Ontario RTO7 Strategic Study Bruce County Visitor Analysis. Final Report April, 2012

Transcription

1 Ontario RTO7 Strategic Study Bruce County Visitor Analysis Final Report April, 2012

2 Introduction In 2011, RTO7 undertook the development of a strategic plan, involving a comprehensive study of the consumer market in Ontario, Quebec and U.S. border states. From that study, conducted by Longwoods International in early 2011, we have extracted and analyzed data for visitors to 9 places/areas in the region Barrie, Orillia, Collingwood/Wasaga Beach, Blue Mountains, Owen Sound, Lake Huron beach towns, Simcoe County, Bruce County and Grey County comparing those visitors to the aggregated visitors across the region. Longwoods also conducted a Winter Leisure Travel Study examining travel to RTO7 from December 2010 through March Reflecting a smaller overall sample than we had available for the strategic study, analyses are provided for winter visitors to a more limited set of locales Barrie, Orillia, Collingwood/Wasaga Beach, Blue Mountains, Owen Sound. From the Strategic Study, visitors are defined as having visited RTO7 and the locale being analyzed in the past 2 years. From the Winter Leisure Study, visitors are defined as having taken a trip during the four-month period from Dec.1, 2010 to Mar. 31,

3 Introduction Strategic Study Winter Study Day Trips Winter Study Overnight Trips The sample sizes of the groups of visitors analyzed are as follows: Simcoe County Grey County Bruce County Barrie Orillia Collingwood /Wasaga Beach Blue Mtns. Owen Sound Lake Huron Beach Towns , All RTO7 Visitors 3

4 Visitor Profile 4

5 Visitor Profile The top source of leisure traffic to Bruce County is Southwestern Ontario, which accounts for almost half of visitors, followed by the Greater Toronto Area which provides 3 in 10 visitors: Compared to the RTO7 region as a whole, SW Ontario is a far more important market to Bruce County, while Quebec and the United States are less important Demographically, versus the average RTO7 visitor, Bruce County visitors tend to be skewed: Male Older (especially concentrated in the age group) Higher income Caucasian 5

6 Regional Sources of Visitors on Day/Overnight Trips GTA South West Ontario Eastern Ontario Quebec 5 9 U.S Visited Bruce County Visited RT07 6

7 Gender Male Female Visited Bruce County Visited RT07 7

8 Age or older Visited Bruce County Visited RT07 8

9 Household Size 1 person persons 3 persons 4 persons Average Household Size Visited Bruce County: 2.8 Visited RT07: persons Visited Bruce County Visited RT07 9

10 Household Composition Any children in household Any child 5 years old or younger Any child 6-8 years old 9 9 Any child 9-12 years old Any teens years old Visited Bruce County Visited RT07 10

11 Marital Status Married / Living With Partner Single Separated / Divorced / Widowed Visited Bruce County Visited RT07 11

12 Employment Full Time Part Time 6 10 Retired Other Visited Bruce County Visited RT07 12

13 Education High school or less Some college / university Graduated college / university Post-graduate studies Visited Bruce County Visited RT07 13

14 Income Less than $25K $25-$49K $50-$75K $75-$99K $100K Visited Bruce County Visited RT07 14

15 Race Caucasian Asian / SE Asian 3 9 Other Visited Bruce County Visited RT07 15

16 Awareness of & Experience with County Places/Attractions

17 Awareness of & Experience with County Places/Attractions Among recent Bruce County visitors, the most recognizable place names in the county are Tobermory, the Lake Huron beach towns of Port Elgin, Sauble Beach, Kincardine, and Southampton, as well as Wiarton and Walkerton. These are also the towns people have most often visited in the past. The county attractions that visitors are most aware of are the beach at Sauble Beach and the Bruce Trail, followed by Sauble Falls Provincial Park, Flowerpot Island, Wiarton Willie Statue/Festival, the beaches at the other Lake Huron towns, and the Chi-Cheemaun Ferry: Each are recalled by at least half of visitors Slightly fewer recognize the names of Formosa Springs Brewery, Lion s Head Provincial Park, Bruce Peninsula National Park and the Saugeen River 17

18 Awareness of & Experience with County Places/Attractions Despite the relatively high awareness levels for many of these attractions, the only one actually visited in the past (ever) by a majority of visitors is the Beach at Sauble Beach at 63%. Most of the other familiar attractions listed above have only been visited by about a third of county visitors, and only 1 in 10 visitors have taken in the Wiarton Willie festival or seen his statue. 18

19 Awareness of Places in Bruce County Tobermory Port Elgin Sauble Beach Kincardine Wiarton Walkerton Southampton Lucknow Mildmay Chesley Ferndale Cape Croker

20 Awareness of Attractions in Bruce County The Beach at Sauble Beach 78 The Bruce Trail 65 Sauble Falls Provincial Park Flowerpot Island Wiarton Willie Statue/Festival The Beach at Kincardine The Beach at Port Elgin Chi-Cheemaun Ferry/dinner cruise The Beach at Southampton

21 Awareness of Attractions in Bruce County (Cont d) Formosa Springs Brewery Lion s Head Provincial Park Bruce Peninsula National Pk/The Grotto Saugeen River Bruce County Rail Trail Fathom Five National Marine Park Kincardine Scottish Festival Inverhuron Provincial Park Bruce County Museum/Cultural Centre

22 Awareness of Attractions in Bruce County (Cont d) Black Creek Provincial Pk/Stokes Bay MacGregor Point Provincial Park Kincardine Lighthouse Museum Cabot Head Lighthouse/Museum Saugeen Valley Conservation Areas Saugeen Bluffs Conservation Area Kincardine Scottish Pipe Band concert Port Elgin Pumpkinfest Teesdale's International Plowing Match

23 Awareness of Attractions in Bruce County (Cont d) Point Clark Lighthouse/Museum CP Rail Trail Sauble Beach August Sandfest Bruce Pen. Mountain Bike Adventure Pk Walkerton Fish Ladder Port Elgin Beach Carnival International Motorcross Park Chantry Island Lighthouse/Museum Saugeen Rail Trail

24 Awareness of Attractions in Bruce County (Cont d) Saugeen Amphitheater Carrick Wines & Ciders Canadian Big Band Celebration Larkwhistle Garden 4 Biener's Bush cross-country ski trails Keppel Croft Farm & Gardens Cinderella s Carriage Antique Car Show Wilmer Trout Ponds

25 Places Ever Visited in Bruce County Sauble Beach Kincardine Tobermory Port Elgin Wiarton Southampton Walkerton Chesley Mildmay Lucknow Ferndale Cape Croker

26 Attractions Ever Visited in Bruce County The Beach at Sauble Beach The Beach at Port Elgin The Bruce Trail Sauble Falls Provincial Park Chi-Cheemaun Ferry/dinner cruise Saugeen River The Beach at Southampton The Beach at Kincardine Bruce Pen. National Park/The Grotto

27 Attractions Ever Visited in Bruce County (Cont d) Flowerpot Island MacGregor Point Provincial Park Lion s Head Provincial Park Fathom Five National Marine Park Inverhuron Provincial Park Formosa Springs Brewery Kincardine Scottish Festival Kincardine Scottish Pipe Band concert Bruce County Museum/Cultural Centre

28 Attractions Ever Visited in Bruce County (Cont d) Cabot Head Lighthouse & Museum Black Creek Prov Park/Stokes Bay Kincardine Lighthouse Museum Saugeen Bluffs Conservation Area Wiarton Willie Statue/Festival Saugeen Valley Conservation Areas Point Clark Lighthouse/Museum Bruce County Rail Trail Sauble Beach Sandfest in August

29 Attractions Ever Visited in Bruce County (Cont d) Port Elgin Pumpkinfest 7 Walkerton Fish Ladder 5 Bruce Pen. Mountain Bike Adventure Pk Larkwhistle Garden Saugeen Amphitheater Canadian Big Band Celebration CP Rail Trail Chantry Island Lighthouse/Museum

30 Attractions Ever Visited in Bruce County (Cont d) Port Elgin Beach Carnival International Motorcross Park Biener's Bush cross-country ski trails Saugeen Rail Trail Carrick Wines & Ciders Keppel Croft Farm & Gardens Cinderella s Carriage Antique Car Show Teesdale International Plowing Match Wilmer Trout Ponds

31 Intended Trips & Interest in Activities

32 Intended Trips Interest in returning to the region is especially high among visitors to Bruce County, which suggests a very substantial level of satisfaction: Compared to the RTO7 norm of 50% intending a return trip, 74% of those who have visited this county indicate they are planning to come again This above-average intent extends to both day and overnight trips Interest in coming to the region is comparatively high for both winter and summer among Bruce County visitors relative to the regional norm. The top trip purpose segments for Bruce County visitors planning their travel to the region are visits to friends/relatives, touring trips, outdoor trips (camping, fishing, hiking, etc.), resort trips and special events: Relative to RTO7 as a whole, Bruce Trail seems to be attracting higher numbers of VFR, outdoor and special event trips 32

33 Interest in Activities Generally speaking, interest in the types of activities people want to engage in while visiting RTO7 are a bit higher across the board among Bruce County visitors than they are among RTO7 visitors as a whole. The activities for which Bruce County visitors have a significantly greater interest than the norm include: Scenic tours by car or motorcycle Going to the beach/swimming Hiking on the Bruce Trail Concerts/live music Historic lighthouses museums 33

34 Intent to Visit RTO7 on Day/Overnight Trip in Next 2 Years Any Overnight Pleasure Any Day Pleasure Any Overnight/Day Pleasure (Net) Visited Bruce County Visited RTO7 34

35 Intent to Visit RTO7 on Day/Overnight Trip by Season Winter Spring/Summer Fall Visited Bruce County Visited RTO7 35

36 Purpose of Intended Trips to RTO7 VFR Touring Outdoors Trip Resort Special Event City Trip Shopping Ski/snowboarding Gaming Visited Bruce County Visited RT07 36

37 Interest in Activities Dine overlooking bay/harbour Scenic car tour Beach/swimming Boat ride/short cruise Resort Hiking along the Bruce Trail Conservation area/provincial park Fine dining Open air mountain gondola ride Visited Bruce County Visited RT07 37

38 Interest in Activities (cont d) Concert/ live music Brewery or winery Local farmers' market/shop Historic lighthouse Food/culinary festival Historic town walking tour Other type of festival or fair Music/rock/folk festival Interesting restored homes/shops Visited Bruce County Visited RT07 38

39 Interest in Activities (cont d) Museum Monument, fort or historic home Tree-top walking/ziplining Spa Live theatre Public/local garden Camping Historic shipbuilding/marine site Sailing/boating Visited Bruce County Visited RT07 39

40 Interest in Activities (cont d) Miniature golf/putt-putt Canoeing/ kayaking Art gallery/art show Scenic motorcycle tour Cycling on local roads/trails Zoo Antiquing Golfing on golf courses Amusement/water park Visited Bruce County Visited RT07 40

41 Interest in Activities (cont d) Sports event Horseback riding Snowmobiling Brand-name/boutique shopping Casino Caving/rock climbing Fishing/ hunting Snowshoeing Cross-country skiing Visited Bruce County Visited RT07 41

42 Interest in Activities (cont d) Mountain/off-road biking Downhill skiing Scuba diving Racetrack Para-sailing Ice fishing Snowboarding Visited Bruce County Visited RT07 42

43 Travel Motivators & Image Among Visitors 43

44 Travel Motivators & Image Among Bruce County visitors, the destination attributes that are most motivating when selecting where to vacation are perceived excitement, and suitability for adults and children same as for people visiting RTO7 in general with the addition of the worryfree factor, meaning a sense of relaxation and safety. Further down the list of drivers, we see that climate and affordability are somewhat more important to Bruce County visitors, while they attach less priority to what a destination offers with regard to entertainment, sports and recreation, quality of accommodations and dining. Visitors to Bruce County give the region much higher marks for overall appeal and for value for the money than the norm. 44

45 Travel Motivators & Image This apparent satisfaction extends across all detailed image factors and virtually every individual image attribute. The greatest differences vs. the norm are related to satisfaction with: Travel distance and ease of getting to/around the region Popularity Sense of fun and excitement Fall weather Sightseeing variety, including the unique and beautiful scenery, well-known landmarks, small towns and villages Recreational opportunities such as snowmobiling, boating, off-road biking, swimming and other water sports 45

46 Travel Motivators Adult Destination Family Atmosphere Exciting Worry-Free Sightseeing Unique Popular Sports & Recreation Luxurious Climate Affordable Entertainment Visited Bruce County Visited RT Importance 46

47 Who Strongly Agree Overall Image of RTO7 60 A place I d really enjoy visiting 59 Excellent value for the money Visited RTO7 Visited Bruce County 47

48 Image of RT07 Adult Destination Family Atmosphere Exciting Worry-Free Sightseeing Unique Popular Sports & Recreation Luxurious Climate Affordable Entertainment Who Strongly Agree Bruce County Visited RT07 48

49 Positive Differences in Image of RTO7 Among Visitors of Bruce County Not too far away Easy to get to Easy to get around once there Well-known destination Unique waterfront areas A fun place Truly unique scenery Good weather in the fall Must-see destination Differences in Who Strongly Agree 49

50 Positive Differences in Image of RTO7 Among Visitors of Bruce County (Cont d) Lots to see and do Affordable to get to Well-known landmarks Truly beautiful scenery Great for snowmobiling Great for boating/sailing Great for off-road/trail/mountain-biking Great for swimming/water sports Great for sightseeing Differences in Who Strongly Agree 50

51 Positive Differences in Image of RTO7 Among Visitors of Bruce County (Cont d) Interesting small towns/villages Great for snowshoeing Beautiful countryside Great beaches Great for antiquing Popular with travelers Good for couples Affordable accommodations Good weather in the summer Differences in Who Strongly Agree 51

52 Positive Differences in Image of RTO7 Among Visitors of Bruce County (Cont d) Great for canoeing/kayaking A real adventure Good for viewing wildlife/birds Good for families Safe anywhere Interesting place Great for walking/strolling Great for cross-country skiing Variety of accommodations Differences in Who Strongly Agree 52

53 Positive Differences in Image of RTO7 Among Visitors of Bruce County (Cont d) Affordable to eat there Good for an adult vacation Unique travel experience Great inns/b&b s Safe in tourist areas 6 6 Great climate overall Great camping/rv facilities Good place for camping Good place to relax Differences in Who Strongly Agree 53

54 Negative Differences in Image of RTO7 Among Visitors of Bruce County There are no negative differences between Bruce County Visitors and All Visitors Perceptions of RTO7 54