Florida State Park Visitors Park Visiting Party Size

Transcription

1 Party size is roughly the same across all regions. State Park Visitors Park Visiting Party Size Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Avg. Size of Visiting Party % 15% 11% 10% 4% 12% 2 39% 30% 43% 38% 45% 37% 3 14% 14% 11% 15% 15% 17% 4 16% 14% 18% 16% 16% 17% 5 8% 13% 5% 8% 6% 7% 6 4% 5% 5% 4% 4% 5% 7 2% 3% 2% 2% 1% 1% 8 or more 7% 7% 6% 7% 9% 4% 43 / Significantly Above / Below Total.

2 The Southern parks are more likely to attract families with young kids. State Park Visitors Visiting Party Composition Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) My husband/wife 47% 37% 51% 47% 51% 48% Friends 26% 32% 30% 28% 22% 20% Children aged 12 and under 16% 12% 11% 14% 19% 22% My boyfriend/girlfriend 14% 15% 16% 10% 16% 11% Relatives other than parents, grandparents, or husband/wife (aunts, uncles, 9% 8% 7% 10% 11% 11% cousins, etc.) Children aged % 8% 7% 7% 6% 8% Parents 7% 6% 5% 8% 7% 10% Children aged 18 or more 6% 7% 5% 6% 5% 6% All other were mentioned by less than 5% of the respondents each. 44 / Significantly Above / Below Total.

3 Being able to see nature/wildlife and relax are the top reasons why guests visit the parks. Being able to participate in park activities (e.g., swimming, kayaking, boating) is especially important to the (younger) Central district demographic. State Park Visitors - Most Important Reasons to Participate in Outdoor Recreational Activities at State Parks Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) To see nature/wildlife 58% 56% 61% 67% 61% 46% For relaxation 52% 53% 54% 51% 49% 55% To participate in park activities (e.g., swimming, kayaking, 30% 39% 21% 32% 32% 27% boating) It is affordable 29% 26% 33% 32% 20% 31% I live close to a park 25% 23% 28% 29% 15% 29% For my physical fitness 23% 23% 33% 20% 17% 19% For my mental well being 22% 24% 27% 24% 17% 19% Camping 20% 31% 33% 17% 11% 8% My kids want to visit 10% 8% 10% 11% 12% 12% To spend time by myself 7% 6% 7% 8% 5% 7% Other 7% 4% 5% 9% 7% 12% 45 / Significantly Above / Below Total.

4 It is interesting that the Winter months are a fairly popular time to visit FL Parks in the Northern regions. State Park Visitors Seasons Visited Any State Park in Past 12 Months Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Fall (September, October, November) Spring (March, April, May) Summer (June, July, August) Winter (December, January, February) 87% 89% 83% 90% 84% 91% 46% 52% 49% 52% 33% 43% 45% 49% 44% 51% 35% 48% 38% 38% 43% 40% 35% 32% 46 / Significantly Above / Below Total.

5 Familiarity with State Parks and Park Service are significantly lower in the Southern regions. Familiarity with the Park Service is highest in the two Northern districts. State Park Visitors % Familiar with Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) State Parks 76% 80% 78% 84% 67% 71% Park Service 21% 21% 31% 25% 11% 18% None of the above 21% 17% 18% 14% 30% 27% 47 / Significantly Above / Below Total.

6 Residents in the Northern regions are willing to travel farther than those in the South to attend special park events. Many of these data points show that Northern residents are more engaged with the FL Park system. State Park Visitors Miles Willing to Travel to Attend a Special Event at a State Park / Significantly Above / Below Total. Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Avg. Number of miles Less than one mile 1% 1% 0% 1% 1% 0% 1-4 miles 2% 3% 1% 2% 2% 3% 5-9 miles 4% 4% 3% 3% 7% 5% miles 8% 6% 8% 6% 14% 6% miles 6% 7% 6% 6% 6% 6% miles 9% 8% 8% 10% 11% 11% miles 8% 7% 6% 7% 8% 9% miles 9% 9% 7% 8% 6% 12% miles 5% 6% 4% 6% 4% 5% miles 11% 11% 11% 12% 10% 11% miles 7% 9% 8% 5% 6% 7% miles 3% 3% 5% 3% 1% 2% miles 2% 1% 3% 1% 1% 1% miles 3% 3% 5% 3% 3% 1% miles 8% 9% 9% 10% 6% 7% miles 3% 3% 4% 3% 2% 2% miles 1% 1% 2% 2% 1% 1% miles 1% 1% 1% 1% 0% 0% 300 miles or more 4% 4% 4% 4% 3% 3% 48

7 To augment the point that Northern residents are more involved with the State Parks, note that they value numerous aspects of State Parks much more so than those living in the Southern areas of the state. State Park Visitors Most Value About State Parks Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Natural resources 68% 69% 69% 76% 72% 54% Scenic beauty 68% 64% 72% 70% 64% 70% Wildlife 61% 60% 65% 70% 55% 56% Recreational activities 40% 42% 43% 43% 40% 34% Enjoyment provided 35% 38% 34% 36% 27% 38% Sense of place it creates 26% 25% 33% 30% 19% 23% Family-oriented activities 23% 20% 21% 24% 24% 26% Cultural resources 22% 20% 31% 22% 19% 16% Educational activities 20% 16% 24% 20% 19% 19% Children s activities 13% 10% 14% 12% 14% 16% Impact on the economy 12% 9% 18% 12% 7% 13% Community pride it fosters 10% 8% 14% 11% 7% 10% / Significantly Above / Below Total. 49

8 Visitors to parks in the Northern districts are more likely to see multiple meanings of the phrase State Parks the Real. State Park Visitors State Parks the Real Meaning Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) The natural environment of 62% 56% 66% 69% 64% 53% A place to connect with the environment of 37% 39% 44% 37% 30% 35% What is unique to 36% 35% 35% 38% 33% 39% It s not commercialized 30% 24% 39% 34% 27% 25% What used to be like 26% 26% 30% 30% 23% 20% / Significantly Above / Below Total. 50

9 Parks being too far away is the main barrier for why people don t visit other State Parks. Cost appears to be a bigger barrier in the Northeast relative to the other districts. State Park Visitors State Parks Visitation Barriers Total Central Northeast Northwest Southeast Southwest / Significantly Above / Below Total. (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Too far away 36% 30% 35% 38% 38% 39% Too busy/not enough free time 22% 21% 26% 24% 21% 16% Weather conditions 20% 23% 21% 18% 17% 21% Cost for admission 16% 9% 21% 13% 18% 18% Too crowded 13% 16% 14% 11% 11% 16% Cost of the activities in the park 8% 4% 12% 4% 8% 9% Just don t think about it 8% 8% 6% 10% 6% 8% Lack of facilities in the parks 7% 3% 15% 5% 6% 6% Not enough activities 7% 5% 8% 4% 8% 8% Operating hours of the parks are not convenient 6% 6% 11% 4% 5% 3% Nothing prevents me from visiting other State Parks All other reasons were mentioned by less than 5% of the respondents each. 18% 20% 21% 19% 16% 15% 51

10 Given admission cost barriers, all three of the promotional offers designed to increase visitation are more likely to appeal to visitors in the Northeast. State Park Visitors % Will Make Much More Likely to Visit State Parks Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Buy one, get one free Visitors Pass 54% 50% 63% 47% 54% 58% 50% off Visitors Pass on weekdays 42% 41% 48% 37% 39% 47% Extended park operating hours 32% 32% 39% 25% 30% 34% 52 / Significantly Above / Below Total.

11 Many of the ideas to encourage visitation resonate more strongly with visitors to parks in the Northeast. State Park Visitors Extremely Appealing Ideas to Encourage State Parks Visitation Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Zip line tours 32% 35% 31% 26% 33% 33% A special event package 30% 30% 34% 25% 31% 29% Having access to Wi-Fi hotspots in the parks 30% 30% 34% 28% 30% 27% Discount offers on park admission (Groupon or LivingSocial) 29% 26% 30% 22% 34% 31% Special areas within the parks for pets 29% 32% 36% 24% 27% 25% Holiday-themed activities 28% 24% 30% 24% 31% 29% Special After 5 pm events 27% 19% 34% 24% 31% 28% Eco-tourism activities 26% 24% 30% 24% 32% 20% A Kayaking/Canoeing class 24% 23% 25% 21% 25% 25% Special How-To activity courses 23% 20% 27% 20% 26% 22% Food Trucks in the parks 22% 24% 24% 19% 21% 21% 53 / Significantly Above / Below Total.

12 Across all districts, consumers get information on FL State Parks via an online search. The State Park website is more likely to be used by visitors to parks in the North. Social media is likely to getter more traction in the Central district. State Park Visitors How Typically Get Information about State Parks Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Online search 58% 51% 58% 62% 62% 59% Friends 30% 30% 35% 27% 28% 31% State Park website 29% 28% 36% 40% 21% 20% Family 20% 21% 21% 18% 14% 26% Visit 18% 15% 18% 20% 20% 17% Phone call to park 13% 18% 12% 10% 7% 17% Social media 13% 17% 14% 12% 10% 12% Vacation guide/ brochure 11% 8% 12% 10% 15% 9% Just drove by 10% 12% 8% 9% 13% 7% News article 5% 6% 4% 7% 4% 3% Travel website 5% 4% 7% 5% 8% 3% All other methods were mentioned by less than 5% of the respondents each. 54 / Significantly Above / Below Total.

13 Most visitors would prefer to learn about new products and services from State Parks by a website. Social Media is mentioned more often by those in the Central district. State Park Visitors Preferred Method for Learning About New Products or Services Total Central Northeast Northwest Southeast Southwest (n=3972) (n=798) (n=792) (n=782) (n=796) (n=804) Website 36% 31% 35% 39% 35% 41% E-newsletter 22% 21% 24% 24% 23% 16% Brochure 17% 14% 24% 14% 18% 17% Social media 14% 18% 9% 14% 14% 15% All other methods were mentioned by less than 5% of the respondents each. 55 / Significantly Above / Below Total.

14 Section 3 Parks Visitors Executive Summary

15 Key Findings and Recommendations Park Visitors Residents comprise 73% of Visitors to State Parks and they visit the parks on a regular basis, so they should be the primary target for marketing efforts. Visitor Profiles Most Visitors to State Parks are residents (73%); 19% are from another state and only 9% are foreign tourists. The most common states Out-of-State Visitors are from include Georgia, New York, Pennsylvania, California, and Illinois. Foreign Tourists are most likely to come from Canada, the UK, or Germany. The Parks attract visitors across all age groups, with the average age being 45 years old; Non-Residents are somewhat older than Residents. Three-fourths of Visitors are Caucasian/White, 12% Hispanic and 4% African American. Note that only 4% of all Visitors to the Parks are African American, which is significantly below the population average; 15% of Floridians and 13% of the US population are African American. Average party size is 3.3 people. Most park outings include family and friends; 47% visit with their spouse and 26% with friends. Visitors in this survey tend to visit State Parks regularly (avg.=8.0 times in past 12 months), especially Residents (9.9 times). 57

16 Key Findings and Recommendations Park Visitors Aspects of the parks that Visitors find most compelling tend to revolve around nature, scenic beauty, and relaxation. Online search and websites are the way Visitors prefer to get information; State Park website is popular among Residents while Visit is popular among Non-Residents. Valuable Features of FL Parks The elements of the parks that Visitors most value are the Natural resources, Scenic beauty, and the Wildlife. The most important reasons for participating in outdoor recreational activities at State Parks is Too see nature/wildlife and For relaxation. Awareness and Sources of Information A majority of Visitors are familiar with State Parks, but only 21% are aware of the Park Service. When asked what the phrase State Parks the Real means to them, Visitors are most likely to select The natural environment of (62%). Visitors overwhelmingly get information about State Parks via an online search (58%). Nearly one-third of Visitors from use the State Park website while 25% of Non- Residents use Visit. Most Visitors would prefer to learn about new products or services from the State Parks via a website, followed by an E-newsletter. Social media is only preferred by 14%. 58

17 Key Findings and Recommendations Park Visitors A Buy one, get one free Visitors Pass clearly will increase visitation to the parks. Implementing the optimal combination of 7 ideas indentified in the TURF (e.g., Zip Line Tours) should also increase park visitation. Barriers/Appeal of Offers & New Ideas The most common barriers Visitors say prevent them from visiting State Parks are Too far away, Too busy/not enough free time, Weather conditions, and Cost of admission. The cost of admission is the one barrier that marketing efforts can be directly and quickly impact. A Buy one, get one free Visitors Pass is more likely to increase visitation among Visitors than a 50% off Visitors Pass on weekdays or Extended park operating hours. TURF results* indicate that offering all three offers is optimal and would appeal to 63% of Visitors. Eleven different ideas for encouraging visitation to State Parks were evaluated. While Visitors find many appealing, TURF results* indicate that seven of them should be offered to maximize reach. The optimal combination of ideas listed below appeals to 71% of all Visitors. Zip Line Tours is the most important and appealing idea evaluated. Zip Line Tours A special event package Special areas in the park for pets Having access to Wi-Fi hotspots in the parks Eco-tourism activities Discount offers on park admission (Groupon or LivingSocial) Holiday-themed activities Special events should be able to draw people from a wide area, since visitors say they are willing to travel an average of 64 miles to attend a Special Event at a State Park. *TURF Analysis is described in the body of the report. 59

18 - Key Findings and Recommendations Park Visitors Comparing the profiles, behaviors, and preferences of the visitors in each of the different districts reveals potential ways of targeting them to increase their visitation and satisfaction. Central District: Promoting park activities will work well in the Central district. Visitors in the Central region are more likely to be younger, male, more frequent Park visitors, and more interested in participating in park activities (e.g., swimming, kayaking, boating). They are less interested in special events at the park or in scenic beauty. Residents in the Central district are more open to utilizing social media to get information. Northeast District: Promoting discount offers in this district would help. Visitors in the Northeast Region tend to be older residents. These patrons are much more engaged with Parks and value what the parks have to offer; however, they also have many different barriers that prevent them from visiting (e.g., costs). They respond very favorably to the promotional offers and also the new ideas tested, which could help increase their visitation. Northwest District: Focus on promoting nature and wildlife through the FL State Park Website. The Northwest district is more likely than other regions to attract visitors who are from Out-of-State and who are somewhat older. Visitors in this district place more importance on nature and wildlife and tend to have fewer barriers preventing them from visiting the parks. They are the least interested in the offers and new ideas than visitors from any of the other districts. Like those in the Northeast, these visitors are highly engaged with the Park system. These patrons are more likely to visit the State Park website for park information. 60

19 Key Findings and Recommendations Park Visitors Comparing the profiles, behaviors, and preferences of the visitors in each of the different districts reveals potential ways of targeting them to increase their visitation and satisfaction. (Continued) Southeast District: Tailoring marketing efforts to diverse and international visitors in this district is suggested. Visitors in the Southeast are more likely to those in other districts to be international visitors and Hispanics; they are also more likely to have children in their household/party. Given the international profile of this district s visitors, it is not surprising that visit frequency is the lowest of any region and that awareness of State Parks is lower. These visitors express the most interest of any district in Groupon or LivingSocial discount offers. Southwest District: Offering programs that appeal to women and children will be appropriate in the Southwest. Visitors to parks in the Southwest region are more likely than visitors in other districts to be women, married, and visiting parks with kids. This is the only district that gets more UK than Canadian tourists. These visitors are less likely than others to say that they are too busy or don t have enough time to visit the parks, and they express reasonable interest in the 50% off Visitors Pass on weekdays. 61

20 x Central Northeast Northwest Southeast Southwest Mostly FL Residents 82% State Park Visitors by District Summary Demographic Profile Mostly FL Residents- 80% High Out of State presence - 23% High Out-of-State presence - 22% High Out of State presence - 23% Out-of-State highest presence from Georgia (13%) Out-of-State highest presence from Georgia (21%) Out-of-State highest presence from Georgia (23%) Highest Foreign Visitors presence 16% Out-of-State highest presence from New York (11%) Foreign Tourists highest presence from Canada (20%) Foreign Tourists highest presence from Canada (28%) Foreign Tourists highest presence from Canada (30%) Out-of-State highest presence from California (9%) Foreign Tourists highest presence from the UK (24%) Youngest Avg. Age - 42 Older Avg. Age -47 Older Avg. Age -47 Foreign Tourists highest presence from Canada (19%) Older Avg. Age -47 High Male presence 56% High Caucasian/White presence 79% Highest Caucasian/White presence 89% Younger Avg. Age - 44 High Female presence 59% Highest presence of Singles 33% Highest presence of children age 12 and under 24% Highest presence of married Households 61% Highest Hispanic presence 28% 62

21 Section 5 Parks Non-Visitors Details This analysis is based on n=382 residents who have NOT visited a FL State Park in the last 12 months. Based on the study incidence, this segment comprises roughly 77% of the adult population.

22 Non Visitors to Parks tend to be much older (avg. age=54) than the Visitors. Demographic Profile Age Visitors (n=3972) Avg. Age = 45 Non Visitors (n=382) Avg. Age = to 24 12% 18 to 24 8% 25 to 34 19% 25 to 34 9% 35 to 44 20% 35 to 44 9% 45 to 54 19% 45 to 54 23% 55 to 64 17% 55 to 64 21% 65 to 74 11% 65 to 74 22% 75 or older 2% 75 or older 8% 64 / Significantly Above/Below other group.

23 Non Visitors to Parks are somewhat more likely to be female (53%). Demographic Profile Gender Visitors (n=3972) Non Visitors (n=382) Female 50% Female 53% Male 50% Male 47% 65 / Significantly Above / Below other group.

24 Non-Visitors are much more likely to be separated/divorced than park visitors. Demographic Profile Marital Status Visitors (n=3972) Non Visitors (n=382) Married 56% Married 52% Single, never married 24% Single, never married 20% Separated/Divorced 8% Separated/Divorced 18% Domestic partnership 7% Domestic partnership 6% Widowed 3% Widowed 4% Other 2% Other 0% 66 / Significantly Above / Below other group.

25 The general household composition between Non-Visitors and Visitors are similar, except Non-Visitors are more likely to have grown-up children in their household. Demographic Profile Household Composition Visitors (n=3972) Non Visitors (n=382) Spouse (husband/wife) 54% Spouse (husband/wife) 50% Children age 12 and under 18% Children age 12 and under 12% Just myself 17% Just myself 21% Children age % Children age % Roommate/friend 9% Roommate/friend 5% Significant other/domestic partner 9% Significant other/domestic partner 7% Children over the age of 18 8% Children over the age of 18 15% Parents/Grandparents 7% Parents/Grandparents 11% Other 2% Other 4% 67 / Significantly Above / Below other group.

26 There is a larger percentage of African Americans and Caucasians among Non- Visitors. Conversely, Hispanics, Asians and Other ethnic backgrounds tend to fall into the Visitor category. Demographic Profile Ethnicity Visitors (n=3442) Non Visitors (n=382) Caucasian/White 75% Caucasian/White 80% Hispanic 12% Hispanic 7% African American 4% African American 9% Asian or Pacific Islander 4% Asian or Pacific Islander 2% Some other ethnic background 5% Some other ethnic background 2% 68 / Significantly Above / Below other group.

27 Employment and Income were only asked of Non-Visitors. One-third of Non Visitors are Retired, which is significantly above the general population statistics which shows less than 20% retirees. Because so many are Retired, household incomes are rather low (50% are below $50,000; average=$49,184). Parks Non Visitors* Demographic Profile (n=382) Employment Status Income Avg. Income = $49,184 Retired 33% Less than $25,000 24% Employed full-time 27% $25,000 to $49,999 26% Employed part-time 8% $50,000 to $74,999 23% Not employed, but looking for work 7% $75,000 to $99,999 8% Homemaker 7% $100,000 to $124,999 3% Self-employed Not employed and not looking for work Student Other 6% 5% 5% 2% $125,000 to $149,999 $150,000 or more Prefer not to say 2% 2% 12% *Not asked of Visitors 69

28 A sizeable percentage (38%) have either never visited, or visited a park over 10 years ago. Parks Non Visitors Last visit to ANY State Park - (n=382) 1 year ago 2 years ago 3 years ago 4 years ago 5 years ago 6 years ago 18% 12% 10% 5% 7% 2% 7 years ago 8 years ago 9 years ago 10 years ago More than 10 years ago 2% 1% 1% 4% 20% Never have visited a State Park 18% 70

29 Promoting State Parks so that they are top-of-mind could help to increase visitation among Non Visitors since 30% say they Just don t think about it. Reducing the cost for admission might also help to increase their visit frequency. Parks Non Visitors State Parks Visitation Barriers - (n=382) Just don t think about it Too busy/not enough free time Cost for admission Too far away Not interested in visiting them Would rather go somewhere else Cost of the activities in the park Weather conditions Others in my household do not want to visit Too crowded Not enough activities Lack of facilities in the parks Operating hours of the parks are not convenient Other 30% 25% 22% 16% 14% 13% 12% 10% 9% 7% 7% 4% 3% 12% 71

30 Eating at restaurants is the most popular activity that Non Visitors participate in on a regular basis, followed by going to the movies. So any type of cross promotion with restaurants/entertainment would help. Parks Non Visitors Activities Participate on a Regular Basis - (n=382) Eating at restaurants 61% Going to the movies Swimming in pools Arts and crafts Going to the gym Visiting city/local parks (not state parks) Taking a cruise Visiting museums Social or business society/club Runner s groups None of the above 34% 22% 20% 17% 13% 12% 10% 6% 1% 23% 72

31 The activity Non Visitors express the most interest in doing at State Parks is walking (52%). Other popular activities also have low physical activity (e.g., beach, picnicking, park/boat tour, wildlife viewing, visiting gardens) possibly because many Non Visitors are older. Parks Non Visitors Interest in Activities at a State Parks - (n=382) All other activities were mentioned by less than 5% of the respondents each. Walking Beach Picnicking Take a park tour/boat tour Wildlife viewing Visiting gardens Hiking/Nature trail Fishing Swimming Attend a concert Bicycling Camping Boating Walking dog/pet Canoeing/Kayaking Horseback Riding Shelling Star gazing Tubing Birding Snorkeling Playing recreational sports Playground Scuba diving Attend a meeting/retreat Don t know/not planned 52% 39% 37% 37% 36% 36% 30% 26% 24% 23% 23% 20% 18% 18% 16% 14% 14% 14% 12% 9% 9% 8% 8% 6% 5% 14% 73

32 Offering discounts on park admission (e.g., Buy One, Get One Free Visitor Pass, 50% Off Weekday Visitors Pass) are more likely to convince Non Visitors to visit a State Park than Extending Park Operating Hours. Parks Non Visitors Will Make Much More Likely to Visit State Parks - (n=382) Buy One, Get One Free Visitors Pass 35% 50% Off Weekday Visitors Pass 32% Extended Park Operating Hours 16% 74

33 TURF results show that offering both the Buy One, Get One Free Visitors Pass AND the 50% Off Weekday Visitors Pass appeals to 41% of Non Visitors and is the optimal combination. While Extended Park Operating Hours builds equity among Visitors, it is not as effective of a strategy to target Non-Visitors. TURF Best Set of Offers Non Visitors (n=382) Visitors (n=3442) Buy One, Get One Free Visitors Pass 35% Buy One, Get One Free Visitors Pass 54% 50% Off Weekday Visitors Pass 41% 50% Off Weekday Visitors Pass 60% Extended Park Operating Hours 43% Extended Park Operating Hours 63% 75

34 Some new ideas that appeal to Visitors (e.g., Wi-fi hotspots, Discount offers, Special event package) also hold significant appeal to Non-Visitors. The TURF results on the next slide will help to prioritize the various ideas. Parks Non Visitors Extremely Appealing Ideas to Encourage State Parks Visitation - (n=382) Having access to Wi-Fi hotspots in the parks 22% Discount offers on park admission (Groupon, Living Social) 21% A special event package 19% Food Trucks in the parks 19% Holiday-themed activities 18% Special areas within the parks for pets 18% Zip line tours 17% Special After 5 pm events Eco-tourism activities A Kayaking/Canoeing class Special How-To activity courses 16% 13% 10% 9% Park Visitors Top Ideas 76

35 TURF results show that a combination of 4 new ideas achieves an optimal level of reach of 42%; note that all four of these also appeal to Visitors. Park Non Visitors TURF Best New Ideas Wi-fi Hotspots 22% Discount Offers Special Event Package Zip Line Tours Holiday Themed Activities Special Pet Areas Food trucks Specials After 5 PM Special How To Courses Kayaking/Canoeing Class Eco Tourism 33% 38% 42% 45% 47% 49% 50% 50% 50% 50% Park Visitors Optimal Ideas 77

36 Website is the most common way Non Visitors learn about local activities. It is encouraging to note that 15% say they use the Visit website. Parks Non Visitors Method for Learning About Local Activities - (n=382) Website 34% Visit 15% Brochure 12% Social media (e.g., Facebook, Twitter) 9% Radio 6% Other 19% All other methods were mentioned by less than 5% of the respondents each. 78

37 The phrase State Parks the Real is most likely to mean The natural environment of to Non Visitors. This is similar to the perception of Visitors. Parks Non Visitors State Parks the Real Meaning - (n=382) The natural environment of 56% A place to connect with the environment of 36% What is unique to 31% What used to be like 20% It s not commercialized 18% It does not mean anything to me 18% 79

38 Section 6 Parks Non-Visitors Executive Summary

39 Key Findings and Recommendations Non-Visitors Potential ways to attract more Non Visitors include increasing top-of-mind awareness, offering discounts, and featuring activities that involve limited physical activity. There are four new ideas to prioritize (all also appeal to Visitors), with Wi-Fi hotspots being the most important. Barriers to Visitation and Appeal of New Offers/Ideas The top three barriers preventing them from visiting State Parks are that they Just don t think about it, Too busy/not enough free time, and Cost for admission. Increasing top-of-mind awareness and providing discounts are steps that can be taken to increase their visitation. Possibly because many Non Visitors are older/retired, the park activities that most appeal to them involve limited physical activity (e.g., walking, beach, picnicking, taking a park tour/boat tour, wildlife viewing, and visiting gardens). Offering discounts on admission ( Buy One, Get One Free Visitors Pass, 50% Off Weekday Visitors Pass ) are more appealing to Non Visitors than Extended Park Hours. Many of the new ideas evaluated are extremely appealing to around 20% of Non Visitors, and many of the same ideas also appeal to Visitors. TURF results recommend focusing on the four ideas listed below to optimize reach (42%); all four ideas also appeal to Visitors. Wi-Fi is the most important idea to offer Non Visitors, while Zip Line Tours is the most important among Visitors. Having access to Wi-Fi hotspots in the parks Discounts on park admission A special event package Zip Line Tours 81

40 Key Findings and Recommendations Non-Visitors Non Visitors are more likely than Visitors to be older, retired, have lower-incomes, so activities and communications should reflect their want/needs. Websites (e.g., Visit ) will be effective for targeting communications to Non Visitors. Non Visitor Profile Non Visitors to State Parks tend to be much older than Visitors (avg. age=54 vs. 45); in fact 30% of Non Visitors are age 65 or older vs. only 13% of Visitors. They are more likely to be divorced/separated, and to have adult children in their household. One-third of Non Visitors are retired, which is why half have incomes below $50,000. Non Visitors have a higher percentage of African Americans (and Caucasians) than Visitors. There is a slight female skew among Non-Visitors. Ways to Target Non-Visitors Websites are the most common method they use for learning about local activities; it is encouraging to note that 15% say they use the Visit website to learn about local activities. The most popular activities that Non Visitors regularly participate in include Eating at restaurants and Going to the movies. Having promotional tie-ups with leading restaurant chains and/or the entertainment industry might help to increase their visitation to parks. 82

41 Appendix Parks Non Visitors by District Please note that Non-Visitor sample sizes by District are very small. Therefore, any learning is directional at best.

42 In terms of Age and Gender, no statistical differences emerge by region among Non Visitors to State Parks. Average age ranges from a low of 52 in the Central region to age 55 in the NW region. Parks Non Visitors Demographic Profile Age & Gender Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Avg. Age to 24 8% 9% 11% 8% 4% 7% 25 to 34 9% 9% 9% 9% 10% 8% 35 to 44 9% 13% 9% 6% 8% 11% 45 to 54 23% 20% 21% 19% 31% 21% 55 to 64 21% 18% 21% 23% 21% 22% 65 to 74 22% 25% 20% 22% 18% 26% 75 or older 8% 5% 9% 12% 8% 5% Male 47% 46% 47% 47% 48% 47% Female 53% 54% 53% 53% 52% 53% 84 / Significantly Above / Below Total.

43 In terms of Marital Status and Household composition, there are no significant differences between the five regions among Non Visitors. Parks Non Visitors Demographic Profile Marital Status and Household Composition Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Marital Status Married 52% 54% 41% 62% 49% 51% Single, never married 20% 20% 25% 17% 23% 16% Separated/Divorced 18% 17% 24% 12% 18% 18% Domestic partnership 6% 3% 9% 5% 4% 8% Widowed 4% 7% 1% 4% 4% 7% People that Live in the HH Spouse (husband/wife) 50% 50% 39% 60% 51% 50% Just myself 21% 21% 28% 14% 18% 22% Children over the age of 18 15% 18% 17% 10% 14% 13% Children age 12 and under 12% 16% 12% 9% 9% 12% Parents/Grandparents 11% 16% 11% 12% 9% 8% Children age % 8% 5% 5% 8% 12% Significant other/domestic partner 7% 5% 11% 4% 5% 12% Roommate/friend 5% 3% 3% 6% 8% 7% Other 4% 7% 3% 3% 4% 3% 85 / Significantly Above / Below Total.

44 Non Visitors living in the Southeast are significantly less likely to be Caucasian/White, with 16% being African American and 13% being Hispanic. Parks Non Visitors Demographic Profile Ethnicity Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Caucasian/White 80% 86% 86% 79% 68% 84% African American 9% 4% 9% 8% 16% 9% Hispanic 7% 8% 1% 5% 13% 5% Asian or Pacific Islander 2% 3% 1% 4% 0% 1% Some other ethnic background 2% 0% 3% 4% 4% 0% 86 / Significantly Above / Below Total.

45 Non Visitors in the Northeast are less likely to be employed full-time, which is why their average income is the lowest of any region. Parks Non Visitors Demographic Profile Employment Status and Income Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Retired 33% 33% 32% 35% 34% 32% Employed full-time 27% 25% 16% 35% 30% 30% Employed part-time 8% 13% 11% 1% 4% 9% Not employed, but looking for work 7% 12% 5% 8% 5% 4% Homemaker 7% 4% 11% 6% 8% 8% Self-employed 6% 3% 9% 3% 8% 7% Not employed and not looking for work 5% 4% 9% 4% 4% 5% Student 5% 5% 4% 5% 6% 3% Other 2% 1% 4% 3% 1% 3% Avg. Income $49,184 $47,308 $45,652 $49,597 $53,993 $49,094 Less than $25,000 24% 22% 32% 22% 19% 25% $25,000 to $49,999 26% 29% 24% 27% 29% 22% $50,000 to $74,999 23% 21% 21% 18% 29% 25% $75,000 to $99,999 8% 9% 8% 4% 8% 13% $100,000 to $124,999 3% 0% 3% 3% 3% 5% $125,000 to $149,999 2% 3% 3% 4% 0% 0% $150,000 or more 2% 1% 1% 3% 6% 0% Prefer not to say 12% 14% 9% 19% 6% 9% 87 / Significantly Above / Below Total.

46 Non Visitors in the Southwest are significantly more likely to say that they Never have visited a State Park (29%) than those in other regions. Parks Non Visitors Last visit to ANY State Park Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) 1 year ago 18% 17% 13% 18% 23% 20% 2 years ago 12% 14% 18% 10% 8% 9% 3 years ago 10% 9% 8% 16% 8% 11% 4 years ago 5% 7% 7% 5% 4% 3% 5 years ago 7% 7% 8% 8% 9% 5% 6 years ago 2% 0% 1% 1% 4% 4% 7 years ago 2% 0% 4% 3% 3% 0% 8 years ago 1% 0% 1% 1% 1% 1% 9 years ago 1% 1% 0% 1% 0% 0% 10 years ago 4% 3% 3% 5% 5% 5% More than 10 years ago 20% 22% 22% 22% 18% 13% Never have visited a State Park 18% 20% 14% 9% 17% 29% 88 / Significantly Above / Below Total.

47 Reasons for Non-Visitation are very similar across regions just don t think about it and a lack of free time are primary constraints. Parks Non Visitors State Parks Visitation Barriers Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Just don t think about it 30% 34% 28% 35% 27% 24% Too busy/not enough free time 25% 26% 25% 27% 26% 22% Cost for admission 22% 18% 25% 13% 23% 29% Too far away 16% 21% 11% 19% 16% 14% Not interested in visiting them 14% 14% 20% 4% 18% 16% Would rather go somewhere else 13% 18% 11% 9% 16% 11% Cost of the activities in the park 12% 9% 12% 6% 12% 18% Weather conditions 10% 8% 9% 8% 10% 14% Others in my household do not want to visit 9% 12% 12% 5% 6% 12% Too crowded 7% 7% 5% 3% 13% 9% Not enough activities 7% 9% 8% 3% 6% 7% Lack of facilities in the parks 4% 5% 7% 1% 8% 1% Operating hours of the parks are not convenient 3% 4% 3% 3% 6% 1% Other 12% 14% 5% 18% 14% 8% 89 / Significantly Above / Below Total.

48 Non Visitors living in the Southeast are more likely to say they go to the movies and visit museums on a regular basis. Other than that, there are no significant differences. Parks Non Visitors Activities Participate on a Regular Basis Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Eating at restaurants 61% 61% 57% 56% 65% 68% Going to the movies 34% 30% 30% 26% 45% 36% Swimming in pools 22% 25% 13% 18% 26% 26% Arts and crafts 20% 21% 18% 19% 22% 17% Going to the gym 17% 12% 17% 14% 25% 16% Visiting city/local parks (not state parks) 13% 14% 14% 10% 13% 12% Taking a cruise 12% 14% 5% 8% 18% 13% Visiting museums 10% 7% 9% 4% 18% 11% Social or business society/club 6% 5% 3% 6% 5% 9% Runner s groups 1% 1% 3% 0% 1% 0% None of the above 23% 22% 24% 30% 19% 17% 90 / Significantly Above / Below Total.

49 It appears that Non-Visitors across all regions prefer activities that are less strenuous. Parks Non Visitors Interest in Activities at a State Parks All other activities were mentioned by less than 5% of the respondents each. Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Walking 52% 51% 55% 57% 44% 51% Beach 39% 33% 39% 45% 36% 39% Picnicking 37% 32% 36% 45% 34% 39% Take a park tour/boat tour 37% 32% 41% 40% 40% 30% Wildlife viewing 36% 43% 47% 34% 27% 26% Visiting gardens 36% 32% 41% 42% 29% 39% Hiking/Nature trail 30% 29% 36% 31% 22% 33% Fishing 26% 20% 26% 31% 25% 26% Swimming 24% 20% 22% 25% 25% 26% Attend a concert 23% 21% 21% 23% 27% 20% Bicycling 23% 17% 18% 22% 25% 33% Camping 20% 18% 25% 19% 16% 22% Boating 18% 18% 20% 17% 21% 12% Walking dog/pet 18% 17% 17% 17% 18% 22% Canoeing/Kayaking 16% 13% 16% 16% 16% 18% Horseback Riding 14% 14% 12% 14% 13% 14% Shelling 14% 14% 17% 16% 8% 14% Star gazing 14% 13% 8% 22% 14% 13% Tubing 12% 14% 9% 19% 12% 7% Birding 9% 8% 8% 9% 14% 7% Snorkeling 9% 8% 9% 13% 6% 8% Playing recreational sports 8% 7% 4% 13% 16% 3% Playground 8% 7% 11% 9% 4% 12% Scuba diving 6% 8% 5% 13% 3% 3% Attend a meeting/retreat 5% 7% 4% 8% 3% 5% Rollerblading 4% 5% 0% 4% 6% 3% Don t know/not planned 14% 16% 14% 10% 16% 12% / Significantly Above / Below Total. 91

50 The Buy one, get one free Visitors Pass and 50% off Visitors Pass on weekdays get the strongest interest among Non Visitors. Parks Non Visitors Will Make Much More Likely to Visit State Parks Total Central Northeast Northwest Southeast Southwest Buy one, get one free Visitors Pass 50% off Visitors Pass on weekdays Extended park operating hours (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) 35% 37% 30% 44% 29% 36% 32% 30% 33% 35% 31% 29% 16% 17% 13% 19% 18% 11% 92 / Significantly Above / Below Total.

51 Residents of the different regions show no significant differences in terms how appealing they find each of the ideas for encouraging visitation. Parks Non Visitors Extremely Appealing Ideas to Encourage State Parks Visitation Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Having access to Wi-Fi hotspots in the parks 22% 20% 14% 27% 22% 25% Discount offers on park admission on Groupon or 21% 17% 16% 21% 22% 28% LivingSocial A special event package that would allow you to visit more 19% 21% 16% 17% 21% 20% than one park over a weekend Food Trucks in the parks 19% 20% 14% 16% 19% 24% Holiday-themed activities 18% 20% 12% 17% 18% 25% Special areas within the parks for pets 18% 14% 17% 27% 18% 14% Zip line tours 17% 17% 13% 18% 22% 16% Special After 5 pm events 16% 13% 12% 19% 18% 17% Eco-tourism activities 13% 9% 13% 13% 16% 12% A Kayaking/Canoeing class 10% 9% 8% 9% 16% 8% Special How-To activity courses 9% 7% 7% 14% 13% 4% 93 / Significantly Above / Below Total.

52 Non Visitors in each of the regions tend to learn about local activities using the same methods. Parks Non Visitors Method for Learning About Local Activities Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) Website 34% 39% 34% 30% 30% 36% Visit 15% 12% 17% 16% 19% 13% Brochure 12% 11% 18% 13% 12% 5% Social media (e.g., Facebook, Twitter) 9% 13% 8% 8% 10% 7% Radio 6% 3% 4% 8% 6% 9% Other 19% 18% 16% 17% 19% 26% All other methods were mentioned by less than 5% of the respondents each. 94 / Significantly Above / Below Total.

53 Regardless of region, Non Visitors are most likely to say that the phrase State Parks the Real means The natural environment of. Parks Non Visitors State Parks the Real Meaning Total Central Northeast Northwest Southeast Southwest (n=382) (n=76) (n=76) (n=77) (n=77) (n=76) The natural environment of A place to connect with the environment of 56% 61% 55% 52% 52% 59% 36% 34% 41% 35% 39% 29% What is unique to 31% 30% 32% 34% 27% 30% What used to be like 20% 29% 20% 22% 16% 14% It s not commercialized 18% 22% 13% 21% 19% 16% It does not mean anything to me 18% 14% 16% 19% 25% 13% 95 / Significantly Above / Below Total.