2015 Savannah Food & Wine Festival Survey Results

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1 2015 Savannah Food & Wine Festival Survey Results Lowcountry and Resort Islands Tourism Institute at USCB Kelli Brunson Catherine Moorman Dr. John Salazar Powered by

2 478 Total Responses 2

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

4 Rank Order Metropolitan Area Sum of F2 by % Share - % Share Metropolitan Area Arbitron % Share - Nielsen 1 Atlanta-Sandy Springs-Marietta, GA MSA 69 26% 24% 24% 23% 2 Jacksonville, FL MSA 43 16% 16% 16% 16% 3 Orlando-Kissimmee, FL MSA 19 7% 6% 6% 6% 4 Charlotte-Gastonia-Concord, NC-SC MSA 15 6% 5% 5% 5% 5 Charleston-North Charleston, SC MSA 9 3% 3% 3% 3% 6 Columbia, SC MSA 8 3% 3% 3% 3% 7 Hinesville-Fort Stewart, GA MSA 7 3% 3% 3% 3% 8 Miami-Fort Lauderdale-Miami Beach, FL MSA 12 5% 3% 3% 3% 9 Augusta-Richmond County, GA-SC MSA 6 2% 2% 2% 2% 10 Raleigh-Cary, NC MSA 7 3% 2% 2% 2% 11 Warner Robins, GA MSA 5 2% 2% 2% 2% 12 Nashville-Davidson--Murfreesboro, TN MSA 6 2% 2% 1% 1% 13 Tampa-St. Petersburg-Clearwater, FL MSA 7 3% 1% 1% 1% 14 Gainesville, FL MSA 4 2% 1% 1% 2% 15 Athens-Clarke County, GA MSA 3 1% 1% 1% 1% 16 Santa Fe, NM MSA 2 1% 1% 1% 1% 17 Brunswick, GA MSA 2 1% 1% 1% 1% 18 Baltimore-Towson, MD MSA 5 2% 1% 1% 1% 19 Macon, GA MSA 2 1% 1% 1% 1% 20 Ocala, FL MSA 2 1% 0% 1% 1% 21 Detroit-Warren-Livonia, MI MSA 4 2% -1% 0% -1% 22 Minneapolis-St. Paul-Bloomington, MN-WI MSA 2 1% -1% -1% -1% % Share - Scarbarough 23 Washington-Arlington-Alexandria, DC-VA-MD- WV MSA 3 1% -1% -1% -2% 24 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 17 6% -2% 0% 1% 25 Chicago-Naperville-Joliet, IL-IN-WI MSA 4 2% -3% -2% -2% TOTAL % 100% 100% 100%

5 Breakdown of Markets The strong markets for the Savannah Food & Wine Festival are Atlanta, GA, Jacksonville, FL, Orlando, FL, Charlotte, NC, Charleston, SC, Columbia, SC, Hinesville, GA, and Miami, FL. The middle markets include Augusta, GA, Raleigh, NC, Warner Robins, GA, Nashville, TN, Tampa, FL, Gainesville, FL, Athens, GA, and Santa Fe, NM. Weaker markets include Brunswick, GA, Baltimore, MD, Macon, GA, Ocala, FL, Detroit, MI, Minneapolis, MN, Washington, DC, New York, NY, Chicago, IL.

6 All Zip Codes Collected Powered USCB by 2015

7 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 1 Savannah, GA MSA Atlanta-Sandy Springs-Marietta, GA MSA 69 3 Jacksonville, FL MSA 43 4 Hilton Head Island-Beaufort, SC MSA 21 5 Orlando-Kissimmee, FL MSA 19 6 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 17 7 Charlotte-Gastonia-Concord, NC-SC MSA 15 8 Miami-Fort Lauderdale-Miami Beach, FL MSA 12 9 Charleston-North Charleston, SC MSA 9 10 Columbia, SC MSA 8 11 Tampa-St. Petersburg-Clearwater, FL MSA 7 12 Hinesville-Fort Stewart, GA MSA 7 13 Raleigh-Cary, NC MSA 7 14 Augusta-Richmond County, GA-SC MSA 6 15 Nashville-Davidson--Murfreesboro, TN MSA 6 16 Warner Robins, GA MSA 5 17 Baltimore-Towson, MD MSA 5 18 Gainesville, FL MSA 4 19 Chicago-Naperville-Joliet, IL-IN-WI MSA 4 20 Detroit-Warren-Livonia, MI MSA 4 21 Athens-Clarke County, GA MSA 3 22 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 3 23 Macon, GA MSA 2 24 Santa Fe, NM MSA 2 25 Ocala, FL MSA 2

8 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 26 Brunswick, GA MSA 2 27 Minneapolis-St. Paul-Bloomington, MN-WI MSA 2 28 Tallahassee, FL MSA 2 29 Lake City, FL MSA 2 30 Deltona-Daytona Beach-Ormond Beach, FL MSA 2 31 Enterprise-Ozark, AL MSA 2 32 Dalton, GA MSA 2 33 Canton-Massillon, OH MSA 2 34 Virginia Beach-Norfolk-Newport News, VA-NC MSA 2 35 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 2 36 Dallas-Fort Worth-Arlington, TX MSA 1 37 Chester, SC MSA 1 38 Myrtle Beach-Conway-North Myrtle Beach, SC MSA 1 39 Edwards, CO MSA 1 40 Gadsden, AL MSA 1 41 Statesboro, GA MSA 1 42 Montgomery, AL MSA 1 43 San Antonio, TX MSA 1 44 Shreveport-Bossier City, LA MSA 1 45 Fayetteville, NC MSA 1 46 Manhattan, KS MSA 1 47 Fayetteville-Springdale-Rogers, AR-MO MSA 1 48 Lewiston, ID-WA MSA 1 49 Georgetown, SC MSA 1 50 Longview, TX MSA 1

9 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 51 Dublin, GA MSA 1 52 Palm Bay-Melbourne-Titusville, FL MSA 1 53 Panama City-Lynn Haven, FL MSA 1 54 Palm Coast, FL MSA 1 55 Waycross, GA MSA 1 56 Walterboro, SC MSA 1 57 Bainbridge, GA MSA 1 58 Indianapolis-Carmel, IN MSA 1 59 Asheville, NC MSA 1 60 Dunn, NC MSA 1 61 Greenville, SC MSA 1 62 Greensboro-High Point, NC MSA 1 63 Martinsville, VA MSA 1 64 Adrian, MI MSA 1 65 Monroe, MI MSA 1 66 Lansing-East Lansing, MI MSA 1 67 Toccoa, GA MSA 1 68 Greenville, NC MSA 1 69 Rocky Mount, NC MSA 1 70 Dover, DE MSA 1 71 Bloomsburg-Berwick, PA MSA 1 72 Poughkeepsie-Newburgh-Middletown, NY MSA 1 73 Bridgeport-Stamford-Norwalk, CT MSA 1 74 Providence-New Bedford-Fall River, RI-MA MSA 1 75 Manchester-Nashua, NH MSA 1 76 Boston-Cambridge-Quincy, MA-NH MSA 1 Total 458

10 Demographics 10

11 Please indicate your gender below. Answered: 470 Skipped: 8 11

12 Please indicate your age below. Answered: 470 Skipped: 8 12

13 Please indicate your marital status. Answered: 473 Skipped: 5 13

14 Do you have children under 18 living at home? Answered: 463 Skipped: 15 14

15 Please indicate your highest level of education. Answered: 472 Skipped: 6 15

16 Which of the following ranges includes your annual household income? Answered: 458 Skipped: 20 16

17 Visitor Characteristics 17

18 Where is your primary residence? Answered: 478 Skipped: 0 18

19 Counting this trip, HOW MANY trips have you taken to Savannah, GA? Answered: 354 Skipped:

20 How many days do you intend to stay in Savannah, GA? Answered: 355 Skipped:

21 Where are you staying overnight on this trip? Answered: 50 Skipped: 428 Answer Choice Response Percent Response Count Off I-95 30% 15 Hilton Head Island, SC 20% 10 Tybee Island, GA 12% 6 Charleston, SC 12% 6 Bluffton, SC 8% 4 Beaufort, SC 8% 4 Florida 6% 3 Brunswick, GA 4% 2 21

22 What type of accommodations will you be using while visiting Savannah, GA? Answered: 298 Skipped: 180 Answer Choice Response Percent Response Count Full service hotel/resort 49% 145 Select service hotel/motel 16% 47 With friends/relatives 10% 31 Villa/condo-rental 8% 25 Home-rental 5% 15 Bed & breakfast 5% 15 Home/villa/condo-owned 3% 9 Other 2% 6 Villa/condo-timeshare 1% 3 RV park 1% 2 22

23 For this trip, did you travel by plane to Savannah, GA? Answered: 294 Skipped:

24 How many months in advance did you book this trip? Answered: 350 Skipped:

25 How influential was the 2015 Savannah Food & Wine Festival when initially planning your trip to Savannah, GA? Answered: 350 Skipped:

26 Did you extend your stay in the Savannah area because you wanted to attend this festival? Answered: 349 Skipped:

27 What was the primary reason for this visit to Savannah, GA? Answered: 354 Skipped: 124 Answer Choice Response Percent Response Count 2015 Savannah Food & Wine Festival 73% 259 Pleasure vacation 15% 54 Visit friends or relatives 6% 21 Business and Pleasure 2% 8 Activity close to home 1% 5 Convention or Conference 1% 3 Other business 1% 2 Outdoor recreation 0% 1 Just passing through 0% 1 27

28 How many additional people are you financially responsible for during this trip? Answered: 354 Skipped:

29 Approximately, how much will you spend on lodging PER NIGHT? Answered: 350 Skipped: 128 Answer Choice Response Percent Response Count $ % 14 $ % 28 $ % 110 $ % 85 $ % 32 $ % 7 $ % 5 $ % 4 $ % 5 $ % 2 $ or more 1% 3 Not applicable 16% 55 29

30 Approximately, how much do you think you'll spend on restaurant dining PER DAY? Answered: 276 Skipped: 202 Answer Choice Response Percent Response Count $ % 47 $ % 92 $ % 85 $ % 19 $ % 6 $ % 3 $ % 3 $ % 0 $ % 3 Not applicable 7% 18 30

31 How much do you think you'll spend on retail purchases PER DAY (i.e. gifts, souvenirs, etc.)? Answered: 331 Skipped: 147 Answer Choice Response Percent Response Count $ % 89 $ % 107 $ % 66 $ % 19 $ % 14 $ % 5 $ % 1 $ % 0 $ % 2 Not applicable 8% 28 31

32 How much do you think you'll spend on recreation (i.e. golf, bicycling, etc.) PER DAY? Answered: 312 Skipped: 166 Answer Choice Response Percent Response Count $ % 121 $ % 72 $ % 30 $ % 12 $ % 4 $ % 3 $ % 3 $ % 1 $ % 4 Not applicable 20% 62 32

33 Of the following activities, which was the PRIMARY FOCUS of your trip? Select only one response. Answered: 337 Skipped: 141 Answer Choice Response Percent Response Count Festivals 36% 120 Dining/culinary experiences 15% 52 Time with friends 15% 51 Relaxation 13% 45 Other 6% 19 Time with family 2% 8 Museum/historical tours 2% 8 Attend sporting event 1% 5 Performance/visual arts 1% 5 Business/work 1% 4 Shopping 1% 4 33

34 Of the following activities, which was the PRIMARY FOCUS of your trip? Select only one response. Answered: 337 Skipped: 141 Answer Choice Response Percent Response Count Outdoor activities 1% 3 Golf 1% 2 University visit 1% 2 Beaches 1% 2 Nature-based activities 0% 2 Sports activities 0% 1 Health/wellness 0% 1 Parks 0% 1 Spas 0% 1 Boating/sailing 0% 1 34

35 Which of the following Savannah area attractions or communities did you tour or visit during your stay? Check all that apply. Answered: 339 Skipped: 139 Answer Choice Response Percent Response Count Savannah Historic District 58% 197 River Street Savannah 32% 107 City Market 18% 61 Forsyth Park 17% 59 Tybee Island 17% 58 Georgia State Railroad Museum 17% 56 I didn t visit any of these Savannah attractions or communities 16% 53 Olde Pink House 11% 37 Cathedral of St. John the Baptist 8% 28 Historic Savannah Theatre 6% 19 Bonaventure Cemetery 5% 16 First African Baptist Church 5% 16 Skidaway Island State Park 2% 8 Wormsloe Historic Site 2% 8 Flannery O Conner Childhood Home 2% 8 Mercer Williams House Museum 2% 8 35

36 Which of the following Savannah area attractions or communities did you tour or visit during your stay? Check all that apply. Answered: 339 Skipped: 139 Answer Choice Response Percent Response Count Savannah Live in Savannah Georgia 2% 6 Green-Meldrim House 2% 6 Andrew Low House 2% 6 Hearse Ghost Tours 2% 6 Mickve Israel Temple 1% 5 Juliette Gordon Low s Birthplace 1% 5 Colonial Park Cemetery 1% 5 Lucas Theatre For the Arts 1% 5 Massie Heritage Center 1% 5 Ships of the Sea Maritime Museum 1% 4 Old Fort Jackson 1% 4 Oatland Island Wildlife Center 1% 4 Crosswinds Golf Club 1% 4 For McAllister 1% 3 Owens-Thomas House 1% 3 Ralph Mark Gilbert Civil Rights Museum 1% 3 36

37 Which other Food & Wine events did you (or will you) attend during the 2015 Food & Wine Festival week? Check all that apply. Answered: 459 Skipped: 19 Answer Choice Response Percent Response Count Taste of Savannah 42% 194 I didn t attend any of these events 35% 162 River Street Stroll 18% 82 World s Largest Lowcountry Boil 6% 28 Grand Reserve 6% 28 Bistro Savoir Interactif 4% 20 Celebrity Chef Tour 4% 20 Secret Savannah Speakeasy 4% 18 Master Class Series 2% 11 Georgia Grown Trustees Wine Challenge Dinner 2% 9 Artisanal Supper at The Landings 2% 8 Rising Star Chefs Dinner 2% 8 37

38 Festival Characteristics 38

39 How did you first learn of the Savannah Food & Wine Festival? Answered: 478 Skipped: 0 Answer Choice Response Percent Response Count Word of Mouth 20% 95 Internet Search 18% 84 Social Networks (Facebook, Twitter, etc.) 17% 82 Other 16% 78 Website 12% 55 Television Commercial or News Coverage 5% 22 Visit Savannah 4% 20 Radio Commercial or News Coverage 3% 16 Newspaper 3% 15 Magazine 2% 11 39

40 How would you rate the following Festival characteristics? Answered: 475 Skipped: 3 Very Poor Poor Average Good Very Good N/A Total Weighted Average Music 2% 2% 13% 31% 27% 25% Cost 2% 3% 26% 36% 32% 2% Staff Friendliness 0% 1% 3% 30% 61% 1% Special Exhibits (i.e. Grilling Gurus, Bartender s Challenge, etc.) 0% 1% 11% 36% 39% 12% Event Location 0% 2% 7% 33% 56% 2% Parking 5% 8% 15% 22% 29% 20% Food Vendor Variety 1% 2% 14% 36% 44% 2%

41 How would you rate the following Festival characteristics? Answered: 454 Skipped: 24 Very Poor Poor Average Good Very Good N/A Total Weighted Average Quality of Food You Purchased Quality of Beverage You Purchased 0% 0% 11% 33% 43% 13% % 0% 7% 31% 48% 14% Retail Vendor Variety 0% 1% 10% 37% 44% 8% Wine Vendor Variety 0% 0% 7% 33% 56% 3% Availability of Public Seating 4% 10% 19% 29% 28% 10% Crowd Flow 2% 4% 24% 36% 32% 2% Overall Value of the Event 0% 2% 11% 39% 46% 1%

42 How likely are you to return to next year's festival and recommend the festival to friends? Answered: 470 Skipped: 8 Return to next year s festival Recommend the festival to friends Extremely Unlikely Very Unlikely Not Sure Very Likely Extremely Likely Total Weighted Average 2% 3% 14% 31% 51% % 2% 8% 32% 58%

43 Travel Characteristics 43

44 The next set of questions is related to when you plan for a vacation. Please indicate your level of agreement with each statement? Answered: 469 Skipped: 9 Strongly disagree Disagree Neither agree or disagree Agree Strongly agree Total Weighted Average I would travel to a 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. The status of a travel destination is irrelevant to me. 5% 9% 23% 35% 28% % 7% 23% 37% 28% % 10% 29% 32% 24% % 11% 26% 29% 29% A vacation destination is more valuable to me if it is highly exclusive. 6% 13% 31% 27% 23%

45 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: 460 Skipped: 18 Never Almost never Occasionally or sometimes Almost every time Every time Total Weighted Average Hotel booking services such as Hotels.com, Expedia, Hotwire, Priceline, etc. 6% 8% 32% 30% 24% Online travel sites such as Orbitz, Priceline, Travelocity, etc. 8% 9% 31% 26% 26% Travel specific social networks sites (Yelp, TripAdvisor, etc.) 8% 5% 35% 29% 23% General social networking sites (Facebook, YouTube, Twitter, etc.) 13% 9% 31% 24% 24% Peer-to-peer rental sites such as Airbnb.com, VRBO.com, HomeAway.com, etc. 21% 12% 31% 18% 17%

46 Please continue to rate how frequently you utilize the following types of websites when planning your trip. Answered: 449 Skipped: 29 Never Almost never Occasionally or sometimes Almost every time Every time Total Weighted Average Websites of local businesses at the destination you re planning to visit (hotels, restaurants, etc.) 5% 5% 31% 36% 23% Hotel/resort central reservations websites 5% 7% 33% 33% 22% Online travel reviewers/bloggers 10% 10% 32% 26% 23% Airline central reservations websites 10% 12% 34% 28% 16% Website of the Chamber of Commerce and/or the Convention and Visitor Bureau at the destination you re planning to visit 15% 17% 34% 20% 15%

47 When planning or booking travel for leisure vacations, which of the following online travel sites do you use? Choose all that apply. Answered: 462 Skipped: 16 Answer Choice Response Percent Response Count Travelocity 40% 187 Expedia 39% 178 Orbitz 31% 141 Priceline 29% 132 I book directly through the airline or its reservations office 27% 123 Hotwire 23% 105 Kayak 21% 98 CheapTickets 17% 77 Other 11% 50 CheapOair 8% 35 OneTravel 4% 20 AirGorilla 1% 5 47

48 When planning or booking lodging for leisure vacations, which of the following online hotel booking sites do you use? Choose all that apply. Answered: 455 Skipped: 23 Answer Choice Response Percent Response Count Hotels.com 42% 190 Expedia.com 35% 160 I book directly through the hotel property or its reservations office 30% 136 Travelocity.com 29% 131 Priceline.com 28% 126 Hotwire.com 15% 68 Booking.com 13% 60 Orbitz.com 11% 48 Other 10% 45 HotelReservations.com 3% 13 Agoda.com 2% 7 MoreHotels4Less.com 1% 6 48

49 When planning or booking lodging for leisure vacations, which of the following online peer-topeer rental accommodation websites do you use? Choose all that apply. Answered: 446 Skipped: 32 Answer Choice Response Percent Response Count I don t use peer-to-peer rental accommodation websites. 44% 197 VRBO.com 22% 97 Airbnb.com 21% 95 Other 13% 59 HomeAway.com 10% 43 Flipkey.com 4% 19 HouseTrip.com 3% 15 Travelmob.com 2% 8 OneFineStay.com 1% 6 Roomorama.com 1% 5 Wimdu.com 1% 4 9flats.com 0% 0 49

50 For More Information Contact Dr. John Salazar LinkedIn: Lowcountry and Resort Islands Tourism Institute at USCB 50

2016 Hilton Head Island Seafood Festival

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