2016 Hilton Head Island Seafood Festival

Transcription

1 2016 Hilton Head Island Seafood Festival Lowcountry and Resort Islands Tourism Institute at USCB Dr. John Salazar, Director Dr. Nancy Hritz, Assistant Director Anton Abraham, Research Associate Kelli Brunson, Lead Research Assistant Catherine Moorman, Lead Research Assistant Carrie Myers, Research Assistant Powered by

2 288 Total Responses Complete Responses: 288 2

3 Zip Code Analysis This analysis does not include the zip codes collected from Hilton Head Island, SC, Beaufort, SC and Savannah, GA. 3

4 Rank Order Metropolitan Area Sum of F2 by % Share - % % Share - % % Share - % % Share Metropolitan Area Arbitron Nielsen Scarbarough 1 Atlanta-Sandy Springs-Marietta, GA MSA 10 12% 9% 10% 9% 2 Augusta-Richmond County, GA-SC MSA 7 8% 8% 8% 8% 3 Rochester, NY MSA 6 7% 6% 7% 6% 4 Boston-Cambridge-Quincy, MA-NH MSA 7 8% 6% 6% 6% 5 Hinesville-Fort Stewart, GA MSA 3 3% 3% 3% 3% 6 Walterboro, SC MSA 3 3% 3% 3% 3% 7 Columbia, SC MSA 3 3% 3% 3% 3% 8 Virginia Beach-Norfolk-Newport News, VA- NC MSA 3 3% 3% 3% 3% 9 Chicago-Naperville-Joliet, IL-IN-WI MSA 6 7% 3% 4% 3% 10 Detroit-Warren-Livonia, MI MSA 4 5% 3% 3% 2% 11 Charlotte-Gastonia-Concord, NC-SC MSA 3 3% 2% 3% 2% 12 Canon City, CO MSA 2 2% 2% 2% 2% 13 Statesboro, GA MSA 2 2% 2% 2% 2% 14 The Villages, FL MSA 2 2% 2% 2% 2% 15 Sumter, SC MSA 2 2% 2% 2% 2% 16 La Follette, TN MSA 2 2% 2% 2% 2% 17 Newberry, SC MSA 2 2% 2% 2% 2% 18 Ann Arbor, MI MSA 2 2% 2% 2% 2% 19 Jamestown-Dunkirk-Fredonia, NY MSA 2 2% 2% 2% 2% 20 Washington-Arlington-Alexandria, DC-VA- MD-WV MSA 4 5% 2% 3% 1% 21 Charleston-North Charleston, SC MSA 2 2% 2% 2% 2% 22 Greenville, SC MSA 2 2% 2% 2% 2% 23 Raleigh-Cary, NC MSA 2 2% 2% 1% 1% 24 Cincinnati-Middletown, OH-KY-IN MSA 2 2% 1% 2% 1% 25 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 3 3% -5% -3% -2% Total % 100% 100% 100% 4

5 Breakdown of Markets Strong markets for the 2016 Hilton Head Island Seafood Festival include Atlanta, GA, Augusta, GA, Rochester, NY, Boston, MA, Hinesville, GA, Walterboro, SC, Columbia, SC, Virginia Beach, VA, Chicago, IL. Middle markets include Detroit, MI, Charlotte, NC, Canon City, CO, Statesboro, GA, The Villages, FL, Sumter, SC, La Follette, TN, and Newberry, SC. Weaker markets consist of Ann Arbor, MI, Jamestown, NY, Washington, D.C., Charleston, SC, Greenville, SC, Raleigh, NC, Cincinnati, OH, and New York, NY. 5

6 All Zip Codes Collected Powered by

7 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 1 Hilton Head Island-Beaufort, SC MSA Savannah, GA MSA 31 3 Atlanta-Sandy Springs-Marietta, GA MSA 10 4 Augusta-Richmond County, GA-SC MSA 7 5 Boston-Cambridge-Quincy, MA-NH MSA 7 6 Chicago-Naperville-Joliet, IL-IN-WI MSA 6 7 Rochester, NY MSA 6 8 Detroit-Warren-Livonia, MI MSA 4 9 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 4 10 Charlotte-Gastonia-Concord, NC-SC MSA 3 11 Hinesville-Fort Stewart, GA MSA 3 12 Columbia, SC MSA 3 13 Walterboro, SC MSA 3 14 Virginia Beach-Norfolk-Newport News, VA-NC MSA 3 15 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 3 7

8 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 16 Canon City, CO MSA 2 17 Statesboro, GA MSA 2 18 Charleston-North Charleston, SC MSA 2 19 The Villages, FL MSA 2 20 Sumter, SC MSA 2 21 Cincinnati-Middletown, OH-KY-IN MSA 2 22 La Follette, TN MSA 2 23 Newberry, SC MSA 2 24 Greenville, SC MSA 2 25 Ann Arbor, MI MSA 2 26 Jamestown-Dunkirk-Fredonia, NY MSA 2 27 Raleigh-Cary, NC MSA 2 28 Scranton--Wilkes-Barre, PA MSA 2 29 Watertown-Fort Drum, NY MSA 2 30 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 2 8

9 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 31 Albany-Schenectady-Troy, NY MSA 2 32 Springfield, MA MSA 2 33 Barnstable Town, MA MSA 2 34 Albertville, AL MSA 1 35 Meridian, MS MSA 1 36 Jesup, GA MSA 1 37 Jacksonville, FL MSA 1 38 Sioux City, IA-NE-SD MSA 1 39 Fayetteville-Springdale-Rogers, AR-MO MSA 1 40 Minneapolis-St. Paul-Bloomington, MN-WI MSA 1 41 Houston-Sugar Land-Baytown, TX MSA 1 42 Georgetown, SC MSA 1 43 Orlando-Kissimmee, FL MSA 1 44 New Bern, NC MSA 1 45 Southern Pines-Pinehurst, NC MSA 1 9

10 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 46 Toledo, OH MSA 1 47 Akron, OH MSA 1 48 Meadville, PA MSA 1 49 Warren, PA MSA 1 50 Spartanburg, SC MSA 1 51 Charlottesville, VA MSA 1 52 Ocean Pines, MD MSA 1 53 Bloomsburg-Berwick, PA MSA 1 54 Buffalo-Niagara Falls, NY MSA 1 55 Syracuse, NY MSA 1 56 Poughkeepsie-Newburgh-Middletown, NY MSA 1 57 Plattsburgh, NY MSA 1 58 Worcester, MA MSA 1 59 Concord, NH MSA 1 Total

11 Demographics Demographics 11

12 Please indicate your gender below. Answered: 241 Skipped: 47 12

13 Please indicate your age below. Answered: 285 Skipped: 3 13

14 Please indicate your marital status. Answered: 282 Skipped: 6 14

15 Do you have children under 18 living at home? Answered: 281 Skipped: 7 15

16 Please indicate your highest level of education. Answered: 279 Skipped: 9 16

17 Which of the following ranges includes your annual household income? Answered: 278 Skipped: 10 17

18 Visitor Characteristics 18

19 Where is your primary residence? Answered: 288 Skipped: 0 19

20 Counting this trip, HOW MANY trips had you taken to Hilton Head Island? Answered: 173 Skipped:

21 How many days do you intend to stay on Hilton Head Island? Answered: 176 Skipped:

22 Where are you staying overnight on this trip? Answered: 35 Skipped:

23 What type of accommodations will you be using while visiting Hilton Head Island? Answered: 141 Skipped: 147 Answer Choices Response Percent Response Count Villa/condo-rental 30% 43 Home/villa/condo owned 14% 20 Villa/condo-timeshare 13% 19 With friends/relatives 13% 18 Full service hotel/resort 11% 16 Home-rental 10% 14 Select service hotel/motel 6% 8 RV park 1% 2 Other 1% 1 23

24 How many months in advance did you book this trip? Answered: 169 Skipped:

25 How influential was the 2016 Hilton Head Island Seafood Festival when initially planning your trip to Hilton Head Island? Answered: 170 Skipped: 118 Very Influential Influential Undecided Not influential Not al all influential Total Weighted Average 26% 16% 9% 21% 28%

26 Would you have visited the Hilton Head Island area AT THIS TIME even if this festival had not been held? Answered: 153 Skipped:

27 How likely are you to return to the Hilton Head Island area when the Hilton Head Island Seafood Festival is NOT OCCURRING? Answered: 174 Skipped: 114 Extremely likely Very likely Not sure Very unlikely Extremely unlikely Total Weighted Average 45% 34% 17% 2% 1%

28 What was the primary reason for this visit to Hilton Head Island? Answered: 174 Skipped: 114 Answer Choices Response Percent Response Count Pleasure vacation 53% Hilton Head Island Seafood Festival 21% 37 Visit friends or relatives 16% 27 Business and Pleasure 2% 4 Other business 2% 4 Outdoor recreation 2% 4 Activity close to home 2% 3 Convention or conference 1% 2 28

29 How many additional people are you financially responsible for during this trip? Answered: 176 Skipped:

30 How much will you spend on lodging PER NIGHT? Answered: 171 Skipped: 117 Answer Choices Response Percent Response Count $ % 13 $ % 28 $ % 33 $ % 12 $ % 4 $ % 1 $ % 2 $ % 2 $3000 or more 1% 2 N/A 43% 74 30

31 How much do you think you'll spend on restaurant dining PER DAY? Answered: 159 Skipped: 129 Answer Choices Response Percent Response Count $ % 34 $ % 67 $ % 22 $ % 8 $ % 3 $ % 3 $ % 1 N/A 13% 21 31

32 How much do you think you'll spend on retail purchases PER DAY (i.e. gifts, souvenirs, etc.)? Answered: 168 Skipped: 120 Answer Choices Response Percent Response Count $ % 67 $ % 53 $ % 22 $ % 6 $ % 3 $ % 1 $ % 3 N/A 9% 15 32

33 How much do you think you'll spend on recreation (i.e. golf, bicycling, etc.) PER DAY? Answered: 161 Skipped: 127 Answer Choices Response Percent Response Count $ % 74 $ % 28 $ % 17 $ % 3 $ % 5 $ % 4 $ % 1 N/A 18% 29 33

34 Please indicate if you intend on visiting (or have visited) any of the following tourist facilities or participating (or participated) in any of the listed activities. Choose all that apply. Answered: 170 Skipped: 118 Answer Choices Response Percent Response Count Restaurants 88% 149 Beaches 86% 146 Festivals/Special Events 64% 108 Sightseeing 56% 95 Shopping Malls/Centers 50% 85 Historical Landmarks 44% 74 Bicycling 43% 73 Museums/Performing Arts/Cultural Activities 32% 55 Antique Shops 31% 53 Golf 26% 44 Hiking 24% 40 34

35 Please indicate if you intend on visiting (or have visited) any of the following tourist facilities or participating (or participated) in any of the listed activities. Choose all that apply. Answered: 170 Skipped: 118 Answer Choices Response Percent Response Count South Carolina State Parks/National Forests 22% 37 Art Galleries 21% 35 Children s Activities 13% 22 Boating/Sailing 12% 21 Tennis 10% 17 Sea Kayaking 9% 16 Fishing 8% 14 Other 8% 13 Spectator/Sporting Events 7% 12 Convention/Conference Centers 6% 10 Farms/Barns/Orchards 6% 10 Camping 3% 5 35

36 Festival Characteristics 36

37 How did you learn of the Hilton Head Island Seafood Festival? Answered: 288 Skipped: 0 Answer Choices Response Percent Response Count Word of Mouth 21% 61 Internet 20% 58 Newspaper 14% 40 Other 11% 31 Social Networks (Facebook, Twitter, etc.) 9% 27 Magazine Article or Ad 7% 20 Television Commercial or News Coverage 5% 13 The Island Recreation Website 4% 12 Radio Commercial or News Coverage 3% 9 from Island Recreation (Constant Contact) 2% 7 Other Website 2% 6 Hilton Head Island Visitor & Convention Bureau 1% 4 37

38 From which website did you find about the 2016 HHI Seafood Festival? Answered: 64 Skipped:

39 From which social network did you find about the 2016 HHI Seafood Festival? Answered: 26 Skipped:

40 From which magazine did you find about the 2016 HHI Seafood Festival? Answered: 20 Skipped:

41 From which radio station did you hear about the 2016 HHI Seafood Festival? Answered: 8 Skipped:

42 From which newspaper did you find out about the 2016 Seafood Festival? Answered: 37 Skipped:

43 Including this festival, how many times have you attended the Hilton Head Island Seafood Festival? Answered: 285 Skipped: 3 43

44 Were the bands influential in your decision to attend the HHI Seafood Festival? Answered: 288 Skipped: 0 44

45 Which band did you come to see? Answered: 101 Skipped:

46 How would you rate the following festival characteristics? Answered: 287 Skipped: 1 Very Good Good Average Poor Very Poor Don t Know- N/A Total Weighted Average Location 72% 21% 5% 0% 0% 1% Staff Friendliness 71% 22% 5% 1% 0% 1% Music 68% 26% 5% 0% 0% 1% Ambiance 56% 33% 9% 0% 0% 2% Cost 48% 32% 17% 2% 1% 1% Kid s Area 43% 19% 5% 0% 0% 33%

47 How would you rate the following festival characteristics? Answered: 286 Skipped: 2 Quality of Food You Purchased Food Vendor Variety Quality of Beverage You Purchased Quantity of Food Items per Purchase Very Good Good Average Poor Very Poor Don t Know- N/A Total Weighted Average 57% 24% 6% 1% 0% 12% % 33% 8% 1% 0% 5% % 28% 8% 0% 0% 21% % 31% 13% 1% 1% 12% Parking 39% 30% 22% 3% 2% 4% Quantity of Beverage Per Purchase 38% 28% 12% 0% 0% 21%

48 How would you rate the following festival characteristics? Answered: 275 Skipped: 13 Overall Value of the Event Consistency of the Seafood theme throughout the festival Event Layout and Design Very Good Good Average Poor Very Poor Don t Know- N/A Total Weighted Average 51% 37% 9% 1% 1% 1% % 37% 7% 1% 0% 4% % 39% 8% 2% 0% 1% Crowd Flow 37% 42% 15% 4% 0% 2% Availability of Pubic Seating 32% 36% 19% 6% 1% 5%

49 How likely are you to return to next year's festival and recommend the festival to friends? Answered: 283 Skipped: 5 Return to next year s festival Recommend the festival to friends Extremely likely Very likely Not sure Very unlikely Extremely unlikely Total Weighted Average 60% 23% 17% 1% 0% % 25% 10% 1% 0%

50 Travel Characteristics 50

51 The next set of questions is related to when you plan for a vacation. Please indicate your level of agreement with each statement Answered: 282 Skipped: 6 The status of a travel destination is irrelevant to me. I would travel to a vacation destination just because it has status. I am interested in new vacation destinations with status. I would pay more for traveling to a new vacation destination if it had status. A vacation destination is more valuable to me if it is highly exclusive. Strongly agree Agree Neither agree or disagree Disagree Strongly Disagree Total Weighted Average 29% 33% 24% 8% 5% % 29% 33% 11% 7% % 29% 30% 13% 9% % 23% 35% 16% 10% % 19% 33% 18% 13%

52 The next set of questions is related to when you plan for a vacation. How frequently do you utilize the following types of websites when planning a leisure trip? Answered: 278 Skipped: 10 Every time Almost every time Occasionally or sometimes Almost never Never Total Weighted Average Travel specific social network sites (Yelp, TripAdvisor, etc.) General social networking sites (Facebook, YouTube, Twitter, etc.) Peer-to-peer rental sites such as Airbnb.com, VRBO.com, HomeAway.com, etc. Online travel sites such as Orbitz, Priceline, Travelocity, etc. Hotel booking services such as Hotels.com, Expedia, Hotwire, Priceline, etc. 18% 30% 28% 12% 12% % 19% 30% 16% 18% % 18% 27% 14% 23% % 26% 34% 10% 13% % 21% 35% 15% 13%

53 Please continue to rate how frequently do you utilize the following types of websites when planning your trip? Answered: 277 Skipped: 11 Every time Almost every time Occasionally or sometimes Almost Never Never Total Weighted Average Hotel/resort central reservations websites Websites of local businesses at the destination you're planning to visit (hotels, restaurants, etc.) Airline central reservations websites 21% 29% 35% 7% 9% % 32% 35% 7% 6% % 27% 28% 11% 15% Online travel reviewers/bloggers 16% 21% 33% 15% 15% Website of the Chamber of Commerce and/or the Convention and Visitor Bureau at the destination you're planning to visit 16% 21% 28% 19% 17%

54 When planning or booking travel for leisure vacations, which of the following online travel sites do you use? Choose all that apply. Answered: 279 Skipped: 9 Answer Choices Response Percent Response Count Expedia 45% 126 Travelocity 34% 95 I book directly through the airline or its reservations office 31% 86 Orbitz 26% 73 Priceline 24% 66 Kayak 21% 59 Other 20% 56 CheapTickets 18% 49 Hotwire 12% 33 CheapOair 9% 24 OneTravel 4% 12 54

55 When planning or booking lodging for leisure vacations, which of the following online hotel booking sites do you use? Choose all that apply. Answered: 267 Skipped: 21 Answer Choices Response Percent Response Count I book directly through the hotel property or its reservation office 39% 103 Expedia.com 32% 85 Hotels.com 29% 78 Travelocity.com 28% 76 Priceline.com 21% 56 Other 17% 46 Obitz.com 16% 44 Booking.com 9% 25 Hotewire.com 9% 23 HotelReservations.com 5% 13 Agoda.com 0% 1 MoreHotels4Less.com 0% 1 55

56 When planning or booking lodging for leisure vacations, which of the following online peer-topeer rental accommodation websites sites do you use? Choose all that apply. Answered: 270 Skipped: 18 Answer Choices Response Percent Response Count I don t use peer-to-peer rental accommodation websites. 45% 122 VRBO.com 31% 85 Airbnb.com 15% 40 Other 14% 38 HomeAway.com 10% 27 Flipkey.com 3% 8 HouseTrip.com 3% 8 Travelmob.com 1% 4 OneFineStay.com 1% 2 Rommorama.com 1% 2 Wimdu.com 0% 1 56

57 For More Information Contact Dr. John Salazar LinkedIn: Lowcountry and Resort Islands Tourism Institute at USCB 57