6

9 LODGING DATA / OCCUPANCY Lodging Occupancy The 2016 summer lodging data imply overall growth in visits from longer distance destination markets with average summer lodging occupancy rates remaining consistently strong and growth noted in May, June, August, and September (see below), and off just slightly in July (July still at 89% occupancy, however). Overall, the data again show strong visitation to the Bend area this summer, and summer occupancy has generally continued to grow year after year (although perhaps starting to reach the limits of capacity during certain times, particularly in July). Figure 3 Bend Lodging Occupancy Rates: July 2013 September 2016 (Source: Smith Travel Research) RRC Associates, Inc. 7

10 Average Daily Rate (ADR) and Revenue per Available Room (RevPAR) It is encouraging to note that the gains in occupancy were not had at the expense of revenues for hoteliers in Bend. The figures below show average daily rate (ADR) and revenue per available room (RevPAR) for by month. Again, summer 2016 exhibited growth in both ADR and RevPAR during all months this summer, indicating that lodging companies have been able to capitalize on occupancy gains with revenue increases. Figure 4a Bend Lodging Average Daily Rates (ADR): July 2013 September 2016 (Source: Smith Travel Research) RRC Associates, Inc. 8

11 Figure 5b Bend Lodging - Revenue per Available Room (RevPAR): July 2013 September 2016 (Source: Smith Travel Research) RRC Associates, Inc. 9

12 TRIP CHARACTERISTICS / TRAVEL PLANNING Other Destinations Considered for this Trip More than one-third of respondents (39 percent) indicated that they considered other destinations for their trip, while the remaining 61 percent reported that Bend was the only area they considered. Day visitors were particularly likely to have considered other destinations (46 percent) compared to seasonal residents (40 percent) or overnight visitors (39 percent). Similarly, first-time summer visitors considered other destinations to a greater degree than repeat summer visitors (46 percent vs. 36 percent) and out-of-state visitors to a greater degree than in-state visitors (42 percent vs. 36 percent). Visitors who indicated that they had considered another destination were asked a follow-up question to identify the other potential locations. An analysis of these comments is presented in Figure 6 to follow. Figure 6 includes a word cloud, where the size of the word directly correlates to the number of times it is mentioned, as well as a graphical summary of the number of mentions of each location. The top alternative destinations were Crater Lake and Portland by far (mentioned 57 times and 53 times respectively in the comments). The Oregon Coast (34 mentions), Sisters (32 mentions), Redmond (18 mentions), Sunriver (18 mentions), and Seattle (17 mentions) were also popular alternatives to Bend, indicating that other destinations considered were largely in Oregon. Proportion of First-Time vs. Repeat Visitors to Bend Two-thirds of respondents (67 percent) have been to Bend before in the summer, while the other one-third (33 percent) were making their first summer visit. The proportion of first-time summer visitors declined this year relative to prior summers (43 percent in 2013, 41 percent in 2012, and 36 percent in 2009), while conversely, repeat visitors increased (at 67 percent, the largest share of repeat visitors ever). Summer-Winter Crossover Visitation Summer-winter crossover visitation to Bend is relatively strong, with half of summer respondents indicating that they have previously been to Bend in the winter (51 percent). A strong majority of seasonal residents have visited Bend in the winter (85 percent). Threequarters (74 percent) of repeat summer visitors have also previously visited during the winter. Based on the research, Bend has been relatively successful at summer-winter crossover visitation and should continue to support such year-round visitation and sampling of the opposite season. RRC Associates, Inc. 10

13 Travel Party Composition The average travel party size of respondents overall this summer was 2.8 people. Respondents reported a slightly smaller party size on average this summer than in summer 2013 and 2012 (both 3.2), and 2009 (3.4) and 2008 (3.7). However, the average party size was almost identical to that of winter 2015/16 (2.9 people). Respondents most frequently indicated that they were traveling with their spouse/partner (50 percent), family/children (37 percent), or friends (22 percent). These numbers are relatively stable compared to prior summer survey years. How did you hear about Bend? Respondents were asked to identify the sources through which they had heard about Bend. Over half mentioned word of mouth/recommendation (59 percent), indicating the strength of non-traditional advertising. An additional 38 percent indicated a previous visit to Bend. Other less common sources include the Visit Bend website (9 percent), other websites (6 percent), a magazine/newspaper article (5 percent), Trip Advisor (4 percent), Facebook (4 percent), and a variety of other less frequently mentioned sources. What information sources did you use to plan your trip to Bend? Respondents were asked what information sources were most effective in planning their trip to Bend. Word of mouth/talked to friends or family topped the list (45 percent of respondents used this method), followed by the experience of a prior visit (37 percent) and websites (29 percent). The most frequently mentioned web sites used were visitbend.com (along with other local Bend sites), Google, Trip Advisor, Airbnb, and Yelp. Other sources of information used by more modest shares of respondents include social networking sites (9 percent), brochure/direct mail, newspaper/magazine article, a smart phone app (each 4 percent), and alert ( 1 percent). Overall, only 3 percent of respondents did not use any information sources in planning their trip to Bend. RRC Associates, Inc. 11

14 Figure 6 Trip Characteristics / Travel Planning RRC Associates, Inc. 12

15 Figure 7 Other Destinations Considered for this Trip RRC Associates, Inc. 13

16 Figure 8 Trip Characteristics / Travel Planning by Year RRC Associates, Inc. 14

17 Figure 9 Trip Characteristics / Travel Planning by Year RRC Associates, Inc. 15

18 PURPOSE OF VISIT / METHOD OF TRAVEL / ACCOMMODATIONS Main Purpose of Visit to Bend Similar to previous survey years, outdoor recreation/leisure/sightseeing/brewery tourism was by far the top main purpose to visit Bend this summer among respondents (86 percent). Next was visiting friends/relatives (27 percent), a special event (10 percent), business/professional (4 percent), relocation, and combined business and pleasure (each 2 percent). Method of Travel Approximately three-quarters (76 percent) of all respondents traveled by private car to Bend this summer, followed by 22 percent who flew, 11 percent who drove a rental car, 5 percent who drove a camper/rv, and 1 percent who drove a motorcycle. Repeat summer visitors were more likely to travel by private car (84 percent) than first-time summer visitors (60 percent); conversely, first-timers more frequently traveled by plane (35 percent vs. 15 percent of repeat visitors) or rental car (23 percent vs. 6 percent) given more are from out-of-state. Among the respondents who flew, similar shares flew directly to the Redmond/Bend Airport (42 percent) and to the Portland Airport (44 percent). An additional 9 percent flew to Seattle, and 5 percent flew to another airport. Overall, the proportion of fly/drive traffic has been very consistent with past summers. However, the proportion flying in general has been increasing ever slightly each year. Length of Stay (overnight and seasonal visitors only) Among those staying overnight in Bend, the average number of nights stayed this summer was 3.8 nights, with a median of 3.0 nights. Seasonal residents typically had longer stays, with an average of 4.5 nights, compared to an average length of stay of 3.8 nights among overnight visitors. Out-of-state visitors also generally stayed longer (average 4.2 nights) than Oregon residents (3.0). Average length of stay decreased somewhat compared to prior summers (3.8 vs. 4.2 in summer 2013, 2012, and 2009). Length of stay in winter is somewhat shorter at 3.3 nights. RRC Associates, Inc. 16

19 Location & Type of Accommodations (overnight and seasonal visitors only) Overnight visitors were asked where their lodging accommodations were located. Approximately two-thirds of overnight respondents (68 percent) indicated that they were staying in Bend. The percentage staying in Bend has been consistently increasing, albeit at a marginal rate, growing from 63 percent in summer 2009 to 68 percent this year. Other locations mentioned include Sunriver (15 percent), Redmond (4 percent), Eagle Crest, Sisters (each 2 percent), and 7 th Mountain Resort (1 percent). Highly similar to prior summers, those renting a hotel/motel room or suite accounted for roughly one-third of overnight visitors this summer (31 percent), while those staying with friends or family in the area represented an additional one-third of overnight visitors (31 percent). Condo/townhouse/house rental was used by 20 percent of overnight respondents (growing somewhat compared to past summers), followed by RV/tent camping (11 percent) and those who own/timeshare their accommodations (6 percent). Repeat summer visitors more frequently stayed with friends or family (33 percent vs. 28 percent of first-time visitors) or in a second home (8 percent vs. 0 percent), while first-timers were more likely to stay in a hotel/motel room (36 percent vs. 28 percent of repeat visitors). RRC Associates, Inc. 17

20 Figure 10 Purpose of Visit / Method of Travel / Accommodations RRC Associates, Inc. 18

21 Figure 11 Method of Travel / Length of Stay by Year RRC Associates, Inc. 19

22 Figure 12 Accommodations by Year RRC Associates, Inc. 20

23 ATTRACTION VISITATION AND ACTIVITY PARTICIPATION Attraction Visitation Respondents were asked to indicate which attractions or locations they had visited or planned to visit during their summer visit to Bend. Downtown Bend (69 percent visited), the Old Mill Shopping District (65 percent), and breweries (53 percent) attracted the greatest proportions of visitors. Other popular attractions included Sisters (30 percent), Sunriver (26 percent), Lava Lands (25 percent), the Deschutes River Trail (24 percent), Smith Rock (22 percent), Tumalo Falls (18 percent), Cascade Lakes Scenic Byway (17 percent), the Bend Factory Outlets (17 percent), and the High Desert Museum (15 percent). Phil s Trail (4 percent) and the Riverhouse Convention Center (1 percent) attracted a relatively smaller share of respondents. Seasonal residents, repeat summer visitors, and out-of-state visitors on average visited a larger number of attractions. Activity Participation When asked in what activities they participated during their trip to Bend, respondents most frequently mentioned dining (71 percent) and hiking or trail running (65 percent). Forty-six percent visited a brewery or the Bend Ale Trail, and 44 percent went shopping. Approximately one-quarter (26 percent) said they engaged in floating/paddling sports. Other activities include arts/cultural activities (18 percent), camping (17 percent), mountain biking (16 percent), road biking (15 percent), music/nightlife (15 percent), museums (14 percent), special events (14 percent), and the farmers market/agri-tourism (13 percent). Seasonal residents were particularly likely to have engaged in floating/paddling sports (41 percent). RRC Associates, Inc. 21

24 Figure 13 Attractions Visited and Activity Participation RRC Associates, Inc. 22

25 Figure 14 Attractions Visited and Activity Participation by Year RRC Associates, Inc. 23

26 EXPENDITURES Average Per Capita Daily Expenditures The overall daily mean (average) per capita expenditure is estimated at $114 per person per day, with a median expenditure of $80 per person per day. This result shows positive growth from an average of $106 in summer 2013 and $96 in summer In comparison, winter visitors have slightly higher daily per capita expenditures at $129 per person per day. Average Expenditures Per Person Per Trip For the total trip, visitors estimated they would spend a total of approximately $362 per person. This compares to $424 per person for the trip in summer 2013 and $353 in 2012 (in part, 2016 appears off slightly from 2013 due to slightly shorter stays in summer 2016). The figure for winter 2015/16 was $334 (per capita trip expenditures are lower in winter due to shorter stays compared to summer). Out-of-state travel parties spent more money on average ($424) than in-state travel parties ($253). For the trip, lodging expenditures accounted for about 39 percent of the total amount spent per person for the trip (average $140). Food and drinks accounted for about 31 percent of total per person per trip spending ($111). Shopping accounted for 14 percent of spending ($50), followed by recreation/entertainment/activities at 11 percent ($39). Average Expenditures Total Travel Party Per Trip For the total trip, visitors estimated they would spend a total of approximately $876 for their total immediate travel party. This compares to $952 per travel party for the trip in summer 2013 and $793 per travel party for the trip in winter 2015/16 (total party trip expenditures are greater in summer due to both longer stays and larger party sizes compared to winter). In part, this summer s lower average expenditures per party for the trip compared to prior summers is attributable to slightly shorter stays and smaller travel parties this summer. Out-of-state travel parties spent more money on average ($1,031) than in-state travel parties ($622). For the trip, lodging expenditures accounted for about 43 percent of the total amount spent (average $380). Food and drinks accounted for about 31 percent of total spending ($274). Shopping accounted for 14 percent of spending ($119), followed by recreation/entertainment/ activities at 11 percent ($95). RRC Associates, Inc. 24

27 Figure 15 Expenditures by Visitor Type RRC Associates, Inc. 25

28 Figure 16 Expenditures by Year RRC Associates, Inc. 26

29 VISITOR CENTER USAGE / NET PROMOTER SCORE (NPS) Visitor Center Usage Another question asked respondents whether they had visited a visitor center in the Bend area during their trip. Overall, 14 percent said they went to a visitor center, a number that has grown positively from winter 2015/16 and summer 2013 (each 9 percent). First-time summer visitors (16 percent) and out-of-state visitors (17 percent) were more likely to have gone to a visitor center. Of those who went to a visitor center, most (82 percent) went to the Bend Visitor Center in Downtown Bend, while a smaller share (21 percent) went to the Central Oregon Visitor Center in the Sunriver Village. Net Promoter Score RRC has been asking the following question at resorts and destinations nationally for many years in the effort to better measure destination success and customer satisfaction: How likely would you be to recommend this destination (Bend) to a friend, family member, or colleague? The answer scale to this question is based on an 11-point scale where 0=not at all likely, 5=neutral, and 10=extremely likely. The results are intended to quantify word of mouth and measure how well a resort or destination is regarded among its customer base; this question is asked in many other industries and is considered an important benchmark of a company s performance and potential future growth. Respondents who give rating scores of 9 or 10 (85 percent in Bend this summer) tend to be promoters of the destination being rated they speak highly of it when asked the destination s most loyal and strongest promoters. Respondents who give scores of 7 or 8 (13 percent) tend to be more impartial or passively satisfied, not necessarily a strong promoter but neither a detractor as well. These guests probably wouldn t say anything bad about the destination, but they aren t raving fans either. Respondents who give ratings of 6 or below (3 percent) are detractors if asked, likely to be less than enthusiastic or are more likely to not have good things to say about the destination. As such, Bend s net promoter score (percentage of promoters minus percentage of detractors) is 82 percent this summer. Seasonal residents provided a better NPS (88 percent) than overnight visitors (82 percent) or day visitors (75 percent) this summer. Repeat summer visitors also gave a higher NPS of 85 percent than their first-timer counterparts (75 percent). The 82 percent NPS recorded this past summer is the strongest it has ever been 80 percent for winter 2015/16, 79 percent summer 2013, 75 percent summer 2012, 64 percent summer 2009, 58 percent summer RRC Associates, Inc. 27

30 Figure 17 Visitor Center Usage / Net Promoter Score RRC Associates, Inc. 28

31 Figure 18 Visitor Center Usage / Net Promoter Score by Year RRC Associates, Inc. 29

32 SUGGESTIONS / OPEN ENDED COMMENTS The survey provided respondents the opportunity to list/suggest any changes they would like to see in Bend. Specifically, respondents were asked: if you could change one thing about Bend, what would it be? Major themes this summer differed somewhat from themes noted in past summer surveys, with a focus on poor road infrastructure and increased traffic, overcrowding and heightened growth, and accessibility and ease of air travel. Other commonly mentioned suggestions for improvement include more visitor options for dining/lodging/retail and a greater availability of and less expensive housing. Many respondents also took the opportunity to provide positive feedback on their visit to Bend (see full list of comments in the appendix). Example Comments Accessible maps for hiking Better directions to mountain bike trails Bring back shuttle to Mt. Bachelor Closer to home Don't let it get as crowded as Austin Free public transportation Hard to find a place to live - cheaper homes I like it! Job availability Less expensive! Lodging options Loved river walking trail. Get rid of roundabouts. More affordable hotels More downtown parking More road signs None, it is amazing! Overcrowding Public transport to downtown Roads not organized/efficient Stop growing This is the best city in July ever! Too much growth Traffic Uber Winery promotion similar to Ale Trail RRC Associates, Inc. 30