Visitor Profile Research May 2016

Transcription

1 Visitor Profile Research May 2016

2 Background & Methodology Goal: explore visitors motivations in an effort to hone marketing messages intended to drive visitation and visitor engagement with the destination Interest in understanding why travelers visited at certain times of the year, and How this relates to their image of Mammoth Lakes and the type of experience they expect Interest in understanding the appeal of the destination to those who visit in non-winter, as part of an effort to develop services and marketing to support those trips Surveys were conducted within California and Nevada, where visitors are most likely to be found Half of the 1,502 surveys conducted for this research were with potential visitors: Travelers who have not visited Mammoth Lakes in the past 2 years but have some level of likelihood to consider visiting in the future The table at right shows the DMAs where surveys were conducted DMA of Survey Respondents Visitors Potential Visitors Los Angeles, CA 56% 35% San Francisco-Oakland-San Jose, CA 12% 12% San Diego, CA 8% 6% Las Vegas, NV 6% 23% Sacramento-Stockton-Modesto, CA 5% 9% Reno, NV 5% 5% Fresno-Visalia, CA 4% 4% Santa Barbara-Santa Maria-San Luis Obispo, CA 2% 1% Bakersfield, CA 1% 1% Chico-Redding, CA 1% 2% Palm Springs, CA 1% 0.3% Monterey-Salinas, CA 0% 1% Eureka, CA 0.1% 0.1% Medford-Klamath Falls, OR - 0.1% Salt Lake City, UT - 1% Total interviews

3 Table of Contents Market Overview 4 Visitors & Potential Visitors 14 Insights 34 Market Specific Breakdowns 39 Tahoe Visitors Los Angeles DMA Winter Visits Summer Visits Shoulder Visits Appendices 3

4 2016 Mammoth Lakes Visitor Profile Sample size for this section is 6,224 travelers age 18+ who are travel decision-makers for their households Surveys conducted in effort to complete 1500 interviews with visitors and potential visitors Margin of error at these sample sizes is +/- 2 points at the 95% confidence level. Changes across measures are not statistically significant unless more than 2 points different. 4

5 Origin Markets of Mammoth Lakes Visitors Among a random sample of general population travelers from California and Nevada, the bulk of Mammoth Lakes visits come from the Los Angeles DMA Share of visits % 8% 13% 6% 2% 3% 18% Market penetration remains at 25% of the LA market across the two visitor profile measures % 10% 10% 5% 4% 4% 7% Los Angeles San Diego San Francisco Sacramento Santa Barbara Fresno Other We did not set quotas by DMA, so individual market penetration estimates may be unstable with small sample sizes. Share of visits is calculated by applying penetration rates to household populations. 5

6 Market Familiarity Destination Familiarity First measure of market strength is familiarity Familiarity is highest with the California destinations Yosemite S. Lake Tahoe 57% 59% 59% 52% Mammoth Lakes is similar to Bear Mountain, and lower than Lake Tahoe and Yosemite The competitive set has been pared down since the last visitor profile, to focus on more comparable destinations Familiarity is top two box measurement, those who know a lot or a fair amount about each destination N. Lake Tahoe Bear Mountain, CA Mammoth Lakes Aspen Park City Vail 26% 25% 21% 19% 20% 20% 34% 38% 39% 37% 48% 59% Lake Tahoe was not asked as North and South in

7 Market Familiarity Familiarity is a precursor to consideration and visit intent, and unfamiliarity can be a barrier. Only 9% of travelers never heard of Mammoth Lakes. Yosemite, Tahoe, and Aspen have lower shares of unfamiliarity. Equal shares of travelers (27%) have heard of Mammoth Lakes but know nothing about it, and feel they know a little about it. Destination Familiarity I know a lot about this destination I know a fair amount about this destination I know a little about this destination I ve heard the name, but know little/nothing about this destination I ve never heard of this destination 26% 29% 26% 27% 30% 27% 23% 25% 28% 16% 18% 12% 5% 2% 5% S. Lake Tahoe Yosemite N. Lake Tahoe Bear Mountain, CA 17% 16% 21% 21% 25% 27% 16% 36% 25% 27% 32% 11% 9% 7% 9% 7% 6% 13% 12% 24% 26% 30% 28% 26% 27% Mammoth Lakes Aspen Park City Vail 7

8 Likelihood to Consider Likelihood to consider each destination in the competitive set gets similar results as familiarity, in terms of the priority of destinations. Year-over-year likelihood is also similar, with a third of travelers considering a visit to Mammoth Lakes. Yosemite S. Lake Tahoe N. Lake Tahoe Bear Mountain Likelihood to Consider (top two boxes) 28% 34% 43% 51% 53% 51% 48% 51% Mammoth Lakes 33% 33% Aspen Park City 19% 22% 16% 18% Vail 15% 16% Lake Tahoe was not asked as North and South in

9 Past Visitation SMARInsights calculated share of visits to each of the destinations in the pre-defined competitive set The priority of markets follows familiarity and likelihood considerations Nearly one fifth of travelers have visited Mammoth Lakes 2016 Visited in past 2 years # of visits in past 2 years Share of visits 2014 Share of visits South Lake Tahoe 29% % North Lake Tahoe 23% % 24% Yosemite, CA 29% % 13% Bear Mountain, CA 22% % 10% Mammoth Lakes, CA 17% % 11% Park City, UT 7% 1.5 4% 3% Aspen, CO 7% 1.5 3% 2% Vail, CO 4% 1.4 2% 2% 9

10 Why People Don t Visit Mammoth Among those unlikely to visit, the most prevalent reason is that they just don t know enough about the destination. Other key reasons include distance or access, a preference for other destinations, and the perception that the Mammoth area doesn t offer activities of interest. This is also characterized by people saying either they don t ski or they are not outdoorsy. Clearly, more communication and education will help generate increased interest and highlight reasons to visit the area. The positive finding is that there are no major negative perceptions associated with the area, or major barriers to expanding visitation. Reason All Travelers Unfamiliar/don t know enough about it 46% Too far/not easy to get to 13% Prefer other places 12% Doesn t interest me/not my kind of activities 10% Been there/want to go somewhere new 4% Expensive 2% No time for travel 2% Miscellaneous/other 11% N=749 Of travelers in the Los Angeles DMA, only 8% are unlikely to visit Mammoth Lakes. 10

11 What Motivates Visitation to Competitors? In general, consumers don t make the decision not to go somewhere; they simply choose another destination. Understanding what is motivating them to visit the competition can help highlight opportunities for improvement. These opportunities may simply mean better advertising and communication about the area, or they can represent new or expanded product that needs to be developed. With respect to North Lake Tahoe and South Lake Tahoe, among verbatim mentions of places to visit, travelers did not differentiate. They said either Tahoe or Lake Tahoe, but there was no mention of north or south or of specific resorts. In a very few cases, travelers clarified with the state name (Lake Tahoe, CA, or Lake Tahoe, NV). Other destinations are viewed as more scenic than Mammoth and providing more sightseeing, shopping and entertainment options. As should be expected, gambling is a fairly strong motivator for Tahoe. Mammoth Lakes leads the other destinations for skiing, fishing, and snowboarding. Activity Viewing and enjoying natural scenery such as mountains, lakes, etc. Mammoth Lakes All other destinations Tahoe 23% 32% 34% Hiking 17% 14% 12% Skiing 16% 9% 6% Scenic drives 15% 18% 20% Fishing 14% 4% 3% Sightseeing 14% 22% 19% Nature walks 13% 17% 15% Visiting a national park, forest, or monument 10% 10% 3% Snowboarding 9% 6% 4% Visiting small towns and rural areas 7% 9% 10% Shopping 6% 8% 8% Enjoying the fall colors 6% 9% 9% Wildlife watching 5% 7% 5% Experiencing the unique culture of the area 5% 7% 6% Fine dining or eating at a unique local restaurant 4% 6% 5% Entertainment and nightlife 3% 6% 11% Gambling/casino 1% 8% 19% 11

12 Attracting Non-Visitors The next question is whether there are attractions that could be developed within Mammoth Lakes to attract additional visitors. If there are activities that are strong motivators (a large number of people chose a destination based on those activities), these can represent opportunities for development. To be meaningful, seasonality needs to be considered: Winter motivators are skiing and snowboarding, with the scenery of the area being key. In summer, scenery is important but there are some interesting activities: fishing, festivals and golf. Developing opportunities around these activities could increase visitation significantly. In the shoulder seasons there is obviously a mix of activities depending on weather. Visiting the national park is more of a motivator here, along with participating in sporting events. Otherwise skiing and fishing are big draws, and these show up in the other seasons as key motivators as well. Top Motivators - Winter % Motivated Skiing 73% Snowboarding 63% Viewing and enjoying natural scenery such as mountains, lakes, etc. 45% Top Motivators - Summer Fishing 54% Viewing and enjoying natural scenery such as mountains, lakes, etc. 51% Hiking 46% Cross country skiing 38% Scenic drives 35% Festivals (music, food, arts, etc.) 33% Golf 32% Top Motivators - Shoulder Season Viewing and enjoying natural scenery such as mountains, lakes, etc. 55% Fishing 49% Skiing 48% Snowboarding 48% Attending or participating in sporting events or competition 43% Hiking 37% Enjoying the fall colors 34% Scenic drives 34% Visiting a national park, forest, or monument 34% Cross country skiing 33% 12

13 Attracting Non-Visitors Much of what is identified as motivators is already being promoted by MLT. In addition to the winter product, fishing, hiking, and fall colors are all adventures that are being promoted. One insight to attract non-visitors would be perhaps promoting activities that appeal to those who do not as clearly identify themselves as outdoor enthusiasts. This could make Mammoth s rich outdoor experiences accessible to less equipped travelers who don t necessarily consider themselves hard-core outdoor people. Generally promoting the adventures the area has to offer is a strong appeal. But broadening this to include things such as scenic drives and nature walks might entice those who are intimidated by more active adventures to consider Mammoth. 13

14 2016 Mammoth Lakes Visitor Profile Sample size for this section is 1,502 visitors and potential visitors The sampling error year over year is +/-3 points at the 95% confidence level. Therefore only differences of 3 points or more represent a significant change. 14

15 Seasonal Interest To gauge interest in the destination without identifying it specifically, initial questions were asked about a leisure visit to a place with mountains, lakes, and an abundance of outdoor activities. Given such a destination, travelers were asked when during the year they would consider visiting. Two-thirds of all travelers associated the description with a summer trip, potentially because summer is the most common season for travel. Compared to those who had not visited recently, Mammoth Lakes visitors were more inclined to think of spring, fall, and winter visits to the described destination. What season(s) would you visit a place with mountains, lakes, and outdoor activities? Visitors Potential Visitors 57% 49% 66% 64% 47% 38% 26% 15% Spring Summer Fall Winter 15

16 Mammoth Lakes Mindshare Travelers were asked to name destinations with mountains, lakes, and an abundance of outdoor activities where they would consider taking a leisure trip in winter, or in spring/summer/fall. Mammoth Lakes was named more frequently as a winter destination than a place to visit any other time of the year. Of recent visitors, roughly 1 in 10 named Mammoth Lakes as the first place they would consider, while fewer potential visitors did so. Non-winter visitors have less preference for what time of year to visit, whereas winter visitors are twice as likely to name Mammoth Lakes as a winter destination as they are to name it as a spring, summer, or fall destination. 8% 8% Mammoth Lakes named as top place to consider for a Spring, Summer, or Fall Trip Winter trip Visitors 11% 1% Potential Visitors Visitors Only: Mammoth Lakes named as top place to consider for a Spring, Summer, Fall Trip Winter Trip 8% 11% 11% 9% 8% 7% 3% 15% Spring Visitors Summer Visitors Fall Visitors Winter Visitors 16

17 Top-of-Mind Mentions (Mindshare) Among recent visitors, Lake Tahoe and Yosemite were as likely to be mentioned for a spring, summer, or fall trip. Lake Tahoe has higher top-of-mind mentions for a winter trip than Mammoth. Among potential visitors, Mammoth Lakes is not among the most frequently mentioned destinations. Looking at travelers in the Los Angeles DMA, Mammoth leads among recent visitors: LA DMA only Spring/Summer/Fall ML Visitors Potential Visitors ML Visitors Winter Potential Visitors Mammoth Lakes 12% 2% 16% 6% Big Bear 6% 15% 9% 20% Lake Tahoe 8% 12% 8% 9% Yosemite 9% 4% 2% 1% 10% 15% Lake Tahoe/ Tahoe 14% 13% 9% 7% 8% 11% 3% Lake Tahoe/ Mammoth/ Tahoe Mammoth Lakes Places to visit in spring/summer/fall with mountains, lakes, outdoor activities Yosemite Places to visit in winter with mountains, lakes, outdoor activities 7% 9% 1% Mammoth/ Mammoth Lakes 4% 6% 5% 6% ML Visitors 7% 4% 5% 4% 4% ML Visitors Potential Visitors Potential Visitors 3% 4% 3% 2% 2% 2% 2% 2% 3% 2% 2% 2% 2% 3% Big Bear Colorado Hawaii Yosemite Utah New York/ NYC 4% 2% 2% 3% 2% 1% 2% Hawaii Colorado Big Bear California Yellowstone Las Vegas Utah California Las Vegas Florida 17

18 Familiarity with Competitive Set Year-over-year familiarity with Mammoth Lakes among recent visitors is virtually identical. Among potential visitors, familiarity has dropped off somewhat since the prior measure which is true of all of the destinations except Yosemite. The gap in familiarity between visitors and potential visitors is greater for Mammoth Lakes than for other destinations. Top 2 Box Familiarity with Destinations - Visitors % 88% 79% 81% 80% 80% 72% 70% 68% 61% 45% 46% 43% 40% 38% 35% Mammoth Lakes Yosemite S. Lake Tahoe Bear Mountain N. Lake Tahoe Aspen Park City Vail Top 2 Box Familiarity with Destinations - Potential Visitors Tahoe Visitors' Familiarity with Destinations 81% 86% 67% 40% 36% 62% 62% 60% 60% 52% 49% 42% 40% 30% 27% 22% 21% 22% 19% Mammoth Lakes Yosemite S. Lake Tahoe N. Lake Tahoe Bear Mountain Aspen Park City Vail Mammoth Lakes N. Lake Tahoe S. Lake Tahoe

19 Likelihood to Consider Competitive Set Mammoth Lakes leads among recent visitors, followed by the other California destinations. The largest gap between visitors and potential visitors is for Mammoth Lakes. High interest in repeat visitation reflects a positive experience in the destination. But among potential visitors, interest has grown year-overyear in Yosemite and Bear Mountain. Across all measures, Lake Tahoe did better than the divided north and south versions of that destination. Lake Tahoe visitors have higher intent to visit there again than Mammoth Lakes visitors do. This could be a function of the broader array of activities in that destination, which lend themselves to a similar but not identical repeat visit experience. 77% 76% Likelihood to Consider - Mammoth visitors % 72% 71% 71% 62% 58% 56% 49% 40% 32% 33% Mammoth Lakes Yosemite S. Lake Tahoe N. Lake Tahoe Bear Mountain Aspen Park City Vail 40% 40% Likelihood to Consider - Potential visitors 61% 64% 62% 62% 55% 52% % 45% 27% 25% 33% 28% 20% 21% 20% Mammoth Lakes Yosemite S. Lake Tahoe N. Lake Tahoe Bear Mountain Aspen Park City Vail 29% 18% 19

20 Mammoth Trip Experience Respondents were asked how strongly they agreed that each of three statements describe a Mammoth Lakes visit. Generally, the highest agreement across all seasons visitors is that a trip to Mammoth Lakes is an active, highly charged visit with lots to see and do. Travelers can have multiple experiences in one destination, and the overlapping agreement with the three visit types below indicates that. Directionally, potential visitors gave the same response, with active getting the most agreement and high risk getting the least. However, there are fewer potential visitors who agree with multiple trip experiences for the destination. A Mammoth Lakes visit is Top 2 box Winter visitors Summer visitors Spring visitors Fall visitors Potential visitors An active, highly charged visit with lots to see and do 75% 69% 67% 70% 56% A laid-back trip without a lot of activities 52% 60% 58% 52% 45% A trip that includes a high degree of risk taking and extreme adventure activities 54% 46% 51% 49% 33% 20

21 Mammoth Lakes Visits by Season Generally, Mammoth Lakes is most widely known as a place to visit in winter. Among recent visitors, winter visits are the most common. However, more than a fourth of visitors came in summer. Share of total visits Share of visitors Share of Visits by Season Fall 13% Winter 37% 35% 30% 25% 20% 15% 10% 5% 0% Summer Fall Winter Spring Summer Fall Winter Spring Summer Fall Winter Spring Summer Fall Summer 29% Spring 21% [OF THOSE WHO VISITED MAMMOTH LAKES WITHIN THE PAST TWO YEARS] When during this time did you travel to Mammoth Lakes for a leisure trip? How many leisure trips did you take to Mammoth Lakes during the season(s) you selected? Winter = December March Spring = April June Summer = July August Fall = September November In 2014 visitor profile research, seasons were originally reported as winter=dec-feb; spring=mar-may; summer=jun-aug; fall=sep-nov. Data above has been recoded to match current research seasonal definitions. 21

22 Seasonal Visits, Year over Year Redefining seasons which months are incorporated into each season impacts much of the initially reported data. For example, summer which initially consisted of Mammoth Lakes visits taken in June, July, and August represented a much larger share of visits in the 2014 reporting. With June trips now shifted to spring, the share of visits labeled Shoulder is larger. Similarly, winter-only visitors were those who came to Mammoth Lakes in December through February, whereas now March trips are included in this definition. In actuality, the multi visitors those who visited in more than one season (winter, summer, or spring/fall) continue to represent just under a third of visitors, using the newly defined seasons. Throughout the remainder of the report, all references to seasons are using the new, 2016 definition. Seasonal Segments 2014 original 27% 38% 23% 2014 recoded % 25% 18% 20% 30% 25% 28% 30% Winter Summer Shoulder Multi 2014 Definition Months 2016 Definition Winter December, January, February Winter Spring March Winter Spring April, May Spring Summer June Spring Summer July, August Summer Fall September, October, November Fall 13% 22

23 Multiple Visits to Mammoth Lakes Besides the time of year people visited, another element that is relevant to MLT is how often they did so. Roughly two-thirds of winter visitors went just once to Mammoth Lakes in a two-year period, and this is consistent across measures. Summer and shoulder visits increased in frequency between 2014 and Visit volume also grew among multi visitors. Number of Mammoth Lakes Visits 2 visits 28% 2% 1% 0% 3% 0% 9% 18% 12% 25% Visit Frequency by Season 23% 3% 5% 3% 6% 4% 4% 26% 28% 19% 32% 1 visit 48% 3-4 visits 12% 5+ visits 12% 5+ visits 3-4 visits 2 visits 1 visit 65% 81% 72% 30% 47% 64% 63% 74% 31% 37% Winter Summer Shoulder Multi Winter Summer Shoulder Multi

24 Seasonal Trip Details Comparing visits by season reinforces some things we already knew: Winter visitors spend more and have large travel parties Shoulder-season visits (fall and spring) spend less and have shorter stays Summer visits tend to be the longest Several findings are new: Half of Mammoth Lakes travel parties include children. This is notable because only a fourth of U.S. households have children, so Mammoth Lakes is getting a higher share of family travelers. While many of those who visit may be single, young adventure-seekers, a significant portion are visiting with their families. This is relevant not only to current visitors but also in light of expanding marketing messaging to potential visitors. Spring visits are the most likely to include children Mammoth Lakes Trips Spring Summer Fall Winter Total Travel party % w/kids under 18 yrs. 63% 59% 45% 51% 55% Length of stay Trip Spend $ 1,130 $ 1,096 $ 1,056 $ 1,549 $ 1,266 24

25 Transportation Transportation patterns remain consistent from the prior visitor profile. Of those traveling by air, Los Angeles is the most commonly mentioned connecting airport. 84% 82% Transportation to Mammoth Lakes % 84% Transportation within Mammoth Lakes Personal vehicle 11% 13% 8% 10% 3% 3% 5% 4% 1% 1% Rental vehicle RV/camper Motorcycle Air Other Personal vehicle (owned or borrowed) 12% 14% 5% 6% 9% 5% 6% 6% 4% 4% 4% Rental vehicle Taxi Tour bus Public transportation Hotel/resort shuttle Other 1% 25

26 Lodging by Season Hotel/motels are the most common accommodation. One third to a fourth of visitors using this lodging option. Winter visitors are nearly as likely to rent a cabin/chalet or condo as a hotel. Camping in more common in summer, and is more weather dependent than other accommodations. Condo rental Hotel/motel Cabin/chalet/ house rental Bed & breakfast RV park/campgr ound Stayed with friends/ family Timeshare Other Winter % 36% 35% 5% 6% 12% 2% 0% % 42% 31% 6% 7% 6% 0% 1% % 41% 24% 16% 11% 24% 5% 3% Spring % 40% 21% 2% 16% 13% 2% 0% % 52% 20% 11% 22% 14% 2% 2% Summer % 35% 23% 6% 22% 6% 0% 5% % 47% 19% 8% 24% 15% 2% 1% Fall % 31% 20% 8% 27% 14% 2% 0% % 52% 25% 9% 11% 18% 5% 7% Individual sample sizes are small, and some may refer to multiple visits within a season. 26

27 Trip Spend by Season Trip spending is similar to the prior measure. Winter tends to be higher, while summer and shoulder seasons tend to have lower spends. Shares of spending in each category mirror that of the 2014 study, and remain in line with statewide spending. Category Winter Summer Shoulder Multi 2016 Average 2014 Average Lodging/accommodations $ 550 $ 337 $ 370 $ 428 $429 $461 Dining out/night life $ 253 $ 180 $ 200 $ 270 $237 $223 Groceries $ 100 $ 100 $ 99 $ 148 $119 $109 Outdoor activities/attractions $ 321 $ 105 $ 147 $ 216 $207 $206 Shopping $ 165 $ 91 $ 148 $ 155 $145 $164 Entertainment such as shows, theater or concerts $ 27 $ 29 $ 35 $ 55 $40 $51 Transportation within Mammoth Lakes $ 33 $ 35 $ 37 $ 65 $47 $59 Other $ 43 $ 29 $ 28 $ 64 $46 $ % of total 2016 % of total 34% 34% 25% 28% 15% 16% 12% 11% 4% 3% 4% 4% 5% 4% TOTAL $ 1,492 $ 905 $ 1,065 $ 1,401 $1,271 $1,339 27

28 Spending Winter travelers have the highest total average spending and the highest per-night spending Multi-season travelers have the highest spending per person in the travel party Average spending per night per person remains fairly consistent across measures. Average Visit Spending* by Season $1,492 $1,401 $1,065 $905 Winter Summer Shoulder Multi Average nights Average spending per night $481 $274 $409 $379 Average travel party size Ave spending per person $339 $226 $273 $350 Ave spending per night per person $109 $69 $105 $95 * Since the prior research we have instituted a more rigorous data cleaning protocol to help provide more reliable results. This process includes omission of outliers which can sometimes result in an apparent decline in year-overyear spending levels. 28

29 Main Destinations For visitors to Mammoth Lakes, Mammoth continues to be the primary destination, with neighboring places significantly lower. There is little seasonal variation, although spring visits are more likely than the overall to have as their main destination Bishop or June Lake. 76% 68% Mammoth Lakes Main Destination % 3% 3% 3% 3% 2% 5% 7% 2% 4% 2% 3% 3% 6% Bridgeport Convict Lake Crowley Lake June Lake Lee Vining Rock Creek Bishop The sampling error year over year at these sample sizes is +/- 3 points at the 95% confidence level. 29

30 Demographics This research confirmed the demographic differences between visitors and potential visitors that were part of the findings of the 2014 visitor profile research. Generally, visitors are: More educated More likely to be married More affluent than potential visitors More likely to have children in their households Visitors Potential Visitors Age (mean) Marital status Education Income Gender Married 64% 58% Divorced/Separated 12% 10% Widowed 1% 2% Single/Never married 23% 30% High school or less 6% 11% Some college/technical school 24% 37% College graduate 46% 37% Post-graduate degree 24% 16% Less than $35,000 9% 19% $35,000 but less than $50,000 12% 16% $50,000 but less than $75,000 20% 22% $75,000 but less than $100,000 22% 18% $100,000 but less than $150,000 22% 15% $150,000 but less than $200,000 8% 6% $200,000 or more 7% 4% Male 46% 36% Female 54% 64% Kids in HH 49% 43% 30

31 Demos by season As in the 2014 visitor profile, the characteristics of visitors in each of these distinct periods is somewhat different: Winter visitors are younger, more affluent, and most likely to be single/never married By contrast, summer visitors are the oldest and most likely to be married Multi-season visitors are the most likely to have children at home Visitor Demos Winter Summer Shoulder Multi % 31% 33% 46% Age % 35% 37% 36% % 35% 30% 18% Married 53% 70% 69% 67% Marital status Divorced/Separated 13% 13% 13% 10% Widowed 1% 1% 1% 1% Single/Never married 34% 15% 17% 22% High school or less 5% 9% 8% 4% Education Some college/technical school 22% 23% 24% 24% College graduate 53% 46% 45% 43% Post-graduate degree 20% 23% 23% 29% Less than $35,000 8% 11% 10% 7% $35,000 but less than $50,000 13% 9% 11% 11% $50,000 but less than $75,000 22% 18% 20% 21% $75,000 but less than $100,000 19% 26% 20% 23% Income $100,000 but less than $150,000 19% 22% 23% 24% $150,000 but less than $200,000 8% 9% 10% 9% $200,000 or more 11% 5% 6% 6% Gender Male 47% 44% 41% 54% Female 53% 56% 59% 46% Kids in HH 46% 44% 42% 61% 31

32 Visitor Image Ratings, Year over Year Ratings among visitors have generally increased since the 2014 visitor profile study. Respondents were asked to rate Mammoth Lakes on a series of attributes using a 5-point scale. A number of the ratings are above 4 which, on a 5-point scale, is a very strong result. Visitor Ratings Has beautiful natural scenery Is a good place to indulge in a passion for the great outdoors Is a great place for winter sports such as skiing and snowmobiling Is a fun place to visit Is a good place for a family vacation Offers a wide variety of outdoor activities Is a good place to re-energize and recharge Is a good place to relax in peace and quiet Has a great climate Has activities that are easily accessible once you are there Is an exciting place to visit Offers a trip experience worth the money Is a good place for sightseeing 4.1 Has quality lodging options Has a small-town feel Is a good place for a variety of summer activities 4.1 Has an abundance of year-round activities Is a good place for fall colors 4.1 Offers great camping and RV ing Is a good value for the money Has a good variety of restaurants Is convenient to get to Is an upscale destination Is a good place for concerts and events

33 Ratings from Potential Visitors, Year over Year Directionally, image ratings are similar among visitors and potential visitors, with outdoor assets among the highest rated. Year over year, ratings among potential visitors are consistent, as we would expect given comparable levels of familiarity among this group of travelers. Notably, the image attributes with higher ratings since the prior measure relate to Mammoth Lakes being fun, having beautiful natural scenery, and being a good value. Average image rating from potential visitors from LA: 3.9 Other DMAs: 3.8 Potential Visitor Ratings Has beautiful natural scenery Is a good place to indulge in a passion for the great outdoors Is a fun place to visit Is a good place for a family vacation Offers a wide variety of outdoor activities Is a good place to relax in peace and quiet Is a good place to re-energize and recharge Is a great place for winter sports such as skiing and snowmobiling Is a good place for sightseeing 4.0 Offers a trip experience worth the money Has a great climate Is a good place for fall colors 3.9 Is an exciting place to visit Offers great camping and RVing Has quality lodging options Is a good place for a variety of summer activities 3.8 Has activities that are easily accessible once you are there Has a small-town feel Has an abundance of year-round activities Is a good value for the money Is an upscale destination Has a good variety of restaurants Is convenient to get to Is a good place for concerts and events

34 2016 Mammoth Lakes Visitor Profile 34

35 Insights Marketing Marketing efforts can be used to increase interest and visitation during key points throughout the year, and set expectations about the experience offered. Based on the comments and motivators of Mammoth Lakes visitors, marketing messaging that may prove impactful to drive both new and repeat visits would include: Be mindful of the family audience. Half of Mammoth Lakes visitors come with children under 18. Messaging that shows families what the area offers them is likely to appeal to and bring in other family travelers. Presenting outdoor experiences available to those who are not hard-core outdoorspeople. Making the outdoors accessible to those seeking a less intense experience will appeal not only to families, but also to those who would be drawn to the area for nature walks or scenic drives. Mammoth Lakes certainly offers extreme snow, climbing, and biking experiences, but leisurely sightseeing is also available. Show travelers what there is to do in Mammoth Lakes during spring, summer, and fall. Promote the Mammoth Lakes that exists under the snow, to round out perceptions of the destination as a place that offers more than just winter recreation. Communicate what is available for lodging, dining, shopping, entertainment the amenities that make for an enjoyable experience whether travelers are looking for an active or a relaxing getaway. 35

36 Insights Development Challenge for a destination with strong seasonal image and visitation: Until there are travelers to support increased investment in options for people who visit in nonpeak seasons, there is some risk involved Without these services to support visitors, they may not come or stay as long or return Opportunities: Investment in dining and lodging could support increased non-peak visitation Development of additional recreational offerings Lake Tahoe appears to be Mammoth s chief competitor, in part because it is viewed as a place to go year-round, and not just in winter. This is likely fueled by the volume and variety of activities and yearround amenities such as dining. 36

37 Insights The following table summarizes timing and messaging that could be most impactful in driving visitation in each season. Winter Visits Spring Visits Summer Visits Fall Visits Timing of Messaging October and November February or March April / June July and August Activities to Include in Messaging Continue publicizing skiing, snowboarding, sledding, snowmobiling, and tubing Fishing, natural scenery that can be enjoyed during hikes, scenic drives, and at nearby parks, forests, and monuments Same draws as spring trips, with an emphasis on the active side of the experience Fall colors, as well as the same draws as spring trips 37

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39 2016 Mammoth Lakes Visitor Profile ADDITIONAL DETAIL 39

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41 Tahoe Visitors There is interest in travelers who visit Lake Tahoe, in order to better understand who these travelers are and how they perceive and visit Mammoth Lakes in comparison. Among visitors to Mammoth Lakes, nearly half also visited Tahoe, with slightly more having visited South Lake Tahoe. Demographically, there is little difference. 36% 25% Lake Tahoe Visitors ML visitor 40% Potential ML visitor 33% 49% 37% N. Lake Tahoe S. Lake Tahoe Either Lake Tahoe Visitor Demos N. Lake Tahoe visitors S. Lake Tahoe visitors ML visitors % 36% 38% Age % 36% 36% % 28% 26% Married 64% 63% 65% Marital status Divorced/Separated 11% 11% 12% Widowed 1% 2% 1% Single/Never married 24% 24% 22% High school or less 6% 6% 6% Education Some college/technical school 26% 26% 23% College graduate 43% 44% 47% Post-graduate degree 24% 24% 24% Less than $35,000 10% 9% 9% $35,000 but less than $50,000 11% 12% 11% $50,000 but less than $75,000 20% 22% 21% Income $75,000 but less than $100,000 21% 19% 22% $100,000 but less than $150,000 21% 22% 22% $150,000 but less than $200,000 8% 7% 8% $200,000 or more 9% 10% 7% Gender Male 43% 43% 46% Female 57% 57% 54% Kids in HH 52% 46% 49% African American 3% 4% 3% Asian American 14% 16% 13% Ethnicity Caucasian 66% 65% 67% Hispanic/Latin American 13% 13% 16% Mixed ethnicity 3% 3% 4% Native 1% 1% 1% 41

42 Familiarity & Visit Intent Familiarity and likelihood are consistent with expectations Tahoe visitors are more familiar with Lake Tahoe than with Mammoth Lakes. Visit intent supports repeat visitation, with Mammoth Lakes visit intent highest among recent visitors, and Tahoe visit intent highest among recent visitors to that destination. Lake Tahoe does have higher intent among its recent visitors, which could be a function of the broader array of activities in that destination, which lend themselves to a similar but not identical experience. I know a lot about this destination I know a fair amount about this destination I know a little about this destination I ve heard the name, but know little/nothing about this destination I ve never heard of this destination 60% 58% 76% Tahoe Visitors' Familiarity with Destinations 38% 29% 51% 55% 30% 31% 22% 13% 8% 10% 3% 3% 3% 2% Mammoth Lakes N. Lake Tahoe S. Lake Tahoe Likelihood to Visit N. Lake Tahoe visitor S. Lake Tahoe visitor ML visitor 82% 83% 86% 76% 58% 62% Mammoth Lakes N. Lake Tahoe S. Lake Tahoe 42

43 Mammoth Lakes Image Among Tahoe Visitors 51% Tahoe visitors responses to image questions are similar to Mammoth Lakes visitors. And ratings of image attributes among Tahoe visitors are between those of Mammoth Lakes visitors and potential visitors. 51% 44% A laid-back trip without a lot of activities A Mammoth Lakes visit is... 66% 69% 58% An active, highly-charged visit with lots to see and do 44% Tahoe visitor ML visitor Potential ML visitor 46% 34% A trip that includes a high degree of risk taking and extreme adventure activities Tahoe Potential ML visitor visitor ML visitor Has beautiful natural scenery Is a good place to indulge in a passion for the great outdoors Is a fun place to visit Is a good place for a family vacation Offers a wide variety of outdoor activities Is a good place to relax in peace and quiet Is a great place for winter sports such as skiing and snowmobiling Is a good place to re-energize and recharge Is a good place for sightseeing Has a great climate Has activities that are easily accessible once you are there Has a small-town feel Is an exciting place to visit Offers a trip experience worth the money Is a good place for fall colors Is a good place for a variety of summer activities Has quality lodging options Offers great camping and RVing Has an abundance of year-round activities Is a good value for the money Has a good variety of restaurants Is convenient to get to Is an upscale destination Is a good place for concerts and events

44 2016 Mammoth Lakes Visitor Profile 44

45 Familiarity & Visit Intent Among travelers in the Los Angeles DMA, familiarity with Mammoth Lakes as a leisure destination is growing. Visit intent is similar across the two measures among both recent and potential visitors (differences are not statistically significant). I know a lot about this destination I know a fair amount about this destination I know a little about this destination I ve heard the name, but know little/nothing about this destination I ve never heard of this destination Familiarity with Mammoth Lakes 30% 34% 27% 35% 25% 20% 15% 9% 3% 1% Visit Intent % 76% 44% 46% Visitor Potential visitor 45

46 Seasonality Recent visits to Mammoth Lakes LA travelers seasonal behavior is similar to Mammoth Lakes visitors overall, with roughly a third visiting in multiple seasons. Multi 31% Winter 27% When are you most likely to visit? Winter (December March) 33% Spring (April June) 17% LA Visits to Mammoth Lakes Shoulder 24% Summer 18% 49% Fall (September November) 18% Summer (July August) 32% 30% 39% 22% Winter Spring Summer Fall 46

47 Image Travelers from Los Angeles rate Mammoth Lakes higher on all image attributes than they did in the prior measure. Outdoor attributes receive the highest ratings. Some of the lowest ratings are for restaurant options and being upscale. Los Angeles Travelers Has beautiful natural scenery Is a good place to indulge in a passion for the great outdoors Is a great place for winter sports such as skiing and snowmobiling Is a fun place to visit Is a good place for a family vacation Offers a wide variety of outdoor activities Is a good place to re-energize and recharge Is a good place to relax in peace and quiet Has a great climate Is a good place for sightseeing 4.1 Has quality lodging options Is an exciting place to visit Offers a trip experience worth the money Has activities that are easily accessible once you are there Is a good place for a variety of summer activities 4.0 Is a good place for fall colors 4.0 Has a small-town feel Has an abundance of year-round activities Offers great camping and RVing Is a good value for the money Is convenient to get to Has a good variety of restaurants Is an upscale destination Is a good place for concerts and events

48 2016 Mammoth Lakes Visitor Profile N=751 visitors 48

49 Activity Groups As indicated in the non-visitor discussion, SMARInsights looked at trip activities in Mammoth Lakes and other destinations to determine what travelers participated in and what motivated them to choose various destinations as the place for their leisure trip. In the following discussion of each season s visits to Mammoth Lakes, the list of 48 activities is categorized into four activity types to provide more of a birds -eye view of the trip experience. The table below indicates which activities are incorporated in each activity group. Snow Observation Active Outdoor Other Skiing Enjoying the fall colors Hiking Visiting a national park, forest, or monument Cross country skiing Viewing and enjoying natural scenery Attending/participating in sporting events or (mountains, lakes, etc.) competition Visiting geological formations unique to the area Backcountry skiing Nature walks Fishing Visiting a brewery Snowboarding Wildlife watching Off-roading Fine dining/eating at a unique local restaurant Snowmobiling Scenic drives Backpacking/mountaineering Entertainment and nightlife Snowcat tour Scenic helicopter / gondola rides High altitude training Experiencing the unique culture of the area Snowshoeing Festivals (music, food, arts, etc.) Road biking Visiting small towns and rural areas Dogsledding Sightseeing Mountain biking Gambling/casino Ice skating Arts and culture activities such as museums, theater performances Rock climbing Sledding Visiting a spa Horseback riding Ice climbing Visiting historical sites Golf Tubing Mining history Boating Fat biking Shopping Kayaking Paddleboarding 49

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51 Competition for Winter Visitor Mindshare Of travelers who visited Mammoth Lakes in winter, roughly half have also visited Bear Mountain and/or Yosemite. South and North Lake Tahoe are the next most common places to have visited among the competitive set, and in fact, the longest trips among these visitors are to Lake Tahoe. When asked unprompted about a place to visit in winter, however, Mammoth Lakes leads among first mentions, followed closely by Lake Tahoe. For winter visitors, Lake Tahoe undifferentiated by North or South, as described earlier appears to be Mammoth s chief competitor. 15% 12% Competitive set for Winter Visitors Visited in past 2 years # times visited Mammoth Lakes, CA 100% 2.3 Bear Mountain, CA 53% 2.8 Yosemite, CA 48% 2.0 South Lake Tahoe 40% 3.5 North Lake Tahoe 37% 3.3 Aspen, CO 19% 1.9 Park City, UT 17% 2.2 Vail, CO 13% 1.9 Top-of-Mind Mentions of Winter Destinations with Mountains, Lakes, Outdoor Activities 6% 5% 3% 3% 3% 2% 2% 1% 1% Mammoth/ Lake Tahoe/ Mammoth Tahoe Lakes Big Bear Colorado Hawaii New York/NYC Utah Yosemite California Las Vegas Florida 51

52 Mammoth s Image Among Winter Visitors When looking at results of all travelers for when they would visit a place with mountains, lakes, and outdoor activities, summer led with two-thirds of all travelers. The graph at right shows results of the same question for travelers who have visited Mammoth Lakes during the winter in the past two years. Only a third of these travelers said they would go to such a place in winter. This may be an indication that Mammoth Lakes is so ingrained in their minds as a ski destination that they don t think of it as a place with mountains, lakes, and outdoor activities rather, they think of it as a place with snow. This points to an opportunity to promote the Mammoth Lakes that exists under the snow, to round out perceptions of the destination as a place that offers more than just winter recreation. The image attributes shown are those where winter visitor ratings are the most different from other traveler ratings. The biggest difference is for being a place to go for winter sports, which is to be expected. The other ratings indicate that the Mammoth Lakes winter experience outperforms the destination s image: in fact, the activities are not hard to get to, there are good places to eat, there is a lot to enjoy there for the money you spend. Granted, many of the experiences available in the area are seasonal (restaurants, for instance, that may close in the off season). However, there may be opportunities to educate travelers on what is available. Thinking about a leisure trip to a place with mountains, lakes, and an abundance of outdoor activities, when would you go? 60% 68% Is a good value for the money % Spring (April - June) Summer (July - August) Fall (September- November) Mammoth Lakes 34% Winter (December - March) Winter Visitors Other Is a great place for winter sports such as skiing and snowmobiling Has activities that are easily accessible once you are there Has a good variety of restaurants Has a small-town feel Offers a trip experience worth the money Is an exciting place to visit Is convenient to get to Has a great climate

53 Visits Across Past Three Winters & Planning Of those who have visited Mammoth Lakes in winter, 10% have come during all three of the most recent winters and two-thirds of winter visitors have come to Mammoth for just one of the past three winters. Repeat visitation across the past few winters needs to be considered in light of the snow conditions, which have not been typical. Over half (57%) of winter visits are planned within a month of traveling to Mammoth Lakes. Because winter visits are largely weather-dependent, there is by necessity a short planning horizon since weather can interrupt plans made farther ahead. Winter Visitation Winter Visit Planning Horizon All 3 10% 1 month 19% 2 months 18% 2 winters 22% 2014 only 37% 3 months 11% 3-4 weeks 13% 2016 only 6% 4-6 months 9% 2015 only 25% 1-2 weeks 18% < 1 week 8% 6+ months 4% 53

54 Winter Visit Motivators & Planning Not surprisingly, skiing leads winter visit motivators a third of winter visitors chose Mammoth Lakes for its ski offerings, and 1 in 5 chose it for snowboarding. To better understand the reasons travelers choose Mammoth Lakes, SMARInsights categorized the 48 individual activities visitors were asked about into 4 groups: those relating to snow, those that involve observation or looking at things (such as scenic drives and nature walks), active outdoor non-snow activities, and other (going to a brewery, national park, small towns, etc.). Half of winter visits to Mammoth Lakes were motivated by snow activities, with observation-related activities the next most common reason travelers chose Mammoth Lakes. Top 10 Winter Visit Motivators Of the activities you participated in, which motivated you to choose Mammoth Lakes as your leisure trip destination? Share of all Winter trips Motivated by Participated in Snow Activities 50% 61% 37% 20% 16% 13% 10% 10% 8% 7% 7% 4% Observation- Related Activities Active Outdoor Activities (nonsnow) 42% 52% 11% 22% Skiing Snowboarding Viewing and enjoying natural scenery such as mountains, lakes, etc. Scenic drives Nature walks Sightseeing Hiking Visiting a national park, forest, or monument Shopping Snowmobiling Other Activities 23% 29% 54

55 Winter Visit Activities Looking specifically at the array of winter activities travelers were asked about, the graphic shown here arranges the activities into groups based on the: Size of the audience to which the activity appeals (how many visitors participated in the activity), and Size of the audience who went to Mammoth Lakes specifically to be able to do the activity (motivation) In the case of winter activities, those with the broadest appeal and that motivated the most Mammoth Lakes visits are skiing, snowboarding, snowmobiling, and tubing. These are activities to continue to promote widely through paid media. The activities in the upper left appeal to a lot of visitors, meaning that a lot of people did these things while in Mammoth Lakes, but few of them chose Mammoth Lakes specifically to do these things. So MLT would do well to promote these activities to visitors already in the destination as a way to supplement their experience. Sledding is a niche activity, which few participate in, but a substantial share of those who do participate came to Mammoth Lakes specifically to do this. While messaging about sledding is not likely to have such broad appeal, for those interested in it, Mammoth Lakes amenities are important for them to know about. In-Destination Marketing (Large Audience / Low Motivation) Ice skating Snowshoeing Cross country skiing In-Destination Niche (Small Audience / Low Motivation) Backcountry skiing Snowcat tour Ice climbing Fat biking Dogsledding Large Audience Small Paid Media Marketing (Large Audience / High Motivation) Skiing Snowboarding Snowmobiling Tubing Low Motivation High Paid Niche Marketing (Small Audience / High Motivation) Sledding 55

56 Other Activities for Winter Visits Winter visits may be mainly about snow, but travelers enjoy other activities as well. Some activities, such as dining, are things that every traveler participates in and therefore services and amenities relating to these broader activities are important. The table below breaks out these non-snow activities. Paid Media Marketing (Large Audience/High Motivation) Visiting a national park, forest, or monument Viewing and enjoying natural scenery such as mountains, lakes, etc. Scenic drives Hiking In-Destination Marketing (Large Audience/Low Motivation) Shopping Sightseeing Nature walks Fine dining or eating at a unique local restaurant Visiting small towns and rural areas Experiencing the unique culture of the area Entertainment and nightlife Wildlife watching Visiting historical sites Paid Niche Marketing (Small Audience/High Motivation) Fishing In-Destination Niche (Small Audience/Low Motivation) Visiting a brewery Arts and culture activities such as museums, theater performances Visiting geological formations unique to the area Mountain biking Horseback riding Boating Festivals (music, food, arts, etc.) Scenic helicopter/gondola rides Paddleboarding High altitude training Visiting a spa Backpacking/mountaineering Rock climbing Mining history Gambling/casino Road biking Off-roading Golf Kayaking Attending or participating in sporting events or competition 56

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58 Competition for Summer Visitor Mindshare When asked unprompted about a place with mountains and lakes to visit in spring, summer, or fall, roughly 1 in 10 summer visitors said Mammoth Lakes, and as many said Tahoe. As with winter visitors, Lake Tahoe is Mammoth s chief competitor in terms of mindshare, recent visitation, and number of recent visits. Summer visitors take more trips across all destinations than winter visitors. Competitive set for Summer Visitors Visited in past 2 years # times visited Mammoth Lakes 100% 2.2 Yosemite, CA 58% 2.2 South Lake Tahoe 46% 3.2 Bear Mountain, CA 45% 2.6 North Lake Tahoe 42% 2.9 Park City, UT 17% % Top-of-Mind Mentions of Spring/Summer/Fall Destinations with Mountains, Lakes, Outdoor Activities 10% 8% 6% 5% 4% 2% 2% 1% 1% Aspen, CO 17% 2.0 Vail, CO 12% 2.2 Mammoth/ Mammoth Lakes Lake Tahoe/ Tahoe Yosemite California Hawaii Colorado Yellowstone Las Vegas Big Bear Utah 58

59 Mammoth s Image Among Summer Visitors Prompted only by the descriptor a place with mountains, lakes, and an abundance of outdoor activities, 80% of summer Mammoth visitors said it was a place they would visit in summer. Ratings of image attributes reveal that those who have visited in summer agree more strongly that Mammoth Lakes offers a lot to do throughout the year and particularly in summer. This is the attribute where the rating difference was greatest between summer visitors and other travelers. This points to an opportunity to educate potential visitors in what is available in the destination in summer, but also to get this messaging to winter visitors who may not know what is there when the snow melts. Other image attributes where summer visitors rate Mammoth Lakes higher than other travelers are on the destination as a concert venue, convenience, climate, and restaurant and lodging options in general, the amenities that round out a leisure trip and make it feasible and enjoyable. These are also opportunities to paint a picture of Mammoth Lakes as it currently exists, which may be more developed than past visitors remember. Thinking about a leisure trip to a place with mountains, lakes, and an abundance of outdoor activities, when would you go? 52% Mammoth Lakes 80% Summer Visitors Other Has an abundance of year-round activities Is a good place for a variety of summer activities Is a good place for concerts and events Is convenient to get to Has a great climate Has activities that are easily accessible once you are there % Spring (April - June) Summer (July - August) Fall (September- November) 27% Winter (December - March) Has a good variety of restaurants Has quality lodging options

60 Visits During Past Two Summers & Planning There is less visitor loyalty among summer visitors. A quarter of summer visitors have come to Mammoth in both of the most recent summers. Of summer visitors, 78% have some intention to return to Mammoth Lakes at some point, and a third (36%) are already planning a trip. As with winter, half (54%) of summer visits are planned within a month of the trip to Mammoth. Because summer trips are less dependent on the weather (snow) than winter visits, they can be planned earlier. Because summer is defined in this research as July and August, this suggests that the ideal time to promote a Mammoth Lakes summer experience is beginning in June, although marketing messaging delivered earlier in the year could do more to ensure the destination is included in summer consideration sets. Summer Visitation Summer Trip Planning Horizon 2015 only 31% 3 months 13% 4-6 months 11% 6+ months 7% < 1 week 5% 2014 only 43% 2 months 15% 1-2 weeks 18% Both 26% 1 month 19% 3-4 weeks 12% 60

61 Summer Visit Motivators Most summer visitors choose Mammoth Lakes for a combination of observation-type activities and active outdoor ones. In particular, interacting directly with nature is the main draw for instance, hiking is more of a motivator than scenic drives. Although two-thirds of visits are motivated by looking at things in the area, nearly all summer visits include these activities. While winter visits are more active and snow-focused, summer visits appear to be more about meandering and exploring. 28% 27% 22% Top 10 Summer Mammoth Visit Motivators Share of all Summer trips Observation- Related Activities Motivated by Participated in 68% 94% 17% 16% 15% 12% 8% 7% 7% Active Outdoor Activities (nonsnow) 51% 88% Other Activities 29% 82% Hiking Viewing and enjoying natural scenery such as mountains, lakes, etc. Fishing Scenic drives Nature walks Sightseeing Visiting a national park, forest, or monument Wildlife watching Visiting small towns and rural areas Festivals (music, food, arts, etc.) 61

62 Summer Visit Activities Because summer visits involve more activities, the table at right organizes all of the non-snow activities according to the share of visitors who chose Mammoth Lakes because of the activity and the size of the audience participating. Most of the activities shown on the prior slide as the top visit motivators are also shown in the upper right box here as those activities to promote widely through paid media. Niche appeal summer activities are festivals, golf, and mountain biking each of which have a strong appeal to a narrow slice of travelers. Activities to promote widely within the destination so that visitors who chose Mammoth Lakes for another reason can augment their trip with these experiences are the unique characteristics of the destination. These are relate to the area s natural elements (rock formations, wildlife) and history, culture, and personality of the community. The remaining activities are more narrow in their appeal, mainly because they are very specific. For instance, boating has a larger audience than kayaking. The activities in the lower left box may be interesting to a few visitors. In-Destination Marketing (Large Audience / Low Motivation) Visiting geological formations unique to the area Wildlife watching Boating Visiting small towns and rural areas Fine dining or eating at a unique local restaurant Shopping Visiting historical sites Experiencing the unique culture of the area In-Destination Niche (Small Audience / Low Motivation) Scenic helicopter / gondola rides Paddleboarding Backpacking / mountaineering Off-roading Rock climbing Horseback riding Kayaking Visiting a brewery Visiting a spa Entertainment and nightlife Mining history Sporting events or competition High altitude training Arts and culture activities Road biking Large Audience Small Paid Media Marketing (Large Audience / High Motivation) Hiking Viewing and enjoying natural scenery such as mountains, lakes, etc. Fishing Scenic drives Sightseeing Visiting a national park, forest, or monument Nature walks Low Motivation High Paid Niche Marketing (Small Audience / High Motivation) Festivals (music, food, arts, etc.) Golf Mountain biking 62

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64 Shoulder Season Visitor Mindshare Spring and fall shoulder season visits have some key similarities and are easily considered together. Whereas Mammoth Lakes was the most common response among winter and summer visitors when asked unprompted about a place to visit in spring, summer, or fall, among shoulder season visitors Lake Tahoe is a more common response. Mammoth Lakes was the second-most mentioned destination. Mammoth Lakes image as a winter and summer destination is more developed, while Lake Tahoe has an image as a spring or fall place as well. More than half of spring and fall visitors also visit nearby Yosemite, more so in spring than fall. Fall visitors have gone to South Lake Tahoe twice as often as they have come to Mammoth Lakes. 10% 12% Lake Tahoe/ Tahoe Top of Mind Mentions of Spring/Summer/Fall Destinations with Mountains, Lakes, Outdoor Activities 9% 8% 8% Mammoth/ Mammoth Lakes 7% Spring Fall 5% 4% 4% 4% 4% 3% 3% 2% 1% 1% 1% Yosemite California Hawaii Big Bear Colorado Yellowstone Utah Las Vegas 1% 2% 2% Competitive set Visited in past 2 years Spring # times visited Visited in past 2 years Fall # times visited Mammoth Lakes, CA 100% % 2.3 Yosemite, CA 62% % 2.0 Bear Mountain, CA 54% % 2.9 South Lake Tahoe 47% % 4.6 North Lake Tahoe 45% % 3.0 Aspen, CO 23% % 2.1 Park City, UT 19% % 1.9 Vail, CO 16% %

65 Image Among Shoulder Season Visitors Prompted with a place with mountains, lakes, and an abundance of outdoor activities, two-thirds of spring visitors said this was a place they would visit in spring, and two-thirds of fall visitors said they d go there in fall. The largest share of summer and winter visitors said it was a place to go in summer. This suggests that shoulder season visitors are not merely looking for a cheaper version of a different kind of leisure experience, but that they specifically associate the topography and activities described with a spring or fall trip. For future visitation, 40% of spring visitors and nearly as many fall visitors are already planning a return trip to Mammoth Lakes. Notably, the months defined as spring April through June include the traditional months when schools have spring breaks and the beginnings of the summer vacation. So some of these trip times are likely captured in this measure, at least for those households that include school-aged children. Thinking about a leisure trip to a place with mountains, lakes, and an abundance of outdoor activities, when would you go? 69% 64% 60% 60% 67% 47% 29% 32% Spring (April - June) Summer (July - August) Fall (September- November) Winter (December - March) Spring Visitors Fall Visitors 65

66 Image Among Shoulder Season Visitors In terms of image, the descriptors with the largest difference in ratings between shoulder season visitors and other travelers are that Mammoth Lakes is convenient to get to and has dining and other amenities general leisure trip requirements. Spring visitors rate Mammoth Lakes higher on its climate, value, and its fitness as a place for concerts and other summer events. Not surprisingly, fall visitors presumably having witnessed the area s fall foliage rate it higher than other travelers for being a good place for fall colors. They also give Mammoth Lakes high marks for being a good place to indulge in a passion for the great outdoors. The upshot is that shoulder season visitors know Mammoth Lakes to be a generally pleasant getaway destination, with seasonspecific natural beauty. Those who have not recently visited during these seasons either because they visited at other times of the year or because they have not visited at all do not give negative ratings, but rather are neutral. This suggests that they don t know one way or the other. Advertising, public relations, and other marketing efforts to educate travelers on the benefits of a spring or fall visit to the area could fill these information gaps and potentially drive additional shoulder season visits. Mammoth Lakes Shoulder Season Other Visitors Is convenient to get to Has a good variety of restaurants Has an abundance of year-round activities Has activities that are easily accessible once you are there Has quality lodging options Has a small-town feel Mammoth Lakes Spring Visitors Other Is a good place for concerts and events Has a great climate Is a good value for the money Is a good place for a variety of summer activities Mammoth Lakes Fall Visitors Other Is a good place for fall colors Is a good place to indulge in a passion for the great outdoors

67 Visits During Past Two Years Fewer fall travelers have visited Mammoth Lakes two years in a row, but spring repeat visitation looks more like summer with a quarter of visitors coming in both years. This may be related to the definition of the seasons and the overlap with school holidays. Winter still leads repeat visitation, however, with nearly two-thirds of visitors coming during multiple winters in recent years. Shoulder Season Visitation 37% 45% 2015 only Both 2014 only 23% 15% 40% 40% Spring Fall 67

68 Shoulder Season Trip Planning In terms of planning time, spring and fall trips look more like winter than summer, with shorter planning periods. Two thirds (64%) of spring trips and 56% of fall trips are planned within a month of travel. Just as winter trips to Mammoth Lakes for snow activities are dependent on the presence of snow, so spring trips may depend on the absence of it. Or, for late-season snow trips, late snows may drive additional visitation. The optimal time to promote a spring Mammoth Lakes visit would be beginning in February or March; fall trips would best be promoted during the summer season, in July and August. Spring Trip Planning Horizon Fall Trip Planning Horizon 1 month 14% 2 months 13% 1 month 19% 2 months 15% 3-4 weeks 15% 3 months 13% 4-6 months 7% 3-4 weeks 15% 3 months 12% 4-6 months 10% 1-2 weeks 26% < 1 week 9% 6+ months 3% 1-2 weeks 16% < 1 week 6% 6+ months 7% 68

69 Shoulder Season Visit Motivators The chief motivator for coming to Mammoth Lakes in spring and fall is viewing and enjoying natural scenery. Even the active outdoor activities that are among the top motivators of these visits are the more tranquil ones fishing, sightseeing, hiking, for example, versus rock climbing or off-roading. More than half of spring visitors and two-thirds of fall visitors choose Mammoth Lakes for observational activities. Spring trips are somewhat more active than fall trips in terms of activity participation. Beyond these top motivators that would be appropriate for paid media marketing, additional activities that appeal to spring and fall visitors and could be called out in other marketing materials are shown on the following slide. Top 10 Shoulder Season Mammoth Lakes Visit Motivators Spring visitors Fall visitors Share of all Spring trips Motivated by Participated in Spring Fall Spring Fall 25% 30% Viewing and Enjoying the enjoying fall colors natural scenery such as mountains, lakes, etc. 21% 19% 17% 17% 16% 16% 15% 16% 14% 14% 15% 13% 11% Sightseeing Hiking Visiting a national park, forest, or monument Fishing 7% Scenic drivesnature walks Experiencing the unique culture of the area 12% 9% 9% Visiting small towns and rural areas Observation- Related Activities Active Outdoor Activities (non-snow) Other Activities 58% 69% 91% 96% 43% 33% 82% 74% 32% 32% 81% 86% 69

70 Shoulder Season Visit Activities Shoulder Season In-Destination Marketing (Large Audience/Low Motivation) Paid Niche Marketing (Small Audience/High Motivation) In-Destination Niche (Small Audience/Low Motivation) Visiting historical sites Shopping Wildlife watching Fine dining or eating at a unique local restaurant Attending or participating in sporting events or competition Rock climbing Visiting geological formations unique to the area Entertainment and nightlife Scenic helicopter/gondola rides Biking (all types) Backpacking/mountaineering Horseback riding Festivals (music, food, arts, etc.) Mining history Visiting a brewery Off-roading Boating (all types) 70

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72 Winter Side Trips Generally, Bishop and June Lake are the two nearby destinations with the bulk of winter side trips for Mammoth Lakes visitors. Winter 2015 may be an outlier in terms of a few travel parties engaging in more day tripping, or there may be a weather-related cause for visitors to go elsewhere during their visits that season. Winter Side Trips * % 20% 18% 12% 12% 18% 26% 20% 6% 22% 21% 18% 9% 10% 8% 26% 15% 13% 12% 12% 13% 13% 13% 13% 10% 7% 7% 4% Bishop June Lake Rock Creek Bridgeport Convict Lake Lee Vining Crowley Lake * From prior research 72

73 Summer Side Trips The water is a big summer vacation draw, as evidenced by the higher share of side trips to June Lakes, Convict Lake, Rock Creek, and Crowley Lake among summer visitors. Summer Side Trips * % 31% 22% 21% 26% 23% 23% 13% 17% 17% 19% 24% 20% 20% 18% 19% 18% 13% 14% 13% 15% June Lake Convict Lake Rock Creek Crowley Lake Bishop Lee Vining Bridgeport * From prior research 73

74 Shoulder Season Side Trips The lakes are the most common places for recent spring and fall side trips, although with a couple of exceptions June Lake in 2015 and Lee Vining in 2014 side trips to these destinations are part of roughly one in five Mammoth Lakes visits. More recent shoulder season visits include more side trips than those in years past. Shoulder Season Side Trips * % 24% 25% 27% 27% 26% 22% 22% 19% 18% 19% 16% 17% 18% 23% 21% 22% 8% 13% 14% 20% June Lake Convict Lake Crowley Lake Bishop Rock Creek Lee Vining Bridgeport * From prior research 74

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