NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 Preliminary Results

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1 WHICH BEST DESCRIBES YOUR VISIT TO NORTH LAKE TAHOE? For your recent visit to North Lake Tahoe, were you? (FOLLOW UP) Visitor spending tonight in North Lake Tahoe Visitor passing through, spending the night elsewhere Day visitor (from outside NLT, returning home tonight) NLT resident An overnight visitor, spending at least one night in the Nor A visitor passing through, spending the night elsewhere A day visitor (started and ended your day at your own home) 6% % 2 2 Page 1

2 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 OVERNIGHT VISITORS ONLY NIGHTS IN NORTH LAKE TAHOE THIS TRIP Median How many nights did you stay in North Lake Tahoe on your trip? (FOLLOW UP) Median How many nights in total were you away from home on your trip? Median 5 6 or more or more 6 or more 1 1 1% Page 2

3 OVERNIGHT VISITORS ONLY In paid lodging (hotel, condo rental, etc.) LODGING TYPE In a second home/vacation unit I own With friends/family who live in the area Tent/camping/RV 6 1% 1 Please describe your accommodations while you were in North Lake Tahoe WHERE IS YOUR LODGING LOCATED? How did you make your lodging reservations? Paid lodging (hotel/motel, condo rental, etc ) In a second home/vacation unit you own Tent/RV/camping With friends/family who live in the area Squaw Valley Tahoe City West Shore Tahoe Vista Incline Village Kings Beach Northstar Crystal Bay Truckee No reservations Internet site Direct to lodge/hotel % 7% % 6% 2% 161 1% 7% Page

4 HOW MANY PEOPLE ARE WITH YOU? Median How many people (total) were with you in North Lake Tahoe on your trip? (FOLLOW UP) Median WITH WHOM WERE YOU TRAVELING? 1 (by myself) or more or more Just myself Spouse/partner Children Grandchildren :With whom were you travelling on your trip to North Lake Tahoe? (CHECK ALL THAT APPLY) Friends Group/club/team members Business associates % % % 26% 1% % 2 Page

5 Did you fly to reach California on your trip? At which airport did you arrive? How did you reach North Lake Tahoe from the airport? Yes, by commercial airplane No Reno Tahoe International (RNO) San Francisco International (SFO) Private vehicle Rental vehicle % % % 67% Page 5

6 PRIMARY REASON FOR YOUR VISIT TO NORTH LAKE TAHOE What was the primary reason for your trip? Business (meeting, convention, etc.) Combined business/pleasure College planning/event Special event/festival Stop on a tour of the area Recreation/general vacation Visit friends/family Combined business/pleasure Stop on a tour of the area Recreation/general vacation Special event/festival Page 6

7 ON THIS TRIP, IS NORTH LAKE TAHOE: For this trip, was North Lake Tahoe: (FOLLOW UP) What other places did you visit on your trip? ACTIVITIES YOU PARTICIPATED IN DURING YOUR VISIT Your primary destination A planned stop on a longer trip An unplanned stop on a longer trip Your primary destination A planned stop on a longer trip An unplanned stop on a longer trip Historical Sites Beaches Music Events General sightseeing Cycling/mountain biking Hiking/climbing Shopping Dining People watch/hang out Watch athletic event Attend a concert Running/walking Special event Job interview Business meeting Real estate search None of the above 5 7% % % % % Page 7

8 ATTRACTIONS YOU VISITED EVENTS YOU ATTENDED Squaw Valley Tram Northstar Bike Park Truckee River Rafting Kings Beach State Recreation Area Emerald Bay Sugar Pine Point State Park Tahoe City Commons Beach None of the above Tahoe High Notes Brews, Jazz and Funk Festival Star Sessions at Northstar Taho Nalu Paddleboard Event Lake Tahoe Shakespeare Festival Wanderlust Festival Lake Tahoe 100 Bike Race Lake Tahoe Adventure Sports Week Wine Tasting Events None of the above 1% % 5 2 % Page 8

9 When did you begin planning your trip? INFORMATION SOURCES USED TO PLAN TRIP 1 to 2 weeks in advance to weeks in advance 1 to 2 months in advance 2 to months in advance More than months in advance Less than a week in advance Previous visit Internet websites Family/friends North Lake Tahoe Visitor Guide Travel agent/club/aaa Magazine Newspaper Radio/TV Brochures None of the above % 2 2 6% 67% Page 9

10 WHAT WERE YOUR MOST POSITIVE IMPRESSIONS OF NORTH LAKE TAHOE? WHAT ADDITIONAL AMENITIES ARE NEEDED IN NORTH LAKE TAHOE? Variety of activities/attractions Environmental efforts/awareness Proximity to other destinations Friendly people Scenery Greater variety - shopping Greater variety - dining Greater variety - cultural offerings Greater variety - nightlife More kids' activities More adult activities Better customer service 8% % 27% 27% 1% 2 27% 7% % Page 10

11 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 How many visits to North Lake Tahoe have you made in the past 5 years? None, first visit One Two to 5 6 to 9 10 to 1 20 or more Page 11

12 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 WHAT DO YOU ESTIMATE SPENDING IN NLT THIS TRIP? Median What do you estimate you spent while in North Lake Tahoe? (FOLLOW UP) Median Under $100 $ $00-99 $ $ $1,000-1,999 $2,000-2,999 $,000 or more Don't know/not sure Under $100 $100 - $299 $00 - $99 $500 - $699 $700 - $999 $1,000 -$1,999 $2,000 - $2,999 $,000 or more % 7% Page 12

13 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 Lodging quality Lodging value Lodging service Extremely Dissatisfied 1 Extremely Satisfied 5 1=Extremely Dissatisfied 5=Extremely Satisfied 1=Extremely Dissatisfied 5=Extremely Satisfied 2 2 % Page 1

14 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 Restaurant quality Restaurant value Restaurant service 1=Extremely Dissatisfied 2 5=Extremely Satisfied 1=Extremely Dissatisfied 2 5=Extremely Satisfied 1=Extremely Dissatisfied 2 5=Extremely Satisfied 6% 6% % % % % 6% 2 % %.8 18 Page 1

15 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 Variety of activities Overall town cleanliness Overall value of stay 1=Extremely Dissatisfied 5=Extremely Satisfied 1=Extremely Dissatisfied 5=Extremely Satisfied 1=Extremely Dissatisfied 5=Extremely Satisfied 1% %.1 2 6% % Page 15

16 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 Likelihood you'll return to North Lake Tahoe in the future LIKELIHOOD OF RECOMMENDING NLT Likelihood you'd recommend a visit to North Lake Tahoe to a friend, family member, or colleague (FOLLOW UP) =Extremely Likely Neutral Extremely Likely =Extremely Likely % Page 16

17 AGE Median HOUSEHOLD STATUS GENDER Annual household income Under to to 2 25 to 5 to 5 to 5 55 to 6 65 and over Single, no children Couple, no children Household (children living at home) Empty-nester (grown children no longer at home) Male Female Below $25,000 $25 - $9,999 $50 - $7,999 $75 - $99,999 $100 - $19,999 $150 - $199,999 $200 - $99,999 $500,000 or more 2 2% % Page 17

18 DESIGNATED MARKET (cont.) San Francisco - Oakland - San Jose -- CA International Los Angeles -- CA Sacramento - Stockton - Modesto -- CA San Diego -- CA Fresno - Visalia -- CA Chicago -- IL, IN Reno -- CA, NV Minneapolis - Saint Paul -- MN, WI Boston (Manchester) -- MA, NH, VT Seattle - Tacoma -- WA Washington (Hagerstown) -- DC, MD, PA, VA, WV Phoenix -- AZ, CA Salt Lake City -- CO, ID, NV, UT Monterey - Salinas -- CA Detroit -- MI Orlando - Daytona Beach - Melbourne -- FL New York -- CT, NJ, NY, PA Cincinnati -- IN, KY, OH Charlotte -- NC, SC Atlanta -- AL, GA, NC Rochester -- NY Dallas - Fort Worth -- TX Birmingham (Anniston and Tuscaloosa) -- AL Austin -- TX % % % % Page 18

19 (cont.) (cont.) Madison -- WI Juneau -- AK Medford - Klamath Falls -- CA, OR Portland -- OR, WA Santa Barbara - Santa Maria - San Luis Obispo -- CA Chico - Redding -- CA Pittsburgh -- MD, PA, WV Cleveland -- OH Columbus -- OH Tampa - Saint Petersburg (Sarasota) -- FL Greenville - New Bern - Washington -- NC Richmond - Petersburg -- VA Lima -- OH Jacksonville, Brunswick -- FL, GA Grand Rapids - Kalamazoo - Battle Creek -- MI Johnstown - Altoona -- PA Saint Louis -- IL, MO Shreveport -- AR, LA, OK, TX Kansas City -- KS, MO Houston -- TX Nashville -- KY, TN Tulsa -- KS, OK Quincy - Hannibal - Keokuk -- IL, IA Anchorage -- AK Denver -- CO, MT, NE, NV, SD, WY Page 19

20 (cont.) Bend -- OR 251 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 (cont.) California United Kingdom Canada Illinois Nevada Florida Minnesota Ohio Oregon Texas Washington Arizona Massachusetts Michigan Utah 5 % % Page 20

21 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 (cont.) (cont.) Alaska North Carolina Virginia Wisconsin Alabama Georgia Maryland Missouri New York Pennsylvania Switzerland Arkansas Austria Colorado Connecticut Czechoslovakia France Germany India Israel Japan Kansas New Hampshire New Jersey Oklahoma Page 21

22 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 (cont.) Tennessee 252 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 CALIFORNIA COUNTY (cont.) Santa Clara San Diego Alameda Los Angeles Orange Fresno Sacramento Contra Costa Placer San Francisco San Mateo Sonoma Marin Nevada Butte Page 22

23 NORTH LAKE TAHOE VISITOR SURVEY SUMMER 2012 (cont.) El Dorado Inyo Monterey San Luis Obispo Solano Stanislaus Yolo Mariposa San Benito San Bernardino Santa Cruz Sutter Tulare Ventura 129 Page 2

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