Silos and Smokestacks National Heritage Area Economic Impact and Visitor Survey

Transcription

1 University of Northern Iowa Sustainable Tourism and the Environment Program Silos and Smokestacks National Heritage Area Economic Impact and Visitor Survey

2 University of Northern Iowa Sustainable Tourism and the Environment Program 204 WRC Cedar Falls, IA / Silos and Smokestacks National Heritage Area Economic Impact and Visitor Survey Research Team Sam Lankford Jill Lankford Ariana Cela Ricki Dieser Renee Pieper September 30 th, SSNHA Economic and Visitor Study 2

3 Executive Summary of the Project Tourism makes a significant contribution on the communities to Northeast Iowa. Silos and Smokestacks National Heritage Area (SSNHA) has the opportunity to improve the quality of life for citizens, the economic viability of the area and the image of Northeast Iowa in the eyes of the residents and tourists. This study, conducted in co-operation with the Sustainable Tourism and Environment Program, at the University of Northern Iowa and SSNHA was initiated to help partner sites effectively tell the story and better serve visitors to the SSNHA and therefore to identify opportunities for future initiatives in the SSNHA. The study includes an analysis of travel characteristics, visitors demographic profile, economic and marketing assessment and also visitors satisfaction in 58 SSNHA sites. The study concluded that: o The SSNHA relies on repeat visitors (63%) and visitors who are not part of an organized group (89%), whose primary purpose of their trip was specifically to visit this heritage site. Visitors have had on average five trips to the region. o Almost half of the visitors were on an overnight trip (48%) and the other half on a day trip (47%). o Generally the visitor to the SSNHA, for 36.1% of the respondents, is 56 years of age and above. The average age is 51 years old. Most of the visitors (49%) are women and 64.4% of the visitors either went to college or graduated from college. o On average visitors to the SSNHA spent more on lodging and shopping than amounts spent by visitors as collected by the Iowa visitor centers in the region. Spending did not differ based on income level, except for spending on shopping. The estimated direct economic impact from visitors visiting SSNHA is $58,069, o Most of the visitors (63%) did not receive any information before they left on their trip, since 44% did not plan before taking the trip. The most common medium where they saw some advertisement before visiting the region was the newspaper (14.3%) and the most common place to receive information was at the place of accommodation (22.7%). o Generally visitors were satisfied or very satisfied with the hospitality, visitor services, attractions and things to do in the region SSNHA Economic and Visitor Study 3

4 Table of Contents List of Charts List of Tables List of Figures Page I. Introduction 8 II. Purpose and Objectives of the Study 8 III. Methodology 9 IV. Overall Survey Results 10 A. Trip Characteristics Previous Visits Primary Purpose Length of Stay Being in an Organized Group Travel Party Size Other Sites Visited 23 B. Visitor Profile Age Gender Location of Residence Education Level Income 30 C. Spending Patterns 31 D. Trip Planning and Information Seeking Information Used for Planning Trip Source of Information While Traveling Helpfulness of Information Familiarity of SSHNA 41 E. Visitor Satisfaction Hospitality & Visitor Information Cultural/Historical Attractions Activities/Things to Do Overall Visitor Satisfaction SSNHA Economic and Visitor Study 4

5 5. Qualitative Comments from SSHNA Visitors 45 V. Survey Results by Category of Site 47 A. Previous Visits in each Site Category 48 B. Primary Purpose in each Site Category 49 C. Length of Stay in each Site Category 49 D. Being in an Organized Group in each Site Category 50 E. Age and Gender in each Site Category 51 F. Spending in each Site Category 52 G. Overall Satisfaction in each Site Category 53 VI. Conclusions & Recommendations 54 A. Trip Characteristics 54 B. Visitors Demographic Profile 55 C. Economic Impact Assessment 55 D. Marketing Assessment 56 E. Visitor s Satisfaction 56 APPENDIXES Appendix 1 Survey Appendix 2 Visitor s Qualitative Comments Appendix 3 t-test and One Way Anova Statistics SSNHA Economic and Visitor Study 5

6 List of Charts Page Chart no. 1 Percentage of Visitors who Have Visited the Region Previously 11 Chart no. 2 Previous Trips Taken to the Region in the Past Year by Repeat Visitors 13 Chart no. 3 Comparison of Average Number of Trips 13 Chart no. 4 Primary Purpose of Trip 14 Chart no. 5 Primary Trip Purpose for Day and Overnight Visitors 15 Chart no. 6 Type of Visit to Region 16 Chart no. 7 Number of Hours Spent in the Region while on a Day Trip 18 Chart no. 8 Total Number of Nights Spent in the Region 18 Chart no. 9 Comparison of Average Days Spent 19 Chart no. 10 Where Visitors Stayed Overnight 19 Chart no. 11 Comparison of Hotel Stay 20 Chart no. 12 Visitors Traveling with an Organized Group 20 Chart no. 13 Size of Travel Party 22 Chart no. 14 Comparison of Average Travel Party Size 22 Chart no. 15 Age of Visitors 26 Chart no. 16 Gender of Visitors 27 Chart no. 17 Level of Education 29 Chart no. 18 Visitor s Income 30 Chart no. 19 Mean and Median of Spending Categories 32 Chart no. 20 Comparison of Spending Patterns 35 Chart no. 21 Visitors who Received Information before their Trip 36 Chart no. 22 Planning before Trip 36 Chart no. 23 Advertisements for the Region before Visiting 39 Chart no. 24 Where Visitors Received Information while in Iowa 40 Chart no. 25 Helpfulness of Information 41 Chart no. 26 Familiarity with SSHNA 41 Chart no. 27 Satisfaction with Hospitality and Visitor Information 42 Chart no. 28 Satisfaction with Cultural and Historical Attractions 43 Chart no. 29 Satisfaction with Activities or Things to Do 44 Chart no. 30 Overall Satisfaction 44 Chart no. 31 Overall Satisfaction for the Day Trip and Overnight Visitors 45 Chart no. 32 First time and Repeat Visitors per Site Category 48 Chart no. 33 Average Trips in Overall and per Each Site Category 48 Chart no. 34 Primary Purpose of Trip in Each Site Category 49 Chart no. 35 Day Trip versus Overnight Trip Visitors per Each Site Category 50 Chart no. 36 Part of an Organized Group in Each Site Category 51 Chart no. 37 Average Age and Gender of Visitors per Site Category 51 Chart no. 38 Overall Satisfaction per Site Category SSNHA Economic and Visitor Study 6

7 List of Tables Page Table no. 1 Primary Trip Purpose for First Time Visitors and Repeat Visitors 14 Table no. 2 Mean, Median and Total Spending Categories per Party Size 31 Table no. 3 Total Number of Visitors and Visitors Economic Direct Impact 32 Table no.4 Means and Standard Deviations of Spending Categories per Visitors Primary of Purpose 34 Table no.5 Frequency and Percentage of the Visitors in Each Site Category 47 Table no.6 Number of Nights Spent in Each Site Category 50 Table no.7 Average Spending and Total spending in Each Site Category 52 List of Figures Page Figure no.1 Residence of First Time and Repeat Visitors 12 Figure no.2 Residence of Day Trip or Overnight Visitors 17 Figure no. 3 Residence of Visitors Part or not Part of an Organized Group 21 Figure no.4 Location of Visitors Residence 28 Figure no.5 Residence of Visitors Planning or not Planning for the Trip SSNHA Economic and Visitor Study 7

8 I. Introduction of Silos and Smokestacks National Heritage Area Silos and Smokestacks National Heritage Area (SSNHA) includes six important themes in all of its attractions, as following: 1) The Fertile Land, 2) Farmers & Families, 3) The Changing Farm, 4) Higher Yields: The Science & Technology of Agriculture, 5) Farm to Factory: Agribusiness in Iowa, 6) Organizing for Agriculture: Policies and Politics. The goals of SSNHA are as below mentioned: to present the story of America s agriculture and agricultural industry though a balanced and cohesive interpretation across the heritage area; to increase the public awareness of the SSNHA; to increase the capacity of partner sites to provide quality visitor experiences; to enhance the capacity of communities and local businesses to preserve and to develop heritage resources and to become stronger partners in regional tourism efforts; to obtain and allocate funding to support SSNHA projects and to sustain the Silos and Smokestacks organization. The mission statement of SSNHA is to provide opportunities through the development of a network of sites, programs, and events that interpret farm life, agribusiness, and rural communities-past, present, and future. SSNHA has partnered with sixty diverse sites throughout the thirty-seven county area. These sites are divided into three categories on the basis of the level of services and facilities provided, as: SSNHA Economic and Visitor Study 8

9 Partner site, which provides full services including staff, exhibits, programs, and restrooms. These sites are open on average thirty-two hours weekly and at least four continuous months. Affiliate site, which has limited hours of operation and does not provide as many public services. Point of interest, which may not be staffed or provide any public services. II. Purpose and Objectives of the Study The purpose of this study is to help partner sites effectively tell the story and better serve visitors to the SSNHA and therefore to identify opportunities for future initiatives in the SSNHA. University of Northern Iowa s STEP (Sustainable Tourism and Environmental Program) has been approached to conduct the study. The objectives of the study are: 1. To identify trip characteristics of visitors to the SSNHA; 2. To identify the demographic profile of the visitors to the SSNHA; 3. To assess the economic impact of visitors to the SSNHA; 4. To assess marketing of SSNHA; 5. To assess the level of satisfaction of visitors to the SSNHA SSNHA Economic and Visitor Study 9

10 III. Methodology With the purpose of addressing the above-mentioned research objectives, a questionnairebased survey has been designed (see Appendix 1). In the first part of the questionnaire, visitors were asked for travel and trip characteristics, which included questions such as primary purpose of the trip, length of stay, travel party size, previous visits, and other places and sites they visited. In the second part, the visitors were asked how they planned their trip, including visitors planning process before they left, if they sought out information while they were traveling, how helpful was the information they had, and how familiar they were with SSNHA. In the third part of the questionnaire, they were asked about their spending patterns for lodging, restaurants, groceries, transportation, admissions and shopping and also about the level of satisfaction on services offered. In the fourth part of the questionnaire, some questions on visitors demographic profile were included, such as age, income, gender, education level, and where they came from. The visitors were intercepted at 47 out of 58 partner sites (total number pf partners at the time this study was initiated). Depending on the site, the surveys were handed out by students from the University of Northern Iowa-STEP or by partner site staff. Visitors intercepted included anyone who was visiting the site whether or not they were residents of the area. The intercept survey was initiated during the month of August 2003 and it continued through June This time frame was selected to gather representative data of visitors traveling in different seasons. By the end of June 2004, 616 surveys were completed SSNHA Economic and Visitor Study 10

11 IV. Overall Survey Results A. Trip Characteristics Several trip characteristics were asked in the questionnaire. Visitors were asked if they were a return visitor or first time visitor, what their primary purpose was for visiting, how long they stayed, if they were traveling with an organized group or not, what their travel party size consisted of, and other places they were visiting in the area. 1. Previous Visits The visitors were asked if they had ever visited the region before this trip. Chart no. 1 Percentage of Visitors Who Have Visited the Region Previously (n=616) 63% 1% 36% First Time Visitors Repeat Visitors Did not respond Source: UNI-STEP; SSNHA Economic Impact & Visitor Study Most of the visitors who visited the SSNHA sites have been to the region before (chart no.1). Sixty-three percent said they had visited the region and 36% percent said they had never visited the region. Figure no.1 shows the residence of first time and repeats visitors SSNHA Economic and Visitor Study 11

12 Figure no.1 Source: UNI-STEP; SSNHA Economic Impact & Visitor Study SSNHA Economic and Visitor Study 12

13 Fourteen percent of the repeat visitors indicated that they visited the area one to two times and almost 11% visited the area three to four times (chart no.2). Chart no. 2 Number of Previous Trips taken to Region in the Past Year by Repeat Visitors (n=616) Percentages to 2 3 to 4 5 to 6 7 to 8 10 to 100 Number of Trips Source: UNI-STEP; SSNHA Economic Impact & Visitor Study Chart no.3 shows the comparison between the average trips undertaken in the region from the SSNHA data collected in this study and data collected from visitor centers in the SSNHA. Chart no. 3 Comparison of Average Number of Trips 5.27 Number of trips Northeast Iow a Visitor Centers Silos Data The average number of trips according to SSNHA data in this study is double compared to the average taken from visitors centers data (chart no.3). Silos data shows that the visitors have on average about five trips in the region. The visitors centers data show that the average number of trips is two and a half times in the region SSNHA Economic and Visitor Study 13

14 2. Primary Purpose of the Trip Visitors were asked why they came to the region and on the questionnaire they had five different options from which to choose. These options included a festival or special event, a combined business/pleasure trip, to visit friends and/or family, a side trip on the way to another place, or to visit specifically the SSNHA. Chart no. 4 Primary Purpose of the Trip (n=616) Percentage Specifically this heritage site Friends/ relatives Side trip Special event/ festival Business Most of the visitors (31.2%) have as their primary purpose of their trip visiting this specific heritage site (chart no.4). Other reasons for visiting were visiting friends or relatives (22.9%), this heritage site was a side trip or a stop on a trip to another primary destination (19.3%), special event or festival (16.1%) and for businesses purposes (8.8%). Table no.1 compares the visitors primary purpose of trip for repeat and first time visitors in the area. Table no.1 Primary Trip Purpose for First Time Visitors and Repeat Visitors (n=616) (in percentage) Purpose of the Trip First Time Repeat Visitor Visitor Specifically Visiting this Heritage Area Side Trip Friends or Relative Business Special Event or Festival SSNHA Economic and Visitor Study 14

15 Almost 11% of first time visitors indicated visiting specifically this heritage site as their primary purpose of the trip (table no.1). Also, 10.6% of first time visitors shows being in a side trip as their primary purpose of the visit. The majority (20.6%) of repeat visitors express visiting specifically this heritage site as their primary purpose of the trip. Chart no.5 shows the primary purpose of the trip for visitors who stayed overnight and for the visitors who were taking a day trip. Chart no. 5 Primary Purpose for Day and Overnight Visitors (n=616) Percentage Day Trip Overnight Trip 0 Specifically this heritage site Side trip Friends/ relatives Business Special event/ festival UNI-STEP, SSNHA Economic Impact & Visitor Study Source: The majority of visitors on a day trip (20.5%) made the trip specifically to this heritage area and also 10.7% of them were in the area for special events or festivals (chart no.5). The primary purpose of visitors who stayed overnight in the heritage area was visiting their friends or relatives (17.9%). Also 11.7% of them visited this heritage site as a side trip or stop to another primary destination and 10.5% visited specifically this heritage site SSNHA Economic and Visitor Study 15

16 3. Length of Stay On the questionnaire, the question was asked as to what type of visit they were making to the region: a day or an overnight trip. Chart no. 6 Type of Visit to Region (n=616) 5% 48% 47% Day Trip Night Trip Did not respond Response to this question was nearly even with almost half of the visitors (48%) responding they were on an overnight trip and 47% responding that they were on a day trip (chart no.6). Figure no.2 shows the residence of day trip and overnight visitors SSNHA Economic and Visitor Study 16

17 Figure no SSNHA Economic and Visitor Study 17

18 Visitors were asked how long they had been in the region and how much longer they were planning on staying in the region. The results of these two questions calculated together are shown in chart no.7. Chart no. 7 Number of Hours Spent in the Region on a Day Trip (n=616) Percentage to 6 7 to to 20 Number of Hours Most visitors (31.2%) stayed from one to six hours in the region when they were on a day trip (chart no.7). Some others (12.5%) spent seven to twelve hours and 2.4% spent 12 to 20 hours. Visitors were asked how many nights they had stayed in the area and how many more nights they were planning on staying in the area. The results of these two questions, calculated together are shown in chart no.8. Chart no. 8 Number of Nights Spent in the Region (n=616) Percentage to 3 4 to 6 7 to 9 10 to to 70 Number of Nights SSNHA Economic and Visitor Study 18

19 Most visitors (29.1%) stayed from one to three nights in the region during their visit (chart no.8). Visitors staying four to six nights included 13.1% of the respondents. Chart no. 9 shows a comparison between the mean number of days spent in the region from the SSNHA data collected in this study and data collected from visitor centers in the SSNHA. Chart no. 9 Comparison of Average Days Spent Number of days Northeast Iowa Visitor Centers Silos Data 4.8 The visitor center data indicates that visitors stay an average of 3.6 days. The Silos data found that visitors stayed on average five days (chart no.9). The visitors who stayed overnight (48% of the respondents) in the SSNHA were asked about the type of accommodation they were using. Five choices were provided, which included staying outside the area, with friends and/or relatives, at a campground, at a bed & breakfast, or at a hotel or motel. Chart no. 10 Where Visitors Stayed Overnight Hotel or Motel 22.4 Staying w ith Friends/Relatives 18.5 Campground 9.3 Staying in Outside Area 4.4 Bed & Breakfast Percentage SSNHA Economic and Visitor Study 19

20 Most of the visitors (22.4%) stayed at a hotel or motel, but a large portion of the sample (18.5%) also stayed with friends and relatives (chart no.10). While, 9.3% of the respondents used campgrounds, 4.4% stayed overnight outside the local area and 1.9% used a Bed and Breakfast type of lodging. Chart no.11 shows the comparison between the number of visitors who stayed in a hotel from SSNHA data collected in this study and data collected from visitor centers in SSNHA. Chart no. 11 Comparison of Hotel Stay Percentage Northeast Iowa Visitor Centers Silos Data The visitor center data shows about 54% of the visitors stayed in hotels, compared to about 24% who stayed in hotels as reflected in the Silos data (chart no.11). 4. Being in an Organized Group The visitors were also asked if they were with an organized group or traveling by themselves. Chart no. 12 Visitors Traveling with an Organized Group (n=616) 3% 8% Yes No No respond 89% SSNHA Economic and Visitor Study 20

21 The visitors traveling with an organized group when they visited the heritage site represented only 8% of the respondents (chart no.12). The majority (89%) were not part of an organized group visiting the area. Figure no.3 shows the residence of visitors who were part of an organized group. Figure no SSNHA Economic and Visitor Study 21

22 5. Travel party size The survey included also a question that asked about the size of the party the visitors were traveling with. Chart no. 13 Size of Travel Party (n=616) Percentage to 60 Most of the visitors (41.4%) were traveling with two people (chart no.13). The next highest with 14.6% was the group of three and four people, respectively for 14.6% of the respondents, followed by the travel party of one, with 9.9% of the respondents. The median party size was two. Chart no.14 shows the comparison between the average travel party size between the SSNHA data collected in this study and data collected from visitor centers in the SSNHA. Chart no. 14 Comparison of Average Travel Party Size 4.3 Party Size Northeast Iowa Visitor Centers Silos Data SSNHA data shows the average travel party size as 4.3, while the visitor center data concludes that the average size is only 2.5 (chart no.14) SSNHA Economic and Visitor Study 22

23 6. Other Sites Visited Visitors were asked what other attractions or communities they were going to visit while they were in the region. They were also asked what specific things they were going to do while they were in the community (see Appendix 2/A). Some of agricultural based tours, mentioned by the visitors, included Slayton Round Barn, the John Deere Plant, Seed Saver Exchange, the Hardin County Farm Museum, Living History Farms, and the REA Museum. The town festivals mentioned were the Bee Festival, the Honey Festival, a fair in West Union, and the Franklin County Fair. Some of the events visitors attended were a UNI football game, a Blackhawks hockey game, a Waverly Draft Horse Sale, the State Tourism Conference, a town sponsored 5-10K Triathalon, and an event at the State Fair grounds. Some of the art museums included the Cedar Rapids Art Museum, the Waterloo Center for the Arts, and the Grant Wood Art Gallery. The cultural museums included the Vesterheim- Norwegian American Museum and the National Czech & Slovak Museum. The museums that are part of SSNHA included the National Mississippi River Museum and Aquaruim, Froelich General Store and Tractor Museum, the Franklin County Historical Museum, the Grout Museum, the National Farm Toy Museum, the Floyd County Museum, the UNI Museum, and Usher s Ferry. The museums visitors went to, that are not affiliated with Silos and Smokestacks, were the Billy Clock Museum, the Botsford Victorian House and Doll Museum, the Ice House Museum, the Fort Atkinson Museum, the Cody Museum, the Threashexman Museum, and the Clarion Museum. Also included in this list were libraries and visitors specifically went to a genealogical library, the Herbert Hoover Library, and the Hampton Public Library. Historical attractions included Amana Colonies and also some historic houses such as Carrie C. Cat House, Eldora Historical Society House, the Frank Lloyd Wright House, the Salisbury House, the Botsford House, the Governor s Mansion, the homesite of Herbert Hoover, and the Old Stone House. The churches included the Little Brown Church, the World s Smallest Church, New Vienna Catholic Church, Petersburg Catholic Church, and the Church in Spillville. The other historic sites that were visited included the Bridges of Madison county, Burr Oak and other Laura Ingalls Wilder Sites, Motor Mill, the Czech area, the Capital, the Amish specifically the Buchanan county Amish, Brucemore, the Franklin county courthouse, and the Cedar Rapids History Center SSNHA Economic and Visitor Study 23

24 Visitors also went to a variety of nature or outdoors related attractions. The nature centers that were visited were Indian Creek Nature Center, Osborn Nature Center, and the Botanical Center. The parks included various public, local, and state parks. Specific parks mentioned were Effigy Mounds, Pikes Peak State Park, Prairie City Park, Gray s Lake Park, Beeds Lake, Ackley Prairie Ridge Park, Harman Reserve, and Yellowstone National Park. The specific caves that were visited were Spook cave, Crystal cave, and the Maqueoketa caves. Other visitors included going to Blank Park Zoo, Reiman Gardens, the Devonian Fossil Beds, Fredricksburg Hawkeye Buffalo Ranch, the Cedar Rock, Field of Dreams, and Grand Mesa in Colorado. Visitors also went to an orchard, went on a river drive of the Mississippi, a pumpkin farm, went on a fall leaf tour, and trout fishing at various streams. The category of other attractions included anything from cultural to science related attractions and anything in between. Some of the attractions that dealt with science included the Science Station, the IMAX Theater, and the Bluedorn Science Imaginarium. The cultural attractions were the Carneige Cultural Center and the George Meyer s Heritage Center. Other attractions included the river walk, the Scenic City Empress, the Dubuque Elevator, Friend Mansion, Ahoy Fountain, a casino, Basilica, Sundown Mountain, Duffy s Collectible Cars, and Maysville School. Visitors also stated they just went to another city or town in Iowa or a city or town in the surrounding states. The cities in other states visitors went to included Galena, Illinois, Rochester, Minnesota, Mineral Point, Little Norway, and Prairie du Chien in Wisconsin. The visitors at the Silos and Smokestack sites went as far west as Fort Dodge, Dubuque was the farthest east, as far north as St. Ansgar, and they went as far as Mt. Pleasant in the south. The cities people visited outside of the SSNHA counties were Fort Dodge, Winterset, Oskaloosa, and Mt. Pleasant. The cities in the Silos and Smokestack area that do not have a partner site at them included St. Ansgar, Mason City, Clear Lake, Waukon, Calmar, Festina, Lawler, Nashua, West Union, Guttenberg, Hazelton, Waverly, Blairsburg, Woolstock, Eagle Grove, Goldfield, and Rowan which are all north of Highway 20. The cities south of Highway 20 included Ames, Ankeny, Coralville, and Quasqueton. The cities people said they were also going to visit that had partner sites north of Highway 20 included Decorah, Spillville, Postville, Fort Atkinson, Clermont, New Hampton, Elkader, Charles City, Dows, Iowa Falls, Ackley, Cedar Falls, Waterloo, Independence, Dyersville, and SSNHA Economic and Visitor Study 24

25 Dubuque. Eldora, Morrison, Cedar Rapids, Iowa City, and Des Moines were all cities south of Highway 20 that people visited and also was a partner site location. The only restaurant named was Little Bo s Restaurant. The malls visitors went to included the downtown Pedestrian Mall, Steamboat River and School House Mall, Coral Ridge Mall, and the Mall of America. There were people who were going to Tanger Factory Outlet and factory stores in the Dubuque, Iowa and Galena, Illinois area or to antique malls including Monar Antique and an Amish Furniture store. Some of the other places where they went shopping were Valley Junction, a drug store, a craft shop, and the Cedar Falls Farmer s Market SSNHA Economic and Visitor Study 25

26 B. Visitor Demographic Profile Several demographic questions were included at the end of the questionnaire. These included questions regarding age, gender, location of residence education level, and income. 1. Age Chart no. 15 Age of Visitors (n=616) years years years years years years and under Percentage The largest group of respondents (20.6%) ranged from 56 to 65 years old, followed by the age group years old with 19.2% (chart no.15). About 5% of the respondents were either over 76 years old or under 25 years old. The visitor center data indicates that the average age of visitors is about 54 years old. The SSNHA data corresponds with an average age of almost 51 years old SSNHA Economic and Visitor Study 26

27 2. Gender Chart no. 16 Gender of Visitors (n=616) 38% 13% 49% Female Male Did not respond A slightly higher percent of visitors were females (49%). Males represent 38% of the visitors (chart no.16). 3. Location of Residence Figure no.4 shows the residence of the visitors coming to SSNHA SSNHA Economic and Visitor Study 27

28 Figure No SSNHA Economic and Visitor Study 28

29 4. Education Level On the survey respondents were asked about their level of education. These categories ranged from some high school to a post-graduate degree. Chart no. 17 Level of Education (n=616) Some High School 1.3 Other Technical School Post Graduate Work High School Graduate Post Graduate Degree Some College College Graduate Percentage Most of the visitors went to college or graduated from college (chart no.17). Almost 24% said they had received a college degree, 23.5 % said they attended college and 17% of the respondents had a post graduate degree SSNHA Economic and Visitor Study 29

30 5. Income Visitors were asked about their current income level. Chart no.18 Visitor's Income (n=616) Chose not to answer ,000 and above 150, , , ,000 75,000-99,999 50,000-74, ,000-49,999 25,000-34, ,000-24, ,000-14,999 1 less 9, Percentage Visitors income ranging from $50,000- $74,999 represented the largest category (17.2%) and 13% of the visitors indicated their income level at $35,000- $49,999 (chart no.18). The median income for households in Iowa is $39,469 and at federal level $41,994 (US Census Data, 2000) SSNHA Economic and Visitor Study 30

31 C. Spending Patterns Visitors were asked about their spending patterns during their trip in the area. Table no.2 gives the mean, median and total spent by visitor party size (mean party size=2.85, median party size=2), while they were in the region. Table no. 2 Mean, Median, Total of Spending Categories per Party Size Spending Categories Mean Median Total Lodging ,755 Restaurant ,368 Grocery ,153 Transportation ,413 Admissions ,009 Shopping ,632 Total Spending ,330 Lodging was the highest spending category followed by shopping. The average spending for lodging is $175.4 per travel party, while the median is $120 (table no.2). The lowest spending was for admissions with an average of $36.9 per party with a median of $20. The average total expenditure per travel party is $236.3 with a median of $140. The total estimated average amount spent by every visitor is $82.9 and in total all the surveyed visitors in SSNHA spent $96, In order to estimate the direct economic impact of the visitors in the SSNHA, the total number of visitors is needed. In another survey conducted by the University of Northern Iowa- STEP for SSNHA partner sites, the partner sites have reported the total number of visitors. Out of 58 surveys sent to 58 partner sites, 35 surveys have been mailed back (response rate=60%). The total number of visitors per year, taking into account the seasonality, resulting from this data set is 420,286 visitors, from which, based on the assumption of the same kind of distribution, we can extrapolate the total number of visitors per year in all 58 sites, which is 700,477 visitors in total per year (table no.3) SSNHA Economic and Visitor Study 31

32 Table no.3 Total Number of Visitors and Visitors Direct Economic Impact Surveyed per year Estimated per year, for 58 partner sites Total no. of visitors in 35 partner sites Direct Economic impact of visitors to SSNHA 420, ,477 (response rate=60%) (420,286/0.6) 96,330 58,069,543.3 (700,477*82.9) Therefore, the estimated direct economic impact from visitors visiting SSNHA is $ The chart no.19 shows the mean and median amount spent on each category per median group size =2. Chart no. 19 Mean and Median of Spending Categories (Median Party Size=2, n=616) Admissions Grocery/Convenience Transportation Restaurant Shopping Median Mean Lodging Amount of Dollars The visitors per party size (median=2) spent the most on lodging with a mean-spending amount of dollars (chart no.19). The next highest was spending in shopping with the mean amount of $86.4 per party. A t-test was run to see if there was a significant difference on the spending patterns between repeat visitors and first time visitors (see tables in Appendix 3/A). On lodging, first time visitors SSNHA Economic and Visitor Study 32

33 (M=205.55, SD=236.72) spent more than repeat visitors (M=143.63, SD= ) significantly at.028 level [t( )=2.225]. Also, on the restaurant category, first time visitors (M=87.27, SD=81.358) spent significantly more than repeat visitors (M=66.20, SD=66.372), t( )=2.225, p=.028. For spending on groceries, repeat visitors (M=43.05, SD=49.323) spent more than first time visitors (M=39.17, SD=37.110). But this result was statistically insignificant [t(169)= -.531, p=.596]. In transport expenses, first time visitors (M=56.22, SD=59.439) spent significantly more than the repeat visitors (M=37.53, SD=40.828), t( )= 2.540, p=.012. For admissions spending, first time visitors (M=39.18, SD=45.825) spent more than repeat visitors (M=37.05, SD=54.686), but this was statistically insignificant t(183)=.265, p=.792. In shopping spending, first time visitors (M=113.23, SD= ) spent significantly more than repeat visitors (M=70.20, SD=79.604), t( )= 2.839, p=.005. The same analysis has been conducted to see if there was a significant difference on spending patterns between visitors belonging to the income category of less than $9,999 and visitors belonging to $50,000- $74,999 income category (see tables in Appendix 3/B). In all spending categories, the results show that there was no significant difference between mean scores, except in the shopping spending category. Visitors belonging to the less than $9,999 category of income (M=9.50, SD=.707) spent significantly less on shopping than the visitors belonging to $50,000- $74,999 income category (M=55.41, SD=43.801), t(45.468)= , p= One-Way Analysis of Variance was conducted to investigate if there were differences on the spending patterns between visitors traveling for different purposes to the area (see tables in Appendix 3/C). The means and standard deviations are presented in Table no SSNHA Economic and Visitor Study 33

34 Table no.4 Means and Standard Deviations of Spending Categories per Visitors Primary Purpose Spending Categories Lodging Restaurant Groceries Transportation Admissions Shopping Mean/ Standard Deviation Specifically to visit this heritage site A side trip or stop on a trip to another destination Primary Purpose of the Trip Visiting friends and relatives Business, combined business/ pleasure trip Special event or festival M SD M SD M SD M SD M SD M SD The analysis of variance reveals a statistically significant difference in mean scores between different primary purposes of the trip and spending on lodging, F(4, 175)=3.560, p=.008. The average spending on lodging for visitors having as their primary purpose specifically visiting this heritage site differs significantly from that of visitors being in the area as a side trip or a stop on a trip to another destination (Mean difference=139.45). Also there is a statistically significant difference in mean scores between different primary purposes of the trip and restaurant spending, F(4, 311)=3.450, p=.009. The average restaurant spending for visitors having as their primary purpose specifically visiting this heritage site differs significantly from that of visitors visiting friends and relatives (Mean difference=-32.26). A statistically significant difference in mean scores between different primary purposes of the trip and grocery spending is also found, F(4, 167)=4.856, p=.001. The average grocery spending for visitors having as their primary purpose visiting friends and relatives differs significantly from that of visitors visiting specifically this heritage site (Mean difference=31.65), from that of visitors being on a side trip (Mean difference=29.15) and from that of the visitors being on a business trip (Mean difference=37.92). A statistically significant difference between different primary purpose of the trip and admissions SSNHA Economic and Visitor Study 34

35 spending is also being observed, F(4, 180)=2.917, p=.023. The average admissions spending of visitors having as their primary purpose visiting specifically this heritage site differs significantly from that of visitors being on a side trip (Mean difference=-32.11). There is no significant difference in mean scores between primary purpose of the trip and transportation expenses, F(4, 202)=1.653, p=.162; and shopping expenses, F(4, 199)=1.929, p=.107. Chart no.20 shows the comparison of the average spending between SSNHA data collected in this study and data collected from visitor centers in SSNHA. Chart no. 20 Comparison of Spending Pattern Transportation Grocery Shopping Silos Data Lodging Total of Spending Northeast I Percentage The Silos data shows that the average visitors spending are significantly higher than those collected by visitors centers in all categories, except in groceries spending (chart no.20). In particular, lodging expenditures from Silos data is higher by $ Shopping expenditures are also higher by $56.86, while for grocery spending there is an insignificant difference between data collected from Silos and visitor centers. The average total spending per party size from Silos data is $44.51 higher than that reported by visitor s centers data. D. Trip Planning and Information Seeking Visitors were asked questions about the types of information they received before and during their trip. They were asked if they received information prior to their trip and if so what type of SSNHA Economic and Visitor Study 35

36 information, what was their source of information while they were on the trip, how helpful was the information they received, and how familiar were they with the Silos and Smokestacks National Heritage Area. 1. Information Used for Planning Trip The survey asked if visitors had received any travel information when they planned their trip. Chart no. 21 Visitors who Have Received Information before their Trip (n=616) 63% 3% 34% Yes No No respond Over half of the visitors (63%), said they did not receive any information before they left on their trip (chart no.21). Thirty four percent said they did receive information before they took their trip. Visitors were also asked how much they planned their trip prior to leaving. Their choices were they planned carefully, they planned but they changed their plans along the way, or they did little planning before they left. Chart no. 22 Planning Before the Trip (n=616) 5% 19% 44% 32% Planned carefully Planned, but decided to change Little or no planning No responding SSNHA Economic and Visitor Study 36

37 Most of the visitors (44 %) said they did not plan before they left on their trip and 32% said they planned but then they changed their plans along the way (chart no.22). Only 19.3% said they planned their trip carefully. Figure no.5 shows the residence of the visitors not planning for the trip, planning only the routes or planning the routes and the stops for the trip to SSHNA SSNHA Economic and Visitor Study 37

38 Figure no SSNHA Economic and Visitor Study 38

39 The visitors were asked if they saw any advertisements before they came to the region and if they did see any advertisements where did they see them. Chart no. 23 Advertisements for the Region before Visiting (n=616) Magazine 5.7 Websit e 9.1 Travel Publicat ions Other medium Do not remember where Newspaper 14.3 No advertising Percentage Most of the visitors (38.6%) did not see any advertisements for travel to this region on the way to their destination (chart no.23). The most common advertisement that was seen was in the newspaper (14.3%). When responding to the newspaper, magazine, and other medium some visitors commented where they found their information (see Appendix 2/B). The newspapers listed included the Cedar Rapids Gazette, the Minneapolis Star Tribune ran an article entitled Visit Iowa, and the Des Moines Register. The magazines that were listed included Midwest Living, Cedar Rapids Gazette Tourism Insert, Iowan, Red Power/Green Magazine, Country Magazine, and Farm Magazine. Some of the other places visitors saw advertisements on paper were in the Iowa Travel Guide, the Chamber of Commerce, television, the radio, a video, word of mouth, friends and family, Moline Museum, or in an invitation letter. 2. Source of Information While Traveling Visitors were asked where they received their information while they were in Iowa (see Appendix 3/C) SSNHA Economic and Visitor Study 39

40 Chart no. 24 Where Visitors Received Information while in Iowa (n=616) Welcome Center Federal or state park office NHA partner NHA brochure Website Other Local visitor bureau Place of Accomodation Percentage Almost 23% of the visitors received their travel information at the place they were accommodated (chart no.24). The local visitor bureau was also a top choice (20.6%) of where visitors received their information. Websites were used by 12.5% of the visitors and included and The other category, which accounted for 17.7% of the respondents, included different responses such as asking a local business owner and salespeople, the paper, friends and family, newsletter, guide book, county conservation, catalogue, book called Iowa Weekends, Iowa Travel Book, phone book, State Vacation Guide, an atlas, signs along the road and at local businesses, Interstate 35, a host at George Wyth State Park, AAA Tour books, brochures at the hotel and rest stop, and television. Some of the Welcome Centers that were mentioned on the survey included Amana, Route 61, on Interstate 80 between Davenport and Iowa City, on Highway 80, Le Claire, Dows, Minnesota Border, Dubuque, Bettendorf, and Living History Farms SSNHA Economic and Visitor Study 40

41 3. Helpfulness of Information Visitors were asked to rate the helpfulness of the information they received. Chart no. 25 Helpfulness of Information (n=616) 40 Percentage What to see & do Where to stay Special events Museums Other Very helpful Somewhat helpful Not at all helpful The majority of visitors thought the information they received about the region was very helpful or somewhat helpful (chart no.25). Most of the visitors (37.4%) found the information on what to see and do as very helpful, 21.1% for where to stay, 28.9% for special events and festivals, 32.8% for the museums. There were only a few visitors who said the information they used to plan was not helpful at all. 4. Familiarity of the Silos and Smokestacks Area Visitors were asked if they were familiar with the location of the Silos and Smokestacks National Heritage Area. Chart no. 26 Familiarity with SSNHA (n=616) 9% 3% 25% Very Familiar Somewhat familiar Unfamiliar Not Sure 63% SSNHA Economic and Visitor Study 41

42 Only 25% of the visitors were somewhat familiar with the SSNHA (chart no.26). Over 70% of the visitors were either unfamiliar or not sure about the SSNHA. E. Visitor Satisfaction Visitors responded to questions regarding how satisfied they were with the region. This section included different choices from three general categories. These categories included hospitality and visitor information, cultural and historical attractions and things to do/activities. 1. Satisfaction of Hospitality & Visitor Information This category combined five different types of services that visitors would be likely to encounter in the region. These services included restaurants and food, customer service, lodging or camping, visitor information, and directional signage. Chart no. 27 Satisfaction with Hospitality and Visitor Information (n=616) Percentage Very satisfied Satisfied Neutral Dissatisfied Very Dissastisfied Don't Know Directional Signs Lodging or Camping Restaurants and Food Visitor Information Customer Service For the most part visitors to the region were either satisfied or very satisfied with the hospitality and visitor information they received while they were in the area (chart no.27). Restaurants and food had the highest percent in the very satisfied category with 29.1% of the respondents, followed with the customer service with 28.4% and visitor information with 25.3% SSNHA Economic and Visitor Study 42

43 Directional signs had the highest percent in the satisfied category with 41.4%, followed by restaurants and food with 35.4% and visitor information with 33.3%. 2. Cultural/Historical Attractions This category included four aspects of cultural and historical attractions within the region. These included cultural activities and events, historical attractions, agricultural activities/experiences, and scenery. Chart no. 28 Satisfaction with Cultural and Historical Attractions (n=616) 50 Percentage Very satisfied Satisfied Neutral Dissatisfied Very Dissastisfied Don't Know Scenery Cultural Activities or Events Historical Attractions Agricultural Experiences For the most part visitors were very satisfied or satisfied with cultural and historical attractions in the region. Visitors were very satisfied with the scenery in the region with 42.2% (chart no.28). Visitors were satisfied with the historical attractions in the area with 32.8%, followed by the cultural activities or events with 30.7%. 3. Activities/Things to Do This category included three things to do while visiting the region and the state of Iowa. The choices to respond to were recreational opportunities, things to do in the heritage area, and things to do elsewhere in Iowa SSNHA Economic and Visitor Study 43

44 Chart no. 29 Satisfaction with Activities or Things to do (n=616) 40 Percentage Very satisfied Satisfied Neutral Dissatisfied Very Dissastisfied Don't Know Recreation Opportunities Things to do in the Heritage Area Things to do elsewhere in Iowa Most of the visitors were very satisfied or satisfied with the activities or things to do in the region. One fourth of the respondents were very satisfied with the things to do in the heritage area (chart no.29). Nearly one third of the respondents were satisfied with each of the three categories. 4. Overall Visitor Satisfaction This graph shows how satisfied the visitors were overall within the region. Chart no. 30 Overall Satisfaction (n=616) Percentage Very satisfied Satisfied Neutral Very Dissastisfied Dissatisfied Don't Know Most of the visitors (51.8%) were either very satisfied or satisfied with their visit to the region (chart no.30). However, almost 23.5% were neutral regarding their overall satisfaction in the region SSNHA Economic and Visitor Study 44

45 The chart no. 31 shows the overall satisfaction of day trip visitors and overnight visitors to the area. Chart no.31 Overall Satisfaction for the Day trip Visitors and Overnight Visitors (n=616) Percentage Day trip Overnight 0 Very satisfied Satisfied Neutral Very Dissastisfied Dissatisfied Don't Know The overnight visitors (26.4%) are more satisfied compared to 15.8% day trip visitors (chart no.31). But 20.6% of the day trip visitors are neutral, compared to 17% of the overnight visitors. 5. Qualitative Comments from SSNHA Visitors At the end of the survey visitors were asked to give any comments about sites they visited. The visitors could comment on the strengths and weaknesses of the region. The comments were compiled together into negative aspects of Iowa, positive aspects of Iowa, and specific comments about particular sites. Iowa has many things to offer to people who are traveling, visitors noted in the survey. Many visitors commented on the beautiful scenery and they would love to come back because there were things they did not get to see during there stay. Many complimented the richness of culture and history in Iowa and how well it is interpreted through the area attractions. One specific comment was: One of Iowa s greatest strengths is maintaining the history and knowledge of agricultural practices and traditions. Visitors also noticed how clean the state was and how peaceful and relaxing their trip was. Visitors also complimented the nice, informative, and friendly staff and the family-orientated events. Even though Iowa has so many positive things to offer travelers there are also some negative aspects. Advertising needs to addressed, including increased advertising in general, more SSNHA Economic and Visitor Study 45